The Era of Food on
Demand
July 2021
Michael Schaefer, Global Lead, Food & Beverage

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network and coverage
ABOUT EUROMONITOR INTERNATIONAL

Categories:
▪ Cafes/bars
▪ Full-service restaurants
▪ Limited-service restaurants
▪ Street stalls/kiosks
▪ Self-service cafeterias
Foodservice definition
Euromonitor International’s foodservice
coverage includes all commercial
foodservice, while excluding workplaces,
institutions and meals served aboard
planes, trains and other forms of
transportation.
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The era of food on demand
20th century
Packaged food and drinks within a few minutes’
drive
21st century
Freshly-prepared food and drink just a click away
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5 key
themes
Supply and prep
draws closer to
end consumer
The meal as new
value driver
From shopping
to meal
fulfillment
“Meal
integrators”
drive branding
Sustainability
and obesity
discussion to
shift
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▪ Demographics and lifestyles
▪ Investment
▪ Technology and infrastructure
▪ A new focus on the evening meal
Drivers
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Amazon enters a new
era of investment
Amazon’s spending on capital
equipment and acquisitions surpassed
$40 billion in 2020, more that AT&T
and ExxonMobil

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Delivery, e-commerce surges
Global Average: -25%
0
2
4
6
8
10
12
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025
%
Sales
(US$
million)
Global Food and Drinks Spending, 2015-2025
Food and Drink Grocery E-Commerce Restaurant Delivery % of total
Source: Euromonitor International

Every occasion became a
“home-first” occasion
Lunch
Dinner
Snacks
Breakfast
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A new world of prepared meals
supported by delivery
Restaurants
Ghost
kitchens
Grocery
stores
Convenience
stores
Next-gen
vending
Dark stores
Third-party and in-house delivery
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Less food consumed away-from-
home — potentially far more
produced away from home
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India’s Rebel Foods builds a delivery-only empire
▪ Indian wraps chain with 75 brick-and-mortar
outlets reimagined into a virtual restaurant
chain with 11 separate online-only brands —
no physical restaurants
▪ Operates more than 350 ghost kitchens across
40+ cities in four countries
▪ 2020 revenues of USD75 million
▪ Central kitchens for multiple brands and
menus
▪ Purchasing built around cross pollination
▪ Now partnering with third-party brands,
including Wendy’s and others
Image source: Rebel Foods

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Food as fashion: new business models and new players
Foodservice
Retail
Prepared
Packaged
Talking about food
Cooking meals
Fresh
Processed

▪ Leading Dutch packaged foods brand
partners with JustEat/Takeaway and
Compass to produce prepared meals
▪ Honig ingredients – pasta, spices and
curries – combined into affordable
meals, available via delivery
▪ Netherlands pilot extended across
Western Europe in 2021
KraftHeinz’s “Honig
Freshly Prepared”
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Image source: Honig

Points of
discovery
Foodservice
On-the-go Countertops
The new model food
and drink producer
Vertical integration, real-time innovation
and a mastery of a much more fragmented
channel environment will drive growth over
the next 10 years
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▪ New service linked with “Coke On”
smartphone app
▪ Subscribers can have one beverage a day
from one of 340,000 machines across
Japan for USD25/month.
▪ Potential to link with a range of access
points, including Coke Freestyle
machines and Costa Express vending
machines
Coca-Cola’s digital
strategy spans vending
machines, retailers and
smartphones
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Images source: Coca-Cola

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Challenges to overcome
The expansion of prepared meals is disruptive to every food and drink manufacturer
Omnipresent delivery requires new formats and business models
More prepared meals does not just mean more restaurant meals
More digital platforms and more aggregation mean consumers are easier to reach, yet
long-term engagement is more difficult
As prepared meals expand, healthier options and greater transparency are needed

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Closing thoughts
Focus on the
job to be
done
Build new
points of
contact
Find the story
Run multiple
experiments

Thank You
Michael Schaefer, Global Lead, Food &
Beverage
Michael.Schaefer@Euromonitor.com
Linkedin.com/in/mschaefer84