Page 12 - OhioRA 2012SpringFlipBook

10 www.ohiorestaurant.org Spring 2012 Issue

What to Expect in 2012

Despite changing consumers’ attitudes, the forecast still predicts some challenges

Most restaurant operators and industry suppliers will tell you that, while they are optimistic about the direction the foodservice industry is heading, there still appear to be some challenges. Whether those challenges are rising energy costs, increasing food prices or consumers hesitant to spend, the restaurant industry still has some hurdles to overcome. Yet, according to data from the National Restaurant Association in the association’s 2012 Restaurant Industry Forecast, things do appear to be improving.

The Economic Forecast for 2012

When compared to 2008 and 2009, 2011 saw improvements for the restaurant industry. In addition to consumers feeling better about the overall condition of the economy, jobs also experienced a slight uptick in most areas of the United States. For the year ahead, additional growth is expected, according to projections shared in the NRA’s latest restaurant industry forecast.

The NRA predicts that the growth in the industry can be directly linked to consumers’ desires to enjoy the social and service outlets that restaurants offer them and their families. Additionally, today’s consumer is more willing to try new favors and experience different types of cuisine due to the growing infuences of reality television cooking shows on Americans’ dining habits and the important value being placed on eating

and cooking with local ingredients. As more consumers seek out fresh food in their own community grocery stores, they are looking for direction from their favorite independent restaurants and chefs on how to prepare these foods at home.

In fact, in light of the power of the local food movement, the U.S. Department of Agriculture recently launched a new website committed to their Know Your Farmer, Know Your Food initiative. The site provides visitors with photos, maps and videos that highlight all the USDA-supported projects that encourage communities to buy locally and to support regional food hubs.

“Every million dollars in sales through local markets supports 13 jobs,” said Kathleen Merrigan, the deputy secretary of the USDA. In light of this, Merrigan and her team are doing everything that they can to help small businesses, particularly independent and family farms, connect with their local communities.

As more consumers spend locally, it is important to note that the industry forecast for 2012 predicts that restaurant sales will reach a record high of $631.8 billion in 2012, which represents an increase of 3.5% compared to sales in 2011. Should projections remain in line with actual fgures, 2012 will mark the second consecutive year that restaurant sales surpassed $600 billion in the United States. When one