Luxury foodservice bore the brunt of a three-pronged impact from the COVID-19 pandemic and will continue its decline in 2021. Like other foodservice categories, the category suffered from widespread outlet closures for around ten months within the period of March 2020 to mid-2021.
The national lockdown and continued impact of the COVID-19 pandemic meant that travel and social restrictions stayed in place for a significant portion of 2021. This meant that tourism in France was severely limited, thereby heavily reducing the consumer base for luxury foodservice.
When foodservice outlets were permitted to reopen in June 2020 after the first COVID-19 lockdown, luxury foodservice outlets around France witnessed results that varied greatly depending on their location. For example, the category leader Giorgio Armani SpA, with its Armani Caffé brand, saw a much greater rate of success in its Cannes location than its Paris outlet.
Over the forecast period, the outlook for luxury foodservice is rather pessimistic with a full recovery to pre-COVID-19 levels not expected before 2026. The concept of luxury foodservice was developed with the aim of helping luxury brands, especially those within the designer apparel and footwear (ready to wear) category, connect with their customers through experiential luxury.
Although the absence of large events will continue to hinder sales in the forecast period, luxury foodservice is expected to recover some sales through the development of Instagram’s ‘I was/am there’ concept. Before 2020, food and fashion were both big hits on Instagram, generating a huge number of new accounts, followers, views, and likes.
Pop-up cafés often appear at special events, such as Paris Fashion Week, and are an important opportunity for luxury foodservice players to increase their visibility and remain relevant. Paris Fashion Week, however, was held virtually in 2020, which meant that luxury foodservice companies were unable to participate.
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Includes luxury chained cafés/bars and chained full-service restaurants (outlets) and their corresponding sales. Chained foodservice outlets are considered luxury only if they are owned by International Luxury and Fashion houses.See All of Our Definitions
This report originates from Passport, our Luxury Foodservice research and analysis database.
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