A landscape permanently affected by 2 years of Covid
Food Service Vision, leader in financial intelligence for the catering sector, updates the vision of this market through the release of “ Business Chains Review 2022 », a new study on the strategy of commercial catering chains in France. While restaurant chains have generally fared better than independent restaurateurs, the Covid-19 crisis, with its successive episodes, has disrupted restaurateurs’ business models. This analysis describes the dynamics of the various catering segments as well as the performance and strategy of the players in terms of offering, service, communication and experience.
Channels more resilient than the rest of the market
In 2021, the chains represented 40 % of revenue from commercial catering (compared to 36 % in 2019). Although the market overall lost 10 % of revenue in the period 2019-2021 chain commercial catering in 2021 benefited from the recovery of out-of-home consumption.
During this period, the sector has experienced a number of significant changes which have an impact on the business model for actors in the sector:
- The share of delivery and collection 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 the working time of employees.
- Consumer priorities have changed and now relate to hygiene, prices and “ homemade “.
The emergence of multi-brand groups
- Groups create virtual brands, buy existing brands or acquire master franchises, such as Groupe Bertrand (Hippo, Leon, Burger King, etc.), Delineo (La Croissanterie, Roberta, Pradier, etc.) or Napaqaro (Buffalo Grill , Courtepaille , Popeyes.. .).
- Investments continue in the sector, such as the acquisitions of Quick by HIG Capital or of Pokawa by Vendis Capital.
- The groups are divided into 100 % of “ dark kitchens », such as Taster, Not so dark, Devor, Foudie or OFC
The chains in few figures
- 334 chain catering operators in France
- 15 billion euros in revenue
- 14,347 points of sale
Very heterogeneous performances according to the segments
Within the chain commercial catering, the performances are far from homogeneous in relation to the segments:
- Tacos, quick pizza and sushi experienced the strongest growth in revenue between 2019 and 2021, between 13 and 33 %.
- On the other hand, self-service, the grill and traditional catering have registered decreases in turnover of between 42 and 70 %.
In general, the fast food sector performs better than other segments.
Top 10 fast food restaurants
- Burger King
- Domino’s France
- Golden brioche
- The cute 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 that are only available for delivery or production in the kitchen laboratory).
Changes in the mix under the weight of consumer demands
Faced with new consumer expectations, the players are shaking up their product offering, adapting their communication as well as the services or experience offered.
- New moments of consumption are developed to attract consumers in the low season.
- The breadth of the offer is adapted, some shorten their menu, while others consolidate it with assortments of impulse products.
- Signs of quality are growing. Above, Made in France and the vegetarian offer (without meat or vegetable alternative).
- Influence strategies are accelerating. Cooperation with influencers is developing very strongly (e.g. Subway which is associated with the influencer and breakdancer Junior JMSS, the star of TikTok).