Full-Service Restaurants in Norway

PROSPECTS

Healthier menus and local food

2018 saw an ever greater focus on both health and the environment. To cater for consumer demand, full-service restaurants increasingly offered locally produced products as well as healthier ingredients, for example as pizza toppings.

International cuisines delight the palate

Norwegian consumers are increasingly seeing food as an escape from the cold winter. While the local culture is deeply rooted around traditional events, especially when it comes to Christmas or National Day celebrations, for every other day the full-service restaurant landscape is seeing an explosion of diversification.

Third-party delivery companies luring consumers away from their lunch boxes

Third-party delivery companies are aware of this diversification in the full-service restaurant landscape and have recognised the fact that many consumers are seeking to try out various new restaurants and cuisines during their short lunch break. Traditionally, the majority of Norwegians have taken a lunch box to work, with this habit having begun at school.

COMPETITIVE LANDSCAPE

Egon expands

Despite problems in previous years with regard to some of its outlets, Egon remained the leading brand in full-service restaurants in 2018. It opened two new outlets in Norway in 2018 as well as a third in Sweden.

Peppes Pizza in a battle with the strangest of competitors

After its failed marriage with Dolly Dimple’s, which was blocked at the end of 2016 by the Norwegian competition authority, and the subsequent absorption of Dolly Dimple’s by Domino’s Pizza at the beginning of 2017, Peppes Pizza is struggling despite a rise in sales. Now engaged in an outlet number battle with its limited-service restaurant rivals Pizzabakeren and Domino’s Pizza, Peppes Pizza is planning to open 50 new outlets over the next couple of years.

Fragmentation increases

Full-service restaurants in Norway is a hugely fragmented category, with chained establishments accounting for only a small share of overall outlets. This is not to be unexpected in view of the search for new experiences and cuisines.

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