the traditional catering market | France

1.1 Definition and scope of the study

Traditional catering is defined as the activity of catering with table service but excluding the activities of bars, cafeterias and fast food outlets. [INSEE]

Globally, the United States is dominating the market measured by sales. It is expected to do so going forward as well.

This sector is historically important in France as gastronomy has a special place in the country's culture. However, the sector is struggling to develop and growth prospects are rather rare. Moreover, the emergence of new competitors is penalizing traditional restaurants, such as fast food restaurants, which are driving the overall growth of French restaurants. (see the study entitled "Fast food")

The catering sector is highly competitive and fragmented, with a large number of players. Operating in a highly competitive and dynamic environment (development of delivery, online), each brand must stand out from the crowd by relying in particular on the reputation of its cuisine, its geographical positioning, positive word-of-mouth and efficient digital communication that is sensitive to opinions and online notes and comments. The management of a catering company's e-reputation (reputation online) is going to be a future growth trigger for the sector.

In addition, the Covid-19 epidemic had a major negative impact on the catering sector in France and in general, as the activity was paralysed for several months. Although the recovery is slow and gradual, it has above all highlighted the following possibilities of growth, as suggested by successful delivery or take-out during containment. More specifically, some restaurants have decided, in light of the crisis, to strengthen their competitive advantage by focusing on the quality of their products, for example by exploiting the growing success of organic, gluten-free or locally produced products.