The industry event is organized annually by the trade magazine HGV Praxis and covers all aspects of the out-of-home market and gastronomy. In the exclusive ranking in the area of plant-based expertise in system catering, the BILLA market kitchen took fourth place out of 31 competitors with more than ten restaurants. The ranking takes into account the range of plant-based main courses, side dishes, desserts and whether plant-based milk is offered at no extra charge. In addition, communication, promotions and price equality with the animal counterpart are also recognized.
Verena Wiederkehr, BILLA Head of Plant-Based Business Development: "We are delighted to have achieved fourth place in the ranking and to be the only retail company among the top five in the plant-based food service sector. We are obviously investing in the right places and are constantly working on expanding the plant-based range in the BILLA market kitchens. As part of our strategy, we are also pursuing the approach of always offering a fair choice and providing our customers with both animal-based and purely plant-based options at the same price. Because plant-based enjoyment should be affordable for everyone."
Comprehensive plant-based range in BILLA market kitchens - at no extra charge
On average, around 15,000 guests visit the 60 BILLA market kitchens every month. Customers can choose from a wide range of plant-based dishes: For breakfast, there's an overnight breakfast bowl (plant-based porridge with coconut gurt, agave syrup and fresh berries), plant-based burgers for lunch, a plant-based sweet potato and chickpea bowl korma or a sweet and sour bowl with chicken, which is also available with plant-based fillet pieces at the same price. The dishes are freshly prepared every day in the market kitchens. However, if customers want to enjoy the plant-based dishes at home, dishes such as the Simply Good Korma Meets Curry Bowl or the Vegavita sweet and sour fillet pieces are also available in BILLA and BILLA PLUS stores.
Customers can look forward to weekly changing promotions in the market kitchens. Selected dishes as well as plant-based dishes are offered at a reduced price during this period and are very popular with customers. All dishes are also available in practical take-away boxes.
In addition, a purely plant-based dish is available as part of the BILLA market kitchen monthly deal, in which four dishes are offered at a greatly reduced price from 4 pm. Plant-based coffee enjoyment is not neglected here either: all types of coffee can be prepared as a plant-based variant with Oatly Oat Barista at the customer's request - at no extra charge.
Price-reduced plant-based products on BILLA shelves led to 33 percent more sales
Affordability of plant-based products is the credo in the BILLA market kitchens and the BILLA and BILLA PLUS markets. More than 50 Vegavita products are already the same price or cheaper than their animal-based counterparts. These price reductions have led to a 33 percent increase in sales since their implementation last November. "In future, new Vegavita products for which there is a comparable animal product on the market will automatically be set at the same price level or, if possible, offered at a lower price," says Wiederkehr.
On a mission against food waste
Particular attention is paid to the sustainable handling of food and the use of synergies when processing food in the BILLA market kitchens. If there is any food left over after a campaign, the local market has the option of offering it as a market kitchen canister via Too Good To Go. If available, products from the market are also cooked fresh to avoid food waste. Other fresh ingredients such as vegetables, as well as dairy products and pasta, are taken from the markets to prepare the meals in the subsequent BILLA market kitchens.
