The volume of delivery orders stagnates while consumption in bars and restaurants shoots up 26%

2023-08-24 00:22:18

ARIANA CALVACHI

Madrid

Updated Thursday, August 24, 2023 – 00:22

Despite the 15.5% rise in prices due to inflation, the Spaniards once again fill the terraces

People eating on a terrace. JAVI MARTINEZ

Home delivery saved the activity of many businesses, bars and restaurants during the coronavirus pandemic, so much so that there were those who feared, in an apocalyptic way, that the new normality would do without many of these places and the bars where they could share beers and tapas with others. the friends. Three years later, reality shows that this has not been the case and while the growth of the online channel stabilizes, direct consumption in restaurants does not stop growing.

This is reflected in the latest data from the distribution and consumption employers’ association AECOCwhich indicate that delivery billing grew by 13% in the first quarter of the year due to the inflation effect, with a volume of orders that remains stable, while consumption in bars and restaurants doubled in the same period, a 26%.

In his speech during the organization’s 20th congress, the CEO of Food Delivery Brands Group y TelepizzaJacobo Caller, stressed that, contrary to some forecasts that occurred during the pandemic, delivery has not finished off diners.

The confinement and the Covid-19 generated the great boom in online sales. Before 2019, only the 15% of consumers go to the online channel to make their consumer purchases, while at the end of 2022 the percentage was already 26,8%. One of the sectors where online sales have more weight is that of technological products, and here again the trend is repeated: if in 2019 the market share of the digital channel in Spain was over 20% -according to GFK data- , since December 2022 the figure has stabilized around 30%.

The change that is beginning to be perceived in recent months poses an interesting dilemma for the food and home delivery industry, and suggests a possible evolution in consumer preferences after the impact of the coronavirus on the habits of Spaniards. And this despite the increase in prices that inflation has brought with it in the last year and a half. In this sense, prices in bars, restaurants and coffee shops rose by 15,5% in July, compared to the same month of 2019pre-pandemic reference year, according to data from the National Statistics Institute (INE).

Industry experts attribute this change to a number of factors, including the desire of citizens to return to a sense of normalcy after the challenges of the pandemic. The social experience offered by bars and restaurants, with the possibility of sharing moments with friends and family, has also proved irresistible to many. In addition, the tendency of people to seek new culinary experiences and support local businesses has also contributed to the increase in the number of visits to physical establishments.

IESE professor, Jose Luis Nueno, attributes the online slowdown to consumers looking for lower prices, while companies have adopted a capture model for their customers. Now there is still a 50% of customers who maintain their digital consumption, so they must bet on their retention with loyalty plans and strategies.

While the rise of restaurants and bars is positive news for these businesses, it presents a challenge for the delivery industry, which now faces fiercer competition for consumers’ attention. Many delivery companies are responding to this challenge by diversifying their services, offering online order for local restaurants and expanding its reach through the delivery of groceries and other products.

As the food industry evolves, there may be a balance between enjoying restaurant meals and delivery. Consumers may choose to dine in a restaurant for special occasions or social experiences, while turning to home delivery for everyday convenience. This challenges delivery businesses to keep innovating and improving their service to stay relevant in an ever-evolving market.