Full-Service Restaurants in Germany

PROSPECTS

Delivery and digitalisation boost sales of full-service restaurants in 2019

Full-service restaurants benefited from several favourable trends in 2019. On the one hand, consumer-driven trends are generally favouring the craft of foodservice and the experience of prepared meals, which favours full-service concepts.

Flexitarian preferences impact menu offerings

Sustainability is one of the strongest consumer trends in Germany. In foodservice, this trend has specifically impacted menu offerings.

Deliveroo out, but delivery spurring growth regardless

Delivery is growing rapidly in Germany, but the competitive environment of delivery services was volatile in 2019. Deliveroo exited the market, while Takeaway.

COMPETITIVE LANDSCAPE

L’Osteria continues rapid expansion in and around urban areas

L’Osteria is one of Germany’s fastest growing full-service restaurant concepts. Captured in European full-service restaurants, the concept takes a casual dining approach to traditional Italian cuisine, specialising in pizza and pasta dishes.

Enchilada Group enjoys double-digit growth with multi-brand strategy

The Enchilada Group was one of Germany’s most dynamic full-service franchise networks in 2019. The company has seen rapid growth in the number of outlets since 2017.

Pizza Hut sees a strategy shift in Germany

Pizza Hut continued to allow more of its full-service restaurant formats to close in 2019 in Germany, in keeping with the brand’s shift to favouring express and takeaway-orientated limited-service concepts in the market. Pizza Hut’s strategic shift in Germany highlights both the brand’s struggles to remain relevant amidst increasingly stiff competition from players like L’Osteria and Vapiano, and also the opportunity in takeaway and delivery as occasions of convenience that more German consumers want.

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