What the client pays for
Depending on the niche – fast food, a democratic or exclusive restaurant – the average bill paid by a client ranges from $ 5-10 to $ 100. The most active – two or three establishments a month – in Moscow today open democratic institutions, the average account in which is $ 25-30. The most popular cuisine is Japanese. According to experts, this trend will continue in the next two years. Another successful option is fusion cuisine, unconventional mixing of different tastes.
Typically, up to 30% of a restaurant’s turnover is spent on groceries and another 5% to 40% on staff costs. The pattern here is this: the higher the class of the institution, the more expensive it costs to create a quality service. Most of all, there is a “star” that attracts visitors: the winner of the sommelier competition from France, the famous chef, etc.
The most profitable in terms of financial return are desserts. In second place are dishes from expensive products: the margin is lower, but the gross income is higher.
Anton Tabakov believes that today the bill, which does not cause heartburn in Muscovites, is about $ 50. This figure is comparable to European rates. But in order for the client to be willing to pay this or a large amount, the level of the restaurant must be high.
“I may not agree with the concept of the Ki-Ka-Ku restaurant, but when you get there, you understand what you are paying for,” said Anton Tabakov. – Deliberately expensive interior justifies the very expensive menu that you bring.
– Guests pay for food and drink – the rest is sauce, – Alexander Smelyansky is sure. – You can’t take a client from the situation, it just creates a mood.
In the world, the highest class are French restaurants. For example, in the famous institutions of Alan Ducasse, in particular in the Plaza Athenee hotel, the waiter – a respectable person of about 45-50 years old – knows not only the menu and composition of dishes, but also the movement of products.
“He can confidentially tell the guest: today at five in the morning our cook went to the market for fresh trout, now such and such a product is soaked, evaporated, and in ten minutes the dish will be on the table,” says Valery Maximov about his impressions. – The service is attentive, but unobtrusive, the meal resembles a theatrical performance. Ticket time for complex dishes: 8-10 minutes – snacks, 15-20 minutes – hot. In such restaurants, the carafe of vodka renowned by Ilf and Petrov and two cucumbers will be served with such brilliance, chic and beauty that the main thing for the client at this moment is not to fall off his chair. When I left this restaurant, I saw eight hand-assembled cars in front of its entrance, worth at least $ 300 thousand each.
As for Russian restaurants, the trump card of most of them is the incomparable cuisine. Some are impeccably served, some are striking in their magnificent interiors. And only in units at the same time is the first, second, and third present.
Choosing a successful concept is no less important than choosing a suitable place or finding sources of project financing. The degree of risk reduces entry into the network, the replicating model, which has repeatedly confirmed its effectiveness. In this way, franchised families like the Pizza Patio or Yakitoria are born. But such a path is possible only if a course is taken to open a democratic institution. For exclusive restaurants, the name of the owner is important – it becomes a guarantee of quality and a promise of a holiday. The brainchild of Andrei Dellos, Arkady Novikov, Igor Bukharov, Roman Rozhnikovsky quickly become fashionable and profitable.
Recently, the Moscow public has become much more demanding and discerning. Therefore, new institutions require special attention to the concept of cuisine. Customers can be attracted either by special delicacies of cookery art, or, conversely, by offering a quality standard: home-made food, coffee shop, fusion, etc. The latest idea is tea without dessert, but a touch of philosophy and relaxation.
However, regardless of the institution’s concept, its management strives for one thing – profit growth. It is achieved in two ways: by reducing the expenditure side and increasing the turnover due to attendance.
“The most valuable thing about the restaurant is its location, brand and customers,” says Valery Maximov. – Its success depends on regular guests, those who, having paid once, come again and again.