Restaurants in shopping complexes. How to open a cafe in the mall. When to start negotiations on the opening of a cafe in the shopping center

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The interior design of Cafeina cafes was designed by talented masters and Studio designers Mode: Lina. It is located on the first floor in the Mallwowa Shopping Mall shopping and entertainment center in the Polish city of Rorzvevo, which attracts close attention and public interest.

Specialists managed to realize a cozy home design with modern notes, which allows visitors to enjoy the meal, pleasant pastime and recreation in wonderful conditions.

At the same time, for the design of the room, they used a contrasting black and white palette, which makes it possible to form a dynamic and expressive atmosphere.

Textured wood in the decoration of the walls and furnishing fits remarkably in strict and concise decoration, and also fills the space with warmth and comfort. In the central part of the hall there is a large spacious table with a fireplace.

Above him, experts have established an unusual attachment that personifies the roof of the house.

The interior is complemented by a tile laid in the form of a carpet, as well as a headset that resembles traditional cuisine. Architects used in the decor a variety of lamps are not only modern, but also vintage.

In combination with unmatched home accessories and items, they attach brightness to the room.

  • Designated by Masters Paweł Garus (Pavel Garus), Jerzy Woźniak (Jerzya Wozniak), Justyna Wasiluk (Justina Vasilyuk) and Kinga Kin (King Kein).
  • Photographs are executed by Marcin Ratajczak (Marcin Rataychak).
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Andrei Petrakov, RESTCON

Good shopping center

A good shopping center is an excellent source of customers for a cafe placed in it. Moreover, a guaranteed source. But, only if it is a good shopping center.
A good shopping center is a high attendance center. This is one of the main characteristics when choosing. And, second important characteristic - This is the level of shopping center. Like restaurants, shopping centers are calculated for different price categories and, accordingly, different groups consumers.

Attendance of the shopping center

The problem is that all this becomes apparent after opening. And, if with the price level of the shopping center everything is more or less clear, then the forecasts of attendance are not obvious.
In general, of course, when planning a shopping center, a professional developer tries to find an optimal placement place and calculate its attendance. In practice, this is not always possible. Limited quantity good seats By building makes investors in the construction of being not too legible.
Therefore, there are many shopping centers whose attendance and a couple of years after the discovery is such that even rental holidays are not saved by their tenants.

All this means that forecasting the number of visitors to tenants will have to take into their own hands, and forecasts management company TC take note. And, if the network restaurant concepts have their own standards and criteria for choosing a place and room, then small networks or single cafes choose, rather intuitively, mud.
As a rule, the more the shopping center, the more he attracts visitors. Although, of course, much depends on the specific city, region, competition. For large cities, it is better to pay attention to shopping centers from 20 thousand sq.m. This is not a guarantee, of course, but the likelihood that they will be more sought after buyers - above.

When to start negotiations on the opening of a cafe in the shopping center

The management company begins the selection of tenants in the shopping center long before its discovery. Usually - for the year and a half. And if you want to get a place in mall, then it is necessary to make a preliminary decision on lease at this stage. Free places before discovery - rarity, even, rather, an accident when someone from the already formed belt pool refuses.

Here is one story

The shopping center exists more than a year. The shopping center has a pizzeria cafe. Revenue per day - 10-12 thousand rubles., Or 300-350 thousand per month. The staff - about 200-220 thousand products - approximately 27%, or 80-95 thousand rubles. Total remains 20 thousand rubles. And this is excluding rental and other necessary expenses. There is a loss that did not cover even a temporary decline in the rental almost to zero. Of course, it would be possible to assume that this is the result of some internal problems of the cafe, but literally all operators experienced similar difficulties. The revenue of the network coffee shop in the same shopping center located on the main flow of buyers was only 5-6 thousand rubles. in a day.
The shopping center was just too few visitors.


Dependence on the shopping center

And this a big problem. If the cafe is on the street, then he has more chances to attract additional clientele, if the revenue is insufficient. Being in the shopping center, the cafe almost completely depends on visitors who attract the shopping center itself.
Therefore, a place in the shopping center can mean both practically guaranteed success and guaranteed failure. Last, still less.

Not necessarily be a network to open in the mall

Many investors believe that renting a place near the cafe in the shopping center is the prerogative of the promoted network projects. And, in many ways it really is. Managers companies really consider them as major tenants. So, for example, Food Court is one of the anchors of the shopping center and attendance of the entire shopping center depends on the quality of its filling. Therefore, the managers of shopping centers primarily offer places of proven, well-known network brands, naturally, they have the opportunity to choose best places.
But little-known, including single projects, also have a chance to go to the mall. In fact, this is quite solved. Just need to comply with a number of conditions.

Basic principles of compliance with the requirements of the shopping center

  1. It is necessary to correspond to the level of the shopping center. This is not so much about the price level, how much about the quality filling of the concept of the cafe.
  2. It is necessary that your offer does not intersect with other concepts. However, in some, usually large shopping centers are quite possible to place several similar concepts.
  3. The concept of design should fit into the overall decision of the shopping center, comply with the quality of materials, design solutions.

it general requirements. To communicate with representatives of the management company you need to prepare good presentationwhich you will send by e-mail.

What should be in the presentation for the management company of the shopping center

The presentation needs to include the main parameters of your cafe. Such as the:

  • Signboard / logo
  • Menu - Fully or Main Positions
  • Plan of equipment arrangement
  • Electricular requirements, water consumption and ventilation
  • Design concept trading point (sketches, if it is the first one cafe or photos already operating)
  • Short description Concepts: who in target audience, revenue forecast, company description and its experience in business catering

After that, it is necessary to choose shopping centers at the construction and set of tenants and contact the managers. Large operators (management companies) are not so much. As a rule, each of them is engaged in several shopping centers at once. So, having agreed with one company, you actually can get a pass into several shopping center.
And, of course, it makes sense to leave applications in already working shopping centers. Rarely, but also there is a change of operators.

A good shopping center is a high attendance center. This is one of the main characteristics when choosing. And, the second important characteristic is the level of shopping center. Like restaurants, shopping centers are designed for different price categories and, accordingly, various groups of consumers.


Attendance of the shopping center

The problem is that all this becomes apparent after opening. And, if with the price level of the shopping center everything is more or less clear, then the forecasts of attendance are not obvious.

In general, of course, when planning a shopping center, a professional developer tries to find an optimal placement place and calculate its attendance. In practice, this is not always possible. A limited number of good places for building makes investors in the construction of being not too legible.
Therefore, there are many shopping centers whose attendance and a couple of years after the discovery is such that even rental holidays are not saved by their tenants.

All this means that the prediction of the number of visitors to tenants will have to take into their own hands, and the forecasts of the management company TC take note. And, if the network restaurant concepts have their own standards and criteria for choosing a place and room, then small networks or single cafes choose, rather intuitively, mud.

As a rule, the more the shopping center, the more he attracts visitors. Although, of course, much depends on the specific city, region, competition. For large cities, it is better to pay attention to shopping centers from 20 thousand sq.m. This is not a guarantee, of course, but the likelihood that they will be more sought after buyers - above.


When to start negotiations on the opening of a cafe in the shopping center

The management company begins the selection of tenants in the shopping center long before its discovery. Usually - for the year and a half. And if you want to get a place in the shopping center, then it is necessary to take a preliminary decision on lease at this stage. Free places before discovery - rarity, even, rather, an accident when someone from the already formed belt pool refuses.


Here is one story

The shopping center exists more than a year. The shopping center has a pizzeria cafe. Revenue per day - 10-12 thousand rubles., Or 300-350 thousand per month. The staff - about 200-220 thousand products - approximately 27%, or 80-95 thousand rubles. Total remains 20 thousand rubles. And this is excluding rental and other necessary expenses. There is a loss that did not cover even a temporary decline in the rental almost to zero. Of course, it would be possible to assume that this is the result of some internal problems of the cafe, but literally all operators experienced similar difficulties. The revenue of the network coffee shop in the same shopping center located on the main flow of buyers was only 5-6 thousand rubles. in a day.

The shopping center was just too few visitors.

Dependence on the shopping center

And this is a big problem. If the cafe is on the street, then he has more chances to attract additional clientele, if the revenue is insufficient. Being in the shopping center, the cafe almost completely depends on visitors who attract the shopping center itself.

Therefore, a place in the shopping center can mean both practically guaranteed success and guaranteed failure. Last, still less.

Not necessarily be a network to open in the mall

Many investors believe that renting a place near the cafe in the shopping center is the prerogative of the promoted network projects. And, in many ways it really is. Managers companies really consider them as major tenants. So, for example, Food Court is one of the anchors of the shopping center and attendance of the entire shopping center depends on the quality of its filling. Therefore, managers of shopping centers primarily offer places of proven, well-known network brands, naturally, they have the opportunity to choose the best places.

But little-known, including single projects, also have a chance to go to the mall. In fact, this is quite solved. Just need to comply with a number of conditions.

Basic principles of compliance with the requirements of the shopping center

  1. It is necessary to correspond to the level of the shopping center. This is not so much about the price level, how much about the quality filling of the concept of the cafe.
  2. It is necessary that your offer does not intersect with other concepts. However, in some, usually large shopping centers are quite possible to place several similar concepts.
  3. The concept of design should fit into the overall decision of the shopping center, comply with the quality of materials, design solutions.

    These are general requirements. To communicate with representatives of the management company, you need to prepare a good presentation that you will send by email.

What should be in the presentation for the management company of the shopping center

The presentation needs to include the main parameters of your cafe. Such as the:

  • Signboard / logo
  • Menu - Fully or Main Positions
  • Plan of equipment arrangement
  • Electricular requirements, water consumption and ventilation
  • Concept of the design of the trading point (sketches, if it is the first one cafe or photo already operating)
  • Brief description of the concept: who is in the target audience, revenue forecast, company description and its experience in public catering

Local food technique

How to Gastro-citizen to open a point in the mall?

Instructions for use

Natalia Ponomareva, independent expert

More than seven years of work in the catering market. Dealt with the conclusion and promotion on russian market American and European fast food concepts. Specializes in Marketing QUICK SERVICE RESTAURTS.

So, you came up with your business. For your shoulders, successful experience of participation in several festivals of food and a number of other thematic events. However, even a constant participation in specialized food markets is unlikely to provide a stable income. At a certain moment, you are naturally a question about how to develop your hobby into a business, open or not the first constant point, and if you open, where.

One of the most logical options see the work on the food court of the shopping center, because this format is the most common view of the location of restaurants. quick Maintenance in the world.

Planning

First of all, it is necessary to realize that the opening of a constant point in the shopping center is a very responsible step associated with serious financial risksTo which you should be prepared. Even before you begin to study the rental market for retail space, you should plan planning. Under this blurred concept, primarily implies a set of activities on organizing logistics, simplifying and regulating the process of cooking, developing pricing policies, staff training, preparation of marketing activities. At the same time, it is necessary to determine the size of the average check.

All this data will help you create a financial model of your business and prepare several development scenarios (be sure to prepare three: pessimistic, realistic and optimistic). With their help, you will define the amount you can spend on rent, and you will also evaluate the development of the restaurant in the future.

Choosing a shopping center

Starting room selection, you will face a lot of offers and opportunities: the rental market is now experiencing not the best times, and real estate owners are maximally interested in both platform tenants and in bright and unusual concepts that will attract new visitors. In this regard, spend time to create an informative presentation describing you and your guests to make an appropriate impression on the representatives of the shopping center and to overtake an additional discount.

At the same time, an objective assessment of your target audience will allow you to find the right answers to the questions: will the success of your super-ecked vegan fitness bars on the food court of the outdoor shopping and entertainment center will be successful, or whether those unique burgers will appreciate the sauces for which you are so painstakingly developed Visitors overswined by the giants of the Fastfud market of shopping centers.

At the same time, it is necessary to take into account the realities of the rental market for premises in shopping centers.

In the most demanded shopping centers, there is a queue from tenants. As a rule, these are large networkers who want to take a place on a profitable food court. In addition, the shopping centers themselves wish to see large network companies among their tenants. This is explained by the fact that the behavior of large companies is more predictable, and their brands themselves attract customers who, thereby fill visitors a shopping center.

Despite the "not very positive picture," gastro-enthusiasts have every chance to get into the most demanded shopping center. The main thing is to correctly evaluate your strength and in the right key to present information about yourself.

The price of rent vary from 100 000 r. up to several million per month. It all depends on the size of the area and passability of the shopping center. For example, in Mega, you can rent an area of \u200b\u200b100,000 p. per month, but for 200 m2 will come to give 1.5-3 million rubles. The main thing is now everyone is open to communication.

Methodik

So, you chose several proposals that are suitable for you in one or another criteria. Go to the shopping center and start learning the Food Court faced. For the analysis it is necessary to spend there at least two days: one weekday is necessarily (not Monday and not Friday) and one day off. Come to the opening and take the most comfortable table to see the whole room.

First of all, you need to determine the purchasing power of a particular food court. To do this, it is necessary to calculate an approximate number of purchases (transactions) from the main players. In addition to the decision on opening, such statistics will help you to determine the strong and weak sides Your future competitors, create a relevant menu and get acquainted with your guests.

To start determine the Food Court leader(The concept in which the greatest number of guests is), consider it transactions to the "morning hour". In parallel or, if the number of people is very large, in the next morning hour, consider the transactions of other players. The same must be done in the "lunch hour" and "Evening Hour". Also pay attention to the average check mark and the Food Court guests. Remember that the more you manage to collect, the more accurate your forecasts will be.

Using the data obtained, determine the share different concepts On the food court and their approximate turnover, as well as the average check indicators. Title the results of the study with your financial model. Take a decision about opening a point only if you leave at least an realistic script!

Studying food courts, you not only collect data on possible sales, but also start knowing your potential guestYou understand which audience you will have to work with: whether you have the main sales at the expense of the staff of the nearest offices, or it makes sense to direct efforts to study the children's menu, since the most numerous audience is families with children.

At the same time explore the neighboring center areas, Look at what surrounds it: schools and institutes, offices or just residential buildings. All this will help you subsequently choose the right direction to promote your point.

Lifehak: It is advisable to choose shopping centers that have "business lunches" - employees of the offices will provide you with a stable demand at any time of the year, even when the main audience will be discouraged by citizens and resorts.

Lifehak: Island accommodation is usually much cheaper than standard accommodation on Food Corts. If your concept allows you to prepare food without serious technological equipment And you do not need big warehouses, the island offers will be a good solution! The same option can be optimal for the opening of a little-known startup in the most popular shopping centers with high rental rates.

Treaty, Building, Opening

As a rule, shopping centers have the two most common treatments: the first suggests a fixed rate, within the second, a small fixed fee is provided and the percentage of turnover of the trading point. Try to agree on the second version - it will be less painful for you with a pessimistic scenario.

At the conclusion of the contract, do not forget about such a thing as rental holidays, that is, the period for execution repair workduring which the rent is not charged (as a rule, it is 1-2 months).

It should be understood that in addition to rental rates, many shopping centers have "hidden payments". In addition to the standard and understandable "communal", we are talking, for example, about such services, like harvesting hall, garbage collection, protection, disinsection or landscaping, etc. It is important to find out about them before signing the contract, since this kind of payments can be up to 30 % monthly rental rates. Such an agreement is usually recorded in acts on the delimitation of operational responsibility, within which it is determined, for which aspects the landlord is responsible, and for which you are.

After the room is selected and the contract is concluded, proceed to the development process. First, find out all the requirements of your shopping center to this process.

Each shopping center has a list of documents that will need to be provided at various stages of development (for example, only for creating a sign must prepare at least two projects - technical and electro).

It is important to understand in advance what can be saved in many works, and to vote all points at the stage of concluding contracts with contractors. For example, discuss the need for not only production and installation with manufacturers of signs, but also the creation of the necessary documentation for free.

The equipment is more profitable to purchase from one supplier - it will make it possible to negotiate with him about discounts and / or free installation, as well as on the preparation of the necessary documentation for the shopping center. Although, of course, the equipment can be acquired in different companies, setting it up with a familiar technique and acquiring the project separately (at the same time, the price of creating a project on average is 30,000 rubles). The same scheme will be relevant when choosing companies that will make you repair and wiring by electric.

At the stage of concluding a contract, carefully take questions to connect to the exhaust, air conditioning and fire extinguishing system. In addition to the fact that each shopping center has its own requirements, the practice shows that these work is one of the most expensive. Keep in mind that often shopping centers provide their profile specialists, of course, not free.

 

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