All about the restaurant services market. Catering market overview

The situation in the country could not but affect the restaurant market. Income in real terms has decreased—you can buy less with the same amount; since 2014, food prices have risen 40% while incomes have fallen 10%. The market fell, among other things, because visitors optimized their trips to restaurants - they chose cheaper dishes and went less often. This only stopped in 2017, with the strengthening of the ruble exchange rate.

Public catering survived the crisis better than others retail markets - food, clothing and footwear. Food culture is evolving, and people have found it more difficult to give up than buying clothes.

Sergei Khitrov

The restaurant market is beginning to emerge from the crisis. In 2015-2016, it fell by almost 8%, and in the first half of 2017, an increase in the turnover of the restaurant market is already visible, which amounts to 0.1%. At the end of the year, turnover will increase by 0.3% compared to the previous year.

At the end of 2018, we expect the market to grow by 1.2%.

Restaurant market trends

1. Reducing the check depth. Fast food suffered less from the crisis than other segments, but even there people often began to buy, for example, instead of two drinks, one large drink for two. At catered restaurants, diners save on alcohol and desserts.

2. The pursuit of discounts, the demand for loyalty programs. When going to a restaurant, many people study whether there are discounts on this or that dish, whether there are promotions. This trend was caught and developed by market players - almost everyone in fast food now has permanent special offers and marketing promotions.

3. Development of network projects. Despite the market decline, chain restaurants survived the crisis better; the number of restaurants grew, but at a slower pace. From May 2016 to May 2017, 806 network projects were opened, while in the same period in 2015-2016 there were 537.

4. Democratization of chain restaurants. Street food is developing well, including cafes at gas stations (for example, the Sibylla chain increases by a hundred outlets every year), and fast food. For the third year in a row, the percentage of restaurants in the mid-price segment has been declining - including Rosinter Restaurants, former leaders market.

Burger King opened the most new establishments - 103, Tea Funny is in second place with 95 outlets, Dodo Pizza is in third place with 90 pizzerias.

5. Retail versus restaurants. Ready-made food in stores takes up approximately 20% of restaurant traffic; 81% of Russians buy it. The average resident of Russia buys ready-made food 2 times a month, and goes to a restaurant 10 times.

6. Omnichannel and development of social networks. 57% of consumers look at restaurant websites before visiting, 20% share positive experiences on social networks, 15% actively use mobile applications establishments. The number of subscribers on the VKontakte networks is growing (a total of 4.5 million Russians follow the news of various restaurants; the leader is Burger King) and Instagram (1.2 million Russians, the most popular account is with).

7. Growth of the delivery market. Unlike catering, the delivery market is overcoming the crisis most painlessly; Aggregators are actively developing - Delivery Club, Instamart, Zakazaka. The share of orders through mobile applications is growing: now it is 30%, in three years we predict 90%.

Firstly, the most important assessment that, in our opinion, can be used to determine the services market Catering Moscow is its fundamental difference from the main markets for the same services in large Russian cities. And, in our opinion, despite the many marketing studies of this market, we can state the fact that many professional researchers in one way or another greatly simplify their view of this market, on the one hand, without getting to the bottom of the underlying motives and causes of the events taking place. On the other hand, many consider this market exemplary, indicative and desirable, from the point of view of entering it with their own new product in the public catering segment. In this article we just want to offer our view of very significant and important factors that, as a rule, traditionally do not fall into analytical reports of different levels of competence and depth. And they are, of course, very important.

And it is these auxiliary “elements” in the assessment of the system that largely determine its current face and the forecast for development vectors in the future. Understanding the services market is formed by two main blocks of questions:

A) To whom we actually want to sell (offer) our product. Who is its consumer?

B) What kind of product should be created and offered, and what properties should it have in order to satisfy the consumer’s request?

First of all, we would like to deal with one of the most important trends, which some, out of ignorance, and some, through underestimation, overlook. Although, in our opinion, this is a key issue for the Moscow market! Its extreme heterogeneity and polarization, with very blurred boundaries of book-theoretical segments. It is fundamentally important to have a vision of the capital’s public catering services market, taking into account many conditional factors.

The population of Moscow, or rather its overpopulation and the reasons for this unbridled growth - this is essentially the key question in understanding. Moscow, in many ways, has become a testing ground for new products, services, concepts and is, of course, the most coveted market for selling goods and offering services for sale. That is, the artificial formation of the capacity of this very market and the growth of competition are largely and most often determined by the desire of Investors and Businessmen to actually work in this market, and not by the need of citizens for a given service, product, offer. And this, of course, is the main problem of the market as a whole. It is the growth of the main “pushers” of Moscow business - construction complex capital, determines the growth of auxiliary infrastructure subsystems, which fully include public catering. It is not the client’s request or his inclination towards one or another culinary fashion trend, but rather the Developer’s request for the implementation of programs for the arrangement of public spaces and the development of zones within the framework of construction - that determine the face of the Moscow market. And, of course, everything is large and structured catering business Moscow is largely subordinate to this mainstream, at least in the last 5-7 years.

According to marketers from the discovery research group, Moscow accounts for about 20% of the turnover of all catering enterprises in Russia. At the same time, the share of chain enterprises in the Moscow market is estimated at 35% of the total number of food enterprises. According to this company's estimates, in 2009 the volume of the Russian public catering market exceeded 630 billion rubles, and the Moscow market - 120 billion rubles. But what is behind these numbers? How to determine the literacy of the target entry into this market, how to evaluate it in a system of finer settings. Let's try to look at it from the inside out, first of all. That is, how does market arithmetic differ from reality?

To begin with, you need to compare the number of residents of major metropolises of the world in order to have a clear idea of ​​the growth dynamics.

The chart shows how different Moscow's population growth is from other major cities in the world between 1990 and 2000. In percentage terms, the number of Parisians within the city has increased over 10 years - by 6.2%, New Yorkers by almost 10%, Londoners by 7%, but the population of Moscow has grown by 11%. According to official data, of course, because according to unofficial data, taking into account illegal migration, these numbers are much higher. We deliberately omit the word Muscovites, since the number of residents has mainly increased due to visitors from both the regions of the Russian Federation and the CIS countries.

Moscow's growth rates are undoubtedly leading. Especially in numerical terms. And due to the openness of the borders between the former USSR countries, we admit that the growth of illegal migration is a rather uncontrollable process in Moscow. Why did we choose this particular segment? Yes, simply because for any native Muscovite, Moscow in 1990 and Moscow in 2000 are two different cities. We don’t set ourselves the task of assessing which one is better; everyone will draw their own conclusion. But it is precisely this ten-year period that seems to us indicative from the point of view of irreversible processes and transformations in our city, and as a result, this introduced certain dynamics and set the direction of development specifically in the hospitality and food industry! More often than not, these areas of development were not chosen by Muscovites, but were imposed on them by business and investors who wanted to work in the Moscow region.

At the same time, in terms of the number of public catering establishments, Moscow has very modest indicators (according to information Information Center Moscow Government):

Approximately 60% of restaurants, cafes and bars in Moscow are located within the Garden Ring or in areas immediately adjacent to it. On the outskirts there are significantly fewer public catering outlets, and there are even fewer classic restaurants among them.

Seems like huge growth potential? Goldmine? Unbridled potential? Prospect?

But, in our opinion, this is by no means the case. According to numerous reviews and opinions of serious restaurateurs, the Moscow catering services market has its own characteristics. The market is already very overheated in the format of already existing establishments. Competition, in fact, is highest in Moscow. And growth and development outside the framework of large associations, restaurant holdings and chain structures is becoming increasingly difficult and even impossible, for example, in the fast food or corporate catering segments. There is a downward trend in business profitability over the past 5-7 years. No, the number of visitors has not fallen at all; rather, it has even increased in decent places. But the average bill (the price of an average purchase) decreased by almost 30-50%, long before the crisis in the economy. Well, actually, who are we selling and what are we selling in this city? After a kind of washing out of a large number of city dwellers of the old formation, processes of demographic natural decline in the 90s and the massive arrival of a large number of migrants, the average statistical portrait of a “Muscovite” has undergone a significant change. Moscow has become a very multinational city, first of all! At the same time, the largest outflow of people traveling for permanent residence abroad came from Moscow, as well as natural decline, which showed an unpleasant demographic picture in the 90s of the 20th century.

For various political and economic reasons, there has been a particularly massive influx from some regions. From the southern republics former USSR and foreign countries, first of all.

Let's give the number of legally working foreigners (data from the Izvestia newspaper dated January 31, 2000). Here are just a few groups of labor migrants who came to Moscow during that period:

Changing the national composition of urban consumers is important factor, which cannot be ignored. These are different food and leisure cultures, first of all. But we evaluate changes in the structure of consumption and models of leisure and entertainment not only from the point of view of a significant change in the national composition! In many ways, the mass consumption of all the benefits and all the vices of civilization in a large city is formed by the demand for them from visitors and “conditionally Russian” nationalities from other cities and regions of Russia. Just like asking a person who works at sea, how many times has he swum in this very sea this year? Most likely, you will get the answer “once a summer.” In the same way, native Muscovites are in no hurry to go to Red Square or the Tretyakov Gallery every day, as well as visit numerous places of recreation and entertainment, leaving, basically, this privilege to visitors, both temporary and those who already live and work here on an ongoing basis. Well, it just happened that way. Therefore, from the point of view of public catering, there is simply no need to talk about an ephemeral average statistical portrait of a Muscovite! He's gone. Other residents of Moscow have much less in common in cultural traditions than Russians and Chileans. In nutrition, including.

By 2009, the second generation of “new” Muscovites had already formed in Moscow, from that wave of mass migration of the 90-2000s, about which few people know. For two reasons:

A) They lead a mainly diaspora lifestyle, preserving their cultural traditions and values.

B) No one has ever set out to study these groups and their preferences in the consumption of goods and services. Including nutrition!

And if we take good marketing research, then how can we not take into account these communities and other established stable groups of consumers of public catering services?

Meanwhile, the culture of the city has become typical of large multinational metropolises of the world. And the conditional segmentation of consumers into boys and girls, by age and income level is extremely simplified in the Moscow market. There are hundreds of groups and subgroups and consumption behaviors that are not described by simply comparing how much chicken and milk a person consumes per week and per year. Most often, these numbers and formats do not mean anything, unfortunately.

Then how valuable are such studies in assessing the market for catering services? What do they reflect? Not very clear. Is it worth visiting the food courts? shopping centers in Kursk or Kievsky railway station, and you understand that the people who form the main target audience of these projects, they are unlikely to know about the existence of such iconic places in the public catering of old Moscow as the Lyra cafe, the Molodezhnoe cafe, the Pomidor cafe, that the most dashing dances in Moscow are the Valdai cafe, and the cheapest champagne - this is the good old cafe “Sever” on Tverskaya. For the majority of people who actively consume public catering services, old lighthouses of even the most recent past are an empty phrase. Which in itself is a little depressing. Akin to the works of Gilyarovsky. Interesting, informative, but nothing more.

Any Muscovite over 35 years old was told by his grandmother as a child that going for a walk to the station is no less dangerous and dubious a pastime than a walk to the cemetery. And a pie bought at the station must be made from a cat. Prejudices, of course, of old people, but the opinion about the prestige of certain areas is an alien concept for the arriving “new” Muscovites.

In general, the dispersion of the Moscow public catering market took place precisely at the turn of the century. And, perhaps, it reached its peak by 2004-05. Shopping and entertainment centers growing like mushrooms on the outskirts of the Moscow Ring Road completely eliminate the need to travel to the central part of the city. Therefore, the “face” of the city center on weekends is very different from some of the prosperous outskirts. Sometimes for the worse. Concept "regular customer", with the exception of local places on the outskirts and in corporate catering - practically non-existent! In rhythm big city, and taking into account global transport problems, going to some of the most amazing places is almost impossible. Or the place should be so unique that the motivation for the distances overcome is more than compensated by the impressions and results of the visit. Attachment to places is largely inherent in clubs and nightlife. At this time, it is easier to travel, and nutrition plays a lesser role in this choice. More like the atmosphere, the visitors, the people, the music.

From the point of view of business tourism and transit travel, Moscow certainly has high traffic. And the huge flow of transit passengers is connected precisely by the need to travel through it, because of the country’s transport system, which strives from all corners to this exact point. Sometimes depriving Russians of the simplest horizontal connections. Sometimes it’s faster to get to a neighboring region through Moscow. Well, administrative and in many ways honorable functions for the city - of course. A huge army of business and business tourists travel to Moscow.

By the way, in terms of tourist flow, Moscow is still behind its competitors.

According to data from different sources, in 2007 (pre-crisis) the tourist attractiveness of the cities we considered earlier was distributed as follows:

• 46 million people visited New York
• 29 million people visited Paris.
• About 25 million people visited London
• About 11 million people visited Moscow (more than 4 million of them were foreign tourists).

Thus, Moscow cannot, in the full sense of the word, be called the most attractive tourism center. Although their share is not small for the city, most of them fall into the narrow segment of catering for hotel restaurateurs. But from the Moscow region, according to the Moscow Employment Service, 700 thousand people come to Moscow every day just to work. But there are those who come to study, for tourism or for domestic purposes. Going to Moscow is not always about relaxation and tourism. But rather - a necessity. Business trips.

An interesting fact was noticed during the final match of the Champions League in Moscow, when a huge army of English fans flooded Moscow. Many restaurateurs were actively preparing for their arrival, and foreign tourists chose McDonald's. Like a recognizable brand. Like a safe place. And this quality is essentially sufficient for a European when choosing places to eat in our city. And in Moscow, unfortunately, there are not many such transnational recognizable brands in the street food segment.

In this regard, any marketing efforts of novice restaurateurs or investors in the so-called promotion and attraction of regular customers are meaningless, given all the circumstances and givens listed above, and investments will be inappropriate or ineffective in this case!

Moscow - leader according to the so-called "spontaneous choice" catering establishments, unlike other cities. There are practically no islands and lighthouses that are known to everyone, regular visitors to restaurants, cafes and bars in large cities of Russia. With the exception of this very McDonald's, most often. There is practically no consensus on the quality and services of a particular place! Thus, the system of the so-called all-Russian “word of mouth” has practically stopped working, especially on weekdays. When it takes up to two hours to cover a section of road of 10-15 kilometers, it can take up to two hours, in snowfall and during rush hour.

Location food facility is the most important thing in Moscow! It is not Muscovites who are looking for places to have lunch, but companies offering lunch that are striving with all their might to places of mass gathering of active consumers of this service. And places of such concentration in the environment office workers- became obvious. These are business centers of various classes. It is this segment of public catering in Moscow that is the most competitive, and giant companies from among the leading operators in the corporate catering market are fighting for the acquisition of clients in this market.

Thus, the nutrition of active and solvent city residents increasingly fits into a kind of “behavioral matrix”: the need to eat at work during the day, most often in the segment corporate catering, and a possible snack at food court cafe, if on the way home, a person stops at the shops of a large shopping and entertainment center. The right place at the right time - this is essentially the motto when choosing (and most often combining) places of recreation, shopping and entertainment for the majority of solvent native residents of the city. There is practically no motivation to press the car brake and jostle on narrow streets in search of a parking space at some street cafe or to get out of the subway for a wonderful cafe. On weekends there is, of course, more variety. Most often, this includes such behavioral models as shopping, solving everyday problems, relaxing with children in specialized places, and less often with friends and acquaintances. The office community of Muscovites (coveted white collar workers) is the first, most attractive group potential visitors to public catering places in Moscow. Most often, these are men and women 30-40 years old and the overwhelming majority are historical Muscovites, so to speak.

A significant part of the capital's population is not indigenous. This is a fundamentally different category of clients! For experienced restaurateurs who have been working for decades in the city’s service market, this is a special, difficult task in terms of attracting and retaining this group of clients. How and by what principle they choose their vacation spot is most often known only to them and the Lord God. There are no stable places of attraction for them, constant priorities, attachments and traditions - even more so. This is a very mobile part and very active in consuming catering services. Most often, in the middle-middle or lower-middle segments for two reasons:

1. People are not very burdened with household chores and comfort, since they often live in rented apartments, and frankly they are not drawn to go home in the evening.

2. They work, but most often do not have families, so they have the means and time for rest and entertainment.

They don’t know “Shcherbakovskaya”, but they know “Alekseevskaya”, they don’t know the “Progress” store in the Park of Culture, but they know the “Bukva” store. When stopping a taxi, they say: “we’re going to Poklonnaya Gora,” and not “to Kutuzovsky, in the area of ​​the Triumphal Arch.” They did not drink at the Crystal restaurant or even at the subsequent Pizza Hut restaurant on this site. They saw and accepted this city much later. Its culture, including food and entertainment. But with its own accent and choice. With the identification of interesting places just for yourself.

It is this part that, as a rule, is the most active part of visitors to catering establishments, even on weekdays. This especially applies to the huge army of non-resident and more or less wealthy older students and middle managers younger ages. A peculiar diffusion of the community of yesterday's students and those of today. Most often, this coincides with the age group of men and women 22-28 years old. This second, most attractive group potential clients for restaurateurs in the Moscow market.

Having worked for many years in the consulting segment of the restaurant business, very often you don’t know what to answer to your clients who say, when hosting you in their city: “Tell us some interesting and successful concept that works great in Moscow.” You answer a little provocatively, but honestly: “Make a network of corporate canteens!” And you hear in response: “Nooo….this is not interesting at all. What do you think our cool clients will stand with a tray in their hands? We want something special, conceptual, with red velvet, gold and a rich wine list.” Namely, such establishments in Moscow eke out their miserable existence on the brink of life and death! In this regard, it is the understanding of the direction and trends of a particular region that speaks of knowledge and patterns of markets. Not all experiences that work great in Moscow work in the regions. Although a good level of cafes in the corporate catering segments and cafes organized on the “free-flo” principle is perhaps one of the few universal and applicable solutions in any context and in any region. But concepts built on the principle of visual appeal, brought as an idea from Moscow, do not always and most often do not equal success!

The worst option is if the “consultant” or “theorist” of restaurant conceptual construction turns out to be a beginner restaurateur who has recently arrived in Moscow. In this case, he will begin to broadcast ideas to Customers and Investors, based not on the realities and history of the Moscow service market, but relying only on his rebellious, maximalist youthful approach and offers what were essentially fellow countrymen absolute “castles in the air”, with a show and a ten-page cocktail and wine list. With setting fire to vodka on desserts, juggling bottles of rum and the constant dancers. But the system, more often than not, is not sustainable from an economic point of view. A investment project can become a “monument to money” for the Investor. Conclusion: All that glitters is not gold. Opening a restaurant, cafe or bar in the form of an attractive picture is the easiest way. Fortunately, designers and stylists who do not want to serve in the armed forces and are hiding in a large metropolis are a dime a dozen. But there are not so many people who can teach or guide the Investor in choosing a concept that will make money. It's complicated. You need to know this. To do this, you need to have fundamental knowledge of the industry, experience and in-depth understanding management decisions while creating successful business systems in the restaurant business.

The constant influx of rural residents and residents of small towns and depressed regions of the Russian Federation has led to a diversity of different ethnic, geographic and professional groups in the city's population. This creates conditions for the stratification of the city's population and certain social tensions. The socio-demographic situation in the city is further complicated by the fact that the low technological and environmental level of many branches of Moscow industry and construction, the service sector, low wages and other factors lead to the fact that migrants are and will be increasingly attracted to these areas of work.

And it was precisely this community of people seeking a better fate under the sun that, in many ways, began to “tailor” the Moscow food service market. You need to know him! It needs to be understood! And, of course, you need to learn to clearly identify needs potential client in such complex systems as the Moscow catering services market. Of course, not for the sake of knowledge, but in order to satisfy the needs of all solvent segments of the population of the metropolis. They are like a patchwork quilt. But everyone wants the same thing: to eat, drink, walk and relax. You just need to understand the essence of the requests of the most typical groups. Conduct thoughtful rather than formal marketing and make the necessary management decisions.

If we're talking about about family, wealthy and status Muscovites - then, firstly, they work a lot, more often than not. They have much less time for rest and entertainment. And secondly, there are not so many of them as many imagine. Some, for reasons of safety, and others, for reasons of attachment to a particular chef or restaurant, often visit him. This is the third group that is significant in our opinion. visitors to restaurants, cafes and bars in Moscow. The group is quite stable. They often choose "fine dining" restaurants or other places that offer quality food, are safe, respectable, and have very friendly and customer-oriented staff. There are not very many such restaurants in Moscow. They have modernized and developed from the so-called restaurants for “new Russians” that dominated the Moscow catering market in the mid-90s. Under the unfading concept of that period - “any whim for a hundred dollars per person.” But the segment of such restaurants for Moscow is within the normal range - it is 3-5% of their total number. And if in certain places there are a huge number of restaurants that are focused on offering for the very, very connoisseurs of the world culinary heritage, then I would like to ask: “Dear colleagues, do you think that as many people live in Rublyovka as in Mexico City? 18 million?

Even from the point of view of employment in a particular company, by the time they started work, you can immediately determine what culture the founders of the business belong to. Moscow companies start working much later (sometimes by 2-3 hours), but also finish much later. Sometimes there is simply no time and energy left for evening and night entertainment. And if they start working in a company very early, then most often this is a sure sign that at its helm is either an elderly person with a military background, who, due to physiological age characteristics, finds it difficult to create and create in the afternoon, or this is a person who recently joined community of Muscovites. But they also finish working in such companies according to Russian tradition - at lunchtime! Any business after lunch is transferred from the category of the Western abbreviation ASAP (as quickly as possible), which is very close to Muscovites, to the concept of “Call in the morning.” Therefore, if a coffee machine service technician rushes to see you at 8 am, almost invariably, this is a visiting person.

In public catering in Moscow, at least two separate cultural zones can be traced in preferences and behavioral patterns. They are no worse or better. And God forbid that we should single out someone. It’s just that they have existed on the Moscow service market for a long time two stable consumer groups, a phenomenon about which, unfortunately, restaurant analysts did not bother to think or write! The two are completely different. The proportion of so-called Muscovites is becoming smaller and smaller, and not knowing the preferences and selection parameters of a huge number of “new” Muscovites in the restaurant business is an unacceptable luxury! Anyone who has worked in the restaurant business for a good couple of decades clearly sees and analyzes these features. It is obvious.

For native Muscovites, this is:

1. The culture of eating out is, in fact, quite eventful. They rather go to cafes, restaurants, bars for a reason. With the exception of the corporate catering segment and food courts in shopping and entertainment centers. Where they combine the main motivation for visiting with food, quite often. Especially if they go there with children. The exception is stable groups of young people, students and businessmen, who, due to their outlook on life, type of activity and status, are supposed to spend time with friends, partners and colleagues in restaurants, cafes, bars.
2. Muscovites are very homely people, historically focused on eating at the large family table, in the evening and at home. Most often at the TV.
3. Muscovites are antisocial. In many ways, they are self-sufficient for generating fun in a very narrow circle. For example, in the company of a friend, wife or girlfriend. This is the norm. And the new generation of people who come to our city, as a rule, like to gather in large groups.
4. For the Old Moscow public, number one is the safety of the place, both in terms of safe food and the atmosphere of the establishment. They practically do not choose outdoor, dark and basement premises, preferring recognizable brands of network structures that they trust or historical places with a good reputation.
5. Oddly enough, Muscovites, especially the middle and older generations, are quite indifferent to beer. The result is important to them. And it is most often achieved with strong alcoholic drinks, if we are talking about drinking establishments. Excessive addiction to beer most often betrays newcomers to the metropolis. Strong alcohol is more productive and faster for Muscovites. This has been accepted historically. Yes, you can drink wine, champagne or cocktails in the company of lovely ladies. In male companies, they mostly drink strong alcohol. In the above-average segments - whiskey, tequila, rum, and in the below-average segments - vodka.

For people who have recently embraced the city of Moscow, there are slightly different behavioral models in the culture of food and recreation:

1. They have a much larger and denser breakfast. Often, the morning meal is the most basic and important for them. The ability to work and the fulfillment of tasks and plans for the day largely depend on its quality and abundance. Visitors drink tea much more often, while Muscovites are, of course, coffee people.

2. If you take drinking and evening entertainment establishments, then most often, 70 percent of their audience are single visiting girls - girlfriends from a white-collar office environment. And at the age of about thirty years. They, like no other category of users of the services of restaurants, cafes and bars, use catering services outside the home. And this always and everywhere catches the eye of a professional. It is the girlfriend format that supports entire trends, such as Japanese cuisine, for example. This is truly a feature of each specific city. So in Kirov, a fairly developed city in terms of public catering, it is striking that more than half of the restaurant visitors are purely male groups, in St. Petersburg these are young people of varying degrees of “gilding”, and in Moscow they are girlfriends. Demographics may be to blame for this: in our country there are 11 million more women than men, and they all strive for Moscow.

3. They are well aware of all the innovations and innovations in the market, both in the menu and drinks, as well as in new interesting places, and of course very often respond to all new offers in the market. They are happy to experiment with new tastes, colors, and combinations. They are interested in everything new. They practically do not need the stiffness and traditionality of places, dishes, drinks. They don't think so much about the prestige and security of a place. Adventures and gushing emotions with adrenaline and increased heart rate - on the contrary, attract them. Especially the youngest ones.

4. They are not looking for reasons and events to visit a particular establishment. If a native Muscovite suddenly receives a call from an old school friend, he is 70% likely to refuse the meeting or reschedule it for a more convenient weekend. People from the formation of “new” Muscovites will agree to a meeting in 70% of cases. And they will be ready to drive up to any cafe, restaurant or bar, regardless of where it is located: in Mitino, in Teply Stan or on Strastnoy Boulevard.

5. In most cases, they are not at all attuned to the model of healthy, environmentally friendly nutrition and other joys of premature aging for city-weary old townspeople who are tired of the consciousness of existence. Since the choice of a new place of residence was most often justified precisely by receiving all the benefits and vices of this very civilization. They can lose weight and not eat bread, of course, but they will never pour something into their glass. boiled water drink, as older Muscovites do, and drink water from the tap.

For the most part, even if people don’t want to admit it to themselves, migration to a business city is a temporary phenomenon, due to the opportunity to rent housing in a metropolis. Therefore, people of this formation manage to see and visit much more during their studies than the so-called native Muscovite does in their entire life. The contingent changes, but the direction remains. And it’s time for everyone to learn how to work in this direction. Those networks that have understood this operate successfully and prosper not due to the active consumption of the indigenous people, but precisely due to the craving for the new - the “new” Muscovites.

So, only the person who has been working in the city’s public catering industry not for three or five years, but much longer, can more or less orient the Investor in the Moscow public catering market. And when a job advertisement on the pages of Internet resources is replete with the heading “we are looking for a specialist with 3-5 years of experience for the position of project manager,” then it is clear to a good specialist that these are regional investors looking for a half-blind guide to guide them through crossing pitfalls in the services market of an unfamiliar city. But at the same time, both the employer and the applicant are optimistic. Sometimes optimism is based on nothing.

If a Businessman wants to enter regional markets, then he somehow wants to understand, study, order them marketing research and understand the degree of risk. For some reason, in the case of Moscow, many production holdings and trading organizations are a priori confident that Moscow is a swampy quagmire into which you can throw cobblestones or garbage of any size, plastic bottle, which it will suck in and accept without leaving a mark on the surface or circles on the water, regardless of the force of the throw.

A separate line, of course, needs to be said about the comparison of the so-called “two capitals”. The market for public catering services in St. Petersburg is fundamentally different from Moscow. The proportion of city residents, in the full sense of the understanding of this word, there is much higher than in Moscow. The level of conceptual attractiveness and intelligence of most catering establishments in St. Petersburg is also higher than in Moscow. Identity and recognition with inherent individuality is form style St. Petersburg. Pragmatism and predictability without daydreaming and romanticism is the style of Moscow. Well, where else in the country in the 21st century can you see girls ordering a glass of champagne in a cafe? Only in St. Petersburg, of course. In other cities, everyone is satisfied with huge mugs of beer, holding them without embarrassment in a miniature handle. Despite the fact that St. Petersburg is considered the beer capital, the drinking culture there has its own chic and gloss. This immediately catches the eye of a specialist.

Compared to Moscow, a more predictable situation with the market for public catering services developed in the cities of the Urals and Siberia. There, due to a more homogeneous mentality, the catering market is more well ranked by segment. For the same book segments and clusters that everyone is used to seeing in their reports. One of my acquaintances, a restaurateur who travels a lot around the country, has developed another interesting formula for himself. Having seen a lot and traveled almost all of Russia, he claims that there are also certain divisions based on the principle of the cities through which the Second World War took place. World War, and cities that remained aloof from these monstrous events. In general, he is inclined to argue that the first group of cities is more progressive and seeking in the restaurant business. And the second one is patriarchal or something. Maybe due to the fact that the percentage of old townspeople in them is higher. But in Russia as a whole, there is largely a focal culture of public catering. Hardly explainable, sometimes. It can only be understood at the level of intuition. The prosperity of public catering markets, say, Kazan and Ufa, as well as small cities such as Vologda, for example, is so obvious. At the same time, the culture of the population southern regions The Russian Federation is clearly shaping the service markets of these cities. In Rostov and Krasnodar, the million-dwelling cities, you can count more or less decent catering establishments on your fingers. In Volgograd they are not noticeable at all on central highways. Hardly ever. In many ways, this is a consequence of the centuries-old way of life of the population of these regions rich in agricultural products. Consumption at eating places outside the home has long been a confusing and wasteful waste. Unjustified waste of money. If the choice was between paying for food service or buying two or three pallets of bricks for a cottage, people definitely chose bricks. A different culture and value system and nothing more. You also need to know about this when introducing a Moscow “new product” to the regional market. At the same time, a St. Petersburg student living in a communal apartment visited about a dozen different countries and almost all the iconic clubs and cafes of its hometown. This distinctive feature city ​​and its youth. If the Moscow public comes to one place for the evening and for the night, then in St. Petersburg it is normal to visit two or three establishments per night. People walk, communicate, move around.

More than once or twice in our activities, we have encountered a typical request from clients for consulting services in the restaurant business, who began their application with a template phrase: “Hello, we want to open a restaurant in Moscow on an area of ​​approximately 500 sq.m. Help with finding premises and defining the concept of such an establishment.” At the first meeting, counter and auxiliary questions are answered firmly: “We want to invest funds. We want to invest specifically in the capital market. Combining investments in real estate with some more or less understandable business.”

Professionals in public catering have the most questions about this “Clear Business” thesis. Why understandable? Why simple? Why predictable? Not everything is so simple, although, in the understanding of most people, a hairdresser is understandable, since my mother and sister cut hair well in childhood. Car service - no problem, since with my grandfather I disassembled the 407 Moskvich, like a Kalashnikov assault rifle, with my eyes closed. Restaurant - no problem. What could be clearer than cooking cabbage soup? Everyone can...

Of course, everyone. But not everyone and not always succeeds in turning their “club of interests”, where only the wives of the founders gather, into a real business, managing it effectively and learning how to make money with this type of activity! Most often, investors do not want to consider such new regions. And they look at Moscow precisely as a sales market for their emerging product or service, as a place for investment, as a place where their families and children will live in the future. A good place in their opinion.

The market for goods, services and offers in Moscow is most often formed by the desire of businessmen to develop and grow in this market, and of Investors to invest in this market. A huge feature of the Moscow services market is the existing migration load on this territory, the fractional-segmented format of services and clients in public catering. Sometimes, this is not subject to any reasonable and clear gradation. This is a huge problem. And the view of many analysts on this segmentation seems to us to be bookish and superficial, student-like, based on a matrix of university abstracts on a given topic. Whether we go to Moscow with our product, or bring a Moscow product to the regional market, we must always do a thorough visual and professional analytics. So that it doesn’t turn out that the adaptation of a product or idea makes it unrecognizable for each new region. And the concept or idea does not bring profit. And, as always, we need to think about the two most important things: what are we doing and for whom are we doing it? That is, who will be willing to pay money for our product or service!

Description

According to BusinesStat estimates, in 2014-2018 the number of visits to restaurants and cafes in Russia increased by 7.4%: from 2,475.3 million in 2014 to 2,658.6 million in 2018. In 2015-2016, when real incomes of the population decreased, the indicator decreased by 1.7% and 0.6%, respectively. In 2017, the restaurant business responded to the beginning of stabilization of the country's economy and for the first time since 2014 showed growth, which amounted to 3%. In 2018, Russia hosted the FIFA World Cup, which served as an additional driver for the growth of visits to restaurants and cafes by 6.7%.

After the World Cup, a market correction occurred: in 2019, the number of visits to cafes and restaurants decreased by 2.5% compared to the previous year. The figure will be 2,592.9 million visits, which, however, is higher than the level of 2017. In 2020-2023, given the stagnation of the country’s economy, the annual growth in the number of visits to restaurants and cafes will not exceed 2%. At the same time, the growth of the indicator will be ensured mainly due to the services of restaurants and cafes of a democratic format - Fast Food and Fast Casual.

In Russia, the largest number of visits - 75.7% - are to Fast Food establishments, which is due to low checks and speed of service. The expansion of franchise networks of restaurants and cafes in the Fast Food segment makes them accessible to the population both in terms of cost of visit and territorial location. Shares of the Fast Casual, Casual Dining and Fine Dining sectors in total number visits to restaurants and cafes in 2018 were 15.9%, 6.9% and 1.5%, respectively.

“Analysis of the market for restaurant and cafe services in Russia in 2014-2018, forecast for 2019-2023” includes the most important data necessary to understand current market conditions and assess market development prospects. The review provides statistics on restaurants and cafes, staff, visitors, average checks, physical and value market volumes, financial and investment indicators of the industry, and profiles of industry enterprises.

The data in the review is detailed by market sector:

• Fast Food
• Fast Casual
• Casual Dining
• Fine Dining

The review provides ratings for enterprises in the “Restaurant and Cafe Activities” industry. The ratings are based on individual legal entities. Additionally, detailed profiles of ten leading companies in the industry are provided. The ratings and profiles take into account legal entities, information on which is contained in the databases of the Federal State Statistics Service.

The review provides detailed information by region of the country.

The sources of information for the review were relevant government agencies and research organizations:

• Federal State Statistics Service of the Russian Federation (Rosstat)
• Ministry economic development RF
• Ministry of Finance of the Russian Federation
• Institute of Socio-Economic Problems of Population RAS

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Content

METHODOLOGY FOR PREPARING RUSSIAN MARKET REVIEWS

STATE OF THE RUSSIAN ECONOMY

Basic parameters of the Russian economy

Results of Russia's accession to the Customs Union

Results of Russia's accession to the WTO

Prospects for Russian business

INDUSTRY INFRASTRUCTURE

Enterprises

Hall area and number of service seats

Staff

• Table 22. Rating of restaurant chains by number of branches, Russian Federation, 2018

• Table 23. Rating of industry enterprises by revenue (net) from sales, Russian Federation, 2017 (million rubles)
• Table 24. Rating of industry enterprises by sales profit, Russian Federation, 2017 (RUB million)
• Table 25. Rating of industry enterprises by fixed assets, Russian Federation, 2017 (million rubles)
• Table 26. Rating of industry enterprises by cost of goods, products, works, services sold, Russian Federation, 2017 (million rubles)

VISITORS

Number of visitors

Average number of visits

Average annual costs

NUMBER OF VISITS

Number of visits

Market sectors

SALES VALUE

Sales value

Market sectors

Public catering turnover

Industry financial results

Investment attractiveness of the industry

AVERAGE CHECK

Average check

Basic prices for catering

PROFILES OF LEADING COMPANIES IN THE INDUSTRY

McDonald's LLC

• Enterprise management

Burger Rus LLC

• Company registration data
• Enterprise management
• Main participants of the enterprise
• Balance sheet of an enterprise according to Form No. 1
• Profit and loss statement of the enterprise according to form No. 2
• Basic financial indicators activity of the enterprise

Yam Restaurants Russia LLC

• Company registration data
• Enterprise management
• Main participants of the enterprise
• Subsidiaries organizations
• Balance sheet of an enterprise according to Form No. 1
• Profit and loss statement of the enterprise according to form No. 2
• Main financial indicators of the enterprise

CJSC "Moscow-McDonald's"

• Company registration data
• Enterprise management
• Main shareholders of the enterprise
• Balance sheet of an enterprise according to Form No. 1
• Profit and loss statement of the enterprise according to form No. 2
• Main financial indicators of the enterprise

Amrest LLC

• Company registration data
• Enterprise management
• Main participants of the enterprise
• Subsidiaries of the organization
• Balance sheet of an enterprise according to Form No. 1
• Profit and loss statement of the enterprise according to form No. 2
• Main financial indicators of the enterprise

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Tables

Table 1. Nominal and real GDP, Russian Federation, 2014-2023 (trillion rubles)

Table 2. Real GDP and real GDP index, Russian Federation, 2014-2023 (trillion rubles, %)

Table 3. Investments in fixed capital from all sources of financing, Russian Federation, 2014-2023 (trillion rubles, %)

Table 4. Exports and imports, trade balance, Russian Federation, 2014-2023 (billion dollars)

Table 5. Average annual dollar to ruble exchange rate, Russian Federation, 2014-2023 (ruble per dollar, %)

Table 6. Consumer price index (inflation) and price index for foodstuffs, Russian Federation, 2014-2023 (% of the previous year)

Table 7. Population including migrants, Russian Federation, 2014-2023 (million people)

Table 8. Real disposable income of the population, Russian Federation, 2014-2023 (% of the previous year)

Table 9. Number of restaurants and cafes, Russian Federation, 2014-2018 (thousands)

Table 10. Number of restaurants and cafes by type of ownership, Russian Federation, 2018 (thousands)

Table 11. Number of restaurants and cafes by region of the Russian Federation, 2014-2018

Table 12. Hall area of ​​restaurants and cafes, Russian Federation, 2014-2018 (thousand m2)

Table 13. Average hall area of ​​one restaurant or cafe, Russian Federation, 2014-2018 (m2)

Table 14. Average hall area of ​​one restaurant or cafe by region of the Russian Federation, 2014-2018 (m2)

Table 15. Number of service places for restaurants and cafes, Russian Federation, 2014-2018 (thousand places)

Table 16. Average number of service places per restaurant or cafe, Russian Federation, 2014-2018 (places)

Table 17. Average number of service locations per restaurant or cafe by region of the Russian Federation, 2014-2018 (places)

Table 18. Labor resources industry enterprises, Russian Federation, 2014-2018 (thousand people)

Table 19. Labor resources of industry enterprises by region of the Russian Federation, 2014-2018 (persons)

Table 20. Fund of accrued wages and average salary employee of industry enterprises, Russian Federation, 2014-2018 (billion rubles, thousand rubles per year)

Table 21. Average wage employee of industry enterprises by region of the Russian Federation, 2014-2018 (thousand rubles per year)

Table 27. Number of visitors to restaurants and cafes, Russian Federation, 2014-2018 (million people)

Table 28. Forecast of the number of visitors to restaurants and cafes, Russian Federation, 2019-2023 (million people)

Table 29. Average number of visits per consumer, Russian Federation, 2014-2018 (visits per year)

Table 30. Forecast of the average number of visits per consumer, Russian Federation, 2019-2023 (visits per year)

Table 31. Average annual consumer costs for restaurants and cafes, Russian Federation, 2014-2018 (thousand rubles per year)

Table 32. Forecast of average annual consumer costs for restaurants and cafes, Russian Federation, 2019-2023 (thousand rubles per year)

Table 33. Number of visits, Russian Federation, 2014-2018 (million visits)

Table 34. Forecast of the number of visits, Russian Federation, 2019-2023 (million visits)

Table 35. Number of visits by market sectors: Fast Food, Fast Casual, Casual Dining, Fine Dining, Russian Federation, 2014-2018 (million visits)

Table 36. Forecast of the number of visits by market sectors: Fast Food, Fast Casual, Casual Dining, Fine Dining, Russian Federation, 2019-2023 (million visits)

Table 37. Sales value of restaurants and cafes, Russian Federation, 2014-2018 (billion rubles)

Table 38. Forecast of sales value of restaurants and cafes, Russian Federation, 2019-2023 (billion rubles)

Table 39. Sales value of restaurants and cafes by market sectors: Fast Food, Fast Casual, Casual Dining, Fine Dining, Russian Federation, 2014-2018 (billion rubles)

Table 40. Forecast of sales value of restaurants and cafes by market sectors: Fast Food, Fast Casual, Casual Dining, Fine Dining, Russian Federation, 2019-2023 (billion rubles)

Table 41. Public catering turnover, Russian Federation, 2014-2018 (billion rubles)

Table 42. Public catering turnover by regions of the Russian Federation, 2014-2018 (million rubles)

Table 43. Revenue (net) from sales, Russian Federation, 2014-2018 (billion rubles)

Table 44. Revenue (net) from industry sales by region of the Russian Federation, 2014-2018 (million rubles)

Table 45. Selling and administrative expenses, Russian Federation, 2014-2018 (RUB billion)

Table 46. Selling and administrative expenses by regions of the Russian Federation, 2014-2018 (million rubles)

Table 47. Product cost, Russian Federation, 2014-2018 (billion rubles)

Table 48. Product cost by region of the Russian Federation, 2014-2018 (million rubles)

Table 49. Gross profit from sales, Russian Federation, 2014-2018 (RUB billion)

Table 50. Gross profit by region of the Russian Federation, 2014-2018 (million rubles)

Table 51. Indicators of investment attractiveness of the industry, Russian Federation, 2014-2018

Table 52. Structure of investments in the industry, Russian Federation, 2014-2018 (million rubles)

Table 53. Average bill for visiting a restaurant or cafe, Russian Federation, 2014-2018 (rub)

Table 54. Forecast of the average bill for visiting a restaurant or cafe, Russian Federation, 2019-2023 (rub)

Table 55. Average prices for basic catering services by type, Russian Federation, 2014-2018 (rub)

Table 56. Average price of coffee in quick service organizations, by region of the Russian Federation, 2014-2018 (rub)

Table 57. Average price of lunch in a restaurant during the day, by region of the Russian Federation, 2014-2018 (rub/person)

Table 58. Average price of lunch in a canteen, cafe, snack bar (except for canteens in organizations), by region of the Russian Federation, 2014-2018 (rub/person)

Table 59. Average price of a custom dinner in a restaurant, including alcoholic drinks, by region of the Russian Federation, 2014-2018 (RUB/person)

From the perspective of the average person, it may seem that the catering market is oversaturated. However, analysis data of the fast food market cited by domestic and foreign researchers indicate the opposite. The niche remains quite accepting, the industry experiences annual growth both in physical and value terms.

If we turn to the Russian state standard, public catering is understood as a separate industry, which includes specialized enterprises. At the same time, the 2010 standard 50647 does not distinguish between forms of ownership or their hierarchical structure. The structure of the food industry in Russia is as follows:

Industry issues

Despite the fact that people will always feel the need for food, the industry turns out to be very sensitive not so much to the consumer, but to the external factors. Thus, the unfavorable crisis situation and the food embargo are forcing food companies to increase prices. At the same time, it is not always possible to include in the price finished products improvement of service. For example, an analysis of the coffee shop market clearly shows a shift in consumer demand from the average level to a more budget-friendly one. The fall in the level of income of the population clearly affects the coverage of catering offers. The result is a deterioration not only in service, but also in the quality of finished products.

Summing up the results of 2017 and comparing them with the dynamics of 2018, the analyst cites depressing figures. Thus, catering turnover showed an overall decrease of 5.5 percent. The industry has not been characterized by negative indicators for the last six years. Low level key indicator industry explains the increase in the credit burden on public catering enterprises. Thus, the interest rate increased from the expected 12 to 25 percent.

The largest decline was shown by enterprises in the middle price segment. The decline of the industry segment, according to the RBC research agency. Research, amounted to 12.4 percent. At the same time, the preferences of consumers themselves have changed; more than half of them now prefer to stay at home (56%) rather than spend their free time in a cafe. Based on data from rating agencies, the situation is deteriorating in all areas of public catering:

Main trends in the development of public catering enterprises

During the crisis, entire brands began to leave the Russian market. Thus, over the past two years, such chains as Marukame and Pretzelmaker have disappeared from the assortment of cafes and restaurants. Wendy's, Great American Cookies and Quiznos are gone. As noted by participants in a study of the fast food market in Russia, the industry has become more democratic after the changes. Even in conditions of aggressive advertising, consumers are actively switching to economical food formats. As a result, fast food began to experience the main influx of customers. The main concept of the Russian consumer has become an approach to faster, cheaper and tastier food.

Based on the results of the analysis of the coffee shop market in Moscow in 2017, it is noted that single enterprises feel insecure in the industry. At the same time, network companies again began to gain momentum. An additional catalyst for the development of cafes with the same structure and menu was the emergence of franchises. Proven and sustainable business in a single format began to appear in many Russian regions. Club cards and an aggressive bonus system have finally changed the attitude of the Russian consumer to the quality and format of food.

What are the forecasts?

The reduction in the number of enterprises in the public catering industry is both a consequence of the crisis and an indicator of an increase in market capacity. The restaurant business remains very promising in this regard. As for catering companies, placement plays a special role in their promotion. Opening new outlets in areas with high throughput significantly increases the flow of customers. When analyzing the bar market, many analysts note the effectiveness of business promotion in in social networks. This is where the potential consumer is today. In groups and news columns it has become easier and simpler to fill out your plans for the evening.

Largely thanks to franchising, the number of successful establishments in Russia began to increase. Working according to a ready-made business model, enterprises are interesting to both clients and company owners. The number of projects launched under Russian and foreign franchises in Russia reaches over 8,500. Based on the total number of food preparation points, the share of chain restaurants already exceeds 50 percent.

Structure Russian industry Catering:

The general forecasts of analysts are that in the next 50 years Russian market will be saturated at least twice.

Why network business

An economic model such as a franchise has taken root quite well in the Russian market. The active expansion of international network projects made it possible to prove in practice the sustainability of such projects during a crisis. In addition, the owners of public catering establishments themselves note quick payback investments, minimum costs for advertising and promotion, a large number of ready-made effective tools, cooking technologies and other things.

The analysis of the catering market 2018 shows a clear trend Russian entrepreneurs to get out of the crisis. Previous enterprises are returning to the industry, and it is actively becoming saturated with restaurants that are resistant to sanctions and changes in customer preferences. Franchising, as an economic model, is of unconditional interest. Owners receive ready business a product in which maximum cost optimization has already been carried out and costs have been eliminated. The consumer, in turn, receives a time-tested brand that he can visit in any city without fear for the quality or excessively high bill of the product.

📊 We share new trends in the catering market -

Closer to the masses

Compared to 2015, the restaurant market showed growth, albeit small. The turnover of public catering in Russia over the past 2016, despite the crisis, exceeded 1,200 billion rubles, according to the Unified Interdepartmental Information and Statistical System (EMISS), which is supervised by Rosstat.

Fast food showed a noticeable increase. Between May 2015 and May 2016, 408 new fast food chain restaurants opened in Russia. A positive trend was noted back in 2015, when the figure was +5.2%. In the Moscow region, the turnover of fast food chains has increased; according to CBRE, for individual chains the growth was more than 10%.

“However, the growth was mainly in fast food only in 2016. Mid-price restaurants saw a drop of up to 11%. Due to the decline in real incomes, many Russians preferred democratic establishments to restaurants in the middle and high segment. The reduction in the niche was also facilitated by the transition to local products, menu adjustments, and rising food costs,” explains Rodion Eroshek, co-founder of the automation company for cafes, restaurants and shops Poster.

The restaurant market is still experiencing better times, but has already more or less stabilized and adapted to the conditions of the crisis. Only those establishments remained on the market that met the consumer halfway and tried to provide a quality product at a lower price. That is, those who realized the need to adapt to the consumer

Sergei Mironov, founder of the RestConsult consulting agency and the Myaso&Fish restaurant chain:

The redistribution of clientele in favor of more affordable catering was felt by such giants as KFC, Burger King and McDonald’s, which continue to open new outlets throughout Russia. Russian restaurateurs, in turn, are exploring new locations and new niches. Many conceptual establishments, including premium ones, are appearing in large shopping and entertainment complexes.

Just a couple of years ago, shopping centers were not at all perceived as locations for quality restaurant concepts, but now the number of examples is growing. According to CBRE, the share of restaurants and cafes in Russian shopping and entertainment centers has already doubled in 2015-2016, and there is a shift away from traditional food courts in favor of new formats that are expected to grow in 2017. “Restaurants in shopping centers are rather one of the manifestations of business diversification, which, in turn, is largely due to the growing role of shopping centers as lifestyle centers, as urban community areas where people come to have a good time,” analysts from the CBRE agency emphasize.

Tastes better at home

Since last year, ordering restaurant food to home has become much more common. The change in the consumer model was facilitated by the established economic conditions when the client does not want to give up quality restaurant food, but also does not want to overpay.

With all this, the niche remains poorly developed and this makes it even more promising. At the moment, only 47% of chains provide delivery services, while in 2015 the share of takeaway food accounted for 18% of the total catering market turnover. Coffee shops are experiencing increased interest in takeaway sales. Over the year, the volume of “to-go” orders increased by 35% and in the first quarter of 2016 already accounted for 23% of sales.
With all this, the share of expenses in Russia as a whole for eating out remains at a low level and amounts to only 3.6%; for comparison, in Moscow this figure is four times higher.

Over the past three years in Russia, according to Poster, interest in home food delivery has increased by 2-3%

“Guided by this trend, in 2016 we developed an addition to our main functionality POSTER SHOP - now our clients will be able to open an online store, the restaurant menu and current prices will be loaded automatically, and creating a beautiful and functional website will take no more than 15 minutes,” - says Rodion Eroshek. “Even with a restaurant delivery zone to nearby areas, you can increase sales through the website by 10-15%.” Such services (quick creation of an online delivery store) make it easier to enter the delivery market, although, of course, this does not eliminate the need to hire couriers and rent cars. However, this is still more profitable than contracts with delivery services, which can take up to 40% of the order value.

Cheap and fresh air

Following coffee shops, street food establishments are coming to life. If in 2015 the street food turnover showed a drop of 5.5%, then in 2016 the figure decreased to 3.7%, which indicates a gradual restoration of the niche. Street cafes in the to-go format compete with affordable restaurants offering various lunches and combination menus, as well as fast food establishments in shopping centers.

In general, in 2016, the course towards democratization of the public catering market was finally consolidated. The share of fast food, street food, and canteens in the total turnover of the public catering market in the first quarter of 2016 alone increased to 39%, whereas a year earlier it was 37.6%. According to Colliers, in the first 9 months of 2016 alone, more than 130 cafes, restaurants, bars, and street food establishments were opened in the street retail market of St. Petersburg. Non-chain brands accounted for up to 80% of new openings.

Experts note that consumers are becoming more sophisticated in their needs, which is leading to an increase in the popularity of such formats as street food, gastro bars and restaurants serving national cuisines.

In addition to the massive spread of to-go establishments, border formats have developed: culinary shops, grocery stores, and ready-to-eat food stores. “There has been a third wave of popularity in coffee shops such as Doubleby, which are completely “different” and different from such establishments as Shokoladnitsa and Coffeemania, so they are actively attracting their guests. The burger trend continues to grow, which indicates that guests prefer restaurants in a more affordable segment. If we talk about some trends, we can note that restaurants serving Pan-Asian cuisine have begun to open quite actively. But it cannot be said that the fashion for this cuisine is somehow related to economic or other factors in the restaurant industry. This is a trend that appeared on its own and quite suddenly and, just as suddenly, may go away,” comments Sergei Mironov.

Another trend is environmentally friendly food. Next year, millennials are exactly the audience that most establishments will be targeting. And for them, environmental issues, humane treatment of our smaller brothers and waste-free production in choosing a restaurant are no less important than the taste and cost of the dish.

“In general, the focus on healthy food is a global trend associated with environmental degradation and urbanization. Even fast food is focusing on ecological products: dishes prepared without additives, artificial ingredients and antibiotics are increasingly appearing on the menus of well-known mass operators,” notes Eroshek.

Get out of Moscow

The market revival was due, among other things, to the expansion network business. In just one year, 408 new fast food establishments opened in the country. This was facilitated by businessmen’s confidence in the chosen format and inexpensive franchises.

Restaurants in the mid-price segment, on the contrary, closed more often. The brands that left the Russian market were replaced by three new foreign players - the Italian pizzerias Aliche Pizza and Scrocchiarella, operating in the free flow format, as well as the Irish coffee shop The Bagel Bar, which opened in Moscow under franchising.

It is interesting that the capital is gradually ceasing to be a center of attraction for catering chains: from May 2015 to May 2016, about 150 closed here, and about 79 chain establishments opened. At the same time, the Moscow region demonstrates positive dynamics - here, over the same period, 172 new establishments were opened and not a single one was closed.

Major players are focused on expansion into regions and neighboring countries. Beginning entrepreneurs, in turn, are willing to buy ready-made solutions, rightly considering this the least risky investment. According to RBC analysts, the focus, on the one hand, is shifting to sub-millionaire cities with a population of 700 thousand to a million people, where the presence of networks is not so high, but there is a need for them. Due to remoteness or harsh climate, the Nenets, Chukotka and Khanty-Mansiysk districts have not yet come into the field of view of Russian and foreign networks.

However, Russian companies They are considering options for entering other countries. Some operators are already represented in European countries, China, Taiwan, Great Britain, and Mongolia. Last year, the Stolle coffee chain entered the US market for the first time, opening two establishments under its brand in New York.

The future is technology

Helping Russian restaurateurs make their everyday lives significantly easier technological solutions. To optimize work processes, the company uses various automated accounting programs, and for end consumers, mobile applications and electronic menus.

Came into force on July 1, 2016 the federal law 54, obliging all retail outlets record information about sold alcohol in the Unified State Automated Information System; from January 1, 2017, bars, cafes and restaurants selling alcohol fall under the law. Small establishments have been quite mobile in switching to cloud cash registers, since such equipment turned out to be simpler and cheaper than stationary ones. In addition, those who kept records “on the knees” will most likely have to switch to automated accounting systems for more convenient data collection in tax authorities. However, tightening the legislation will help restaurateurs pay attention to other processes in business that are not regulated by the state - procurement, inventory.

Those who install cloud cash registers and automated accounting systems today understand that in addition to reporting, they have the opportunity to improve processes - procurement, service time, reduce waste, so that thanks to control of alcohol circulation, many establishments will improve other business processes.

Experts note that in general the restaurant market is on the mend. According to CBRE, the total share of Russians' spending on eating out is only 11%, while Americans spend about 47% of their food budget on restaurants and cafes, which means there is room for growth. The main catalysts will be the restoration of consumer confidence, the growth of incomes of Russians, as well as the increasing pace of life of the population, “imposing” the culture of eating out. According to experts, 2017 will show strong growth, and full recovery will occur in 2018.

The restaurant market in Russia will grow slowly, establishments that focus only on alcohol suffer the most during the crisis - these are bars, large restaurants are growing slowly over the year, the number of establishments is increasing by 4-5%, street food, food trucks and coffee shops are in the most favorable position - people are ready to save on groceries, but drink a cup of coffee and take their mind off everyday problems. Attendance at coffee shops has increased by 2-3% this year, this is a good indicator

Rodion Eroshek, co-founder of the company for automation of cafes, restaurants and shops Poster