Future scenarios for retail-based food service between lifestyle and AI

Retail-based food service is shaped by a stagnant economy, heavy regulation and analogue consumer behaviour.

This scenario describes a largely stable but low-innovation trajectory in which traditional patterns dominate.

The store concept focuses on simple, inexpensive dishes served in functional environments with little atmosphere and minimal digitalisation.

The future persona represents a down-to-earth, routine-driven lifestyle with clear preferences for classic, quick and filling dishes. This persona seeks reliability, personal interaction and good value for money and shows little openness to novelty.

In this scenario, retail-based food service is defined by a stagnant, heavily regulated economy and analogue, emotionally influenced consumer behaviour. At the same time, consumers exhibit high price sensitivity, low quality expectations and a strong need for social experiences.

The scenario depicts a retail-based food-service sector steadily losing relevance because it cannot keep pace emotionally with more experience-driven competitors.

Store concepts remain focused on simple, low-cost dishes, even though atmosphere and experience would theoretically be central. The lack of digitalisation prevents a convincing delivery on these expectations, leaving stores functional yet interchangeable, and limiting growth in delivery services.

The future persona embodies a tradition-oriented, security-seeking consumer who values analogue routines, familiar products and social encounters.

In this scenario, consumption is emotional, pleasure-oriented and increasingly differentiated, even though society as a whole remains only lightly digitalised.

The scenario describes a sector that successfully repositions itself in everyday life and benefits from close integration with brick-and-mortar retail. Brand-driven value creation, professional service and personal interaction enhance its relevance.

Store concepts offer a wide spectrum of both premium and affordable dishes, making atmosphere and experience central to success. While service processes are barely automated, automation in the kitchen gains importance, particularly for to-go moments.

The future persona represents the urban, mobile self-actualiser – flexible, digitally organised and constantly on the move. This persona prefers high-quality to-go options that suit an efficiency-driven lifestyle.

This scenario is marked by an expanding economy and the strong influence of digital media. At the same time, the technological environment remains comparatively weak, while consumers pursue pleasure, quality and socially embedded dining.

The scenario describes a retail-based food-service sector that successfully positions itself as an equal player alongside traditional on-site gastronomy, attracting customers across food channels. It grows by emphasising pleasure within the physical retail environment.

Store concepts prioritise variety across premium and affordable dishes and create high dwell time through strong atmosphere and experiences. Despite low digitalisation in service and moderate automation, culinary processes continue to evolve, while ordering and delivery play a minor role.

The future persona stands for a quality- and responsibility-oriented urban consumer who values good products and enjoys deliberate out-of-home dining moments that fit a comfort-oriented lifestyle.

Retail-based food service in this scenario is driven by a fully digitalised, highly networked consumer world where innovation occurs along the entire value chain. Diverse dietary styles, trend-driven consumption and strong demand for high-quality, flexible options shape the market.

The sector grows in both to-go and on-site dining and establishes itself as an innovative, integral component of retail. Automated services, digital touchpoints and strong brands help it reach new target groups and become firmly embedded in daily routines.

Store concepts are digitally saturated and experience-oriented, combining premium and budget-friendly dishes in efficient, atmospheric environments. Service is largely automated, while cooking remains a craft.

The future persona represents a young, trend-sensitive and impulsive audience that lives digitally, consumes spontaneously and prioritises convenience above all. This persona seeks affordable quality and spontaneous to-go experiences, responding strongly to social-media trends and experience-driven offerings.

Retail-based food service is shaped by a highly digitalised, globally networked economy in which retailers use technology to offer highly personalised moments of enjoyment. Consumers are strongly quality-oriented with low price sensitivity and expect individual, flexible, socially embedded dining situations.

Retail and gastronomy merge into a holistic experiential space, positioning themselves as competitors to traditional restaurants. With service orientation, digital interaction and immersive brand worlds, retail-based food service grows both in on-site consumption and in to-go and delivery.

Store concepts focus on high-quality dishes, a strongly digitalised environment and highly automated service processes that still enable individualised experiences. Ordering and delivery options compete directly with traditional delivery platforms.

The future persona stands for a performance-driven, urban and style-conscious consumer who uses digital tools to structure a tightly scheduled life around efficiency and enjoyment. This persona prefers personalised, high-quality, health-oriented meals and values sustainability and individuality.

This scenario is shaped by a digitalised, globally networked economy in which consumers embrace spontaneous, location-independent and technology-supported eating patterns. Dietary variety increases, while a balanced price–performance ratio becomes the key decision factor.

Retail-based food service positions itself as the new middle of the market and appeals to a broad target group with affordable quality. It grows in both on-site and to-go segments, benefitting from the classical gastronomy sector’s pressure from rising prices.

Store concepts combine mid-range pricing and quality with digitalised processes, strong atmosphere and clear experience orientation. Service is partially automated, and stores compete directly with traditional restaurant formats and delivery services.

The future persona represents an urban, socially oriented and quality-conscious consumer who values flexible eating times, digital convenience and atmospherically appealing retail-based food service. This persona wants variety, freshness and an experience factor – whether for a quick to-go moment or a social lunch or dinner.

In this scenario, retail-based food service is shaped by a highly digitalised, globalised and functionally oriented consumer world in which innovative technologies and automated processes define everyday life. Consumers rely on individualised, technologically optimised nutrition, while social aspects recede into the background.

Retail-based food service positions itself at a higher price point. It grows steadily in both to-go and on-site dining and appeals through efficiency, quality and personalised nutrition solutions.

Store concepts are digital, highly automated and focused on high-quality functional dishes, while atmosphere and experience play only a minor role. With automated service and kitchen processes, retail-based food service increasingly competes with delivery providers.

The future persona represents a young, health- and performance-oriented audience that plans its nutrition intentionally, uses digital tools strategically and embraces self-optimisation as a lifestyle. This persona prefers functional, protein-rich and calorie-conscious dishes and expects offerings that combine efficiency, quality and sustainability.

This scenario is defined by a highly digitalised, heavily automated and price-oriented consumer world in which functional nutrition is paramount. Variety remains limited due to fragile value chains, while online channels dominate.

Retail-based food service shifts almost entirely into the to-go segment and is characterised primarily by efficiency, low prices and basic functionality. Emotional connection, experiential value and brand relevance play virtually no role.

Store concepts rely on a pared-back atmosphere, digital ordering processes and maximal automation. Small footprints and efficient workflows set the tone, while ordering and delivery functions take centre stage.

The future persona represents a young, pragmatic and highly scheduled consumer who prefers functional, budget-friendly food options. This persona uses digital solutions purposefully and appreciates quick to-go meals that fit a structured daily routine.