Restaurant market of Russia

• Catalogue of news, industry projects Tourism, hotel and restaurant business

Restaurant market of Moscow

Main article: Moscow Restaurant Market

2024:12% increase in the number of fresh bars to 1920 points

The number of fresh bars in Russia increased by 12% over the year. This became known on June 25, 2024. The data supports the growing popularity of venues offering refreshing drinks, freshly squeezed juices and cocktails.

According to Kommersant, the number of outlets for the sale of refreshing drinks in large cities with a population of one million reached 1920 by June 2024. The most significant growth was recorded in Samara (by 34.2%) and Rostov-on-Don (by 32.3%). In Moscow and St. Petersburg, growth was 9% and 14%, respectively.

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Analysts Franshiza.ru note that in the first five months of 2024, the demand for franchises of fresh bars and bubble concepts increased by 27%. By comparison, interest in opening ice cream outlets has increased by just 2%. This trend is supported by an increase in the number of parks and family leisure facilities, which stimulates the growth of such establishments.

According to expert Franshiza.ru Anna Rozhdestvenskaya, the trend towards healthy eating and interest in new products and tastes contribute to the development of fresh bars. TopFranchise founder Viktor Bolshakov adds that the popularity of selling new juice and bubble formats came to Russia from Asia.

The Index Check study (part of the OFD Platform) showed that in the period from June 1 to June 20, 2024, consumption of juices and soft drinks increased by 11% compared to 2023. The average check for the purchase of such drinks increased by 9%, reaching 198 rubles. The growth in sales is associated with an increase in the number of tourist trips around the country and the development of new distribution channels, including vending machines and gas stations.

Aqua-White director Alexei Voinov notes that fresh bars are a business with a low entry threshold. To open one point, an investment from 500 thousand to 1.5 million rubles is required, while there are no special requirements for the qualification of personnel. DNA Realty CEO Anton Belykh adds that fresh bars occupy small areas, up to 30-50 square meters. m., which makes them an affordable option for novice entrepreneurs.^[1]

2023

Catering in Russia

Main article: Catering in Russia

The Russian software market for restaurants soared by 68.3% over the year

The revenue of Russian digital services for the catering market in Russia in 2023 amounted to 5.8 billion rubles. This is 68.3% more than in 2022, follows from the data of the analytical agency Smart Ranking, published in June 2024.

Cafe and restaurant market growth by 12% to 3.46 billion orders

In 2022, the market for cafes and restaurants in Russia amounted to approximately 3.1 billion orders, and in 2023 - 3.46 billion. At the same time, both years the industry demonstrates growth of about 12%. Such data are reflected in the BusinesStat study, the results of which are presented on February 20, 2024.

The total number of orders includes both physical visits to catering establishments with services in the hall, as well as takeaway orders, as well as delivery of dishes from cafes and restaurants. Among the large enterprises of the industry are named "PBO System" ("Tasty - and Point"), "Burger Rus," "International Restaurant Brands," "Mayrest" and "Junrest."

According to the published data, the number of visits to cafes and restaurants in Russia in 2019 was about 2.86 billion. In 2020, due to the COVID-19 pandemic, there was a sharp decline: the market volume decreased by 23.3% - to 2.19 billion visits. The fall is mainly due to the closure of restaurants aimed at customers of business centers. Due to the transition of employees to a remote mode of operation, such institutions have lost a significant share of visitors. In addition, real disposable income decreased, and Russians had to save on some goods and services, including visiting catering.

In 2021, the volume of the restaurant market recovered by 26.5% - to 2.77 billion orders, not reaching the level of 2019. The main growth was observed in the ready-made food delivery segment. Growth continued in 2022-2023, helped by several factors. Among them are the development of delivery services, strengthening domestic tourism against the background of Western sanctions, the legalization of the catering market (popularization of cashless payment systems, tax relief for enterprises), as well as a change in the eating behavior of citizens as a whole.^[2]

Growth of catering turnover for 2 years by 47% to 2.83 trillion rubles

The turnover of public catering in Russia in 2 years soared by 47% - from 1.93 trillion rubles in 2019 to 2.83 trillion rubles in 2023. This is evidenced by data from the analytical company BusinesStat, published in February 2024.

From the materials of BusinesStat it follows that the revenue of catering in 2023 compared to 2022 increased by 20%. According to analysts, the market is on the rise despite the pessimistic forecasts of its participants made against the background of sanctions against Russia. The turnover of catering in the Russian Federation is on the rise due to several factors:

• an increase in the average check against the background of an increase in the cost of ingredients, equipment and the cost of renting premises;
• promoting domestic tourism against the backdrop of sanctions;
• legalization of the catering market. Among the measures are the abolition of VAT for catering enterprises with an income of less than 2 billion rubles, the active work of regulatory authorities to identify tax evasion schemes, the development of cashless payment systems for orders
• the development of delivery services, which was facilitated by the COVID-19 coronavirus pandemic;
• changing food eating behavior - changing the family order, the culture of quick food outside the house instead of the traditions of family cooking and family meals.

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BusinesStat

Analysts said there were significant changes in the catering market in 2023. Thus, foreigners left the capital of large restaurant chains, and some companies were idle in anticipation of rebranding. According to experts, fast food chains that decided to continue working in the Russian Federation were able to attract new customers and improve their performance.

The study also notes that in 2023, low- and middle-income consumers more often tried to save, as a result of which the demand for catering services shifted to segments with a smaller average check.^[3]

Increase in the number of coffee shops by 10% to 15.4 thousand points

By the end of 2023, the number of coffee shops (classic establishments and points with takeaway coffee) in cities with a population of one million in Russia amounted to 15.4 thousand points, which is 10% more than a year earlier. This is evidenced by the data of GIS, "published on February 5, 2024.

As Kommersant writes with reference to the materials of the navigation service, in 2023 the market of coffee establishments began to recover after falling during the crisis of 2022. Then, according to the calculations of service analysts, the number of such points, on the contrary, decreased by 27% compared to 2021.

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According to GIS of estimates, "in 2023 the number of Moscow coffee houses increased by 11.38% (to 5.96 thousand), in St. Petersburg their number increased by 10.51% (to 2.96 thousand).

The highest growth rates were recorded in Krasnodar - 15.93% (up to 1.15 thousand), in Yekaterinburg - 14.59% (up to 699), in Volgograd - 12.56% (up to 251). The number of Kazan coffee houses has not changed in a year, the newspaper writes.

The smallest dynamics was observed in Chelyabinsk (+ 1.01%, up to 400) and Voronezh (+ 3.15%, up to 327). The only major city in the country where the number of coffee shops decreased over the year was Nizhny Novgorod - 5.43% of such establishments closed there, 348 of them remained.

The demand for coffee franchises has also grown, the newspaper notes with reference to these projects Franshiza.ru. The figure was 6%. Growth can be associated with a cumulative effect, as many did not open in 2022, waiting for a difficult time.

The growth in coffee consumption occurred partly due to the development of domestic tourism and the return of mass events to urban areas after the COVID-19 pandemic, said Leonid Simakov, head of the Index Check. Coffee Like executive director Dmitry Pletnev says that shopping centers are no longer giving traffic to coffee bars, because of this, the profitability of such points has significantly decreased.^[4]

Growth of the takeaway coffee market by 21% to 102.7 billion rubles

The volume of the coffee market with you at the end of 2023 reached 102.7 billion rubles, which is 21% more than at the end of 2022 (85 billion rubles). Such data in January 2024 was provided by Smart Ranking.

According to the company, the leaders in terms of projected revenue should be Coffee Like (7 billion rubles), Cofix (5.7 billion rubles) and One Price Coffee (4.3 billion rubles).

The volume of the coffee market with you at the end of 2023 reached 102.7 billion rubles

According to forecasts of Smart Ranking analysts, in 2024, the takeaway coffee market will continue to grow. The habit of taking takeaway coffee was formed by consumers during the COVID-19 pandemic, when customers did not have the opportunity to sit in a cafe. Dmitry Pletnev, executive director of Coffee Like, agrees with this:

For the third year in a row, we have set records for revenue and, of course, we are growing from year to year. And it's not just about expanding the network or raising prices. Every year we indexed prices by no more than 10%, and only in October the growth was more than 30%. We try to be where our target audience is, without limiting ourselves to coffee shops or typical coffee bars

An additional sign of the growth of the market is also the growing number of new points and the expansion of the geography of presence. Many large companies are increasing their share by absorbing smaller points with coffee. According to Sergey Buntsevich, CEO of Coffee Way Family, another reason for the market growth is the trend for ready-made food and drinks.

According to Mikhail Burmistrov, CEO of INFOLine Analytics, the factors that can slow down market growth are price increases due to climatic factors, logistics problems and staff shortages. In addition, potential competition may arise due to the development of sales of finished coffee by retailers - points of sale of coffee and bakeries appear, for example, in Pyaterochka and Magnit. So, Pyaterochka already has 5200 points for the sale of coffee.^[5]

Increase in demand for shawarma by 3 times

On June 22, 2023, it became known about a surge in demand for shawarma. Representatives RussiaTo sheets of such companies as Yandex.Food"," "," "," " Ozon freshAlphabet of taste Doner42" (""), IntersectionDodo pizza as well as the analytical company "" (the OFD platform country's largest operator of fiscal data) told about the sales of this dish that have grown 2-3 times.

In particular, according to the head of the open kitchen project of the Perekrestok network Aleksei Kuznetsov, 590,000 pieces of shawarma were sold in five months of 2023, which is 2.5 times more than a year earlier. In May 2023, the Doner42 chain (Dodo Pizza) sales of shawarma increased by 265% year-on-year to 7.5 million rubles, according to the company's website. Growth in the first week of June was 234% year-on-year. Other market players interviewed by the newspaper did not provide absolute figures.

It became known about the surge in demand for shawarma in Russia

According to the OFD Platform, shawarma shows the highest growth in sales in physical terms, among other fast food. So, from January to March 2023, the number of purchases of the dish increased by 9%, while sushi and pizza showed an increase of 5% and 4%, respectively. This result is explained by the low cost of shawarma in comparison with competitors. According to the OFD Platform, the average check for a dish is 171 rubles, while for a burger, pizza or rolls it is 236, 378 and 435 rubles, respectively.

In the context of explosive growth in shawarma, this product began to be actively promoted by many large sellers - such as Perekrestok, ABC of Taste and others. Shawarma has also gained great popularity among customers of delivery services. According to Mikhail Burmistrov, CEO of Infoline Analytics, for example, Dodo Pizza, according to the company's reports, shawarma is the most popular position on the network: in the first quarter of 2023, it sold 8.5 million units of shawarma, which is more than pizza.^[6]

2022

Attendance at cafes and restaurants in Russia increased by 2.5% to 123 million people

In 2022, the number of consumers of catering services in Russia amounted to 123 million people against 120 million a year earlier. Thus, we are talking about an increase in market volume by 2.5%, according to a study by the analytical agency BusinesStat (published in December 2023).

It follows from the report that the attendance of cafes and restaurants in the Russian Federation has been growing for two years in a row. Experts attribute this rise to the recovery of the market after the COVID-19 coronavirus pandemic. Also, a significant contribution to market growth was made by a change in the consumption model of Russians, when, under the influence of the acceleration of the rhythm of life, especially characteristic of large cities, fast snacks in catering establishments are becoming more and more relevant, mainly in restaurants of the fast food segment. An active increase in the number of customers in recent years has also been recorded in the ready-made food delivery segment, the researchers note.

They also attributed the domestic tourism boom in 2022 to the growth drivers of the catering services market. The Russians, finding themselves in the conditions of restrictions on entry imposed by the EU countries, began to travel more around the country, visiting restaurants and cafes during travel. The popularization of domestic tourism in 2022 also led to the opening of new catering establishments in popular tourist regions, analysts explain.

In their calculations, experts included a turnover for the following catering enterprises, including those working for delivery:

• cafes and restaurants;
• catering;
• canteens.

The study also says that In 2018-2022. the average salary of an employee of the catering industry in Russia increased annually by 11.8-16.5% and by the end of the period amounted to 537.8 thousand rubles a year. The only exception was 2020, when the average salary, on the contrary, decreased by 4.1% compared to 2019.^[7]

The expenses of Russians on fast food updated the maximum and amounted to 3143.34 rubles per person

The volume of consumption of fast food restaurant services in Russia in 2022 reached 3143.34 rubles per person, which was a record figure. Compared to 2021, it grew by 7.5%. Analysts of the market research agency GuideMarket reported this at the end of June 2023.

According to experts, the consumption of fast food restaurant services in Russia is closely related to the dynamics of the market volume. Despite the negative trend in the population, the decline in consumption of fast food restaurants turned out to be insignificant.

The study for 2022 notes that the fast food restaurant service market in Russia is showing stability and growth prospects, especially given the lifting of restrictions and the restoration of economic activity after the COVID-19 coronavirus pandemic. The growth in the consumption of fast food restaurant services indicates a restoration of consumer confidence and an increase in demand for this form of food, experts say.

Fast food enterprises are delivered independently or use aggregator services. The largest operators providing food delivery services from restaurants and other catering establishments are:

• Delivery Club (the service covers 150 settlements, 35 thousand restaurants - by the end of 2022);
• Yandex.Eda (available in 170 settlements, cooperates with 33 thousand restaurants).

According to BusinessStat analysts, by the beginning of 2022, the number of fast food consumers in Russia amounted to 73.8 million people, which is 9.3% more than a year earlier. The growth in the number of consumers was caused by the recovery of the market after the recession in 2020, as well as the gradual adaptation of fast food establishments and their visitors to the new requirements of Rospotrebnadzor. In addition, low income levels and ongoing epidemic tensions have led to the redistribution of customers of democratic cafes and restaurants into the fast food sector.^[8]

Rosstat recorded a growth of the restaurant market by 4.7%

Rosstat recorded the growth of the restaurant market in 2022 by 4.7% compared to 2021 - up to 2.28 trillion rubles (turnover of restaurants, cafes and bars). The department released such data in February 2023.

Dmitry Volodin, CEO of Sheraton Nizhny Novgorod Kremlin, noted several factors affecting the restaurant market of the Russian Federation. One of them is the emotional factor when bright decisions wash guests out of establishments. It was very graphic when on Sunday you walk along, for example, Patriarch's Ponds and can go to any restaurant or cafe, and there will be a place. These same solutions wash workers out because they feel unprotected and no one can give them the level of protection they need.

Rosstat recorded a growth of the restaurant market in 2022 by 4.7%

The third moment, as Volodin said, is a change in the festive mood. All this reduces the guest base, when there are fewer people at the bar and tables. We also see a reduction in check and account.

Ombudsman in the restaurant market, Moscow owner of the Meat & Fish chain Sergei Mironov says that establishments that are located in shopping centers may experience difficulties. This decline is local. Such restaurants need to wait until shopping centers again occupy the area by tenants in place of those who left, Russia as well as choose those shopping centers where there is high occupancy and which give discounts on renting space, he said.

The average check is kept at about the same level, but traffic is falling, as people go to catering establishments less, and the guest has to fight even harder than before, says Nikolai Richter, general director of the Lepim and Cook dumplings. According to him, the departure of people definitely affects the market, consumer values ​ ​ also change - people save more and go to establishments less.^[9]

Restaurant tax evasion scheme across Russia revealed

Financial intelligence, the Central Bank and the Federal Tax Service in November 2022 identified one of the largest shadow sites for tax evasion, concealment and legalization of the income of restaurants and cafes throughout Russia.

When using the scheme, the payment from the card passed through a non-restaurant terminal through a chain of banks, and at the entrance and exit of the cash flow, two processing companies were artificially included to confuse payments.

Then non-cash money from restaurants changed to non-collected cash, the tax service explained to RBC. To prevent the shadow scheme from attracting attention due to discrepancies between the cash register and the current account, restaurants were provided with a replacement cash desk for unaccounted revenue.

The organizers of this scheme even had a "showroom" in where To Moscow those who wished could familiarize themselves with the services, says a source RBC familiar with the inspection materials. Then restaurant technical specialists came to set up POS terminals and replacement cash desks. Using this scheme, it was possible to hide the proceeds received when paying with bank cards, and through the application decide what to do with it next: issue a "gray" salary to employees, cash out, transfer to. cryptocurrency

2021: The restaurant market of Russia grew by 23.5%, to 1.87 trillion rubles

In 2021, the turnover of catering enterprises in Russia reached 1.87 trillion rubles, which is 23.5% more than a year ago at 1.44 trillion rubles. Rosstat published such data in February 2022.

According to the statistics presented, the largest growth in the restaurant market in 2021 was observed in April and May: during these months, the turnover of catering enterprises increased 2.2 times year-on-year. This growth is due to a sharp drop in turnover in the spring of 2020 amid the introduction of restrictions due to the COVID-19 coronavirus pandemic (in April 2020, this figure decreased by 54.5%, in May - by 55.1%).

The restaurant market of Russia grew by 23.5%, to 1.87 trillion rubles

In June, the turnover of catering increased by 76.1%, then there was a drop: in July it slowed down to 31.8%, to 18.9% in August, to 14.2% in September, to 12.8% in October and to 10.6% in November.

Despite significant growth by 2020, the restaurant market in 2021 could not recover to the level of "pre-pandemic" 2019: compared to 2019, the turnover of catering enterprises last year decreased by 4.4% (in comparable prices).

The turnover of restaurants, cafes and bars in Moscow at the end of 2021 reached 375.6 billion rubles, which is 40.6% more than a year earlier. In St. Petersburg, the figure increased by 44.8%, to 101.81 billion rubles.

Dmitry Tarasov, head of the Center for Macroeconomic and Regional Analysis and Forecasting of Rosselkhozbank, believes that among the main drivers of catering growth in 2021, one can single out the accumulated demand, since people missed "going out," seasonality - in the summer period, active visits to catering outlets traditionally increase, as well as the availability of free infrastructure - companies that did not survive the pandemic have freed up areas that may be occupied by new ones, as well as those who remained afloat.^[10]

2020

Increase in the share of delivery in the revenue of restaurants in Russia by 44%

The share of income from food delivery in the total revenue of Russian restaurants at the end of 2020 increased by 44%. This is stated in the study, which was jointly conducted by the Federation of Restaurateurs and Hoteliers of Russia and KPMG.

According to experts, thanks to the delivery, many establishments were able to continue working even during the period of self-isolation, retain staff, retain old ones and attract new customers.

Due to the COVID-19 coronavirus pandemic, the total revenue of restaurants in Russia decreased by 35.3%. However, a number of establishments, primarily initially focused on delivery or able to quickly configure the process, managed to increase sales: the revenue growth of such players averaged 19%.

The share of delivery in the revenue of restaurants in Russia increased by 44% in 2020

The study found that for most establishments, delivery is an additional sales channel that does not cannibalize the restaurant's core business: 2/3 of respondents noted that the introduction of delivery allowed an increase in the number of customers and orders, as well as an increase in revenue. More than half of the increase in each of these indicators amounted to 10%. The profit of establishments due to the connection of delivery is growing less intensively than revenue: 57% of market participants have its growth up to 5%.

The pandemic and lockdown have significantly changed many aspects of consumer behavior. We can say that in just a few months we have gone through the path that industry experts previously laid down for years, "says KPMG market research group director in Russia and the CIS Ksenia Surkova. - Today it is obvious that society will not return to the old models of interaction in terms of consumption of goods and services. Restaurateurs do not plan to stop providing delivery services, so in the coming years this segment will certainly expect development both in terms of geography and technology.[11]

Drop in revenue of Russian cafes and restaurants by 21%, to 1.35 trillion rubles

The turnover of Russian catering establishments in 2020 reached 1.35 trillion rubles, having decreased by 20.7% compared to 2019. This is evidenced by the data of Rosstat.

We are talking about the revenue of restaurants, cafes, bars, canteens at enterprises and institutions, as well as organizations supplying catering products.

Revenues in this industry in 2020 decreased greatly due to the COVID-19 coronavirus pandemic - to combat it, restrictions on the work of cafes and restaurants were introduced in Russia. So, in the spring, these establishments worked only for takeout and delivery. In the summer, a number of restrictions were softened, but in the fall, due to the increase in the incidence, a number of regions introduced new ones. For example, in November, the Moscow authorities banned catering at night.

Revenue of Russian cafes and restaurants for 2020 fell by 21% due to COVID-19

In December, the restaurant market decreased by 20.9% compared to December 2019, to 136.3 billion rubles (compared to November 2020, when the market decreased by 16.4% in annual terms, the fall accelerated). At the same time, compared with the turnover of catering establishments in November in December, the market grew by 8.8% (in November, compared to the previous month, a decrease was recorded - by 7.1%).

The worst months for the Russian restaurant market in 2020 were April (the turnover of catering enterprises fell by 52.6% year-on-year) and May (-52.9%).

The Rosselkhozbank confirmed the fall of the Russian catering industry by 21% in 2020. The credit institution believes that, as in the case of the global HoReCa market, in Russia it may take about two years to restore the market.

In addition to the growth in the turnover of catering outlets in the near term, experts note such trends in the transformation of the restaurant business as the growth of home delivery volumes and closer competition between restaurants and grocery stores, as well as the emergence of virtual restaurants. ^[12][13]

2018: The most popular concepts of restaurants in the country - Russian and Italian cuisine

According to the r keeper restaurant automation service, Moscow accounts for about 37% of all catering establishments in the country among million-plus cities, and St. Petersburg - 19%. The remaining 13 cities feed residents of Russia in restaurants and at the same time occupy from 5 to 2% of the number of catering establishments in megacities. Despite the disparity, in general, the concepts of restaurants are similar. The most popular restaurants are Russian and Italian cuisine.

Moscow and St. Petersburg as a whole account for almost 22% of all restaurants in Russia - the total number of establishments, according to r_keeper research and data from the 2GIS service, in both capitals is 21,671 restaurants, and in total in Russia there are more than 100,000 catering establishments, cafes, bars, restaurants and bakeries.

The share of Moscow and St. Petersburg in terms of the number of restaurants among million-plus cities is even greater - 37 and 19%, respectively. In total, they contain more than 39,000 places to eat.

To compile the rating, r_keeper analysts took the data of the ^[14] service. In the service, a restaurant can mark its establishment as conceptual, relating, for example, to Russian, Italian, Japanese or any other cuisine, but may not rank the establishment as any concept.

For example, the Eurasia chain, which serves Japanese, Russian, American and Uzbek cuisine, was counted as a restaurant in each of the concepts in St. Petersburg.

The study showed that the most popular concept among restaurateurs in Russia is national cuisine. So, according to r_keeper analysts, every second restaurant in Moscow will offer its guests Russian cuisine, and the probability of meeting a restaurant with Italian cuisine in Moscow is 10%. Similarly, about one in 10 locations in the capital will turn out to be an American food restaurant serving steaks or burgers.

"Such information can be useful to restaurant startups. After all, it is always useful to know which concepts in the city are more or less. And to focus either on the needs of the majority, or on a unique format, "says [Lana Badu]], deputy general director of marketing for the r_keeper restaurant and cafe service

The second most popular restaurant concepts in Russia is Italian cuisine, and pizzerias were also included in the study. Italian restaurants are in second place in almost all megacities of Russia. Indeed, restaurateurs today in mid-level establishments often offer various types of pasta and pizza, the format of pizzerias is popular, as well as spagetteries.

The third place was firmly won by burger - both fast food and more expensive establishments. We also took steakhouses here.

According to analysts of the r_keeper cafe and restaurant automation service, the share of visitors to fast food establishments in Russia over the past three years has increased by 4.5-5%, and today fast food revenues account for about 70-75% of the entire catering market. As for global trends, as the NPD research group explains, this year the traffic of fast food restaurants increased by as much as 9% compared to 2016, while the segment of traditional restaurants, canteens and coffee shops recorded a decline. Network fast food is now replete with stocks, many positions are sold very cheaply, and the rest is bought by a satisfied visitor at a high price.

Fourth place in the top of restaurant concepts is Japanese cuisine. 10-15 years ago, the number of sushi bars and restaurants was not so large in Russia, and few could afford sushi. Now sushi and rolls have become a delivery object and almost fast food. Only two cities in Russia distinguished themselves with a special love for Japanese restaurants. In Nizhny Novgorod and Perm, the number of restaurants with Japanese cuisine, oddly enough, is in second place after restaurants with Russian cuisine. Sushi and wok overtook Italian pasta and pizza. "It is difficult to explain the love of Permians for Japanese cuisine, but there really is no free space in local Japanese restaurants. Fish and products for their favorite rolls are supplied to Perm from the Far East, Yekaterinburg, Moscow and St. Petersburg," the r_keeper notes.

In fifth place are restaurants with the concept of Chinese cuisine. And if pasta, pizza, steaks, sushi and burgers can be found on the menu of almost any restaurant, then Chinese food is the prerogative of an individual establishment. Both the cook and the atmosphere are important here.

2017

The self-service restaurant market grew by 11% to 480 billion rubles

According to Infoline-Analytics, the volume of the Russian market for restaurants with a self-service system in 2017 grew by more than 11.5%, exceeding 480 billion rubles, and the Burger King chain showed the most dynamic growth, increasing sales by a third.

Data r_keeper

Restaurant chains are increasing the geography of their presence, but the market is still far from saturated. According to r keeper, 12% of the population living in Moscow and St. Petersburg accounts for about 70% of the country's fast food establishments. Territorial imbalance negatively affects the quality of fast food in the regions, but indicates a high potential for growth. r_keeper compiled its rating of cities by the number of presence of fast food chains. Moscow and St. Petersburg are in the lead, and Yekaterinburg is in third place. Among the leaders are Rostov-on-Don, Chelyabinsk, Yekaterinburg and Samara.

According to statistics RBC from.Research, two-thirds of compatriots in active age (from 18 to 54 years old) periodically visit fast food restaurants, and 6-8% of Muscovites do it daily. But 20 years ago, in order to taste a hamburger and fries in, McDonald’s people were ready to stand in line for several hours, and they did not know anything about other such establishments at all. Today, the largest McDonald's grids,, Burger King Subway KFC have international status and are known for their memorable brand, reliable reputation, wide menu and stable prices, for which they are loved by Russians. The modern pace of life dictates its food rules: fast, cheap, tasty. The consumption model has become more economical, and the flow of visitors moving from other formats due to economic phenomena provides positive dynamics of fast food.

The American movement "for healthy eating" in the 2000s slowed down the growth of this market in the United States, but favored the spread of fast food to foreign markets, including Russia; growth continued until the 2008 crisis and resumed in 2010. "The regions willingly adopted Moscow trends with a lag of about 2-3 years, if we talk about the central part of Russia, and some regions lagged behind the capital by 5 years. The moderate pace of development is due to unformed demand, lower incomes and the corresponding standard of living, and therefore the provision of network catering to the Russian hinterland is still very uneven. The first McDonald's east of the Ural Mountains opened only in 2014 in Novosibirsk. For comparison: in Moscow this happened in 1990, "says Lana Badu, Deputy General Director for Strategic Marketing at UCS (Yusies Company) (the creator of the service r_keeper).

The restaurant business is noticeably influenced by the local market, tied to a specific location. "So, among the largest Russian cities, if you lower St. Petersburg and Moscow, the largest number of fast food points was recorded in Yekaterinburg (71), Rostov-on-Don (59) and, oddly enough, in Chelyabinsk (53). In both cities (Yekaterinburg and Rostov-on-Don) you can find a significant predominance of Subway restaurants -28 and 30 points, in Chelyabinsk - 39 Subway points. In general, the study took into account data on four large chains - McDonald's, Burger King, Subway, KFC. Fast food is developing in Nizhny Novgorod (35), Samara (41) and Novosibirsk ( 44).

Good indicators in Yekaterinburg - it is in third place in Russia - 71 institutions, and the predominance of Subway is noted. The latter, as can be seen according to statistics, is increasing expansion into the regions and overtaking McDonald's in some cities, "the creators of the r_keeper restaurant automation system note.

One way or another, Moscow (834 points) is unconditionally leading in terms of the number of establishments, leaving both the regions and St. Petersburg (270 points) far behind. A clear imbalance suggests that approximately 70% of fast food restaurants are located in Moscow and St. Petersburg, while only 12% of the country's population lives there, which means huge potential for growth in the regions.

In regional terms, the fast food market can be called oligopoly, so the problems of one company can lead to a redistribution of the market among other networks. This refers to McDonald's, which in recent years has attracted increased attention of Rospotrebnadzor against the background of the rapid development of its direct competitor - the Burger King grid.

Leading catering companies take into account the global trend of focusing on tasty and cheap food and expand the geography of their presence.

Franchising as a model of business development showed growth even during the crisis. According to the NDP Group, 56% of Russian establishments selling fast food are franchised. In 2015 alone, the increase in franchise restaurants amounted to 48%, which indicates the demand for the model. Similar figures are called in RBK.research: in 2016, out of 15,956 network institutions in the country, almost half (8336) work under a franchise. Many international networks have revised their development strategies in Russia and thrown their strength into the development of partner networks.

"About 80% of McDonald's restaurants in the world are franchised, but in Russia only 15% of the brand's establishments operate as franchisees. The sale of the franchise is one of the convenient scenarios for business development, since it reduces advertising costs and subsequent development of the point, in addition, allows you to receive dividends. Many projects, such as Vokker and Domino's Pizza, have officially announced that they plan to expand their presence in the regions through the sale of the franchise, "says Lana Badu

The restraining factor in the development of the market is the lack of a law on franchising in Russian legislation. The Law "On Franchising" was initiated back in 2014, but in 2016 the State Duma rejected the project. To date, transactions for the acquisition of a franchise are formalized by a commercial concession agreement and are regulated by chapter 54 of the Civil Code, which gives only general recommendations on the activities of the franchisor and franchisees.

2016

The volume of the fast food market reached 465 billion rubles

The fast food segment is the most stable in the catering market: attendance at fast food chains in 2016 increased by 6%, while in the overall food market outside the home, this figure fell by 3%, according to NPD data. As a result, the share of fast food in the total market volume in the same period increased to 40% with a turnover of 200 billion rubles. (according to data in the eight largest cities).

There are other estimates.

UIISS data

In comparison with 2015, the restaurant market showed, although small, but growth. The turnover of catering in Russia in 2016, despite the crisis, exceeded 1200 billion rubles, according to the Unified Interdepartmental Information Statistical System (UIISS), which is supervised by Rosstat.

A noticeable increase was shown by fast food. In the period from May 2015 to May 2016, 408 new chain fast food restaurants opened in Russia. A positive trend was noted back in 2015, then the indicator was + 5.2%. In the Moscow region, the turnover of network fast food has grown, according to CBRE, according to individual networks, the growth was more than 10%.

"However, the growth is mainly in 2016 only fast food. Restaurants in the middle price segment saw a drop to 11%. Due to the decline in real income, many Russians preferred democratic establishments to restaurants in the middle and high segments. The transition to local products, menu correction, and an increase in the cost of meals also contributed to the reduction of the niche, "explains Eroshek, co-founder of the company for automating cafes, restaurants and shops PosterPOSRodion.

The redistribution of clientele in favor of more affordable catering was felt by such giants as KFC, Burger King and McDonald's, which continue to open new points throughout Russia. Russian restaurateurs, in turn, are mastering new locations and new niches. Many conceptual establishments, including a premium level, appear in large shopping and entertainment complexes.

A couple of years ago, shopping centers were not perceived at all as a location for high-quality restaurant concepts, and now the number of examples is growing. According to CBRE, the share of restaurants and cafes in Russian shopping and entertainment centers in 2015-2016 has already doubled, there is a departure from the usual food courts in favor of new formats, which expect growth in 2017. "Restaurants in the shopping and entertainment center are rather one of the manifestations of business diversification, which, in turn, is due to a greater increase in the role of shopping centers as lifestyle centers, as urban areas of the community, where people come to have a nice time," the analysts of the CBRE agency emphasize.

The past year turned out to be a turning point for the Russian catering market. The consequences of the crisis, expressed in the increased food supply and a decrease in consumer activity, are still noticeable. But restaurateurs are looking for new ways to attract traffic, experimenting with fresh concepts, formats and services, increasing efficiency due to local products and raw materials of their own production, expansion into the regions and sale of franchises

Houses are tastier

Since last year, ordering restaurant food at home has become much more common. The current economic conditions contributed to the change in the consumer model, when the client does not want to abandon high-quality restaurant food, but does not want to overpay either.

With all this, the niche remains poorly established and from this even more promising. At the moment, only 47% of chains provide a delivery service, while in 2015 the share of takeaway food amounted to 18% of the total turnover of the catering market. Increased interest in the takeaway trade is swollen at coffee shops. Over the year, the volume of orders "with you" increased by 35% and in the first quarter of 2016 already amounted to 23% of sales.

The share of costs in Russia as a whole for eating outside the home remains at a low level and is only 3.6%, for comparison - in Moscow this figure is four times higher.

Cheap and outdoors

Following coffee shops, street food establishments come to life. If in 2015 the turnover of street food showed a drop of 5.5%, then in 2016 the figure decreased to 3.7%, which indicates a gradual restoration of the niche. Competing with street cafes of the to go format are democratic restaurants offering various lunches and combined menus, as well as fast food establishments in shopping centers.

In general, in 2016, the course towards the democratization of the catering market was finally fixed. The share of fast food, street food, canteens in the total turnover of the catering market in the first quarter of 2016 alone increased to 39%, while a year earlier it was 37.6%. According to Colliers, in the first 9 months of 2016 alone, more than 130 cafes, bar restaurants, as well as street food establishments were opened in the St. Petersburg street retail market. Non-network brands accounted for up to 80% of new discoveries.

Experts note that consumers are becoming more sophisticated in their requests, which is leading to an increase in the popularity of formats such as street food, gastrobars and restaurants in national cuisines.

In addition to the mass distribution of establishments like to go, border formats were developed: cooking, grocery stores, ready-made food stores.

Another trend is eco-friendly food. Millineals in 2017 are exactly the audience that most establishments will focus on. And for them, environmental issues, a humane attitude towards our smaller brothers and waste-free production in choosing a restaurant are important no less than the taste and cost of the dish.

Out of Moscow

The revival of the market was also due to the expansion of the network business. In just one year, 408 new fast food establishments opened in the country. This was facilitated by the confidence of businessmen in the chosen format and inexpensive franchises.

Mid-price restaurants, on the contrary, were more likely to close. Three new foreign players came to replace the brands that left the Russian market - Italian pizzerias Aliche Pizza and Scrocchiarella, working in the free flow format, as well as the Irish coffee shop The Bagel Bar, which opened in Moscow by franchising.

Interestingly, the capital is gradually ceasing to be a center of attraction for catering chains: from May 2015 to May 2016, about 150 were closed here, and about 79 chain establishments were opened. At the same time, the Moscow region demonstrates positive dynamics - 172 new establishments were opened here during the same period and not a single one was closed.

Large players are aimed at expansion into regions and neighboring countries. Novice entrepreneurs, in turn, willingly buy ready-made solutions, rightly considering this the least risky investment. According to RBC analysts, the focus, on the one hand, is shifting to sub-millionaire cities with a population of 700 thousand to a million people, where the representation of networks is not so high, but there is a need for them. Due to the remoteness or harsh climate, the Nenets, Chukotka and Khanty-Mansi districts have not yet come to the attention of Russian and foreign networks.

However, Russian companies are considering options for entering other countries. Some operators are already represented in Europe, China, Taiwan, Great Britain, Mongolia. Last year, the Stolle coffee chain entered the US market for the first time, opening two establishments under its own brand in New York.

The future is for technology

Technological solutions help Russian restaurateurs to significantly facilitate everyday life. To optimize workflows, the company is a variety of automated accounting programs, for end consumers - mobile applications and electronic menus.

On July 1, 2016, Federal Law 54 came into force, obliging all retail outlets to record information about alcohol sold to the EGAIS; from January 1, 2017, bars, cafes and restaurants selling alcohol fall under the law. Small establishments were quite mobile reoriented to cloud cash desks, since such equipment turned out to be simpler and cheaper than stationary. In addition, those who kept records "on the knee" are likely to have to switch to automated accounting systems for more convenient data collection by the tax authorities. However, tightening legislation will help restaurateurs pay attention to other processes in business that are not regulated by the state - procurement, inventory.

Experts note that in general, the restaurant market is on the mend. According to CBRE, the total share of Russians' costs for eating out is only 11%, while Americans spend about 47% of the budget allocated for food on restaurants and cafes, which means there is room to grow. The main catalysts will be the restoration of consumer confidence, the growth of incomes of Russians, as well as the growing pace of life of the population, "imposing" the culture of nutrition "outside the home." According to experts, 2017 will show steady growth, a complete recovery will occur in 2018.

1990s

McDonald’s was not the first fast food chain in. In the summer of Russia 1990 Leningrad , the tents of the Finnish brand Polar sold burgers, cheeseburgers and other food characteristic of fast food. After the successful opening of McDonald's on Pushkinskaya Square in (To Moscow then 30 thousand people visited the institution in one day) in the center of the capital, in GUM, restaurant the network "," Rostix the Russian analogue, opens. For KFC Western operators, the Russian market is of acute interest, in the 1990s Western pizzerias began to appear in the country, including those known to everyone, Pizza Hut who still had to go into crisis 1998, and then return again.

However, in 1995, the first domestic competitor to American fast food appeared - the Russian Bistro restaurants. Later, at the height of the 1998 crisis, Tiny Potato opened, and a year later, the pancake Teremok. As with "Potato," the Russians enthusiastically accepted the usual food, which ensured the rapid growth of the network.

The 1980th

1980-

Photographer: Evgeny Aksenov.]]

1926

Poster, USSR, 1926.

1903

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