Corporate Strategies in Consumer Foodservice: A Year Of Change

2013 was a year of change

Many key developed market trends shifted direction in 2013, leading to disappointing years for some key operators and a need for a change in corporate strategy. Many of the tried-and-true growth markets, like China and Brazil, also experienced difficult years due to rising chained competition, low confidence among consumers and changing preferences, leading to a decline in chained performances.

The global growth story is moving to new markets

As these major emerging markets struggled, the focus shifted to new longer term growth prospects, as operators sought to broaden their portfolios. Latin America, India, the Middle East and parts of Southeast Asia emerged as prime growth targets, offering smaller opportunities but very long runways for growth.

Fast food has evolved

Fast food, in particular, seemed to evolve in 2013, with customers in developed markets moving in two distinct directions. In the US, one faction of the fast food consumer base showed a willingness to spend more freely in search of higher quality foodservice experiences, driving growth in fresh casual and other flexible casual dining options. Simultaneously, another faction reverted to even greater price-consciousness, showing a preference for value menu items and the core benefits – speed, convenience, low prices – that made fast food popular.

The global consumer is universal

Operators are also finding that consumers in major markets worldwide are becoming more sophisticated and homogeneous in their dining preferences. Young, urban consumers all over the world are seeking out similarly exciting dining experiences, driving foodservice trends along the way.

Technology trends continue

Technology continues to be a major factor in all global markets. Chains are innovating with mobile ordering channels, and new in-store technology.

What this report includes

• Top-level strategic analysis of how major consumer trends will influence global markets
• Consumer insight
• Impact across all relevant consumer markets
• Unique graphics and case studies
• Key market snapshots
• Accompanying presentation to synthesise main findings

Why buy this report

• Identify factors driving change now and in the future
• Understand motivation
• Forward-looking outlook
• Briefings and presentation should provoke lively discussion at senior level
• Take a step back from micro trends
• Get up to date estimates and comment