In 2020, for much of the year full-service restaurants were restricted to offering home delivery and takeaway services as Ukrainian authorities sought to curb the spread of COVID-19 in the country by preventing eat-in consumption. As such, players in this category had to adapt in order to retain some level of sales in 2020 by offering new home delivery services.
A number of famous restaurants in Ukraine closed their doors in 2020 including Ronin and Rygalove by Borysov Gastrofamily TOV in Kiev and Kompot and Steakhouse by Savva Libkin in Odessa. During the lockdown restrictions, however, Borysov Gastrofamily adapted many of its other outlets in order to continue some sales despite closing their doors to eat-in consumption.
Mafia, a prominent chain of European full-service restaurants in Ukraine, remained the leading brand in value share terms in 2020 during the COVID-19 pandemic. However, the competitive landscape is highly fragmented, with Mafia holding only a small share of value sales.
As a result of COVID-19 travel restrictions Ukrainians have missed out on their holidays in 2020 and will continue to do so whilst travel restrictions remain in place in the beginning of the forecast period. Furthermore, some citizens will remain nervous about travelling even when travel restrictions are lifted as the global threat of COVID-19 is expected to last well into the forecast period.
The economic ramifications of the COVID-19 are expected to drive a polarisation of price positioning in Ukrainian full-service restaurants over the forecast period. Although the country is expected to experience a considerable economic downturn following the negative impact of the global health crisis, affluent consumers in Ukraine will be less hard hit by these hard times than lower income households.
Over the forecast period, companies will need to use unique features and value-added elements to draw consumers in what is a very competitive category of consumer foodservice in Ukraine. Companies will do well to focus on establishing a clear positioning and brand identity that includes additional value such as a unique restaurant design, a famous chef or bartender, or a focus on the experiential aspect of dining in a full-service restaurant.
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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 Definitions
This report originates from Passport, our Full-Service Restaurants research and analysis database.
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