Autogrill is one of the largest food service companies worldwide, and is active in 30 countries. The organisation has more than 4,500 shops in airports, railway stations and along motorways. In 2013 turnover was almost four billion Euro. The food service company works with more than 250 brands, and therefore focuses on many kinds of consumers. Stephano Teatini from Autogrill Europe talked about the segmentation of the company during the Tomato Conference in Antwerp. “We wondered how to anticipate the wishes of our 900 million customers. To do this right, we divided the consumers into six groups.”
Six target groups
Autogrill started from the basic needs of the different customers upon segmentation. “All these groups are looking for something else.”
Which tomato?
“For example, the happy-go-lucky consumer is looking for entertainment and fun. The nail biter wants something efficient, something standard. The life enricher is looking for an experience and the urban dandy wants ‘premium’ and elite. By knowing our consumers, and knowing what they want, it is easier to anticipate this. When it comes to tomatoes, the nail biter wants a normal, round, red tomato. By contrast, the urban dandy will be more satisfied with a special flavour tomato that has a nice shape and luxurious packaging.”
Food service in the Netherlands and Belgium
“When it comes to food service, there are quite a few differences between the Netherlands and Belgium,” Teatini continued. On average, more money is spent on food and drink in Belgium. In full-service restaurants, the Belgians will spend almost double annually than what the Dutch spend: 499 euro versus 254 euro. It is notable that the average amount spent in a full-service restaurant is not all that different between the two countries, the Belgians just go to restaurants more often. The number of ‘outlets,’ such as hotels, restaurants and cafés is also much higher in Belgium than it is in the Netherlands, Belgium has more than 54,000 and the Netherlands more than 30,000.
Food trends
Autogrill pursues different trends. “An example is the sriracha effect. This means local and non-local products or flavours are mixed. For example, a ‘normal’ sandwich can get an ethnic effect by adding sriracha sauce. Another trend is ‘trash to treasure,’ making a new product from products or parts that are normally thrown out. So sustainable.” Teatini continues: “Nowadays, grilled products are also popular. Additionally, consumers prefer non-GMO.” Teatini talked about even more developments, including modernisation of the supply chain. “Because more and more consumers want locally grown food, the supply chain is put under pressure. How do we adapt our logistics to local needs?” He also sees a ‘refresh’ of fast food. “Everyone considers fast food a quick, greasy bite, but that is going to change. There will be more ‘premium’ fast food. Additionally, there will be a ‘delivery revolution,’ meaning more and more food will be delivered to your home.”