Full-service restaurants will continue to experience negative value sales growth in Indonesia in 2021, albeit at a much slower rate than in the previous year. Some of the most popular full-service restaurants faced intense scrutiny as the COVID-19 pandemic triggered widespread hygiene concerns.
Although all consumer foodservice channels faced a difficult trading scenario, full-service restaurants found itself particularly under pressure during the pandemic. This is because of the more affluent target consumer audience that the channel has in comparison with limited-service restaurants.
In Indonesia, full-service restaurants can generally be divided into two categories. The first refers to restaurants that cater to more affluent consumers.
A full recovery for value sales of full-service restaurants is not expected to occur until 2025 due to the time it will take to restore consumer’s confidence in dining-in. To do this, full-service restaurants operators will need to continue implementing and communicating their safety and hygiene procedures, showing that they are putting the health of their customers and staff first.
The extremely difficult trading situation that unfolded for Indonesia’s full-service restaurants during the pandemic has had at least one positive impact: category players are now fully aware of the importance of maintaining a diverse and agile positioning. Having options in terms of adapting the brand strategy if under pressure will be increasingly important for survival.
The increasing focus on home delivery that spread across full-service restaurants during the pandemic is expected to remain in effect throughout the forecast period as category players have already discovered the major advantages of utilising home delivery services. For instance, Ismaya Group responded to the onset of COVID-19 by launching an online food market named Ismaya Gourmet Shop, which centres on a home delivery service.
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FSR (full-service restaurants) encompasses all sit-down establishments where the focus is on food rather than on drink. FSR is characterized by table service and a relatively higher quality of food compared to quick-service units. Menus offer multiple selections and may include breakfast, lunch and dinner. Preparation of food products is often complex and involves multiple steps. NOTE: restaurants types catalogued in this segment refer to table-service only (outlets with a proper “full table service:” wait staff attending customers and taking orders at the tables). Outlets with “limited table service” are excluded from FSR. For example: outlets where customers order their food at the counter are excluded (even though the waiter will then bring the food at the table).See All of Our Definitions
This report originates from Passport, our Full-Service Restaurants research and analysis database.
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