Food service vision: review of business chains 2022 – TendanceHotellerie


A landscape permanently affected by 2 years of Covid Food Service Vision, leader in economic intelligence for the restaurant sector, updates the vision of this market through the publication of the “Revue Business Chaînes 2022”, a new study on the strategy of food chains. commercial catering in France. While restaurant chains have held up better than independent restaurateurs, the Covid-19 crisis with its successive episodes has disrupted restaurateurs’ business models. This analysis details the dynamics of the different restaurant segments as well as the performance and strategy of the actors in terms of offer, service, communication and experience. Chains stronger than the rest of the market In 2021, chains accounted for 40% of commercial restaurant revenue (compared to 36% in 2019). Although the market as a whole lost 10% of turnover during the period 2019-2021, the commercial chain restaurant benefited in 2021 from the recovery of out-of-home consumption. During this period, the sector has experienced a series of significant changes that affect the business model of the players in the sector: The share of home and takeaway sales is increasing and now affects 6 out of 10 meals. becoming more general: it represents on average about a quarter of the working time of employees. Consumer priorities have changed and are now related to hygiene, prices and “cassà”. The rise of multi-brand groups Groups are creating virtual brands, buying existing brands or acquiring master franchises, such as Groupe Bertrand (Hippopotamus, Leon, Burger King, etc.), Delineo (La Croissanterie, Roberta, Pradier…) or Napaqaro (Buffalo Grill, Courtepaille, Popeyes…). Investments continue in the sector, such as the acquisitions of Quick by HIG Capital or Pokawa by Vendis Capital. The groups are structured as 100% “dark kitchens”, such as Taster, Not so dark, Devor, Foudie or OFC Chains in few numbers 334 restaurant chain players in France 15 billion euros in turnover 14,347 points of sale Very heterogeneous performances according to the segments Within the commercial chain restaurant, the performances are far from homogeneous according to the segments: Tacos, fast pizza and sushi experienced the strongest growth in turnover between 2019 and 2021, between 13 and 33%. On the other hand, self-service, barbecue and traditional restaurants have recorded falls in turnover of between 42 and 70%, in general, the fast food sector performs better than the other segments. Top 10 Fast Food Restaurants McDonald’s Burger King KFC Paul Domino’s France Quick Brioche Dorée O’Tacos La Mie Câline 0. Sushi ShopDelivery at the Center of the Customer Journey Delivery has disrupted the strategies of all market segments: 8+ brands of 10 offer delivery. In addition, delivery has encouraged model changes with the development of virtual brands (brands available only for delivery, or production in the kitchen lab). Changes in the mix under the weight of consumer demands Faced with new consumer expectations, actors shake up their product offering, adapting their communication, as well as the services or experience they offer. New moments of consumption are developed to attract consumers in off-peak hours. The breadth of the offer adapts, some shorten their menu, while others consolidate it with impulse product ranges. Signs of quality are growing. At the top, the Made in France and the vegetarian offer (no meat or vegetable alternative). Influence strategies are accelerating. Collaboration with influencers is developing very strongly (eg Subway partnering with TikTok star breakdancer and influencer Junior JMSS).
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