Full-Service Restaurants in Hungary

PROSPECTS

Quality over quantity, as consumers swap large portions for gourmet meals

Full-service restaurants follows some of the same themes seen with limited-service restaurants, especially around the trend seen for premiumisation. Traditionally, Hungarian consumers prefer value meals and large portions, however we are seeing a move towards quality over quantity with an upsurge in fine dining and demand for premium and gourmet ingredients and menus.

Home delivery options increase in popularity and look set to expand outside Budapest

Also as seen with limited-service restaurants, home delivery continues to become an increasingly popular option. Whilst home delivery was traditionally for limited-service restaurants and foods such as pizza, burgers, etc, a higher number of full-service restaurants are now offering this service.

Kitchen collectives and fusion menus offer benefits for consumers and operators alike

Also as seen in limited-service restaurants, an element of fusion is being seen in full-service restaurants. Namely, we are seeing an increase in ethnic kitchens and collections of various kitchens under one roof.

COMPETITIVE LANDSCAPE

Fragmented category led by global chains, but independent ‘experience’ restaurants prove most popular for diners

Rosinter Magyarország Kft leads full-service restaurants with a small company value share. However, the player’s brand, TGI Fridays, shares top place in brand terms with Hard Rock Café (from Bigosz Kft).

Jamie Oliver’s Budapest flagship premises remains open despite his bankruptcy in the UK

Despite British celebrity chef Jamie Oliver going bankrupt in 2019, thus closing 22 restaurants in the UK, the flagship Jamie Oliver outlet in Budapest remains unaffected and continues to trade. This has been assisted by the fact the Jamie Oliver Budapest restaurant is owned by the successful Zsidai Group (as mentioned above).

No new international chain players expected, as the future of dining looks set to belong to the independents

New international players are not expected to open any operations in full-service restaurants in Hungary. The number of chained outlets remains limited to a few globally recognised names, for example TGI Fridays, Hard Rock Café, Jamie’s Italian, Nobu, etc.

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