Brief history of Fastfud in Russia.

30.06.2020

Is there a fast food in Russian cuisine? Journalists of NTV addressed this question. Well, let's think and talk.

We want it or not, but Russian cuisine is forced to compete with other national cooking. This competition is not easy. But you do not think you seriously, what, say, Japanese or Mexican cuisine is richer and diverse of our Russian? However, that and the other conquered the world, present in restaurants in each more or less self-respecting city.

Why? Yes, because they, on the one hand, are technologically enough, and on the other, they are expressive and worn unique, nothing is comparable. Okay, "sushi" and "Tex Mex", it is still cooking. But what opinion dominates among employees of a mass catering regarding our dishes? If you do not know, ask your friends. Opinion is very simple and unequivocal: "Russian cuisine is tasteful and inexpressive. Unlike Caucasian, she does not attract customers. "

Have something to argue? We have. Never and anywhere popular among the public eating in establishments " fast food"There was no criterion for the quality of cooking. Otherwise, the real capital of international cuisine would be not Paris and London, but Istanbul and Beirut. Real cuisine is not chasing cheap popularity. Well, say honestly, whether fua-gras and asparagus with cheese becomes the leader of Fastfud. But this is not just a menu of expensive restaurants. This is also part of the usual diet of the normal French family. Forgive me for disrupting, but under the word "normal" we mean the family, whose ancestors have long lived in France.

So with our traditional dishes. Numerous experiments on their adaptation to fastfood, whose apotheosis has not been a marked "Russian bistro", demonstrated full fiasco. And this is not a business model problem. Just Russian cuisine has always implied a serious attitude towards himself, the knowledge and skills that need to be attached to achieve the result.

There are cookies in the world adapted for mass use, and there are also those that require certain training from customers. This is the same as with painting. There are glazing and sewers who like most, and there are Korovin, Makovsky and Filonov, to understand something to know something and feel. So with our gastronomy. We are convinced that she is not destined to become a product of Fastfud. It is not suitable for this or in content. The fate of Russian cooking is to become a good national cuisine, along the world's capitals with other promoted brands. But the competing with them is not on the site of mass or tourist food, but among the so-called "Slow Food", a thoughtful and leisurely acquaintance with new gastronomic tastes.

I am glad that I was able to comment on this in the new film Sergei Malozov "Fast Food" (from the cycle "Food Live and Dead") on NTV:

In the Russian Fast Food market, after foreign brands, both domestic operators began to develop.

"Startog! S"

Direction of hot dogs in Russia since 1993 develops Marcon. At first she worked with Danish suppliers of sausages and her kiosks worked under the sign "Steff."

After unsuccessful negotiations on the organization of the production of semi-finished products in Russia, partners broke up, and Markon's network began to work first under the brand "Stop-Top", and then got the name "Startog! S", which is its own development of the company. The main principle of the company is the sale of snacks, "which can be one hand." In this segment, in addition to the "Startog! S", there are sellers of non-neuroded hot dogs, shawarma, pies and other small snacks.

But, according to business owners, it allows them to avoid competition with powerful representatives of the hamburger segment and sandwiches working in Russia. As for Shawarma, it is so much in Russia that makes a branded product from it difficult.

Like other owners of network brands, "Startog! S" actively sells a franchise, which is in demand among small traders with kiosks near the metropolitan stations. In addition, the company trades hot dogs at gas stations. At the end of 2010, the Network suffered due to the reform of street trade in Moscow, which the mayor of the capital, Sergei Sobyanin, started. Moscow franchisees were forced to close 50 Startog! S points out of 150 points. As of December 31, 2010, the Network "Startog! S" in Russia and Ukraine numbered 404 points of sales.

"Teremok"

The rate on traditional Russian pancakes allowed the company "Teremok - Russian Pancakes" to quickly become the fourth largest network of fast food institutions in Russia - after McDonald "s,

Until 2001, the Teremok network worked in one niche with "Startog! S", developing only street kiosks - the network included 20 points. And then began to open restaurants in inpatient rooms, on the Food courts of shopping and entertainment complexes and in separate buildings in the cafe type. By the end of 2006, Teremok numbered 108 points in Moscow and St. Petersburg, of which 65 are street kiosks. From the sale of the franchise, management quickly refused, realizing that it makes it difficult to control the quality of products. In addition, as it turned out, the franchise does not guarantee the conscientious work of the franchisee to promote the brand.

In its development, the company relies, first of all, at the premises in the composition of the food courts of the conceptual TRC, which still limits the area of \u200b\u200bdistribution of the "Teremkov" by the cities of million people. In Moscow, as of the beginning of May 2011, about 100 institutions of "Teremok" functioned, in St. Petersburg - about 90. According to the founder of the company, Teremka has chances to enter the international market, making Russian pancakes in the same popular fast food Like Italian pizza.

"Crumb potato"

"Crazy potato" began with a network of autochet, which in 1998 decided to create entrepreneurs in Moscow Andrei Kononchuk and Vitaly Naumenko, registering the company "Technology and Power". As a basis, they took the Turkish street trade experience and decided to offer Russians to the theme of the Kumpier dishes popular in Turkey - a potato tuber, stuffed with salad in foil.

In 2007, the Kroashka Potato network entered the three strongest concepts in the Street-Food segment with a turnover of $ 60 million. In the same year, 30% of the Russian network for $ 36.2 million was bought by Amrest Holdings, KFC restaurant operator and Pizza HUT in Poland. By this time, the "baby Potato" managed 180 objects with revenue of $ 70 million as of early 2011, in Moscow, the network has 73 stationary cafes and 186 street points, in St. Petersburg - 26 points (mainly in the Food courts of the TPC), on Ukraine - 13 institutions.

"Tea spoon"

Competition of single-format (specializing in one form of Fastfund) Russian networks is more notable to all in St. Petersburg - in the pancake traditional segment for Russia. There are five players at once - "Teremok", "teaspoon", "in the mother-in-law on pancakes", "damn! Donalt" S "," Rubles ". Most successfully with a federal player of the pancake market" Teremkom "competes" teaspoon ", Created by businessmen Boris Krupkin and Mikhail Augustine. They managed to build the largest regional network of 62 pancakes.

In other regions of Russia, pancakes love significantly less and the situation is not so unequivocal. For example, in Siberia, the Peter Network "Tea Spoon" failed. In order to avoid direct competition, specializing in similar products of the company try to position their institutions in different consumer niches, which is reflected in the breadth of the range and middle check.

From the point of view of filling the Food Court zone, then some places are given to the usually known and promoted brands for which rental rates will be lower than for other operators.

Such "anchor" brands most often include such institutions as McDonald "S, Teremok, Rostik" C-KFC, Potato Crumb.

Fig. one. The growth rates of the largest Fast Fud operators in 2010

Fig. 2. The number of new points of the largest operators of Fast Fud in 2010

From fig. 2. It can be seen that the most points last year were open to the Kroashka-potato companies. The Fast Fad market has consistently passed through crisis phenomena in our country in comparison with other leasers (with the exception of product discount anchors). While the aggregate revenue in many operators fell, the revenues of operators of the same food court, on the contrary, grew - according to various data, the growth was about 20-40% in 2009. This explains in many ways the fact that over the past year a significant falling of rates for food courts was not observed.

Many of those who went to fast food, did not because there are fun and tasty, but simply because they had no money for visiting more expensive restaurants. These people were the first to start saving on food outside the house. Already in the late spring, fast food began in establishments as crowded, as before the crisis. From there, the poorest consumers left, but they were changed by "refugees" with higher levels of the restaurant pyramid.

For example, many office workers now prefer lunch in Fast Food for 100-300 rubles. Business Lunch for 500 rubles. In the restaurant of the average price segment. By the way, in the latter, from the beginning of the crisis, the revenue decreased by 20-30%. In expensive institutions - and at all by 30-50%. At cheap - only 10-15%. Approximately as much as the market participants estimates, the average check has decreased.

Recently, trends can be distinguished that are observed in the Fast Food market both due to the deterioration of economic situation and not depending on the crisis.

According to Praedium Oncor International analysts, for the last year, Food Court operators for the most part have not experienced a reduction in visitors flow. At the same time, in some cases, the fast food points pulled the clients of restaurants and cafes, i.e. You can talk about a certain displacement of visitors' streams from more expensive formats towards more economical.

At the same time, the number of visitors to high-quality shopping centers is increasing, for which the scheme is characterized by the "first food - then shopping", and not vice versa. As a rule, most of the classic concepts of shopping centers assumes that the visitor will first make purchases, and then will go to the Food Court zone, but recently the opposite picture is often observed. This can be facilitated by an increase in the number of office employees who go to shopping complexes for lunch, as well as the growth in popularity in young people, for which Food Court is often perceived as a zone for meetings. All this indicates the growing value of the Food Court zone as one of the main anchors forming a significant part of the flows.

Against the background of this, it seems quite logical, which, based on the examples of the largest and iconic shopping centers, there is an increase in the number of operators, as well as the shares of the Food Court zone as part of these trading facilities. So, for example, in the shopping center "Vegas" planned a zone of restaurants and cafes of 9000 m 2, and in the already functioning TC Metropolis there are about 19 of the Food Court operators. Over the past few years, the average share of Food Court and in general, the power zone in the largest trading complexes gradually grew, which is reflected in Fig. 3.

Fig. 3. Increased food court in large shopping centers

Nevertheless, despite the growth of the Fast Food market, there is still a tendency of the complexity of entering major quality trading facilities to operators with a little-known and non-promoted brand. Markded shopping centers plant mostly proven and popular from visitors to operators. In general, oddly enough, in the Russian Fast Fud market, only a small part of famous world brands is still presented, which allows us to talk about favorable prospects for the release of new foreign networks to the Russian market. This is confirmed, for example, a very successful opening of international network points. Burger King. Even in the crisis period. Given the high degree of competition in the Western European markets, the arrival of large foreign operators in Russia looks quite natural and appropriate.

As noted in the study russian market Fast food restaurants conducted by RBC.ReSearch analysts, the most common institutions of fast food are visited by respondents living in Moscow and in Yekaterinburg (3.6 times a month).

Essentially less often, namely 2.2 times a month in fast food restaurants attend surveyed residents of cities with a population of less than 500 thousand people. Among the cities millionaires, the rapid food institutions of Samara and Chelyabinsk are also quite rarely visited (2.4 times a month). The surveyed Russians when visiting fast food restaurants spend on average 217 rubles. The costs of respondents from Moscow and the Moscow region are higher and amount to 2444.6 and 239.9 rubles, respectively. In Samara, a similar indicator at the level of 230 rubles. In other millionaire cities, medium costs for visiting fast food restaurants range from 209 to 219 rubles.

The middle check of visitors Fast Food restaurants also depends on their income. So respondents with income more than 40 thousand rubles. Inclined to spend in the institution of fast food (fast food) just over 255 rubles, while respondents with income up to 20 thousand rubles. from 215 to 220 rubles.

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Studies of the Agency "RBC.ReSearch"

Currently, in Russia, the most developed format of the network market of catering is the Fast Food segment, which accounts for about 30% of all network restaurants in the country. Today, 99 fast food operators work in the Russian Federation, which are managed by 3,788 network restaurants. The dominance of the stationary fast food institutions is quite substantiated. Already the first year, Fast Food restaurants demonstrate truly stunning growth rates. About half of all discoveries of network restaurants from April 1, 2013 at the end of April 2014 were produced at the expense of the Fast Food segment. During this period, 727 Fast food restaurants were opened in Russia (Fig. 1 ) .

Note that, in general, from April 1, 2013, at the end of April 2014, 1528 new restaurants of all types of concepts opened in the country.
Fast Food segment boom against the background of slowing down the pace of expansion of network projects of more expensive formats is due to negative macro- and micro-economic processes that strengthen the trend of rationalization of visitors (desire to save the role of the price factor when buying certain services). Reducing the growth rate of wages in the public sector, an increase in interest rates, a high level of ledity of the population, the slowdown in the country's economic growth in the second half of 2012 and in 2013 - all these factors had a negative impact on the pace for the development of the catering market (Fig. 2 , 3 ) .

According to Merab Ben-El (Elashvili), President "G.R. Planet of Hospitality "and the head of the Russian Franchise Association, today you can observe some visitors offset from more expensive formats of restaurants towards institutions with democratic prices.

At the same time, international networks show the highest growth rates. So, 4 of the 5 most dynamically developing players have the status of international networks. Among them, SUBWAY, MCDONALD'S, Burger King and Baskin Robbins. Note that the leader in the stationary fast food market is the Subway network, under the control of which there are already 617 network establishments operating in Russia (Fig. 4 ) .

In second place in the ranking, the ex-market of the market is located (by the number of network establishments) - McDonald's network, which has more than 440 fast food restaurants in Russia. The Troika leaders also includes the Tomsk network of ice cream ice cream "33 Penguin". With some lag behind the troika leaders, the network of Baskin Robbins. Currently, 325 network establishments are under the control of this brand.
The Russian Network Fast Food Market, despite the rapid dynamics of development, demonstrated over the past 2-3 years, has not lost its potential. According to Merab Ben El (Elashvili), comparing Western countries and Russia, it can be said that the domestic fast food market is only beginning to be born, since the number of public catering enterprises is significantly lower than in European countries and the United States.
However, as a result of the consolidation of networks, accompanied by their expansion to the regions of the country, Russian restaurant projects are beginning to give up to world leaders of fast food. Thanks to the active development of the franchise market, as well as the accumulated experience in the United States and Western European countries, global networks begin to gradually push Russian restaurant projects. This applies primarily by the networks of "Teremok" and "Potato's crumb". Despite the focus on the Russian consumer, the workshop of the menu, which takes into account the national flavor and traditions (pure Russian products - pancakes and baked potatoes), these networks lose their position on global players annually.
Thus, the rapid pace of opening of the Burger King restaurants, as well as the marketing activity of the global brand led to the loss of the position of the Network "Crazy Potato": the domestic project gave way to the American network of the fourth position in the ratings of the most famous and visited fast food restaurants in Russia.
Unlike Russian fast food restaurants, the position of the McDonald's network is unshakable, which is no longer the first lines of the rating of the most recognizable and visited fast food restaurants. And it's not only a wide representation of the network, which today has more than 440 restaurants in Russia. High quality standards, as well as the competent marketing policy of the network today are the main factors of popularity of McDonald's, which is confirmed by statistics. So, over the past six months in the American network, 77.9% of the respondents of fast food lovers surveyed (Fig. 5 ) .

When choosing a fast food restaurant, 53.9% of Russians prefer McDonald's, which confirms the high level of loyalty of visitors to the American burger network.
However, the network and competitors of the Network are quite quickly increasing: KFC, SUBWAY and Burger King. Operating franchise development strategies, these global brands have significantly expanded the geography of the presence in the country. Over the past year (the first quarter of 2013 - the end of April 2014) network made a significant leap in Development: KFC, Subway and Burger King opened 37, 147 and 83 new restaurants in the country, respectively. However, a fairly high opening indicators demonstrates McDonald's - for the same period in the country, 85 new global brand institutions opened in the country.
According to RBC.Research experts, the high dynamics of the development of McDonald's and strengthening the brand contribute to the preservation of the separation between it and its closest competitors on the indicators of fame and network popularity. So, if there are 78% of Russians at least once in McDonald's restaurants, 78% of Russians have snacks, then similar indicators on KFC networks, subway and Burger King were compiled according to 47, 37 and 34%.
In the ranking of the most visited fast food restaurants, this gap also looks rather impressive. So, we repeat, in McDonald's usually snack 53.9% of the visitors of Fast Food restaurants. In the restaurants-competitors of the network, the same indicator is significantly lower than - KFC, subway and Burger King are usually visited by 24.4, 13.5 and 12.9% of fast food faders, respectively. They are trying not to lag behind and competitors - "Babe Potato" and Sbarro, the same indicator of which is at the level of 9.6 and 6.3%, respectively.

Inga Mikalayan,
senior analyst RBC.ReSearch

Fast food - What can be easier? Cutlet, boob, tomato in combination with minimal service. Only some - queues and Haip, have others Fast Finish? The problems are all there, - vague concepts, "guests" instead of understandable customers and complete lack of clarity in marketing steps. " Fast food"Not so simple as we would like ...

In the photo: Denis Yakhno, Concept-Bureau, Strategic Consulting

In 1974, Ray Krock, the founder of McDonald's Corporation asked to speak in front of the University Student Group in Austin. Then Ray asked students:

What is my business, what do you think?

Everyone laughed, but no one answered, everyone understood that Bigmaki, what else?

He repeated - so what, in your opinion, I have a business?

Obelchka found: - Ray, who does not know that your business is Bigmaki?

Ray smiled

- I expected such an answer approximately.

- Ladies and gentlemen, my business is not burgera. My business is real estate.

Highly good example, clearly showing why in Russia there is no competent, successful fastofud. Just people traditionally confused white with wet, and then for a long time, it was truth for a long time, while McDonalds develops surprisingly and envy to everyone.

So what's the point? Where does clown and other details from?

A very long company worked on children, once choosing them with its most important target audience, and built a whole world for them. What do you remind you of a logo? Do not suffer long, these are no arches, and not even stylized letter. This is a circus style! Stella McDonald's and Stella of any circus look almost the same. And the circus is that before the advent of the smartphone, all the children were loved on Earth, and powerfully and in walking.

When we go to Fudcourt or approach the street to the building of the famous burger, we see bright lighting, so much that everything else is fading, there is no longer anything else anywhere, only in McDonald's and ... right, in the circus arena. Inside production is highlighted significantly brighter than in the hall. Light attracts not only mosquitoes and moths, he also attracts people, and even children and doubt. From here and clown.

McDonald's quickly loose, that if the child wants something, adult will pay. Therefore, the children bought, and adults paid, and so there were many decades in a row. McDonald's expanded his presence everywhere where only you can, incredibly successfully issuing tactics for the strategy.

Crook did not lie, the essence of his business in real estate. McDonald's goes to a place with one price, after a while in this location, through its influence on the society, business begins to grow, the price increases at times, and even ten times, after which the company sells real estate to its franchisee, fixes profits and then again and In addition to new lands in one price, earning an incatch and on the burgers, and further, sorry for the tautology, along the circus circle. So it always happened in all countries of the world. By the way, it should be noted that a similar strategy also works for Benetton, and several more large brands. McDonald's factories were built exactly according to this model.

But everything is once starting to change

With the advent of the smartphone, the property is no longer at such a price, the circus for children is not particularly interesting, but "small" so generally do not know what it is. So McDonald's has problems with communication.

Three years ago I wrote in my blog that if McDonald's would not change the logo, his business waiting for the collapse. All then only laughed, but the decline of visiting in the 2017 styling with their faces is even similar to the smile. McDonald's sold part of the property and showed shareholders a profit growth. But if someone rushes, then rushing. Uber Eat decided to help McDonald's to wait for bad times and signed an exclusive contract with him. And everything seems to be all happy, but ... the logo is the same, the clowns are all there, and the Arena is as bright. It seems to have won the time to convert, but does McDonald's know what to do next?

Big question. Judging by how the "Burger King" presses his contents, not so simple. Children in smartphones, clowns forgotten, and Logo McDonald's nothing understandable expresses.

A small case clearly showing the one who continues to steer the world, and who to reserve. Without penetrating the holyness of the Stern Business, without learning the rules of the game it is impossible not to build a successful fast food, but even to be like it.

By the way, to look like someone, you must first know what to like. We will continue to "disassemble" the giants.

Imagine that the wizard flew in a blue helicopter, gathered restaurateurs and announced that now they do not need to be wary of the kitchen issues, their task is only to sell, that is, engage in marketing and sometimes by the service, and everything else solves this helicopter. Here is a wilderness, for most impossible gift, although, in fact, so soon and happen everywhere ...

What is the "joke" catering? The fact that a successful business combines at the same time three areas of activity, and completely different: production, service and marketing. And in each you need to be a pros in order not to fly.

The service is thin and poor can be dealt. Now the main criterion of a good service is high speed, everything else is not so significant.

With marketing the same - people began to think the same, iPhone replaced the brains to most. But what to do with the kitchen - a big question, I wrote about the qualifications of cooks on Tuesday.

And it seems to be nothing to do, but it's not at all. The fact is that the "removation" reached our backward industry. Now advanced businessmen stir orders in factories - kitchens like potential competitors. Who exactly? Yes, everything is in a row, mostly, of course, the network, there without brainstorming business is dangerous. The world becomes so multifaceted, and if you are in something specialist, then it should raise my qualifications daily, for all the rest and effort does not remain. The task of modern business is to keep afloat and develop, so one do one, and others are different. Why do you mean by the fact that others do better?

Recently, more and more projects arise, the owners of which initially build strategies from third-party kitchen factories, whether it is blanks or finished dishes - Depends on specific cases, but the fact that this phenomenon becomes large-scale is an absolute fact. So the wizard can not wait, the phones factories can throw out who needs, thank God, they are already enough.

And now again about McDonalds and Burger King!

The poppy is always before entering the market, builds a big factory-kitchen and then runs from her, the strategy of the BC is fundamentally different, it marks the billets in other places, and then in its restaurants only collects Burgers to one whole! Now the clown is not the best of times all over the world, the king splits them in the fluff and dust by their marketing. After all, it is not necessary for anything else, speed at the level, and the production and warehouses on the conscience of partners!

In short, you decide whether to live in the old way, poorly, or in time time - beautiful and rich!

Well, with the followers of Uncle Sam somehow sorted out, and what are our doing, what compete?

In the market, the facial passion for fast-causal. It seems that it was not that it was not, and now he has now appeared and will save the world. Of course, the majority of "placing" on the word "Fast", without sobering what it means.

Somehow was at a meeting in one famous shopping center. The man did something like, seemingly resembling an ordinary restaurant, but only on Fudcourt, and for some reason decided that this is also a fast-causal. In short, global misunderstanding of the essence of the segment, which often leads to losses.

So what is Fast Casual?

The segment consists externally from the two concepts of Fast and Casual. To the fastfood in entrepreneurs a long-time intolerance, such as fast food, it means harmful and expensive in the organization, so we take a part of the Fast and add to anything. So think, sorry, almost everything. So fast it means quickly, but Casual means everyday life. That is, fast-causal is everyday food, but very fast.

Everything, probably, know the Torror Grill network. No longer Fine-dive, no longer a mono-product, and at prices are far from premium, and therefore, a well-stitched Causual dive, exactly what you can eat daily and is the main thing - quickly.

Already wrote more than once that from the order before the appearance of a dish on the table takes a little more than five minutes. I repeat, this is Cezhual diving of our time, when the time is the most important resource of the average guest. Came, hid, for all time spent half an hour. So, the fast-causal is about the same food, but much faster. The average time that a person is ready to wait for the preparation of the dish is from 2 to 4 minutes. Impossible? - I hear immense responses. Come on! As perhaps, just need to know the sequence of processes and optimize them. Processing approach in the publication - Rivne about fast-causal. We do not know how to ask, do not want to ask - do not bother.

Points of Fast Caushao on Food Corts at all with a light hand of the landlords appeared. This is a common trend of the market, but if you do not want to lose the giants of Fastfud in the struggle for the buyer, deal with Fast Caushaw, and believe me - it's not so afraid of damn it, like his little.

And how in a famous song it turns out: "I wanted to do the iron, the elephant turned out to be suddenly ...."

So, what a fast-causal, we dismantled, now the queue for fast food.

Although that here is looking for this, restaurant, but only fast. And here is not!

The restaurant differs from Fastfud to many, above all, the segment. The restaurant is a segment of catering, and the fast food is a retail segment. The misunderstanding of this fact leads to Fiasco. Well, the main difference is the size of mandatory investment, - in Fastfud they are more than more.

What is, in fact, Fast Food?

When you come to Fudcourt of any shopping center, you see a lot of fast food points. Little, whose crowds of the people. And sometimes among the well-known brands, an unbroken showcase comes across the lack of people from the Cass - this means that the owner of this point "bought" once for long turns on Fudcourt.

So, the point on Fudcourt or on the street is not a self-sufficient unit, and the head of a huge hydra with hundreds of heads and a powerful body. Fastfud is based on powerful marketing and high-tech production, which is customary to call the factory-kitchen. Marketing of famous brands knows everything: what should be the light, which colors, knows the habits and addictions of the target audience - from clothes to toilet paper, and hundreds of other little things and nuances.

In the fall of 2017, one Russian fast food network broke out with a rapid condemnation of all the TPS, which, in her opinion, promote foreign brands, and the Russian, on the contrary, they rush or in generally dodge away from Fudcorts. The noise rose unthinkable, and as a result, this grid was very successfully propiaried by typing additional millions to the revenue. Honor and praise those who were able to win time and scores in the world race for the attention of Follovier.

From this follows one of the most important conclusion. The word "Fast" means a fast stream, not fast drops. The stream is always a retail, which is now tearing the country to pieces at the same time toughly take away any piece of restaurants that continue to not fall in pink dreams of guests, chephs and burgers. In their opinion, if there is a turn in the bigmatic, then it is exactly because the trend has changed, "they put Burger and everything will be done, but they even do not care about the parts, to understand what his jokes.

Ready to argue with the fact that at least half of the conversations of cooks and managers in restaurants are devoted to the best Burger! Cutlet, boob, etc. It seems that now every restaurant is obsessed with a bicycle creation project.

The point here is what. Burger consists of cutlets, bread, tomatoes, salty cucumber and sauce. This set is mandatory, addition can be any. All burger, fast food and restaurant networks, as well as well-known incident projects, in a word, the main mass of the catering is working on cutlets, which are published by Marr, Miratg and Praimbif. Independently, minced little one is preparing, spending on it hands and time, it is important for business to make money, no more.

About bugs for burgers Some conversations. The temka is engaged. You can not imagine, at what speed are other restaurants in search of the best cheap bread. This bake is there, oh, expensive. This cheap, but complete g ... Mad dog seven wool is not a hook, and at that time the restaurants without glanity are sadly lived by their age. And again, all the same catering companies buy bells in the same places - at Lantmannen Unibayik and "East Bolt Rus."

But that's what I never heard is disputes about the quality of sauce in Burger. But this is exactly what they differ! The cutlet is one, the fender is one, and the sauce is different. And here the battle for the guest unfolds. Who sophisticated will come up with the taste of sauce, he will come to leaders for a short time, because then someone else will come up with a sauce more interesting. So year after year the wheel and spins the giants.

If the restaurant wants to do business, and not creativity, you need to force myself once and forever to adopt the experience of large companies, try to work as well as they, to take the best, embed brains into the earning system and urgently stop the burger "survey". The bike has long been invented! It's time to go on it to learn! But this is for smart who, by the way, do not want to compete with anyone and therefore came up with their own "burger" in the spathe of the nameable Shaurma. Therefore, smart and observant in Favor, and everyone else is known where!

Shawarma and all that, no longer one decade, remains firmly in the ranking of high sales, but for some reason until recently it was deprived by the attention of large players. In the course, everything is already - burgers, pizza, sushi, - but shawarma, type, on the backyards, although attention to it does not fall at a simple population that year. The reason on the surface is simple and understandable food for quite inexpensively.

Ask restauchors, do they want to invest in the development of this market? I know the answer in advance, not fashionable, and the public, just say, so-so ... yes, yes! First of all, restaurateurs think not about profits in their pocket, but about the enthusiastic public to their product. Vanity - our all at all times!

However, the youth chooses Shawarma! IN social network VKontakte exists a rake of Shawarma in Moscow, where young consumers discuss it, put assessments and carefully follow the development of this direction, which is about to become a trend. Large observational companies for which the strategy is fundamental to developing their business, also carefully watch what is happening!

Now a little dry statistics!

Only in 2016, 16 million migrants drove into Russia, mostly from Central Asia. What do people eat from there? That's definitely not a pork, which is often included in the mince for burgers. They know it, and therefore they do not really trust the assurances of the networks that there are no pork in their stuffing, and they are running into the rams and KFC. Go somehow on Friday evening to the famous Chicken Fast Food - in Dushanbe, probably, the same concentration of the local population, if not less. I think, those who are responsible for the strategy of this brand, the same thoughts appear in their heads - one can expand the range by shawarma and kebabs. Migration continues, and visitors want to eat!

Economy! Attachments in rammed minimal. To organize one stationary point of 60 meters, the amount that pays for the year is needed. Well, let's tell me where there is still such an enviable model?

So let's look around and a little further your nose. In business, it is not important what people say about you, but how much gold in your pocket. While it is under your feet, but it may soon end, as observant is also very active!

If everything is so simple, then what is the problem of Russian fastfood?

So the fact of the matter is that the majority believes that if "every cook is able to manage the state," the Fast Food is generally simpler. This phrase was invented by the leaders of the Bolsheviks for propaganda, issuing Lenin for the quotation. In fact, he said the exact opposite. Well, he was not an idiot ...

In August, I turned to me an old comrade with a request to discuss the ability to create a chaurma network, which he became interested after I told him what he wrote above. We sat on a bench in the square and talked to souls. The essence of his question is such - he is a strategist, but he wants to do the retail business, while it perfectly understands that the operating department "ships" if it will do it himself. What to do?

This is a service, not a service, I told him, already having such an experience. Now on the market to the Khrena tactics managers who see life, maximum, a month ahead. They cost inexpensively, you can always scant out of some grid. They know how to communicate with the staff in their own language, do not pay on time to suppliers, so that it does not hook the owner, communicate with the authorities and even put the processes, but think about it - not their work and competence. In short, I said to him, the concept is fully your business, but on the OS OPERATION. On that and parted.

In fact, history is indicative. The long-term success of the company determines the strategic vision of the owners. The successful concept of business is determined by the elaboration of all its strategies at the beginning of the project. The turnover is calculated immediately, since the sales amount refers to the strategy. But the profit itself is determined by the presence of strong operators. But if there is no turnover, then there will be a strong control or not, no difference.

I recently decided to see what one top made this, working in a major fast food company mainly on operating management. He works there for a long time and recently decided on his project in rapid nutrition. I saw me plunged in longing. Blurred concept, vague design, complete absence of any strategies, one solid tactic with chaotic steps and a small turnover. At the same time, the crosses are at the highest level.

Miracles, shorter, does not happen!

If you are a strategist, draw concepts and hire tactics, and if tactic - steered costs and become a queue to strategists, since tactics are 95%, and strategists are only 5%!

Yes, well, and the original quote from Lenin: "We know that any black-workers and any cooking are not able to take the state now in the management of the state ...", but who knows about it? In addition to the largest, perhaps, no one, and those most of them do not see the forest behind the trees.

2. How do we drink coffee? I drink it in the morning at home, communicating with my family, for me it is a ritual, a long tradition. Coffee is not only a part of the breakfast, and above all, the morning pleasure. I am sure that most of the peers or people are slightly buying coffee for the same reasons.

And what is the youth? The youth drinks coffee on the go, buys a drink in plastic, paper glasses and goes on their own business. Everything is simple and as functional as possible. Food and drinks should not interfere with life, distract from it. They are not more than "refueling", and when developing new concepts, it is important not to forget this key factor ..

3. Molder does not prepare at home for the same reasons: why waste time you can buy ready - this is the principle of a new generation. Based on this principle of "Alphabet of Taste" already created large departments ready, in factory packaging, food at prices of dishes in the restaurant. By the way, success exceeded expectations. Factory Packed Food incredibly improved the trust of targeted audiences, and now it is the basis for developing concepts of a new type cooking. The new generation of mass market has more communicated with the machines (gadgets), and not with people, because the factory and confidence industry is much more.

4.Rial networks, without changing the names of stores, are strongly modified. Last year, Azbuka Dale was opened near my house, and everything would be nothing if there is not a huge cafes showcase with the tables directly opposite the entrance - with baking, cakes, coffee and tea. This is no longer a store, but not a cafe, but even what I constantly write - a new FudBusiness format, a cafe and a store in one bottle.

At one meeting with a major fast food operator, we discussed the difference in the worldview of retailers and restaurants. From his words (I fully agree), restaurateurs are trying to survive, and retailers are calm. Without thinking about the bread, they successfully build far-reaching plans by changing the Food "Polyana" for themselves. For example, a grocery brand X5 builds a speavomatized factory - the kitchen for the needs of its new type cooking, which will be with the Fast Footh market in the country, if honestly, I will not do the mind.

Recently, I received information from the major networks of Fastfud about the global reduction of day turnover compared with past periods, which caused panic from top management.

All this links are one and extremely unpleasant for the rapid food chain.

The scale of the effect of retailers for public food, which is already happening and will be repeatedly enhanced in the coming years, compared with a technogenic catastrophe for the market of traditional catering as a whole. It can already be said that the daily turnover of the restaurants lost in favor of network retail. If earlier we kept themselves with the illusions that people finally stopped at restaurants only to have fun, and now there is simply eating, as the entire civilized world, now we understand that they were terribly mistaken. Because the loss of day turnover restaurants is a consequence of Retail's victory in the battle for the client. While the Fast Food refers to them as guests, retailers work perfectly with them as clients.

The most unpleasant that there will be no refund. Now it is worth the task not to give the retail evening turn, because there is nowhere to retreat. The economy of the population, multiplied by the full loss of the quality of service and the food itself in restaurants, will lead to themselves. And if the restaurants do not change, then three years and evenings with entertainment will be passed by them.

concept Bureau, Strategic Consulting

Beautiful sexes are forced to constantly monitor their figure. But how do we do it? Periodically sit on a diet, and exactly the same periodically (maybe a little bit more often) trying to fight extra kilograms in the gyms. And in the break between these "recovery procedures", they still continue to indulge themselves with fast food. Pizza, hot dogs, hot sandwiches with ham, potato fries, Coca-Cola ... harmful? Yes, definitely harmful, and we know it perfectly. But it is also very tasty - how can you keep from such an appetizing hamburger ... and then again in the gym. Although, in truth, fast food we appreciate not only for being tasty, but also for the fact that it is very convenient - and you can eat enough (and for the thoughts of the feeling of hunger it is one of better options), and brought directly to the workplace or to the door of the apartment.

About Russian fast food

By the way, if it's all the case exclusively in the delivery rate and in the convenience of absorption, it is absolutely not necessary to eat meat cutlets grown in a single hemisphere on incomprehensible feeding and eat fried potatoes with GMOs (and you did not know that for the production of Potatoes Went here in frozen form?) There are restaurants for real Russian cuisine, who have food delivery In the office or home enters the spectrum of services provided in the same way as in conventional pizzerias. And this is not even a highlight of the most recent days when care for his health has become not only a vital necessity, but also a fashion trend. The first network of catering, practicing delivery to the house not some hamburgers, but real Russian dumplings, pancakes, cold snacks, even the first courses (you want - you will bring a true borsch, and you want to even with a real kvass, and on the second - buckwheat or mashed potatoes from river fish), appeared in Russia for another twenty years ago. Even the French press wrote about her - oddly enough, journalists from the country, which is different one of the most sophisticated kitchens of the world, the delivery service of Russian food is more interested than the Russians themselves, and then they began to get used to McDonalds. By the way, in fact, this service could have become popular for a long time - at one time, Mikoyan himself after a trip to the States offered to adapt the idea of \u200b\u200bfast food and the service of his delivery to our conditions, and the government did not support. Like, Bourgeois culture, food delivery is somehow not in socialist ...

About the benefits of Russian cuisine

Frankly, Russian cuisine is not even included in the top 10 most useful world cooking. But it does not mean that it is harmful. In any case, it is more useful than American. Just need to carefully choose what to order.

Take, for example, ready salads. In Russian cuisine, as such, they are not very much at all, mainly sauer vegetables are practiced as snacks of such a plan. Choosing between Olivier and saima cabbage, it is better to make a choice in favor of the latter. First, mayonnaise in the payable salad becomes not the most useful product After a couple of hours. Secondly, quay is the most optimal way to maintain the maximum number of vitamins in the product - in the same salad, especially if some of its components passed thermal processing, nothing useful no longer remains. And choosing between roast pork and stuffed pike, It is better to prefer fish - and more useful, and tastier. And if I really want meat - let it be a rabbit. In Russian cuisine, there are unique recipes for its cooking - it turns out more than a chicken or milk piglet. At the same time, the product is considered dietary - fats in it are very small, but the proteins are abounding.

But what is the most interesting thing - all this can really bring directly to the workplace or home. That is, in fact, the same fast food, but in Russian style, while much more tastier and more useful.