New fast food menus. Fast food: what will be in fashion soon? Method #1 - correctly identify competitors

The term "fast food" refers to a system fast food. Institutions Catering of this type are especially popular in Moscow. This is due to the rhythm of city life: eating in such a place takes a minimum of time. Fast food is one of the most promising business areas today.

Market volume in monetary terms

According to official statistics, 12.3 million inhabitants are officially registered in Moscow. In addition, residents of the Moscow region visit the city every day. The total number of suburban residents is 7.3 million people. The population density of Moscow is 165 people per 1 sq. km. km.

The total volume of the fast food market in Russia in 2017 amounted to 577 billion rubles. The turnover of the fast food market in Moscow in 2017 amounted to 51.9 billion rubles.

The number of visits to fast food establishments increased in 2017 by 9.1%. While coffee houses are only down 2.7%, restaurant visits fell by 8%, as well as canteens by 6.8%. The main growth factor is the expansion of international chains.

The growth of fast food turnover in 2017 was about 10%, quite significant, although other formats are growing faster, for example, the turnover of bakeries increased by 18%. Food delivery services are growing very fast. Therefore, many fast food companies are also investing in their own delivery services.

The profits of various fast food chains are unevenly distributed. The decisive factor in profitability is the location and reputation of the company. For example, "Teremok" (fast food points of entrepreneur Mikhail Goncharov) has a turnover of about 8.3 billion rubles (294 restaurants served 30 million guests per year).

Market offer

The directory of enterprises in the city of Moscow indicates the total number of fast food outlets is more than 3000. This number includes network establishments and presented in a single copy. The market is unevenly divided between them.

The growth in the number of establishments looked like this:

• McDonalds went from 250 to 286;
• "Subway" from 110 to 118;
• KFC from 227 to 246;
• Burger King from 120 to 237;
• "Teremok" reduced the number of points from 285 to 227 (primarily due to a change in the network strategy);
• "Baby Potato" increased from 120 to 160;
• Walker from 20 to 25.

KFC opened mobile points of sale at large railway stations, in the hope of increasing the chain's sales and brand awareness. In the future, if the experiment is successful, the company plans to expand the offer in this format in beach and park areas.

SubWay focuses on growing franchise sales, but on a limited scale.

A distinctive feature of Teremka is that, having significantly staked out its presence in the fast food market in Moscow, the chain is taking a conservative approach to its expansion. However, this also applies to regional expansion. Note also that the company's policy is against selling through franchises.

Walker is developing at a rather slow pace, focusing on reducing costs and increasing the turnover of existing establishments, by reducing the cost of dishes and revising and optimizing the menu.

McDonald's actively opened new restaurants in 2017, in addition, the company focused on continuing the localization of production, as well as investments in the re-equipment of enterprises, new service and production systems.

With the growth of new outlets, the arrival of new players, consumer preferences are expanding, priorities in the field of healthy eating. Many fast foods, in addition to a light diet menu, add combined offers not only in the context of business lunches, but also for late visitors who come to dine. In addition, fast food companies are introducing other competitive features such as on-line pre-ordering, a reservation system, and the ability to pay for food via the Internet.

A wide variety of burgers are growing at the fastest pace in the fast food market.

Market Demand

The need to visit fast food establishments is growing for many reasons. Network establishments respond to this by opening new points of sale. Dishes from chicken meat, burgers of various types. It is for this reason that McDonald's, KFC and Burger King remain key players in the market.

In 2017, traffic growth was 3% compared to 2016. The reason for the growing demand was the opening of new outlets in the wake of the crisis. McDonald`s, KFC and Burger King accounted for 12% of new outlets opened. In general, there is next trend since mid-2017: restaurants are being replaced by projects with a low average check, and consumers, despite the continuing decline in real disposable income, are increasingly choosing to eat out.

Eating out is a worldwide trend. For example, in the United States in 2016, consumers spent more money on eating out than on buying food for self-cooking.

Market segments

The average check in fast food in 2017 was 270 rubles. Over the year, the average check in fast food increased by 1.1%. The leader in terms of the average bill is McDonald's - 750 rubles, followed by Burger King - 450 rubles and KFC - 400 rubles.

During the year, the price changes were very small:

So in McDonald's Royal De Luxe in 2016 it cost 157 rubles, in 2017 - 160 rubles, a standard portion of potatoes - in 2016 - 58 rubles, in 2017 75 rubles, vegetable salad in 2016 196 rubles, in 2017 - 200 rubles, Medium coca- cola - 70 rubles, remained at the same price, Milk shake(dessert) - in 2016 - 104 rubles, in 2017 - 105 rubles.

KFC has the same situation Sanders burger has risen in price from 81 rubles to 89 rubles, Chicken legs, Ice cream "Summer Fantasy" (dessert), Pepsi remained unchanged.

The maximum assortment is offered by McDonald's. This chain fast food restaurant collects the largest number positive feedback from customers who regularly visit fast food chains. This institution, due to increased attention from Rospotrebnadzor, monitors the quality of the products offered.

At the same time, there is no beer in McDonald’s, due to this there is a detuning from competitors KFC and BurgerKing.

Client portrait

According to official data, the average income in the city of Moscow is 50 thousand rubles. A feature of fast food establishments is an extensive target audience of different ages. Visit KFC, McDonald's and other establishments of persons from 14 to 65 years old. And sometimes such a choice is made regardless of the income of a particular client. The reason for this is convenience, as well as service in many establishments.

The audience by income and some other criteria can be divided into several main groups:

• parents with children;
• young people, students - from 16 to 23 years;
• working residents of the capital aged 23 to 37;
• clients over 37 years old.

The groups of clients indicated above bring different income to institutions. The easiest way to understand the question is on the example of McDonald's. The largest income (approximately 40%) is brought by parents with children. The main reason for this is bright packaging and high taste qualities sold products. On average, a family of 4 people (two adults, two children) leaves in an institution from 1,000 rubles.

Slightly less income for McDonald's and other establishments that have their own dining halls is brought in by young people - from 16 to 23 years old. The incomes of this category are not high due to the absence, for the most part, of a stable income. The main reason for visiting is not only food, but the opportunity to communicate with peers at a minimum cost. On average, each client from this group leaves from 500 to 1,000 rubles. Such visitors bring McDonald's and similar establishments up to 35% of income.

Quite often, wealthy residents of the city become fast food visitors. Moreover, in 2016, the income from this category of customers is 20%. But according to experts, this indicator increases due to an increase in the number of visits to this group. The reason for this is the increase in the average check in various coffee shops. Clients of this age category leave about 700 - 1,000 rubles at McDonald's for 1 visit.

Visitors over 37 years of age account for approximately 5% of fast food profits. The income of this category of citizens allows them to dine in restaurants of the middle price segment. But gradually this category of visitors is also increasing. The reason is similar - an increase in the cost of lunch in other catering establishments.

Main market trends

In terms of technology, fast foods are actively introducing electronic menus, as well as mobile terminals to simplify ordering, reduce queues and staff workload.

After the pioneers - McDonald's and Tanuki, other fast food establishments are actively introducing the technology of QR codes, which are on checks and advertising booklets, after scanning, the visitor goes to the corresponding page of the company with menus, promotions, news.

Mobile applications are another important competitive technology that helps fast food companies increase the attractiveness of their network, or a particular establishment. In mobile applications, you can get all the necessary information on fast food, learn about promotions and loyalty programs, especially in mobile loyalty programs.

Mobile loyalty programs are distinguished by the complete absence of physical media, specifically plastic cards. After downloading the application, the user only needs to show it when visiting the establishment.

For fast food owners, mobile loyalty programs are a way to create a customer base, bypassing the stage of filling out and processing questionnaires.

Fast foods in 2017 increased their presence in social networks, primarily on VKontakte. Burgerking was the leader here, KFC was also doing well on social networks, while McDonald's was much more moderately increasing its presence on VKontakte.

Further prospects for the ever-growing number of fast food establishments, the beginning of price wars for the consumer. It is expected to offer more democratic products at low prices, due to the almost universal use of frozen products.

Growth of single burgers is expected, as fast food is considered by entrepreneurs as a promising investment. Having invested about two hundred - three hundred thousand dollars, a businessman has a good chance to start and strengthen a business in the fast food segment.

Dmitry Solomnikov

Fast food restaurants, like the entire fast food industry, will find themselves in even more highly competitive conditions in 2018, if such can be imagined in today's already harsh realities. In addition, the coming year will also see strong demand for new, bold flavors and black burger buns.

9 ways to attract customers

Method #1 is to correctly identify competitors.

The war for the best price offer in 2018 will reach a new level. The era of low unemployment leads to the fact that the vast majority of economically active citizens, although they work, do not receive sufficient wages for a comfortable level of wages.

The scenario of wage stagnation is very common in today's economy, so fast food companies will have to continue to think about the development of attractive package options and super-cheap items on the menu for a limited time.

The task is complicated by falling prices in grocery stores. For example, in the USA, where the category of the economically limited population makes a choice in favor of buying cheap products in retail, even taking into account the extremely affordable fast food options. That is, it is time for chains to realize that they compete not only with each other, but also with stores.

Method #2 - Entertain your customers

However, there are also those groups of the population that do not save much on eating out. However, for their money, they want to get not so much food as a new experience, which in fast food can be provided by the introduction of new technological solutions, both practical (ordering, payment, issuance-delivery) and purely entertaining.

“Bread and circuses” in the literal sense of the word: everything is fine - an open kitchen, iPads on tables for children, any scenario of social experience. For some, this moment can be the decisive factor, because of which they, in principle, will go to the institution.

Method #3 - Healthy food or Fast-Casual

The battle to balance healthy ingredients and healthy meals keeping their deliciousness, simplicity and “fast food” if you will, is not going anywhere in 2018. Quick service and fast-casual chains will continue their search for the Holy Grail. How to make it satisfying at the same time? Most likely, it would be reasonable to offer fast food calories, made from local, organic and super-healthy ingredients.

And the one who does it better than others in terms of recipe, price and marketing will rule the segment. Roughly speaking, you need to feed people to satiety and without them feeling guilty.

Method # 4 - an expanded selection of drinks

Drinks increase their role in fast food. exotic flavors conquer the fast food segment - the dominance of soda and orange juice the end comes.

Experts are seriously predicting trends for charcoal lemonade and turmeric root juice. All foods with a reputation for being anti-oxidants and cleansers will also go up (ginger, citrus, cayenne), not to mention Japanese powdered green tea.

Method # 5 - experimenting with color

Experts call black the color of 2018 in fast food. Everyone is tired of the iridescent chaos in the color palette of food, the apotheosis of which was the Unicorn Frappuccino at Starbucks.

good old Activated carbon for the healthy food industry in the West has become another discovery, which gives food service market experts and analysts a reason to predict a bright future for it in terms of an ingredient in future dishes.

Method # 6 - trendy fast food

And, of course, social media will help spread the fashion for black in fast food. The aesthetic of food will only increase in importance as 2018 progresses, and platforms like Instagram and Snapchat will prove their ability to promote not only companies and their specialties, but also specific ingredients, as demonstrated in 2017 with beets, turmeric, and macha tea.

Social networks have power over the mind of the consumer, allowing him to document every unusual gastronomic experience for him and share it with the whole world. All you need is a good reason. Well, since you can’t convey the taste from the photo, you need to captivate appearance dishes.

Method # 7 - fast food classic in trend

The new is the well-forgotten old. People take from the corners of memory a long-known and bring it into a trend. Or they transport well-known dishes in other parts of the world to a new place and monetize the effect of novelty. In the US, there is a wave of fashion for Jewish delicacies and sweets, including such classics as the Reuben sandwich.

Method # 8 - fast and tasty fast food

Success is the product of a contrast of tastes. Fast food audiences in America crave spicy food and additives, and sweat-breaking spiciness alone is no longer enough - you definitely need taste.

In 2018, this trend will become especially noticeable, especially the combinations of “sweet and spicy”, “spicy and spicy” and “spicy exotic” with any flavor option will be especially popular. Capsaicin is increasingly becoming the subject of scientific publications about food, including healthy food.

Method # 9 - fast food should be fast

The faster, the better - the establishments of modern networks operate at cosmic speeds, and are not going to stop the pace. The speed and quality of service will remain decisive for most market players in 2018.

Here, too, IT solutions, coupled with the managerial genius of those who are entrusted with this direction in a particular company, will play the leading role as tools for performing relevant tasks.
In a word, we are waiting for another eventful year in fast food, and we will start following it from January 1, 2018!

Traffic has been steadily declining since the last quarter of 2014 Yes. The pace has slowed down a bit, but the figures for 2016 are poor: attendance fell by 3.5% (in 2015 - by 5%).

The average check has stopped growing: +1% in 2016 vs. +8% in 2015; We see such figures for the first time since 1999. In addition to reducing inflation, the reason is also that the consumer optimizes costs: a restaurant replaces a cafe, a cafe for fast food or a canteen, or even completely stops eating out.

Attractive prices and discounts play an increasingly important role when choosing a restaurant: 17% of respondents are guided by this indicator, which is 2 points more compared to 2014. 28% of all orders are made using coupons, discounts, combo offers, promotions.

In the largest European countries, the situation is the opposite - there catering is chosen not by price, but by the quality of food. The quality factor in Russia is not growing and has remained at approximately the same level since 2012 - about 30%, while in Europe it is much higher - 42% in 2016.

Fast food is the only growing market segment, and concurrently the largest (40%). Compared to 2015, visits increased by 6%. Growth is mostly extensive, driven by the opening of new establishments. Fast food has entered the regions and the trend is expected to continue.

Attendance at traditional restaurants fell by 16%: people go less often or on programs with discounts.

Growing trend -; large chains work with catering operators or develop their own food outlets. This is a profitable business: for example, the margin of a cup of coffee is equal to the margin of 6 liters of gasoline. But so far, only 8% of Russian gas stations are equipped with a cafeteria, in the largest cities - 20%, so there is room for improvement.

The fast casual format at the junction of a restaurant and fast food attracts consumers with fast service, high-quality fresh food, low prices and stylish interiors; attendance is growing every year. Russian chains Marketplace, Prime, "Brothers Karavaev" show double-digit growth rates and feel great in a crisis.

Although the segment grew by 40% in 2016, it is still very small: the share of fast casual in the Russian restaurant market is 0.2%, and it will take several more years until the figure rises to at least 2%. The format has not yet gone beyond the boundaries of the capitals - the regions have not yet “got full” of fast food.

The popularity of takeaway coffee has spawned new formats - mobile coffee shops, tents in parks and on the street, coffee corners in business and shopping malls. Before the crisis, breakfasts were popular - a new offer for Russia, where it was always customary to have breakfast at home. When the economic situation worsened, they began to save money on breakfasts and often replace them with a cup of coffee on the run.

To bring back traffic, coffee shops often run promotions, such as a free 6th drink or a coffee plus sandwich combo at an attractive price.

The share of delivery in food orders from public catering increased by 5%. The most popular product is pizza: half of the total number of orders (pizza delivery showed 6% more than last year). Pizza is profitable: it is convenient to divide it among several people and reduce costs: the average check per person is falling. Delivery operators often encourage buyers with special offers - a second pizza as a gift, a free drink or delivery. Delivery time becomes a competitive advantage.

The development of technologies also contributes to the development of delivery - convenient mobile applications and aggregator sites appear, delivery can be combined with a taxi service.

Global delivery trends― customization, that is, determining user preferences based on history and orders (Deliveroo, Australia), delivery by drones and robots (Domino`s, Australia), delivery aggregators from local producers and farmers (Foodscovery, Italy), combining supermarkets with delivery services ( “Azbuka Vkusa”), the ability to order food from the restaurant’s page in social networks (only table reservations are currently available in Russian social networks).

Based on Natalia Aristarkhova's speech at FoodService Moscow 2017

The processes that have been taking place recently in the world economy, and the well-known political events that influence them, significantly affect the cost of imported equipment imported into Russia. Perhaps, these trends have affected the catering industry quite noticeably. It's no secret that today the majority of domestic food production are equipped with foreign high-tech equipment, the prices for which are growing by leaps and bounds.

Given the current situation, our publication set out to find equipment that would be a way out for small cafes, restaurants and small industries that are just opening or already working stably.

We did not limit the search by manufacturers and geography of production. The main requirements were: novelty and uniqueness, performance and efficiency, and, of course, cost. Is it possible to find unusual equipment under $500, which can be an unexpected and even witty solution for a small business? Here's what the market has to offer:

A very interesting apparatus for small catering was developed by the Japanese. This mini-factory for the production of various dumplings has no analogues in the world. The machine combines all stages of production: it rolls out the dough, fills the blanks with stuffing and glues them into finished products.

Moreover, according to the creators, the installation can work with any filling (even jam and syrups). Hopper capacity for minced meat (or other ingredient) - 1 kg. Productivity: from 55 to 60 pieces per minute with a product size of 5x4 cm.

The device is made of food-grade metal and plastic and can be easily disassembled for washing in three steps. With such functionality, the machine has very compact dimensions: 35x255x26 cm and weighs only 6 kg. Price - $290. The desktop was awarded a dozen medals and diplomas at various international exhibitions.

A very unusual device, but has already gained popularity in catering establishments in America and Europe. Mainly because it perfectly combines uniqueness with the result. Firstly, this is a "trick" for any cafe and even an elite restaurant. Secondly, it allows you to process any product, giving it the aroma and taste of smoked meats.

Have you ever tried alcoholic drinks or sweet desserts fumigated with "cold smoke"? But this is not just a flavoring additive that you can buy at any spice store. The fragrant smoke completely permeates the food, as if it had just been cooked over a campfire. This technology also has an important gastronomic aspect. Not all people can eat smoked meats. This device for this category of visitors to catering establishments completely removes this problem.

Fumigation lasts only 30-40 seconds. This applies to both solid foods and liquids. By the way, for greater effect, the installation kit has special covering pads that prevent the smoke from escaping quickly. As raw materials, sawdust, herbal dried flowers, cigars, tea leaves, spices and other ingredients that can fit in the smoke chamber of the device can be used.

The set of such installations usually includes: a stand, a set of raw materials, a flexible tube for directing smoke and batteries (if it is not intended to work from the mains). The price for this equipment is simply ridiculous - only $240.

Another amazing and very inexpensive novelty of the market, the popularity of which is 100% guaranteed. The world of fast food has been replenished with a machine that makes it possible to produce unusual spiral chips and straws from washed, unpeeled potatoes. The technology has already been called Crazy Chips. In just a few seconds, the machine turns an ordinary tuber into a work of art, from which a hot dog sausage or a hunting sausage packed in a chips garnish can be attributed to the most unusual.

The unit is available in both mechanical and electrical versions. The first one is even cheaper ($270). It weighs 475 g and in just 5 seconds it slices an ultra-thin spiral of potatoes, carrots and even cucumber. The second, electric, has dimensions of 43x16x15 cm and weighs 9 kg. The price for it is slightly higher - $900. Both devices are made of light but durable food grade alloy. By the way, the kit includes a spare blade, as well as sticks for chips and packing bags with a glue valve.

Recently, countless types of packaging have been invented. The most common and economical is plastic used in the manufacture of disposable tableware. However, its main disadvantage is recycling, which requires serious financial investments. And then they said a new word, and to be more precise, they committed real breakthrough,
Dutch with Japanese. They came up with edible packaging and dishes.

And these are not waffle cups for ice cream. Their desktop mini-machine in just 2-3 minutes makes semi-deep plates of various thicknesses from dough for any food (even liquid). The product can completely replace bread, because it is made from unleavened dough and contains no calories. Other advantages of such products are the ability to “seal” food in them, and if necessary, quickly heat it up in a microwave oven.

The device has a non-stick coating and is intended for the manufacture edible plates with a diameter of 10 cm and a depth of 5 cm. Installation dimensions: 28x33x13 cm, and weight - 4 kg. Power - 1200 W. Price - $310.

According to the results of our search, the last device costing up to $500 was 300 watts. This
device - real revolution in technology and cost finished products. It combines 4 functions at once: it steams up to 15 sausages at the same time, as well as eggs, prepares popcorn and warms up hot dog buns. On the full meal takes a limited amount of time. Such a mini-miracle costs $380.

Fast food is starting to focus on organic food. Meals made from ingredients free of additives, antibiotics and other artificial ingredients. Use of authentic products (ethnic, regional and local ingredients). All this is at the peak of popularity. More and more dishes are cooked in the establishments themselves: this allows for greater transparency of processes and better control over the taste and quality of dishes. And some new chains consider the absence of semi-finished products to be their main competitive advantage.

CHEF APPROACH

Young chefs are happy to go to fast casual, and venerable stars collaborate with world fast food chains. McDonald's invites award-winning Michelin gurus to develop new burgers, and young but already famous chefs reflect on the concepts of their own democratic chains.

The approaches of chefs and technologists to the menu have always been different. But now the networks are diligently looking for a compromise between what guests want (new tastes and creativity) and the ability to standardize and algorithmize processes in the kitchen.

LOCAL APPROACH, MICROKITCHEN

An increase in the share of hyper-regional dishes in the menu of fast food and fast casual establishments is expected. Even major operators flirting with regional trends: in Kazakhstan, for example, during Navruz, horsemeat burgers were officially served at KFC. Well, the number of khachapur, dumplings and dumplings is growing day by day.

CONSCIOUS GUESTS

Millennials are coming to the fore, and for them, environmental issues, humane treatment of animals, reducing waste and conserving resources are very important. Of course, taste and price are still in the first place among the reasons for choosing a fast food restaurant. But more and more guests are paying attention to the environmental and social responsibility of restaurateurs - that is, to those characteristics that a couple of years ago did not bother anyone.

FROM THE GROUND TO THE TABLE

By all accounts, vegetable dishes are becoming one of the main fast food trends. Fast food is turning towards vegetarians - now there is more than just french fries for them.

NON-TRADITIONAL LOCATIONS

Street retail still plays a key role, but now there are more and more opportunities to “meet the guest” every day.

There is a growing interest in the creation of a new type of food halls, in which, next to traditionally arranged cafes, you can see kiosks with fresh produce, butcher shops, kitchenware shops, etc.

It all started quite a long time ago - in 2010 with the opening of Eataly, and now all markets want to be Danilovsky, where a food court is open. And of course, more and more restaurateurs of all kinds are addicted to food trucks.

MIGRATION TO ONLINE

Digital technologies continue their rapid and unrestrained offensive. Consumers are waiting for innovation. Ordering through kiosks or numerous order-and-pay mobile apps - the point is to provide the guest with a quick service without delay.

WITHOUT SWEET

In the past, spicy foods were sweetened to make them more flavorful. A new trend turns an old idea on its head. All dishes, including desserts, become spicier. Oatmeal for breakfast is served with sriracha sauce and egg, and vegetables are added to yoghurts.

Sourced from QSR Magazine