Trends
MARKET SHIFTS GlobalData projects that over the next three years, the global foodservice sector will recover to where it was in 2019. But it’s going to be an easier road for some segments than others. “T ere will be some
nervousness amongst diners. Consumers are generally happy to return to normal in their local coff ee shop or artisan burger joint because you can be in and out quickly and maintain a pretty Covid-safe approach,” says Dempsey. “T e slower recovery will be that move back to sit-down dining with an appetizer, main course, dessert, and coff ee, which is why we are expecting a shift in market share towards QSR burger, pizza and coff ee and away from more formal dining experiences.” He does add one caveat: that formal foodservice in hotels has a slightly more positive trajectory. “As consumers start going back on vacations and overseas travel, we expect to fi nd a higher percentage of their food spend being spent within their hotels, as they restrict the number of places they go to and the number of strangers they want to meet,” he explains.
SUPER
GHOST
SPECIFICITY In an extension of the farm- to-fork movement, diners increasingly want to understand the nuts and bolts of why they’re eating what they’re eating, a trend Dempsey calls ‘super- specifi city.’ “T ey want to know, for example, how can I have the most authentic curry possible, not just from India but from a very specifi c region in India using the ingredients or spices from there,” he explains. “Similarly, no one is interested
in an 'Italian sauce' anymore – they want a 'Sicilian sauce' or a 'Tuscan sauce'. And they want to know why that particular cherry tomato is being used, what it adds to the experience and if they want to make the same sauce at home, where can they buy it?” It’s a trend that chimes with
the resurgence of the food truck, in many instances a more Covid- safe option than a restaurant or food hall. “We could see a move away from groups who might normally have gone to a casual- dining restaurant,” Dempsey predicts. “People feel safer in a queue outside and they want to have these fun, engaging, specifi c cuisines that they can grab from the local trendy food truck.”
KITCHENS In November 2019, McDonald's launched its fi rst ghost kitchen in West London as part of a wider trial to test varying restaurant formats and assess how best to manage delivery and order fl ow. Chick-fi l-A, Wendy’s, Sweetgreen and Dickey’s Barbecue Pit have followed suit, the latter recently announcing a partnership with Florida-based ghost kitchen franchise Combo Kitchen, which allows restaurant franchisees to off er takeout and delivery of Dickey’s menu items from a new or existing kitchen. Dempsey says there are two
main reasons for the growth in ghost kitchens, which some companies, like Kitchen United, now off er on a subscription model, including back-of-house services, dishwashing and order processing and delivery systems. “It reduces labor, simplifi es
operations and it allows you to maximize your brand potential in an area where you might only have two or three outlets that can deliver to a 5-mile radius, in turn allowing you to get considerably broader and deeper in terms of your penetration into a local community,” he explains. Indeed, while most QSR chains employ 30-50 people, according to Jim Collins, former CEO of Kitchen United, they only need two people per shift if they subscribe to Kitchen United. “It cuts labor cost by 75-80%.”
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It allows you to maximize your brand potential
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