Delivery platforms now command 27% of urban HoReCa market share, edging out dine-in restaurants at 26%, according to new industry research
Food delivery services have surpassed traditional sit-down restaurants to become the dominant force in Romania’s urban hospitality sector, marking a fundamental shift in how Romanians consume restaurant meals, according to the Hospitality Culture Research 2025 study.
The research reveals that delivery platforms now account for 27% of the urban HoReCa (hotel, restaurant, and catering) market, slightly outpacing traditional dine-in restaurants, which hold 26% market share. This milestone represents more than just changing consumer preferences—it signals a structural transformation in the restaurant industry itself.
Widespread Adoption Across Major Cities
The delivery phenomenon has become nearly universal in Romania’s urban centers. Over the past six months, more than 80% of residents in major cities have ordered prepared food for home or office delivery at least once, demonstrating how deeply embedded these services have become in daily life.
The average order value for delivery stands at 61 lei per person, with Bucharest recording a marginally higher figure of 61.9 lei per person. By comparison, the average spending per person at traditional restaurants reaches 82.7 lei, suggesting that while delivery offers convenience, dine-in experiences still command premium pricing.
Reshaping the Industry Landscape
The study emphasizes that delivery has evolved from a supplementary channel into a core business driver that influences every aspect of the customer experience—from menu design and packaging to customer loyalty programs.
“Delivery has become the growth engine of the urban HoReCa industry. We’re no longer talking about a secondary channel, but about one that is redefining the relationship between brand and customer—from menu selection to packaging and loyalty,” said Florin Maxim, founder of the Hospitality Culture Institute. “In 2026, we will launch a new syndicated study because we want to go further and understand what value means for consumers in the current economic context.”
The Hospitality Culture Institute has announced plans to launch two complementary syndicated research projects in 2026 to analyze consumer-perceived value in the current economic climate.
Strong Revenue Growth Masks Profitability Challenges
Despite the sector’s evolution and expanding market, Romania’s HoReCa industry faces a profitability paradox. In 2024, the sector recorded total revenues of 52.17 billion lei, representing an 8.2% increase over 2023—a healthy growth rate that reflects continued consumer demand.
However, beneath this revenue growth lies a concerning profitability trend. Net profit fell to 4.2 billion lei in 2024, down sharply from 6.3 billion lei in 2022. This decline has compressed average profit margins to just 8% in 2024, compared to 12% in 2023 and 16% in 2022—effectively halving in just two years.
The sector’s contribution to Romania’s GDP also contracted slightly to approximately 5.9% in 2024, down from 6.1% in 2023, reflecting a modest decrease in both direct and indirect economic impact.
These profitability pressures likely stem from rising operational costs, increased competition, and the economics of delivery platforms, which typically charge substantial commissions while customers expect competitive pricing. As delivery continues to reshape the industry, restaurants must navigate the challenge of maintaining profitability while meeting consumers’ expectations for convenient, affordable service.
The data suggests that while delivery has democratized restaurant access and driven volume growth, the industry must find sustainable business models that balance convenience, quality, and profitability in an increasingly digital-first marketplace.
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