Restaurant chains see people over 50 as a target audience to win over. “The share is now more developed in young properties, which have also been the engine of growth in recent years,” says the latest report from the Marcas de Restauración employers association, prepared by the consulting firm. KPMG. Thus, “a great opportunity for brand recovery lies in winning over the most mature targets (50 years and older),” the text adds.

The data reflects strong polarization among customers of this type of establishment, which in Spain had a turnover of 41 billion euros last year. Among consumers aged 17 to 29 years, the share of restaurant chains is 43.8%. In recent years it has risen by 10 points.

As you move up the demographic pyramid, the penetration of branded restaurants begins to decline. For customers aged 30 to 49, the share is 31.3%. For consumers aged 50 to 64 years old it is 15.6%. And for people over 65, they account for only 9.5% of the total expenditures made by the target group. Moreover, this is the only profile in which it is losing share to independent restaurants.

There is also an age difference in how customers search for information about restaurants, according to the observatory. And young people aged 18 to 34 will prefer online channels, be it social networks, websites or apps. People over 55 prefer to visit restaurants directly, even as they become increasingly open to digital media.

inflation This has marked much of 2023 appears to be providing some respite, with sales going better than companies in the sector think. Of course, some habits have changed. “Faced with the impact of inflation, consumers have developed their own adjustment measures, ranging from ordering fewer meals, seeking out deals, or even reducing the number of visits,” the Observatory says.

In any case, optimism is widespread among businessmen. Six in 10 restaurant businesses expect their sales to close this year with growth of more than 10%, a trend that could continue into 2024. It’s no wonder that the hospitality and tourism sectors have managed to resist the onslaught.

However, almost all restaurant chains claim that their profits have declined precisely because of inflation, recording an increase in costs that exceeds the price increases they could apply.

And the sector is watching with hope as consumption in Catering It continues to grow and currently reaches 35.4% of total spending by Spaniards in the food and drink sector.