Places of consumption, food styles, rhythms of life change but, in spite of a media kitchen that floods TV broadcasts, satellite channels, newspapers, magazines and social networks, the passion of Italians for restaurants and dinners out does not fade. The FIPE (Italian Federation of Public Establishments) data in the 2019 report are clear: the catering sector, amounting to 336.000 businesses in 2019, is experiencing a season of change.
In the last year, household spending has reached over 86 billion euros, following a trend of constant increase that has seen Italian consumption move more and more outside the home over the last decade. A performance that has allowed the Italian catering market to become the third largest in Europe after that of Great Britain and Spain. However, within this apparently optimistic picture, there is an alarming fact: if 13.269 new catering businesses were opened, a good 25.934 have closed. A negative balance that should make you think
Added to this is an environmentalist and ecological turning point in consumption, as well as the inclination to cook less and less and order more and more at home: these are the two macro-trends photographed by the ISTAT basket 2020 which, in fact, represents the habits of Italians. Not by chance, home food has become part of it, given that as many as 37% of Italians declare that they have ordered pizza, ethnic dishes or real gourmet foods by telephone or from their computer during the year, as revealed by an analysis by Coldiretti and Censis. Food delivery, by riders, is a market, underlines Coldiretti, to which 18,9 million Italians turn regularly (3,8 million) or occasionally (15,1 million).
It is clear that the traditional catering sector is suffering. In this dynamic context, focus on managerial skills, format restorative innovative, attention and protection of quality can offer a concrete response to the market in crisis.
At the restaurant Italian seek and want above all i local products: seven out of ten consumers pay attention to the origin of the raw materials and 54% want to know the origins of the dishes. The advantage of resorting to a centralized kitchen lies precisely in this, in the ability to manage one's suppliers in a capillary way and guarantee respect for the supply chain and specific names in the choice of materials used. What attracts consumers more and more to restaurants is precisely tradition. In fact, 50% of those interviewed by Fipe look for and find a wide range of local products in the places they frequent, prepared with classic recipes.
In 10 years, spending by Italians on eating out has increased by 4,9 billion. To meet the new consumption, today more than ever it is necessary to know the characteristics of the customers to whom we are addressing. Successful restaurant formats are those that focus on new and engaging experiences, transparency and ecology. If up until a few years ago restaurateurs devoted all their efforts to researching quality products and the creativity of recipes, today part of those energies are spent on communicating their commitment, ideas and vision by entrusting the conception of the format and of the menu to experts able to optimize la production.
Then there is the phenomenon of plagiarism and forgery of Italianness, a phenomenon heavily penalized by Made in Italy. Cases of unfair competition are multiplying also abroad with the phenomenon of plagiarism of certifications di origin protected e controllata. This is why the recognition brand was created "Italian hospitality”. Through it, our country certifies that these are restaurants that use Italian products and are inspired by authentic Italian recipes; to counter theitalian sounding there is a network of 2.200 authentic certified Italian restaurants outside our country.
The question does not only concern the products of the agri-food chain, but also insignia e brands sign up of imitated restaurants abroad. For this reason, formalizing menus through expert and centralized production can allow the high maintenance of qualitative and organoleptic standards and, consequently, respect for the recipes and dishes which thus ensure an authentic culinary experience.
Customers not only do they invest more, but they do it in an increasingly targeted way, seeking the best quality of local products and a service attentive to environmental sustainability. Seven out of ten consumers pay attention to green policies of restaurants: 37,7% check, for example, if the doggy bag against food waste is available and 36,7% ask for products from sustainable farms according to FIPE.
The data speak for themselves: with 46 billion euros, catering is the first component of the added value of the agri-food chain, continuing to increase employment and contributing to the stability of food consumption. However, commercial illegality and unfair competition are among the reasons for greater suffering. Activities without spaces, without staff, without services are growing, especially in the historic centers of the largest cities. Sandwich shops, kebabs and takeaways of all kinds increase (+54,7%), bars decrease (-0,5%). The worrying mortality rates of companies confirm that listening to the market and innovation are fundamental processes for success.
Abandon the old concept di Catering for the benefit of a new one business model restaurant in which to have a centralized kitchen available, o ghost kitchen whatever you prefer, it represents an added value, a plus in support of the entrepreneur who wants to present himself and establish himself on the market in a strong and innovative way.
