More international tourists are expected to enter Thailand over the forecast period as COVID-19 fears further subside, which should provide major opportunities for the further development of limited-service restaurants. Global brands of chained limited-service restaurants, which are generally familiar to international tourists, are likely to be key beneficiaries, with travellers often turning to familiar brands when at airports, train stations and other travel locations.
As Thailand started to recover from the impact of COVID-19 in 2022, many limited-service restaurants made announcements that they would be revamping their outlets over the forecast period to meet the needs and tastes of modern diners, with this being seen especially in outlets in Bangkok. Players also committed to improving service quality and adding new digital features.
The high inflation rate seen in Thailand in 2022 posed a threat to the existence of some chained limited-service restaurants with many customers in Thailand being forced to tighten their spending budget on food by spending more at local vendors and street stalls/kiosks food, with these typically offering lower prices. Additionally, an increase in food delivery services meant that more foodservice options became available to consumers and thus this increased competition for limited-service restaurants, with many consumers choosing to shift to more affordable options.
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Limited-Service Restaurants (LSR) combine fast food and 100% home delivery/takeaway outlets. These outlets offer limited menus with items that can be prepared quickly. Customers typically order, pay, and pick up their order from a counter, though some outlets can have limited table service. This also includes 100% Home Delivery/Takeaway which provide no facilities for consumption on the premises. LSR tend to specialize in one or two main entrees such as hamburgers, pizza, or chicken, but they usually also provide drinks, salads, ice cream, dessert, etc. Food preparation is generally simple and involves one or two steps, allowing for kitchen staffs generally consisting of younger, unskilled workers rather than professional chefs. Other key characteristics include: • A standardised and restricted menu • Tight individual portion control on all ingredients and on the finished product • Individual packaging of each item • Counter service • For Chained Limited Service Restaurants, chained and franchised operations which operate under a uniform fascia and corporate identity • Any outlet offering full-service restaurant seating with servers would be excluded, even if delivery service is available.See All of Our Definitions
This report originates from Passport, our Limited-Service Restaurants research and analysis database.
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