In the middle of the first decade of the century, trade online I was just talking point. Nevertheless, years later, all we hear is like traditional stores suffer to compete with digital sales.
For a long time it has been considered that the restaurant business was immune to this megatrend, but sustained market growth in orders take away and mainly of home delivery During the last years, suggests that we are witnessing a global digitalization of this market, where in the words of our director Diego Coquillat, “Eating has become a digital product”
Not having to leave the comfort of home, ease of use apps Mobile Ordering online and low and increasingly competitive services delivery food delivery rates are three of the most important factors that promote the growth of the market.
And as demand increases, also increases the supply.
Every day there are new restaurants choose to take advantage of the business strategy that offers home delivery. According to John Glass, Company market analysis for restaurants Morgan Stanley EE. THE., these new businesses to work are placed are disputing a portion of the pie that amount to 220 000 million dollars in 2020 (a 40% the total turnover of the sector restoration).
Shuffling data AlphaWise, Glass and fellow Morgan Stanley estimate that the turnover will increase tenfold in just two years. Plus, they conclude that for 2022 he 11 percent of the global market will refer to the distribution of food delivery (in front of 6% actual).
They may seem huge differences from one year to another, perhaps hard to believe, but everything is clearer when compared to previous years the last of which complete data.
The most recent analysts have recorded study was conducted in US. THE. in April 2017. During the investigation they were interviewed whopping 6000 US citizens who meet the following conditions: a 85% of them they had eaten away from home at least once in the last six months, and a 45% of them had used the food delivery services at home in the same period.
When comparing the values of the year 2016, These were the main findings:
- Growth of three percentage points of diners who asked for food at home.
- Increase of five percentage points of diners who confessed that takeaways replaced a meal in a physical Restaurant.
- Increased interest generated by the restaurants with delivery option and the companies that made.
- The number of orders executed from a app It is raised by three percentage points.
growth is seen in favor of home delivery options and some cannibalization within the market itself. the usual methods of booking and orders also leave, such as the telephone or the pages themselves restaurants, after waning reserves through apps specialized order management and food delivery (Just Eat, Deliveroo, Uber Eats, etc.).
But some restaurants are already looking to the future. What's next? How you can place the restorer in a privileged position in the market competitive advantage?
It is left behind the idea of having a private dealer on staff. But also it begins to leave the omnipresence in home delivery services.
With the entry of commercial giants like Amazon O Alibaba in the food market, it may make more sense establish close and productive collaborations with these titans retail so that the local owners enjoy a steady volume of business and robust.
An example of these is possible collaborations Amazon Restaurants. In large US cities. THE. Restaurants can be associated with Jeff Bezos's company to offer high quality dishes prepared with times completely ridiculous cast, and also do face a colossal audience, as comprised users Amazon.
You can integrate Whole Foods, Amazon owned for some years, in equation. And so, from a common interface, the consumer could "make an order online one of their favorite local restaurants, and maybe some food products to take advantage, significantly expanding digital market ', as pointed Brian Nowak, specializing in Internet analyst at Morgan Stanley.
Definitely, the ultimate goal is that all services consumed by the individual come from the same supplier. In this case Amazon.
Although it sounds interesting for all parties involved, we can not fail to point out the risks that such a monopolistic situation leads.
As sales grow digital channels, and will do so at a rate of 16% annually over five years, there will be an increasing risk of cannibalization; this is, diners would normally shifted to the physical establishment of the restaurant business will no longer, and instead will make an order to it through an external company which will be subject to additional costs or discounts for restaurant.
On the other hand, a clear danger of reducing profit margins looms, so that increased volume of business could be not accompanied by an increase in revenues, but these could stagnate or even reduced. A situation anything desired by the restorers.
In this sense the most affected would be the niche of casual meals, as it is more prone to scanning orders according to the findings of expert analysts. On the other side of the coin are the pizzerias, they seem immune to all this maelstrom of change hangs over the catering business.
What certainly it seems that nobody doubts, is the great impact that digitization of food will in the coming years in the sector, where the restaurants, in a global sense, They will become part of the food pyramid of the population and an increasing percentage of this supply its main supplier will be after a click.