The limited-service restaurants channel is projected to see robust growth in India over the forecast period, boosted by increased outlet coverage, and the fast-paced lifestyles of urban consumers. Prominent chained limited-service restaurants such as McDonald’s, KFC, Popeyes, Burger Singh, and La Pinoz have set forth ambitious plans to rapidly scale up their number of outlets across the country, thereby enhancing their market coverage in the forecast period.
In 2024 and 2025, limited-service restaurants in India have deepened their focus on flavour experimentation, turning to bold, culturally resonant offerings to engage evolving consumer palates. For example, McDonald’s India introduced its Flavours of India range.
Over the forecast period, the government-backed platform Open Network for Digital Commerce (ONDC) is set to intensify the competition within delivery, as capping commission rates results in lower prices for the same products in comparison with the prices available at prominent third-party delivery platforms. As such, in the long run ONDC is expected to challenge the third-party delivery service giants, which due to their relatively higher commission rates will face dual challenges both from the brand as well as the consumer side.
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Limited-Service Restaurants
Limited-Service Restaurants (LSR) combine fast food and 100% home delivery/takeaway outlets. These outlets offer limited menus with items that can be prepared quickly. Customers typically order, pay, and pick up their order from a counter, though some outlets can have limited table service. This also includes 100% Home Delivery/Takeaway which provide no facilities for consumption on the premises. LSR tend to specialize in one or two main entrees such as hamburgers, pizza, or chicken, but they usually also provide drinks, salads, ice cream, dessert, etc. Food preparation is generally simple and involves one or two steps, allowing for kitchen staffs generally consisting of younger, unskilled workers rather than professional chefs. Other key characteristics include: • A standardised and restricted menu • Tight individual portion control on all ingredients and on the finished product • Individual packaging of each item • Counter service • For Chained Limited Service Restaurants, chained and franchised operations which operate under a uniform fascia and corporate identity • Any outlet offering full-service restaurant seating with servers would be excluded, even if delivery service is available.
See all of our definitionsThis report originates from Passport, our Limited-Service Restaurants research and analysis database.
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