Japan has faced a continuous decline in birth rates for decades, a trend that was exacerbated by the pandemic. Many women opted against pregnancy during this period due to fears of infection and economic uncertainty, leading to the number of newborns in 2023 reaching the lowest level since statistical records began in 1899.
Following the emergence of the pandemic, people worked remotely and home seclusion was the standard. Limited-service restaurants in urban areas struggled, while those located closer to local neighbourhoods performed better.
Despite a growing global trend towards sustainability, awareness among consumers in Japan remains notably low. According to Euromonitor International’s Voice of the Consumer: Lifestyles Survey (fielded January to February 2024), only 27% of Japanese consumers actively try to make a positive impact on the environment through their daily actions, which is the lowest percentage among all surveyed countries.
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Understand the latest market trends and future growth opportunities for the Limited-Service Restaurants industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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