Restaurant business from scratch: documents, innovations, risks. Basic research Step by step instructions for discovery

10.10.2020

Summary: To open a restaurant, first of all, you need a concept. However, for your institution to be successful, it is not enough just to have an idea. It is a process whose success depends on many factors. Ignorance of which is main reason collapse in the field Catering. Most new restaurants close in their first year of operation. After reading our article, you can easily bypass the risk factors and make the right decision in a difficult situation.

If you decide to open your own restaurant, then you should know how successful this business is in times of economic instability and boldly go forward, despite the setbacks. Try not to listen to the pessimists "advisers". When your establishment gets satisfied regular customers, you will understand that the efforts were not in vain.

Dangers of the first year of running a cafe or restaurant

If you have already opened a restaurant, you have already experienced all the first problems of growth and development. The first year is certainly the most important, it sets the pace for the development of the institution. There is a question - “will it take off or not take off?” However, even if it “takes off” and visitors come to you, do not relax. According to statistics, not all restaurants fail in the first year. Professor HG Parsa conducted research and concluded that 59% of restaurants fail within three years.

Why is your restaurant at a loss?

I have met people from all walks of life, from the owner of a simple pizzeria to the director of a high-end restaurant. All of them already have some experience in running their own business. After talking with them, I decided to highlight the main reasons that lead to failures:

Small start-up capital
Poor knowledge of the competitive market
Restaurant location in the wrong place
Bad advertising campaign
Failures in quality of service
Poor work organization
Lack of proper accounting
Failure to manage staff
Unoriginal approach to business

Each novice restaurateur (however, this also applies to experienced restaurateurs) is simply obliged to analyze each item on this list. And do not try to comfort yourself and praise. Be honest with yourself.

Here are some important notes on each of these points.

Insufficient start-up capital is a problem for novice restaurateurs

Opening a restaurant is an expensive project. And before you get down to business, make a business plan. Remember: Even the simplest business plan is better than none.

Depending on the type of restaurant, you need a minimum of $30,000. To open my bar, I took out a loan and had some savings of my own. The loan rate is something that must be present in a business plan. Be sure to take into account all future expenses, because otherwise you will not only not make a profit, but you will not be able to pay your debts.

Pre-Opening Spending Tips:

You don't have to spend a lot of money on decoration. First of all, it is necessary to consider the purchase of expensive equipment.
Treat credit money the same way you treat your savings. Be reasonably frugal. All expenses that you have not planned in the business plan should be carefully considered.
If you have legal or financial difficulties, then savings will come to the rescue. Leave them for a rainy day.

During the first year, you need to have enough money to deal with issues that will arise during the operation of your restaurant. Since you are just starting out, you will not be able to anticipate all expenses.

Pay special attention to the following:

High rent for space. Initially, when choosing a place for your restaurant, think about whether you have enough money to pay the monthly rent. This is the most important part of your plan.
Not enough money, but no profit yet? Start-up capital should include an amount that can cover any financial problem without the expectation of profit. Create an insurance reserve from savings.
There are no small things in business. Finding a supplier for a restaurant or bar, creating a menu, working with staff, protecting against theft and fraud - all these are mandatory items to complete.

Evaluation of restaurant business competitors and profitability

In any business, success depends on market research. If you know where your competitors stumbled, which bar is more frequented, etc. you will be able to analyze the success of your future institution. Owning a restaurant is more than just renting a place, designing, hiring staff, etc. You must be prepared for the fact that in the first year you will not have free time. This is best illustrated by the following statistic: over 35% of restaurants fail in their first year, while franchises have only 10% failures.

Why are franchises more successful than independent restaurants?

Franchise owners spend the most on marketing research. Their risk of going bankrupt is minimized - many years successful experience network operation allows you to simply acquire the right to open the same profitable place. Owning a business has a lot more risk, and when you buy a franchise, you don't have to think about the concept of a restaurant.

If you do not have a franchise and you are opening on your own, then do not hesitate to use someone else's positive experience. Study competitors and colleagues, learn and apply in your work.

Location for your restaurant

The location for your restaurant is one of the most important tasks. It is after choosing a place and determining the target audience that you will be able to develop the concept of your institution. It should be borne in mind that depending on the type of institution, you will have to choose a place to open. You should not open an elite restaurant in a residential area.

If you want visitors to come to you during lunch for business lunches or dinner after labor day, choose a location with convenient transportation, industrial centers and offices nearby.

Dormitory areas are an ideal environment for family holidays, holidays and just evenings with friends. It is also very important to consider the presence of competitors in your chosen area. Visit their establishments and look at the organization of work.

No promotion - no profit at the cash desk of the cafe

In the age of technology and the Internet, it must be taken into account that people learn about new places no longer from newspapers and rumors, but on websites, in social networks and forums. Be sure to consider how you will promote your restaurant. A competent advertising campaign will ensure the influx of new visitors immediately in the first days and weeks of work. Don't skimp on restaurant advertising. But don't waste your money on outdated advertising media. Think about your target audience: where they live, where they work, where they go, and what they read. Successful marketing ploy the most important thing for a new establishment. However, this is a topic for a large separate article on the promotion of the restaurant business. Subscribe to Blog.

Menu planning and restaurant pricing

The main mistake of a novice restaurateur is to include his favorite dishes in the menu. All people have a specific taste, especially since the dishes do not always coincide with the concept of the establishment. It is very important to adapt the restaurant menu to the contingent.

Pay special attention to the preparation of the menu and the price of the dishes. Carefully compare the cost price, the price of ingredients and profit. If you set the price too high, you should not expect guests to want to return to you. The price for the dishes should correspond to the quality of preparation and service that you offer.

Poor organization of work in the restaurant

If your partner also owns the business, then you should be prepared for the problems that arise in a relationship with a partner.

Business and relationships are incompatible, and therefore it is very difficult to remain friends and at the same time have a common cause. Financial risks, documentation problems - these are all situations that can destroy a friendship. You and your partner should take care of each other by creating a working atmosphere. Many restaurants were at risk of bankruptcy due to numerous disputes and conflicts of their owners.

Partners must cooperate and decide together how best to get out of a difficult situation. They must objectively consider the facts and analyze the situation. You must determine the "points of contact" and the meaning of the relationship.

For a good partnership, it is necessary to clearly understand and distribute the contribution of each participant to the business. Partners must be sure that together they can achieve the desired result. The best solution is the distribution of responsibilities at the initial stage.

And the cornerstone of success is the organization of work aimed at the satisfaction of your customers. you need to make your subordinates feel your support and take care of the visitors.

Restaurant owners go to great lengths to ensure that their establishment has the best service, forgetting to study the customer population for their restaurant. If you understand your guests, you will be able to satisfy all their requirements and exceed all expectations. Understanding customers should be a priority for restaurant development. Try to put yourself in the place of the visitor. Carefully study the menu and analyze which items are ordered most often. Ask customers to evaluate the quality of service and listen carefully to their wishes and suggestions.

Lack of accounting, control and analysis of the restaurant business

In order to optimize the work in the restaurant, special attention should be paid to inventory, accounting and warehouse management. Reducing unnecessary expenses and preventing employee fraud are very important points in running a restaurant business.

According to statistics, the monthly profit of the bar loses about 20% of sales due to theft. Now think about how much money you will lose every month just like that.

Pay special attention to, accounting and analysis of your restaurant business. Choose carefully. Do not buy the cheapest and free programs, they are useless. But don't chase the expensive ones either, unless of course you're opening an elite large chain of restaurants. Choosing the best POS software for your establishment will significantly affect the optimization of work.

Changing the quality of service

If you have good service and a well-thought-out menu in your restaurant, this is a guarantee that you will have visitors. If you only tried to serve everyone as comfortably as possible in the first year of work, set affordable prices, etc., and then lowered the quality of work and dishes over time, do not expect your regular customers to return again.

Maintain the quality of service in your restaurant at the same level and try to constantly improve it. In order to make a good profit and have regular visitors, it is very important not to change the recipe of dishes, not to try to save money on their preparation. People want to come back to you just because they liked something.

This does not mean at all that the menu does not need to be improved. Novelties, seasonal dishes or a new interior detail - all this should be present. Clients should see that you are trying for them, creating something new.

Visitors always want one thing - delicious food at a reasonable price. If they feel like they didn't get enough food for their money, or too small portions, guess where they'll go? to your competitors.

Lack of original ideas for a restaurant

In the modern world, it is very difficult to create something original and well thought out. Therefore, new restaurateurs often make the mistake of opening a restaurant without their own “zest”. Before thinking about the concept of your restaurant, attend trainings, go to conferences, study the market and see which restaurants are making good profits.

Even if you run a family-owned steak and fries restaurant, people should want to come to you. Think about what exactly your institution should appeal to visitors.

Results: Now that you know all the "pitfalls" of the restaurant business, you can explore the market and create an institution that will bring you not only joy, but also profit.

Regardless of your plans, a restaurant may fail in its first year of operation or its second. However, you must remember - if you work hard and put your soul into your favorite business, this will definitely give a result.

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Services

The main service of the bar is the production and sale of drinks, as well as the creation of conditions for their consumption at the bar or in the hall. Some bars serve hot meals along with drinks. Customer service is led by a bartender, who is behind the bar.

Leisure services include:

organization of musical service;
organization of concerts, variety programs;
broadcasting of sports matches;
display of video programs;
provision of press, board games;
slot machines;
billiards;
karaoke;
hookah.

Other services include:

provision of a free phone;
guaranteed storage of personal belongings (outerwear) of the client;
calling a taxi at the request of the client.

Types and relevance

Classification of bars by type of drinks:

non-alcoholic - the institution serves light snacks and drinks that do not contain alcohol;
wine - the main drink is wine of different types;
cocktail bar - the institution specializes in cocktails, both containing alcohol and non-alcoholic;
coffee bar - mainly hot drinks (tea, coffee) and dessert dishes (cakes, ice cream, etc.) are served here;
milk bar - at the heart of the menu are dairy dishes;
beer bar or pub - the main drink is.

Classification of bars by type of visitors:

biker bar - an institution for bikers;
sports bar with obligatory broadcasting of matches, the main customers are sports fans;
gay bar - an institution focused on the LGBT community;
vega bar - vegetarian dishes, without alcoholic drinks.

Classification of bars by type of service:

a bikini bar with uniformed waitresses;
the lobby bar is located in the hotel lobby;
mobile bar - a mobile institution;
office bar at the office, the main customers are employees of the company;
server bar serves prepaid banquets;
the express bar is characterized by fast service.

Classification of bars by type of music and:

club bar with modern music, usually open at night;
music hall - an institution of the entertainment genre with music;
disco bar with dance music of the 20th century;
juk-joint - a roadside eatery with jukeboxes;
lounge bar - an institution of increased comfort with background music;
dancehall - dance bar.

Classification of bars by type of entertainment:

cinema bar showing films, presentations;
pool bar with swimming pool;
strip bar - a bar with performances by strippers.

Classification of bars by assortment:

snack bar - a snack bar with light meals for a "snack";
tab bar - an institution with a standard range of products without making cocktails with a tote;
phytobar - a department for the sale and consumption of teas and decoctions from medicinal herbs.

In Russia, bars are divided into the following classes according to the level of service and the range of services provided:

"luxury" - an institution of increased comfort with a wide range of services;
"supreme" - a variety of assortment of drinks and cocktails;
"first" - a wide or specialized range of drinks and cocktails, including custom-made and branded ones.

Today, bars are not only drinking establishments, but also entire clubs of interest. Their popularity remains high - people are attracted by the speed of service and affordable prices compared to restaurants. The relevance of choosing the type of bar for the implementation of the project is determined in the business plan based on market analysis and financial calculations.

Description and analysis of the market

The characteristic of the bar business in Russia looks like this:

The survey showed that the maximum number of visits to bars occurs in Moscow and St. Petersburg. Half of the respondents in these cities go to bars.
The number of establishments has increased by 24% over the past 6 years.
Fresh bars are becoming a growing segment of public catering.
The average bill of most bars is 500-1500 rubles.
Bars that broadcast sports matches are most often network format establishments.
The economic situation in the country with the forced savings of the population on the services of drinking establishments has led to increased competition in the catering market.
The share of franchising projects in the total number of chain establishments increased by 4.2% over the past year. This was preceded by a significant decline over the previous three years.
Changes in legislation and the development of the sphere of catering enterprises make their own adjustments to the requirements for employees - profile education is required for work.
Market analysis over the past two years has shown an increase in the number of wine bars in Russia.
Breweries that produce craft beer and promote it to bars are actively developing.
By some estimates, 3 out of 4 bars fail in the first year.

The target audience

The target audience depends on the intended location of the future institution. The potential range of customers of an average non-thematic bar is young people aged 18 to 35 years (30% of the total population). Of these, 85% are men.

For determining potential clients needs to be analyzed:

residential buildings in the area;
cars parked in front of buildings;
number of offices in the area and their level.

Competitive advantages

The competitive advantages of catering enterprises include the following points:

a decent level of services provided at a reasonable price;
decent level of service;
additional services provided;
focus on specific target audience.

Let's define the competitive advantages of the bar:

Good location of the establishment. The presence of parking, a well-marked sign are pluses.
Interactive bar. With its help, the interest of visitors is significantly increased - each contact with such a counter is accompanied by beautiful animation. In addition, such bar counters can be used as information platforms about the company's promotions and discounts.
Having your own corporate identity. It can be an original interior, focusing on a certain segment of customers.
Enough working capital to cover expenses for the year ahead.
Live music, corresponding to the concept of the institution.
An intriguing title that impresses the target audience. The name serves as an advertisement for the bar.
Coin machines - billiard tables, slot machines.

Advertising campaign

The marketing campaign is carried out with the following goals:

achieve brand recognition;
stimulating a trial purchase;
encouraging repeat purchases;
formation of a circle of guests of the bar.

Branding. Recognition of the institution in order to form a circle of guests. To do this, you should use the services of the media and online advertising. An elegant mini-booklet that tells about the establishment, ads in the bar area are also included in the first step of the company.
Performance. In large cities, bars can count on attracting additional customers through online advertising. A beautifully designed entrance group and an attractive signboard increase the attractiveness of the establishment and are an advertisement in themselves.

Step-by-step instructions for opening

It must be borne in mind that the basis for organizing a successful business is careful planning and costing.

Step-by-step instruction consists of the following items:

Drafting financial plan project.
Registration of documents for the institution.
Rent (purchase) and repair of premises.
Purchase of equipment and inventory that are required for the functioning of the bar.
Hiring qualified employees or training.

The documents

List of documents to open:

Registration certificate legal entity and the choice of OKVED codes (55.40 for a bar). If the bar plans non-alcoholic or low-alcohol drinks, then you can register an individual entrepreneur.
Title papers for the premises (lease agreement or documents confirming ownership).
Design documentation that regulates the characteristics of the premises and the requirements for the communications system.
Permission from Rospotrebnadzor to operate the establishment.
Technical documentation, on the basis of which it will be possible to repair the premises and make redevelopment.
Program production control.
License for retail alcohol.

Room and design

It would be a good idea to rent a space for a bar in a youth area with good traffic. It should be noted that the presence of bars and clubs nearby creates high competition.

Basic rules for choosing a place for a bar:

the area of the premises is not less than 70 sq. m;
separate entrance;
the ability to equip a sanitary unit;
free access to the highway;
availability of parking;
the sign must be visible from the street;
Proximity to where clients work, not to their homes.

The design of the bar should not be too aggressive or discreet. The design must match the concept of the institution.

The development of a bar design project includes the following steps:

Formulation of technical specifications.
Definition of the bar concept.
Creation of the project of the interior of the institution and the entrance group.
Technical and building design.
Project implementation.

The video shows the difficulties entrepreneurs face when choosing a space for a bar. Filmed by the channel "Unfiltered Bazaar".

Photo gallery

Fresh bar Coffee bar Lounge bar Pincho bar Beer bar Sports bar Sushi bar Wine bar

Equipment and inventory

Calculation of the need for equipment and inventory:

Name	Estimated prices in rubles
bar counter	200 000
musical equipment	100 000
Induction cooker	20 000
rice cooker	2 000
Juicer	10 000
pizza oven	20 000
Filler type boiler	8 000
Bar mixer	35 000
vegetable cutter	35 000
combi steamer	190 000
fryer	15 000
French fries food warmer	25 000
Showcase for burgers	25 000
Bar refrigerated cabinet	25 000
ice maker	95 000
Juicer	100 000
ice crusher	2 000
Coffee maker	28 000
Hot chocolate maker	24 000
Tables and racks	50 000
Bar inventory	1 000
Furniture	60 000
Crockery and cutlery	80 000
Total	1 150 000

Staff

Bar employees must be honest and obliging. One of the most important qualities is the ability to communicate with people - keep up the conversation or just listen. It depends on whether a random guest becomes a regular customer. The main categories of bar workers include: bartender, waiters, barista, barback.

Etiquette rules for employees:

do not conduct abstract conversations with colleagues;
keep a distance when communicating with customers;
respect confidentiality;
be able to send home a drunk visitor without offending him;
take the initiative in controversial situations.

Workers need uniforms to keep clean. The hands of the staff must be clean with neat nails, without jewelry. The face must be clean-shaven.

Before starting work, it is necessary to check and prepare the bar for maintenance. The bartender should take care of the supply of drinks.

Requirements for bar staff:

Job title	Responsibilities	Requirements
Bartender	serve customers at the bar, adhering to the concept of the bar; take into account the needs of customers and increase the profitability of the bar.	GOST 50935-96 “Public catering. Requirements for service personnel” defines the requirements for the bartender: know the nuances of customer service and the basic rules of etiquette; be able to prepare various drinks according to the recipe; arrange and serve cocktails according to the rules; master the skills of serving snacks and dishes; for bars of the highest and deluxe categories, to know the rules of international etiquette and the specifics of servicing foreign visitors; be fluent in English; know the rules of operation of the CCP; Navigate through crockery and cutlery.
Waiter	come to work according to the schedule; work under the guidance of a bartender; wear a uniform and keep a neat appearance; serve customers in accordance with the rules; greet visitors with a smile and seat them at tables; offer menus, bar cards; provide a price list for additional services; fulfill the order as quickly as possible; Recommend branded dishes and drinks to customers; prepare workplace and tables; control the state of the tables during the shift; do not allow the supply of dishes with defects.	know and organize customer service; carry out table setting; courtesy and caution; know the availability of dishes, drinks in the cards and their prices; navigate the order of serving dishes and the basics of their preparation technology; know a foreign language at a conversational level.
barista	preparing and serving coffee; regulation of the grinding level of coffee depending on the drink being prepared; determining an acceptable temperature for preparing a beverage; whipping foam to the required degree; the correct selection of dishes in which the drink is served; compiling a coffee card, including both classic and barista-created recipes in it, which creates the corporate identity of the bar; creation of images on milk foam (latte art); having artistic qualities, putting on a show that attracts customers.	feel the mood of the visitor; sociability; knowledge of the history of coffee, its composition; know the rules for using a coffee grinder; know the recipes and be able to prepare different types of coffee; be able to set tables for serving drinks.
Barback (assistant bartender)	clean the window and bar counter; collect used and deliver clean dishes; replace ashtrays on the bar counter; prepare equipment and inventory before the opening of the bar and monitor their condition during the work shift.	politeness; performance; a responsibility; cleanliness.
Cook	menu planning; quality control of products and dishes; cooking.	high level of cooking skills; calculation of the cost of a dish according to the recipe.

Financial plan

Features of the financial plan:

the population of the city is more than 1 million people;
the population of the area where the bar is located, 50 thousand people;
bar location: first floor of the entertainment center building with a separate entrance;
room area 54m2;
bar capacity - 60 people;
the bar is open from 15:00 to 03:00;
staff of the institution - 5 people.

How much does it cost to open a bar?

An example of a financial plan with calculations contains average prices for Russian cities. A business plan will help determine how much it costs to open your bar from scratch. The one-time fees required to open a bar consist of the cost of the equipment, a pre-advertising campaign and the necessary organizational fees.

Approximate cost estimate for opening a bar:

Recurring costs

Monthly expenses are calculated every month and, if necessary, adjusted:

Income

The maximum visits to the institution are planned for weekends and sporting events (approximately 12 days per month). The number of visitors will be approximately 90 * 12 = 1080 people. On other days, about 30 people per day are expected or 18 days * 30 people. = 540 people. Thus, 1620 people will visit the bar in a month.

With an average check of a visitor of 300 rubles, the profit will be 300 rubles * 1620 people = 486,000 rubles. This indicator of revenue can be reached after about 3 months of work.

Calendar plan

Calendar plan for implementing the business idea of opening a bar:

Stage	1 month	2 months	3 months	4 months	5 months	6 months	7 months
Market analysis	+
Preparation of a bar business plan		+
Registration of a package of documents		+	+	+
Obtaining Additional Permissions				+	+
Construction/rental of premises			+	+
Repair work				+	+
Purchasing and stocking					+	+
Recruitment						+
Opening							+

Risks and payback

Among the main risks of the project are:

Construction risk includes the difficulties that arise during the construction or renovation of an establishment. The risk is low due to the large number of firms that are able to do their job well and meet the deadline.
Technical risk refers to difficulties encountered during the delivery and commissioning of equipment. This risk can be minimized by careful selection of equipment supply companies.
The human risk lies in the low qualification of the staff. To minimize it, you need to work on the popularity of the institution. The demand for the bar will serve as an attractive factor for staff.
Organizational risk includes force majeure situations during the operation of the institution. To minimize this risk, management should only contact highly qualified specialists.
Financial risk is the lack of sufficient funds. To eliminate this risk, you need to look for reliable investors.
Commercial risk - a low level of sales of products at declared prices. Decision factor - to increase the potential audience of the bar and take measures to increase competitive advantage institutions.

* Calculations use average data for Russia

Number of catering establishments in Russia (2018)

Share of restaurants in catering (2017)

Number of restaurants in the million population (2018)

Growth dynamics of restaurants in millionaires (2018)

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

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

1. Blindness towards competitors

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

identify the main market participants, study where they are located in order to select appropriate place;

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

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

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

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

Market research should be the foundation upon which you build your business. If you refuse this stage, then even the most original concept, exquisite menu from the chef and stylish design will not stretch your project.

2. Concept? No, have not heard

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

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

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

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

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

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

Restaurateurs advise two ways when choosing a concept:

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

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

As you formulate a concept, ask yourself three questions:

Who will visit your restaurant?

Where is the restaurant located?

How will it attract your target audience?

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

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

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

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

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

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

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

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

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

A few tips for choosing a concept:

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

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

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

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

Earn up to
200 000 rub. a month, having fun!

2020 trend. Intelligent entertainment business. Minimum investment. No additional deductions or payments. Turnkey training.

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

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

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

56.10 Restaurant activities and food delivery services

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

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

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

List of documents for opening a restaurant

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

Having collected this impressive list of papers, you can be calm. This is almost half of the completed project. More details collection topic permits for opening a restaurant, we have covered in this article.

Several useful tips which will be useful in resolving a legal issue:

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

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

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

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

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

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

How to evaluate the location of the restaurant premises:

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

Provide parking, convenient access;

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

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

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

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

consider the presence of the target audience in the stream.

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

Basic requirements for the restaurant premises:

an area of approximately 100 sq. m.;

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

additional space for warehouse, rooms for staff, bathrooms, (or the possibility of redevelopment. Please note that redevelopment must be legalized);

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

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

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

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

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

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

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

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

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

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

Ready-made ideas for your business

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

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

electrical devices: mixer, blender, combine;

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

Dishwasher to automate the process of dish disinfection;

beverage preparation equipment: juicer, coffee machine;

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

test equipment: kneader, sheeter, etc.

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

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

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

What furniture is needed for a restaurant

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

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

The nuances of choosing furniture for a restaurant:

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

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

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

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

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

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

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

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

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

When compiling the menu, consider the following nuances:

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

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

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

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

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

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

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

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

low demand for individual items on the menu;

procurement planning errors;

breakdown of storage equipment;

storage violations.

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

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

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

How to find a decent chef in a restaurant

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

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

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

visit thematic exhibitions, competitions, conferences;

take advantage of restaurant services recruitment agency;

post vacancy announcements on thematic portals;

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

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

How to deal with employee theft

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

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

automation system;

CCTV;

inventory;

staff motivation;

secret guest;

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

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

bar control system.

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

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

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

A simplified scheme for calculating the effectiveness of an advertising tool looks something like this. You ordered 1,000 flyers from a printing house for 3,000 rubles and another 2,000 to a promoter who handed out flyers to passers-by. As a result of this action: 30 visitors to the establishment, who received the coffee promised in the advertisement for free. The cost price of "promotional" coffee was 1000 rubles. The total cost will be 6000 rubles. At the same time, visitors who came by flyers made additional orders for total amount 15000 rubles. Those. revenue will be 9000 rubles. It turns out that in this case the restaurant not only covered the cost of advertising, but also made money on it.

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

2. Favor low-cost tools

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

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

4. Know your audience

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

How to attract restaurant visitors

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

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

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

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

Holding events will attract new customers.

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

5. Experiment with venues

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

How to find new promotion tools and methods

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

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

10. Unprepared for the unexpected

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

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

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

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

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

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

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

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The influence of environmental factors on entrepreneurial risks in the restaurant business (on the example of Green House LLC)

Ministry of Culture of the Russian Federation

Federal State Budgetary Educational Institution

higher education

"Tyumen State Academy of Culture, Arts

and social technologies"

Institute of Socio-Cultural Service and Information Technologies

Department of Tourism and Service

Final qualifying work

Influence of factors external environment on entrepreneurial risks in the restaurant business (on the example of Green House LLC)

A.V. Gerlach, 5th year student

part-time education,

specialty "Management of the organization",

specialization "Hotel and tourism business"

Tyumen, 2015

Introduction

Chapter 1. Theoretical and methodological foundations of entrepreneurial risks

1 Characteristics of the external environment of the enterprise

2 The concept and classification of business risks

3 Managing entrepreneurial risk in the restaurant business

Chapter 2. The influence of environmental factors on business risks on the example of Green House LLC

1 General characteristics and assessment of factors affecting the results of the Green House activities

2 Problems of building an effective risk management system in a company

3 Measures to minimize risks

Bibliographic list

Conclusion

Applications

Introduction

entrepreneurial risk restaurant business

Carrying out entrepreneurial activity, any entrepreneurial structure establishes economic relations (cooperative, production, management, supply, marketing and financial) with other subjects of the market economy. In particular, such links can be established between several business structures for the purpose of cooperation, gaining access to material, labor, financial, intellectual resources, activities, services. The stability of economic ties has a positive effect not only on the activities of their participants, but also on the economic situation as a whole. And, on the contrary, the collapse of stable economic ties between business structures leads to a drop in the efficiency of social production, a slowdown in reproductive processes, economic crises and other negative consequences.

Entering into economic relations, entrepreneurial structures carry out economic interaction.

Features of entrepreneurial interactions are determined by the specifics of entrepreneurial activity. The analysis of the place and role of entrepreneurial interactions (hereinafter referred to as IR) in various areas of the economy and public spheres allows us to conclude that in all cases they are purposeful and, being part of entrepreneurship, ensure its expanded reproduction.

A prerequisite for entrepreneurial interaction is the recognition of each participant's economic independence (within the area of coordination of interests). World experience shows that only the correct distribution of risk between the parties to the interaction (as well as the availability of economic feasibility) ensures the strict fulfillment of their obligations.

The change in the concept of PV is mainly determined by the state of the national and world economy and the relationship in the market space of such entities as the manufacturer (seller), consumer (buyer) and the state (authorities). Given that entrepreneurial activity involves risk, it is necessary to study the features of the organization of interaction between entrepreneurial structures in modern economic conditions taking into account the risk factor.

In modern economic conditions, all commercial enterprises, including those related to the restaurant and hotel business, before starting the production of services, set profit as the main goal.

Entrepreneurial risks may arise during the implementation of activities as a result of the influence of numerous factors. They may arise as a result of decisions internal to the firm or as a result of exposure to the top business environment.

An analysis of the current state of the economy allows us to identify the following reasons leading to the emergence of entrepreneurial risks: the economic crisis; growing criminalization of society; high inflation rates; political instability; optional and irresponsible business entities; fuzziness and continuous changeability of legislative and normative acts regulating entrepreneurial activity; lack of real entrepreneurial law, which hinders the reduction of the overall level of risk; the lack of personal responsibility of a significant part of entrepreneurs for the results of their activities, which increases the "moral" risk of any transaction; the entrepreneur's dependence on the criminal world, the inability and unwillingness of law enforcement agencies to protect him; non-legal, unlimited intervention of politicians in the economy; a sharp increase in the administrative apparatus at the federal and local levels; unstable tax laws; high burden of taxes and obligatory payments; unfair competition; low level of education of entrepreneurs on the problems of the market and entrepreneurship, etc.

The relevance of the chosen topic is due to the fact that in recent years the restaurant business has changed: it is developing rapidly, new conceptual restaurants are emerging, competition is intensifying, guests are becoming more and more spoiled and sophisticated, the level of competitor restaurants is constantly increasing.

The degree of development of the problem, despite the appearance of separate works devoted to the study of entrepreneurial risk, most of them do not contain a complete answer to questions related to the essence of entrepreneurial risk. Many works do not distinguish between such categories as "risk management" and "risk minimization", although in reality risk minimization is one of the stages of risk management. The papers do not consider specific ways to reduce business risks.

The object of the study is the organization Green House LLC. An organization that provides services in the restaurant business. The subject of the study is the conditions and factors that affect the occurrence of risks in the activities of entrepreneurial organizations in the restaurant business, as well as the main ways to reduce them.

graduation goal qualifying work- is the development of theoretical and practical proposals to improve the competitiveness of "Green House".

The goal is to solve the following tasks:

to study the factors influencing the external environment of the restaurant business;

consider the concept and classification of entrepreneurial risks;

to get acquainted with the management of entrepreneurial risks in the restaurant business;

give a general description of the services of the restaurant "Green House";

analyze the impact of factors on business risks in Green House LLC;

develop basic proposals to reduce the level of entrepreneurial risk in the restaurant business.

The methodological basis of this study consists of the methods and principles of formal and dialectical logic. Methods of analysis, comparison, interpretation, methods of scientific generalization, comparative analysis, system and situational analysis, methods of financial and economic calculations, methods of mathematical statistics, as well as the principles of objectivity, completeness, consistency, sufficient reason and others are applied. Such well-known financial scientists as Demidov, A. Yu., Ivanov O. B., Sokolov B. N., Mikhnenko P. A., Dubrovin I. A., Sotnikova A. K., Makarenko OA However, this problem is little developed, the views of scientists on this problem are ambiguous and contradictory.

Provisions for defense:

proposed a classification of environmental factors;

the use of a combination of existing methodological approaches to the study of the influence of environmental factors depending on the level, structuring of the company's goals is substantiated;

an algorithm for choosing a model of a company's behavior under the influence of environmental factors has been developed.

The set goal and objectives predetermined the structure of the final qualifying work. The work consists of an introduction, two chapters, a conclusion and a bibliography.

Chapter 1. Theoretical and methodological foundations of entrepreneurial risks

1 Characteristics of the external environment of the enterprise

The external environment of the organization is a set of factors of its external environment.

The factors of the external environment of the organization are various objects and phenomena that in one way or another affect the activities of the organization. The effectiveness and efficiency of any organization depends significantly on the factors of its external environment.

The external environment is conditionally divided into the external environment of direct impact (microenvironment or business environment) and the external environment of indirect impact (macroenvironment)

The external environment of direct impact is a set of such factors that directly and directly affect the activities of the organization.

The most important environmental factors of direct impact:

consumers;

shareholders;

partners;

laws and government bodies;

competitors;

labor resources of society.

Examples of the influence of state and municipal authorities on the activities of commercial organizations

State Labor Inspectorate. State supervision and control over compliance with labor legislation and other regulatory legal acts containing labor law norms.

Russian Emergency Situations Ministry. Supervision over the fulfillment by organizations and citizens of the established requirements for civil defense and fire safety.

Pension fund of the Russian Federation. Provides targeted collection and accumulation of insurance premiums, control with the participation of tax authorities for the timely and complete receipt of insurance premiums.

Mandatory health insurance fund. Compulsory medical insurance of employees in order to ensure the constitutional rights of citizens to receive free medical care, registration of organizations as insurers.

The external environment of indirect impact is a set of factors that do not have a direct and immediate impact on the organization, but may affect its activities indirectly (through changes in the factors of the business environment) or over time.

The environmental factors of indirect impact include:

the state of the economy;

scientific and technical progress;

sociocultural factors;

political changes;

the influence of the interests of society;

events in other countries.

So, under the factors of the external environment of the organization understand the elements of its external environment: consumers, competitors, suppliers, government agencies, etc. At the same time, situational variables, formed and changed by environmental factors, can be called the conditions for the functioning of the organization in the external environment.

The conditions (in other words, situational variables) of the functioning of an organization include, for example: sales markets, scientific and technological progress, labor market, consumer preferences, etc. Changes in these and other conditions have an impact on the organization, determining its operations, competitiveness and strategic development.

The process of formation and change of each situational variable of the external environment, as a rule, depends on the action of not one, but several factors. So, for example, the formation and change of the situational variable "sales market" are due to the action of such factors as consumers (their territorial location, needs, purchasing power, etc.); laws, government agencies and bodies local government(determining the conditions of trade in certain types of goods in a particular territory); competitors, etc.

Formation of the variable "development of science and technology in the field of activity of the organization" depends on factors such as research organizations; the state of the world economy; laws of the state regulating and stimulating scientific research and development; innovative and experimental design activities of competing organizations, etc.

AT modern management it is not enough just to understand what factors from the outside influence the activities of the organization. Understanding the characteristics of the organization's external environment becomes critical. The main characteristics of the external environment are:

The complexity of the external environment is the number of factors to which the organization must respond. For different organizations, the complexity of the external environment is also different.

The interrelationship of environmental factors is the degree of influence of a change in one factor on all the others. Changing some factors leads to significant changes in others (laws, consumers, etc.).

The level of variability is the degree of variability of each factor. Some factors are more stable (socio-cultural factors, society's labor resources, etc.), others are significantly changeable (scientific and technological progress, laws, consumer desires, etc.).

The mobility of the external environment is the speed with which changes occur around the organization. Mobility can be different for different departments of the organization.

The uncertainty of the external environment is the ratio between the amount of information about the external environment that management has and confidence in the reliability and accuracy of this information. The higher the uncertainty, the more difficult it is to make decisions.

Most often, company management has to analyze the following factors and environmental conditions:

suppliers: cost and quality of goods, delivery schedules;

buyers: geographic, demographic and socio-psychological characteristics of buyers, their attitude to the product;

direct competitors: specified characteristics of competing companies, the nature of rivalry between companies operating in the industry, the risk of potential competitors entering the industry (market);

labor market: the availability of personnel with the necessary specialization, the policy of trade unions in the industry;

financial market: availability of banks, investment and insurance companies, interest rates on loans.

Any management economic organization must understand that insufficiently complete consideration of the influence of factors can lead to inaccurate assessment of the current situation, and this may lead to errors in the development of company development plans.

The human body is constantly affected by the external environment, i.e., the surrounding nature (air, water, food), as well as working and living conditions.

Hygiene - the science of maintaining health - studies the influence of these conditions on the human body and on entire teams. Hygiene develops measures aimed at reorganizing the external environment, work and life in order to improve health, increase working capacity and prevent human diseases.

Food hygiene, being a special branch of hygiene, aims to improve the nutrition of the population. It studies the nutritional value of foodstuffs and methods of their technological processing, and also develops measures that help preserve and increase the nutritional value of foods. Food hygiene also substantiates sanitary requirements for the storage, transportation and sale of food products and culinary products, investigates the causes of food infections and poisoning and develops measures to prevent them.

Scientifically substantiated hygienic requirements in the field of nutrition are being developed in the light of the teachings of the great Russian physiologist Ivan Petrovich Pavlov on the regulatory significance of the central nervous system on the activity of the body.

Sanitation is called practical use wellness activities based on scientific hygiene requirements.

Food sanitation is the practical application of food hygiene requirements aimed at providing the population with safe, nutritious and tasty food.

Every employee of public catering enterprises, and especially a cook, must understand the importance of food and nutrients for the human body, the importance of observing the rules of personal hygiene and sanitary requirements for catering establishments.

It must be remembered that the health of workers largely depends on the sanitary condition and the quality of the work of catering establishments. Timely and accurate implementation of sanitary and hygienic measures prevents the release of poor-quality food, which can cause diseases.

2 The concept and classification of business risks

Risk is an objectively existing element in the adoption of any economic decision due to the fact that uncertainty is an inevitable characteristic of business conditions.

Entrepreneurial risk also has a subjective basis, since it is the entrepreneur who assesses the risky situation, forms a set of possible outcomes and represents the probabilities of their implementation, makes a choice from existing alternatives. In addition, the perception of risk depends on each individual with his character, mindset, psychological characteristics, level of knowledge, awareness, experience in the field of his activity. For one entrepreneur, this amount of risk is acceptable, while for another it is unacceptable.

The classical theory of entrepreneurial risk defines risk as the mathematical expectation of losses that may occur as a result of the decision chosen by the entrepreneur. The behavior of an entrepreneur according to the neoclassical theory of risk is due to the concept of marginal utility. This means that if there are two options, for example, capital investments that give the same expected return, the entrepreneur chooses the option in which the expected return fluctuations are smaller.

Characteristic for a risk situation are such moments as: uncertainty of an event, alternativeness of events, indifference of an event, losses.

In the process of implementing a risk situation, an entrepreneur may incur the following types of losses: financial, material, labor, loss of time, special types of losses.

As the main features of the classification of business risks, it is advisable to use the following features: sources of risk, risk specifics; time of occurrence; scope; Possibility of regulation, expected consequences

The ability to identify, evaluate, optimize risk in time is an important task for the successful implementation of entrepreneurial activities. Business risk management includes the development and implementation of economically justified recommendations and measures for a given enterprise aimed at reducing the initial level of risk to an acceptable level.

As the main features of the classification of business risks, it is advisable to use the following features: sources of risk, risk specifics; time of occurrence; scope; the possibility of regulation, the expected consequences.

The classification by risk sources is as follows.

Production risk is associated with the failure of an entrepreneurial organization to fulfill its plans and obligations for the production of products, goods, services as a result of an unfavorable change in the external environment, as well as as a result of problems within the enterprise, i.e. these are risks that are directly related to the process of doing business.

Financial risk is associated with the financial support of entrepreneurial activity, this group of risks, in turn, includes: credit, currency, deposit, investment, interest, tax.

Cooperation risks arise as a result of the unpredictable behavior of suppliers, customers and partners in various types contractual relations of an entrepreneurial firm, as well as as a result of the impossibility of fulfilling contractual obligations by the entrepreneurial organization itself.

Supply risk is associated with the process of providing business activities with equipment, raw materials, materials, components.

Marketing risk is associated with the uncertainty of demand for manufactured products. It is important for an enterprise to correctly determine how to sell products at a price sufficient in terms of profitability and profitability of entrepreneurial activity.

The emergence of market risk is influenced by inflationary processes, possible fluctuations in interest rates, volatility in the market price of shares entrepreneurial organization in relation to the average fluctuations in the market prices of shares of other enterprises.

Legal risk is associated with the variability, inconsistency of the legislation governing the activities of business organizations.

The risk of development is associated with possible losses in case of non-return of funds invested in the creation of a new production or production of new consumer goods, since the development of new areas in business always carries an increased risk.

Information risk is due, on the one hand, to the quality, i.e., sufficiency, reliability and timeliness of the information itself, and on the other hand, to the ability of an entrepreneur or employees of an entrepreneurial organization to correctly evaluate and use certain information.

Environmental risk is associated with possible pollution of the natural environment by business organizations in the course of their activities. In addition, environmental risks can arise as a result of man-made disasters, accidents in various industries: chemical, oil refining, etc. Currently, many types of transport are a source of increased man-made danger: sea and river, pipeline, air. By the strength of their impact, environmental risks can be very significant, since they affect all areas of the business organization and incur large losses, so their consideration in the activities of business organizations is very important.

The division of risks according to the scale of impact must be carried out for the reason that, along with the risks that are characteristic of most business organizations operating in a particular region or country, there are risks that are characteristic only for a small group of business organizations or only for an individual enterprise. Accordingly, typical risks are events that are highly likely to affect the activities of any business organization, these risks differ in that they are initially predictable and should be taken into account by any company, regardless of the specifics of its activities. Special risks include those that are characteristic only for a given market, market segment, industry, type of activity or for one specific business organization.

From the point of view of the time of occurrence, two groups of risks are distinguished: permanent and temporary.

Persistent risks are those risks that are likely to occur over the course of a lifetime. life cycle entrepreneurial organization.

Time risks are associated with certain operations, transactions that are carried out by entrepreneurial firms for a limited period of time.

By scope, risks can be internal, external and mixed.

The source of internal risks is the entrepreneurial organization itself, these are risks arising from mistakes made when choosing the strategy and tactics of the enterprise.

The source of external risks is the environment external to the business organization, and accordingly, the enterprise cannot influence them, but can only take into account external risks in the course of its activities and adapt to the changing conditions of the external business environment.

Due to the fact that some risks are difficult to attribute strictly to external or internal risks, since the factors that cause them can be located both in the external and internal environment of an entrepreneurial firm, there are mixed risks.

If it is possible to regulate the degree of risk, risks can be divided into manageable, unmanageable and weakly manageable.

Managed include internal risks, since the source of their occurrence is the entrepreneurial organization itself and, accordingly, it can manage them.

Unmanaged risks are the risks of the external environment, which are quite difficult to influence, however, various business organizations in this sense have individual opportunities. For example, a large business structure, unlike a small firm, can influence changes in legislation by lobbying, so one more group of risks should be singled out - these are poorly managed risks.

The classification of risk according to the expected consequences is the allocation of three types of risk: tolerable, critical, catastrophic.

Acceptable risk is the threat of total or partial loss of net profit in the process of doing business.

Catastrophic risk is associated with the possibility of losing a significant part of the property of an entrepreneurial organization, which can lead it to bankruptcy.

The above generalized classification of entrepreneurial risks is rather conditional, since many types of risks are interdependent and interconnected with each other, as noted above.

3 Managing entrepreneurial risk in the restaurant business

In modern economic conditions, any organization inevitably faces various situations, unplanned or unforeseen events, to which it is necessary to adequately respond in order not to incur losses caused by these phenomena or, conversely, to skillfully take advantage of unexpected advantages. When making any decision, the entrepreneur is usually aware of and tries to calculate the degree of risk that may affect the outcome of the decision. The number and variety of risk factors that weaken the conditions for the stable operation of the company are increasing, so the risk management function is becoming increasingly important and is becoming one of the most important conditions for ensuring the economic security of the organization.

Management problem entrepreneurial risk is no longer private, i.e. arising before the management of the organization only from time to time when adopting certain management decisions. The assessment of business risk and the development of programs to reduce it today is part of everyday management work, one of the management functions along with quality management, finance, etc.

Risk management enables an entrepreneurial organization to:

identify potential situations associated with an unfavorable development of events for her, i.e. situations associated with risk, the result of which may not be the achievement of goals;

obtain quantitative characteristics of the possible damage associated with an undesirable development of events;

· in advance, when preparing a decision, plan and, if necessary, implement measures to reduce the risk to an acceptable level;

take into account the costs associated with the preliminary assessment and risk management when making decisions.

Risk management is a specific area of management that requires knowledge in the field of firm theory, insurance business, business analysis, etc. Risk management can be defined as a process of preparation and implementation of measures aimed at reducing the risk of making an erroneous decision and reducing the possible negative consequences of undesirable developments in the course of implementing the decisions made by the entrepreneur.

Until the risk is identified, it is impossible to take any measures to minimize it, so the first stage in risk management is the identification of probable risks. The identification of risks and factors can be carried out in a variety of ways, from purely intuitive guesses to complex probabilistic analysis of operation research models.

In order to develop a program to minimize business risks, it is necessary to first identify potential risks and assess their level. It is possible to classify the risks arising in the course of production activities on the basis of various signs. The greatest difficulties, as a rule, arise in the classification of internal business risks, since external risks affect almost all organizations.

A significant place in the process of business risk management is occupied by the analysis and forecasting of possible losses of resources in the course of business activities. This does not mean the expenditure of resources, objectively determined by the nature and scale of entrepreneurial activity, but random, unforeseen, but potentially possible losses arising from the deviation of the actual course of entrepreneurial activity from the planned one.

When evaluating the risk that an entrepreneurial organization is able to take on and developing methods for minimizing the risk, it is necessary to proceed, first of all, from the profile of its activities, the availability of the necessary resources for the implementation of the program for financing the possible consequences of the risk, relations with partners and consumers, and also take it into account strategy and main goals.

An important step in managing entrepreneurial risk is monitoring the results of implementing a risk management strategy, which often plays a decisive role in a rapidly changing market situation, helping, if necessary, to adjust the risk minimization program in a timely manner and avoid additional risks in the activities of an entrepreneurial organization.

It is possible to single out such characteristics of the external environment as complexity, mobility, uncertainty.

The complexity of the external environment refers to the variability of the factors to which the organization must respond.

Mobility of the environment - the speed with which changes occur in the environment of the organization. Many researchers and managers note that in modern conditions the environment of organizations is changing at an increasing speed, and there are organizations around which the external environment is especially mobile.

The uncertainty of the external environment is a function of the amount of information that the organization has about a particular factor, as well as confidence in the reliability of this information. If there is little information or there are some inaccuracies, doubts about its origin, then the environment becomes more uncertain than in a situation where there is adequate information and there are reasons to consider it reasonable, highly reliable.

When considering the influence of the external environment on the organization, one should take into account the characteristics of interconnectedness, complexity, mobility and uncertainty, which describe factors of both direct and indirect influence.

Any organization is part of a national and international structure. Some companies are more, others less connected with international market conditions, but all of them, to one degree or another, are forced to take into account certain conditions of the macro environment. These conditions include the laws of consumption, the culture of those countries where or from where goods are exported. The above factors of the external environment, both direct and indirect impact, to one degree or another, affect the entire organization of the environment of organizations operating at the international level, it is characterized by increased complexity.

The effectiveness of the existence of an open organization depends on how well established internal and external communications between all its elements.

Entrepreneurial interaction can be defined as a type of economic relations based on joint actions and efforts of the parties, united by a common interest, aimed at achieving their specific goals.

Restaurant business - entrepreneurial activity at the expense of own or borrowed funds at your own risk and responsibility, in the field of restaurant business.

Technologies for the correct setting of the restaurant business are, first of all, marketing technologies. Simply put, the restaurant, as a market entity, is entirely dependent on it, and the success of the restaurant depends on the chosen market niche. Moreover, the technology of determining one's place in the market is more important than the selection of equipment and professional staff, since there will be no one to serve and no one to cook if the institution does not have its own audience.

The success of any restaurant lies in its customers. Therefore, before launching your project, you need to carefully study and analyze the potential client market in terms of priorities, taste and solvency. This will help in placing accents according to the taste preferences of your customers in order to meet their expectations and not shame the “reputation of your apron!” Only by determining the tastes and preferences of customers, knowing what they expect from a new restaurant, and based on the results obtained, it is possible to competently start a successful restaurant business.

The design and design of the new restaurant should be practical and in line with the tastes and preferences of the particular society it focuses on. For example, a restaurant for middle-income segments of the population should not be decorated in a frilly style by the most expensive and fashionable designer. The style and content of the interior should be appropriate for visitors, i.e. be on the same level as them. You can, of course, take bold decisions and spectacular developments, but they should not be reflected in any way in prices or other indicators that can hit the client's pride. These simple solutions will help you win the hearts of your customers, who will not only visit you, but visit your establishment with pleasure.

Now that you have won recognition and a place in the hearts of your customers, you need to do whatever it takes to please them, meet their expectations, and most importantly, keep them.

For example, if a restaurant is planned to be made citywide, then automatically all establishments of this city of the corresponding type and price category become its competitors. Therefore, the future establishment will need to somehow stand out against their background (interior, cuisine, special offers. However, it is necessary to know which factor for future visitors is decisive when choosing an establishment: it can be, for example, the interior, or the quality of cooking, or musical accompaniment.

For example, if the price category of the establishment is high enough, then it should be combined with waiter service, rich or original interior and a good level of cuisine. When any of the links falls out, for example, in an institution with a poor interior or cheap-looking furniture, a weak ventilation system, then the visitor will have a fair doubt about the expediency of high prices on the menu.

The choice of the location of the restaurant is characterized by great responsibility. It is the location of the future institution that is one of the most important, and often the dominant factor in the success of a business in this industry. Moreover, if initially the place was chosen unsuccessfully, then correcting the mistake is a non-trivial task, most often embodied only through the “reopening” of the restaurant in another place with a huge amount of costs.

The main principle of choosing a place for a restaurant is to bring it as close as possible to the consumer. That is, the premises should be located near the potential consumer's habitats (near the house, next to work, when walking around the city, etc.), it should be transportable and easy to find.

There are situations when the developed concept of the restaurant, based on the results of its implementation, did not justify itself, or after some time it simply became outdated, then it needs to be changed. (Because interest in the institution may approach zero)

Sometimes a change of concept is the only solution that allows a restaurant to stay afloat. In a sense, it will be a different restaurant. It will contain a new idea, developed for it new concept. Sometimes, apart from the location, little is left of the restaurant. And this is a significant problem. Whether the restaurant was successful or not, it has already become known to a certain circle of potential visitors. Those who have visited it, or heard of its existence, have certain ideas about it. In this case, in order not to lose regular customers, it is not necessary to change everything cardinally. First you need to first find out what actually needs to be changed in an existing concept. Successful restaurants regularly update the menu, make changes to the design of the hall, and constantly improve the service system.)

You can come up with some zest for the restaurant. Moreover, so strong that they wrote about it, talked about it. In addition, in the future, it can continue to work for a long time, attracting more and more new customers. Until saturation sets in, as from any product. In any case, in order for the new image of the restaurant to work as quickly as possible, it is necessary to actively introduce it into the minds of future visitors.

enjoys great popularity souvenir products: branded matches, lighters, glasses, decorated in the style of your restaurant, etc. Naturally, each item should have a brand name of the establishment.

A variety of restaurants, menus and other factors may result in the loss of regular guests for your establishment. (The risk of losing customers).

The competitiveness of the enterprise is ensured by the high professional level of employees. The desire to get the best or at least high-class chefs, waiters, bartenders is the sharpest weapon of competition in the restaurant business.

Work with regular customers. A system of accumulative bonuses and discounts with the use of plastic cards is widely used. The rules are simple: the "honored guest card" is credited with 10 percent of the bill in the form of bonuses, and when enough points are accumulated, the card can be used to pay for lunch. Or, the client is given a permanent ten percent discount, for example, for a "big bill". It is possible to develop so-called marketing questionnaires: the guest leaves his date of birth, postal address, food preferences, etc., and the establishment, in turn, sends personal invitations to parties, wishes you a happy birthday, etc.

Diversity of cuisine is also a kind of strong point in the active policy of attracting and retaining visitors. You can provide a business lunch service, offering several periodically changing set menu options that can satisfy the needs of different categories of guests, which are very popular with restaurant regulars. Sales of business lunches can be up to 40% of the total revenue of the establishment.

Like any other business, a restaurant business requires a business plan, management, market research and development of your own strategy.

Taking into account potential visitors, a restaurant profile is being developed. The profile of a restaurant is determined by its concept, which characterizes its image associated with a certain market segment: casual, children's, ethnic, etc. The concept must meet the specifics of a particular area, which determines the design of the institution, the menu and more.

Of course, for the successful functioning of a restaurant establishment, the quality of food, menu, level of service, price, atmosphere, management are important, but the most significant is the location. Among the main criteria by which a place is chosen for a restaurant, the following categories can be indicated:

demography - how many people live or come to a given area (microdistrict, which is located within the service radius of the institution);

the average level of income of such population;

whether the given area is a developing area, or, conversely, is in decline, affecting its infrastructural provision (sewerage, drainage, etc.);

convenience and accessibility in terms of transport connections and parking opportunities;

catchiness - is it easy to see and distinguish the restaurant from other similar establishments;

attractiveness - how hospitable the institution will seem to passersby and travelers;

location - how pleasant the surrounding facilities seem to be.

With proper organization, the activity of the enterprise can bring considerable income. To do this, when organizing this kind of business, it is necessary to take into account a number of specific features. These include:

1. Supply and demand. Before creating your institution, you should carefully study the market, analyze the activities of competitors, evaluate the feasibility of your ideas. It is not very wise to open oversized hotels in places of low demand (small settlements, countryside, etc.). The services offered should be proportionate to the interest of potential consumers.

2. A very significant start-up capital. At the initial stage, the organization of such activities requires serious financial investments, this is due to the cost of building or purchasing premises, repairing them, furnishing them, purchasing the necessary equipment, accessories and products, recruiting and training personnel, and conducting an advertising campaign.

Uneven demand for services. Hotels enjoy increased popularity during events in the region mass events, such as sports competitions, concerts, large-scale city holidays, etc. If the hotel is a resort type, then there is a seasonality of visitors' interest. The largest influx of customers in this case is expected at the height of the holiday season.

Direct dependence on reputation. Undoubtedly, the reputation in this business to a large extent creates demand, which develops into profit. Reputation is built on the basis of the work of the staff and is stimulated by advertising.

The impact of the level of service delivery on pricing policy enterprises. Depending on the level of quality of the services provided, accommodation and catering enterprises are assigned a certain category, for each of which there are price norms. Adequacy of prices is one of the keys to the success of the restaurant business.

Among the mechanisms for increasing demand, the following can be distinguished:

2. Discounts and promotions ( regular customers, groups, etc.).

The possibility of booking places, tables on favorable terms for the client. Impersonal booking of rooms or tables increases the comfort for customers when working with your firm.

Awarding bonus points to visitors. Not a bad move - opening a bonus account for each visitor in the company's database. He can later use bonus points from this account to pay for the services of your company in further cooperation with it. At the same time, the client creates a feeling of owning something material, and in the future, when choosing a provider of such services, he will have an incentive to contact you again.

Increasing the quality of the enterprise. If the quality of service does not meet the expectations of the visitor, then all the above activities may not give a result, and the money, time and effort spent on them will turn into dust.

Based on the foregoing, it can be argued that the priority in the restaurant business should be to determine the highest possible level of services provided, which in the future will bring reputation and profit.

The main risk of any business from the service sector is poor quality service. Neither mass advertising, nor the laudatory odes of acquaintances are able to return a person to the restaurant where he was poorly served. Conversely, a person is more likely to return for a pleasant service even to a place where the kitchen made a mistake in the dish, but the service staff smoothed the situation.

Let's see why people come to a cafe / restaurant? Relax and talk, have a tasty meal, change the environment (each person has his own priorities, but these are the main goals). Therefore, for a restaurant guest it is important:

) feeling of comfort,

) high-quality and tasty food.

This is where the main risks lie. The human factor can be fatal for any restaurant: the waiter is not in the mood for bad service, the cook with a low salary is offended by the owner and cooks without interest and soul, the inattentive administrator did not bother to replace the employee who went on sick leave and as a result the staff cannot cope, guests waiting and anxious.

Therefore, it is important that each of your employees be interested in the overall success, love their job and hold on to their workplace.

The third, no less dangerous risk is dependence on raw material suppliers. Even a talented chef will not be able to prepare a high-quality dish from low-quality products, so you will need to regularly monitor the market, get acquainted with producers, and look for good products.

The restaurant business is an area of business where sales can only be guaranteed by the high quality of the product, and we remember that the product of a restaurant is atmosphere, service and cuisine.

Only when all three of these components are on high level(not to be confused with expensive, because even in an economy class pizzeria there should be no flaws), success is guaranteed.

The crisis overtakes the restaurant business not immediately, but in waves. Still, going to restaurants is largely a matter of habit, and even with financial problems, people will maintain it for some time. Expensive restaurants will be the first to feel the impact of the crisis. Still, the issue of money for customers will come first and they will simply eat at cheaper establishments. In addition, even wealthy clients who do not want to give up visiting elite establishments are likely to significantly reduce their expenses in them, and begin to treat expensive delicacies with more restraint.

Description and photos of the room<#"882156.files/image004.gif">RUB 15,300 RUB 20,000

Application No. 4

Scheme of the market concept of the restaurant business