{"id":2187,"date":"2021-12-20T19:15:50","date_gmt":"2021-12-20T18:15:50","guid":{"rendered":"https:\/\/normandiemaine.cerfrance.fr\/latelier\/?p=2187"},"modified":"2022-08-19T14:15:15","modified_gmt":"2022-08-19T12:15:15","slug":"restauration-hotellerie-reinventer","status":"publish","type":"post","link":"https:\/\/normandiemaine.cerfrance.fr\/latelier\/restauration-hotellerie-reinventer\/","title":{"rendered":"Restauration h\u00f4tellerie se r\u00e9inventer"},"content":{"rendered":"\n<h1 class=\"wp-block-heading\">La restauration h\u00f4tellerie doit se r\u00e9inventer en permanence<\/h1>\n\n\n\n<p>Retrouvez en vid\u00e9o, Alban Fr\u00e8re sur la <strong>th\u00e9matique de la restauration et de l&rsquo;h\u00f4tellerie<\/strong> qui doivent se r\u00e9inventer. Ces deux professions doivent se r\u00e9inventer en permanence. Ces deux derni\u00e8res ann\u00e9es totalement in\u00e9dites ont amen\u00e9 \u00e0 ce constat. Il faut <strong>r\u00e9fl\u00e9chir en continue \u00e0 de nouvelles fa\u00e7ons de faire.<\/strong> Il y a quatre enjeux dans ce secteur. Ils sont toutefois li\u00e9s entre eux. Mais ils sont \u00e0 <strong>fort potentiel pour les restaurants et les h\u00f4tels<\/strong>. Il y a les <strong>enjeux \u00e9conomiques, ressources humaines, environnementaux et num\u00e9riques<\/strong>. Ces quatre enjeux sont \u00e0 prioriser et peuvent modifier en profondeur le fonctionnement des \u00e9tablissements de la restauration. En pr\u00e9ambule, quand on parle de restauration, il y a plusieurs types de restaurations. Ces types d\u00e9pendent de la g\u00e9ographie, de la taille et du type de restauration.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"La restauration h\u00f4tellerie doit se r\u00e9inventer en permanence\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/RcNoYUBbwWo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Les enjeux \u00e9conomiques<\/strong><\/h2>\n\n\n\n<p>Suite aux confinements, il y a un <strong>besoin<\/strong> de retrouver une <strong>stabilit\u00e9<\/strong> \u00e9conomique, mais surtout des <strong>opportunit\u00e9s<\/strong> \u00e0 prendre ! Parmi elle, il y a la vente \u00e0 emporter.<\/p>\n\n\n\n<p>Il y a<strong> deux constats actuels<\/strong> :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Changement de <strong>comportement<\/strong> des consommateurs. Avec l&rsquo;augmentation du t\u00e9l\u00e9travail, il y a moins de d\u00e9jeuner en ville. La baisse du nombre de touristes a \u00e9galement impact\u00e9e la restauration de ville. La gestion de la restauration a \u00e9volu\u00e9 en cumulant le pr\u00e9sentiel et les livraisons (commande en ligne).&nbsp;Il faut d\u00e9sormais une restauration hyper rapide.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Lieu qui devient <strong>accessible sous condition <\/strong>(pass sanitaire, masque), donc il devient moins instinctif pour les consommateurs. Nous ne pouvons plus aller au restaurant sans le pr\u00e9voir, ce qui freine la consommation. <\/li><\/ul>\n\n\n\n<p>Toutefois, si on parle de chiffre. Le niveau de chiffre d\u2019affaires est revenu aux moyennes de 2019 pour la restauration traditionnelle et rapide. Il y a moins de d\u00e9fection et le niveau de cr\u00e9ation reste stable.<\/p>\n\n\n\n<p>Suite \u00e0 ces constats, on peut ressortir<strong> trois pistes pour continuer \u00e0 avoir un \u00e9tablissement qui tient la route<\/strong> :<\/p>\n\n\n\n<p>1-<strong> D\u00e9terminer de mani\u00e8re pr\u00e9cise sa gamme et la client\u00e8le recherch\u00e9e<\/strong>. En clarifiant cette partie, l&rsquo;organisation du service sera plus simple et efficace.<\/p>\n\n\n\n<p>2-<strong> Savoir calculer le co\u00fbt de revient de ses plats et ma\u00eetriser les marges<\/strong>. Afin de savoir si \u00e9conomiquement, le produit propos\u00e9 est viable. <\/p>\n\n\n\n<p>3- Avant de se lancer dans un projet de diversification (livraison, vente \u00e0 emporter, \u2026), il est important de <strong>poser de mani\u00e8re claire ses objectifs<\/strong> (par exemple : gr\u00e2ce \u00e0 l&rsquo;outil SMART).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Les enjeux en ressources humaines<\/strong><\/h2>\n\n\n\n<p>Quelques soit le domaine d&rsquo;activit\u00e9, les salari\u00e9s se font de plus en plus rares avec des d\u00e9missions et des <strong>difficult\u00e9s \u00e0 recruter<\/strong>. Aujourd&rsquo;hui quand on reprend les chiffres, il y a beaucoup moins d&#8217;embauche que de sortie de contrat. On se retrouve avec des \u00e9tablissement qui ont donc moins de salari\u00e9s.<\/p>\n\n\n\n<p>La cons\u00e9quence est un <strong>turn-over<\/strong> important selon les zones g\u00e9ographiques. En fonction du type de restauration, de la zone touristique ou non, il y a un changement de comportement des salari\u00e9s. <\/p>\n\n\n\n<p>Le m\u00e9lange de tout montre une <strong>lassitude<\/strong> et des changements de carri\u00e8re qui s\u2019op\u00e8rent. Ces deux cons\u00e9quences sont apparues pendant les p\u00e9riodes de ch\u00f4mage partiel. <\/p>\n\n\n\n<p>L&rsquo;enjeux est donc de savoir comment <strong>motiver<\/strong> et <strong>conserver<\/strong> ses salari\u00e9s dans un secteur en tension ?&nbsp;Il y a <a href=\"https:\/\/normandiemaine.cerfrance.fr\/latelier\/reussir-recrutements-integration-salaries\/\" target=\"_blank\" rel=\"noreferrer noopener\">plusieurs pistes<\/a> :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Le recours \u00e0 l\u2019apprentissage de mani\u00e8re plus int\u00e9gr\u00e9e \u00e0 l\u2019\u00e9tablissement,<\/li><li>Ajuster les niveaux de r\u00e9mun\u00e9ration, fixer des plans de carri\u00e8re avec les salari\u00e9s,<\/li><li>Envisager une politique d\u2019int\u00e9ressement aupr\u00e8s des salari\u00e9s,<\/li><li>Clarifier les r\u00f4les de chacun avec les changements inh\u00e9rents \u00e0 la mise en place du \u00e0 emporter, de la livraison, etc\u2026&nbsp;<\/li><\/ul>\n\n\n\n<p>Ces trois derni\u00e8res pistes concernent plus le management de l&rsquo;\u00e9tablissement.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Les enjeux environnementaux et r\u00e8glementaires<\/strong><\/h2>\n\n\n\n<p>Les consommateurs sont \u00e0 la recherche d\u2019une <strong>tra\u00e7abilit\u00e9<\/strong> plus importante des ingr\u00e9dients utilis\u00e9s. Il y a une exigence plus importante \u00e9galement sur la valorisation des produits, ainsi que sur le \u00ab&nbsp;<strong>non gaspillage<\/strong>&nbsp;\u00bb. <\/p>\n\n\n\n<p>La partie r\u00e8glementaire est de plus en plus lourde pour les dirigeants. Au niveau des ERP, mais aussi sanitaire.<\/p>\n\n\n\n<p>Les restaurants deviennent alors plus porteurs de sens. Ils portent donc un message. En dehors de l\u2019aspect r\u00e8glementaire, les clients viennent chercher des exp\u00e9riences personnalis\u00e9es (vegan, v\u00e9g\u00e9tarien, gluten free, etc\u2026). Il est important de ne pas se priver d&rsquo;un groupe de 10 personnes, car une personne demande un menu personnalis\u00e9. <\/p>\n\n\n\n<p>Les pistes pour r\u00e9pondre \u00e0 cet enjeux sont donc :&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>R\u00e9duire le nombre d\u2019interm\u00e9diaires<\/strong><\/li><li><strong>Organiser de mani\u00e8re stricte<\/strong> le suivi des r\u00e8glementations, notamment hygi\u00e8ne<\/li><li><strong>Adapter ses menus aux exigences soci\u00e9tale<\/strong>s actuelles (visibilit\u00e9 des cuisines, plats v\u00e9g\u00e9tariens, affichages clairs des produits).<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Les enjeux num\u00e9riques<\/strong><\/h2>\n\n\n\n<p>Nous constatons une acc\u00e9l\u00e9ration de la pr\u00e9sence num\u00e9riques des restaurants suite \u00e0 la crise. Mais il s&rsquo;agit d&rsquo;une pr\u00e9sence \u00ab&nbsp;contrainte&nbsp;\u00bb, non r\u00e9fl\u00e9chit en amont. Le constat g\u00e9n\u00e9ral, c&rsquo;est que plus le num\u00e9rique sera pr\u00e9sent et plus les clients auront besoin de contacts humains.<\/p>\n\n\n\n<p>Les exemples de ces am\u00e9liorations num\u00e9riques sont le menu en QR code ou la r\u00e9servation sur des plateforme&#8230; <\/p>\n\n\n\n<p>Le restaurant de demain devra donc utiliser le num\u00e9rique. Mais il devra \u00e9galement penser \u00e0 valoriser ce que le num\u00e9rique le lui apporte comme : <\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>L&rsquo;utilisation de la data pour faire \u00e9voluer sa carte,<\/li><li>L&rsquo;analyse des comportements des consommateurs.<\/li><\/ul>\n\n\n\n<p>Cet enjeux n&rsquo;est donc pas temporaire. Il est utile. Mais il doit \u00eatre fait de mani\u00e8re r\u00e9fl\u00e9chis et strat\u00e9gique. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>L\u2019h\u00f4tellerie<\/strong><\/h2>\n\n\n\n<p>Dans l&rsquo;h\u00f4tellerie, il y a une <strong>concurrence<\/strong> qui prend de l\u2019ampleur avec :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Air BnB : tarif attractif, moins de contraintes que l\u2019h\u00f4tel (horaire d\u2019arriv\u00e9e, de d\u00e9part, r\u00e8gles sanitaires, etc.)<\/li><li>G\u00eetes, chambres d\u2019h\u00f4tes : une recherche de tourisme rural, de grands espaces, de nature qui concurrence les h\u00f4tels urbains.&nbsp;<\/li><\/ul>\n\n\n\n<p>Il est donc important de se d\u00e9marquer par des <strong>services novateurs ou attractifs<\/strong>, comme :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Salle de sports<\/li><li>Partenariats ext\u00e9rieurs (cin\u00e9ma, loisirs, etc.)<\/li><li>Cr\u00e9er des h\u00f4tels concepts (\u00e9colo, comme \u00e0 la maison, connect\u00e9s, etc.)<\/li><\/ul>\n\n\n\n<p>De mani\u00e8re g\u00e9n\u00e9rale, il est important de d\u00e9velopper une strat\u00e9gie de communication incitative de mani\u00e8re \u00e0 faire revenir les clients. La personnalisation des prestations clients (proposer une exp\u00e9rience en fonction des besoins) est cruciale. Il ne faut pas oublier de mettre au centre la relation client et donc revenir plus proche des clients. L&rsquo;Humain doit \u00eatre au centre.<\/p>\n\n\n\n<p>Au 1er trimestre 2021, 60 % des h\u00f4tels de France m\u00e9tropolitaine sont ouverts et \u00e0 peine un tiers des chambres offertes sont occup\u00e9es. Un an apr\u00e8s le d\u00e9but de la crise sanitaire, le nombre de nuit\u00e9es h\u00f4teli\u00e8res est inf\u00e9rieur de 64 % \u00e0 la moyenne des deux ann\u00e9es pr\u00e9c\u00e9dant la crise sanitaire.<\/p>\n\n\n\n<p>Dans la continuit\u00e9 de l\u2019ann\u00e9e 2020, l\u2019\u00cele-de-France concentre la moiti\u00e9 de la baisse nationale. Cette r\u00e9gion enregistre la plus forte baisse de fr\u00e9quentation h\u00f4teli\u00e8re au 1er trimestre 2021, avec \u2013 81 % par rapport \u00e0 la m\u00eame p\u00e9riode en 2019 et 2018. Auvergne-Rh\u00f4ne-Alpes est, quant \u00e0 elle, p\u00e9nalis\u00e9e par la fermeture des remont\u00e9es m\u00e9caniques des stations de sports d\u2019hiver.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Quelles tendances pour demain ?<\/strong><\/h2>\n\n\n\n<p>La restauration, l&rsquo;h\u00f4tellerie et leurs \u00e9volutions font \u00e9galement appara\u00eetre un certain nombre de paradoxes et de compl\u00e9xit\u00e9 pour se r\u00e9inventer :\u00a0<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>d\u00e9velopper un service de livraison tout en prenant en compte les enjeux environnementaux ?&nbsp;<\/li><li>d\u00e9velopper de la livraison en prenant en compte les enjeux RH (Uber Eat ?)<\/li><\/ul>\n\n\n\n<p>Au final, tout est une histoire d\u2019\u00e9quilibre, et surtout de conserver le fil rouge du moment de la cr\u00e9ation&nbsp; : pourquoi je fais ce m\u00e9tier ? Pour qui ? Quelles sont mes fiert\u00e9s ?&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/i0.wp.com\/normandiemaine.cerfrance.fr\/latelier\/wp-content\/uploads\/sites\/2\/2021\/12\/restaurant-g6b47c46b7_1920.jpg?resize=1024%2C683&#038;ssl=1\" alt=\"La restauration h\u00f4tellerie doit se r\u00e9inventer en permanence\" class=\"wp-image-2188\" srcset=\"https:\/\/i0.wp.com\/normandiemaine.cerfrance.fr\/latelier\/wp-content\/uploads\/sites\/2\/2021\/12\/restaurant-g6b47c46b7_1920.jpg?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/normandiemaine.cerfrance.fr\/latelier\/wp-content\/uploads\/sites\/2\/2021\/12\/restaurant-g6b47c46b7_1920.jpg?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/normandiemaine.cerfrance.fr\/latelier\/wp-content\/uploads\/sites\/2\/2021\/12\/restaurant-g6b47c46b7_1920.jpg?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/normandiemaine.cerfrance.fr\/latelier\/wp-content\/uploads\/sites\/2\/2021\/12\/restaurant-g6b47c46b7_1920.jpg?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/normandiemaine.cerfrance.fr\/latelier\/wp-content\/uploads\/sites\/2\/2021\/12\/restaurant-g6b47c46b7_1920.jpg?w=1920&amp;ssl=1 1920w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><figcaption>La restauration h\u00f4tellerie doit se r\u00e9inventer en permanence<\/figcaption><\/figure><\/div>\n","protected":false},"excerpt":{"rendered":"<p>La restauration et l&rsquo;h\u00f4tellerie doivent se r\u00e9inventer en permanence pour r\u00e9pondre aux enjeux des professions.<\/p>\n","protected":false},"author":4,"featured_media":2188,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[132,153],"tags":[],"class_list":["post-2187","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artisanat-commerce-services","category-conjoncture-artisanat-commerce-services"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Restauration h\u00f4tellerie se r\u00e9inventer - L&#039;Atelier des \u00e9tudes \u00e9conomiques<\/title>\n<meta name=\"description\" content=\"Alban Fr\u00e8re pr\u00e9sente la restauration h\u00f4tellerie doit se r\u00e9inventer en permanence pour l&#039;atelier des \u00e9tudes \u00e9conomiques\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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