McKinsey research on the restaurant market (I)

The one who changes is the one who stays

Lunchtime in Paris in times after the Corona lockdown: For the gastronomy operators it is now important to adapt quickly to the new conditions. When it comes to on-site consumption, the focus is on safety.
imago images / Hans Lucas
Lunchtime in Paris in times after the Corona lockdown: For the gastronomy operators it is now important to adapt quickly to the new conditions. When it comes to on-site consumption, the focus is on safety.

There is no going back to the old normality. But the status quo is also in a state of constant change. What was true yesterday no longer needs to be true tomorrow. A new study by management consultants McKinsey analyses consumer behaviour and trends in the European restaurant market. The strategic consulting firm focuses on three areas in which innovation and adaptation to changing market and consumer dynamics will be worthwhile.

Adaptation of sales channels (part 1), menu optimization (part 2) and new business models (part 3) - these are the key areas where the transformation of successful gastronomy concepts will take place, forecasts the management consultancy McKinsey.

The strengthening of the sales channels online ordering and Click & Collect as a result of the crisis is already well documented. According to the authors of the McKinsey study, the worldwide lockdowns have accelerated a trend that was already apparent before the pandemic: "Staying at home is the new way out". According to data from the delivery platform Deliveroo, orders on the classic Friday and Saturday night outings in Europe have risen by 36 percent compared to the figures before the lockdown.

A significant increase in orders was also recorded in the breakfast and lunch segments. The growth was primarily driven by a higher order frequency of existing users, but also by 'first-time buyers'. The authors of the study have no doubt that higher delivery volumes will continue and therefore advise restaurateurs to thoroughly examine which delivery model is the right one for their own business. From their own logistics and the use of external services to the establishment of their own Ghost Kitchens, many things are conceivable.

In addition to the familiar ordering and delivery channels, restaurants have also registered an increase in Click&Collect orders. While this method is already established for some consumers for pre-ordering a coffee, it is not yet established in the food sector. However, during the lockdowns there has been an increase here as well. In response, the US reservation platform Tock, among others, introduced the App Tock to Go.

Strengthening dine-in through hygiene measures

McKinsey believes that a number of factors are important in order to continue to attract guests for on-site consumption. One of these has always been the experience factor, the going out experience, but in the future it will be characterised by new features: the focus is on safety measures such as hygiene protection (Plexiglas separations, distance controls, etc.) and digital options such as contactless ordering via app.

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