Fast Food in Romania

PROSPECTS

International brands drive growth

The performance of fast food as a whole in 2017 was largely a result of intensive activities from the operators of the international brands McDonald’s and KFC, which sought to integrate these brands into the lifestyles of Romanian consumers. Higher disposable incomes thanks to the strong economic climate led to consumers eating out more frequently, with many showing a greater interest in fast food due to it being seen as convenient as well as more widely available thanks to the expansion of shopping centres across the country.

Burger fast food the biggest channel in terms of value sales

Burger fast food’s leading position in terms of value sales can be attributed almost completely to McDonald’s, with its performance determining that of the channel. It was a similar situation in the second largest channel, chicken fast food, which is dominated by the KFC brand.

Middle Eastern fast food records the strongest value sales growth

The performance of Middle Eastern fast food in 2017 was heavily linked to the activities of domestic players. Domestic chains in this channel have already attracted the attention of mass consumers because of the strong popularity of kebabs and other traditional Turkish food.

COMPETITIVE LANDSCAPE

McDonald’s continues to lead fast food

McDonald’s remained the leading brand in fast food in 2017. One of the main reasons for its success is that it is largely associated with Western lifestyles.

Franchising the main method of expansion

Franchising remained the most popular method of expansion for both international and domestic players in 2017. At the end of the review period all international brands were operated through franchising, using individual franchisees in the case of Subway or local partner companies such as Sphere Franchise Group.

Fresh Corner records the strongest value sales growth

With a strong presence in convenience stores fast food, Fresh Corner was the most dynamic brand in 2017. The brand’s operator, MOL Romania Petroleum Products, is implementing the concept across a large number of petrol stations across the country.

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