Rural gastronomy (AI generated)
Many restaurant businesses in rural areas are under financial pressure. If they disappear, there is a risk that a part of the region’s culinary culture will be lost along with them. Two recent surveys – one conducted by food wholesaler METRO amongst restaurateurs and another carried out in collaboration with YouGov amongst the rural population – show just how important countryside inns are for community and cultural identity. This makes the concern all the greater that these very places, which serve as hubs for socialising and preserving regional cuisine, could be lost. This is an issue that should be given much greater prominence in the public debate.
In rural areas, it is currently not easy for many catering businesses to operate in a financially stable manner. At the same time, when it comes to rural gastromony, there is more at stake than just individual businesses, as this sector preserves an important part of the regional culinary heritage of Germany’s diverse food culture. This is an issue that METRO, as a partner of the hospitality industry, is committed to supporting. Dr Steffen Greubel, CEO of METRO AG: “Good food can also be found away from Germany’s major cities. I often travel through rural areas and meet people there who run their businesses with great passion, often having done so for generations. They are warm hosts and real driving forces in their home towns. For them, strong relationships with guests are particularly important, as few walk-in customers happen to visit their restaurants by chance. And almost every region in Germany has its specialities to offer, which these very businesses have often been serving for many years – this is something special and worth preserving.”
A key finding of the B2B survey is the enormous importance of these businesses to their regions. 97% of the restaurateurs surveyed regard their own business as important or very important for the local quality of life. At the same time, 90% view their establishments as important meeting places for the local community. Not a single respondent considers the social function of their business to be unimportant. Rural hospitality thus sees its own role as a social and cultural anchor that significantly shapes community life in rural areas.
This picture is confirmed by the guests’ perspective. In the B2C survey, 81% of respondents state that countryside inns are important for the quality of life in rural areas. Social interaction and the preservation of regional traditions and customs are particularly highlighted. 43% rate social interaction as ‘somewhat important’ and a further 28% as ‘very important’. When it comes to preserving traditions and customs, 38 % see a ‘somewhat important’ role and 36% a ‘very important’ one.
Regional cuisine: a recipe for success
In addition to their social function, countryside inns make a significant contribution to the cultural identity of their regions. The link to regional cuisine is particularly strong. 86% of the restaurateurs surveyed see regional dishes as a key driver of the appeal of what they offer. At the same time, 82% of guests confirm the close link between countryside inns and regional specialities. For half (50%) of those surveyed, regional cuisine is even the most important reason for visiting a countryside inn. Despite regional differences, meat dishes such as roasts and schnitzels are particularly popular with guests, together accounting for 25% of the most frequently mentioned dishes. Moreover, rural restaurateurs cite the growing appreciation of regional dishes as the strongest positive trend of recent years (71%).
This importance is also evident in the day-to-day running of these businesses: around 90% of restaurateurs state that they use regional products frequently or very frequently. Regional sourcing is therefore not a niche issue, but a standard practice and a central component of value creation in rural areas. At the same time, it helps to support local producers and maintain short supply chains.
From the guests’ perspective, too, the expectations placed on rural inns are closely linked to the regionality and quality of the food. 68% attach great importance to housemade dishes, 50% place great value on seasonality and 48% on regional ingredients. Transparency of the origin of products and collaboration with local producers are also very important for around 40% each.
The importance of a suitable ambience and regional specialities in rural gastronomy is also clear: for 72% of respondents, a cosy atmosphere is crucial for a successful visit, whilst 67% cite regional cuisine as a defining element. Aspects such as a sense of home and proximity to the restaurant play an important role for 40% and 38% respectively. A high willingness to recommend these establishments – 49% would definitely recommend rural restaurants, whilst 37% would do so occasionally – further underlines the positive perception of these businesses.
Challenges and the Future of Rural Gastronomy
At the same time, the B2C survey reveals a growing awareness of the issue: 67% of respondents express concerns that countryside inns could increasingly disappear. This concern highlights the need to focus more closely on the special significance of rural gastronomy in current discussions about the hospitality sector in Germany. Operators cite bureaucracy (86%), greater political support (51%) and greater appreciation from guests (29%) as their three biggest challenges – a mixed picture emerges here. Despite all the challenges, the majority of restaurateurs surveyed are optimistic about the future (62%), whilst a third (32%) answered this question with ‘rather negative’ or ‘negative’.
In light of the survey results and based on its day-to-day collaboration with customers in rural areas, METRO makes a clear appeal: the role of rural gastronomy must be given greater visibility, both as a relevant economic factor and, above all, as a social meeting place and a pillar of the regional identity.
