Full-Service Restaurants in Egypt

PROSPECTS

Egyptian consumers shift to smart casual dining as they feel the squeeze

With prices continuing to rise, consumer behaviour changed towards the end of the review period when it came to dining out. Nevertheless, instead of withdrawing from out-of-home consumption, consumers merely adapted their eating habits and choices to fit with what they could afford.

Weekly family meals a focus of full-service restaurants

Egypt still places a lot of value on strong family ties and as such weekly family meals in full-service restaurants remain a common occurrence, with consumers tending to dine out in large groups. As such, many restaurants look to cater to a variety of different tastes by offering an international menu, rather than one type of cuisine.

Middle Eastern food a popular choice but new trends having an influence

Middle Eastern full-service restaurants remained the largest category in 2019 with it being dominated by authentic local cuisine. The channel offers a wide variety of options in terms of pricing, ranging from fine dining to economy, making it accessible to more consumers than some other types of full-service restaurants.

COMPETITIVE LANDSCAPE

Chili's Grill & Bar continues to innovate

Tropicana For Projects Ltd’s Chili's Grill & Bar chain of North American full-service restaurants was the leading brand in 2019 in terms of value share. The chain offers a wide menu of lunch and dinner options from burgers and fries to fajitas, chicken wings, salads, sandwiches, soups, among many other options.

More Mori offer entices more consumers into Mori Sushi

Mori Sushi maintained its lead in Asian full-service restaurants in 2019, with it continuing to profit from its offer of More Mori on Monday and Tuesday of every week. This offer enables diners to order from a special menu and receive more dishes for their money.

Baky Hospitality tasks chef with revamping its menus

In terms of high-end dining, local company Baky Hospitality partnered with Dubai-based chef Reif Othman to revamp the menus of its Sachi by the Sea, Kazoku, and most recently, Lexie’s restaurants. The chef was tasked with raising the level of fine dining in Egypt with the focus on using high-quality local ingredients and a more sustainable approach to cooking.

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