Following the strong decline in value sales for cafés/bars in 2020 due to prolonged outlet closures, a recovery failed to materialise in 2021, with a further double-digit decline due to continued legal restrictions placed on business operations to limit the spread of COVID-19 for the first half of the year. The full closure of foodservice outlets between January and March 2021 was followed by a reopening of outdoor-only consumption in March, with eat-in only permitted from May under specific hygiene measures and in compliance with social distancing rules.
As the prevalence of remote working combined with the cancellation of trade fairs and other professional events continued to undermined sales of cafés/bars catering for business travel, it also encouraged operators to focus more strongly on takeaway sales. Despite a strong increase in 2020 and 2021, online ordering accounts for a small proportion of sales in cafés/bars and is restricted to outlets offering takeaway services.
Although the competitive environment in cafés/bars remains highly fragmented and dominated by independent operators, chains outperformed their independent counterparts in 2020 and 2021. McCafé strengthened its position as the largest brand in cafés/bars in 2020 and 2021 ahead of Starbucks.
The consequences of the pandemic will ripple through cafés/bars over the forecast period, with the number of outlets expected to continue declining. Many outlets, notably bars and nightclubs, are likely to close permanently despite government support for the industry during the pandemic, as they will struggle to reach pre-pandemic attendance levels in line with local consumers adopting new routines centred around home entertainment.
Innovations in cafés/bars are expected to focus on broadening their appeal, notably by targeting more varied consumption occasions throughout the day. As a result, future new concepts are expected to increasingly blur the lines between different traditional foodservice categories.
Alongside the rapidly growing adoption of QR codes by cafés/bars to display menus and make the ordering process more convenient, online ordering is also expected to become increasingly available to encourage consumers to use takeaway options, whilst allowing operators to gather data about their customers and offer them dedicated promotions, including through the offer of subscription-based services.
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Understand the latest market trends and future growth opportunities for the Cafés/Bars industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This category encompasses all establishments where the focus is on drinking (either alcoholic or non-alcoholic beverages). While a wide variety of snacks and full meals are offered, it is not uncommon for consumers to only order a drink. As a general rule, establishments deriving 50% of their income or more from the sale of drinks are included here.See All of Our Definitions
This report originates from Passport, our Cafés/Bars research and analysis database.
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