After a horrible year like 2020 and one marked by strong uncertainty, from 2022 onwards the events market is on the upswing. This is confirmed by the data from Monitor the events and live communication market in Italy by AstraRicerche, according to which in 2023 the market reached 861 million euros, marking a significant increase (+27%) compared to the previous year.
The reasons for the recovery are multiple and indicate a combination of factors that have contributed to the sector's comeback:
- the desire for normality after a notoriously difficult three-year period;
- the need for Strengthen human relationships, even in this case after the stop of 2020/21;
- The slowing inflation in 2023, which has a positive effect on company budgets and people's spending capacity;
- the networking needs of companies, which only physical events can satisfy.
CATERING SERVICES, GREAT EXPECTATIONS FOR 2024
The relaunch of events is a very important signal for a sector that has been heavily affected by the pandemic. The market is complex and varied, involving a wide range of players: in addition to the organizers, there are the locations and the entire macrocosm of services such as set-ups, transportation and security. Among these, one of the pillars is the catering services.
Following the events sector very closely, Banqueting & Catering has recorded a significant growth in 2023: +10% compared to 2022, exceeding 2.2 billion euros in turnover. In Italy, the sector involves more than 14 thousand peoplepermanent and even more employees during peak periods.
PINSA AS AN OPPORTUNITY FOR CATERING SERVICES
We believe that the restart of catering services opens up opportunities for innovation in the sector. For this reason we believe that the moment is ideal to integrate pinsa into the offer of operators in the sector, with the aim of enhancing its competitiveness. We have identified 5 reasons that we consider particularly valid.
THE PINSA TO INNOVATE THE CATERING SERVICE MENU
In the catering market, innovation is essential to stand out and emerge. There is no other way. Pinsa has all the right credentials because offers a different experience than pizza, crispier and lighter. Furthermore, the fact that it is not as widespread as pizza in the context of events plays in its favor because it arouses curiosity, attracts attention and then confirms, thanks to the taste, the expectations it creates. Furthermore, it does not involve any risk, because it has already been successful among end consumers, and cannot help but replicate it, albeit in a context different from that of the home or the pinseria.
VERSATILITY MADE ON A PLATE
Versatility is a distinctive feature of the pinsa and makes it an ideal option for a wide range of occasions, from formal celebrations to more informal events. If pizza could be seen as not very refined for certain elegant events, the pinsa lends itself to extraordinary presentations and allows chefs to create gourmet options that satisfy the most demanding palates without sacrificing practicality and ease of service.
On the other hand, the pinsa is also perfectly suited to more informal events such as parties, aperitifs on the beach or small business meetings. Its versatility is expressed in the possibility of customizing the fillings based on the preferences of the guests and the theme of the event, offering a culinary experience in each case appropriate to the occasion.
EXTREMELY QUICK PREPARATION
Like pizza, pinsa can be prepared quickly, allowing operators to meet the needs of their customers without compromising the quality of the dishes served. You can start with flours, or with pre-cooked bases depending on the circumstances, time and tools available.
LIGHTNESS AND DIGESTIBILITY
The lightness and digestibility make the pinsa ideal for events such as fairs or concerts, where participants they don't want to – or can't – weigh themselves down. This makes it a very interesting choice among event organizers, also because lightness and digestibility are associated with a pleasant and refined taste.
It's delicious!
If pinsa has been so successful among end consumers, it's mainly because it's good. We are aware of how much subjectivity there is in this statement, but it is also true that its success was built precisely on balance of taste, lightness and digestibility. Of course, it depends a lot on how it is stuffed, but the starting point is excellent. Must try!
THE OUTLOOK IS INTERESTING
The outlook for event and catering operators looks promising for 2024 and beyond. The demand for in-person experiences is very strong, both in the entertainment and B2B events sectors. Despite the challenges faced by operators on a daily basis, there are opportunities to stand out and to make a statement, and even small details can make a difference. Pinsa is one of these.
