Restaurant’s image as a factor of its competitiveness
The main task of the company’s image is to conform to the actually existing image and be directed at a specific group of consumers, while leaving behind the possibility of further development. That is why it can be argued that competition is not so much between types of products, as between their images, despite the identical range of services or products that are offered by different manufacturers. A vivid example of such image competition is the Tanuki and Yaposh chain of restaurants. The pricing policy of both networks is the same, in contrast to the same Yakitoria, which can no longer be put in line with the above brands precisely because of the high cost of the dishes offered, identical in all three named networks. Let’s return to the examples: Yaposha relies on family guests, after which Tanuki focuses on the same group of consumers, including a children’s menu and offering all sorts of exciting activities for children, who in turn lure their parents to this particular restaurant. The main concept of Yaposhi is to offer consumers both Japanese and European cuisine, giving the opportunity to choose. The slogan “Sushi and anti-sushi” is closely associated exclusively with this network. Yaposha makes his restaurant a cartoon-looking plump Japanese, Tanuki “dyes himself” completely orange, pours free fruit aperitif tea, he also compliments the restaurant and makes his business card a fictional magical animal resembling a cartoon hamster. Both networks almost simultaneously organize delivery service 24 and open several restaurants operating around the clock. Also, with a difference of several weeks, iTunes and Android applications start their work in both networks. A small part of the voluminous work carried out in both network giants only confirms the fact that in the struggle for the consumer, the one who created the more profitable and favorable image for the consumer wins. It is surprising that both networks each find their own group of consumers, however, without forgetting to develop. So, it becomes obvious that to have a tremendous personalized chef and delicious cuisine is not enough for today, and in order to retain customers you need a properly designed and planned image. And even despite the fact that many restaurants in the world manage to cope with this task, it’s not always possible to maintain the image of a “brand” establishment. An example is the Argentine restaurant “El Gaucho”. My acquaintance with this restaurant began in Israel, in the city of Eilat. This incredibly homely small restaurant with a refrigerator, where pieces of beef are appetizing, which you can choose for further preparation in the restaurant’s kitchen, a wine cellar with an excellent selection of wine and an atmosphere of simplicity and at the same time refinement of taste, able to conquer anyone. Therefore, it is not surprising that, after returning to Moscow, after some time I wanted to renew pleasant memories. Why did not work? It would seem that the details are observed, everything seems to be decent and beautiful, but the atmosphere was lost in the pathos and thirst for visual pomp to which they are so accustomed in the capital. By 2013, Russian restaurateurs recognized the need for individuality, ideas, and distinctive features of the restaurant. However, since the traditions of morning breakfasts in cafes or coffee house breaks are not popular in Russia, it can be said that the restaurant business is not fully developed. There are and widely demanded food courts in shopping centers. Most visitors prefer them over restaurants in the neighborhood. And this means that the fashion for “time-killers” only emphasizes the width of the competition boundaries of this business. After the adoption of a decree on the demolition of wheeled tents and kiosks by the mayor of Moscow, Sergey Sobyanin, on November 7, 2012, the demand for quick service only increased. That is why companies such as KFC Rostiks, Mc’Donalds, Burger King, Burger Club, Subway are becoming increasingly popular with fans for a quick and satisfying meal. It can be noted that the market in this segment is not yet saturated and people (especially residents of large megacities) do not like to waste time on a long meal. In addition, for many residents it is economically advantageous, since prices in fast-food establishments are much lower than in stationary restaurants. A promising direction can be called mini-coffee shops and bakeries with their own production. The latter are gaining popularity due to fresh products, a small assortment that does not make the guest choose for a long time and, finally, the already noted atmosphere in such establishments plays an important role. As a rule, this is a hint of a friendly hospitable house, where the menu is written with chalk by hand on the blackboard, which creates a feeling of kindness, warmth and openness. The smell of fresh bread, coffee and tea also causes only positive emotions among the guests of the bakeries.