Fast Food in Greece

PROSPECTS

Increasing appeal of low-cost, on-the-go solutions amidst ongoing crisis favours fast food

Fast food recorded a positive performance in 2017, boosted by current recession-led trends that favour economy meal solutions on the go. Value sales growth was coupled with the decline in demand for more expensive full-service restaurants and the subsequent rise of demand for low-cost offerings, along with the rise of a street food culture.

A wave of premiumisation sweeps the channel

Whilst cash-strapped consumers trade down from full-service restaurants to fast food, they are increasingly trading up in their fast food choices. Operators are thus investing in opening or upgrading outlets with a focus on ambience and high-quality meal options at affordable prices, in an effort to attract customers that trade down from full-service restaurants, yet opt for premium quality in fast food.

Convenience stores and Middle Eastern fast food see the fastest growth

Souvlaki remains the undisputed leader within fast food, especially when it comes to independent fast food. Traditional souvlaki operators rank first – by far – in number of outlets and value sales, and this will not change over the forecast period, given the deeply embedded popularity of this low-cost local offering.

COMPETITIVE LANDSCAPE

Independent fast food outperforms chained fast food

Independent operators dominate fast food and outperform chained ones, which closed down outlets in many categories. In the popular “other” fast food category, mostly comprising souvlaki, wherein there is a very high number of outlets, very few chains are present and they perform rather poorly, being one of the worst-performing categories (and with a steeply declining number of outlets) within consumer foodservice as a whole.

Gregory’s Mikrogevmata and Goody’s lead fast food

Gregory’s Mikrogevmata continued to lead fast food in 2017, followed by Goody’s. The former ranks first in bakery products fast food (followed by Everest, which ranks third in overall fast food), whilst the latter leads burger fast food.

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