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Market environment

The restaurant industry is the fastest-growing segment in the retail sector in Europe, and restaurants have also become an integral an increasing part of everyday life for consumers. 

NoHo Partners’ vision is to be the leading restaurant operator in Northern Europe. Northern Europe is an attractive market of EUR 100 billion, with active and constantly increasing consumption of restaurant services. The average profitability level in the restaurant industry in Finland is around 1–3 percent, whereas NoHo Partners’ profitability is at an excellent level of approximately 10 percent. 

The business outlook for the tourism and restaurant sector has been challenging in recent years but started gradually improve towards the end of the year 2024. The Group expects the business outlook to improve and the recovery of customers’ purchasing power to continue during 2025 in accordance with external economic forecasts. The Group continues to take active measures to prepare for potentially rapid changes in the market situation by actively monitoring operational efficiency and pricing, using centralized procurement agreements and engaging in regular dialogue with suppliers and other partners. In the long term, the restaurant market is expected to develop positively, and the growth is expected to continue. 

Seasonality

In a normal operating environment, most of the profits in the restaurant business are made during second half of the year due to the seasonality of the business. The demand for restaurant services is according to company’s evaluation less susceptible to cyclical fluctuations compared to other service and retail industries. The group’s size and versatile portfolio protect it from the strongest fluctuations. 

Growth in the restaurant industry is accelerated by trends 

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Megatrends

Urbanisation continues, leading to the growth and development of key market areas of NoHo Partners.

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Change in generations

The share of young consumers in the market is growing, and they are more accustomed to using services than previous generations.

Transformation of consumer behaviour

Dining in restaurants is no longer reserved only for special occasions; the consumption of restaurant food is becoming part of daily lives, and visit frequency is increasing.

Restaurant food as part of dining at home

Food delivery services bring restaurant meals directly to homes.