Limited-service restaurants was hit hard by the COVID-19 pandemic in 2020, with sales plummeting in current value terms, although only a small decline was seen in outlet numbers. A return to current value growth was seen in 2021 along with the easing of restrictions compared with 2020.
Chained convenience stores limited-service restaurants was the category to see the strongest current value growth in 2021, and also returned to growth in terms of outlet numbers. This was due to renewed consumer demand as the impact of the pandemic lessened, and due to the uninterrupted operations of these types of restaurants.
Hesburger from Bulgarian Burger remained a top 10 player in limited-service restaurants in 2021, and despite not returning to the 2019 level of sales, saw a strong rebound in this year. This brand was the largest advertiser in burger limited-service restaurants in the first half of 2021.
Renewed consumer demand along with the normalisation of daily lives as the COVID-19 situation improves and the full operations of restaurants return will contribute to a continued rebound for limited-service restaurants over the forecast period. The pre-pandemic level of current value sales is set to be reached in the middle of the forecast period.
Over the forecast period chained Asian limited-service restaurants is set to see the fastest current value growth within limited-service restaurants. Asian cuisine increased in popularity over the review period, and this trend is set to continue moving forward, especially as the availability of Asian food in consumer foodservice remains very limited in most parts of the country.
While the adverse economic environment that unfolded over the course of 2020 and 2021 due to the COVID-19 pandemic is likely to have placed pressure on the expansion plans of the leading chained players in limited-service restaurants, it is expected that the channel’s strongest chains will continue to pursue their expansion programmes during the forecast period. Chained consumer foodservice is relatively underdeveloped in Bulgaria, and particularly dynamic players including Hesburger, KFC and Burger King are all still very much focused on increasing their footprint throughout the country.
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Fast Food
Limited-Service Restaurants (LSR) combine fast food and 100% home delivery/takeaway outlets. These outlets offer limited menus with items that can be prepared quickly. Customers typically order, pay, and pick up their order from a counter, though some outlets can have limited table service. This also includes 100% Home Delivery/Takeaway which provide no facilities for consumption on the premises. LSR tend to specialize in one or two main entrees such as hamburgers, pizza, or chicken, but they usually also provide drinks, salads, ice cream, dessert, etc. Food preparation is generally simple and involves one or two steps, allowing for kitchen staffs generally consisting of younger, unskilled workers rather than professional chefs. Other key characteristics include: • A standardised and restricted menu • Tight individual portion control on all ingredients and on the finished product • Individual packaging of each item • Counter service • For Chained Limited Service Restaurants, chained and franchised operations which operate under a uniform fascia and corporate identity • Any outlet offering full-service restaurant seating with servers would be excluded, even if delivery service is available.
See All of Our DefinitionsThis report originates from Passport, our Fast Food research and analysis database.
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