The Western European restaurant industry, including quick-service restaurants, is undergoing a significant transformation. From inflationary pressures to shifting consumer preferences and increasingly stringent local regulations, operators face unprecedented challenges. Fine-tuning pricing strategies is now crucial to protect profit margins while catering to the local country market specificities.
The COVID-19 pandemic accelerated pre-existing trends in the sector. Digitalization and the surge in demand for home delivery became lifelines during lockdowns. However, this shift comes with substantial costs. Delivery platforms charge commissions ranging from 15% to 30%, forcing many restaurants to pass on a portion of these costs to consumers. Additionally, delivery fees, typically between €3 and €5 per order, make delivered meals significantly more expensive than dine-in options. Companies like Uber Eats and Deliveroo have introduced subscription passes to mitigate delivery fees, but the model remains a premium offering.
This shift in consumption patterns also impacts perceived value. As prices climb, some consumers may reduce their delivery frequency or seek budget-friendly alternatives, such as home-cooked meals or special promotions. Meanwhile, digital tools like self-ordering kiosks, loyalty programs, and reservation apps are becoming pivotal to the customer experience. According to a recent survey, over 60% of consumers now prefer digital ordering solutions, offering restaurateurs opportunities for dynamic pricing and targeted promotions.
Food inflation reached record highs, peaking at roughly 15% in 2022 before easing to 12% in 2023, according to the European Central Bank. Price increases varied by country but remained significant.
Under these pressures, restaurant prices have seen dramatic increases, among the most significant in the past 50 years, comparable to those recorded during the oil shocks of the 1970s and 1980s.
Between 2021 and 2023, restaurant prices rose by 10-11% in France, Germany, and the UK; by 8-9% in the Netherlands and Spain; and by around 7% in Sweden, as per Eurostat data. While substantial, these increases were generally lower than overall food inflation, highlighting restaurateurs’ efforts to maintain price accessibility despite rising costs.
Looking ahead to 2025, pricing strategies will need to adapt to the distinct economic and cultural landscapes of each market. Here’s a country-by-country breakdown:
- France: With restaurant prices rising by about 10% over two years, French restaurateurs face a dual challenge: absorbing costs tied to reusable packaging while retaining customer loyalty. Innovation (new products, news Combos, digitalization,…), margin optimization, and sustainability-focused communication will be key growth drivers.
- Germany: Labour cost inflation, projected at 6% by 2025, alongside high energy prices, implies careful pricing strategies. Interestingly, 62% of German consumers favor restaurants using sustainable packaging—a key driver for justifying incremental price hikes while emphasizing quality and eco-friendliness.
- United Kingdom: Brexit continues to raise import costs (+6.3% in 2023), pushing restaurants to innovate. By 2025, strategies like dynamic pricing for online orders, enhanced loyalty programs, and targeted off-peak promotions are expected to sustain growth.
- Spain: In 2023, production costs rose sharply by nearly 7%. Given Spanish consumers’ high price sensitivity, restaurateurs have innovated with healthy, locally sourced options to limit price hikes. This trend should continue with moderate price increases and the introduction of premium, eco-friendly product lines.
- Sweden: The weak Krona has encouraged restaurateurs to source locally and adopt short supply chains, reducing carbon footprints—a key value for Swedish consumers. By 2025, moderate price adjustments will likely appeal to the 55% of Swedes willing to pay more for sustainable products.
- Netherlands: With 76% of Dutch consumers ready to pay extra for healthier, sustainable options, restaurateurs can consider raising prices, supported by strong eco-friendly messaging.
To stay competitive amid evolving market conditions, restaurateurs should focus on four key priorities:
- Balancing Profitability with Accessibility
Price hikes over the past two years have strained consumer budgets. Future increases must be carefully segmented to cater to different customer profiles, particularly in fast food. - Enhancing Pricing Transparency
Whether through happy hours or dynamic pricing, any adjustments should be clearly communicated to prevent customer backlash. - Adapting to Environmental Regulations
Sustainability is increasingly non-negotiable for both consumers and regulators. France’s 2023 mandate on reusable packaging for dine-in meals in restaurants with over 20 seats could become a blueprint for EU-wide adoption by 2030. - Optimizing Pricing and Margins
With rising costs across all channels, advanced pricing solutions and real-time data analysis are essential for maximizing revenue. Whether dining in, ordering takeaway, or opting for delivery, a tailored pricing strategy can help boost margins.
The European restaurant market in 2025 demands localized, data-driven pricing strategies to stay ahead. This is a pivotal time for the industry to rethink its business models and sustain competitiveness.
If you’re ready to anticipate these shifts and enhance your pricing performance, our team is here to help craft bespoke strategies for 2025 and beyond.
