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June July 2015
VII
organize banquets, the 48% offer fixed
price menus, 47% gives the wi-fi and
26% does aperitifs. An increasingly
common trend, that of the mixologist
at the restaurant, now widespread in
the United States, where it is normal to
start the meal with a cocktail, classic or
creative. Finally, 19% organize themed
evenings after dinner and 13% pay
TV, and you’re doing well in the home
catering.
WHO GOES UP AND WHO GOES
DOWN.
The food is in short, a
sector that is experiencing a time of
great change, and that tends to be
contaminated with other areas and
sectors, from retail to home restaurants,
a phenomenon that is growing with a
strong emphasis on the relationship.
All this must be brought to the market
upheavals. Declining at the moment
there are multipurpose with many seats,
and partly the pizzerias. Increase instead
trattorias quality, smart and top gourmet
restaurant.
Sprouting local pay per time that
privilege the time of socializing and offer
themselves as places where you can eat,
but also work and study, as Anticafé
Ziferblat in Rome or London. And come
the local hybrid, which communicate
with the public as the new Bahama
Mama in Milan, nail bar where you can
also buy clothes and shoes.
It is a restaurant that now enters
everywhere, in bookstores and in Bike
stores, the hairdresser or the florist, or
more prosaically to the supermarket.
Because like the modern consumer in
due course of time eating and shopping
(or a haircut, or to scratch) in one go, but
with taste.
The analysis
New investments, plan ahead
Faced with a picture particularly
complex and rapidly changing, the
question arises: it makes sense now to
invest in Italy in catering? A research by
Gianluca Meloni answers the question,
founder of DGM Consulting and
professor at SDA Bocconi: “The catering
area today. Looking for the ‘Italian’ way
development. “
Which shows that, from 2014 to 2019,
is expected to increase by 2.6% and an
annual turnover of 25 billion euro for the
sector in our country. The question is
where are the opportunities, which are
not evenly distributed in the territory,
but not by type. Innovation, address, and
location: these are the three key points
to keep in mind.
Changing the question: if households are
growing, decrease the budget allocated
for lunches and dinners outside the
home. The offer, however, remains
substantially stationary, with a minimum
number of chains (since 2008 increased
only by 2.8%) and a majority stake to
full service restaurants. In the future it
is expected a stronger growth rate for
fast food kiosks.
“It’s a slow process of change - says
Meloni - with different dynamics in
the different regions.” Five “star”, with
high consumption and high spending:
Lombardy and Emilia Romagna,
Veneto, Piedmont and Lazio that
has great potential because it has a
growing number of families above
average (+ 8.31%) with an increase in
spending of + 5%. Then there are the
emerging, Liguria and Trentino. It is
therefore important to profile the target
depending on the territory. Recalling
that, even at the level of provinces,
50% of the market is concentrated in 15
areas. With Roma Caput Mundi, which
in 2012 exceeded sales for Milan.
Forecast of development of supply:
kiosks and fast food grow more than
other formats
Also for the bars, (re)innovation is
vital
What is the future of the bar?
Everything is to be renewed. In the
statement, which must be more than
ever social and digital, surpassing the
old word of mouth (or rather, with
significant amendments), which many
still rely. But also in equipment, often
obsolete. This is what emerges from a
survey of FIPE, Italian Federation.
It is, in fact time to leave if you do not
want to stay outside the goal. Thanks
to the crisis, between 2008 and 2012
were invested only 3 billion euro, 600
million a year, compared with 7-800
mln “normal” for the sector. And there
are many outdated equipment from the
most important, the counter, which in
94% of cases has more than 6 years and
80% over ten. But even an icemaker,
refrigerator cabinets, microwave ovens
and coffee machine, which they are
almost always taken in loan for use by
the roaster.
The good news is that there is
awareness on the part of retailers: in
the period 2015-2016 14% of companies
think of having to buy new equipment
and in the following three years the
percentage rises to 25%. Overall, 40%
of respondents will invest in local in the
next five years. So much so that the Fipe
proposed to the Government a measure
along the lines of the law Sabatini to
stimulate investment.