Abstract features of the analysis of the market of catering services. Analysis of the public catering market and prospects for its development Why network business

The general attention of recent months has been attracted by the cautious attitude of restaurateurs and corporate catering operators to the forecasts of analysts and experts about the ways of developing the domestic market for goods and services. I would like to analyze this problem using the example of the 1998 crisis and the main factors that then influenced the scenario further development HoReCa market in Russia and vectors of further development of the service market Catering. For restaurateurs and businessmen who have been professionally engaged in public catering for less than 10 years, the essence of the problems of the post-crisis development of the industry is practically incomprehensible. But, at the same time, the catering market in Russia after the 1998 crisis acquired much more pluses than minuses, and by and large, it changed a lot and received an impetus for development for a decade ahead. Consider the prospects of the restaurant business at the present stage of development of the Russian economy. Perhaps the hardest hit will be restaurants without a face and a well-thought-out concept, which, one way or another, are opening all over the country. There is still a huge number of restaurants that, in their surroundings and understanding of the restaurant business, are at the level of the late 80s of the 20th century. With their decisions, both culinary and service and interior, they have so set the teeth on edge with their "pop culture" and facelessness that in a "difficult" time they will not be chosen under any circumstances. If we are talking about the fact that people still begin to look more carefully at the amount of the bill in the restaurant and are more selective about the place of their stay, then restaurants that were opened by amateurs or outdated in their essence will be out of work. The areas occupied by them are inadequate to business realities, and the product they produce is outdated both morally and physically. Probably, the time has come to re-equip them and radically change their plans and outline the strategic directions of restyling. Good, high-quality gourmet restaurants and serious gastronomic restaurants with a good reputation will probably slow down the growth rate, but in any case, they will remain afloat. The desire and ability of the business to have entertainment expenses and hold all kinds of meetings and negotiations with customers and partners should have places for such events. Fine dining restaurants are a good product if they are led by professionals and creative chefs, who, in fact, go to customers. In moderation, expensive and high-quality restaurants are always in demand in Russia, especially in the business environment.

If the structure of purchase prices in Russia for basic raw materials such as meat, fish and dairy products changes, then restaurants promoting the concept of "Healthy Eating" may suddenly appear on the scene at the right time. Every Russian knows what a healthy diet is and can talk for hours about its benefits, but in reality they vote for sausages and dumplings with their ruble. If the situation on the market of meat and meat products changes or the import component changes in any way, then “bio-eco-macrobiotic” ideas will arrive in time for the market. And the increase in meat prices will allow restaurant customers to fully experience the delights of a healthy lifestyle. You need to be ready for this as well.

Tapas bars are perhaps the most underestimated format of establishments on the Russian restaurant services market. A very elegant format that is already used in many ways in trendy restaurants and in the packages of modern catering companies engaged in banqueting events. Small stylish appetizers served alternately or in sets with wine or sherry are the most popular culinary traditions in Spain. In such places it is customary to sit for a long time, chat, eat and drink. But the form and methodology of providing the service is so unobtrusive and stylish that the client does not even notice how he eats two to three times more than in simple restaurant, where it is served on the menu by waiters with full meals on an individual plate. Corporate and social catering is the most promising segment in the world social programs and "National Projects", which have become the cornerstone of our country. Of course, catering for labor collectives, children's and school meals, food in medical institutions and other budgetary and state directions, apparently, will be very actively mastered and developed.

Club places - analogues of social networks, which could well become a continuation of the model of communication of modern youth in the virtual space, most likely, will enter the arena in the near future. Great amount young people are replacing the lack of communication in everyday life with many hours of communication sessions on the Internet with classmates, colleagues, and simply unfamiliar people. But there has already been a trend that such "interest clubs" more and more often began to feel the need to transfer virtual communication to real life. And, attempts to meet members of social networks and various forums began to be made more and more often. Probably, institutions that can put such an ideology at the heart of their concepts will be able to attract the attention of a potential audience.

So, speaking about the possible impact of the economic crisis on the development of the Russian restaurant market, I would like to outline the main prospects. The restaurant business, like the entire sector of the economy associated with public catering, is the most advanced, progressive and mobile in the entire service market industry. In the food and hospitality industry, young and energetic managers are most often involved, who work day after day with a large number of very different people by providing them with their services. People in the food service industry are almost always stress-resistant, optimistic, and positive in their thoughts. They are not accustomed to relying on external factors, but always try to get ahead of events. In the catering market, especially in the segments of those areas where smart managers have learned how to make money, they very clearly understand all the subtle settings and features of their business, as well as the ways of strategic development of a particular management model. Restaurateurs, especially experienced ones, are, first of all, very subtle psychologists. As one American sociologist wrote in his book, a good experienced waiter in the hospitality industry after 5-7 minutes of communication with a visitor can determine the level of his income with an accuracy of $ 200. And in many ways we agree that this industry has accepted into its ranks the most independent, creative and able to achieve results people. In addition, the catering market is well informed, has deep personal contacts and acquaintance of the main players with each other, as well as horizontal connections within the community. Associations and Federations, as well as regional networks of associations of restaurateurs in Russia and the CIS, will be the envy of many public and professional communities in our country. All these factors allow us to look to the future with restrained, but still optimism.

The country's economic development programs most often describe exactly those areas, which in many respects include the hospitality industry. This is the development of "National projects", the development of social catering, the development of systems and infrastructure of the tourist complex and the attractiveness of Russia for inbound tourism. These are methodologies for the development of urban areas and regions, these are programs to improve the quality of life of every Russian, these are numerous projects, both in the field of sports development, mass construction, master planning and urban development throughout Russia. Therefore, the hospitality industry and the catering sector are absolutely in step with the times and correspond to the mainstream of the country's ideological development.

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Leisure

Fine dining restaurants - restaurants of a high price segment, offering visitors a cozy atmosphere, high quality service and an exclusive menu; usually geographical proximity does not matter for customers, the decision to visit is made based on the commitment to the cuisine of this institution, its status, etc. As a rule, people spend much more time in such establishments than in casual dining restaurants.

Thematic cafes, bars, pubs - establishments with a certain theme, often without an extensive menu, but offering guests a cozy atmosphere, an exclusive menu and good service

mixed

Coffee houses, confectioneries - establishments with a cozy atmosphere that do not offer a wide menu of cuisine, but are focused on a narrow product range; are usually selected based on geographical proximity, but the length of the guest's stay is usually longer than in a regular cafe

Chain establishments of the budget segment - for example, Japanese restaurants offering affordable prices that attract youth companies

Overview of the catering market

According to experts, 2015 was the most difficult year for the industry in recent times. The main factors of influence were: a decrease in consumer activity due to a drop in real incomes of the population, as well as a food embargo, which led to higher prices and a decrease in the profitability of many establishments.

At the end of 2015, the turnover of public catering in Russia decreased by 5.5% compared to the previous year.

Figure 1. Dynamics of the public catering market turnover in 2006 - 2016, billion rubles, % (data from Alfa-Bank and RBC)

The largest drop was shown by restaurants of the middle price segment - 12.4%. The turnover of this segment in 2015 amounted to 396 billion rubles. This segment was affected most of all by counter-sanctions - restrictions on food imports, as a result of which the prices for many of them increased significantly. As a result, the transition to products domestic manufacturers, changing the menu, rising prices for dishes. Besides, economic crisis negatively affected the middle class, which was the main target audience casual dining restaurants - people began to save money, eat less out of the house.

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Against this background, one of the main market trends is a shift in demand from the middle price segment to the budget one, in particular, to fast food establishments. This trend is noted by many experts and market participants. It was fast food that became the only segment of the market that grew against the backdrop of an unfavorable economic situation. In 2015, its growth was 5.2% in real terms. RBC.research estimates the market size of stationary restaurants fast food in 198 billion rubles.

Restaurants of the fine dining segment (high price segment) also showed high stability during the crisis. Here, the drop in volumes in 2015 was only 0.2%, which is apparently due to the high loyalty of the audience, as well as the presence of additional value - people not only consider such establishments not only as a place to satisfy basic nutritional needs, but also as a confirmation of social status, a venue for business negotiations etc. In addition, the incomes of the wealthy part of the population fell significantly lower than the incomes of the middle class.

Street food establishments suffered the most – the fall was 5.5%. The reason is less spontaneous purchases by the population; the decision to visit a public catering establishment has become more balanced = as a rule, in favor of budget restaurants, fast food restaurants and canteens.

However, the canteen segment has also suffered quite a bit due to the emergence of a large number of budget restaurants offering various combo menus and business lunches at affordable prices for the population. This is especially true for chain restaurants, which have the opportunity to reduce the cost of dishes due to low purchase prices for large volumes. In addition, the canteen format is becoming less and less popular due to its low status. The fall in turnover in this segment amounted to 3.8%.

All these changes in the market testify to its democratization - the share of budgetary establishments, including fast food, in the total market volume is steadily growing. In 2015, it increased by 3.3% and amounted to 21.0%, and as of May 2016 - already 21.8%. The growth of the share in the market structure is also shown by network restaurant projects. They also, as a rule, are distinguished by a democratic price and a relatively low level of costs.

In addition to economic and social problems, government regulation also had a negative impact on the market. In 2016, for all public catering establishments, a rule was introduced on mandatory connection to the EGAIS system (unified state automated Information system volume of production and turnover of ethyl alcohol and alcohol-containing products). According to the order of the regulator (FS RAP), “organizations engaged in the retail sale of alcoholic products in urban areas are required to register information in the Unified State Automated Information System in terms of confirming the fact of purchasing alcohol from 01/01/2016”, and “in terms of retail- from 01.07.2016".

According to market participants, the cost of implementing the Unified State Automated Information System will have an extremely negative impact on the profitability of many enterprises, intensifying the negative effect of rising prices and falling visitor traffic.

Nevertheless, the real situation turned out to be somewhat better than the experts' expectations, who predicted a 6.3% drop in turnover, while the real drop was 5.5%. Experts also believe that the market has not yet reached the bottom, but so far it has more or less stabilized, adapted to the conditions of the crisis. We can talk about recovery only if the overall economic situation in the country improves and consumer confidence grows.

Figure 2. Dynamics of changes in the consumer price index for foodstuffs, 2007 – 2015, % (data from Alfa-Bank and RBC)

Figure 3. Average cost per capita for food "outside the home", rub. per month (data from Alfa-Bank and RBC)

Of course, the food embargo gave impetus to the development Agriculture in the country, however, the results in such an industry cannot be seen instantly. Requires time and investment in modernization and development production capacity- both directly into the production of the initial product, and into its processing. Many participants in the public catering market have encountered serious difficulties in finding domestic suppliers. These difficulties relate not only to the quantity of products produced, but also to their quality compared to imported counterparts. Nevertheless, many market participants note the fact that today the localization of purchases reaches 85% -90%.

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Against the backdrop of the weakening of the national currency, rental rates traditionally fixed in foreign currency also increased, which forced many players to terminate existing agreements with landlords and close a number of projects.

Despite the difficult economic situation, a number of players are planning a fairly serious development for the next one or two years. In particular, large fast food brands are planning to master new formats, for example, opening mobile points of sale, actively developing a franchise network, developing new regions (the Far East, cities with a population of less than 1 million people), expanding their own trading network and so on. In addition to the development of the Russian market, some domestic players are planning to enter foreign markets, including the US, China and Kazakhstan.

Studies of the market and consumer sentiment showed that in 2015 the income of Russians decreased by 4%. At the same time, prices have increased significantly not only for meals in catering establishments, but also for essential goods, which forced the population to save. First of all, spending cuts affected the leisure sector, especially where the main audience was the middle class.

According to the results of sociological surveys, visiting restaurants and cafes among Russians is in third place in the ranking of the most popular paid types of leisure activities, behind shopping and cinema. In 2016, 40.8% of respondents in 2016 declared the priority of visiting catering establishments. At the same time, for men, this type of leisure is in second place.

The most active audience of public catering establishments are young people aged 18 to 24 years. With age, according to respondents, they visit cafes and restaurants less and less. The largest number visits, according to the results of the survey, are observed in Moscow and St. Petersburg. Here every second respondent visits cafes, bars and restaurants. The RBC.research survey also shows that the majority of visitors to public catering establishments are single and unmarried respondents, as well as those without children.

Figure 4. Dynamics of price growth in catering establishments, 2007 - 2015, % (data from Alfa-Bank and RBC)

International studies have shown that the share of spending on eating out in Russia is one of the lowest among developed countries. In 2015, it accounted for only 10.7% of the total food budget. For comparison, in Canada the share of spending on eating out is 39%, and in the US it is 47%. The total turnover of the public catering market in Russia is 1,301 billion rubles, in Germany - 3,400 billion rubles, and in the USA - 43,468 billion rubles. However, in recent years, all foreign countries demonstrate a steady market growth (from 1% to 3% per year).

Focusing on international indicators, on the capacity of the domestic catering market, we can conclude that the market today is not saturated and has all the growth prospects. According to analysts, in the medium term, in the absence of global economic shocks, it may well go into growth and show an annual increase in turnover at the level of 6-8%.

If we talk about the technological trends of the market, then we should note the popularization of the electronic menu, which allows, firstly, to update positions without reprinting all copies (as is the case with a traditional paper menu), and the ability to provide the client with a broader, more detailed and colorful description each position.

Many institutions develop their own mobile applications that serve as an effective tool for increasing loyalty. With the help of applications, establishments inform customers about discounts, promotions, and hold contests. Through such programs, possible failure from physical media - cards regular customer and others.

More and more establishments - first of all it concerns large networks- enhance presence in social networks using them as a means of communication with the target audience. The main trends in this direction: obtaining feedback, tracking the opinions of visitors in order to neutralize the negative, attract attention potential clients

Keywords

CATERING / CATERING MARKET STRUCTURE / PROSPECTS FOR THE DEVELOPMENT OF THE INDUSTRY/ CATERING / CATERING MARKET STRUCTURE / PROSPECTS OF THE INDUSTRY

annotation scientific article on economics and business, author of scientific work - Mayurnikova Larisa Alexandrovna, Krapiva Tatyana Valerievna, Davydenko Natalia Ivanovna, Samoylenko K. V.

Russian market growth rates Catering(OP) in 2012 amounted to 12.8% and are ahead of the world average in terms of money. However, the Russian market Catering remains far from saturation, especially in regions far from Moscow and St. Petersburg. The article presents the main trends in the development of the market Catering in regional conditions. At various stages of the work, the objects of research were: data statistical reporting(2007-2013), enterprise market Catering Kemerovo (2013). In the analysis of theoretical provisions, methods of systematization, classification, modeling, comparison, and generalization were used. It is shown that in the city of Kemerovo there are no objective prerequisites for the rapid development of the industry: the population and purchasing power have not changed significantly over the years. At the same time, the turnover of enterprises Catering increased by 35%. Provision of the population with places at enterprises Catering over this period increased by 55% and by 2013 amounted to 90.5% of the provision rate according to the average standard (40 places per 1000 inhabitants). The value of this indicator indicates that the market Catering Kemerovo observed high competition, in which enterprises need to fight literally for every guest, put the management system on a modern level, introduce strategic management. As a result, the goal of market development was determined Catering region meeting the needs of residents and guests of the city in high-quality food and service based on modern forms service, territorial and price accessibility for all categories of citizens.

ANALYSIS AND PROSPECTS OF CATERING MARKET IN REGIONS

The growth of the Russian market of public catering in 2012 was 12.8% and was ahead of the world averages in terms of monetary value. However, the development of Russian catering market is still not sufficient, especially in regions located far from Moscow and St. Petersburg. Petersburg. In this article, the main trends in the market of catering in regions are presented. At various stages of the research the objects of study were the data of statistical reports (2007-2013), the catering market in Kemerovo (2013). In the analysis of theoretical positions, the methods of organization, classification, modeling, comparison and generalization have been applied. It has been established that there are no objective prerequisites for the rapid development of the industry in Kemerovo: the population and its consumer ability over the years have not changed significantly. However, the turnover of public catering has increased by 35%. Workplace provision in catering for the given period has increased by 55%, and by 2013 it was 90.5% of the average norm of 40 seats per 1,000 inhabitants. This fact indicates that in Kemerovo the competition in the catering market is high, which encourages companies to implement strategic management and modern management systems and to literally fight for every client. As a result, it has been determined that the purpose of the catering market in the region is to meet the needs of the population and visitors in quality food services on the basis of modern standards of attendance, availability of price and location for all categories of citizens.

From the side of the average layman, it may seem that the market for public catering establishments is oversaturated. However, data from the analysis of the fast food market, cited by domestic and foreign researchers, suggest otherwise. The niche remains quite accommodating, the industry feels an annual increase both in natural and in terms of value.

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 norm 50647 of 2010 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 as to external factors. Thus, the unfavorable crisis situation and the food embargo are forcing catering enterprises to increase their prices. However, it is not always possible to include in the cost finished products service improvement. For example, analysis of the coffee shop market clearly shows a shift consumer demand from mid-level to more budget. The fall in the income level of the population clearly affects the coverage of catering offers. As a result - the deterioration of not only service, but also the quality of finished products.

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

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

The main trends in the development of public catering enterprises

During the crisis, whole brands began to leave the Russian market. So, over the past two years, chains such as Marukame and Pretzelmaker have disappeared from the assortment of cafes and restaurants. No more Wendy's, Great American Cookies and Quiznos. According to participants in the research of the fast food market in Russia, the industry has become more democratic after the changes. Even in the face of aggressive advertising, the consumer is actively switching to an economical food format. As a result, the main influx of customers began to experience fast food. The main concept of the Russian consumer has become an approach to faster, cheaper and tastier food.

According to 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 that are identical in structure and menu was the emergence of franchises. A proven and sustainable business in a single format began to appear in many Russian regions. Club cards and an aggressive bonus system have completely rebuilt the attitude of the Russian consumer towards the quality and format of food.

What 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. Very promising in this regard is catering business. As for catering companies, accommodation plays a special role in their promotion. The opening of new points in places with high throughput significantly increases the flow of customers. When analyzing the bar market, many analysts note the effectiveness of business promotion in social networks. That is where the potential consumer is today. In groups and news columns, it has become easier and easier to fill out your plans for the evening.

Largely due to franchising, the number of successful institutions in Russia began to increase. Working on a ready-made business model, the enterprises are of interest to both customers 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 outlets, the share of chain restaurants already exceeds 50 percent.

Structure Russian industry Catering:

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

Why network business

Such economic model as a franchise, caught on quite well on Russian market. The active expansion of international network projects made it possible to prove in practice the sustainability of such projects during the crisis. In addition, the owners of public catering enterprises themselves note a quick return on investment, minimum costs for advertising and promotion, a large number of ready-made effective tools, cooking technologies and more.

The analysis of the catering market in 2018 shows a clear trend for Russian entrepreneurs to overcome the crisis. Former enterprises are returning to the industry, it is actively saturated with restaurants 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, costs are excluded. The consumer, in turn, receives a time-tested brand that can be visited in any city without fear for the quality or excessively high bill of products.

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