Bars and restaurants: EUR 20 billion/year in purchases

Retail: the declared dream of those who produce food, thanks to volumes and logistics. But large-scale distribution is not the only path to success. The restaurant channel (Horeca) accounts for annual purchases of about EUR 20 billion in agri-food products: ignoring it is self-defeating.

Between artisanal myth and industrial scale reality

Images of “small & artisanal” flood advertising, but the success of major brands is built on industrial production and widespread distribution. Retail is a club of giants: entering it is an achievement, but not the only strategy.

Why Horeca is strategic

In 2020, FIPE estimated ~EUR 46 billion in value generated by foodservice out of ~EUR 135 billion for the entire supply chain, with EUR 20 billion in product purchases. Other studies (e.g. Filiera Italia) report different figures, but the point remains: restaurants generate significant value and volumes.

Industry–restaurant synergies (especially for SMEs)

In countries rich in SMEs, like Italy, there is room for partnerships between producers and restaurants of comparable size: developing tailored products, brand agreements, volume planning, and joint growth.

From “souvenir” to scalable model

Not just retailing “restaurant-branded products” (great as gadgets). The real leverage is creating professional semi-finished products that free kitchens from repetitive tasks, standardize quality and safety, and enable format replicability.

Historical examples show how an idea born in the dining room (e.g. famous ready-made dressings) can become a product line.

Innovating in packaging, equipment, and processes

Co-developing more transportable and sustainable packaging; equipment and ingredients tailored to foodservice operational needs: from “plant-style” techniques (thickeners, controlled emulsions) to advanced cooking and preservation solutions.

Conclusion: diversify to grow

Retail remains crucial, but growth also depends on Horeca: supply chain partnerships, professional semi-finished products, innovation in packaging and processes. This way, channels are diversified, business risk is reduced, and scalable models are built over time.

Carmine F. Milone – Food technologist, Founder and coordinator, GoodFood Consulting