Between tradition and a digital future

Bowling makes people hungry and thirsty. When the bowling alley of the ‘Wetterkamp’ in Castrop-Rauxel is packed, dozens of schnitzels and beers are served to bowling aficionados in 1 night. Just a few years ago, for the service staff this meant having to run around so much that many a step counter blew up: hurrying down the stairs, writing down orders on the pad, going back upstairs, on to the cash till, entering everything, printing out the slips and taking one to the bar and the other to the kitchen. ‘Today, we enter everything on the iPhone and it arrives precisely where it is prepared. This makes things much, much easier,’ says Christa Eickenscheidt.

The ‘Wetterkamp’ is in the heart of the Ruhr region, an area in western Germany which for decades was characterised by coal and steel and is still in the middle of a structural transformation. In the traditional restaurant, the 31-year-old almost looks a little out of place: the young businesswoman is surrounded by lots of dark wood, a brown tiled floor and a waft of fried schnitzels. The trained hotel manager has run the family business in the third generation for 6 years – and since that time has broken several times with traditions in order to lead the ‘Wetterkamp’ successfully into the future.

And Christa Eickenscheidt is far from finished. She still has big plans. A revolution. ‘I now want to digitalise my family business,’ she says. ‘Wetterkamp 4.0’, so to speak.

To this end, the ‘Wetterkamp’ proprietor takes advantage of the offerings of METRO Germany and Hospitality Digital (HD). In 2015, METRO established that subsidiary, which develops innovative solutions for restaurateurs. The central feature is ‘DISH’, which stands for Digital Innovations and Solutions for Hospitality. ‘DISH’ is an online platform that started in Germany and Italy in 2018 and by now has been rolled out in many additional countries. It offers restaurateurs access to relevant digital applications.

Christa Eickenscheidt has used the website app on the ‘DISH’ platform to create an online presence – free of charge. Now anyone on the Internet can see what her restaurant has to offer in terms of ambience, menu or party service. The advantages are evident: in the mobile age, every German looks at his or her smartphone an average of 30 times a day, and those between 18 and 24 years old even 56 times. For this reason, it is essential in the restaurant business, too, to be present on the screens of guests and people who should become guests. And what is even much more important: making sure others can find you on the Internet, at least making your address and phone number available for everyone.

Speaking of wholesale stores: in Düsseldorf, in the immediate vicinity of its headquarters, METRO Germany is presenting the new store concept, which is geared towards food service customers and serves as a model for other stores throughout Germany. Restaurateurs can enter the store through a separate entrance. ‘A customer manager welcomes them there, advises them and answers all questions,’ says store manager Michael Widmer. The 47-year-old used to work in the 5-star hotel business and likes to speak of a sort of ‘concierge’ who takes care of all concerns.

Right behind the entrance for restaurateurs starts the enlarged fresh-food section, which is important for them. The range of convenience goods, such as sliced pumpkin or julienned carrots, has been expanded. After all, at a time where there is a shortage of staff, every minute counts in the restaurant business. The ‘Erlesene Welten’ (Choice Worlds) range offers premium products such as tea, coffee, olive oils or chocolate and gourmet food. ‘Thanks to shorter walking distances and product ranges with a clear emphasis on the restaurant business, METRO Germany gives restaurateurs the freedom to focus on what is essential to them: their business,’ says Widmer.

Christa Eickenscheidt did this, too. And it paid off: when she took over the management of ‘Wetterkamp’ in 2013, figures were declining. The balance sheet was off. She renovated the kitchen and the toilets, raised the drinks prices, introduced regular opening hours and vegetarian dishes, initiated campaign days, hired a young team – and has been pushing the digitalisation process of her establishment. ‘It was quite a cultural change, especially for the regulars,’ she recalls.

Change is never easy, regardless of the job or company. Every employee must get involved and leave his or her comfort zone. But the figures of the Rhineland initiative region (Düsseldorf, Neuss, Krefeld) also indicate that METRO Germany’s efforts are paying off. All new – physical or digital – solutions, processes and measures are tested during regular business activities, and if they work they are adopted in other regions. Business with the customers in the hotel, restaurant and catering business (HoReCa) has enjoyed growth in the medium single-digit range since the beginning of financial year 2018/19. And not only that. ‘The data we generate is valuable as well, because it helps us create bespoke offers for our customers and develop new, tailor-made solutions,’ Sebastian Weißenfels is convinced.