Covid-19 outbreak Measures to limit restaurant service and policies for employees to work from home (Work from Home) behavior of consumers who are familiar with using food delivery apps to accommodation and half of government measures, causing the whole year 2021, the market value of food delivery to accommodation, food delivery, growing by 46.4% from 2020
For trends in 2022, Kasikorn Research Center Compiling data from LINE MAN Wongnai’s collaboration and market data, it is expected that the volume of food ordering through the Food Delivery platform may continue to increase, driven by customer demand amid hybrid work. in expanding the income base in new areas And the cumulative customer base of both consumers and restaurants has accelerated as a result of the severe coronavirus outbreak. But the increase is likely to slow down compared to 2021.
Food delivery market direction Food Delivery in 2022 is expected to increase as food delivery application service providers continue to organize promotions to stimulate the market. ready to expand the store base and new customer groups to more provincial areas and consumer familiarity
Despite the situation of the COVID-19 outbreak In the country will unfold and the government is open for various activities. Increasingly, especially during the last curve of 2021, however, the Omicron-mutated COVID-19 cases were found in many countries around the world. This raises a new round of concerns over the risk of another outbreak.
Kasikorn Research Center believes that under the condition that there will be no more severe covid outbreaks in the country in 2022, people’s daily activities should be able to continue. And it is a driving force for restaurant business that is likely to resume business compared to 2021, especially full-service restaurants such as garden restaurants, buffets, etc.
As consumers have to go out to sit and eat in restaurants that are likely to increase. But if you look at the other side of the business Such a situation may create challenges for the food delivery market. There are views on the direction of the food delivery market in 2022 as follows:
Hybrid Work and familiarity coupled with stimulating the market by using entrepreneurial promotions Should make customers use the service that has already been used Most of them are working age groups, Gen Y and teenagers, Gen Z, continue to use the service. At the same time, restaurant business operators in the fast food group focus on food delivery marketing, changing the restaurant business model to the cloud. kitchen and Ghost kitchen of large entrepreneurs including food delivery platform providers to accommodation focused on the community Suburbs and upcountry to reach more new customers It should help increase the user base for both consumers and quality restaurants into the system more.
According to LINE MAN Wongnai data, this reflects an indicator of the rising food ordering market activity in the second quarter of 2021, when the epidemic of the coronavirus has worsened. Business operators signing up for food delivery apps accelerated 60.9% from the previous quarter.
At the same time, on the consumer side The cumulative number of registered registrants in Sept.21 increased by more than 110 percent compared to Feb.20 (which was the pre-Covid period in the country). Kasikorn Research Center Looking at expanding the marketing area of food delivery platform operators and continually marketing promotions It is likely to push the Consumer Order Number Index in 2022 to 477 (base 100 at 2018), an increase of 2.9 percent, slowing down from 2021.
Prices or orders per time in 2022 are expected to increase as well, but at a limited rate. in the midst of intense competition and the purchasing power of fragile households
Kasikorn Research Center sees that in 2022, the average number of orders is around 193 baht, an increase from an average of about 190 baht. The increase is mainly due to an increase in restaurant costs. Whether it is the cost of food raw materials, labor costs, and the cost of managing the ongoing covids, while the types of food that consumers like to order May still be a group that meets the needs of value, convenience and different tastes. According to LINE MAN Wongnai data, it was found that in the past 2021, the most popular dishes are Bakery and beverage shops (eg coffee, milk tea and juices), a la carte food, northeastern food, etc.
Meanwhile, the diversity and cumulative number of restaurants participating in the platform tends to increase as it expands into new areas. of the platform provider from the original that was already high will cause competition in the market to be intense And the marketing promotion or promotion activities will continue to exist. In addition, it may be a pressure that will limit food prices to increase.
· The growth direction of food ordering market value in accommodation in 2022 is expected to be at a slower rate.
from the increase in the order quantity and the said price Causing the Kasikorn Research Center to estimate that the market value of food ordering at accommodation in 2022 (new calculation base, including restaurants, bakery and beverages) will be worth about 79 billion baht or expand by 4.5%, decelerating from the accelerated base. High in 2021, however, in the event of a severe outbreak of Omicron The food to accommodation delivery market is expected to expand more than expected.
The restaurant groups that have the opportunity to grow more than the overall are Limited Service restaurants (eg burgers, pizza, fried chicken, etc.) and Street food, which is a group of food delivery application service providers to accommodation. It is important to market and expand the restaurant portfolio on their platform. while the restaurant group is full and beverage shops and bakery groups may be a slower group. under the conditions that the covid is still but not severe causing some people to go out to eat more and some businesses gradually allow employees to return to work at the office. However, the net income of each restaurant would depend on the specific factors of each individual
In conclusion, amidst the situation where consumers still have fragile purchasing power and behavior can change quickly coupled with intense competition from a large number of operators Restaurant operators also need to rely on food delivery channels, focusing on food menus that enhance value for money and quality.
It has a unique character that is hard to find anywhere else. Target customers At the same time, it is necessary to manage the cost of raw materials, labor, central kitchen, sales channels. effectively To maintain the continuity of cash flow and have a profit margin to nourish the business regularly
