Full-Service Restaurants in Romania

PROSPECTS

Romanians remain conservative in their preferred cuisines

Romanians’ food preferences are reflected in the availability of different cuisines and their registered sales. Romanian food remains the most common choice for most consumers, which is also the most available format in smaller cities or rural areas, where the level of sophistication is much lower, or non-existent.

Full-service restaurants benefits from the favourable macroeconomic environment

More than other channels, full-service restaurants benefited from rising incomes, a more positive attitude towards spending, low unemployment and an overall wave of consumption growth in all industries. This led to an increase in the value per transaction, but mostly in the frequency of eating out.

Exposed to new experiences, consumers’ expectations increase

With the increase in consumption also came increasing expectations. Consumers are increasingly exposed to different cultures, by travelling more outside the country and experiencing different cuisines and higher industry standards.

COMPETITIVE LANDSCAPE

High fragmentation, with a reduced number of chained outlets

Full-service restaurants sees strong fragmentation, with a very limited number of chained operators, which are mostly focused on one city. The main exception is Pizza Hut, or Taverna Sarbului at a lower scale, with wide national coverage.

Competition within and outside the channel, as well from other industries

In addition to the basic needs they cover, full-service restaurants are increasingly becoming providers of experiences. The competition is at all levels within the channel, in terms of price, service and location, or in terms of menus, chefs and sophistication.

Third-party services provide a new wave of convenience

With the explosion of third-party ordering and delivery services, ordering lunch at the office or dinner at home has become easier than ever before. Consumers are exposed to a wide variety of offers.

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