Full-Service Restaurants in Romania

PROSPECTS

Further growth brought about for full-service restaurants by better economic circumstances and rising tourism

The further strong advance of full-service restaurant value sales in 2019 was the result of consumers experiencing increased disposable incomes, due to the favourable macroeconomic environment, and changes in their lifestyle, with longer working hours and less time for cooking at home. In 2019, the value per transaction in full-service restaurants rose further as did the frequency of eating out, as rising incomes enabled consumers to spend more.

While younger consumers are keen to explore other cuisines, traditional Romanian food remains the focus of most full-service restaurants

Fragmentation of shares among full-service restaurants is very high in Romania as a large number of small companies, mostly operating one outlet each, dominate the competitive landscape. This is confirmed by official statistics which state that the majority of companies operating as full-service restaurants have 0-19 employees.

Other full-service restaurants address consumer demand for new experiences and specialist cuisines

The strongest value growth in 2019 was achieved by other full-service restaurants and this was the result of two factors that continued to develop in Romania. The first is the increasing number of full-service restaurants offering fusion menus of dishes from different cuisines from around the world.

COMPETITIVE LANDSCAPE

Pizza Hut continues to benefit from Romanians’ love of pizza

Full-service restaurants in Romania remains highly fragmented. At the same time, there are only a small number of chained operators, which tend to be focused on just one city.

City Grill Group stands out for its operation of chains as well as unique outlets

International full-service restaurants have monopolised casual dining through brands such as Pizza Hut, Hard Rock Café and Ruby Tuesday. Meanwhile, domestic brands record top-ranking positions due to their expansion, often through franchising, although there have been mixed developments for the Trattoria Il Calcio and Taverna Sarbului brands.

The extensive use of smartphones in everyday life forces full-service restaurant players to develop apps and provide third party delivery services

As the proliferation of smartphones has resulted in connectivity and mobility becoming essential components of the lifestyle in large cities, full-service restaurant operators in Romania cannot afford to remain behind. Many have therefore launched mobile apps to attract consumers and improve their brands’ visibility and sales.

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