Limited-Service Restaurants in Italy

PROSPECTS

Casual dining and food delivery tempt more Italians to the channel

Limited-service restaurants as a channel is expected to further grow its share of sales in consumer foodservice in Italy over the forecast period. This is because many consumers are increasingly favouring casual dining and food delivery, as well as seeking more affordable prices, with the channel’s growth set to be driven by both chains and independent outlets.

Gourmet versions of national dish pizza are increasingly popular

Pizza remains a hugely popular dish among Italians but their famous traditional dish is becoming gourmet. In 2019, value sales of pizza limited-service restaurants represented more than two thirds of total category value sales, with pizza being the most ordered meal through food delivery apps and gourmet pizzerias reporting particularly high growth.

Acquisitions on the menu

Private equity firms are exhibiting ongoing interest in limited-service restaurants in Italy. Recent years have seen a number of domestic as well as international investment entities acquiring shares in domestic limited-service restaurant chains, reflecting the channel’s healthy sales performance and the interesting opportunities for growth over the forecast period.

COMPETITIVE LANDSCAPE

Italians seem to be “lovin’ it” at McDonald’s

In 2019, McDonald’s strengthened its leadership in the limited-service restaurant category in terms of value sales. Throughout 2019, the chain’s aggressive new-outlet expansion plans were successfully underpinned by its efforts to increasingly appeal to the specific tastes of Italian consumers.

Other American giants spread their footprint in Italy

Besides McDonald’s, Burger King and KFC showed strong dynamism in 2019. Burger King’s outlet number reached 210 threshold in 2019, with the objective being to strengthen its presence in the centre and south of Italy and reach 300 outlets by 2023.

Local penchant for piadina is on the rise

Chained bakery products limited-service restaurants are experiencing strong dynamism in the Italian market, especially formats offering piadina from Emilia-Romagna. Despite decreasing consumption of bread and bread products in Italy, local specialities such as piadina, a flat bread typically from Romagna, continue to appeal strongly to Italians.

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