SUBSCRIPTION SERVICES
lockdowns could be imposed overnight and footfall is highly variable.
Bold expectations At the same time, foodservice is very different from music, film or transport, and restaurants seeking to revolutionize their models face unique challenges. “This is a much more conservative
sector,” explains Stern. “It’s surprising how technology-averse the market tends to be.” However, the pandemic has seen a turning of the tide. The rise of pre-ordering and home delivery led to a huge upswing in the adoption of technology, and today’s consumer may be more open to experiment. According to McKinsey, 75% of consumers
“All foodservice models are built on knowing that you can sustain the model and bring in new customers”
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fcsi.org
tried new shopping behaviors during the pandemic.
Dempsey explains that it is important for foodservice providers to reconcile the new possibilities of subscription services with existing market trends. “One of the biggest challenges is going to be matching against consumers’ bold expectations,” he says. “One of the biggest trends we’ve been seeing for five or six years is choice. The big progress in foodservice in the last 10 years is the ability to customize.” The subscription model should be carefully designed to avoid taking away any of that choice, Dempsey adds: “My advice to operators would be to be very careful about what you limit.” As well as this, companies should be sensitive to their customers’ financial restraints in the post-pandemic economy. For many customers facing job uncertainty or financial concerns, flexibility is key, so lower-commitment subscription or membership options may suit them better.
Subscription prediction
As more foodservice companies experiment with subscription models,
it is likely the momentum will grow. “Now it’s high-profile, I’m sure we will see more of it,” says Stern.
Other foodservice providers can take lessons from the meal kit industry, where the likes of Gousto, Pasta Evangelists and Berlin-based Hello Fresh subscription services have seen huge success across Europe and in recent years. “Now, they are providing wider and wider choice and more and more flexibility,” Dempsey points out. “Some are expanding into entirely vegan solutions, 24-hour delivery or real subculture cuisines.” This is a valuable lesson for foodservice
operators. As more subscription, reward and membership options enter the market, the challenge will be to differentiate yourself – and diversity will be key to attract today’s consumer – who is inquisitive, experimental and more educated than ever. “As foodservice operators come to terms with the risks [of subscription models] and how to mitigate them, and the level of flexibility that demands – how to make customers loyal, how to keep them connected – I have no doubt that this will become a significant part of foodservice in the future,” concludes Dempsey.
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