In a challenging economic context, restaurants are feeling the brunt of customer discontent regarding the rise in prices. Food lovers, frustrated by soaring bills, are starting to rethink their dining out experiences. This change in behavior, affecting even families that were still considering outings, reveals a new relationship with the costs of dining. Customers, tired of excessive prices, are increasingly turning to other alternatives, thereby redefining their priorities.
Why are the French disengaging from restaurants?
A new study conducted by Gira Conseil reveals that two-thirds of consumers have recently reduced their dining out. The reasons cited are varied, but the rise in prices is the main one. Over the past few years, many establishments have increased their prices, leading to an adjustment in the eating habits of the French. The middle classes and households with children seem particularly affected by this shift.
A Caesar salad that once cost 14 euros is now just a distant memory: this dish is currently priced around 17.50 euros. Whole families hesitate to step through the doors of restaurants for fear of blowing their budget. Traditional restaurants are thus suffering from a loss of appeal compared to cheaper options like cafés-bakeries, which offer a more pleasant atmosphere and more accessible prices. The challenge is enormous for restaurateurs looking to adapt to these new trends.
How does the crisis influence consumer choices?
Today’s consumers are facing a difficult economic reality. Food expenses are continually rising, and this inflation is particularly felt during meals outside. 75% of the French have changed their consumption behaviors, which translates into a significant decline in restaurant attendance. For economic reasons, many prefer to reduce the frequency of their outings or opt for more economical dining options.
Consumers are showing a desire to control their budgets when it comes to lunchtime breaks. Takeaway establishments are gaining more and more customers, as they are seen as practical and economical solutions. Restaurateurs must therefore rethink their offerings to appeal to an increasingly demanding audience regarding value for money.
What impact does the quality of dishes have on customer decisions?
The perceived quality of dishes also has a strong impact on customers’ decisions to venture into a restaurant. On the one hand, they seek a gastronomic experience that justifies the high price. On the other hand, when they notice a certain standardization of products, disappointment is immediate. The example of mussels and fries at 21 euros has been cited by many dissatisfied customers who notice a reduction in quality compared to the price.
Customers want culinary expertise and quality ingredients. Here are some strategies that restaurateurs should consider:
- Offer seasonal menus at attractive prices.
- Highlight local and superior quality ingredients.
- Provide family meals to meet the economic needs of families.
How is telecommuting changing our eating habits?
The rise of telecommuting has redefined the practices of employees, who are finding themselves having lunch at home more frequently. Couch-surfing, improvised lunches in the kitchen are replacing traditional lunch breaks at restaurants. Workers who stay home have little incentive to leave their houses for meals, thus reducing the clientele for establishments.
This phenomenon has consequences for the restaurant market, forcing owners to find new ways to attract them, such as:
- Offering promotions on takeaway meals.
- Creating partnerships with local businesses for business lunches.
- Developing events around gastronomy to restore customer engagement.
How do prices influence restaurateurs’ decisions?
Prices in a restaurant are not set arbitrarily. Restaurateurs must adapt them based on several factors: the cost of raw materials, fixed expenses, and staff salaries. However, the rise in these costs poses a real dilemma for restaurants. How can they justify a price adjustment without losing customers?
The answer is not simple, but precise communication about the reasons for the increase could help them maintain a loyal clientele. Restaurateurs must balance what they want to offer and what customers are willing to spend, all while keeping in mind:
- The necessity to explain price increases through the customer experience.
- The possibility of adjusting portions to give a better perception of value.
- The promotion of fixed-price menus to reassure budget-conscious clientele.
What alternatives do customers choose to avoid paying high prices?
Faced with the pressure of high prices in restaurants, many customers are turning to other alternatives. Cafés-bakeries, for example, are increasingly emerging as a popular option, providing a friendly atmosphere while remaining affordable. Customers appreciate this hybridization that combines the spirit of cafés and bakeries with reasonable prices.
Customers are seeking more choices, especially as fast food and takeout meals become popular options. They want a quality experience without the cost associated with dining out at a restaurant. In times of crisis, consumers are getting creative and turning to:
- Homemade meals.
- Home deliveries offered by digital platforms.
- The “#mealprep” trends on social media in favor of prepped cuisine.
The current situation of restaurants is alarming, both for professionals and customers. With a rise in prices of nearly 12% on the menu in 2022 and 8% in 2023, many consumers hesitate to go out. This reality leads to a true behavioral transformation: two-thirds of the French have recently reduced their outings to restaurants, highlighting cost as the main reason.
Cafés-bakeries, on the other hand, are gaining popularity by offering a more economical alternative. Viewed as friendly and accessible, they manage to attract a clientele that is fleeing traditional restaurants due to high prices. Customers are now looking for a dining experience that combines quality and reasonable prices, a challenge that restaurateurs must meet.
The economic situation, marked by rising food costs and fluctuations in energy prices, forces establishments to reconsider their pricing strategies. Restaurateurs must be resourceful to maintain their appeal while managing tighter budgets, at the risk of losing their clientele.
