How to open the best restaurant.

* Calculations use average data for Russia

1. SUMMARY OF THE PROJECT "CAFE-CAKE"

The goal of the project is to open a pie cafe for the implementation of a range of catering services in a city with a population of over 1 million people.

The shift of the consumer side to the fast food segment, as well as the popularization of home and national cuisines, determined the relevance of the project for baking and selling pies. A feature of the institution is positioning itself as a cafe with homemade cakes.

The main advantages of the restaurant business include: a high level of profitability and demand for catering services, the ability to find an unoccupied niche, the capacity of the catering market, and an increase in demand for fast food. Difficulties that a restaurateur may face: a direct dependence of the demand for services on the economic situation and the level of income of the population, the selection of qualified employees, paperwork, the activities of regulatory authorities, fierce competition in the industry.

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To open a pirogue, a room with a total area of 100 m2 is rented, located in a shopping and entertainment center. The maximum capacity of the restaurant is 36 people, the total area of the hall for visitors is 60 m2.

The target audience is the population of the city aged 18 to 50 years, the main categories of visitors are office workers who come for lunch, evening visitors and weekend visitors, as well as customers who order pies for delivery or takeaway for a holiday. The price segment is below average.

The volume of initial investment in opening a business on pies is 1,245,000 rubles. Investment costs are aimed at repairing the premises, interior filling of the institution, purchasing equipment, purchasing raw materials and forming working capital, which will cover the losses of the initial periods. The bulk of the required investments are for the purchase of equipment and furniture - these costs account for 60% of the cost structure of total costs. Own funds will be used to implement the project.

The financial calculations of the business plan cover the five-year period of the project's operation. According to the calculations, the initial investment will pay off in the seventh month of operation. Return on sales in the first year of operation will be 37.2%. Integral project performance indicators are presented in Table 1.

Table 1. Key performance indicators of the project

The yield index is greater than one, the net present value is positive and amounts to 2,079,853 rubles, which indicates the investment attractiveness of the project.

2. DESCRIPTION OF THE INDUSTRY AND COMPANY

Every year the public catering market in Russia demonstrates active development: both the number and the variety of offers are growing. The culture of public catering is increasingly entering the life of Russians, who, even during a crisis, cannot refuse to visit establishments - only the price segment is shifting.

The public catering market is characterized by a high dependence on the income level of the population - this is clearly demonstrated by the diagram in Fig. 1. According to the given data, the dynamics of the public catering market turnover shows a negative trend after the crisis year of 2014. The least successful year for catering over the past few years was 2015, when the market shrank by 5.5%. This trend was caused by a decrease in consumer activity, aggravation of the food embargo and general economic instability in the country.

Figure 1. Dynamics of the public catering market turnover in Russia, billion rubles

Thus, at present, the catering market is in the process of recovery. Despite the fact that in 2016 the market showed a decrease in turnover by 3.2%, we can talk about the beginning of a recovery from the crisis. Figure 2 shows the dynamics of the growth rate of public catering turnover. This clearly reflects the dependence of the catering market on the economic situation in the country, as well as the slowdown in the growth rate of market turnover.

Figure 2. Relative growth rate of public catering turnover in Russia

The negative trends in the catering market, which led to a decrease in traffic and an increase in costs in catering establishments, created extremely difficult conditions on the market, which not everyone managed to cope with. As a result, there was a significant reduction in players - expensive restaurants were especially affected (in large cities, about 30% of restaurateurs were forced to leave the market). At the same time, fast food, on the contrary, strengthened its position and became the only catering segment that showed growth.

At the end of 2016, the volume of the catering market exceeded 1,200 billion rubles. The market was supported by the active development of fast food, which became the most profitable sector of the market due to the flow of consumers from other, more expensive segments. At the end of 2016, the fast food segment market grew by 5.2% in real terms. Thus, modern trends dictate the rules of catering culture: fast, cheap, tasty. This concept fits perfectly with fast food, which accounted for almost 40% of the total market. The catering market is dominated by fast food, which turns out to be the most profitable segment. The main advantages of fast food establishments, as noted earlier, are the speed and budget of such food. But such a concept leaves a certain imprint on the entire work of restaurants: from customer service to the menu. In the work of fast food establishments, all the details of the concept, after all, are aimed at achieving the goal of maximizing the number of visitors and minimizing the time spent on serving customers.

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Thus, despite the crisis, the public catering market in Russia is assessed as promising and quite capacious.

The current state of the catering market is characterized by the following trends:

the highest demand and growth rates are in the fast food segment;

demand for home delivery of restaurant food;

reduction in the number of restaurateurs in the market;

active price dumping by restaurateurs in an attempt to attract consumers;

growing popularity of new formats of establishments: street food, gastrobars, restaurants of national cuisines.

It follows from the above that the Russian restaurant market continues to develop and look for new models of successful business, despite the difficult situation in the industry. Based on current trends in food culture in Russia, cafes specialized in baking and selling pies can be offered as a promising business area. Firstly, the pie baking business meets the requirements of “quick, tasty, satisfying, inexpensive”; secondly, the share of pies on the market is quite small - from those shown in Fig. Table 3 shows that cafes in the pie format in the structure of catering establishments occupy only 2.1%. This suggests that the market niche is practically free and opens up prospects for business.

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The successful implementation of pie concepts shows that the profitability of a business in baking and selling pies can be at the level of 25-30%. Various modifications of the concept are presented on the Russian market, which offer the consumer Ossetian pies, Russian pies, European pies and others.

The benefits of the concept include:

high demand for fast food products, which include pies;

pies - a new, unoccupied fast food direction that can be organically integrated into various concepts (national / home cooking / street food);

relatively low price for pies, which allows you to compete in the market;

the relative simplicity of the organization of the technological process for baking pies;

independence from imported raw materials;

relatively inexpensive interior concept;

quick payback;

low level of competition in this segment;

the concept of home cooking, handmade, which is in line with modern trends in the catering market.

However, there are a number of features that complicate the implementation of the project to open a pie cafe. Firstly, the need to obtain permits, regular inspections of regulatory authorities and stringent requirements for public catering. Secondly, there is high competition in the public catering market - in order to gain a foothold in the market and ensure a stable income, it is necessary to create a unique, high-quality product and develop competent product promotion.

Thus, this project involves the opening of a cafe-pie shop. The popularity of fast food, the taste preferences of consumers and the structure of the catering market indicate that pie cafes can become a promising line of business if the concept is successfully implemented.

3. DESCRIPTION OF PRODUCTS AND SERVICES OF THE CAFE-CAKE SHOP

Cafe-pie shop is a public catering enterprise designed to organize the leisure of the population and specializes in the production and sale of food products: specialties - baking hearty and sweet pies, custom-made dishes of simple preparation - salads, soups, confectionery, as well as hot and cold drinks.

It is planned that the pie shop will provide the following types of services:

production and serving of various pies and identical flour products;

takeaway pies;

pies delivery.

This list of services is designed to cover the maximum audience and satisfy the demand of different categories of consumers.

The production of pies is carried out in-house using only natural high-quality ingredients. Pies are positioned as "home cooking", so the use of semi-finished products and flavorings is excluded. The assortment of the pie shop is divided into two groups - mono-product variations (pies) and offal (salads, first courses, drinks, desserts). A mono-product has the maximum added value, and by-products are designed to stimulate the volume of sales of a mono-product. Table 2 of the business plan provides an approximate list of dishes. The assortment of the pie cafe can be updated over time in accordance with the taste preferences of consumers.

Table 2. Planned menu

	Meal options	Price

Hearty pies	Kurnik (chicken, mushrooms, cheese) Pie with potatoes and mushrooms Pie with chicken liver, carrots and mushrooms Kulebyaka with meat A pie with cabbage Rye pie with salmon Pie with beef, mushrooms, tomato, cheese and oregano Pie with cheese, herbs, nuts	200-300 rub. for 0.5 kg
Sweet pies	Pie with apples and cinnamon Berry pie Pie with cottage cheese, candied fruits, raisins Pie with strawberries Pie with nuts and prunes	100-200 rub. for 0.5 kg
Additionally	wedding loaf	800 rub. for 1.5 kg

	The vinaigrette
Hot dishes
	Cheese cream soup
Hot and cold drinks
	Tea/coffee/cocoa Carbonated drinks

It should be noted that when compiling the menu, it is important to observe the principle of full and variable use of products. In many dishes, you can find the main ingredients: chicken, beef, mushrooms, cheese, potatoes, vegetables, fruits - this minimizes the risk of food spoilage if a particular dish is unpopular. It is also worth monitoring orders in order to identify unclaimed dishes - they should be replaced or excluded from the menu. It is recommended to expand the assortment of the main dish - pies, since this product is the calling card of a pirogue. The menu can provide 3 options for portions of the pie - 0.5 kg, 1 kg, 2 kg. This will allow you to orient the menu for different visitors.

4. SALES AND MARKETING OF THE CAFE-CAKE

The target audience of the pie cafe is the population of the city aged 18 to 50 years. The target audience can be divided into the following groups:

employees of nearby organizations and business people who come to lunch;

evening and weekend visitors who seek to spend their leisure time culturally;

customers who order pies for delivery or takeaway for the holiday.

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One of the important points when opening public catering establishments is the preparation and implementation of an effective marketing strategy, which should include: development of the name of the establishment, its logo and corporate identity; organization of an advertising campaign (promotions, promotion tools).

A bright and memorable name will allow you to distinguish the institution from the many offers on the catering market. Corporate identity development services will cost 5,000-10,000 rubles. A catchy, eye-catching sign, including its installation, or window dressing, will cost about 30,000 rubles.

To promote a business, you can use various marketing tools: promotion on the Internet, sponsorship in mass cultural projects; installation of billboards and signs; distribution of business cards, flyers, discount coupons or menu booklets; advertising in the media; radio advertising; participation in food exhibitions and fairs; loyalty programs, promotions and so on.

This project assumes active promotion of the pie cafe, which implies a certain advertising budget. The planned list of promotional activities and the costs of their implementation are presented in table 3 of the business plan. In accordance with the calculations, it is planned to spend 90,000 rubles on the promotion of the pie cafe.

Event	Description	Costs, rub.
Branding	Creation of a unique style, logo, name, design of outdoor advertising in the form of a bright sign
Internet Marketing	Creation and active promotion of a profile in social networks VKontakte and Instagram. It is also planned to arrange a repost competition designed to distribute advertising information among potential consumers. The winner is given a coupon for 500 rubles, with which he can pay for 100% of the order
	To do this, it is supposed to create advertising material (flyers / booklets) and distribute it in places where the target audience is concentrated. Costs include the cost of creating and printing flyers, as well as wages for promoters. The option of distributing flyers with a discount coupon is possible
Event Marketing	Program in honor of the opening of the institution. The event includes a drawing of a certificate with a face value of 1000 rubles, a tasting of dishes and a baking master class. The costs for this type of promotion include host fees, cooking costs, gift certificate costs, and photography services. The total budget is 50,000 rubles.
	90 000 rubles

The use of this or that tool depends on the target audience and the budget of the project.

However, the best advertising for a catering establishment is quality pies and service. If the pies are better than those offered by nearby eateries (direct competitors include pancakes, pasties and pizzerias), then in a short time you will be able to attract a large number of regular customers without extra advertising costs. In this case, word of mouth will provide a promotional effect. However, it should be understood that even for the most delicious cake, people will not queue for more than 10 minutes. Therefore, fast, well-coordinated work of the cafe staff is an important component of success.

An active marketing strategy allows you to recoup the costs invested in a pie business in a few months. The combination of all the above activities will increase the loyalty of visitors and ensure the average monthly rate of sales. It is calculated based on the number of seats and the average bill. The capacity of the pirogue is 36 people or 18 tables. The average bill for one double table is 520 rubles. The planned sales volume is calculated based on the turnover of the table in 1 hour and the maximum load of the hall at 75%. With a 12-hour work schedule, the monthly revenue will be: 12/1 * 18 * 30 * 520 * 0.75 = 2,527,200 (rubles).

Thus, the estimated monthly revenue of the pie cafe is 2,527,200 rubles, which does not take into account sales for takeaway and delivery.

5. PRODUCTION PLAN OF CAFE-CAKE

Opening a cafe-pie shop and organizing the process of production and baking of pies involves the following steps:

1) Location and interior. For any catering establishment, especially small eateries, a properly selected room plays an important role. A cafe-pie should be located in a crowded place: it can be shopping and entertainment complexes, central streets of the city, markets, parks, near business centers, office buildings and educational organizations, etc.

When choosing a location for a pie cafe, you should also take into account the presence of competitors nearby. When studying the competitive environment, you need to pay attention to prices, services offered, quality of service and menu.

It should be borne in mind that each premises intended for catering undergoes a thorough check by state bodies - a sanitary and epidemiological station, Rospotrebnadzor, and a fire inspectorate. Strict requirements are imposed on the arrangement of the kitchen and ventilation, compliance with the standards of the working area, finishing materials, organization of food storage, etc. You should also evaluate the functionality of the premises - the possibility of redevelopment, the availability of all communications (water supply and sewerage, electricity, gas), which will ensure the uninterrupted operation of the pie shop. Particular attention should be paid to the power of electricity, since food equipment consumes a lot of electricity.

To implement the pirogue business, it is planned to rent a room with a total area of 100 m2. The selected premises are suitable for organizing a catering establishment and have all the necessary conditions for this: gas, water, sewerage, ventilation, electricity of sufficient capacity. Location - shopping and entertainment center. The cost of renting such a retail space is higher, but the traffic is much higher, since the target audience of catering establishments is concentrated in shopping centers. The rental price is 100,000 rubles / month.

For a catering establishment, it is necessary to divide the entire space into several rooms: a kitchen, a hall for visitors, a toilet room. It is also worth considering the division into cold and hot shops, which is required by production technology. The total area of the rented premises is divided into the following zones: 30 m2 - hot and cold shops, 60 m2 - a hall for visitors, designed for 36 seats, 3 m2 - a toilet room, 7 m2 - a storage room and a staff room.

A cafe is not only a place to sell dishes, but also a place to relax and have a good time. And the atmosphere should be appropriate, so you should pay attention to the interior of the institution. The interior of the institution plays not only an aesthetic role, but also allows you to create "chips" of a pie shop, a memorable corporate identity. This makes the interior an effective tool in promotion.

To decorate the interior of the pie cafe, it is advisable to use home decor that recreates the atmosphere of comfort and corresponds to home cooking. You can also use the Russian national theme, if the concept of the institution and the menu are adapted to it. This project assumes a "home" theme, which in the interior is supported by tablecloths, comfortable chairs, curtains on the windows, etc. For decoration, it is not necessary to involve a designer; you can save on this expense item and combine several existing solutions in your interior.

The business plan includes 170,000 rubles for the repair, decoration and furniture filling of the pie shop.

2) Service format and recruitment.

Before determining the required number of working personnel, a service format must be selected. This may be the principle of a cafe with a menu and waiters, self-service with cashiers, or a prototype of a traditional canteen.

This project provides for the creation of a cafe-pie shop with a partial self-service system - this will reduce the selling price of products. The service system in the pie shop works as follows: the visitor selects an order from the menu presented in front of the cashier, the cashier accepts the order and payment, and gives the visitor a "number". The visitor sits at a table, and the waiter, guided by the "numbers", delivers orders. The waiting time is 5-10 minutes. It is planned to serve dishes in disposable tableware with a corporate logo, which will save on the dishwasher and organize takeaway and delivery functions.

For the functioning of a pie shop built on this principle, it will require 4 cashiers who take orders, 2 waiters who place orders at tables and monitor the current cleanliness of the hall, 4 cooks, 1 administrator and 1 cleaning lady who cleans the place at the end of the working day. The twelve-hour work schedule of the pie shop determines the shift work of the staff. To organize delivery at the initial stages of work, it is planned to conclude an agreement with a courier service. When production is established, it is recommended to purchase a car and hire a driver.

Staff requirements:

all employees must have sanitary books with appropriate marks;

cooks must have professional education and work experience;

all employees must be instructed before being admitted to the workplace, study the safety instructions for operating the equipment.

3) Equipment. To ensure the working process in the kitchen, it is necessary to purchase special equipment, a list of which is presented in table 4. Based on the data given, the cost of equipping a cafe-pie shop will be 360 thousand rubles.

Table 4. List of equipment for the kitchen of the pie cafe

Equipment	Description	Price 1 piece, rub.	Quantity, pcs	Cost, rub.
Hearth oven (3 tiers)	For a pie oven, it is the most important piece of equipment. Deck ovens are ideal for baking. They consist of several independent tiers, which allows you to bake several dishes at the same time. In fact, a hearth oven is a prototype of a stone oven.
dough mixer	designed for kneading yeast dough
dough sheeter	designed for professional kitchens for quick rolling of dough of any thickness
Professional meat grinder	Designed for cooking minced meat and fish
Refrigerators	Used to store products. One refrigerator is for storing meat and minced meat, the other is for other ingredients.
Crockery and kitchen utensils	Includes all kitchen utensils used in the cooking process
Cooker

Production tables
	360,000 rubles

For the arrangement of cash desks, touch terminals will be required in accordance with 54-FZ. Two sets of automated cash desks will cost 120,000 rubles. In addition, it is worth considering additional costs (overalls, trays, etc.) in the amount of 40,000 rubles.

As a result, a set of specialized equipment for a cafe, cash terminals and other expenses for equipment and inventory will cost approximately 620,000 rubles.

4) Menu planning. For a small pie shop with 36 seats, the menu should consist of pies with several fillings (rich and sweet), salads, hot entrees and soft drinks. Periodically, you need to add new dishes to the menu or make special offers - this way you will be able to keep the accumulated customer base.

It is important to provide that for each dish a technological map should be drawn up, which will indicate the consumption of products per serving and the volume of this serving. This information is necessary to obtain permission from the SES and to calculate the need for raw materials, as well as to minimize the risk of inefficient use of products.

5) Supply organization. Before opening your business on pies, you should establish channels for the supply of raw materials and decide on suppliers. It is important that all ingredients used meet the requirements of GOSTs. Based on the recipes for the preparation of pies and other dishes from the menu, the following main categories of suppliers have been identified:

supplier of flour and other bulk products;

supplier of chicken eggs;

supplier of meat and poultry;

supplier of fresh vegetables, herbs;

beverage suppliers.

When negotiating cooperation with suppliers, you must familiarize yourself with all the conditions specified in the contract. As a rule, transport costs for the supply of ingredients are borne by our own production. To reduce this expense item, you need to choose suppliers that are closer to the institution.

The required amount of raw materials is determined based on the menu, the technological map of the preparation of products and the expected sales volume. It is important that the recipes of the dishes comply with GOSTs or separately adopted specifications.

6) Recruitment. The required staff is determined based on the characteristics of production. The opening hours of the pie cafe are from 9:00 to 21:00. Based on the schedule, the staffing table is formed. In accordance with Art. 94 of the Labor Code, the duration of a chef's shift cannot exceed 6 hours. Therefore, 2 cooks working in shifts are provided for 1 working day. The workflow in the pie shop is organized in such a way that a baker-cook, who controls the process of making pies, goes on the first shift, and the second cook goes on the second shift. That is, all pastries are prepared in the morning.

It is necessary to conduct preliminary training of personnel, familiarize them with the recipe, safety precautions and the production process, as well as monitor compliance with all norms and sanitation requirements. Bakers must have the appropriate education and work experience, since the quality of products largely depends on their professionalism.

6. ORGANIZATIONAL PLAN OF CAFE-CAKE

The initial stage of opening your business selling pies is registering it with government agencies and obtaining permits for a catering establishment.

To conduct commercial activities, an LLC is registered with a simplified taxation system (“income minus expenses” at a rate of 15%). Type of activity according to OKVED-2:

56.10.1 - Operation of restaurants and cafes with a full restaurant service, cafeterias, fast food restaurants and self-service restaurants.

When opening a catering establishment, it may be difficult to obtain permits. You will need to collect the following list of documents:

sanitary and epidemiological conclusion issued by Rospotrebnadzor;

assortment list approved in SEN;

permission of the state fire supervision;

the conclusion of the tax inspectorate on the registration of cash registers;

permission from the ATC for the safety of material assets.

After receiving all permits and relevant documentation for the premises (lease or sale agreement), it is necessary to obtain permission to open a public catering establishment from the city authorities.

The restaurant's opening hours are from 9:00 to 21:00. Since the cafe is open 7 days a week, you should organize a shift work schedule for all staff of the establishment. The staffing table also takes into account the norm according to which the number of hours of weekly production of 1 employee cannot exceed 40 hours.

Cooks are responsible for preparing dishes, cleanliness in the kitchen, storing food, work at one or more kitchen stations, depending on the distribution of duties.

The administrator organizes the workflow, hires and manages staff, is responsible for marketing policy, monitors the ratio of profit and loss, accepts and schedules reservations and pre-orders, and supervises the work of staff.

Cashiers interact with customers, accept and form received orders, accept payments.

The accountant keeps financial records of all transactions and works remotely.

The cleaner monitors the cleanliness in the hall and in the kitchen, is responsible for the disposal of production waste.

Thus, the total wage fund is 317,200 rubles.

Table 5. Staffing and payroll

	Job title	Salary, rub.	Quantity, pers.
Administrative
	Administrator
	Accountant (remote)
Industrial
	Cook (shift schedule)
Trade
	Cashiers (shift schedule)
	Waiter (shift schedule)
Auxiliary
	Cleaning lady (part time)

	Social Security contributions:
	Total with deductions:

7. FINANCIAL PLAN OF CAFE-CAKE

The financial plan takes into account all income and expenses of the pie cafe, the planning horizon in this business plan is 5 years.

To launch the project, it is necessary to calculate the amount of investment. To do this, you need to determine the cost of repairing the premises, the purchase of furniture and equipment, the initial purchase of raw materials and the formation of working capital, which will cover the losses of the initial periods.

The initial investment for opening a pie cafe is 1,245,000 rubles. The bulk of the required investments are for the purchase of equipment and furniture - these costs account for almost 60% of the cost structure, the share of expenses for the purchase of raw materials is 12%, for real estate - 12%, and for other items of expenditure - 16%. The project is financed by equity. The main items of investment costs are reflected in table 6 of the business plan.

Table 6. Investment costs

The variable costs of the pie cafe consist of the costs of the ingredients that are used in the preparation of dishes, as well as the payment for the capacities consumed in the production process (water, gas, electricity, sewerage). To simplify financial calculations, the amount of variable costs is calculated based on the amount of the average check and a fixed trade margin of 300%.

Fixed expenses consist of rent, utilities, payroll, advertising, taxes, and depreciation. The amount of depreciation is determined by the straight-line method, based on the useful life of fixed assets in 5 years. The fixed costs of the pie cafe also include tax deductions, which are not presented in this table, since their amount is not fixed, but depends on the amount of revenue.

Table 7. Fixed costs of a pie shop

Thus, fixed monthly expenses were determined in the amount of 459,600 rubles.

8. PERFORMANCE EVALUATION

The payback period for a pie cafe with an initial investment of 1,245,000 rubles is 7 months. The net monthly profit of the project upon reaching the planned sales volumes will be 1,220,000 rubles. It is planned to reach the planned sales volume at the end of the first year of the institution's operation. Return on sales in the first year of operation will be 37.24%.

The net present value is positive and equal to 2,079,853 rubles. The return on investment ratio is 81.74%, the internal rate of return exceeds the discount rate and is equal to 25.99%. The yield index is greater than one and equals 1.67. All of the above parameters indicate the investment attractiveness of this project.

9. POSSIBLE RISKS OF THE PIE CAFE

To assess the risky component of the pirogue business, it is necessary to analyze external and internal factors. External factors include threats related to the economic situation in the country, markets. To internal - the effectiveness of the management of the organization.

The specifics of the institution determines the following external risks:

increase in prices for raw materials, unscrupulous suppliers, low-quality raw materials. In the first case, there is a risk of increasing costs and, as a result, the selling price, which may negatively affect demand. In the second case, the risk is associated with interruptions in the production or quality of the pies produced. It is possible to minimize the likelihood of these threats with a competent choice of suppliers and the inclusion in the contract of all necessary conditions that provide for the liability of the supplier in case of their violation;

falling effective demand. This risk can be mitigated by developing effective loyalty programs that include discounts, happy hours, etc.;

competitor reaction. Since the catering market is quite saturated and the competition is high, the behavior of competitors can have a strong influence. To minimize it, it is necessary to form your own client base, constantly monitor the market, and have a customer loyalty program;

Refusal to provide rental premises or increase the cost of rent. To reduce this risk, it is necessary to conclude a long-term lease and carefully choose the landlord;

The internal risks of the pie cafe include:

product spoilage due to low demand, breakdown of storage equipment, improper storage or planning errors. For the restaurant business, this risk has an average degree of probability. Food surpluses can arise for two reasons: firstly, due to the low level of sales and the unpopularity of some items on the menu; and secondly, due to errors in sales forecasting. It is possible to reduce this risk through competent planning and forecasting, reviewing the assortment, and excluding unprofitable dishes from the menu. Food storage errors, breakdown of refrigeration equipment can lead to food spoilage. It is possible to avoid this threat by training personnel and monitoring their work, as well as regular maintenance of equipment;

* Calculations use average data for Russia

From 940 000 ₽

Starting investments

1 170 000 ₽

350 000 ₽

Net profit

6-30 months

Payback period

Dreaming of opening your own bar? We offer you a step-by-step guide to achieving a dream that can bring in 4 million dollars in a year.

Step 1. Evaluate the market and idea

The first step for any business idea is to evaluate it. Ask yourself questions: is it in demand by the market? What is the level of competition? Why is it necessary to build a business in this direction?

In recent years, the culture of public catering has been actively developing in Russia. As a result, the rapid growth in the number of establishments and the variety of offers that form the special interest of Russians in eating out. Even during the economic crisis, the population does not refuse to visit catering establishments, although it tries to save on this type of expenditure. According to experts, the domestic catering market has growth prospects, since it is quite capacious. Consequently, the catering industry is still relevant and promising.

ADVANTAGES	FLAWS
high business profitability (up to 50%); fast return on investment; no need for a large staff; narrowly focused, specific niche; high income due to the markup on alcoholic products; high demand for such establishments among the population; a relatively small amount of investment for the industry; business scalability	high level of competition in the market; expensive rent of retail space; complexity in business organization; the need to obtain a license to sell alcoholic beverages; business requires the constant involvement of the entrepreneur

Step 2. Define the concept of the institution

First you need to decide on the concept of the future institution. This will depend on:

definition of the target audience;

choice of premises;

form of customer service;

territorial location.

In addition, a well-chosen concept is a good competitive advantage. When the market offers many different establishments, only those who offer an interesting concept can stand out and attract their customers. Therefore, this stage of opening a bar is so important.

When defining the concept of an institution, one should understand what target audience it will be aimed at. The concept of the bar also involves the development of a menu, stylistic interior design, customer service methods, musical accompaniment, "chips" of the establishment, pricing policy, and so on. For a clearer understanding of what the bar format can be, let's look at a few examples.

Basic concepts of bars:

classic bar. The hall is divided into two zones: a bar where visitors can order signature drinks, as well as an area equipped with tables and sofas designed to accommodate 4-8 people at the same time. The bar offers a wide range of alcoholic drinks and popular snacks. This format involves the organization of entertainment events: discos, karaoke. Therefore, it is worth considering the dance floor.

bar pub. This format refers to pubs where visitors are offered several types of beer and various snacks. A more expensive variety of such establishments are pubs offering craft beer or mini-breweries. In such establishments, it is recommended to install screens to watch popular sporting events.

Theme bar. It can be the format of a classic bar or pub, the main feature of which is a pronounced theme. What could it be? A bar dedicated to a certain musical direction, film, director, cars, and so on. You can peep ideas implemented in other cities and even countries.

Depending on the chosen concept, the target audience is determined. For bars, it is wide enough. The main category of consumers are young people aged 18 to 35, regardless of their income level.

Step 3. We are looking for a suitable place, we plan to renovate the premises

For any catering establishment, the right location plays an important role. The search for a room for a bar is determined by a number of important nuances. One of the most common options is non-residential premises, equipped on the ground floor of a multi-storey building. But it should be borne in mind that the nature of the institution can interfere with the residents of the house, so the most suitable option would be a detached non-residential building, on the ground floor of which you can equip a bar. Its location itself is not so important, although it must meet certain requirements. On the one hand, good traffic will attract the attention of new visitors. On the other hand, with the competent organization of the institution itself, the location can be somewhat neglected and save on the cost of rent. The main condition for the location of the bar is the convenience and safety of the entrance or approach to the institution.

But for the very premises of the future bar, there are more requirements, it should be selected especially carefully. Each room intended for a catering establishment undergoes a thorough check by state bodies - a sanitary and epidemiological station, Rospotrebnadzor, and a fire inspectorate. Strict requirements are imposed on the arrangement of the kitchen and ventilation, compliance with the standards of the working area, finishing materials, organization of food storage, etc. In addition, the functionality of the premises should be assessed - the possibility of redevelopment, the availability of all communications (water supply and sewerage, electricity, gas) that will ensure the smooth operation of the institution. Particular attention should be paid to the power of electricity, since food equipment consumes a lot of electricity. We also recommend that you familiarize yourself with the basic requirements set out in Law No. 171-FZ, which regulates the circulation of alcohol.

Another frequently asked question is whether to buy a room or rent it out. As practice shows, at the initial stage it is not advisable to buy a building. It is better to direct the initial investments into the acquisition of good equipment, the creation of an attractive interior, and the promotion of the institution. However, when drawing up a lease agreement, it is recommended to immediately stipulate the possible purchase of real estate in the future. Also pay attention to the length of the rental period. It will be unprofitable for you to move to another place in a year or two: firstly, you will have to spend a significant amount on moving; secondly, the loss of a "promoted" place can deprive the establishment of a share of the clientele. Therefore, it is worth discussing in detail with the tenant all the nuances of the contract.

Ready-made ideas for your business

The area of the room depends on how compactly the clients will be accommodated and on the total capacity. Given the experience of the existence of drinking establishments, 150-200 sq. m is sufficient. Depending on the layout and method of arranging furniture, from 30 to 60 people can freely accommodate in such a room. It should be borne in mind that the entire area is divided into separate rooms: the main hall, kitchen, utility rooms, bathroom. At least 60 sq.m. should be allocated to the kitchen, and 100 sq.m. to the hall for visitors.

The average rent for a normal room for a bar is about 100-150 thousand rubles, depending on the location and features of the room. We advise you to pay attention to the premises in which catering establishments used to be. This will avoid unnecessary expenses and speed up the process of opening a bar. Now you can find many options for suitable premises, in which the space is divided into zones, the kitchen is equipped with ventilation and hoods, and the hall is equipped with an air conditioning system. Renting such premises may cost a little more, but the benefits from them will be greater. It's easier than starting everything from scratch.

Ready-made ideas for your business

Also, when choosing a room, you should be guided by how the interior of the bar is supposed to be. Different concepts will require different planning solutions. In the process of repair, you need to focus, first of all, on the convenience and comfort for visitors. Tables should be large enough to accommodate 6-8 people, and sofas or chairs should be comfortable. It is desirable that each table be in relative isolation from each other, because the privacy of the company is also a kind of comfort. Renovation costs can be completely different: it all depends on the idea, the materials used and whether you use the services of a designer or not. That is why it is quite difficult to name the exact amount of repair costs. The average cost of repair and decoration of the premises is about 200 thousand rubles.

Particular attention should be paid to the interior, which creates the right atmosphere and supports the theme of the institution. The interior plays not only an aesthetic role, but also allows you to create "chips" of the institution, a memorable corporate identity. This makes the interior an effective tool in promoting the bar. It is better to entrust the creation of the interior to a professional designer. Then it will be possible to create a unique space in the bar where people want to spend time and where they want to return.

Step 4. We draw up documents

Having decided on the premises for the future bar, you need to start collecting all the necessary documentation. This process is quite laborious and includes several directions. For convenience, we will consider each separately.

Organization registration. The legal form of the enterprise depends on the format of the institution. If strong alcohol is sold in the bar, then a license is required, which is issued only by LLC. If the bar will only sell beer, then a license is not required for this and you can limit yourself to individual entrepreneurs. As a type of activity, according to the new classification of OKVED, you should choose 56.30

Preparation of documents for the premises

Registration of the cash register and its registration with the tax authorities.

Obtaining permits from the SES and the fire service.

Registration of all necessary documentation in the sanitary and epidemiological station, which is required to start the work of a public catering establishment.

The final stage is obtaining a license to sell alcohol. To do this, you need to provide a list of documents.

Documents required to open a bar

A photocopy of the receipt of payment of the state fee, constituent documentation, papers confirming state registration.

SES conclusion.

Certificate of absence of debts on payment of taxes and penalties.

An exhaustive list of required documents for obtaining a license can be obtained from the local authority that deals with licensing.

The license is issued for a period of 1 year, subject to the following requirements:

a room larger than 50 sq.m;

availability of necessary communications - plumbing, electrical wiring, heating;

distance of at least 100 meters from educational, medical and sports facilities.

The cost of the license will be 70 thousand rubles. We also draw your attention to the fact that since 2016, registration in the Unified State Automated Information System of all those involved in the sale of alcoholic beverages has been a mandatory step. This system was created to combat counterfeit alcohol. The penalty for neglecting registration is a fine of up to 200,000 rubles.

And now once again we briefly list the list of documents that will be needed to open a bar:

Documents on the state registration of the enterprise.

Documentation confirming the right to work in the premises: a lease agreement or a certificate of the owner.

Permission from the SES and the Fire Service.

Contracts for garbage collection, disinfection, sanitary books for staff.

Production control program.

License for the sale of alcoholic products.

Step 5. We buy equipment

To open a bar, you will need various categories of equipment, namely:

Ready-made ideas for your business

Furniture(tables, sofas, chairs, bar).
Refrigeration equipment(refrigerators, display cases for wine, bar equipment).
Thermal equipment(ovens, stoves, thermal showcases, shish kebabs and so on).
Bar equipment(blenders, coffee grinders, mixers, toasters, juicers and so on).
Electromechanical equipment(vegetable slicers, bread slicers, etc.).

Moreover, do not forget about sinks, trash cans, cabinets, ventilation umbrellas, scales, distribution lines, shelves and so on. In general terms, it is necessary to spend about 200 thousand rubles on the purchase of kitchen equipment for a small-scale bar.

The list is provided for reference and can be adjusted according to the preferences of the entrepreneur. You should also take into account the cost of furniture for the design of the main hall. For a bar designed for 60 seats, you will need the following set of furniture: 20 double sofas and 8 large tables, 12 chairs and 6 small tables for two, a bar counter and 6 bar stools, as well as racks for alcohol. The cost of furniture and decor of the bar will be from 150 thousand rubles.

Step 6. We compose the menu, organize the supply

At this stage, you should determine the composition of the menu, the list of dishes, their cost and selling price. To calculate the cost of a dish, you will need a technological map, which is also necessary to obtain permission from the SES. The technological map indicates the consumption of products per serving and the volume of this portion. To determine what to form a menu from, you can study the offers of competitors. It does not make sense to include some complex gourmet dishes in the bar menu. The menu will be based on various drinks and snacks. Nevertheless, it is recommended to provide for the presence of author's cocktails and one signature dish, which can become a "chip" of the institution.

When the menu is ready, you should decide on suppliers and establish supply channels. The main categories of bar suppliers:

supplier of meat and poultry;

supplier of fresh vegetables and herbs;

supplier of alcoholic beverages;

supplier of various snacks (chips, nuts, etc.);

tea/coffee/beverage vendors.

For certain categories of supplies that provide the main menu, it is recommended to conclude exclusive agreements with one proven and reliable supplier. It should be noted that when signing partnership agreements, you can count on additional bonuses for the company - for example, beverage suppliers usually provide the establishment with branded utensils and inventory.

When negotiating cooperation with suppliers, you must familiarize yourself with all the conditions specified in the contract. As a rule, the transport costs for the supply of ingredients are borne by your production. To reduce this expense item, you should choose suppliers that are closer to your establishment. The required amount of raw materials is determined based on the menu, the technological map of the preparation of products and the expected sales volume. It is important that the recipes of the dishes comply with GOSTs or separately adopted specifications.

Since in restaurant practice there is often a supply agreement with deferred payment terms, the initial investment in working capital should not exceed 30% of the total cost of dishes of the first billing month.

Step 7. Planning a promotion

One of the important points when opening a bar is the preparation and implementation of an effective marketing strategy. It includes the development of the name of the institution, its logo and corporate identity; organization of an advertising campaign (promotions, promotion tools).

A bright and memorable name will allow you to distinguish the institution from the many offers on the catering market and emphasize its concept. It is also worth considering the cost of a catchy, attention-grabbing sign. About 30 thousand rubles will have to be spent on this type of cost. So that advertising costs do not eat up a significant part of the budget, promotion channels should be used rationally. The target audience of the bars are young people aged 18 to 35. Advertising should be placed where potential customers are.

To promote the bar, you can use various marketing tools: promotional videos in the cinema; promotion in the network; sponsorship participation in mass cultural projects; installation of billboards and signs; distribution of business cards, flyers or booklets with menus; event marketing; advertising in the media; radio advertising; participation in food exhibitions and fairs; loyalty programs, promotions and so on. Not so long ago, there was a fashion for intellectual games that are held on the basis of the institution. This is a very effective promotion tool that allows you to attract an additional audience.

Also an effective method is advertising on social networks targeted at young people. Within the framework of social networks, you can hold a “happy repost” campaign, a “competition contest”, etc. This tool is aimed at attracting an additional audience. You can also provide for a "happy hour" promotion - the time during which the institution offers discounts, a special menu (for example, business lunches), etc. The use of this promotional tool should be subject to the following recommendations:

planning an action for weekdays;

increasing the price of the most popular menu items to cover the difference in costs;

a short and understandable slogan for the action;

one group of drinks or food participating in the promotion;

tracking stock performance.

The use of one or another tool depends on the target audience of the institution and the budget of the project. On average, about 100 thousand rubles should be pledged for promotion in order to quickly gain an audience.

Step 8. Recruitment

For a small bar with 50 seats, you will need to hire:

2 bartenders. Bartenders serve customers at the bar, prepare cocktails, and are responsible for the cash register.

2 chefs. Chefs coordinate the work of the kitchen, develop recipes for dishes and menus, control food costs, are responsible for preparing dishes, storing food, and work at one or more kitchen stations, depending on the distribution of duties.

4 waiters. Waiters take orders in the hall, provide customer service, monitor the cleanliness of the hall, set the table, accept payment for the order, are well versed in the menu and can give recommendations to visitors.

2 cleaners-dishwashers. Dishwashers are responsible for the use and maintenance of dishwashing equipment, keeping dishes, kitchen and hall clean.

2 guards. Security guards monitor public order and quickly resolve emergencies.

Accountant. The accountant keeps financial records of all transactions and works remotely.

Administrator. The administrator organizes the workflow, hires and manages staff, is responsible for marketing policy, monitors the ratio of profit and loss, accepts and schedules reservations and pre-orders, and supervises the work of staff.

Requirements for the staff of a public institution:

all employees must have sanitary books with appropriate marks;

all employees must be instructed before being admitted to the workplace, study the safety instructions for operating the equipment.

To improve the quality of service, it is necessary to regularly conduct certification of personnel and send them to advanced training. To avoid staff turnover, a decent salary should be established. On average, the payroll will be 350 thousand rubles.

Step 9. We draw up a financial plan

At this stage, we answer the most important question - how much does it cost to open a bar from scratch? To get an accurate calculation, it is recommended to develop a business plan that will take into account all costs in terms of current prices for a particular region and a particular idea. Speaking abstractly, it will take about 1 million rubles to open a "no frills" bar.

Initial investment to open a bar

	Amount, rub.
Initial rent payment
Premises renovation
Furniture and decor
Equipment
Business registration, preparation of permits

Purchase of raw materials

In addition to the initial costs, the project has monthly costs that should also be planned. Monthly costs are divided into variable and fixed costs. Variable costs consist of the costs of the ingredients used in the preparation of dishes, as well as the payment for the capacities consumed in the production process (water, gas, electricity, sewerage). To simplify financial calculations, variable costs can be calculated based on the amount of the average check (1000 rubles) and a fixed trade margin of 250%.

fixed costs

	Name	Amount per month, rub.
	Rent

	Communal payments
	Depreciation

	payroll with deductions

Now let's calculate how much you can earn on the bar. With a capacity of 60 people and a hall occupancy of 65% per month, 1170 visitors can be expected. With an average check of 1,000 rubles per person, the monthly revenue will be 1,170,000 rubles, and the net profit will be approximately 350,000 rubles. With this level of profit, the initial investment can pay off in six months. In this case, the profitability will be 43%. For beer restaurants, pubs, bars, the maximum payback period is 2-2.5 years.

Step 10. Consider the risks

Every type of business has inherent risks. What difficulties can you face when opening your own bar?

Poor choice of location and bar premises. You can easily overestimate traffic or underestimate the competitive environment. When choosing a room, some nuances that will appear during work may be missed. Therefore, it is necessary to carefully approach the analysis of the outlet and take into account various factors;

Rising prices for raw materials, unscrupulous suppliers, low-quality raw materials. In the first case, there is a risk of increasing costs and, as a result, the selling price, which may negatively affect demand. In the second case, the risk is associated with interruptions in production. It is possible to reduce the likelihood of these threats with a competent choice of suppliers and the inclusion in the contract of all necessary conditions that provide for the liability of the supplier in case of their violation;

Reaction of competitors. Since the catering market is quite saturated and the competition is high, the behavior of competitors can have a strong influence. To minimize it, it is necessary to form your own client base, conduct constant market monitoring, introduce customer loyalty programs, create competitive advantages and unique offers;

Refusal to provide the lease of premises or increase in the cost of rent. To reduce this risk, it is necessary to conclude a long-term lease and carefully choose the landlord;

1. Khlevnyuk Elena Igorevna
2. Syrkova Irina Sergeevna

1. Master of the Faculty of Economics and Management Processes. FSBEI HE Sochi State University
2. Candidate of Economic Sciences, Associate Professor of the Department of Economics and Management at the Enterprise, Sochi State University

1.Khlevnyuk Elena Igorevna
2. Syrkova Irina Sergeevna

1. Master of "Economics and management processes" faculty of Sochi State University
2. PhD, Associate Professor of "Economics and management in the enterprise." Sochi State University

Annotation: The catering industry is a growing sector of the country's economy. However, at present, this industry is experiencing a slight decline associated with the instability of the economy and is only temporary. The article discusses the risks of public catering enterprises in modern conditions, the types and causes of their occurrence, analyzes the turnover of the public catering market and identifies ways to minimize risks.

Abstract: The catering industry is a growing sector of the economy. However, in the present period, the industry is experiencing a slight decline, coupled with the instability of the economy and is only temporary. This article discusses the risks of catering enterprises in modern conditions, types and causes of their origin, analyzed the catering market turnover and identifies ways to minimize the risks.

Keywords: risk, catering, analysis, economics, economic crisis, development

keywords: risk, catering, analysis, the economy, the economic crisis and development

Public catering is a separate economic unit of the economy, the main purpose of which is to provide public catering services to the population.

According to GOST R 50647-94: Catering. Terms and Definitions,catering — a set of enterprises of various organizational and legal forms and individual entrepreneurs engaged in the production, sale and organization of consumption of culinary products.

The catering market is one of the high-risk ones. Since the likely risks are directly related to the operation of catering establishments, it is necessary to highlight the services provided by catering establishments.

In accordance with GOST R 50764-95 "Catering services" are presented in Figure 1.

Figure 1 - Catering services

These services perform three main functions: the production of products, the sale of products and their consumption. And each of these functions contains a hidden risk that needs to be analyzed.

According to most economists, "risk" implies potential losses, the likelihood of which is due to the presence of uncertainty. However, there isthe probability of occurrence and favorable events, which is also a risk. For example, a large flow of visitors to a cafe is also a risk, since chefs and waiters may not be ready for quick and high-quality service to visitors, which will lead to negative consequences.

Consider the classification of risks inherent in public catering enterprises:

According to the area of occurrence, the risks of the food industry areexternal - these are risks that are not related to the activities of the entrepreneur (for example, these may be unforeseen changes in the legislation regulating entrepreneurial activity, changes in taxation, liquidation of enterprises in case of instructions from state bodies) anddomestic risks are the risks of the entrepreneurial firm itself. They arise in the case of incorrect marketing policy, inefficient management, and also due to intra-company fraud.

Depending on the types of services provided by public catering establishments, the following risks are identified, indicated in Table 1.

Table 1

Catering risks depending on the types of services.

Production risk	associated with the production of products, the provision of services and any other types of production activities carried out at catering establishments.
Technical risk	is determined by the implementation of preventive measures, the level of organization of production, equipment repair, the introduction of new technologies.
Commercial risk	this is a risk that arises in the process of providing catering services, which is no less important in achieving financial results.

Types and causes of risks:

Customer service risk arises when serving a visitor; when taking an order (when the waiter is incorrectly informed about certain dishes or some products are missing); when issuing an order (poor quality of the dish); speed of service delivery. A decrease in production volumes due to a sharp decrease in demand, competition, an increase in purchase prices, and, consequently, an increase in the price of catering services.

The following types of risks can also be distinguished:

Supply security risk. This is very important, because in the absence of the necessary raw materials, catering enterprises will not be able to carry out their main activities.

Seasonality. If the supply of certain products is seasonal, then this must be taken into account when developing the menu so that this does not affect the orders of the most popular dishes.

Transportation costs. Typically, transportation costs are included in the cost of products, but there is a possibility of various deceptions on the part of suppliers if products are supplied from markets or bases, and not through contracted firms.

Another main risk factor is the labor force (these are risks associated with the qualifications of workers, labor costs) and the risks associated with the degree of deterioration, workload and capacity of equipment.

The risk of changes in the exchange rate is very important when importing raw materials from abroad. For enterprises purchasing raw materials in foreign currency, such purchases can be both profitable and unprofitable, depending on the exchange rate.

For the normal functioning of the enterprise, supplies must be uninterrupted, so the risks associated with restricting the import of raw materials are very important. Thus, in 2015, the embargo on the import of food products from the EU seriously affected catering establishments. Many restaurants that previously imported almost all of their products from abroad are now faced with the difficulty of purchasing them and preparing their dishes, since there are no analogues of these products in Russia.

In order to minimize the negative impact of this factor, it is necessary to diversify the counterparties of the enterprise. Thus, it will give an advantage in choosing the price for raw materials, and will reduce dependence on one particular firm.

For a long period, the catering industry in Russia remained a dynamically developing branch of the country's economy. There has been a continuous increase in the turnover of public catering over the past decades. Many experts considered the public catering market in Russia to be one of the least affected by the financial crisis of 2008-2009. (table 2).

table 2

Dynamics of public catering turnover in the Russian Federation

	Million rubles	In % (in comparable prices)
	Million rubles	by 1985	by 1990	by 1995	to the previous year
2000	83 343	38,8	32,9	94,1	111,8
2001	117 050	42,3	35,9	102,7	109,1
2002	152 646	44,9	38,2	109,1	106,3
2003	192 671	47,7	40,5	115,9	106,2
2004	246 136	53,1	45,1	128,9	111,2
2005	323 379	59,5	50,5	144,5	112,1
2006	427 204	68,9	58,5	167,3	115,8
2007	548 476	79,1	67,1	192,0	114,8
2008	722 709	88,7	75,3	215,5	112,2
2009	711 211	77,5	65,8	188,2	87,3
2010	781 379	79,9	67,8	193,9	103,0
2011	903 570	84,9	72,0	206,0	106,3
2012	1 019 617	90,7	77,0	220,2	106,9
2013	1 131 535	94,3	80,1	229,1	104,0
2014*	1 234 105	96,0	81,5	233,1	101,7
2015	1 300 675	90,7	77,0	220,1	94,5

* In order to ensure statistical comparability of data, relative indicators for the Russian Federation were calculated without taking into account data for the Republic of Crimea and the city of Sevastopol.

According to the table, it can be seen that from 2000 to 2014 there has been an increase in the turnover of catering, however, the economic crisis in Russia from the end of 2014 to the beginning of 2015 led to a gradual decline in the volume of the catering market.

It also follows from Rosstat data that the turnover of restaurants, cafes and bars in Russia in June 2016 amounted to 107.5 billion rubles, or 96.8% (in comparable prices) compared to the same period of the previous year, which is minus 3.2% . In May 2016, the market turnover amounted to 108.1 billion rubles, or 98.6% compared to the corresponding period of the previous year and amounted to minus 1.4%. Thus, compared with the dynamics of May, the decline accelerated. According to the results of the first half of the year, the turnover of restaurants, bars and cafes decreased by 3.7%, to 615.9 billion rubles. In the second quarter of this year - by 2.5%, to 321.1 billion rubles.

At the end of 2015, the turnover of public catering in Russia decreased by 5.5%, to 1.3 trillion rubles. The last time the catering market in Russia showed growth in 2014 by 1.6% compared to 2013.

However, the increase is observed in coffee shops and fast foods. The number of visits by Russians to these establishments increased by 4% and 3%, respectively.

Despite attempts by the Government of the Russian Federation to restrain price increases, the possibility of price increases and, as a result, taxation in the future is high. Also, the greatest danger is the imposed sanctions on the supply of goods from abroad, a decrease in demand and the solvency of the population, an increase in interest rates on loans can lead to a decrease in the investment attractiveness of the industry.

Thus, in order to minimize the risks of public catering enterprises, it is necessary to reduce the cost of purchasing raw materials by purchasing Russian analogues at a lower price, optimize the stocks of raw materials by reducing them, and, if possible, minimize the trade margin, and maybe even change the format of the enterprise. food, for example, such enterprises as mobile street food, video game bar, anti-cafe, hammock cafe, showroom, etc. are gaining particular popularity, which will be in great demand by the population Federal State Statistics Service. Date of access: 13.08.16 Access mode: http://www.gks.ru/wps/wcm/connect/rosstat_main/rosstat/ru/statistics/enterprise/retail/#

Research RBC.research. The fall of the restaurant market in Russia accelerated to 3.2%. Date of access: 13.08.16 Access mode:http://www.rbc.ru/rbcfreenews/579f59149a79470dca4f5ac0

Bibliographic list

1. State standard of the Russian Federation GOST R 50647-94 “Public catering. Terms and definitions” (approved by the Decree of the State Standard of the Russian Federation of February 21, 1994 N 35).
2. State standard of the Russian Federation GOST R 50764-2009 “Catering services. General requirements” (approved and put into effect by the Order of the Federal Agency for Technical Regulation and Metrology dated November 3, 2009 N 495-st).
3. Savitskaya T.V., Tyukaeva I.K. Proposals for improving the intra-industry grouping of public catering enterprises // Infrastructural branches of the economy: problems and development prospects. - 2014. - No. 5. - P. 142–146.
4. Khlevnyuk E.I., Syrkova I.S. Analysis of the current state of public catering enterprises in order to identify strategic development prospects. // Economic strategizing in new realities: mechanisms, tools, technologies. Monograph. Under. general ed. prof. Matveeva L.G., prof. Chernova O.A. - Taganrog: Publishing House of the Southern Federal University. 2016. - 463 p.
5. Electronic resource of remote access. Research RBC.research. The fall of the restaurant market in Russia accelerated to 3.2%. - Access mode: http://www.rbc.ru/rbcfreenews/579f59149a79470dca4f5ac0 (date of access: 08/13/2016).
6. Electronic resource of remote access. Kabanenko M.N., Ugrimova S.N. Risk assessment in the field of public catering in the context of the implementation of the sanctions policy // Fundamental research. - 2016. - No. 5 (part 2) - P. 334-338. - Access mode: http://www.fundamental-research.ru/ru/article/view?id=40300 (date of access: 08/13/2016).
7. Electronic resource of remote access. Rozhdestvenskaya L.N., Khasanova S.M. Risk Management at Public Catering Enterprises // Russian Journal of Entrepreneurship. - 2011. - No. 8-2 (190). - With. 118-124. - Access mode: http://bgscience.ru/lib/7040/ (date of access: 08/13/2016).
8. Electronic resource of remote access. Federal State Statistics Service. - Access mode: http://www.gks.ru/wps/wcm/connect/rosstat_main/rosstat/ru/statistics/enterprise/retail/# (date of access: 08/13/2016).

Business in Russia. Guidelines for starting a business in the regions.
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* Calculations use average data for Russia

Number of catering establishments in Russia (2018)

Share of restaurants in catering (2017)

Number of restaurants in the million population (2018)

Growth dynamics of restaurants in millionaires (2018)

The restaurant business is the leader in the number of bankruptcies. Not everyone manages to create a successful restaurant. And all because in this case there are many pitfalls, subtleties and features.

This article brings together ten key restaurant business challenges and tips on how they can be successfully overcome. For some, the points we have given may seem obvious enough to be called “pitfalls”. Maybe. Our text is more about the reasons for these pitfalls, having dealt with which you are unlikely to add to the list of losers.

1. Blindness towards competitors

The catering industry is highly competitive. Therefore, before choosing stylish plates and calling on chefs, be sure to research the market. What do you need to pay attention to?

identify the main market participants, study where they are located in order to choose a suitable place;

visit the establishments of your competitors to scout the situation and find out how the business of others works. Examine the menu - this will help evaluate the offer on the market and develop your own, unique;

make a portrait of your visitor (age, budget, interests, preferences, etc.) - this will allow you to determine the target audience and its needs. Based on this, it will be easier to solve many issues;

study trends and concepts in the overseas market. Fashion, including in the field of catering, comes to us from abroad. There you can peep fresh concepts - and become a pioneer in a new format.

Keep in mind that the more information you collect, the more accurate conclusions you can draw. Real work on the project will begin from this data: a business plan, a general concept, menu development, restaurant design, and so on.

2. Concept? No, have not heard

It is important to decide on the concept of the institution at the initial stage. And that's why:

as part of marketing research, pay attention to how your segment lives. Because everything depends on it: from the choice of a place to an advertising policy. And you need to immediately understand the specifics of the institution in order to properly plan all the processes. It would seem, what's the difference? There is a kitchen - they cook in it, there is a hall - they eat in it. But not everything is so simple. A pizzeria and a Chinese restaurant will have different target audience, menu, list of necessary equipment and even the number of staff.

30% of the success of an enterprise is determined by a competent analysis of marketing research;

it is the concept that determines how the further implementation of the project takes place.

in a highly competitive environment, you need to stand out. Your task is to offer visitors something that no one else has offered. And here we are not necessarily talking about an exotic menu or spectacular decorations. You can “hook” a client with a convenient service, a chip in the feed, profitable offers, and additional services.

Now that we have explained why it is so important to choose a concept at the start, let's take a closer look at this process.

Restaurateurs advise two ways when choosing a concept:

Determine the specifics of the cafe, and then look for a suitable room to implement your idea;

First, find a comfortable room that is suitable in all respects (from location to price per sq.m.), and then choose a cafe format for it.

As you formulate a concept, ask yourself three questions:

Who will visit your restaurant?

Where is the restaurant located?

How will it attract your target audience?

Clear answers to these questions are three whales for the concept of the institution.

To make it easier for you to imagine the whole variety of options, among which you need to look for your own, we suggest that you familiarize yourself with the classification of establishments.

According to the concept, cafes and restaurants are divided according to:

Menu specifics. It can be highly specialized: coffee shop, pizzeria, burger, etc. Or it is focused on a certain national cuisine: Russian, Chinese, Italian, Caucasian and so on.

The specifics of the target audience. The menu in your establishment should match the preferences of your target audience. For example, if this is a cafe - a canteen near the university (i.e. the target audience is students), then the prices there should be democratic, and the dishes should be hearty. If this is a children's cafe, then the menu should consist of simple dishes with an interesting, "childish" serving. In addition to the menu, it is important to provide a playing area in such a cafe. If the restaurant is for a business class, this obliges both an exquisite menu and a presentable interior. Therefore, you need to clearly represent the audience that you want to see in your institution - and create suitable conditions for it.

The format of the room, its location. Here you need to consider where the institution is located: in a residential, separate or public premises. For example, in a residential area you cannot open a cafe that will work after 23:00. For example, a pub or a night bar cannot be opened on the ground floor of a residential building. If you open in a shopping center, then you should take into account the time of its work.

By seasonality. There are cafes that operate only in the warm season - the so-called summer cafes. And there are establishments that work all year round, regardless of weather conditions, have a heating and air conditioning system.

According to the static and scale of the room. This classification divides establishments into mobile (for example, a trailer on wheels) or stationary.

Understanding how cafes are classified, it is easier to decide on the concept.

A few tips for choosing a concept:

Keep in mind that your personal tastes and preferences are secondary. In the first place is the opinion of restaurant marketing experts and the real situation on the market.

In recent years, fast food establishments have become popular. Even in a crisis, they are actively developing. Democratic cafes and restaurants are making money today.

In choosing a concept, be guided by consumer demand. What is not in a particular city, microdistrict? What is missing in your city that is already successful in similar cities? What establishments are the most popular among city dwellers?

So, the concept of a restaurant is as important as the food you offer. Along with the choice of concept, it is necessary to determine the format and corporate identity of the institution, draw up a work plan, develop technological, engineering and design projects. At this stage, the restaurant owner should have an understanding of how the project will work. The concept, corporate identity and "chips" are necessary in order to distinguish the institution from many others. The concept should answer the main question: why should a visitor choose your restaurant?

If you can't come up with something original, explore what the overseas market has to offer. Collect ideas, combine them - and you will definitely find a concept that will make your restaurant unique. However, the project alone will not be able to pull out the concept. So don't relax. The next steps are equally important.

The problem that scares future restaurateurs is the preparation of all the necessary documentation. It must be acknowledged that the fears are not unfounded. A restaurant is one of the most difficult types of business in terms of collecting documents. In order to legalize the restaurant business, you will need to collect an impressive list of papers. Therefore, in order to save time and effort, entrepreneurs often turn to companies that draw up the necessary documentation on a turnkey basis. The price for such services varies from 20 to 40 thousand rubles.

First you need to register a business with government agencies. The most convenient and common form for restaurants is the “LLC” form. Type of activity for a restaurant project according to OKVED-2 classification:

56.10 Restaurant activities and food delivery services

56.10.1 "Activities of restaurants and cafes with a full restaurant service, cafeterias, fast food and self-service restaurants."

When you have collected a complete package of constituent documents and a lease agreement (or certificates of ownership of the premises), you can proceed to the next stages of approval.

To exclude problems with government agencies when opening a restaurant, all permits should be issued. Before providing a list, please note that it may differ in different regions. The table provides a list of documents that are required to open a restaurant. This list is not exhaustive, but contains the main documents.

List of documents for opening a restaurant

	Documentation
Registration	OGRN certificate; TIN certificate; receipt for payment of state duties
Restaurant building and premises	tenant agreement
SanPina requirements and Fire supervision	sanitary and epidemiological conclusion (issued by Rospotrebnadzor); contracts with SES and fire service; production control program; contracts for planned disinfection, deratization and disinfestation certificates for finishing with the necessary requirements of SES; documents for checking instrumentation and measuring utensils; an agreement with the housing complex for garbage collection; health records for staff.
Cash register	conclusion of the tax inspectorate on the registration of cash registers cash register service contract KKM card and passport cashier's journal
Production documents	contracts with employees assortment list approved in SEN safety magazine; Technological and costing cards staffing
	a license to sell alcohol, if it is supposed to be in the establishment

Having collected this impressive list of papers, you can be calm. This is almost half of the completed project. In more detail, we covered the topic of collecting permits for opening a restaurant In this article.

Some useful tips that will come in handy when resolving a legal issue:

even if you plan to collect all the papers yourself, be sure to include expenses of about 20 thousand rubles in the budget.

immediately decide for how long you plan to issue a license to sell alcohol. This will depend on its cost. A license for a year will cost you 65 thousand rubles. Keep in mind that the license is issued for no more than 5 years. Another important nuance: you may be denied a license if you do not take care of the security of the establishment. To avoid problems with this, provide: a contract for the installation and maintenance of an alarm and an alarm button, as well as a contract for security;

pay attention to the requirements that are listed in the permit documentation. This information will help you when choosing a room. It is recommended that you immediately fulfill all the requirements so that you do not have to redo the inconsistencies and spend money on it.

Finding the right space for a restaurant can take a long time, so it's best to take care of it in advance. When choosing, it is worth considering two key parameters: the location and the condition of the room itself.

The place for the future restaurant is chosen based on the concept. For example, it is better to place a youth cafe near educational institutions and entertainment centers; an expensive restaurant in the city center, and a family cafe in a residential neighborhood.

The wrong location can leave the restaurant without visitors. First, if you locate in a location with low foot traffic, you are missing out on a powerful promotional tool. How can people guess that there is a wonderful cafe around the corner? Secondly, you need to place where your target audience is concentrated. Otherwise, people passing by will not be interested in your offer. Thirdly, the location of the restaurant affects the business reputation. Most likely, a cafe on the outskirts of the city, overlooking the industrial zone, is unlikely to inspire confidence in visitors. Fourth, the location should have convenient transport accessibility and parking. Fifth, you must evaluate the location in terms of competition. For example, if you are a pizzeria, you should not open next to another (but already promoted) pizzeria.

How to evaluate the location of the restaurant premises:

Locate competitors using services such as Yandex.Maps, Google Maps, 2GIS;

Provide parking, convenient access;

Assess pedestrian traffic. This can be entrusted to a special firm that will conduct the study. The cost of such services will be from 3 thousand rubles. Or you can take simple measurements yourself. For this you need:

within 15 minutes, count the number of people passing by. For example, in 15 minutes you counted 200 people. We multiply this number by 4 and get pedestrian traffic: 800 people per hour. But these are inaccurate readings. How to get closer to the most accurate average of passing traffic?

conduct a study 4 days in a row and find the average value;

count traffic 3 times a day: in the morning from 10:00, in the afternoon from 13:00 and in the evening from 18:00.

consider the presence of the target audience in the stream.

Note: according to the rules and regulations, only non-residential premises can be used for catering establishments. These include the first floors of residential buildings. The kitchen and client area should have natural light. Now let's move on to the assessment of the premises itself.

Basic requirements for the restaurant premises:

an area of approximately 100 sq. m.;

availability of communications: sewerage, hot and cold water, electricity, gas, artificial and natural ventilation;

the presence of additional premises for a warehouse, a room for staff, a bathroom, (or the possibility of redevelopment. Please note that the redevelopment must be legalized);

as a standard, 40% of the total area must be allocated for the kitchen and warehouse, and the remaining 60% will be occupied by the hall for visitors.

More detailed requirements for the premises are set out in SanPiN.

Ready-made ideas for your business

Also, be sure to pay attention to the functionality of the premises: does the layout allow the premises to be converted for your project, are there the necessary capacities that will ensure the uninterrupted operation of food equipment).

Try to find a place where there used to be a catering establishment. In this case, it will be possible not only to simplify the obtaining of permits, but also save on some costs, as well as speed up the preparation process. In such premises "with a good legacy" there is usually a ventilation system, a convenient division into functional areas and repairs. All you have to do is move in with your furniture and equipment.

Ready-made ideas for your business

How much does a restaurant space cost? The amount of rent can depend on many factors: the city, district, pedestrian traffic, advantageous proximity to other public institutions is important. On average, 80-150 thousand rubles will have to be paid monthly for renting a room. Experienced restaurateurs advise you to pay rent immediately for six months - then by the time you pay the next payment, you will already have time to unwind and gain financial stability. In the lease agreement, you will need to not only clearly state the rate, but also the frequency of its increase. After looking at the success of the restaurant, the landlord often begins to demand an increase in fees, arguing that this is a good place. In general, when concluding a contract, it is better to use the services of a lawyer. Start from the principle that good rooms are rarely empty. Perhaps the reason for the congress of the previous tenant lies precisely in the problems with the landlord.

Another important parameter to consider when choosing a room is renovation. A common problem with options in the center is that they belong to the old foundation, which can mean rotten beams, crumbling walls and rotten communications. Pay attention to the allocated electrical power: it can be very difficult to get electricity in the center even for a lot of money. The total power consumption of even a small cafe (with no more than 30 seats) is no less than 45-50 kW. It is better to choose a room that does not require major repairs, wiring, communications, etc. Repair is not only financial, but also time-consuming. And these are resources that every entrepreneur should appreciate and save. The longer it takes you to solve problems with the preparation of the premises, the more opportunities you will miss.

It should be noted that modern interiors in institutions require less and less decoration. The design is played up with furniture and decor - that which can be quickly transported from one object to another. It is often possible to meet the amateurish point of view that the design of the room is a determining factor for future success. However, experienced restaurateurs have a different opinion: it turns out that the interior for visitors is far from in the first place. This is especially true for budget cafes. Still, the main task of the interior of the restaurant is to create the right atmosphere in which it is pleasant to be.

The acquisition of high-quality kitchen equipment is one of the key stages in opening a restaurant. The production capacity of the kitchen, the organization of the workflow and even the taste of the dishes depend on the quality of the equipment and tools. That is why you need to make a responsible choice. Read in advance the experience of other restaurateurs and their feedback on this technique. Examine the various commercial offers of kitchen equipment suppliers. Choose several options and compare value for money. Excessive savings are useless, however, the purchase of the most expensive equipment is not a guarantee of success.

Pay special attention to such a parameter as warranty service, and from what moment it is calculated. If from the moment of sale, then you run the risk of losing those few months of warranty when the equipment is actually idle while you solve paper issues and delay the opening. Naturally, such equipment will fail exactly after the expiration of the free repair period.

You can reduce the cost of equipment if you buy used equipment. You need to be careful with this method: you can run into low-quality, broken, defective equipment without any guarantees. And yet, sometimes you can find a bargain on the market, when restaurateurs whose business has failed are selling almost a new set of kitchen equipment. Therefore, study the ads on the sites.

Ready-made ideas for your business

The list of required equipment may vary depending on the menu. For example, if you are planning to open a pizzeria, you will need special oven equipment. Nevertheless, it is possible to single out the main categories of kitchen equipment that will be useful to any restaurant:

heat treatment equipment: oven and fryer, oven, induction cooker, fryer, etc.;

electrical devices: mixer, blender, combine;

storage equipment: refrigerator, freezer, vacuum sealers for food storage, refrigerated display case. The choice of a suitable model of refrigeration equipment depends on the layout of the kitchen and the volume of stored products. You should also purchase a special refrigerated table. It keeps in a cool state all the products that lie on its surface.

Dishwasher to automate the process of dish disinfection;

beverage preparation equipment: juicer, coffee machine;

kitchen utensils and other small equipment(knives, food containers, coasters, containers, etc.);

test equipment: kneader, sheeter, etc.

Ideally, you need to collect as many offers from suppliers as possible and coordinate the list of equipment with the chef. By enlisting the help of a chef, you shift the responsibility for the selection of equipment and the issue of its placement to him. In the future, this will allow you to avoid unnecessary reproaches and scandals that “everything is not right” and “it is not right”.

To reduce the list of equipment and reduce costs, you can simplify the production cycle. This can be done by purchasing ready-made semi-finished products. For example, bakery products can be purchased from a bakery. And equip your kitchen with only the appliances that are necessary for preparing main dishes.

Do not forget to include other equipment in the list of costs: a bar counter, a cash register, a cashless payment terminal, an air conditioning system, ventilation and an alarm system, if there are none in the room. The next step is to purchase furniture and decor items.

What furniture is needed for a restaurant

The choice of furniture depends on the concept and format of your establishment. For example, for a bar you will definitely need a bar counter, for a self-service cafe - an individual distribution line.

For an average restaurant, the main elements of the interior are tables, chairs and upholstered furniture. It is also worth equipping the hall with a bar counter, which is both a seating area for guests, and a bartender's workplace, and a showcase that stimulates the sale of alcoholic beverages. Do not forget about staff furniture: waiter stations, cabinets, utility tables, etc. Another essential element in the interior is a wardrobe. It can be like a full-fledged wardrobe with hangers and attendants, or maybe just hangers installed in the hall. And, finally, various partitions and screens are used in restaurants for space zoning.

The nuances of choosing furniture for a restaurant:

consider the convenience of furniture, its functionality, the ratio of the height of the table and chairs;

furniture should be made of materials that are durable in use, not afraid of dry cleaning and disinfectants;

furniture should support the format and concept of the establishment, be in the same style and be in harmony with the interior;

consider the layout of the hall and the features of the room;

the main criteria for choosing furniture: small size and versatility;

standard set: square or rectangular table, chairs without armrests;

to simplify the process of purchasing furniture, try to find an integrated supplier who can provide your restaurant with furniture, dishes, and textiles.

The main mistake of novice restaurateurs is their desire to include their favorite dishes in the menu. But the preferences of the restaurateur and the tastes of the target audience can vary significantly. The menu depends not only on someone's tastes, but also on the concept of the institution. It is worth adding that even a narrow focus does not determine the composition of the menu by 100%. Today in any restaurant you can find classic dishes that are in demand in any institution. For example, pizza, Caesar salad, etc.

Also, when forming the menu, you need to pay attention to the price of dishes. It must match the format and concept. If you position yourself as a student cafe, then high prices will definitely scare off the target audience. But if you set low prices for exotic dishes in a fashionable restaurant, then you can not cover the cost of their preparation. Thus, it is necessary to compare the cost of dishes and the profit that you want to get from it.

When compiling the menu, consider the following nuances:

periodically add new dishes to the menu or make special offers to keep the customer base.

for each dish from the menu, make a technological map, indicating the consumption of products per serving and the volume of this serving. This information will be required to obtain permission from the SES, as well as to calculate the need for the purchase of products;

update the menu according to the taste preferences of visitors. Regularly monitor orders to identify unclaimed dishes. Such positions are best replaced or completely excluded from the menu.

when compiling the menu, follow the principle of full and variable use of products. This will reduce the risk of food spoilage if a particular dish is unpopular.

One of the preparatory stages is the search for suppliers of raw materials. The main requirement for suppliers is the delivery of high-quality and fresh products on time according to the agreed schedule. Supply disruptions can disrupt a restaurant, with the lack of many items on the menu unlikely to please diners. That is why it is so important that fresh ingredients are always present in the kitchen.

All products used must comply with the requirements of GOSTs. To understand how much ingredients you need to buy, you need a flow chart and a sales forecast. Calculating the exact volume of purchases is quite difficult. You will not be able to predict the choice of visitors - especially at the start. Over time, thanks to the analysis of orders, you will understand what dishes and in what quantity your guests choose. And at first, you should rely on the experience of other restaurateurs and approximate calculations. We advise you to make the first purchase of products in a small volume in order to reduce the risk of product spoilage. Also, when you make a purchase for the first time, break the order into small lots from different suppliers. So you compare the quality of products, you can evaluate the terms of cooperation and choose the most profitable option.

For certain categories of supplies that provide the main menu, it is better to conclude exclusive agreements with one reliable supplier. Purchases are recommended to be carried out frequently and in small batches - this will increase the cost of delivery, but reduce the risk of spoilage of products and simplify their storage. When signing the contract, read all the terms of cooperation. Please note that the transport costs for the supply of ingredients are borne by the restaurateurs. Therefore, choose suppliers based on territorial proximity; then save on shipping.

Consider the risk of food spoilage. What can cause this to happen:

low demand for individual items on the menu;

procurement planning errors;

breakdown of storage equipment;

storage violations.

You can minimize the risk with the help of competent planning and sales forecasting, monitoring orders and excluding unprofitable dishes from the menu. It is also necessary to establish control over the maintenance of equipment to avoid breakdowns, and the work of personnel to avoid storage errors.

People come to the restaurant not only for delicious food. They want to relax in a comfortable environment. And comfort is created not only by the interior, the atmosphere, but also by the service. Therefore, it is important to provide quality service in the restaurant.

Finding qualified employees is not as easy as it might seem at first glance. Rigid selection is applied not only to the chef, but also to his assistants, as well as waiters.

How to find a decent chef in a restaurant

Let's start with a simple truth: a good cook never sits idle. Therefore, it is useless to advertise and wait for the culinary genius to respond. You need to look for a chef purposefully: in other institutions, at professional conferences, master classes, or through a restaurant recruitment agency.

So, the action plan for finding a chef looks like this:

visit restaurants that are similar to yours. For example, if you are going to open a sushi bar, then you should look for a chef in an institution that offers Japanese cuisine;

visit thematic exhibitions, competitions, conferences;

use the services of a restaurant staffing agency;

post vacancy announcements on thematic portals;

An equally serious choice is when looking for waiters. Experienced restaurateurs assure: good waiters should be educated by themselves, conduct trainings and educational events for them, and be motivated for the result by a reward system.

If you do not take care of this and decide to save on employee salaries, then be prepared for staff turnover. Without proper motivation, the quality of service also decreases. All this will lead to an outflow of visitors, which can become a road to failure for the restaurant business.

How to deal with employee theft

Another pitfall in the restaurant business is staff theft. The problem is old, but still relevant. According to experts, theft in the restaurant industry can range from 10 to ... 60% of revenue! And the amount by which the restaurateur will be “punished” by employees largely depends on the organization of control and the production process, wages, motivation, etc.

The easiest way is to choose employees carefully. Although the method is rather dubious, since it is impossible to predict the behavior of the staff and rely only on their decency. In order to minimize this risk, it will be necessary to apply a whole range of measures:

automation system;

CCTV;

inventory;

staff motivation;

secret guest;

control of the conclusion of contracts (kitchen, bar);

control of DDS (settlement account, bank client, cash);

bar control system.

For these measures to be effective, the implementation phase requires the direct participation of administrative staff and the owner of the establishment.

Before talking about advertising tools, let's see: what determines the popularity of a restaurant? First of all, the level of service and cuisine, as well as prices. In the second - from the interior, atmosphere and "chips" of the institution. In order to correctly declare yourself, you should disclose your main advantages and features in advertising.

We will not list the banal and long considered methods of promotion. Outdoor advertising, decorated window-showcase, development in social networks and more. But for each advertising tool, the tips below are relevant. So, what to consider in the advertising policy of the restaurant?

A simplified scheme for calculating the effectiveness of an advertising tool looks something like this. You ordered 1,000 flyers from a printing house for 3,000 rubles and another 2,000 to a promoter who handed out flyers to passers-by. As a result of this action: 30 visitors to the establishment, who received the coffee promised in the advertisement for free. The cost price of "promotional" coffee was 1000 rubles. The total cost will be 6000 rubles. At the same time, visitors who came by flyers made additional orders for a total of 15,000 rubles. Those. revenue will be 9000 rubles. It turns out that in this case the restaurant not only covered the cost of advertising, but also made money on it.

Analyze each advertising tool for effectiveness. Some indicators can be calculated in advance, some can be estimated only by the results of advertising. There is no ready-made formula for promoting a restaurant. It is possible to determine an advertising strategy only in practice.

2. Favor low-cost tools

Expensive does not mean efficient. Thoughtful advertising using flyers can be several times better than expensive advertising in the popular media or on radio. Start with low-cost methods - the cost of an error will be lower.

Thoughtlessly spending money on promotion is wrong, but it’s also not worth saving hard on this cost item. A competent advertising campaign is needed for a new institution to make itself known and attract the first visitors. Without promotion, you will be lost among competitors. Therefore, an advertising campaign should be planned even before the opening of the restaurant.

4. Know your audience

Different audiences need different ads. Effective advertising is one that fully meets the needs of the audience. For example, if a cafe is aimed at young people, advertising on social networks is suitable. It is important to know the interests of your audience not only in order to choose advertising methods, but also for the design of the advertising material itself: text, video, flyers, etc. Try to make advertising useful for customers: gifts, free tastings, promotions, interesting informational materials.

How to attract restaurant visitors

Discounts on the menu at certain hours stimulate sales during "dead hours";

Special promotions on certain days of the week (usually weekdays) will help increase sales at less popular times;

Gifts and discounts for birthdays will increase the number of large, banquet orders;

Special offers for large companies will increase the average check from one table;

Holding events will attract new customers.

The list goes on. There are many ways to interest visitors, so proceed from your capabilities and visitor requests. Analyze the results, test different promotion options. Over time, you will understand which chips really work, and which ones should be abandoned.

5. Experiment with venues

Try different things, don't stick to the same thing. Advertising has flooded everything, and people are tired of the same type of ads. In order for your ad to get noticed, it needs to stand out and grab attention. Therefore, it is so important to come up with something new, original. The world does not stand still: what worked fine yesterday does not arouse such interest today.

How to find new promotion tools and methods

Today there are many opportunities to find new marketing techniques: specialized literature, the Internet, master classes. You can also peep ideas in other businesses. Try to adapt for your project what worked in another segment. Sometimes this way you can derive a formula for effective advertising, which none of the competitors have yet thought of.

Let's summarize. The promotion plan may include various promotional tools, their application depends on the budget that you are willing to spend. In order to immediately attract the attention of consumers, it is necessary to conduct an active advertising campaign even before the establishment opens, and spend most of the budget in the first months of operation. So in a short time you will be able to gain a client base and reach payback. But do not forget that the best advertisement for a restaurant is a quality product and service. If the consumer likes the taste of the dishes and the service, he will come back to you and recommend your establishment to his friends.

10. Unprepared for the unexpected

The main pitfalls of the restaurant business, the knowledge of which in 90% of cases will allow you to save your business, have been considered, but the pitfalls themselves, as you understand, are much more. And you should always be prepared for any surprises. Resign yourself to the fact that absolutely everything cannot be taken into account, you can only minimize the risks. Therefore, finally, a few more nuances that are useful to consider.

Equipment used in the restaurant. And he tends to break. Danger can lie in wait in any direction: from the stove in the kitchen to the cash register. You must always be prepared for such a development of events. So make sure you have an engineer to fix minor breakdowns and a phone number for all emergency services for more serious situations. It is advisable to stock up on the numbers of specific masters - today everyone has a mobile number. As practice shows, most breakdowns occur on Friday evening. At the same time, cash tape, credit card tape and printer cartridges are running out. Therefore, it is always a good idea to have an emergency supply of consumables.

Experienced restaurateurs advise the owner to actively participate in the management. Especially in the first months of work. If left to chance, a new business can quickly fail without reaching a profitable performance. And the profit should be expected in a year, or even two. A restaurant as a business requires considerable investments, which will pay off on average in 1-1.5 years. The practice of restaurants also suggests that already in the third month of work in the institution, the staff changes by 2/3, and only a third of the employees remain from the starting team. Therefore, experienced restaurant owners are advised not to invest too zealously in training the first staff and immediately hire experienced business coaches, knowing that most of these employees will probably “not take root” and go to competitors.

During the first year, the budget will have to “feed” the project with cash investments. You must have a reserve capital for prompt resolution of issues. Be sure to include in the start-up capital an amount that can cover all expenses at the initial (often unprofitable) stage. After all, even if you work at a loss, you still have to pay rent, staff salaries, etc.

When opening a restaurant, it is always wiser to target the middle class.. This means that your establishment must guarantee good quality at affordable prices. An excellent option would be a mass menu with the author's presentation.

"Open kitchens" that allow customers to personally observe the process of preparing a dish, significantly increase the level of trust in the institution. The cost of creating such a kitchen is small, but the effect is very significant.

There are many pitfalls in the restaurant business. You will encounter the first difficulties at the stage of creating an idea. However, if you approach everything prepared, you can succeed. Make a business plan, conduct market research, plan all actions. If you work hard and put your soul into your favorite business, it will definitely give a result.

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