2020 saw limited-service restaurants register a relatively favourable performance as the declines recorded in value sales, transactions volume and the number of outlets in the channel were far less severe than the declines recorded in other channels and categories across the consumer foodservice industry. One of the main factors that supported the performance of limited-service restaurants during 2020 was the relatively high proportion of sales in the channel accounted for by takeaway and, in particular, delivery orders.
Pizza limited-service restaurants and chicken limited-service restaurants were among the best performers in limited-service restaurants during 2020, although it should be noted that other limited-service restaurants was the only category within the channel to register positive growth over the course of the year. Pizza limited-service restaurants performed relatively well as pizza is the type of food that is most readily associated with delivery and takeaway and for this reason the leading players in pizza limited-service restaurants found it easier than their rivals in other categories to communicate their marketing messages and attract the attention of consumers.
While delivery orders took off over the course of 2020 in all limited-service restaurants categories as the principles of social distancing and home seclusion encouraged consumers to turn to online channels and telephone ordering to have food delivered to their homes, the overall volume of takeaway orders actually declined across the channel over the course of the year. While the proportion of overall sales accounted for by takeaway orders increased, this was due to the dramatic decline seen in demand for dine-in service across limited-service restaurants during the year.
While limited-service restaurants registered a less negative performance than other consumer foodservice channels during 2020, it is expected to take more than one year before the damage caused to the channel by the COVID-19 pandemic to be repaired. While value sales are expected to rebound strongly over the course of 2021, transactions volume and the number of outlets are not expected to return to pre-COVID-19 levels until 2022.
One of the main impacts of the COVID-19 pandemic on the operations of Turkey’s limited-service restaurants has been a significant shift towards takeaway and, in particular, delivery orders, at the expense of dine-in orders. More importantly, the consumer enthusiasm for delivery orders is expected to remain in effect throughout the forecast period, with further growth expected in the proportion of value sales and transactions volume in the channel registered by orders place for delivery.
Chicken limited-service restaurants is expected to register strong growth over the forecast period, with the category conforming to the anticipated strong demand for value for money that is expected to remain a major influence on the channel over the forecast period. The often severe interruption caused to commercial activity in key sectors of the Turkish economy by the COVID-19 pandemic during 2020 can be expected to remain influential during the forecast period, specifically in terms of suppressing consumer confidence and discouraging discretionary spending.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Fast Food industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Fast Food industry in Turkey, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Fast Food research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page