The foodcourt market - France (2024)

1.2 The French market

By ****, there will be around ** foodcourts in France, including a number of new projects launched during the year. These foodcourts attract a varied clientele, from students to workers to families. The foodcourt concept, which enables people to eat on the go while enjoying a varied culinary offer, meets a growing demand from consumers looking for a fast, affordable alternative to traditional restaurants. Fast-food chains and world cuisines are particularly present in French foodcourts, offering a diversity of choices to suit all tastes.

Even if foodcourts' stated aim is to differentiate themselves from traditional restaurants, the price range offered remains much the same as in the latter. Indeed, whether it's for the main course, drinks or desserts, prices remain within traditional restaurant standards on average. According to L'Observatoire Fiducial, restaurant patronage is back to normal. Similarly, the French have increased their restaurant budgets, as the average bill is €**.* in **** , compared with €**.** in **** and €**.** in ****.

Evolution of the average ticket price, all taxes included France, ****, in euros Source: ****

Within these establishments, seating is shared between the various restaurants, but we can estimate the average number of covers served is ** per restaurant , based on available data on the number of seats per food court. ...

2.1 Restaurant habits and characteristics

Out-of-home consumption

The graph below illustrates the monthly trend in the percentage of people dining out in CHR (***) establishments over the last few months, showing relatively stable patronage, fluctuating between **% and **%. There was a slight dip in December, when the rate reached **%, followed by a noticeable dip in February to **%, which could be linked to seasonal or contextual factors. However, after this dip, a recovery begins in March, with a return to **%, a level which is then maintained until May. These figures show a high overall level of eating out, with modest fluctuations. [***]

Attendance at CHR establishments in recent months France, August **** - May ****, in % Source: ****

According to a study by FranceAgriMer, in May ****, among those consumers indicating that they had visited a restaurantin recent months. **% were women, and **% had no children. Nearly **% are aged between ** and **. Two-thirds of out-of-home meal consumers live in the center or outskirts of a city.

Age of CHD consumers France, ****, in Source: ****

Location of CHD consumers France, ****, in Source: ****

2.2 French outing habits

The graphs below highlight consumers' habits and motivations when it comes to going out to bars, restaurants and similar venues. The majority of respondents (***) say they go once or twice a month, while **% visit once or twice a week. More frequent outings remain marginal: only **% go between three and five times a week, and *% almost every day.

How often have you been to bars, restaurants and similar places in the past month? France, May ****, in Source: ****

How do you compare your current behavior and the frequency of your outings? France, May ****, in Source: ****

When they go out more often than usual, **% of respondents explain this choice by a desire to indulge themselves. Other important motivations include the season (***).

More frequent reasons for visiting France, ****, in Source: ****

On the other hand, among those who go out less often, the main reason cited is the rising cost of living (***) are also mentioned.

Reasons for less frequent visits France, ****, in Source: ****

2.3 Consumer desires corresponding to the food court offer

There are many reasons for the success of food courts, which offer a wide variety of dishes in a sophisticated atmosphere. On the demand side, consumers are attracted to these concepts because they satisfy their desire to discover new things, enjoy a certain freedom (***) and live an experience. Food court managers are well aware that the story they tell, the layout of the space and the planning of events count as much, if not more, than the quality of the food served.

In fact, a study by Ipsos and American Express shows that the majority (***) expect to spend a pleasant moment with their loved ones, as well as eat dishes they can't make at home, and discover products and flavors they don't usually eat.

Reasons why French people go out to eat France, ****, in Source: ****

French restaurant expectations France, ****, in % Source: ****

It's partly for these reasons that food courts are part of the renewal of the restaurant offer. In fact, food courts meet a variety of consumer demands. On the one hand, the activities on offer and the atmosphere ensure that customers enjoy a convivial, shared experience. On the other hand, the various cooking styles on offer not only satisfy consumers' ...

2.4 Food courts as a response to diets

Responsible consumption is characterized by a growing desire for transparency, locality and respect for the environment. This trend is reflected in the growing popularity of organic products in supermarkets and restaurants. At the same time, reasoned consumption is on the rise, with consumers increasingly cautious and frugal in their purchases due to the current uncertainty. The economic crisis is reinforcing this tendency to save, resulting in a temporary drop in consumption. As a result, the search for the best value for money and "good deals" has become a priority for consumers, facilitated by search engines and online sales platforms.

Moreover, in recent years, consumers have become increasingly interested in diets that promote healthy eating. Plant-based diets, such as vegetarian and vegan, have seen a significant increase in popularity due to their positive environmental impact and the health benefits of eating vegetables, fruit and whole grains. In addition, many religious diets also have strict dietary guidelines, such as halal and kosher, which exclude certain types of meat and require specific food preparation. Finally, healthy diets have also gained in popularity, such as the Mediterranean diet, which focuses on the consumption of nutrient-rich foods like vegetables, fruit, nuts and oily fish. This diet ...

3.1 The recurring presence of common factors among foodcourts

Although the structure of the foodcourt market can vary depending on a number of factors, including market size, geographic location, local food trends, consumer preferences and competition between vendors. We generally find a few common elements between different establishments:

Location: Foodcourts are often located in shopping areas, malls, railway stations, airports, business centers, university campuses, leisure areas and tourist zones. Location can influence food demand, food prices and competition between vendors. Number of vendors: Foodcourts host many different vendors, ranging from two to dozens. The number of vendors varies according to the preferences of local consumers, but also according to how the foodcourt wishes to differentiate itself. Types of cuisine: foodcourt vendors generally offer a variety of different dishes, from local to international. The types of cuisine offered can also vary according to local food trends and consumer preferences. Space design: foodcourts can have an open or closed space design, with tables and chairs for customers. Some foodcourts may also offer entertainment such as TV screens or live music for customers. Competition: foodcourt vendors compete with each other to attract customers. Competitive factors can include food price, food quality, variety of cuisine offered, speed of service and store location.

3.2 More than a culinary experience

Recent crises have influenced consumer behavior. Consumers have become more cautious and frugal in their purchases, due to economic uncertainty. They tend to save more and look for bargains online, which will have an impact on sales in physical stores in the future. What's more, consumer satisfaction no longer depends solely on the product purchased, but also on the overall experience, shared on social networks. With restaurants and physical stores reopening after the COVID crisis, the quality of the experience has been a key factor for consumers.

That's why the success of a food court depends on combining culinary and cultural discovery. Food courts aim to be the first to position themselves in the "Food as Service" segment. They see themselves as pioneers of F&B&E (***), where E stands for entertainment. Food courts adapt to consumers' desires by offering immersive experiences that integrate exhibitions, pop-up stores, concerts, screenings and conferences, with the aim of stimulating traffic and creating "hyper-places". Many food courts are collaborating with artists' associations to offer "cultural catering" services, following the example of Food Society Paris, which launched a festival in late **** [***].

Focusing their marketing on social networks, food courts have created "instagrammable" venues and have therefore ...

3.3 Foodcourts: a catalyst for shopping center traffic

Customers' shopping habits have evolved considerably, with a reduction in their circulation perimeter, a growing aversion to standardized retailing, a greater understanding of how to optimize their shopping experience, and a preference for unique, memorable shopping experiences aligned with their values.a growing understanding of how to optimize their shopping experience, and a preference for unique, memorable shopping experiences aligned with their values. All of this is leading to a rethinking of shopping center frequentation strategies, particularly for the larger ones, which need to be adapted to these new trends.

However, it is undeniable that F&B&E (***) is a non-dematerializable and non-substitutable experience. By creating a memorable and unique F&B&E experience, tailored specifically to the needs of its potential customers, rather than proposing a standardized offer, such as the one thee, such as that often found in "food hubs", or a replica of an offer available online, it is possible to generate considerable potential flow.

This is why the growth of F&B space in shopping centers is not new. A forward-looking study by Cushman & Wakefield, Retail Therapy, released in October **** reports **% to **% of space allocated to F&B today, and is expected to grow a further +**% by ...

3.4 Two market leaders with different strategies

Biltoki's centrally-located halles bring a new dynamic to neighborhood life, offering local shops of incomparable quality. By bringing together the best local independent craftsmen, they create halls that all residents can make their own. Designed as platforms dedicated to local gastronomy, they are open and accessible to all: schools, businesses, associations, local authorities, media...

The Halles Biltoki are first and foremost traditional markets where the best local products are offered in a short circuit. What makes them different, however, is that the producers process these products on site, so that everyone can savor them and enjoy a convivial moment with family or friends, whether at lunchtime or in the evening. From seafood platters to cheese platters and regional charcuterie, all products from the Halles Biltoki are available for tasting on site. Grocery stores and caterers from around the world rub shoulders with market kitchens, where local chefs and gastronomic project leaders concoct dishes using fresh produce from the hall's merchants.

Biltoki's primary aim is to revitalize the downtown areas of medium-sized towns in France, such as Rouen, Amiens and Saint-Etienne. There are now ** Biltoki halls spread across the country, with over **,***m* of halls and around ** restaurants.

In contrast, Food Society, ...

4.1 The variety of Food court offerings

First of all, it's important to distinguish between the different "food court" formats that exist. Indeed, the terms "food court" and "food hall" can be confusing for some people, as they are often used interchangeably, even though their concepts are different.

A food court is a commercial space that brings together several fast-food chains and fast-food outlets, with a primary focus on service efficiency. The emphasis is on speed and convenience rather than atmosphere or decoration. Customers generally come to eat quickly and cheaply.

By contrast, a food hall is a dining space where quality, variety and customer experience are paramount. In a food hall, it's not just a question of eating, but also of enjoying a real experience of discovery. The various food stands offer quality dishes prepared with fresh and often local ingredients. The emphasis is on atmosphere, conviviality, decoration and the overall customer experience. Food halls can offer international dishes and typical local fare, as well as vegetarian, vegan and gluten-free options.

In addition, although the various food courts seek to differentiate themselves from their competitors, culinary offerings are quite common. We're going to distinguish them into three main families : the inevitable, the frequent and the rare.

4.2 The forces at work

Since **** and the premiere of a food court in Paris, and the successive openings of the first food courts in major provincial cities such as Marseille, Lyon and Lille, establishments have begun to expand into smaller towns. Indeed, the first food courts in Nantes, Avignon and Toulon opened between **** and ****. However, food courts no longer seem to be the exclusive preserve of large metropolises, with plans to open in medium-sized towns such as Sarreguemines, Annecy and Roubaix.

Today, France, with over ** food courts spread across the country and new projects in the pipeline, seems to have been won over by this new catering model. Although Covid put a stop to the number of people visiting and setting up this type of establishment, the trend is to pick up again, with **** representing the record year in terms of the number of openings. In fact, ** projects were launched in ****, compared with * in **** and ** in ****.

On the other hand, today's national territory is criss-crossed by an extensive network of food courts, and the market may be reaching saturation point, as evidenced by the drop in the number of projects coming on stream in **** and ****.

Number of food court openings France, **** - ****, in units [***]

*The ...

4.3 A wide price range

The restaurant industry uses a variety of price positioning strategies based on the socio-demographic criteria of its clientele. Indeed, restaurant prices are often adapted to the purchasing power of the clientele and their level of expectations. Upscale restaurants, for example, target a wealthy clientele and charge high prices to justify the quality of their cuisine, service and surroundings. Low-cost restaurants, on the other hand, appeal to a more modest clientele , offering simple, inexpensive menus. For example, food courts hope to attract a lunchtime office clientele by offering fast, low-cost service. In addition, some restaurants offer preferential rates for students, senior citizens or families, in order to win their loyalty.

In short, the pricing strategy of restaurants is closely linked to their target clientele and local competition, and this model extends to foodcourts. Depending on whether you're targeting a clientele in the chic *th arrondissement of Paris or a foodcourt in a business park on the outskirts of Poitiers, the menus and prices offered will be very different. What's more, in some foodcourts, such as Galeries Lafayettes or La Grand Epicerie in Passy, the restaurant offer is complemented by a host of high-end gourmet delicatessen stands. As a testament to their desire ...

5.1 Hygiene and drinking

The bpifrance website describes how fast-food establishments can be either artisanal or commercial in nature.

Hygiene and safety standards for commercial fast-food establishments are similar to those for traditional catering, and are detailed on the public service website. These standards cover several aspects such as :

premises equipment staff hygiene, drinking water supply, food storage and preservation, waste management, health declaration and controls.

Fast-food outlets must also comply with regulation ***/**** of April **, **** on the safety of perishable products.

Since ****, restaurateurs have been required to display the "home-made" logo or statement on their menus. In addition, the **** Egalim law requires all restaurateurs to provide a "doggy bag" or "gourmet bag" to all customers wishing to take away their dish, as of July *, ****.

Drinks outlets:

If a restaurateur wishes to offer drinks on his menu, he must hold two liquor licenses. For on-premises consumption, the "on-premises consumption" license is required. There are also four types of license for alcoholic beverages:

the category * license, for the sale of non-alcoholic beverages, the category * license, for the sale of non-distilled fermented alcoholic beverages, the category * license, for the sale of vins doux naturels, wine-based aperitifs and liqueurs, the category * license, for the sale of spirits distilled from ...

5.2 Payment by meal voucher

According to the Labor Codeany employer with more than ** employees is required to provide a catering service:

distribution of luncheon vouchers, setting up a company canteen, setting up an inter-company restaurant.

Since March ****, luncheon vouchers can only be used in supermarkets to buy sandwiches, fresh, frozen or canned ready-made meals, or prepared salads. Alcohol cannot be purchased with these vouchers.

Employers can set the amount of luncheon vouchers as they wish, but in general they are rarely worth more than €**.**, averaging around €*. Employers and employees co-finance the luncheon vouchers, with a legislated funding rate of between **% and **% of the voucher's value. Employers can benefit from an exemption from social security charges and tax on their contribution, with a ceiling of €*.** per voucher in ****. Catering establishments are free to accept them or not, but as soon as they display them somewhere on their frontage they can no longer refuse them.[***]

Food court kitchens can therefore decide whether or not to accept this means of payment. However, if they do, they must comply with current regulations.

5.3 Waste management

Since ****, restaurants, school canteens and food shops that produce more than ** tonnes of waste per year have been required to set up a system for collecting, cleaning and storing reusable crockery. Establishments that fail to meet this obligation are liable to a fine of up to **,*** euros.

In addition, the Food Law of November *, **** requires on-site catering professionals to provide a doggy bag to customers who request one from July *, ****. The reference text relates to law no. ****-*** of October **, ****.

The **** Antigaspillage pour une économie circulaire (***) law requires the use of reusable crockery in fast-food outlets, school canteens, company restaurants and cafeterias since January *, ****. Paper packaging for burgers and sandwiches remains authorized, however. This measure aims to reduce waste production and encourage the reuse of materials.

6.1 Segmentation

*Sales and number of restaurants are calculated without the openings planned for ****.

** La Grande Epicerie is not considered a leader, as the company generates most of its sales from food and delicatessen products.

• Biltoki
• Food Society
• La Felicità
• Food Traboule
• La Grande Épicerie de Paris
• Géraud Groupe