* Calculations use average data for Russia

Number of catering establishments in Russia (2018)

Share of restaurants in catering (2017)

Number of restaurants in the million population (2018)

Growth dynamics of restaurants in millionaires (2018)

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

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

1. Blindness towards competitors

In the field Catering the competition is very high. Therefore, before choosing stylish plates and calling on chefs, be sure to research the market. What do you need to pay attention to?

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

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

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

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

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

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

2. Concept? No, have not heard

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

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

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

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

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

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

Restaurateurs advise two ways when choosing a concept:

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

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

As you formulate a concept, ask yourself three questions:

Who will visit your restaurant?

Where is the restaurant located?

How will it attract your target audience?

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

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

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

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

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

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

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

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

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

A few tips for choosing a concept:

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

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

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

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

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

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

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

56.10 Restaurant activities and food delivery services

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

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

Ready-made ideas for your business

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

List of documents for opening a restaurant

By collecting this impressive list 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.

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

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

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

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

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

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

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

How to evaluate the location of the restaurant premises:

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

Provide parking, convenient access;

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

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

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

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

consider the presence of the target audience in the stream.

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

Basic requirements for the restaurant premises:

an area of ​​approximately 100 sq. m.;

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

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

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

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

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

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

Ready-made ideas for your business

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

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

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

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

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

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

Ready-made ideas for your business

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

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

electrical devices: mixer, blender, combine;

storage equipment: refrigerator, freezer, vacuum sealers for food storage, 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.

Dishwasher to automate the process of dish disinfection;

beverage preparation equipment: juicer, coffee machine;

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

test equipment: kneader, sheeter, etc.

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

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

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

What furniture is needed for a restaurant

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

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

The nuances of choosing furniture for a restaurant:

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

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

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

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

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

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

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

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

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

When compiling the menu, consider the following nuances:

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

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

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

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

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

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

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

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

low demand for individual items on the menu;

procurement planning errors;

breakdown of storage equipment;

storage violations.

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

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

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

How to find a decent chef in a restaurant

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

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

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

visit thematic exhibitions, competitions, conferences;

use the services of a restaurant staffing agency;

post vacancy announcements on thematic portals;

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

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

How to deal with employee theft

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

Most easy way- choose employees carefully. Although the method is rather dubious, since it is impossible to predict the behavior of the staff and rely only on their decency. To mitigate this risk, it is necessary to apply whole complex measures:

automation system;

video monitoring;

inventory;

• staff motivation;

  secret guest;

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

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

  bar control system.

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

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

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

A simplified scheme for calculating the effectiveness of an advertising tool looks something like this. You ordered 1,000 flyers from a printing house for 3,000 rubles and another 2,000 to a promoter who handed out flyers to passers-by. As a result of this action: 30 visitors to the establishment, who received the coffee promised in the advertisement for free. The cost price of "promotional" coffee was 1000 rubles. The total cost will be 6000 rubles. At the same time, visitors who came by flyers made additional orders for a total of 15,000 rubles. Those. revenue will be 9000 rubles. It turns out that in this case the restaurant not only covered the cost of advertising, but also made money on it.

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

2. Favor low-cost tools

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

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

4. Know your audience

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

How to attract restaurant visitors

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

Special Promotions on certain days of the week (usually weekdays) will help increase sales at a less popular time;

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

Special offers for large companies, they will increase the average check from one table;

Holding events will attract new customers.

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

5. Experiment with venues

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

How to find new promotion tools and methods

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

Let's summarize. The promotion plan may include various promotional tools, their application depends on the budget that you are willing to spend. In order to immediately attract the attention of consumers, it is necessary to conduct an active advertising campaign even before the establishment opens, and spend most of the budget in the first months of operation. So in a short time you will be able to gain a client base and reach payback. But do not 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 recommend your establishment to his friends.

10. Unprepared for the unexpected

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

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

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

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

When opening a restaurant, it is always wiser to target the middle class.. This means that your establishment must guarantee good quality at democratic rates. An excellent option will become a mass menu with the author's presentation.

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

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

Get up-to-date calculations for a business plan

The main thing in this business is to clearly understand the future development of the restaurant. Even before the opening of the restaurant, at the initial stage, it is necessary to decide on the concept of development, as well as to choose a promising place for the future restaurant.

To open own restaurant, you need to have two things - the premises and the concept of the project. If the establishment you are opening is your first steps in the restaurant business, then it is best to start developing a project for the future restaurant, starting from the characteristics of the existing premises. Take as a basis the general idea of ​​the business, over time you will be able to give it the desired features and determine the direction to follow.

Only professionals from the restaurant business can define a concept without having an idea of ​​where the establishment will be located. They are able, without having an idea about the future premises, to determine at the initial stage the most important details that will subsequently help to accurately implement the idea and select the premises that meet the requirements.

The first step in opening a restaurant is the development of a restaurant concept, not to be confused with a business plan, which you will also need if you want to attract investors or get a really calculated and profitable business.

The concept should describe the work of the future restaurant in the smallest detail - the proposed menu, technological chains, restaurant design. In a business plan, you need to evaluate what directly relates to financial costs and expected income, as well as competitor assessment, advertising and many other factors that will affect your restaurant business.

It is necessary to decide how you will position yourself, there are several steps from a cheap institution to an elite temple of taste closed to mere mortals. Many factors need to be taken into account at the planning stage and noted in the concept and business plan.
If you want to use only your own funds to open a restaurant, then these two documents can be combined into one. It is better for a beginner in the restaurant business to order their writing to professionals, you can’t save on this, because then unaccounted data can cause big trouble with opening a restaurant.

The most reasonable approach, if the future owner does not understand the restaurant business, is to hire an "opener", a person who has already opened more than one successful establishment. It will not be cheap, but it will certainly pay for itself, the probability of opening a loss-making restaurant is immediately reduced many times over.

Any businessman planning to open his own restaurant will start with a project assessment and planning. The future owner poses a number of questions: what category of visitors will the future restaurant be designed for and how many customers will there be, how much should the check be on average, what interior to choose for the opening restaurant, and in without fail how to properly organize the financial part of a business project.

It is mandatory to calculate the costs required to open a restaurant, the payback period and the possible profit from the planned business.
The amount of possible costs and the amount of possible profit directly depend on the category and level of the institution that is supposed to be opened.

As a rule, interior designers work on the opening of elite restaurants, these restaurants have the highest level of comfort and service, wide range of dishes: custom-made, branded and original, as well as the availability of exclusive drinks and, as a result, high prices.

Establishments that were originally designed for visitors with an average income level offer quite a varied and good menu for lower prices. In fast foods, the set of dishes is standard and self-service is typical for these establishments.

Menu development

The composition of the menu largely depends on the concept of the restaurant. The concept reflects the general direction of the cuisine, gives recommendations on the number of dishes, pricing policy. This information is sufficient for the development of a technological project and the selection of equipment.

The final menu is compiled by the restaurant's chef, who must be hired no later than 2 months before the planned opening. In fact, the direction of the kitchen declared in the concept is the terms of reference for the search for a chef and other kitchen staff specializing in this segment.

Purchase of equipment

Now in Russia you can find almost any equipment - of different quality and price level. And without good preparation, it is very difficult to understand it. Representatives of trading companies are interested in buying as much equipment as possible from them, and in this sense, their goals contradict the goal of the restaurateur to use resources economically and wisely. Therefore, it is recommended not to choose equipment on your own, but to invite consultants, a chef, a technologist for this, who will help you make the right choice.

Optimization of the composition of equipment with the help of specialists can significantly reduce costs. The only thing you should not do to reduce costs is to buy household equipment, as it is not designed for such intensive use and you will very quickly find yourself having to buy equipment again.

And yet, it is very important when purchasing equipment to know that not all equipment is available from the supplier directly in the warehouse in your city. This means that your order will take some time to complete. The standard delivery time in Moscow is 75 days, in other cities it may be longer. Therefore, when calculating the timing of opening, this factor must also be taken into account.

Crockery and inventory

It is important to know that special professional tableware is used for cafes, bars, restaurants. This is economically justified, despite the fact that it can be much more expensive than a regular household one, which is not designed for such intensive use. When buying professional cookware, you get the following benefits:

dishes retain their original appearance for a long time, because the edges do not chip off, the enamel does not crack or darken, the pattern is not erased;

dishes are more resistant to shocks and falls, less likely to break;

you can always buy the missing quantity of the same kind.

The same goes for kitchen utensils. After all, you will have a real production and everything in this production should be professional, wear-resistant, convenient, specially adapted.

In order to choose the right dishes, it is necessary to involve the chef, since the form of serving the dish is his prerogative, which means he has to choose. It is better to calculate the quantity with a consultant and come to a trading company with ready-made calculations so as not to buy too much. You need to order dishes in advance, as well as equipment.

Recruitment

Recruitment needs to start well in advance - for example, it will be right if key positions are selected in advance and connected at the earliest stages of restaurant organization (for example, chef, pastry chef, manager). Other staff are also best staffed some time before opening. This time is necessary in order to conduct preliminary training.

It is best to entrust staffing to a staffing agency that specializes in restaurant personnel.

It must be remembered that if you want to pick up people from outside your city (in most cases this refers to the position of a chef, less often a manager), then this may take much longer than expected. In some cases, the search may take up to 2-3 months. This is especially true for foreign specialists.

In general, if you would like to have foreign personnel on your staff, it is better to first try to address this issue to Moscow recruitment agencies. Many foreigners have been working in Moscow for a long time and are ready to leave for the Russian regions or neighboring states. When inviting a foreign chef, you should not hope to get a really worthy specialist for less than $4-5 thousand.

On average, it takes from 3 to 6 months to open a restaurant, it depends on many factors, the condition of the premises, its footage, the coordination of certain documents in the authorities, the professionalism of contractors, the professionalism of the project manager and a well-written business plan restaurant.

Premium class restaurants / from 300 m2/ - from $ 600.000 - to $ ……..

Restaurant - club / from 500m2 / - from $ 750.000 - to $ ……..

Fine dining class restaurants / from 300 m2/ - $ 600,000 - $ 800,000

Restaurants of a democratic segment (sport bars / cafes / coffee houses) / from 200 m2 / - $ 300.000 - $ 500.000

Cafes / Coffee houses from 200 m2 / - $ 300.000 - $ 500.000

We are talking about stationary establishments that have a license for the sale of alcohol and a permit for the production of dishes from raw materials and semi-finished products, i.e. a full cycle of technological processes of cooking, in other words, not summer cafes and restaurants.

As the most competitive and complex area of ​​activity, many call the restaurant business.

But this does not mean that it is so great and inaccessible that an absolute beginner will not be able to cope with it. The main thing is to adhere to regularity and accuracy in your actions.

Nowadays, even small towns are ready to please visitors with a huge variety of small and large restaurants. A young institution will be able to compete with them only if it has a very narrow focus. For example, if it is delicious to cook Chinese, French or Italian food.

In addition, according to experienced businessmen, the literacy and determination of the owner has a strong influence on the success of the work. But if this business is something new and unknown for you, then it is better not to resort to drastic and drastic measures, but to monitor the reaction of visitors to the introduction of one or another additional service.

The success of the institution largely depends on:

• from a good professional chef;
• from the zest peculiar to your institution;
• from a good location.

The danger of bankruptcy scares many novice businessmen, and for good reason, because such an outcome is far from uncommon.

Interesting material on how to properly engage in such activities is presented in the following video:

Where to begin? Required documents

Before proceeding with checks and collecting documents, you need to provide yourself with a room ready for use.

The catering establishment usually The constituent documents of such a legal entity must consist of:

• decisions of the founders on the creation;
• certificate of registration of a legal entity;
• an order appointing a director;
• charter;
• certificate of receipt of TIN;
• letters with statistical codes (OKVED, OKPO, OKFS, etc.);
• certificates of registration with the MHIF;
• certificates of registration in the PF;
• agreements for opening a bank account.

If such a form as a CJSC or OJSC was chosen, then documents on shares must be additionally attached. The simplest organizational form is an individual entrepreneur, but at the same time it causes very close attention of the tax inspectorate.

As for the premises, there must be documentary evidence that it is owned or officially rented.

The concept of the institution

The basis of the restaurant should be an interesting idea. But even if it is not there, this should not become an obstacle to starting your own business. The main thing is to have a detailed concept in stock, consisting of:

• restaurant positioning;
• distinctive features of the business project;
• organizational and staff management structures;
• effectively organized zoning and maximum functionality of the premises;
• detailed instructions on maintenance methods;
• legend and original name;
• menu project;
• competitive analysis;
• list of basic and additional services;
• recommendations regarding advertising and promotion.

Selection of a suitable place, repair and furnishing

The choice of premises is one of the most difficult issues, because it has high technical requirements.

There are not so many premises suitable for a restaurant even in large cities, and even those that exist are filled very quickly. Of course, you can do construction, but usually restaurateurs do not resort to such a costly method. If you have enough money, it is better to buy a room - this is the most profitable option.

If you plan to rent, then you need to immediately sign a contract for several years. This will allow you to calculate the costs, because its cost for a given period will be fixed.

The size and shape of the room is only a matter of your preference, but there are things you need to pay attention to:

• communications (water supply, electricity, sewerage) must be in perfect condition;
• additional sound insulation and ventilation if the establishment is located in a residential building;
• the general condition of the premises, because unsuitable finishes will result in large financial costs.

The most proven option, especially for beginners, is renting a room that previously housed a restaurant.

When arranging a point, you need to pay attention to the combination of furniture with walls and floors, chandeliers with other lighting fixtures and other points that affect the presentable appearance of the room and the emerging opinion. Another important point is the cash desk and wardrobe located nearby.

No restaurant setting without a focal point- a fountain, a huge aquarium, an original bar counter, a stage, etc. This is the main landmark for all tables located in the hall. By the way, the correct arrangement of tables can both positively and negatively affect the reputation of the institution. Customers value unobtrusive service most of all, and this can only be achieved if there is a large distance between tables.

Carrying out repairs or redevelopment requires compliance with sanitary and epidemiological rules:

• the height of the room is at least 3 meters to be able to install exhaust zones;
• the presence of all engineering communications, signaling, as well as a service entrance;
• proper distribution of space, for example, the kitchen should occupy at least 50% of the total area;
• obligatory presence in the kitchen of a distributing, cold and hot shops;
• rational arrangement: the refrigeration unit should not be adjacent to the oven or deep fryer;
• carefully organized flow of raw materials and products.

Equipment that is necessary for the kitchen and hall

Regardless of the type of institution, its orientation and size, the modern level of equipment provides for the presence of:

• thermal equipment - stoves, frying surfaces, deep fryers, ovens, water heaters, convection ovens, etc.;
• electromechanical equipment - vegetable cutters, fish peelers, potato peelers, meat grinders, packaging machines;
• dishwashers;
• refrigeration equipment;
• technological equipment and stainless steel furniture;
• equipped bar;
• equipment for the hall - chairs, tables, audio systems, air conditioners;
• sanitary goods and production racks;
• computers and cash registers.

The choice of this or that technique largely depends on the quality, warranty period, level and period of service, cost and country of origin.

The predominance of exclusively imported equipment on the market has been replaced by the appearance of high-quality equipment of domestic manufacturers that can compete with German, French or Italian counterparts.

Staff

Any restaurant cannot do without:

• bartender. For a small establishment, 1 person is enough, and if there is a large attendance or a wide range of cocktails, then you can take an assistant to him.
• barista, which will be able to surprise visitors with excellent coffee.
• Waiters. Optimal quantity visitors for one employee - 15 people.
• maitre d'. This vacancy is typical for a large institution. His duties include the welcome part, the initial order and the coordination of the work of the waiters.
• manager, whose job responsibilities include solving organizational issues, compiling menus, recruiting staff and determining the work schedule.
• Kitchen workers: chefs and chefs.

Most often, the restaurant uses hourly wages. To set the time to go to the shift of an employee, there is a special schedule, the preparation of which should be based on:

• the required number of employees;
• the number of visitors;
• staff qualifications;
• interests of employees (combining several jobs or students).

In addition, it is necessary to take into account everyday circumstances, sometimes leading to the fact that an employee cannot go to work.

Procurement of products, menu development

The new restaurant can count on 10-15% workload therefore, the chef will be able to independently determine the required amount of products.

The initial supply of the bar, of course, is known to the bartender, but since most of the alcoholic products are expensive, the director prefers to control its consumption and the rest.

A good restaurant should always have a so-called “shelf” bottle of cognac worth at least 1 thousand dollars, which someone will definitely buy at least once a year. And the assortment of the wine list should range from 50 to 70 items.

The menu of the institution, which is characterized by an average pricing policy, should include the following main items:

• hot dishes: from meat and fish at least 6 pieces, from poultry - at least 3;
• several low-calorie dishes (salads) that women usually prefer.

The restaurant menu is usually focused on achieving maximum profitability, therefore, the restaurateur must track down dishes that are not popular and get rid of them.

Restaurant advertising

Any kind of promotion pursues the goal, in one way or another connected with the stimulation of demand. The promotion path depends on various factors: the direction of the cuisine, pricing policy, the design of the trading floor or the quality of service.

Among the main types of promotion are advertising, publicity and personal selling.

Allocate:

• outdoor advertising- a sign, which is also a mandatory requirement of the local authorities for each restaurant. To attract customers, they also use panels, brackets or plastic figures of people.
• Internal advertising, often represented by all kinds of booklets and leaflets, which contain information about the institution and planned or possible events.
• Internet. A properly organized and promoted website is a very effective method of attracting a potential guest. The most important thing is to strictly monitor the menu - the visitor must be aware of each change.
• media. An extraordinary and bright layout is an excellent advertising ploy.
• Souvenir products e.g. matches, lighters, toothpicks, glasses, etc.
• Discounts for a business lunch, set lunch, dish of the day, etc.

How much is it?

There are many options for opening such a business, and it is almost impossible to describe the costs of each. Let's dwell on the option that involves renting a finished premises, which has everything necessary equipment:

• 15,000 rubles - registration of an LLC;
• 6,500 - payment for the work of an SES employee who will measure lighting and noise for compliance with standards;
• 50,000 - the purchase of various kinds of small things: tablecloths, spoons, knives, rags, buckets, etc.;
• 300,000 - the cost of a license giving the right to trade in alcoholic products;
• 144,000 - salary of employees:
  • chef - 25,000 rubles;
  • hot shop cook (2 people) - 20,000 rubles;
  • cold shop cook - 8,000 rubles;
  • rootstock - 5,000 rubles;
  • cleaning lady - 5,000 rubles;
  • dishwasher - 5,000 rubles;
  • accountant - 8,000 rubles.

  We multiply this entire amount (except for the accountant's salary) by 2, since the establishment's working hours are on average 16 hours.

• 100,000 - food;
• rent at the rate of 1000 rubles per 1 sq. m.;
• Payment of utility services;
• advertising.

Payback periods and approximate profit

The payback period and the level of profitability of an institution are influenced by various factors: location (the most successful option is a large microdistrict with a large number of offices), demand quality food, a wide range and beautifully designed menu.

Subject to these simple rules the restaurant will be able to pay for itself in 2-2.5 years.

The profitability of the business is almost entirely dependent on the restaurateur, who must effectively organize the process, gain regular customers and constantly engage in attracting new ones.

The selection of worthy qualified personnel, the provision of impeccable service, a competent approach to menu preparation, the arrangement of an exquisite interior and the organization of competent management allow us to count on a yield of 30 to 50%.

Restaurant business is a complex field of activity, since when opening your own institution, you need to take into account a lot of features, from choosing a direction to compiling a menu and choosing. In this article, we will consider how this direction has developed, current development trends and prospects for this niche today.

You plow all day long, but there are no results? Maybe you are doing something wrong? The only way out is to hire a successful restaurateur. This should be a “discovering” person who has made more than one institution successful. The pleasure is not cheap, but believe me, the result is worth the money spent. The costs pay off within 4-6 months.

There is a lot of literature on this topic. Famous book - Georgy Iosifovich Mtvralashvili. Profitable restaurant.
Tips for owners and managers.

golden triangle rule

On the advice of Georgy Iosifovich Mtvralashvili, the golden triangle rule applies in the restaurant business.

The first peak is the name.

“Whatever you call a yacht, that’s how it will float!” Remember this expression? The name of the institution should be flashy and easily stumbling. It is from this that the promotion of the restaurant depends on 30%. The name should match the style, cuisine, interior, location, and other factors.

The second peak is the kitchen.

Don't skimp on the project. The kitchen should be comfortable and have the necessary equipment. Get into the details. Expand activities. Hire famous chef. By the way, it is better to coordinate the project with the chef. If the food is not tasty, even a dancing bear with a balalaika in the center of the hall will not attract customers.

Delicious food and quality service are the main success factors in the restaurant business. The institution should be harmonious - the design of furniture and utensils, music, color palette, uniforms of waiters, names of dishes.

The third peak is the interior, design and decor. These components should be one whole, and the details should flow into one another. You must clearly answer the guest's question: why did you design your establishment in this style?

Webinar: How to stand out among restaurants

Increase staff productivity

The soul of any restaurant is the mood of the staff and the atmosphere in the team. Our success and income are our guests. Much depends on the quality of their service. A talented restaurateur must assemble a friendly team of like-minded people who greet visitors with a smile and enjoy their work.

How to make team work productive?

1. Set goals. Every person has a goal towards which he is moving. For example, the goal of waiters is to get a promotion and an increase in salary.

2. Assign roles. Each team member must know what he is doing. For this, they are held.

3. Reward leaders. The administrator sees the leaders of each group of people communicating with each other. The informal leader can be an excellent shift leader.

4. Encourage mutual help. Well - if the business owner leads by example. If the director cleans the fish or carries the plates, the employees will surely appreciate it.

5. Build trust. You should not be treated like a boss, but like a friend you can always turn to for help.

6. Establish contact between different departments. People should know each other. It is very good if the cook helps the waiter to clean the table after the visitor.

Trends

Here is a list of global trends in the field of catering (restaurants, cafes, pizzerias, etc.) that are relevant this year.

1. Increasing popularity among visitors of chicken food, as it is fashionable, tasty and reasonable.

2. Significant share increase vegetarian cuisine, the use of steamed dishes.

3. Increasing consumption wholesome food made from cereals.

4. Increasing the share of the total sales of various soups and drinks.

5. Bonuses (card bonuses, certificates, discounts, etc.) are becoming more and more important.

6. Increasing attention to gourmets (cooking non-standard recipes for soups, side dishes, etc.).

7. The presence of signature dishes and snacks affects the formation of a constant flow of customers.

8. The popularity of food, the main ingredient of which is noodles. They are quick to prepare, not expensive, but palatability no worse than expensive masterpieces.

9. Increasing popularity of national dishes South America (alcoholic cocktail caipirinha, a dish of their raw fish ceviche and others.

10. Increasing visits to fast food outlets - fast casual (a combination of a restaurant and).

How to achieve heights?

Development prospects

1. Small coffee houses and pubs.

Today, the popularity of the development of casual dining is growing, from year to year their number is increasing. Directions of this segment: coffee shops, cafes national cuisine(Italian, Japanese and others), steakhouses and beer restaurants. The reason for the success of beer restaurants lies in the clarity and familiarity of this format for consumers.

As for the proliferation of coffee houses and sushi bars, restaurateurs believe that this is due to the ease of launching them. Establishments of such formats have practically no kitchen (desserts sold in coffee houses are often prepared by third-party enterprises, and for making sushi, you only need frozen fish and a rice cooker). Therefore, there is no need to bet on expensive equipment, which significantly reduces the cost of opening an establishment.

2. Japanese cuisine.

Due to the absence of a kitchen workshop, the search is facilitated and the requirements for the premises are reduced, which is very important for the markets of large cities (Moscow, St. Petersburg). Despite the fact that the culture of Japanese cuisine took root in Russia for a long time, active promotion and low prices have made sushi bars incredibly popular.

3. Caucasian cuisine.

In Russia, Caucasian cuisine is very promising, since the population was familiar with this direction back in Soviet times. Naturally, after eating exotic dishes, many citizens return to the national cuisine. But this does not mean that it has good potential for development. This is due to the reluctance of people to pay high amounts for simple and familiar delicacies that can be prepared at home.

Story

Since ancient times, the main human need, which ensures the existence of people, has been the use of food. With the development of mankind, the ritual of eating has undergone significant changes. In ancient times, it was eating raw or fried meat with your hands without the use of any utensils. In the ancient and middle ages, cutlery appeared.

When the "New Time" came, everything changed, especially the culture of eating. People no longer hesitate to use cutlery and invent sophisticated tools for eating dishes.

In Russia, Ivan the Terrible is considered the founder of the restaurant business. To prevent drunkenness from flourishing in Russia, there was a ban on the sale of alcohol, these drinks were sold only in royal taverns. In the middle of the 19th century, these establishments were called drinking houses, and could no longer be state-owned. Drinking houses sold not only booze, but also snacks, hot dishes, and even tea and cakes.

Later, taverns appeared, where delicacies of Russian national cuisine were served. At that time, taverns were very popular, but not many people visited restaurants, since they were calculated only for the elite.

At the end of the 19th century, various tea, coffee and first restaurants appeared, designed not for people with an average income. At the beginning of the 20th century in Moscow, St. Petersburg and other large cities, they replaced many taverns. There was a classification of establishments into categories.

The first non-state restaurants emerged during the collapse of the Soviet Union and perestroika. It was this time that is considered the beginning of the dynamic and stable development of large networks.

Our small top will be of interest primarily to novice restaurateurs. These are the best books about the restaurant business, according to Poster, the one minimum set useful literature, which will help to avoid many problems at the start and after the opening of the institution. We have tried to select the most recent publications with the most up-to-date information and the correct display of the modern restaurant business market.

"New restaurant: 365 days after opening", Alexander Zatulivetrov

Year of publication: 2013

This book is a continuation of Zatulivetrov's bestseller “Restaurant in 180 days. A Practical Guide to Discovery,” which came out a year earlier. More than 20 restaurants in different countries of the world were opened with the participation of the author. The book for managers of restaurants, cafes "New Restaurant: 365 days after opening" is a useful guide for owners and managers of new projects in the field of catering and restaurant business. Thanks to this book, you will learn how to rationally solve problems in various areas of the institution's activities, find a way out of difficult situations with minimal losses, and overcome the most difficult period in the life of a restaurant - the first year of its operation.

Zatulivetrov's book is written in simple and understandable language. This is not a set of instructions with diagrams and tables, but rather a friendly conversation with the reader. The author gladly shares his personal experience and at the same time gives the reader the opportunity to disagree with his statements. The book is saturated with stories from life and stories with real examples. The atmosphere of the book is really similar to an interesting conversation at a table in a good restaurant.

Each restaurant project is individual, however, in the first months of operation of the establishment, all owners usually face similar problems. Many of them for novice restaurateurs may seem completely unsolvable. The rich experience of Alexander Zatulivetrov, collected in this edition, will help them avoid such difficulties.

"333 tricks of the restaurant business", Oleg Nazarov

Year of publication: 2015

Oleg Nazarov is perhaps the most prolific author of books for restaurateurs in the CIS. Among them: "How to promote a restaurant" and "How to promote a restaurant - 2", "How to ruin a restaurant" and "The best restaurant chips in the world", which are also very useful to read. But we chose 333 Tricks, an excellent collection of life hacks for a restaurateur. For 4 years, Nazarov traveled more than 250,000 km with seminars and lectures and visited almost 2,000 restaurants, thanks to which he collected in this book the unique experience of existing restaurants. If you want to turn your establishment into a successful restaurant, then this book will definitely help you!

The book is written in an accessible, slightly ironic manner for a more contrasting perception of information by the reader. Nazarov tried to cover the most important moments in the life of a restaurant and tell novice restaurateurs sometimes obvious things (like the same one), but which many do not notice at close range.

The stories and techniques described are something you should pay attention to when serving customers in any business, not just in the catering industry. Some advice, especially about the level of service, is not so obvious to retail managers, but it will be very important for restaurateurs, where every service error is a real loss of profit. This mainly concerns the atmosphere in the institution and the staff: how the institution looks in the eyes of visitors, how your employees communicate and how they pay attention.

"Restaurant Management", 3rd edition, Robert Mill

Year of publication: 2015

This restaurant management book is the most Full description intricacies of running a business. Everything that a restaurant manager needs to know about in order to effectively manage it is considered here. In addition to dry theory, the material is supplemented with real life examples, and most of the recommendations are supported by experience. famous restaurants and success stories of restaurant top managers and administrators.

From this book, you will learn about the problems of marketing and promotion of a restaurant, about why some establishments suffer losses even a year after launch, while others thrive after a couple of months. You will learn how to develop a marketing plan that can respond to changing trends and industry challenges. You will also learn how to properly compose a menu to increase the average check and stimulate sales, and who to trust.

Mill talks clearly about how to improve the organization of service and work of the kitchen, the choice of suppliers, the receipt and storage of products. The main text of the book is richly supplemented with practical tests that introduce the reader to the realities of the modern catering industry. The book will be useful not only for novice restaurateurs, but also for restaurant professionals.

Interesting and understandable - all about the restaurant in one book. Examples are given mainly from the practice of US restaurants, and what was relevant there 5 years ago is just now coming to the domestic market.

“It's not about the coffee. The Corporate Culture of Starbucks, Howard Behar

Year of publication: 2015

“If you grow people, they will grow a business. That's the point, that's the top priority.". Howard Behar*

The main message conveyed by Behar's book is that you should consider staff and customers primarily as individuals, and not as tools. In this case, success will come to the institution itself. If a manager or owner treats employees as partners, and not as a labor force, a resource, then they will be able to achieve more significant results. And in clients you should see not a source of income, but people to whom you provide a service so that they return to you again.

The author of the book, Howard Behar, is not only a talented manager, but also the main ideologue of Starbucks. The book details aspects of the company's internal culture that cannot be found in any manual. Behar in his book shares with readers the ten main principles of a leader that helped him come to such success.

This is an understandable and useful book for anyone who realizes that service is the main asset of any company in the food service industry. If you want to achieve outstanding results and learn how to inspire your team, then this book is for you. We are definitely adding it to our must-read list.

* Howard Behar, president of Starbucks International, was the head of the Starbucks chain for 17 years.

The Book of a Successful Manager. Partners. Staff. Guests.», Natalia Bogatova

Year of publication: 2013

And the last one on our list is a new book from the author of The Book of a Successful Manager, Natalia Bogatova. You will learn how to negotiate successfully with partners, suppliers, the tax office and other people on whom the operation of the institution depends.

The book will help you conduct a constructive dialogue using persuasion techniques, teach you to identify opponents' traps and behave correctly in all conflict situations. You will understand how to find a common language with different types of interlocutors to achieve your goals.