The success of any catering establishment depends, among other things, on the choice of location. In order not to be mistaken in this matter, you need to be very careful, not to compromise and unjustified risk, since the losses can be huge and will lead the owner to bankruptcy.
There are certain parameters that you need to focus on when choosing the very cherished "fish" place.
Depending on the format of the institution, the criteria for choosing a place are different. Conventionally, they can be divided into two categories:
The first of these is places for democratic concepts.
The second is places for expensive and fashionable concepts.
It is important not to forget about the connection: the lower the average check of the restaurant, the higher its dependence on guest traffic nearby.
Consider the options for choosing a place to place a democratic institution.
For concepts such as street food outlets, fast-food enterprises, canteens, cafes for food on the go, a strategy is used to intercept current traffic and profit from its location.
After all, the flow of people and their presence in pronounced recreation areas always implies the use of catering services.
Where are such establishments located?
The intersection of large flows of people near the metro, transport hubs, parks, food courts, sports and concert complexes, business centers and business parks.
If an institution has a BRAND, and it is supported by a reliable marketing strategy, then the point becomes famous, which increases the traffic and conversion of the institution.
Criteria that are important to evaluate when choosing a location for such a point:
Traffic people per unit time;
The location and availability of exits from the metro, business centers or institutions (clinics, universities, state administrative centers).
- Rate the audience living in the area of the institution.
- Determine if there is a TARGET among this audience (in accordance with the concept of your point). What is solvency, the composition of working and casual passers-by by the planned institution, rush hours for this place. It is important to understand this for further pricing, setting the institution's work schedule, and developing activities that stimulate demand.
- Assess the visibility of the exterior of the establishment in various weather conditions. Will the foliage of the trees cover the sign, will the pile of snow prevent you from reaching your point.
- Assess the impact of the seasonal factor. If this is a park, then revenue will increase in the summer, and in the winter only subject to good weather and events.
- Estimate the location of the point relative to the flow of people. The first or second line. Location on the second line reduces traffic at times.
- To evaluate the possibility of placing advertising materials: signs, pillars, advertising boards. In different areas of capital cities, the requirements for such materials may vary.
- The presence of parking and stops for disembarkation and boarding of passengers. If there is no way to stop or park near your establishment, you can lose a huge number of potential guests - drivers. Especially if you have a restaurant or establishment with prices of the middle and above the middle segment.
- Floor on which the premises are offered. The location of the establishment on the ground floor is ideal for democratic concepts.
- Higher floors are already characteristic of expensive restaurant concepts with a panoramic view.
- Large windows - showcases and high ceilings. The presence of shop windows - already sells your establishment. The flow of people sees the atmosphere in the institution. Moreover, visitors like to sit by the window and, having a cup of coffee, examine passers-by.
High ceilings allow the establishment with a small area to expand the space, create a feeling of “air”.
- The configuration of the place where you want to place the point should consist of a ratio of production and trade areas of approximately 50/50%.
- Evaluate electric power and the possibility of increasing it. What is the point water supply and sewerage.
- The presence of two entrances is also handy, since this is a requirement of state bodies and will not confuse your guests when unloading products from suppliers.
- If this is a lease, it is important to draw up a long-term contract, since you can invest in repairs, and the landlord decides to sell the premises. Not the best option.
How to evaluate all these factors?
From the very beginning, you need to understand in which area you want to open an institution and find the premises themselves. This can be an independent search, contacting real estate agents and other consultants in the restaurant business.
Prepare a list of items that the room should match and go on a search.
When you have decided on a place, then you can go to reconnaissance.
Chat with sellers at nearby shops or cashiers at cafes that are already open. One can bring any person into a dialogue under various friendly pretexts, most importantly, not to be afraid. Everyone is ready to talk about life and problems.You can get something at the institution and understand patency by check number (this is often indicated). The opinions of ordinary people, employees, and so on are much more objective than landlords who promise "manna from heaven."
Reinforce the intelligence phase with observation. Select several periods on different days and conduct statistical observation of the audience on weekdays and weekends.
Do not forget to trust your intuition. She often gives us the last signal that the place is “the same” and must be taken.
Remember that the wrong choice of location of the institution can lead to global losses. Such an institution, unfortunately, will be cheaper to close than to push money into its development.