Fast food: what will be in fashion soon? Unusual new equipment for fast food New menu items in the fast food industry.

The processes taking place recently in the global economy, and the well-known political events influencing them, significantly affect the cost of imported equipment imported into Russia. Perhaps these trends have very noticeably affected the catering industry. It is no secret that today most domestic food production facilities are equipped with foreign high-tech equipment, the prices of which are rising by leaps and bounds.

Considering 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 are already working stably.

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

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

Moreover, according to the creators, the installation can work with any filling (even jam and syrups). The capacity of the bunker for minced meat (or other ingredients) is 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 this functionality, the machine has very compact dimensions: 35x255x26 cm and weighs only 6 kg. Price - $290. Tabletop was awarded a dozen medals and diplomas at various international exhibitions.

A very unusual device, but it has already gained popularity in catering establishments in America and Europe. Mainly because it perfectly combines uniqueness with the resulting 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 smoked with “cold smoke”? But this is not just a flavoring additive that can be bought at any spice store. The aromatic smoke completely permeates the food, as if it had just been cooked over a fire. This technology also has an important gastronomic aspect. Not all people can eat smoked meats. For this category of visitors to catering establishments, this device completely eliminates 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 includes special covering pads that prevent smoke from quickly evaporating. Sawdust, dried herbal flowers, cigars, tea leaves, spices and other ingredients that can fit into the smoke chamber of the device can be used as raw materials.

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

Another amazing and very inexpensive new product on the market, the popularity of which is 100% guaranteed. The world of fast food has been replenished with a device that allows the production of 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, the most unusual of which include a hot dog sausage or a hunting sausage packaged in a side dish of chips.

The installation comes in both mechanical and electrical versions. The first one is even cheaper ($270). Weighs 475 g and in just 5 seconds it portions into ultra-thin spirals of potatoes, carrots and even cucumbers. The second, electric, has dimensions of 43x16x15 cm and weighs 9 kg. Its price is slightly higher - $900. Both devices are made of light but durable food alloy. By the way, the kit includes a spare blade, as well as chip sticks and packaging bags with an adhesive valve.

Lately, 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 disposal, which requires serious financial investments. And then they said a new word, or to be more precise, they made a real breakthrough,
Dutch and Japanese. They came up with edible packaging and dishes.

And these are not ice cream cones. Their tabletop mini-device 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, as it is made from unleavened dough and contains no calories. Another advantage of such products is the ability to “seal” food in them, and, if necessary, quickly heat it in the microwave.

The device has a non-stick coating and is designed for making 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 latest device under $500 was 300 W. This
The device is a real revolution in technology and the cost of finished products. It combines 4 functions at once: steams up to 15 sausages at the same time, as well as eggs, prepares popcorn and warms up buns for hot dogs. A complete meal takes just a few minutes. This mini-miracle costs $380.

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

The average bill stopped growing: +1% at the end of 2016 versus +8% in 2015; This is the first time we have seen such figures since 1999. In addition to lower inflation, the reason is also that the consumer optimizes expenses: he replaces a restaurant with a cafe, a cafe with fast food or a canteen, or even stops eating out altogether.

Attractive prices and discounts are playing an increasingly important role when choosing a restaurant: 17% of respondents are guided by this indicator, which is 2 points more than in 2014. 28% of all orders are made using coupons, discounts, combo offers, and 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 also the largest (40%). Compared to 2015, visits increased by 6%. Growth is mainly extensive, due to the opening of new establishments. Fast food has spread to the regions, and the trend is expected to continue.

Attendance at traditional restaurants has fallen by 16%, with people visiting less frequently or using discounted programs.

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

The fast casual format at the intersection of a restaurant and fast food attracts consumers with fast service, high-quality fresh food, low price and stylish interior; attendance is growing every year. The Russian networks Marketplace, Prime, and Brothers Karavaev show double-digit growth rates and are doing well during the 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 expanded beyond the capitals - the regions have not yet “fed up” fast food.

The popularity of takeaway coffee has given rise to new formats - mobile coffee shops, tents in parks and on the street, coffee corners in business and shopping centers. Before the crisis, breakfasts were popular - a new offer for Russia, where it has always been customary to have breakfast at home. When the economic situation worsened, people began to skimp on breakfasts and often replaced them with a cup of coffee on the run.

To bring back traffic, coffee shops often offer promotions - for example, the 6th drink is free 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 share it among several people and reduce costs: the average bill per person falls. Delivery operators often incentivize customers with special offers - a second pizza for free, a free drink or delivery. Delivery time becomes a competitive advantage.

The development of delivery is also facilitated by the development of technology - convenient mobile applications and aggregator sites are appearing, 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 manufacturers and farmers (Foodscovery, Italy), combining supermarkets with delivery services ( “The ABC of Taste”), the ability to order food from the restaurant’s page on social networks (only table reservations are currently available in Russian social networks).

Based on materials from Natalia Aristarkhova’s speech at FoodService Moscow 2017

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 principle based on today’s already harsh realities. In addition, the coming year will also see a strong demand for new, bold flavor solutions and black burger buns.

9 ways to attract clients

Method #1 is to correctly identify your competitors.

The war for the best price offer will reach a new level in 2018. 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 stagnant wage scenario is extremely common in today's economy, so fast food companies will have to continue to think about developing attractive package options and super-cheap limited-time menu items.

The task is complicated by falling prices in grocery stores. For example, in the USA, where the economically disadvantaged population makes a choice in favor of purchasing cheap products in retail, even taking into account the extremely affordable fast food options. That is, it’s 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, pick-up and delivery) and purely entertaining.

“Bread and circuses” in the literal sense of the word: anything goes – an open kitchen, iPads on tables for children, any scenario of social experience. For some, this moment may be the decisive factor because of which they will go to the establishment in principle.

Method #3 - healthy food or Fast-Casual

The battle to balance healthy ingredients and wholesome dishes while keeping them delicious, simple, and “fast food,” if you will, will not go away in 2018. Quick service and fast-casual chains will continue to search for the “Holy Grail.” How to make it satisfying at the same time? It's likely that the smart thing to do is offer fast food calorie options made with local, organic and super-healthy ingredients.

And the one who does this better than others in terms of formulation, price and marketing will rule the segment. Roughly speaking, you need to feed people to their fullest and without making them feel guilty.

Method #4 - expanded selection of drinks

Drinks are increasing their role in fast food. Exotic flavors are taking over the fast food segment – ​​the dominance of soda and orange juice is coming to an end.

Experts are seriously predicting trends in charcoal lemonade and turmeric root juice. Any foods that have a reputation for being antioxidants and cleansers will also go up (ginger, citrus fruits, cayenne pepper), not to mention Japanese green tea powder.

Method #5 - experiment with color

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

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

Method #6 - fashionable fast food

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

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

Method #7 - fast food classics are trending

The new is the well-forgotten old. People pull out what has long been known from the corners of their memory and bring it into the trend. Or they transport well-known dishes in other parts of the planet to a new place and monetize the effect of novelty. There is a wave of fashion in the United States for Jewish delicacies and sweets, including such classics as the Reuben sandwich.

Method #8 - fast and tasty fast food

Success is a product of contrasting tastes. The fast food audience in America craves spicy food and additives, and sweat-breaking spiciness alone is no longer enough—taste is a must.

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

Method #9 - fast food should be fast

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

Here, too, the dominant role of tools for performing relevant tasks will be played by IT solutions, coupled with the managerial genius of those entrusted with this direction in a particular company.
In short, another eventful year in fast food awaits us, and we will start monitoring it on January 1, 2018!

Fast food is starting to focus on environmentally friendly food. Dishes prepared from ingredients without additives, antibiotics or 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 prepared in the establishments themselves: this allows for increased 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'S APPROACH

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

The approaches of chefs and technologists to the menu have always been different. But now chains 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, MICRO KITCHEN

The share of hyper-regional dishes in the menu of fast food and fast casual establishments is expected to increase. Even large operators are flirting with regional trends: in Kazakhstan, for example, during Navruz, KFC officially served burgers with horse meat. Well, the number of khachapur, varenichny 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 saving resources are very important. Of course, the first place among the reasons for choosing a fast food establishment is still taste and price. But more and more guests are paying attention to the environmental and social responsibility of restaurateurs - that is, to those characteristics that no one cared about a couple of years ago.

FROM THE BED TO THE TABLE

According to all forecasts, vegetable dishes are becoming one of the main trends in quick service. Fast food is turning its face to vegetarians - now there is more than just French fries for them.

NON-TRADITIONAL LOCATIONS

High street retail still plays a key role, but now there are more and more opportunities for "meet the guest" every day.

There is a growing interest in creating new types of food halls, in which, next to traditional cafes, you can see kiosks with fresh products, butchers, kitchenware stores, etc.

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

ONLINE MIGRATION

Digital technologies continue their rapid and unstoppable advance. Consumers expect innovation. Whether ordering through kiosks or numerous order-and-pay mobile apps, the idea is to provide the guest with fast, hassle-free service.

NO SWEET

In the past, spicy foods were sweetened to enhance their flavor. 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.

Based on materials from QSR Magazine

The term “fast food” refers to a fast food system. Catering establishments of this type are especially popular in Moscow. This is due to the rhythm of life in the city: 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 residents are officially registered in Moscow. In addition, residents of the Moscow region visit the city every day. The total number of residents of the suburb is 7.3 million people. The population density of Moscow is 165 people per 1 sq. 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 shops are down just 2.7%, restaurant visits are down 8%, as are dining rooms down 6.8%. The main driver of growth is the expansion of international chains.

The growth in fast food turnover in 2017 was about 10%, quite significant, although other formats are growing faster, for example, bakery turnover increased by 18%. Prepared food delivery services are growing very quickly. Therefore, many fast foods are also investing in their own delivery services.

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

Offer on the market

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

The growth in the number of establishments looked like this:

• McDonald's increased 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);
• “Kroshka Potato” increased from 120 to 160;
• "Walker" from 20 to 25.

KFC opened mobile retail outlets at major train stations in hopes 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, although on a fairly limited scale.

A distinctive feature of Teremok 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 sales through franchises.

Walker is developing at a fairly 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 was actively opening new restaurants in 2017; in addition, the company focused on continuing the localization of production, as well as investing in the re-equipment of enterprises, new service and production systems.

With the growth of new outlets and the arrival of new players, consumer preferences are expanding and priorities in the field of healthy nutrition are growing. Many fast foods, in addition to the light diet menu, add combined offers not only in the context of business lunches, but also for late visitors who come for dinner. In addition, fast foods 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 burger joints 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. Chain establishments are responding to this by opening new points of sale. The greatest demand is for chicken dishes and various types of burgers. 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 increasing 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, the following trend has been observed since mid-2017: restaurants are being replaced by projects with a low average bill, and consumers, despite the continuing decline in real disposable income, increasingly prefer eating out.

Eating out is a global trend. Thus, in the United States in 2016, consumers spent more money on eating out than on purchasing food to prepare themselves.

Market segments

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

There have been very small price changes over the year:

So at McDonald's Royal De Luxe in 2016 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, Average coca- cola - 70 rubles, remained the same price, Milkshake (dessert) - in 2016 - 104 rubles, in 2017 - 105 rubles.

KFC is experiencing the same situation; the Sanders burger went up from 81 rubles to 89 rubles; Chicken legs, Summer Fantasy Ice Cream (dessert), and Pepsi remained unchanged.

McDonald's offers the maximum range. This fast food chain restaurant collects the largest number of positive reviews from customers who regularly visit fast food chains. Due to increased attention from Rospotrebnadzor, this establishment monitors the quality of the products offered.

At the same time, McDonald’s does not have beer, due to this there is a difference from competitors KFC and BurgerKing.

Client portrait

According to official data, the average income in the city of Moscow is 50 thousand rubles. A special feature of fast food establishments is their wide target audience of different ages. People from 14 to 65 years old visit KFC, McDonald's and other establishments. Moreover, 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 can be divided into several main groups based on income and some other criteria:

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

The groups of clients indicated above bring different income to establishments. The easiest way to understand the issue is using McDonald’s as an example. The largest income (approximately 40%) comes from parents with children. The main reason for this is the bright packaging and high taste of the products sold. On average, a family of 4 people (two adults, two children) spends from 1,000 rubles in the establishment.

Slightly less income for McDonald's and other establishments that have their own food halls comes from young people - from 16 to 23 years old. Income in this category is not large due to the lack, for the most part, of a stable income. The main reason for visiting is not only the 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 up to 35% of income to McDonald’s and similar establishments.

Quite often wealthy city residents become fast food visitors. Moreover, as of 2016, the income from this category of clients is 20%. But according to experts, this figure is increasing due to an increase in the number of visits to this group. The reason for this is the increase in the average bill in various coffee shops. Clients of this age category spend about 700 – 1,000 rubles at McDonald’s for one visit.

Customers 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 in the mid-price segment. But gradually this category of visitors is also increasing. The reason is similar - the increase in the cost of lunch in other catering establishments.

Main trends in the market

From a technology point of view, fast foods are actively introducing electronic menus, as well as mobile terminals to simplify ordering, reduce queues and reduce staff workload.

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

Mobile applications are another important competitive technology that helps fast food companies increase the attractiveness of their chain or a specific 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.

In 2017, fast foods increased their presence on social networks, primarily on VKontakte. The leader here was Burgerking, KFC was also doing well on social networks, while McDonald’s was growing its presence on VKontakte much more moderately.

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

The growth of single burger shops is expected, since fast food is considered a promising investment by entrepreneurs. By investing about two hundred to three hundred thousand dollars, a businessman has a good chance of starting and strengthening a business in the fast food segment.

Dmitry Solomnikov