‘Restaurant 2025: Seven Foodservice Trend Statements’: this is the title of an exclusive study commissioned by Internorga on the occasion of its 90th birthday to take a wellfounded look into the future. The study was conducted by the GDI Gottlieb Duttweiler Institute in Zurich, Switzerland, and is meant as a long-term outline of the new competitive structures brought about by the individualization of the masses. Central statement: food is lifestyle.
TREND 1: Digitalisation creates completely new competitive conditions
More and more consumers, retailers and career changers from the technical sector are joining the competition. Individual players are leaving their traditional role within the value chain. Especially the line between retail and restaurants is blurring. However, fact is: the fight for the last mile will decide over who prevails. It is becoming increasingly important for foodservice providers to clearly position themselves and bring out their individual strengths – before a start-up or big player will implement their business model better, cheaper and faster. The field within which offers can be positioned is big.
TREND 2: Convenience – we are becoming ever more comfortable, but not necessarily happier
We want technology to take arduous and lengthy work off our hands and automate it. Thus, convenience food will evolve into ‘easy’ food. Our eating behaviour is ever more influenced by a zeitgeisty definition of convenience (developments: fast, good and fresh / no human interaction / comfortable / on-demand).
However, convenience has two major problems. First: convenience food demands blind trust and loss of control from the customer, because everything his highly technologized. Second: convenience does not make happy. Though it provides more comfort, it hardly satisfies the senses or the craving for experiences. Since convenience does not deliver lasting experiences, we are in a permanent state of search. Paradoxical as it may sound: lasting experiences are inconvenient, and hence uncomfortable.
This story is from the January - February 2018 edition of foodService India.
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This story is from the January - February 2018 edition of foodService India.
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