CIT 2012 U.S. Restaurant Industry Outlook

According to the National Restaurant Association, close to 10 percent of the United States’ workforce is employed by the restaurant industry, which makes it one of the nation’s largest private sector employers. In addition, the restaurant industry gained back all of the jobs lost in the recession as of November 2011, with the industry currently providing 105,000 more jobs than it did at the pre-recession peak.

The prolonged recovery of the U.S. economy has forced restaurateurs to adapt to a “new normal,” one in which they are now more efficient and innovative as they have learned to deal with a difficult sales and profit environment.

Bob Bielinski, Managing Director, head of the Restaurant Industry practice
for CIT Group Inc. report follows this synopsis:

Access to Financing

The outlook for 2012 is that funding will be readily available for restaurant companies and franchisees. “I think debt for large- and middle-market restaurant companies will be readily available in 2012, just like it was in 2011,” says Bielinski. “After a volatile fall and winter, the debt markets closed 2011 in very strong fashion. So long as there isn’t an economic downturn in 2012, lenders will continue to fund restaurant companies.”

Social Media Explosion

Social media has had a huge impact on the restaurant industry, allowing restaurant companies to communicate with their customers, and for their customers to communicate with each other. However, some question the long-term benefits of the daily deal sites. Bielinski comments, “There is a debate among restaurateurs as to whether the Groupon user will become a long-term customer. If the Groupon user is just a coupon chaser and moves from your restaurant to the next restaurant offering a deal, there is not much benefit for the restaurateur.”

Consumer Experience Has Improved

According to Bielinski, as restaurant companies competed for market share during the prolonged recovery of the U.S. economy, they were forced to get more efficient and innovative as they dealt with the difficult sales and profit environment. “As a result, consumers saw improved quality on food, new product offerings, and value pricing,” says Bielinski. “In turn, customers are going to keep that better restaurant experience, and the company’s profit margins should be increased when business improves.”

Five Minute Restaurant Report
http://www.cit.com/about-cit/thought-leadership/podcasts/robert-bielinski/index.htm