Full-Service Restaurants in Egypt

PROSPECTS

Egyptian consumers shift to smart casual dining

Following the currency devaluation of the Egyptian pound, and later the increase in the Value Added Tax (VAT), consumer behaviour was naturally expected to change. However, instead of withdrawing from out-of-home consumption, consumers merely adapted their eating habits and choices to match their new purchasing power.

Family dining culture shapes menu and restaurant offerings

In a culture that deeply values familial and social bonds, Egyptian consumers tend to dine out in large groups. Restaurants have grown to understand the undeniable effect this can have on the collective decision of “where are we going to eat?” The solution has been to attempt to accommodate the different tastes of every individual in any group by offering an “international menu”, rather than one cuisine (such as Thai, Italian, Oriental, etc).

Increased operational costs lead restaurants to overhaul menu and operations

Many restaurants have implemented unconventional methods in order to increase their revenues. For example, one restaurant discovered that by having slightly less comfortable furniture, there would be a higher table turnover.

COMPETITIVE LANDSCAPE

Leading players

Mori Sushi continues to lead the Egyptian chained Asian full-service restaurants due to its continuous menu development and the lack of premium-quality competing restaurants in this category; it targets niche consumers and thus rarely offers promotional prices in order to keep its premium target group. The popularity it has achieved in Egypt encouraged its operation to open new branch in Dubai UAE, besides expanding in key locations in Egypt.

Competition changes according to consumer tastes

Egyptian consumer foodservice is changing year on year to cope with changes in consumer tastes, such as the growing trend of seeking healthy, delicious dining options in a city that used to love junk food. There also is a lack of and consumers are continually seeking family-friendly dining spaces with safe playing areas for children.

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