American cuisine was one of the cuisine types within Full Service Restaurant (FSR) channels, along with Italian and Japanese cuisines, according to GlobalData’s menu intelligence database. In its menu analysis of FSR in Jordan report, GlobalData analyses 11,096 menu items across FSR outlets and provides an overview of various foodservice channels in Jordan. According to GlobalData, FSR makes up 12% of all restaurant types in Jordan. Buy the report here.
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Fish & Seafood was found to be the most-used ingredient in FSR establishments, featuring in 16% of menu items, followed by vegetables and cheese. Chicken and herbs, spices & seasonings were also significant ingredients. An analysis of menu categories reveals that salads & sides, soft drinks, meat dishes, sandwiches & wraps and baked goods & morning goods were most popular within the FSR format.
An analysis of the annual price change between 2023 and H1 2024 indicates that the average menu prices in Jordan FSR channel have dropped by 0.03%. Considering all channels (including FSR) the average price change was 0.03%. As on-premises dining gains momentum following the COVID-19 pandemic, the FSR segment in Jordan is expected to experience overall growth. Moreover, the introduction of new menu items that emphasize health and wellness generates interest in those seeking nutritious menu options and greater variety.
Different restaurant types exhibited mixed price movements within Jordan foodservice market between 2023 and H1 2024. Of all the restaurant types, bar exhibited highest price hike, while ice cream parlour experienced a maximum price decrease.
An in-depth analysis of FSR price trends by location reveals consumption trends of each region. The graph below represents the change in FSR menu prices between 2023 and H1 2024 across the top five locations. As seen below, FSR menu items in Abdali became more affordable as compared to Al Jandaweel and Al Rabahieh.
While consumers become more price conscious, operators look for ways to optimize their costs to retain margin and market share. In the Jordanian market, FSR operators rely on innovation as a crucial tactic to appeal to customers as well as optimize costs. As increasing number of consumers seek novel experiences, foodservice operators must continuously innovate their menu choices, providing superior taste and quality along with a diverse selection of dishes. Operators should highlight the distinctive tastes and flavors of their food and beverage offerings in a convenient format to enhance customer engagement.
To further understand and explore GlobalData’s insight into Jordan FSR menu, buy the full report here.
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GlobalData, the leading provider of industry intelligence, provided the underlying data, research, and analysis used to produce this article.
GlobalData’s Online Menu Intelligence is a database of cost and profit foodservice operators on menus within Foodservice Intelligence Center. The tool’s several search options, such as cuisine, category, menu item, ingredient, and restaurant, help users to conduct focused searches in terms of price analysis (average price and change in prices), menu item claims, popular categories, cuisine/ingredient penetration levels, etc.
