LOCAL FOOD GUIDE

How can a gastro enthusiast open a restaurant in mall?

Instructions for use

Natalya Ponomareva, independent expert

More than seven years of work in the market Catering. Was involved in the launch and promotion of Russian market American and European fast food concepts. Specializes in marketing Quick Service Restaurants.

So, you've come up with your own business. Behind you successful experience participation in several food festivals and a number of other themed events. However, even constant participation in specialized food markets is unlikely to provide stable income. At a certain point, you naturally face the question of how to develop your hobby into a business, whether or not to open your first permanent outlet, and if you open it, then where.

One of the most logical options seems to be working in the food court of a shopping center, because this format is the most common type of location for fast-food restaurants in the world.

Planning

First of all, you need to realize that opening a permanent outlet in a shopping center is a very responsible step associated with serious financial risks that you must be prepared for. Even before you start studying the retail space rental market, you should start planning. This vague concept primarily means a set of measures to organize logistics, simplify and regulate the food preparation process, develop a pricing policy, train staff, and prepare marketing activities. At the same time, it is necessary to determine the size of the average check.

All this data will help you create a financial model of your business and prepare several development scenarios (be sure to prepare three: pessimistic, realistic and optimistic). With their help, you will determine the amount you can spend on rent, and will also evaluate the progress of the restaurant in the future.

Choosing a shopping center

When you start selecting premises, you will be faced with many offers and opportunities: the rental market is currently experiencing better times, and property owners are most interested in both solvent tenants and bright and unusual concepts that will attract new visitors. To this end, take the time to create an informative presentation describing you and your guests to make an appropriate impression on the mall representatives and negotiate an additional discount.

At the same time, an objective assessment of your target audience will allow you to find the right answers to the questions: will your super-eco-friendly vegan fitness bars be a success in the food court of a suburban shopping and entertainment center, or whether those unique burgers, the sauces for which you have so painstakingly developed, will be appreciated by visitors to shopping centers oversaturated with giants of the fast food market.

At the same time, it is necessary to take into account the realities of the rental market for premises in shopping centers.

The most popular shopping centers have a queue of tenants. As a rule, these are large chain operators who want to take a place in the profitable food court. In addition, the shopping centers themselves want to see large companies among their tenants. network companies. This is explained by the fact that the behavior of large companies is more predictable, and their brands themselves attract customers, who thereby fill the shopping center with visitors.

Despite the “not very positive picture,” gastro enthusiasts have every chance of getting into the most sought-after shopping center. The main thing is to correctly assess your strengths and present information about yourself in the right way.

Rental prices range from RUB 100,000. up to several million per month. It all depends on the size of the area and traffic of the shopping center. For example, in Mega you can rent space from 100,000 rubles. per month, but for 200 m2 you will have to pay 1.5-3 million rubles. The main thing is that now everyone is open to communication.

Methodology

So, you have selected several offers that suit you according to certain criteria. Head to the mall and start exploring the food court that catches your eye. To carry out the analysis, you must spend at least two days there: necessarily one weekday (not Monday or Friday) and one weekend. Come to the opening and take the most comfortable table to see the whole hall.

First of all, you you need to determine the purchasing power of a particular food court. To do this, you need to calculate the approximate number of purchases (transactions) from the main players. In addition to the decision to open, such statistics will help you further determine the strengths and weak sides your future competitors, create an up-to-date menu and get to know your guests.

To start determine the leader of the food court(the concept that goes into greatest number guests), count his transactions in the “morning hour”. In parallel, or, if the number of people is very large, in the next “morning hour”, count the transactions of the remaining players. The same must be done at the “lunch hour” and “evening hour”. Also pay attention to the average check indicator and food court guests. Remember that the more data you can collect, the more accurate your forecasts will be.

Using the data obtained, determine the shares of various concepts in the food court and their approximate turnover, as well as the average check indicators. Relate the research results to yours financial model. Make a decision to open a point only if you reach at least a realistic scenario!

By studying food courts, you not only collect data on possible sales, but also start to get to know your potential guest, you understand what audience you will have to work with: will your main sales come from employees of nearby offices, or does it make sense to focus your efforts on developing a children’s menu, since the largest audience is families with children.

Simultaneously explore the areas adjacent to the shopping center, look at what surrounds it: schools and institutes, offices or just residential buildings. All this will help you subsequently choose the right direction for moving your point.

Life hack: it is advisable to choose shopping centers that have “business lunchers” - office staff will provide you with stable demand at any time of the year, even when the main audience has gone to their dachas and resorts.

Lifehack: Island accommodations are usually much cheaper than standard food court accommodations. If your concept allows you to cook food without serious technological equipment and you don't need large storage facilities, then island offers will good decision! This same option may be optimal for opening a little-known startup in the most popular shopping centers with high rental rates.

Contract, development, opening

As a rule, shopping centers have two most common contract options: the first involves a fixed rate, the second provides for a small fixed fee and a percentage of turnover point of sale. Try to agree on the second option - it will be less painful for you in a pessimistic scenario.

When concluding a contract, do not forget about such a concept as rental holidays, that is, a period for carrying out repair work during which rent is not charged (usually 1–2 months).

You need to understand that in addition to the rental rate, many shopping centers have “hidden fees”. In addition to the standard and understandable “utilities”, we are talking, for example, about services such as hall cleaning, garbage removal, security, pest control or landscaping, etc. It is important to find out about them before signing the contract, since such payments can be up to 30 % of monthly rental rate. Such agreements are usually recorded in acts on the division of operational responsibilities, which determine which aspects the lessor is responsible for and which you are responsible for.

Once the premises have been selected and the contract has been concluded, proceed to the construction process. First, find out all the requirements of your shopping center for this process.

Each shopping center has a list of documents that will need to be provided at various stages of development (for example, just to create a sign, at least two projects must be prepared - technical and electrical).

It is important to understand in advance that you can save money on many works, and to discuss all points at the stage of concluding contracts with contractors. For example, discuss the need not only for production and installation with sign manufacturers, but also to create the necessary documentation free of charge.

It is more profitable to purchase equipment from one supplier - this will allow you to negotiate with him on discounts and/or free installation, as well as on the preparation of the necessary documentation for the shopping center. Although, of course, equipment can be purchased from different companies, setting it up with the help of a familiar technician and purchasing the project separately (the average price for creating a project is 30,000 rubles). The same scheme will be relevant when choosing companies that will do your repairs and electrical wiring.

At the stage of concluding a contract, carefully consider the issues of connecting to the hood, air conditioning and fire extinguishing systems. In addition to the fact that each shopping center has its own requirements, practice shows that this work is one of the most expensive. Keep in mind that often shopping centers provide their specialized specialists, of course, not for free.

A good shopping center is a center with high traffic. This is one of the main characteristics when choosing. And, the second important characteristic is the level of the shopping center. Like restaurants, shopping centers are designed for different price categories and, accordingly, different groups of consumers.

Shopping center traffic

The problem is that all this becomes obvious after the opening. And, if everything is more or less clear with the price level of the shopping center, then the traffic forecasts are not at all obvious.

In general, of course, when planning a shopping center, a professional developer tries to find the optimal location and calculate its traffic. In practice, this is not always possible. The limited number of good development sites makes construction investors not too picky.
Therefore, there are many shopping centers whose traffic even a couple of years after opening is such that even rental holidays do not save their tenants.

All this means that tenants will have to take control of forecasting the number of visitors, and take into account the forecasts of the shopping center management company. And, if chain restaurant concepts have their own standards and criteria for choosing a place and premises, then small chains or single cafes are chosen, rather intuitively, at random.

As a rule, the larger the shopping center, the more visitors it attracts. Although, of course, a lot depends on the specific city, region, and competition. For large cities, it is better to pay attention to shopping centers with an area of ​​20 thousand sq.m. This is not a guarantee, of course, but the likelihood that they will be more in demand among buyers is higher.

When to start negotiations on opening a cafe in a shopping center

The management company begins selecting tenants for the shopping center long before it opens. Usually within a year and a half. And, if you want to get a place in a shopping center, then you need to make a preliminary decision on renting at this stage. Free spaces before the opening are rare, or rather an accident when someone from the already formed pool of tenants refuses.

Here's one story

The shopping center exists more than a year. There is a cafe-pizzeria in the shopping center. Revenue per day is 10-12 thousand rubles, or 300-350 thousand per month. For staff - approximately 200-220 thousand. For products - approximately 27%, or 80-95 thousand rubles. Total, 20 thousand rubles remain. And this does not include rent and other necessary expenses. There is a loss that was not covered even by a temporary reduction in the rental rate to almost zero. One could, of course, assume that this was the result of some internal problems of the cafe, but literally all operators experienced similar difficulties. The revenue of a chain coffee shop in the same shopping center, located on the main flow of customers, was only 5-6 thousand rubles. in a day.

There were simply too few people in the mall.

Mall Addiction

And this is a big problem. If the cafe is located on the street, then it has a greater chance of attracting additional clientele if the revenue is insufficient. Being located in a shopping center, the cafe is almost entirely dependent on the visitors attracted by the shopping center itself.

Therefore, a place in a shopping center can mean both almost guaranteed success and guaranteed failure. The latter is still less common.

You don't have to be a networker to open in a shopping center

Many investors believe that renting space for a cafe in a shopping center is the prerogative of well-promoted network projects. And, in many ways, this is true. Management companies really consider them as the main tenants. For example, a food court is one of the anchors of a shopping center, and the attendance of the entire shopping center depends on the quality of its contents. Therefore, shopping center managers primarily offer locations to established, well-known chain brands; naturally, they have the opportunity to choose the best locations.

But little-known projects, including single projects, also have a chance to enter the shopping center. In fact, this is quite solvable. You just need to meet a number of conditions.

Basic principles of compliance with shopping center requirements

1. It must correspond to the level of the shopping center. This is not so much about the price level, but about the quality content of the cafe concept.
2. You need to ensure that your proposal does not overlap with other concepts. However, in some, usually large shopping centers, it is quite possible to place several similar concepts.
3. The design concept must fit into the overall solution of the shopping center, match the quality of materials and design solutions.

   This General requirements. To communicate with representatives of the management company, you need to prepare good presentation, which you will send by email.

What should be in a presentation for the management company of a shopping center

The presentation should include the main parameters of your cafe. Such as:

• Sign/logo
• Menu - complete or main items
• Equipment layout plan
• Requirements for electrical power, water consumption and ventilation
• Outlet design concept (sketches if this is your first cafe or photos of existing ones)
• Short description concepts: who is in the target audience, revenue forecast, description of the company and its experience in the catering business

The interior design of the Cafeina cafe was developed by talented craftsmen and designers from the mode:lina studio. It is located on the ground floor of the Mallwowa Shopping Mall in the Polish city of Skorzewo, which attracts close attention and public interest.

The specialists managed to bring to life a cozy home design with a modern touch, which allows visitors to enjoy a meal, a pleasant pastime and relaxation in wonderful conditions.

At the same time, to decorate the room they used a contrasting black and white palette, which makes it possible to create a dynamic and expressive atmosphere.

Textured wood in the decor of walls and furniture fits perfectly into a strict and laconic decoration, and also fills the space with warmth and comfort. In the central part of the hall there is a large spacious table with a fireplace.

Above it, specialists installed an unusual hanging structure, representing the roof of the house.

The interior is complemented by tiles laid in the form of a carpet, as well as a set that is reminiscent of a traditional kitchen. The architects used a variety of lamps in the decor, not only modern, but also vintage.

When paired with matchless home accessories and objects, they add vibrancy to the space.

• The design was designed by the masters Paweł Garus, Jerzy Woźniak, Justyna Wasiluk and Kinga Kin.
• Photos by Marcin Ratajczak.

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Near the Kyiv metro station there is a large shopping and entertainment center "European", whose restaurants attract many visitors every day. The shopping complex is a suitable option for adults, children, residents and tourists of Moscow. There are many types of establishments on the territory of this shopping center: there is even a banquet hall in the Evropeisky shopping center for celebrations.

In "European" there are:

• high-status restaurants with a high average bill;
• inexpensive cafes;
• popular chain establishments;
• cozy coffee shops;
• food court;
• bars and pubs.

Cafe in the European Trade Center

In addition to all kinds of entertainment, there are more than 40 cafes and restaurants of various formats on the seven above-ground and two underground floors of the Evropeisky shopping center. After shopping, going to an amusement park or bowling alley, you can always stop by one of them. The cafes in the European shopping center are suitable for a business meeting, a romantic date, and a family dinner. The shopping center offers visitors:

• business lunches with several dishes to choose from;
• establishments of various types. The Evropeisky shopping center features quiet family restaurants, noisier places for large groups, and lounge bars;
• delivery throughout Moscow or nearby areas;
• dishes to go.

Cafes and restaurants in the European shopping center in Moscow

The cuisine here is international, so finding dishes to suit your taste will not be difficult. The following types of cuisines are most common in the restaurants of the European shopping center:

• European;
• Italian;
• Russian;
• Belgian;
• Caucasian (Turkish, Uzbek, etc.);
• Arabic;
• Asian (unusual Vietnamese or popular Chinese, Japanese).

To find the right establishment, use our website. Here is a complete list of cafes, restaurants and banquet halls in European with the necessary information: exact location, telephone numbers, type of cuisine, average check. Photos of the interior, descriptions and reviews from visitors will help you get a detailed idea of ​​a particular cafe in the Evropeisky shopping center.

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