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Like restaurants skimp on the guests and why it’s not always a bad thing?

Experts in the restaurant sector continue to share with Restoran.ru their observations. This time Dmitry Honyak, restaurateur, owner of the chain and franchise “Sushi gourmet” told us how to save restaurants on a visit and why it benefits both guests and entrepreneurs.

Dmitry Honyak,
restaurateur, owner of the network and franchise “Sushi gourmet»
Remember the moment in the movie “what do men talk about” when one of the characters talks about visiting a restaurant? About the feeling when the doorman is about to ask: “What are you doing here?”. Unfortunately, many people in our country still maintain the stereotype that restaurants are expensive and inaccessible.

In fact, now everything is changing, there are more and more enterprises of average price level, but of high quality, with which restaurants are becoming more difficult to compete. In these conditions, the restaurants themselves are ready to look for ways to reduce the cost and price of the finished dish for the guest. And it is not necessary (even disastrous for business) to use the way of deterioration. There are many tools to reduce costs, with which you can maintain quality and attract more customers.

The formation of the cost of meals for the guest begins at the design stage of the restaurant: the choice of equipment, repair and furniture, audit contractors. For example, you can buy an expensive Italian table-refrigerator or find a domestic analogue with the same characteristics. Perhaps the depreciation period will be less, but the difference in price will make the dishes cheaper, faster to recapture investments and in 2-3 years to buy a new one. With the development of technology by this time there will be new chips in the equipment that will make it easier to work with.

Restaurateurs can reduce costs at the initial stage with the help of non-standard approaches. For example, now popular loft style. I know restaurants where furniture is made of pallets – a stylish and inexpensive solution. Or the acquisition of own Piestany for growing positions, expensive to purchase and difficult to find in season – rosemary, mint, or any herbs. In this case, the guest receives fresh products and does not overpay.

In General, the freshness and quality of products for an entrepreneur who wants to stay in this business as long as possible should be in the first place. In the most successful Michelin-starred restaurants, managers choose their own products. This is the standard to which you need to strive, working at any level. One of my franchisees every morning independently goes to the market and buys vegetables for each of the enterprises to be sure that the product which will be on a table at the guest, that quality on which he counts.

Of course, the restaurateur can use all these tools and at the same time leave the output price much higher than the average. I believe that this is not the most successful model in catering. Here we are talking about the approach to the business of this entrepreneur. In my opinion, it is worth striving for a win-win strategy, when everyone wins – both the owner and the guest. Guests every year become smarter, more inventive, spoiled – you need to be able to adapt to it.

How to understand what approach the entrepreneur uses? Only on your own experience or on the basis of reviews on trusted resources (otzyv.ru, www.tripadvisor.ru, restoran.ru). But reviews – it is very subjective. Some businesses may have undeservedly low ratings because the reviewers did not find what they expected. It is necessary to pay attention not only to the ratio of good and bad reviews, but also to their content, and according to the criteria that are important for you.

First of all, of course, you need to trust yourself and not be afraid to try. Restaurant premium quality at an affordable price is now quite real. And if you really want to go to an expensive restaurant, a glass of wine and salad can afford almost any guest. This experience is also needed to understand what to compare.

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