The catering industry is one of the sectors most affected not only by the health crisis but also by lack of manpower. How is Ospena, an important group in this market, dealing with this difficult situation? CEO Daniel Reimann explains.
The restaurant industry is suffering the full impact of the COVID-19 pandemic. According to GastroSuisse, 2021 sales for the entire hotel and restaurant industry were about 40% lower than in the years prior to the pandemic. Although Italian cuisine is hugely popular with the Swiss, even establishments offering Italian food have suffered from the crisis. Daniel Reimann, Managing Director of the Ospena Group, which employs 450 people and operates more than 20 restaurants throughout Switzerland, reflects on the challenges of this period and the company's future prospects.
Since its creation in 1988, the Ospena Group which owns the Molino brand has opened nearly 20 restaurants throughout Switzerland. How do you explain this rapid growth?
Reimann: A key point is certainly where we are located. We also invest in our establishments by regularly renovating them. One example is our restaurant Le Molard in Geneva, which we renovated from top to bottom a year ago. We are now achieving a turnover comparable to 2019. As there is strong competition in the Italian cuisine sector, we must also distinguish ourselves through reliable service, consistent dishes and quality produce. We are committed to maintaining the traditions established over the past 30 years: our pasta is homemade and our pizza doughs are refrigerated for 48 hours before being prepared.
Your company is owned by the Migros Zurich and Migros Geneva cooperatives. How is the collaboration structured?
Reimann: We have a lot of room for maneuver because we are a separate company. The financial strength of our parent company certainly helped us to navigate the Covid crisis.
Has operating a chain of restaurants been an asset or an additional challenge over the past two years?
Reimann: Despite the severe impact of the public health measures, we have become more committed. Certain tourist locations, like Zermatt, were able to thrive, which helped to offset losses elsewhere. We reacted quickly to staff absences and set up learning programs to adapt to all these changes. Operating a chain has also provided more opportunities for the development of marketing, digitalization and home delivery.
In the last two years, more and more Swiss started getting meals delivered at home. Is this a trend that you are also observing?
Reimann: Takeaway operations have always been important to us, although they have become more so during the crisis. Today, this segment accounts for about 10% of sales. That's why it's essential for us to increasingly integrate this business into our restaurants' processes.
Is the creation of new outlets back on the agenda?
Reimann: We analyze the opportunities that arise without any sense of urgency or constraint. The priority is still to consolidate the existing facilities. We have renovated 10 facilities to date and have just started work in Bern. This is all the more important as we have noticed that clusters of establishments within the same city, such as the ones we have in Zurich or Geneva, have benefited from better overall coordination and greater ease in dealing with difficulties than our standalone restaurants.
The industry is suffering from a labor shortage. How do you manage to hire staff in these complicated times?
Reimann: Of course, we are also affected. As a group, however, we are fortunate to be able to offer interesting options for internal and career mobility. Recruitment difficulties are nothing new, although they are exacerbated today. One reason for this is that many people go into the industry out of necessity rather than passion. Personality plays a key role in the recruitment process: does the candidate have a pleasant character, good communication skills and team spirit?
What advice do you have for a young entrepreneur looking to get into the restaurant business?
Reimann: First of all, you have to question your motives carefully. This applies to all fields, but it is particularly important in the hospitality industry. You have to be at ease with people, different languages and cultures, and understand the dynamics of produce and seasonality. Anyone who wants to work in a variety of activities with a high level of commitment, while accepting a certain amount of risk, has a place in this sector.
