Limited-service restaurants in Thailand will see healthy growth in constant value terms (2023 prices) over the forecast period. This will be driven to a large extent by the revival of international tourism which should provide major opportunities for further expansion.
Brand identity plays a significant role in determining the success of a limited-service restaurant business. During the forecast period, players are likely to look to refresh their images to appeal to Gen Z consumers, who are not as engaged with chained fast food restaurants as previous generations their food choices Within this, pop culture will emerge as a powerful means of attracting the attention of this audience and driving customer engagement.
At the same time, sustainability will become a central focus for many limited-service restaurant players, particularly those looking to attract younger generations. These consumers are increasingly mindful of the environmental impact of their purchasing decisions and seek out brands that uphold sustainable practices.
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Understand the latest market trends and future growth opportunities for the Limited-Service Restaurants industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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