Fast Food in Peru

PROSPECTS

Promotions and social networks drive traffic and ease communication with consumers

Fast food restaurants were active in offering different promotions to drive traffic towards outlets and helping consumers try new products once there – generally more expensive or premium-quality products. Social networks positioned themselves as a good way to communicate promotions to Peruvians, and for direct contact with consumers – interaction with fast food restaurants increased, with consumers placing orders and sharing positive and negative comments.

New independents offer local homemade food

Peruvian fast food and Asian fast food were examples of new concepts in the category; both targeted consumers who demand homemade and good quality food, fast service and attractive prices. This new trend represented an alternative to the classic chicken, burger or pizza familiar to consumers.

Retail growth helps fast food restaurants

The growing middle class in Peru and the development of new shopping malls contributed to growth for fast food restaurants. In 2017, malls continued to grow, despite political troubles and corruption issues with a major local construction company, which generated uncertainty and saw a stop being called to many projects.

COMPETITIVE LANDSCAPE

New international chains

Little Caesars reopened its first outlet, and plans to increase its outlet network by focusing on a low-price strategy, and the quickest service available to consumers (30 seconds). The company plans to open outlets in high-transit zones, where consumers can prove the proposal of service in 30 seconds and quickly move on to their final destination.

Consumers demand healthy food and good practices to ensure quality

Consumers became more conscious about wellness and demand increased for healthy foods and good practices to ensure product quality; fast casual restaurants responded well to this trend. Some fast food restaurants had to close outlets due to problems with sanitation authorities, which was an issue for the image of fast food.

Consumers expect to find familiar flavours

Chicken fast food continued to lead the category followed by hamburger and pizza. The categories with the highest growth were pizza and Latin American.

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