Retail gastronomy: "The stores become meeting places for people"

Interview with Olaf Hohmann, Head of Retail Gastronomy Research at EHI

13.08.2018

EHI has launched the Retail Gastronomy Initiative to provide German-speaking retailers with comprehensive information and networking platforms on the topic of retail gastronomy. In particular, knowledge transfer is one of the initiative's central tasks.

Olaf Hohmann speaks into the camera, trees can be seen in the background

Mr. Hohmann, how did the initiative come about?

Gastronomy in and around retail is picking up speed. Many plans and renovations in the food retail sector are currently moving in the direction of gastronomy. In addition, the proportion of food space in shopping centers is increasing, service stations are offering food for immediate consumption, department stores are setting up themed restaurants based on the surrounding area, and a wide variety of food service concepts are emerging in many other sectors. Against this background.

What does the retail sector expect from more gastronomy in its stores?

Creating an atmosphere of well-being and recreation for customers is the decisive reason for commercial catering. When customers feel good, they stay longer and come back. A good gastronomic offer is also suitable as a means of differentiation from the competition and online retailing. The core idea behind this is to increase customer frequency and the length of stay through gastronomy.

Gastronomy in retail is a megatrend with great business potential, whether in-store cooking or baking as an event, drinks for coziness or convenience offers to go. Have you developed a taste for it? Find answers to your questions and innovative solutions for your needs in the Food Service Equipment dimension at EuroShop.

The first EHI study "Retail Gastronomy in Germany" was published this spring. Who was surveyed?

In total, the retailers surveyed represent around 80,000 stores across all sectors, approximately 31 million square meters of sales space and over 750,000 employees. The retailers surveyed are based in Germany and generated net sales of around 132 billion euros in 2017.

What do you think are the three key messages that emerge from the study?

For 74 percent of the retailers surveyed, trade catering is of high or very high importance and is seen as an investment in the future of the company.

In 2017, over 9 billion euros were already generated with trade catering at around 33,000 locations in Germany. And for retailers, staff is both the No. 1 success factor in implementing trade catering and the greatest challenge.

What aspects should a retailer who now decides to integrate gastronomy into his store for the first time definitely consider?

The first question is: What objectives do I want to achieve with commercial catering? And does the objective fit in with the overriding goals of my company?

The next aspect concerns the target group: Who do I want to reach and what do customers want or expect from the gastronomic offer. Of course, the concept should also match the range of products offered in the retail space. Personnel resources, location factors, the surrounding area and the competitive situation must also be taken into account. Since the feel-good atmosphere plays an important role, odor and visual disturbances as well as drafts should be avoided.

What are the general pitfalls for retailers when it comes to trade catering?

The greatest danger lies in developing a gastronomy concept that bypasses the customer. You also have to be aware that you have to try out and adapt a lot before a concept is accepted. That's why it's advisable to start with a small area, gather experience, and then expand the offering bit by bit.

The first EHI Congress on Retail Gastronomy has just ended. What is your summary?

Our goal was to create a platform for the exchange of knowledge and experience about the dynamically growing retail gastronomy. We succeeded with excellent speakers, the partners and supporters as well as an outstanding group of participants.

EHI is a close partner of Messe Düsseldorf in organizing EuroShop, the world's No. 1 retail trade fair. It will be back in 2020. How will the "new" topic of retail gastronomy make itself felt at EuroShop?

There will be a new for example the eighth dimension at EuroShop: Food Service Equipment. This shows how strongly the trade fair has its finger on the pulse of the times and is also responding to the important topic of retail catering and the development of the industry.

Where do you see retail gastronomy in Germany in five to ten years?

Retail gastronomy will fulfill a social function: Shopping will become a leisure activity and the stores will become meeting places for people.

Here you'll find even more on the topic of food service:

A chef prepares food in a food truck for a waiting customer; Copyright: Adobe Stock

Food Service Equipment