Trend No. 1: the struggle for performance
The number of able-bodied population in Russia reduced by 250-300 thousand per year. This means that every year the market of potential employees in HoReCa is getting smaller. To increase the salary costs of the institution or not, and without this expansion and development is impossible.
Recruitment and retention of staff becomes the number one problem in the market of catering. The lack of professionals in the hospitality industry is evident in all regions of the country. Given current trends in the labour market in the near future the situation will only get worse.
The main challenge before the owner — to learn how to produce the product of the same quality with the same speed, but involving fewer staff.
Because of problems with the staff, many Russian restaurateurs are talking seriously about a future in which institutions of highly qualified staff will only work chef and all other staff will be generalist.
Trend # 2: the automation/digitization
Including because of problems with staff in the world came the development of another trend — more and more restaurateurs are thinking about integrating technologies to optimize speed of service and save labor costs.
According to the National restaurant Association, about 41% of quick service restaurants in the US plan in 2020 to use a tablet, a desktop system orders or self-service kiosks in their establishments.
Photo: company ZIVELO
Robotization also considered as one of the most effective methods of addressing personnel in the future. To date, we are not talking about replacing people with artificial intelligence, but rather about optimizing the narrowest sections of employees: robotic hands that the Burger (Miso Robotics), machine guns, prepared salads takeaway (Spyce).
Robots to work in the hall while used less often, one of the latest innovations presented in may at the NRA Show in Chicago, the largest restaurant show in the world, a robot Penny 2 (Bear Robotics). He is able to navigate through narrow corridors, passing through the crowd, delivering food to guests and pick up the dirty dishes. The new model also got a tablet, which you can use to take orders and communicate with customers.
At the end of October Ono Food Company plans to launch in Los Angeles the world’s first fully automated restaurant on wheels that will use robots and digital technologies for cooking and for orders.
In Russia, the situation with technology is not developing as fast as in the United States: self-service kiosks and robots there is still not a mass story. However, now many institutions of the capital cloud accounting system, the waiters use a smartphone or tablet instead of pen and paper, and the kitchenettes are equipped with digital screens.
But in the West, automation is first of all increasing the speed and quality of service, the Russian restaurateurs these purposes until that additional, but not essential. The owners of the establishments in the Russian Federation integrates technology primarily to comply with the legislation (the need to send fiscal receipts to the tax). Second place goes to the fight against theft. A detailed inventory of the warehouse, the detailed technologicky allow for more control over the operating activities of the institution.
In many Western countries there are fiscal and strict requirements for the management of the institution, and the topic of theft is almost irrelevant. Institutions do not keep records so scrupulous as our restaurateurs: recipes no one drives, the inventory is carried out infrequently. Less focus on record — more on the speed of service and loyalty.
Trend # 3: rethink delivery
Shipping remains the fastest growing segment FoodTech in Russia and the world. The main trends that exist in the market, can be summarized as follows.
The increase in the number of consumers and frequency of online orders
According to a recent study ResearchAndMarkets, the global market volume for delivery food online in 2018 amounted to $84.6 billion, According to analysts, rapid growth will continue in the future at an average rate of 9.8% up to 2026.
In the Russia segment also shows strong growth. Over the past five years, this market has grown by 35%, from 88 billion rubles in 2014 to 132 billion rubles in 2018. Such data are announced at the conference Retail Day-2019, the head of the analytical group RBC Inga Mikaelyan.
Diversification of channels and methods of delivery
Millennials and generation Z become the priority audience of the services delivery. Accustomed to the Internet and gadgets, these generations spend the largest proportion of their budget on food delivery in comparison with other generations. However, they also impose great demands requiring instant delivery, gamification orders, personalized approach to menu.
To meet their requirements, the delivery services integrate all the new technology and the greatest ease of ordering mechanism. Social media, voice assistants, smart devices today are ready to order your meals wherever is convenient for the customer.
At Domino’s Pizza simply retweet Emoji pizza or use a chat-bot for ordering food,
the delivery service GrubHub and Just Eat propose to use the voice assistant Alexa,
OrderUp allows you to place orders with Apple Watch, and Pizza Hut — from the machine (all the features integrated with the menu of the car).
In Russia with the help of voice assistant “Alice” is already possible to order a pizza from “Papa Johns”, and from April of cooking “Alphabet of taste”. Moscow chat-bot @Ch1efBot allows you to make orders without leaving your Telegram.
Integration with the restaurant ON
Services are installed in the institutions own tablets — that they restaurants receive order notifications. However, the waiters are forced to manually kill these orders into the accounting system of the restaurant. Some institutions in the United States can stand up to 5-6 tablets of different delivery services. This dual work delays the process of service and generates a lot of errors.
In 2018, the leading delivery platform, finally began to solve long-standing “pain” restaurants GrubHub announced an integration with five popular accounting systems of institutions, as UberEats decided to purchase the online booking system orderTalk, to use their experience of integration with cash registers.
The integration will automatically send orders into the accounting system of the institution and to obtain all operating data from all sales channels in one place.
In Russia, unfortunately, such integrations have not yet heard.
New startups on delivery
Global consumer demand turns startups to deliver products in a giant international operators. Buoyed by their success, these companies begin to establish their own standards and to dictate the rules of the entire industry. Institutions, in turn, looking for a way to minimize the high Commission that they have to pay the aggregators.
In the United States for a solution to this problem came from new types FoodTech startups that offer a different approach to the logistics process. For example, the American Foodsby specializiruetsya delivery group office workers. Foodsby combines and arranges received orders from one location and sends it to the restaurant. The restaurant serves a selection, and then performs a single bulk supply, reducing overall costs and simplifying logistics. The Commission is much lower than the standard aggregators.
In Russia such services are still new. While actively developing other niche services that help to synchronize his delivery and aggregators at the same time. For example, in such key works of Smartomato.
Trend No. 4: dark kitchen
If food delivery is a trend among consumers, the “dark” places — new fashion among restaurateurs. And although the very concept of dark kitchen is inextricably linked to the delivery, about the development of this trend, it is necessary to tell separately.
Until recently, the institution, designed only for the delivery, opened in the format of “no name”, not caring too much about the brand. Usually it was the kitchen, covering the demand for sushi or pizza in the low price segment in particular locations.
But the situation is beginning to change. About the opening of the dark-talking format and popular brands. In September about the opening of 24 catering in Moscow said Delivery Club, restaurant holding Novikov Group and Anton Pinsky. It is planned that the project will be able to close up to 20 thousand orders per month.
Trend No. 5: foodmarket in the regions
At the moment in Moscow there are 25 foodmarket, which employs about 500 points of public catering. And if the fashion for such formats already began to decline (“the Depot” is still active, but on the other fumarate — lull), the regional institution in the markets just starting to open. Yet they can be counted on the fingers.
Another interesting format that is gaining momentum is what used to be called “cooking”. Cafes, restaurants and tasting rooms open in retail stores. Not to cook at home, but not to eat in expensive restaurants — one of the trends of the capital, which also comes to the regions.
How it will develop further — will the shops be open “food courts” in partnership with restaurateurs or want to take the whole process itself — is not very clear.
According to restaurateurs, to work with retail want not all owners are in this market has its own regulatory rules, which can complicate the work and limit the effectiveness of the business.
Trend No. 6: brand the owner as a PR tool
A year ago, restaurateurs were called work with bloggers and opinion leaders one of the most popular channels for the promotion of the institution. However, with the increasing number of “native” advertising in social networks, the trust of the audience to such communications is seriously shaken.
Restaurateurs are increasingly turning to personal brand as an effective PR tool. Sergei Mironov, owner of a chain of restaurants “Meat&Fish” and the Agency “Testconsult”, advises the owners of the establishments as early as possible to start working with the personal page in Instagram and Facebook, as well as to motivate employees to talk about the school in their social networks. “Having the trust of the public, you can use these channels for any key messages, and no one blogger can’t handle it better,” — says Sergey.
According to Sergei, communication with the blogger shoots well only when it clearly falls within your target audience. But this, actually, is rare. Besides, blogger is not equal to its subscribers. The audience of the blogger in the end may not meet your criteria of a potential guest
The ad with the opinion leader works until, until it begins to advertise other restaurants. When there is a story about the twentieth a wonderful restaurant, it is simply no one believes.
According to restaurateur Arkady Novikov, the main trend in the restaurant market in 2020 will remain unchanged is “water, flour, fire and love”.
Cover photo: Unsplash
Read more •••
Video of the day. Hotbed of corruption: “Prezervativnaya” horrified citizens