DES GB2015 Englisch

SHOPPING • The economic forecast for the current year is excellent. According to the npd group, private demand for catering in Germany will grow by practically three per cent. Entrepreneurial opti- mism is also at a peak despite minor difficulties, such as the introduction of the minimum wage and the labelling of allergens. • In the entire “eating out” market, the distinction between retail trade and catering is becoming increasingly blurred. Billion-euro retail groups such as Rewe and Edeka are testing concepts (ready-to-eat offerings, snacks to go, quick service, convenience shops) throughout Germany in order to expand their scope in the direction of eating out. • Concepts in the fast casual category are increasingly shaping the market. The undeniably strong sectors of fast food and casual dining are merging. Consumers in 2015+ wish to enjoy light, healthy food. They have little time, but would nonetheless like a gourmet experience. This puts considerable pressure on the entire quick-service category to become “fresher, better and more appealing to the eye”. • There is more truth than ever before in the slogan that reflects the mobility and requirements of the catering industry: you eat where you are, and you are what you eat! Thus caterers at trans- port hubs (streets; local, intercity and underground train stations; airports) frequently score well in quantitative and qualitative analyses. The potential of commuters is still underestimated. • Catering has been less impacted by the Internet revolution than many retailers and service pro- viders. Their value creation process cannot migrate online or even be exported. However, online marketing (website, reservation and booking solutions, social networks, etc.) is becoming essen- tial for offline sales. This digital dialogue is reinforced by the use of smartphones and tablets, and ratings platforms are also becoming more significant. • The importance of franchising and joint venture partnerships in professional catering is rising greatly.Vertical sales systems are changing their approach and are no longer just financing means, but also operational tools for the systems. Capable partners are in demand. They are being wooed by franchisors, and multi-unit operators are slipping into the background. • The most important investment a catering business can make in its future is to establish itself as a popular employer brand. Staff development and employee retention are crucial to being able to use expansion opportunities. Operational excellence rooted in training and loyalty, and high- calibre lower and middle management are the key to guaranteeing quality. • The way in which companies and consumers perceive value is changing. Consumers are seek- ing greater value from providers, and providers are counting on greater value being attached to their products. These two qualitative measurements need to tie up, because only if customers lend more importance to products can higher prices take hold. And for many companies higher prices are absolutely essential to their business calculations. • The most start-up energy is currently to be found in two niche markets: food trucks/street food and gourmet burgers. Both new and established companies are focusing their visions on these two areas. A great passion for artisanal production precisely captures the spirit of the times as well as earning the appreciation of relatively critical consumers. In the coming years, we can expect to see this trend in further large and small product ranges. This is reason enough to hazard a guess at future trends: A view of the future in the catering market “you eat where you are, and you are what you eat!” 37

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