Fresh bar (also called a juice bar or smoothie bar) is a relatively new phenomenon on the market, which arose on the wave of consumer interest in healthy eating. It is a stationary or mobile catering point where freshly squeezed juices and juice-based cocktails are prepared and sold. In developed European countries, smoothie bars are wildly popular. In the United States, the total annual income of businessmen employed in this niche is over $3.5 billion.

In summer, a huge number of Russians prefer to quench their thirst with cool, 100% natural juice, so the idea of ​​​​opening a fresh bar promises a good income with a relatively small initial investment (from 300 to 500 thousand rubles). At the same time, the direction is only gaining momentum - for sure, only a few of the shopping centers in your city can boast of such establishments.

Where is the best place to open a fresh bar?

A point of sale of fresh drinks can be opened on a small retail space(4-6 m²). The main condition is high traffic of potential buyers. To target audience include everyone from children to the elderly.

The most profitable places are:

• shopping and business centers;
• railway stations, airports;
• cinemas;
• sports clubs, fitness centers;
• Beauty Salons:
• hypermarkets;
• markets;
• amusement parks;
• beaches;
• embankments.

Often you can stumble upon an outdoor fresh bar in a car dealership or at some event (presentation, exhibition). But most often - in a shopping center right in the middle of the aisle. Juices and cocktails spoil quickly - within half an hour, drinks lose some of their useful properties and taste, so they are prepared in fact - in front of the buyer. And therefore, in a high-traffic area, where consumers can observe the process of making smoothies, the demand for products increases significantly.

In the shopping center, airport and other closed premises, you can sell drinks in winter, outdoor season - the period from late spring to early autumn. So either consider the business as seasonal or expand the range - so that there is something to offer at any time of the year. Entrepreneurial businessmen seek to immediately open a network of outlets in different parts of the city. Otherwise, an impressive share of the profit will go to the maintenance of one point.

Curious fresh bar design ideas

In any business, you can and should be creative, and even more so in this one. A wellness and vitamin bar will become even more profitable if it immediately attracts the attention of consumers. This can be achieved with the help of creative design of the trading place.

Option one - a hut with a thatched roof. Stylish and unusual. Make a wooden structure with a counter, order a straw canopy - and you're done. Brightness will be given by details - like a fruit dish, colorful posters with products.

An outlet in a shopping center can be decorated with artificial palm trees, tropical flowers and other "Mediterranean" attributes. If it's a mobile juice bar, sell drinks in a van. Make a showcase on one side, a window for communicating with customers - this will be very original.

Smoothie bar assortment

The main menu of the fresh bar includes freshly squeezed fruit and vegetable juices, mixes and smoothies (a thick drink made from a mixture of fruits, berries with ice, milk or juice). But you should not stop there - the more assortment you offer, the better.

You can offer buyers:

• tea, coffee, hot chocolate;
• milkshakes;
• ice cream;
• mineral water;
• light snacks and desserts.

Some entrepreneurs went even further and began to sell extracts of medicinal herbs. They are positioned as natural and more effective analogues of dietary supplements and vitamin complexes. And in Japan, fresh bars also sell organic cosmetics. The majority seeks to make money on common fresh juices - orange, grapefruit and apple.

The traditional bar offers customers from 20 different juices from both fruits and vegetables.

Fresh bar equipment

Equipment is the main item of expenditure. For a traditional point you will need:

• universal juicer:
• juicer for individual fruits (citrus fruits, pomegranates);
• blender;
• mixer;
• tools for cleaning fruits and vegetables;
• refrigerators;
• bar counter;
• ice generator;
• showcase;
• cash equipment;
• coffee machine;
• work cabinets.

It is advisable to purchase equipment from a service provider. In this way, you protect yourself from long downtimes and additional repair costs in the event of instrument failure.

If the area allows, you can put tables and chairs for visitors. As for utensils, disposable is usually used. Sometimes glassware is used, but then the fresh bar already belongs to the field of catering, and not catering.

Staff

Optimally - to hire two sellers who will work in shifts. Recruitment is not an easy task, because profit directly depends on the quality of service. Give preference to open and friendly people who can interest the buyer in the assortment and cause a desire to buy. Take care of stylish uniforms.

There are no special requirements for personnel. There is nothing complicated in the work, so everyone can be trained. Wages are usually formed from salary and a percentage of sales (up to 10%).

Marketing

Purchases in fresh bars are made spontaneously, therefore a clear consistent advertising strategy difficult to implement. The most important marketing component of a fresh bar is the design of a point of sale. Come up with an original name and make a bright stylish sign. Design the sales area in such a way that it attracts attention. Further, the supply of the assortment and the professionalism of the seller “are used”.

In order for as many people as possible to know about the smoothie bar, you can distribute flyers in the area where it is located. It is important to think over the assortment to the smallest detail. A varied menu of popular drinks is a guarantee of high income.

Documentation

If you are self-employed, it is best to register as individual entrepreneur. Such a form of business as an LLC will be required in cooperation with investors or partners.

After registering an individual entrepreneur or LLC, you need to:

• Get registered with the tax office.
• Select the type of activity (OKVED). Classic - production of fruit and vegetable juices and serving drinks.
• Get a TIN, approve the taxation system.
• Obtain permission from the State Fire Supervisor.
• Register with social, medical, pension funds.
• Obtain permission from the SES.
• Register cash register.
• Open a bank account.
• Draw up a lease agreement.

Fresh bar in the shopping center will not require permits from the fire department and the Sanitary and Epidemiological Station. When opening a fresh bar in a separate room, more efforts and costs are needed. Probably will have to carry out repair and design work.

To obtain a permit in the SES, the following documents are needed:

• List of sold goods (in 3 copies).
• Sanitary certificate for the building.
• Sanitary passport for transport.
• Contract for disinfestation and deratization.
• Journal of disinfection work, registered in the SES.
• Waste collection agreement.
• Sanitary records of each worker.
• Building lease agreement or proof of ownership.
• Registration certificate.
• Project of redevelopment or reconstruction of the premises (if necessary).
• Sanitary and epidemiological station permission to open.

Also, a technological project is approved in the SES.

Profitability and payback

To make it clear why selling fresh juices as a business is so tempting, consider grapefruit juice (one of the most sought after) as an example.

• A kilogram of grapefruits costs an average of 90 rubles.
• The average price of a glass of grapefruit juice in a smoothie bar is 150 rubles.
• The average price of a liter of grapefruit juice in the same place is 750 rubles.
• It will take 1.5 kilograms of grapefruits or 135 rubles to prepare a liter of juice.

Profit: 750 - 135 = 615 rubles.

Impressive, isn't it?

And now let's imagine detailed business fresh bar plan with calculations.

Cost items to start:

Let's say that in a day you will sell 35 freshly squeezed juices and mixes for 150 rubles, 15 cocktails for 200 rubles, and other products worth about 3,000 rubles. The daily profit will be 5,250 + 3,000 + 3,000 = 11,250 rubles. Monthly - 337,500 rubles.

Monthly expenses for raw materials, taxes, wages, rent - 125,000 rubles.

Net income - 212,500 rubles. Payback will be achieved in about 3 months.

Conclusion

The main law of fresh business: the wider the assortment, the higher the profit. Before opening, it is imperative to draw up a business plan with a detailed analysis of the competitive environment, industry development prospects, with data on initial investments and monthly expenses, calculation of profitability and payback. First of all, it is worth studying what fresh bars are in your city and specifically in the place where you plan to open a point. Two smoothie bars in one shopping center is tolerable, but two bars at the entrance are already critical.

Success depends on the location, range and quality of service. The advantages of the business include a quick payback, high profitability, regular demand (when trading in closed areas). The risks are the prejudice of the audience that freshly squeezed juice is an expensive luxury product, as well as the high cost of raw materials, dishonesty of suppliers.

As you know, today healthy lifestyle life has become one of the hottest fashion trends. More and more people are starting to engage in fitness and refuse fast food and other products of little use, and even harmful to the body. In this regard, freshly squeezed juices, or fresh juices, have become very popular.

So, people who monitor their health are already cautiously looking at packaged drinks sold in stores. Taking into account this trend, it is possible to construct a very profitable business selling freshly squeezed juices. Moreover, the competition in this segment is not yet so great, and the profitability of such a business is quite high. We will talk today about how to draw up a business plan for a fresh bar and bring it to life.

History of the freshly squeezed juice business

The idea of ​​fresh bars came to us from America, where the first institutions of this kind appeared in the 90s of the last century, as opposed to the numerous fast foods invented there. Thus, entrepreneurs have contrasted tasty and healthy juices with harmful and fattening drinks and foods. Fresh bars came to us at the beginning of the 2000s and immediately began to gain popularity quite rapidly.

Preparation of the necessary documentation

If you decide to open a bar business based on freshly squeezed juices, then the easiest way is to register as an individual entrepreneur. If the business will grow rapidly or if you plan to open a business with a partner and co-founder, then it makes sense to choose a form of partnership with limited liability. Get ready that it will take you some time to register (usually about a month).

The business plan for a fresh bar should also provide for obtaining permits from the sanitary and epidemiological station and the fire department. The complexity of this procedure will depend on the location of your point.

So, if you organize a bar in a large shopping and entertainment center, then most likely you will be able to complete all the formalities in a short time. After all, when such an object is put into operation, as a rule, it immediately provides for the possibility of opening points for the sale of drinks, for which the administration must have the appropriate permits.

How to open a fresh bar: business features

The main question that beginner juicers ask is the need to find out: does it make sense to open a separate outlet or would it be better to organize a whole network at once? The opinions of experts on this matter differ. So, some believe that if you are lucky with the location of the fresh bar, then it is quite possible to get by with one point.

Others are sure that it is necessary to start exclusively with a network that includes at least three places selling freshly squeezed juices. In this regard, when drawing up a business plan for a fresh bar, the future entrepreneur needs to make this decision on his own, which, by the way, will largely be determined by the size of his starting capital.

Choosing a location for the location of the outlet

Due to the fact that products of this kind are not cheap, and not everyone can afford freshly squeezed juices and cocktails, a fresh bar, ideally, should be located near expensive shops and fitness clubs. In addition, we recommend taking a look at big supermarkets and shopping and entertainment centers, as well as water parks.

Of course, renting retail space in such establishments is expensive. But due to the fact that your point will consist of only one bar counter, you will need no more than 5-6 square meters near the wall. Moreover, experts recommend organizing a square rather than an elongated point. It will be much more convenient for the seller to work on such an area.

Fresh bar decoration

After you decide on the location, you should pay more attention to the design of your outlet. After all, in order for a potential client to pay attention to it, it is necessary to design it in an attractive, bright and original style. In this regard, the development creative idea for a bar should be an integral part of your business plan.

Range

Experts in this case argue that grapefruit, pineapple, orange and carrot juices sell best. At the same time, the undisputed leader is orange fresh. In general, at the initial stage, it is recommended to include at least seven positions in the assortment of your bar: three juices from citrus fruits (orange, tangerine and grapefruit), as well as apple, pear, carrot and beetroot.

It should be borne in mind that when you include drinks from root vegetables in your menu, you will need to equip them to clean them. vegetable shop. Therefore, the best option would be to select a supplier who will deliver you already cleaned products, from which all that remains is to make juice.

Fresh bar equipment

The main unit for the production of fresh juices is a juicer. You will need several of them: for citrus fruits and pomegranates, as well as centrifugal and auger. One juicer cannot be dispensed with due to the fact that it is impossible to squeeze juice from different raw materials equally well on a device of the same type.

For example, small berry seeds can very quickly clog the cells of a centrifugal unit, as a result of which the personnel have to be constantly distracted by cleaning it.

Due to the fact that orange juice is the most popular, it is necessary to immediately allocate a separate device for its production. Today on the market there are units for making fresh oranges that require minimal human intervention. However, they are not cheap, and at the initial stage of the business it does not make sense to buy them.

If your plans include making smoothies, then you will also need to purchase blenders, a refrigerator for storing ingredients, a freezer for ice and ice cream. It will also be very good if you can bring a water supply to the point. After all, there is always a need to wash your hands or rinse fruits, vegetables and measuring cups again.

Staff

If you are planning to start a family bar business, then at the initial stage you can do without hired employees. However, keep in mind that the entrepreneur himself should not stand behind the counter, as he will have enough worries without it: contracts with suppliers, building relationships with inspection and regulatory authorities, the landlord, etc.

The business plan for a fresh bar should ideally include two sellers for one outlet. It is desirable that they work, replacing each other in a week. Such a scheme is very convenient for both the owner and employees. At the same time, the seller submits a cash register and a report once a week, without being distracted by this procedure every day.

Also, do not forget about accounting services. It can be organized in two ways: hire an incoming specialist or use the services of a company that provides such services. You will need a full-time accountant if you organize large network outlets selling freshly squeezed juices.

Opening a fresh bar: the financial side of the issue

To begin with, we propose to consider the amount needed to start similar business investment. The main costs will fall on the purchase of equipment and will amount to about 9-10 thousand US dollars. At the same time, juicers for pomegranates and citrus fruits will cost 3-4 thousand dollars, and universal units - 1.5 thousand. The remaining amount is for the purchase of refrigeration equipment, a counter and various small things.

Another 2-3 thousand dollars will have to be spent on the design of the outlet and installation of equipment. Don't forget about the monthly rent. In places with good traffic, it will average 1-1.5 thousand dollars.

For wages, sellers need to lay the amount of 350-400 dollars. About 200-250 dollars a month you will spend on accounting services.

Thus, the initial cost of organizing the work of a fresh bar in the first two months will be about 15-16 thousand dollars. Moreover, this amount does not include the cost of purchasing and transporting raw materials.

However, according to experts, the profitability of a fresh bar reaches 300%. Provided that the work is properly organized, this will make it possible to recoup the initial investment in 6-8 months. In the future, the entrepreneur can count on a profit of 2-3 thousand dollars from each outlet.

Entrepreneur Ivan Maisky 2 years ago opened the first smoothie "Eat Fresh" in the center of St. Petersburg. Before him, the delicacy was served only in cafes and restaurants. To date, the turnover of the smoothie has reached 6 million rubles. The businessman plans to launch a franchise and open new outlets in St. Petersburg and the regions.

In 2016, an economist by profession, Ivan Maisky, became interested in proper nutrition and began to prepare smoothies - a cocktail based on juices or almond milk with the addition of berries, fruits or vegetables, as well as sprouts, herbs, etc. It was inconvenient to make it at home. I had to spend a lot of time buying products, cleaning, constantly looking for new recipes.

pioneers

There were no specialized establishments where smoothies are prepared at that time in St. Petersburg. The drink was served only in cafes and restaurants as a dessert, constantly ordering smoothies in such establishments was expensive. Ivan Maisky decided to open a smoothie and chose a medium one price category. “We became pioneers in St. Petersburg,” says the entrepreneur, “it turned out to be not so easy, in the minds of the consumer, smoothies were associated either with juice cocktails or with health teas. We had to explain, tell, and popularize the drink.”

The entrepreneur decided to name his establishment "Eat Fresh" and in July 2016 he registered an individual entrepreneur. Today, the cafe occupies 30 m2, rented in one of the large pavilions on the Sennoy market. “Initially, they planned to open an institution in the “Etazhi” space,” says the entrepreneur, “but for technical reasons, this was not possible. Then they found a room in which they used to sell shawarma, they made a major overhaul in it.”

The cost of opening "Eat Fresh" amounted to 700 thousand rubles. At first, the smoothie had to constantly invest extra money, mainly in equipment. “I had to change it, because what I originally bought didn’t quite fit,” the businessman says and advises novice entrepreneurs to pay great attention to the purchase of all technical equipment.

It was possible to return the spent money in a year. Experts consider this a very good return on investment.

Reached 10 clients

The menu for the smoothie was developed individually, together with a nutritionist and a chef. Today there are about 50 items on the menu: 15 fruit and berry compositions and 15 vegetable compositions, as well as desserts and snacks.

12 months after the opening of "Eat Fresh", they began to deliver smoothies around the city through an online store.

The annual turnover of "Eat Fresh" has reached 6 million rubles, the average bill of the institution is 350 rubles and includes not only a smoothie drink, but also the second or third position, and the number of customers served in a cafe per hour is approximately 10 people.

It is impossible to achieve such traffic without promotion, experts say.

“We are actively ordering videos from food bloggers on Instagram, and we are also cooperating with partners,” says Ivan Maisky. On average, advertising takes up to 5% of the turnover.

In the near future, we plan to launch our own franchise and open several new "Eat Fresh" outlets in St. Petersburg.

History and market

Smoothies have been around since the 1930s in California, but the drink only became very popular in the US in the late 1960s when health food stores started selling it.

In the 1990s and 2000s, smoothies also appeared in regular cafes, restaurants and coffee shops, as well as in bottles in supermarkets around the world.

Eat Fresh's main competitors in St. Petersburg are the Smoothie Mama cafe, the Organica smoothie bar, and the Vita Juice fresh bar, which opened in the last year and a half.

In addition, you can try the drink in the vegetarian cafes "Ukrop", "Legko", "Beautiful Green", as well as in Kroo cafe, "Andy coffee", the network of restaurants "Happiness".

“At the moment, the smoothie market is actively developing. Competition is growing: if last year there were two or three smoothies in St. Petersburg, now there are about six. " Boris Meshcheryakov, - but this product is seasonal. In summer, sales are higher than in the cold season. Therefore, our cafe has options for hot smoothies, just right for winter."

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In this material:

What to consider when preparing a fresh bar business plan? First, you need to walk through the most crowded places in the city - shopping and sports centers, cinemas, to see how busy the niche is. Secondly, you need to decide where to get 5-10 thousand dollars to start a business. Comparing the data obtained, we can conclude that the project is feasible in this locality.

We carry out calculations

Before considering the organization of the business itself, let's calculate its probable profitability for the month. It depends on the chosen place and correct positioning, but on average it is possible to sell from 15 to 25 liters of freshly squeezed juice per day. It would be a mistake to make it exclusively from any one fruit. It would be better if, in addition to purely fruit fresh, there will be both vegetable and combined. More on this below.

This approach not only provides a wide variety of offers to the consumer, but also reduces the cost of a glass of juice. It's one thing - pineapple fresh, another thing if it's apple-beetroot juice. The average cost of a kilogram of fruits and vegetables will be in the range of 0.4-0.5 dollars. From a kilogram of fruits and vegetables, 0.5-0.7 liters of freshly squeezed products come out. That is, per day for 15-25 liters of juice you will need 22-50 kg of fruits and vegetables with a total cost of 9-25 dollars. At the exchange rate, this is 585-1625 rubles.

A 200 ml glass of fresh costs an average of 30 rubles, a liter costs 150 rubles. Total daily revenue will be 2250-3750 rubles. Taking into account the cost of vegetables and fruits, the profit will be 1665-2125 rubles, or 50-64 thousand rubles. per month. But this is not a net profit, because the cost of rent and the salary of the seller are not taken into account. At first, it is strongly recommended to work independently at the bar in order to understand in practice the whole mechanism of the project functioning. But there is no escape from the cost of rent. It can fluctuate between 10-14 thousand rubles. We get a net profit of 36-54 thousand rubles. per month. These figures can change both upwards and downwards. It depends on the specific conditions and the region.

Site selection and equipment purchase

To choose a place, you need to carefully look at the crowded places and pay attention to the fresh bars already standing there. Their presence does not mean that the niche is already occupied even in this place. In large shopping centers there may be several such bars. Interest should not only be the fact of the location of such establishments, but also how they trade.

If buyers line up almost in line, it means that the demand for this service is high, and it makes sense to put your own bar counter on the other floor of the room. If only a few glasses of freshly squeezed juice were sold in one hour of work on a weekend, then you should seriously think about the chosen place. There is a high probability that the project will be unprofitable.

The main requirement for the location of the establishment is that it must be crowded. In an institution that is visited by 30-50 people a day, it should not be placed.

When you have decided on the place where the bar will be located, you need to equip it with equipment. Don't skimp on it. A home juicer will not work because the increased load will cause it to fail during the first days (if not hours) of operation. You will need professional equipment, and more than one.

In addition to the juicer, average cost which is 120 thousand rubles, you will need a machine that will squeeze juice from citrus and pomegranate. Its cost is slightly higher - 150 thousand rubles. In addition to them, you need to purchase:

• apparatus for cleaning vegetables and fruits - 8 thousand rubles.
• freezer for 230 liters - 14 thousand rubles.
• refrigerator for 700 liters - 30 thousand rubles.
• demonstration showcase - 25 thousand rubles.
• apparatus for mixing and shaking cocktails and juices - 10 thousand rubles.
• bar counter and furniture for visitors - 50-150 thousand rubles.
• cash register - 14 thousand rubles.

Add more here to render additional services:

• coffee machine - 80 thousand rubles.
• ice generator - 7 thousand rubles.
• ice cream machine - 150-200 thousand rubles.

In total, without the provision of additional services, 520 thousand rubles will be needed, and if with them - 800 thousand rubles. The second option is recommended, which makes it possible to both increase the average bill and increase the profitability of the institution by distributing the risks of the project.

We are looking for staff and developing a menu

It will not work for the owner of the project to sit at the bar all the time. It's none of his business, he has to work on promoting and expanding the business, and when serving customers, he won't be able to "create" much. You need to hire staff.

To do this, it is worth picking up women aged 20 to 40 years of pleasant appearance. Strive to keep them slim. It's not a whim - it depends on the increase in sales. Two employees are needed to work in shifts - week after week. From time to time they will have to be controlled, secret buyers will be sent to keep track of whether all goods are sold through the checkout.

The menu should be as diverse as possible. Wrong are those who advise to manage only citrus fruits or fruits. Carrot or apple juice, pumpkin or beetroot - for each of them, as well as for the mixture, there are regular customers. The more recipes, the higher the sales.

Look up recipes on the net, look at various forums that discuss varieties of freshly squeezed juices. Try and experiment, notice what the consumer chooses more, communicate with him, get to know his tastes and advertise new items.

We are working on the promotion of the project

Despite the fact that the bar is located in a crowded place, you should not rely on the consciousness of passers-by who will show an increased interest in products. It needs to be actively promoted. You need to do this, starting with the showcase itself.

Take note: the project is not aimed at selling fresh drinks, but at making people healthier. With each glass you give them a piece of health. Each vegetable and fruit contains a lot of vitamins, minerals, nutrients that have a positive effect on internal organs and body systems. So build on this, making out the bar counter with visual propaganda.

For each proposed recipe, a beautiful laminated plate should hang in a conspicuous place, which would briefly describe the benefits of a glass of such a fresh. Use the legacy of natural juice lover Paul Bragg - excerpts from his books about the benefits of this product. It would be nice to make a poster with him, which would say that he stood on a surfboard at the age of 80.

It is necessary to make a page on the social network, in which posts would constantly be published promoting the benefits of drinks from fruits and vegetables. Design a page and launch advertising, gaining subscribers only from your city. Don't waste your money on something else - online advertising is now the most effective and cheapest.

When the first bar begins to bring in a stable and high income, scale the business, open several more such establishments, projecting all the best that has already worked.

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1. PROJECT SUMMARY

The goal of the project is to open a smoothie bar for the implementation of a range of catering services in a city with a population of over 1 million people. The smoothie bar is positioned as a point of sale of healthy food and drinks.

For the implementation of the project, a retail space of 5 sq.m is leased on the territory of the shopping and entertainment center.

The main advantages of the restaurant business: high level of profitability and demand for catering services; profitability of smoothie bars up to 80%; relatively free niche; low level of initial investment; compliance of the format with the fashion for healthy eating; small retail space; simple technology for preparing fresh drinks; year-round demand for products.

Increasing sales without investment!

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The initial investment is 465,000 rubles. Investment costs are directed to the purchase of equipment, advertising, purchase of raw materials and the formation of working capital, which will cover the losses of the initial periods. The main part of the required investments falls on the purchase of equipment - 54%. Own funds will be used to implement the project.

Financial calculations cover a three-year period of project operation. In the future, expansion of production is planned. According to calculations, the initial investment will pay off after ten months of work.

Table 1. Key performance indicators of the project

2. DESCRIPTION OF THE INDUSTRY AND COMPANY

Today in Russia there is an active development of the culture of public catering. The rapid growth in the number of establishments and the diversity of the offer form the interest of Russians in eating out, which is becoming a habit. Even during the economic crisis, the population does not refuse to visit catering establishments, although it tries to save on this type of expenditure.

Experts agree that domestic market catering has growth prospects. According to the results of 2015, the average cost per capita for eating out in Russia amounted to 741 rubles per month, and their share in the total structure of monthly costs is only 3.6% on average in the country.

The main deterrent to development is the high dependence of the catering market on the economic situation in the country. Behind recent times The least successful period for catering was 2015, when turnover fell by 5.5%. In 2016, the situation improved slightly - the market fell by 3.7%, and the turnover of the catering market exceeded 1 trillion rubles. rubles. The growth driver was fast food, which became the most profitable segment of the market. This is due to the fact that consumers seek to save money by not wanting to give up visiting catering establishments.

The state of the public catering market is characterized by the following trends:

the highest demand and growth rates are in the fast food segment;

demand for home delivery of restaurant food;

reduction in the number of restaurateurs in the market;

active price dumping by restaurateurs in an attempt to attract consumers;

growing popularity of new formats of establishments: street food, gastrobars, restaurants of national cuisines.

Thus, the Russian restaurant market continues to develop and look for new models. successful business despite the difficult situation in the industry. Experts predict the development of the market and the growth of investment activity in the segment of small cafes and fast food establishments. Smoothie bars can be considered one of the segments of fast food. This business model is quite in demand, but not as common as other fast food formats.

In the catering market, smoothie bars are a fairly new phenomenon. The idea was born in the USA back in the 90s, and was first implemented in Russia in 2006. A smoothie is a smoothie made from fruits, vegetables, milk or yogurt, whipped to a thick consistency. A smoothie bar is a mobile or stationary catering point, the assortment of which consists of fresh juice drinks and other healthy food. Smoothie aficionados consider it a modern type of food: not thin enough to be called a drink, but not thick enough to be called a dish. Depending on the composition, which can be the most diverse, smoothies are both low-calorie and nutritious, replacing a full meal. Therefore, the fashion for a healthy lifestyle and proper nutrition has contributed to the growth in the popularity of smoothie bars.

In America, this business is already generating multimillion-dollar incomes, while in Russia it is just beginning to develop. The positive trend in the catering market and the growth in demand for smoothies determine the popularity of this business format. Therefore, the smoothie bar is a promising line of business. The benefits of this type of activity include:

high profitability, often reaching 80%;

relatively new format in the fast food segment;

promoting healthy eating;

low level of initial investment;

sufficient area to accommodate a retail outlet 4-6 sq. m;

simple technology for the preparation of organic and fresh drinks;

year-round demand for products: in summer, soft drinks to quench thirst are in demand, in winter - vitamin cocktails.

Difficulties that an entrepreneur may face: a direct dependence of the demand for services on the economic situation and the level of income of the population, the selection of qualified employees, paperwork, the activities of regulatory authorities, fierce competition in the industry.

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These parameters determine the investment attractiveness of the business. The opening of a smoothie bar will allow taking into account industry trends and occupying a free niche.

3. DESCRIPTION OF GOODS AND SERVICES

The smoothie bar is positioned as a healthy fast food, and the menu reflects the concept of the institution. It is based on various smoothies and freshly squeezed juices. In addition, it is recommended to diversify the menu with other dishes, such as fruit desserts, yogurt, cookies or pastries, ice cream, tea and coffee.

Table 2 shows an exemplary range. The smoothie bar menu is quite varied and can be updated over time in accordance with the taste preferences of consumers. Statistics show that most visitors prefer citrus drinks based on orange juice. Also popular types of drinks include: fruit juices from orange, carrot, apple. Recently, fresh vegetable juices have been gaining popularity: from tomatoes, celery, beets. The assortment of smoothies should include various fruit and fruit and vegetable mixes.

Table 2. Approximate assortment of a smoothie bar

Production is carried out in-house using only natural high-quality ingredients. Juice drinks are not prepared in advance, since the maximum sale time for such products is a maximum of 4 hours. Each cocktail is made to order, the preparation time is no more than 6 minutes. Purchases of products are carried out periodically in order to supply production with only fresh fruits and vegetables. Frequency of deliveries: 2-3 times a week.

4. SALES AND MARKETING

The target audience of the smoothie bar is people who adhere to the principles of healthy eating, city residents who are trying to maintain health in an urban environment. The price segment is medium.

One of important points when opening a smoothie bar, it is the preparation and implementation of an effective marketing strategy, which should include: developing the name of the institution, its logo and corporate identity; organization advertising campaign(promotions, promotion tools). Since the smoothie bar format is a relatively new segment of the market, it is necessary to pay attention to promoting the concept itself, to tell potential consumers about it.

A bright and memorable name will allow you to distinguish the institution from the many offers on the catering market. Services for the development of the corporate identity of the institution will cost an average of 10,000 rubles. A catchy, eye-catching sign or island showcase design will cost about 20,000 rubles.

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To promote a smoothie bar, you can use various marketing tools: installation of billboards and signs; distribution of business cards, flyers or booklets with menus; Internet, media and radio advertising; participation in food exhibitions and fairs; loyalty programs, promotions; sponsorship participation in mass cultural projects; conducting sweepstakes.

Advertising in social networks will be effective in this case, because young people make up a large proportion of potential buyers. Within the framework of social networks, you can hold an action “happy repost”, “review contest”, “dessert for repost”, etc. This tool is aimed at attracting an additional audience.

You can also provide for a "happy hour" promotion - the time during which the institution offers discounts, a special menu, etc. Benefits may include:

discount on a combo "smoothie + salad" at lunchtime;

a special drink that can only be purchased during Happy Hour.

plan a promotion for weekdays;

increase the price of the most popular menu items to cover the difference in costs;

come up with a short and understandable slogan for the action;

stick to one group of drinks or food participating in the promotion;

track the profitability of the stock.

Thus, catering establishments can use a wide range of promotional tools. It all depends on the target audience, budget and marketing policy of the institution.

Creation and active promotion of a profile in social networks VKontakte and Instagram. 10,000 rubles should be allocated to promote the profile in social networks;

Repost contest designed to spread advertising information among potential consumers. The winner receives a one-time 50% discount on the order.

Happy Hour promotion, which takes place on weekdays from 12:00 to 17:00. At this time, it is offered to purchase a lunch combo at a reduced price, or a smoothie with a 50% discount.

Creating a bright showcase design that will attract visitors.

For the promotion of the smoothie bar, expenses in the amount of 40,000 rubles are laid.

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The expected influx of visitors is 25-30 people per day, or 900 people per month. The average check is 250 rubles. In accordance with these parameters, the planned revenue is 225,000 rubles per month.

5. PRODUCTION PLAN

Opening a smoothie bar and organizing production involves the following steps:

1) Location and interior of the institution. For any catering establishment, a properly selected room plays an important role. A smoothie bar is recommended to be located in a crowded place: parks, near shopping and entertainment complexes or inside them, near business centers, office buildings and educational institutions, on the main streets. The menu should vary depending on the location. For example, if the smoothie bar is located near office buildings, it is recommended to include various snacks in the assortment; if the institution is located in a shopping center, you need to provide a dessert menu. In this project, the menu is based on the assumption that the smoothie bar will be located in a shopping center.

Since a smoothie bar is a specific catering establishment, when choosing a place, you should take into account the presence of competitors nearby. For a specific format of an institution, proximity to analogues is not allowed - this may adversely affect the amount of revenue. When studying the competitive environment, you also need to pay attention to prices, services offered, quality of service and menu. Often, the choice of a consumer in favor of a particular fast food is determined by the cost of the dishes. Therefore, it is recommended to identify the closest competitors and form prices in accordance with this.

To open a smoothie bar, a large area is not required - 4 square meters will be enough. m, which will accommodate a bar counter or "island", equipped with all necessary equipment.

To implement the smoothie bar project, it is planned to rent retail space on the territory of the shopping and entertainment center. The trading area is 5 sq. m, rental price - 10,000 rubles / month. The point of sale is an RMU kiosk, or the so-called "island". This location allows for large quantity people who visited the mall. The kiosk is brightly decorated in an eco-theme, which allows you to emphasize the usefulness of the products offered. On one side of the kiosk there is a seating area with bar stools where visitors can sit down.

In order to save money, it is planned to purchase a used kiosk worth 20,000 rubles. The costs of 30,000 rubles are laid down for its design and furniture filling. Thus, the cost of arranging the retail space will amount to 50,000 rubles.

2) Format of service and recruitment. At the initial stage, 2 sellers will be required, who will work in shifts. In the future, the possibility of expanding staff to serve visitors is being considered. The seller takes the order and prepares it. Order preparation time should be no more than 7 minutes. Salads and desserts are delivered ready-made to the point of sale (for this, cooperation with a third-party organization is provided), only branded drinks are prepared in real time. It is planned to serve dishes in disposable dishes with a corporate logo.

Requirements for the staff of a public institution:

All employees must have sanitary books with appropriate marks;

All employees before admission to workplace must be instructed, study the safety instructions for operating the equipment.

3) Equipment. Smoothie bar equipment is selected based on its working areas and assortment. As a standard, it is assumed that there are two working areas: for washing fruits and equipment, as well as for preparing drinks. At the first stages of work, it is recommended to purchase two juicers - one specifically for citrus fruits, and the other for other vegetables and fruits. It is advisable to purchase professional equipment that can withstand high intensity of use. Table 3 provides an indicative list necessary equipment. In accordance with it, the cost of equipment will be about 200,000 rubles.

Table 3. List of equipment

4) Drawing up a menu. The planned assortment is given in paragraph 3 of the business plan. Periodically, you need to add new dishes to the menu or make special offers - this way you will be able to keep the accumulated customer base. It is important to provide that for each dish a technological map is drawn up indicating the consumption of products per serving and the volume of this serving. This information is necessary to obtain permission from the SES, as well as to calculate the need for raw materials.

5) Organization of supply. Before opening a smoothie bar, you should establish channels for supplying raw materials and decide on suppliers. The main requirement for suppliers is the delivery of high-quality and fresh products on time according to the agreed schedule. It is important that all ingredients used meet the requirements of GOSTs.

When negotiating cooperation with suppliers, you must familiarize yourself with all the conditions specified in the contract. As a rule, the transport costs for the supply of ingredients are borne by your production. To reduce this cost item, you need to choose suppliers that are closer to your establishment.

The required amount of raw materials is determined based on the menu, the technological map of the preparation of products and the expected sales volume. It is important that the recipes of the dishes comply with GOSTs or separately adopted specifications.

6. ORGANIZATIONAL PLAN

The initial stage of opening a smoothie bar is registering a business in government bodies and obtaining permits for catering establishments.

To conduct commercial activities, an LLC is registered with a simplified taxation system (“income” at a rate of 6%). Type of activity according to OKVED-2:

56.3 - Serving drinks

56.10.1 - Activities of restaurants and cafes with a full restaurant service, cafeterias, restaurants fast food and self-service

When opening a catering establishment, it may be difficult to obtain permits. To open a smoothie bar, you need to collect the following list of documents:

sanitary and epidemiological conclusion issued by Rospotrebnadzor;

assortment list approved in SEN;

permission of the state fire supervision;

conclusion tax office on registration of cash registers.

Smoothie bar opening hours coincide with opening hours shopping center– from 10:00 to 22:00. Based on this, the staffing table is formed. Since the institution is open 7 days a week, it is necessary to organize a shift work schedule for all staff of the institution.

The entrepreneur performs the duties of a manager and accountant, and can also work at a point of sale during a period of increased demand. The director hires and manages personnel, conducts marketing policy, supervises the work of personnel, and is responsible for the supply of raw materials.

Sales assistants interact with buyers, form received orders, accept payments, prepare drinks, and also monitor the cleanliness of the workplace.

Thus, the total wage fund is 91,000 rubles.

Table 4 staffing and payroll

7. FINANCIAL PLAN

The financial plan takes into account all income and expenses of the project, the planning horizon is 3 years. It is planned that after this period the institution will need to expand its production and product range.

To launch the project, it is necessary to calculate the amount of investment. To do this, you need to determine the costs for the purchase of equipment, the initial purchase of raw materials and the formation of working capital, which will cover the losses of the initial periods.

The initial investment for a smoothie bar is 465,000 rubles. The main part of the required investments falls on the purchase of equipment - 54%, the share of expenses on the purchase of raw materials and the working capital fund is 32%, the remaining items of expenditure are 14%. The project is funded by equity. The main investment cost items are shown in Table 5.

Table 5. Investment costs

Variable costs consist of the cost of ingredients that are used in the preparation of meals. To simplify financial calculations, variable costs are calculated based on the sum of the average check and a fixed trade margin of 350%.

Fixed expenses consist of rent, payroll, advertising expenses and depreciation. The amount of depreciation is determined by the straight-line method, based on the useful life of fixed assets in 3 years.

Table 6. Fixed costs

Thus, fixed monthly expenses were determined in the amount of 133,000 rubles.

8. PERFORMANCE EVALUATION

The payback period of the project with an initial investment of 465,000 rubles is 10 months. It is planned to reach the planned sales volume on the 3rd month of the smoothie bar operation. The volume of net profit for the first year of operation will be 536,760 rubles. Return on sales in the first year of operation - 16.5%. Given the potential of the business, the profitability of which reaches 80%, we can conclude that financial plan based on a pessimistic forecast. It is possible to achieve an increase in sales with a competent marketing policy, quality products and an attractive assortment.

The net present value is positive and equal to 489,976 rubles, which makes it possible to speak about the investment attractiveness of the project. The return on investment is 17.2%, the internal rate of return exceeds the discount rate and is equal to 13.14%, and the yield index is 1.05.

9. POSSIBLE RISKS

To assess the risk component of the project, it is necessary to analyze the external and internal factors. External factors include threats related to the economic situation in the country, markets. To internal - the effectiveness of the management of the organization.

The specifics of the institution determines the following external risks:

increase in prices for raw materials, unscrupulous suppliers. In the first case, there is a risk of increasing costs and, as a result, the selling price, which may negatively affect demand. In the second case, the risk is associated with interruptions in production. It is possible to reduce the likelihood of these threats with a competent choice of suppliers and the inclusion in the contract of all necessary conditions which provide liability supplier in case of their violation;

falling effective demand. This risk can be mitigated by developing effective loyalty programs that include discounts, happy hours, etc.;

low or no demand. This risk is likely for a smoothie bar due to its format and menu specifics. This threat should be taken into account when opening a smoothie bar - it is recommended to marketing research market to identify consumer interest in such an institution. It is also possible to minimize the risk by revising the menu, conducting an active advertising campaign and various promotions.

competitor reaction. Since the catering market is quite saturated and the competition is high, the behavior of competitors can have a strong influence. To minimize it, it is necessary to form your own client base, constantly monitor the market, and have a customer loyalty program;