Report Summary
“Due to the challenges imposed by the COVID-19 pandemic, the foodservice industry needed, and still needs, to reinvent itself. In addition to a quick adaptation to delivery services and to new consumer routines, the category also needs to deal with tighter household budgets. Making sure its processes meet expectations regarding hygiene levels and social and environmental responsibility is paramount. The growing demand for healthier foods should also be taken into consideration, as well as the search for indulgence and authenticity on special occasions. This is true for both delivery services and physical stores, since now more than ever the foodservice experience goes far beyond the physical space of the restaurant.”
– Ana Paula Gilsogamo, Food and Drink Senior Analyst
This report covers the following issues:
- The impact of COVID-19 on Brazil’s foodservice industry
- Brazilian consumers’ habits and attitudes toward foodservice
- Consumption and perceptions by type of restaurant
- How the eating out/ordering for delivery habits has changed during the COVID-19 pandemic
- Comfort and frequency of eating inside and outside restaurants and bars during the pandemic
- Habits and expectations that consumers intend to maintain even after the COVID-19 pandemic
- Demands and interests of consumers who follow healthy diets
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Definition
- COVID-19: market context
- What you need to know
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Executive Summary
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- Market overview
- The impact of COVID-19 on foodservice
- Figure 1: Predicted impact of COVID-19 in the short, medium and long term on the foodservice category, January 2021
- The impact so far
- Short and medium term (January 2021 to December 2021)
- Figure 2: Comfort, Brazil, November 19-December 2, 2020
- Long term (2022-25)
- Mintel Trend Drivers
- Figure 3: Mintel Trend Drivers
- Challenges
- Economic difficulties should impact the foodservice industry
- Foodservice outlets need to improve their hygiene levels
- Category must be aware of the demand for healthy options
- Opportunities
- Restaurants could offer contact-free solutions to attract customers back to stores
- Delivery services could reduce packaging waste to retain customers who work remotely
- Snack bars could popularize international cuisines
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Market Drivers
- Unemployment, end of emergency aid and high food prices should affect the foodservice category
- Figure 4: Spending priority, eating restaurant food, Brazil, November 19-December 2, 2020
- Remote work can reduce in-store consumption and boost delivery services
- Foodservice should be aware of the increased demand for healthy options
- Sustainability concerns should impact consumer choices
- Unemployment, end of emergency aid and high food prices should affect the foodservice category
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Key Players – What You Need to Know
- Foodservice outlets invest in delivery strategies and campaigns to adapt to the pandemic
- Betting on sustainability and highlighting vegetables on the menu, Corrutela is the new Brazilian restaurant among the 50 best in Latin America
- Foodservice outlets invest in delivery strategies and campaigns to adapt to the pandemic
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Marketing Campaigns
- Google launches delivery feature on Google Maps
- Figure 5: Google Maps delivery feature
- McDonald’s sells special Big Mac sauce in limited edition
- Figure 6: McDonald’s special Big Mac sauce
- Burger King’s campaign shows moldy Whopper to announce preservative-free sandwich
- Figure 7: Burger King campaign
- iFood tests drones for short-distance deliveries
- Cinemark starts selling popcorn via iFood
- Figure 8: Cinemark popcorn packaging adapted for delivery
- Outback relaunches its cheese and chocolate fondues in a campaign produced remotely
- Figure 9: Outback campaign’s making of
- McDonald’s launches feature to eliminate lines at restaurants
- Figure 10: McDonald’s new feature
- Google launches delivery feature on Google Maps
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Case Studies
- Betting on sustainability and highlighting vegetables on the menu, Corrutela is the new Brazilian restaurant among the 50 best in Latin America
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- Figure 11: Corrutela’s post highlighting the use of organic ingredients, producers and steps to prepare broccoli rice
- Figure 12: Corrutela’s post about the biodynamic wines served at the restaurant
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- Figure 13: Corrutela’s post disclosing the basket of organic products
- Goldbelly succeeds by delivering iconic items from local restaurants
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- Figure 14: Goldbelly website
- Betting on sustainability and highlighting vegetables on the menu, Corrutela is the new Brazilian restaurant among the 50 best in Latin America
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The Consumer – What You Need to Know
- “By kilo” restaurants could invest in delivery and highlight their perception of healthiness
- Restaurants focused on DE consumers could invest in their own delivery service
- Non-fast-food chains need to improve their sustainability appeal
- Vegetarians demand more healthy options on the menu of normal restaurants
- Healthy restaurants can partner with health monitoring apps to increase consumption frequency
- “By kilo” restaurants could invest in delivery and highlight their perception of healthiness
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Eating Out Habits
- “By kilo” restaurants could invest in delivery and highlight their perception of healthiness
- Figure 15: Eating out habits, Brazil, November 2020
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- Figure 16: Manai menu
- Indulgent flavors in smaller sizes and international inspiration could attract women aged 16-34 to pizzerias
- Figure 17: Eating out habits, by gender and age group, Brazil, November 2020
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- Figure 18: Ombra Bar’s Pizza Roma
- Figure 19: Braz Elettrica post
- Snack bars could popularize international cuisines
- Figure 20: Eating out habits and motivation and interest in innovation, by socioeconomic group, Brazil, November 2020
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- Figure 21: Piadina Romagnola
- Figure 22: Lox sandwich with smoked salmon and cream cheese, topped with tomato, red onion, capers and dill
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- Figure 23: Zapiekanka sandwich
- “By kilo” restaurants could invest in delivery and highlight their perception of healthiness
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Change in Delivery Habits and in Dine-in Habits
- Restaurants could offer contact-free solutions to attract customers back to stores
- Figure 24: Change in delivery habits, by motivation and interest in innovation, Brazil, November 2020
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- Figure 25: Heineken 0.0 campaign
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- Figure 26: Raw.K Robot
- Figure 27: Digital Menu
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- Figure 28: Jeronimo Burger
- Restaurants focused on DE consumers could invest in their own delivery service
- Figure 29: Foodservice order/consumption habit, by socioeconomic group, Brazil, November 2020
- Meal kits with locally produced and marketed ingredients appeal to delivery customers
- Figure 30: Reasons for ordering more delivery, by selected reason, Brazil, November 2020
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- Figure 31: OCabral box
- Restaurants could offer contact-free solutions to attract customers back to stores
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Perception of Foodservice Type
- Foodservice outlets need to improve hygiene perception
- Figure 32: Perception of foodservice type, high level of hygiene, Brazil, November 2020
- Non-fast-food chains need to improve their sustainability appeal
- Figure 33: Perception of foodservice type, sustainable, Brazil, November 2020
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- Figure 34: EcoParada Madero
- Independent restaurants can boost authenticity perception and encourage delivery orders by associating with local ingredients and cuisine
- Figure 35: Perception of foodservice type, Brazil, November 2020
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- Figure 36: A Baianeira meal box
- Foodservice outlets need to improve hygiene perception
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Motivation and Interest in Innovation
- Cafes, bakeries and pastry shops could invest in kits that promote a pleasurable home cooking experience
- Figure 37: Motivation and interest in innovation, by customers of shops that sell tea or coffee and desserts/baked goods, Brazil, November 2020
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- Figure 38: Polka Dot kit
- Figure 39: Christina Tosi’s post showing the ingredients that will be used
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- Figure 40: The BoxCo Starbucks box
- Vegetarians demand more healthy options on the menu of normal restaurants
- Figure 41: Motivation and interest in innovation, by adoption of healthy diets, Brazil, November 2020
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- Figure 42: Arturito’s main dishes
- Brazilians who keep a gluten-free diet are more likely to be interested in specialized healthy restaurants
- Figure 43: Motivation and interest in innovation, by total respondents and consumers who follow gluten-free diets, Brazil, November 2020
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- Figure 44: Acelpar “gluten-free” certification
- Cafes, bakeries and pastry shops could invest in kits that promote a pleasurable home cooking experience
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Foodservice Attitudes and Habits
- Delivery services can offer solutions that reduce packaging waste to attract those working remotely
- Figure 45: Change in delivery habits, by employment and work from home status, Brazil, November 2020
- Healthy restaurants can partner with health monitoring apps to increase consumption frequency
- Figure 46: Foodservice attitudes and habits, by total respondents and consumers who use health monitoring services, Brazil, November 2020
- Restaurants can invest in ultra-indulgent premium ingredients to attract AB consumers
- Figure 47: Foodservice attitudes and habits, by socioeconomic group, Brazil, November 2020
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- Figure 48: Kobe burger
- Figure 49: “Doce de leite” Cappuccino
- Delivery services can offer solutions that reduce packaging waste to attract those working remotely
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Appendix – Abbreviations
- Abbreviations
- Abbreviations
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