Consumer Foodservice in Germany

Euromonitor International's Consumer Foodservice in Germany report examine stand-alone restaurants and eating establishments in which the consumer can freely choose to eat. The report looks at market trends by sector (cafes/bars, full-service restaurants, fast food, home delivery and street stalls). It profiles the leading companies in the market and analyses factors influencing eating out patterns. Forecasts illustrate how the market is set to change.

Buy online to access strategic market analysis and an interactive statistical database of foodservice value market size, company and brand shares and number of outlets and transactions.

Why buy this report

• Get insight into trends in market performance
• Pinpoint growth sectors and identify factors driving change
• Identify market and brand leaders and understand the competitive environment

Product coverage

Consumer foodservice by chained/independent; Consumer foodservice by location; Consumer foodservice by type; Consumer foodservice by type and chained/independent

Executive summary

Value sales grow despite increase in VAT and smoking ban

Value sales of consumer foodservice in Germany continued to grow in 2007, after sales were boosted by the Football World Cup, which Germany hosted in 2006. This growth occurred despite fears that there would be a significant slowdown as a result of the increase in VAT, which became effective in January 2007, and the smoking ban enforced later in the year. Growth was triggered by the strengthening of consumer economic confidence resulting from an economic upturn. Growth was also supported by the strong performance of chained operators, whose large-scale marketing campaigns and expansion strategies proved successful.

Demand for takeaway and convenience growing

The ongoing growth in the German economy brought falling unemployment numbers but also longer working hours and less spare time. Consequently, 2007 witnessed a growing demand for quick and convenient food options in Germany, as well as takeaway options for on-the-go and at-home consumption. This trend not only benefited 100% home delivery/takeaway but also other channels that offer food to go, such as fast food and sandwich specialists.

FSR and chains continue to drive sales

Sales of consumer foodservice in Germany continued to be led by FSR in 2007, which registered more than double the sales of fast food, the next most significant area. Although independent operators continue to dominate, national and multinational chains have a significant presence in terms of value sales. The leading players tend to offer cheap, quick and heavily promoted food, making their outlets a popular choice amongst consumers in mature consumer foodservice. The top 10 companies in chained consumer foodservice remained largely stable in 2007, with only a few rank switches and McDonald’s continuing to be the leading brand in terms of value sales.

Independent outlets continue to face fierce competition from chains

Independent outlets still dominate consumer foodservice in Germany. Compared to other countries, chains have a very low presence in Germany. However, despite a small share of outlets, chains continued to see faster growth in 2007 and a high number of outlet openings. This was due to chains having a much stronger financial backing than independent operators, many of whom are still struggling with the repercussions of the economic downturn that Germany experienced over the review period. Chains’ financial power continued to enable outlet openings in prime locations as well as successful marketing in 2007 and thus helped to trigger fast growth.

Increase in living expenses forecast to slowdown growth

Inflation is on the rise in Germany and living expenses increasing at an ever-faster rate, resulting from the ongoing global food and oil crisis. Consequently, consumer spending is expected to experience a significant slowdown during the forecast period. In turn, this will cause sales of consumer foodservice in Germany to decline over the forecast period. However, trends are likely to favour chained operators. While independent outlets are expected to be significantly affected by declining growth rates, chained players will continue to see overall growth due to strong financial backing, which will enable rising costs to be absorbed and strategic expansion to continue.

Table of contents

CONSUMER FOODSERVICE IN GERMANY : MARKET INSIGHT

EXECUTIVE SUMMARY

Value sales grow despite increase in VAT and smoking ban

Demand for takeaway and convenience growing

FSR and chains continue to drive sales

Independent outlets continue to face fierce competition from chains

Increase in living expenses forecast to slowdown growth

KEY TRENDS AND DEVELOPMENTS

Positive changes in the economy continue to drive growth

Consumers continue to put emphasis on health and wellness

Convenience trend continues to trigger growth of fast casual dining

Non-core services and improved outlet designs gain in importance

Consumers increasingly looking for exotic and German fusion cuisine

MARKET DATA

Table 1 Units, Transactions and Value Sales in Consumer Foodservice: 2002-2007

Table 2 Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2002-2007

Table 3 Consumer Foodservice by Independent Vs Chained Outlets: Units/Outlets 2007

Table 4 Consumer Foodservice by Eat in Vs Takeaway 2007

Table 5 Consumer Foodservice by Food Vs Drinks Split 2007

Table 6 Sales in Consumer Foodservice by Location 2002-2007

Table 7 Leading Chained Consumer Foodservice Brands by Number of Units 2007

Table 8 Chained Consumer Foodservice Company Shares 2003-2007

Table 9 Chained Consumer Foodservice Brand Shares 2004-2007

Table 10 Forecast Units, Transactions and Value Sales in Consumer Foodservice: 2007-2012

Table 11 Forecast Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2007-2012

APPENDIX

Published Data Comparisons

Table 12 Consumer Expenditure on Hotel and Restaurant Industry 2002-2007

DEFINITIONS

Sources

Summary 1 Research Sources

LOCAL COMPANY PROFILES - GERMANY

AUTOBAHN TANK & RAST GMBH & CO KG - CONSUMER FOODSERVICE - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Autobahn Tank & Rast GmbH & Co KG: Key Facts

Summary 3 Autobahn Tank & Rast GmbH & Co KG: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Summary 4 Autobahn Tank & Rast GmbH & Co KG: Competitive Position 2007

BURGER KING DEUTSCHLAND GMBH - CONSUMER FOODSERVICE - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 5 Burger King Deutschland GmbH: Key Facts

Summary 6 Burger King Deutschland GmbH: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Summary 7 Burger King Deutschland GmbH: Competitive Position 2007

IKEA DEUTSCHLAND VERKAUFS GMBH & CO - CONSUMER FOODSERVICE - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 8 IKEA Deutschland Verkaufs GmbH & Co: Key Facts

Summary 9 IKEA Deutschland Verkaufs GmbH & Co: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Summary 10 IKEA Deutschland Verkaufs GmbH & Co: Competitive Position 2007

KARSTADTQUELLE AG - CONSUMER FOODSERVICE - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 11 KarstadtQuelle AG: Key Facts

Summary 12 KarstadtQuelle AG: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Summary 13 KarstadtQuelle AG: Competitive Position 2007

KOCHLöFFEL GMBH - CONSUMER FOODSERVICE - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 14 Kochlöffel GmbH: Key Facts

Summary 15 Kochlöffel GmbH: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Summary 16 Kochlöffel GmbH: Competitive Position 2007

MAREDO RESTAURANTS HOLDING GMBH - CONSUMER FOODSERVICE - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 17 Maredo Restaurants Holding GmbH: Key Facts

Summary 18 Maredo Restaurants Holding GmbH: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Summary 19 Maredo Restaurants Holding GmbH: Competitive Position 2007

MCDONALD'S DEUTSCHLAND INC - CONSUMER FOODSERVICE - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 20 McDonald’s Deutschland Inc: Key Facts

Summary 21 McDonald’s Deutschland Inc: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Summary 22 McDonald’s Deutschland Inc: Competitive Position 2007

NORDSEE GMBH - CONSUMER FOODSERVICE - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 23 Nordsee GmbH: Key Facts

Summary 24 Nordsee GmbH: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Summary 25 Nordsee GmbH: Competitive Position 2007

SUSHI CIRCLE GASTRONOMIE GMBH - CONSUMER FOODSERVICE - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 26 Sushi Circle Gastronomie GmbH: Key Facts

Summary 27 Sushi Circle Gastronomie GmbH : Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Summary 28 Sushi Circle Gastronomie GmbH : Competitive Position 2007

TCHIBO GMBH - CONSUMER FOODSERVICE - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 29 Tchibo GmbH: Key Facts

Summary 30 Tchibo GmbH: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Summary 31 Tchibo GmbH: Competitive Position 2007

CONSUMER FOODSERVICE BY LOCATION IN GERMANY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 13 Consumer Foodservice Sales by Location: Units/Outlets 2002-2007

Table 14 Consumer Foodservice Sales by Location: Transactions 2002-2007

Table 15 Consumer Foodservice Sales by Location: Foodservice Value 2002-2007

Table 16 Consumer Foodservice Sales by Location: % Units/Outlets Growth 2002-2007

Table 17 Consumer Foodservice Sales by Location: % Transaction Growth 2002-2007

Table 18 Consumer Foodservice Sales by Location: % Foodservice Value Growth 2002-2007

Table 19 Consumer Foodservice Sales through Standalone: Units/Outlets 2002-2007

Table 20 Consumer Foodservice Sales through Standalone: Transactions 2002-2007

Table 21 Consumer Foodservice Sales through Standalone: Foodservice Value 2002-2007

Table 22 Consumer Foodservice Sales through Standalone: % Units/Outlets Growth 2002-2007

Table 23 Consumer Foodservice Sales through Standalone: % Transaction Growth 2002-2007

Table 24 Consumer Foodservice Sales through Standalone: % Foodservice Value Growth 2002-2007

Table 25 Consumer Foodservice Sales through Leisure: Units/Outlets 2002-2007

Table 26 Consumer Foodservice Sales through Leisure: Transactions 2002-2007

Table 27 Consumer Foodservice Sales through Leisure: Foodservice Value 2002-2007

Table 28 Consumer Foodservice Sales through Leisure: % Units/Outlets Growth 2002-2007

Table 29 Consumer Foodservice Sales through Leisure: % Transaction Growth 2002-2007

Table 30 Consumer Foodservice Sales through Leisure: % Foodservice Value Growth 2002-2007

Table 31 Consumer Foodservice Sales through Retail: Units/Outlets 2002-2007

Table 32 Consumer Foodservice Sales through Retail: Transactions 2002-2007

Table 33 Consumer Foodservice Sales through Retail: Foodservice Value 2002-2007

Table 34 Consumer Foodservice Sales through Retail: % Units/Outlets Growth 2002-2007

Table 35 Consumer Foodservice Sales through Retail: % Transaction Growth 2002-2007

Table 36 Consumer Foodservice Sales through Retail: % Foodservice Value Growth 2002-2007

Table 37 Consumer Foodservice Sales through Lodging: Units/Outlets 2002-2007

Table 38 Consumer Foodservice Sales through Lodging: Transactions 2002-2007

Table 39 Consumer Foodservice Sales through Lodging: Foodservice Value 2002-2007

Table 40 Consumer Foodservice Sales through Lodging: % Units/Outlets Growth 2002-2007

Table 41 Consumer Foodservice Sales through Lodging: % Transaction Growth 2002-2007

Table 42 Consumer Foodservice Sales through Lodging: % Foodservice Value Growth 2002-2007

Table 43 Consumer Foodservice Sales through Travel: Units/Outlets 2002-2007

Table 44 Consumer Foodservice Sales through Travel: Transactions 2002-2007

Table 45 Consumer Foodservice Sales through Travel: Foodservice Value 2002-2007

Table 46 Consumer Foodservice Sales through Travel: % Units/Outlets Growth 2002-2007

Table 47 Consumer Foodservice Sales through Travel: % Transaction Growth 2002-2007

Table 48 Consumer Foodservice Sales through Travel: % Foodservice Value Growth 2002-2007

Table 49 Forecast Consumer Foodservice Sales by Location: Units/Outlets 2007-2012

Table 50 Forecast Consumer Foodservice Sales by Location: Transactions 2007-2012

Table 51 Forecast Consumer Foodservice Sales by Location: Foodservice Value 2007-2012

Table 52 Forecast Consumer Foodservice Sales by Location: % Units/Outlets Growth 2007-2012

Table 53 Forecast Consumer Foodservice Sales by Location: % Transaction Growth 2007-2012

Table 54 Forecast Consumer Foodservice Sales by Location: % Foodservice Value Growth 2007-2012

Table 55 Forecast Consumer Foodservice Sales through Standalone: Units/Outlets 2007-2012

Table 56 Forecast Consumer Foodservice Sales through Standalone: Transactions 2007-2012

Table 57 Forecast Consumer Foodservice Sales through Standalone: Foodservice Value 2007-2012

Table 58 Forecast Consumer Foodservice Sales through Standalone: % Units/Outlets Growth 2007-2012

Table 59 Forecast Consumer Foodservice Sales through Standalone: % Transaction Growth 2007-2012

Table 60 Forecast Consumer Foodservice Sales through Standalone: % Foodservice Value Growth 2007-2012

Table 61 Forecast Consumer Foodservice Sales through Leisure: Units/Outlets 2007-2012

Table 62 Forecast Consumer Foodservice Sales through Leisure: Transactions 2007-2012

Table 63 Forecast Consumer Foodservice Sales through Leisure: Foodservice Value 2007-2012

Table 64 Forecast Consumer Foodservice Sales through Leisure: % Units/Outlets Growth 2007-2012

Table 65 Forecast Consumer Foodservice Sales through Leisure: % Transaction Growth 2007-2012

Table 66 Forecast Consumer Foodservice Sales through Leisure: % Foodservice Value Growth 2007-2012

Table 67 Forecast Consumer Foodservice Sales through Retail: Units/Outlets 2007-2012

Table 68 Forecast Consumer Foodservice Sales through Retail: Transactions 2007-2012

Table 69 Forecast Consumer Foodservice Sales through Retail: Foodservice Value 2007-2012

Table 70 Forecast Consumer Foodservice Sales through Retail: % Units/Outlets Growth 2007-2012

Table 71 Forecast Consumer Foodservice Sales through Retail: % Transaction Growth 2007-2012

Table 72 Forecast Consumer Foodservice Sales through Retail: % Foodservice Value Growth 2007-2012

Table 73 Forecast Consumer Foodservice Sales through Lodging: Units/Outlets 2007-2012

Table 74 Forecast Consumer Foodservice Sales through Lodging: Transactions 2007-2012

Table 75 Forecast Consumer Foodservice Sales through Lodging: Foodservice Value 2007-2012

Table 76 Forecast Consumer Foodservice Sales through Lodging: % Units/Outlets Growth 2007-2012

Table 77 Forecast Consumer Foodservice Sales through Lodging: % Transaction Growth 2007-2012

Table 78 Forecast Consumer Foodservice Sales through Lodging: % Foodservice Value Growth 2007-2012

Table 79 Forecast Consumer Foodservice Sales through Travel: Units/Outlets 2007-2012

Table 80 Forecast Consumer Foodservice Sales through Travel: Transactions 2007-2012

Table 81 Forecast Consumer Foodservice Sales through Travel: Foodservice Value 2007-2012

Table 82 Forecast Consumer Foodservice Sales through Travel: % Units/Outlets Growth 2007-2012

Table 83 Forecast Consumer Foodservice Sales through Travel: % Transaction Growth 2007-2012

Table 84 Forecast Consumer Foodservice Sales through Travel: % Foodservice Value Growth 2007-2012

CAFéS/BARS IN GERMANY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 85 Cafés/Bars by Subsector: Units/Outlets 2002-2007

Table 86 Cafés/Bars by Subsector: Transactions 2002-2007

Table 87 Cafés/Bars by Subsector: Foodservice Value 2002-2007

Table 88 Cafés/Bars by Subsector: % Units/Outlets Growth 2002-2007

Table 89 Cafés/Bars by Subsector: % Transaction Growth 2002-2007

Table 90 Cafés/Bars by Subsector: % Foodservice Value Growth 2002-2007

Table 91 Global Brand Owner Shares of Chained Cafés/Bars 2003-2007

Table 92 Brand Shares of Chained Cafés/Bars 2004-2007

Table 93 Forecast Sales in Cafés/Bars by Subsector: Units/Outlets 2007-2012

Table 94 Forecast Sales in Cafés/Bars by Subsector: Transactions 2007-2012

Table 95 Forecast Sales in Cafés/Bars by Subsector: Foodservice Value 2007-2012

Table 96 Forecast Sales in Cafés/Bars by Subsector: % Units/Outlets Growth 2007-2012

Table 97 Forecast Sales in Cafés/Bars by Subsector: % Transaction Growth 2007-2012

Table 98 Forecast Sales in Cafés/Bars by Subsector: % Foodservice Value Growth 2007-2012

FULL-SERVICE RESTAURANTS IN GERMANY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 99 FSR by Subsector: Units/Outlets 2002-2007

Table 100 FSR by Subsector: Transactions 2002-2007

Table 101 FSR by Subsector: Foodservice Value 2002-2007

Table 102 FSR by Subsector: % Units/Outlets Growth 2002-2007

Table 103 FSR by Subsector: % Transaction Growth 2002-2007

Table 104 FSR by Subsector: % Foodservice Value Growth 2002-2007

Table 105 Global Brand Owner Shares of Chained FSR 2003-2007

Table 106 Brand Shares of Chained FSR 2004-2007

Table 107 Forecast Sales in FSR by Subsector: Units/Outlets 2007-2012

Table 108 Forecast Sales in FSR by Subsector: Transactions 2007-2012

Table 109 Forecast Sales in FSR by Subsector: Foodservice Value 2007-2012

Table 110 Forecast Sales in FSR by Subsector: % Units/Outlets Growth 2007-2012

Table 111 Forecast Sales in FSR by Subsector: % Transaction Growth 2007-2012

Table 112 Forecast Sales in FSR by Subsector: % Foodservice Value Growth 2007-2012

FAST FOOD IN GERMANY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 113 Fast Food by Subsector: Units/Outlets 2002-2007

Table 114 Fast Food by Subsector: Transactions 2002-2007

Table 115 Fast Food by Subsector: Foodservice Value 2002-2007

Table 116 Fast Food by Subsector: % Units/Outlets Growth 2002-2007

Table 117 Fast Food by Subsector: % Transaction Growth 2002-2007

Table 118 Fast Food by Subsector: % Foodservice Value Growth 2002-2007

Table 119 Sales of Bakery Products Fast Food by Type 2006-2007

Table 120 Global Brand Owner Shares of Chained Fast Food 2003-2007

Table 121 Brand Shares of Chained Fast Food 2004-2007

Table 122 Forecast Sales in Fast Food by Subsector: Units/Outlets 2007-2012

Table 123 Forecast Sales in Fast Food by Subsector: Transactions 2007-2012

Table 124 Forecast Sales in Fast Food by Subsector: Foodservice Value 2007-2012

Table 125 Forecast Sales in Fast Food by Subsector: % Units/Outlets Growth 2007-2012

Table 126 Forecast Sales in Fast Food by Subsector: % Transaction Growth 2007-2012

Table 127 Forecast Sales in Fast Food by Subsector: % Foodservice Value Growth 2007-2012

100% HOME DELIVERY/TAKEAWAY IN GERMANY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 128 100% Home Delivery/Takeaway by Subsector: Units/Outlets 2002-2007

Table 129 100% Home Delivery/Takeaway by Subsector: Transactions 2002-2007

Table 130 100% Home Delivery/Takeaway by Subsector: Foodservice Value 2002-2007

Table 131 100% Home Delivery/Takeaway by Subsector: % Units/Outlets Growth 2002-2007

Table 132 100% Home Delivery/Takeaway by Subsector: % Transaction Growth 2002-2007

Table 133 100% Home Delivery/Takeaway by Subsector: % Foodservice Value Growth 2002-2007

Table 134 Global Brand Owner Shares of Chained 100% Home Delivery/Takeaway 2003-2007

Table 135 Brand Shares of Chained 100% Home Delivery/Takeaway 2004-2007

Table 136 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Units/Outlets 2007-2012

Table 137 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Transactions 2007-2012

Table 138 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Foodservice Value 2007-2012

Table 139 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Units/Outlets Growth 2007-2012

Table 140 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Transaction Growth 2007-2012

Table 141 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Foodservice Value Growth 2007-2012

SELF-SERVICE CAFETERIAS IN GERMANY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 142 Self-service Cafeterias: Units/Outlets 2002-2007

Table 143 Self-service Cafeterias: Transactions 2002-2007

Table 144 Self-service Cafeterias: Foodservice Value 2002-2007

Table 145 Self-service Cafeterias: % Units/Outlets Growth 2002-2007

Table 146 Self-service Cafeterias: % Transaction Growth 2002-2007

Table 147 Self-service Cafeterias: % Foodservice Value Growth 2002-2007

Table 148 Global Brand Owner Shares of Chained Self-service Cafeterias 2003-2007

Table 149 Brand Shares of Chained Self-service Cafeterias 2004-2007

Table 150 Forecast Sales in Self-service Cafeterias: Units/Outlets 2007-2012

Table 151 Forecast Sales in Self-service Cafeterias: Transactions 2007-2012

Table 152 Forecast Sales in Self-service Cafeterias: Foodservice Value 2007-2012

Table 153 Forecast Sales in Self-service Cafeterias: % Units/Outlets Growth 2007-2012

Table 154 Forecast Sales in Self-service Cafeterias: % Transaction Growth 2007-2012

Table 155 Forecast Sales in Self-service Cafeterias: % Foodservice Value Growth 2007-2012

STREET STALLS/KIOSKS IN GERMANY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 156 Street Stalls/Kiosks: Units/Outlets 2002-2007

Table 157 Street Stalls/Kiosks: Transactions 2002-2007

Table 158 Street Stalls/Kiosks: Foodservice Value 2002-2007

Table 159 Street Stalls/Kiosks: % Units/Outlets Growth 2002-2007

Table 160 Street Stalls/Kiosks: % Transaction Growth 2002-2007

Table 161 Street Stalls/Kiosks: % Foodservice Value Growth 2002-2007

Table 162 Forecast Sales in Street Stalls/Kiosks: Units/Outlets 2007-2012

Table 163 Forecast Sales in Street Stalls/Kiosks: Transactions 2007-2012

Table 164 Forecast Sales in Street Stalls/Kiosks: Foodservice Value 2007-2012

Table 165 Forecast Sales in Street Stalls/Kiosks: % Units/Outlets Growth 2007-2012

Table 166 Forecast Sales in Street Stalls/Kiosks: % Transaction Growth 2007-2012

Table 167 Forecast Sales in Street Stalls/Kiosks: % Foodservice Value Growth 2007-2012