Alsea and Grupo Gigante are the well-known brands in full-service restaurants in Mexico offering modern concepts, new menus and promotions attracting more consumes. Alsea with its VIPs and El Porton brands is one of the active players in this sector by frequently remodelling its outlets and adding a variety of new options to the menus. Alsea also introduced healthier children menu featuring Disney characters and cartoons.
Grupo Gigante initiated the renewal of its brand into California and Toks brands. Many California brand outlets were converted into Toks outlets, because of the Grupo Gigante leading brand name. IHOP is other brand that experienced significant changes to its image under the concept of heritage. The changes include addition of more options in breakfast, beverages, lunch and dinner to the menu at affordable prices. IHOP launched Fresh&Go concept in Chihuahua, its first fast food outlet worldwide.
The leading brands in the full-service restaurants in Mexico recently are observed as Alsea and Grupo Gigante. Alsea manages the brands VIPs, El Porton, PF Chang’s, Italianni’s, Chili’s, California Pizza Kitchen and The Cheesecake Factory. Grupo Gigante’s full-service restaurants portfolio comprises the Toks and California brands.
According to the report, “Full-Service Restaurants in Mexico”, both international and local brands in Mexico will continue to witness a positive growth in the full-service restaurants category in the coming years. The sales and number of outlets in the full-service restaurants category in Mexico are expected to grow over the coming years with billions in revenue. Full-service restaurants will remain popular among Mexicans of all ages for socialising with friends and family or celebrating special occasions and business meetings.
Sharp devaluation of Mexican currency, increase in electricity tariffs, gasoline prices, growing uncertainty in Mexico’s economic and political relationship are the major factors affecting the full-service restaurants category. In recent years, many foodservice operators in Mexico have had to adapt their supply chain processes in direct response to changes in consumer lifestyles and eating habits.
Increase in population, modern lifestyle and eating habits of consumers directed free-range eggs, more gourmet options, vegetarian, and vegan meals in menus. The growing use of organic fresh ingredients and the increased offering of custom-made meals are in great demand in the full-service restaurants. These changes required full-service restaurants to develop better methods in analysis, planning and adopt new ways of cooking. Independent food-service restaurants are dominant compared to the chained full-service restaurants in Mexico. The growth in the full-service restaurants is expected with continuing investment in new locations and with new concepts.
Rise in population of the country has resulted in rising demand for outside food and relatively, the full service restaurants. The Mexican population growth data is depicted in the graph below. With the growing population the full-service restaurant is sure to grow over the coming years.
From Pizza to Sushi, local full-service restaurants in Mexico offer more diverse menu options, increasing their market share, value and sales. Out of 74,000 restaurants in Mexico, 55,000 are Full Service Restaurants (FSR) and 19,000 Limited Service Restaurants (LSR). 97% of FSR are Independent, and only 3% are Chains. In Mexico, Chain is a brand with 10 or more units in operation. Table service is provided at FSR with bill being paid after eating and for LSR; the bill is paid while placing the order. Tourism, socialising and business meetings are sure to strengthen the Mexican full-service restaurant category and help in the expansion in the coming years.
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Ankur Gupta, Head Marketing & Communications