Fast Food in Italy

PROSPECTS

Positive outlook for fast food

Fast food sales are expected to continue to increase over the forecast period in both value and transaction terms, with Italian consumers spending more in this area. Diversification and innovation will remain key to success in what is a very competitive area.

Chained fast food players performing better

Chained fast food operators are expected to continue to perform better than independent players over the coming years, with the former benefiting from a more entrepreneurial spirit and stronger and more structured overall organisation. While independent fast food players are closing outlets, chained operators continue to open more establishments.

Innovation and new cuisines

Italian consumers are changing their attitude towards dinner, which is now considered a good occasion to try new foods and innovate and experiment with new dishes to replicate at home. Therefore, consumers in fast food are increasingly looking for added value that can make the difference.

COMPETITIVE LANDSCAPE

Strong impact of health and wellness trend

The health and wellness trend is expected to continue to strongly impact fast food. For example, leading international chain McDonald’s, despite focusing on burgers and providing a global standardised offer, is now also offering salads and fruit, as well as a section on “nutrition” in its website.

Expansion of franchising model

It is expected that, over the forecast period, there will be an increase in the number of fast food players operating in franchising, especially considering the strong sense of globalisation pervading the area. In addition, the development of Italian franchising abroad could be an opportunity for players to export Italian food, which is renowned abroad.

Not only burgers

Ethnic fast food is on the rise considering that a larger number of consumers appreciate new tastes and cuisines and are looking forward to experimenting with innovative foods and dishes. For example, 100 Montaditos Italia, specialising in traditional Spanish cuisine, won the “Insegna dell’Anno Italia 2017/2018” (signboard of the year) prize.

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