05.05.2017
Walter Seib

Good news for foodservice!

A prosperous future for food and beverage

According to the Compound Annual Growth Rate (CAGR)*, foodservice is expected to grow by 3-4% between 2015 and 2020. For the F&B travel sector there is a of positive outlook of 2.2% CAGR sales in this same period.

As a world lea­der in tra­vel di­ning HMS­Host In­ter­na­tio­nal keeps in­no­va­ting the F&B of­fer in or­der to con­ti­nue to meet the needs of our custo­mers and to live up to the­se po­si­ti­ve ex­pec­ta­ti­ons for our sec­tor, and may­be even sur­pass them! Stu­dies show that the rea­son for the ex­pec­ted growth in food­ser­vice is the chan­ge in con­su­mer be­ha­viour. We iden­ti­fy two main chan­ges in this behaviour:

1)      A mer­ge of ea­ting and shop­ping/tra­ve­ling un­der one roof

2)      The in­crea­sed use of di­gi­tal tech­no­lo­gies in the F&B sector

Ea­ting is the new shopping

In shop­ping areas the dif­fe­rent needs of con­su­mers will be­co­me mo­re and mo­re in­te­gra­ted and com­bi­ned in one pla­ce. For so­me time now, HMS­Host In­ter­na­tio­nal has al­re­ady ob­ser­ved that in tra­vel areas ea­ting is no lon­ger a re­fu­el­ling break bet­ween de­sti­na­ti­ons, but it me­re­ly be­co­mes a mea­ning­ful ex­pe­ri­ence on its own. The cap­ti­ve au­di­ence may even chan­ge in­to con­su­mers who vol­un­ta­ri­ly vi­sit tra­vel areas be­cau­se of the ex­ten­si­ve F&B of­fer. The sa­me shift of a func­tional use of an area to­wards a mo­re lei­su­re and ex­pe­ri­en­ced fo­cu­sed use we current­ly ob­ser­ve for shop­ping areas. Sin­ce con­su­mers can buy eve­r­y­thing on­line, off­line shop­ping should add mo­re va­lue to at­tract the sa­me custo­mer. Con­su­mers ex­pe­ri­ence this dif­fe­ren­tia­ting va­lue in shop­ping cen­tres, most­ly si­tua­ted out­si­de the ci­ty cent­re. Tho­se ex­pe­ri­ence and re­si­den­ti­al pla­ces se­du­ce custo­mers with a con­su­mer ori­en­ted of­fer of fa­ci­li­ties, pri­ma­ri­ly F&B, ex­pe­ri­ence in­dus­try and of­fices. By con­ti­nuous­ly lis­te­ning to the chan­ged con­su­mer be­ha­viour HMS­Host In­ter­na­tio­nal can ad­just the F&B of­fer and is ab­le to meet the needs of our custo­mers. In McAr­thur­Glen De­si­gner Out­let Ro­er­mond in the Ne­ther­lands to­ge­ther with our part­ners we crea­ted F&B pla­ces whe­re peop­le can re­lax be­fo­re, du­ring and af­ter their shop­ping ex­pe­ri­ence. We even ser­ve custo­mers who do not vi­sit the ve­nue with the in­ten­ti­on to shop, but for the wi­de ran­ge of the food & be­ver­age of­fer and its dif­fe­ren­tia­ting va­lue. If the CA­GR ex­pec­ta­ti­ons turn out to be true, by 2020 ea­ting will be the new shopping!

Im­pro­ving experiences

Tech­no­lo­gy makes our lives mo­re stream­li­ned and ef­fici­ent al­re­ady for a long time. It seems on­ly na­tu­ral in the co­ming ye­ars di­gi­tal tech­no­lo­gies would al­so be used in the F&B sec­tor to in­crea­se the abi­li­ty to meet the needs of con­su­mers. HMS­Host In­ter­na­tio­nal is lea­ding the way when it co­mes to using di­gi­tal ser­vices to of­fer custo­mers mea­ning­ful F&B ex­pe­ri­en­ces in tra­vel areas. A com­mit­ment to im­pro­ving custo­mers’ ex­pe­ri­en­ces me­ans ta­king a ho­li­stic ap­proach to the jour­neys of our custo­mers and ex­ami­ne how we can im­pro­ve each step of them by the use of tech­no­lo­gy. In 100 air­ports we took ad­van­ta­ge of the FLIO-app, an app that lists eve­r­y­thing you need to know about an air­port, in­clu­ding F&B op­ti­ons. Current­ly, users of the app can brow­se the F&B op­ti­ons on the way to the air­port. The app al­so of­fers re­de­em­a­ble dis­counts at our F&B es­ta­blish­ments in the­se air­ports. Ano­ther di­gi­tal tech­no­lo­gy that im­proves the tra­vel ex­pe­ri­ence of our custo­mers is Qik­Ser­ve, a di­gi­tal ser­vice HMS­Host In­ter­na­tio­nal has de­ve­lo­ped for vi­si­tors of Schip­hol air­port. The app makes su­re custo­mers di­ning ex­pe­ri­en­ces are mo­re ef­fici­ent. Using their smart­pho­nes, di­ners scan a QR code on their ta­ble to brow­se the me­nu, or­der food, pay for it and then collect it at a de­di­ca­ted coun­ter se­pa­ra­te from tho­se pa­y­ing with card or cash. The app stream­li­nes the con­ven­tio­nal pro­cess of di­ning as or­ders tra­vel di­rect­ly to chefs, which takes the pres­su­re off wai­ting staff at peak times; for both our em­ployees as for our custo­mers a ve­ry ef­fici­ent di­gi­tal in­ven­ti­on which sti­mu­la­tes the F&B experience.

Un­for­tu­n­a­te­ly, we can­not avo­id flight de­lays, but in the ne­ar fu­ture we can turn the wai­ting time in­to a less te­dious af­fair thanks to iCou­pon. This new ser­vice HMS­Host In­ter­na­tio­nal has de­ve­lo­ped will al­low pas­sen­gers to add dis­count vou­chers to their boar­ding pas­ses that can be used in the de­par­tu­re lounge. This thought­ful ser­vice that will sim­pli­fy the pro­cess of pa­y­ing is an ex­ample of how we of­fer con­side­red di­gi­tal ser­vices throug­hout our ope­ra­ti­ons to con­ti­nuous­ly meet the needs of our custo­mers, and if we do it right: even sur­pass them! Af­ter all, that is what di­gi­tal tech­no­lo­gies are all about: they im­pro­ve our re­al-world ex­pe­ri­en­ces and ser­ve custo­mers better.

Here­by, we be­lie­ve we can keep up with the chan­ge in con­su­mer be­ha­viour and we will live up to the pre­dic­tions of the ex­pec­ted CA­GR growth in food­ser­vice and crea­te a pros­perous fu­ture for F&B! I will tell you mo­re about this on 31st of May in Berlin.

Source: * Eu­ro­mo­ni­tor In­ter­na­tio­nal 2016