Although there are challenges facing the U.S. exporter in light of Poland’s EU membership, U.S. exporters should certainly explore opportunities in Poland. Poland is the only EU Member State that is expected to achieve positive GDP growth in 2009. If you sell to one of EU 27 member states your business should be advertising and promoting products in Poland.
THIS REPORT CONTAINS ASSESSMENTS OF COMMODITY AND TRADE ISSUES MADE
BY USDA STAFF AND NOT NECESSARILY STATEMENTS OF OFFICIAL U.S.
Required Report - public distribution
GAIN Report Number:
HRI FOOD SERVICE SECTOR
HRI Food Service Sector
Jolanta Figurska, Pawel Flakiewicz
Although there are challenges facing the U.S. exporter in light of Poland?s EU membership, U.S. exporters should
certainly explore opportunities in Poland. Poland is the only EU Member State that is expected to achieve positive GDP
growth in 2009. If you sell to one of EU 27 member states your business should be advertising and promoting products
in Poland. America is highly regarded in this region and products displaying their American heritage with a flag or
geographic emphasis are popular. Poland?s hotel, restaurant and institutional sectors are growing and offer sales
opportunities for U.S. suppliers of a wide array and input. Many consumer ready and high value food products, such as
baking ingredients, seafood, wine and spirits, pet food, almonds, pistachios, sunflower seeds, protein isolates, grapefruit
and cranberries are popular. The American exporter should also take note of the market access barriers in Europe.
Poland joined the EU five years ago and with its high tariffs, subsidies, and dated approach to food safety, Poland no
longer imports U.S. beef, poultry or corn. Exporters are advised to carefully ascertain the market access to the EU for
their product before making a sale to Europe.
Poland, with a population of almost 39 million, where consumers spend about 23 percent of their income
on food and beverages, is a significant market for diverse food products offered by the hotel, restaurant
and institutional food sector (HRI). Revenues from activities in these sectors, both private and public
were valued at about $2.7 billions in 2008.
In larger cities which house about 30 percent of Poland?s population, the number of two or more-income
households is high (about 56 percent of all households). Warsaw, the capital, boasts a variety of low-
cost eateries and high-end restaurants and its consumer?s tastes are becoming similar to those in Western
Europe and the United States. Mediterranean, French, Italian, Middle Eastern and Asian cuisines are
becoming more popular and more visible in local neighborhoods as well as high traffic areas. New
smaller ethnic group restaurants such as Georgian or restaurants serving typical Polish fare from specific
regions of Poland are also increasing in popularity. It is now considered trendy to know celebrity chefs,
and individual meetings and cooking sessions with VIP's are being arranged in hotels and restaurants.
The hotel sector has seen dynamic growth since 2006 and this tendency should continue till 2012. In
2007 - 2009, 75 hotels were built in Poland and construction of around 250 ? 260 more is planned
during the next 3-5 years. The majority of future investments will concentrate on 2-3 stars hotels (70%
of all planned construction). If all investments are carried out, the number of hotel beds in Poland will
increase by 22,500 (14 percent).
By the end of 2008 there were 6,718 lodging units in Poland, of which 4,575 were operating year-round
offering some 357,000 beds. Hotels constitute the biggest group ? 1,370 of the lodging units. Over the
last eight years two of the main reasons that the Polish hotel market has continued solid growth is the
continual increase in international tourists and businessmen, and also that the Poles themselves have
been travelling more and staying at hotels in areas of Poland that cater to recreational activities. The fact
that Poland is one of the two hosts (the other being Ukraine) of the European Soccer Championship in
2012 will influence the luxury class hotel sector, and hence the dynamic growth should continue in the
larger cities of Poland. The growth in this sector could last for 2 or even 4 years after the event. It is
estimated that around 12 million additional visitors will use hotel services in 2010 ? 2011, compared
with an estimated 660,000 people in 2009.
The market concerning restaurants, fast foods, cafeterias and bars was valued at USD5.6 billions in
2008, this is a 6.6 percent increase compared to 2007. Poles spend over 5 percent of their discretionary
budget in restaurants, and from 2005 to 2008 sales in this market saw an increase of 19 percent. One
third of the polish population dined out in a restaurant, bar or pub at least once in every 2 months during
2008. On average 20 percent of the Polish population spends USD 28/month and 10 percent USD
57/month on eating out. The most stimulating changes occurring in the Polish economy, supporting
development of this sector are: increasing salaries, change of dietary habits, changes in life styles
requiring longer working hours, an increasing number of singles and expansion of shopping centers and
Hotel and restaurant experts predict that close to 500 restaurants and bars will be opened in the next five
years. Coffee bars and coffee houses offer the best profits and their numbers increased by 30 percent
during 2008. The Costa Coffee chain intends to open at least 100 coffee bars by the end of 2011.
Starbucks recently entered the Polish market.
Poles like to visit fast-food restaurants, and most international chains already have a presence in Poland.
Pizzerias are also gaining in popularity with over 350 outlets already operating in larger cities and well
known American brands still coming in to the Polish market as well, e.g. Papa John?s plans to open 40
restaurants during the next 5 to 8 years.
Basic economic indicators for Poland are as follows:
2007 2008 2009*e 2010*f
Population, mln 38.00 38.00 38.00 38.00
Nominal GDP, PLNbn 421.70 481.80 430.20 434.70
GDP per capita, US $ 11.082 12.662 11.322 11.439
Real GDP growth, % change y-o-y 6.6 4.9 1.0 3.4
Industrial production index, % y-o-y, ave 9.6 8.5 -6.5 2.1
Budget balance % of GDP -1.5 -1.9 -2.9 -2.6
Consumer prices % y-oy 4.0 3.2 2.8 2.7
Exchange rate PLN/US$
5.00 5.00 2.80 3.75
Exchange rate PLN/EUR
2.47 2.96 4.20 3.24
Import, EURbn 118.48 138.81 97.17 102.02
Export EURbn 106.03 121.08 93.23 96.03
Trade balance, EURbn -12.44 -17.73 -3.93 -5.99
Current account, % of GDP -4.77 -5.58 -0.76 -1.50
Foreign reserves ex gold, US$bn 62.97 59.30 65.00 68.00
Total external debt stock, % of GDP 55.27 60.80 65.40 61.80
*e - estimate
*f - forecast
Source: Emerging Europe Monitor: Central Europe
and Baltics, November/December 2009
I. THE HRI MARKET DESCRIPTION
Number of Food Service Establishments 2005, 2006, 2007, and 3 quarters of 2008 (permanent and
Source: Central Statistical Office (GUS)
Types of Food Service Establishments in 2008
Source: Central Statistical Office (GUS)
Total revenues earned in the food service sector including catering, commodity sales, and other activities
increased from $6.5 to $8.9 millions during 2005-2007, then decreased to $4.7 millions in the third
quarter of 2008. The last decrease resulting from world economy slow down. As Polish economy
shows signs of moderate continued growth through out 2009 this sector should also report positive sales
Total revenues From the Food Service Sector
Source: Central Statistical Office (GUS)
Hotel Occupancy rate(%)
Category 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
***** 67,4 58,9 55,9 51,3 49,5 50,6 52,1 63,9 63,7
**** 57,6 52,0 48,9 44,8 43,3 48,0 52,4 53,7 56,0
*** 49,5 48,0 49,9 42,5 40,0 37,9 38,7 41,3 44,0 44,6 46,2
** 40,4 39,5 40,8 36,9 34,7 34,3 32,8 36,3 39,3 41,1 43,7
* 37,0 35,5 36,9 29,9 29,4 29,1 31,1 37,1 39,1 41,1 43,9
Average 46,1 45,0 46,7 40,6 38,5 36,0 36,0 39,8 43,1 44,9 47,1
Source: Central Statistical Office (GUS)
Advantages of and Challenges to American products on the Polish market
Low labor costs when investing in the food The trend by major food chains to use mainly
service sector in Poland compared with the materials and semi-products of Polish origin lowers
fierce competition on world markets; the demand for imported commodities;
Growth in personal income and changes in Demographic changes resulting from a drop in the
consumption, life, and work standards will birth rate will decrease the population of the most
support development of food services; prominent fast food consumers (i.e. children and
Economic growth and development of
tourism, from and to Poland, makes Integration with the European Union has made food
Western food consumption standards more ingredients from this area easily accessible and has
popular. limited the demand for imports from other countries
including the USA.
II. ROAD MAP FOR MARKET ENTRY
A. DISTRIBUTION CHANNELS
Entering the Polish market is a challenge for exporters of raw materials intended for the food service
sector. The main obstacle is the use of low cost Polish products. Imports are used only when less
expensive domestic products are not available.
I. Some companies in the HRI sector purchase imported products directly from importers but in
general they buy via wholesalers or local suppliers.
II. Some of the largest organizations in the food service sector (mainly hotel chains) have their own
III. Local wholesalers and importers import materials, semi-processed products and commodities for
other food service firms.
To be successful in Poland exporters must have a local representative or agent and personal contact with
Polish businesses. To be competitive exporters must have a thorough knowledge of current laws, the
local culture, tax and customs regulations, market structures, local exhibitions and trade fairs,
implications of EU accession, and non-tariff barrier.
B. MARKET STRUCTURE
C. SUB-SECTOR PROFILES
Top 10 Revenue Generating Hotels in Poland in 2008
Hotel name City Chain number of Average Occupancy
price US$ 2008 (%)
Marriott Warsaw Marriott Lodging 522 612 365 68
Sheraton Warsaw ITT Sheraton 350 470 140 67
Sobieski Warsaw Accor 429 800 180 70
Acc Warsaw Accor 733 1158 205 65 ord
Sofitel Victoria Warsaw Accor 341 453 180 65
Holiday Inn Warsaw Accor 336 498 175 64
M Warsaw Le Meridien 206 400 350 68 eridien Bristol
Poznan Poznan Accor 369 571 140 67
Mercure Warsaw Accor 250 361 170 65
Radisson SAS Szczecin Radisson 311 431 420 52
Hilton Warsaw Hilton Hotels 314 412 140 68
Campanile Warsaw Louvre Hotels 345 481 145 65
Hotel 500 Warsaw J.W.Construction 182 254 70 35
Rialto Warsaw Preferred Hotels 354 420 170 64
Hyatt Regency Warsaw Hyatt Regency Hotels 388 496 180 68
Hotel and Resort Company Profiles 2008
Company Name & Sub- Outlet Name, Type & Location Purchasing Agent(s)
Sector Type Number of Outlets
Acc Hotels - 63, hotel Direct; Importers, or, hotels with
restaurants-60 National Local suppliers
Gromada, hotels w Direct; Importers, ith Hotels - 17, hotel National Local suppliers
Q Direct; Importers, ubus, hotels with Hotels - 12, hotel
South-West of Poland Local suppliers
L Warsaw, Kraków, Pozna?, Direct; Importers, ouvre Hotels, hotels with Hotels - 10, hotel Lublin, Szczecin, Katowice, Local suppliers
restaurants restaurants-8 Wroc?aw, ?ód?
B Direct; Importers, est Western International, Hotels -5 , hotel Bia?owie?a, Bia?ystok, Kraków,
hotels with restaurants Restaurants-5 O?arów Mazowiecki, Wro Local suppliers c?aw
Ra Direct; Importers, disson SAS, hotels with Hotels - 4, hotel Warsaw, Szczecin, Kraków,
restaurants restaurants-7 Wro Local suppliers c?aw
Starwood, hotels with Hotel - 6, hotel Warsaw, Kraków, Pozna?, Direct; Importers,
restaurants restaurants -13 Sopot, Local suppliers
Each hotel has at least one large restaurant (usually two) and a snack bar. Often larger hotels have
restaurants which specialize in international cuisines (Chinese, Italian, etc.). There are a number of
smaller hotels which normally have a café or small restaurant on the premises.
Top Food Service Chains According to Number of Outlets
Chain owner 2005 2006 2007
Mc Donald?s Polska 201 209 213
Mc Donald?s (American capital) 2008 YTD ? 215
Pizza Hut American-Restaurants 52 52 50
KFC (Dutch capital) 76 79 85
T TelePizza Poland 95 92 101 elePizza
(Spanish capital) 2008 ? 104 restaurants
Sphinx Polska 79 90 105
Sphinx (Polish capital 2008 YTD - 122
+ Enterprise Investors) restaurants
B American-Restaurants 0 0 4 urger king
(Dutch capital) 2008 ? 6 restaurants
Mr. H Mr. Hamburger 20 21 21 amburger
(Polish capital) 2008 - 26 restaurants
Da Grasso 90 120 141
Da Grasso (Polish capital) 2008 ? 168 pizza
P izza Dominium 25 42 60 izza Dominium P
Pizza Express Polska 7 7 7
(International capital) pizza restaurants
Institutional Company Profile in 2008
Company Name & Sub-Sector Outlet Name, Type & Location Purchasing Agent(s)
Type Number of Outlets
Sodexho Polska, institutional Sodexho Food Service (CS) National Direct; Importers, Local
catering (70) suppliers
Direct; Importers, Local
Impel Catering, institutional Impel Food Service (CS) (28) National suppliers
Direct; Importers, Local
Eurest Food Service (CS) suppliers
Eurest Poland, institutional (87) National
catering Direct; Importers, Local
Dussmann Food Service(20)
Dussmann Poland, National
LOT Food service Sp. z o.o., ?LOT? Polish Airlines Warsaw, Gdansk, Direct; Importers, Local
institutional catering (CS)(29) Krakow supplier
WARS , institutional catering Restaurants & bars in trains National Direct; Importers, Local
SECTION III. COMPETITION
2008* 2008 5 Yr
Market Polish Average
Size in Imports Import
Product mln $ mln $ Growth Import Tariff
Category % Rate Key constraints Market attractiveness for USA
Salmon 283.00 283.0 29.00 2&8 U.S. product is considered to be expensive. Polish market is interested in the following
varieties (H&G): salmon (keta, gorbusha).
Wine 191.00 191.0 6.30 9.9-32?/ hl depending on U.S. product is considered to be expensive. Polish consumers like quality wines.
a lcohol content
Almonds 12.00 12.00 13.00 3.50 U.S. product is considered to be expensive. Polish importers consider U.S. product
to be of high quality and import it for
usage in high end food products.
0 for bitter almonds Active competition from Spain.
Pistachios 13.00 13.00 19.90 1.60 U.S. product is considered to be expensive. Polish importers consider U.S. product to
Active competition exists from Iran. be of high quality and import it in order to
supply delicatessen customers. Recently
hypermarkets also expressed interest in
Sunflower 30.00 30.00 4.50 0 U.S. product is considered to be expensive. Polish bakery industry is becoming
Seeds Active competition exists from Hungary increasingly interested in using this product.
Raisins 23.00 23.00 1.70 2.40 U.S. product is considered to be expensive. Polish bakery industry is becoming
Active competition exists from Iran. increasingly interested in using high
quality product from the U.S.
Ground nuts $15.00 15.00 14.90 19.42 U.S. product is considered to be expensive. Polish food processing is interested
Active competition exists from Argentina. in using U.S. product in high end products.
Protein 36.00 36.00 3.40 123.50 EUR / 100 kg B elgian and Chinese producers are Polish food processing industry
isolates actively promoting their product on the Polish as well as producers of supplies
market. for body build ing are increasingly
interested in the U.S. products.
Whiskey (incl. 55.00 55.00 36.80 61.29 Belgian and Chinese producers are actively Polish food processing industry
B ourbon) promoting their product on the Polish market. as well as producers of supplies
for body building are increasingly
interested in the U.S. products.
Grapefruit 33.00 33.00 3.10 14.49 Competitively priced imports available, esp. form Strong position of American
Turkey suppliers, growing market.
SECTION IV. BEST PRODUCT PROSPECTS
A. PRODUCTS WHICH HAVE BEST SALES POTENTIAL:
- Seafood: salmon, butterfish, herring, mackerel, black cod
- Alcoholic beverages: wines, whiskey/bourbon, vodkas
- Dried Fruit: prunes, cranberries
- Nuts: almonds, pistachios, peanuts
- Food processing ingredients: dairy isoglucose concentrates, high quality spices and mixes (tex-
mex), vegetable fat for process
- Food ingredients for the HRI food service sector: certain spices and mixes
Detail Import statistics can be located at the following internet site:
Please select Poland as importing country.
B. PRODUCTS NOT PRESENT IN SIGNIFICANT QUANTITIES BUT WHICH HAVE GOOD
Restaurants and bars that offer international cuisines, such as Italian, Greek, Spanish and Middle Eastern
could find success in Poland. American chain restaurants such as TGI Friday and Subway are gradually
establishing a presence but not in significant numbers.
There are opportunities to develop restaurants that offer "healthy" and organic foods. Snacks with low
fat or low-sugar content and made with natural ingredients have good sales potential. Restaurants that
offer a vegetarian menu may also tap into the growing demand for such food. More and more Polish
families own microwave ovens nowadays, so microwaveable and ready-to-eat food products also have
good potential, particularly in larger urban areas, and among institutional food services, e.g., schools,
hospitals and nurseries.
SECTION V. POST CONTACT AND FURTHER INFORMATION
If you have any questions or comments regarding this report, or need assistance in exporting to Poland,
please contact the Office of Agricultural Affairs in Warsaw, at the following address:
Office of Agricultural Affairs
Al. Ujazdowskie 29/31
ph: 48-22 504 2336, fax: 48-22 504 2320
For additional information on exporting U.S. food products to Poland, including ?The Exporter?s
Guide?, ?The Food Processing Sector Report?, ?The Retail Food Sector Report? please visit the Foreign
Agricultural Service home page: http://www.fas.usda.gov. Importer lists are also available from our
office to exporters of U.S. food products.
Foreign Companies Which Invested in the Hotel and Restaurant Sector
Rec. Country of
num Investor name ntry of origin Activities Comments registration Cou
1. Accor SA France France restaurants; 40,5% stake in Orbis S.A.
Hotels and Mc Donald's Polska Sp. z o. o. ?
2. McDonald USA USA restaurants; Warsaw
Construction; Hotels Strabag Sp. z o. o. 80% stake in
3. Bau Holding Strabag AG Austria Austria and restaurants; Hotele Warszawskie "Syrena"
Hotels and Hotele G.E. Polska Sp. z o. o. - Main
4. LOUVRE HOTELS SAS France France restaurants; office in Warsaw. Hotels in Warsaw,
5. Trusthouse Forte United Kingdom United Kingdom restaurants; Le Royal Meridien Bristol Sp. z o. o.
Hotels and Radisson SAS Centrum Hotel ?
6. BRC Holding Developments USA USA restaurants; Warsaw
Hotels and Sheraton Warsaw Hotel Sp. z o. o. ?
7. Sheraton Warsaw Cooperation USA USA restaurants; Warsaw
Hotels and Cosmar Polska Sp. z o. o. - Hyatt
8. Cosmar S. r. l. Italy Italy restaurants; Regency Warsaw Hotel
American Restaurants Sp. z o. o. -
Hotels and Office in Wroc?aw, Pizza Hut & KFC
9. Am-Rest Holding N.V. The Netherlands USA restaurants; brands
Qubus Hotel Management - Zielona
Góra, Qubus Hotel Sp. z o. o. -
Gliwice, Gorzów Wikp., G?ogów.
Hotels and Legnica, Wa?brzych, Wroc?aw, Zielona
10. Qubus Hotel System Norway Norway restaurants; Góra, Z?otoryja
Porr Polska S.A. - Warsaw, Porr
Hotels and International AG - Warsaw, Chopin
11. Porr International/Chopin Austria Austria restaurants; Sp. z o. o. - Kraków
Hotels and Min Hoong Development Co. Pte. Ltd.
12. Min Hoong Development Co. China China restaurants; Poland Sp. z o. o. ? Sopot
International Fast Food Hotels and International Fast Food Polska Sp. z
13. Corporation USA USA restaurants; o. o. ? Warsaw
Intersnack Knabber Gebaeck Hotels and Syrena International Sp. z o. o. ?
14. GmbH & Co. K.G. Austria Austria restaurants; Warsaw
Hotels and Telepizza Poland Sp. z o. o. ?
15. TelePizza S.A. Spain Spain restaurants; Warsaw
Hotels and Hotel Jan III Sobieski Sp. z o. o. ?
16. Rogner GmbH Germany Germany restaurants; Warsaw
Hotels and Pizzerie Pan Smak Sp. z o. o. - Pizza
17. Pan Smak Pizza Inc. Canada Canada restaurants; resturants
Hotels and Hotel New Skanpol Sp. z o. o. ?
18. Scanpol International ApS Denmark Denmark restaurants; Ko?obrzeg
19. Marriott USA USA restaurants; Hotel Mariott ? Warsaw
Hotels and Pizza Express Polska Sp. z o. o. ?
20. Ceneu Pizza BV The Netherlands The Netherlands restaurants; Piaseczno
Hotels and Kochleoffel Polska Sp. z o. o. ?
21. Kochloeffel GmbH Germany Germany restaurants; Katowice
22. Sodexho Alliance France France restaurants; Sodexho Polska Sp. z o. o. ? Warsaw
22% stake in Best Eastern-Plaza
Hotels S.A. - Office in Warsaw, HP
Best Eastern Plaza Hotels Hotels and Park - Pozna?, Olsztyn, HP Park
23. International Luxembourg Luxembourg restaurants; Plaza - Wroc?aw
Compass Group International Hotels and 100%stakes in Eurest Poland Sp. z
24. B.V. United Kingdom United Kingdom restaurants; o.o. - Warszawa