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NPD Worldwide's January 2003 Launch of CRESTatwork Delighting Clients in Germany
By Simone Barry, sales manager,
NPD Foodservice Information Group Europe
NPD's Foodservice Information Group in Germany is delighting clients with the data results of CRESTatwork, a service launched in January 2003 which monitors consumer purchases of meals, snacks and beverages at workplaces and universities.
Combining CRESTatwork data with over six years of CRESTcommercial data (measuring restaurant trends, eating in and taking out) gives NPD Worldwide the advantage - NPD is the first and only marketing information company in Germany providing a complete overview of both the commercial (restaurants) and non-commercial (at work) segments of the foodservice industry.
Filling the Gap in Workplace and University Consumption Data
CRESTatwork provides operators and manufacturers with an essential tool needed to accurately assess opportunities, develop strategic plans and manage and build their businesses in workplace/university catering. CRESTatwork provides clients with an in-depth look at the non-commercial segment, which captures one-third of all away-from-home eating occasions in Germany and accounts for approximately six billion Euros in consumer sales annually.
Recent data show canteens and cafeterias in workplaces/universities represent the largest portion of the segment, accounting for 90.2% of sales. Vending sales account for 5.2% of the segment, while 4.6% of purchases are made from other outlets such as kiosks, food carts and mobile vans.
CRESTatwork information indicates consumers, who have access to and use workplace/university canteens and cafeterias, purchase meals, snacks or beverages from these outlets approximately 12 times per month. Not surprisingly, lunchtime dominates with 78% of visits, while breakfast is the second largest daypart, capturing 16% of visits. Of total purchases made from canteens, 88% of consumers eat their meals in the dining area while 9% eat in their offices or at their desks. Additionally, canteens have a strong success rate when it comes to implementing promotions, as one-third of canteen sales are either daily specials or combination meals. Canteen business remains continuous Monday through Thursday, dropping slightly on Friday because many German employees work flexible hours on this day.
Vending business differs from that of canteens in that 44% of visits are in the morning and the predominant product purchased is coffee. Lunch captures 25% of visits, with the remaining purchases coming from early afternoon (15%) and late afternoon/evening snacks (16%). Fifty-eight percent of purchases from vending are consumed at the consumer's desk or workplace. There are significant differences in purchase patterns related to type of job. For example, manufacturer workers, who represent 27% of the German workforce, only account for 23% of canteen meals, yet they make 54% of vending purchases. Presumably, this is because there is no canteen available or because of the nature of the jobs performed require more nourishment throughout the day.
What's Behind CRESTatwork
NPD collects CRESTatwork information via an individual diary panel. A pre-screened sample of 1,500 individuals who work or go to school and have access to canteens, cafeterias or vending record their purchases of food and beverages from workplace or university foodservice outlets. From these results, market volumes and trends are projected to represent the behavior of the total population. CRESTatwork tracks demographic information as well as purchase information such as date and time of purchase, type of selling point, canteen operator or business name, location of purchase and consumption, spending in Euros, type of promotion and type of foods purchased.
CRESTatwork is available in Germany, France and Canada and will be launched in the United Kingdom very soon. For further information please contact:
Germany: jochen_pinsker@npd.com
France: christine_tartanson@npd.com
UK: simone_barry@npd.com
Canada: charles_schade@npd.com
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