Limited-Service Restaurants in Switzerland

PROSPECTS

Rising demand for plant-based meal options influences menus

Vegan and vegetarian concepts gained popularity throughout the category towards the end of the review period, with independent and chained limited-service restaurants updating their menus. For example, Subway now offers a Vegan Patty, with this replacing its Veggie Patty.

Fast-casual dining continues to expand its presence

Fast-casual concepts and chains are constantly being created in Switzerland, with these appealing to busy consumers looking for a quick and tasty meal. For example, local brand Holy Cow continues to expand in the German-speaking Switzerland, with it due to open its 15th chained burger limited-service restaurants outlet in 2020.

Uber Eats launches in Zurich after success in Geneva

Online ordering and third-party delivery options are now fully integrated into many limited-service restaurants, with home delivery seeing its share of value sales grow within the channel. A lack of time coupled with no desire to cook and/or no cooking skills are the main reasons for having food delivered.

COMPETITIVE LANDSCAPE

McDonald’s launches new home delivery service and adjusts menu

McDonald’s maintained a strong lead in limited-service restaurants in 2019 with it benefiting from its scale of operation, established brand name, and efficient organisation. McDonald’s adjusted the recommended retail price for a number of its products in mid-September 2019 for the first time in six years.

Fast food chains continue to expand

Expansion continued for some of the leading brands in Switzerland at the end of the review period as the demand for fast food continued to grow. For example, KFC continued to expand with it opening three new outlets in 2019, with looking to eventually expand to 50 outlets.

Growing competition forces some players out of the market

With limited-service restaurants being a dynamic and highly competitive area of consumer foodservice, there are brands appearing and disappearing every year. For example, Migros announced in 2019 that it is looking to sell all 15 of its Chickeria chained chicken limited-service restaurants.

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