The strong current value recovery seen for limited-service restaurants in 2023, stemming from the release of pent-up demand after the easing of the pandemic, is set to be maintained in 2024, although the growth momentum is then expected to slow over the rest of the forecast period. Many players are adopting a more cautious expansion strategy, given lingering economic uncertainty.
Although Chinese consumers have developed a complex appetite and appreciate various cuisines and origins of food, localisation will remain an important sales generator, especially for multinational brands. This is due to the low market barriers and relatively similar product portfolios concentrated within chicken, burger, and pizza limited-service restaurants.
Players in limited-service restaurants are expected to eye the strong potential in low-tier cities going forward, given that the channel is reaching saturation in high-tier cities. In fact, there are 183 county-level cities with a population of more than one million people in China, according to official statistics conducted in 2022.
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Limited-Service Restaurants
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 DefinitionsThis report originates from Passport, our Limited-Service Restaurants research and analysis database.
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