Innovation in the restaurant business. Innovative technologies in the restaurant business Reducing order waiting time

6.1. Specifics of activity in the restaurant business / 6.2. Structure of the food and beverage service of a hotel enterprise / 6.3. Opportunities to win a client with catering services

Specifics of activities in the restaurant business

Catering business - one of the areas of the domestic economy, economic reforms in which were accompanied by certain changes in the activities of public catering enterprises. These changes are associated with increased independence of the enterprise, improvement of business methods, and the emergence of new targets for increasing competitiveness.

The basis of the restaurant business is made up of enterprises characterized by the unity of forms of organization of production and customer service and differing in types and specialization. According to GOST R 50762-2007 “Catering services. Classification of public catering establishments", catering establishment - This is an enterprise intended for the production, sale and (or) organization of consumption of public catering products, including culinary products, flour confectionery and bakery products. Taking into account the special conditions of service, the range of catering products sold and technical equipment, the industry distinguishes types of catering establishments.

Depending on the nature of the activity five types:

1) enterprises organizing the production of public catering products (preparing factories, workshops for the production of semi-finished products and culinary products, specialized culinary shops, in-flight catering enterprises (workshops), etc.) with the possibility of delivery to consumers;
2) enterprises organizing the production, sale of public catering products and service to consumers with on-site consumption and take-out (export) with the possibility of delivery (restaurants, cafes, bars, snack bars, canteens, fast food establishments, coffee shops);
3) enterprises organizing the sale of public catering products with possible on-site consumption (cooking shops, buffets, cafeterias, small retail chain enterprises);
4) field service enterprises;
5) enterprises organizing delivery and service to consumers in hotel rooms and other accommodation facilities.

When determining the type of catering establishment, the following factors are taken into account:

the range of culinary products sold, flour confectionery and bakery products, their diversity and complexity of production;
technical equipment (material base, engineering and technical equipment and equipment, composition of premises, architectural and planning solutions);
methods and forms of service;
customer service time (waiting time, provision and consumption of services);
professional training and qualification level of personnel;
service conditions (comfort of the hall, furniture, staff ethics, design aesthetics, interior).

Restaurants and bars by level of service and range of services provided are divided into three classes: “luxury”, highest and first, which must meet the following requirements:

“luxury” - a wide selection of services provided to consumers, a high level of comfort and convenience of placing consumers in the hall, a wide range of original, exquisite custom and signature dishes, products typical for restaurants, a wide selection of custom and signature drinks, cocktails (for bars), exquisite table setting, corporate style, specificity of serving dishes, exclusivity and luxury of the interior;
highest - a large selection of services provided to consumers, comfort and convenience of placing consumers in the hall, a varied assortment of original, exquisite custom and signature dishes and products (for restaurants), a wide selection of branded and custom drinks and cocktails (for bars), corporate identity, sophistication and originality of the interior;
first grade - a certain selection of services provided to consumers, a varied assortment of specialty dishes, products and drinks of complex manufacture (for restaurants), a wide or specialized assortment of drinks and cocktails, including custom and branded ones (for bars), harmony and comfort of the interior.

The restaurant business in Russia today exists in three niches - fast food enterprises, mid-price restaurants and haute cuisine restaurants.

The main directions of development of modern service technologies in restaurants are:

creation of conceptual catering enterprises;
expansion of the network of virtual restaurants that accept orders over the Internet and deliver them to the consumer;
preparing dishes in the presence of visitors;
organization of catering services;
implementation of merchandising. To increase sales in a restaurant, cafe or bar, the following merchandising techniques are used: food and drink design, new service methods, promotion in the hall, persuasive selling, offering a choice of alternative products and services.

Ensuring the efficient operation of enterprises requires an economically competent organization of their activities, which is largely determined by the ability to analyze it. With the help of analysis, development trends are studied, factors of changes in performance results are deeply and systematically studied, plans and management decisions are substantiated, their implementation is monitored, reserves for increasing production efficiency are identified, the results of the enterprise’s activities are assessed, and a business strategy for its development is developed.

We can offer several of the most striking business strategies for restaurant business enterprises:

cost leadership (product cost);
product differentiation;
focusing (concentration);
early entry into the market (first mover strategy).

Catering is one of the industries that constantly attracts entrepreneurs. The number of public catering establishments belonging to different price and product ranges, especially in large cities, is constantly growing. This situation contributes to increased competition and a tougher struggle for survival in the catering industry. To compete effectively, enterprises use advanced service technologies as a tool to influence the market in order to promote their products, which is especially important for the activities of the enterprise.

Today catering business promising for investment and attractive for entrepreneurs. This is the sphere of entrepreneurial activity in organizing food services on a service basis in order to make a profit.

In its general sense restaurant - This is a catering enterprise with the rights of a legal entity, which is distinguished by a high level of service to visitors in combination with the organization of their relaxation during the meal.

Managing a restaurant business always includes four main components:

1) planning - development of menu concept, room design;
2) production - purchasing products, accounting, warehousing, cooking;
3) service - choice of type of service, serving guests, calculation;
4) promotion - sales, PR, advertising, sales promotion.

Control and supervision in the restaurant business - This is monitoring the activities of restaurants for their compliance with legislation in the field of production and provision of services by catering establishments.

One of the most important forms of control and supervisory activities is inspections by competent government bodies. Under checking the restaurant one should understand the complex of actions of authorized persons to identify compliance by a restaurant with the law, detect offenses, suppress them, and also apply sanctions.

Objects of any inspection of the restaurant business may be: licenses, permits, trade patents, certificates, hygienic conclusions; contractual relations with counterparties; sales of products and provision of services to consumers; pricing; operation of cash register equipment and the procedure for making payments to customers; work of restaurant staff, accounting and payment of taxes and fees. All actions of regulatory authorities must be of a legal nature, and all inspections must be carried out in accordance with Russian regulations.

All inspections of restaurants are divided into scheduled and unscheduled.

Scheduled checks are carried out in accordance with plans approved by the heads of control and supervisory authorities.

Unscheduled inspections can be carried out on the basis of the following documents: statements and complaints from buyers affected by the consumption of low-quality goods; telephone messages to regulatory authorities (from citizens, enterprises, organizations, etc.); written appeals from consumer citizens and public consumer organizations; materials published in the media. Thus, the reason for conducting an unscheduled inspection, as a rule, is appeals from citizens.

The task of the restaurant is ensure the required level of reliability, safety and quality. Only under this condition is a high proportion of regular customers in the total number possible. Consumer choice is influenced by past positive experiences.

Restaurant visitors expect not only to eat deliciously, but also to feel welcome, surrounded by the care of the restaurant staff. An important aspect of service in a restaurant is the social interaction of staff with the client and satisfying the latter’s desires. When choosing a restaurant for a meeting with friends, partners or loved ones, guests expect personalized service. Staff's courteous treatment meets the general need for recognition and respect. Expensive and exclusive restaurants provide their visitors with high status and prestige. The need for self-fulfillment associated with gastronomy lies in the possibility of greater variety in nutrition along with entertainment.

The consumption of restaurant services is associated with a certain level of quality of life in general, as well as a person’s individual lifestyle.

Thus, gastronomy deals with all basic human needs, and there are no clear boundaries between the individual components.

With today's oversupply of food, hunger and thirst have been relegated to secondary needs in the evaluation of restaurant services. The motivators of desire and experience, on the contrary, become more important. Satisfying these once unimportant needs has become an important prerequisite for restaurant customer satisfaction. The success of upscale establishments largely depends on properly organized service. For each restaurant, the level of quality of guest service, its content and compliance with customer requirements is important. A restaurant product is much more complex than just food on a plate. Its “ingredients” are a physical atmosphere, cleanliness and order, and a display of competence and care on the part of the service staff. Without the feeling that he is being taken care of, a person who crosses the threshold of a restaurant feels like an ordinary consumer, and not a guest. The task of those who serve restaurant clients is to organize the process in such a way as to exceed the expectations of guests and pleasantly surprise them with the quality of food and level of service. To do this, it is necessary to take into account a number of factors: the cultural level of the client, the traditions he shares, place of residence, family influence, religious views, tastes, exposure to advertising, health status, nutritional awareness and much more.

Restaurant clients are focused on a constant consisting of ideas about the optimal ratio of price and quality of service. Not to disappoint customers is the task of managing the quality of restaurant services. Precise positioning, differentiation and profiling of a restaurant's offer are critical success factors and cannot be ignored in creating and marketing products in accordance with market requirements, ensuring the survival and sustainability of not only the restaurant but also the hotel.

Modern quality management of restaurant services consists of the following parameters:

service management as a holistic integrated management model, which serves as the basis for making effective management decisions in the field of creation and implementation of a range of services, and not just services in a separate area;

service management, customer-oriented restaurant and its needs;
labor cooperation- teamwork for a common result, partnerships, functional cooperation;
restaurant product quality management - integral component of service management;
personnel management, whose functions include retraining, advanced training, and development of personnel in all departments of the restaurant.

These parameters can be otherwise represented as process (or development) management. It involves all planning, organizational and control activities, strategically aimed at managing a restaurant in a highly competitive environment.

The fast pace of life, lack of free time, and increasing overall work hours turn time into an extremely limited resource, which is all the more desirable to use rationally. Lunch at a restaurant is a saving of time required for food, and at the same time an opportunity to have fun. Regular visitors of all age groups are mainly characterized, on the one hand, by a pronounced concern for image, on the other, by extremely developed pragmatism. From a variety of options for spending free time, the consumer who has the opportunity chooses those that best suit his lifestyle and current individual needs. Restaurant business establishments offer a good option to diversify everyday life.

When evaluating a restaurant's offer, the ratio “price - quality of service provided” plays an important role. The client is willing to pay more money for services from which he personally will benefit the most. Consumer choice is influenced by signals coming from different senses, therefore, goods and services must simultaneously affect vision, hearing, touch and smell, enhancing the experience. The task of restaurateurs is to take this into account in their offer, and to focus on the interests of different consumer groups, constantly offering them something new and unusual.

Due to the general lack of time, restaurant service should also be focused on mobile customers. The consumer has the right to decide when, where and in what form to receive prepared food.

The restaurant’s task is to show flexibility, to provide services in a form convenient for the consumer, “just in time”, in the right place and in a good environment. An important role is played by the diversity of service offerings and the bold blurring of boundaries between culinary styles and trends. Guided by personal preferences, everyone chooses the components that attract him at the moment.

In addition to the actual food function, the restaurant also performs an entertainment function. Services with a predominant entertainment nature are provided within a certain period of time and are focused on a specific process.

An entertaining restaurant offer should be considered in terms of content (“what?”) and delivery (“how?”). The task of service quality management is to create, select, acquire or independently develop suitable interesting content for the service in order to, having prepared and transformed it, provide it to the client.

In conceptual establishments in the restaurant business, food and drinks have practical significance for customers, the main thing is the entertainment part. Guests participate in the proposed staging, experience an impact on all senses, interact, feeling like part of the system, or watch an event unfold nearby. The environment enhances the perception of what is happening or even becomes its integral component. The true product in this case is not food and drink, but the feeling of life. Whether a guest can connect with the philosophy of feeling alive depends on the restaurant manager, who must love his guests and be open to his own experience of feeling alive.

A restaurant is a complex, almost continuously operating enterprise. Its success depends on the quality of action and interaction of all structures of the institution, assessed according to the following criteria:

the right choice of premises for a restaurant in terms of location;
compliance of potential conditions with the level of the restaurant;
unmistakable choice of restaurant concept;
compliance of external and internal design with the restaurant concept;
menu quality;
effective accounting and control system;
effective management system;

compliance of staff training with the level of the restaurant;
quality of service and its compliance with the level of the restaurant;
flawless work of the supply service or supplier companies;
restaurant operation according to specially specified criteria.

Diagnostics of the establishment based on these positions reveals shortcomings, shortcomings, omissions that need to be corrected or taken into account when reorganizing the restaurant, forming a policy for the development and improvement of quality management of the restaurant’s products and services.

The main task of the restaurant is to satisfy the client's needs and meet his expectations. If a visitor leaves dissatisfied, then all other aspects of service lose their importance. To consider the problem of quality of services provided from the point of view of a restaurant, it is important to distinguish three phases:

1) presence of a guest;
2) presence;
3) post-presence.

First phase involves only indirect contacts between the guest and the enterprise: announcements, oral recommendations, obtaining information about the restaurant from newspapers, visual observation of the appearance of the restaurant, reserving a table. With the accumulation of information, a potential guest creates a certain expectation regarding the restaurant's services. On this basis, the consumer’s decision is formed about whether to visit this establishment. Second phase - physical entry into the service process: ordering food, waiting for service, service, selection of additional services. This is the most productive phase. Third phase characterized by the fact that after the end of the visit to the restaurant, a series of contacts continues between the guest and the seller of the service: the delivery of an invoice, a business card of the company, a small menu, a postcard or a prospectus, which should remind them of the visit to the restaurant.

TO design restaurants should be approached taking into account modern trends and opportunities, taking into account the developments of the best European brands, but at the same time taking care of originality and originality. An elegant, respectable restaurant, offering unique coziness and comfort at every time of the year, cannot but attract visitors.

Based on the design of a restaurant, it is easy to guess the level of service there and make a conclusion about the quality of food and service. By its design, you can almost unmistakably determine what class the restaurant belongs to, whether it offers fast food or is designed for wealthy gourmet visitors.

Special design elements are unique signals sent to attract the attention of “your” client, evoke a certain mood in him, make it clear that this is where he will be welcome and his individual preferences will be taken into account. Visual impressions trigger emotional, cognitive, and physiological responses that purposefully influence human behavior.

The design of a restaurant also influences the atmosphere in which its employees work; therefore, it indirectly shapes their behavior, which must correspond to the goals of the enterprise. The design can charge a person with active energy, excite or set a person in a lyrical-romantic mood. Atmosphere plays an important role in the gastronomic process of both consumption and service delivery. This should be taken into account when choosing the style of the establishment.

Most often, light colors and soft, but fairly bright lighting are chosen for rooms. Furniture is ordered to match them, always comfortable, attractive and reliable. All this, as well as background music and lighting effects, create a cozy and calm environment. It is important that once the atmosphere has been created, it is maintained: the required level of illumination throughout the day is maintained with the help of a light dimmer, calm, quiet music is played throughout the day, and noise from the kitchen does not reach the ears of visitors.

Bottles of wine, vases of fruit, dishes with sandwiches and pies are unique design elements and at the same time advertising items. The rich selection emphasizes the restaurant’s solidity and will certainly be noticed by connoisseurs. And appetizing fruits and rosy pastries behind a glass display case should encourage customers to actively place orders or buy takeaway products. In this case, the packaging design should be branded.

Nothing affects a restaurant client more negatively than a uniform design that is completely devoid of originality.

With the help of an unusual design, it is possible to attract new groups of customers, especially young people, who associate the restaurant with expectations of an experience they have not yet experienced. Restaurateurs must take into account the human need for change and novelty. The design can play up the flavor of the area, its attractions that can arouse the interest of the public. Modern motifs, organically woven into the classic style, make the design concept more durable. Decorative elements allow you to enliven the design of a restaurant, bringing it closer to the latest fashion trends.

Restaurant atmosphere is a critical element of the service delivery process. It is created by a combination of space, furnishings and decorative elements and affects all organs of human perception. The most important factors when decorating a restaurant are visual, sound, olfactory, and tactile. Consumer perceptions are formed throughout the entire visit, from the first impression upon entering a restaurant to the mood upon exiting after a long stay. Emotional reactions to certain design elements can change diametrically. A tastefully decorated restaurant evokes positive emotions in the guest and a desire to visit it again. In a pleasant environment, staff feel more comfortable working, which has a beneficial effect on employee productivity and their relationships with guests. No matter how attractive the menu may be, it is not the main thing in restaurant service. The personnel providing the service is a key link in the entire process, and the role played by such a sales element as the menu largely depends on them. Restaurant workers should periodically conduct special price promotions, carry out seasonal promotion of goods with a specific theme, and use the menu as an additional tool for communication and marketing purposes.

Thoughtful restaurant policy promotes the integration of additional guest services into the main activities of the restaurant. Thus, to the benefit of both the establishment and its customers, the restaurant can sell tickets for cultural events, and, in accordance with the “shop within a store” concept, sell all kinds of goods. The restaurant offer can also be combined with information services. The simplest form is a wide selection of newspapers, magazines and other publications, much

242 The organization of service in tourism is more complex - Internet and cyber cafes, which have become a feature of large cities today. Using a specially equipped computer terminal with direct Internet access, the guest receives or sends e-mail, communicates with friends and acquaintances, learns news, and relaxes playing computer games. Some Internet cafes offer photocopier, fax or scanner services in addition to web access.

Children who come to the restaurant with their parents are provided with toys and coloring books. Older customers can pass the time while waiting for their order to be completed by signing an original postcard purchased here. Visitors can also be provided with notepaper and envelopes, preferably with the restaurant's logo.

Offering non-alcoholic drinks to tour bus drivers at the establishment's expense is an example of an additional service that allows you to attract tourist groups. Some restaurants set up a table with gifts when they accept orders for catering for a wedding or birthday. In such cases, a special cake and Polaroid photography are appropriate. Such services emphasize the solemnity and uniqueness of the event, and the additional costs associated with them are small. All this sets the restaurant apart from its competitors.

Offer of certain services and goods(for example, magazines or bathroom toiletries) can bring material benefits to the restaurant if the terms are agreed upon in advance with their manufacturers, who are also interested in advertising their brand.

By researching the reasons why people come to a restaurant, you can find original approaches to the individual needs of the guest and offer them additional services. Not long ago they were an innovation, but over time they have become commonplace catering for parties, ensuring the delivery of products to the client, as well as organizing and servicing special events.

A restaurant that has achieved a high level of guest service not only makes a profit, but also improves its competitive position in the service market.

Thus, the restaurant business is a field of entrepreneurial activity in organizing services aimed at meeting nutritional needs on a service basis in order to make a profit. Summarizing the analysis of the modern Russian restaurant market, we can say that it is developing quite intensively in almost all directions - from the segment of expensive luxury restaurants to fast food chains, and the management of this type of business is becoming more and more professional.

Restaurant and hotel business as an object of innovative management.

In the context of reforming the Russian economy, the restaurant and hotel business is considered as a specific object of innovative management. From a business point of view, a restaurant and hotel enterprise is an organization for the production and provision of restaurant and hotel commercial hospitality services, offering its amenities and services to the consumer.

The main characteristics of restaurant and hotel services are:

1. Restaurant and hotel service is a process that occurs over time. In modern conditions, fast and high-quality service is required; delivery time can be measured in minutes. The client's choice of hotel is determined by fast and high-quality service.
2. Intangibility. Restaurant and hotel services cannot be measured and evaluated before they are presented to the consumer.
3. Limited storage capacity. Restaurant and hotel services cannot be stored, since they are designed to meet real needs at a given time. If a restaurant and hotel service produced in a fixed time and space is not sold at a certain hour, then potential income is lost and cannot be replenished.
4. Inseparability. The staff providing restaurant and hotel services has direct contact with the consumer, who considers the employee of the restaurant and hotel enterprise an inseparable part of the restaurant and hotel service itself. The service is provided with the active participation of both the manufacturer and the consumer. Simultaneous production and consumption of services. With effective interaction between the consumer and the restaurant and hotel service, closed cycles of relationships are formed. Re-engaging the consumer in service is possible when providing him with a quality service.
5. Seasonal nature of demand. The restaurant and hotel market is characterized by fluctuations in demand depending on the season of the year. Most tourists vacation in the summer. Businessmen reserve hotel rooms throughout the week. The Christmas holidays are periods of high demand. Many people travel exclusively on weekends. Demand for hospitality, accommodation and other services may fluctuate daily. During low demand, hotels and restaurants are empty, but at the peak of the season they are overcrowded.
6. Interdependence. The sale of restaurant and hotel services is influenced by marketing decisions made by the management of the restaurant and hotel enterprise, tour operators and travel agents. These factors are interdependent with consumers' choice of hotels.
7. High fixed costs of restaurant and hotel production and relatively low variable costs, annual energy costs, costs for technical development and repair of equipment, wages for staff, insurance largely do not depend on the number of accepted clients. A significant part of the capital is invested in fixed assets of the enterprise associated with long-term activities. Fixed costs must be covered regardless of the volume of activity.
8. Non-simultaneous processes of restaurant and hotel production and consumption of restaurant and hotel services. Non-simultaneity characterizes food services: in most cases, the preparation of dishes takes place in a different place and at a different time, different from the processes of serving and serving, which are carried out partially in the presence of the client. For a restaurant and hotel enterprise, such separation of processes is a necessity. Direct service here must be preceded by preparatory services designed to satisfy the emerging demand at a certain moment. Certain restaurant and hotel services are not related to the presence of the client. For example, cleaning and preparing a room for check-in does not coincide in place and time with the moment the room is sold to the reception service and the client’s immediate check-in.

An important feature of restaurant and hotel services, which distinguishes them primarily from industrial services, where machines and automatic machines are used to a greater extent, is the wide participation of people in the restaurant and hotel process. The involvement of the human factor has a strong impact on heterogeneity, variability in quality and the associated lack of standardization, which represents one of the most important problems in the development of the restaurant and hotel business. To solve this problem, many restaurant and hotel enterprises are developing service standards - a set of mandatory customer service rules that are designed to guarantee the established level of quality of the restaurant and hotel services provided. The standard defines the criteria by which the level of customer service and the activities of the personnel of any service of a restaurant and hotel enterprise are assessed. These criteria in most cases include:

* Response time to a call about obtaining information or booking (15, 20, 30 seconds);
* Registration time at the accommodation service. Regardless of the number of arrivals, clients should not stand in line for more than the time established at a particular restaurant and hotel enterprise (5, 10, 15 minutes);
* Time spent on providing a specific service. For example, luggage is delivered to the room no later than 3 minutes after the client checks in; washing and cleaning of personal belongings of residents is within 24 hours, etc.;
* Appearance of the staff and the presence of uniforms;
* Knowledge of foreign languages by the staff of a restaurant and hotel enterprise, etc.

Accommodation services are usually considered as a specific restaurant and hotel service and its use at a certain time and in a certain place.

Currently, additional services are becoming increasingly important in shaping the market attractiveness of a restaurant and hotel enterprise. Additional or other services of a hotel company include: offering a swimming pool, sports and conference rooms, meeting rooms, car rental, dry cleaning services, laundry, hairdresser, massage room and a number of others. While remaining basic, the accommodation service is taken for granted by guests. The services that distinguish this restaurant and hotel enterprise from a number of others are of increased interest. In most cases, these services are additional services. This is confirmed by the activities of many well-known restaurant and hotel enterprises. For example, other services aimed at providing the opportunity to engage in various sports come first in the range of services of the German Robinson Club hotel chain, consisting of 30 hotels. The hotels of the famous Swiss resorts of Davos and Crans-Montana, before attracting highly paid professionals, bankers, politicians, provided the opportunity to host international conferences and economic forums at the highest level, built and equipped conference rooms and a number of other premises using the latest achievements science and technology. In a restaurant and hotel enterprise, accommodation, food, entertainment and other services complement each other, and in most cases are interdependent and are perceived by the guest as a single whole. Taking into account how they are designed and combined into a single complex, a certain type of restaurant and hotel enterprise is formed.

A feature of the restaurant and hotel business is that the process of restaurant and hotel production is implemented in the form of a certain restaurant and hotel service. To produce and sell a range of restaurant and hotel services, the enterprise has fixed and working capital. At the same time, the production and sale of restaurant and hotel services does not depend on time, since the restaurant and hotel enterprise must be constantly ready to provide services. The uneven demand for restaurant and hotel services requires the provision of reserves of fixed, working and other assets. An important feature of the production of restaurant and hotel services is the absence of work in progress. The successful operation of a restaurant and hotel enterprise is determined by the following factors: correct location, adjusted capacity and high level of utilization. The listed main features of restaurant and hotel production and the sale of restaurant and hotel services have a certain impact on the formation of the price of restaurant and hotel services. ;

The most important characteristics of a restaurant and hotel service that ensure its ability to satisfy specific client needs include:

1. reliability;
2. courtesy;
3. trust;
4. accessibility;
5. communication skills;
6. attentive attitude.

The reliability of a restaurant and hotel service is defined as the ability of the staff of a restaurant and hotel enterprise to accurately provide the specified restaurant and hotel service. The development of a quality service program always begins with ensuring reliability. The basis for reliability is the professional competence of the staff of the restaurant and hotel enterprise. Neither the large costs of reconstructing and updating a restaurant and hotel enterprise, nor friendly and welcoming customer service will help smooth out the lack of professionalism of the staff.

During service, emergency situations very often arise or clients have special desires (to place a white piano or a king-size bed in the room, etc.). In such cases, the ability of a restaurant and hotel enterprise to find an extraordinary and effective solution is assessed. The peculiarity of the activities of restaurant and hotel enterprises is that emergency situations always arise and will arise here. Pre-planned options for eliminating such problems determine the restaurant and hotel enterprise’s own operating principles. According to the Pareto rule, it can be assumed that 20% of customers create 80% of the problems in the restaurant and hotel business. Research conducted at restaurant and hotel enterprises confirms that one of the first thoughts that arises among service personnel during conflict situations is the desire to protect themselves, to prove that they are not involved in the conflict. Instead of deepening the conflict and proving that you are right, you need to cope with the problem by showing generosity towards the “picky” client. Research conducted by the International Customer Service Association has shown that winning a new hotel customer costs five times more than retaining an existing one. Another study conducted by the Institute for Technical Assistance Research Programs shows that 91% of dissatisfied customers will never contact the restaurant and hotel company again and each of them will share the story of their problems with at least nine other customers. However, between 54 and 70% of customers would use the offending restaurant again if their complaints were resolved. If clients see that problems that arise are resolved very quickly, then this figure increases to 95%.

To create attentiveness and trust, it is very important to focus on external signs that consumers trust to a greater extent. A well-organized interior of the hotel lobby, rooms, restaurant, meeting rooms, cleanliness of the premises and the neat appearance of smiling employees - all these external criteria for quality of service inspire customer confidence.

For restaurant and hotel enterprises, what and how a potential consumer accepts as quality in the market of restaurant and hotel services is of decisive importance, that is, when considering the concept of “quality,” the focus is on the consumer’s personality. When assessing the quality of a restaurant and hotel service, the consumer compares what was provided to him with what he wanted to receive. The expected restaurant and hotel service represents the expected quality and corresponds to the desires and individual needs of the client. The evaluation of a restaurant and hotel service depends on the experience of contacting producers of such services, knowledge of the service, market communication (information from advertising, media, catalogues, prospectuses), the personal desires of the consumer and the image of the manufacturer of restaurant and hotel services. The consumed restaurant and hotel service as a perceived quality is subject to the effects of selective perception, adaptation and correction of the perceived.

Selective perception means that the same restaurant and hotel service is perceived by all its consumers differently, due to the individuality of their character, interests, personal qualities, knowledge, as well as the situation in which the service is consumed. Situational features of the perception of the quality of a restaurant and hotel service include the time available, for example, in a hurry you may not notice, but in a calm environment you can consider all the details; a specific situation, for example, in bad weather, vacationers - clients of resort hotels begin to pay attention to the furniture and furnishings of the room, they show increased interest in the quality of food, etc.

The perception of quality can adapt to established expectations during the consumption of restaurant and hotel services. If the perceived quality deviates slightly from expectations, then the consumer of restaurant and hotel services adjusts the perception to his expectations. But if the perceived restaurant and hotel service does not completely meet expectations, a contrast effect occurs: higher expectations increase the effect of disappointment. An extreme case of dissatisfaction is noted if a person has already created for himself a certain image of a restaurant and hotel service and selects from what was offered to him only that information that is within the scope of this idea.

Constant correction of the perceived occurs when the consumer tries to use the experience of others - friends, work colleagues, neighbors who are familiar with the restaurant and hotel service or its individual elements. As a result, positive impressions are strengthened and negative ones are displaced, or vice versa. The described model of consumer perception of the quality of restaurant and hotel services allows us to consider this concept as a unity of three component parts:

* basic quality;
* required quality...

There are no principles.

innovation branding segmentation consumer

Ponochevny D.A. 1, Danilina S.K. 2

1 ORCID 0000-0003-0025-9381, Candidate of Economic Sciences, 2 Senior Lecturer, St. Petersburg State University of Economics

PRIORITY AREAS OF IMPLEMENTATION OF INNOVATIVE TECHNOLOGIES IN RESTAURANT BUSINESS ENTERPRISES

annotation

The article examines the priority areas for the implementation of innovative technologies in restaurant business enterprises, analyzes individual elements and identifies the benefits of their implementation, both for clients and for the enterprise. The need to increase the level of customer satisfaction is substantiated, various tools are considered, using the example of customer relationship management systems, and various concepts of the restaurant business are analyzed.

Keywords: innovation, technology, management, clients.

Ponochevnyiy D.A. 1 ,Danilina S.K. 2

1 ORCID 0000-0003-0025-9381, PhD in Economics, 2 Senior tutor, St. Petersburg State University of Economics

PRIORITY DIRECTIONS INTRODUCTION OF INNOVATIVE TECHNOLOGIES IN THE ENTERPRISE RESTAURANT BUSINESS

Abstract

The article considers priority directions of introduction of innovative technologies at the enterprises of restaurant business, considers individual elements and identifies the benefits from their implementation, both for clients and for the company. The necessity of increasing the level of customer satisfaction, considered the various tools on the example of systems of customer relationship management, analyzed the various concepts of the restaurant business.

Keywords: innovation, technology, management, customers.

Today, the restaurant business is one of the service sectors where the share of modern innovative technologies is not high.

The leading “players” of the restaurant business have long understood that achieving a competitive advantage in its various segments is difficult without the introduction of modern information technologies. In order to be competitive in a difficult economic period, management must take this factor into account when managing a restaurant business. Today, the innovative potential that is present in the restaurant business is very high.

Investing in innovative technologies allows restaurateurs to achieve a certain advantage over competitors, as this will have a positive impact on their competitiveness in the future.

In the restaurant services market, various solutions are presented for introducing innovations in the management of enterprises of various types and forms, however, as practice shows, when the owner begins to analyze and look for suitable “tools”, he is faced with the problem of choosing and assessing the effectiveness of their work. Having analyzed all of the above, we conducted a study during which we identified priority areas for the development of innovative technologies in the restaurant business, which are schematically presented in (Fig. 1).

According to experts, if a restaurateur gravitates towards electronic innovations, then first of all it is worth paying attention to the following elements:

Fig. 1 – Priority areas for the implementation of innovative technologies

mobile terminal;
online reservation;
accepting payments:

touch terminals;
contactless paypass and paywave cards;
smartphones – NFC technology.

room visualization system – the implementation of which allows guests to see the panoramic plan of the restaurant in real time, and also contributes to:

increase in revenue;
viewing the room in 3D format;
the ability to configure the arrangement of tables and guests during various events.

virtual guest card is an application that is linked to a phone number and, via the Internet, allows clients to view various information in their personal account at any time: payment history, amount of accumulated points, reserve a table, leave a review, etc.

Separately, I would like to note the advantages that can be achieved by introducing such technology as an interactive electronic menu. During the study, the main advantages were identified and analyzed:

For the restaurant business:

guest feedback;
convenient tips that make it easier to choose dishes;
automatic setting of different prices for business lunch and main menu depending on the time of day and day of the week;
the ability to view the composition, calorie content and other characteristics of the selected dish;
adding seasonal dishes, informing about discounts, etc.

For restaurant clients:

calling a waiter;
multilingual;
the opportunity to leave feedback and suggestions;
description of various dishes;
pay the bill without calling the waiter;
the opportunity to place an order or re-order yourself, without resorting to the services of a waiter.

In our opinion, systems such as interactive menus will become one of the most popular in the restaurant business market in its various segments in the next few years. For restaurateurs in today's difficult conditions, it is very important not only to know and understand the desires of their customers, but also their needs. The introduction of such innovative technologies and electronic systems will provide guests with a technologically new and modern format for choosing dishes, and will also improve the overall level of enterprise management.

The main goal of introducing innovations is primarily to attract new customers and increase their satisfaction. To increase the level of satisfaction of their customers, businesses can use various tools, one of such channels is restaurant promotion on social networks.

Increasing guest satisfaction levels will enable businesses to achieve results that include:

the client’s commitment to the company’s services is formed and strengthened;
the client does not pay attention to other offers from competitors;
increasing the number of loyal customers;
reputation management and feedback;
the client will inform his friends and business colleagues about his positive experience, thereby forming a positive opinion about the company;
the costs of attracting new customers are reduced.

However, if a restaurant owner does not want or cannot invest in expensive imported equipment, then it is worth paying attention to other innovations. In particular, you can change the concept of the restaurant.

As an example, we can note the existence of a unique concept restaurant “DansLeNoir”, dinner in absolute darkness, served by blind guides - this is a unique experience that changes the idea of the world, upending the usual view of things. A sensory experiment that awakens the senses and allows us to completely redefine our perception of taste and smell. .The peculiarity of this establishment is that the menu is completely secret, and you can only find out what you ordered when you leave the restaurant. Such simple things as finding a fork and knife on the table in complete darkness, and then cutting off at least one piece from the prepared dish turn into a difficult quest.

During the analysis, such innovative concepts of the restaurant business were considered as gadget-free zones, which are very quickly gaining popularity in Europe. Their gist is that visitors must turn off their smartphones and tablets before food is served to them. As an incentive, establishment owners offer their customers a discount if they agree to turn off their mobile phones and leave them at the entrance.

Such establishments not only attract attention on the Internet, but also increase the number of guests due to faster service; studies have shown that the reason for slow service is often gadgets (people read the news, go to social networks and take pictures of food), without them use, people eat faster and move on with their business, freeing up the table for the next visitor.

The introduction of innovative technologies is the best advertising for any restaurant business. Clients who have used its services for the first time will very quickly tell their friends about it on social networks, thereby contributing to its promotion and attracting new clients.

An innovative approach to the selection of communication channels and methods of influencing consumers allows us to achieve an increase in such restaurant indicators as the average bill, loyalty and an increase in the number of guests in the shortest possible time and at minimal cost.

Since making a forecast regarding the prospects for the introduction of innovative technologies in today’s difficult situation is a thankless task, since realities make their own adjustments regarding the further development and prospects of the restaurant business and the catering market as a whole, however, as foreign practice shows, those who have introduced advanced innovative technologies today Tomorrow they are the winners, as they have become more competitive and offer customer-oriented service compared to other market participants.

Literature

Welcome to the world of sensations [Electronic resource] URL: http://st-petersburg.danslenoir.com/idea.ru.html (accessed June 20, 2016).
The reason for slow service in restaurants is smartphones [Electronic resource] URL: https://vc.ru/p/ny-restaurant (date accessed 07/05/2016).

The quality of food and service are no longer the only factors in the development of the restaurant business. Innovation has significantly changed the food service industry in recent years. Therefore, now, in order to maintain high profits, it is important to keep abreast of current innovations in the restaurant business. What innovations characterize the restaurant business in 2013, and what new items in the restaurant business can be safely introduced?

Information technologies improve and make human life easier in various areas. Human nature is such that we get used to good things very quickly. That’s why we feel some discomfort when we don’t get the amenities in a restaurant that we are used to and that are already offered in other establishments.

We can say with absolute certainty that among several restaurants of the same level, a visitor will choose the one that, for example, provides free Wi-Fi. In such a restaurant, a person will not only enjoy lunch, but will be able to relax and always stay online: check email and chat with friends on social networks. It is now considered the norm for catering establishments to offer their visitors a free Wi-Fi hotspot.

Menu dishes on display

Innovation in the restaurant business - a display case with replicas of menu dishes

Everyone knows that people go to restaurants to eat delicious food and have a good time. However, it is no longer enough to offer expertly prepared food and impeccable service.
How to make people decide to have lunch or dinner at your restaurant?

One of the innovations in the restaurant business is to show your menu to people right in the restaurant window. As you know, this is almost impossible to do using ready-made dishes. Photos of dishes, even the highest quality, will also not be able to cope with the task.

The only way that can not only decorate a shop window, but also become an attractive source of information for passers-by is food models. Thanks to the high quality of the materials used, the dummies look like real ones, their size and volume are visible. You can also set a price and indicate the ingredients included in the dish. Models make it easier for visitors to choose both a restaurant and a dish.

Such innovation in design gives undeniable advantages to the restaurant and is convenient for the visitor.

The Japanese company Nippon Dom will produce replicas of dishes for you, which will ensure high profits for your establishment.

Look at the finished dummies in ours or make them from photographs. Use the form below to ask us a question.

Ask us a question

Technological innovations in the restaurant business are associated with the introduction of tablets, which can replace the usual brochures or books - menus. Each restaurant visitor is offered to choose dishes and directly contact the waiter using a tablet.

The visitor can see the total cost of the order and the calorie content of the dishes. If you don't like something, you can easily remove it and choose something else before serving the dish. While waiting for an order, you can not waste time, but check your email, contact your friends on Skype, or just play a game.

The QR code is a marketing innovation that works great in the restaurant business. In a small square of a two-dimensional barcode you can place detailed information about your restaurant, menu and promotions. You can also introduce visitors to your establishment’s website, invite them to join groups on social networks and subscribe to your newsletter.

The QR code can be easily scanned with a mobile phone, tablet or laptop camera and saved as a bookmark on your gadget.

Innovations in the restaurant business most often require additional financial investments. They are the ones that restaurant business owners fear most. But focusing only on the current state of affairs and unwillingness to invest money in innovation will lead your restaurant to losses and the threat of closure in the future.

By investing in innovation today, you are investing in the success of your restaurant tomorrow!

Do you want to use the latest in the restaurant business when opening a fast food, cafe or restaurant?

Do you want to increase profits through innovative restaurant menu design?

Is your dream to always be ahead of your competitors?

Contact us by phone or ask a question by filling out the form on the website. We work seven days a week. Contact us at any time of the day!

TO As we know, one of the tasks of automation systems is to reduce service time and control at all stages - from entering an order into the system to paying the guest and writing off products from the warehouse.

In an effort to improve service and reduce the speed of service, restaurants are increasingly introducing mobile notepads for waiters, or “mobile waiters” in other words. Due to such a ratio of qualities as cost, wi-fi stability, charge duration, and user-friendliness of the interface, the rush among restaurateurs has caused a decision to The iPod, which was introduced in early 2012.

When an order is taken at the table, it is automatically transferred to the bar and production via a wireless network, and an invoice can be printed from the same device. Modern devices have a built-in paging function, which is integrated with the R-keeper software and hardware complex, so they can be used to transmit paging messages from the kitchen and from tables.

This technology is most in demand when there is a large flow of guests in the restaurant, for example during business lunches. Mobile terminals on iPods and in fast foods, which are located in places with high traffic, for taking orders in line. As a result, by increasing the speed of service, the queue at stationary cash desks is unloaded, the losses of guests who decide not to wait to be served are reduced, and accordingly, both restaurant sales and the number of loyal customers increase.

Another interesting new product that is starting to appear in Russian restaurants, and has already become popular in the West, is interactive electronic menu on an iPad tablet. This is a stylish and functional RK-Order solution, integrated with the R-Keeper v6 and V7 restaurant management system. Using an electronic menu, the guest will not only be able to choose the dishes they like, but also place an order.

Advantages of the solution: the ability to display always current prices for dishes, which the R-keeper system itself calculates depending on the established discounts by day of the week or time of day, presentation of menus in different languages, prompt correction of errors and typos, adding additional images and descriptions, adding new ones dishes and promotions.

Receiving prompt feedback from the guest makes it possible to control the situation in the establishment and quickly correct possible errors and omissions on the part of the staff. The special “Poster” section is intended to inform the guest about planned events or marketing programs and provides the guest with the opportunity to reserve a convenient table in advance in the hall plan for the event that interests him, which allows him to attract an additional number of guests and increase their loyalty. As an additional service, the restaurateur can provide the guest with the option of paid or free Internet access from a tablet menu. The image component is also important, emphasizing the individuality and technology of the restaurant.

Now about 50 restaurants operate on Apple tablets with the RK-Order solution: in Moscow (VIP zone of Sheremetyevo Airport, Zhuravli restaurant, BQ Cafe), Nizhny Novgorod, Volgograd, as well as in Lithuania, Vietnam . Soon they will delight guests of Yekaterinburg restaurants.

New technologies are in demand not only in the restaurant hall, but also in production. One of the latest trends is the use of the KDS-R-keeper system (Kitchen Display System), which can completely replace service printing or be used in conjunction with it.

After saving the order at stations (mobile notepads, etc.), all the necessary information for preparation is displayed on monitors installed in the production area and is immediately available to all employees. There are two types of monitors in this system: for cooks and waiters. Information on orders and dishes is displayed on the cook's screens, and on the waiter's screens - on the state of readiness of the dishes, and at the same time, each stage of preparation has its own color. The system signals the chef about the delay in preparing dishes. The waiter sees the approximate execution time of the order and the stage in which it is located. The use of this technology allows you to analyze the time of order fulfillment in reports, control the process of preparing dishes, help reduce the time spent on communication between staff and increase the speed of serving guests.

For fast foods, the VDU-R-keeper (Video Display Unit) system has been implemented. In this system, ordered dishes appear on the screen in chronological order as they are entered at the cash station (without waiting for the order to be saved).

If we talk about fast food, this is the most growing segment. This can be seen in the pace of development of such players as Sabway, Burger King, Wendys, and Country Chicken.

In the fight for the client, operators are actively beginning to introduce new technological solutions in the cash register area, such as R-Keeper cash stations with an additional screen for the guest. While the cashier enters the order into the system, the guest sees his entire order on the second screen and can, if necessary, correct it if something is entered incorrectly, as well as add the dish that he saw in the advertising field. Also, using an additional screen, the restaurant can inform guests about new products and promotions that are worth paying special attention to, invite them to the opening of a new outlet, and inform them about current loyalty programs.

I would like to note that the topic of the marketing video depends on the content of the order. His task is not to force the guest to buy something that he did not intend to buy. Rather, the task is to guide the guest to a choice that is beneficial to the restaurant. For example, a guest's check includes a burger and fries, but no drink. The guest thinks what to take - Pepsi-Cola or Mirinda... And if it is profitable for the restaurant to sell Pepsi-Cola, then the video with Pepsi-Cola will automatically turn on.

For the control task for the restaurant owner, implemented “Web-Monitoring” module, which allows you to remotely receive information about the activities of the restaurant- both on any remote computer and on the phone. Thus, the restaurateur is always aware of all the key performance indicators of the enterprise: the amount of revenue for the enterprise as a whole by employees (waiters), the amount of discounts, the number of guests, receipt deletion, food consumption. The restaurateur sees the current situation based on open orders in the hall.

To attract new and retain regular restaurant guests, a CRM (Custom Relationship Management) system- a guest interaction management system that helps businesses automate loyalty programs, increase the efficiency and level of guest service, analyze the effectiveness of certain marketing activities, and, ultimately, increase sales.

The client’s personal card combines the functions of a discount, bonus and payment card. The company has the opportunity to set up individual loyalty programs (bonuses, discounts, etc.) for guests, both for certain groups and for each individual, if necessary. Flexible systems for moving from level to level are possible to suit the individual requirements of the restaurant. The system forms a single customer base and allows you to automatically carry out individualized e-mail and SMS mailings according to customizable parameters: inform about ongoing promotions, congratulate you on your birthday and other important events, inform about a transaction, the accrual of a bonus, etc. The system allows you to maintain a guest’s personal account, where he can view card transactions, card balances, and see his receipts. In addition, your personal account can be used to display various restaurant marketing information. Based on the accumulated information, the system allows owners or managers to analyze the client base, generate reports based on flexible parameters, and quickly make the necessary management decisions.

The loyalty of guests and their level of satisfaction from visiting a restaurant are also influenced by the work of the hostess. It is important for guests that it is easy and comfortable for them to book a table, that they are met, that their wishes are taken into account if there are no seats, so that there is the possibility of prompt notification of vacant seats.

In August, a table reservation system for hostesses was launched, which is integrated with R-Keeper V7. This system provides a number of opportunities: view floor plans, manage the queue, send SMS notifications to guests that a table has become available (for example, if guests took a queue at a restaurant in a shopping center and went shopping). The program has a simple and intuitive interface with a convenient calendar and time scale. It gives the operator the opportunity to quickly select tables according to the required parameters, which restaurateurs determine in advance, for example, a table for smokers, for non-smokers, with WiFi, with a power point, by the window, etc. When booking a table for a certain number of people, the system itself calculates the length of time that the table will be occupied, based on statistical data.

When booking a table in advance, the system sends an SMS message about the time and date of the reservation. All SMS are sent automatically, since the identifier during booking is the guest’s phone number. It is also possible to automatically predict the waiting time - how long will it take for a table to become available. To do this, it is useful to know some things, for example, that the table ordered dessert, and that the table ordered a meal.

The reservation system allows restaurateurs to simplify the reservation and table management system, increase efficiency and level of guest service.