In Kiev, more than a thousand restaurants, hundreds of them – individual institutions, others – chain restaurants. In addition, even countless catering – both departmental and public. In Ukraine, according to some estimates there are more than 20,000 restaurants.
Catering – a huge market for the realization of mushroom, for its size even surpassing the implementation of supermarkets. But there is one thing. Or rather not even one, but a number.
Producers of mushrooms, with very few exceptions, today do not deliver their products to restaurants. But restaurants selling dishes from mushrooms, and have no particular difficulty with providing himself mushrooms. In most cases, the purchase fungi restaurants occurs in one of the following embodiments:
-on the wholesale market. Buyers of the many restaurants in the morning (or morning) go to the wholesale market, where buying mushrooms with vegetables, fruits and other foods. Thus, the commercial director of the wholesale market “Capital” in Kiev Vyacheslav Zabelin said that they had purchased nearly 400 restaurants, and restaurants for buyers to enter the territory of the free market.
– in retail.Many, especially the small, non-core restaurants buy their food menu in the retail trade. We met buyers restaurants in conventional supermarkets and retail markets. Typically, the main criterion for the choice of retail outlet where the purchase is made, it is situated in close proximity to the restaurant.
-purchase from distributors. There are a number of companies that organize the delivery of products in the restaurants, and they are always present in the range of fungi. They, in turn, bought the mushrooms directly from manufacturers or wholesale markets. By purchasing from distributors tend small chain of restaurants – so it’s easier to control the quality and financial flows than when the procurement markets.
It should be made a remark with respect to chain restaurants. Almost all of the chain restaurants Manufacturer fungi practically will not differ from non-network. Chain restaurants – this is usually a number of institutions operating under a common brand, which have the same standards of service, often – the same menu, the same level of service and the like. But purchases almost always leads each restaurant separately, and the provider is not much different from a non-network restaurant. But there are some differences.
So, before you start deliveries in the network of restaurants “trump card“, it is necessary to pass the stage of approval of your products a central network office. For this tasting is arranged, determined the pricing mechanisms approved by the standard contract. And only when the central office has approved you as a provider – you can go to some restaurants and to try to negotiate with them about the mushrooms supplies. In this case, they are absolutely no obligation to buy mushrooms from you – a preliminary procedure that you have been in the central office, only gives restaurants the right to buy from you, but not the obligation to do so. Prices, volumes, frequency of deliveries – you will agree with each restaurant separately.
Chain pizza “Celentano” in Kiev, there were only 32 restaurants and a day consumes more than 150 kg of mushrooms. But you need to bring the mushrooms in every single restaurant, and the scope of delivery, again will be from 3 to 6 kg / point. And, if you have signed a contract with the network, you will not be able to refuse delivery pizzerias, who bought three kilos, and make delivery only in points that book, for example, six or more kilograms – have to carry around.
Probably the biggest problem – small amounts of consumption of the fungus by each individual institution.Classic restaurant in Kiev “eats” a day for one to five kilograms of mushrooms, and agree to keep them no more than 2-3 days, which limits the amount of a supply range of 3 to 15 kg. Among the network of restaurants “Puzata hut” is probably the only network that has a distribution center, all the rest will have to deliver the mushrooms in every restaurant.
Naturally, most of the restaurants, when we first met, in addition to the quality of mushrooms, and the stability of supply will ask you for a payment delay, non-cash, VAT, documents the safety and quality. But here it is worth remembering that today the majority of them buys goods for cash, with payment immediately and without being accompanied by any documents, except, perhaps, the sales receipt. Therefore, VAT and delay – this is about what you can bargain.
Whether they want to see you restaurants, mushroom producer, as a supplier? The answer to this question is not unequivocal. We rang dozens of restaurants in Kiev and suggested the mushrooms from the manufacturer. Note that the availability of mushrooms from the manufacturer for the majority of restaurants proved a novelty, and with us willingly talked. The main advantages that buyers see the restaurants (very often – the chef), in collaboration with the direct manufacturer, it is a fresh product and its clear origin, as well as lower price because minuetsya at least one link in the supply chain. Naturally, with a lower price, we can strongly argue, well, fresh and clean product – yes, yes, and yes. At the same time, restaurants are aware that an additional supplier, which will be a month to deliver only some 100-200 kg of the product, and to do this, let’s say, for the supply of 10 – this additional overhead, reconciliation, acceptance, documents, and other movements in large quantities. And, of course, the restaurant is experiencing from this inspiration. Therefore, each restaurant will weigh for themselves the pros and cons of working with you, and make a decision. And, of course, your perseverance – the main thing that will influence the decision.
What are the advantages you work with restaurants? The main advantage – stability demand in this channel. Volumes very well predictable consumption – stable. Many restaurants in the summer, even increasing their purchases, gathering summer grounds. The second advantage – the ability to influence this demand. If you deliver fresh and presentable product, and sometimes even bother to talk with the chef, it is possible that you serve restaurants, a number of dishes with mushrooms will increase and consumption volumes will grow. If so, you may also be glad that benefited the mushroom industry as a whole – the more dishes with mushrooms will be in restaurants, the more mushrooms will buy for home consumption.
In addition, in some cases, restaurants will approach the second grade, and with proper understanding you can often manage to get him the same price as in the first grade. But do not start talking about it at the stage of signing the contract – the issue should be studied and discussed with the restaurant after a few deliveries.
Finally – good prices. Although the restaurants and will ask you on the stage of signing contracts a price that will disappoint you, believe that in the process you will be able to tighten it up quite a decent level.
But problems with the restaurants for many will not be less than the benefits. Began selling mushrooms in the restaurant you go into another business – logistics. Selling parties mushrooms from 100 kg to several tens of customers you can afford some inefficiency of the logistics, or even its absence. But if the party size is reduced to 15 or even up to 3 kilograms, the number of customers rose past a hundred, and the number of deliveries – a few hundred or even thousands per month – you have very, very carefully to do logistics. You need the appropriate transport that will be economical and compact – for easy parking, you need a system route planning system for receiving orders, and many other elements of the work, without which you can do in other situations. Even if not arrange check-invoices correctly, it can become a significant problem. If you need a day to take the goods, say, 30 restaurants, give everyone to sign two copies of the invoice, a tax invoice, certificate of quality – you have to be printed and signed 120 documents. Then we need to somehow be traced if they are returned, signed by the client, and if not – to take any measures. Without an automated system, it will be trouble.
Music Igor, the owner of the company – producer of mushrooms “Gelek-M” from Odessa, told us that his company has been supplying mushrooms to restaurants, but then refused it, mainly for logistical reasons. “Restaurants can be found in public places where it is difficult to park. Then you can wait for an hour chef, which should come out and take a mushroom. And all this – to sell two or three kilograms of mushrooms, “- says I.Muzyka.
The main features of “restaurant” logistics and sales, in our opinion, will be:
1.Your driver must be not only a forwarder, and sales representative. That he will bolshvsego contact the restaurant in person, and that he would have to understand how to develop a relationship with the point. This man is easiest to define a number of aspects of interaction with a restaurant or other similar selling point: whether the restaurant part of the fungus fly in the second grade, what packaging is optimal, is it possible to increase the volume of deliveries, reducing the frequency, whether it is possible to supply mushrooms to the restaurant more convient time for you. Very often, as it will be in charge of financial flows and at this point: the control of receivables, money back, etc. And it is – your main walking advertisement.
At the trade representative also lay down the obligation to develop the network, and it should be noted that if between point A and B on the route, there is a point B, you should think about the supplies there.
Accordingly, the driver – sales representatives must have relevant knowledge and experience, and your task – to create a good working environment and motivation for him.
Transport. Probably the only option for solving the issue of transport for the delivery of the fungus in the restaurants can be your own transportation. Or rather not so much matter whether the private transport – the main thing is the opportunity to sit behind the wheel of your own driver, whose function is described above. Of course, the truck has to be a refrigerator. And quite compact but roomy. 8-10 hour workday, one machine can ship the goods in 20-50 points, and their number will depend on the relationship in itself points and built from the route. Thus, the capacity of the refrigerator must be not less than 250-500 kg fungus. When choosing a transport should be considered as a return packaging will be, and how close to the town of your warehouse – whether the car can during the day several times to call the warehouse or has yet to pick up in the morning. We would recommend for large cities with more than 1 million inhabitants do not consider options vrodi vans Fiat Doblo or Renault Cangoo – believe me, you will not many. For these cities is best suited vans volume of 9-13 cubic meters.
3. Accounting and documents. We believe that this is one of the really important parts of organizing cooperation with HoReCa. Deliveries to this channel in order to be profitable, must include the determination of mass customers. We should not count on perfect order with the acceptance from your customers. Very often, not to wait for acceptance for a long time, it is necessary to leave the goods to the client without acceptance, without taking the signed documents. Sometimes it will not be able to ship the exact weight that is specified in the bill, if it is known to be discharged. And many other nuances. Therefore, at the first time to cost a lot of attention paid to the reporting and accounting systems, so that this process has not turned out too labor-intensive.
Summarizing the above, the question of whether the producer of mushrooms should be engaged in direct deliveries to the restaurants – has no clear answer “yes” or “no.” The beginning of deliveries to the restaurants and other catering establishments, is not likely to endure a slow, gradual development – this is the direction we must immediately develop a large number of resources, effort and time. The faster you gain a critical mass of customers in this segment and faster debug processes – the faster it will become profitable.
It is obvious that each individual producer fungi will have to decide for themselves whether or not to enter into a new direction for his sales. Closer to the answer “yes” should be those businesses that “all is well” in the more traditional channels. Go to restaurants out of despair, lack of money and the inability to sell their mushrooms in other places – is only likely to exacerbate existing problems. Selling directly to the HoReCa – more complex and costly piece than the supermarkets, wholesalers, wholesale markets and other usual way. But if you can organize deliveries to HoReCa profitably, you will become one of the pioneers, and it is possible for several years to provide itself a market advantage over its competitors, as it once was in those farms that were the first to pack up mushroom for supermarkets.
Maxim Yenchenko Yuri Kravchuk,
News Agency “Umdis”