Основные понятия модели работы ресторанных компаний
Что такое ресторанный бизнес? Ресторанный бизнес – это, прежде всего, одна из высоко массовых, но в то же время – сложных моделей бизнеса. Он является сложным, но в то же время очень интересным бизнес-проектом. В конкретном и каждом ресторане, сети ресторанов есть свои индивидуальные черты, цели и задачи. Индивидуальность ресторана позволяет ему занимать свою нишу в этом виде бизнеса. Исключением от понятия бизнеса в этой сфере является то, что ниша здесь каждый день освобождается и занимается, это один из самых быстрорастущих рынков, в котором постоянно применяются ноу-хау (прорывные технологии). Однако ресторанный бизнес очень редко прощает ошибки, совершенные в деятельности ресторана – они запоминаются надолго гостями. Это относится как к ресторанам классическим, так и к ресторанам быстрого питания (fast-food).
Любой ресторанный бизнес является одним из самых сложных и трудоемких вариантов для получения дивидендов инвесторами. Сложность складывается из следующих факторов:
1. Сформировавшийся рынок быстрого питания в России;
2. Высокая себестоимость продукта;
3. Нестабильная экономика и кризисные последствия;
4. Постоянные вложения в инфраструктуру ресторана, ее поддержание и улучшение;
5. Административные барьеры.
В первую очередь любой менеджер или управляющий ресторана должен понимать модель работы ресторана и его концепцию. Под модель ресторана подбирается персонал, поставщики, локация. При этом, так как основная задача бизнеса – прибыль для инвесторов (владельцев), любая модель может трансформироваться в ходе существования проекта. Именно поэтому прежде всего необходимо понимать, что любой управленец в ресторанном бизнесе работает на прибыль, за его работу ему платят заработную плату. Я специально выделил это выражение, чтобы было понятно – «работает», а не «сидит», «управляет», «командует».
Итак, раз мы говорим об основах модели работы, рассмотрим основную схему (представлена на следующей странице), которую должен преследовать ресторанный бизнес.
На схеме, надеюсь, четко видно цели и методы выполнения целей, но я их специально разделил на два столбика, почему? Очень часто в ресторанном бизнесе уделяется больше внимания целям, нежели методам, соответственно, при уменьшении внимания к качеству работы методов – страдают цели. Отлаженные методы, которые при этом готовы адаптироваться под текущие требования и тренды в бизнесе, помогают добиваться целей.
В стране уже достаточно сформированный рынок ресторанов общего формата и ресторанов быстрого питания, поэтому неработающая модель не будет приносить прибыль, гости ресторана перейдут в другую сеть или ресторан, так как при сформированном рынке ключевой потребностью гостя является качество.
Итак, разобрав основную модель всех ресторанных платформ, нам необходимо узнать следующее. Как было отмечено в модели, любая компания помимо прибыли ставит своей целью завоевание доли рынка, как правило – как можно больше. Зачастую одна компания не может открыть столько ресторанов, чтобы соперничать в силу финансовых возможностей. Для этого активно применяется бизнес-модель развития – франчайзинг.
Франчайзинг – форма бизнес-партнерства, при которой одна компания (франчайзер) передает другой компании или частному лицу (франчайзи) право на использование своей торговой марки, маркетинговых и технологических знаний и т. д. Право на использование торговой марки и знаний регулируется договором коммерческой концессии (договором франчайзинга).
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А теперь по-простому: у меня есть своя сеть ресторанов «Ромашка», и я вам предлагаю вести свой ресторанный бизнес под моим брендом, под моими технологиями, поделюсь с вами своим опытом, наработанными технологическими картами и секретами, а за это вы заплатите мне единоразовый взнос (паушальный взнос) и еще будете платить ежемесячно, в % от своего товарооборота (роялти), а также возможно и спонсировать общую рекламную кампанию, а помимо этого я буду еще контролировать ваши рестораны на предмет соблюдения всех моих технологий1. Фактически вы платите за возможность пользоваться именно брендом, у которого есть узнаваемость. Собственно говоря, как выше указанно на рисунке, огромная большая «семья» приносит свою капельку в доход владельцем бренда.
Система франчайзинга довольно двулична – с одной стороны, предпринимателю легче построить свой бизнес под крылом крупной компании, которая имеет наработанную бизнес-модель, с другой стороны – свобода выбора направления ресторана, ценовой политики, стандартов качества сильно ограничена. Мало того, ключевая цель франчайзинга – это доля рынка и, как следствие, увеличение прибыли владельцев бренда, то есть по факту дядям-инвесторам совершенно без разницы, сколько вложил в работу по системе франчайзинга предприниматель, ему важно сколько он с вас получил, а еще важнее – сколько недополучил.
Создать ресторан с нуля – это означает разработать концепцию, найти локацию и рассчитать прибыль, подобрать штат персонала и в дальнейшем совершенствовать все вышеперечисленное, но, в отличие от системы франчайзинга, это позволяет вам быть более гибким под потребности гостей, так как крупные компании, к сожалению, менее гибкие. Но при этом создание любого проекта с самого начала очень дорогостояще.
Когда мы в вкратце поняли суть двух систем, разберем перечисленные в начале книги факторы сложности для ресторанного бизнеса.
Первый важный фактор – сформированный рынок, или проще – конкуренция. Она у нас в стране (в особенности городах-миллионниках) практически не отличается от мировой – несколько крупных (в основном американских) компаний быстрого питания (кстати, работающие по системе франчайзинга) делят между собой 80%2 рынка быстрого питания. Это им удается за счет снижения цен на продукт для гостя, крупных маркетинговых кампаний и известности бренда. Тут стоит отметить важный момент – снижение цен, как они это делают? Во-первых, крупная компания, у которой много посетителей, может позволить себе давить на поставщиков с требованием уменьшить отпускную цену (как правило за счет рекламы поставщика в ресторанах – на мониторах, боксах и т.д.), также у крупных компаний отработанные технологические стандарты работы, что позволяет снижать списания (брак) продукции, а помимо этого занижать стоимость за счет многочисленных инвесторов (в том числе и за счет франчайзи). Еще одна уловка сетевых гигантов ресторанов fast-food – объемность торговых точек, во-первых, это элементарная реклама бренда, а во-вторых, он у вас все время перед глазами – а все, что перед глазами, то и в памяти, соответственно, если я захочу есть, на инстинктом уровне я сначала вспомню именно то, что рядом и часто вижу. Такая объемность создает жесткую внутреннюю конкуренцию между ресторанами, что, во-первых, позволяет более тщательно следить в этих ресторанах за качеством и сервисом, но, во-вторых, конечно же, сокращает финансовые ресурсы франчайзи (если ресторан открыл франчайзи).