Your business: how to open a pizzeria and a home pizza delivery service

* The calculations use the average data for the World

Pizza is perhaps one of the most beloved and common dishes in the whole world, including our country. This originally Italian invention in the classic version is a round open tortilla, which is topped with tomatoes and melted cheese (in a professional language, this filling is called “topping”). Moreover, it is cheese (by tradition it is mozzarella) is considered the main ingredient in pizza.

In general, the business in the field of catering is a very profitable direction today, and the pizzeria is a promising and profitable idea for your own business. Despite the rather high level of competition in this area, new players have every chance of crowding out more experienced institutions if they comply with several conditions, which we will discuss below.

Russian pizza market

In the domestic pizza market, experts distinguish three main segments: frozen pizza, chilled pizza, as well as pizza, which is served in cafes, restaurants or home delivery. In certain European countries (for example, Great Britain, France, Germany), frozen and chilled pizza is most in demand. However, in our country, these types of products are not very popular among consumers and are slightly represented in retail sales. First of all, this applies to chilled pizza. This can be partially explained by the insufficiently quick delivery of pizza to stores even in large cities, as well as the lack of refrigerators for its storage. But there is another reason for the decline in the popularity of "semi-finished" pizza in frozen and chilled form. This is due to the loss or deterioration of part of the taste during the heat treatment of the product. Most consumers prefer freshly prepared pizza (in the classic version, it is recommended to eat such pizza within fifteen minutes after its preparation, but this is not always possible).

Another feature of this segment of the fast food market is the relatively high competition. If you are only going to open your own pizzeria, then you need to carefully study both direct competitors throughout the city and in your region, in particular (direct ones include specialized establishments - pizzerias with a delivery service), and indirect competitors (these are any catering outlets where served pizza or even just have a menu of the same price category as yours).

The average growth of the pizza market, cooked in a restaurant and served fresh, reaches 25-27% per year. Its volume was estimated in 2013 in the amount of over 200 million dollars. Even the unfavorable economic situation is not an obstacle to the development of this segment. Pizza is considered to be a tasty and, most importantly, affordable dish, which is suitable both for friendly gatherings or for a quick dinner in the family circle, or as a lunch in the office (when one pizza is ordered for several people at once).

Currently, freshly prepared pizza can be ordered in various cafes and restaurants, as well as in specially equipped pizzerias. In our capital alone, the number of establishments of the latter type exceeds 400 points, and pizza delivery is carried out by less than a third of them. Despite the high level of competition, this market is still far from saturated: not one of the large companies occupies more than 5% of the market. For this reason, new players have every chance to occupy their niche. Moreover, the fast-food pizzeria segment with its own delivery service is more attractive for investments than other types of catering establishments. According to various experts in Moscow and St. Petersburg, this market is occupied by less than 50%, and in other cities - less than 30%.

Types of Pizzerias

Even in such a seemingly limited segment, various formats of establishments are presented. Such a unique dish as pizza, despite the low cost, is in great demand among a completely different target audience. It is equally in demand among visitors to chains of catering establishments and expensive restaurants. One of the most promising areas of this business is the delivery of freshly prepared pizza. Before starting to consider the organizational aspects of opening such a business, you need to understand the existing formats of pizzerias, since the size of your investments directly depends on the selected format.

The most expensive, but at the same time the most cost-effective option of a pizzeria is a full-fledged Italian restaurant with a predominance of different types of pizza on the menu. The main expenses in this case are the rental of premises, the purchase of furniture for the hall and kitchen, and equipment for the kitchen. The payback period of such a project is estimated at least one year. The assortment of the restaurant, of course, will be much wider than the usual pizzeria. Dishes of Italian cuisine are in constant demand among our compatriots, the competition in this niche is not very high, so the Italian restaurant has every chance not only to survive in the market, but also to form a circle of regular customers. The premises will require 300 thousand rubles (on condition of lease), the equipment will take at least 200 thousand rubles and about the same amount for the salary of the staff of the institution.

Fast-food pizzeria is also a restaurant, but more budget-priced and specializing mainly in pizza. The competition in this segment is higher, but the costs of opening such an institution will be significantly lower. To open such a pizzeria requires a small area (for example, it can only be part of the trading floor). Accordingly, the cost of rent, repair, purchase of furniture and equipment, as well as salaries for maintenance personnel, is reduced. Renting a room or part of it will take from 15-20 thousand rubles a month, for equipment - from 100 thousand rubles. Such an institution can bring its owner from 100 thousand rubles a month, and he will be able to reach the level of self-sufficiency in about one and a half to two years after opening.

The most inexpensive investment project is a company that bakes and delivers pizza without the possibility of eating the latter directly at the point of sale. The level of competition here is the highest, but we still offer a novice entrepreneur to dwell on this option, since it does not require large investments and is highly profitable. The costs at the initial stage of work will be significantly lower than in the other two options. The main savings are achieved on rental and wages to employees. For a small pizzeria without a hall, 1-2 cooks will be required, as well as couriers to deliver pizza to customers. The cost of the premises will be from 10 thousand rubles a month, for equipment for the kitchen - from 100 thousand rubles. The income of such a pizzeria is on average 100 thousand rubles a month, but the payback period can reach two years.

The average check in a pizzeria with pizza delivery ranges from 250-300 rubles, and in stationary establishments it can reach up to 700-1000 rubles. The profitability of this type of business is 30-75%. The profitability of a stationary pizzeria is estimated at 30-70%, and the profitability of the outbound pizza trade - at 60-75%.

Documents for opening a pizzeria

To open your own institution for the manufacture and delivery of pizza, certain documents will be required:

  1. Rental agreement
  2. A copy of the design opinion on the catering facilities (or the project itself, if the conclusion was not drawn up);
  3. Calculation of the amount of food waste depending on the capacity of the enterprise;
  4. Permission on the possibility of accommodation;
  5. A copy of the BTI floor plan with an explication of the catering facility;
  6. Copy of the general plan of the territory;
  7. Communication schemes (ventilation, water supply, sewage);
  8. The arrangement of technological equipment;
  9. Copies of existing agreements with water utilities, passports for existing ventilation installations and air conditioning systems;
  10. The act of auditing, cleaning and disinfecting ventilation systems, sewers, checking thermal and refrigeration equipment in the catering unit
  11. Contract for the maintenance of ventilation systems and air conditioning systems, including disinfection;
  12. Measurements of radioactivity on the soil and in the building (if the pizzeria is located in the new building);
  13. Certificates for decoration and building materials in the dining room;
  14. Copies of bacteriological and chemical analysis of drinking water;
  15. Copy of certificate of state registration of a food service enterprise;
  16. Copy of the charter of the enterprise;
  17. Copy of tax registration certificate;
  18. Bank details (in full), certified by a “live” signature of the director and a “wet” seal;
  19. Copies of instructions on the appointment of responsible persons for the PC (production control);
  20. Certificate or certificate of training of the person responsible for conducting production control at the facility;
  21. Assortment list of products;
  22. Copies of waste disposal agreements: solid waste, food, mercury-containing and fluorescent lamps;
  23. Copies of contracts for the supply of food and food raw materials
  24. Copy of the contract for deratization, disinsection and disinfection works (+ license);
  25. A copy of the contract for washing work clothes (with a copy of the sanitary-epidemiological conclusion of the laundry);
  26. Copy of the contract for periodic medical examinations (+ license);
  27. The program of laboratory production monitoring of compliance with sanitary legislation;
  28. Production control agreement with an accredited laboratory (license + accreditation + sanitary and epidemiological conclusion to the laboratory center);
  29. Bacteriological and chemical analysis of food products
  30. Laboratory research on microclimate, noise and illumination of workplaces in a catering enterprise;
  31. Sanitary passport for the object (issued in the disinfection service);
  32. Sanitary passport for a food truck with a monthly mark on the disinfection of vehicles);
  33. A decorated consumer corner (a registered book of complaints and suggestions, Federal Law 52 of 08/18/2019 “On San Epidemic Well-Being of the Population”, “San. Rules for the Organization of Catering and Additions to It, ” “San. Rules for Conducting a Production Control Plan”, “Hygienic requirements for shelf life of food products”, “Law on the Protection of Consumer Rights”, etc.);
  34. Marriage magazine;
  35. Journal of accounting and expenditure of disinfectants with an approved calculation, as well as a journal of inspection of employees;
  36. Framed medical books for employees;
  37. If you intend to also sell alcohol and tobacco products, then you need to draw up a sanitary and epidemiological certificate for alcohol consumption at the point of sale, and then a fire report and the corresponding licenses.

The choice and equipment of the premises for a pizzeria

Among the main factors that significantly hinder the development of the pizza market in Moscow, experts call the shortage of space. A suitable secondary market is too expensive. Large companies (especially foreign networks) resort to the tactics of "friendly takeover". They are looking for a cafe that is unprofitable and offers its owner to join in their network, becoming one of the franchisees. This option is beneficial, as a rule, for both parties. Having acquired specialization and a brand, a cafe becomes a profitable enterprise, and the network of pizzerias expands.

In other cities, the situation with the area under the lease is slightly better, but most investors still consider sleeping areas rather than the city center for opening an institution. So they save even more on rent. At the same time, for a pizzeria that does not involve the use of pizza directly at the place of sale, the location is not so relevant, as it delivers orders throughout the city.

However, the choice of a sleeping area, where you open your institution, is also worth approaching wisely. Preference should be given to a large residential microdistrict of the city, since, first of all, you will serve it, and not the whole city as a whole. Such geographical "specialization" allows you to get around competitors by offering residents of your area the most expeditious delivery at a low price. Do not forget about traffic jams, which very sadden the life of couriers. Pizza delivery to the other end of the city during rush hour may take several hours, which does not please customers who receive a dish that has long cooled down and is no longer needed.

The second most popular place for a pizzeria is the office center, that is, the area of ​​the city where the largest number of offices and banks are located. Patency in such an area may be lower than in the center, however, the facilities located there serve primarily their employees. If the largest number of orders in pizzerias in the sleeping area falls in the evening, then when the institution is located in the business center of the city, the first wave of visitors is observed at lunchtime, and the second - in the evening, when employees of nearby offices are sent home. It is worth noting that, near offices, it makes sense to open a pizzeria in fast food format, where there is the opportunity to have a snack at lunch. Takeaway pizza in this case is not so in demand.

Pizzeria can be opened at the cafe or restaurant, which do not have a narrow specialization. It looks like a hall for lovers of Italian cuisine and pizza in particular. Such halls are opened in cafes or even canteens, which operate on the principle of self-service, and in classic restaurants where visitors are served by waiters. It is possible to mix such formats: for example, a pizzeria works as a fast-food restaurant with self-service, but one room inside it is of a restaurant type or vice versa. This format has so far taken root only in Moscow and St. Petersburg. Other regions are characterized by a clearer division of institutions by type and form of service. The restaurants offer a wider range of dishes and alcoholic drinks. The average check here is 40-45% higher than in a self-service establishment.

Pizza making equipment

The range of small pizzerias is from 5-6 types of pizza. However, experienced entrepreneurs are advised to expand it to at least 10-12 species. Although excessive variety is also not recommended - ten species are enough to satisfy demand. The number of types of pizza depends on the season. In summer, the demand for pizza falls, respectively, manufacturers significantly reduce their range. In the cold season, on the contrary, pizza becomes very popular, and pizzerias introduce additional items to their assortment.

Equipment is one of the largest expense items for an institution that manufactures and delivers pizza. Unlike renting, saving on these costs is not worth it. Imported equipment that is used to make pizza has no cheap analogues of domestic production. For example, large pizzerias for baking pizza uses conveyor types of American production. According to manufacturers, a product prepared on such equipment is of the highest quality, which is unattainable when using cheaper furnaces. In fact, for a small pizzeria, equipment of European and domestic production, including second-hand ones, is quite suitable. However, when choosing a model, be sure to consult with specialists. The main disadvantage of such furnaces is the difficulty in finding spare parts. Non-new equipment can fail quite quickly, and the search for spare parts and the master who will repair it will take time. All this leads to long production downtime and, as a result, to your financial losses.

Small pizzerias buy more than one production line, which is impractical with their budget and rented area, but collect everything you need from ovens, stoves, dough mixers and dough makers of various manufacturers and different conditions. Of course, with such equipment you won’t make the kitchen open, putting it on public display, as some restaurants do. But for a pizzeria working with a delivery service, this is not relevant.

Of course, traditional Italian pizza is traditionally baked in wood-fired ovens, but few people use this technology in our country. Domestic pizzerias prefer to work with modern electric furnaces. However, even with the same equipment and, it would seem, the same recipes, the taste of pizza can vary significantly depending on the manufacturer. The reason for this is the ingredients that are used to make the dish. Someone even orders flour in Italy, arguing that you cannot cook authentic Italian pizza with domestic flour. Впрочем, использование иностранного сырья сопряжено с большими расходами. Ваши клиенты же предпочтут пиццу, которая, возможно, и не будет оценена по достоинству гурманами, но зато будет вкусной и доступной по цене.

Но с одной лишь пиццей даже специализированное заведение долго не протянет, даже если вы будете изготавливать помимо классических вариантов менее привычные и традиционные (к примеру, кальсоне, фокаччо, белая или черная пицца, конопицца и пр.). Для повышения рентабельности нужно добавить в его ассортимент также стандартный набор блюд: закуски, салаты, возможно, также первые и вторые блюда, различные вариации на тему фаст-фуда (например, привычные гамбургеры, но непривычно для большинства потребителей высокого качества) и т. д.

Организация доставки пиццы

Организация доставки пиццы заказчикам на дом – это головная боль всех пиццерий. Доставкой пиццы занимаются как компании, которые работают только под заказ, так и стационарные пиццерии, для которых это является дополнительным доходом. Доставку рассматривают как довольно перспективное направление бизнеса. Омрачает его лишь временные затраты на дорогу от пиццерии к потребителю. В крупном городе на это может уйти от полутора часов. За это время пицца, несмотря на самые современные виды упаковки, успевает потерять часть своих вкусовых качеств. Крупные компании открывают дополнительные точки в различных районах: на основной кухне они заготавливают полуфабрикаты, а на дополнительных точках – выпекают пиццу и передают ее курьерам для доставки. Рентабельность службы доставки пиццы оказывается ниже, чем у стационарных пиццерий. Однако этот формат популярен, прежде всего, по причине меньших вложений, которые требуются для его открытия.

Вопрос с длительным ожиданием заказа клиентами каждая компания решает по-своему. Кто-то доставляет пиццу только в вечерне-ночное время, когда пробок на дорогах уже нет, кто-то пытается использовать новейшие технологии, но пока безуспешно. Напомним, что эксперимент пиццерии «Додо пицца» в Сыктывкаре с доставкой пиццы на дроне (квадрокоптере) закончился судебным запретом и штрафом в размере 50 тысяч рублей за грузоперевозку по воздуху без лицензии. Доставка заказов строго в определенное время – тоже не лучший вариант. Днем заказы в пиццерию поступают из офисов, а вечером пицца доставляется по квартирам. Работа преимущественно на один район или близлежащие районы может быть оправдана, но лишь в том случае, если количество заказов здесь будет достаточным. Большинство заказов по наблюдениям предпринимателей поступают по телефону, а оставшаяся часть (25-30 %) – через интернет, так что стоит позаботиться о собственном сайте.

Секреты успешной пиццерии

Среднемесячная прибыль стационарной пиццерии в столице оценивается в сумму от $7, 5-8 тыс. Компании по доставке собственной пицце зарабатывают немного меньше – от $5 тыс. В регионах эти суммы будут, конечно, меньше. Если вы хотите, чтобы ваше заведение достигло успеха, то стоит соблюдать несколько простых условий. Прежде всего, позаботьтесь о закупке всего необходимого оборудования, а также качественных ингредиентов.

Однако без квалифицированного персонала получить идеальную пиццу вряд ли получится. К счастью, службам по доставке пицце найти подходящих работников проще, чем стационарным пиццериям, так как в последних к поварам предъявляются намного более высокие требования. Для работы в вашей пекарне можно набирать выпускников кулинарных училищ, которые в течение определенного времени проходят подготовку, проходят аттестацию и могут приступать к работе. Наконец, не стоит забывать о рекламе. Если стационарные пиццерии могут себе позволить вложиться в раскрутку разово на первом этапе своей работы, то фирмам по доставке пиццы приходится постоянно рекламировать свою продукцию. Наиболее эффективной рекламой для таких заведений считается адресная рассылка рекламных материалов.

Sysoeva Lilia

(c) - a portal to business plans and guidelines for starting a small business 08/18/2019

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