Full-Service Restaurants in Portugal

PROSPECTS

Consumers demand innovation as the popularity of dining out grows

With Portuguese consumers eating out more often after a period of constraint and as tourist flows increase, full-service restaurants continued to enjoy higher sales in 2019. More demanding consumers are challenging players to innovate in a channel dominated by traditional family-owned outlets.

Consumers seek longer opening hours

Changing consumer habits and tourism growth are boosting demand for extended opening hours for full-service restaurants. An increasing number of customers are looking for restaurants where they can eat at four in the afternoon, enjoy longer conversations at the table and remain for later drinks.

Delivery services an opportunity going forward

Delivery services remain underdeveloped among full-service restaurants in Portugal, although greater dynamism is expected here over the forecast period. Delivery is a trend demonstrating exponential growth and is becoming a highly competitive service, with mobile apps revolutionising the market and allowing restaurants to become closer to customers and increase their capacity to attract new customers.

COMPETITIVE LANDSCAPE

With independents dominating, chained full-service restaurants must innovate

Independent family-owned restaurants represent the great majority of the full-service offer in the country and the trend is unlikely to change over the forecast period. However, in a highly dynamic channel, the share of these family-owned traditional restaurants is likely to suffer somewhat due to the emergence of innovative concepts and investments from larger restaurant groups such as Multifood or Ibersol.

An unexpected partnership between Telepizza Group and Yum! Brands

An unexpected partnership between Telepizza Group and Yum! Brands was formalised in December 2018 with the aim of promoting the international development of the Telepizza brand in Latin America, Switzerland, Spain and Portugal. Although the Telepizza and Pizza Hut brands will maintain separate identities, under the partnership franchised Pizza Hut outlets will be managed by Telepizza.

Players use creative marketing campaigns to boost sales

In the highly competitive channel of full-service restaurants, players are becoming increasingly creative to boost sales. Portugália, for example, implemented a marketing campaign in August 2019 offering clients the chance to win a EUR3,000.

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