Italian cuisine consolidated its position as a global leader in 2024, with international sales valued at €251bn, up 4.5% year on year, according to Deloitte’s Foodservice Market Monitor 2025. The sector now represents 19 per cent of the global full-service restaurant market.
Growth is being driven primarily by the US and China, which together account for more than 65 per cent of global consumption of Italian food.
DOMESTIC MARKET GAINS MOMENTUM
At home, Italy remains one of the world’s largest foodservice markets, ranking sixth by overall value and fourth in the full-service restaurant segment. The domestic market reached €83bn in 2024, rising 2 per cent and moving firmly above pre-pandemic levels.
The market remains fragmented but is rapidly shifting towards chain formats. Chain penetration has increased from 7 per cent in 2019 to 10 per cent today, led by the quick-service segment, which has grown at a compound annual rate of 13.3 per cent since 2019 — outpacing the global average of 7.6 per cent.
“The foodservice sector is entering a phase of normalization after the post-pandemic rebound, but it remains dynamic and full of opportunities,” said Tommaso Nastasi, partner at Deloitte Italy. He added that while chain penetration is still low compared with international benchmarks, Italy is “showing clear signs of acceleration, with quick-service restaurants expanding faster than the global average.”
GLOBAL DYNAMICS AND SHIFTING CONSUMER TRENDS
The global restaurant industry reached €2.9tn in 2024, with growth of 4.2 per cent across 2023–24 — double the pre-pandemic pace of 2.1 per cent. North America led the recovery, while Asia-Pacific is forecast to deliver the strongest growth over the next five years, with a projected CAGR of 3.1 per cent through 2029.
Consumers are also reshaping the industry: 65 per cent are willing to pay more for sustainable products, while 76 per cent say they are reducing meat intake for environmental reasons. Restaurants are increasingly seen as social venues, particularly by Gen Z, who dine out or order takeaway three to four times a month, with spending expected to grow further in 2025.
Operators, meanwhile, are investing in automation and digitalization to offset labour and margin pressures. More than half have introduced new technologies, while 58 per cent have simplified menus. Premium ingredients and personalisation are gaining ground as differentiators.
M&A OUTLOOK
M&A activity in Italy has accelerated, with the annual average number of deals doubling compared with the pre-COVID period. Investors are targeting scalable formats such as fast food, healthy food, and pizza, which together represent more than one-fifth of post-pandemic transactions.
Global growth is expected to moderate in the coming years, but the Asia-Pacific will remain the engine of expansion. In Italy, Deloitte sees significant room for growth in scalable, digital-first models, with quick-service restaurants set to remain the main driver.