【爱马斯全球】2018年，食品服务业的主要发展趋势

A look at the top food service trends for the year ahead reveals the resilience of the industry in the face of economic or political uncertainty. Faithful to the principles of the so-called “lipstick effect,” consumers might be prepared to tighten the belt in some areas, but remain reluctant to sacrifice simple pleasures. In fact, dining out grew globally at5.6% in 2017, and will continue to do so as markets in Asia and the Middle East join mature markets in Europe and North America.

展望未来一年餐饮服务业的主要发展趋势，我们会发现，即使经济及政策不确定，这个行业仍表现出一定的自我修复能力。根据“口红效应”，消费者在某些方面可能会勒紧裤腰带，但不太可能会放弃那些基本的娱乐活动。事实上，2017年，全球外出就餐的比例增长了5.6%，并且，随着亚洲和中东地区在逐步向欧洲和北美的成熟市场看齐的过程中，会继续保持增长。

Food service distributors can reap the rewards, providing they adapt to an emerging market of empowered, informed consumers. That means keeping an eye of the following trends…

餐饮服务业的经销商若能够顺应新兴的“消费者拥有知情权”的市场，他们将从中获利。这就促使他们会保持对以下几个发展态势的敏感度。 

The rise of food halls兴起的美食广场

Bringing a new concept to market remains a costly, risk-laden enterprise, typically taking several years to break even. In response, food service operators are exploring more agile approaches to develop menus and distribution without incurring heavy opening costs. Minitel notes the growing popularity of food incubators and co-op cuisine, which allow businesses to test and refine a concept without investing heavily in a permanent location.

向市场引入新的概念，对企业来说，仍旧是一个高成本高风险的行为，通常需要花费几年的才能实现收益。为此，餐饮服务商正在探索更加灵活的方法，来开发新的菜单和食物供给量，以避免高昂的开业成本。Minitel发现，食材育成中心和共享厨房已经成为趋势，这就使得企业在尝试和优化一个新概念时无须承担高昂成本。

One in 10 U.S. consumers have dined out at a food hall, while pop-up restaurants continue to penetrate the traditional dining landscape. Shared kitchens allow independent operators to keep the cost of utilities and disposables in check, leverage better economies of scale, and focus on differentiation through the menu. For the food service distributor, there is the opportunity to service a collective operation more efficiently and economically through discounted orders.

在“游击式餐厅”继续向传统餐饮场所渗透时，仍有十分之一的美国消费者会选择在美食广场就餐。共享厨房为独立的商家提供了控制工具和耗材成本、拥有更经济的场所和专注菜单差异化的可能。通过打折，餐饮服务商能够更有效、更经济地实现经营集约化。

Flexible dining灵活就餐

While consumers are still only testing the waters with food halls, they have already taken the plunge when it comes to off-premises dining. Neighborhood and chain restaurants face unprecedented competition from non-traditional sources as consumers look for new formats, flexible options, and choices that meet their personal schedule.

尽管消费者对于美食广场还处在观望阶段，但当要外出就餐时，他们已经接受了这一看似冒险的形式。消费者在寻求能够满足他们日程安排的，新兴的，灵活的、非传统的就餐形势时，让周边及连锁类的餐馆面临着前所未有的竞争压力。

Food service operators should re-evaluate the distinction between the menu and the dining experience they offer because the two are no longer necessarily synonymous in the eyes of the consumer. Particularly in larger cities where there is a network of gig economy delivery options, customers expect the option of ordering directly from a restaurant for dining at home. As a result, food service operators need to invest in their online presence to make sure they can be found easily, and accept payments securely. Those establishments that pride themselves on their service and décor may bristle at the prospect of an invisible customer base, but a loyal online following that shares good reviews is as important today for reputation as word of mouth.

餐饮服务提供商应该重新审视菜单和就餐体验之间的区别，因为在消费者眼中，这两者不再是同义词。尤其是在网约餐发达的大城市，消费者希望餐厅有外卖配送服务。如此，餐饮服务商就要布局线上业务，以期获得曝光量和保证支付安全。那些对自身服务和就餐细节颇为自信的餐饮企业将会布局网上这些看不见的消费群体，但是拥有一位忠实的线上追随者，能够分享良好的评论，对口碑来说同样很重要。

Dining out as entertainment外出就餐娱乐化

By extension, when we do choose to dine out on premises, we want more from the experience. Driven most notably by millennials, consumers are looking for a dining experience that is not just satisfying, but shareable. Marketing-savvy chain restaurants are already responding to the demand for signature dishes that translate well to Instagram or Facebook with eye-catching creations, bold serving suggestions, and dishes that evoke well-being and healthy eating. Consumers will pay higher margins for items that carry a so-called “social media halo,” whether the much-maligned avocado on toast or the deconstructed burger.

但我们选在户外就餐时，我们自然而然就会想要得到更多的体验。特别是受“千禧一代”的影响，消费者寻求的就餐体验已经不仅要有满足感了，而且还要共享感。精明的连锁餐厅的商家，已经将视觉营销、推荐营销、丰富菜肴等方式，用于在INS和脸书上传播的很好的招牌菜，以体现出健康饮食的效果。消费者将为那些所谓的“网红菜”——不管是饱受诟病的鳄梨吐司还是分层汉堡，付更多的费用。

For the food service operator, the rewards can be far greater than any paid advertising strategy or glowing review from a food critic. Millennials lean heavily on social media when it comes to choosing where to dine out, so adapting the menu to chime in with their preferences boosts visibility at negligible extra cost.

对于食品服务商家，这种方式比起采用任何付费广告和美食家评论的汇报要有效的多。在社交媒体上，选择哪里就餐方面，“千禧一代”占据主导地位。所以，为增加曝光量，根据他们的喜好调整菜单而产生的费用可以忽略不计了。 

Healthy, ethical dining健康、文明就餐

It’s hardly controversial to point out that healthy eating has proven to be much more than a passing fad. In fact, 74%of consumers today identify healthy food as a priority when choosing where to dine out.

健康饮食从来都不是一时的时尚，这一点没什么好争议的。事实上，如今74%客户在选择外出就餐时，食品的健康是首项指标。 

Food service operators can drive popularity by sourcing from local producers or even urban farm sources, and by preparing in-house menus from scratch. Consumers are looking for local food with a story, and a more nuanced narrative at that, one that highlights not just the farm fresh origin of the product, but also its values, ethical pedigree, and sustainability.

食品服务商家可以通过从当地生产商或者城市农场来采购（食品），同时重新准备一份内部（采购）单。客户越来越关心本地食品背后的故事，最好细节地描述，这样不仅能够强调产品从农产直采的新鲜感，也能表述食材的价值、属地和品质稳定性。

The successful “farm to fork” journey is now being joined by the rising popularity of “trash to table.” Empowered consumers want to see their loyalty translate into sustainable initiatives, whether it is waste cafes creating dishes from food discarded by the large retailers, or restaurants developing their own in-house fermenting, curing, and pickling operation.

 “农场到餐桌”的成功的流程中，已经纳入了人气高涨的“将食物从垃圾填埋场引回餐桌”项目。不管是小型餐馆利用大型零售商多余的食材做菜肴，还是餐厅自己从发酵、烘烤、浸泡的过程里，消费者都希望看到他们对其的忠诚度能够转化进入可持续发展项目中。

The driving force behind sustainable dining, according to Forbes, is an influx of college-educated, tech-aware talent into the food service sector. The number of farmers under 35 is actually growing, according to the USDA, but these younger producers are developing innovative vertical farming models with a heavy focus on plant-based, sustainable agriculture. Food service distributors, therefore, have a rare opportunity to reach out to a new generation of thought leaders in order to develop fresh approaches to supply chain and sustainability.

根据福布斯称，可持续餐饮的驱动力需要有高教育的、拥有科技意识的人投入到食品服务行业中来。根据USDA(美国农业部有机认证）报告，35岁以下的农民数实际在增长，但是这些年轻的生产者正开发创新的垂直农业模式，将重点放在以植物为基础的可持续农业上。因此，食品服务经销商会有一个千载难逢的机会与新一代的领导者接触，来开发新的供应链和可持续性方法。

Click and collect点击收藏

As Forbes notes, the biggest supermarket chain on the planet will soon be in our homes. Thanks to the rise of the Internet of Things, by utilizing Amazon’s Alexa AI, consumers will soon be accustomed to automated reordering of staples and disposables, while distributors will capitalize on the power of personalization and big data.

正如福布斯指出，最大的连锁超市将在很快在这个地球建立。这都得益于互联网的兴起，通过亚马逊人工智能，客户很快就会习惯自动化订购主食和一次性用品，而经销商将会充分利用个性化和大数据的力量。

ECommerce presents enormous opportunities for local producers and farmers, who often struggle to compete for shelf space in traditional retail outlets. Establishing a visible online presence is the easy part, with the greater challenge presented by distribution and delivery. Not surprisingly, the food distribution giants have already recognized the appeal of niche producers, and continue to snap up artisanal brands into their portfolio rather than invest in the R&D to create new lines. But the big distributors do not hold the balance of power locally, and smaller distributors can take advantage of a cost-effective route to market through eCommerce.

在传统零售业，当地生产者和农民常为了争夺货架空间而不断竞争，如今，电子商务给到他们巨大的机会。在网上展示产品相对容易，做好配送就会具备挑战了。那么，食品经销商巨头已经意识到了商机，并将继续投资手工品牌而不是投资研发新的生产线。但是，食品经销商巨头并不会保持当地的权责利平衡，较小的经销商可以通过电子商务，利用成本较经济的方式打入市场。

Conclusion结论

Automation, online ordering, and collective kitchens might present a strange, perhaps terrifying, landscape to the traditional food service operator, but ironically the overall trend is for food service to come full circle with a return to farm-fresh menus made from scratch. Family-owned businesses are still the pillar of food service distribution. Based on the trends highlighted above, the onus isn’t on food service operators to change their offering, but rather to embrace more disruptive approaches to interacting with their customers.

自动化、在线下单和共享厨房可能会对传统的食服务商家带来一种奇怪的、也许可怕的情况，但讽刺的是，对于餐饮服务的整体趋势是一开始就要回归到食材新鲜的角度上来的。家族企业仍然是食品服务经销的支柱。如上强调，食品服务提供商并没有衣物改变他们的供给按时，但是需要用创造性的方式来和客户沟通。