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How to attract visitors to a coffee shop: the secrets of advertising. Coursework business plan for creating a coffee house General characteristics of a coffee house

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1. The state of the restauranteconomy at the present stage

Hospitality is one of the fundamental concepts of human civilization, which in our time is provided by such economic activities as the hotel and restaurant industry.

Since our goal is precisely the goal of opening a restaurant, then a little more about what restaurant business is.

restaurant industry- this is a type of economic activity of business entities for the provision of services to meet the needs of consumers in nutrition with or without leisure activities.

restaurant business- this is an institution (a set of institutions), which is an independent business entity, has the rights of a legal entity and carries out its activities for the purpose of making a profit.

I would like to draw a picture of the restaurant industry in Ukraine at this stage. A boom in the development of the restaurant business has begun in Ukraine. New establishments appear throughout the country, but Lviv has become the leader.

In Ukraine, the size of the catering market over the past six years has increased from UAH 12.3 billion to UAH 28.4 billion, according to data from Restaurant Consulting. At the same time, according to Pro-Consulting specialists, only in 2012 the number of establishments increased by 13% compared to 2011, reaching almost 900. Experts attribute this recovery to the high profitability of this business - 30-35% per year.

The profitability of the restaurant business in Ukraine is facilitated by considerable restaurant "margins" with fairly cheap products, as well as a drop in the cost of real estate suitable for establishments: if five years ago the cost of 1 sq. m reached $ 10 thousand, now - a maximum of $ 2.5-3.0 thousand.

Meanwhile, catering outlets in Ukraine are still not enough compared to the US and Europe. So, for example, in a Western restaurant there are eight residents of the country per place, and in Ukraine - 35 people.

Experts still note that the domestic restaurant culture shows promise for improving service, and Euro 2012 served as a catalyst, on the eve of which the business invested in new catering outlets. “Today there are more and more people who believe that their own restaurant creates an unusual image for them, so they invest in it. At the same time, it becomes fashionable for Ukrainians to eat in restaurants, bars and cafes not only on holidays.” Approved by Pro-Consulting specialists.

At the same time, experts point to the dynamics of the development of the middle segment, which has already reached 40% of the Kyiv catering market. This is explained by the fact that the average level of investment in such a restaurant is significantly lower than in a luxury restaurant - $ 350 thousand versus $ 1.5 million - therefore, the risks are less. In addition, the audience for such establishments is much wider, which means it is easier to win a client. On the other hand, the niche of restaurants for the rich in Ukraine is almost filled. "Such a project will be successful if the owner can somehow attract the audience, surprise. And establishments without any original concept, but with high prices, are doomed to failure."

The segment of beer bars is also close to saturation - they were massively opened on the eve of Euro 2012. The ease of mastering this direction, according to experts, is due to the fact that there is no need to create a special kitchen for a pub.

According to Pro-Consulting calculations, Italian and Asian cuisines are the most popular among Ukrainians. They account for 20% and 15% of all restaurants in Ukraine, respectively, with Japanese establishments predominating among Asian establishments. Thai cuisine is also beginning to show itself, although the European resident is not yet ready for the thrill that it provides, and therefore Thai cuisine is still adjusting to the European resident.

If we compare with the United States, dishes in American catering are comparable in cost to domestic ones, but the portions there are several times larger, but you can have a bite to eat in Czech, Polish and Bulgarian restaurants 20% cheaper. At the same time, if in the capital you can still find establishments that are not inferior to European ones in terms of service and quality of food, then in the provinces it is still the USSR. "Slowly, rudely, they throw both the menu and the food on the table."

Nevertheless, experts give the laurels of championship in terms of the level of development of the restaurant business to Lviv, where there are 1.6 thousand inhabitants per institution, while in Kiev - 2.5 thousand. However, the capital of Galicia will be in the tail if it is placed in rating of European, American and Asian cities.

At the same time, Ukrainian catering is breaking the record in terms of profitability and average payback period: two - two and a half years against five years in Europe. Experts attribute this not only to the fact that almost all waiters and cooks receive a salary in an envelope, but also to the fact that their earnings are many times lower than in Europe.

It is worth noting that experts do not doubt the further growth of the domestic market, as well as the fact that the share of the democratic segment will increase in it. In their opinion, a great future awaits coffee houses and pubs, which over time will become more conceptual and of higher quality.

2. HaCharacteristics and description of the coffee shop

The Crem Caffe coffee house is planned to open in the center of the city of Odessa, on Rishelievskaya 9.

The profitability of a coffee shop, in which the margin is higher than in canteens, cafes, and even in a number of restaurants, is possible only if it is located in a crowded place. The best options include:

Location in the business district;

Crossing busy streets;

Near metro stations;

At markets, train stations, shopping centers, universities.

We did just that, our coffee shop will be located at the intersection of Richelievskaya and Grecheskaya streets right in the center, and no one will argue that the city center is the most advantageous place for such establishments. A huge number of people who work there, run to business meetings, just walk around, can ensure the comfortable existence of more than one coffee shop. restaurant business coffee shop profitability

We will rent a room on the 2nd floor of a residential building, where in addition to us there will be 2 more administrative premises: Desigual (women's and men's clothing store), and Mango (women's clothing store). The total area will be 90 sq.m. The total capacity will be from 20 to 35 seats. Since drinking coffee involves silence and privacy, it is better to plan tables for 2-3 people. Often people want to be alone or come together to discuss their business over a cup of coffee. It is extremely rare for a company of 4-5 people to drop into a coffee shop.

To prevent guests from suffocating in clouds of smoke from cigars that harmonize so well with coffee, experts strongly recommend paying special attention to the ventilation system. Although the theory says that coffee and tobacco smoke do not combine in principle, but many of us start the morning with a cup of coffee and a cigarette, and willy-nilly we have to reckon with already established traditions.

Interior renovation is a very important part of the preparation of the premises. The design should match the concept of the coffee shop. We decided to make an attempt through design to place cafe visitors in a bag of coffee beans. To do this, we invited a designer and discussed our layout with him. Columns decorated with burlap and upholstery of chairs, lamps and tabletops in the form of coffee beans remind you that you are in a bag of coffee beans. The sculptural curves of the walls, formed by many layers of plywood, became an original technique in the interior. Each element of a complex type-setting design was developed separately so that, as a result, the interior acquired a special, incomparable sound. At the entrance there will be a huge arch with various varieties of coffee. We know that the main types of coffee are Arabica and Robusta, which in turn are divided into a large number of varieties that differ from each other in their flavor and aroma characteristics and, accordingly, the price. Actually, about 17 varieties of coffee will be presented at our booth.

ABOUTequipment. Today, only foreign-made equipment for coffee houses is presented on the Ukrainian market.

Italian machines will be used as professional equipment for the coffee shop, the quality and price of which are successfully combined. Coffee supply companies usually sell equipment as well. They also offer service. Initially, you don’t need so much for a coffee shop: a coffee maker, coffee grinders and sealed containers for storing coffee. It is better to use a separate grinder for each type of coffee. The establishment will operate on purified water using stationary filters, where the water goes through several stages of purification before it enters the coffee maker. In addition to equipment for making coffee, much more will be required: a bar counter, refrigeration equipment for storing drinks and confectionery, tables and chairs.

When choosing and buying equipment, one rule should be followed: all machines must be professional. Of course, the price of a professional coffee maker is many times higher than the price of a household one, but the service life of such a machine is disproportionately longer. Therefore, saving on equipment is not worth it.

A professional coffee maker costs $5,000-6,000. It is reassuring that for a small establishment designed for 20-30 seats, one three-post coffee maker will be enough.

Ideally, there should be several coffee grinders, depending on the number of coffee varieties offered. Practitioners claim that this is a product that requires a certain purity. The dishes will be exclusively Bauscher (Germany) or Churchill (England). Since it is this professional coffee ware that will not leave connoisseurs indifferent.

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First steps

A novice entrepreneur, first of all, will need to develop a business plan for a coffee shop. This is a document that will contain answers to the most pressing questions. In order to develop a business plan for a coffee shop, it is necessary to analyze the upcoming investment using calculations and estimated numbers.

Required Documents

A novice entrepreneur should register with the tax office. To do this, you need to choose the organizational and legal form appropriate to the scale of its future activities. It can be an individual entrepreneur or an LLC. When registering, please note that your OKED is 55.30 "Activity of restaurants and cafes."

After receiving all the necessary documents, without which it is impossible to open a coffee shop, write and submit an application for the tax regime you have chosen. In the event that it is not possible to conduct your business on UTII, the most profitable option would be the simplified tax system (15%).

In the event that your establishment will take alcoholic products for sale, obtain the appropriate license. In order to avoid penalties, it will be necessary to take care of it in advance

Location

A coffee shop business plan should include a chapter describing the location of your establishment. The success of the whole business depends to a large extent on the favorable location of the object. Ideally, the coffee shop should be located in the most crowded place.

Creating a business plan for your establishment should include considering the best options, including:
- the presence of a metro station nearby;
- crossing crowded streets;
- business quarter;
- finding nearby shopping centers, as well as educational institutions, stations or markets.

As for the sleeping areas, the premises on their territory can be rented for a small fee. However, it is worth considering that the profitability of such a business will be extremely low. A mini-coffee shop will bring a good profit. This is a small establishment with only a few seats. Such a point, as a rule, is combined with a store specializing in the sale of coffee. Despite the small area, its profitability can exceed a thousand percent.

room

A coffee shop business plan will also require considering various options for suitable premises for your establishment. This section must be given close attention, since any catering facility is subject to strict sanitary and hygienic requirements. You can get acquainted with them in the "Technical Regulations on Fire Safety Requirements", as well as in the decision of the Chief Sanitary Doctor of the Russian Federation dated March 31, 2011 No. 29. These requirements are also contained in SanPiN 2.3.6.1079-01.

We list the main ones:
1. The presence of a soundproof layer. It guarantees the prevention of noise for residents of nearby houses.
2. The area of the institution, designed for fifty seats, should not be less than one hundred and one hundred and fifty square meters. Fifteen to twenty square meters should be allotted for the preparation of sweets and coffee.

It will also be necessary to take into account the requirements that are imposed by the fire department. Only when they are fulfilled will your activity be considered legal. The requirements of sanitary and epidemiological supervision must also be taken into account. The processing and preparation of products, as well as the serving of dishes, must take place in strict accordance with them.

Interior

A business start-up plan should consider all aspects of the business that will have a significant impact on the success of the event. At the same time, it should be taken into account that the popularity, and therefore the profitability of each coffee house, largely depends on its interior. When considering this issue, it is important to highlight the key idea of the establishment, and to think over the arrangement of furniture, the color scheme of walls and ceilings, etc. down to the smallest nuances. It should be borne in mind that the interior should be combined with all the details, and even with the varieties of coffee offered by your establishment, as well as with confectionery. The design of the room will create an atmosphere of comfort and a special image of the institution. There are no restrictions on the choice of style. It all depends on your ideas, wishes and preferences.

A business plan with calculations and a description of all the details should provide for the division of the coffee shop into two sectors. One of them will be for non-smokers, and the second - for tobacco lovers. Do not miss this question. Potential visitors will be grateful to you for showing care, and will be happy to visit your establishment again.

Must include air conditioning and ventilation system. It should be borne in mind that it must have a high level of efficiency. Then customers will appreciate it.

Equipment and furniture

If you are preparing business plans, ready-made examples of opening such establishments will help you decide on the purchase of the necessary household equipment. What should the start-up capital be invested in? The section on the purchase of equipment and furniture, which includes an already drawn up business plan with cash investment calculations, see below. So, you will need:
- two or even three refrigerators for 50 thousand rubles. every;
- type (3 thousand rubles);
- coffee machine (30 thousand rubles);
- several professional-type coffee grinders (15 thousand rubles each);
- washing (20 thousand rubles);
- showcase (150 thousand rubles);
- one or two cutting tables (10 thousand rubles each);
- microwave oven (3 thousand rubles).

Depending on the task set for the coffee house, the following can also be purchased:
- cupboard for culinary pastries (60 thousand rubles);
- freezer (30 thousand rubles).

It is also worth considering that the number of coffee grinders purchased should be equal to the number of coffee varieties offered to customers. Only in this case, the flavors of the grains will not interrupt each other.

What kind of furniture should be purchased in business plans? Ready-made examples of such documents for a coffee shop with an area of 150 sq.m., involve the purchase of:
- tables (40-60 pieces);
- chairs (130-150 pieces);
- hangers (one for 2-3 tables);
- bar counter;
- a waiter's servant.

Coffee shop equipment should include a variety of interior items to create a pleasant environment, as well as a variety of kitchen utensils for preparing confectionery and serving drinks.

What else is different about opening a coffee shop? The business plan you draw up should include a list of the foods and drinks that will be offered to visitors. Customers are more likely to visit those establishments where the menu has different types and varieties of coffee. It is worth offering mocha and espresso, cappuccino and latte, americano and ristretto, that is, everything that is very popular among the population. The menu may include a variety of syrups. In addition, you should purchase different sizes. In this case, each visitor himself will choose the amount of drink he wants.

The above list is basic for each coffee shop. The further menu will depend on your wishes. It can include buns and sweet desserts that go perfectly with strong coffee. Other dishes at the first stage should not be offered. It is advisable to expand the assortment when the business begins to generate real income, and you begin to expand, and also think about creating your own chain of coffee houses.

Suppliers

In order to make a profit, a coffee shop must offer customers only a quality drink. That is why you will need to understand the aroma of raw materials, correctly evaluate the features of the shape and level of roasting of the grains, as well as their color. All this will determine the absence or presence of various impurities in coffee.

The aroma of the grains must be perfectly pure. It should not contain any suspicious notes. You need to check the entire batch. In a quality product, all grains are the same size and color.

Staff

For the normal organization of the work of your coffee shop, you will need to include the following positions in the staff:
- director;
- two cooks (to work in different shifts);
- four waiters (two for each shift);
- two bartenders;
- two cleaners.

If the business plan you prepared provides for the preparation of your own desserts, then you will also need to include a technologist in the staff. You will also need an accountant and a driver, who can be hired part-time to reduce staff costs.

Price policy

When forming the cost of the dishes and drinks offered by the coffee house, the following should be taken into account:
- the cost of raw materials;
- the price of competitors for similar drinks and confectionery;
- consumer demand.

Pricing should be based on the principle of covering all costs incurred and obtaining sufficient profit for further development.

Advertising

You should not spend money on large-scale informing the population about the work of your coffee shop. A disproportionately greater effect will be given by targeted advertising, designed for a potential client. For example, near the place where the coffee shop chain is located, flyers should be handed out to passers-by. The owner of one of them will be able to claim a free cup of coffee.

A sociable and skillful sales manager is capable of winning the favor of customers and making them want to visit your establishment again and again. According to most coffee shop owners, this improves efficiency better than billboards, discounts, and free cappuccino candies.

The amount of investments and profits

In order to open a coffee shop, the area of which will be equal to one hundred and fifty square meters, you will need from 2 to 6 million rubles. According to preliminary calculations, the initial capital will fully pay off in about three years. However, it should be borne in mind that each entrepreneur has his own such period, and its duration depends on the revenue received by the institution.

The business of opening your own coffee shop is a very promising business. In order to understand this, it is enough to calculate the profit received from one cup of the aromatic drink prepared by you. So, for espresso, you need seven grams of ground coffee. From a kilogram of raw materials, one hundred and forty servings will be obtained. With the cost of coffee beans at 1.2 thousand rubles per kilogram, the proceeds from the sale of the drink will be 11.2 thousand rubles. (the price of one cup is 80 rubles). Calculations show that the profitability of your enterprise will exceed 800%.

Those businessmen who have opened their own coffee shops and are already receiving good income from their event recommend:
1. Do not strive to turn your establishment into a restaurant. These are completely different concerns and costs. The very word "coffee shop" means coffee. Therefore, the main emphasis should be placed on this drink.
2. Take care of the successful location of the coffee shop. Do not forget that your establishment will be related to retail. That is why a good place is the basis of its successful work. It would be nice if the coffee shop opens in a crowded area. It is also good if there are large windows in the room. Passers-by, seeing people at the tables of the coffee shop, will certainly want to come in and drink a cup of a wonderful drink.
3. Do not get carried away with related and additional products. Of course, with a large influx of visitors, there is a desire to offer them sandwiches or sandwiches. A varied menu will help you make big profits. However, do not forget about the main purpose of the institution. People visit it only to enjoy a conversation and a cup of fragrant drink. Those who have a desire to eat go to cafes or restaurants.
4. At first, you can buy confectionery on the side. Only then, having returned the money invested in the business, should you think about purchasing equipment for arranging your own baking workshop.
5. Recruit interchangeable people. Do not pay close attention to the age of the candidate and his social status. The main condition for a good worker is his obligation.
6. To exercise personal control over the work of the institution. Any business is doomed to failure if the owner does not want to be interested in its process. Even a thriving coffee shop will inevitably fall into decay if personal control is not exercised. Of course, when a whole chain of coffee houses appears, it becomes very difficult to follow their work. In this case, it will be necessary to create a clear leadership scheme and established contact with the heads of departments.

Description of the coffee shop

The name of the coffee shop LLC “ХХХ”

Occupation

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The main activity of the coffee house is the sale of a wide range of hot coffee and confectionery, which will reduce the shortage of places for communication.

Main types of goods

The assortment of coffee is the trump card of any coffee shop.

Estimated headcount

Total: 10 people

RUB 64,000.00

Current marketing situation

Market segmentation

The market segment for goods sold by XXX will be the Moscow market from a geographical point of view. The main areas to be looked at are the South-West of the city of Moscow, the All-Russian Exhibition Center, Taganskaya, the Park of Culture, Kolomenskaya, the vicinity of the Kievsky railway station.

All coffee shops are located in the city center. There are no coffee shops on the outskirts, everything lives mainly within the Garden Ring. Their greatest concentration is still observed in the metro area Kuznetsky Most, Tverskaya and Arbat.

The main criteria for choosing the location of the coffee shop were "passing" places. This analysis was done on the basis of maps of the location of state universities, railway stations, parks and the McDonald's chain of stores.

This business in Moscow will be profitable until there is at least one coffee house on every street in the center, and this will take about fifty years.

Fig.1 Location of coffee houses in Moscow

rice. 2 State universities of Moscow

rice. 3 Location of the McDonald's network

Further, already within the selected market segment, it is possible to identify buyers for our product. Moscow has already formed its own preferences for coffee. Over the past years, coffee lovers in the capital have already begun to understand what good coffee is. The business audience prefers to drink espresso (for 8 g of coffee 50 ml of water) or double espresso, students usually order long coffee (for 8 g of coffee double the volume of water - 100 ml) or americano (for 8 g of coffee 250 ml of water). Cappuccino, coffee latte (coffee with milk) and other types of coffee with milk are drunk mainly by girls and women. And since girls, as a rule, are more susceptible to beauty, coffee is served for them in beautiful glass goblets. According to the degree of popularity of coffee drinks, Beresnev put regular espresso in first place, cappuccino in second, and Americano coffee (Italian espresso recipe plus hot water) or regular (i.e., brewed through a filter) in third. Based on customer tastes, American coffee is mostly drunk so far, followed by espresso and double espresso. However, a Russian person is not yet accustomed to drinking coffee in small cups in order to “permeate” the flavor bouquet to the end, therefore, instead of the classic 40 ml portion of espresso, 50 ml is usually prepared in Moscow.

Competitors

Back in 1996, the first Coffee Bean shop in Moscow was opened near the Kuznetsky Most metro station, occupying a small room under the archway towards Detsky Mir and offering its customers dozens of varieties of real Arabica. While it dawned on the "enterprising" Russians that this could be extremely profitable, a crisis occurred. They came to their senses only in late 1999 - early 2000. A real "coffee boom" has begun, and if before the beginning of last year there were no more than 7-8 coffee houses in the capital, now there are about 80 of them, which, for a city of ten million, is almost nothing (for comparison: there are two thousand in Milan).

But the situation seems to be improving fairly quickly. It has become fashionable to visit a coffee shop: make dates there, sit with friends until the morning. The names of the most famous coffee shops are well known: Coffee Bean on Tverskaya, "Coffeemania", "Coffee House", "Shokoladnitsa". And at this time in St. Petersburg, the largest in Russia today (out of eight coffee houses) network "Idealnaya Cup" is rapidly growing.

Thus, the opening of new coffee houses is beneficial, because. competition in the outskirts of the city is reduced to zero. Comfort, quality of service and price will be the main types of competition in our market segment. Below are expert assessments of competitiveness factors.

According to experts from the Consulting Center “STEP” and IBG NIKoil, the competitiveness of our coffee house will be at the level of the competitiveness of already long-existing coffee houses, which indicates insufficiently strong competition in this market. A further increase in competitiveness is possible through a carefully crafted coffee house marketing strategy.

Factors of competitiveness	XXX	Main competitors
Factors of competitiveness	XXX	coffee beans	coffeemania	Coffee House	chocolate girl
Product quality	5	4	5	5	4
Brand prestige	1	5	5	5	5
Service level	4	5	5	4	3
Price	5	4	3	3	4
Discounts	4	5	4	5	3
Advertising	2	4	4	3	2
Propaganda	5	4	5	5	3
Comfort	5	4	5	4	5
Total points	31	35	36	34	29

Product strategy of the coffee shop

Goods and equipment

For the production of espresso, selected Arabica and Robust beans are used, and thanks to the most careful selection, cleaning and the original roasting process, all its beneficial properties are preserved in coffee and a unique taste and aroma is achieved. Most coffee house owners do not advise buying cheaper coffee from Russian roasters (roasters), which do not have a long tradition of roasting, unlike Italian companies. Indeed, when roasting, it is enough to slightly violate the regime (for example, delay the process for 20 seconds), and the taste of coffee is significantly lost.

Similarly, it is better not to take risks and not get involved with small Western coffee suppliers. According to the director of Alef Coffee, coffee is a seasonal product, and when there are lean years, it may simply not be enough for everyone, and small roasters are not able to purchase exclusively high-quality grain, but are forced to buy and dilute with less quality. And if five years ago, many people had little idea of what "real" espresso coffee was, now, having traveled around the world, they have learned to distinguish a surrogate from a genuine taste.

Usually, coffee is delivered in sealed vacuum packaging, without losing its aromatic qualities, and is stored for no more than a month not in the light and, preferably, in the refrigerator. By the way, in order to have a real aroma of coffee in the coffee shop, smoking is prohibited in most of them.

Necessary equipment for a coffee shop

The main importance must be given to the choice of a coffee machine. It is on her that the success of the coffee shop largely depends. Here the main requirement is that it must be professional, from a reputable company. Usually for a small coffee shop one coffee machine is enough.

However, you can save a lot on a coffee machine - many coffee supply companies offer to install coffee machines (and not only) either for free or for very little money. In addition to coffee machines, they also offer branded ashtrays, various neon signs, sugar, napkins and other accessories to all "their" coffee houses for free. Of course, in this case, you will be obliged to buy coffee only from this supplier.

Types of coffee preparation

Positions	Way
Positions	espresso	moka	french press	filter	Turk	boiled coffee
Quantity coffee per serving, gr.	6-7	5-7	8-10	6-10	4-6	8-10
Cooking temperature, C	88-92	110	92-96	92-96	92-96	92-96
pressure, atm.	9	1,1	1,1	1	1	1
Grinding degree	thin	medium thin	average	rude	very thin	rude
Serving volume, ml	25-35	40-50	80-190	150-190	40-60	100-190
Cooking time, sec.	20-30	60-80	180-300	360-480	180-300	600
Caffeine content	60-90	80-100	40-160	120-150	80-100	80-100
Data provided by "Intellect Service"

The second most popular menu item after coffee and drinks based on it is confectionery (usually a variety of delicious cakes, pastries, sometimes sandwiches and light soups, chocolate). Small coffee shops with only a few tables usually do not have the capacity to maintain a pastry chef and an entire kitchen. Therefore, the main way out is to buy finished products from specialized companies or from larger coffee houses with production facilities.

In a coffee shop, each piece of cake costs 140 rubles.

The most famous suppliers of fresh confectionery products are Slavyansky Confectionery House, Roservice, Donna Clara, and frozen imported ones are Timax, Quality Products, East-West Service, etc. But still, according to Andrey Slepchenko, it is better to buy fresh confectionery products - now Russian companies have learned how to make high-quality and very tasty cakes, and when frozen, the taste is lost. True, frozen products have one advantage - a long shelf life in the freezer (up to two months), compared with fresh ones, which must be sold on the second day. However, with proper calculations and drawing up a daily sales rate, the percentage of waste can be minimized. All companies producing products, of course, carry out their free shipping. Typically, the mark-up for a "confectionery", depending on its type, cost, as well as the level and location of the coffee shop, ranges from 50 to 200%.

Not so much for storage (a refrigerator is quite suitable for this), but for displaying cakes and pastries directly in the hall, you will need a refrigerated display case (from 700 to 1.5 thousand dollars). One of the main conditions for choosing it (apart from the reliability that most manufacturers now provide) is that the design matches the concept of the establishment.

Espresso based coffee shop recipes

Ristretto
(coffee, 50% water)
This is the strongest and most concentrated coffee, made like regular espresso, but the amount of water is only half that of espresso, and the amount of coffee powder remains the same. Great for when you need a good shake.

Macciatto
(coffee, frothed milk)
On top of the espresso, snow-white milk is poured, made from whipped milk with sugar.

cappuccino
(coffee, hot frothed milk)
This is a mixture of strong espresso softened with hot and frothed milk, which was invented by the Italian Capuchin monks.

Glace
(coffee, chocolate syrup, ice cream, whipped cream, chocolate chips)
This is one of the most stylish espresso-based cool drinks. Indeed, on the one hand, it is a dessert, on the other hand, it is a dense drink, which is served in a tall glass with a cocktail tube.

Coffee with garlic
(coffee, garlic, honey)
Coffee is brewed with garlic, which gives it a special spiciness, and honey - sweetness.

Proteins - 5 gr.
Carbohydrates - 22 gr.
Fats - 1 gr.
Cholesterol - 5 ml
Potassium-sodium - 40 ml
Caffeine - 70 ml
Energy value - 46 kcal.

Grinding technology

Grinding coffee is just as important as brewing, and different brewing methods require completely different grinds.

Coarse grinding (particles up to 0.8 mm) is used for brewing in a piston coffee maker or in any coffee pot.

Medium grind can be used for many types of brewing.

The fine grind is suitable for filter coffee makers and the grind time is approximately 15-20 seconds.
The fine espresso grind is made specifically for espresso coffee machines, where a pressurized jet of hot water is forced through the coffee. Such grinding allows you to "squeeze out" all the juices and the best aroma from the grains.

Ultra-fine grinding (also called powdered) is used exclusively for brewing Turkish coffee.

Planned output

Further, for simplicity, we will make all calculations for only one type of product, namely coffee and confectionery, because this is the main activity of the coffee shop and our strategy will be entirely aimed at increasing sales of these particular components.

When planning the sales volume for 2003-2004, we will consider the following:

Potential market capacity
Location
Price policy
Political situation

Planned sales volume<_o3a_p>

Product/Variant	Unit rev.	10.2002	11.2002	12.2002	2003	1-8.2004
cake / pastry	a portion	1 500,00	3 000,00	4 500,00	72 000,00	48 000,00
coffee	cup	1 500,00	3 000,00	4 500,00	72 000,00	48 000,00

Dangers that can affect the increase in sales

Macro-environmental factors influencing the sale.

With the negative influence of macroenvironment factors, it is impossible to carry out a cardinal impact on it at the microlevel. If the presence of any negative factors exists, diversification of sales is constantly necessary.

Factors of the microenvironment influencing the sale.

You can reduce the negative impact of the above factors as follows:

1. Create inventories, - Establish contacts with new suppliers;

2. Constantly improve the skills of workers,

3. Constant search for new connections, but keep in mind that all the same, the more reliable are the old, proven connections;

4. Constant control over product quality.

Product price and planned profit

Market type and pricing method

In our market segment, we are not the only seller, but still this market cannot be called a market of pure free competition, where the price of products is of exceptional importance. Our coffee house is one of the few Russian coffee houses that set the goal of minimizing the price/quality ratio. The price/quality ratio is fundamental in our pricing policy.

We consider it our task to get the maximum profit, but with the expectation that the price of the goods is acceptable to our consumers and they would not leave us for our competitors. Therefore, taking into account the task set, we will determine the price using the “average cost plus profit” method, but we will also not forget about the level of current prices.

Marketing budget planning

The goods we offer are consumer goods. We have a fairly large segment of customers who are fond of coffee. Therefore, the advertising company must, first of all, focus on coffee lovers, a place where you can relax.

Television advertising is not suitable for us, as the cost of advertising contact is very high. The most effective advertising for our product, in our opinion, is advertising in specialized magazines and newspapers. This advertisement is relatively expensive, but effective (the cost of one publication per month is about 8,000 rubles).

We propose to promote the goods mainly through personal sales and the effectiveness of events, especially sales promotion due to the flexibility of production, the service system and the design bureau.

Marketing research

Our main marketing research will go in two directions. First: researching the hazards affecting the marketing of our products and developing plans to prevent them. Second: the constant study of the potential market capacity, the development of marketing plans, the development of the best way to determine the price, the choice of suppliers, etc.

These studies will be carried out by the STEP Consulting Center as part of a partnership program. All studies will be conducted by a lead consultant.

Project risks

Organizational stage

Stage of operation (financial and economic risks)

Stage of functioning (social risks)

Operational stage (technical risks)

Risk assessment

The assessment was carried out on a 100 point system by three experts Consulting Center STEP

(0 - the risk is insignificant, 25 - the risk is most likely not realized, 50 - nothing can be said about the occurrence of the event, 75 - the risk is likely to appear, 100 - the risk is likely to be realized)

Simple Risks	Experts				Vi average probability (1+2+3)/3	Wi*Vi score
	1	2	3
Distance from metro	50	50	25	42		10
Attitude of local authorities	25	25	0	16		4
Availability of alternative sources of raw materials	50	50	25	41		10
Distance from transport hubs	0	0	0	0		0
Late delivery of equipment	25	25	0	16		4
Unforeseen costs including due to inflation	50	75	75	67		13.4
Late delivery of raw materials	75	100	100	92		18.4
Contractor dishonesty	0	0	0	0		0
Demand volatility	0	0	25	8		1.6
The emergence of an alternative product	50	75	25	33		4.7
Price cuts by competitors	100	75	50	71		10
Increasing sales from competitors	75	100	75	92		13.1
Tax increase	50	75	50	58		8.2
Consumer insolvency	25	0	0	8		1.6
Rising prices for raw materials, materials, energy, transportation, etc.	75	50	75	66		9.4
Difficulties in recruiting qualified force	25	0	0	8		1
Insufficient wages	50	0	25	25		6.25
Personnel qualification	100	100	100	100		20
Wear and tear of equipment	25	25	25	25		8.3
The instability of the quality of raw materials and materials	25	0	0	8		2.6
Lack of power reserve	75	75	75	75		25

For risks whose score Wi*Vi >10, it is necessary to develop countermeasures

Countermeasures

The coffee house format rightfully belongs to one of the most “non-strict” restaurant formats due to the huge variety of proposed concepts, and is also one of the youngest formats on the market. In the Russian catering market, the original concept of “coffee house” is being transformed, restaurateurs are expanding their range and serving not only coffee cakes and desserts, so it is important to distinguish between two conceptually different directions in the development of coffee houses, the distinguishing characteristics of which are: the degree of emphasis on coffee and coffee drinks, assortment of coffee cards, absence or presence of hot cuisine, service format. The trend of the Russian market of coffee houses is such that more and more often coffee houses are expanding their assortment due to a rich selection of snacks, hot dishes and alcoholic beverages. In the megacities of Russia, coffee houses have already become an integral part of people's lives. Here they arrange meetings with business partners and friends, dates and even relax with families. The wave of popularity of coffee houses is growing: more and more people are getting acquainted with the culture of drinking coffee and preparing coffee drinks. Coffee is an integral part of the food court restaurant menu. However, there are also specialized establishments: restaurants and coffee houses. On a formal basis, they belong to the food court, but, nevertheless, they are somewhat away from the main food court enterprises. For Russian chain coffee houses, due to the limited availability of suitable premises in the city, placing their facilities on the territory of a shopping center is one of the main ways to expand the network. Coffee is also sold through fast food outlets located on the food court. It can be either a specialized coffee fast food (the same coffee shop), with an emphasis on hot drinks and desserts, or a regular one with one or two positions of coffee and tea in addition to hot dishes. These establishments have common seats, they operate on the principle of self-service and cannot make a mark-up on coffee comparable to that set in coffee shops.
The appearance of self-service coffee houses and their, at first glance, successful activity, indicates that a consumer has appeared. Given that, if we recall the history of the formation of the coffee market in Russia, then it was the self-service format that was practiced from the very beginning. subsequently, not finding sufficient demand, most coffee houses switched to the format of working with waiters.
The consumer in self-service coffee shops is the new consumer. And it is, first of all, young people. It is they who tend to buy coffee to go, and it is they who are not burdened with the requirements of additional comfort in terms of service. For the most part, the 18-25 age group is quite satisfied with the availability of coffee, WI-FI, the opportunity to sit, chat, and even the absence of a smoking area. And the fact that you have to carry the tray yourself is not a problem. True, the sale of coffee to go is unlikely to be very popular, especially in winter - drinking coffee that cools down instantly on the street is not very pleasant.
The emergence of a sufficient number of consumers for self-service coffee shops should attract additional investors to the coffee shop segment. Compared to the format that has established itself in our market, they have several undeniable advantages, which are, for the most part, in the area of cost reduction. In particular, the cost of personnel is reduced, it is simply needed less. So, for example, in an average coffee shop with service per shift, two waitresses work, and only four, while in a self-service coffee shop they are not required, there are enough workers clearing the tables.
As a rule, self-service coffee shops do not offer a wide range of non-beverages and desserts. This means that there is less money frozen in the commodity. And, much more importantly, there is no need for additional premises and additional equipment, which, in conditions of high rental rates, is a very significant plus.
The assortment of a self-service coffee shop is very simple - these are desserts of 8-12 items (most often imported), a traditional assortment of coffee and drinks based on it, tea, juices. I mean, nothing special. In such a coffee shop, it is easier to maintain standards at the appropriate level.
Of course, it is good to have your own confectionery production, then you can sell desserts and cakes with a higher margin. But this is only at first glance. When organizing your own full-fledged confectionery production, you need to understand that, firstly, these are additional areas and equipment, which is costly. Secondly, this is additional staff and not the cheapest, otherwise the quality will be the same as always. Thirdly, for this to be profitable, you will need to produce significant volumes that your lone coffee shop simply cannot consume. This means that you will need to look for sales on the side or create your own chain of coffee houses (usually at least three, but preferably five) in order to justify the creation of a pastry shop. And, importantly, having your own confectionery production does not guarantee that your desserts will be tastier than store-bought ones. Trying to achieve high quality can take a long time. In any case, it is easier for chain coffee houses already operating in this regard, regardless of the form of service - they have procurement shops that supply semi-finished products to a point where even low-skilled personnel can handle their delivery to the end consumer. In the sense that a cook or pastry chef is not required at the point.
And, of course, do not forget that coffee is a very important factor in the success of a coffee shop. The main diseases are the poor quality of the raw materials, the wrong water, the low qualification of the barista, and the wrong coffee machine.
The specifics of the fast food format forces coffee drinks to be recognizable on the menu, and their quantity is limited, since the buyer does not have to think about the order for a long time. Espresso, cappuccino, americano from one coffee blend - this assortment for a standard fast food on a typical food court will be enough. If fast food has a coffee accent, then the menu can be expanded with latte, Irish coffee and glace. In this case, you can work with two coffee blends - for example, a strong and a light roast - or use 100% Arabica and a mixture of Arabica and Robusta.
To prepare coffee, depending on the format of the coffee shop, you can use different types of coffee machines: carob, superautomatic and coffee makers for making filter coffee. Today, the coffee machine market is structurally divided, and each machine occupies a certain place on it. So, carob semi-automatic machines and automatic machines deservedly occupied the niche of exclusive espresso coffee. In addition to the taste and aroma of freshly brewed coffee, visitors also enjoy the aesthetic pleasure of making coffee. You can also make something individual: drawing on milk foam, at the request of the client - coffee from various varieties and mixtures of coffee. The use of such machines in the format of fast food is not fully justified. First of all, it requires a flow and a standard quality of the drink. High-skilled work in this format is rare, and a high turnover of staff leads to quality drops. The constant holding of master classes and training is not profitable, since in most cases students work who do not stay in one place for a long time. Under these conditions, super-automatic coffee machines are used, which exclude the human factor from making coffee. These machines, although they differ from traditional ones by a high price, are more suitable for fast food enterprises. Also in fast food, filter coffee machines have found their application. They have high performance and reliability. The coffee prepared in these machines can be stored heated or in thermoses for a long time without changing the quality. The low price of equipment, ease of operation and maintenance make these coffee machines very attractive for all chain operators: from small street fast food to large chains that want to introduce natural coffee with the cost of instant coffee into their assortment. You can also offer devices that make filter coffee at the touch of a button. They are distinguished by a large assortment of drinks: chocolate, cappuccino, latte. Each serving of coffee is prepared separately. These coffee machines are much cheaper than super-automatic espresso machines, but at the same time they have high performance and the quality of Americano coffee.
To organize a coffee shop, you need the following equipment:
- thermal show-windows and cooled show-windows;
- refrigerators and freezers;
- neutral stainless steel equipment;
- furniture for the trading floor;
- confectionery showcases;
- blenders and mixers;
- juicers;
- juice coolers and hot chocolate machines;
- Dishwasher.