Limited-Service Restaurants in Egypt

PROSPECTS

Limited-service restaurants remains a diverse and attractive proposition in Egypt

Limited-service restaurants in Egypt are not limited to global fast food chains with there also being a diverse array of local and regional brands in the country. These also feature a good representation of menu types featuring burgers, sandwiches, shawarma (thinly sliced meat), Middle Eastern (featuring the national dish koshari) as well as bakery products and pizza.

Widespread demand for fast food thanks to wide offer and convenience

Consumers from all income groups love fast food in Egypt with it contributing to one of the highest obesity rates in the world. This high demand supports strong sales in limited-service restaurants with brands tailored to consumers across the price spectrum.

Online ordering and delivery platforms proving a hit with hungry consumers

With the increasing number of smartphone users in Egypt, a growing number of limited-service restaurants have looked to increase their presence through online ordering and delivery platforms. By partnering with these platform providers, limited-service restaurants can reach out to more consumers and they have been offering improved value deals through these platforms to try and stand out from the competition.

COMPETITIVE LANDSCAPE

McDonald’s maintains lead as store network expands

McDonald’s remained the leading brand in limited-service restaurants in Egypt in 2019 with it opening another three new outlets. The brand invested heavily in marketing and promotional activities towards the end of the review period as it looked to maintain its lead in the face of mounting competition.

KFC sets sights on further expansion

KFC continued to dominate chained chicken limited-service restaurants in 2019, with it opening a further two outlets as its popularity continued to rise. In 2020 the brand introduced its pocket-friendly Smart Box with this being heavily promoted in Cairo through a billboard campaign that focused on the components of the meal and its low price.

Chained bakery products limited-service restaurants finding success

US franchise Dunkin’ Donuts only entered Egypt at the beginning of the review period but it continued to expand its network in 2019 with its 18th new outlet. The brand regularly offers promotions to entice consumers into its stores.

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