A few full-service restaurant companies reported declines in sales over the first half of 2021 compared with the same period of the previous year. This was due to the negative impact of COVID-19 on sales in the first quarter of 2021, whereas the disease had not yet impacted the market in the equivalent period of 2020.
A few full-service restaurants players opened ghost/cloud kitchens in areas across Bangkok during the lockdown period spanning July-August 2021 when the government did not allow any restaurants inside department stores to open as part of efforts to prevent the transmission of the SARS-CoV-2 virus. Many full-service restaurant operators, such as Zen Japanese Restaurant Group, looked for areas for cloud kitchens which were built primarily for takeaway and home delivery purposes, as the establishment of cloud kitchens enables players to extend their potential range of delivery.
As well as setting up cloud kitchens and targeting demand for home delivery, another tactic adopted by full-service restaurants players in light of the closure of outlets in shopping centres was the introduction of packaged products for sale in retail outlets such as supermarkets and convenience stores. For example, Bar B Q Plaza, whose main business is focused on Mongolian and Japanese style barbecue cuisine, collaborated with Betagro Group to launch packaged meat for home-cooking.
Certain adaptations made by full-service restaurants operators during the COVID-19 crisis are likely to have an ongoing role to play in strategies during the forecast period. The severe economic impact of the crisis is likely to lead to enduring consumer budget-consciousness, resulting in consumers opting for less expensive food buffets and focusing more on the kind of economy food menus favoured during the pandemic.
Leading chained full-service restaurants players have built up their own delivery platforms, allowing consumers to order by phone, as well as via websites and mobile apps. For example, Zen offers its 1376 Delivery platform, while Oishi has its own platform called Oishidelivery.
As full-service restaurants players look for additional sources of revenue, some are expected to provide catering for events such as seminars and parties. For example, MK Restaurant Group has begun to provide snack boxes for seminars and meeting groups, with a minimum order of 30 boxes.
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Full-Service Restaurants
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 DefinitionsThis report originates from Passport, our Full-Service Restaurants research and analysis database.
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