Analysis of the domestic market of catering establishments. Current state and development prospects of the catering services market

Catering plays an ever-increasing role in life modern society... This is ensured, first of all, by changes in food processing technologies, the development of communications, means of delivery of products and raw materials, and the intensification of many production processes.

According to international documents, the term "public catering" is characterized by such different definitions as "methods of preparing large quantities of food, carried out without prior agreement with the consumer", or as any "types of meals organized outside the home." All over the world enterprises Catering belong to either the public or the private sector. The public catering sector includes catering establishments for children, preschoolers, schoolchildren, military personnel, prisoners, the elderly and those undergoing hospital treatment, as well as canteens for people employed in public sector... The private sector can also include many of the businesses listed above, as well as restaurants and other types of retail outlets generating income. This sector also includes businesses that produce ready-to-eat foods that are sold through any of the above channels.

Due to the rapid development of catering networks in recent years, some information areas in this sector of services did not receive due attention and data on the state of this group of objects are rather heterogeneous, sometimes contradictory. At the same time, public catering is one of the critical factors, giving an integral assessment of the socio-economic level of society and an understanding of its state is necessary for the formation of long-term plans for both industry representatives and organizations supervising the facilities of this industry.

The need to comply with the relevant sanitary standards in the public catering system is now generally recognized, can be considered as not requiring proof, at least in relation to catering establishments and government agencies involved in quality control. food products.

The system of organized (public) catering in Russia has a long tradition. Supervision of organizations and enterprises providing such services to the population has no less long-standing tradition.

Until the end of the eighties of the last century, the public catering system in Russia was a very homogeneous mass of enterprises providing, as a rule, socially oriented services.

A certain specificity of the Soviet public catering system was the simultaneous service of significant masses of the population in industry and agriculture... At the same time, meals were provided at discounted prices or free of charge. The negative point of this system was the forced limitation in the choice of dishes, and from a sanitary and hygienic point of view - the one-step processing of significant volumes of homogeneous raw materials, requiring large rooms and, most importantly, the need for subsequent storage of significant volumes finished products... At the same time, an undoubted positive aspect of the existing system was the possibility of existence on the basis of canteens of specialized preventive and dietary nutrition in the form of separate rooms or tables.

At that time, public catering enterprises were actively involved in the outbound (export) sale of finished products, which also created certain epidemiological problems.

With the beginning of economic reforms in the USSR, public catering was one of the platforms on which both new economic mechanisms were worked out, and new relations between private entrepreneurs and state structures... Cooperative cafes in the late eighties were beacons for the development of private entrepreneurship.

However, by 1990, most of this market was still owned by the state.

Currently, the structure of public catering enterprises is represented by the following segments:

Gastronomic restaurants

· Corporate food

· Fast service

Social nutrition

At the same time, there is another classification, which is determined by the functional affiliation of enterprises. So in a completely independent group, food is allocated on airplanes, trains, sea and road transport... At the same time, catering in hotels is a type of activity that covers various market segments. The field service and culinary production have a certain specificity. In the fast food system (fast food) there are stationary establishments and street kiosks (tonars). The social sector is heterogeneous in terms of its primary activity - schools, universities, hospitals, food in the army, food in correctional institutions.

All this requires the individualization of methodological approaches both in organizing business and in exercising supervision over such a heterogeneous environment.

For example, in Russia, up to 80% of students use catering services, which would seem to make it a natural choice of canteens in educational institutions places of meals for students. However, according to various materials, a significant part of students, especially in large cities, use fast food that is not related to their place of study.

The predominant number of catering establishments are concentrated in the Central Federal District, and from the territories Russian Federation- in Moscow

In the Russian Federation, sanitary and epidemiological requirements for enterprises and organizations providing this type of service are presented as in an independent document - "Sanitary and epidemiological requirements for public catering organizations, the production and circulation of food products and food raw materials in them" SP 2.3.6.1079-01, so and in a significant number of specialized documents.

In general, public catering at the beginning of the 21st century continues to be a socially significant service with a significant epidemiological component.

A new aspect for public catering is the desire of a part of the population to obtain "healthy food" and to form a diet taking into account the state of their own health. This aspect, as well as the development of the science of human nutrition in general, requires the personnel of public catering establishments to introduce new technologies and previously unused raw materials, which entails certain difficulties in observing the sanitary and epidemiological regime, since these technologies are often ahead of regulatory factors.

Another new direction is the development of the "corporate catering" system. When placing an order, in this case, the place of food preparation and the place of its reception are separated by time and distance, which requires adjusting the prevailing ideas about the system of organized food within the framework of the existing regulatory and legal field.

In general, the materials presented indicate the importance of preventive measures in the public catering system. Their organization should be based on a system of consistent actions by both the owner of the facility and the supervisory authorities. The pivotal points are:

· conformity project documentation SanPiN requirements

Compliance of technological documentation with the requirements of SanPiNs

· training

Current sanitary condition object

Organization production control at all stages production process- from the supply of raw materials to the consumer.

RESTAURANT MARKET OF KRASNODAR AND ITS ACTIVITIES AT THE MODERN STAGE OF DEVELOPMENT. (SPECTRUM OF THE RESTAURANT MARKET OF KRASNODAR)

At the beginning of winter 2007 in Krasnodar, a little more than a thousand catering establishments were working. There are 38 restaurants in the city today (for a total of 2,700 seats), 43 bars (for 1,600 seats), 367 cafes and more than 500 canteens and snack bars.

V Lately in Krasnodar, cafes and restaurants with national cuisine began to gain more and more popularity. The most popular in this segment, in our opinion, are the Magyar restaurant, which offers dishes from the Danube peoples, the Lyubo-Dorogo chain of restaurants and cafes, specializing in Russian cuisine and local, Kuban flavor in the interior. The Carmelo restaurant, the Fratelli cafe, which represent Italian cuisine, the Beijing restaurant and its Chinese cuisine, the Urartu restaurant, which offers dishes of the Caucasian peoples, the Chor-Minor restaurant, specializing in Tajik cuisine, deserve high marks. ...

Today, according to the operators of the Krasnodar restaurant market, the most popular formats are coffee shops and sushi bars. Moreover, the classic restaurant concepts are undergoing all sorts of changes. So in Krasnodar, for example, you can certainly smoke in every coffee house (some even have very solid humidors with an impressive set of cigars), in addition, the coffee houses offer salads, soups, and hot dishes, and alcohol and even sushi. Sushi is generally offered in restaurants of a wide variety of gastronomic orientations.

There are also specialized sushi bars in the city. The average bill in such a restaurant is one thousand rubles per person. One sushi with salmon costs on average about 75 rubles, with shrimp - 85 rubles, Philadelphia roll - 320 rubles, seaweed salad - 350 rubles. It should be noted that almost all operators of the Japanese restaurant market buy food from the same two or three companies that bring chilled and frozen fish and seafood to Krasnodar.

In our opinion, multifunctional entertainment centers are most popular in Krasnodar - these are Seven Stars, Kvartal, Fondango, Aquatoria, Europe, Strike and Magistral.

Entertainment Center"Strike" is the largest leisure center in the city, it has 16 cafes and 1 restaurant (Rustica restaurant, 7 Maxi-Burger fast food cafes, 2 sports bars, 3 cinema cafes, Lyubo- expensive ", Star Chicken, Minami sushi bar and Baskin Robbins ice cream parlor)".

If three years ago a bill of 500 rubles per person was considered something indecent, today Krasnodar residents are ready to leave much larger sums in restaurants.

The largest operators of the public catering market in Krasnodar

"Anything expensive"

The Lubo-Dorogo network of enterprises unites eight catering establishments and is the largest restaurant chain in the city. The chain has two coffee shops "Lyubo-cafe", six fast-service cafes "Lyubo-dorogo" and its own preparation shop "Lyubo-sladko". The first point of the network was opened three years ago. For network owners, this is main business... More than 200 people work in the network. The main guest of all points is a poor city dweller. "Lyubo-Sladko" is a blank confectionery shop that prepares confectionery not only for the chain's outlets, but also for Krasnodar supermarkets.

Apart from desserts, the Lubo coffee shop also offers dishes of classic European cuisine, offers business lunches, and has a sushi page.

Prices in the menu "Lubo-cafe" are very affordable. There is a layered omelet with ham, tomatoes and green onions for 89 rubles, pancakes with almond filling with orange sauce for 90 rubles, or fried suluguni cheese with vegetables and herbs for 55 rubles.

"Fratelli"

The Fratelli restaurant, whose name is translated from Italian as "brothers", belongs to two Krasnodar brothers-entrepreneurs. The restaurant is part of a holding whose main activity is the sale of elite alcohol both in the HoReCa segment and in retail. The holding also owns a winery.

The price category in which the restaurant operates is super-premium. According to customers, this is the most expensive restaurant in Krasnodar. The average bill for two people in a restaurant is 6.5 thousand rubles. The cuisine is classic European, with a slight curtsey towards Italian cuisine, but taking into account the Krasnodar flavor. Due to the unstable supply of food from Moscow, today some items, for example, oysters, are purchased by the restaurant directly in Europe. “On Fridays, a batch of 200 oysters is delivered to us, and by Saturday evening they are already running out,” says Sergei.

The Magyar restaurant has been operating since 2001 and specializes in Danube cuisine. The average cost of the bill is 800 rubles, but if you wish, you can eat well for 300 or 1,000 rubles - the range of prices in the menu is very significant.

The "Strike" holding includes cafes, bars, restaurants, entertainment complexes, a bowling alley, a chain of casinos and game restaurant halls, and specialists of the holding are engaged in catering services. The holding's Japanese cuisine restaurants and cafes are developing under the Minami brand. Today there are four points of the Minami cafe.

Today in Krasnodar the Strike holding is the most a large company in the field of entertainment and catering.

The priority directions of the holding today are the Minami chain of Japanese cuisine restaurants.

Southern Academy of Hospitality

In 2004, the Southern Academy of Hospitality began operating in Krasnodar, uniting operators of the entertainment and public catering market of the city and the region. The Academy's partners are hotels, restaurants, cafes, bars, casinos, clubs, bowling alleys, travel companies, as well as food and equipment suppliers.

The goal of the Southern Academy of Hospitality is to increase the profitability of the members of the Academy through the implementation of club, information, educational, consulting and other functions, civilized, beautiful and dynamic business development in the hospitality sector for the benefit of guests and residents of southern Russia, as well as increasing the level of service in the hospitality sector.

The main tasks of the Southern Academy of Hospitality:

Promoting the achievements of hospitality - meeting the needs of Academy members in increasing professional qualifications and in professional communication - assistance to members of the Academy in establishing mutually beneficial business relationships between themselves and with foreign partners - coordination of efforts with the authorities state power to create conditions for a civilized business in the field of hospitality - holding conferences, training seminars, competitions, exhibitions and festivals professional excellence specialists in hotel and restaurant business, tourism, recreation and entertainment - providing the opportunity for club communication between professionals in the hospitality industry, both among themselves and with specialists from other business areas.

To date, the Academy has implemented several projects, including the publication "Karta -" Hospitable Krasnodar "- business card the best restaurants in the city, informing guests and residents of southern Russia about the location and conditions of service at the enterprises of restaurant, entertainment and hotel complexes. The South-Russian Forum "Profitable Hospitality" was held in 2004-2006.

3.1 Features of the analysis of the market of public catering services
The market is a system of relations in which the bonds of buyers and sellers are so free that prices for the same product tend to equalize. The market is a place where goods are bought and sold at freely folding prices.
The market is, first of all, the meeting place of the seller and the buyer; an exchange is carried out between them at a price agreed upon. In this case, there is a voluntary alienation of their property and the appropriation of someone else's. Hence, the market means the mutual transfer of property rights.
To carry out a transaction, costs are required associated with the search for information, negotiation, determination of the qualitative and quantitative characteristics of the purchased goods or services, specification and protection of property rights, conclusion of a contract, etc. Therefore, the market can be defined as a collection of transactions. In the course of the exchange, a kind of accounting and public assessment of the goods being sold take place. The market acts as a specific form of interconnection between producers isolated within the framework of the social division of labor, each of which operates independently, at its own peril and risk. Social needs are identified using a price system. They convey information that motivates the most economical production methods and the most efficient use of scarce resources. Thus, the market contributes to the redistribution of income in favor of better business entities using advanced technology and high quality resources.
In a developed industrial society, the market is not an area where individual buyers and sellers met by chance, but a social mechanism that carries out a constant connection between producers and consumers of economic goods. An important role in the equalization of supply and demand, the establishment of equilibrium prices is played by wholesale customers and sellers.
A developed market, as you know, presupposes not only a market for goods, but also a market for various services. At the same time, the service market is considered as a sphere of exchange of services, which are the result of the labor of enterprises in the non-productive sphere.
The service market exists in unity with the commodity market and is one of its varieties, which develops within the framework of the general laws of a market economy and is subject to these laws. At the same time, it has a number of specific features that determine a special approach to entrepreneurial and marketing activities designed to meet demand.
The main features of the services market include:

High dynamics of market processes. It is associated both with the dynamic nature of the demand for a service, which is significantly influenced by the time factor, and with the dynamics of supply in this market, due to the flexibility of the industry structure of services.
Territorial segmentation. Forms service delivery, the demand and conditions for the functioning of service enterprises depend on the characteristics of the territory covered by a particular market. Therefore, the territorial (geographical) criterion is decisive in this case.
Local character. This property of the service market is also due to the influence of territorial specifics. Experiencing the influence of territorial conditions, the service market acquires a clear spatial delineation, within which socio-economic characteristics differ from others, but are similar to each other. It is localized within the territorial entities, although the scale of these entities may be different.
High rate of capital turnover. It is a consequence of a shorter production cycle and comes in as one of the main advantages of a service business.
High sensitivity to changes in market conditions. It is caused by the impossibility of storing, storing and transporting services and, as a rule, by the temporal and spatial coincidence of their production and consumption. This property of services creates certain difficulties in production and business, as it causes increased requirements for the accuracy of analysis and forecasting of demand for services and other factors of the market environment, increases the degree of risk from their unpredictable changes.
The specifics of the organization of the production of services. Service providers are usually small and medium-sized enterprises of various profiles. Possessing greater mobility, these enterprises have ample opportunity to respond flexibly to changes in market conditions. In addition, they tend to be more effective in the local market.
The specifics of the process of providing services. This specificity is due to the personal contact between the manufacturer and the consumer. Such contact, on the one hand, creates conditions for the expansion of communication ties, but on the other hand, it increases the requirements for professional qualifications, experience, ethics and general culture of the manufacturer.
A high degree of differentiation of services. She associates with the diversification, personification and individualization of the demand for services. The complex structure of demand leads to the emergence of new, non-standard services, and this process is increasingly developing as market demand saturates. This property of the service market can be considered as the most important incentive to innovation activities in this area, since the search for a new service becomes a permanent process.
Uncertainty of the result of activities for the provision of services. The result of the activity for the provision of services, which in many cases is influenced by the personal qualities of the manufacturer, cannot be predetermined with sufficient accuracy. Its final assessment is possible only after the service has been consumed. Initially, only indirect methods of its determination can be used, which, given the high sensitivity of the market to changes in market factors, do not always give sufficiently correct results. To prevent possible mistakes, it is necessary to apply specific marketing techniques: diversify the range of services, improve communication policy, apply modern methods demand forecasting, develop a demand monitoring system, etc.

The catering service as the most important object for making a profit, combined with the interests of the consumer, is a special type of business - production and commercial, i.e. commercial activity in the organization of collective use of products (services) of public catering.
The services of public catering establishments, like any product, must meet certain criteria, the main of which are: the quality of product preparation and the quality of service, i.e. satisfying the physiological and cultural needs of consumers, their tastes, creating an atmosphere of ease and comfort in places where food is sold and consumed, aimed at attracting as many potential consumers as possible.
In the public catering system, market relations have been most developed. It is they who form an effective mechanism for meeting the needs of the population, in contrast to the "Soviet era", when catering services were aimed at the "mass" of consumers, but did not satisfy the needs of a particular consumer. At present, the mission of public catering enterprises is to meet the individual, personalized needs of the population, not only for catering services, but also for organizing leisure activities for the population.
In the modern socio-economic conditions of the transition to the market, the structure, nature and quality of public catering services are changing.
The attitude towards the consumer has changed, since the competitiveness of catering enterprises depends on the quality of products and services, their diversity, the attractiveness of a particular economic entity for the consumer.
Services - a category of historically developing, changing. At one stage or another of economic development, some services are firmly included in life, become traditional, others are just emerging.
The development of services provided by public catering enterprises to consumers is objective and is determined by a number of factors:
- firstly, the development of services has become an objective need of citizens, as well as consumers and manufacturers of means of production, who give preference to those public catering establishments where they can get most of the well-known types of services that save time and money, create comfort and guarantee the quality of the products consumed ;
- secondly, scientific and technological progress creates more and more preconditions for the expansion of services in the field of public catering, gives rise to the need to develop services and at the same time ensures the development of services.
Taking into account these factors and growth trends in the supply and consumption of services in our country and abroad, it can be argued that the demand for services will outstrip the demand for goods. However, it should be noted that commercial prospects are an important, but far from the only reason for the development of the service sector. The development of this sphere is closely related to the solution of many problems of a socially oriented economy, in the direction of which our country is developing.
In the Russian economy of the pre-reform period, the services of public catering enterprises were assigned a passive role: enterprises were chosen by the consumer, mainly, depending on the quality and range of dishes offered. At present, the attendance of public catering enterprises directly depends on the range and quality of the services provided. The quality of services determines the income of the state, and the profit of the catering company, and comfort, and safety, and the benefit of consumers. The connection here is direct and obvious: high-quality services attract attention, make you want to use them more often.
Catering services make up an increasing share in the production program of enterprises. The allocation of catering services is due to their importance in modern life consumers, namely: in addition to catering, product sales, an increasing share in the structure of functions is made up of various services that are fundamental when the population chooses catering establishments.
Catering services such as economic category, which has consumer value and value and as the main function of public catering, was practically not considered in the theoretical developments of the pre-reform period in Russia. Most sources provide only the definition established by GOST R 50647-94: the service of a public catering enterprise is the result of the activities of enterprises and citizens-entrepreneurs to meet the needs of the population in food and leisure.
This definition does not reflect the versatility and specificity of catering services. The service of a public catering enterprise is not only the result of activity, but also the action itself, which manifests itself in the organization of food, in the quality of products, services, and in organizing the leisure of the population. Consequently, the content of the activities of public catering enterprises to meet the needs of the population is fundamentally changing.
The essence of catering services should be understood as a set of actions or the result of the activities of enterprises and citizens of entrepreneurs associated or not associated with public catering products, aimed at meeting the needs of the population in food and leisure activities and are the object of sale and purchase.
There is a huge variety of service markets with their inherent conditions for the formation and factors of development of the economic environment. Each service market and each stage of development of its conjuncture is characterized by its own combination of factors that determine the characteristics and parameters of long-term trends, medium-term fluctuations and short-term changes, their relative importance, ranking of their interaction with each other.
The term conjuncture has a Latin origin, and denotes the economic situation in the market at the moment or for a limited period of time and reflects the current state of supply and demand. The conjuncture determines the value and competitiveness of goods and services.
The concept of a market situation includes:
- the degree of market balance (the ratio of supply and demand);
- formed, outlined or changed tendencies of its development;
- the level of stability or fluctuations of its main parameters;
- the scale of market operations and the degree of business activity;
- the level of commercial (market) risk;
- the strength and scope of the competition;
- the state and position of the market at a certain point in the economic or seasonal cycle.
The characteristic features of the conjuncture are:
- constant variability, short-term and long-term fluctuations as a result of the influence of various factors;
- exceptional inconsistency, expressed in the fact that different indicators of the conjuncture at the same time indicate the presence of opposite tendencies;
- unevenness, which is especially clearly visible when changes in various indicators coincide in directions, but not in pace (unevenness exacerbates the disproportions in the development of sectors of the national economy);
- the unity of opposites, which develops in the course of production, represents the entire process of reproduction, considered directly in market terms.
The conjuncture is characterized primarily by the ratio of supply and demand. This ratio changes depending on one factor or another, which has a direct impact on demand or supply, or on demand in supply at the same time, and in turn generates certain trends in commodity circulation. The development of the market occurs through the constant overcoming of the contradiction between demand and supply, which determines the entire dialectic of a given economic category.

Analysis of the public catering market in Russia
Currently, a rigid classification of establishments has not been developed on the market of public catering enterprises in Russia. In world practice, there are many principles for classifying restaurants: by assortment, by personnel qualifications, by target audience, by price level.
In the traditional classification established by GOST R 50762-95, restaurants are divided into three classes: luxury, superior and first, each of which corresponds to a certain set of requirements. However, in modern conditions, a slightly different gradation is more often used: elite, restaurants for the middle class (democratic) and fast foods.
In addition, in addition to the usual bars and cafes, a special type of catering establishment has appeared in recent years - coffee shops.
In the structure of the network segment, the largest share in terms of the number of establishments is occupied by the low-price segment Street Food and Fast Food - 39% and 30%, respectively, the democratic price segment has 31% of the market. In 2008, 393 Russian and international chains of catering establishments (uniting 3 or more outlets under one brand) operated in the largest cities of Russia, and in 10 largest chains accounted for about 30% of the total number of chain catering establishments operating in Russia
In recent years, the restaurant business has attracted more and more investors from the most different spheres business. In the context of the country's economic growth and the well-being of the population, the market was quite attractive. Japanese sushi bars occupy a significant share among the opening restaurants recently. For catering establishments, the presence of the so-called "anchor" is of great importance, ensuring a constant flow of customers. That is why most of the restaurants are located in the central regions, which is explained by the attractiveness of the city center for the pastime of residents and guests of the city.
However, there are negative aspects to the restaurant business. So, in Russia there is no serious market experience in the restaurant sector and long-term traditions. In addition, there is no established methodological base to help conduct business.
Experts note that the average per capita cost of restaurant services in Russia is significantly lower than similar indicators in other countries. For example, in 2007 in Russia the average per capita cost of eating out was just under 4 thousand rubles. per person per year. This is significantly less than in the USA (38 thousand rubles for 2005), France (25 thousand rubles for 2005) and Germany (12 thousand rubles for 2005). Such a lag in Russia's indicators testifies to the high potential of the restaurant market and its insufficient saturation.
Table 1. Average cost per capita for meals outside the home in different countries, thousand roubles. per person per year

Market structure changed to different stages its development. During the first half of the 1990s, the undisputed market leaders were kiosks and stalls, as well as expensive restaurants. And this exactly corresponded to the structure of society, which was divided into very rich and very poor.
The sustained economic growth that followed increased the prosperity and living standards of the middle class, which began to actively catch up. As a result, in recent years and up to the beginning of the global financial crisis, the main contribution to the development of the market was made by enterprises of the democratic segment: coffee shops, casual dinning restaurants, fast casual restaurants.
At the same time, the fast food segment developed the most dynamically, and its annual growth, according to DISCOVERY Research Group estimates, was 20-27%. In turn, the segment of elite restaurants slowed down its growth rates.
There was also a trend of active market growth in the regions, since it is now quite difficult to establish a business in Moscow due to the growing competition, high rental rates and a lack of qualified personnel. Thus, Moscow is several years ahead of other regions in development, and has already gone through a phase of intensive growth. In this regard, the growth rate of the Moscow market in 2007 was already lower than the same indicator for Russia.
... Currently, the market is highly fragmented, with a significant share of single catering establishments. According to RosBusinessConsulting estimates, at the end of the first half of 2008, the 10 largest chains accounted for about 30% of the total number of chain catering establishments operating in Russia. However, it is the network concepts that have the greatest potential and will continue to strengthen their positions in the future.
The network segment of the Russian catering market is also significantly fragmented. The first mergers and acquisitions in the Russian public catering market were recorded back in 2005. Such networks as Rostiks and KFC, Five Stars and Prime and others have combined their efforts, resources and reputation to work more efficiently on market. The trend of market consolidation will increase in the coming years.
The onset of the crisis had an impact on the redistribution of shares between players in different price segments of the market. Thus, the revenues of restaurants in the upper price segment from November 2008 to March 2009 decreased by 20-30%, and the income of the low-price segment increased by the same order. The middle price segment is relatively stable and will continue to grow after the effects of the crisis have disappeared.
In the first quarter of 2009, the market grew slightly compared to the same indicator of the previous year. The growth rate was only 8.4%, the last 9 years this figure was kept at the level of 30%.
The reason was the declining interest in eating out on the part of the middle class affected by the economic crisis. The majority of restaurants are targeted at representatives of the middle class. As a result, the growth rate of the catering industry is slowing down. According to the Comcon research company, in the first quarter of 2009, restaurants were regularly visited by 14.7% of Muscovites, and in the same period a year earlier - 21.3% (Figure 3). In the meantime, visitors to even the very best restaurants began to save on food. The gourmet's strategy is to switch to cheaper alternatives to European wines from Chile or Australia. And instead of aged brandy, you can also drink vodka - already on alcohol, the bill is halved. The trend that it is fashionable to be expensive has passed. Now visitors will pay more attention to the quality of the cuisine.
Even people who can afford to lead the old way of life are beginning to save, although the crisis has not affected them. As a result, the turnover in the restaurant premium class fell by a quarter.
The crisis hit premium catering and helped low-cost establishments. The turnover of expensive Moscow restaurants decreased by 25-30%. In addition, the average restaurant bill has decreased and the number of visitors has decreased.
Meanwhile, in chain restaurants and cafes of average price category, as well as in small catering outlets with affordable prices, the number of visitors has not decreased, but even increased somewhere.

Thus, in the fast food segment, the number of visitors has not decreased, although the average check has decreased by 4%. This is called "lipstick syndrome": During the American Great Depression, several markets won out, such as the market for cheap cosmetics. In the role of the main "lipstick" in the crisis is McDonald's: in the United States in October 2008, the chain set a record monthly growth of 8%. The net profit of the American fast food restaurant chain in 2008 almost doubled. In this way,
restaurant profits fast food reached $ 4.3 billion instead of $ 2.4 billion in 2007. Despite the crisis, the McDonald's network plans to open 240 new restaurants in 2009. Restaurants will be opened mainly in Spain, France, Italy, Russia, Poland.
It is noteworthy that the development program planned for the year in Europe is the largest in the last 5 years: in recent years, McDonald's has focused on increasing the return on existing points.
In Russia, this chain also continues to develop, while the plans to open new points of the chain do not change, the company is ready to invest $ 30 million in 30 new Russian restaurants
The main problems that the owners of public catering chains have to solve during the crisis are the following: staff shortage, rising food prices and weak development of franchising in Russia.
But the main problem of the market is the search for premises that meet the necessary parameters and located in a place with high traffic.
This explains the interest of the owners of this industry in shopping centers- the availability of space and a high flow of visitors. The opening of establishments in individual buildings is hindered by high real estate prices.
At the same time, the crisis also has positive aspects for the public catering market: the crisis gave the market a new impetus for development by shifting the demand for food to the cheaper segment. In order to adapt to the current conditions, the players are revising their existing development strategies: searching for new suppliers, negotiating a reduction in the rental rate, optimization of personnel.

Ways of development of a restaurant in the market of catering services

Merchandising techniques in the restaurant

Merchandising is the activity of a catering company to increase sales of its own production, purchased goods and services.
The concept of merchandising is sometimes narrowed down to the technology of displaying goods. However, this concept is broader and includes all-round activities aimed at increasing productivity, improving the profitability of the retail space. Basic rules: sell the desired product; v the right place; at the right time; in the right quantity and at the right price.
Product merchandising is just as important as product branding, outdoor advertising, or running promotions. The fact is that merchandising is a set of measures aimed at promoting a particular product, brand, packaging in trading floor- i.e. in the place where the seller has a last chance:
· Show the product to the buyer;
· Influence his choice;
· Nudge him to buy more units of the product.
Not using this chance means voluntarily refusing to improve the image of the product in the eyes of buyers, allowing the buyer to give preference to competitive products.
Professional merchandising is capable of:
- to help visitors feel more relaxed and free in the choice of goods;
- manage the attention of buyers and form the routes of their movement;
- reduce the costs associated with advertising and consulting buyers when choosing goods;
- to use retail space more efficiently;
- to increase retail turnover.
To this end, the restaurant uses various merchandising techniques:
-aesthetic design of dishes, cocktails, mixed drinks;
-the introduction of new methods of serving dishes;
-organization of the show in the process of cooking and serving dishes, drinks;
-agitation in the hall;
-persuasive sale;
-proposing guests to choose alternative types of products and services.
The aesthetic design of dishes, cocktails, mixed drinks helps to effectively influence the consumer in order to increase sales. The impact on the consumer begins immediately upon entering a restaurant or bar: offering collection wines on mobile carts or in special cabinets; the use of modern design trends in table setting; organization of salad and dessert bars in the hall; placing fresh fruit and a colorfully decorated cocktail of the day at the bar; serving fruit in a pumpkin vase, a punch in a watermelon, a cocktail in a frozen glass.
Merchandising techniques are used when organizing guest service in the hall. For example, a dish prepared for a company as a whole is brought into the hall, portioned on a folding tray and served to guests.
The main reasons why it is profitable for a restaurant to cook dishes in the dining room in front of guests are: the desire to whet the appetite, increase interest in the restaurant and increase the sales of expensive dishes. To attract the attention of guests to these dishes, it is necessary to give the correct description and photographs of them in the menu, to train the staff. Experienced chefs and a production manager are invited to prepare dishes in front of visitors.
Flambéing of second courses and desserts is also performed in the presence of guests. Cooking directly in the hall is carried out by the chef or head waiter using show elements. Cooking cocktails using flaring techniques is an effective method for influencing restaurant guests; experienced bartenders who are fluent in these techniques are attracted to the show.
The main methods of campaigning in the restaurant hall include: photographs of dishes placed on tables; placing salad - and dessert bars in the most conspicuous place; producing a presentation; including a glass of wine or champagne on the Sunday brunch menu; arrangement of alcoholic drinks in the bar showcase with a label to the guests; collection wine offering and decanting.
etc.................

The general attention of recent months has been riveted by the cautious attitude of restaurateurs and corporate catering operators to the forecasts of analysts and experts on 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 of the further development of the HoReCa market in Russia and the vectors of the subsequent development of the public catering services market. For restaurateurs and businessmen who have been professionally engaged in public catering for less than 10 years, the essence of the problem of the post-crisis development of the industry is practically incomprehensible. But at the same time, the public catering services market in Russia after the 1998 crisis has acquired much more pluses than minuses, and, by and large, has changed a lot and received an impetus for development for a decade in advance. Consider the prospects of the restaurant business on the present stage development of the Russian economy. Perhaps the hardest hit will be for restaurants with no face and a well-thought-out concept, which, one way or another, open all over the country. There is also a huge number of restaurants, which, in terms of their surroundings and understanding of the restaurant business, are at the level of the late 80s of the 20th century. With their solutions, both culinary, service and interior, they have set the teeth on edge with their “pop culture” and impersonality so much that in a “difficult” time they will not be chosen under any circumstances. If it comes to the fact that people still begin to look more closely at the amount of the bill in a restaurant and are more selective about their place of stay, then restaurants that were opened by amateurs or are essentially outdated will be out of work. The areas they occupy are inadequate to business realities, and the product they produce is outdated both morally and physically. Probably, the time has come for them to re-equip and radically change their plans and outline the strategic directions of restyling. Good, quality gourmet restaurants and serious, reputable gourmet restaurants are likely to slow growth, but stay afloat anyway. The desire and ability of a business to have entertainment expenses and to conduct all kinds of meetings and negotiations with clients and partners should take place at such events. Fine dining restaurants are a good product, if it is run by professionals and creative chefs, who, in fact, are used by clients. In moderation, expensive and high-quality restaurants are always in demand in Russia, especially in the business environment.

If the structure of purchasing prices in Russia for the main types of raw materials such as meat, fish and dairy products changes, then restaurants promoting the concept of "Healthy eating" may suddenly appear on the scene. Every Russian knows what a healthy diet is and can spend hours talking about its benefits, but in reality he votes for sausages and dumplings with a ruble. If the situation on the meat and meat products market changes or the import component changes in some way, then “bio-eco-macrobiotic” ideas will arrive at the market at the right time. And the increase in meat prices will allow restaurant customers to fully experience the delights healthy way life. You need to be ready for this too.

Tapas bars are perhaps the most underrated format of establishments on the Russian restaurant market. A very elegant format, which is already used in many ways in trendy restaurants and in the packages of modern catering companies involved 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 a simple restaurant, where he is served from 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, the organization of meals for labor collectives, children's and school meals, meals in medical institutions and other budgetary and state directions, most likely, will be very actively assimilated and developed.

Club places - analogs of social networks, which could well become a continuation of the model of communication of modern youth in the virtual space, are likely to enter the arena in the near future. Great amount young people replace the lack of communication in everyday life with hours of communication on the Internet with classmates, colleagues, and simply unfamiliar people. But there has already been a tendency that such "clubs of interest" 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, establishments 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 restaurant market in the Russian Federation, I would like to outline the main prospects. Catering business, like the entire sector of the economy related to public catering, the most advanced, progressive and mobile in the entire industry of the service market. In the food and hospitality industry, most often young and energetic managers are involved, who work day after day with a large number of very different people, 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 services 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 strategic development 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 dollars. And in many respects we agree that it is this industry that 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 acquaintances of the main players with each other, as well as horizontal ties within the community. Associations and Federations, as well as regional networks of associations of restaurateurs, across Russia and the CIS, will probably be the envy of many public and professional communities in our country. All these factors allow us, albeit with restrained, but still optimistic, to look into the future.

The country's economic development programs most often describe precisely those areas to which the hospitality industry is largely related. This is development " 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, general 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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ANNOTATION

Course work "Analysis of the activities of the public catering markets in Kazan and the prospects for their development", carried out by Olga Baeva.

Course work is done on 38 pages, includes 8 tables, 16 literature sources and one application.

Research object term paper is the public catering market of the city of Kazan.

To achieve the goal of the study, the following tasks were set and solved:

To consider the main directions of increasing the efficiency of the public catering enterprise "Tinkoff". The course work used the methods of statistical, financial, economic analysis. As a result of the study, it was revealed that the turnover of the organization is practically limited by the framework of a certain segment, which is characterized by a narrow circle of clients; the productivity indicator has a negative downward trend (in comparable prices), since the staff is not interested in the full return and results of labor; the level of costs of production and circulation as a percentage of the turnover is high. To eliminate these shortcomings, it is necessary to implement a whole range of interrelated measures to increase turnover, search for new markets for products, improve the use of personnel and fixed assets, and reduce costs. The results of this research can be used by entrepreneurs in this field.

ABSTRACT

Course work "Analysis of the markets of public catering of Kazan and the prospects of their development", performed by Olga Baeva. Course work performed on 38 pages, includes 8 tables, 16 references and a single application. The object of study of the course work is the market of public catering of Kazan. The aim of the course is to study the characteristics of the markets of public catering of Kazan and the prospects of their development.

To achieve the objectives of the study set and solved the following tasks:

To perform market and foodservice industry and its development prospects;

To study the characteristics of enterprises in the food sector;

To consider methods of analysis and evaluation of public catering enterprises;

To give a General characteristic of the restaurant.

to analyze the indicators that characterize the activities of the restaurant;

To consider the basic directions of increase of efficiency of activity of public catering companies "Tinkoff". In the course of this work we used methods of statistical, financial, and economic analysis. In the result of the study revealed that the turnover of the organization is practically restricted to a certain segment, which is characterized by a narrow range of customers; the performance there has been a negative downward trend (in comparable prices), as staff are not interested in the full impact and results of work; the level of costs of production and circulation as a percentage of turnover is high. To eliminate these disadvantages it is necessary to implement the whole complex of interrelated measures to increase trade, find new markets, improve the utilization of personnel and fixed assets, to reduce costs. The results of this study can be used by entrepreneurs in this area.

INTRODUCTION ……………………………………………………………………… .. ……………………………… .7 1.1 Analysis of the trade and public catering market and prospects for its development ……………………………………………………………………… ............ ..7 1.2 Features catering sphere ....................................... ...... 12 2.Analiz ACTIVITIES RESTAURANT "Tinkoff" company "Tinkoff" G. KAZAN ......... …………………………………………………………………… .15 2.1 General characteristics of the restaurant ………………………………………………… ..15 2.2 Analysis of indicators characterizing the activities of the restaurant …………… .17 CONCLUSION …………………………………………………………………… .35 LIST OF USED LITERATURE ………………………………… .37

INTRODUCTION

The relevance of research. Organizations providing catering services, like any other company, operate in an ever-changing environment - changes in legislation, taxation, political environment; constant growth prices and tariffs; fluctuations in supply and demand; new trends in tastes, etc.

To maintain the positive trends in the development of the trade and public catering industry, the Governments of Kazan, the Republic of Tatarstan and local administrations are developing programs in the field of the consumer market.

Further development enterprises in this area involves an assessment of the results achieved, and on this basis the development effective ways their subsequent development.

The most important basis for making decisions by the owners of enterprises is the analysis of the organization's activities, which should be aimed at identifying reserves for improving performance indicators and eliminating shortcomings. The subject of the analysis is organizational and economic relations, connections and dependences of economic phenomena and processes that form the results of the activities of subjects of the food service sector. The main goals of business management are: increasing profits, increasing work efficiency, achieving sustainability, improving financial condition, gaining competitive positions, cost optimization, etc.

The purpose of the course work is to study the features of the public catering markets in Kazan and the prospects for their development.

Analyze the trade and public catering market and the prospects for its development;

To study the features of catering enterprises;

Consider the methodology for analyzing and evaluating the activities of public catering enterprises;

Give general characteristics restaurant;

Analyze the indicators characterizing the activities of the restaurant;

To consider the main directions of increasing the efficiency of the public catering enterprise "Tinkoff".

The object of the course work is the public catering market of the city of Kazan.

The subject of the course work is an analysis of the activities of the public catering markets of the city of Kazan and the prospects for their development.

The structure of the course work consists of an introduction, two chapters, a conclusion, a list of used literature.

1. THEORETICAL BASIS OF PUBLIC CATERING ENTERPRISES

Analysis of the public catering market and prospects for its development

In general, the industry Trade and catering for recent years developed dynamically, practically providing the highest level of performance in comparison with other sectors of the economy.

Turnover volume retail in Russia in 2015 amounted to 5597.7 billion rubles. against 4529.3 billion rubles. in 2014, and catering turnover - 237.0 and 187.3 billion rubles. respectively . According to the data provided to the newspaper Realnoe Vremya by the executive committee of Kazan, in 2016, despite the hysteria of the owners of establishments in 2015 and pessimistic forecasts, the number of establishments did not decrease, but even increased. In 2014, there were 1,383 catering establishments in the capital of the Republic of Tatarstan, in 2015 the market showed an 8.75% growth, and their number increased to 1,504. In 2016, according to the Kazan mayor's office, it reached 1,570 establishments. On the one hand, in a crisis, demonstrating even small positive growth rates is already a feat. On the other hand, there is a drop in rates by almost 2 times: 2016 showed only a rate of 4.4%. This can be explained, however, not only and not so much by the crisis tendencies (a drop in the purchasing power of consumers, if only as a result of the fall of the ruble), but by the practically filled capacity of the market: even in 2015, with its 1,504 establishments, market participants already had opinions about market oversaturation. ... Whether the demand of Kazan residents will be able to digest today's supply is not yet clear.

Table 1.1 - The number of catering facilities in Kazan for 2014-2016

By 2016, after fears of the end of the past, restaurateurs again risked investments, having won back the fall of the 2015 market.

It is interesting that the growth in the market as a whole was due not least to high-quality, not cheap establishments. In particular, the number of restaurants, of which there were 173 in 2014 in Kazan, and in 2015 (as a result, apparently, of the owners' fears about the impending sharp drop in the population's ability to pay), their number even dropped to 166, or 4%. Despite the publication of the end of last year, only 7 restaurants closed in 2015. However, in 2016 their number increased again, having won back the fall of 2015, to 182 units. This is almost 10% growth compared to last year and 5% growth compared to 2014. The share of the highest quality and most expensive catering establishments of their total number is 11.6% in Kazan today at the end of 2016 - the fourth place in terms of market share among all establishments. This, however, although higher than the share of 2015 (11%), but below the level of 2014, when the share of restaurants in the market was 12.5%. It is not known what pace the market will demonstrate by the end of 2016, but the current ones rather indicate a reorientation of this market towards a less solvent client. The fluctuation in the share in 2015-2016 is quite understandable: the owners cannot know exactly how the market, and first of all Kazan residents, will react to the rise in prices and the actual drop in their salaries. Hence the hysterical attempts to sell their establishments, recorded by the media at the end of last year, and cautious attempts to win back losses in 2016. The largest growth was in cafes, whose share rose to a quarter of the market. Meanwhile, the number of cafes in Kazan increased from 2015 to 2016 (even at the end of the first half of 2016) by as much as 24%, from 516 to 639. And this despite the fact that at the end of 2015, when the market was in a panic, their number barely increased by 3 units. Most likely, a dozen cafes were closed, and a little more opened, or most of the new owners who bought the establishments offered for sale risked investments and left their purchases on the market (especially since it is not entirely clear what else to do, say, with a purchased bar, whose activity, in principle, is not easy to change). As a result, if in 2014 the share of cafes was 37%, in 2015 it fell slightly to 34.3%, then in 2016 it won back the fall of last year in the same way and rose to 40.7%. Which is quite understandable: the owners of public catering establishments, who were panicking at first, in 2015 in 2016 relied on establishments for the middle class in general, fearing that the number of customers in respectable and expensive restaurants could fall, and this will first affect average check, then on revenue, and then on profit for the year. It was cafes that grabbed most of the market share of canteens. In the second place in terms of the Kazan catering market share - 26% - are canteens, despite the fact that by 2016 their number had decreased from 478 to 408. Perhaps this is the largest closure on the market, and it can be assumed that the crisis hit in the first place by establishments for low-income consumers. By 2015, more than 100 canteens were opened additionally (plus 28.8%); by 2016, most of them - 70 establishments (minus 15%) - had closed. In 2014, the share of canteens in Kazan was 26.8%, by 2015 - 31.8%. Thus, the crisis year of 2015 led to a decrease in the share of canteens in the market by 5.7% at once. Judging by the growth in the number of cafes from 2015 to 2016 - 6.4% - cafes immediately "captured" most of the share.

In third place in terms of the Kazan catering market share, ahead of the same restaurants (recall, they have 11.6%), were bars, including snack bars, wine glasses, bistros, buffets. Their share in the first half of 2016 amounted to almost 20% (19.93%). The trend here is no less curious than in the case of restaurants, and the opposite of trends in the dining room segment. In 2015, in the wake of fears about the crisis, 18 drinking establishments were closed in Kazan (there were 277, now 259 - minus 6.5%). Accordingly, the share of bars immediately fell by almost 3%. However, having recovered a bit from their fright, the owners opened 54 new ones in 2016! Currently, their number is 313. At the same time, despite the number open bars, their share on the market has hardly changed. Probably, the same cafes, of which 123 opened at once from 2015 to 2016, did not let the bars do this.

In addition to the above establishments (their share in 2014-2016 was 96.4%, 94.3% and 98.2%, respectively), there are also fast food outlets (fast food), points at a food court (in a shopping center) and snack bars in Kazan. However, their number is negligible in comparison with the rest (49, 85 and 28 units, respectively, in 2014-2016), and we do not have data in the context of each species. We only note that in the wake of the closure of some high-quality original establishments and canteens in 2015, the number of eateries as a result increased just in 2015 (by 73%), but in 2016 it collapsed to the level that existed even before 2014. In total, the share of fast food establishments, food court outlets and other eateries accounts for 9%. However, if you believe the market participants, as the newspaper Realnoe Vremya already wrote, the parties (the shopping center and the owners of catering establishments) are meeting each other halfway, and the expansion of the food court zones in the shopping center, as well as the “luring” of restaurants and fast food outlets to it, is becoming a trend ... So the share of the latter may increase in the near future. Despite the restaurateurs' belief in the solvency of Kazan residents and the fact that demand at least will not fall, judging by the data on the city catering turnover, alas, it has fallen. So, in 2014, the turnover was 16.5 billion rubles, in 2015, despite the incipient crisis, it even grew by 6.5% and amounted to 17.5 billion.But according to the results of the first half of 2016, it amounted to 8.71 billion rubles. If we very carefully and formally calculate by previous years, then in 2014 half of the "turnover" amounted to 8.2 billion rubles, in 2015 - 8.77 billion rubles. Given the continuing trends, turnover will hardly amount to 17.425 billion by the end of the year. And given the constant depreciation of the ruble and rising costs, the annual profits of restaurateurs are unlikely to be at least at the same level as last year. In general, compared to Western countries Russian market retail trade and public catering are still underdeveloped (in terms of the number of retail space per person, Russia is significantly inferior to the West) and has enormous potential.

To maintain positive trends in the development of this industry, to ensure the interaction of trade and public catering organizations with the authorities, state programs in the field of the consumer market are being developed and implemented. Improving the quality of life of the population of the Republic of Tajikistan by creating unified system providing the population with quality goods and services at affordable prices is the goal of the Program for the development of the consumer market and services in the territory of the Republic of Tajikistan for the period until 2021, developed by the Government of the Republic of Tajikistan. According to the Program, there are more than 50 thousand retail trade facilities, 2.9 thousand public catering facilities, 6.9 thousand service organizations on the territory of the Republic of Tatarstan. However, the provision of the population of Kazan and the Republic of Tatarstan retail space much less than in Europe and clearly insufficient. The existing placement of commercial and consumer services facilities does not fully meet the needs of the population, the uneven distribution of the network in the territory of the Republic of Tatarstan is acutely affected.