Food quality and service are no longer the only factors driving the restaurant business. In recent years, innovation has fundamentally changed the food service industry. Therefore, now, in order to maintain high profits, it is important to be aware of the latest innovations in the restaurant business. What innovations characterize the restaurant business in 2013, and what novelties in the restaurant business can be safely introduced?

Information technologies improve and facilitate human life in various areas. Human nature is such that we get used to good things very quickly. That is why we feel some kind of discomfort when we do not get the conveniences in the restaurant that we are accustomed to and which are already offered in other establishments.

We can say with absolute certainty that among several restaurants of the same level, the visitor will choose the one in which, for example, free Wi-Fi is provided. In such a restaurant, a person will not only enjoy lunch, but will be able to relax and stay always online: check mail and chat with friends on social networks. It is now considered a norm for catering establishments to offer their visitors a free Wi-Fi hotspot.

Dummies of menu dishes on the showcase

Innovation in the restaurant business - showcase with dummies of menu dishes

Everyone knows that people go to restaurants in order to have a tasty meal and have a good time. However, it is no longer enough to offer skillfully prepared meals and impeccable service.
How do you get people to decide to have lunch or dinner at your restaurant?

One of the innovations in the restaurant business is to show your menu to people right in the restaurant window. As you know, this is almost impossible to do with ready-made meals. Photos of dishes, even the highest quality ones, will also not be able to cope with the task.

The only way that can not only decorate a shop window, but also become an attractive information source for passers-by is to use fake dishes. Due to the high quality of the materials used, the dummies look like real ones, their size and volume can be seen. You can also set a price and indicate the ingredients that make up the dish. Dummies make it easier for visitors to choose both a restaurant and a dish.

Such an innovation in design gives undeniable advantages to the restaurant and is convenient for the visitor.

The Japanese company "Nippon Dom" will make for you dummies of dishes that will provide a high profit for your establishment.

Take a look at the finished dummies in ours or take them from photographs. Use the form below to ask us a question.

Ask us a question

Technological innovations in the restaurant business are associated with the introduction of tablets, which can replace the usual brochures or books - menus. Each visitor of the restaurant is offered to choose dishes and directly contact the waiter using a tablet.

The visitor can see the total cost of the order and the calorie content of the dishes. If something doesn't suit you, you can easily remove it and choose something else before serving. While waiting for the order, you can not waste time in vain, but check your e-mail, contact your friends on Skype, or just play a game.

QR code is a marketing innovation that works great in the organization of the restaurant business. In a small square of a two-dimensional barcode, you can put detailed information about your restaurant, menu and promotions. You can also introduce visitors to your institution's website, invite them to join groups on social networks, and subscribe to the newsletter.

The QR code can be easily scanned with a mobile phone, tablet or laptop camera and saved in the bookmarks of your gadget.

In most cases, innovations in the restaurant business require additional financial investments. They are the ones most afraid of restaurant business owners. But focusing only on the current state of affairs and unwillingness to invest in innovation will lead your restaurant to a loss and the threat of closure in the future.

By investing in innovation today, you are investing in the success of your restaurant tomorrow!

Do you want to use the novelties of the restaurant business when opening a fast food, cafe or restaurant?

Do you want to increase your profit with innovative restaurant menu design?

Is your dream to be always ahead of the competition?

Contact us by phone or ask a question by filling out on the website. We work seven days a week. Contact us at any time of the day!

D.A. Ponochevny 1, Danilina S.K. 2

1 ORCID 0000-0003-0025-9381, PhD in Economics, 2 Senior Lecturer, St. Petersburg State University of Economics

PRIORITY AREAS OF INTRODUCTION OF INNOVATIVE TECHNOLOGIES IN RESTAURANT BUSINESS ENTERPRISES

annotation

The article discusses the priority directions of the introduction of innovative technologies at the enterprises of the restaurant business, analyzes individual elements and identifies the benefits of their implementation, both for customers and for the enterprise. The necessity of increasing the level of customer satisfaction is substantiated, various tools are considered, using the example of customer relationship management systems, various concepts of the restaurant business are analyzed.

Keywords:innovation, technology, management, customers.

Ponochevnyiy D.A. one ,Danilina S.K. 2

1 ORCID 0000-0003-0025-9381, PhD in Economics, 2 Senior tutor, St. Petersburg State University of Economics

PRIORITY DIRECTIONS INTRODUCTION OF INNOVATIVE TECHNOLOGIES IN THE ENTERPRISE RESTAURANT BUSINESS

Abstract

The article considers priority directions of introduction of innovative technologies at the enterprises of restaurant business, individual elements and identified the benefits from their implementation, both for clients and for the company. The necessity of increasing the level of customer satisfaction, considered the various tools on the example of systems of customer relationship management, analyzed the various concepts of the restaurant business.

Keywords: innovation, technology, management, customers.

Today the restaurant business is one of the service industries where the share of modern innovative technologies is not high.

The leading "players" of the restaurant business have long understood that it is difficult to achieve an advantage in the competitive struggle, in its various segments, without the introduction of modern information technologies. In order to be competitive in a difficult economic period, the management must take this factor into account when managing a restaurant business. Today, the innovative potential that is present in the restaurant business is very high.

Investing in innovative technologies allows restaurateurs to achieve a certain advantage over competitors, as this will positively affect their competitiveness in the future.

On the market of restaurant services, various solutions are presented for introducing innovations in the management of enterprises of various types and forms, however, as practice shows, when the owner begins to analyze and look for suitable "tools", he is faced with the problem of choosing and evaluating the effectiveness of their work. After analyzing all of the above, we conducted a study, during which priority directions for the development of innovative technologies in the field of the restaurant business were identified, which are schematically presented in (Fig. 1).

According to experts, if a restaurateur gravitates towards electronic innovation, then first of all, you should pay attention to the following elements:

Fig. 1 - Priority areas for the introduction of innovative technologies

• mobile terminal;
• online booking;
• receiving payments:

1. touch terminals;
2. contactless paypass and paywave cards;
3. smartphones - NFC technology.

• room visualization system - the implementation of which allows guests to see the panoramic plan of the restaurant in real time, and also contributes to:

1. increase in revenue;
2. viewing the room in 3D;
3. the ability to configure the arrangement of tables and guests for various events.

• virtual guest card - is an application that is tied to a phone number, and via the Internet allows customers to view various information in their personal account at any time: payment history, the amount of accumulated points, reserve a table, leave a review, etc.

Separately, I would like to note the advantages that can be achieved by the introduction of such technology as an interactive electronic menu. In the course of the study, the main advantages were identified and analyzed:

For the restaurant business:

• feedback from the guest;
• convenient tips that simplify the choice of dishes;
• automatic setting of different prices for a business lunch and the main menu, depending on the time of day and day of the week;
• the ability to view the composition, calorie content and other characteristics of the selected dish;
• adding seasonal dishes, informing about discounts, etc.

For restaurant customers:

• calling the waiter;
• multilingualism;
• the ability to leave feedback and suggestions;
• description of various dishes;
• pay the bill without calling the waiter;
• the ability to independently place an order or additional order without resorting to the services of a waiter.

In our opinion, such systems as an interactive menu in the next few years will become one of the most popular in the restaurant business market, in its various segments. For restaurateurs in today's difficult conditions, it is very important not only to know and understand the wishes of their customers, but also their needs. The introduction of such innovative technologies and electronic systems will provide guests with a technologically new and modern format for choosing dishes, and will also improve the overall level of enterprise management.

The main goal of innovation is primarily to attract new customers and increase their satisfaction. Businesses can use various tools to increase the level of satisfaction of their customers, one of such channels is the promotion of the restaurant on social networks.

Increasing guest satisfaction will enable businesses to achieve results that include:

• the client's commitment to the company's services is formed and strengthened;
• the client does not pay attention to other offers of competitors;
• increase in the number of loyal customers;
• reputation management and feedback;
• the client will inform his friends, business colleagues about his positive experience, thereby forming a positive opinion about the company;
• the costs of attracting new customers are reduced.

However, if the restaurant owner is unwilling or unable to invest in expensive imported equipment, then other innovations should be considered. In particular, the concept of the restaurant can be changed.

As an example, we can mention the existence of a unique concept restaurant “DansLeNoir”, a dinner in absolute darkness, served by blind guides - this is a unique experience that changes the world view, turning the usual view of things. A sensory experiment that awakens the senses and allows us to completely redefine our perception of taste and smell. The peculiarity of this institution is that the composition of the menu is completely classified, and you can find out what you ordered only when you leave the restaurant. Such simple things as finding a fork and a knife on the table in complete darkness, and then cutting off at least one piece from the prepared dish turn into a difficult quest.

In the course of the analysis, such innovative concepts of the restaurant business as zones without gadgets, which are very quickly gaining popularity in Europe, were considered. Their essence is that visitors must turn off their smartphones and tablets before they receive food. As an incentive, establishment owners are offering their visitors a discount if they agree to turn off their mobile phones and leave them at the entrance.

Such establishments not only attract attention on the Internet, but also increase the number of guests due to the acceleration of service - studies have shown that the reason for the slow service is often gadgets (people read the news, go to social networks and take pictures of food), without them use people eat faster and go on about their business, freeing the table for the next visitor.

The introduction of innovative technologies is the best advertisement for any restaurant business. Customers who first used its services will very quickly tell their friends about it on social networks, thereby contributing to the promotion and attraction of new customers.

An innovative approach to the choice of communication channels and methods of influencing the consumer allows, in the shortest possible time and at minimal cost, to achieve an increase in restaurant indicators such as average check, loyalty and an increase in the number of guests.

Since making a forecast regarding the prospects for the introduction of innovative technologies in today's difficult situation is a thankless task, since the realities make their own adjustments regarding the further development and prospects of the restaurant business and the catering market in general, however, as foreign practice shows, those who have introduced advanced innovative technologies today, they win tomorrow as they are more competitive and offer customer-centric service compared to other market players.

Literature

1. Welcome to the world of sensations [Electronic resource] URL: http://st-petersburg.danslenoir.com/idea.ru.html (date of treatment 06/20/2016).
2. The reason for the slow service in restaurants is smartphones [Electronic resource] URL: https: //vc.ru/p/ny-restaurant (date of treatment 07/05/2016).

6.1. The specifics of activities in the restaurant business / 6.2. The structure of the food and beverage service of the hotel enterprise / 6.3. Opportunities for winning a customer in catering service

The specifics of activities in the restaurant business

Catering business - one of the spheres of the domestic economy, economic reforms in which were accompanied by certain changes in the activities of public catering enterprises. These changes are associated with strengthening the independence of the enterprise, improving management methods, the emergence of new targets for increasing competitiveness.

The basis of the restaurant business is made up of enterprises characterized by the unity of forms of organization of production and customer service and differing in types and specialization. According to GOST R 50762-2007 “Catering services. Classification of public catering establishments ", public catering enterprise - This is an enterprise intended for the production, sale and (or) organization of consumption of public catering products, including culinary products, flour confectionery and bakery products. Taking into account the special conditions of service, the range of public catering products sold and technical equipment in the industry, the types of public catering enterprises are distinguished.

Depending on the nature of the activity five types:

• 1) enterprises organizing the production of catering products (procurement factories, shops for the production of semi-finished products and culinary products, specialized culinary shops, enterprises (shops) of on-board catering, etc.) with the possibility of delivery to consumers;
• 2) enterprises organizing the production, sale of catering products and consumer services with consumption on site and for take-out (export) with the possibility of delivery (restaurants, cafes, bars, snack bars, canteens, fast food outlets, coffee shops);
• 3) enterprises organizing the sale of public catering products with possible consumption on the spot (cookery stores, buffets, cafeterias, small retail chain enterprises);
• 4) catering enterprises;
• 5) enterprises organizing the delivery and service of consumers in hotel rooms and other accommodation facilities.

When determining the type of catering establishment, the following factors are taken into account:

• the range of sold culinary products, flour confectionery and bakery products, their variety and complexity of manufacture;
• technical equipment (material base, engineering and technical equipment and equipment, composition of premises, architectural and planning solutions);
• methods and forms of service;
• customer service time (time of waiting, provision and consumption of services);
• professional training and qualification level of personnel;
• service conditions (comfort of the hall, furniture, staff ethics, design aesthetics, interior).

Restaurants and bars by the level of service and the range of services provided subdivided into three classes: "luxury", the highest and the first, which must meet the following requirements:

• "Luxury" - a wide range of services provided to consumers, a high level of comfort and convenience of placing consumers in the hall, a wide range of original, exquisite customized and branded dishes, products typical for restaurants, a wide selection of customized and branded drinks, cocktails (for bars), exquisite table setting, corporate identity, specificity of serving dishes, exclusivity and luxury of the interior;
• the highest - a large selection of services provided to consumers, the comfort and convenience of placing consumers in the hall, a diverse range of original, exquisite customized and branded dishes and products (for restaurants), a wide selection of branded and customized drinks and cocktails (for bars), corporate identity, sophistication and the originality of the interior;
• first grade - a certain choice of services provided to consumers, a varied assortment of specialties, products and beverages of complex production (for restaurants), a wide or specialized range of drinks and cocktails, including customized and branded (for bars), the harmony and comfort of the interior.

The restaurant business in Russia today exists in three niches - fast food, mid-price restaurants and gourmet restaurants.

The main directions of development of modern technologies of service in restaurants are:

• creation of conceptual catering establishments;
• expansion of the network of virtual restaurants, which ensure the acceptance of orders on the Internet and their delivery to the consumer;
• cooking in front of visitors;
• organization of catering services;
• introduction of merchandising. To increase sales in a restaurant, cafe or bar, the following merchandising techniques are used: design of dishes and drinks, new methods of service, agitation in the hall, persuasive sales, offering a choice of alternative products and services.

Ensuring the efficient operation of enterprises requires an economically competent organization of their activities, which is largely determined by the ability to analyze it. With the help of the analysis, development trends are studied, the factors of change in the results of activities are deeply and systematically studied, plans and management decisions are justified, their implementation is monitored, reserves for increasing production efficiency are identified, the results of the enterprise are evaluated, and a business strategy for its development is developed.

We can offer some of the most striking business strategies for enterprises in the restaurant business:

• leadership in costs (cost of production);
• product differentiation;
• focusing (concentration);
• early market entry (first mover strategy).

Public catering is one of the industries that constantly attract entrepreneurs. The number of catering establishments belonging to different price and assortment categories, especially in large cities, is constantly growing. This situation contributes to increased competition and tougher struggle for survival in the catering sector. For effective competition, enterprises use advanced service technologies as a tool to influence the market in order to promote their products, which is especially important for the enterprise's activities.

Today catering business promising for investment and attractive to entrepreneurs. This is the business of organizing catering services on a service basis for profit.

In its general sense a restaurant - This is a public catering enterprise endowed with the rights of a legal entity, which is distinguished by a high level of service for visitors, combined with the organization of their rest during a meal.

Restaurant business management always includes four main components:

• 1) planning - development of the menu concept, room design;
• 2) production - the purchase of products, accounting, warehousing, cooking;
• 3) service - the choice of the type of service, guest service, calculation;
• 4) promotion - sales, PR, advertising, sales promotion.

Control and supervision in the field of restaurant business - it is monitoring the activities of restaurants for compliance with the legislation in the field of production and provision of services by public catering enterprises.

One of the most important forms of control and supervisory activities is inspections by the competent state authorities. Under restaurant check it is necessary to understand the complex of actions of authorized persons to identify the restaurant's compliance with legislation, detect offenses, suppress them, as well as apply sanctions.

The objects of any inspection of the restaurant business can be: licenses, permits, trade patents, certificates, hygiene reports; contractual relations with contractors; sales of products and provision of services to consumers; pricing; the operation of cash registers and the procedure for settlements with buyers; restaurant staff work, accounting and payment of taxes and fees. All actions of the regulatory authorities must be of a legal nature, all inspections must be carried out in accordance with Russian regulations.

All inspections of restaurants are divided into scheduled and unscheduled.

Scheduled checks are carried out in accordance with the plans approved by the heads of the control and supervisory bodies.

Unscheduled checks can be carried out on the basis of the following documents: applications and complaints of buyers who have suffered from the consumption of low-quality goods; telephone messages to regulatory authorities (from citizens, enterprises, organizations, etc.); written applications from consumer citizens and public consumer organizations; materials published in the media. Thus, the reason for the unscheduled inspection is, as a rule, citizens' appeals.

The task of the restaurant is ensure the required level of reliability, safety and quality. Only under this condition is it possible to have a high proportion of regular customers in their total number. The consumer's choice is influenced by past positive experiences.

The guests of the restaurant expect not only to eat deliciously, but also to feel welcomed by the care of the restaurant staff. An important aspect of service in a restaurant is the social interaction of the staff with the client and the satisfaction of the latter's desires. When choosing a place to meet friends, partners or loved ones, a restaurant, guests expect individual service. The courteous treatment of the staff meets the general need for recognition and respect. Expensive and exclusive restaurants provide their visitors with high status and prestige. The need for self-fulfillment associated with gastronomy is the possibility of greater variety in food, along with entertainment.

The consumption of restaurant services is associated with a certain level of quality of life in general, as well as an individual lifestyle of a person.

Thus, gastronomy deals with all basic human needs, and there are no clear boundaries between the individual components.

With today's oversupply of food, hunger and thirst have shifted to secondary needs in the appraisal of restaurant services. The motivators of desire and experience, on the contrary, take on more importance. Meeting these once-insignificant needs has become an important prerequisite for customer satisfaction in the restaurant. The success of high-class establishments largely depends on a properly organized service. For each restaurant, the level of quality of customer service, its content and compliance with customer requirements is important. A restaurant product is much more complex than just food on a plate. Its "ingredients" are the physical atmosphere, cleanliness and order, a manifestation of competence and care from the staff. Without the feeling of being cared for, a person who crosses the threshold of a restaurant feels like an ordinary consumer, not a guest. The task of those who serve the customers of the restaurant is to organize the process in such a way as to exceed the expectations of guests, pleasantly surprise with the quality of food and the level of service. To do this, a number of factors must be considered: the cultural level of the client, the traditions they share, where they live, family influence, religious beliefs, tastes, exposure to advertising, health status, nutritional awareness, and much more.

The restaurant's customers are focused on the constant, which is formed from the idea of \u200b\u200bthe optimal ratio of price and quality of service. Not to disappoint customers is the task of quality management of restaurant services. Accurate positioning, differentiation and profiling of restaurant offerings are critical success factors and cannot be ignored in creating and promoting products in accordance with market requirements, ensuring the survival and sustainability of not only the restaurant but also the hotel.

Modern quality management of restaurant services and serviceconsists of the following parameters:

service management as a holistic integrated management model, which serves as the basis for making effective management decisions in the creation and implementation of a range of services, and not just services in a separate area;

• service management, a customer-oriented restaurant and his needs;
• cooperation of labor - teamwork for a common result, partnership relations, functional cooperation;
• quality management of restaurant products - an integral component of service management;
• personnel management, the functions of which include retraining, advanced training, and development of personnel in all departments of the restaurant.

The named parameters can be differently presented as process (or development) management. It presupposes all planned, organizational and control activities strategically focused on managing a restaurant in a highly competitive environment.

The rapid pace of life, the lack of free time, the increase in the total duration of work turn time into an extremely limited resource, which all the more you want to use it rationally. Lunch at a restaurant is a saving of time required for food and at the same time an opportunity to enjoy yourself. Regular visitors of all age groups are mainly characterized, on the one hand, by a pronounced concern for the image, on the other, by an extremely developed pragmatism. From the variety of options for spending free time, the consumer who has the opportunity chooses those that better correspond to his lifestyle and current individual needs. Establishments in the restaurant business offer a good option to diversify everyday life.

When evaluating a restaurant's offer, an important role is played by the price-quality ratio of the service provided. The client is willing to pay more money for the services from which he personally will benefit the most. The consumer's choice is influenced by signals from different senses, therefore, goods and services should simultaneously affect vision, hearing, the organs of touch and smell, enhancing the experience. The task of restaurateurs is to take this into account in their offer, and to focus on the interests of different groups of consumers, constantly offering them something new and unusual.

Due to the general lack of time, the restaurant service should also be oriented towards mobile customers. The consumer has the right to decide when, where and in what form to receive cooked food.

The task of the restaurant is to be flexible, to provide services in a form convenient for the consumer, "just in time", in the right place and in a good environment. A variety of service offerings, a bold blurring of boundaries between culinary styles and trends, play an important role. Based on personal preference, each chooses the components that appeal to him at the moment.

In addition to the actual food function, the restaurant also performs an entertainment function. Services with a predominance of entertainment are provided at a specific time frame and are process-oriented.

An entertainment restaurant offering should be viewed in terms of content ("what?") And delivery ("how?"). The task of service quality management is to create, select, purchase or independently develop a suitable interesting content of the service, in order to prepare and transform it and provide it to the client.

In conceptual establishments of the restaurant business, food and drinks are of practical importance for customers, the main thing is the entertainment part. Guests participate in the proposed staging, experience the impact on all senses, interact, feeling themselves part of the system, or watch an event unfolding nearby. At the same time, the environment enhances the perception of what is happening or even becomes its integral component. The true product in this case is not food and drink, but a sense of life. Whether or not a guest can embrace the philosophy of the sense of life depends on the restaurant manager, who must love his guests and be open to experiencing the feeling of life.

The restaurant is a complex, almost continuously operating enterprise. Its success depends on the quality of action and interaction of all structures of the institution, assessed according to the following criteria:

• the right choice of premises for the restaurant in terms of location;
• compliance of potential conditions with the level of the restaurant;
• unmistakable choice of the concept of the restaurant;
• compliance of external and internal design with the concept of the restaurant;
• the quality of the menu;
• effective accounting and control system;
• effective management system;

• correspondence of professional training of personnel to the level of the restaurant
• the quality of service and its compliance with the level of the restaurant;
• flawless operation of the supply service or supplier firms;
• the work of the restaurant according to specially agreed criteria.

Diagnostics of the institution for these positions reveals shortcomings, shortcomings, omissions that need to be corrected or taken into account when reorganizing a restaurant, forming a policy for developing and improving the quality management of products and services of a restaurant.

The main task of the restaurant is to satisfy the needs of the client, to meet his expectations. If a visitor leaves unhappy, then all other aspects of the service lose their meaning. To consider the problem of the quality of services provided from the point of view of a restaurant, it is important to distinguish three phases:

• 1) the presence of the guest;
• 2) presence;
• 3) post-presence.

First phase involves only indirect contacts between the guest and the company: announcements, oral recommendations, obtaining information about the restaurant from newspapers, visual observation of the restaurant's appearance, table reservations. With the accumulation of information, a potential guest creates a certain expectation regarding the restaurant's services. On this basis, the consumer's decision is formed whether to visit this institution. Second phase - physical entry into the service process: ordering food, waiting for service, service, choosing additional services. This is the most productive phase. Third phasecharacterized by the fact that after the end of the visit to the restaurant, a number of contacts continue between the guest and the seller of the service: delivery of an invoice, a business card of the company, a small menu, a postcard or a brochure, which should remind of visiting the restaurant.

TO design restaurants should be approached taking into account modern trends and opportunities, taking into account the best European brands, but at the same time taking care of originality and originality. An elegant respectable restaurant, offering unique coziness and comfort at every season of the year, cannot but attract visitors.

By the design of the restaurant, it is easy to guess about the level of service in it, to draw conclusions about the quality of food and service. By design, it is almost unmistakably possible to determine which class the restaurant belongs to, whether it offers fast food or is designed for wealthy gourmet visitors.

Special design elements are a kind of signals sent to attract the attention of “their” client, to evoke a certain mood in him, to make it clear that it is here that he will be welcomed and his individual preferences will be taken into account. Visual impressions trigger emotional, cognitive and physiological responses that purposefully influence human behavior.

The design of a restaurant also affects the atmosphere in which its employees work, therefore, indirectly, it shapes their behavior, which should correspond to the goals of the enterprise. Design can charge a person with active energy, excite or tune in to a lyric-romantic mood. The atmosphere plays an important role in the gastronomic process of both consumption and service. This should be taken into account in the approach to choosing the style of the establishment.

Most often, light colors and soft, but sufficiently bright lighting are chosen for rooms. They are ordered to match the furniture, which is necessarily comfortable, attractive and reliable. All this, as well as background music and lighting effects, create a cozy and calm atmosphere. It is important that the once created atmosphere is preserved: the desired level of illumination during the day is maintained with the help of a dimmer, calm, quiet music sounded throughout the day, the noise from the kitchen did not reach the ears of visitors.

Wine bottles, fruit bowls, dishes with sandwiches and pies are original design elements and at the same time advertising objects. The rich selection emphasizes the solidity of the restaurant and will certainly be noticed by connoisseurs. And mouth-watering fruits and rosy pastries behind a glass display case should encourage customers to actively order or buy food to go. In this case, the packaging design must be branded.

Nothing affects the restaurant's customer as negatively as a uniform, completely devoid of originality.

With the help of an unusual design, it is possible to attract new groups of customers, especially young people, who associate with the restaurant the expectations of not yet experienced experiences. Restaurateurs must take into account the human need for change, novelty. In the design, you can play with the color of the area, its attractions that can arouse the interest of the public. Modern motives, organically woven into the classic style, make the design concept more durable. Decorative elements allow to revive the design of the restaurant, to bring it closer to the latest trends in fashion.

Restaurant atmosphere is a critical element of the service delivery process. It is created by a combination of space, furnishings and decorative elements and affects all organs of human perception. The most important factors in restaurant design are visual, auditory, olfactory, tactile. Consumer perception is formed throughout the entire visit, from the first impression upon entering a restaurant to the mood upon leaving after a long stay. At the same time, emotional reactions to certain design elements can change diametrically. The tastefully decorated restaurant evokes positive emotions in the guest, the desire to visit it again. In a pleasant environment and staff work more comfortable, which has a beneficial effect on the productivity of employees and their relationship with guests. No matter how attractive the menu is, it is not the main thing in the restaurant service. The personnel providing the service is a key link in the entire process, and in many respects the role played by such an element of the sale as the menu depends on it. Restaurant employees must periodically conduct special price promotions, carry out seasonal promotion of goods with a specific theme, and use the menu as an additional tool for communication and marketing purposes.

Thoughtful restaurant policy promotes the integration of additional guest service into the main activities of the restaurant. So, to the benefit of both the institution and its customers, the restaurant can sell tickets to cultural events, and in accordance with the concept of "shop in shop" - all kinds of goods. The restaurant's offer can be combined with information services. The simplest form is a wide selection of newspapers, magazines and other publications, much

242 The organization of service in tourism is more complicated - Internet and cyber cafes, which have now become the hallmark of large cities. Through a specially equipped computer terminal with direct Internet access, the guest receives or sends e-mail, makes contact with friends and acquaintances, learns news, and rests over computer games. Some internet cafes offer photocopier, fax or scanner services along with web access.

Children who come with their parents to the restaurant are provided with toys and coloring books. Older customers can while away the time waiting for the order to be completed by signing the original postcard purchased here. Visitors can also be provided with letter paper and envelopes, preferably with the restaurant's logo.

Offering non-alcoholic beverages to tourist bus drivers at the expense of the establishment is an example of an additional service that helps attract tourist groups. Some restaurants install a table with gifts when they accept an order for a wedding or birthday service. In such cases, special cake and Polaroid photography are appropriate. Such services emphasize the solemnity and uniqueness of the event, and the additional costs associated with them are low. All this favorably distinguishes the restaurant from its competitors.

Offer of certain services and goods (for example, magazines or bathroom toiletries) can be materially beneficial for a restaurant if the terms are negotiated in advance with manufacturers who are also interested in promoting their brand.

By researching the reasons why people come to a restaurant, you can find original approaches to the individual needs of the guest and offer them additional services. Until recently, it was an innovation, but over time it became commonplace to service parties, ensure the delivery of products to the client, as well as organize and service special events.

A restaurant that has reached a high level of customer service not only makes a profit, but also improves its competitive position in the service market.

Thus, the restaurant business is a business of organizing services aimed at meeting food needs on a service basis in order to make a profit. Summing up the analysis of the modern Russian restaurant market, we can say that it is quite intensively developing in almost all areas - from the segment of expensive luxury restaurants to fast food chains, and the management of this type of business is becoming more and more professional.

Mikhail Shenshtein: "The growth in the number of establishments and their formats, as well as the expansion of online services, actively contributes to increasing the interest of guests in restaurants."

Modern technologies have an impact on the entire field of catering. Most of the operations are performed from mobile devices, and before going to a specific establishment, the visitor wants to look at the restaurant's website and familiarize himself with its menu.

We talked with the head of the Afisha-Restaurants project, Mikhail Shenstein, about eating out, the growing popularity of a specific format of establishments and technologies in the restaurant business.

Poster-restaurants is a large project that is aware of trends in the restaurant industry. Tell me, what do visitors react to more, what trends?

M.Sh. It's hard to say anything definite about trends, because people choose from what restaurateurs have to offer - but do they really want to? If you look at the big picture, you can clearly see three trends: meat restaurants of all kinds, modern Israeli cuisine, vegetarian concepts - they will continue to develop. Well, burgers - this attraction is with us for a long time.

- Is it true that going to restaurants and cafes in Russia is becoming more popular?

M.Sh. Yes, absolutely. It always happens in a crisis - the less money, the more you want to spend it efficiently and quickly. A restaurant is just "efficiently and quickly", the effect is instant.

According to our surveys, 8 out of 10 people in Moscow eat out at least once a day. It can be a restaurant or cafe or, for example, a business lunch. For Moscow and large cities, this trend is especially relevant, because more establishments of various formats are concentrated here: from pubs and expensive restaurants to cafes and eateries with takeaway food.

Another growth driver is the development of technologies and services that the restaurant offers to its guests. According to our statistics, the traffic of the restaurant that connected online booking shows a positive trend already in a few months after the launch.

Summing up, I would like to note that the growth in the number of establishments and their formats, as well as the expansion of online services, actively contributes to an increase in guests' interest in restaurants. And therefore encourages guests to eat out more often.

- Takeaway: is it relevant for restaurants to introduce this service?

M.Sh.Yes, but it depends on the price level in the restaurant. With an average and low price level, it is imperative to organize delivery. According to various surveys of foreign markets, more than half of the guests admit that they are interested in ordering food from their favorite establishments. Moreover, the availability of this service also helps to increase the loyalty of guests to the institution.

Innovation and gadgets. Judging by a recent poll conducted by Afisha-Restaurants, people are actively booking restaurants online: that is, calls to a restaurant will become more rare over time, freeing up space for both Internet and online interactions?

M.Sh. If we look at the statistics of "Afisha-Restaurants" within the framework of even specific establishments, then, for example, for the restaurant "Natakhtari" (approx. Tbilisi cuisine restaurant in Moscow) online booking increased traffic several times after it was connected. Now more than 80% of browser requests starting with the word "restaurant" are made from mobile devices.

Technologies are actively penetrating restaurant service and are already beginning to determine the success of establishments.

Now, visitors want to study the menu and prices in advance in order to decide whether or not to go to a restaurant, study the dishes? And is there a tendency to refuse visits if there is no menu on the site?

M.Sh. It is impossible to say unequivocally that the guest refuses or does not refuse to visit the institution if the menu is not available. However, it is absolutely certain that before choosing a new place, a visitor in 70% of cases looks at the menu and reads reviews. On average, the depth of study of reviews, up to 4 reviews for each institution. Also, an important point is the restaurant's prompt reaction to reviews and suggestions from guests on the Internet. This helps to increase the loyalty and rating of the institution.

That is why it is important for every institution in modern conditions to pay attention to its presence on the Internet and social networks. Nowadays, most of the new sites do not even have their own website, limiting themselves to a facebook page and a presence in collections of recommendation services like Afisha. But, at the same time, they can consistently boast a full landing on Friday night.

Many restaurant guests, having a mobile phone in their hands, want to pay for the order without unnecessary actions: do our restaurants keep up with the wishes of customers?

M.Sh. We recently conducted a survey, and as a result, 27% of users admitted that they are interested in this opportunity. In the American market, almost half of all visitors are waiting for it. Therefore, Afisha-Restaurants together with UCS (R-Keeper) are now working on the implementation of this technology. We have already launched a test version in several Moscow establishments. Once the service has gone through all the iteration steps, we will be happy to present it to the general public.

Recorded by Marina Lyutova

If you like our site and you find it useful, donate a little for its development.

Innovation in the restaurant business

Today, innovation in the restaurant business is a must for every restaurant. Guests take them for granted. Traveling all over the world and visiting various restaurants, our customers have become more demanding. To stay "in the game" restaurants can no longer ignore this fact.

In addition to the amenities that innovation provides to guests, they can significantly save labor and other costs, and better manage restaurant operations. Restaurant innovation falls into several categories:

1. Kiosks and equipment: - vending machines - moved to a completely new stage of development. Through vending machines, you can buy not just coffee and carbonated drinks, but also fresh ready-made meals. In America, Sprinkles uses vending machines to distribute their cupcakes 24 hours a day. Jamba Juice sells soda, smoothies, packaged foods. The MooBella Ice Creamery Machine is capable of preparing 96 different ice cream combinations, processing each order in 40 seconds. Vending machines enable many companies to distribute their food and drinks in a prime location. At the same time, compared to conventional cafes and eateries, vending machines significantly save on costs such as personnel, rent, electricity, etc.

Vending machines are easy to install both indoors (airports, schools, universities, offices, train stations, entertainment centers, shopping centers) and outside, right on the street. The well-known vending machines are also used by Starbucks in its strategy. She places her coffee kiosks under the Seattle's Best Coffee brand in shopping centers and various stores. - Self-heating plates - heated up to 60 degrees at the touch of a special button. Self-heating plates keep warm for up to 30 minutes, while they can be recharged many times.

From now on, they attach great importance to the arrangement of smart kitchens. With the help of Momentum machines, restaurants can now partially replace chefs with equipment. Special machines allow you to cook up to 360 burgers per hour, while cutting vegetables (tomatoes, cucumbers, etc.), as well as roasting meat, is carried out without human intervention. At the same time, compliance with portion standards and the most accurate calculation of dishes are guaranteed.

Modern trends in environmental responsibility oblige restaurants to engage in: - purification of industrial water - water purification technology allows you to restore up to 78% of water for reuse - sorting waste - processing vegetable oil, animal fat and other waste, as well as growing organic vegetables, fruits and animals. Special equipment (for example, Garland Manitowoc Foodservice Xpress Gril) automatically selects the optimal temperature regimes, allowing economical use of oil in cooking, as well as cleaning it during cooking. In this way, the life of the oil is increased and the total amount of used oil is significantly reduced. If you do not trust automation, Hobart's Bluetooth - Enabled Combi equipment with barcot scanning function will come to help your restaurant. For each of your dishes presented in the menu, you can describe the recipe, choose the temperature and cooking duration, as well as yourself It will be enough for the kitchen staff to simply scan the barcot of the dish with one motion, and the equipment will automatically start cooking the food according to the previously set parameters.

Overcooked butter from restaurant kitchens is sent for recycling. At the exit, biofuel is obtained, which is used both for refueling cars and for heating premises.

- installation of fluorescent lighting - fluorescent lamps consume 3-5 times less electricity and significantly reduce the restaurant's electricity costs. 2. Menus - electronic menus with a description of dishes, their composition, prices, etc., virtual menus. Electronic menus stimulate guests to spend more, increase sales by 20-30% thanks to colorful food images. Electronic menus allow you to show videos, the process of preparing signature dishes, an interview with the chef. 3. Restaurant dishes - innovations concern the discovery of new tastes of dishes and combinations, as well as design when placing an order for a guest's table. 4. Online orders - includes both direct ordering of the food itself and booking tables. You can order food online at home or go to a restaurant yourself for ready-made food. Having prepaid the invoice online, the client simply states his name and immediately receives the order. 5. Accept payments - many catering establishments have diversified the payment options for their customers. In addition to the traditional payment in cash, credit and debit cards, guests are offered to pay: - via a touch screen in kiosks or vending machines - via SMS or text message - bank cards with RFID chips - via a mobile phone using NFC technology New contactless technologies allow your guests to quickly pay bills in a restaurant without even giving your card to the cashier or waiter. It is enough just to bring a card with a built-in chip 3-5 cm (in some cases, the card is identified within 10 m) from the reader, and payments will be made. Readers are traditionally placed near cash desks or directly on restaurant tables. In the practical application of these technologies, Japanese and Chinese restaurants are especially advanced. At the moment, special RFID chips are embedded not only in plastic cards, but also in bracelets and key chains.

6. Service - in restaurants with self-service, pagers or beepers are used to notify guests about the readiness of their dishes. They are also used to signal the table release. These devices provide a light or vibration signal to customers within a radius of 1000 m. They can be of various designs and shapes. Italian restaurant chain Vapiano uses pagers to prepare pizza for its guests. - RFID technology is an alternative to pagers and beepers. When ordering food near counters and counters, the guest independently chooses a table and waits for the delivery of his order. After preparing a dish with a high load of the restaurant, it can be difficult to identify the order, therefore, waiters waste time looking for tables.

Radio frequency identification of tables greatly simplifies the work of waiters and speeds up the delivery of dishes to guests. This technology is based on reading special tags that are attached to the inside of the tables, as well as desktop tracking devices.

The latter read the tags and remember the location of the tables. Tabletop devices also keep track of the time from the moment of ordering to serving dishes on the table, keeping track of the most popular tables. Tabletop devices with an individual number are given to the client upon receipt of an order near the counters. Even if the guest is temporarily absent (goes out into the street, to the toilet, etc.), the waiters no longer have problems finding the client and his table. - Restaurants YO! Sushi in the UK is going to serve its guests with iTray flying trays, which are remotely controlled by staff via iPad software and regular Wi-Fi. iTray has four propellers and two built-in video cameras to provide control over the flying tray. Wondering how well a restaurant can manage a flying tray in a crowded restaurant?

- Talking robots represent the new format of waiters. A new generation of waiters can be found in China, Japan and Thailand, where talking robots greet guests with various gestures and serve them food and drinks. They can even dance to the music to entertain their visitors. Who knows, maybe in the future robots will replace live waiters, which will make it possible to overcome the negative trend of staff turnover in the restaurant business.

- Use of tablets - with the help of tablets, guests can place an order, pay a bill, view current restaurant promotions. Some establishments offer free apps (like games) to keep guests entertained while they wait for their order to arrive. Guests can also watch the process of preparing the dishes ordered by them on the webcam, leave their feedback on the restaurant's website or pages of rating sites, and also order a taxi home. 7. Control systems - make it possible to exercise control over the internal processes of the company. High-quality webcams, equipped right in the kitchen of the restaurant, allow you to instantly detect any violations related to safety and sanitary standards. Some restaurants require kitchen workers to wear special identification cards that have built-in radio frequency transmitters. Such a system monitors staff movements, such as whether kitchen workers wear gloves, how often they wash their hands, how long the hand washing process takes, and whether soap and other disinfectants have been used.