How to organize a restaurant food delivery business

* The calculations use the average data for the World

Of course, a person can live without food. But not for long.

Like any other living creature, a person must replenish the energy spent in the process of life. To do this, we have to eat - eat food, equipped to varying degrees with fats, proteins and carbohydrates. At the same time, we love that this food is tasty, that is, not only meet our requirements for taste, but also surpass them. Often we do not have sufficient skills to prepare it this way. Or do not want to waste time preparing it. Or both. It was precisely to meet such needs that various catering establishments appeared that provide us with food, meeting one or several requirements at once: tasty, quickly and without spending our own time for cooking. As a rule, cafes and restaurants try to provide a cozy environment for visitors and quality service.

And yet, despite these amenities, sometimes there may be a desire (and sometimes a need) to eat tasty food not at a restaurant, but at home. A romantic dinner in a pleasant solitude, meeting with friends, just the desire to spend the evening in a comfortable chair for a delicious dinner - all this can make us refuse restaurant service. Some establishments offer home delivery service - and in this case it is a way out. Some, but not all. To date, no more than 10% of establishments are ready to deliver food on their own. The reason for this is that the creation of a delivery service is not only an additional financial cost, but also the need for its proper organization. Here arises the opportunity to organize a profitable business.

The organization of the food delivery service is a relatively new niche for entrepreneurship in Russia. There are practically no active and successful players here yet: in response to the corresponding request, search engines in the average million-plus city will offer no more than 3-4 options, two of which will be federal-level players. It is difficult to say what exactly this state of affairs is connected with. We can only state certain difficulties arising in the organization of such a business. But what kind of business is it without complexity?

First of all, it is necessary to think over the organizational delivery scheme itself: what kind of transport and in what quantity is needed, how to manage logistics. The most important thing here is the moment of compliance with the declared delivery dates. It should also be determined with particular care - if you declare too short a time, there is a risk of not being in time, which will cause negative feedback from the client; if you say too big to be safe, no one will respond to advertising. Consideration should be given not only to the time of the courier on the road from the place of deployment to the restaurant, and from there to the client, but also (possibly) the time it takes to prepare the ordered dish. For an average regional center, a delivery time of 1.5 hours would be appropriate. Ideally, the courier, arriving for an order, should receive it already without waiting - here it is necessary to ensure the competent work of the dispatcher, who, having received an application from the client, immediately transmits it to the institution where the dish will be prepared.

When organizing logistics, specialized software, a CRM system that provides the operator and the courier in a single space, can significantly help. A major advantage will be its integration with the geographic information system to build the most efficient courier route. Today, a similar system is offered by one of the market participants - the franchisor, which organized a business several years ago to deliver food from restaurants. Of course, the acquisition of a franchise is a good way to get an almost ready business and minimize the risks associated with introducing a new service to the market. However, for various reasons, not every entrepreneur makes a decision in her favor. An alternative is to use existing CRM-systems that are openly available, and for those who have programming knowledge to create their own software.

The choice of transport for couriers is determined by the conditions of a particular city of deployment. In Krasnodar, for example, there is quite successful delivery of food on scooters. Despite the fact that this is one of the least expensive modes of transport - only cheaper than public transport - it is hardly suitable for a city with a harsher climate. In this case, the purchase of small cars is required - new or used, depending on the planned investment in the project. As for the public transport mentioned above, it may also be relevant in some cases. In Moscow, for example, at rush hour with a small order it is much faster to get on the subway; Of course, there are some reservations - the order should not be too voluminous, the route should not be too complicated and lengthy.

At the time of the start of the project, two couriers working simultaneously will be quite enough - this will allow serving up to 5 clients per hour. Over time, the number of couriers will increase, and the cost of their maintenance will be covered by an increasing customer base. You will also need a small office equipped with a minimum set of office equipment, as well as smartphones or tablets for couriers with an installed CRM system. Thus, the initial costs will be:

- development and promotion of the website - at least 150-200 thousand rubles, if transferred to a contract; if knowledge and skills allow, you can develop it yourself, but you still have to spend at least 50-70 thousand on advertising;

- CRM system - an average of 40, 000 rubles per one workstation of the “boxed” version, but there are cloud services that allow completely free use of versions with limited functionality for small companies; if the full version is needed, then its rent will cost from 1000 to 10000 rubles, depending on the functionality and the number of connected users;

- transport for couriers - from 30, 000 rubles for a new scooter with a guarantee or two times cheaper for a used one; the new small car-foreign car will cost ten times more expensive - 300, 000 rubles, and used domestic in good condition - 80-100 thousand, so the choice will be determined by the size of the entrepreneur’s budget;

- computer and mobile equipment - up to 50 000 rubles;

- working capital for several months - to pay salaries to couriers, pay for a rented office, advertising, etc.

As a result, in the budget option we get the amount of starting capital of 300-350 thousand rubles. However, it will take a lot of patience, effort and, most importantly, luck in order to achieve impressive results with such investments. The optimal amount of starting capital can be considered the amount of 600-800 thousand rubles.

However, it is not worth starting the creation of such a business with a gross purchase of transport and equipment, but with agreements with local catering establishments. Before making a final decision on investing free capital in a project, you must obtain the consent of cafes and restaurants to work with your delivery service. As practice shows, there are two main options for cooperation: in the first, the minimum order amount is not limited, the customer pays a fixed cost of delivery; in the second, delivery is free for the customer, the minimum order amount is limited, and the delivery man gets a percentage of the invoice amount paid by the restaurant. The first option is more applicable to the fast food format, the second - to cafes and restaurants with a wide range of dishes. The opportunity to pay interest on the order appears at the institution by attracting additional customers from the delivery service, as well as due to the fact that in the amount of the check there are no costs for rent and maintenance of the hall and the salaries of waiters; according to various estimates, the supplier can receive 20-25% of the order amount. Pricing for a client can also be different - the cost of a meal at home may be equal to its value in the institution, and various discounts or extra charges may be provided - it all depends on a competent marketing justification of the pricing policy.

Only after obtaining the principal consent (in the ideal case of signing the contract) from 10-15 institutions - there is simply no point in working with lesser numbers - can one start buying equipment and organizing an office. To promote the project, you can use channels such as the Internet, including your own website, advertising in elevators, flyers in cafes and restaurants. The company can be positioned in different ways. There are examples when the delivery service deals only with pizza delivery, or only sushi and rolls. However, this specialization, on the one hand, facilitating logistics and relationships with suppliers, can significantly reduce the customer base - the Russian people love a wide range.

The work schedule for such a business is only shiftable - but round-the-clock or time-limited, it will determine the marketing research of the region or directly practical experience. The salary of couriers can be either fixed or with a variable part, depending on the number of deliveries made. At the rate of 5 deliveries per hour by two couriers with a 12-hour working day, we get 60 customers served per shift. With a minimum fixed shipping cost of, say, 200 rubles, this will amount to 12, 000 rubles per shift. In the case of delivery of a complex menu from a restaurant - a modest dinner for two now costs no less than two thousand - the delivery man will already receive 400-500 rubles for one order; Thus, the maximum daily revenue can reach more than 20 thousand rubles. With a shift schedule without days off, monthly revenue will be from 360, 000 rubles. The 12-hour schedule requires two shifts - two couriers and one dispatcher at the first stage of the project development. Another courier in the area can be connected during rush hours or at the most popular time - Friday and Saturday evenings.

The courier's salary should be at least 20-22 thousand rubles per month, depending on the regional labor market, or 100-120 thousand rubles per month gross for the enterprise. Two dispatchers - another 40-50 thousand rubles per month in total. Office rent will cost 10-15 thousand, CRM rent - an average of 5, 000 rubles; communication costs are the same. Fuel and lubricants for cars and their maintenance - 50 000 rubles (scooters, respectively, are cheaper). Total monthly expenses - 225, 000 rubles. Gross profit in this case will be at least 135, 000 rubles. A very good indicator for small businesses. The main factors for achieving the success of the project are the competent promotion of the service in order to ensure the planned number of orders and meeting the deadlines for their implementation. With the growth of business, the client base will increase, the number of couriers and partner restaurants, and, consequently, the profit of the enterprise.

Before reaching the planned sales figures, an additional volume of orders can be attracted by the delivery of other goods. In particular, the Russian franchisor in the field of food delivery also offers services for the purchase of custom-made and delivery of any goods - from diapers to auto parts; it can also be just transporting a thing from one place to another. However, here you should already resort to reservations, otherwise you will soon have to accept orders for transfers with the transportation of pianos and other interesting things. The most popular and easiest to transport are flowers, auto parts, food and medicine.

In the era of rapid development of information technology, an indispensable tool for communication with the client can be a mobile offer, with which the client can place an order and track its status. The development of such an application will cost at least 80, 000 rubles, and its promotion - at least 50, 000.

As we said above, about 10% of all catering establishments have their own delivery service. Building partnerships with them is still necessary - often they focus on advertising their own brand, aimed at visitors to the institution, and delivery goes by the wayside. Thus, a certain target group is cut off - people who want to get a dish of this restaurant, but who do not have the opportunity to come there. In this case, the partnership will consist of placing the institution’s menu on the website and in the delivery man’s mobile application, delivery will be done by the restaurant’s own resources, and the delivery man will receive a small percentage for the advertising opportunities provided.

Starting small and having worked out a scheme of work in one city, after a while you can organize branches in other cities of the country. The next step may be the creation of a franchise and its sale, or the creation of a federal delivery network. As always in business, development opportunities are limited only by your desire.

Denis Miroshnichenko

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08/18/2019

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