Por: Mariano Arango Londoño Gerente de contenido

Axioma Comunicaciones

Entorno del foodservice 2015 para la toma de

decisiones

Condiciones económicas

• Crecimiento del PIB 2015

• Empleo / desempleo

• Inflación / Coyuntura o tendencia?

• Precio del dólar

Empleo

Año 2010 2011 2012 2013 2014

PEA 22.2 22.65 23.1 23.55 24

# O 12.32 12.98 13.23 13.77

Datosmacro.com

Esto nos lleva a que…..

Clase media y estrato 6 se duplican • La clase media pasó de representar el 16,3 % al

30% de la población entre 2002 y 2013. • Esto representa 15 millones de colombianos que

ganan entre $450.000 y $2,5 millones mensuales.

• En este plazo el ingreso per cápita real de los hogares creció 36 %.

• Hoy son suficientes 40 salarios mínimos para comprar un automóvil nuevo, cuando en el año 2000 se requerían 72. Por ello, 300.000 colombianos se hacen a vehículo cada año.

Un paralelo

1 restaurante por cada 320 habitantes

Un paralelo

22%

COLOMBIA 2014 COLOMBIA

De 23 en 2010 a 30.7

en 2014

Cuántos restaurantes hay en Colombia? 60.000 – 80.000 – 120.000 – 230.000 Es decir 1 restaurante cada 800 – 600 – 400 – 208

Los enanos se crecieron

• Don Jediondo 31.800 en 8 años • Rancho de Jonás de 1.400 a 7.400 • Noel R. Eusse de 1.900 a 50.000 • PPC de 3.350 a 17.200 • HRC de 4.300 a 13.500 • OMA de 18.400 a 105.700 • Avesco de 30.500 a 145.000 • Frisby de 46.000 a 191.000 • 45 res 470.000 millones • Los 1ros 45 hacen 2.1 billones

Lluvia de Hamburguesas

30,7 Billones

C.I.A. 15% C.F.H. 6,21%

ALIMENTOS 28% del gasto

Compras en insumos 40% de las ventas

1. Lights! Camera! Action! Dining is no longer just a personal experience, but a staged event that imparts bragging rights. Plating and lighting are increasingly designed with phone snapshots and social-media sharing in mind. Customers collaborate to put on the show; menus, marketing, even charitable efforts are crowdsourced.

2. Small-minded. Small is in: Diners demand petite plates and flexible portions; units are smaller with shrunken, laser-focused menus, multi-use equipment and expanded hours to leverage fixed costs; labor pressures mean leaner staffing and more technology (though a backlash is brewing as many diners seek to unplug and be waited on).

3. Foodservice everywhere. Alternative forms of foodservice swallow share—from retailers' ever-more-sophisticated onsite restaurants to fresh-food-and-drink vending to enterprises that deliver ingredients to your door. Meanwhile, in the restaurant world, fast casual shakes out, segment lines blur further, pop-ups proliferate and demand for tech-enabled delivery heats up.

4. Signature beverages.

Cocktails may come in kegs; classics like the Negroni ride the retro wave but get competition from new wine, beer and cider cocktails; flavorful and flavored whiskeys trend up along with spiced rums and liqueurs. Operators are increasingly differentiating themselves with non-alcohol drinks, too—from handcrafted or small-batch sodas to pressed juices to health-halo teas.

5. There's something about Asia. Asian foods have been trending for years, but the world's biggest and fastest-moving continent always delivers something new. In 2015, look for the breakout of Korean, mainstreaming of Vietnamese and upscaling of spicy ramen noodles, the quintessential Asian street food.

6. Bitter is the new bold. Look for darker coffees, deeper chocolates, next-gen cruciferous veggies like cauliflower and collard greens, hoppy beers and cocktails with the bite of bitters.

7. DIY health. More consumers care about healthy eating—but what does that mean to them? Menus increasingly display pick-and-choose options for everyone from gluten-free eaters to vegans to paleo-diet partisans; offerings are switched out as nutrition fads and fashions come and go.

8. Micro-local. The stay-close-to-home spirit heightens interest in everything from house-purified water to regional seafood to locally manufactured products like beers and liquors. Even as the supply chain consolidates, specialty and citywide distributors gain share. An "anti-chain" ethos prompts chains and multiconcept operators to debut quasi-independent restaurants fine-tuned to local market demands.

9. Up with people. The meaning of corporate social responsibility evolves as consumer concerns shift to the human factor. Diners care that restaurants deal fairly with their employees and offer opportunities for advancement. Others in the food chain also gain visibility as farmworker and Fair Trade movements win victories.

10. Channeling Z. The challenge of appealing to all ages intensifies as younger diners step up demands for speedy high-tech service, heightened experiences, louder music and kinetic visuals... and a new teen cohort of digital natives begins to make its voice heard.

Colombia Realidad 1

• Espacio para crecer en un segmento más bajo que el que ofrecen las cadenas. 8 – 10 mil

• Domicilios, take away.

Colombia realidad 2

• Restaurantes independientes administrados por su propietario.

• Pizza One almond crust • Subir el nivel. Better Burger, Better Pizza, Better

chiquen.

Si todo crece, por qué nosotros no?

• Los competidores crecen más que la torta.

• Proveedores locales Vs Importadores

• Sustitutos entran al juego.

1. Precio… pero distinto

• Flexible y móvil

2. Antes de exportar… Sustituir

importaciones

Qué se aprende de vender cervezas en

un pub?

3. Doblar la apuesta

4. Más que un canal de ventas

5. Cuidar la caja y pensar a mediano

plazo Hacerle una fiesta de despedida a los clientes zafiro….