To preserve food quality without constantly rewriting menus, restaurants across Romania are increasingly using a classic “shrinkflation” tactic — reducing portion sizes while keeping prices unchanged. What once was common mainly in retail is now firmly rooted in the restaurant sector.
Rising supply costs, new taxes, increased utility bills and fuel prices, as well as growing wage demands, have pushed restaurant owners to cut portion weights rather than risk losing customers with frequent price hikes.
Why portions are shrinking: restaurants struggle with rising expenses
Industry representatives report unprecedented cost increases. Employers say utility bills jumped by 36% in just one month, according to Termene.ro.
Corina Macri, Vice President of the Romanian Hospitality Industry Federation (FPIOR), confirms that many restaurants have already switched to smaller portions.
“Yes, portions have become smaller. You can’t keep raising prices when utility bills go up by nearly forty percent. Labour costs are rising too — people understandably want higher wages,” Macri explains.
To maintain food quality without constantly updating the menu, restaurants see portion reduction as the only practical solution.
“You can’t change prices daily. The only option is to reduce the portion while keeping the price — without misleading customers or serving low-quality food.”
Shrinkflation as a domino effect
Shrinkflation moves through the entire supply chain:
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producers supply smaller quantities at the same price;
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restaurants pay more for fewer ingredients;
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portions on the plate shrink;
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consumers pay the same amount but receive less food.
Mid-range restaurants face the greatest risk
Marcel Vulpoi, founder of Vulpoi & Toader Management, says the trend is already noticeable in many Romanian restaurants.
He warns that mid-range establishments are at the greatest risk.
“The mid-market is disappearing. HoReCa is polarizing: either fast food or luxury dining.”
Romania is among the few countries regulating shrinkflation
Since October 2024, Ordinance No. 539/2024 of the National Consumer Protection Authority (ANPC) requires retailers to add clear labels to products that have reduced quantity but retained the same price.
Restaurants do not have such obligations, but economic pressure effectively legitimizes the trend.
A global pattern: restaurants worldwide are reducing portions
Romania is not alone. Restaurants across the globe are adapting to inflation in similar ways.
United Kingdom
Steakhouse chain Hawksmoor raised the price of its ribeye to £57.
To keep the rump steak at £27, its weight was reduced from 300 g to 275 g.
United States
Darden Restaurants, owner of LongHorn Steakhouse, announced upcoming price increases due to soaring beef prices.