Limited-Service Restaurants in Sweden

PROSPECTS

Veganism storms in – a move from health to ethical

Vegan food was the hottest trend in limited-service restaurants in Sweden in 2018, following the long-standing consumer interest in healthy fast food alternatives that has thoroughly shaped the market. However, in 2018 restaurants clearly shifted focus from purely health positioned food, such as vegetarian, organic, locally produced ingredients, or low fat/sugar, to offering consumers the possibility to choose alternatives to red meat, and in particular, vegan dishes.

Focus on self-service, but also on increased service

A major trend in 2018 was an increased focus on the presence of self-service at limited-service restaurants. McDonald’s, for example, introduced self-service stations with touchscreens where consumers order and pay for their food.

Largest channel drives growth

Actual value growth was driven by burger limited-service restaurants, the largest channel in limited-service restaurants, supported by new outlets opened 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. Chicken limited-service restaurants also recorded strong value growth in 2018.

COMPETITIVE LANDSCAPE

McDonald's Corp in the clear lead

McDonald's Corp led limited-service restaurants at the GBO level in 2018. The company represents the most recognisable brand within limited-service restaurants in Sweden with a wide network of outlets.

New launches focus on health...

Many players continued to focus on improving the image of limited-service restaurants in 2018, trying to improve the unhealthy and low-quality image of fast food. McDonald’s Corp launched a vegan burger under the McVegan name in early 2018, while Max Hamburgerrestauranger launched several vegan positioned products in 2018, including a range of vegan shakes.

...and premium items

Players also launched more premium positioned products. McDonald's, for example, introduced a new range of health positioned salads with exotic ingredients such as Hummus and Beluga Lenses (Chicken with Hummus and Chicken with Beluga Lenses).

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