COMPETITIVE LANDSCAPE
McDonald’s returns to its Monopoly roots
McDonald’s remained the leading brand in limited-service restaurants in 2025 in terms of foodservice value share, a distinction it seems unlikely to give away any time soon, given its deep loyalty, brand recognition, and outlet count. It would be a mistake, however, to think that the golden arches have been resting on their laurels.
Blaze Pizza sees strong growth as it slices through the competition
Blaze Pizza, meanwhile, a fast casual pizza limited-service restaurant chain, was the most dynamic brand overall in terms of foodservice value sales in 2025. The company Blaze Pizza LLC was founded by the owners of Wetzel’s Pretzels, and makes made-to-order personal pizzas in a Chipotle-style assembly line that are cooked in high heat ovens at very rapid speed.
Chained limited-service restaurants holds the lion’s share of sales
Chained limited-service restaurants held the largest share of foodservice value sales in limited-service restaurants in 2025, accounting for over 75% of overall value sales. Moving into the forecast period, the chained format is expected to continue to grow at a faster pace than independent, with some of the most successful independent outlets likely to graduate into the chained format as time goes on.
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Overview:
Understand the latest market trends and future growth opportunities for the Limited-Service Restaurants industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Limited-Service Restaurants industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Limited-Service Restaurants in USA report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Limited-Service Restaurants in USA?
- Which are the leading brands in Limited-Service Restaurants in USA?
- How are multinational and local operators competing and expanding in USA?
- How are consumer lifestyle trends and eating habits shaping Limited-Service Restaurants in USA?
- How is the Limited-Service Restaurants industry adapting to a post-COVID-19 market environment? Where are the opportunities amidst the challenges?
- How significant are health considerations in shaping the future of Limited-Service Restaurants in USA? Which of these trends hold the greatest potential demand?
- Where is future growth expected to be most dynamic?
Limited-Service Restaurants in the US - Category analysis
KEY DATA FINDINGS
Value and convenience drive growth amid pricing pressures
Limited-service growth continues apace as convenience and value take centre stage
Chained Middle Eastern limited-service restaurants sees the strongest growth
Fulfilment in the US continues to favour convenience
Limited-service restaurants set to see significant growth over the forecast period
Fulfilment channels to become less discrete as formats evolve
Innovation will stand out as an important tool to combat price and labour disruptions
McDonald’s returns to its Monopoly roots
Blaze Pizza sees strong growth as it slices through the competition
Chained limited-service restaurants holds the lion’s share of sales
Consumer Foodservice in the US - Industry Overview
Macroeconomic and policy disruptions reshape consumer foodservice
KEY DATA FINDINGS
Navigating operational volatility and the premiumisation of value
Brands adapt to capture value-conscious diners demanding convenience
Loyalty programmes and experiences connect with customers in a price-sensitive world
Challenges abound, but US consumers still love to eat
The legacy of GLP-1
Sustainability and health policy shifts
The golden arches remain important in consumer foodservice in the US
Dutch Bros continues to see the winds blow in its favour
K-Brands and beyond continue to push experiential dining in the US market
Chained and independent operators continue to face bankruptcy and closures
Delivery is automating to try and overcome human sentiment about delivery fees
DISCLAIMER
The following categories and subcategories are included:
Limited-Service Restaurants
- Chained Limited-Service Restaurants
- Independent Limited-Service Restaurants
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- Chained Asian Limited-Service Restaurants
- Independent Asian Limited-Service Restaurants
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- Chained Bakery Products Limited-Service Restaurants
- Independent Bakery Products Limited-Service Restaurants
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- Chained Burger Limited-Service Restaurants
- Independent Burger Limited-Service Restaurants
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- Chained Chicken Limited-Service Restaurants
- Independent Chicken Limited-Service Restaurants
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- Chained Convenience Stores Limited-Service Restaurants
- Independent Convenience Stores Limited-Service Restaurants
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- Chained Fish Limited-Service Restaurants
- Independent Fish Limited-Service Restaurants
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- Chained Ice Cream Limited-Service Restaurants
- Independent Ice Cream Limited-Service Restaurants
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- Chained Latin American Limited-Service Restaurants
- Independent Latin American Limited-Service Restaurants
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- Chained Middle Eastern Limited-Service Restaurants
- Independent Middle Eastern Limited-Service Restaurants
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- Chained Pizza Limited-Service Restaurants
- Independent Pizza Limited-Service Restaurants
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- Chained Other Limited-Service Restaurants
- Independent Other Limited-Service Restaurants
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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 definitionsWhy buy this report?
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This report originates from Passport, our Limited-Service Restaurants research and analysis database.
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