The subscription catering market - France

1.1 Definition and scope of study

just like subscription services for gyms, telephony or music/video streaming platforms, the subscription-based catering market is beginning to develop in France. This formula is already popular with Americans, who have been accustomed to online subscriptions for longer. In 2019, Americans spent an average of €640 on digital subscriptions each year.

The idea behind subscription dining is simple: a monthly subscription to a restaurant chain that allows daily access to part of the menu for free or at a reduced price.

This initiative, which emerged in the United States in the 2000s, has recently enjoyed a revival. A number of independent groups and major brands, such as Del Arte in France and Taco Bell in the USA, have entered the subscription restaurant market between 2021 and 2022.

The subscription catering market attracts restaurant chains looking to build long-term customer loyalty with subscriptions ranging in price from €5 to €35 per month, depending on the offer.

The cheapest subscriptions offer daily benefits such as free drinks or appetizers, discounts and exclusive promotions. This type of low-cost subscription is very attractive for retailers, as it attracts customers who are more likely to consume the rest of the menu, which is not subject to the benefits of the subscription. A bakery chain that opted for a monthly subscription of unlimited hot beverages for €9 a month found that 70% of subscribers came to collect their free beverage and used the opportunity to buy another product from the bakery.