Full-Service Restaurants in Denmark

PROSPECTS

Full-service restaurants focus on providing unique experiences to consumers, as players increase the use of organic, local ingredients, as well as vegetarian options

Full-service restaurants – especially independent ones - increasingly focused on providing unique experiences to their customers in 2019. Therefore, a growing number of establishments used various strategies to enhance the dining experience.

Social, community eating increases, with eateries hosting special evenings where a surprise three-course meal is served

There is an increasing trend involving community eating, or shared meals, which in Danish is called fællesspisning. This trend involves establishments organising, occasionally or regularly, a special evening where everybody eats the same dish - there is no menu, but a three-course meal is selected by the cook and served.

Growing interest in convenience impacts full-service restaurants, which start to offer takeaway and delivery services to boost growth

The rising demand for convenience has seen an increase in full-service restaurants offering online ordering and takeaway. This includes Sticks ‘n’ Sushi, Bone’s, and Halifax Burgers, which all offer the options of ordering a meal online, to be collected at their outlets.

COMPETITIVE LANDSCAPE

Strong growth is recorded in chained pizza full-service restaurants as Orkla invests in Gorm’s, increasing its selection of organic and vegetarian options to boost sales

The strongest growth was seen from chained pizza full-service restaurants in 2019, even though independent outlets dominate pizza full-service restaurants. The chained section is represented by one player, Gorm’s, which is expanding significantly in both outlet numbers and value terms.

Jensens Bøfhus improves its performance through a change of ownership, and Asian full-service restaurants focus on sustainability to enhance their reputation

After dealing with a reputation crisis that almost saw it going bankrupt, steakhouse Jensens Bøfhus began recovering in 2019, after a change of ownership took place in 2018. In 2019, the player experienced the beginnings of a positive performance.

Diverse food options can find it challenging to compete in the landscape, resulting in a high turnover of new businesses

Competition among players in full-service restaurants is high, with new players entering the landscape often. However, this leads to a high volume of turnover, with many of these new entries becoming bankrupt.

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