Limited-service restaurants was the channel that performed best during the pandemic in Denmark. Compared to other categories, limited-service restaurants was the closest to returning to its pre-pandemic current value sales level during 2021.
McDonald’s remained the leading player in limited-service restaurants, accounting for just over a quarter of value sales and managing to continue recording positive, if modest, value sales growth in both 2020 and 2021, with the majority of other consumer foodservice players having recorded steep sales declines in 2020. The chain entered specialist coffee shops in 2019, and has since continued to expand its McCafé concept in this channel.
Pizza limited-service restaurants was among the best performers during the pandemic, with pizza being one of the most popular food types for takeaway. This channel’s performance during the pandemic was also boosted by the expansion of chains such as ILD PIZZA, which originally started out in Aarhus, but has since been expanding across the country, doubling its outlet numbers in 2021, for example.
Limited-service restaurants, after declining less than other consumer foodservice channels in 2020, returned to positive value and volume growth in 2021, with the forecast period then expected to see positive growth in all measures, including outlet numbers, from 2022. Having performed relatively well in 2020, the rebound was easier, if less dramatic, for limited-service restaurants.
Danes are increasingly putting more focus on environment, climate, animal welfare and health and wellness. As a result, the consumption of meat products is falling and foodservice outlets are increasingly expanding their menu options with more vegetarian and vegan alternatives, including meals made with innovative plant-based meat substitutes.
In recent years it has become essential for limited-service restaurant chains to embrace sustainability initiatives to meet the rising expectations of Danish consumers. This only seems to have been accelerated by the pandemic, with plastic minimisation and food waste key topics in 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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