In 2025, food consumption outside the home grew by 4.2% to reach €128.3 billion, without serving a single additional meal: 11.97 billion meals, with stable customer traffic (Gira, May 2026). Chain restaurants attempted to regain customer traffic: a 1% increase in meals led to a 3.3% increase in revenue, at the expense of their margins. Meanwhile, the average profit margin for a restaurant fell from 11% to 3% of revenue.
White paper
Location as an Asset: Structuring Your Pricing When a Flat Rate No Longer Works
This white paper shows how to manage a menu like a portfolio: assign each dish a unique role (flagship, margin driver, or volume driver); cross-reference sales with actual margin before setting a price; establish a floor-target-ceiling range; and then tailor the approach by channel, segment, and location. Audited figures from 2024 to 2026 (Gira, GHR Observatory conducted with Food Service Vision, Altares, Rydge Barometer).
By downloading it, you will discover
- Why a market that is growing by 4.2% in value and 0% in volume no longer rewards uniform growth
- How much TV networks paid to buy back ad time, and how much independent producers earned without doing so
- How to classify dishes into three roles, and why a dish cannot have two
- How to Install a Floor, a Wall, and a Ceiling in a Single Layer, and Align Them on a Grid
- How to recalculate delivery prices, balance midday and evening shifts, and divide a network into four to six groups
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