Fast-food giants tap into shawarma niche
The battle on the fast-food outlet market is gaining momentum after major players such as McDonald's, KFC or Burger King added sandwiches resembling shawarma to their menus, with a 150-200m-euro market being at stake.
Multinationals have the upper hand in the battle with domestic
shawarma outlets as their turnovers are much bigger and their
restaurant networks much larger.
McDonald's, KFC and Burger King have 110 restaurants together in
Romania, most in Bucharest. On the other hand, few shawarma outlets
of Bucharest, such as Dristor Kebap, Dineş or Bundetot, have more
than an outlet.
Dristor Kebap, one of the best-known shawarma outlet chains in
Romania with 1.3m-euro turnover in 2009, has four shops in
Bucharest, two of which in malls.
Dineş, another shawarma chain with turnover close to 1m euros in
2009, has three shops, while Bundetot, controlled by Dragoş
Petrescu, the owner of City Grill, sells shawarma in two locations
in Bucharest.