Restaurants, because prices continue to rise but the Italians (for now) do not give us up
The increase in prices (+ 6% in a year) supports the turnover but many rooms are at risk of closure. How they are changing – and they will change – consumer behaviors
The Italians spend more and more to eat outside, so much so that, last year, they touched the record figure of 94 billion. It would seem good news for the players (small and large) of catering, but it is not. If, in fact, it confronts the number of companies registered and ceased at the Chambers of Commerce emerges a negative balance of over 19,000 unitsthe most full -bodied of the last decade (source: Catering Observatory of the restaurateur agency).
Prices: + 6% in one year
What happens? How do you explain this phenomenon? It is likely that the increase in the turnover derives above all from the rise in prices applied by most of the activities. A rise that, according to the estimates of the catering observatory, in 2024 stood at the 6% more than 2023 and even 19% more than 2020.
The confirmation comes from the data processed by Ministry of Companies and Made in Italy On Fonte Istat: In March 2021 the average price of pizza, drink and covered in Milan was 10 euros while today exceeds 13 euros. The same situation is recorded in many other Italian cities, such as Venice (from 12 to 14.4 euros) and Naples (from 6.9 to 10.15 euros).
Consumers: selection and diversification
Despite the increases, For the moment the Italians – or, at least, a part of them – do not give up the restaurant. It is, however, predictable that In the immediate future – all the more if the prices continue to rise – Behaviors change.
This does not mean that consumers will stop lunch or dine out. Rather, They will tend to select the offer more carefully, evaluating menu, environment, service and prices according to specific occasions.
So, for example, For a Sunday exit with friends they will be able to opt for a chain hamburgheriawhere maybe thanks to the booking via App they get a discount, while To celebrate a special event they will grant an evening in the Restaurant that combines a trend gastronomic offer with an instagrammable location.
Towards a polarization of the offer?
In this context – that rewards On the one hand the scalable formats, that is, replicable and transformable into chainsand on the other Restaurants designed to ride the hype from novelty – There is Space for other types of clubs?
Certain, It is not easy and much depends on the competitive panoramaintended both at macro level (the city where you operate) and at the micro level (the area/the specific neighborhood). « In Milan the choice of the location is fundamental – explains Eva Isufi, founder of the Platea local – We, for example, privileged one area with a high residential componentso as to build a stable and lasting relationship with customers « .
