Value-driven meal sets are expected to be a driver of growth in limited-service restaurants in the early part of the forecast period as Malaysian consumers are increasingly being faced with a rising cost of living. Many limited-service restaurants, and particularly chains, launched Menu Rahmah (a menu with prices fitted to people’s squeezed budgets).
The entrance of limited-service restaurants influenced by South Korean dining concepts is expected over the forecast period. South Korean culture has become increasingly popular in Asia and, indeed, around the world, with Korean pop music, beauty styles and dramas gaining in popularity amongst younger consumers, in particular.
Both domestic and international players are expected to fight for share in Malaysia’s limited-service restaurants category during the forecast period, with both local and international companies looking to develop significant expansion plans. In ice cream limited-service restaurants, for example, there are many local players emerging in Malaysia, such as The Inside Scoop, which doubled its outlet network to 40 over the course of the review period, and Piccoli Lotti, which serves artisanal gelato.
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Understand the latest market trends and future growth opportunities for the Limited-Service Restaurants industry in Malaysia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Limited-Service Restaurants
Limited-Service Restaurants (LSR) combine fast food and 100% home delivery/takeaway outlets. These outlets offer limited menus with items that can be prepared quickly. Customers typically order, pay, and pick up their order from a counter, though some outlets can have limited table service. This also includes 100% Home Delivery/Takeaway which provide no facilities for consumption on the premises. LSR tend to specialize in one or two main entrees such as hamburgers, pizza, or chicken, but they usually also provide drinks, salads, ice cream, dessert, etc. Food preparation is generally simple and involves one or two steps, allowing for kitchen staffs generally consisting of younger, unskilled workers rather than professional chefs. Other key characteristics include: • A standardised and restricted menu • Tight individual portion control on all ingredients and on the finished product • Individual packaging of each item • Counter service • For Chained Limited Service Restaurants, chained and franchised operations which operate under a uniform fascia and corporate identity • Any outlet offering full-service restaurant seating with servers would be excluded, even if delivery service is available.
See All of Our DefinitionsThis report originates from Passport, our Limited-Service Restaurants research and analysis database.
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