Restaurant business is a complex field of activity, since when opening your own institution, you need to take into account a lot of features, from choosing a direction to compiling a menu and choosing. In this article, we will consider how this direction has developed, current development trends and prospects for this niche today.

You plow all day long, but there are no results? Maybe you are doing something wrong? The only way out is to hire a successful restaurateur. This should be a “discovering” person who has made more than one institution successful. The pleasure is not cheap, but believe me, the result is worth the money spent. The costs pay off within 4-6 months.

There is a lot of literature on this topic. Famous book - Georgy Iosifovich Mtvralashvili. Profitable restaurant.
Tips for owners and managers.

golden triangle rule

On the advice of Georgy Iosifovich Mtvralashvili, the golden triangle rule applies in the restaurant business.

The first peak is the name.

“Whatever you call a yacht, that’s how it will float!” Remember this expression? The name of the institution should be flashy and easily stumbling. It is from this that the promotion of the restaurant depends on 30%. The name should match the style, cuisine, interior, location, and other factors.

The second peak is the kitchen.

Don't skimp on the project. The kitchen should be comfortable and have the necessary equipment. Get into the details. Expand activities. Hire famous chef. By the way, it is better to coordinate the project with the chef. If the food is not tasty, even a dancing bear with a balalaika in the center of the hall will not attract customers.

Delicious food and quality service are the main success factors in the restaurant business. The institution should be harmonious - the design of furniture and utensils, music, color palette, uniforms of waiters, names of dishes.

The third peak is the interior, design and decor. These components should be one whole, and the details should flow into one another. You must clearly answer the guest's question: why did you design your establishment in this style?

Webinar: How to stand out among restaurants

Increase staff productivity

The soul of any restaurant is the mood of the staff and the atmosphere in the team. Our success and income are our guests. Much depends on the quality of their service. A talented restaurateur must assemble a friendly team of like-minded people who greet visitors with a smile and enjoy their work.

How to make team work productive?

1. Set goals. Every person has a goal towards which he is moving. For example, the goal of waiters is to get a promotion and an increase in salary.

2. Assign roles. Each team member must know what he is doing. For this, they are held.

3. Reward leaders. The administrator sees the leaders of each group of people communicating with each other. The informal leader can be an excellent shift leader.

4. Encourage mutual help. Well - if the business owner leads by example. If the director cleans the fish or carries the plates, the employees will surely appreciate it.

5. Build trust. You should not be treated like a boss, but like a friend you can always turn to for help.

6. Establish contact between different departments. People should know each other. It is very good if the cook helps the waiter to clean the table after the visitor.

Trends

Here is a list of global trends in the field of catering (restaurants, cafes, pizzerias, etc.) that are relevant this year.

1. Increasing popularity among visitors of chicken food, as it is fashionable, tasty and reasonable.

2. Significant share increase vegetarian cuisine, the use of steamed dishes.

3. Increasing consumption wholesome food made from cereals.

4. Increasing the share of the total sales of various soups and drinks.

5. Bonuses (card bonuses, certificates, discounts, etc.) are becoming more and more important.

6. Increasing attention to gourmets (cooking non-standard recipes for soups, side dishes, etc.).

7. The presence of signature dishes and snacks affects the formation of a constant flow of customers.

8. The popularity of food, the main ingredient of which is noodles. They are prepared quickly, are not expensive, and in terms of taste they are no worse than expensive masterpieces.

9. Increasing popularity national dishes South America (caipirinha alcoholic cocktail, their dish raw fish ceviche and others.

10. Increasing visits to outlets fast food- fast casual (a combination of a restaurant and).

How to achieve heights?

Development prospects

1. Small coffee houses and pubs.

Today, the popularity of the development of casual dining is growing, from year to year their number is increasing. Directions of this segment: coffee houses, cafes of national cuisine (Italian, Japanese and others), steakhouses and beer restaurants. The reason for the success of beer restaurants lies in the clarity and familiarity of this format for consumers.

As for the proliferation of coffee houses and sushi bars, restaurateurs believe that this is due to the ease of launching them. Establishments of such formats have practically no kitchen (desserts sold in coffee houses are often prepared by third-party enterprises, and for making sushi, you only need frozen fish and a rice cooker). Therefore, there is no need to bet on expensive equipment, which significantly reduces the cost of opening an establishment.

2. Japanese cuisine.

Due to the absence of a kitchen shop, the search is facilitated and the requirements for the premises are reduced, which is very important for the markets of large cities (Moscow, St. Petersburg). Even though the culture Japanese cuisine took root in Russia for a long time, active promotion and low price made sushi bars incredibly popular.

3. Caucasian cuisine.

In Russia, Caucasian cuisine is very promising, since the population was familiar with this direction back in Soviet times. Naturally, after eating exotic dishes, many citizens return to the national cuisine. But this does not mean that it has good potential for development. This is due to the reluctance of people to pay high amounts for simple and familiar delicacies that can be prepared at home.

History

Since ancient times, the main human need, which ensures the existence of people, has been the use of food. With the development of mankind, the ritual of eating has undergone significant changes. In ancient times, it was eating raw or fried meat with your hands without the use of any utensils. In the ancient and middle ages, cutlery appeared.

When the "New Time" came, everything changed, especially the culture of eating. People no longer hesitate to use cutlery and invent sophisticated tools for eating dishes.

In Russia, Ivan the Terrible is considered the founder of the restaurant business. To prevent drunkenness from flourishing in Russia, there was a ban on the sale of alcohol, these drinks were sold only in royal taverns. In the middle of the 19th century, these establishments were called drinking houses, and could no longer be state-owned. Drinking houses sold not only booze, but also snacks, hot dishes, and even tea and cakes.

Later, taverns appeared, where delicacies of Russian national cuisine were served. At that time, taverns were very popular, but not many people visited restaurants, since they were calculated only for the elite.

At the end of the 19th century, various tea, coffee and first restaurants appeared, designed not for people with an average income. At the beginning of the 20th century in Moscow, St. Petersburg and other large cities, they replaced many taverns. There was a classification of establishments into categories.

The first non-state restaurants emerged during the collapse of the Soviet Union and perestroika. It was this time that is considered the beginning of the dynamic and stable development of large networks.

A novice entrepreneur who is thinking about the question of how to open a restaurant is counting on the mandatory success of his business project. But, unfortunately, not all expectations and plans are destined to come true. This is explained by the fact that the process of creating such a service enterprise is not entirely simple, in addition, there is an acute issue of attracting customers, which will require special attention.

The basis of the restaurant business is the ability to meet consumer demand. That is why, before opening a new event, an entrepreneur will need to conduct a number of marketing researches. However, it often happens that, even after receiving the necessary information, the organizers have no idea what to do next with it and how to attract the public to their institution. For this, there is such a management function as PR. It helps not only in creating fame (“publicity”), but also in maintaining such a relationship between potential customers and the institution that will be beneficial to both parties.

Where to begin?

In order to organize the normal operation of the point, a novice businessman will have to make a lot of efforts. This is a rather troublesome business, and there are many nuances in it that cannot be overlooked.

You need to start by choosing the direction of the restaurant. It is necessary to think over its pricing policy. So, if you want to open an exquisite and expensive institution that has a versatile menu and an individual style, you should set a high cost for dishes. When opening a cafe for children, fast food or coffee shops, the entrepreneur will need to draw up a completely different business plan and take into account the specifics of these outlets. The prices for the dishes offered in such establishments will not be as high as in the first case.

This issue deserves special attention. After all, with the right ratio of price and quality of dishes from people who want to visit your restaurant, there will simply be no end.

You will also need to find reliable suppliers who supply inexpensive, but at the same time fresh and tasty products. An important step in opening a restaurant is the selection of personnel. Employees of the institution must be real, highly qualified and experienced. The consideration of candidates for selected positions will need to be taken seriously. After all, the work of the institution will directly depend on these workers. In order for experienced and qualified specialists to agree to cooperate, they will need to be provided with a decent salary.

The system of accounting and control of the work of the restaurant must be thought out without fail. In addition, you will need to decide on the system of staff motivation. All this will allow the restaurant to operate efficiently and generate significant income.

Don't forget about this important point like marketing research. They are needed in order to carry out further promotion of the restaurant.

The concept of restaurant marketing

What does this term mean? Restaurant marketing is nothing more than a plan for the process of promoting an establishment. It includes various elements that are subsequently able to organize the further actions of the entrepreneur. With such a plan, one can easily adapt to the circumstances that unexpectedly arise when it is carried out. One of the functions of marketing is PR, advertising, as well as various methods of restaurant promotion. All these areas are regulated by the drawn up plan. It can be compared to a specific route that the entrepreneur has to follow from the starting point to the destination. That is why such a plan should contain all the turns and landmarks that may arise in the course of the implementation of the plan.

Its main details are:

• schedule-calendar;
• timing, or planning in time;
• budget.

In addition, in the marketing plan, it is necessary to describe in detail the technologies and methods that will be used in the opening and further operation of the restaurant.
Everything should be described in as much detail as possible. If the goals set are too large, then their implementation is divided into small stages.

What is advertising for?

After all preparatory work marketing plan to be implemented. If it was compiled well enough, then effective promotion of the restaurant will not be long in coming. It is only necessary to do the planned step by step, putting down the appropriate marks in the developed time calendar, and also not exceed the budget provided for marketing expenses.

Promotion of the restaurant can not do without advertising. After all, this is one of the functions of marketing, which is carried out on the basis of an existing plan.

Advertising is organized through free or paid services offered by the media. In this case, radio and television, magazines and newspapers, media located on the roads or on the streets of the city can be used.

The primary goal of any promotion is to draw attention to the establishment that provides information about itself and its service. And this should be done as efficiently, accurately and unobtrusively as possible. Restaurant promotion will be as successful as possible if the entrepreneur trusts specialists in this matter.

Only professionals will be able to competently convey to people the information that will draw their attention to the institution. Properly thought out advertising company is half the success of any event. All this takes place in those cases when the development of the restaurant business is carried out.

Targeted advertising

This method, which allows you to promote a restaurant, is the simplest and most understandable, but at the same time the most expensive. Targeted advertising includes various kinds of banners and billboards, ads on the radio, in magazines and newspapers, as well as posting information on their own websites that are designed for a specific consumer. Which method is the most efficient? The answer to this question will directly depend on the target audience of the institution. Indeed, even before submitting an ad, for example, to a radio station, you will need to make sure how popular it is with potential restaurant customers. If this is not done, the money spent will not bring any benefit.

Consideration of the target audience

The right restaurant promotion strategy is important for every aspiring entrepreneur. To develop it, it is necessary to represent the target audience for which he is going to work. At the same time, the conversation is not only about the socio-demographic characteristics of clients, but also about their psychological portrait. Usually, when choosing an establishment offering catering services, a person considers three most important factors. The first one concerns the status of the restaurant. The second is the requirements for the quality of dishes served in the institution and the prices for them. The third principle is the action that the client takes to achieve the goal, regardless of the means available to him.

When promoting a restaurant, it should be borne in mind that a person who is constrained by means is guided by the status of the institution. The high quality of dishes is necessary for a very wealthy client. Therefore, restaurant advertising should rely on one or another target audience. This will attract the maximum number of visitors.

Outdoor advertising

According to experts, this method of restaurant promotion is the most effective. This is due to the fact that most potential visitors choose an institution by the area of ​​work or residence. Restaurant outdoor advertising does a great job of attracting the local community to the establishment. Moreover, it is used in various manifestations, from signs to billboards.

If a restaurant is being promoted that is not part of a network of catering enterprises, then advertising should be located near the establishment. To attract a premium audience, as well as to inform potential visitors about upcoming marketing events, banner banners are most often used. How else can a restaurant be promoted? Examples outdoor advertising- this is the distribution of leaflets, which are dropped into mailboxes located near the establishment of residential buildings. This marketing method will help the restaurant acquire regular customers.

Internet using

Increasingly popular in modern world acquires such a method of promotion of the company as the creation of its own sites. Promoting a restaurant on the Internet is beneficial for an entrepreneur, as it is the most economical option.

The presence allows you to create a holistic view of the intended object. In addition, news and thematic systems are important for the institution to become public in the shortest possible time.

On its pages on the Internet, the restaurant can use contextual and banner advertising, as well as hold events that allow SEO-optimize the resource.

personal selling

This PR-promotion of the restaurant has a fairly high efficiency. The term "personal selling" refers to the presentation of an existing product in direct contact with potential consumers. This method has proved its high efficiency not only in the restaurant business, but also in the promotion of any goods and services.

The easiest way to disseminate information in this case is the so-called word of mouth. If the cuisine of the restaurant and the service provided in it are liked by customers, then they will begin to tell their friends, relatives and acquaintances about it. Such promotion is the oldest, but at the same time the most effective way of advertising.

Such a move as “going to the people” can also be attributed to personal sales. An example of this is the actions of one of the restaurateurs of the capital. At one time, he sent representatives of his company to the registry offices, where they handed leaflets to young people who had just submitted an application with offers to get married in their institution.

Another way of personal selling is offers for corporate meetings. For their submission, the maximum possible amount of information about a particular large company is collected and a targeted presentation of the restaurant is developed. After that, the businessman arranges a personal meeting with a representative of the selected company, during which a contract for corporate services is concluded.

Not the last role in the restaurant promotion strategy is played by post-marketing. It involves further informing customers about the promotions of the institution and its news, as well as calls for ordering various events, etc.

According to statistical studies, contact actions always receive one or another answer, since they require a certain response to proposals. In the course of personal conversations, people are forced to adapt to each other and exchange their opinions and thoughts. If the approach to personal sales on the part of the restaurateur is competent, then relations with customers can become not only warm, but also friendly. That is why the owners of the most successful institutions themselves go out into the hall and find out the wishes and comments that the visitors have.

Sales promotion

One of the methods that allow the fastest promotion of a restaurant is the adoption of incentive measures that encourage a person to purchase services. This includes a developed system of discounts, which is offered to regular customers. After all, each visitor will be pleased with such a sign of attention as a bonus card, with which he can significantly save his money.

To retain a customer, you will need to provide a discount ranging from 15 to 20%. This will make a person visit the institution again and again.

For large cities, such a sales promotion method as promotion with the help of intermediary firms is also suitable. These are special agencies that offer clients who apply to them to book a table in certain restaurants. This method is very effective in the case of direct acquaintance with the person who owns the intermediary company.

Among the activities to stimulate sales can be attributed or the delivery of a client of any souvenir products. It can be a free dessert, as well as a pen or keychain with restaurant symbols.

PR

This method of promoting a restaurant is carried out by establishing links with various target audiences due to the formation of a positive image of the restaurant and its favorable reputation. The most important tools of this method are corporate communications, consulting, interaction with the press, meetings with visitors, etc. A distinctive feature of this direction of restaurant promotion lies in its plausibility. After all, any written article in a newspaper or an essay placed in it will cause more confidence than an advertisement.

Under restaurant service service is understood to bring pleasure and satisfaction not only to the restaurant visitor, but also to its attendants. The main trend in the development of restaurants is to increase the number and size of the restaurant chain. This applies primarily to fast food restaurants in various countries. The United States is the leader in this area. American! restaurants are actively expanding in foreign markets, including in Russia. Restaurant chains with a standard menu - hamburgers, sandwiches, pizza - are growing especially fast. The same menu allows you to install the same type of equipment everywhere, standardize the technological process of production and sale of products. This approach dramatically improves productivity, cuts costs and sets standards for customer service culture.

The largest segment of the catering market are hamburger restaurants. The network of restaurants "McDonald's" has the highest turnover, although in terms of the number of enterprises it is inferior to the restaurant network "7-Eleven".

In the early 1990s The market for pizzerias has grown significantly. The most significant among them are the networks of pizza restaurants "Pizza Hut", "Domino Pizza", "Little Caesar".

One of current trends restaurant business - the rapid development of ethnic restaurants with various national cuisines. It should also be noted the trend in the development of a chain of restaurants in large shopping centers. This provides an increase in the number of visitors to the center, the time of their stay, respectively, an increase in sales and an increase in profits as shopping center as well as restaurants.

Thus, the general direction is to expand the restaurant service, turning it into the same public in our country as it is abroad.

Despite the presence of unfavorable socio-economic and political factors (high risk for investors, low purchasing power of the population, lack of tax incentives, etc.), the number of restaurants in Russia is constantly increasing. At the same time, both fashionable restaurants for a select audience and fast-food catering establishments are opened. Fast food restaurant chains are developing especially successfully: McDonald's, Russian Bistro, etc.

Distinctive feature Russian restaurant business is the concentration of the bulk of both elite and public restaurants mainly in Moscow and St. Petersburg.

In many countries, such as Italy, family restaurants are widespread. This is due, among other things, to the tax benefits provided. There are no such benefits in Russia, and there are still few family restaurants in their classic form. However, this direction of development of the restaurant business has great prospects in Russian conditions. With the further development of this market segment, family restaurants can become an area of ​​employment and a source of income for many families. It is the concept of a classic family restaurant, when business owners themselves work in their establishment, that prevails in the global restaurant market.

At present, the state pays more and more attention to the development of small business in our country. Creation of favorable conditions for the functioning of small restaurants in various areas of the real

Restaurant is a catering company that provides guests with a wide range of dishes, drinks, confectionery, including branded and complex cooking. Service in restaurants includes the organization of recreation and entertainment for guests.

Restaurant types. According to the completeness of service, a set of services, all restaurants are divided into full-service and specialized, including national, thematic, quick service, etc.

In all types of restaurants, a list of dishes offered, their price is indicated in the menu, which in its content, design, composition corresponds to the type and character of the restaurant. But in any case, the sequence of dishes on the menu should match the sequence of their serving. In addition to the menu, visitors are offered a wine list, which provides a list of drinks with an indication of the cost of the bottle and portion (for example, 50 g, 100 g).

A high level of comfort is ensured by the architectural and artistic design of the halls, musical and variety accompaniment, and highly professional work of the staff.

Aesthetic originality, originality of interiors are achieved through the use of various elements of decorative cladding (mosaics, stained-glass windows, frescoes, reliefs, sculptures), elements of nature (ornamental greenery, aquariums, ponds, stones, etc.).

Full service restaurants offer a wide selection of a la carte dishes, usually more than 15. The menu is dominated by complex, gourmet specialties in the traditions of French or Italian cuisine. Exquisite interior design, furniture, utensils, well-trained staff - all these are indispensable components of full-service restaurants. They occupy a relatively small segment of the market, designed for a sophisticated audience. The competition among restaurants of this class is very high. This is due to a number of reasons. First of all, creating such a restaurant and maintaining a high level of service culture requires significant funds. As a result, the prices on the menu are very high, so only a small percentage of the population can visit them. According to this

full-service restaurants can function more or less successfully only in large cities. For the same reasons, chains of high-end full-service restaurants are not created even in countries such as the United States.

Specialty Restaurants very varied. This class of catering establishments includes restaurants specializing in certain dishes (for example, national or fish), as well as one or more dishes.

Fast food restaurants are the most popular among them. They offer a set menu with a limited number of dishes prepared in advance and served as needed. As a result, service is fast and overall restaurant costs are reduced. Among these restaurants are the well-known McDonald's, Burger King (hamburgers); Pizza Hut, Pizza Domino(Pizza); Red Lobster, John Silver "s (seafood); KFC, Church" s (chicken dishes); Sizzler, Ponderosa (steaks); Subway (sandwiches).

Specialty restaurants include numerous national restaurants with menus of national cuisine: Chinese, Japanese, Thai, Mexican, Russian, Italian, etc. Moreover, these restaurants can also be fast food restaurants, such as the Taco Bell Mexican restaurant chain.

Are very popular restaurants for the whole family. The atmosphere and menu in these restaurants are simple and cozy. Each family member is served individually. For children, a corner with toys is equipped, where the teacher deals with them.

Along with restaurants for the whole family, national restaurants, specialized restaurants include thematic restaurants that use a certain theme in their design - football, musical genres, airplanes, cars, the Wild West, the railway, etc. The main task is to create the right environment and atmosphere, the dishes correspond to the theme as much as possible.

Today, the restaurant business plays one of the key roles in the tourism industry, as tourists tend to visit this or that country, including its famous restaurants. Thus, no major city can successfully develop without catering facilities.

The first restaurants appeared quite a long time ago, back in the 16th century, taverns began to gradually develop, being the forerunners of establishments where you could taste specialties from the chef.

Later, the period of appearance of caffeine in Europe began. These establishments offered their guests a variety of sweets, and after interesting dishes from famous chefs.

The word "restaurant" takes its roots from France, which means restoring strength and health. A restaurant as a public catering establishment differs from cafes and eateries by preparing dishes exclusively from raw materials in its own kitchen. Work with semi-finished products is completely excluded.

Currently, the restaurant business is one of the most profitable and fast payback. Investments in the creation of cafes and restaurants pay off within 2-3 years. The only exceptions are elite, expensive restaurants, from which high profitability and quick payback are not expected. However, the restaurant business is quite risky, as there are a large number of factors that affect it. Even a minor mistake can eventually lead to bankruptcy.

The public catering market in Russia before the 2009 crisis showed steady growth. During the period of economic instability, the fall in the turnover of the public catering segment amounted to more than 2% in value terms.

A study conducted by Euromonitor International showed that in 2012 the capacity of the Russian catering market amounted to $ 12 billion, while growth, compared to the previous year, amounted to 8% in monetary terms. The post-crisis market is characterized by the development of chain enterprises and the entry of international players into the Russian market, such as Dunkin' Donuts, Burger King and Wendy's, Finnish Hesburger and others. New international brands have entered the market either as joint ventures with Russian companies or as a franchise.

The segmentation of the restaurant industry in St. Petersburg by types of catering establishments is as follows (Fig. 1.1):

3629 cafes (52.7%);

1163 eateries (16.9%);

811 bars (11.8%);

742 restaurants (10.8%);

322 buffets and cookery (4.6%);

219 canteens (3.2%).

Rice. 1.1.

To date, a general classification of establishments has not yet been developed for the restaurant industry. Usually, in practice, all restaurants are divided into three classes: "first", "higher" and "luxury". Each of them has its own requirements. Currently, a more understandable classification of restaurants is most often used: "fast food", "medium-sized restaurants" and "elite".

Luxury restaurants are distinguished by such features as: originality of the interior, expensive design, high level comfort, highly qualified service, a wide range of specialties, accompanied by suitable drinks and, accordingly, high prices, which make such restaurants accessible only to those people who can afford to visit a restaurant of this category.

Restaurants of the "average" for a more moderate amount provide visitors with a rather cozy atmosphere, a varied menu, and quality service.

"First" class restaurants are distinguished by a standardized set of dishes, moderate prices, and they are characterized by self-service. This category of restaurant is most popular among young people.

According to the results of research, about 50 St. Petersburg restaurants are democratic restaurants with an average cost of a check of 300-900 rubles, about 40% are restaurants of the “middle hand” with an average check of 900-1500 rubles, and less than 10% are luxury restaurants with a check of 900-1500 rubles more than 1800 rubles.

Rice. 1.2.

Today in St. Petersburg there are about 350 conceptual restaurants, or as they say - restaurants of great cuisine. They can be divided into the following categories:

By geography of placement;

By the number of seats;

Based on the amount of the average check;

According to the concept (according to the main idea);

By type of cuisine (Russian, Oriental, Japanese, etc.);

By target audience.

This classification is rather conditional. The number of such criteria is actually much larger. Also, there are always exceptions to the rules, special cases.

Considering the typology of restaurants in St. Petersburg, one immediately observes the predominance of "national restaurants", which make up approximately one third of the total number of establishments that are registered in the city.

In second place are "Japanese restaurants" (sushi bars), although about two years ago they were the least, but later, the so-called "Japanese boom" began, as a result of which a huge number of "Japanese restaurants" appeared in a short period of time. (“Two Sticks”, “Tokyo City”, “Eurasia”, “Kyoto”, etc.). But at the moment, many of these restaurants have closed, and we can assume that this boom is over.

The third place is occupied by restaurants with Caucasian cuisine, which differ from other enterprises in low prices. That is why they confidently occupy their niches in the restaurant market of St. Petersburg, and are very popular among the residents of the city.

Also, more and more Italian restaurants are opening recently, which cannot but remind of the former “Japanese boom”. These restaurants are designed for both democratic and discerning guests.

Chinese and other exotic cuisines, such as Indonesian, Thai, are represented by the "middle price" segment, reminiscent of fast foods. The big disadvantage is the lack of French restaurants in the city.

Great consumer interest in more exotic cuisines, as well as an emphasis on a healthy lifestyle, especially among the group of wealthy consumers, is another trend in the post-crisis catering market in Russia. The popularity of Asian cuisine in Russia has grown rapidly in recent years and showed a high growth rate in 2012 -12%. Perhaps this is due to the fact that Asian cuisine in the perception of Russian consumers is more exotic and healthy. The profit growth of Japanese cuisine restaurants also remains consistently high.

The category of establishments delivering ready-made meals at home and selling takeaway food showed growth, which was stimulated by an increase in incomes of the population and an acceleration in the pace of life. This segment is underdeveloped and has huge potential. In big cities, in particular in St. Petersburg, consumers strive for comfort, and this is exactly what this segment offers.

Table 1.1. Growth dynamics of spending on eating out by Petersburgers in 2010 - 2012

Influenced by the economic instability of previous years, cafe and bar owners began to look for new ways to increase profits and attract customers. Many have chosen to expand the range of menus as a way to increase the size of the average check. Special menus for breakfast and business lunch were introduced, as well as take-away coffee sales, thus, the segment entered into successful competition with fast food enterprises.

Full service restaurants have been hardest hit by the crisis, and this segment will need another 2-3 years to recover. After falling sales by 10% in monetary terms, the segment stagnated in 2010, showing growth of only 3%. While consumers are gradually rebuilding their pre-crisis eating habits, the return of customers to full-service restaurants has been slow. Some consumers are still cost-conscious and instead of going to a full-service restaurant, they are choosing dinner at home or less expensive catering establishments - fast food or affordable restaurants.

In such a situation, restaurateurs are forced to come up with more and more ways to attract new customers. Some restaurants use ads in newspapers, magazines, mailing coupons for this. Others advertise themselves online. The most difficult, of course, is the need to attract more and more new customers.

Some network companies offer their customers in in social networks special promotions and discounts, thereby promoting their products. A feature of this method of promotion is their high efficiency, in comparison with other methods. Since the information obtained through an advertisement in a newspaper or discount coupons is not always used by the consumer.

A competent restaurateur needs to think over not only a marketing plan, but also take care of the stylish design of the premises, come up with an original “chip”, which will thereby interest potential customers. All this is certainly important, however, you should not miss one point that novice restaurateurs often miss. Namely - training and retraining of personnel.

A successful owner of the restaurant business must not only constantly develop and improve in his business, but also accustom his staff to the idea that regular professional development is promising. In order to develop the correct system of internal standards according to which the establishment will exist, the restaurateur should organize for employees who have proven themselves well, a number of courses and trainings (or their payment on the side), for example, courses for restaurant administrators - training for waiters who decide to become managers. And for the training of junior staff, for example, a culinary school (for a chef seeking to master the profession of a pastry chef). This can be put into practice by including these points in the restaurant business plan. And then not only the owner, but also all employees will be interested in the fact that the institution develops and makes a profit.

Firstly, employees will feel in a new role, which will positively affect the reputation of the owner and his institution. Secondly, it will help to discover talents that will attract customers, which will have an excellent effect on business development. Thirdly, employees who have appreciated all the benefits of advanced training will themselves begin to strive to work as best as possible. And someone who graduated from the “restaurant manager” course a year ago will probably not mind if the employer offers him to take the “restaurant manager” course and subsequently get a new position with an increased salary and even more tempting prospects. And even if he decides later to start his own business, the prudent former employer will already know what exactly his potential competitor is up to.

Owning a restaurant in Russia today is a very costly and troublesome business that requires large investments. In order to advance to leading positions in this area, desire alone is not enough. After all, restaurant business management is a serious profession, and restaurant management requires constant monitoring.

An integral part of a successful restaurant is a well-written business plan. For help in this matter, experts recommend contacting professionals. First, you need to decide whether you want to buy a ready-made business or start a business from scratch. Secondly, you need to choose a suitable room. The restaurant building must be equipped with separate bathrooms for men and women, and have a wardrobe. On the adjacent territory it is not obligatory, but parking for cars is desirable, which undoubtedly raises the status of the institution. Analyze territorial competitors, the infrastructure of the area, track the flow of people. Make sure that it is possible to redevelop, change the design of the room (building) if necessary.

Thirdly, it is necessary to decide on the class of the future restaurant: first, superior or luxury, and in accordance with this, draw up an estimate, which should include: advertising of the future restaurant, repair costs, rent, equipment, designer services, productive equipment (one of the most expensive items), utility bills, disinfection and deratization of the establishment. When buying equipment, you should choose trusted suppliers with high quality products, otherwise the restaurant will have to increase its costs in the future due to low-quality equipment. A well-written business plan is a guarantee of the effective functioning of the restaurant.

Restaurants require an individual approach to each guest, in contrast to catering establishments of a lower category, better and more delicious dishes, since the client must enjoy not only the prepared dishes, but also the reigning atmosphere in the restaurant, the level of service . Based on all this, restaurants charge a higher price compared to simpler catering establishments.

Today, the acute question is where to find competent specialists in the restaurant business. And if among the waiters and managers of the halls the demand is commensurate with the offer, then well-trained managers are practically absent. Although, it would seem, the restaurant business is one of the most common specializations in higher educational institutions of our country, and graduates get into restaurants. But it turns out that this specialization so far exists mainly in universities, the level of teaching in which is not always at the proper height. Or these are pedagogical higher educational institutions, albeit eminent, but not attaching special importance to disciplines on the periphery. However, there is a solution to this issue. Firstly, there are a number of specialized courses that produce specialists who are in demand in all areas of this business, including as employees of administrative and managerial personnel. Secondly, many large fast food chains and restaurant chains can organize restaurant management courses themselves, where employees will be able to improve their skills and eventually lead the restaurant. That is why the matter is small - not to be stingy and invest in people, and not to look for people for money.

The catering market today continues to develop and grow rapidly. A variety of cafes, bars and restaurants are growing by leaps and bounds. Therefore, the demands of people for such institutions are growing.

Today's restaurant business is highly competitive, which has led to the need to come up with something new and interesting every time in your establishment so that customers return here again and again. According to statistics, out of 100 restaurants, 70 are closed within 2-3 years, due to high competition, management errors, and incompetence of the staff. It is precisely these skills that are taught at various courses for restaurateurs that open in our country.

Almost every city now has a sufficient number of public catering establishments: some of them are famous and make a profit, while others, on the contrary, are unpopular and unprofitable. Every future restaurant owner wonders if it is worth opening another restaurant? In fact, any restaurant can become profitable and visited, but for this you need to follow some rules.

First, you need to find out what are the goals of opening a new enterprise. You should also consider the concept and location of the restaurant; and take care of financial support. It is required to give the most accurate answer to each of these questions, and only after that it is possible to generate documents for opening, while not forgetting to refine each of the listed items separately.

In terms of concept, each restaurant should have its own style and design. It is imperative that the interior matches the presented cuisine, which will be served to customers, that is, it is supposed to use motifs in the interior that emphasize its orientation. Employees must wear appropriate uniforms.

At the stage of creating a restaurant, it is necessary to think over an automated control system. To make the establishment system automatic, you will need special equipment for restaurants. It, in turn, must meet the following requirements: be convenient, functional, have a guarantee. To do this, computers, office equipment and other necessary devices are bought, programs are installed that will allow the restaurant to work efficiently, and a well-thought-out system of quick interaction between staff will make guests' stay pleasant and comfortable. When buying equipment, it is important to get the best price for it, since a large amount of equipment will be required. It is desirable that the prices be as low as possible.

Thus, the restaurant business is not an easy industry in which to remember a number of components. Only by following the rules of building this business, you can count on popularity among potential customers, as well as a significant place among competitors.

Lecture 2

Topic 1. Introduction. The genesis of restaurant service

The history of the development of the restaurant business in Russia

In the XII-XIII centuries. the first inns appear in Russia. Starting from the XV century. inns were located at the "pits" - postal stations and existed almost unchanged until the middle of the nineteenth century. In Russian cities, another type of establishment became widespread - gostiny dvor. Among the population, a purely Russian type of establishment became popular - “tea houses”. . At the beginning of the XX century. in St. Petersburg there were 1647 tavern owners, in Moscow - 1181. To start a restaurant business, a lot of capital was required: the opening of a third-class tavern with the sale of strong drinks required several thousand rubles.

In the income items of the budget of Moscow and St. Petersburg, the collection from the establishments of the tavern trade took the third place, and every year this income increased. Thus, in Moscow from 1901 to 1911 it grew by 27.4%.

Despite this, the relationship between restaurateurs and city authorities was not easy. As evidenced by the magazine "Restaurant Business" in February 1917, "We congratulate you on the completed liberation from the yoke of tsarist autocracy twice: as citizens of your now free fatherland and as participants in that trade industry, which, most of all carrying on your shoulders, directly endured from the former lack of rights, the unbearable oppression of extortion and all sorts of oppression on the part of large and small agents of the power that has now left the stage.

Entrance to the tavern was forbidden to lower military ranks in active service (if they were on temporary leave, they could visit these institutions, but not in uniform), pupils of educational institutions and minors.

Since 1903, in Moscow, by order of the mayor, during recruiting, they began to close institutions of the second and third categories, mainly in the city center, or to limit the hours of their trade.

The sale of strong drinks was prohibited after 2 p.m., on all Saturdays and pre-holiday days, there were at least 150 such days in a year.

Establishments with the sale of strong drinks were forbidden to open closer than 40 sazhens (85 m) from the palaces of the imperial family and the buildings of the imperial theaters, temples, monasteries, chapels, prayer houses, mosques, cemeteries, as well as barracks, prisons, educational institutions, hospitals and almshouses. It was forbidden to keep servants under the age of 15 in such establishments, and it was forbidden to have female servants in visitor rooms. The articles of the charter on the "drinking collection", the mandatory resolutions of the city dumas demanded that the innkeepers observe cleanliness and tidiness, prevent excesses and disorder, and take "timely measures to prevent noise and quarrels"; unlawful amusements, games (cards), as well as the admission of dissolute women were not allowed.

Orders about the names of restaurants were issued personally by the Minister of the Interior. The names of the imperial and grand-ducal residences were among the forbidden ones: Tsarskoye Selo, Tsarskaya Slavyanka, Peterhof, Gatchina, Krasnoe Selo, Yelagin Island, Livadia. An exception was made only for Yalta.

Despite all these difficulties, the tavern industry in the early 1900s. flourished. This confirms the constant growth in the number of restaurants and cafes. Profitability was provided not only by the increased needs of the population, but also by the fact that trading was allowed at free prices.

The First World War caused significant damage to the restaurant industry. During 1914, the German names of restaurants - "Berlin", "Germany", "Vienna" were eliminated throughout Petrograd. Decree of July 18, 1914. the sale of strong drinks was prohibited in restaurants of the II and III categories, and in September 1914 in first-class establishments. Most of them were closed, and the rest were transformed into municipal kitchen and tea shops with cheap food and with female servants (due to the mobilization of the tavern owners, they began to experience a shortage of waiters). The premises of some were requisitioned by the city government or the Red Cross for infirmaries, which paid rent to restaurateurs.

In the restaurants of pre-revolutionary Russia, visitors were served exclusively by men. One of the main characters was the waiter, or, as he was then called, "the man." The waiters called the guests "Your Excellency" and "Your Grace".

The costume of a waiter in a first-class restaurant consisted of a black tailcoat without silk lapels and a waistcoat, trousers without stripes, a starched shirt-front with a standing collar and a black bow. Boots were often without heels, so as not to make noise when walking. The costume was complemented by white cotton gloves and a napkin thrown over his arm, with which the waiter wiped the glasses and plates. Each had a personal badge. We bought clothes at our own expense.

The waiter had no right to speak loudly, knock, laugh, smoke, drink, eat in the presence of visitors and enter into conversations with the public. It was forbidden to sit not only with guests, but also when they were not there (they were fined for this).

The employees who served the visitors did not receive any maintenance from the owners: on the contrary, they themselves paid under various forms for the "right to work." Tips served as pay.

The chefs were supervised by a senior cook, the waiters were supervised by a senior waiter and the manager of the restaurant - the maitre d'. He served dishes and poured wine to especially honored visitors. For his work, the manager received a salary and a table. The process of serving visitors was started by the doorman. He was the first to meet the visitor, who bowed respectfully. It was written on his face that these were the guests he expected to see. It was usually a prominent man in a livery with sideburns combed in two. He then handed the guests over to other attendants, who led them across the soft carpet to the cloakroom. Further, the guests were met on the threshold of the hall by the majestic head waiter. With a most serious look, he accompanied them around the hall with the words: "Wherever you like." Finally, the place was chosen. Sat down. As if two waiters appeared from under the ground. They do not dare to enter into conversations, but only await the order of the head waiter, who, in a cooing voice, using the French names of appetizers, finds out what the guests will eat and drink. Inaudibly for the guests, he gives orders to the waiters. A minute later, the maitre d' checks to see if everything is in order. Two waiters stand at a distance, relentlessly watching every movement of the guest. The guest reached for salt - the waiter is already here with a salt shaker. At the sign of the head waiter, some dishes are replaced by others. I was struck by the dexterity of the waiters and the memory of the head waiter, who did not dare to forget or confuse what the guests ordered. At the end of lunch or dinner, the maître d' would discreetly place the bill on a tray on the edge of the table and leave.

In 1902, the Moscow Society for Mutual Assistance of Waiters and Other Hotel and Tavern Servants was formed. In 1907, a similar association arose in St. Petersburg. The main program requirements of these unions were the following: replacement of "tips" by salaries or percentage deductions from accounts, the abolition of the deposit system and the return of those already paid, an 8-hour working day, treatment and insurance at the expense of the owners, the abolition of payment of bills not paid by guests (waiters are not were liable for non-payment of the bill by the visitor, but were obliged to pay this bill, and then recover the money on the bill in court). The waiters also demanded the elimination of nicknames (such as "man", "Ivan") and the appeal to "you", as well as the abolition of the forced shaving of mustaches, wearing sideburns and hairstyles of a certain form.

Head waiters and managers also tried to unite (in Moscow in 1913, in St. Petersburg at the beginning of 1917), but to no avail.

In Russia, first-class establishments were divided into two types: restaurants with French cuisine and restaurants (or taverns) with Russian cuisine. The best of the restaurants were concentrated in the city center; in the capital - on Nevsky Prospekt. Bolshaya and Malaya Morskaya streets, Moika, Bolshaya and Malaya Konyushenny, Bolshaya Sadovaya; in Moscow - on Voskresenskaya, Theater and Trubnaya squares, on Nikolskaya and Tverskaya streets, Ilyinka and Varvarka. Each institution, according to contemporaries, had "its own physiognomy." Fashionable establishments were visited mainly by nobles, large manufacturers, wealthy intellectuals, the new merchant class, who replaced the traditional merchant outfit with dandy tuxedos, "automobile public" and money aces. The most reputable restaurants European cuisine were "Kyuba", "Bear", "Donon", as well as at the hotels "European", "Asteria", "France", "Grand Hotel".

Out-of-town restaurants were located mainly in Petrovsky Park and Sokolniki. They worked all night until morning. In 1911, the Moscow commandant turned to the mayor with a request to provide him with a list of all country restaurants with a description of the public visiting them. This request was caused by the order of the commander of the troops to determine those places of entertainment, the entrance to which was undesirable for officer ranks. As a result, the Moscow mayor A.A. Adrianov concluded: "I believe it is possible for officers to visit the out-of-town restaurants Yar, Strelna, Mauritania, and the Golden Anchor and all out-of-town restaurants of the 1st category are unacceptable." The latter were declared “unfit” due to the fact that, according to the report of the bailiffs, they were visited by the public of the middle and lower middle classes, small merchants, artisans, factory laborers.

Restaurants played an important role for business Moscow. Restaurants hosted both neutral business meetings and complex deals.

In restaurants, there was a clear division into breakfast hours - 12.00 to 15.00 and lunch hours - in most establishments from 17.00 to 21.00. It was breakfasts, not dinners or lunches, that were fashionable at Slavianski Bazaar. Merchant companies came here after working on the stock exchange, fixing agreements on millions of transactions at the table, and by three o'clock they had already left the restaurant. In the evening, the restaurants were visited mainly by carousing companies or lovers of entertainment, due to which these establishments mainly received income.

It became popular to visit restaurants by theatrical audience, banquets or New Year's Eve (formerly exclusively a home holiday).

Lunch in first-class restaurants cost from 75 kopecks to 1 ruble. Breakfast prices ranged from 40 kopecks, respectively. up to 1 rub. 25 kop. Moreover, prices in Moscow were lower than in St. Petersburg, but much higher than abroad. So, champagne, for which in Russia they paid 15-20 rubles, in Germany cost 4-5.

Restaurants attracted customers with entertainment: lively art paintings, infinitely elegant Elval, gracefully conveying fashionable dances, a comic scene performed by an acrobat, the performance of Russian everyday songs, ballerina dances, the famous manipulator.

Gypsy singing, which "Yar" was famous for, at the beginning of the 19th century. began to give way to chansonnet singing. In 1914, the Moscow governor banned gramophones in teahouses and pubs, limited the number of amusements in establishments of the I, II, III categories. Billiards were left for first-rate restaurants, music, orchestras were left for restaurants of the II category, only orchestras were allowed for institutions of the III category. Billiards were recognized as harmful, as they "contributed to the impoverishment of the people." Foreign restaurants were not required to take permission for entertainment.

Not only the restaurants and services offered changed, but also the relationship between visitors and restaurateurs: the credit for guests disappeared. Some blackmailers brought with them cockroaches, shards of glass, slipped them into the served food and demanded "satisfaction." Almost every second issue of Restaurant Business, Restaurateur, and Restaurant Life reported on cases of robberies in tavern trade establishments.

In 1914, restaurateurs noted an increase in the use of ether. In 1914, some Moscow tavern owners suggested that a petition be filed to prevent visitors in make-up and extraordinary costumes. But most of all, the reputation of the institution was harmed by the widespread cases of suicide in taverns of II, III categories.

“The life of restaurants serves as a mirror, that is, a reflection of public life with its mood, tastes and other manifestations of the public pulse,” wrote the Restaurant Business magazine.

The menu of taverns in St. Petersburg was very monotonous. There were few ordinary taverns in St. Petersburg, in contrast to fashionable French confectioneries, German pubs - bir-halle, common drunken taverns, which were at "every step". But it was impossible to eat in Russian in them. Eat in Russian, i.e. start with a decanter of cold vodka, have a snack with a Moscow village girl with sturgeon and a scraper in a pan, smoothly move on to pressed caviar with fresh cucumber, then to an ear of burbot with liver, and to it - a pie and a cold pig, and for sweet Guryev porridge, you can really it was only in the Moscow tavern, since in taverns only the most primitive snacks were served with wine, vodka and beer - bread, corned beef, and in taverns it was forbidden to serve alcoholic beverages.

Taverns - "an institution open to the public where food and drinks are sold for consumption on the spot" paid excise taxes on the sale of alcohol and tavern taxes.

During the reign of Catherine the Great, there were approximately 40 taverns in Moscow; by the middle of the 19th century, there were there were 10 times more of them. By the end of the XIX century. 19 thousand people worked in the tavern business of Moscow, and tavern taxes brought up to a quarter of all income from trade and crafts to the city's treasury.

Most of the tavern floor waiters were from Yaroslavl, followed by Kazan Tatars, and only then - Muscovites.

The Moscow tavern presented a wide range of soups and stews filling, and cold, the richest snack table, which has never been equaled in Europe, vodka in alphabetical order - from anise to berry and pies of 70 varieties and types.

In the old Moscow taverns, there were special rules for waiters. For example, he had to carry food with his left hand, on which a napkin lay, but bring it to the table - only with his right. When accepting an order from a visitor, a napkin was supposed to be on the left shoulder, when submitting an invoice - on the right. Holding a napkin under the elbow and inability to manage it was considered a sign of bad taste, which characterized the low level of the institution.

The general serving of snacks on the table was typical for French cuisine, “high” protocol dinners in Russian in old Moscow were held as follows. Separately, there was a snack table, striking in its variety and subtlety. Sherry was served with cold appetizers as an aperitif, and vodka for those who wished. Actually lunch, held at another, dinner table, began with soup. As a rule, two soups were served - a broth with an egg or croutons and a dressing, for example, Russian cabbage soup or fish hodgepodge. Next came hot appetizers - pancakes with caviar, and the crown of the dinner was considered the main hot - suckling pig, pheasant, turkey, veal medallions. The dinner ended with hot sweets: a five-layer "Guryev porridge" or a surprise omelet - ice cream baked in an egg. And only after the sweet, at a separate table, was dessert - ice cream, fruit, chocolate, coffee and liqueurs. Of course, such dinners were typical only for receptions or restaurants of the highest class, but they tried to adhere to a similar scheme in taverns.

Similar information.