A restaurant is one of the most difficult types of service businesses. From the manager here is required not only organizational skills, but also the ability to create a special atmosphere of the institution, pleasant for visitors. Without this condition, there can be no question of any formation of loyalty. Therefore, it is necessary to "fine-tune" marketing, allowing both to attract and retain a client. But, unfortunately, it is in restaurants that not enough attention is paid to marketing.

The main reasons for the underdevelopment of restaurant marketing should be sought in the following:

The economic / marketing level of restaurant owners is quite low compared to many other businesses.

Restaurant Marketing Tasks

I will highlight five main objectives of restaurant marketing:

• Informing visitors about the restaurant.
• Expanding the circle of restaurant visitors.
• Attracting a target group of visitors.
• Increase in income from a client.
• Customer retention.

Informing visitors about the restaurant

First of all, this task refers to the initial stage of the restaurant's activity - that is, when it opened and it is necessary to inform potential customers about this event. Changes in the concept of a restaurant and other, so strong changes in a restaurant that in the eyes of former clients it begins to be perceived as a different restaurant are special cases.

Expanding the circle of restaurant visitors

Therefore, it is necessary either to separate such flows, or to attract people from related categories, similar in their behavior model to the existing public. To do this, you need to carefully monitor both the restaurant market and changes in the preferences of the potential audience. For example, when the fashion for Japanese cuisine appeared in Moscow (and in many other cities of Russia), many restaurants, even not related to Japanese cuisine, created a Japanese menu page. And I must say that to some extent this helped to solve the problem of attracting additional clientele, and also contributed to the retention of those restaurant customers who succumbed to this fashionable trend.

If we talk about attracting different people by dividing the flow of visitors, then this can be done in two ways.

The first is to attract visitors to the banquet service. Of course, this category of visitors does not always coincide with the target audience of the restaurant, but it is possible to separate them in time. For example, on weekends, many restaurants, including those located in the city center, experience a significant shortage of customers (there are restaurants that are well visited on ordinary days and have an attendance of less than 10 people per week-end). On these days, you can take orders for banquet service. Or have a family brunch. But again, keep in mind that this is not suitable for all restaurants and is related to the location. It makes sense to have family brunches where there are enough potential visitors. For restaurants located in business districts, this is most likely a failure.

The second way to divide visitors into streams is to work in several formats. For example, during the day the cafe operates according to the dispensing line scheme, and in the evening - in the format of a cafe with service. This can work because the public attending the establishment during the day and evening is different. The same goes for cafes in business centers. Obviously, during the day, people use it as a dining room. And in the evening - as a resting place.

Attracting a target group of visitors

It is necessary to plan a target group of visitors at the stage of developing a restaurant concept. The concept is based on marketing research, in which the target group emerges.

Also, at the concept development stage, the parameters of the institution are determined that can attract the target group, as well as those that will cut off the unwanted audience. These things are interconnected - a clear positioning of the establishment attracts certain visitors, automatically cutting off others. The set of measures designed to attract the target group and cut off the unwanted audience looks like this:

• A well-planned advertising campaign that clearly reflects the image of the restaurant;
• Location;
• The price category in which the restaurant operates;
• Kitchen;
• Service;
• Facade, signboard, entrance and interior design;
• Services provided by the restaurant.

I will cite one very illustrative case:

And it happens that circumstances develop as follows: when organizing restaurant X, the owners decided to save on marketing research and precisely on determining their target audience. As a result, a completely unexpected audience went to them, which very upset the owners. As a result, we suggested that this restaurant focus on those who have already come, and consider them as our target audience and adapt to them. It seems that this is the right decision, since in the environment of sharply increasing competition in the restaurant market, hardly 70% of newly created restaurants can boast of an attendance that allows them at least to pay off.

Increase in income from a client

An increase in revenue per customer means that the customer either comes to the restaurant more often or pays more per visit on the same schedule (preferably, of course, both). There are a lot of methods for this, and some of them are rather difficult to systematize and describe. For example, creating an appropriate atmosphere for the establishment. But it will largely depend on her whether a person comes to this restaurant on purpose, or only due to the fact that it is located nearby.

Nevertheless, in addition to creating the “right” atmosphere, there are some proven techniques that can help you increase sales per customer.

Restaurant staff. The average check of an institution largely depends on the ability to sell. However, it is very difficult to make a waiter and bartender good salespeople. First, the staff must be trained. It costs money, and, as practice shows, only a few are willing to spend on personnel training. Or, to be more precise, pay tuition as much as it should cost, according to the overwhelming minority of restaurateurs. Secondly, the huge turnover of restaurant service personnel forces us to make the learning process permanent, which requires additional costs (according to our estimates, in about 50% of restaurants, personnel are renewed by 30-100% per year). Thirdly, the work of a waiter is not prestigious and is poorly paid. In this regard, most of them see their place as temporary. Summer part-time jobs for students are very common. In addition, this entails another serious problem - many young people with low intelligence and low cultural level come to work as a waiter, which does not allow them to absorb even primitive knowledge about service and sales, not to mention the understanding that this is really important. ... Well, as a rule, there is no talk of high corporate culture at all. Fourth, the low level of management and marketing knowledge of business owners in most cases does not allow them to build an effective system of staff motivation, create a team aimed at success, competently organize sales, etc.

Introduction to the menu of all kinds of additional offers (in addition to the usual menu). Something like “the chef recommends”. Since this is a special offer, you can try to sell it at a higher price. But again, this largely depends on whether the staff is able to sell it.

Celebration events. For example, the days of a kitchen. In this case, an additional menu is almost always made, which, again, can be sold at a higher price. Plus, you can invite regular (and not only regular) customers of the restaurant. Accordingly, for this you need to have a base of such clients.

Building a chain of restaurants. Network establishments solve two problems at once - firstly, they cover new strata of their customers through geographic expansion. And secondly, in this way they increase the frequency of visits to their restaurants by the same customer.

The list of techniques, of course, is not limited to this, but it is simply impossible to consider all of them within the framework of the article.

And, of course, in increasing the number of visits to a restaurant by one client, one should remember that if a restaurant is located near the location of its potential customers, then its attendance increases significantly. This is especially important in relation to democratic establishments, including fast food. For an expensive restaurant, the place is no less important, just the principle of its choice is somewhat different. Unfortunately, the choice of location is a one-time event and the restaurateur in this regard is mistaken only once, as in another well-known profession.

Customer retention

Cuisine and quality of cooking. The departure of the chef is a serious problem. In this case, you usually have to completely redo the menu, since the taste of familiar dishes changes or they are replaced by others.

Fashion for something (direction of cuisine, music programs offered by the restaurant - that is, additional services, etc.).

The attitude of the staff. Customers especially appreciate the friendliness and attention, which can redeem even the waiter's ignorance of the composition of the dishes. Moreover, in some restaurants (usually of the highest price category) it is customary for the attitude towards visitors to be personalized. In these establishments, it is customary to recognize their regular visitors by sight, communicate with them, and maintain constant contact. As a rule, this falls on the shoulders of the manager or administrator. Often, the chef, if necessary, participates in the conversation with the client.

Various methods of stimulation. Among the widespread: discount programs (now they are increasingly being replaced by bonus programs). At the same time, in many establishments, the sale of discount cards is practiced.

Happy birthday greetings to the client by e-mail, SMS, etc., which have become popular in other types of business, are beginning to be actively used in restaurants.

It should be noted: in order to congratulate a client on his birthday or New Year, it is necessary to have information about this client. That is, the restaurant must collect a database of its regular customers. Most often, such information is collected when issuing a discount card (or bonus card) - the client is invited to fill out a questionnaire. But, as practice shows, many clients are ready to fill out a questionnaire and without an excuse to receive a card, just like that.

For example, based on data from various marketing studies, it is safe to say that a significant number of restaurant customers are in the first place "the atmosphere of the institution." It can also be called the comfort of being in a restaurant. Comfort level is an indicator that is used to describe certain types of business, for example, supermarkets. But even there he is quite subjective. And for restaurants, it is almost impossible to translate it on a rational footing. Indeed, it is quite difficult to sum up metrics such as design, lighting, temperature, layout, and many others, and come up with the ideal formula for a successful restaurant. Therefore, unfortunately or fortunately, the human factor cannot be excluded here.

Catering business - is an integrated business area related to the organization of production and management of a restaurant and aimed at meeting the needs of the population in a varied, healthy and tasty food, services, as well as for making a profit.

The restaurant is the object of the restaurant business, and the restaurateur is the subject.

A restaurant -a catering company that provides guests with a wide range of dishes, drinks, confectionery, including branded and complex cooking, as well as a high level of service combined with the organization of recreation and entertainment.

Restaurateur - the owner of the restaurant, the person who owns and operates the restaurant.

Today, the success of a restaurateur depends on many facts, but, first of all, on the availability of good management, modern cuisine, a concept of a restaurant, bar, impeccable service, interesting interior and reasonable prices.

The most important element of the restaurant business, without paying attention to which you should not count on success, is location of the restaurant.The correct choice of location allows you to determine what the restaurant should be like: democratic or elite. A democratic restaurant is usually located on a large area. The halls can be located on two floors. An elite restaurant is placed on a small square in order to ensure its return on investment. The presence of a parking lot next to it is mandatory. The choice of location is preceded by a demographic analysis of the area in which the restaurant will be located. The study examines the age, occupation, average income of people who regularly visit nearby and who are future potential consumers of the new restaurant. Traffic flows must be carefully scrutinized. In places where there is a large flow of pedestrians, there are democratic restaurants, for example, inns and fast food outlets.

Having defined the concept, the restaurateur should pay attention to assortment policyand the quality of service, which should be linked. Russian restaurateurs have a clear idea of \u200b\u200bhow to organize the preparation of national cuisine. In addition, they make extensive use of the experience of foreign restaurateurs. Many cities in Russia have accumulated a huge potential for creating a restaurant business.

Many Russian cities are the centers of the country's tourist, spiritual and cultural life. One of the main tasks for the near future is the creation of a well-functioning infrastructure and public catering. According to official statistics, there are more than 2 thousand restaurants in Moscow alone. And, despite this, the existing restaurants, bars, cafes do not satisfy the needs of all segments of the population with different income levels.

A restaurant is a living organism. Just as it is impossible for a person to save on his health, just as in a restaurant it is impossible to save on equipment, dishes made of porcelain and glass, and most importantly, on personnel. The name of the restaurant is made by the team, which must realize that everything is interconnected in the work of the restaurant. When choosing a restaurant or bar, consumers take into account the following features: the quality and assortment of dishes, the level of services provided, service, the attitude of staff to consumers, the general atmosphere of the institution, external and internal decoration, the ratio of the location of the enterprise and the price of food and drinks.

Today in Russia there are many restaurants that meet all these requirements. Managers are trying to become more democratic and attract potential customers with a wide variety of services. They began to pay more attention to service, menu quality and wine list. The modern consumer has the opportunity to choose a cuisine for every taste: Italian, Spanish, German, Indian, Mexican, Chinese, Russian, etc.

Today the restaurant business requires professionalism. The requirements for the production and service personnel of restaurants have increased, the qualification level of which must meet the requirements of the standards. The restaurant business is being structured: designers, suppliers of equipment, food and beverages, working only in the restaurant market, have appeared. On the other hand, control by state bodies (sanitary and epidemiological supervision, state trade inspectorate, firefighters and tax authorities) has tightened. Competition among restaurants has intensified, new criteria for assessing the quality of culinary products have appeared. There is a growing need to constantly expand knowledge about wines, reinforcing them with new information that the consumer wants to know.

Forms and methods of service in the restaurant business are dictated by the specific circumstances of time and place, as well as the technology of cooking culinary products. With the advent of new cooking technologies, modern forms of service are further developed (business lunches, Sunday brunches, etc.).

The quality of service influences the results of the financial activity of the restaurant, as it forms a steady stream of consumers wishing to use the offered services and enjoy the level of the provided service. With the growth of the culture of service, the turnover increases, the profitability increases and the distribution costs of the restaurant business decrease.

In modern conditions, the activities of the restaurant are based on the following principles: reimbursement of all expenses for the implementation of production and economic activities with income, the dependence of further development of production on the efficiency of work, the connection of material incentives for employees with the final results of the enterprise.

The main trends in the development of the restaurant business in Russia are:

- creation by restaurants of a favorable image for their establishments;

- timely settlements with suppliers, on which the credit limit and the attitude of the suppliers themselves to this restaurant depend;

- formation of a positive opinion about the restaurant among regular consumers.

In the future, small inexpensive restaurants and bars of the middle price group will receive promising development. There will not be many expensive and elite restaurants and bars.

At the same time, such a direction as the creation of democratic restaurants will receive rapid development in the restaurant business.

Democratic restaurant - a new direction in the restaurant business, located at the junction of technologies such as fast food and high-quality national (or mixed) cuisine, which requires an individual approach.

World practice shows that democratic restaurants are the most dynamic direction in the restaurant market.

The main customers of these restaurants are middle class people. On the one hand, in developed countries, eating is shifted to restaurants due to lack of free time, on the other hand, thanks to new technologies and high competition, democratic enterprises are becoming available to the population. Some of the democratic restaurants are united in the network.

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* Calculations are based on average data for Russia

The number of catering establishments in the Russian Federation (2018)

Share of restaurants in public catering (2017)

The number of restaurants in a million (2018)

Growth dynamics of restaurants in millionaires (2018)

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

In this article, we have collected ten key problems in the restaurant business and recommendations on how to successfully overcome them. For some, the points given by us 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 in relation to competitors

In the catering industry, competition is very high. So be sure to research the market before picking out stylish plates and drumming up the chefs. What should you pay attention to?

identify the main market participants, study where they are located in order to choose a suitable place;

visit your competitors' establishments to scout the situation and find out how others do business. Study the menu - this will help you 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 spy on fresh concepts and become a pioneer in a new format.

Keep in mind that the more information you collect, the more accurate your conclusions will be. From this data, the real work on the project will begin: business plan, general concept, menu development, restaurant design, etc.

Market research should be the foundation on which you will build your business. If you abandon 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 establishment at the initial stage. And that's why:

as part of marketing research, pay attention to how your segment lives. Because everything depends on him: from the choice of location to 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 is the difference? There is a kitchen - they cook on 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 required equipment and even the number of staff.

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

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, and a trick in the presentation, and advantageous offers, and additional services.

Now that we have explained why it is so important to choose a concept at the start, we will 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 the format of a cafe for it.

As you formulate a concept, ask yourself three questions:

Who will be the visitor to your restaurant?

Where is the restaurant located?

How will it attract your target audience?

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

To make it easier for you to present all the 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 specific national cuisine: Russian, Chinese, Italian, Caucasian and so on.

Specificity of the target audience. The menu in your establishment should match the preferences of your target audience. For example, if this is a cafe - a canteen next to a university (i.e., the target audience is students), then the prices there should be democratic, and the dishes should be satisfying. If this is a children's cafe, then the menu should consist of simple dishes with an interesting, "childish" presentation. In addition to the menu, it is important to provide a playing area in such a cafe. If the restaurant is for business class, this requires both an exquisite menu and a presentable interior. Therefore, you need to clearly understand 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 space. For example, a cafe cannot be opened in a residential area, which will be open after 23:00. For example, a pub or a night bar cannot be opened on the ground floor of a residential building. If you open in a shopping center, you should take into account the opening hours.

Seasonality... There are cafes that function only during 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.

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

By 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 experts in restaurant marketing and the real situation on the market.

Fast food establishments have been popular in recent years. Even during a crisis, they are actively developing. Democratic cafes and restaurants make money today.

When choosing a concept, be guided by consumer demand. What is missing in a particular city, microdistrict? What is your city lacking, what is already successful in similar cities? What are the most popular establishments among city residents?

So, the concept of the restaurant is as important as the food you offer. Together with the choice of the concept, you should 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?

If you can't come up with something original, study what the foreign market has to offer. Collect ideas, combine them - and you will surely find “invent” such a concept that will make your restaurant unique. Nevertheless, the project alone will not be able to pull out the concept. So don't be relaxed. The next steps are just as important.

The problem that scares future restaurateurs is the preparation of all the necessary documentation. It must be admitted 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 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 your 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 the OKVED-2 classification:

56.10 "Activities of restaurants and food delivery services"

56.10.1 “Activities of full service restaurants and cafes, cafeterias, fast food and self-service restaurants”.

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

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To exclude problems with government agencies when opening a restaurant, you should complete all permits. Before providing the 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

Having collected this impressive list of papers, you can be calm. This is almost half of the completed project. We covered in more detail the topic of collecting permits for opening a restaurant in this article.

Here are some useful tips that will come in handy when solving a legal issue:

• even if you plan to collect all the papers on your own, 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. Its cost will depend on this. A license for a year will cost you 65 thousand rubles. Keep in mind that the license is valid for no more than 5 years. Another important nuance: you may be refused a license if you do not take care of the security of the institution. To avoid any problems with this, provide: a contract for the installation and maintenance of an alarm and a panic button, as well as a contract for protection;

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

Finding a suitable space for a restaurant can take a long time, so it is best to take care of this in advance. When choosing, two key parameters should be considered: the location and the very state of the room.

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

An incorrectly selected location can leave a restaurant without visitors. First, if you place yourself in a location with low pedestrian traffic, you will deprive yourself of a powerful advertising tool. How can people guess that there is a wonderful cafe around the corner? Secondly, you need to be located where your target audience is concentrated. Otherwise, those 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 assess the location of the restaurant premises:

1. Determine the location of competitors using services such as Yandex.Maps, Google Maps, 2GIS;

Provide for the availability of parking, convenient access;

Assess pedestrian traffic. This can be entrusted to a special firm that will conduct the research. 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 have counted 200 people. We multiply this number by 4 and we get pedestrian traffic: 800 people per hour. But these are readings with errors. How do you get close to the most accurate average of traffic flowing through?

do the research 4 days in a row and find the average;

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, for catering establishments, only non-residential premises can be used. These include the first floors of residential buildings. The kitchen and client area must have natural light. Now let's move on to assessing the premises itself.

Basic requirements for the restaurant premises:

area of \u200b\u200babout 100 sq. m .;

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

the presence of additional premises for a warehouse, a room for staff, a bathroom, (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 a 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 room: does the layout allow you to re-equip the room for your project, are there the necessary capacities that will ensure the smooth operation of food equipment).

Try to find a room where there was a catering establishment before. In this case, it will be possible not only to simplify obtaining permits, but also to save on some costs, as well as speed up the preparation process. In such premises "with a good legacy", the ventilation system, convenient division into functional zones and repairs usually remain. You just have to move in with your furniture and equipment.

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How much does a restaurant space cost? The amount of rent can depend on many factors: the city, district, pedestrian traffic, favorable proximity to other public institutions matter. On average, you will have to pay 80-150 thousand rubles a month for renting premises. Experienced restaurateurs advise you to pay rent six months in advance - 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 not only to clearly state the rate, but also the frequency of its increase. Having looked at the success of the restaurant, the landlord often begins to demand an increase in payment, arguing this with a good place. In general, when concluding a contract, it is better to use the services of a lawyer. Consider the principle that good premises are rarely empty. Perhaps the reason for the departure of the previous tenant lies precisely in the problems with the landlord.

Another important parameter that should be considered when choosing a room is renovation. A common problem with options in the center is that they belong to the old foundation, which can mean rotten beams, crumbling walls and decayed communications. Pay attention to the allocated electric power: it can be very difficult to get electricity in the center even for big 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 value and save. The longer you solve problems with the preparation of the room, the more opportunities you will miss.

It should be noted that modern interiors in establishments require less and less finishing. The design is played up with furniture and decor - so that you can quickly transport from one object to another. You can often come across the amateurish point of view that the design of the premises is the determining factor for future success. However, experienced restaurateurs have a different opinion: it turns out that the interior is far from being in the first place for visitors. This is especially true for budget cafes. Still, the main task of the restaurant's interior is to create the right atmosphere in which it is pleasant to be.

Purchasing quality kitchen equipment is one of the key stages in opening a restaurant. The production capacity of the kitchen, the organization of the workflow and even the taste of dishes depend on the quality of equipment and tools. That is why you need to take a responsible approach to the choice. Check out the experiences of other restaurateurs and their feedback on this technique in advance. Explore the various commercial offers from kitchen equipment suppliers. Pick up several options and compare value for money. Excessive savings are useless, however, buying 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 risk losing those few warranty months when the equipment is actually idle, while you solve paperwork and delay the opening. Naturally, such equipment will fail exactly after the expiration of the free repair period.

It is possible to reduce the cost of equipment by purchasing 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 lucrative offer on the market when an almost new set of kitchen equipment is sold by restaurateurs whose business has failed. Therefore, study the ads on the sites.

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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, there are main categories of kitchen equipment that will be useful to any restaurant:

heat treatment equipment: oven and roaster, oven, induction hob, deep fryer, etc .;

electrical devices: mixer, blender, harvester;

storage equipment: refrigerator, freezer, vacuum sealers for food storage, refrigerated display case. 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.

dishwasherto automate the process of dish disinfection;

equipment for making drinks: juicer, coffee machine;

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

test equipment: kneader, rolling device, etc.

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

To reduce the inventory and reduce costs, you can simplify the production cycle. This can be done by purchasing ready-made semi-finished products. For example, baked goods can be purchased from a bakery. And equip your kitchen only with the equipment that is necessary for the preparation of 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 alarm systems, 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, a bar will definitely need a bar counter, and a self-service cafe will need 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, a bartender's workplace, and a showcase that stimulates the sale of alcoholic beverages. Do not forget about the furniture for the staff: waiters' stations, side tables, side tables, etc. Another must-have element in the interior is the wardrobe. It can be like a full-fledged wardrobe with hangers and service personnel, or it can be just hangers installed in the hall. And, finally, in restaurants, various partitions and screens are used for space zoning.

Nuances of choosing furniture for a restaurant:

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

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

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

take into account the layout of the hall and the features of the room;

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

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

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

The main mistake of novice restaurateurs is their desire to include their favorite dishes on the menu. But the preferences of the restaurateur and the tastes of the target audience can differ significantly. The menu depends not only on someone's tastes, but also on the concept of the establishment. It should be added that even a narrow focus does not determine the composition of the menu 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 a menu, you need to pay attention to the price of dishes. It should be consistent with the format and concept. If you position yourself as a student cafe, then high prices will definitely scare away the target audience. But if you set low prices for exotic dishes in a fashionable restaurant, you may not cover the costs of their preparation. Thus, it is necessary to compare the cost of dishes and the profit that you want to get from this.

When drawing up 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, draw up a technological chart, indicating the consumption of products per serving and the volume of this portion. This information will be required to obtain permission from the SES, as well as to calculate the need for the procurement of products;

update the menu in accordance with the taste preferences of visitors. Monitor orders regularly to identify unclaimed items. It is better to replace such items or even exclude them from the menu.

when compiling the menu, observe 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 restaurant operations, as the lack of many dishes from the menu is unlikely to please visitors. Therefore, it is so important that fresh ingredients are always present in the kitchen.

All products used must comply with the requirements of GOST. To understand how much ingredients you need to buy, you need a flow chart and a sales forecast. It is rather difficult to calculate the exact volume of purchases. 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 which dishes and in what quantity are chosen by your guests. And at first, you should rely on the experience of other restaurateurs and approximate calculations. We advise you to make the first purchase of food in a small volume in order to reduce the risk of food spoilage. Also, when purchasing for the first time, split the order into small batches from different suppliers. So you will compare the quality of products, be able to evaluate the terms of cooperation and choose the most profitable option.

For certain categories of supplies that provide the main menu, it is better to conclude exclusive contracts with one reliable supplier. It is recommended to purchase frequently and in small batches - this will increase delivery costs, but reduce the risk of product spoilage and simplify storage. When signing the contract, read all the terms of cooperation. Please note that the shipping 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. Because of what this can happen:

low demand for certain items in the menu;

procurement planning errors;

storage equipment breakdowns;

violation of storage rules.

You can minimize the risk with the help of competent planning and forecasting of sales, 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 a restaurant not only for delicious food. They want to relax in a comfortable environment. And comfort is created not only by the interior, 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. Rigorous 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. It is therefore useless to advertise and wait for the culinary genius to respond. You need to look for a chef purposefully: in other institutions, at professional conferences, master classes or through a restaurant recruiting agency.

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

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

visit thematic exhibitions, competitions, conferences;

use the services of a restaurant recruiting agency;

place vacancy announcements on thematic portals;

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

If you don't 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 be a road to failure for the restaurant business.

How to deal with staff 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 the proceeds! And the amount for which the restaurateur will be "punished" by the employees depends largely on the organization of control and the production process, wages, motivation, etc.

The easiest way is to choose your 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, you will need to apply a whole range of measures:

automation system;

cCTV;

inventory;

• staff motivation;

  secret guest;

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

  dDS control (current account, bank client, cash);

  bar control system.

For these measures to be effective, during the implementation phase, the direct involvement of the administrative staff and the owner of the establishment is required.

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

We will not list the banal and long-considered promotion methods. Outdoor advertising, a decorated showcase window, development in social networks, and more. But for every advertising tool, the tips below are relevant. So what should be taken into account in the advertising policy of the restaurant?

A simplified scheme for calculating the effectiveness of an advertising tool looks like this. You ordered 1000 flyers from the printing house for 3000 rubles and another 2000 to a promoter who handed out flyers to passers-by. As a result of this action: the establishment was visited by 30 people who received the coffee promised in the advertisement for free. The prime cost of the "promotional" coffee was 1000 rubles. The total cost will be 6,000 rubles. At the same time, visitors who came by flyers made additional orders for a total of 15,000 rubles. Those. revenue will be 9,000 rubles. It turns out that in this case, the restaurant not only covered advertising costs, but also made money on it.

Analyze each advertising tool for effectiveness. Some indicators can be calculated in advance, some can be estimated only based on the results of advertising. There is no ready-made formula for promoting a restaurant. Determining an advertising strategy can only be done in practice.

2. Give preference to low-cost tools

Expensive does not mean effective. Well-thought-out flyer advertising can be several times better than expensive media or radio advertising. Start with low-cost methods - the cost of error will be lower.

It is wrong to mindlessly spend money on promotion, but it is also not worth saving on this item of costs harshly. A competent advertising campaign is needed for a new establishment to make itself known and attract its first visitors. Without promotion, you will get lost among competitors. Therefore, you should plan an advertising campaign even before opening a restaurant.

4. Know your audience

Different audiences need different ads. An effective advertisement is one that fully meets the needs of the audience. For example, if a café is targeted at young people, social media advertising would work. 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 advertising material itself: text, video, flyers, etc. Try to make advertising useful for clients: gifts, free tastings, promotions, interesting information materials.

How you can attract restaurant visitors

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

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

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

Special offers for large companies will increase the average check per table;

Events will attract new clients.

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

5. Experiment with pads

Try different things, don't get hung up on the same thing. Advertising has flooded everything, and people are tired of the same type of ads. For your ad to be 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 perfectly yesterday does not arouse such interest today.

How to find new tools and methods of promotion

Today there are many opportunities to find new marketing techniques: specialized literature, the Internet, master classes. You can also spy on ideas in other businesses. Try to adapt to your project what worked in another segment. Sometimes it is possible to derive a formula for effective advertising, which none of the competitors has yet thought of.

Let's summarize. The promotion plan can include various advertising tools, their application depends on the budget that you are willing to spend. In order to immediately attract the attention of consumers, it is necessary to conduct an active advertising campaign even before the opening of the establishment, and spend most of the budget in the first months of operation. This way, within a short time, you will be able to gain a client base and reach a payback. But don't forget that the best advertisement for a 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 advise your acquaintances about your establishment.

10. Unpreparedness for the unexpected

The main underwater rocks of the restaurant business, knowledge of which in 90% of cases will allow you to keep your business, have been considered, but the pitfalls themselves, as you understand, are much more. And you always need to be prepared for any surprises. Accept that absolutely everything cannot be taken into account, you can only minimize the risks. Therefore, in the end, there are a few more nuances that are useful to take into account.

Equipment used in the work of the restaurant... And he tends to break. Danger can lurk in any direction: from the stove in the kitchen to the cash register. You must always be ready for such a development of events. Therefore, make sure that you have an engineer to fix minor breakdowns and a telephone 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 nights. At the same time, the cash register tape, the tape for the credit card terminal and the printer cartridges run 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 left to chance, a new business can quickly fail without achieving profitable targets. And the profit should be expected in a year, or even two. A restaurant as a business requires a lot of investment, which will pay off in an average of 1-1.5 years. The practice of restaurants also suggests that already in the third month of work in the institution, the staff changes by 2/3, and only a third of the employees remain from the starting team. Therefore, experienced restaurant owners advise not to invest too zealously in the training of the first personnel and immediately hire experienced business coaches, knowing that most of these employees will probably "not take root" and will go to competitors.

During the first year, the budget will have to "feed" the project with cash investments... You must have a reserve capital to quickly resolve issues. Be sure to include in the start-up capital an amount that can cover all costs 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 target the middle class.... This means that your establishment must guarantee good quality at affordable prices. An excellent option would be a massive menu with author's presentation.

"Open kitchens" that allow customers to personally observe the cooking process, 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 achieve success. Make a business plan, conduct market research, plan all actions. If you work hard and put your soul into your favorite business, this will definitely give a result.

Get up-to-date calculations for a business plan

An aspiring entrepreneur who is thinking about the question of how to open a restaurant is counting on the inevitable success of his business project. But, unfortunately, not all expectations and plans are destined to come true. This is due to the fact that the process of creating such a service company is not entirely simple, and besides, there is an acute issue of attracting customers, which will require special attention.

The core of the restaurant business is the ability to meet consumer demand. That is why, before opening a new event, an entrepreneur will need to conduct a number of marketing research. However, it often happens that, even having received the necessary information, the organizers have no idea what to do with it next and how to still attract the audience to their establishment. For this, there is such a management function as PR. It helps not only in creating publicity, but also in maintaining a relationship between potential customers and the institution that will benefit both parties.

Where to begin?

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

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

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

You will also need to find reliable suppliers that provide inexpensive, yet fresh and tasty food. An important step in opening a restaurant will be the selection of personnel. The staff of the institution must be real, highly qualified and experienced. Consideration of candidates for selected positions will need to be taken seriously. After all, the work of the institution will directly depend on these workers. In order for experienced and qualified specialists to agree to cooperation, they will need to be provided with a decent salary.

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

Do not forget about such an important point as marketing research. They are needed in order to further promote the restaurant.

Restaurant marketing concept

What does this term mean? Restaurant marketing is nothing more than a plan for the process of promoting an establishment. It includes various elements that are subsequently capable of organizing further actions of the entrepreneur. With such a plan, you can easily adapt to the circumstances that unexpectedly arise during its implementation. Some of the marketing functions are PR, advertising, and various methods of restaurant promotion. All these areas are governed by the drawn up plan. It can be compared to a certain route along which the entrepreneur has to advance from the starting point to the destination. That is why such a plan should contain all the turns and landmarks that may arise during the implementation of the plan.

Its main details are:

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

In addition, in the marketing plan, it is necessary to describe in detail those technologies and methods that will be used when opening and further operating a restaurant.
Everything should be described in as much detail as possible. If the goals are too big, then their implementation is broken down into small stages.

What is advertising for?

After all the preparatory work has been completed, the marketing plan is subject to implementation. If it was drawn up well enough, then the effective promotion of the restaurant will not take long. It is only necessary to do what was planned step by step, putting down the appropriate marks in the developed time-calendar, and also not to exceed the budget provided for marketing expenses.

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

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

The primary purpose of any advertising campaign is to draw attention to an institution that provides information about itself and its service. Moreover, this should be done as efficiently, accurately and unobtrusively as possible. Restaurant promotion will be most successful if the entrepreneur trusts the specialists in this matter.

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

Targeted advertising

This method, which allows for the promotion of a restaurant, is the simplest and most understandable, but at the same time the most expensive. Targeted advertising includes all sorts of banners and billboards, advertisements on the radio, in magazines and newspapers, as well as posting information on their own Internet sites, which are designed for a specific consumer. Which method is the most effective? The answer to this question will directly depend on the target audience of the institution. After all, even before submitting an advertisement, for example, to a radio station, you will need to make sure how popular it is with potential restaurant customers. If you do not do this, the money spent will not bring any benefit.

Consideration of the target audience

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

When promoting a restaurant, it should be borne in mind that a person with limited means is guided by the status of an institution. The high quality of food is required by a very wealthy client. Therefore, restaurant advertising should focus on one or another target audience. This will attract the maximum number of visitors.

Outdoor advertising

According to experts, this method of restaurant promotion is the most effective. This is due to the fact that the majority of potential visitors choose an institution by area of \u200b\u200bwork or residence. The restaurant's outdoor advertising does a great job of engaging the local community. Moreover, it is used in various forms, from signboards to billboards.

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

Internet using

More and more popularity in the modern world is gaining such a way to promote a company, as the creation of their own sites. Promotion of a restaurant on the Internet is beneficial for an entrepreneur, as it is the most economical option.

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

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

Personal sales

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

The simplest way to disseminate information in this case is the so-called word of mouth. If customers like the restaurant's cuisine and the service it serves, they will start telling their friends, relatives and acquaintances about it. Such promotion is the oldest, but at the same time, the most effective way of advertising.

Personal sales include such a move as “going to the people”. An example of this is the actions of one of the capital's restaurateurs. At one time, he sent representatives of his company to the registry offices, where they handed the young people who had just submitted an application leaflets with offers to play a wedding in their institution.

Another way of personal sales is offering corporate meetings. For their submission, the maximum possible amount of information about a particular large company is collected and an address presentation of the restaurant is developed. After that, the businessman arranges a personal meeting with a representative of the selected company, during which a corporate service agreement is concluded.

Post-marketing plays an important role in the restaurant promotion strategy. It involves further informing customers about the promotions of the institution and its news, as well as calls for ordering various events, etc.

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

Sales promotion

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

To retain a customer, you will need to provide a discount in the range of 15 to 20%. This will force the person to visit the institution again and again.

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

The number of sales promotion activities can be attributed or the delivery of any souvenir products to the client. It can be a free dessert, or it can be a pen or keychain with the logo of the restaurant.

PR

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

The restaurant business has been characterized by increased competition in recent years. To attract new customers and, of course, loyalty for regular customers, restaurant managers or the owners themselves are forced to come up with a variety of "lure". And in order for them not only to be introduced into life, but also to develop the business and, accordingly, make a profit, it is necessary to receive a special specialized education or, at worst, to complete courses for restaurateurs. Do not forget about the money, it is good to carry out what is called the registration of an offshore company with the initial capital, that is, to register a company in the offshore center of a country that provides special tax and other benefits. This will help you save money.

If you think that a great desire and initial capital is enough for the success of the restaurant business, then, sadly, this is not the case. Here, as in any other type of business, there are subtleties and peculiarities that are the driving foundations of the prosperity of the business.

First, it is necessary to clearly and correctly think over the location of the restaurant: a competent location is one of the main factors of success. It is desirable that the institution should be located in the city center, since it is a meeting place for the daytime and evening promenade of the public, and, accordingly, be located next to residential buildings and offices. Transport interchange is also of great importance. Of course, the restaurant's classiness is confirmed by its location on the main central streets, which belong to the elite districts of the city.

Secondly, the choice of premises and aspects of its legal design. It often takes more than one month to find a suitable premises (in the context of location, rental and purchase costs, crime situation in the area, etc.). One of the first questions in this case is the following - buying or renting? With limited financial investments, renting looks natural. But we shouldn't forget that real estate is almost always a good investment.

Thirdly, the restaurant menu is sure to be excellent. Moreover, it is excellent in every sense: both in quality and in terms of internal content. The more varied the menu, the more customers. You can experiment with some original dish, making it the highlight of the establishment.

Fourthly, the important factor, of course, is the people - the staff. Depending on this, you can, as they say, place bets - the restaurant business will flourish, bring profit and good fame to its owners, or still, in the future, the development concept will have to be revised.