Limited-Service Restaurants in Israel

PROSPECTS

Shift from full service to limited service continues in 2019

Plagued by factors such as rising rental rates and staffing costs, as well as restrictive legislation, full-service restaurants saw declines in both value sales and the number of outlets in 2019. In turn, many consumer foodservice players are now seeking lower costs and fewer risks, and in many instances that has supported a shift to limited-service restaurants.

Street food continues to gain in popularity

The so-called street food movement continues to gather momentum in 2019. Growth in recent years has been driven by various factors, including a response by chefs, cooks and other foodservice operators to the rising operating costs associated with full-service restaurants, resulting in the shift to limited service.

Limited-service outlets continue to implement tech-based solutions to reduce costs

As staffing costs rise in consumer foodservice as a result of new regulations, amongst other manpower issues, a growing number of limited-service establishments are implementing tech-based solutions to cut their labour costs. For example, McDonald’s, Burgerim and other limited-service chains recently introduced in-outlet kiosks where customers can place their orders and immediately pay for them, reducing the number of front-of-house employees needed per shift.

COMPETITIVE LANDSCAPE

McDonald’s Israel holds strong lead in value share in 2019

With its strong brand and its well-established, widely-dispersed network of outlets located in strategic, busy locations, McDonald's Israel remains by far the leading player in the limited-service restaurant category, a position it has held for many years. The chain continues to drive value sales growth through innovation; for example, it recently introduced its convenient McDelivery service.

Leading limited-service restaurant players continue to refresh their brands

To maintain and strengthen their positions in limited-service restaurants, leading players have adopted strategies that ensure their brands remain engaging and relevant to consumers. They continually launch new products to broaden and refresh their product portfolios in response to changing Israeli consumer preferences and implement innovative marketing programmes to keep consumers aware of those new products.

Third-party delivery players continue to influence performance of limited-service restaurants in 2019

Third-party delivery players such as Cibus, 10bis and Wolt continued to see strong growth in 2019. While their operations continue to be focused in Tel Aviv in 2019, they are nevertheless expected to expand their services into other locations soon.

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