GIRA Foodservice - Our methodology

GIRA FOODSERVICE does not believe in using a standard, systematic, ‘ready made’ method for its research activities.

Indeed, there can never be one single method to forecast future trends.

Our approach can be summarised as follows :

we use a wide range of research methods to identify the different ways the market might move

we use the most effective combination of research approaches to pull together the various strands of the most likely future scenario

Our starting point : understanding how the market works.

To gain this understanding, we therefore need to :

analyse past trends, not only the ‘how much’ but also the ‘how’ and ‘why’

appreciate the fundamental factors that influence today’s market

be aware of short term fashions and temporary economic factors

define the roles of all the players in the market

understand the strategic objectives of the main operators, including food/beverage companies, restaurant chains, distributors, equipment suppliers ……

identify the companies that have the potential to influence the way the market will move, now and in the future

understand the consumer point of view, based on changing lifestyles and eating habits

The end result : to have the highest possible quality of information at our disposal, in order to :

piece together a picture of the future based on a thorough knowledge of all of the components of the market and of the way that they interrelate

identify the main lines of development of any given market

recognise that “the future already exists somewhere” ……..in another country or in another market sector

We use four main information sources :

face to face usage and attitude interviews : the research team of GIRA FOODSERVICE carries out more than 500 in-depth interviews per year with decision-makers in the foodservice market.

telephone interviews : every year more than 10 000 telephone interviews are carried out by our network of interviewers who are specialised in the foodservice market

group discussions and individual interviews with consumers : around 1 000 consumers per year are interviewed about their eating out habits.

the unique database that GIRA FOODSERVICE has built up over more than 30 years, covering all aspects of foodservice and food and beverage markets, contained in more than a thousand reports that we have published over this period.