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June July 2015
VI
Italiana Catering has allowed us to make
sure a qualitative leap that we would not
be able to do by ourselves. Operating
in local, with an eye on the universal,
it is always stimulating. To network
with producers has allowed us to get in
touch with different kinds of experience
that we have tried to play in Salento.
Very simply, for example, you are tied
in the local chefs with great chefs of
international standing for a discussion
on novel foods and novel food: in this
way the loyalty of the customer and
offers a service to the territory, through
an expertise that otherwise would not
exist.”
HIELO SRL
VIA G.SCATEGNI SN 73057 TAVIANO
(LE)
0833/911956 0833/913959
www.hielosrl.it hielo2008@libero.itArea served: Lecce and province
Turnover: 6,000,000 EUR
14 employees
At page 18
Where is the
catering going?
By changing customer, the market
changes as well. At the same time
the restaurant just look and it is
likely to succumb. Understanding the
market and the customer is instead a
fundamental condition today to drive
a solid year, with good prospects for
the future
By ANNA MUZIO
The Italian market away from home is
the third in Europe (after Spain and the
UK) and held even during the crisis,
decreasing less than in other countries:
only 1%. A meal over three (32.3%) is
consumed outside home. However,
there are still room for growth, as it’s
evidenced by the research of TradeLab
“The food in Italy: what trend?”.
OCCASIONS OF CONSUMPTION.
The framework is based on a hyper
segmentation supply, which, however,
is concentrated in a few consumer
practices. And it is from the intersection
of place and occasion of consumption
that can come up interesting
opportunities. If in fact 11 practices
absorb 50% of the market value there is
scope for action on the remaining 50%
to grow the market. How? Working on
“minor crossings” (such as lunch at the
bar or breakfast and break in pastry),
providing specific products (and in this
industry can play a role, as explained by
the example of McCain), and working
to create new opportunities in rooms
where the frequency is concentrated at
certain times of day.
THE PRICE’S MATTER. Italians are
more than willing to eat out, keeping
occasions lunch (for logistical reasons
and functional) and dinner (and here the
theme of sociality prevails). However,
and this crisis has affected, are more
careful in choosing, less frequent
types of places, and prefer those cheap
(bars, pizzerias, a slight decline, and
restaurants under 30 euro) and passing
(shopping centers, service stations, gas
stations and fast food).
They prefer but also the variety of
the offer, and are more curious and
demanding than in the past, for a
kind of “effect Masterchef” are aware
of the quality of the dish. They ask
for everything: quality, convenience
and also experience and attention to
relational elements.
SERVICE. Left in the shadows for years,
it is now a discriminating element, at all
levels. The speed with which it is served
is essential (time is money), and in this
aid may come from new technologies,
with increasingly advanced App that
allow such to order before arriving at
the restaurant, and pay with a touch
of screen. In the high range and the
attention in the room and the ability
of employees to communicate and
recommend a product, an ingredient, a
process, but also the reason for a price,
it is essential.
As evidence of this, the scale of the
elements that determine the choice
of a local staff stands out even in first
place, while bringing up the rear are
surprisingly modern technology (web
and wi-fi). But beware: it is a fact that a
lot depends on the type and attendance
for the year. If the pizza is critical speed
of service, the restaurant of the medium-
low will require fixed price menus and
the average high atmosphere, setting and
particular products.
CHAINS VS INDEPENDENT. The
country realm of local independent and
managed family is perhaps opening
the restaurant chains? It is a long and
complex process, which touches the very
heart of entrepreneurship Italic.
But what are the trends? He tells us so
finding TradeLab. Speaking of a total
offer wide and varied, always looking
for forms to differentiate, compared
with a slight decrease in turnover, but
is catching up with the catering. The
chains have a greater dynamism and
attention to market trends, they seem to
be best equipped to work on occasions
(breakfast at McDonald’s, a drink from
Rossopomodoro) and increase the
supply of experiential. And, if after
dinner requires more effort, they might
start thinking, taking advantage of
the opening continues, the rest of the
morning and afternoon.
In fact exceeded the stage fast food
only, they are starting to attack even the
mid to high-range consumer. What is
the most recent examples? Prejudice to
the Milan Expo, My chef in Triennale,
the Mercato del Duomo Autogrill
with detailed proposals that, between
street food, gourmet market and bistro
restaurant comes to the starred chef
Niko Romito, Eataly and Emerald, which
among gastronomic doth the star of
Viviana Varese.
How about the independent catering?
It is struggling with falling sales and
customers. It must respond with a
greater use of the facilities to increase
supply, quality, service and experiential:
in a word must differentiate. And he’s
doing it. Already, 68% of restaurants
magazine