INTERNATIONAL TRADE JOURNALFOR THE RESTAURANTAND CATERING INDUSTRY

D 58008

EDITION 2/2011www.food-service-europe.com

www.cafe-future.net

Special Features: Foodservice Market Holland Top 70 Coffee-Bar Brands in Europe

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page 42Back-to-basics: the turnaround strategy success -fully applied by Karen Forrester, managing directorTGI Fridays UK the brands first and strongest European foothold. In our interview, Forrester ex-plains how she managed to successfully re-energisean iconic experience.

eMail address: Foodservice@dfv.de

Verlagsgruppe Deutscher Fachverlag Mainzer Landstrae 251D-60326 Frankfurt/Main Phone +49.69.7595-1512 Fax +49.69.7595-1510

page 8 No longer the preserve of affluent

pensioners, cruises are one of the boom-ing segments of the worldwide tourism

sector. And the culinary spectrum onboard is changing accordingly. Our

pan-European survey presents the leadingEuropean cruise lines and their food -

service strategies.Photo: TUI Cruises

3FOODSERVICE EUROPE & MIDDLE EAST 2/11

page 26 In 2010, Europes top 70 coffee-bar

brands notched up a total growth of 4%to 9,705 units. For the top 3 it was even

an increase of 10% more stores, on average, with Starbucks once again

coming in first, followed by Costa Coffeeand McCaf.

front cover Sweet seduction: Flocaf puts special emphasis

on a distinctive food profile. The Greek coffee barchain ranks 17th among the 70 biggest coffee bar

players in Europe (based on outlet numbers) up from rank 20 last year. Read more from

page 26 onwards!

Editorial6 Statistics

Europe by Numbers

8 Pan-European SurveyCruise Catering: Providing Choice and

Entertainment

22 Concepts to WatchShowcasing Innovative Ideas in Food -

service from Germany to Spain

Market Analyses

26 Coffee-Bar Market in Europe: Top70 Brands with 4% Unit Growth in 2010

36 Coffee-Bar Market UK: Reaching anall Time High of 5.0 bn Turnover

38 The Netherlands: Trends and TopPlayers in Dutch Foodservice

42 InterviewKaren Forrester, Managing Director TGI

Fridays UK

46 Contributing Authors50 Operations

Jim Sullivan Defines New Rules for a New

Decade

Middle East Section

51 SyriaTurning into the Boom Market of the

Near East: New Shopping Mall Projects

Take the Lead

58 Train CateringRussia: New Era for Train Catering

High-Speed Trains Supplied on a

Cook&Chill Basis

60 TrendsLeaders Club International Elects Best

Innovative Foodservice Concepts 2011

62 ProspectsEating at 4th Spaces: Ibrahim Ibrahim,

Portland, London, on New Paradigms

for Success in Foodservice

64 SuppliersElectrolux: Pop-ups Build the Chef

Connection

66 Top Trend ProductsSuppliers Present their Latest F&B and

Equipment Solutions

68 Show DatesMajor Trade Fairs and Events

CO N T E N T S

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First, lets look at some figures. The trad -itional hospitality and catering industryin the Netherlands lost c860 m in 2009and 2010 combined! This represents adrop of 8.75%: from c9,835 m to c8,975m. Restaurants, pubs and bars, in partic-ular, are being hit hardest. Both visit fre-quency and average spend are falling. Asa rule, the following principle applies:the higher the average menu price, themore a business will be affected by therecession. What is more, pubs and clubshave seen a significant drop in revenuefollowing the introduction of the smok-ing ban, effective in the Netherlandsfrom 1 July 2008. The only groups in thetraditional hospitality and catering in-dustry which continue to generate rea-sonable revenues are fast-casual restaur -ants and pubs and bars that serve food.

Fast winners

Quickservice and department-store restaur -ants seem to be profiting from the reces-sion as consumers are not tightening theirbelts when it comes to convenience. By andlarge, lunchrooms, bread concepts, coffeebars, cafeterias and food shops at train sta-tions have all seen an increase in revenue.Especially, businesses that respond to cur-rent trends for healthy food and sustain-ability such as Vapiano, Brooodzaak (bak-

Difficult Years forDutch Foodservice

The Dutch foodservice market hasbeen hit pretty hard by the eco-nomic recession. The biggestlosers are traditional hospitalityand catering (restaurants, hotels,pubs, and bars), party cateringand corporate catering. The win-ners fall into the category of fast,tasty and affordable: particularlyquickservice and department-store restaurants. These are thefindings reported by FoodServiceInstituut Nederland (Dutch Food Service Institute) in its Food Ser-vice Monitor, which is publishedannually. Karel de Vos reports.

NL: 10 Trends in Foodservice 1 In the current economic climate, Dutch consumers attach a lot of importance to afford-

able foodservice at every level, from the fast-food outlet to the gastronomic restaurant:the price-value ratio is very closely scrutinised. Getting better value for money is the con-sumers primary consideration.

2 Demand for product innovation is rising. But, it is all about artisan-produced, tasty andpreferably also sustainable produce that is, at the same time, not expensive. This requiresboth suppliers and food-service outlets to demonstrate a high degree of creativity.

3 Growing demand for local and regional produce in traditional hospitality trade as well asin the fast-food and catering sectors. Ingredients from just around the corner, preferablywith an artisan background: responsibly grown, reared and produced.

4 Many businesses in the traditional hospitality and catering industry have an importantchoice to make. To offer a higher level of culinary quality and service (in which case theconsumer does not mind paying a little bit extra) or to move towards greater uniformityand systemisation in order to keep the product affordable.

5 Sustainability is experiencing a strong rise in popularity in the foodservice industry: notions such as organic, responsible sourcing and fair-trade are being embraced ascore values by an increasing number of chains and businesses. Customers want to knowmore about the origin of ingredients and how they have been grown.

6 Foodservice consumers are making ever greater demands as far as convenience is con-cerned: quickservice and self-service, wider selection of ingredients (salad bars) and in-store foodservice.

7 The internet and social media are playing an increasingly influential part in the choice ofwhere to eat: consumers are checking websites, Facebook and Twitter for reviews by other customers. New media are also used more and more to make reservations.

8 An ever-growing number of bars are starting to sell food and are turning into food pubs.The market for pure drinking bars is shrinking, partly because of the introduction of thesmoking ban. Pubs and bars have also begun to serve a wider selection of finger food,rolls and mini snacks.

9 The Nieuwe Nederlandse Menukaart (New Dutch Menu) sustainability initiative: shift from80% meat/fish and 20% vegetables to 80% vegetables and 20% meat/fish.

10 Corporate caterers are being forced to increase their prices, as business managers investless in staff meals, whilst their staff choose to spend less money on food at work.

38 FOODSERVICE EUROPE & MIDDLE EAST 2/11

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ery concept from Servex), La Place (difficultyear in 2009, better in 2010) and pastaconcepts like Julias and GoPasta; they con-tinue to attract a loyal following. And thenthere is in-store catering at departmentstores. These stores are getting better allthe time at giving the customers what theywant. The big retail chains like Ikea, Hemaand V&D (with La Place), in particular, aredoing great business as far as foodservice isconcerned, with revenue increases rangingfrom 3 to 5% in 2010.

Corporate catering underpressure

Corporate catering is experiencing a rev-enue decline across virtually the entiresector. Staff restaurants suffered a dropof nearly 9% between end of 2008 andend of 2010, from c1,826 m to 1,661 m.As a result of the economic recession,employees are bringing more food anddrink to work from home, or they pop intothe supermarket in their lunch break tobuy an inexpensive roll. In addition, theytend to go for the less lavish options inthe staff restaurant. Restaurants in careinstitutions are feeling the pinch fromgovernment cuts, which have resulted ina fall in earnings. Heavy losses (-30% intwo years) are being reported by partycaterers, not least, because companiesare cutting down significantly on staffparties and dinners.

The fight for euros

So where is all the money disappearingto? Because people still have to eat anddrink, dont they? According to FSIN, a lotof euros (plus 4.7% in two years) are flow-ing to the Dutch department stores,which are among the cheapest in West-ern Europe. And this is also exactly wherethe problem lies for the foodservice in-dustry: hospitality and catering in theNetherlands are among the most expen-sive in Western Europe. Consequently,consumers will look for cheaper alterna-tives and they find these mostly in retailand quickservice outlets. FSIN thinks thatthis is unlikely to change much in 2011 orindeed over the next few years. The trad -itional hospitality and catering industrywill have to update concepts and makethem more affordable, if it wants to re-main a serious contender in the fight forfoodservice euros. In the first months of2011, turnover is increasing a bit, but thesituation remains unsure.

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NL: Top 20 Foodservice Companies R Company Turnover vs. Outlets vs.

in ym 2009 2008 2009 2008

1 McDonalds 558 5.5% 247 2.1%2 Sodexo 365 1.4% 1,300 -3.7%3 Van der Valk 337 0.9% 59 7.3%4 Servex (fs on train stations) 323 4.2% 325 0.0%5 Albron 253 -5.9% 1,100 0.0%6 Compass Group 245 -5.4% 1,000 0.0%7 Maxeda 225 -11.1% 111 11.0%

(La Place/Bijenkorf)1)

8 Sjoerd Kooistra Group2) 123 5.1% 86 0.0%9 Paresto 117 -6.4% 140 0.0%

10 Avenance 100 0.0% 400 0.0%11 NH Hotels 89 -11.9% 35 6.1%12 HMS Host (Schiphol) 80 -7.0% 60 0.0%13 Golden Tulip 79 -7.1% 77 -2.5%14 Burger King 79 5.3% 55 0.0%15 Hema 78 1.3% 420 10.5%16 Accor Hotels 72 -20.9% 40 -9.1%17 Center Parcs 70 -5.4% 8 0.0%18 Maison van den Boer 70 -13.6% 250 0.0%19 Sligro Snackformulas 68 9.7% 212 11.0%20 FHC Beheer fastfood 65 0.0% 158 0.0%

1) In 2010 La Place was sold to Sun European Partners and Bijenkorf to Selfridges. 2) In 2010 entrepeneur Sjoerd Kooistra died; his company fell to pieces.

Source: FSIN Monitor/Misset Horeca

MA R K E T AN A LY S I S

FOODSERVICE EUROPE & MIDDLE EAST 2/11

MA R K E T AN A LY S I S

The rankingshows the lead-ing foodservice

players in theNetherlands

with their 2009revenues. De-

tailed companyfigures for 2010

are not yetavailable. HotelF&B plays a sig-nificant role inthe top sector

of the Dutchfoodservicee

market note:all figures rep-

resent cateringsales only

room revenuesare not includ-

ed here.

By and large,bread con-

cepts, coffeebars, lunch-

rooms, cafete-rias and food

shops at travelhubs have all

seen an in-crease in rev-

enue during thecrisis.

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