Fast-food chain "The Mansion" the first in Russia to offer quality ethnic cuisine, built on the single product — Russian pancakes. This has helped it to become the fastest growing company in the domestic fast food market
Restaurants — more profitable than the kiosks, the format for the development of the network, "The Mansion"
"Fine Dining uncompromising. Do you want the most delicious octopus in Moscow — welcome to the restaurant, such as "Gold" on Kutuzov, and you get it at the highest price in the capital. But to make the same quality Desks fast food, you have to constantly look for a compromise, "- says Mikhail Goncharov, owner of the network, "The Mansion", the third largest in the area of fast food in Russia after the "Wee-potatoes" and McDonalds. The combination of mandatory in fast food cost control and the desire for high quality made the company the fastest growing in the domestic market of fast food. In 2010, "The Mansion" in terms of growth (27% per year) ahead of other players in the fast food market, including McDonalds, and came, according to Western media holding CNN, the top eight in the world of fast food companies, the dishes are sure to should try to come into the country by tourists. The network "The Mansion" become profitable very quickly, some are already in the first month of work (for thirteen years was closed only a few stalls), today a turnover of more than 3 billion rubles. Despite the fact that while it is not the biggest fast food chain in the Russian market (which consists of 183 stores in Moscow and St. Petersburg, see Figure 2), Mikhail Goncharov intends shortly to turn the "Mansion" in the largest federal network and compete with global operators.
The idea of fast food Mikhail Goncharov contracted in early 1990, his first visit McDonalds. "The restaurant on Pushkin Square, just opened. Had to stand in line for several hours — says Goncharov. — And the fact that I tried was so amazing that I immediately make out a hamburger, trying to figure out what is the cause. And I was not disappointed: individually parts of it ended tasteless — too fresh patty, pickles too, incomprehensible roll … It was all about the right combination of them, and that they were served warm with sauce. The idea struck me as a genius, and I went to look for suppliers to do the same business — well, a copy of the chat! I found a supplier of biscuits, burgers and went to the director of a company that imported radio equipment, with this idea. But he did not support her. "
In 1998, Goncharov, while in Europe, saw what popular in London and Paris Creperie, and realized that too in Russia, then this traditional Russian food just might be an alternative to hamburgers. Gryanuvshy in August crisis ruined the firm, where he worked Goncharov, you had to create a new business — and that’s when the idea to combine the fast-food and pancakes.
Nothing like that in Russia at that time was not. Use the idea of affordable ethnic cuisine have already started in full: there were network "Crumb-potato", "Holy smoke," "Yadrena Matrona ‘. But all of them offer traditional snacks — potato, herring, mushrooms, salads, pickles, and with pancakes did not work anybody. The main demand in the fast food market had burgers, pizza and hot dogs that are sold to Western companies — McDonalds, Sbarro, Papa Johns, Stardogs, — well, yes cakes shawarma in kiosks near subway. On pancakes only specialized institution of expensive French Café de Paris — pancakes there were very high quality, great variety of fillings, but the average cost of meals was around 250.
Goncharov needed to understand what might be a demand for pancakes on fast food market. A mathematician by training, he approached the issue of system: I wrote a half thousand questionnaires and sent them to the employee on Pushkin Square. Questions in the questionnaire were unsophisticated, "What toppings do you like in pancakes?", "How much would you pay for a pancake, which will be filled accurately: 10, 15, 25, 50 rubles?" Etc. "With the amount of questionnaires went bust — Sociologists then told me that a representative sample would be enough and three hundred questionnaires — says Goncharov — but the questions were correct, they accurately reflect the demand. For example, it was found that the most popular is a pancake with cheese and ham, but then in Russia was nothing like this! Countrymen knew only traditional pancakes stuffed with cheese or meat. We also learned that for the most expensive pancake Muscovites are ready to pay 25 rubles. Meanwhile, while the pancakes were sold for five rubles. "
Realizing what product market need, the founders of the future "Teremok" it was necessary to establish the technology of its production. "I love gourmet restaurants. In typical fast-food I can not eat — not the quality, and full of chemistry, "- says Goncharov. From the very beginning, he wanted to make a very good product. Pancakes should be "home", that is, as much as possible far from the "stolovskih" — and in appearance, and taste. Was developed technological cycle night the chef prepares the dough and slice ingredients for fillings — cheese, baked ham, vegetables, and so on. By morning, all delivered to the kiosk, the pancakes are baked right in front of the guest. This approach makes it an accomplice of cooking — it was not from foreign competitors who offered the workpiece. Once the network "Crumb-potato" follow a similar principle of cooking: the eyes of the buyer baked potatoes, cut, and while it was falling out of steam, mixed with cheese and added salads, herring, etc. This principle is at the end of 1990 provided "Tiny-potato ‘rapid growth. But technology baking pancakes directly at the kiosk, on demand, the market was not there. Potters learned a few pancake plates from different manufacturers, but they are not allowed to bake pancakes diameter of 40 cm And just such a size needed to accommodate the necessary toppings. Finally plate was found, which was intended to heat the entrees. "Supplier told me that she was originally conceived as a pancake — says Goncharov — but bake pancakes for her no one could. We bought it, and of hardship: pancakes and really not baked, the dough is torn. We had to find the right batch — right ratio of flour, eggs, water and milk. We tried dozens of combinations. Was thought to adopt French recipes, but then it was abandoned, "the French" unleavened dough, no sweets, no air, which like Russian. As a result, the correct formula was found in the pre-revolutionary book Helena Molokhovets. A week later, we finally got the dough, from which managed to bake a real home-made pancakes. "
The owner of the network, "The Mansion" Mikhail Goncharov
The project actively participated Goncharova mother, Tatyana V. — so far it remains a chef network "The Mansion". "I cook — no way. The company should be the
person to whom you trust completely, who will always monitor the quality of products as well as he did this for himself ", — said Mikhail Goncharov.
Technology for the first time baking pancakes on Shrove Tuesday was tested in 1998. "We rented a booth at Poklonnaya Hill. The excitement began nesusvetny. Despite the fact that it was next to a lot of sellers with pancakes, and even three times cheaper. But the pancakes they were small, cold, and people did not take them, "- says the company.
Success at Poklonnaya convinced Goncharova, you can develop your own network. In the metropolitan council has been sent to the business plan, which details the project. Replied the head of council "Airport" — in the area in Goncharov has its first kiosk. Catering format used by western competitors, Goncharov then could not afford — share capital consisted of 100 million dollars (of which 70 million were borrowed), the money can be opened 6-8 kiosks. The new network is called "The Mansion" — it appealed to the Russian home cooking, to folk tales. Stalls were painted red and painted by khokhlomu. Sellers, dressed in traditional tunics, had to apply to the guests to as "sir" and "ma’am." "They never forced upon consumers, as is common in the western networks — says Goncharov — such behavior is not characteristic of our mentality as baseless smile. We inspire retailers that generate sales have not intrusive and discreet service right to the man wanted to come to the "Tower" tomorrow and the day after tomorrow. " Potters prefer to select their own staff. The main thing that people loved to cook, he says, no matter what: pancakes or soup. "Some things hard to teach. How, for example, to explain the feel of a good pancake? It either is or is not "- says Goncharov. But mostly in the "Towers" remained still not a service, and the pancakes themselves, "folk" — with caviar, "classic" — with sour cream and cheese, "Europeanized" — with foie gras and salad "Caesar", "youth" — small, with mushrooms and cheese. There were seasonal trends in summer — pancakes with crabmeat in winter — hearty pancakes with meatballs and pickled cucumbers.
FAST-FOOD WITHOUT CHEMICALS
Thanks to the successful concept of "Teremok" all new stalls started to make a profit for the first four months and even before, and at the expense of profit opened new points. However, to actively build up a network of kiosks did not work because of the policies of the Moscow authorities restricting street trading. Growth prospects have opened only in 2004, with the beginning of the rapid construction of shopping centers: the food courts are not allowed to open kiosks and mini-restaurants. But competition in this restaurant market was much higher than in the kiosk trade: it included such powerful players as "Sbarro", "Rostiks", "Crumb-potato", "Miracle Melenka." In addition, menus for restaurants needed more — more full, with soups and main dishes. In the "Towers", for the first time on the market of fast food, the technology was developed boiling soup — borscht, cream cheese, hash, and so on. Before that operators use only soluble sachets of soups. In addition, the "Towers" decided to give up the flavor enhancers, and add more natural seasonings — they cost the same, and use a lot more. "There are different possibilities to play with the flavor, do not use sauces and" chemistry ": for example, add the sugar in the soup, to the dough, which is what we do" — say in the company. Assortment added other traditional dishes and drinks — Guriev and buckwheat, fruit drinks, Uzvar. A full menu with the "first", "second" and "third" directly contributed "The Mansion" among competitors that offer European-style "truncated" version of the food. The number of restaurants increased by 30-40% in a year — they have appeared in all of Moscow’s major shopping centers. The volume of investment in the restaurant was several times larger than the opening of the kiosk: 120-200 thousand dollars. The revenue of each held steady at 2,000,000 rubles a month, it allowed to pay back every restaurant in two years.
Since the mid-2000s Goncharov has suspended development of kiosk networks, focusing on the restaurants. Today, they provide 90% of the turnover "Teremok".
In parallel, the Company is developing the market of St. Petersburg, where the first restaurant opened in the city center on Nevsky Prospekt. Was launched and a new manufacturing facility — the dough and fillings must be made on the spot. In the near future the company will open its first restaurant in Krasnodar, there will also be built and production department. From many regions receiving proposals on the development of the franchise "Teremok": partners are attracted little investment in new outlets and fast payback by strong demand for the usual national cuisine.
Broken NOT TO EAT CHEESE
Today, "The Mansion" is ripe for regional expansion. However, to develop business in the fast food market is becoming more difficult due to increasing competition. In the market growing foreign networks (Subway, KFC, Burger King), Russian ("Little-potato", "Obzhorny series", "Melenka") are active and online stores (Starbucks, Sosta, "Coffee House", "Chocolate") which partly compete with fast food. In the regional centers begin to develop local companies. The reasons for such activity in the dynamics of growth of demand in the fast-food: in the last year it grew by 11%, while the rest of the restaurant market remained stable. In fact, it is through this segment of the Russian restaurant market began to come to life after the crisis. "The consumer of fast food has changed. Increasingly, it’s the middle class who, when faced with financial difficulties, learned how to count money, "- says Ilya Politkovskaya, Director of External Communications, Yum! Restaurants International Russia & CIS (developing a network of KFC).
Baking pancakes on demand makes the visitor accomplice cooking. It does not have the foreign competitors using blanks in cooking
However, although the "Mansion" and began its regional expansion long after other operators, competitive pressures, he still does not feel — quality menu provides a high demand. It’s no secret that the cheapest ingredients — attribute of any fast food. This is due to low-margin business, which has forced many operators to reduce costs, including the expense of cheaper products. But a large network project can not be built so convinced Goncharov. He recalls how once one of the franchisees complained that the company is working with a very expensive cheese. He offered a cheaper supplier that offered beaten cheese, rejected by retailers. We will cut off the mold, said partner, grate cheese — all the same as in its three toppings! Others, they say, the network and do. "For us, this is not acceptable — says Goncharov. — And that suppliers are not inflated prices, we have for each product (flour, milk, eggs, fish, cheese, baked ham), we have two supplier
s. They compete with each other, tend to offer the best products. "
But even the presence of two suppliers often do not provide the quality needed "Towers." While the company can not, like McDonalds, interfere with technology partners and to dictate terms. "The Mansion" holds a regular microbiological studies. "We have been testing and regular suppliers: for example, we look, whether matured ratio of fats and carbohydrates in milk, which we believe is healthy. If not — change supplier. This happens often enough, stable supply in Russia is even more rare. Although the change of partners — not an easy thing for us, since it is necessary to rebuild the entire recipe "- say in the company. In choosing new suppliers "The Mansion" was originally prefers high-tech companies, and not the fact that the offer cheaper goods. "We are looking for manufacturers of salty red fish. Complex product, this fish if it is not implemented quickly, it becomes too salty. We went through many suppliers of fish and finally found a company "Fish ru" — they have the latest technology, perfect knowledge of the catch, staff in white lab coats, shoe covers. This provider is credible ", — says Goncharov.
In the "Towers" does not skimp on the details. Once the buyer has got the mushroom stuffing plastic chip. It was found that the chip breaks off from the container in which the supply is cut into pieces of mushrooms. Supplier recycles it hundreds of pounds of mushrooms a day, and if the chip will break away, fall into the membrane of the fungus, nobody finds. In principle, the supplier may use packaging that can not be chipped off — but the delivery time will be 50 cents more expensive. Potters to increase the price agreed, though usually fast food operators go for it reluctantly.
Damn against donut
Corresponds to the concept of key market trend: an increase in demand for natural products. Craving for natural Russians great — they believe that the domestic product is less than "chemistry." That is why foreign networks is quite difficult to develop a business here — no chance to lead the domestic market catering "Crumb-potato", and in five of the largest operators in the Russian fast food market is only one foreign company — McDonalds. Many Western chains after some time away from the Russian market, as did, for example, a network of Dunkin-Donuts, which sells unusual for Russians bagels, donuts. "Affordable domestic product — a win-win strategy — convinced Dmitry Levitsky, CEO Hurma Management Group (owns and operates networks Barney "Dolls Guns" and "Honey, I’ll call you"). — In the near future we are planning to launch a network of fast food, which will offer the dumplings in the cups, and look forward to rapid growth. " Moreover, pancakes in the national cuisine — the most profitable product: they have low cost, on average it is 15 rubles, while the average sales price — about $ 100. Besides pancakes can be a dessert and snack, they are combined with different types of fillings.
However, there is a "Teremok" and risks. Will not the narrow limits of the national cuisine? Today, the company’s weak position on related products and beverages. For example, the company uses instant coffee, while competitors have long been working on a rock. For relative risks are and the fact that "The Mansion" is not too fit into the trend of healthy food — pancakes dietary product will not name. However, the appearance of the menu "Teremok" low-calorie pancakes and salads hardly appropriate. "In McDonalds salads and carrot sticks are the least in demand. After all, people come there for the famous burgers, not the diet food ", — says Mikhail Goncharov.
Real risks, perhaps, in the other — the possibility of opening new outlets. With the arrival of a new mayor for the last year, the number of fast food kiosks in Moscow declined several times: only in the central region of the 350 existing points on the auction block in 2011 put up only 50. Many kiosk chains folded business. Thus, fast food can move in the capital only through the food courts in shopping centers. However, the construction of new shopping centers while suspended, and thus the opportunity to actively build up a business in the fast food chains are limited. And this is extremely important for the "Teremok": the high quality of the product is due not only to work with the best suppliers and raw materials, but also the presence of a large network.
Domestic fast food chain "Mansion" — the third largest operator in the fast food market in Russia after the "Wee-potatoes" and McDonalds. The company offers traditional Russian cuisine, especially pancakes. The network includes 183 power points (kiosks and restaurants — both its own and franchised) in Moscow and St. Petersburg. In 2010, the turnover of "Teremok" amounted to more than 3 billion rubles.