A landscape permanently affected by 2 years of Covid
Food Service Vision, the leader in economic intelligence for the hospitality industry, updates the vision of this market through the publication of the “ Business Chains Review 2022 », a new study on the strategy of commercial catering chains in France. While restaurant chains have generally held up better than independent restaurateurs, the Covid-19 crisis with its successive episodes has disrupted the business models of restaurateurs. This analysis maps out the dynamics of the various hospitality segments, as well as the performance and strategy of the players in terms of offer, service, communication and experience.
Channels more resilient than the rest of the market
In 2021 the chains represented 40 % of sales from commercial catering (compared to 36 % in 2019). Even if the market in general 10 . lost % of turnover in the period 2019-2021, the catering chain benefited from the recovery of out-of-home consumption in 2021.
During this period, the sector has gone through a number of important changes that have an impact on the business model of players in the sector:
- The share of delivery and takeaway sales is increasing and now concerns 6 out of 10 meals.
- The practice of telecommuting is becoming widespread: it represents on average about a quarter of employees’ working time.
- Consumer priorities have changed and now concern hygiene, prices and “ home made “.
The rise of multi-brand groups
- Groups create virtual brands, buy existing brands or acquire master franchises, such as Groupe Bertrand (Hippopotamus, Leon, Burger King, etc.), Delineo (La Croissanterie, Roberta, Pradier, etc.) or Napaqaro (Buffalo Grill, Courtepaille , Popeyes…) .
- Investments in the sector continue, such as the acquisitions of Quick by HIG Capital or of Pokawa by Vendis Capital.
- Groups are structured in 100 % from “ dark kitchens », such as Taster, Not So Dark, Devor, Foudie or OFC
The chains in a few figures
- 334 catering chains in France
- 15 billion euros turnover
- 14,347 points of sale
Very heterogeneous performance by segments
Within the chain-linked catering industry, the performance is far from homogeneous according to the segments:
- Tacos, quick pizzas and sushi had the strongest sales growth between 2019 and 2021, between 13 and 33 %.
- In contrast, self-service, grill and traditional catering recorded a drop in turnover between 42 and 70 %.
Overall, the fast food sector outperforms other segments.
The top 10 fast food restaurants
- burger king
- Dominos France
- golden brioche
- The cuddly Mie
- 0. Sushi shop
Delivery at the heart of the customer journey
Delivery has disrupted the strategies of all market segments: more than 8 out of 10 brands 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, players shake up their product offerings and adjust their communications, as well as the services or experience offered.
- New consumption moments are being developed to attract consumers during off-peak hours.
- The breadth of the offer is adapted, some shorten their menu, others consolidate it with ranges of impulse products.
- The signs of quality are increasing. At the top of the Made in France and the vegetarian offer (without meat or vegetable alternatives).
- Influence strategies are getting faster and faster. The collaboration with influencers is developing very strongly (including Subway, who is associated with influencer and breakdancer Junior JMSS, star of TikTok).