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HOTREC Restaurant Booking Study (Preliminary Results)

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HOTREC Restaurant Booking Study (preliminary results) Roland Schegg Institute of Tourism, School of Management & Tourism, HES-SO Valais/Wallis [email protected] AGENDA • Aims of the Study • Methodological approaches • Overview on the European restaurant market • Global evolution of restaurant booking and delivery portals (desk research) • Website Analysis Germany and France • Results of the European restaurant and expert survey • Conclusions HES-SO Valais-Wallis Page 2 Main Goals of the Study Map and assess the current market situation concerning restaurant bookings and deliveries in Europe: • Relevant players on the restaurant booking platform market • Evolution of the online restaurant reservation portals • Identification of market shares of different direct and indirect distribution channels for advanced restaurant bookings • Market share of the individual restaurant booking platforms in the restaurant booking market • Common terms and conditions of key reservation platforms and evolution over past 5 years • Evolution of market of food deliveries from restaurants • Perception of an industry-led reservation platform for restaurants HES-SO Valais-Wallis Page 3 AGENDA • Aims of the Study • Methodological approaches • Overview on the European restaurant market • Global evolution of restaurant booking and delivery portals (desk research) • Website Analysis Germany and France • Results of the European restaurant and expert survey • Conclusions HES-SO Valais-Wallis Page 4 Methodological approaches Desk research Case studies Online survey Reports and studies on Germany and France among restaurants booking portals and Analysis of a representative Online survey covering delivery services sector. sample of restaurants most aims of the study (n=600) in each country. distributed via national On restaurant websites and restaurant associations Website websites of main booking since beginning of Profiling of major players portals -> assessment of September 2018. based on data from importance of third-party On October 12, we had website and annual services in restaurant 629 valid responses. reports. sector of two of the three Before summer, a similar survey biggest countries in terms was sent to sector experts (n=14). of restaurant sector (Italy HES-SO Valais-Wallis covered by indep. study). Page 5 AGENDA • Aims of the Study • Methodological approaches • Overview on the European restaurant market • Global evolution of restaurant booking and delivery portals (desk research) • Website Analysis Germany and France • Results of the European restaurant and expert survey • Conclusions HES-SO Valais-Wallis Page 6 Number of enterprises in the restaurants and mobile food service activities industry in the European Union (EU-28) from 2011 to 2015 1000000 915,685 930,300 900000 880,511 878,316 883,691 800000 700000 600000 500000 400000 300000 Number of enterprises 200000 100000 0 2011 2012 2013 2014 2015 HES-SO Valais-Wallis Source: Source: Eurostat ID 684198 & Statista 2018: Dossier «Restaurants and food Page 7 services in Europe« Number of enterprises in the restaurants and mobile food service activities industry in the European Union (EU-28) in 2015, by country Number of enterprises 0 20000 40000 60000 80000 100000 120000 140000 160000 180000 France 165,004 Italy 144,959 Germany 131,845 United Kingdom 72,810 Spain 66,168 Czech Republic 47,336 Greece 44,201 Portugal 29,115 Belgium 28,606 Poland 28,378 Netherlands 27,722 Austria 27,677 Sweden 24,370 Hungary 16,264 Bulgaria 10,861 HES-SO Valais-Wallis Source: Source: Eurostat ID 684198 & Statista 2018: Dossier «Restaurants and food Page 8 services in Europe« AGENDA • Aims of the Study • Methodological approaches • Overview on the European restaurant market • Global evolution of restaurant booking and delivery portals (desk research) • Website Analysis Germany and France • Results of the European restaurant and expert survey • Discussion and synthesis of results • Conclusions HES-SO Valais-Wallis Page 9 Online food delivery revenue in Europe from 2016 to 2022 "Restaurant Delivery" focuses on Online Takeaway Restaurant Delivery online delivery services that serve 60000 meals to customers prepared by Restaurant Delivery has strongest growth partner restaurants which do not 50000 4,239.4 necessarily offer a delivery of their 3,690.6 48,884.5 food. Delivery provided by third- 44,206.5 party like Deliveroo. 40000 3,086.6 38,813.3 The "Online Takeaway" segment 2,456.9 30000 32,822.3 covers the delivery of meals using 1,843.9 aggregation portals such as Delivery 26,502 Hero or Just Eat but restaurants run 20000 1,295.6 20,260.9 their own delivery service. 14,585.1852.7 2018: Food delivery 28 billion $ 10000 Revenue in million U.S. dollars U.S. million in Revenue compared to 410 billion $ turnover of the food and beverage service in 0 2016 2017* 2018* 2019* 2020* 2021* 2022* Europe -> 7% HES-SO Valais-Wallis Source: Statista (Digital Market Outlook) ID 696525 Page 10 Number of online food delivery users in Europe from 2016 to 2022, by category (in millions) Online Takeaway Restaurant Delivery 250 200 51.5 2018: some 110 45.8 150 million users in 39.4 Europe 141.2 32.4 130.1 100 25.4 117.1 102.4 18.8 86.2 69.2 50 13.1 Number of users in in millions users of Number 52.4 0 2016 2017* 2018* 2019* 2020* 2021* 2022* HES-SO Valais-Wallis Source: Statista (Digital Market Outlook) ID 696549 Page 11 Market valuation of new food delivery companies in Europe as of August 2016 Market valuation in million euros 0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000 Annual revenue Just Eat worldwide in Just Eat 4,620 2017: 623 million Euro. 82’300 restaurants on platform Delivery Hero 2,740 Annual revenue Delivery Hero worldwide in 2017: 544 million Euro Deliveroo 1,000 Takeaway.com 1,000 Annual revenue Food Panda worldwide Foodpanda 500 in 2016: 50.6 million Euro HES-SO Valais-Wallis Source: Statista (Digital Market Outlook) ID 696525, Rocket Internet ID 696519 Page 12 AGENDA • Aims of the Study • Methodological approaches • Overview on the European restaurant market • Global evolution of restaurant booking and delivery portals (desk research) • Website Analysis Germany and France • Results of the European restaurant and expert survey • Conclusions HES-SO Valais-Wallis Page 13 Analysis of Booking Options on Restaurant Websites in Germany and France HES-SO Valais-Wallis Page 14 Sample Size Details Number of restaurants in top-20 cities in Germany 300 41% 250 200 Number of selected restaurants 150 16% in Germany and France 100 9% 9% 7% 7% 7% 50 3% 2% 2% 2% 2% 1% 1% 1% 1% 1% 1% 1% 1% 1% 0 594 594 Germany 50% 50% France Number of restaurants in top-20 cities in France 300 47% 250 200 23% 150 100 7% 6% 6% 6% 4% 50 3% 2% 2% 2% 2% 2% 1% 1% 1% 1% 1% 1% 1% 1% 0 HES-SO Valais-Wallis Page 15 Having a Websites 500 450 82% 400 471 70% 350 402 300 Many restaurants without a website have a online presence via Facebook 250 Germany 200 France 150 30% 100 171 18% 50 102 0 No Yes HES-SO Valais-Wallis Italian Survey 2017 (n=763): 81% of restaurants with a website. Page 16 Source: Osservatorio Innovazione Digitale nel Turismo Third-party Booking System on Restaurant Website Bookatable (by Michelin) HES-SO Valais-Wallis Page 17 Booking Form HES-SO Valais-Wallis Page 18 Booking Options Germany Contact form; 15% Resimo; 1% HORECA.DIGITAL; 1% Bookatable; 1% Quandoo; 3% Online PlatformsOther; 19% Bookatable ; 4% Guest can contact restaurant only Opentable; 7% by mail or telephone for a No 65% booking 19% of restaurant use a third-party booking platform on their website, only 15% have an HES-SO Valais-Wallis Page 19 own formalized table booking form on their website. Booking Options France Contact form; 11% Bookatable; 1% Personal tool; 1% guestonline; 2% Uniiti; 2% Online PlatformsOther; 19% zenchef; 5% La fourchette; 7% No 68% HES-SO Valais-Wallis 19% of restaurant use an external booking platform, only 11% have an own formalized Page 20 table booking online form on their website. Delivery Services: Germany versus France 500 91% 450 429 91% 400 367 350 300 250 no 200 yes 150 100 9% 9% 42 50 35 0 Germany France One out of ten restaurants offers a delivery service on website HES-SO Valais-Wallis Page 21 Comment: The delivery services is stated on the website of the restaurant. Take-Away: Germany vs France 400 77% 364 350 77% 309 300 250 200 No Yes 150 23% 23% 107 93 100 50 0 Germany France HES-SO Valais-Wallis Comment: Indicated on the website that food is available for take-away. Only Page 22 restaurants with a website are included. Analysis of the Presence of German and French Restaurants on Main Booking and Delivery Platforms HES-SO Valais-Wallis Page 23 Online Booking on Tripadvisor BookATable (Michelin) HES-SO Valais-Wallis Page 24 Online Booking on TripAdvisor 600 95% 544 80% 500 458 400 300 Germany France 200 20% 115 100 5% 29 0 Yes No HES-SO Valais-Wallis Page 25 Delivery on Tripadvisor HES-SO Valais-Wallis Page 26 Delivery service on TripAdvisor No 93%; 532 97% No 554 Lieferando 4%; 23 Deliveroo 2%; 13 3% Deliveroo 19 Lieferheld 1%; 5 0 200 400 600 0 100 200 300 400 500 600 HES-SO Valais-Wallis Delivery service can be ordred in 7% of restaurants in Germany and 3% of Page 27 restaurants in France on TripAdvisor Presence of restaurants on booking platforms Comment: HES-SO Valais-Wallis – Restaurant on the official page of a booking platform Page 28 – The restaurant needs to be «bookable» on the site Presence of Restaurants on Booking Platforms 100% 100% 90% 90% 80% 80% 70% 70% 60% 60% 469 529 50% 542 555 50% 548 40% 40% 30% 30% 20% 20% 10% 10% 104 44 31 0% 18 0% 25 Opentable Bookatable Quandoo Bookatable La Fourchette Yes No Yes No HES-SO Valais-Wallis Comment: The sample does not include restaurants that are closed.
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