美国去年有多少家餐饮企业关门？
在美国疫情期间，餐饮业受到的冲击超过了其他任何行业。美国国会虽然通过了两个一揽子经济刺激计划，但餐饮业的困局几乎没有得到任何缓解。
所以很多餐饮在2020年关门大吉也就不足为奇了，但这个数字是相当惊人的。根据美国餐饮业协会的数据，去年，美国有超11万家餐饮企业暂时或永久性关门，从业人数较疫情前减少了近250万人，销售额比预计的8990亿美元减少了2400亿美元。
美国餐饮协会的研究和知识集团高级副总裁哈德森•里尔认为：“餐饮业的每个细分市场都受到了疫情的影响，但那些提供全方位服务的餐饮企业，在销售额和从业人数上受到的损失尤为严重，他们受到的挑战远比外卖企业严峻。美国的工资保障计划（PPP）帮助成千上万的餐饮企业守住了员工队伍，保持了营业，但我们的行业依然受到了特有的影响和挑战，是PPP无法长期保障的。最终，餐饮业的复苏还是需要联邦、州和地方层面通过拨款、税收减免等形式予以支持。”
本周二，美国餐饮协会发布了《2021年餐饮业状况报告》，披露了疫情以来餐饮业遭受的重创。报告基于对6000家餐饮业经营者的调查，以及对1000名成年人消费偏好的调查，分析了美国餐饮企业的劳动力、菜单和服务的变化趋势。所有数据截止至2020年12月1日。
根据原本的预计，餐饮和食品服务业本可以提供1560万个就业岗位，占经济中所有就业岗位的10%。自疫情爆发以来，62%的高档餐厅经营者以及54%的家庭餐厅和休闲餐厅经营者表示，他们的员工数量比正常水平低了20%以上。
随着疫情在美国的蔓延，各地封城、停产成为常态，外卖成了酒吧、餐厅、咖啡厅的生命线，甚至是唯一的“救命稻草”。虽然美国也有几款红火的外卖软件，比如Seamless、DoorDash、Postmates和UberEats等等，不过调查表明，消费者也意识到了，外卖软件会收取一定的中间费用，因此他们会选择直接通过电话、电子邮件或者网站从餐馆订餐，从而更好地支持本地餐馆。有64%的外卖顾客表示，他们更喜欢从餐馆订餐，只有18%的顾客表示他们喜欢直接通过第三方服务订餐。有72%的成年人表示，他们希望自己的外卖来自正规实体餐厅，而不是“黑作坊”、“幽灵店”。
在2020年永久停业的餐馆中，大多数都是在社区内已经做出名堂的老店、名店。这些餐馆平均已经营业16年了，其中的16%已经营业30年以上。这些餐厅平均雇佣了32名员工，有17%在关店前至少雇佣50名员工。
在永久关店的经营者中，有72%左右的人认为，他们以后不太可能再开新店了。只有48%的人表示，他们计划在未来几个月或几年里，以某种形式继续留在餐饮业。
考虑到这些因素，餐饮企业要想继续生存，还得有足够的创意和创新才行，而不能只靠做外卖。有些餐馆选择了扩大户外就餐空间，还有一些将餐厅改成了临时的杂货店。
报告显示，很多餐馆大幅修改了自己的菜单，在菜品提供上更多地迎合了国民的情绪和对安慰性食物的需求。38%的到店用餐者和33%的外卖顾客表示，他们在选择餐厅时，会考虑到餐厅是否提供安慰性的食品。因此，自2020年3月以来，针对这些需求，有五分之一的家庭餐厅和休闲餐厅经营者增加了安慰性的食品，70%的全方位服务餐厅添加了酒水外带服务。
在许多美国人看来，外带鸡尾酒、啤酒、红酒都是一种新鲜体验，但只要各州监管机构点头，这很可能将成为一种永久的常态。美国餐饮协会的这份报告发现，多数提供酒水外带服务的餐饮企业都已从中受益。35%的顾客，包括其中53%的“千禧一代”顾客都表示，如果餐厅提供带酒水的外卖服务，那么他们就更有可能下单。里尔解释道：“根据我们的调查，外卖酒水的销售额，约占提供该服务的餐馆销售额的10%。这样一来，餐馆就可以召回一名酒保，或是多招聘一名员工。对于许多州来说，允许外卖酒水只是疫情期间的暂时性措施，但消费者和餐饮企业经营者，都压倒性地支持将这一政策永久固定下来。”
餐饮业面临的情形和娱乐业不同，对娱乐业来说，即便疫情结束了，很多爱看电影的人还是会更喜欢待在家里，避免高额的观影支出。但爱下馆子的人却早已饥渴难耐，很有可能大量回归——只要堂食是安全的。
里尔表示：“2400亿美元的销售额损失是相当巨大的，让行业整整倒退了五年。餐饮业重新站稳脚跟还需要时间。好消息是，我们的《餐饮业现状报告》显示，消费者明显渴望堂食，随着疫苗的逐渐普及，更多社交活动将回归餐馆。同时，消费者也将继续利用外卖服务。”
在2020年4月底时，有83%的成年人表示，他们在餐馆的堂食频率比平常有所下降，这一比例已经明显高于2020年1月的45%。社会化是造成这种现象的一个重要原因。如果按年龄划分的话，“婴儿潮”一代人最喜欢在餐厅堂食，而“千禧一代”和“Z世代”则表示，他们在餐厅堂食的意愿降低了。80%的成年人表示，餐厅的口味和堂食的感觉，是在家做饭无法复制的。
里尔认为：“今年将是餐饮业重建的一年。展望将来，我们认为，餐饮企业会继续在简化操作、菜品多元化和吸引顾客上下工夫——比如使用新技术，提供无缝的外卖服务和工具、套餐等等，这些东西在2020年就必已经十分必要，而且已经大量出现。”（财富中文网）
译者：朴成奎
在美国疫情期间，餐饮业受到的冲击超过了其他任何行业。美国国会虽然通过了两个一揽子经济刺激计划，但餐饮业的困局几乎没有得到任何缓解。
所以很多餐饮在2020年关门大吉也就不足为奇了，但这个数字是相当惊人的。根据美国餐饮业协会的数据，去年，美国有超11万家餐饮企业暂时或永久性关门，从业人数较疫情前减少了近250万人，销售额比预计的8990亿美元减少了2400亿美元。
美国餐饮协会的研究和知识集团高级副总裁哈德森•里尔认为：“餐饮业的每个细分市场都受到了疫情的影响，但那些提供全方位服务的餐饮企业，在销售额和从业人数上受到的损失尤为严重，他们受到的挑战远比外卖企业严峻。美国的工资保障计划（PPP）帮助成千上万的餐饮企业守住了员工队伍，保持了营业，但我们的行业依然受到了特有的影响和挑战，是PPP无法长期保障的。最终，餐饮业的复苏还是需要联邦、州和地方层面通过拨款、税收减免等形式予以支持。”
本周二，美国餐饮协会发布了《2021年餐饮业状况报告》，披露了疫情以来餐饮业遭受的重创。报告基于对6000家餐饮业经营者的调查，以及对1000名成年人消费偏好的调查，分析了美国餐饮企业的劳动力、菜单和服务的变化趋势。所有数据截止至2020年12月1日。
根据原本的预计，餐饮和食品服务业本可以提供1560万个就业岗位，占经济中所有就业岗位的10%。自疫情爆发以来，62%的高档餐厅经营者以及54%的家庭餐厅和休闲餐厅经营者表示，他们的员工数量比正常水平低了20%以上。
随着疫情在美国的蔓延，各地封城、停产成为常态，外卖成了酒吧、餐厅、咖啡厅的生命线，甚至是唯一的“救命稻草”。虽然美国也有几款红火的外卖软件，比如Seamless、DoorDash、Postmates和UberEats等等，不过调查表明，消费者也意识到了，外卖软件会收取一定的中间费用，因此他们会选择直接通过电话、电子邮件或者网站从餐馆订餐，从而更好地支持本地餐馆。有64%的外卖顾客表示，他们更喜欢从餐馆订餐，只有18%的顾客表示他们喜欢直接通过第三方服务订餐。有72%的成年人表示，他们希望自己的外卖来自正规实体餐厅，而不是“黑作坊”、“幽灵店”。
在2020年永久停业的餐馆中，大多数都是在社区内已经做出名堂的老店、名店。这些餐馆平均已经营业16年了，其中的16%已经营业30年以上。这些餐厅平均雇佣了32名员工，有17%在关店前至少雇佣50名员工。
在永久关店的经营者中，有72%左右的人认为，他们以后不太可能再开新店了。只有48%的人表示，他们计划在未来几个月或几年里，以某种形式继续留在餐饮业。
考虑到这些因素，餐饮企业要想继续生存，还得有足够的创意和创新才行，而不能只靠做外卖。有些餐馆选择了扩大户外就餐空间，还有一些将餐厅改成了临时的杂货店。
报告显示，很多餐馆大幅修改了自己的菜单，在菜品提供上更多地迎合了国民的情绪和对安慰性食物的需求。38%的到店用餐者和33%的外卖顾客表示，他们在选择餐厅时，会考虑到餐厅是否提供安慰性的食品。因此，自2020年3月以来，针对这些需求，有五分之一的家庭餐厅和休闲餐厅经营者增加了安慰性的食品，70%的全方位服务餐厅添加了酒水外带服务。
在许多美国人看来，外带鸡尾酒、啤酒、红酒都是一种新鲜体验，但只要各州监管机构点头，这很可能将成为一种永久的常态。美国餐饮协会的这份报告发现，多数提供酒水外带服务的餐饮企业都已从中受益。35%的顾客，包括其中53%的“千禧一代”顾客都表示，如果餐厅提供带酒水的外卖服务，那么他们就更有可能下单。里尔解释道：“根据我们的调查，外卖酒水的销售额，约占提供该服务的餐馆销售额的10%。这样一来，餐馆就可以召回一名酒保，或是多招聘一名员工。对于许多州来说，允许外卖酒水只是疫情期间的暂时性措施，但消费者和餐饮企业经营者，都压倒性地支持将这一政策永久固定下来。”
餐饮业面临的情形和娱乐业不同，对娱乐业来说，即便疫情结束了，很多爱看电影的人还是会更喜欢待在家里，避免高额的观影支出。但爱下馆子的人却早已饥渴难耐，很有可能大量回归——只要堂食是安全的。
里尔表示：“2400亿美元的销售额损失是相当巨大的，让行业整整倒退了五年。餐饮业重新站稳脚跟还需要时间。好消息是，我们的《餐饮业现状报告》显示，消费者明显渴望堂食，随着疫苗的逐渐普及，更多社交活动将回归餐馆。同时，消费者也将继续利用外卖服务。”
在2020年4月底时，有83%的成年人表示，他们在餐馆的堂食频率比平常有所下降，这一比例已经明显高于2020年1月的45%。社会化是造成这种现象的一个重要原因。如果按年龄划分的话，“婴儿潮”一代人最喜欢在餐厅堂食，而“千禧一代”和“Z世代”则表示，他们在餐厅堂食的意愿降低了。80%的成年人表示，餐厅的口味和堂食的感觉，是在家做饭无法复制的。
里尔认为：“今年将是餐饮业重建的一年。展望将来，我们认为，餐饮企业会继续在简化操作、菜品多元化和吸引顾客上下工夫——比如使用新技术，提供无缝的外卖服务和工具、套餐等等，这些东西在2020年就必已经十分必要，而且已经大量出现。”（财富中文网）
译者：朴成奎
Restaurants have been hit harder than any other industry during the pandemic, and have had very little to no relief in the last two stimulus packages passed through Congress.
It should come as no surprise then that many restaurants were forced to shutter in 2020, but the numbers are still shocking. More than 110,000 eating and drinking establishments in the United States closed for business—temporarily or permanently—last year, with nearly 2.5 million jobs erased from pre-pandemic levels, according to the National Restaurant Association. And restaurant and foodservice industry sales fell by $240 billion in 2020 from an expected level of $899 billion.
"Every restaurant segment has been impacted by the pandemic, but the sales and employment losses have been felt disproportionately by full service restaurants, which had much more challenging pivots to off-premises service," says Hudson Riehle, senior vice president of the research and knowledge group for the National Restaurant Association. "The Paycheck Protection Program (PPP) is helping thousands of restaurants keep their employees on staff and their doors open, but our industry is uniquely affected and has unique challenges that PPP isn’t always going to meet. Ultimately, recovery for restaurants will take industry-specific support through dedicated grants, tax relief, and other stimulus support at the federal, state, and local levels."
The group released its 2021 State of the Restaurant Industry Report on Tuesday, shining a light on the decimation of the restaurant industry since the outbreak of COVID-19. The report examines shifts and trends for labor, menus, and service (on- and off-premises), based on a survey of 6,000 restaurant operators and consumer preferences from a survey of 1,000 adults as of December 1, 2020.
The restaurant and foodservice industry had been projected to provide 15.6 million jobs in 2020, representing 10% of all payroll jobs in the economy. Since the pandemic started, 62% of fine dining operators and 54% of both family dining and casual dining operators said staffing levels are more than 20% below normal.
When the pandemic took hold in the United States, spurring shutdowns and closures across the country, takeout and delivery became the primary—if only—lifelines for bars, cafés, and restaurants that were able to stay open. And while there several app-based delivery networks—such as Seamless, DoorDash, Postmates, and UberEats—that can facilitate food delivery, the report's findings suggest consumers are aware of and concerned about supporting their local eateries more by avoiding the middleman fees and ordering directly from the restaurants via phone, email, or website. Approximately 64% of delivery customers said they prefer to order directly from the restaurant, while 18% preferred to order through a third-party service. And 72% of adults said it’s important their delivery orders come from a location that they can visit in person—as opposed to a virtual (or "ghost") kitchen space.
Of restaurants that closed permanently in 2020, the majority were established businesses and fixtures in their communities; these eateries had been in business, on average, for 16 years, and 16% had been open for at least 30 years. Within this subgroup, these restaurants employed an average of 32 people; and 17% employed at least 50 people before they closed.
Roughly 72% of restaurant owners who closed for good admitted it’s unlikely they’ll open another restaurant concept in the future. Only 48% of owners said they plan to stay in the restaurant industry in some form in the months or years ahead.
With all this in mind, restaurants and bars have had to get creative to stay afloat, beyond just adding or expanding whatever takeout options they had before. Some restaurants have leaned heavily on expanding their outdoor dining footprints, while others turned their dining rooms into makeshift artisanal grocery stores.
But many restaurants have altered their menus dramatically, based on the report's findings, increasingly providing options that cater to the country's mood, or need, for comfort food. Approximately 38% of on-premises diners and 33% of takeout/delivery customers said their restaurant choices are influenced by whether the menus include the comfort foods they crave. In response, restaurants are meeting these demands with one in five family and casual dining operators added comfort items, and seven in 10 full-service operators added alcohol to-go since March 2020.
And while it may still seem like a novelty for many Americans, to-go cocktails, beer, and wine could become a permanent mainstay if state regulators come around. While not overwhelmingly adopted, the State of the Restaurant Industry Report found that most restauranteurs that tapped into the alcohol to-go trend are benefitting from it. Thirty-five percent of all customers—and specifically 53% of millennials—say they’re more likely to order from a restaurant if it offers alcoholic beverages with a to go order. "According to our research, off-premises alcohol sales represented, on average, 10% of sales for restaurants offering the option," Riehle explains. "This has often allowed restaurants to bring back a bartender or additional employee. For many states, the change to allow alcohol to-go was temporary during the pandemic, but consumers and operators both overwhelmingly support making the changes permanent."
In contrast to the entertainment industry, which is having a moment of reckoning as many moviegoers might prefer to stay home and avoid the high costs of movie theater tickets even after the pandemic, restaurant goers are eager to return in large numbers—once it is safe to do so.
"The loss of $240 billion in sales was a substantial and set industry growth back more than five years. Fully regaining that footing will take time," Riehle says. "The good news is that the State of the Restaurant Industry Report shows a clear consumer desire to enjoy restaurants on-premises. As the vaccine becomes more available and more social occasions return to restaurants, consumers will still continue to utilize off-premises options."
In late April 2020, 83% of adults said they were not eating on-premises at restaurants as often as they’d like, a jump from 45% reported in January 2020. A crucial reason is socialization. Broken down by age group, baby boomers were found to want to return to restaurants most, beating out millennial and Generation Z adults, who say they are not eating on-premises at restaurants as often as they’d like. And eight in 10 adults said their favorite restaurant foods deliver flavor and taste sensations that they can’t duplicate when cooking at home.
"The year ahead will be one of rebuilding," Riehle predicts. "Looking ahead, we anticipate that restaurants will continue to double down on things that streamline operations, diversify their offerings, and entice customers—think technology, seamless off-premises protocol and tools, meal kits, and more—all things we saw proliferate out of absolute necessity in 2020."
