A bright horizon for the food service

The food service segment has been growing consistently at the average rate of 14.7% per year, according to data from Abia (Brazilian Association of Food industries), more expressive value that the presented by food retail channel (10.8%) and three times higher than the increase in GDP (gross domestic product) in the last five years.
In 2013, 32.9% of the food consumption of the Brazilian population was done away from home-in 1995, that number was 19%, a dizzying growth and solid, that points to the potential for development of this market. According to Ibope, in 2014 the expense on food outside the home in Brazil can reach 38%.
That percentage is an average, and the Southeast have levels above. On the observation by social class there is also a considerable difference. Class A 51.2% of their spending devoted to food outside the home, while the class and applies only 18%.
The food service market, according to the Abia, won in 2013, R$116,5 billion, an increase of R$16 billion compared to the previous year (in 2012 was registered R$100,5 billion).
"We've prided ourselves on thread and keep our focus on food service. A proof of the positive time is the advent of large international networks for Brazil, as Wendy 's, Red Lobster, Quizno 's, Carl's Jr. and Johnny Rockets, which shows that foreign investors also believe in the growth and success that channel, "says Fernando Munhoz, national sales manager of FoodService McCain.
Optimistic scenario
Despite the slight slowdown in growth last year, reflecting the high cost of food outside the home-the price of food rose above inflation, particularly in the last 12 months, the major players and industry experts ensure that the market will continue to warm.
Some barriers bar a even greater development of the segment, as high rates levied on food, inflation, bureaucracy, rigor of legislation, legal uncertainty, lack of security by generating fear to leave their homes in the population, among many other problems present in many sectors of the Brazilian economy that give "cloth to manga" to many debates. The point is that even in the face of so many mishaps the scenario is quite positive for the sector's future.
"The past year has been marked by major challenges in this market. Inflation in services, occupancy costs of trading spaces and of manpower and reduced income availability impacted negatively on consumption of the new middle class. However, two key issues have led to the increase in quota opts for eating out: the growth of structured networks, increasingly profissionalizadas through franchises, with contracts with medium-term deployment maturity; and the evolution of the shopping center industry, which expands on a large scale, especially in the countryside, "says Ely Mizrahi, Vice President of Food Services of BRF.
Percival Maricato, President of Abrasel-SP (Brazilian Association of bars and restaurants), says that until the first half of 2015 is a moment of readjustment, but then there will be a resumption of the expansion. "This year is of some uncertainties, excessive demonstrations, which reduce a bit of optimism and expansion. But this situation is temporary, passing the Cup and elections, there will be a degree of stability. The Country has no problem macro, in the middle of next year the economy stabilizes and overcome the difficulties.
Sergio Molinari, Managing Director of GS Foodservice & MD-Gouvea de Souza, and predict a growth continuity Maricato above inflation. "Those who invest now can be better prepared for when the market back to a larger expansion pace," advises the President of the Abrasel-SP.
Growth potential
Even with a significant prominence in the national economy, the food service still has great potential for expansion if compared to Europe and United States, where they are intended for 50% to 60% of the food to food consumption outside the home.
"Brazil is still far from reaching those heights, but the trend is that the medium-long term we can achieve those numbers," esteem Jayme Chataque, commercial Manager for Cargill Food Service.
In the United States there are more or less the same quantity of establishments in Brazil, about one million, but the billing is five times greater, which denotes a much higher volume of meals served.
For Molinari, the explanation is on the income of the population. "The Brazilian dedicates a slice more expressive of their budget on food outside the home. We live in a country where the income is still low. The food outside in relation to the rent is cheaper. This is still a lock for the development of food service in Brazil. But the income is growing for ten years, and even to grow a little bit each year, will reflect on the market, which will expand too. "
In comparison with other countries based on purchasing power, Brazil is the second most expensive to eat away from home, meet, trailing behind Germany. In relation to the United States, this is 20% more expensive. The data are from the IFB (Foodservice Brazil Institute).
Areadne Zorzetto, Food Service Product Manager of j. Macedo, believes the American is a benchmark of where we can get in the next 15 years. "With the unemployment rate registering historical low and the good moment of the labour market, the population is buying more and more. However, it is essential that the entrepreneur pay attention to the industry's need for investment to meet this demand, among the aspects to consider are the training of professionals and staff retention ".
Anticipation for the post-
The completion of the World Cup in Brazil has stimulated investment in cities, hotels, shops and every network that supplies the food service, they will leave a legacy for a sector that still has a lot of potential.
"The market tends to heat up more and more, and, after the event, the level of food consumption outside the home will surely be greater than the current. The food service is very dynamic and full of opportunities. Of course, there is still a lot to explore, "said Jayme Chataque.
"We are living a moment of prominence in the development of the food service segment in Brazil. The expectations of the next World Cup events and the Olympics puts the featured segment and generates confidence in this market, "adds Areadne.
Fernando Munhoz emphasizes that Brazil will have high visibility with the big international sporting events. "We believe it is an ideal time to raise the level of attendance of establishments, through the professionalization and development of teams working in establishments".
Portrait of establishments
The segment of food outside the home is significant generator of jobs in the country, accounting for more than 6,000,000 jobs currently. According to Study Trade Channel 2013, the GS & MD-Gouvea de Souza, the churrascarias employ on average 16 employees, à la carte restaurants, bakeries, and 15 with 14, are those who employ professionals today. The following are pizzerias and restaurants self service, with an average of 10 employees, coffee shops/bakeries, 8, convenience store and Deli, and 6 bars/bars, 5.
The research also demonstrated that operators meet 151 customers daily and have physical average capacity to meet consumers ' 89. The churrascarias are establishments with higher occupancy capacity, with an average of 157 seats. Between segments, the bakeries have the highest average consumers, 316 per day. Bars feature smaller, average with 62 customers.
According to the latest study, conducted in February 2014 at IFB, 80% of establishments are independent. If we add to this percentage also establishments that make up small networks of up to five establishments, we reached 93% of establishments characterised by family enterprises and small businesses.
Another important fact in the same direction is the predominance of establishments with revenues rather small, and 64% of them has monthly revenue below $ 50,000.
According to data from the report of the IFB, the Brazilian market is both young and continuous development target: 11% of establishments have less than a year of activity and 41% have four years or less.
Among the features that stand out and that should be observed in enterprises today is the movement connected to expansion of capacity. Today, we found only 5% of establishments with at least four forms of care and other 27% with three channels (see gráficox), numbers that are expected to expand rapidly in the coming years.
Brazil consumer behavior
The IFB held interviews with 5,000 consumers earlier this year, which revealed important data. The frequency with which the Brazilian performs meals outside the home is among the lowest in the world, with 1.3 times/day, taking only those who claim to have accomplished meals away from home.
A relevant statement, which undoes any myth about the direct Association of food service with leisure and entertainment, is that consumption occurs primarily on weekdays (over 70%) and the main moment of meal (called "day-part") is the lunch, with more than 34% of all meals of the day.
It is a highlight for a strong incidence of people who consume an afternoon snack, that already appears as the second most important moment of the day for consumption outside the home.
Among the main reasons that lead a consumer to choose the locations at which performs their meals outside the home, the relationship and convenience are among the three most frequent motivations, with statements like "I like it", "the location is convenient" and "always there", basically the same from other countries where the food service is more developed.
Average spending per meal is $...