Demand for franchises of shawarma establishments in January-October decreased by 23% year-on-year
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Despite the continued popularity of fast food, entrepreneurs began to lose interest in opening shawarma establishments. In January-October, the demand for the purchase of franchises in this format decreased by more than 20% year-on-year, which may be due to market saturation and a lack of suitable locations. Bakeries and pasty shops may become new growth points in fast food, experts say.
Demand for franchises of shawarma establishments in January-October decreased by 23% year-on-year, according to Franshiza.ru. TopFranchise notes a decrease of 24% year on year. Franshiza.ru expert Anna Rozhdestvenskaya says that the decline has been traced since July of this year. “Demand in franchising is wavy and follows the fashion for the product: this has already happened with burgers and pizza,” she notes.
Interest in shawarma establishments is declining, despite the popularity of fast food. Demand for fast food franchises in general increased by 28% year-on-year in January-October, says Anna Rozhdestvenskaya. TopFranchise co-founder Viktor Bolshakov notes that fast food is popular among budding entrepreneurs as a simple and understandable business.
Consumer activity in the catering market has been recovering since the fall. According to Focus Technologies, from the beginning of January to mid-September, the number of orders in Moscow establishments was 3% lower than last year, in St. Petersburg – by 2%. But between early September and mid-November, Focus Technologies sees bookings growing year-on-year by 7% in both cities, with establishment revenue increasing by 12% and 13%, respectively. Mikhail Vasiliev, head of research and consulting at Focus Technologies, attributes the dynamics to the growth in supply and the restoration of attendance at large shopping centers.
There is no noticeable cooling of consumers towards shawarma yet. According to calculations by the Check Index service of the fiscal data operator OFD Platform, the number of purchases of this dish in January-October increased by 13% year-on-year, the average check increased by 7%, to 194 rubles. This roughly corresponds to the dynamics of fast food establishments in general, where the total number of orders increased by 12% year-on-year, and the average check by 9.5%, to 447 rubles. The Check Index associates the growing consumer interest in shawarma with the availability of the dish, noting an increase in the number of purchases at gas stations and grocery stores. The Shaurmeals, Vlavashe, ShaurPoint and SSVSh networks did not respond to Kommersant.
Over the past year, requests for premises for shawarma establishments in Moscow have decreased by about half, says DNA Realty CEO Anton Belykh. According to him, a limited set of locations with high traffic are suitable for such points, for example, near transport hubs, and in almost all such places there are already shawarma points. And attempts to open establishments in less promising locations often end in failure. Mr. Belykh cites as an example the premises near the Taganskaya metro station, where three shawarma outlets have closed over the past three years.
The main reason for the decline in interest in opening shawarma outlets was apparently the saturation of the market. Anna Rozhdestvenskaya says that interest in shawarma establishments has been growing over the past few years, reaching a peak in the summer of 2022, when the format accounted for every fourth request in fast food. Now interest remains on the part of entrepreneurs from small towns, where fashion arrives late, the expert says. And entrepreneurs in larger markets, she said, are looking for new concepts for fear of high competition. Thus, according to Mrs. Rozhdestvenskaya, chebureks are gaining popularity. Mr. Belykh names bakeries that are better perceived by visitors due to a comfortable hall with a large number of seats and an expanded number of items on the menu. StrEat founder Maxim Popov says that Asian concepts continue to actively develop, and if previously they opened mainly establishments with Vietnamese cuisine, now the focus has blurred in favor of Thai, Chinese and other cuisines of the region.
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