The future of the food & beverage market by cespencer91

The Future of the Food & Beverage Market Charlotte Spencer N0253779 Future Thinking FASH30003

to this Report

Introduction

This report presents current and emerging trends within the food and beverage industry in particular the restaurant business. Future trends have been discussed on what influence they are having on the industry and how it will effect business in the future. The research on trends has been applied to the chosen brand, Pizza Express, which is part of the corporate group, Gondola. Recommendations have been suggested for what the brand should do in the future in order to remain successful and a key player in the â&#x20AC;&#x2DC;casual eatingâ&#x20AC;&#x2122; sector.

The Food & Beverage Market

ccording to Gillian Folkes and Allen Wysocki (2001) they are certain eating habits and trends that determine a consumer decision process when choosing a restaurant or place to eat. These include:

This is why restaurants must convince customers why it is favourable for them to choose to eat out and what would be the added benefits of dining in their establishment. Although budget and price ultimately determine whether a consumer can eat out, they tend to look for value for money spent, compared to the cheapest option.

Promotions and deals do appeal to consumers but

*** Price and amount of money that they are suited to certain types of will be spent. *** restaurants. If used with the wrong type of *** The level of convenience that the restaurant, they can have a negative effect on the customer’s opinion of the brand, e.g. diners restaurant will provide. *** expects corporate chains such as Bella Italia to *** Emphasis on health and the effect offer online discount vouchers but a similar offer at an independent, rustic restaurant might be this may have on their diet. *** construed by the consumer as cheap *** Demand for meal variety and or tacky. This negative perception could cause the consumers seeking for new products consumer to question the integrity of the independent restaurant’s products. to try. *** *** The importance of food safety and ‘28% say that they actually cleanliness of an establishment. *** affect their restaurant choice Due to the current economic climate and concerns of a double dip recession approaching, spending habits have altered. Eating out is an activity that always suffers when in an

one in three now cutting down on eating out.’ (Mintel, 2011)

for an everyday meal.’ (Mintel,

2011)

economic decline ‘with

Fig.1

The term ‘eating out’ covers an extremely wide range of activities and therefore the demographic enjoying this pastime ranges dramatically depending on the type of establishment. With the rise of more good quality fast food concepts, this has contributed to currently approximately a quarter of consumers opting to eat out in some form, according to a Mintel report based on Eating Out in July 2012.

The younger demographic of Generation Y is constantly looking for the most innovative brands and this is also apparent in the eating out sector. Those restaurants that are original and producing products that are not familiar to the market will win the attention of this challenging generation. The way that food is presented or delivered to a table is one area that restaurants can develop, e.g. miniature formats such as an assiette of deserts, which has further appeal because of the trend towards sociable, share dining. The rise of celebrity chefs such as Heston Blumenthal challenges the industry to contend with his groundbreaking and unusual techniques likewise in emulating the fashion industry, by bringing a ‘high-street equivalent’ to consumers.

Fig. 2

‘18 to 24-year-olds eat out and drink alcohol outside the home more often than other age groups.’ (Fields, 2007) ‘The most frequent (more than once a week) restaurant diners (to eat in) tend to be aged 16-24, live in urban locations such as London, be in full-time education, single ABC1s and state that their financial situation is healthy and they are confident about the future. ‘ (Mintel, July 2011)

‘Generation Y – those born since 1978 tend to eat more often at quickservice and pizza restaurants.’ (Lynn, 2012)

Like any market in the current climate, in order for brands to compete against one another they must determine a way of distinguishing themselves. This is significant to the food and beverage industry as consumers have to use their disposable income to eat out, which during a recession is tight. Businesses must increasingly make their experience simpler andeasier and their offering more exciting in order for the consumer to justify the spending of their limited disposable income. The perceived effort associated with ‘eating out’ must be significantly less than that involved with ‘eating in’ and the perceived expense can only be marginally more than the relative cost of the alternative. An enjoyable memorable experience will also help to enhance brand loyalty between the consumer and business.

A restaurant or coffee house can differentiate themselves through a number of different ways. One way of doing this is through creating a theme and story behind the establishment such as the Refettorio Simplicitas in Milan. This restaurant was inspired by the medieval era and intended to replicate the religious community where monks used to meet and eat their meals. The simplicity of the restaurant is supposed to help focus the attention on the food and service to ensure the

guest’s needs and comforts are of upmost priority. Another alternative way of setting a restaurant aside from the crowd is through the use of technology and innovation. The use of tablets instead of a menu is something that is on the rise within the food and beverage market. Consumers able to complete their entire meal without having to deal with anything but an ‘iPad’ in certain restaurants. Variety is key amongst restaurateurs and again a way of differentiating their restaurant from competitors. The human breed are the

‘only species that craves variety. We complain if we have to eat chicken more than once a week.’ (WGSN-homebuildlife)

Consumers are constantly looking for new and exciting things to try and this is very apparent in the Food and Beverage industry. New tastes from around the world are created through globalisation and in this case a restaurant or type of cuisine moving into an international market. (See appendix for SWOT analysis of the restaurant market.) Fig. 3

Future & Emerging Trends

3.0 Service

Personalised service is something that restaurants are effectively utilising and a way to impress their diners. More and more restaurants are keeping notes about their customers on their personal preferences to enhance their experience. Restaurants note whether they are a first time or regular diner, their dietary requirements and if they have a preference on where they sit.

ne of the most important factors other than the food produced by the restaurant is the service. The first impression a customer makes will normally be formed based on the person that greets or shows them to their table. The quality of the service is hugely important as a negative opinion can stay with a diner for the remainder of their meal and affect their views on the food, regardless of its quality or how the restaurant has performed. Consumers are more likely to tell their peers if they have had a negative complaint compared to a positive experience. In any business their priority for the future must be to put an emphasis on service, which will overrule the product they are offering. Consumers are now driven by experience and they want to maximise the amount of experiences they endeavour.

‘The customer of 2013 and beyond has high expectations of personalisation.’ (Robb, 2012) If

a consumer is going to spend out on eating, they want an experience that is personalised for them. Open Table is an online reservation system that automatically records this information for the business and has helped service to be pushed to another level. If a regular customer has booked a table that normally has a large spend per head then it is beneficial for the restaurant to have this flagged and ensure their meal is as enjoyable as it can be. Staff should be able to know background knowledge about customers even before they have met them and this will help restaurants become a diner’s number one choice for eating out. Businesses should also have a clear target consumer and within this, segment their audience to ensure the product they are offering is suitable for the type of consumer. Speed of service is significantly important in achieving customer satisfaction particular in the food and beverage sector – too slow and the customer becomesimpatient and hunger makes them irrational, too fast and the customer feels unwelcome and rushed. The right balance is also important because if a diner feels they are being rushed this will upset them and creates a negative experience. One way of achieving a smooth delivery of service is seen in the Refettorio Simpicitas restaurant in Milan, where to save time and create an efficient service,

‘guests can pay at the entrance before eating but take as long as they like to finish their meal.’ 8

(WGSN Homebuildlife, 2012)

3.1 3.1.1 The Experience Independant Vs The Businesses Product Similar to public houses that can no longer survive by just selling beer and coffee shops by just selling coffee, restaurants have to offer customers more than just a meal. Diners want an experience when they are eating out so they can justify spending the money on food rather than just cooking at home. Events are one way of enticing new revenue and are more commonly done by independant businesses. From primary research conducted on The Poet, a family run village pub/restaurant in Kent, they hold monthly Jazz and live music evenings as well as one off Mussels nights that is a contrast to their normal menus. The owner of the Poet, James Spencer, stated that

‘events are important to keep people interested, entice new customers, add variety and is something extra we can offer to our valued customers.’

In order for brands to keep up-to-date with consumers rapidly changing demands, they must look to develop their business into a lifestyle, similar to other markets such as the retail industry. By buying a product from the brand, they are becoming part of their lifestyle. Coffee chains such as Starbucks produce an ‘At Home’ range that allows consumers to take the brand home with them away from the actual store, thus enveloping them into the Starbucks brand whilst in their own home.

Independent businesses are always going to face huge competition from global giants such as restaurant and coffee chains who have a huge following of trusting consumers. Independent businesses have to prove to the public why they should opt to choose them over the chains. They must provide locally sourced and sustainable produce. Another way of attracting new target audiences is by offering another element to their business rather than just selling food and beverages. ‘Look Mum No Hands’ is an example of an independent coffee shop that is going that one step further and offering consumers more. It is situated in London and is a home for biking and cycling fanatics. It is located on the bike route and not near to any London tube stations. They sell bike accessories inside and it is a fun

‘like minded, ecologically aware people ’.

atmosphere for

(WGSN, 2012) The coffee shop has had so much impact on the surrounding area that a bike shop has now opened on the same street.

‘Look Mum No Hands’ is demonstrating the idea of meaningful consumption and the coffee shop evidently has a meaning and reason for existing in the market. Meaningful consumption is an idea supported by Futurist, Anne Lise kjaer and what the consumer of tomorrow is expecting from brands. If they portray a story and a history behind its brand, consumers will engage with its target audience more effectively. More brands need to try and create a meaning for themselves in order to survive. 9

Fig. 4

3.2 Decor Restaurants are concentrating on creating effective table and seating arrangements that are sociable and help build an atmosphere. Long tables with bench seating are becoming more common especially in fast food establishments, e.g. Wagamamas, the Japanese fast food chain. The brand new monk community styled restaurant, Refettorio Simplicitas also has long tables to entice communal dining amongst customers and encourage them to socialize with one another.

Restaurants opt for many different interior and dĂŠcor designs to attract consumers and create a buzz about their business. It is about creating a talking point for the customer that they will hopefully then go communicate to their peers. Refettorio Simplicitas uses the less is more rule throughout the different components of the restaurant and gives only diners the bare minimum of exactly what they need in order to eat; a basket in the centre of the table contains cutlery, bread and dressings. By using interesting and innovative tableware, restaurants are seen by consumers as increasing value for money in their meal, e.g. the use of wooden boards to serve a burger.

Fig. 5, 6, 7

3.3 Technology Technology and innovation is key for any industry to grow and develop. The restaurant market is not shy of experimenting with technological advances and this can be demonstrated in any aspect of a restaurant from the food they serve to the building and interior it is served in.

Self ordering and payment is an emerging trend that is set to grow for the future. This is a system for restaurants to minimise costs, as it requires fewer staff, lower training costs and also an opportunity for higher table turnover. Restaurants are constantly battling to win over customers and convince them to eat out rather than eat in. One reason consumers are often reluctant to dine out is due to price and they view restaurants as a rip off. By cutting out the middle man – for instance the waiter or waitresses, the customer has a perception of being in control and not being influenced to spend more. The introduction of the tablet self ordering system further endorses the customers ability to control what they order without being persuaded by the restaurant’s staff.

The use of tablets by waiters and waitresses in restaurants are becoming part of the norm in streamlining the ordering process. Inamo restaurant in Soho, London has taken this trend one step further by allowing the customer to order themselves using a built- in touch screen pad on the customer’s table. Not only can they order their meal, they can also watch their meal being prepared, ask for their bill once they are finished and then order a taxi for their journey home on their own touch screen. Inamo have ensured that every part of the diner’s meal is accounted for and not just the traditional beginning and end of the experience - the order and the payment. Whilst a diner is waiting for their food they can play a game or watch the chefs in action. One arguement against this trend is questioning whether customers want to

effectively be working whilst they are paying to eat out. It should be minimal effort for the guest in order to pursuade them to dine out and being waited on can be a pleasurable environment. A good waiter or waitress can transform a dining experience. Fig 8

Fig.9

Fig. 10

Another advantage of the use of tablets can allow the customers to customise their food and have different options of fillings and sauces e.g. ‘4Food’ situated in New York involves a person using an Ipad to choose from seven different burger patties, the filling, the toppings and then the bun. This engages the consumers and will leave a lasting memory that hopefully they will talk about following their experience. The use of tablets also allows brands to easily encourage consumers to connect with them through social networks and share their order or ‘like’ the restaurant online.

floor above. Their screen gives estimations on how long the food will take to be prepared and customers can use it to communicate with staff. The restaurant prides itself on freshness and local produce and allows the diner to see where different elements in their meal have been sourced. The idea behind the restaurant primarily is for it to be fun but also to be efficient and cost effective, as their customer is not expected to leave a tip. These types of establishments are ensuring that the customer’s needs are looked after and the service they receive is of the highest quality.

One of the latest technology trends is the use of robots in restaurants and eliminating the human in the dining experience. The automated restaurant, Baggers in Germany has combined the idea of robot restaurants and touch screen technology. The restaurant allows customers to order from their table which is all colour coded to ensure you choose the correct table and then it is delivered to you by a variety of conveyor belts 14 and metal rails from the kitchen that is on the

3.4 Social Media

3.5 Apps

Due to the demographic that most frequently dine out being young, the importance of social media incorporated in the food and beverage market is crucial as they also tend to be the most heavily involved with networking sites. Peer to peer interaction on social media sites and the facility for users to publish opinions and complaints for all to see can make restaurants and eateries reluctant to embrace them. However this also allows businesses to reply to complaints easily online and shows consumers that they do listen to their views and in turn will improve brand engagement.

‘Apps help to satisfy the consumer demand for things to be simple but effective, and the term “there’s an app for that” now has a much broader relevance.’ (WGSN, Food Focus, Dec 2011)

The use of social media incorporated in dining is growing in popularity. This can range from the use of QR codes on menus to give the diner more information about what they are eating, hash tags specific to the restaurant enabling customers to Tweet and Instagram about their experience and share the ‘liking’ of that brand on Facebook in real time.

There is an App for just about anything in the Food and Beverage sector that can range from calorie counters and recipe finders to restaurant locators and reservation systems. Online restaurant booking website, Open Table collaborated with City Harvest, an organisation that collect excess and waste food from restaurants for the homeless, to create an App. Users can search for restaurants in specific categories such as cuisine and location and they are all supported by the City Harvest scheme.

Restaurants that have an established App or a strong presence on Social Media sites are at an Social media can be ‘effectively utilised in advantage of attracting international customers in order to foster a sense of emotional investment in a cost effective approach. Mobiles and Apps have brands by diners.’ (Mintel, 2011) Brands can now experienced dramatic growth in recent years and engage consumers before, during and after their are set to continue. More people are using meal. This also heightens restaurants’ chances of mobiles as a part on functioning in their returning customers, as they can use social media everyday life and beginning to trust them as a as a means of reminding previous diners and offer suitable method of buying and booking products them specific special promotions. online. Fig. 11 Technology also keeps clients updated with the latest deals and offers. Marketing emails take the restaurants promotional material direct to the customer and have become the industry standard of communication.

The Comodo restaurant in New York has started using Instagram as their menu and customers can upload photos of their meals for future guests to see.

3.5.1 So-Lo-Mo Trend This trend is the combination of three current marketing trends - Social, Local & Mobile. Any brands especially brick and mortar and service businesses should assess if they are practicing the SoLoMo trend. Brands have the opportunity to deliver an omni-channel experience to generate more revenue. They can be achieved by giving consumers information on a local basis that they need and want efficently through social media channels that can be accessed on their mobile.

‘By the end of 2012, the number of mobile-connected devices will exceeded the number of people on earth’ (Cisco, 2012)

‘81.5% of smartphone users who spend time using mobile apps compared with only 18.5% who use mobile web browsers’ Fig. 12

96% of Smartphone users who have researched a product or service on their phones. 66% of smartphone users who visited stores in person. 94% of smartphone users who have searfched for local information. 90% of smartphone users who acted within 24 hours. 70% of smartphone users who called businesses after searching. (Monetate,2012)

3.6 GLocal Definition: â&#x20AC;&#x2DC;Glocalizationâ&#x20AC;&#x2122; - is business jargon for the adaptation of a product or service specifically to each locality or culture in which it is sold. (Oxford Dictionary, 2013) Any global corporate restaurant chains should demonstrate glocalization within their business. It is important to recongnise the local culture and this will gain greater appreciation from consumers as what is on offer is tailored specifically to them.

Case Study: Mcdonalds

Mcdonalds demonstrates glocalization excellently in their restaurants and cafes worldwide. Each country has a specific menu according to local tastes and speciality dishes, e.g. Italy offers cornettos and France has croissants and chocolate moelleux on their menu. (Below food and beverages typical for the French Mcdonalds and McCafe menu.) Fig. 13 Fig.14

3.7 Food Trends 3.7.1 ‘Localtarian’ In the Food and Beverage market ‘local

products are central to creating a credible, more premium experience.’

(WGSN, Jan 12) Consumers are becoming more educated about the quality of food and restaurants must appreciate that their customers are more knowledgeable on what they are eating now more than ever. Their deicisons are also being influenced by environmental factors as consumers move toward more eco-friendly and sustainable alternatives which is also very important in determining their food choices too. The farm-to-table trend worldwide is influencing restaurants to grow their own fruit and vegetables, where applicable and even cultivate products on site, so that customers can see what they are eating and be reassured that it is the freshest it can possibly be. If restaurants are not producing their own ‘hyper local’ foods, they are informing customers of where the food has originated. This can be achieved through annotations on menus or information posters or boards inside the building, e.g. the medieval inspired Italian restaurant, Reffettorio Simplicitas informs customers of the suppliers they use and a map can be found near to the door which shows the locations.

Fig.15

Fig. 16

3.7.2 Meat Trend An emerging trend in the restaurant industry is the desire for meat-centred dining. As a result more and more meat-focused restaurants have been opening.

Yianni Papoutsis is the founder of the meatfocused dining brand that currently consists of Meat Liquor, Meat Wagon, Meat Mission and Meat Market. They are a range of permanent and pop-up restaurants and a roaming burger van. The restaurants are intended to replica a Dive Bar and inspired by American themed dining. Eating at the bar is encouraged with the intention of the customer becoming friendly with the barman and made to feel one of the “locals”. ‘References to butchers and meat factories are scattered through the interior’, for example, the bar is made out of stainless steal that looks like a work top.

Pizza Express

4.0

izza Express is part of the Gondola group whom currently regards itself as the market leader in casual dining. The group consists of the restaurant chains Pizza Express, Ziziâ&#x20AC;&#x2122;s, ASK and smaller brands BYRON and Kettnerâ&#x20AC;&#x2122;s. From researching within the restaurant industy, it was apparent that although Pizza Express is currently successful they must consider technologic advancements and innovations in order to compete in the future and meet the consumers ever changing demands. They must not remain static and continue to develop their brand further.

FIg. 17

4.1 SWOT STRENGTHS

WEAKNESSES

Exciting, innovative and clear branding. Price are affordable. Reliable reputation built up over past few years. Tasteful furnishings and good choice of premises. Extensive menu to meet tastes for different ages. Service style meets customers expectations. Interiors are welcoming and warm with artifacts to portray their theme in each restaurant making them individual. High standards for cleanliness. Position of restaurants in high streets has high footfall. In a recession, prices are right. Perceived as a high end chain restaurant. Partnerships with celebrities engage the customer.

Pizzas are sometimes see as becoming old hat and deemed fattening. Competition is fierce with new exciting restaurants springing up overnight. Consistency with food delivery is difficult to maintain. Franchised restaurants only as good as the chef and manager leading them. Staff in catering industry is very transient and hard to retain. Need to update their menus and branding which has remained constant for past few years. Limited funds available due to recession. Most other chain restaurants also offer the same product. The name EXPRESS has connotations of cheap fast food. Selling their pizzas in cheap supermarkets like Tescos lowers their reputation.

OPPORTUNITIES

THREATS

Breakthrough into innovative design and refurbishment of restaurants started in 2010. Dual marketing to lunch time as well as evening trade. Further development into overseas markets such as India and China. Restaurants can increase business through their current Apps, innovative websites,and social media e.g. Facebook, Twitter. Partnerships with like minded suppliers. E.g. wine companies, organic produce farmers. Develop further branding with suppliers. Gain better reputation for showing providence of ingredients used in dishes. Using the health card, PE is working with FSA to reduce salt and other harmful ingredients.

Decrease in disposable income due to loss of employment, recession as a whole. Bad publicity e.g. through Trip Advisor and review sites. Customers stay at home due to bad weather, lack of disposable income, diet fads. Fuel increases stop customers driving unnecessarily. Health scares e.g. burgers,and products from animals. Cut back on funding for development as banks not lending. Over satuation of market giving too much choice. Coffee Houses taking away the day time family business e.g. mums with young children go to Starbucks.

4.2 Recommendations From the future trend research the most important aspects that Pizza Express need to adapt is their customer service and segmentation of the consumer. Pizza Express already has a core following from many different target audiences but by segmenting their consumers and identifying each group’s specific needs will likely result in an increase in sales. This can also include segmenting target audiences from specific areas so that what is on offer to the consumer is appropriate for their area or home town. Consumers will feel they are being targeted directly from the brand creating better engagement. An example of this would be to offer vouchers, which they already effectively do, but specific types to each consumer group e.g. a different one for a University student compared to a school child. This ties into the 2013 personalization trend where consumers want value for their money and to know that it will specifically benefit them.

4.2.1 Customer Service

One area that Pizza Express should look to improve for the future is their customer service. At times it can be poor, slow and customers feel neglected from untrained staff. This can ruin the overall experience of a customer’s meal. Comments on the Pizza Express Facebook page are evidence of customer dissatisfaction with the service e.g. Jo Reynard on the 3rd January 2013 commented, ‘Have

you improved the service too, as we went on the 23rd Dec and it was not good!’. In this age of tablet phenonema,

customers need to be able to have some respite and serving staff need to be able to use their skills to engage more with the customer and give a positive experience for the customer’s visit. It is also important that Pizza Express address their customer service so it is more personal to the customer. Personalised service is a way that businesses can reassure the diner why they are spending unnecessarily on eating out. Pizza Express already has a good online booking system for local restaurants but they could develop this to include areas for customers to fill in personal information such as dietary requirements, seating preferences and if they are a first time diner. These details would be kept on file for the waiting staff to access. Once a table has booked they have information about the diners prior to meeting them e.g. if a customer’s waiter already knows that one of the diners is gluten-free they can recommend at the start of their meal which dishes are suitable for them. This type of service will transform a customer’s experience and ensure it is memorable so that they will tell all of their family and friends. 24 Fig. 18

Exisiting booking page for Pizza Express.

4.2.2 Glocal Pizza Express should try to localise each of their franchises so they are specific to the local community they are based in. This can include creating separate social media pages for each restaurant and the content that is uploaded would be specific to that town or city e.g. pen profiles of staff members. This would also mean that customers can complain or compliment on a local scale and if they have a question to be answered, it can be in relation to their area or region, rather than from head office that may not have knowledge of the information they need. This personal attention to the consumer needs will promote confidence and trust that leads to repeat business. The menu content needs to be locally sourced to attract the future consumer and Pizza Express needs to actively demonstrate this. To make their menus more interactive they could add QR codes to give information of where the ingredients of a dish is sourced. The restaurants could also have local specific maps on display to show where the suppliers are located.

4.2.3 Social Media Pizza Expressâ&#x20AC;&#x2122; current presence on social media sites is good and they interact with their followers regularly. However there are many comments that are being left un-answered which can have a very damaging effect on consumerâ&#x20AC;&#x2122;s opinion of the brand. Even if the comment is a complaint it must be answered and the brand should try to rectify the damage through offering vouchers as a gesture of good will. They also have a blog on their website that should be updated daily but instead it has irregular posts that will not interest consumers.

Fig. 19

Conclusion

To conclude, this report explains the importance of the consumerâ&#x20AC;&#x2122;s experience that a brand or business creates. The consumer of the future is looking for value for their money not necessarily the cheapest option and a product that will directly benefit them. Brands need to demonstrate that they have a meaning for existing in an industry. Pizza express can ensure they have continued success by continuing to develop, in particular focusing on the service they provide during a consumerâ&#x20AC;&#x2122;s meal, which can often be their downfall. Personalised service is key and ensuring that each individual customer that eats at one of their restaurants has a memorable experience. Individualising each franchise specific to their local area will generate better brand loyalty from a trusting target audience.

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