The continuing difficult economy due to the recession and increasing unemployment led Italian consumers to remain very cautious about their out-of-home expenditure. Similar to 2012, the recession forced many caf?s/bars to close down in 2013. Although the decline was less dramatic than in 2012, the balance between the new outlets opening and closures was negative, and at the end of 2013 the total number of outlets of caf?s/bars was 3,226 less than in the previous year. In order to face the ongoing crisis and avoid closures, many operators kept the price of a cup of coffee low. According to FIPE (The Italian Association of Foodservice Operators), the cost of a cup of coffee in Italy is amongst the lowest in Western Europe. Operators also tended to increase their menu offering, and included a wider lunch offering and launched menu deals for breakfast and lunch.