Quick service restaurants are a fast-growing category in the U.K. and the European unio. Half of Europe’s largest restaurant companies are categorized as QSR, a classification that is dominated by U.S. corporations. According to Forbes, the dominance of American fast food is already secure in the EU. Twelve U.S. companies are responsible for driving 45% of sales earned by the 95 largest brands in the EU.

Unsurprisingly, it turns out capital is king. American companies with deep pockets are able to innovate and adjust to the current environment in the U.K. wher 10% of the positions in hospitality remain unfilled and there is substantial demand for convenient, delivery services.

As American chains search for a competitive advantage that will give them a leg up in the U.K., experts forecast a significant amount of innovation centered around convenience and novelty. Delivery, at least, is a place to begin. In February of 2020, there were 9.1 million delivery orders in the U.K. By February 2021, that figure had grown by 317% to 19.6 million orders.