DEEP DIVE CHANNELS
On-the-go away from home
Casual dining
A SERIES OF SNAPSHOTS
What are on-the-go and casual dining?
On-the-go = Any where, anytime food occasions
Casual dining = Sit down, table served meals in an informal atmosphere
Three reasons to investigate them
1. They are growing significantly
2. They are significant scale
Value change 2003-2011
Market value
35%
30%
19%
25%
20%
15%
81%
10%
5%
0%
All foodservice
On-the-go
Casual dining
On-the-go & casual dining
Other f oodservice
3. They are on consumer trend
Short Term
Price
Long Term
Role of food
Result
• During the economic downturn consumers traded down to lower cost eating
out options – such as on-the-go and casual dining
• Increasing consumer affluence has led to a changing role for food and
beverages in society. People seek less formal, less structured and more
convenient foodservice occasions
• Growth in on-the-go and casual dining away from home
Food has to fit in with life
De-structured meal eating occasions
Less formal dining
Impact of the consumer trends on
foodservice 2003 to 2010
Traditional channels
Formal dining
Pubs
Captive dining
+ 22%
-12 %
• In 2003 traditional foodservice
channels captured 64% of
sales value
• By 2010 this had reduced to
56%
“New” consumer driven
channels
One-the-go/casual dining
QSR/fast casual
Travel/leisure
On-the-go & casual dining are well
positioned for continued growth
Speed & convenience
Ambience & dining experience
QSR
Casual dining
White tablecloth
On-the-go
Travel
Leisure
Investigate the
overlap areas
Similar consumer motivations
Key consumer occasions serviced
On-the-go
Casual dining
Re-fuelling pit stop
Value for money meal
A DEMAND CONTINUUM
Relaxation moment
A little treat/reward
Relaxed social meal
Special no guilt treat
Speed, value &
convenience driven
Ambiance, experience &
value driven
Key channel parameters
On-the-go
Casual dining
€1 billion
€0.11 billion
% chains
42%
18%
Number outlets
2,641
450
+14.5%
+30%
Main outlet types
Coffee bars
Bakeries/sandwich bars
Cafes
Themed FSR
Family FSR
Ethnic FSR
Route to market
Delivered wholesale
Cash & Carry
Delivered wholesale
Adolescent
Embryonic
Sales (consumer prices)
Sales growth 2003-11
Market status
Sales by food/beverage type
On-the- Go
Casual dining
(€1 billion)
(€111 million)
Shared drivers and dynamics
They are innovation driven in terms of concept and products
Menu churn is important
Innovation adds customer excitement
They are location rather than system driven
Offering often driven by location
They are flexible and customer responsive
They sell more than food, the offering includes:
High service levels
Relaxed atmosphere
Product and menu flexibility
Convenience and speed, but slow occasion options when
required
Market appropriate price points
They are close to customers and offer occasion solutions
They could, in general, do more in self promotion
Two levels of customer need
The customer demand map
Consumer
wants
Operator needs
Quality
Traffic
Builders
Value
Price
Service
Ambiance
Spend
Builders
Occasion
Builders
Responsive