Analysis of the development of the public catering services market. The current state and development trends of the market of specialized public catering enterprises

The general attention of recent months has been attracted by the cautious attitude of restaurateurs and corporate catering operators to the forecasts of analysts and experts about the ways of developing the domestic market for goods and services. I would like to analyze this problem using the example of the 1998 crisis and the main factors that then influenced the scenario for the further development of the HoReCa market in Russia and the vectors for the subsequent development of the catering services market. For restaurateurs and businessmen who have been professionally engaged in public catering for less than 10 years, the essence of the problems of the post-crisis development of the industry is practically incomprehensible. But, at the same time, the catering market in Russia after the 1998 crisis acquired much more pluses than minuses, and by and large, it changed a lot and received an impetus for development for a decade ahead. Consider the prospects of the restaurant business at the present stage of development of the Russian economy. Perhaps the most difficult will be the restaurants "without a face" and a well-thought-out concept, which, one way or another, are opening all over the country. There is still a huge number of restaurants that, in their surroundings and understanding of the restaurant business, are at the level of the late 80s of the 20th century. With their decisions, both culinary and service and interior, they have so set the teeth on edge with their "pop culture" and facelessness that in a "difficult" time they will not be chosen under any circumstances. If we are talking about the fact that people still begin to look more carefully at the amount of the bill in the restaurant and are more selective about the place of their stay, then restaurants that were opened by amateurs or outdated in their essence will be out of work. The areas occupied by them are inadequate to business realities, and the product they produce is outdated both morally and physically. Probably, the time has come to re-equip them and radically change their plans and outline the strategic directions of restyling. Good, high-quality gourmet restaurants and serious gastronomic restaurants with a good reputation will probably slow down the growth rate, but in any case, they will remain afloat. The desire and ability of the business to have entertainment expenses and hold all kinds of meetings and negotiations with customers and partners should have places for such events. Fine dining restaurants are a good product, if professionals and creative chefs are at the helm of it, on which, in fact, customers go. In moderation, expensive and high-quality restaurants are always in demand in Russia, especially in the business environment.

If the structure of purchase prices in Russia for basic raw materials such as meat, fish and dairy products changes, then restaurants promoting the concept of "Healthy Eating" may suddenly appear on the scene at the right time. Every Russian knows what a healthy diet is and can talk for hours about its benefits, but in reality they vote for sausages and dumplings with their ruble. If the situation on the market of meat and meat products changes or the import component changes in any way, then “bio-eco-macrobiotic” ideas will arrive in time for the market. And the increase in meat prices will allow restaurant customers to fully experience the delights of a healthy lifestyle. You need to be ready for this as well.

Tapas bars are perhaps the most underestimated format of establishments on the Russian restaurant services market. A very elegant format that is already used in many ways in trendy restaurants and in the packages of modern catering companies engaged in banqueting events. Small stylish appetizers served alternately or in sets with wine or sherry are the most popular culinary traditions in Spain. In such places it is customary to sit for a long time, chat, eat and drink. But the form and methodology of providing the service is so unobtrusive and stylish that the client does not even notice how he eats two or three times more than in a simple restaurant, where he is served on the menu by waiters with full meals on an individual plate. Corporate and social catering is the most promising segment in the light of social programs and "National Projects" that have become the cornerstone of our country. Of course, the catering of labor collectives, children's and school meals, meals in medical institutions and other budgetary and state areas, most likely, will be very actively mastered and developed.

Club places - analogues of social networks, which could well become a continuation of the model of communication of modern youth in the virtual space, most likely, will enter the arena in the near future. A huge number of young people are replacing the lack of communication in Everyday life many hours of communication sessions on the Internet with classmates, colleagues, and just unfamiliar people. But there has already been a trend that such "interest clubs" more and more often began to feel the need to transfer virtual communication to real life. And, attempts to meet members of social networks and various forums began to be made more and more often. Probably, institutions that can put such an ideology at the heart of their concepts will be able to attract the attention of a potential audience.

So, speaking about the possible impact of the economic crisis on the development of the Russian restaurant market, I would like to outline the main prospects. The restaurant business, like the entire sector of the economy associated with public catering, is the most advanced, progressive and mobile in the entire service market industry. In the food and hospitality industry, most often young and energetic managers are involved, who work day by day with a large number of very different people, providing them with their services. People in the food service industry are almost always stress-resistant, optimistic, and positive in their thoughts. They are not accustomed to relying on external factors, but always try to get ahead of events. In the catering market, especially in the segments of those areas where smart managers have learned how to make money, they very clearly understand all the subtle settings and features of their business, as well as the ways of strategic development of a particular management model. Restaurateurs, especially experienced ones, are, first of all, very subtle psychologists. As one American sociologist wrote in his book, a good experienced waiter in the hospitality industry after 5-7 minutes of communication with a visitor can determine the level of his income with an accuracy of $ 200. And in many ways we agree that this industry has accepted into its ranks the most independent, creative and able to achieve results people. In addition, the catering market is well informed, has deep personal contacts and acquaintances of the main players with each other, as well as horizontal links within the community. Associations and Federations, as well as regional networks of associations of restaurateurs in Russia and the CIS, will be the envy of many public and professional communities in our country. All these factors allow us to look to the future with restrained, but still optimism.

The country's economic development programs most often describe exactly those areas, which in many respects include the hospitality industry. This is the development of "National projects", the development of social catering, the development of systems and infrastructure of the tourist complex and the attractiveness of Russia for inbound tourism. These are methodologies for the development of urban areas and regions, these are programs to improve the quality of life of every Russian, these are numerous projects, both in the field of sports development, mass construction, master planning and urban development throughout Russia. Therefore, the hospitality industry and the catering sector are absolutely in step with the times and correspond to the mainstream of the country's ideological development.

Status and development prospects of the public catering services market

Status and prospects of development of the market of services of public catering

Izabakarov Abdul Ibragimovich

specialty economics and management of the national economy: economics,

organization and management of enterprises, industries, complexes (service sector)

Competitor of the Department "Accounting"

FSBEI HPE "Dagestan State Technical University"

Restaurant houses in the form of a multi-format;

Catering companies;

Companies providing catering corporate services, as well as managing non-core assets;

Independent catering companies, including those formed as family businesses;

- "Fast Foods" or quick service points;

Companies providing services to people of a democratic format;

Network companies in the catering sector of the VIP segment;

Companies providing services in the social segment;

Points providing services in the field of catering within companies related to food retail;

Street food outlets;

Food points in transport;

Companies providing public services in non-core commercial organizations;

Points providing food in hotels and sanatorium-resort areas;

Companies responsible for the production of finished products.

The structure of public catering in Moscow in 2007 was as follows:

Picture 1 - The structure of the public catering market in Russia in 2007,%

By the end of 2009, the market began to change its appearance. The main market players have changed both in quantity and quality. It was expected that staff turnover would stop, companies that were “false” professionals left the market, giving way to more professional and successful companies. The second quarter of 2009, as well as the beginning of 2010, was marked by a 26 percent decline in turnover in the catering sector. The turnover of the leading companies began to go down, falling by 25% or more, more than a thousand establishments became bankrupt.

As a result of these trends, the structure of the entire market has also changed.

Below we present a simplified structure of the public catering market in Russia, which has developed by the beginning of 2012.

Figure 2 - The general structure of the public catering market in Russia in 2010,% .

It is worth noting that in 2010, the decline in revenue of democratic catering companies was recorded at 35 percent, but the profits of such companies as Mu-mu, Rake, Shokoladnitsa increased by 15 percent. This fact was due to the installation of programs that allow you to control resources, reduce costs and variable costs of companies. These companies "caught" the moment in the commercial rental market, began to open new divisions in Moscow, St. Petersburg and Ukraine.

Mono-format public catering chains such as Teremok, Rubli and Kroshka-Kartoshka were in a better position during the crisis than their street food competitors located in rented outlets.

In 2010, non-core strategic investors appeared and began their work in the field of public catering: a decision was made to create promising projects aimed at developing institutions school meals(in St. Petersburg, Krasnodar, Rostov-on-Don, Tomsk, Lipetsk, Stavropol). One by one, projects are being implemented to open factories:

Kitchens in Nizhny Novgorod, Petrozavodsk, Samara, Ufa, Ryazan. About 30 establishments with the amount of processed products up to 1000 tons per year are likely to increase the turnover of public catering by 6-7 percent at the end of 2011. In 2010 corporate and social catering is a profitable investment.

Russia's trade turnover in 2010 was 743.0 billion rubles, according to RBC, which in turn refers to research conducted by RBC.research. According to data cited by Rosstat, the public catering market in 2009 showed a negative growth of 12.8%, although it had increased by 12-15% before the crisis. The increase in profit in 2009 is considered to have failed in relation to the previous year, its fall was 25-28%. Forecasts for 2011 were quite optimistic, the catering market was supposed to surpass the level of 2008, and by 2012 could exceed 860 billion rubles.

Since 2000, the market turnover has increased by 9.2, thus, a new leader has appeared in the segment of the country's economy, which is focused on the internal structure. Do not forget that in 2000 the volume of this segment did not exceed 83.3 billion rubles.

Almost 18% of the total turnover is occupied by the Moscow market, although the population of Moscow, according to official data, is only 10% of the total Russian one.

The crisis left negative consequences that affected Russian buyers for a long time, the revival of the economy made it possible to increase spending, including on street food. This allowed network companies to develop in the promising Russian market.

Throughout 2010, the Finnish chain Hesburger, American Burger King and Wendy's, Dunkin' Donuts and many others entered the Russian market. Consumer confidence has become an indicator of the habits that entered the Russian food culture before the crisis, but the pace of growth was still gaining momentum.

The largest share of the public catering market belongs to the fast food segment - in 2010 it amounted to 60% in value terms (Table 1). .

Table 1

Structure and dynamics of the public catering market

Establishments that specialize in the delivery of finished products to the home and the sale of takeaway food have increased their turnover due to the growth in incomes of the population and the acceleration of the pace of life. In 2010, sales reached $134 million, i.e. rose by 8 percent. In Russia, this area is not developing as fast as we would like, but the potential is very high. In large metropolitan areas, the population is getting used to comfort, which is very favorable for businesses that offer ready-made food for home and takeaway.

The negative development of the economy in 2010 had a serious impact on the catering market, and forced the owners of catering enterprises to resort to new ways of finding consumers to increase their profits. A menu diversification policy was chosen to increase the cost of the average check, as well as their quantitative increase.

Cafeterias and bars have developed special menus for breakfasts and business lunches. The sale of drinks and takeaway dishes was opened so that one or another segment could adequately compete with companies offering fast food services to the population.

Full-cycle catering companies have suffered the most from the crisis, they need at least three years to restore full-fledged activities. With sales falling by 10 percent compared to 2009, the segment practically stagnated, increasing sales by only three percent.

food market in Russian Federation became even more consolidated. In recent years, the share of network operators has grown at the expense of non-network enterprises. People increasingly opted for network companies, as an already well-known brand and reputation played a role. In addition, such network companies have always had a good choice meals at affordable prices. Chains had the opportunity to save money on purchases, which made it possible to form the “correct” prices. In 2009, the inflation rate in the Russian Federation was about 7 percent. Non-chain companies had to raise the cost of meals. Network operators used their competitive advantages, which made it possible to restrain the growth in cost, to lure most of the customers from non-chain catering enterprises. In 2010, sales to food chain companies began to rise, reaching 17 percent. The data is shown in the table below.

table 2

Dynamics of "setization" of public catering enterprises

Foreign companies assessed the market situation after the crisis and decided that it was ideal for entering the Russian market. New companies entered the market in the form of a franchise, as well as in the role of joint ventures, which included Russian shares.

Let us consider the dynamics of the structure of the Russian market of catering network companies for the period from the beginning of 2008 to the beginning of 2012 as a percentage of the number.

Figure 3 - Dynamics of the structure of the Russian market of network catering establishments (I half of 2008 - I quarter of 2012),% of the number of network establishments

Despite the fact that the population in the Russian Federation is the highest among the countries of Eastern Europe, the number of catering companies, for example, in Poland is twice as large as in our country. In Western European countries, such as Spain or Italy, this figure is six times higher than in the Russian Federation.

A distinctive feature of the catering market is its lack of fullness. In America, one food outlet serves 150 citizens, and in Europe twice as many. In Russia, this figure is completely sky-high - almost two thousand people per one catering point. Thus, the catering market in the Russian Federation is still very unsaturated.

According to forecasts, the market should continue to grow, in the future new companies, both Russian and international, will come to it. They will actively progress in development, use the franchise, create joint companies. It is assumed that by the beginning of 2016, the capacity of the catering market of the Russian Federation will be about 14.5 billion dollars, excluding inflation.

In 2009, the desire of Russians to save money on eating out led to a reduction in the size of the catering market by 12.8% compared to previous years

Many network and single companies could not survive the crisis, and came to close their activities. The “weakest” were network companies with several establishments in their composition. This unforeseen situation to some extent had a positive impact on this area of ​​activity. Those companies that decided to play in the market no matter what, did not miss even the smallest opportunity to attract customers, used different loyalty programs and marketing moves.

Experts agree that the main signs of a recovery in the catering market appeared by May 2010.
Thus, according to the Komkon company, at the end of 2010, almost 39% of Russian citizens became regular visitors to public catering structures, although a year earlier this number was almost two times lower.

Over the past few years, the catering market has developed at a rapid pace. This was due to the opportunity to earn good money. Investors were attracted to the business, both from Russia and foreign from different business sectors.

However, there are also negative aspects to the development of public catering. In the Russian Federation, for example, there is no significant market experience in the field of catering and long-standing traditions. There is no methodological base developed over the years that could help in doing business.
The mistake of investors who come to the catering market from other areas is to focus on the type of cuisine that they themselves (as it seems to them) know and love best. This is not a sufficient factor. First of all, you need effective marketing activities that will attract and retain customers.

Experts believe that the cost of catering services for Russian citizens is much lower than the same indicators in other countries.

In recent years, one of the main directions for the development of the catering market in Russia is considered to be consolidation. The market is highly fragmented, a significant share of it is occupied by single catering establishments.

The public catering market sector of the Russian Federation is currently significantly fragmented. The first mergers and acquisitions in the Russian catering market were recorded back in 2005. Chains such as Rostiks and KFC, Five Stars and Prime and others have combined their efforts, resources and reputation to work more efficiently on market.

By the beginning of 2013, the structure of the public catering market already looked like this:

Figure 4 - General structure of the public catering market in Russia in 2012,%

The onset of the crisis had an impact on the redistribution of shares between players in different price segments of the market. Thus, the incomes of public catering establishments of the upper price segment from November 2008 to March 2009 decreased by 20-30%, while those of the lower segment increased by the same order. Relatively stable is the middle price segment, which will continue its growth after the disappearance of the consequences of the crisis.

The crisis primarily affected premium-class companies and contributed to the development of low-cost catering establishments. The market turnover of the capital's catering companies has decreased by 25-30%, the price of the average person in restaurants has decreased and the number of guests has decreased. In the fast food sector, there were no fewer guests, but the average bill decreased by 4%.

Experts call the public catering market in Russia one of the least affected by the crisis.

Including because of the mentality of Russian consumers: it is absolutely normal for a European to save on food for the sake of a new car or house, and for a Russian who has tried a good life, it is psychologically difficult to change the acquired social and gastronomic habits.

Those institutions that continue to function actively use anti-crisis programs. Among the main anti-crisis measures should be highlighted:

1. Cost reduction. About 45 percent of premium establishments have already switched to domestic raw materials and removed some toppings. Almost two-thirds of democratic cafes and restaurants have reduced meat and fish ingredients.

2. Reducing the trade margin. To attract visitors, catering establishments in Moscow reduce the trade margin and offer the so-called anti-crisis menu.

3. Revision of the staffing table.

4. Reducing the budget for promotion.

Thus, we can draw the following conclusions about the trends in the development of the catering market:

Market saturation remains weak;

The investment attractiveness of the industry remains;

There is a further consolidation of the public catering market;

The share of network enterprises continues to grow;

Entering the market of new international operators;

Active development of the regional market of public catering services;

Market growth due to the “fast food” segment.

Bibliography

1. http://www.magnatcorp.ru/articles/classification/
2. Classification of public catering establishments // based on http://www.magnatcorp.ru/articles/classification/
3. Overview of the Russian catering market// based on http://www.marketcenter.ru/content/document
4. Public catering in Russia. Current state. INFORMATION COLLECTION
5. Russian catering market // based on materials www .foodmarket. spb .en
6. THE PUBLIC CATERING MARKET HAS BEEN SUFFERED FROM THE CRISIS LESS THAN OTHERS // Delovaya Press, No. 4 (276) - 5 (277) dated 18.03.2010
7. Public catering market in Russia // based on http://mi.aup.ru/.html
8. The catering market. Marketing research and market analysis (update 2011) // based on materials http://www.marketing-services.ru/
9. Catering networks in Russia 2012 // based on http://marketing.rbc.ru/research
10. Statistical and analytical materials // based on materials

Send your good work in the knowledge base is simple. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

Similar Documents

Consideration of the mechanism for managing the economic activity of a restaurant, the features of the economic activity of a public catering enterprise. Methods of analysis and planning of indicators in the areas of commercial activity of the restaurant "Persona".

term paper, added 12/18/2008


Organizational structure of the restaurant, activities and personnel management system. Analysis of the economic activity of a public catering enterprise, its liquidity and financial stability. Organization of the work of the reception service.

practice report, added 12/08/2012


Description of production and assortment of public catering establishments. Characteristics of the activities of the company and its financial assessment. Features of the work of public catering enterprises on the example of the restaurant "Ruchey". Analysis of economic indicators.

term paper, added 10/21/2010


Analysis of the production and technological activities of the enterprise LLC "Argo" restaurant "Argo". General requirements for catering services. Analysis of the economic and financial position of the enterprise. Assessment of the property and financial situation.

term paper, added 12/17/2014


Analysis of the trade and public catering market and prospects for its development. Characteristics of the restaurant and its business processes. Analysis of indicators characterizing the effectiveness of activities, the use of applied software products in activities.

thesis, added 12/10/2012


Analysis of technical and economic performance indicators hotel complex. Calculation and selection of commercial equipment. Technological calculation of the restaurant at the hotel and the organization of service. Design of catering establishments.

thesis, added 12/29/2016


General characteristics of the activities of LLC "ARGO". Economic characteristics of the organization, the most significant economic indicators of the activities of LLC "ARGO", financial indicators of the enterprise for the period of 2008. Balance liquidity overview, recommendations.

practice report, added 06/05/2010

ANNOTATION

Course work "Analysis of the activities of the public catering markets in Kazan and the prospects for their development", performed by Olga Baeva.

The course work is made on 38 pages, includes 8 tables, 16 references and one application.

The object of study of the course work is the public catering market of the city of Kazan.

To achieve the goal of the study, the following tasks were set and solved:

Consider the main directions for improving the efficiency of the Tinkoff public catering enterprise. The course work used methods of statistical, financial, economic analysis. As a result of the study, it was revealed that the organization's turnover is practically limited to a certain segment, which is characterized by a narrow circle of customers; the productivity indicator has a negative downward trend (in comparable prices), as the staff is not interested in full return and labor results; the level of production and distribution costs as a percentage of turnover is high. To eliminate these shortcomings, it is necessary to implement a whole range of interrelated measures to increase trade, search for new markets for products, improve the use of personnel and fixed assets, and reduce costs. The results of this study can be used by entrepreneurs in this field.

ABSTRACT

Course work "Analysis of the markets of public catering of Kazan and the prospects of their development", performed by Olga Baeva. Course work performed on 38 pages, includes 8 tables, 16 references and a single application. The object of study of the course work is the market of public catering of Kazan. The aim of the course is to study the characteristics of the markets of public catering of Kazan and the prospects of their development.

To achieve the objectives of the study set and solved the following tasks:

To perform market and foodservice industry and its development prospects;

To study the characteristics of enterprises in the food sector;

To consider methods of analysis and evaluation of public catering enterprises;

To give a General characteristic of the restaurant.

to analyze the indicators that characterize the activities of the restaurant;

To consider the basic directions of increase of efficiency of activity of public catering companies "Tinkoff". In the course of this work we used methods of statistical, financial, and economic analysis. In the result of the study it was revealed that the turnover of the organization is practically restricted to a certain segment, which is characterized by a narrow range of customers; the performance there has been a negative downward trend (in comparable prices), as staff are not interested in the full impact and results of work; the level of costs of production and circulation as a percentage of turnover is high. To eliminate these disadvantages, it is necessary to implement the whole complex of interrelated measures to increase trade, find new markets, improve the utilization of personnel and fixed assets, to reduce costs. The results of this study can be used by entrepreneurs in this area.

INTRODUCTION

The relevance of research. Organizations providing food services, like any other companies, operate in a constantly changing environment - changes in legislation, taxation, political environment; constant growth of prices and tariffs; fluctuations in supply and demand; new trends in tastes, etc.

To maintain positive trends in the development of the trade and public catering industry, the Governments of Kazan, the Republic of Tatarstan and local administrations are developing programs in the consumer market.

Further development of enterprises in this area involves an assessment of the results achieved, and on this basis, the development effective ways their subsequent development.

The most important basis for decision-making by the owners of enterprises is the analysis of the organization's activities, which should be aimed at identifying reserves for improving performance and eliminating shortcomings. The subject of the analysis is the organizational and economic relations, connections and dependencies of economic phenomena and processes that form the results of the activities of the subjects of the food service sector. The main goals of business management are: increasing profits, increasing work efficiency, achieving sustainability, improving financial condition, gaining competitive positions, optimizing costs, etc.

The purpose of the course work is to study the features of the activities of the catering markets in Kazan and the prospects for their development.

Analyze the trade and catering market and its development prospects;

To study the features of catering enterprises;

Consider the methodology for analyzing and evaluating the activities of public catering enterprises;

Give a general description of the restaurant;

Analyze the indicators characterizing the activities of the restaurant;

Consider the main directions for improving the efficiency of the Tinkoff public catering enterprise.

The object of the course work is the public catering market of the city of Kazan.

The subject of the course work is the analysis of the activities of the public catering markets of the city of Kazan and the prospects for their development.

The structure of the course work consists of an introduction, two chapters, a conclusion, a list of references.

1. THEORETICAL FOUNDATIONS OF THE ACTIVITIES OF PUBLIC CATERING ENTERPRISES

Analysis of the public catering market and prospects for its development

In general, the trade and public catering industry has developed dynamically over the past years, practically providing the most high level indicators compared to other sectors of the economy.

The volume of retail trade turnover in Russia in 2015 amounted to 5597.7 billion rubles. against 4529.3 billion rubles. in 2014, and the turnover of public catering - 237.0 and 187.3 billion rubles. respectively . According to the data provided to the Realnoe Vremya newspaper by the executive committee of Kazan, in 2016, despite the hysteria of the establishment owners in 2015 and pessimistic forecasts, the number of establishments did not decrease, but even increased. In 2014, there were 1,383 catering establishments in the capital of the Republic of Tatarstan, in 2015 the market showed an 8.75% growth, and their number increased to 1,504 units. In 2016, according to the Kazan City Hall, it reached 1,570 establishments. On the one hand, in times of crisis, demonstrating even small positive growth rates is already a feat. On the other hand, there is an almost 2-fold drop in rates: 2016 showed only a rate of 4.4%. This can be explained, however, not only and not so much by crisis tendencies (a drop in the solvency of consumers, if only as a result of the fall of the ruble), but by the practically filled market capacity: even in 2015, with its 1,504 establishments, market participants already had opinions about the oversaturation of the market . Whether the demand of Kazan residents will be able to digest today's offer is still unclear.

Table 1.1 - Number of catering facilities in Kazan for 2014-2016

By 2016, after fears of the end of the past, restaurateurs again risked investments, winning back the market fall of 2015.

Interestingly, the growth in the market as a whole occurred not least due to high-quality, expensive establishments. In particular, the number of restaurants in Kazan in 2014 was 173, and in 2015 (as a result, apparently, as a result of the owners' fears about the upcoming sharp drop in the population's solvency), their number even fell to 166, or 4%. Despite the publications of the end of last year, in 2015, only 7 restaurants closed in this way. However, in 2016 their number increased again, having won back the fall of 2015, to 182 units. This is almost 10% growth compared to last year and 5% growth compared to 2014. The share of the highest quality and most expensive catering establishments out of their total number in Kazan today, according to the results of 2016, is 11.6% - the fourth place in terms of market share among all establishments. This, however, although higher than the share of 2015 (11%), is lower than the level of 2014, when the share of restaurants in the market was 12.5%. It is not known what pace the market will show by the end of 2016, but the current ones rather indicate a reorientation of this market towards a less solvent client. The fluctuations in the share in 2015-2016 are quite understandable: the owners cannot know exactly how the market and, first of all, Kazan citizens will react to rising prices and the actual drop in their salaries. Hence the hysterical attempts to sell their establishments, recorded by the media at the end of last year, and cautious attempts to win back losses in 2016. Cafes accounted for the largest growth, reaching a quarter of the market share. Meanwhile, the number of cafes in Kazan has grown from 2015 to 2016 (even in the first half of 2016) by as much as 24%, from 516 to 639. And this despite the fact that by the end of 2015, when the market was in a panic, their number barely increased by 3 units. Most likely, about a dozen cafes closed and a few more opened, or most of the new owners who bought the establishments offered for sale risked their investments and left their purchases on the market (especially since it is not entirely clear what else to do, say, with a purchased bar, whose activity is, in principle, not easy to change). As a result, if in 2014 the share of cafes was 37%, in 2015 it slightly fell to 34.3%, then in 2016 it won back the fall of the previous year in the same way and rose to the level of 40.7%. Which is quite understandable: in 2015, the panicked owners of catering establishments in 2015, in 2016, relied on establishments for the generally middle class, fearing that the number of customers in respectable and expensive restaurants could fall, and this would first affect the average check value. , then on revenue, and then on profit at the end of the year. It was cafes that grabbed most of the market share that fell on canteens. Canteens are in second place in terms of the share of the catering market in Kazan - 26%, despite the fact that by 2016 their number decreased from 478 to 408. This is perhaps the largest closure on the market, and it can be assumed that the crisis hit in the first place establishments for low-income consumers. By 2015, more than 100 canteens were opened (plus 28.8%), by 2016 most of them - 70 establishments (minus 15%) - were closed. In 2014, the share of canteens in Kazan was 26.8%, by 2015 - 31.8%. Thus, the crisis year of 2015 led to a narrowing of the share of canteens in the market by 5.7% at once. Judging by the growth in the number of cafes from 2015 to 2016 - 6.4% - cafes immediately "captured" most of the share.

In third place in terms of the share of the catering market in Kazan, ahead of the same restaurants (recall, they have 11.6%), were bars, including snack bars, wineries, bistros, buffets. According to the results of the first half of 2016, their share amounted to almost 20% (19.93%). Here the trend is no less curious than in the case of restaurants, and the opposite of trends in the canteen segment. In 2015, in the wake of fears about the crisis in Kazan, 18 drinking establishments were closed (there were 277, it became 259 - minus 6.5%). Accordingly, the share of bars immediately fell by almost 3%. However, having recovered a little from the fright, the owners opened 54 new ones in 2016 at once! Currently, their number is 313. At the same time, despite the number of open bars, their market share has not changed much. Perhaps the same cafes, of which 123 opened at once from 2015 to 2016, prevented the bars from doing this.

In addition to the above establishments (their share in 2014-2016 was 96.4%, 94.3% and 98.2%, respectively), there are also fast food establishments (fast food), food court outlets (in shopping centers) and snack bars in Kazan. However, their number is negligibly small in comparison with the rest (49, 85 and 28 units, respectively, in 2014-2016), and we do not have data for each species. We only note that in the wake of the closure of some of the original high-quality establishments and canteens in 2015, the number of eateries eventually increased in 2015 (by 73%), but in 2016 it collapsed to the level that existed even before 2014. In total, fast food establishments, food court outlets and other eateries account for 9%. However, if market participants are to be believed, as Realnoe Vremya newspaper has already written, the parties (shopping centers and owners of catering establishments) meet each other halfway, and the expansion of food court areas in shopping centers, as well as the “luring” of restaurants and fast food establishments to it, is becoming a trend . So the share of the latter may increase in the near future. Despite the faith of restaurateurs in the solvency of Kazan citizens and the fact that demand at least will not fall, judging by the turnover of the city's catering, it, alas, has fallen. So, in 2014, the turnover was 16.5 billion rubles, in 2015, despite the onset of the crisis, it even grew by 6.5% and amounted to 17.5 billion. But in the first half of 2016, it amounted to 8.71 billion rubles. If we calculate very carefully and formally in previous years, then in 2014 half of the "turnover" was 8.2 billion rubles, in 2015 - 8.77 billion rubles. With continued trends, by the end of the year, the turnover will hardly be 17.425 billion. And given the constant depreciation of the ruble and rising costs, the annual profits of restaurateurs are unlikely to be at least at the same level as last year. In general, compared with Western countries, the Russian retail and catering market is still underdeveloped (in terms of the number of retail space per person, Russia is significantly inferior to the West) and has great potential.

To maintain positive trends in the development of this industry, to ensure the interaction of trade and public catering organizations with authorities, state programs are being developed and implemented in the consumer market. Improving the quality of life of the population of the Republic of Tajikistan through the creation of a unified system for providing the population with quality goods and services at affordable prices is the goal of the Program for the Development of the Consumer Market and Services in the Territory of the Republic of Tajikistan for the period up to 2021, developed by the Government of the Republic of Tajikistan. According to the Program, there are more than 50 thousand retail trade facilities, 2.9 thousand public catering facilities, 6.9 thousand service organizations in the territory of the Republic of Tatarstan. However, the supply of the population of Kazan and the Republic of Tatarstan with retail space is much less than in Europe and is clearly insufficient. The current placement of commercial and consumer services does not fully meet the needs of the population, the uneven distribution of the network on the territory of the Republic of Tatarstan is acute.

The modern catering market does not stand still. It is constantly evolving, responding to the growing demands of consumers. In the conditions of fierce competition, restaurateurs, trying to keep the attention of the guest, come up with new ideas for their business, improve the interior of their establishments, and expand the range of products and services offered.

As in any other field of activity, the restaurant business has its own fashion trends, and if you do not follow the trends, then the company is likely to leave the catering market.

The Russian catering market is experiencing high growth rates. In the first half of 2011, the turnover of the public catering market in Russia amounted to 410.7 billion rubles, an increase of 4% in comparable prices compared to the same period of the previous year.

There is also an increase in demand for products and services of catering enterprises. This is a consequence of the growing level of solvency of the population, i.e. quantitative increase in the middle class of society.

Now the main trends in the restaurant business can be traced in three main areas: the concept of providing catering services, pricing policy and directions in choosing cuisine for your restaurant.

Restaurant business development trends are the creation of various types of cuisine, depending on the preferences of a particular region. The tendency to create network projects is no less successful, it is in demand among consumers and will attract the attention of the client faster than a fashionable restaurant.

According to professionals, the coming 2012 will be a good year for the development of enterprises that have chosen a democratic price concept in the public catering market - from street food vans to democratic casual dining restaurants. The growth of this segment of public catering enterprises is due to the lack of free time for the consumer.

The fast food market is actively growing due to the opening of outlets in food courts. The spontaneity of the decision to visit a fast food establishment and the possibility of choice ensured their relevance. In addition to them, some mobile networks are also claiming places in the "restaurant courtyards" today - "Stop-Top", "Baby Potato", "Teremok - Russian Pancakes", "Pies from the Oven", "Glutton" and others. competition is also spurred on, which is much stronger in the fast-growing mobile fast food than among stationary establishments, and serious pressure from the city sanitary services: according to sanitary standards, all public catering facilities must be connected to water supply and sewerage.

In addition to the listed branded establishments, a large number of independent single enterprises operate on the market - pancake and dumplings, taking over a significant part of consumers, primarily more low prices. This also includes outlets selling "fast" food - chebureks, hot dogs, sausages in dough, etc., which most often work without their own hall, but due to their availability and cheapness, have a fairly large turnover (up to 500 people in a day).

Restaurant-type establishments (Mu-Mu, Yolki-Palki, Drova, Oven-Shops) can also be attributed to Russian fast food. Them feature is the desire for universality - during the day they work as fast food establishments, and in the evening they turn into democratic restaurants with a light entertainment program. Another trend of the modern market is the so-called "revival of canteens" as a form of public catering.

Experts believe that the need for catering points has not yet been satisfied. Despite the apparent abundance, it is too early to talk about market saturation. The consumer still feels a shortage of places where you can have a quality and quick bite to eat, spending 150 rubles. The opinion of Russian restaurateurs is confirmed by the authorities state statistics, showing us the stable and confident growth of such establishments.

Due to the crisis of 2008, the pricing policy of a number of establishments has undergone a major change. Consumers are now more likely to choose restaurants with a more democratic price tag. In this regard, there was an increase in the market segment with an average price policy, while the sector of elite restaurants is experiencing a serious crisis at this stage of development. In the course of new trends, restaurateurs, in an effort to retain consumers, are forced to reduce prices, while leaving the quality at the same level. Restaurateurs, in an effort to minimize losses, are trying to invest in better cuisine, and not in external paraphernalia. The percentage of cooperation with domestic product suppliers has increased. There is a clear trend towards a change in the market as a whole. If earlier restaurateurs, in an effort to surprise the public, invested huge capital in the interior and other paraphernalia, now the main emphasis is on the quality of the products provided.

In connection with this condition, many experts identify the lack of qualified personnel as the main problem in the development of the restaurant business in Russia. In the face of fierce competition and the rapid development of the catering market, there is a constant struggle among restaurateurs for the clientele, which in recent times more and more often makes his choice based on the quality of service in a particular institution. The quality of service today is one of the most important factors for the company's success in the market. This statement is applicable to any segment of the market: the sale of cars, clothes, shoes; banking and tourism services, and even more so to the catering market, where the quality of service, along with the provision of quality products, is an important competitive advantage. The global trend is that when the product itself (goods, services) is unified, the quality of service in the sale of the product turns out to be the most important differentiator that allows you to get a real competitive advantage and maximize customer satisfaction.

One of the main difficulties of creating a specialized catering establishment is that every detail in this establishment must adhere to the general concept chosen by the restaurateur. To create a high-quality, specialized restaurant, it is necessary that everything be in the same style, this also applies to service standards.

A corporate service standard is a model for transmitting a positive image of a restaurant to the client, a certain sequence of actions, by which the service personnel have a positive effect on the guest, improving the quality of service. The presence of service standards guarantees the client that, regardless of which employee of the company he communicates with, he will receive the service of the "brand" quality that is inherent in this institution.

So, for example, an informal service standard will be relevant for a beer restaurant in order to support the general concept of the institution, with its traditional atmosphere of emancipation and fun, and for a restaurant specializing in elite, for example, French cuisine, a conservative style of service will be more appropriate. Even the uniform in various establishments imposes its own requirements on service standards. For example, in the same beer establishments, the uniform is not only stylized as the national costumes of the countries that are world leaders in the production of beer (Germany, Czech Republic, Great Britain), but also facilitates the work of waiters.

Analyzing the tendencies of the Western market, it can be seen that restaurants that provide quality service and have been working with their own service standards for a long time, as a rule, are more attractive to visitors, have a more stable income and almost do not suffer from staff turnover. Therefore, the development of service standards is now a top priority for restaurateurs if they want to stay in this market.

Currently, there are not enough restaurants on the market for middle-class customers with an average check of 10-15 dollars. Now this niche is developing through the opening of democratic establishments - cafes, coffee shops and fast food restaurants. Japanese sushi bars occupy a significant share among the opening restaurants. That is why the market is gradually shifting investment activity from the niche of expensive restaurants to the segment of restaurants and cafes of the middle price category, as well as fast foods.

Also, trends can be traced in the choice of cuisine. Here, oddly enough, the fashion for one or another national cuisine plays a role. Usually these trends come to Russia from Europe with some delay, and of course in the interpretation of domestic restaurateurs. Over the past five years, the Russian market has seen a kind of "boom" of public catering establishments offering Japanese cuisine. This shows us another trend in the Russian market, the consumer is increasingly turning his attention towards healthy eating both at home and in catering establishments. Therefore, the growth of restaurants offering pan-Asian cuisine is likely to continue, although not at the same rate.

The number of beer enterprises is steadily growing both in the capital and in the regions of the country. So in Vladivostok, for example, over the past seven years, about forty establishments with a similar focus have been opened (Appendix A).

Now there is a significant increase in the popularity of beer establishments, and the cuisine traditionally presented in such establishments (German, Czech, English). Now it is one of the most successful areas in the restaurant business.

Beer bar - in given time is the most popular establishment. Most often, meetings of friends cannot do without beer, because it is with the help of this drink that the boundaries of space and time are erased and peace of mind is created.

Leading European restaurateurs are now observing a trend of consumer interest not in any cuisine, interior or general concept of the enterprise, but in the atmosphere prevailing in a particular establishment. In the European market, the consumer is already fed up with all sorts of culinary delights and an abundance of various interiors, and now for him the cosiness and comfort of the institution is a priority. Of course, the Russian catering market is far from the level of European ones, but our guest strives for these indicators. To some extent, this explains the unprecedented popularity of beer establishments, in which comfort and a general atmosphere of emancipation and fun, along with the sale of high-quality beer, are top priorities.

In general, it should be noted that the country's catering market is constantly changing, and often this happens under the influence of external factors, whether social, demographic or economic. Also, our country is strongly influenced by changes in the Western market, domestic restaurateurs most often borrow new items from foreign colleagues. Therefore, predicting the future of the domestic market of public catering enterprises, it is possible to analyze the Western market.