The current state of the restaurant and bar industry is marked by growth, challenges, and evolving consumer behaviors. According to the 2024 State of the Restaurant Industry report by the National Restaurant Association, the industry is forecast to reach $1 trillion in sales in 2024, with a projected workforce growth of 200,000 jobs, totaling 15.7 million employees by the end of the year[1][4].
Despite this growth, operators face significant challenges. 45% of operators need more employees to meet customer demand, and 98% of operators cite higher labor costs as an issue, with 97% mentioning higher food costs[1][4]. The industry is also experiencing intense competition, with 45% of operators expecting competition to be more intense in 2024 than in 2023[4].
Consumer behavior is shifting towards value-consciousness, with nearly half of consumers taking a wait-and-see stance when it comes to spending. Operators who offer a solid value proposition for dining out can nudge customers out of their holding pattern[1][4]. Additionally, 9 in 10 adults say they enjoy going to restaurants, indicating a strong loyalty to the industry[1][4].
In response to these challenges, operators are relying more on technology to reduce labor, cut costs, and boost business. This includes applying tech solutions to marketing, recruiting, accounting, inventory management, and more[1]. However, consumers continue to crave human hospitality in their culinary experiences, suggesting that technology should complement, not replace, human interaction[1].
The food delivery market continues to evolve, with major investments and consolidations happening in the space. However, traditional restaurants face pressure from delivery platforms, which can afford to pay higher commissions and may be featured more prominently in apps[3].
In terms of supply chain developments, industry experts emphasize the need for modernization and automation. New technologies such as cloud storage, better networking, and IoT sensors are being used to automate procurement and delivery, while machine learning and artificial intelligence are helping companies predict demand and optimize transportation routes[5].
To address current challenges, industry leaders are focusing on offering more points of access, driven by technology, and responding to consumer demand for value through loyalty and rewards programs[4]. For example, 81% of consumers say they would be likely to join a loyalty program if it was offered, and 22% of operators plan to open new locations in 2024, with limited-service operators being more likely to expand[4].
Overall, the restaurant and bar industry is navigating a complex landscape of growth, challenges, and evolving consumer behaviors. By leveraging technology, focusing on value, and adapting to supply chain developments, industry leaders can position themselves for success in 2024.