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Fresh bar tastes in Russian. "fresh bar" - a drink that will help create a good mood

* Calculations use average data for Russia

Starting investments:

350 000 - 500 000 ₽

Revenue:

360 000 - 810 000 ₽

Net profit:

90 000 - 210 000 ₽

Payback period:

The fresh drinks trade fits perfectly into the trend for a healthy lifestyle, and also perfectly quenches the thirst for new items, so a fresh bar is an idea that will definitely be in demand.

Fresh bar is a stationary or mobile item Catering, which specializes in the preparation and sale of freshly squeezed juices (fresh juices) or other drinks based on them. They may also be called juice bars or smoothie bars. Fresh bars are a relatively new phenomenon for Russia. Such institutions appeared relatively recently on the wave of consumer interest in the idea of a healthy lifestyle and healthy eating.

What can be found on the menu of fresh bars

The assortment of the fresh bar can include not only freshly squeezed juices, but also smoothies, mineral and carbonated waters, coffee, tea, snacks and desserts like fruit puree, muffins, cookies, ice cream and more. A smoothie is a thick drink in the form of berries and fruits mixed in a blender with the addition of ice, milk or juice. Despite the presence of food on the menu, the main focus is still on soft drinks and cocktails based on juices and/or milk.

Since fresh bars are positioned as points of sale healthy food and drinks, then the assortment should be determined based on this concept. In a large shopping center, where several eateries, pizzerias, pastry shops and other catering establishments will be located near you, it makes sense to expand the assortment not by introducing other dishes, but, for example, by developing new recipes for cocktails and fruit desserts. But if your fresh bar is installed on the territory of the office center, in addition to drinks, you should think about making and selling various snacks. But even in this case, you should not deviate from the concept of a healthy diet. For example, if you sell hamburgers, you will still not be able to compete with “full-fledged” eateries, but you risk spoiling the image of your company, which will no longer be associated with a real fresh bar among customers.

Some entrepreneurs go even further when compiling the assortment of their bars. For example, in certain Moscow fresh bars you can buy not only juices, cocktails and desserts, but also extracts of various medicinal plants. Moreover, a bottle with natural contents with a capacity of 100 ml can cost the buyer 1.5 thousand rubles. Extracts and elixirs are positioned as an alternative to conventional vitamins and bioactive supplements. True, it is difficult to say whether such products are in great demand.

When choosing the concept of assortment, some entrepreneurs proceed from considerations that buyers natural drinks care not only about their diet, but also about health in general. Therefore, for example, even organic cosmetics are sold in Japanese fresh bars. However, if you plan to introduce organic cosmetics into your assortment, study the demand for it in advance and keep in mind that you will need to slightly expand the sales area and hire sales consultants with medical education.

The fresh market in our country is just developing, but its participants have already faced the problem of positioning their products. If earlier freshly squeezed juices and various cocktails based on them and with the addition of milk could be purchased only in expensive restaurants that set a large markup on them, now the owners of fresh bars are trying to break consumer stereotypes and promote their product as healthy, tasty and, most importantly, , affordable. True, they are in no hurry to reduce margins on it, since in this case the payback period of the point will increase significantly. Therefore, experts advise finding a compromise solution: for example, leaving the markup on freshly squeezed juices and smoothies at the same level, and creating the appearance of affordability and low prices by reducing the retail cost of various other drinks based on them (cocktails, fresh juices with ice and ice cream).

Which room is suitable for a fresh bar

A fresh bar does not require a large area. It is quite possible to open a full-fledged point on 4-6 square meters. Unlike other similar establishments, the products presented in such a bar are in demand all year round. In the hot season, people buy soft drinks based on natural fruits to quench their thirst, and in the winter months - as healthy cocktail rich in vitamins. All these features determine the location of your fresh bar. First of all, it should be located in a place with high traffic, preferably near a cafe or restaurant.

The best location options for opening a fresh bar:

shopping centers and hypermarkets;

business centers;

fitness centers;

airports;

railway stations;

water parks;

cinemas;

Recently, fresh bars can be seen in car dealerships and at various events. For example, mobile bars that are installed at exhibitions. But still, most often fresh bars can be seen in large shopping centers right in the middle of the walkway. This format of retail is called an island (“an island in a shopping center”). A detailed business plan with calculations for a fresh bar in the island format in a shopping center can be found.

A large flow of people for fresh bars is important, among other things, because of the properties of the products. Juices and cocktails are perishable products, which cannot be stored for a long time even in the presence of refrigerators. Already within the first thirty minutes after preparation, a fruit drink without any additives loses a number of its useful properties, as well as their taste qualities. Of course, with a large flow of customers, some drinks can be made in reserve so as not to create a queue, but in other cases they are prepared immediately after the order is made. Thus, if your bar is set up in an open area, passers-by can see how a cocktail or juice is being prepared, which will increase the confidence of buyers.

What equipment is needed for fresh bars

A significant expense item when organizing your own fresh bar is the purchase of special equipment. The minimum set of trading and production equipment for a standard point of sale of freshly squeezed juices and drinks based on them, it will cost about 200 thousand rubles.

The minimum set of equipment for a fresh bar:

universal juicer, juicer for certain types of fruits (for example, citrus fruits or pomegranates);

blenders and mixers;

devices for cleaning fruits and vegetables;

refrigerators and cabinets;

bar counter;

cash register and cashless payment system;

coffee machines;

ice machine;

ice cream refrigerator;

work cabinets (they can also be placed in the bar counter).

When choosing a supplier of equipment (first of all, juicers and mixers with blenders), pay attention to the fact whether he offers after-sales service for the equipment he sold. With a high workload, even new devices often fail, and its repair in the absence of warranty service can cost a pretty penny.

From dishes in fresh bars, as well as at other similar catering points, as a rule, disposable plastic plates, glasses, coffee mugs, forks and spoons are used. Quite rarely, glassware can also be used, but in these cases, the fresh bar no longer belongs to the catering system, but rather to catering.

Ready-made ideas for your business

Additional costs are associated with the design of a sign, applying the logo of your bar (or a chain of fresh bars) on the side of the racks, making branded napkins (optional), flyers or business cards. Flyers and business cards, as well as bright design outlet and are the main tools for attracting customers. For this reason, so far, no fresh bar can boast of a memorable brand that many people hear about. Purchases in them are made spontaneously, not purposefully, and buyers, at best, will later remember the approximate location of the bar, but not its name or logo.

What staff is required for a juice bar

If buying equipment and renting a place to trade are the biggest expenses of your juice bar, then finding the right staff is quite possibly the most difficult task that you will face in organizing and running your business.

As a rule, most owners of fresh bars are looking for a girl or woman under the age of 45 as a seller. At the same time, the main selection criteria are decency, politeness, sociability and accuracy. It doesn’t take much time to master a juicer or a mixer, so the requirement for the ability to handle equipment is not at all key.

It should be borne in mind that you will need to find not one seller that meets your requirements, but at least two or three. Please note that shopping centers, where fresh bars are often located, are open from morning to late evening, seven days a week. A point in a busy place will need three sellers who will work in shifts (for example, a week after a week or three days after three). The seller's salary usually consists of two parts - salary (a fixed amount) plus a percentage of sales (on average, about 10%).

Ready-made ideas for your business

A separate issue is the prevention of theft. The owners of points for the sale of fresh juices, where a cash register is installed, check their employees for integrity by arranging test purchases. Your acquaintances or friends can also act as a "mystery shopper".

What profit can fresh bars bring

The business of manufacturing and selling drinks based on freshly squeezed juices is highly profitable - from 80%. The minimum margin for goods is about 200-300% (300% for freshly squeezed juices and less for other drinks based on them). For example, 250 grams of fresh juice at a cost of about 40-45 rubles is sold at retail at a price of 120-135 rubles. At the same time, at least 25-30 liters of this drink are sold per day, and on weekends and in the summer months, sales volumes can reach 45-50 liters if a good place has been chosen. Thus, the proceeds from the sale of juice alone can be 360-810 thousand rubles per month. Taking into account the cost of production, rent, payroll and other expenses, the net profit at such turnover will be from 90 to 210 thousand rubles. The payback period of a fresh bar depends on several factors: location, assortment, competent promotion, product quality, quality of customer service, etc. The average payback period for such a point is about 10-12 months.

Experienced entrepreneurs advise potential players in this segment to think about developing it to a network of several fresh bars even at the stage of opening one outlet. If you do not have experience in this area, then it is better to gain it for at least one year, managing one fresh bar, and then build a network based on the knowledge gained. In this case, the payback period of the project will be about three years. There is another way to develop your own business based on an already functioning fresh bar - the subsequent creation of a network of cafes or healthy food restaurants, which are now considered a promising direction.

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Soft drink brand fresh bar(manufactured by Global Functional Drinks) redesigned the packaging in collaboration with the well-known British agency Identica. As part of the packaging update, the designers have created several design options that visually reflect the country of origin of each flavor of the drink.

Recall that the Fresh Bar brand was launched on Russian market in 2013; then the Direct Design Visual Branding (DDVB) agency was responsible for packaging design. In the design, the authors visualized the recipe for each of the six cocktails.

According to the authors of the project, the new packaging design is a combination of a translucent bright top, which allows the consumer to see the natural color of the liquid, and a matte white bottom, which creates a pleasant tactile sensation and adds value to the brand.

Also, the new packaging design contains images of "fruit components", symbolizing the juices used in the preparation of the drink.

Designers believe that the new packaging has become more relevant for the category and understandable for the consumer, its color saturation will add visibility to the product on the shelf, and the use of fruits in the design emphasizes the “naturalness” of the product. According to the manufacturers, the target audience of the brand has not changed: the brand is aimed at consumers aged 16-34.

Alexander Kovalenko, creative director of DDVB

The work is done well. Design change goals are visible. When we launched the product, we also offered a similar design option, but, in the end, it was decided to focus on "unusual", "expert", "mature".

Now the product has become more refreshing, juicy, understandable. It has become somewhat simpler, but it is perceived easier, emphasizes the taste and freshness. In general, I think that the agency did a competent job, apparently, marketers considered that at a new stage in the life of the product, such an image would work better.

At that moment, when we were developing the packaging design, the key task was to convey to the consumer that this is a cocktail, the same as in the bar both in taste and in name, and that it is serious soft drink, which is designed for men and women, since the target audience at that time was approximately 60% w and 40% m. And the solution was to show the cocktail recipe on the front of the package.

Judging by the fact that the design has changed dramatically, it can be assumed that the target audience has changed with a greater bias towards women. Communication has also changed. If earlier the packaging said that it was a cocktail, now it speaks more about fruity freshness. From which it follows that either the target audience no longer questions that the Freshbar is cocktails, or it doesn’t matter to her that these are cocktails, but rather the freshness of the drink is important.

I would like to add that in packaging design there can be no such assessments as likes or dislikes. If the new design helps to sell more product, then it is good, if not, then the question here is the correctness of those communications that reach the consumer.

Nadezhda Parshina, founder and creative director of Ohmybrand

Apparently, the company still heeded the voice of reason and removed the mess from the logo / pictograms / useless texts, etc. The brand area has become larger, in accordance with the trends, the lower part is cleaner.

But the art director obviously left later and didn’t see anything else. I don't understand what happened in Mojito - "the customer approved, we don't touch anything"? For some reason, the lines could not be moved to leave the title and descriptors in a tight block, as in other SKUs. The illustrations and the actual choice of fonts raise many questions, but perhaps the choice was due to the target audience - romantic, but picky :).

TV spot with new Fresh Bar design

Non-alcoholic cocktails have long been popular in the American and European markets, but in Russia this niche was empty for a long time, until Global Functional Drinks Rus introduced Russians to Fresh Bar drinks. The bright bottles that appeared on the store shelves immediately attracted the attention of buyers, as they contained an unfamiliar fruit juice but real cocktails. In total, the line consisted of six flavors, each of which not only quenched thirst, but also charged with positive energy for a long time. What was the secret of Fresh Bar's success? First of all, in a variety of tastes that repeat cult cocktails, in particular: Mojito», « Sex on the beach», « Black Jack" and others. The drinks did not contain alcohol, so they made it possible for people with alcohol intolerance and just teetotalers to enjoy the benefits of famous cocktails. Well, and what is important, the price of the product was quite affordable. You can buy Fresh Bar cocktails inexpensively in the online store " rural boutique».

Choice for every taste

The most popular Fresh Bar cocktail, according to a customer survey, is " Mojito". For its manufacture is used exclusively soft water, and fragrant mint. It also contains invigorating lime and gas bubbles that enhance the taste sensations. Under the lid you will find a fragrant drink, slightly reminiscent in color lemon juice but completely different in taste. "Mojito" is drunk chilled, supplementing it with a lemon wedge or a sprig of mint.

« Black Jack» most popular alcoholic cocktail with whiskey, after which the legs themselves dance, and Fresh Bar offer you to evaluate its alternative, non-alcoholic version. Juicy cherry gives the drink a noble shade and a magical aroma. The spicy sweetness of the berry is set off by the bitterness of wild almonds.

Representatives of the beautiful half of humanity prefer sweet cocktails, which undoubtedly include the legendary " Pina colada". This is a unique combination of exotic coconut and pineapple, involving you in a round dance of amazing emotions. Shake the bottle all you want, the soda won't spill anyway!

« Sex on the beach» will become an original part of a romantic evening. His bouquet intertwines notes of Spanish orange, delicious peach and northern cranberry. A rather unusual combination that has no analogues.

fresh bar Kir Royal» suitable for all fans exquisite tastes. In the original, young champagne is added to the composition of this berry cocktail, but in this case there is no alcohol, which does not prevent the drink from retaining its originality.

Absinth Mix– the taste of absinthe itself is rather ambiguous, and only a few gourmets can open up, so you will draw conclusions about this version of the Fresh Bar cocktail after an individual tasting. Only one thing is clear - the drink will definitely have its fans. In this case, absinthe is imitated with the help of anise.

You can order products of the Fresh Bar brand with delivery in Moscow and the Moscow region in the online store " rural boutique».

Customer care

« rural boutique» cares about customers, so by delivering the order to the door of the apartment, we save your time. And we also save your finances, because every week we hold interesting promotions for one or another group of goods, and you can buy required product at a favorable price. In addition, we give discounts to regular customers.

Not so long ago, unusual bottles filled with delicious soda appeared on the shelves of supermarkets. "Fresh bar" - a drink that attracts the attention of customers. This is not just fruit juice, but mixed cocktails. A rich assortment will satisfy the tastes of any buyer. Non-alcoholic drink. Therefore, it perfectly quenches thirst on a hot day. You can drink both children and their parents. We will try to understand the variety of tastes in the article.

What is the highlight of the drink

So, what is the advantage of the drink? First, in his unusual taste. "Fresh bar" - a drink that repeats the composition of the most famous cocktails ("Mojito", "Sex on the Beach", "Pina Colada", "Kir Royal" and others), but there is no alcohol. Secondly, the price of the goods is quite democratic (about 30 rubles per 0.45 l).

It is worth noting that the Rosinka company, which is located in Lipetsk, is engaged in the production of the drink. She has proven herself only on the positive side. used latest equipment. In addition to these products, there is a production of mineral waters.

For every taste

"Fresh Bar" is a drink whose tastes repeat famous cocktails. In the first place in popularity is Mojito. I would like to note that only soft water is used for production. Soda bubbles do not cause discomfort, there is no sharp bursting and taste of soda.

The main ingredient, of course, is mint. Its smell can be felt only by unscrewing the lid. It also tastes like it. Lime aroma is present, but less pronounced and not as bright.

The color of the drink resembles lemon juice. There is a greenish tint. The taste of the cocktail is absolutely not cloying, sugar in moderation. Manufacturers recommend adding a little ice to the glass before drinking, you can put a slice of lemon or a sprig of mint for greater freshness.

"Fresh bar" - a drink that can pleasantly surprise you. So, for example, having tried "Black Jack" in a non-alcoholic, carbonated version, many customers were delighted. All the charm is in the combination of two flavors that the manufacturer offers. The main focus is on cherry. It gives the cocktail a pleasant bitter taste, rich and bright aroma. Sets off her almonds, which comes in smaller quantities.

various juices;

flavors.

The use of aromatic additives causes particular complaints from buyers. But you can’t do without them, because only with their help you can achieve similarity with well-known cocktails in which alcohol is added. The drink is not high-calorie (38 kcal per 100 ml).