While high costs and market uncertainty have put pressure on German hospitality operators, consumers continue to support their favourite restaurants, cafes and bars, according to two representative surveys commissioned by VistaPrint.
The surveys, of 2,000 consumers and 201 small foodservice operators across Germany, respectively, indicate that there is a notable perception gap when it comes to price expectations.
Since January 1, 2026, a reduced VAT rate of 7% applies to food in restaurants. While around two thirds (65.2%) of restaurateurs assume that customers expect lower prices as a result, only 34.9% of consumers actually anticipate such reductions, the surveys found.
Nearly half of the respondents explicitly do not expect lower prices, and 42.4% understand that prices may need to remain stable despite the VAT cut.
Hospitality challenges
The surveys also indicate that awareness of the challenges facing hospitality businesses is high – some 85.6% of consumers know or have heard that restaurants and bars are contending with higher energy costs, rising food prices, staff shortages, and reduced guest numbers.
Restaurateurs reflect this reality, with 71.1% considering significant changes to their business over the past year, including closures or sales in some cases.
“Guests are very conscious of prices and also pay attention to quality,” commented chef Cornelia Poletto, who recently partnered with VistaPrint on its ‘Local Heroes Wanted’ initiative. “Many know that purchasing, energy, and staffing costs haven’t gotten any cheaper. Those who have a favourite restaurant therefore don’t necessarily expect price reductions, but rather that the craftsmanship and personal touch will be preserved. This support is a strong signal for businesses, especially in tough times.”
More than just food
For many German consumers, small cafes, restaurants, and pubs are far more than just a place to eat – as the survey noted, they represent enjoyment (77.9%), social interaction (57.0%), conviviality (53.7%), and cultural exchange (43.5%).
When faced with the potential loss of a favourite venue, many consumers are willing to act: 54.2% say that they would recommend it to friends, 51% would visit more frequently, and 41.7% would leave positive online reviews or provide other forms of support.
“This demonstrates a great deal of solidarity: guests and businesses are not divided,” added Simon Wieck, managing director of DEHOGA Hamburg. “Many people are willing to take action to preserve their favourite local establishment.
“But for this support to be effective, one thing is crucial: the courage to communicate openly when things get tough – and to understand one’s regular customers as partners. At the same time, it’s also important to leverage the backing of a strong advocacy group.” Read more here.
