Fast Food in Russia

PROSPECTS

Fast food drives consumer foodservice in Russia

Fast food continued to demonstrate strong foodservice value growth in 2017 and remained one of the main driving categories and trendsetters. The expansion of the largest chains across the country, the adoption of new technologies, strong, and even aggressive marketing activities, and consumer loyalty to brands were the major driving factors for fast food at the end of review period.

Illegal outlets close

The other important trend was the replacement of old illegal outlets with legal operations. Due to initiatives by a number of authorities and changing legislative framework, illegal players were forced to close their businesses, providing room for growth for existing players and new entrants, which is set to continue into the forecast period.

Fast casual is the future

Even though fast casual represented only a minor foodservice value share of fast food in 2017, it is set to become a major trend. Almost all the leading brands and new players began to demonstrate to some extent features of fast casual, while the most notable example was Teremok - Russkie Bliny.

COMPETITIVE LANDSCAPE

Moskva-McDonald’s leads fast food in value terms

Moskva-McDonald’s continued to lead fast food in 2017. The company achieved positive results due to expansion of its own and franchised outlets.

Teremok - Russkie Bliny the leading domestic player

Teremok - Russkie Bliny remained the leading domestic player in fast food 2017. Operating a wide chain of outlets under the Teremok brand, it is the most defined and notable example of fast casual.

Burger Rus launches loyalty programme based on Blockchain technology

The second largest player, Burger Rus, operating the Burger King brand in Russia, increased its value share significantly in 2017. The company demonstrated a clear strategy of winning new customers, which included not only expansion in outlets terms and the introduction of new technologies, but also a major focus on aggressive marketing.

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