In-store catering on record course: FRESH & GO as an efficient solution for the future

Culinary offerings through in-store catering are becoming increasingly popular.

At the same time, the study shows that the industry is continuing to grapple with staff shortages and other complications. B.PRO provides solutions

In-store catering operators who want to generate lasting enthusiasm for their offerings should pay particular attention to certain aspects: 74.2% of the 32 companies surveyed that operate across 12,110 locations cited staff friendliness as the most important success factor. For 71% of respondents, an attractive price-quality ratio plays a decisive role in convincing the market.

In relation to this, the sector benefits from the so-called trading-down effect: In times of rising living costs, many consumers are foregoing more expensive out-of-home catering options, opting instead for cheaper alternatives in supermarkets and bakeries – as long as the quality of the food on offer is right. 67.7% of consumers attach increasing importance to high-quality, healthy and freshly prepared products.

Another key factor for customer satisfaction is fast and uncomplicated processes, both in terms of food preparation and payment. It is therefore certainly worth investing in new forms of preparation and presentation, efficient processes and digital payment systems – more on this below.

In-store catering also scores points for reliability. Unexpected closed days, reduced opening hours – what has repeatedly caused frustration among consumers in the out-of-home catering sector, especially since the coronavirus pandemic, is not usually an issue in supermarkets or DIY stores.

Speaking of opening hours, the EHI study provides a clear answer to the question of which times of day in-store catering services are most in demand. With a share of around 45.5%, lunchtime has the highest sales figures. A large selection of products and attractive pricing makes it an especially practical option for workers.

At the same time, snacks are becoming increasingly popular. They fulfil the growing need for flexible, smaller bites between meals that can also be consumed on the go. Snacks have now positioned themselves on a par with breakfast, with both areas accounting for around 21% of sales. This is good news for in-store catering operators. After all, steady demand throughout the day allows for more cost-efficient operation, simplified staff planning, fewer peak times and more sales overall – provided that the equipment and range of products are adapted to this development.

Even if sandwiches and home-style cooking still have their place, the classics are increasingly being reinterpreted. In-store catering is undergoing a culinary awakening, opening up to innovative food trends and thus tapping into younger target groups. Healthy eating, clean eating without convenience products and globally inspired dishes are very popular. Mediterranean and Asian influences are top trends, as are hybrid dishes that combine elements of different cuisines.

The topic of sustainability is closely linked to this, with more and more retailers focussing on regional and seasonal ingredients. However, the use of reusable packaging remains a challenge, as customer acceptance has so far been low – only 4.9% of food and drinks sold in 2023 were sold in reusable packaging. Creative incentives are needed here to noticeably increase acceptance.

In addition to the issue of reusable packaging, the study confirms that there are other, more far-reaching challenges facing the in-store catering industry.

The most pressing of these is the severe shortage of staff. Nearly two thirds of the operators surveyed cite the recruitment of new employees as difficult, while 46.9% see the long-term retention of employees as a challenge. In view of the shortage of skilled labour, many operators are relying on new strategies such as mobile recruiting, in other words, finding and recruiting workers directly via smartphone. A sophisticated social media strategy is also becoming increasingly important, and not only to fill vacancies. This channel can also be exploited to draw the attention of younger target groups to new, trendy food offerings.

Despite the positive fact that it is increasingly asserting itself as an inexpensive alternative to eating out, rising costs are not bypassing the in-store catering sector. A cool head and unconventional approaches are still required to make the concept profitable in the long term.

And finally, the demand for vegetarian and vegan offerings also needs to be met in order to attract and retain new target groups in the long term. It is by no means a stretch of the imagination to propose that the current 67.9% share of sales accounted for by meat dishes will noticeably fall in favour of plant-based options in the future.