Market Trends of netherlands foodservice Industry
Full service restaurants dominate foodservice landscape in the Netherlands, driven by improved customer experience
- The foodservice industry in the Netherlands is primarily dominated by full service restaurants, followed by quick service restaurants and cafes & bars. Full service restaurants experienced a growth of 2.32% in terms of outlets during the study period. This growth can be attributed to the increasing focus of FSR businesses on providing customers with a satisfying dine-in experience, particularly as people seek more experiential options post the COVID-19 pandemic. Improved menu offerings and competitive pricing have also played a role in influencing customers' restaurant choices.
- Within the cafes & bars sub-segment, bars & pubs accounted for over 49% of the outlets in 2022, while cafes represented 41%. The abundance of bars & pubs in the Netherlands can be attributed to the vibrant nightlife culture in Dutch cities. This trend has led to a proliferation of nightclubs, pubs, and sports bars across the country. The number of pubs is steadily increasing, and as of 2021, there were 923 breweries, including microbreweries, which serve beer directly to customers.
- Cloud kitchens are expected to be the fastest-growing segment, projected to record a CAGR of 8.45% in terms of the number of outlets during the forecast period. The cloud kitchen model has become a popular choice for entrepreneurs and businesses due to its lower initial capital expenditure requirements and reduced fixed costs, such as labor charges, property taxes, and depreciation. Major fast-food brands may also consider transitioning to cloud kitchens as more people continue to prefer ordering in rather than dining out. However, a significant challenge in the cloud kitchen model is its dependence on online food delivery platforms, which are key stakeholders in the business.
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FSR dishes drive high average order value in the Netherlands, with tandoori chicken and kapsalon leading the way
- In 2022, full service restaurants (FSR) had the highest average order value compared to other foodservice types, with a price of USD 26.88. The rise of chef-driven dining-out restaurants can be attributed to the increasing number of professionally trained chefs and celebrity chefs who are capitalizing on the growth opportunities provided by FSR. Automation and technological advancements in FSR establishments have streamlined preparation, service, and delivery processes, enhancing customer experience through easier ordering and payment capabilities via streaming apps. Popular dishes offered by FSR cuisines include Tandoori Chicken and Kapsalon, priced at USD 11.5 and USD 11.30 per 300 g, respectively.
- In the Netherlands, the popularity of meat-based cuisines has led restaurant chains to expand their menu selections. On average, a person in the country consumes 76 kg of meat per year, resulting in a rising demand for meat-based dishes. As a response, many quick service restaurants (QSR) and FSR establishments have included fried chicken dishes in their offerings. The Chicken Tinder, Chicken Biryani, and Tandoori Chicken dishes are priced at USD 13.5 per 300 g, representing half the average order value of QSR in the country. This shift in consumer demand may drive competition among operators to provide the most satisfying offerings. Due to people's busy schedules and the increasing penetration of e-commerce channels, the demand for cloud kitchens is expected to rise. The introduction of platforms like Uber Eats, Deliveroo, and Thuisbezorgd has fueled the growth of online meal delivery, creating a need for cloud kitchens. In 2022, the average order value of cloud kitchens was USD 10.48. Popular dishes such as Burgers, spring rolls, pizzas, and chicken nuggets are priced at around 50% of the average order value.
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