Consumer Foodservice in Switzerland

Euromonitor International's Consumer Foodservice in Switzerland 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.

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Executive summary

The recession reduces the Swiss’ spending power

After seeing healthy growth in 2007, constant sales of consumer foodservice in Switzerland experienced a major slowdown in 2008. The global economic crisis led to consumers dining at home more often and thus spending their money in the supermarket, buying more ingredients and cooking more frequently, as well as purchasing ready meals. As a result, the number of consumer foodservice outlets experienced a slight decline in 2008, illustrating the fact that the recession might have been the last straw for many already struggling businesses. Full-service restaurants were hit most by the economic crisis, due to their heavy reliance on two or three-course meals.

Traditional foodservice gains ground while foreign cuisine loses out

In the past two to three of years, the trend towards exotic food with flavours from distant cuisines has been replaced with a slow return to more traditional food. “Swissness” has gained importance, particularly in times of recession when the future is uncertain. Authenticity, local sourcing of ingredients and organic products have been part of this development. This may be driven by the expectation that local food is more fresh, but also by the fact that the recession has made shoppers increasingly keen to support local producers. As a result, traditional Swiss cuisine has gained popularity in the past couple of years. Restaurants focusing on foreign cuisine, in contrast, lost ground.

Migros and McDonalds dominate the market

Switzerland’s largest retailer Migros Genossenschaftsbunde eG, remained the leading consumer foodservice operator in 2008. Its large network of supermarkets/hypermarkets – many of which are equipped with Migros restaurants – serves as its major competitive advantage. In addition, the retailer has introduced some new formats to the Swiss markets, including a Thai-food restaurant and take-away options in its self-service restaurants. McDonald’s Suisse Holding AG followed as the second largest operator in 2008. Although its expansion in terms of outlets has slowed down over the past few years, sales experienced strong growth. Other competitors, including Coop Schweiz AG, Mövenpick Holding AG and Valora Holding AG, follow with a large gap, illustrating the remarkable influence of the two leaders.

Chained consumer foodservice operators win over independents

The highly saturated Swiss foodservice category has led to chained operators gaining ground, whereas independent (often family run businesses) have been struggling. The most recent entries from large international chains included McDonalds’ launch of specialist coffee shop McCafé, international pan-Asian restaurant chain Wagamama and German chain Vapiano, a modern self-service cafeteria with fast service and a casual environment. Chains benefit from economies of scale and higher efficiencies, meaning that they have reduced input costs, improved techniques for production and distribution, and standardised processes and designs across outlets to increase the value of brand recognition.

Conventional full-service restaurants to suffer most

The Swiss economy is expected to recover towards the end of 2010. However, high unemployment rates are likely to keep people dining at home more often. The fear of losing a job is likely to have a severe impact on the spending behaviour of the Swiss at least until late 2010. Full-service restaurants are expected to feel more pressure than others, particularly the ones with no unique selling proposition and situated at inconvenient locations. Fast food restaurants are likely to be least impacted due to consumers trading down from more expensive operators.

Table of contents

CONSUMER FOODSERVICE IN SWITZERLAND : MARKET INSIGHT

EXECUTIVE SUMMARY

The recession reduces the Swiss’ spending power

Traditional foodservice gains ground while foreign cuisine loses out

Migros and McDonalds dominate the market

Chained consumer foodservice operators win over independents

Conventional full-service restaurants to suffer most

KEY TRENDS AND DEVELOPMENTS

Recession takes bite out of the Swiss’ spending power

Differentiation is critical in a crowded industry

Health remains a strong selling proposition

Back to provenance

Chained operators put pressure on independent outlets

MARKET DATA

Table 1 Units, Transactions and Value Sales in Consumer Foodservice: 2003-2008

Table 2 Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2003-2008

Table 3 Consumer Foodservice by Independent Vs Chained Outlets: Units/Outlets 2008

Table 4 Consumer Foodservice by Eat in Vs Takeaway 2008

Table 5 Consumer Foodservice by Food Vs Drinks Split 2008

Table 6 Sales in Consumer Foodservice by Location 2003-2008

Table 7 Leading Chained Consumer Foodservice Brands by Number of Units 2008

Table 8 Chained Consumer Foodservice Company Shares 2004-2008

Table 9 Chained Consumer Foodservice Brand Shares 2005-2008

Table 10 Forecast Units, Transactions and Value Sales in Consumer Foodservice: 2008-2013

Table 11 Forecast Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2008-2013

APPENDIX

Published data comparisons

Table 12 Consumer Expenditure on Consumer Foodservice 2008

Table 13 Consumer Foodservice Turnover 2007 and 2008

OPERATING ENVIRONMENT

Franchising

DEFINITIONS

Summary 1 Research Sources

LOCAL COMPANY PROFILES - SWITZERLAND

CANDRIAN SEAFOOD AG - CONSUMER FOODSERVICE - SWITZERLAND

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Candrian Seafood AG: Key Facts

Summary 3 Candrian Catering AG (Parent company of Candrian Seafood AG): Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Summary 4 Candrian Seafood AG: Competitive Position 2008

COOP SCHWEIZ AG - CONSUMER FOODSERVICE - SWITZERLAND

STRATEGIC DIRECTION

KEY FACTS

Summary 5 Coop Schweiz: Key Facts

Summary 6 Coop Schweiz AG: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Summary 7 Coop Schweiz AG: Competitive Position 2008

MöVENPICK HOLDING AG - CONSUMER FOODSERVICE - SWITZERLAND

STRATEGIC DIRECTION

KEY FACTS

Summary 8 Mövenpick Holding AG: Key Facts

Summary 9 Mövenpick Holding AG: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Summary 10 Mövenpick Holding AG: Competitive Position 2008

TCHIBO GMBH - CONSUMER FOODSERVICE - SWITZERLAND

STRATEGIC DIRECTION

KEY FACTS

Summary 11 Tchibo GmbH: Key Facts

Summary 12 Tchibo Schweiz AG: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Summary 13 Tchibo GmbH: Competitive Position 2008

VILLARS HOLDING SA - CONSUMER FOODSERVICE - SWITZERLAND

STRATEGIC DIRECTION

KEY FACTS

Summary 14 Villars Holding SA: Key Facts

Summary 15 Villars Holding SA: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Summary 16 Villars Holding SA: Competitive Position 2008

CAFéS/BARS IN SWITZERLAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 14 Cafés/Bars by Subsector: Units/Outlets 2003-2008

Table 15 Cafés/Bars by Subsector: Number of Transactions 2003-2008

Table 16 Cafés/Bars by Subsector: Foodservice Value 2003-2008

Table 17 Cafés/Bars by Subsector: % Units/Outlets Growth 2003-2008

Table 18 Cafés/Bars by Subsector: % Transaction Growth 2003-2008

Table 19 Cafés/Bars by Subsector: % Foodservice Value Growth 2003-2008

Table 20 Global Brand Owner Shares of Chained Cafés/Bars 2004-2008

Table 21 Brand Shares of Chained Cafés/Bars 2005-2008

Table 22 Forecast Sales in Cafés/Bars by Subsector: Units/Outlets 2008-2013

Table 23 Forecast Sales in Cafés/Bars by Subsector: Number of Transactions 2008-2013

Table 24 Forecast Sales in Cafés/Bars by Subsector: Foodservice Value 2008-2013

Table 25 Forecast Sales in Cafés/Bars by Subsector: % Units/Outlets Growth 2008-2013

Table 26 Forecast Sales in Cafés/Bars by Subsector: % Transaction Growth 2008-2013

Table 27 Forecast Sales in Cafés/Bars by Subsector: % Foodservice Value Growth 2008-2013

FULL-SERVICE RESTAURANTS IN SWITZERLAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 28 FSR by Subsector: Units/Outlets 2003-2008

Table 29 FSR by Subsector: Number of Transactions 2003-2008

Table 30 FSR by Subsector: Foodservice Value 2003-2008

Table 31 FSR by Subsector: % Units/Outlets Growth 2003-2008

Table 32 FSR by Subsector: % Transaction Growth 2003-2008

Table 33 FSR by Subsector: % Foodservice Value Growth 2003-2008

Table 34 Global Brand Owner Shares of Chained FSR 2004-2008

Table 35 Brand Shares of Chained FSR 2005-2008

Table 36 Forecast Sales in FSR by Subsector: Units/Outlets 2008-2013

Table 37 Forecast Sales in FSR by Subsector: Number of Transactions 2008-2013

Table 38 Forecast Sales in FSR by Subsector: Foodservice Value 2008-2013

Table 39 Forecast Sales in FSR by Subsector: % Units/Outlets Growth 2008-2013

Table 40 Forecast Sales in FSR by Subsector: % Transaction Growth 2008-2013

Table 41 Forecast Sales in FSR by Subsector: % Foodservice Value Growth 2008-2013

FAST FOOD IN SWITZERLAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 42 Fast Food by Subsector: Units/Outlets 2003-2008

Table 43 Fast Food by Subsector: Number of Transactions 2003-2008

Table 44 Fast Food by Subsector: Foodservice Value 2003-2008

Table 45 Fast Food by Subsector: % Units/Outlets Growth 2003-2008

Table 46 Fast Food by Subsector: % Transaction Growth 2003-2008

Table 47 Fast Food by Subsector: % Foodservice Value Growth 2003-2008

Table 48 Sales of Bakery Products Fast Food by Type 2006-2008

Table 49 Global Brand Owner Shares of Chained Fast Food 2004-2008

Table 50 Brand Shares of Chained Fast Food 2005-2008

Table 51 Forecast Sales in Fast Food by Subsector: Units/Outlets 2008-2013

Table 52 Forecast Sales in Fast Food by Subsector: Number of Transactions 2008-2013

Table 53 Forecast Sales in Fast Food by Subsector: Foodservice Value 2008-2013

Table 54 Forecast Sales in Fast Food by Subsector: % Units/Outlets Growth 2008-2013

Table 55 Forecast Sales in Fast Food by Subsector: % Transaction Growth 2008-2013

Table 56 Forecast Sales in Fast Food by Subsector: % Foodservice Value Growth 2008-2013

100% HOME DELIVERY/TAKEAWAY IN SWITZERLAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 57 100% Home Delivery/Takeaway by Subsector: Units/Outlets 2003-2008

Table 58 100% Home Delivery/Takeaway by Subsector: Number of Transactions 2003-2008

Table 59 100% Home Delivery/Takeaway by Subsector: Foodservice Value 2008

Table 60 100% Home Delivery/Takeaway by Subsector: % Units/Outlets Growth 2003-2008

Table 61 100% Home Delivery/Takeaway by Subsector: % Transaction Growth 2003-2008

Table 62 100% Home Delivery/Takeaway by Subsector: % Foodservice Value Growth 2003-2008

Table 63 Global Brand Owner Shares of Chained 100% Home Delivery/Takeaway 2004-2008

Table 64 Brand Shares of Chained 100% Home Delivery/Takeaway 2005-2008

Table 65 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Units/Outlets 2008-2013

Table 66 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Number of Transactions 2008-2013

Table 67 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Foodservice Value 2008-2013

Table 68 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Units/Outlets Growth 2008-2013

Table 69 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Transaction Growth 2008-2013

Table 70 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Foodservice Value Growth 2008-2013

SELF-SERVICE CAFETERIAS IN SWITZERLAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 71 Self-service Cafeterias: Units/Outlets 2003-2008

Table 72 Self-service Cafeterias: Number of Transactions 2003-2008

Table 73 Self-service Cafeterias: Foodservice Value 2003-2008

Table 74 Self-service Cafeterias: % Units/Outlets Growth 2003-2008

Table 75 Self-service Cafeterias: % Transaction Growth 2003-2008

Table 76 Self-service Cafeterias: % Foodservice Value Growth 2003-2008

Table 77 Global Brand Owner Shares of Chained Self-service Cafeterias 2004-2008

Table 78 Brand Shares of Chained Self-service Cafeterias 2005-2008

Table 79 Forecast Sales in Self-service Cafeterias: Units/Outlets 2008-2013

Table 80 Forecast Sales in Self-service Cafeterias: Number of Transactions 2008-2013

Table 81 Forecast Sales in Self-service Cafeterias: Foodservice Value 2008-2013

Table 82 Forecast Sales in Self-service Cafeterias: % Units/Outlets Growth 2008-2013

Table 83 Forecast Sales in Self-service Cafeterias: % Transaction Growth 2008-2013

Table 84 Forecast Sales in Self-service Cafeterias: % Foodservice Value Growth 2008-2013

STREET STALLS/KIOSKS IN SWITZERLAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 85 Street Stalls/Kiosks: Units/Outlets 2003-2008

Table 86 Street Stalls/Kiosks: Number of Transactions 2003-2008

Table 87 Street Stalls/Kiosks: Foodservice Value 2003-2008

Table 88 Street Stalls/Kiosks: % Units/Outlets Growth 2003-2008

Table 89 Street Stalls/Kiosks: % Transaction Growth 2003-2008

Table 90 Street Stalls/Kiosks: % Foodservice Value Growth 2003-2008

Table 91 Global Brand Owner Shares of Chained Street Stalls/Kiosks 2004-2008

Table 92 Brand Shares of Chained Street Stalls/Kiosks 2005-2008

Table 93 Forecast Sales in Street Stalls/Kiosks: Units/Outlets 2008-2013

Table 94 Forecast Sales in Street Stalls/Kiosks: Number of Transactions 2008-2013

Table 95 Forecast Sales in Street Stalls/Kiosks: Foodservice Value 2008-2013

Table 96 Forecast Sales in Street Stalls/Kiosks: % Units/Outlets Growth 2008-2013

Table 97 Forecast Sales in Street Stalls/Kiosks: % Transaction Growth 2008-2013

Table 98 Forecast Sales in Street Stalls/Kiosks: % Foodservice Value Growth 2008-2013

CONSUMER FOODSERVICE BY LOCATION IN SWITZERLAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 99 Consumer Foodservice Sales by Location: Units/Outlets 2003-2008

Table 100 Consumer Foodservice Sales by Location: Number of Transactions 2003-2008

Table 101 Consumer Foodservice Sales by Location: Foodservice Value 2003-2008

Table 102 Consumer Foodservice Sales by Location: % Units/Outlets Growth 2003-2008

Table 103 Consumer Foodservice Sales by Location: % Transaction Growth 2003-2008

Table 104 Consumer Foodservice Sales by Location: % Foodservice Value Growth 2003-2008

Table 105 Consumer Foodservice Sales through Standalone: Units/Outlets 2003-2008

Table 106 Consumer Foodservice Sales through Standalone: Number of Transactions 2003-2008

Table 107 Consumer Foodservice Sales through Standalone: Foodservice Value 2003-2008

Table 108 Consumer Foodservice Sales through Standalone: % Units/Outlets Growth 2003-2008

Table 109 Consumer Foodservice Sales through Standalone: % Transaction Growth 2003-2008

Table 110 Consumer Foodservice Sales through Standalone: % Foodservice Value Growth 2003-2008

Table 111 Consumer Foodservice Sales through Leisure: Units/Outlets 2003-2008

Table 112 Consumer Foodservice Sales through Leisure: Number of Transactions 2003-2008

Table 113 Consumer Foodservice Sales through Leisure: Foodservice Value 2003-2008

Table 114 Consumer Foodservice Sales through Leisure: % Units/Outlets Growth 2003-2008

Table 115 Consumer Foodservice Sales through Leisure: % Transaction Growth 2003-2008

Table 116 Consumer Foodservice Sales through Leisure: % Foodservice Value Growth 2003-2008

Table 117 Consumer Foodservice Sales through Retail: Units/Outlets 2003-2008

Table 118 Consumer Foodservice Sales through Retail: Number of Transactions 2003-2008

Table 119 Consumer Foodservice Sales through Retail: Foodservice Value 2003-2008

Table 120 Consumer Foodservice Sales through Retail: % Units/Outlets Growth 2003-2008

Table 121 Consumer Foodservice Sales through Retail: % Transaction Growth 2003-2008

Table 122 Consumer Foodservice Sales through Retail: % Foodservice Value Growth 2003-2008

Table 123 Consumer Foodservice Sales through Lodging: Units/Outlets 2003-2008

Table 124 Consumer Foodservice Sales through Lodging: Number of Transactions 2003-2008

Table 125 Consumer Foodservice Sales through Lodging: Foodservice Value 2003-2008

Table 126 Consumer Foodservice Sales through Lodging: % Units/Outlets Growth 2003-2008

Table 127 Consumer Foodservice Sales through Lodging: % Transaction Growth 2003-2008

Table 128 Consumer Foodservice Sales through Lodging: % Foodservice Value Growth 2003-2008

Table 129 Consumer Foodservice Sales through Travel: Units/Outlets 2003-2008

Table 130 Consumer Foodservice Sales through Travel: Number of Transactions 2003-2008

Table 131 Consumer Foodservice Sales through Travel: Foodservice Value 2003-2008

Table 132 Consumer Foodservice Sales through Travel: % Units/Outlets Growth 2003-2008

Table 133 Consumer Foodservice Sales through Travel: % Transaction Growth 2003-2008

Table 134 Consumer Foodservice Sales through Travel: % Foodservice Value Growth 2003-2008

Table 135 Forecast Consumer Foodservice Sales by Location: Units/Outlets 2008-2013

Table 136 Forecast Consumer Foodservice Sales by Location: Number of Transactions 2008-2013

Table 137 Forecast Consumer Foodservice Sales by Location: Foodservice Value 2008-2013

Table 138 Forecast Consumer Foodservice Sales by Location: % Units/Outlets Growth 2008-2013

Table 139 Forecast Consumer Foodservice Sales by Location: % Transaction Growth 2008-2013

Table 140 Forecast Consumer Foodservice Sales by Location: % Foodservice Value Growth 2008-2013

Table 141 Forecast Consumer Foodservice Sales through Standalone: Units/Outlets 2008-2013

Table 142 Forecast Consumer Foodservice Sales through Standalone: Number of Transactions 2008-2013

Table 143 Forecast Consumer Foodservice Sales through Standalone: Foodservice Value 2008-2013

Table 144 Forecast Consumer Foodservice Sales through Standalone: % Units/Outlets Growth 2008-2013

Table 145 Forecast Consumer Foodservice Sales through Standalone: % Transaction Growth 2008-2013

Table 146 Forecast Consumer Foodservice Sales through Standalone: % Foodservice Value Growth 2008-2013

Table 147 Forecast Consumer Foodservice Sales through Leisure: Units/Outlets 2008-2013

Table 148 Forecast Consumer Foodservice Sales through Leisure: Number of Transactions 2008-2013

Table 149 Forecast Consumer Foodservice Sales through Leisure: Foodservice Value 2008-2013

Table 150 Forecast Consumer Foodservice Sales through Leisure: % Units/Outlets Growth 2008-2013

Table 151 Forecast Consumer Foodservice Sales through Leisure: % Transaction Growth 2008-2013

Table 152 Forecast Consumer Foodservice Sales through Leisure: % Foodservice Value Growth 2008-2013

Table 153 Forecast Consumer Foodservice Sales through Retail: Units/Outlets 2008-2013

Table 154 Forecast Consumer Foodservice Sales through Retail: Number of Transactions 2008-2013

Table 155 Forecast Consumer Foodservice Sales through Retail: Foodservice Value 2008-2013

Table 156 Forecast Consumer Foodservice Sales through Retail: % Units/Outlets Growth 2008-2013

Table 157 Forecast Consumer Foodservice Sales through Retail: % Transaction Growth 2008-2013

Table 158 Forecast Consumer Foodservice Sales through Retail: % Foodservice Value Growth 2008-2013

Table 159 Forecast Consumer Foodservice Sales through Lodging: Units/Outlets 2008-2013

Table 160 Forecast Consumer Foodservice Sales through Lodging: Number of Transactions 2008-2013

Table 161 Forecast Consumer Foodservice Sales through Lodging: Foodservice Value 2008-2013

Table 162 Forecast Consumer Foodservice Sales through Lodging: % Units/Outlets Growth 2008-2013

Table 163 Forecast Consumer Foodservice Sales through Lodging: % Transaction Growth 2008-2013

Table 164 Forecast Consumer Foodservice Sales through Lodging: % Foodservice Value Growth 2008-2013

Table 165 Forecast Consumer Foodservice Sales through Travel: Units/Outlets 2008-2013

Table 166 Forecast Consumer Foodservice Sales through Travel: Number of Transactions 2008-2013

Table 167 Forecast Consumer Foodservice Sales through Travel: Foodservice Value 2008-2013

Table 168 Forecast Consumer Foodservice Sales through Travel: % Units/Outlets Growth 2008-2013

Table 169 Forecast Consumer Foodservice Sales through Travel: % Transaction Growth 2008-2013

Table 170 Forecast Consumer Foodservice Sales through Travel: % Foodservice Value Growth 2008-2013