Own production in a supermarket: features of doing business

Restaurant and hotel business Dining & Cooking

For some, this is an additional way of earning money; for someone, it is an objective necessity. One retailer thus controls the quality of products on the shelves, while others attract the customer and his loyalty. Today, the question of organizing your own production at the grocery store is more than interesting - like everything that helps make money in one way or another.

Own production is an integral part of any modern supermarket. The presence of culinary, own baking and pastry shop must be considered as an attribute of effective functioning.

Light cooking products "are more than popular today - the demand for semi-finished products has already been formed a priori, not to mention ready-made cooking. If we talk about the bakery department, here buyers are attracted by the aroma of freshly baked bread and the crisp crust of bread that is born right in front of customers. Well, finally, a point of sale that offers, first of all, exclusivity - a special product that is difficult to reproduce, difficult to copy by competitors, that is, it has, for example, a unique recipe or method of production and upit which can only be here compares favorably with its competitors.

The scale, the choice of its type, as well as the price category of equipment can be different - depending, again, on the goal that the retailer pursues, on the capacities, resources and courage at his disposal to take on something new.

Changing the assortment, as well as a variety of marketing campaigns, can also promote this type of product. This could be, for example, a contest for the best recipe for a company salad, in which all network employees who wish to show their skills anonymously participate.

As a result, own production looks like a pretty attractive investment target. “Products of own production often have additional value for the buyer, so they do not act as substitutes for the main set of goods. Thus, additional network revenue is provided by increasing each category. For example, in a standard store, sales of bread products of the standard assortment make up about 2%, after setting up your own bakery due to the expansion of the assortment, sales more than double - up to 4-5%.

According to experts, properly organized production provides about 20% of the supermarket’s turnover, and its profitability can reach 70%.

However, not all formats show their own production to the same extent: in some cases, it can create more problems than advantages. First of all, this applies to discounters offering a narrow range of products and goods in a limited area. For shops near the house, it is economically justified to create production in places with a capacity of 2, 000 people per day, provided with a capacity of 140 - 150 kilowatts. In small formats (from 300 sq.m.) the organization of meat and salad shops is recommended (the production is organized on the basis of one store, its products are distributed at 2-3 points).

Investments in workshops are relatively small and pay off almost always. According to generalized data, the share of products produced in the store in the assortment of supermarkets is up to 8%, in turnover - up to 12%, in profit –18-50%.

Before starting your production, you need to determine the scale of production, its varieties and assortment within each department. Much here depends on the prices of raw materials and the activities in this segment of the closest competitors in terms of location.

The main types of own production are: culinary (gastronomy), meat, fish department and bakeries, confectionery departments.

The level of production is determined by the following criteria: product range, quality of cutting (baking or preparation) and labeling, packaging, temperature storage of finished products, shelf life and knowledge of supermarket personnel about these products.

Practice shows that each network invents its own way to save on production costs by investing in innovative approaches. So, for example, Mosmart uses bulk flour, uncharacteristic for mini-bakeries, in silos, which significantly reduces the cost of production. In meat production, the technology of deboning half carcasses in an upright position on a suspension path has been introduced, which reduces the laboriousness of the work of deboners. Raw materials for store production are supplied daily, and inventory in warehouses does not exceed the daily volume. This can significantly reduce the costs associated with their storage. The use of combi steamers (heating equipment) of the latest models costing more than $ 2000 - 3000 allows to reduce losses in the manufacture of culinary products by 17 - 22%.

The main thing in organizing the meat department is efficiency. It’s good if the meat shop is immediately “behind the wall”, which allows you to control the necessary volume of products produced in the context of assortment positions, not to “overstock” and at the same time to prevent the absence of the most popular positions.

Lettuce production is highly profitable, due to the fact that the costs are very small (the share in the turnover from 40% when launched after 3 months is reduced to 8% and then to 5%, unlike meat production, where the costs are usually 7- ten %). The organization of this production does not require large areas - just 20 square meters. m, on which you can fit 2 cutting tables, a stove and a vegetable cutter and 1 counter. A good move here is the transition to the organization of salad bars, i.e. counters with open access to products, because it is well known that the transition to self-service is the easiest way to increase turnover.

The basis of bakery production is the exact observance of technology, excellent raw materials and high-quality equipment. The products of this production, that is, baking is good because the buyer, not planning to make a purchase, buys it anyway, he is attracted by the aroma and appearance of freshly baked bread.

Creating your own culinary, confectionery or meat shops begins with a project. First, a marketing study is carried out, at the entrance of which the preferences of the target audience are determined, the future assortment is developed, top-end and exclusive positions are made, the necessary productivity of the enterprise, the planned sales volumes and the frequency of raw materials entering the workshops are estimated.

The next step is the right choice of equipment for production. When choosing it, you need to determine the scale of production - whether it will be a mini-workshop or a production capable of serving several stores.

All experts agree on one thing: to reduce costs and maintain peace of mind when creating your own production is easier if you contact the equipment supplier at the stage of construction of the supermarket. Indeed, the organization of production shops requires a sufficient area, the availability of certain communications and corresponding electrical capacities. In addition, it is necessary that all these premises comply with the standards of SES and firefighters.

Experienced retailers are advised to buy equipment for production imported Italian or German) - it is expensive, but of high quality. Cheap equipment quickly breaks down, this will lead to downtime in production, and hence to financial losses.

A standard set of equipment depends not only on the type, but also on the volume of production.

For a mini-bakery with an assortment of up to 15 items with a full cycle of production of bread and confectionery products you will need: flour sifter; dough mixing machine; dough divider; molding machine for croissants and baguettes; proofer; hearth or rotary kiln; pastry tables and trolleys. At the same time, for a bakery with an assortment of more than 15 items with a capacity of up to 250 kilograms of confectionery and bakery products per hour, a typical set of necessary equipment will include not just 7, but 16 items. For the operation of the culinary workshop, thermal, refrigeration, mechanical and neutral equipment will be required.

The cost of organizing our own production depends on what type of production will be, also on the assortment, on the productivity of the workshops, on technology, etc. On average. Equipment costs will make up about 30% of the total equipment of the store. For a supermarket with an area of ​​about 1, 500 square meters. m. the necessary investment in equipment for culinary production of a full cycle will range from 30, 000 to 55, 000 euros. The cost of equipping a full-cycle bakery with a capacity of 2, 000 kg / day will be within 100, 000 euros, with an occupied area of ​​100 square meters. m. The cost of equipping a bakery operating on semi-finished products ranges from 5, 000 to 15, 000 euros.

And finally, after choosing the equipment, you should hire personnel who will work in the production. Employees must be trained before they begin work.

In addition to these points, experts advise to pay attention to the establishment of an accounting system and the organization of a system of protection against theft of personnel.

Based on materials from the website Retailstudio.org

* The article is more than 8 years old. May contain outdated data


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