En la siguiente presentación encontrará cifras a 2015 del food service en Colombia, tales como: crecimiento del PIB, empleo, inflación, precio del dólar, entre otras.

1. Por: Mariano Arango Londoño
Gerente de contenido
Axioma Comunicaciones
Entorno del foodservice
2015 para la toma de
decisiones

3. Condiciones económicas
• Crecimiento del PIB 2015
• Empleo / desempleo
• Inflación / Coyuntura o tendencia?
• Precio del dólar

7. Empleo
Año 2010 2011 2012 2013 2014
PEA 22.2 22.65 23.1 23.55 24
# O 12.32 12.98 13.23 13.77

10. Datosmacro.com

16. Esto nos lleva a
que…..

17. Clase media y estrato 6 se duplican
• La clase media pasó de representar el 16,3 % al
30% de la población entre 2002 y 2013.
• Esto representa 15 millones de colombianos que
ganan entre $450.000 y $2,5 millones
mensuales.
• En este plazo el ingreso per cápita real de los
hogares creció 36 %.
• Hoy son suficientes 40 salarios mínimos para
comprar un automóvil nuevo, cuando en el año
2000 se requerían 72. Por ello, 300.000
colombianos se hacen a vehículo cada año.

19. Un paralelo
1 restaurante por cada 320 habitantes

20. Un paralelo
22%
COLOMBIA
2014 COLOMBIA
De 23 en
2010 a 30.7
en 2014
Cuántos restaurantes hay en Colombia?
60.000 – 80.000 – 120.000 – 230.000
Es decir 1 restaurante cada
800 – 600 – 400 – 208

21. Los enanos se crecieron
• Don Jediondo 31.800 en 8 años
• Rancho de Jonás de 1.400 a 7.400
• Noel R. Eusse de 1.900 a 50.000
• PPC de 3.350 a 17.200
• HRC de 4.300 a 13.500
• OMA de 18.400 a 105.700
• Avesco de 30.500 a 145.000
• Frisby de 46.000 a 191.000
• 45 res 470.000 millones
• Los 1ros 45 hacen 2.1 billones

22. Lluvia de Hamburguesas
30,7 Billones
C.I.A. 15% C.F.H. 6,21%
ALIMENTOS 28%
del gasto
Compras en insumos 40% de las ventas

24. 1. Lights! Camera! Action!
Dining is no longer just a personal
experience, but a staged event that imparts
bragging rights. Plating and lighting are
increasingly designed with phone snapshots
and social-media sharing in mind.
Customers collaborate to put on the show;
menus, marketing, even charitable efforts
are crowdsourced.

25. 2. Small-minded.
Small is in: Diners demand petite plates and
flexible portions; units are smaller with
shrunken, laser-focused menus, multi-use
equipment and expanded hours to leverage
fixed costs; labor pressures mean leaner
staffing and more technology (though a
backlash is brewing as many diners seek to
unplug and be waited on).

26. 3. Foodservice everywhere.
Alternative forms of foodservice swallow
share—from retailers' ever-more-sophisticated
onsite restaurants to fresh-food-and-drink
vending to enterprises that deliver ingredients
to your door. Meanwhile, in the restaurant
world, fast casual shakes out, segment lines
blur further, pop-ups proliferate and demand
for tech-enabled delivery heats up.

27. 4. Signature beverages.
Cocktails may come in kegs; classics like the
Negroni ride the retro wave but get
competition from new wine, beer and cider
cocktails; flavorful and flavored whiskeys trend
up along with spiced rums and liqueurs.
Operators are increasingly differentiating
themselves with non-alcohol drinks, too—from
handcrafted or small-batch sodas to pressed
juices to health-halo teas.

28. 5. There's something about Asia.
Asian foods have been trending for years, but
the world's biggest and fastest-moving
continent always delivers something new. In
2015, look for the breakout of Korean,
mainstreaming of Vietnamese and upscaling of
spicy ramen noodles, the quintessential Asian
street food.

29. 6. Bitter is the new bold.
Look for darker coffees, deeper chocolates,
next-gen cruciferous veggies like cauliflower
and collard greens, hoppy beers and cocktails
with the bite of bitters.

30. 7. DIY health.
More consumers care about healthy eating—
but what does that mean to them? Menus
increasingly display pick-and-choose options
for everyone from gluten-free eaters to
vegans to paleo-diet partisans; offerings are
switched out as nutrition fads and fashions
come and go.

31. 8. Micro-local.
The stay-close-to-home spirit heightens interest in
everything from house-purified water to regional
seafood to locally manufactured products like beers
and liquors. Even as the supply chain consolidates,
specialty and citywide distributors gain share. An
"anti-chain" ethos prompts chains and multiconcept
operators to debut quasi-independent restaurants
fine-tuned to local market demands.

32. 9. Up with people.
The meaning of corporate social responsibility
evolves as consumer concerns shift to the
human factor. Diners care that restaurants
deal fairly with their employees and offer
opportunities for advancement. Others in the
food chain also gain visibility as farmworker
and Fair Trade movements win victories.

33. 10. Channeling Z.
The challenge of appealing to all ages
intensifies as younger diners step up demands
for speedy high-tech service, heightened
experiences, louder music and kinetic visuals...
and a new teen cohort of digital natives begins
to make its voice heard.

34. Colombia Realidad 1
• Espacio para crecer en un segmento más bajo
que el que ofrecen las cadenas. 8 – 10 mil
• Domicilios, take away.

35. Colombia realidad 2
• Restaurantes independientes administrados por su
propietario.
• Pizza One almond crust
• Subir el nivel. Better Burger, Better Pizza, Better
chiquen.

36. Si todo crece, por qué nosotros no?
• Los competidores
crecen más que la
torta.
• Proveedores locales
Vs Importadores
• Sustitutos entran al
juego.

37. 1. Precio… pero
distinto
• Flexible y móvil

38. 2. Antes de
exportar… Sustituir
importaciones

40. Qué se aprende de
vender cervezas en
un pub?

41. 3. Doblar la
apuesta

42. 4. Más que un
canal de ventas

43. 5. Cuidar la caja y
pensar a mediano
plazo
Hacerle una fiesta de despedida a los clientes zafiro….