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For the first time in history, hamburger sales in France have soared higher than the classic baguette jambon-beurre sandwich as French diners surrender to the American fast-food favourite.
Burgers were on the menu at 85 percent of restaurants in France last year with a whopping 1.5 billion units sold, according to a study by Paris-based restaurant consultants Gira Conseil.
More worryingly still for the defenders of French cuisine, just 30 percent of the burgers were sold in fast food joints, with the majority sold at restaurants with full table service.
Le burger has almost become French, often served with some of the country's most famous cheeses like Roquefort rather than plastic cheddar.
This is big news for a country that takes great pride in its national culinary culture, and which for years resisted the global burger onslaught.
"We've been talking about a burger frenzy for three years. This year, we don't know how to describe the phenomenon. It's just crazy," Gira Conseil director Bernard Boutboul told AFP.
There was a nine percent jump in burger sales last year. "That's phenomenal growth," Boutboul said.
In 2016, hamburger sales were on a par with the jambon-beurre, or ham-and-butter baguette -- which is still the most popular sandwich in France.
"But in 2017, for the first time, (burgers) overtook (the French classic) by a long way," Boutboul said, with jambon-beurre sales at 1.2 billion units.
"One wonders whether the burger might even overtake our famous steak frites in France," he said.
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