Of course, location and online communication are still crucial to generate traffic to fast food outlets, or to increase the number of online orders, but some operators use food trucks, the latest trend. They travel to festivals, trade shows and other events with their trucks to raise their brand awareness and generate trials.
Although conventional fast food meals like hamburgers, pizza and bakery products dominate the category, operators work hard to differentiate themselves from other brands with similar profiles. Entrepreneurial spirit inspires new outlet openings as the cost of entry to open a fast food restaurant is relatively cheap and prospects are promising.
With the exception of the two largest burger fast food brands, McDonald’s and Burger King, most operators – both chains and independents – offer home delivery service. KFC was the last notable fast food operator that set up a delivery network and extended its reach to people that prefer eating at home or in their office rather than visiting the outlet.
Pizza Hut used to run pizza full-service restaurants with strong sales from home delivery during the mid-2000s, but it shut most of its outlets during the great economic recession and kept only two. The company had to revise the operation and the format as the overall consumer foodservice market shifted towards fast food consumer foodservice, particularly in shopping malls, the location with the most concentrated foot traffic.
The 87 outlets of McDonald’s, the largest burger fast food chain in Hungary, cover the country with a small skew towards franchised outlets against ones owned by McDonald’s Magyarország, the domestic master franchise owner. It has gradually closed underperforming outlets, or moved from smaller locations to more spacious locations.
Similar to mainstream customers, most entrepreneurs are rather conservative and join franchises with a long track record in the Hungarian foodservice market rather than joining a new, emerging one. This is advantageous for established brands seeking to extend their networks, but makes it harder for new initiatives to flourish, regardless of whether they are domestic or international concepts.
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Understand the latest market trends and future growth opportunities for the Fast Food industry in Hungary with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Fast Food research and analysis database.
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