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Vendredi 14 Février 2014

Assomption Bellevue Supérieur

Analyse de marché :

La restauration
Jean-Baptiste Mondière
Hugo ...
Sommaire

• Introduction
• L’Offre

Analyse de Marché :

La restauration
Un restaurant est un établissement
où l’on sert d...
La restauration en France c’est :
● 600 000 emplois.
● Un marché de 86,5 milliards d’euros.

● La création de 13 000 entre...
● La Restauration Traditionnelle

● La Restauration Rapide

Restauration haut de gamme et
moyen de gamme.

Fast-food, Sand...
La Restauration Traditionnelle c’est :
-345 578 Employés .
- 106 300 Établissements.
- Un chiffre d’affaire de 29 139 mill...
● La Restauration Rapide
-148 605 Emplois créés.
● Concurrence : Quick, KFC ….

-34 500 Établissements.
● 1 285 Restaurant...
La nouveauté:

Les chaines:
Avantage:
Zone de Chalandise: zone
géographique d’influence d’où
provient la majorité de la
cl...
● 4 Français sur 10 mangent en dehors de chez eux.
● Augmentation des repas prix hors domicile  Éloignement important ent...
● En 2006 L’achat de fuit et légume frais représente 700 Millions
d’euros.
● Demande croissante de la livraison à domicile...
● 64% des jeunes travaillent dans le secteur CHR (Café Hôtellerie Restaurant)
sans formation .
● Près de la moitié des jeu...
● Augmentation de la restauration rapide malgré une demande du
consommateur de repas plus sains.
● Marché important pour l...
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Analyse de marché Restauration

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Analyse de marché de la restauration (Restauration traditionnelle et restauration Rapide)

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Analyse de marché Restauration

  1. 1. Vendredi 14 Février 2014 Assomption Bellevue Supérieur Analyse de marché : La restauration Jean-Baptiste Mondière Hugo Leveque Alexis Thorron
  2. 2. Sommaire • Introduction • L’Offre Analyse de Marché : La restauration Un restaurant est un établissement où l’on sert des plats préparés et des boissons en échange d’un paiement. • La demande • L’environnement • Conclusion 2
  3. 3. La restauration en France c’est : ● 600 000 emplois. ● Un marché de 86,5 milliards d’euros. ● La création de 13 000 entreprises. ● + 78% de croissance. ● Un rôle important pour diffèrent système. ● 9,6 Milliards de repas et 9€ en moyenne par repas. 3
  4. 4. ● La Restauration Traditionnelle ● La Restauration Rapide Restauration haut de gamme et moyen de gamme. Fast-food, Sandwichs, Pizzas. Service à table. Politique de prix peu couteuse. Repas équilibré. Service rapide. Produit frais de qualité. Plage d’ouverture de 7h à 23h. Système Drive. ● Les cafés et Brasseries 4
  5. 5. La Restauration Traditionnelle c’est : -345 578 Employés . - 106 300 Établissements. - Un chiffre d’affaire de 29 139 millions d’euros. ● Les cafés et Brasseries c’est : -14 612 Salariés. - Seulement 800 Établissements. - Un chiffre d’affaire de 2 228 millions d’euros. Le Fast-Food est le nouveau leader dans le secteur de la restauration. 5
  6. 6. ● La Restauration Rapide -148 605 Emplois créés. ● Concurrence : Quick, KFC …. -34 500 Établissements. ● 1 285 Restaurant Mac Donald. -10 072 Millions d’euros de Chiffres d’affaires. ● 69 000 Salariés. ● 1,8 Millions de repas servis. -34 Milliards d’euros de vente en France. ● 65% du personnelle d’encadrement a moins de 30 ans. Mac Donald’s ● 80% de part de marché. ● Leader de la restauration rapide (Fast-Food).
  7. 7. La nouveauté: Les chaines: Avantage: Zone de Chalandise: zone géographique d’influence d’où provient la majorité de la clientèles. -Politique de prix attractive (achats massifs ). -Politique commerciale efficace. -Fidélisation de la clientèles. -Maillage territorial qui permet l’élargissement de la zone de chalandise. 7
  8. 8. ● 4 Français sur 10 mangent en dehors de chez eux. ● Augmentation des repas prix hors domicile  Éloignement important entre le domicile et le lieu de travail. ● Le client recherche plus la qualité depuis quelque temps ,avec une expérience sensorielle (L’odorat, La vue, Le gout de bon produits). ● Recherche de produits «Healthy» (Produits sains, frais et équilibrés) salades, fruits frais, soupes. Mais aussi …. 8
  9. 9. ● En 2006 L’achat de fuit et légume frais représente 700 Millions d’euros. ● Demande croissante de la livraison à domicile. ● Des prix peu élevés. ● Demande des touristes croissante pour les plats typiques. 9
  10. 10. ● 64% des jeunes travaillent dans le secteur CHR (Café Hôtellerie Restaurant) sans formation . ● Près de la moitié des jeunes travaillant dans le secteur CHR n’ont jamais travaillé avant. ● Les nouvelles technologies dans la restauration  diminution du temps t’attente. ● Rôle important dans différents système: -45% du chiffre d’affaires des équipement de cuisine professionnelle. -17% des dépenses en France sur le marché de la pêche et de l’aquaculture. -10% du chiffre d’affaires de l’industrie agro-alimentaire. 10
  11. 11. ● Augmentation de la restauration rapide malgré une demande du consommateur de repas plus sains. ● Marché important pour l’économie du pays de la gastronomie (France). ● Son écosystème : 10% du chiffre d’affaires de l’industrie agro-alimentaire, 45% du chiffre d’affaires des équipements de cuisines professionnels. ● 5ème Secteur d’emploi avec 600 000 salariés. ● L’intégration de nombreux jeunes peu qualifiés donc placé comme 3ème secteur le plus pourvoyeur d’emplois pour les jeunes. ● Dans les zones rurales, le restaurant / café / bar / brasserie est très souvent l’un des derniers établissements créateurs de lien social. 11

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