Limited-Service Restaurants in Greece

PROSPECTS

Premiumisation maintains growth in several categories

Limited-service restaurants continued to see growth by all measures in 2019. The traditional dish souvlaki accounts for the lion’s share of sales in such outlets, both in terms of number of operators (included under other limited-service restaurants) and consumer preference.

Outlet openings help to ensure growth

Burger limited-service restaurants saw growth in the number of outlets in 2019, which derived solely from the increase in independent outlets, as chains saw a decline in outlet numbers. Asian limited-service restaurants also saw outlet growth, as a number of new chains emerged, such as Street Wok, but also more independent outlets.

Online ordering and home delivery increase

Home delivery remains a very common practice in Greece. Although the Finnish start-up Wolt entered Greece in January 2019, its entry had little impact on limited-service restaurants, as most operators in this category already have their own employees to carry out home delivery.

COMPETITIVE LANDSCAPE

Gregory’s Microgevmata maintains its lead through continued expansion

Bakery products player Gregory’s Microgevmata continued to lead limited-service restaurants in value terms in 2019, and also accounted for the most outlets. Having established a strong presence in Greece, the company is seeking opportunities for growth in new areas.

Chains grow in bakery and ice cream limited-service restaurants

Independents remain strongest in limited-service restaurants, especially in other limited-service restaurants, which is mainly made up of souvlaki outlets. However, chains are increasing their presence.

Vivartia purchases Forky, starts a new brand and moves into new locations

Vivartia acquired the Greek start-up forky.gr in 2017 and relaunched it in 2018.

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