New Market Report: Fast Food in Romania

From: Fast Market Research, Inc.
Published: Mon Aug 24 2015

Even if during the previous years of the review period, with austerity measures and economic instability, the growth rates were lower than before, fast food was one category which kept increasing its current value sales in Romania. 2011 was the single exception when it registered a slight decrease. This development was possible due to the wide mix of targeted customers and the strong presence of many popular global brands. The available formats can reach different tastes and budgets. Teenagers and young people opt for products suitable for all parts of the day, and office workers go for lunch and to a smaller degree for breakfast, whilst families and couples choose these outlets mainly in the evening. Fast food was concentrated almost entirely in urban areas with chained brands available only in the bigger cities and an increased presence in Bucharest.

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Competitive Landscape

The same as in previous years, McDonald’s was the fast food leader with a comfortable value sales share of 31% and a transactions share of 32%. The 67 existing restaurants, 32 in Bucharest and the rest spread in the next most important 20 cities, were representing in 2014 the biggest network in the category, accounting for approximately 5% of the total. With 19 years of experience in the country, for many Romanian consumers McDonald’s is the equivalent of fast food. The brand awareness sustained with big marketing budgets, the global know-how and the strong management policies – with results in the quality of the services and the continuous product development – kept the brand on top. Even if its position was consolidated, a slight decreasing trend of sales and transactions shares during the review period was noticeable. Except for 7 outlets out of the total of 67, which were owned by five franchisees, the brand was operated internally.

Industry Prospects

The category is foreseen to continue its positive growth due to the increased interest from both local and global companies aiming at wide groups of customers. New entries in fast food are predicted for the forecast period, Burger King already announcing its intention to do this in 2015. Many other available franchises are looking for local partners. In terms of sales the category is expected to remain dominated by global brands whilst domestic operators will have to fight to stay competitive.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Fast Food industry in Romania with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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You may also be interested in these related reports:

- Fast Food in Turkey
- Fast Food in France
- Fast Food in Egypt
- Fast Food in Ukraine
- Fast Food in Japan

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