Limited-Service Restaurants in Italy

PROSPECTS

The rise of “digital” restaurants with kitchens only

Limited-service restaurants are expected to further grow their share of sales in consumer foodservice in Italy over the forecast period. This will be down to many consumers increasingly favouring casual dining and seeking more affordable prices, with the category’s growth set to be driven by both chains and independent outlets.

New regulation concerning novel food

On 1 January 2018, the EU introduced a new regulation on novel food and so now in Italy it is possible to produce and sell insects to be eaten by consumers. Italians are expected to generally remain reluctant to eat insects, which are not part of Italian and Mediterranean food culture, with only a niche group of consumers likely to be willing to try such items over the short term.

Preference for local, healthy and natural ingredients

Italian consumers are becoming less interested in, and loyal to, well-known brands in limited-service restaurants, instead opting for smaller establishments which focus on offering good quality food made from local and natural ingredients. As a result, over the forecast period it is expected that large players within chained limited-service restaurants will launch new brands and concepts but without actually mentioning their name so as not to put off consumers and get honest reviews.

COMPETITIVE LANDSCAPE

Sushi performs well in 2018

Sushi Daily, a brand owned by KellyDeli and currently present in street stalls/kiosks, performed very well in Italy in 2018, expanding its business and turnover. In June 2018, the company opened its first outlet with seating in Rome, offering consumers the option of both takeaway and eating in.

Chains continue to expand and innovate

In 2018, KFC opened its third restaurant in Rome to take its tally in the country to over 20. Rome remains a priority area for KFC, with the company expecting to open at least another 10 restaurants in the capital over the next two years.

McDonald’s strategy in Italy

In 2018, McDonald’s introduced tablets to many of its outlets in Italy, enabling customers to more quickly order food, while also being able to browse the internet and play games thanks to free Wi-Fi. At the same time, McDonald’s continued to focus on using high quality Italian ingredients in its products.

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