VII Международная студенческая научная конференция Студенческий научный форум - 2015

The analytical part of this work have been considered:- Characteristics of the restaurant complex "Sosnoviy Bor"- Determination of the bandwidth of the restaurant complex " Sosnoviy Bor "- Determination of the purchase of goods restaurant HC " Sosnoviy Bor "- Organization of supply of raw restaurant HC " Sosnoviy Bor "- Analysis of the market of public catering enterprises of Ivanovo city and regionSpecial part: - Economic efficiency of the restaurant complex " Sosnoviy Bor "- Suggestions for improving the activities of the restaurant complex " Sosnoviy Bor"- Calculation of volume- Planning for profit- Economic efficiency of summer cafe By developing this project, it was proved that the opening of the restaurant HC " Sosnoviy Bor " summer cafe is very profitable, and the project is economically viable.

ContentsIntroduction1. The analytical part. Consumer market research1.1 Description of the restaurant complex " Sosnoviy Bor "1.2. Determining the bandwidth of the restaurant complex " Sosnoviy Bor "1.3.The determination of the purchase of goods restaurant HC " Sosnoviy Bor "1.4.Organization of supply of raw restaurant HC " Sosnoviy Bor "1.5. Analysis of the market of public catering enterprises of Ivanovo city and region2. A special part. The calculation of economic indicators2.1.Economic efficiency of the restaurant complex "Sosnoviy Bor "2.2. Proposals on improvement of the activity of the restaurant complex "Sosnoviy Bor "2.3. Calculation of turnover2.4. Profit planning2.5. Economic efficiency of summer cafe ConclusionReferences

IntroductionThe restaurant business is related to food service, produce a product, which in contrast to the product of the industrial sector, consumers are more difficult to assess in terms of quality before it is made order in the restaurant (in the customer's choice is guided by the advice of staff, friends, advertising, or pictures on the menu, but may not know in advance what he will get). Therefore, restaurant services harder to trade and to market. The criterion for assessing the quality of the product is the emotional reaction of the client, which depends on upbringing and attitude of the staff, as well as from the client.In General the restaurant business depends on the level of costs for our clients. Recently changed the very concept of "competitiveness" is monosyllabic definition associated primarily with price, is replaced by a complex, in which characteristics such as quality, individual approach, professionalism and uniqueness are particularly valuable. For catering the source of the funds is the client. Enterprises must be able to attract customers, to gain their loyalty and strongly encourage the purchase costs of their services. In the future restaurant business will increasingly focus on attracting repeat customers and encourage additional costs from their side, offering a wide range of food and drinks and high standards of service, which in conditions of high competition on the market of catering services is an important factor in the development of the restaurant business.In recent years the restaurant business began to attract more and more investors from different business areas. This is due primarily to the attractiveness of this market in terms of economic growth and welfare, and obtain a stable income throughout the lifetime of the restaurant under its competent management (catering is one of the most liquid sectors of the economy). At the same time, the restaurant business is fraught with many dangers for potential investors in Russia is still missing a major market experience in the restaurant business and a long tradition. In addition, no well-established methodological framework that helps to conduct business and generate high culture of service enterprises in the restaurant business.The aim of this paper is to identify ways to improve the restaurant.The tasks are: analysis of the market of public catering; study of the production and sale of goods in the restaurant; analysis of key performance indicators of the restaurant; the proposal of improving economic activity and economic evaluation of the results from the implementation of activities.

1. The analytical part. Consumer market research

1.1. Description of the restaurant complex " Sosnoviy Bor "

Restaurant " Sosnoviy Bor " includes a restaurant, a Banquet hall and bar, situated on the 1st floor of building No. 1. It offers dishes of Russian and European cuisine.Restaurant " Sosnoviy Bor " has room for 64 seats with two VIP rooms for 6 to 8 persons. Stylish interior, light background music during the day or live in the evening, have a fine meal. Cozy room perfect for a romantic date or a business dinner, and the main hall will be the perfect venue for celebrations.Banquet hall "Classic" has 100 seats. The perfect venue for a sumptuous Banquet: wedding, corporate event or anniversary. Elegant interior in the spirit of European classicism, spacious lounge, separate entrance, beautiful surrounding area.Bar, decorated in the style of hi-tech designed for 20 guests. Here you can enjoy a Cup of coffee or to afford a drink. The wine list has more than 100 kinds of elite beer, wine, vodka, cognac, rum, gin, tequila, whiskey.

1.2. Determining the bandwidth of the restaurant complex " Sosnoviy Bor "

The basis for calculation of design restaurant on 64 place is a graph of the load of a trading hall. It is compiled on the basis of the turnover of the locations and average percent loading of the store with regard to the mode of operation of the enterprise. The café opening hours are from 9: 00 to 21 00. ¹The number of consumers served per 1 hour of work of the enterprise is determined by the formula:N=P*60/ tп* KSWhere: N is the number of consumers served for 1 h;P - the number of seats in the hall; tп-duration planting, min; KS-the load factor of the hall, %.The total number of consumers will be the number of visitors in 1 day.Table 1. Download schedule of a trading hall of the restaurant for 64 seats.

Opening hours	Turnoverplaces	The coefficientdownload hall %	The number of visitors
9-10	1,5	0,3	29
10-11	1,5	0,5	48
11-12	1,5	0,6	58
12-13	1,5	0,9	87
13-14	1,5	0,9	87
14-15	1,5	0,9	87
15-16	1,5	0,6	58
16-17	0,6	0,4	16
17-18	0,6	0,5	20
18-19	0,6	0,7	27
19-20	0,6	0,9	35
20-21	0,6	0,6	24
Total visitors			576

1.3.The determination of the purchase of goods restaurant HC "Sosnoviy Bor"

Table.2. The definition of purchased goods

The names of items in groups	the unit of measurement	the number of consumers	the consumption rate for 1 person	the number of product groups
Cold drinks:		725	0,075	54,375
fruit water	L	725	0,03	21,75
juice	L	725	0,03	21,75
mineral water	L	725	0,025	18,125
Bakery products		725	75	54375
bread rye	Gr	725	25	18125
bread wheat	Gr	725	50	36250
Fruit	Gr	725	0,05	36,25
Pastry own production	piece	725	0,85	616,25

Production program - this is a reasonable plan of production of all kinds of products of own production. It includes indicators of both total output and range.The production program of the enterprise is determined by the plan menu (which shows the name of food and drinks, their quantity. The menu plan is drawn up taking into account the implementation schedule .

1.4.Organization of supply of raw restaurant HC " Sosnoviy Bor "

For mass feeding, you must supply them with raw materials, semi-finished products, finished products in sufficient quantity and variety for production of culinary products and trade. ²The supply plan restaurant business is being developed in the form of a balance sheet and consists of:- from the demand for raw materials, goods;- stocks of raw materials and goods at the beginning and end of the planning period;- receipt of raw materials and goods.Planning the supply of raw materials and goods begins with an analysis of the implementation of this plan over the past years and the current period. In addition, the source of information for planning are data on the volume of commodity funds, norms of consumption of raw materials per unit of product, the planned production program, planned volume of production and trade. ³First of all, calculate the need for raw materials and purchased goods. For the planning period, it can be determined in two ways.In the first method of calculation used data on the production program and individual norms of consumption of raw materials per unit of output (for one dish or one product). The consumption norms of raw materials are listed in the special collections of recipes.The second method of calculation used the average group consumption rates of raw materials.In practice, the determination of demand for raw materials on the basis of individual consumption rates per unit of product is applied on a small catering companies. This method of calculating the need for raw materials to determine for each item of food products by multiplying their number according to the production plan for individual consumption norms of raw materials per unit of output. Since one and the same raw materials (e.g., meat) is used to prepare various dishes, the total requirement of raw materials for the execution of the production program is calculated by summing the flow rate for each product.1.5. Analysis of the market of public catering enterprises of Ivanovo city and region

The restaurant business is one of the most popular investments. This is primarily due to the attractiveness of this market in terms of economic prosperity and a great opportunity obtain a stable income throughout the lifetime of the restaurant. In addition, the visiting public catering establishments, including restaurants, ceases to be for the population to something supernatural.Ivanovo region is no exception. Each year offers several new catering establishments (cafes, restaurants, bars, pizzerias), and their relevance confirms the demand for this service. According to statistics, now in the Ivanovo region there are more than 1,000 institutions of public power, and the Ivanovo - more than 300. In recent years, the network of public catering enterprises develops mainly due to facilities such as restaurants, cafes, bars, eateries and roadside business. In the retail trade catering is about 5%.In the regional center rapidly growing network of public catering areas Fast-food, which is located in shopping centers and on the Central highways of the city of Ivanovo.

2. A special part. The calculation of economic indicators2.1.Economic efficiency of the restaurant complex "Sosnoviy Bor"Table.3. Key performance indicators of the group of companies "Sosnoviy Bor"

№ p/n	Name of indicator	Units	2 013	2014	Change
					+/-	%
1	Trade	Th. RUB	148806	165175	16369	111,00
2	the Cost of goods and services	Th. RUB	97914	108685	10771	111,00
3	gross profit	Th. RUB	50892	56490	5598	111,00
4	Commercial expenses	Th. RUB	5982	6125	143	102,40
5	Administrative expenses	Th. RUB	13958	14972	1014	107,27
6	Profit from sales	Th. RUB	30952	35392	4440	114,35
7	other income	Th. RUB	312	312	0	100,00
8	other expenses	Th. RUB	102	102	0	100,00
9	Profit before tax	Th. RUB	31162	35602	4440	114,25
10	Tax on profit	Th. RUB	7479	8367	888	111,87
11	Net profit	Th. RUB	23683	27235	3552	115,00
12	profitability of the business (profit from sales/ production costs)	%	31,61	32,56	0,95	х
13	Return on sales (profit from sales/ sales)	%	20,80	21,43	0,63	х

The combination of events has led to an increase of turnover by 111% by increasing customer satisfaction from service and re-visit the restaurant, as well as by attracting private and corporate clients.

2.2. Proposals on improvement of the activity of the restaurant complex "Sosnoviy Bor"

Consider the direction of the profit of the enterprise in the creation of new units HC " Sosnoviy Bor ". It is proposed to open a summer café and restaurant.Today, the necessity of opening a summer café, Ivanovo relevant. It is a particular concern is felt at the site of the proposed hosting a summer café. In this district there is a Park area, perfect for relaxing. In this area there are no cafes where you can relax in the fresh air. Thus, the competitors as such, this café is missing.Acting city public catering enterprises can not fully meet existing on the market demand and there is a real need in a summer cafe with a wide range of products, high service and relatively high prices.This project provides for the creation of enterprises, which should be empty today niche in the market of public catering in Ivanovo.On weekdays the main consumers will be people living in the surrounding houses. During the weekend, because of the positive reviews will be added coming from other areas for cultural activities and guests of the city.The purpose of this project is:- the creation of a specialized summer café for people with average income;- the maximum possible profit.Pricing policy is aimed at consumers with average income.The café has 40 seats. It is planned to apply the simplified taxation system. Funding will be for the account of undistributed profit of previous periods, the entire specification of this café will be spent 440 thousand. The payback period of 4.3 months.2.3. Calculation of turnover

Planning of turnover is based on annual growth. Turnover is calculated by the formula:T/A = T/PF * (Tpd + 100) / 100 where, T/PF - turnover actual, thousand rubles;Tpd - growth.Turnover on own production calculated by the formula:T/Plrs SRP = T/IPSP * (Tpd + 100) /100where, T/PF SRP - actual turnover on own production, thousand rubles;Tpd - growth.The turnover of purchase of goods calculated according to the formula:T/Plrs ti = T/Ofppt * (Tpd + 100) / 100 (20.)where T/Ofpr. Fri - trade purchase of goods;Tpd - growth.Planned indicators are presented in table 4.Table.4. Planning trade HC "Sosnoviy Bor"

Figure	The plan for 2015
Turnover, thousand rubles including:	22605,8
The turnover of goods of own production, thousand rubles	13563,5
The turnover of purchase of goods, thousand rubles	9042,3

In planning, it is established that in 2015 turnover on own production must be 13563,5 thousand rubles, the turnover of purchase of goods - 9042,3 thousand rubles Gross turnover will be 22605,8 thousand rubles, which is 3480,8 thousand rubles more than in 2014. 2.4. Profit planning

Profit planning is conducted by a method of direct calculation. Data for planning are given in table 5.

Table 5.Profit planning.

Indicators	Данные
The planned turnover, thousand rubles	22605,8
The planned gross profit, thousand rubles	15100,7
Planned costs, thousand rubles	9308,93
Planned profit, thousand rubles	5791,77
The amount of income tax (20%), thousand rubles	1158,4
Net profit, thousand rubles	4633,37

Thus, the complex of the proposed measures will increase the turnover of the restaurant by 15.7%, gross income, 17.2%, reduce costs by 0.55%, to increase profits by 22.0%. 2.5. Economic efficiency of summer cafe Table 6. Economic performance of summer cafe.

Indicators	Data
Turnover, thousand rubles	2598,15
% trade margins and allowances	75,36
Gross profit, thousand rubles	1957,96
The costs of production and circulation, thousand rubles	1320,00
The level of production costs and the treatment, %	50,81
Non-recurring costs. Th.RUB.	440
Gross profit, thousand rubles	637,96
Return on sales. %	24,55
Tax on profit, thousand rubles	127,592
Net profit, thousand rubles	510,368
Project profitability, %	19,64
The payback period, ESS.	4,3

ConclusionPerformed in the diagnosis of the current situation HC "Sosnoviy Bor", revealed some problems in the current functioning of the enterprise. Summarizing the results of the analysis, we can draw the following conclusions regarding HC "Sosnoviy Bor":• overall, in 2013 the group of companies " Sosnoviy Bor " showed positive dynamics of growth, however, continues to influence the impact of the crisis;• in 2012 also decreased the amount of space in the second half of the year, also under the influence of the crisis, in 2013, the situation began to stabilize;• for banquets in the group of companies " Sosnoviy Bor " assumes the invitation of additional staff, the size of which depends on the number of participants of the Banquet. This uses a competitive hourly wage. However, with the invited staff sometimes there are problems associated with low self-evaluation ("humiliating work") and unstable quality of work;• HC " Sosnoviy Bor " practically does not conduct advertising policy to attract customers to conduct Banquet service;• identified problems in servicing visitors HC " Sosnoviy Bor " in both individual and in Banquet format;• it is advisable to improve the system of personnel motivation.Thus, the proposed measures will allow HC " Sosnoviy Bor " to increase its attractiveness in the eyes of potential and existing customers, as well as solve problems associated with the occupancy and quality of service.Reflected proposals to increase the efficiency of the restaurant: to expand the business by opening a summer café.On the basis of the calculations, it is concluded that the complex of the proposed measures will increase the turnover of the restaurant by 15.7%, gross income, 17.2%, reduce costs by 0.55%, to increase profits by 22.0%. References1. Federal law of 08.08.2001 №128-FZ (as amended on 27.12.2009) No. 128-FZ "On licensing certain types of activities"2. Federal law dated 28.12.2009 No. 381-FZ "On state regulation of trade activities in the Russian Federation"3. State standard of the Russian Federation. Catering services. General requirements GOST R 50764-954. Christopher E., restaurant business: How to start and successfully manage a restaurant. - Reconsult, 2011. - 456 S.5. Mill, R. K. management of the restaurant. - M.: Unity, 2009. - 400 C.6. Zhabina C. B. Marketing of products and services: catering. - M.: Academy, 2009. - 512 S.

1 Federal law of 08.08.2001 №128-FZ (as amended on 27.12.2009) No. 128-FZ "On licensing certain types of activities"

2 Federal law dated 28.12.2009 No. 381-FZ "On state regulation of trade activities in the Russian Federation"

3 State standard of the Russian Federation. Catering services. General requirements GOST R 50764-95

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