Limited-Service Restaurants in Sweden

PROSPECTS

Veganism drives growth, with a move from healthy to ethical

Limited-service restaurants saw another year of growth by all measures in 2019. One of the main trends driving growth remained vegan food, following the long-standing consumer interest in healthy food alternatives, which has shaped overall consumer foodservice.

Focus on self-service boosts sales

A major trend at the end of the review period was an increased focus on offering self-service at limited-service restaurants. McDonald’s, for example, introduced self-service stations with touchscreens, where consumers order and pay for their food.

The largest channel, burger limited-service restaurants, drives growth

Although ice cream limited-service restaurants saw the strongest current value growth in 2019, this was from a low base. Actual value growth was driven by burger limited-service restaurants, which remained the largest category within limited-service restaurants, supported by new outlet openings by leading players such as Burger King, but also by recently established chains such as Bastard Burgers, which specialises in premium burgers and craft beer.

COMPETITIVE LANDSCAPE

McDonald’s maintains its lead by following consumer demand

McDonald’s continued to lead limited-service restaurants in value terms in 2019, with these outlets operated by various franchisees. The company is the most recognisable brand within limited-service restaurants in Sweden, thanks to its global recognition and wide outlet network.

Veganism continues to gain popularity, leading to new launches

Although the vegan trend started a few years ago, it remained a hot topic in 2019. A new concept in April 2019 was the limited-service restaurant Dirty Vegan, which combines indulgence with health and veganism.

Sustainability gains importance

As a result of the “Greta Thunberg effect”, there is a strong move towards sustainability in Sweden. This is most visible in limited-service restaurants; in fact, it is not very visible in other consumer foodservice channels.

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