Ponaeli here – Newspaper Kommersant No. 210 (7411) dated 11/12/2022
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Timed to coincide with the National Unity Day (November 4), the long weekend supported the momentum of the restaurant market participants. In the first week of the month, the number of orders in establishments across the country increased by 11%, and revenue – by almost 15% with an increase in the average check. Market participants attribute the positive dynamics to the active domestic tourist flow. And some are already waiting for a successful New Year’s season.
Holiday weekend of November 4-6 contributed to the growth of traffic in restaurants, according to data from Focus Technologies. According to analysts, in Russia as a whole, the number of transactions in establishments in the first week of November increased by 11%, revenue – by almost 15%, and the average check – by more than 4% week on week. From January 1 to November 6, the number of orders in cafes and restaurants exceeded the same level in 2021 by 0.4%, while revenue and average check increased by more than 11%, mainly due to rising prices.
Establishments in Moscow showed similar results. According to Focus Technologies, in the first week of November, the number of transactions here grew by 9.5%, revenue – by 14.1%, and the average check – by almost 5%. Compared to the same period last year, the number of orders increased by 1.4%, while the turnover and average bill increased by about 11%. In St. Petersburg in the first week of November, the number of orders in cafes and restaurants increased by 10.1%, and revenue – by 9.5%, with an increase in the average check by almost 5%. But relative to last year’s level, the number of transactions here is 6.8% behind, and revenue is comparable.
As noted in Focus Technologies, when comparing indicators year-to-year, you need to take into account the impact of restrictions due to COVID-19. For example, in Moscow in late October – early December 2021, visits to shopping centers were limited, and restaurants and cafes were only allowed to work takeaway, which creates the effect of a low base. Similar measures were in place in St. Petersburg.
Nevertheless, market participants see a positive trend. Sergei Mironov, founder of the Meat & Fish chain, points out that restaurant turnover is returning to growth after a period in the second or third quarters of this year, when external shocks influenced guest activity. According to him, the end of the tourist season in Turkey, as well as the influx of domestic tourists to Moscow, affected the growth in attendance at establishments in November. The President of the Federation of Restaurateurs and Hoteliers, Igor Bukharov, notes that, apparently, people are tired of the negative information background and the relative normalization of the situation with the outflow of part of the population.
Shokoladnitsa Group says that in the first week of November, the chain’s revenue grew by 3-5% with a noticeable increase in the average check due to a larger influx of companies, primarily in shopping centers and airports. In Sochi, the average check grew by 9%, which is associated with additional traffic due to holidays, they add there. Vitaly Kornev, the founder of the Moremania chain, says that in the first week of November, the turnover of establishments grew by about 7.5% week on week. “It is not correct to compare with last year due to restrictions due to COVID-19, and relative to 2019, it seems that there were slightly fewer guests,” he says. Maxim Popov, the founder of the StrEat project, points out that usually long weekends have a negative impact on traffic, as part of the guests leave the city. But on these November holidays, the flow for the weekend was “not bad”, and the average check grew from an average of 650-700 rubles. up to about 1 thousand rubles. because of the increase in the number of orders for a la carte instead of a business lunch, he says.
According to Sergey Mironov’s forecasts, in December 2022-January 2023, the turnover of restaurants may become record-breaking in recent months. Shokoladnitsa plans to stimulate the flow of traffic during the high season, including by updating the menu. And Igor Bukharov expects that the trend for the growth of food delivery to homes and offices will continue, where even more demand can go this season.
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