Full-Service Restaurants in Germany

PROSPECTS

Full-service restaurants benefit from growing trend to eat and drink out of home

In 2018, full-service restaurants recorded a better performance in terms of value growth than in 2017. As the largest consumer foodservice category in Germany, full-service restaurants continued to benefit from the growing away-from-home market.

Consumers increasingly focus on restaurant experience and quality

Full-service restaurants are benefiting from increasing demand for an attractive ambiance combined with an interesting selection of creative and healthy products. This expectation is not limited to high-end restaurants but is increasingly noticeable regarding outlets at lower price points.

Rise of third party delivery services not expected to pose a threat to growth

In 2018, food delivery services from full-service restaurants continued to post strong value growth. The growing range of delivery options provide a high level of convenience, particularly for single-person households where people are cooking less and less but prefer to spend more time at home.

COMPETITIVE LANDSCAPE

Highly fragmented competitive landscape dominated by independent players

In 2018, the competitive landscape remained highly fragmented, with the vast majority of outlets being independents. Chained players continued to record higher value growth in 2018 and have become more relevant in urban centres, as they increasingly focus on store experience and digital features, but independent full-service restaurants are expected to continue to dominate the category in the years ahead.

L’Osteria strengthens position as leading chain

Within the largest category, European full-service restaurants, the German chain L’Osteria has continued its significant growth, with further rapid expansion planned in the coming years. The trendy brand, which offers Italian cuisine, distinguishes itself from other chains by the individual store designs of its outlets and an attractive value for money positioning.

North American full-service restaurants record the highest growth

Particularly noteworthy in terms of the growing popularity of North American full-service restaurants are the German chains Hans im Glück and Peter Pane. In addition to their modern, nature-inspired interior decoration, both brands offer a large selection of creative and high-quality burgers.

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