Limited-Service Restaurants in Norway

PROSPECTS

Health and environmental trends influence limited-service restaurants

Limited-service restaurants continued to see strong current value growth in 2019, despite a decline in outlet numbers. One of the factors boosting sales was the wider availability of products to meet the needs of different consumer groups.

Digitalisation and enhancing the customer experience

Limited-self service restaurants are now trying to enhance their customer experience. Despite the late arrival in Norway of self-service ordering, McDonald’s launched this at the end of 2017, and automated ordering through touch screens has now been implemented in most burger limited-service restaurants, relieving the stress of queueing.

Online ordering and third-party delivery companies set to disrupt the channel

Both independent and chained operators, including McDonald’s, are embracing technology. At the touch of a button, Norwegian consumers can get home or office delivery of their favourite meal, ranging from hamburgers to vegan salads.

COMPETITIVE LANDSCAPE

Chained limited-service restaurants dominates, led by McDonald’s

Chained limited-service restaurants dominated in 2019, benefiting from a dense network of outlets and strong brand recognition throughout Norway. Their lead in outlet numbers and value sales is expected to continue over the forecast period.

Pizzabakeren clearly leads pizza LSR but the pizza war transcends categories

Pizzabakeren was the clear leader in pizza limited-service restaurants in terms of both value sales and outlet numbers in 2019. It has the widest network of outlets and continues to grow.

Domino’s Pizza struggles despite continuous expansion

Domino’s Pizza arrived in Norway in 2014, and has increased its number of outlets every year since. The rapid growth of Domino’s Pizza was mainly supported by the purchase and conversion of full-service restaurants Dolly Dimple’s, which was formerly a strong player in pizza full-service restaurants.

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