Commentary by Olaf Hohmann,
Member of the Management Board at EHI Retail Institute
Retail gastronomy is undergoing dynamic change. The segment has evolved from classic snack bars in the checkout area to sophisticated, sometimes high-class catering concepts in retail. German retailers even operate several Michelin-starred restaurants now. Driven by changing consumer habits, new dietary trends and increasing demands regarding the quality of customer experience, retail gastronomy is increasingly becoming an economically relevant part of brick-and-mortar retail.
According to surveys by the EHI Retail Institute, retail gastronomy sales in Germany rose from €10.09 billion in 2022 to €11.7 billion in 2023. For 2024, retailers are reporting an average sales growth of 6.1 percent, corresponding to a total volume of €12.41 billion. The estimations for 2025 assume a further increase of 4.1 per cent, bringing gross turnover to an estimated €12.92 billion.
This article was published in ACROSS Issue 1|2026
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The Importance of Retail Gastronomy
In an environment of declining customer footfall in brick-and-mortar retail, retail gastronomy is increasingly serving as a differentiator and a way to attract customers. As a so-called “third place” – alongside home and work – it fulfils the social, emotional and functional needs of customers. At the same time, retailers with high-quality catering offers are increasingly positioning themselves on a par with traditional restaurants.
Successful concepts are ideally characterized by clear positioning, consistent quality, optimized operating processes and close integration with the brand identity of the retail company. Collaborations with experienced catering partners or franchise systems provide additional access to expertise and increased operational efficiency.
Experience Catering as a Differentiation Tool
Modern retail gastronomy is not only about providing food and drink, but also about creating a pleasant atmosphere and contributing to emotional loyalty. It is increasingly seen as an integral part of brand staging. Concepts such as market hall catering, show kitchens and live cooking stations demonstrate how eating and shopping can be combined into a holistic experience. Food courts are developing into social meeting places with an urban character, complemented by temporary offerings such as pop-up or event formats.
Focus on Health and Sustainability
The demand for healthy and sustainable products is growing steadily. Organic, regionally sourced, vegetarian and vegan options as well as resource[1]saving preparation methods are increasingly becoming part of the offering. Nutritional trends such as low-carb and superfoods are also being considered. Sustainability is also reflected in packaging concepts, reusable systems and energy efficiency. In view of the legal requirements (e.g., ban on single-use plastics) and increased customer expectations, the implementation of transparent and ecologically oriented offerings is becoming a competitive factor, especially among younger target groups.
Digitalization and Automation
Digitalization is increasingly shaping all stages of the gastronomic value chain. Digital menu boards, self-order terminals, contactless payment, AI-supported ordering and kitchen processes as well as food forecast systems to reduce food waste are already in use or in the pilot phase. Loyalty programs, digital recipe suggestions and personalized offers based on AI-supported analyses of purchasing behavior increase customer loyalty and efficiency. Robot-assisted systems – e.g., for food preparation or service activities – are also gaining in relevance. In Germany, REWE Region West started the world’s first integration of autonomous food production into food retail in autumn 2025. As part of an eight-month pilot phase, the fully autonomous CA-1 kitchen robot is being used in several REWE supermarkets in Germany. The system from Munich-based company Circus SE was introduced there as a pilot project under the “Fresh & Smart” brand.
EDEKA Ristow in the German city of Heikendorf followed shortly after that with a similar autonomous cooking system from Hamburg-based FoodTec start-up Goodbytz. It prepares hot meals from raw vegetables and fresh ingredients. The robotic kitchen occupies a footprint of 7.2 sq m and handles the entire process — from preparation and serving to independently washing the pots with the robot stocked and cleaned by the store’s in-house chef. “Similar to self-checkout lanes, we see ‘kitchen robotics’ as a way to counteract staff shortages,” says Benjamin Klotz, authorized signatory at Edeka Ristow.
Growth Drivers: Convenience, To-Go, Lunch and More
In view of mobile lifestyles, the importance of to-go and convenience offerings continues to grow. Breakfast options, snacks, bowls and hot drinks must not only be available quickly and flexibly, but also be of high quality, transparently labelled and attractively priced. Hybrid concepts that enable both in-house consumption and takeaway are gaining in importance. Globus provides an example of strategic development and a new business model: with its new catering menu, the retailer has established a system that opens the restaurant area as a regional company canteen, especially at lunchtime. This gives companies in the vicinity a flexible option for providing their employees with inexpensive meals while strengthening their loyalty to the company.
New Demands for Staff and Organization
The ongoing shortage of skilled workers poses challenges for the industry. At the same time, the requirements for staff are changing: in addition to catering knowledge, communication skills, technical understanding and service orientation are in demand. Digital learning platforms, targeted training and transparent development prospects are becoming increasingly important to attract and retain skilled workers in the long term. Automation and digitalization, for example in personnel planning, can help to relieve employees of routine tasks and qualify them for advisory or creative tasks.
Retail Gastronomy of the Future
Commercial catering is set for further growth – not only because of its attractive price-performance ratio, but above all because of its role as an emotional and functional added value in brick-and[1]mortar retail. In an increasingly hybrid consumer reality, with changing daily routines and a growing need for social interaction, catering is becoming a key factor in the quality of customer experience and customer loyalty. Future-proof concepts are characterized by modular structures, sustainability, customer-oriented food offerings, technological integration and location flexibility. Retail gastronomy is thus understood not only as a supplement but also as a strategic component of a successful retail location. It can generate not only additional sales but also make a decisive contribution to customer frequency, brand loyalty and differentiation in brick-and-mortar competition
Olaf Hohmann
Member of the Managing Board,
EHI Retail Institute
Image: © EHI Retail Institute
About EHI Retail Institute
Based in Cologne, Germany EHI, is a leading research, consulting, and education institute for the retail industry. Founded in 1951 (emerging from RGH and ISB), EHI connects around 850 international retail companies, consumer goods manufacturers, and service providers.
EHI delivers practice-oriented research and studies on key industry topics such as e-commerce, connected retail, and market developments in Germany. It serves as a platform for knowledge exchange between retail, industry, and service partners through working groups and conferences.
EHI is co-organizer of EuroShop and maintains close ties with GS1 Germany. EHI hosts the Guided Tour Foodservice Equipment at EuroShop 2026. The tour is aimed exclusively at retailers and foodservice operators and lasts two hours.
Learn more here.
