You are provided with 6 screens according to the number of the most popular chains in Russia, the share of fast food in the restaurant market, the main rivals and the number of their points by city, as well as the market volume in the context of years and statistics on the average check, depending on the type of restaurant. This dashboard is based on real data and is made as part of the curriculum.
Made by Anastasia Anikeychik, a student of St. Petersburg State Technological University, Faculty of Economics and Management, Business Informatics direction.
In the analysis, we came to various results on the development of the fast food market:
- The fast food market in Russia is not limited exclusively to international brands.
There are several well-known developing fast food chains in our country, among them Teremok, Dodo Pizza, Patio. All of them have consistently shown growth in 2019, but their market share is not so impressive.
Analysis of the fast food market in 2019 showed that the list of the most popular chains in Russia is as follows: Stardogs, McDonald's, KFC, Pizza Hut, Subway, Burger King, Coffee Like, Tea funny, Chocolate Maker, Coffee House, Dodo Pizza, Teremok.
- NPD Group research shows that according to the results of 10 months of 2019, 51% of Russians' expenditures on public catering were received by fast food establishments.
- A review of the marketing companies of the world leaders of fast food allowed us to identify development trends. All of them are applicable to the Russian fast food market. The main rivals in the Russian market are still the most popular chains: McDonald's, Burger King and KFC.
- The restaurant business is noticeably influenced by the local market tied to a specific location. "So, among the largest Russian cities, if we omit St. Petersburg and Moscow, the largest number of fast food outlets is recorded in Yekaterinburg, Rostov-on-Don and, oddly enough, in Chelyabinsk. In both cities (Yekaterinburg and Rostov-on-Don), you can find a significant predominance of Subway restaurants -28 and 30 points, in Chelyabinsk – 39 Subway points. In general, the study takes into account data on four major chains – McDonald's, Burger King, Subway, KFC. The development of fast food in Nizhny Novgorod, Samara and Novosibirsk is keeping pace.
Good indicators in Yekaterinburg – it is in third place in Russia – 71 establishments, and Subway predominance is noted. The latter, as can be seen from statistics, is increasing expansion into the regions and in some cities is overtaking McDonald's," the creators of the restaurant automation system r_keeper note.
Anyway, Moscow is the undisputed leader in the number of establishments (834 points), leaving both the regions and St. Petersburg far behind (270 points). A clear disparity suggests that approximately 70% of fast food restaurants are located in Moscow and St. Petersburg, while only 12% of the country's population lives there, which means huge potential for growth in the regions.
In the regional context, the fast food market can be called an oligopoly, so the problems of one company can lead to a redistribution of the market among other chains. This refers to McDonald's, which in recent years has attracted increased attention from Rospotrebnadzor against the background of the rapid development of its direct competitor, the Burger King grid.
Leading catering companies take into account the global trend of focusing on delicious and cheap food and expand the geography of their presence.
- The fast food segment is the most stable in the catering market: the attendance of fast food chains in 2016 increased by 6%, while in the whole food market outside the home, this indicator fell by 3%, according to NPD data. As a result, the share of fast food in the total market volume in the same period increased to 40% with a turnover of 200 billion rubles (according to data in the eight largest cities).
- Average receipts for fast food in million-plus cities also vary. Yekaterinburg residents spend the most in fast food outlets — 381 rubles per order. This indicator has grown by 10% over the year. Muscovites are in second place — 371 rubles, Novosibirsk residents are in third place — 347 rubles. The smallest average receipt for fast food among Voronezh residents is 223 rubles, it has decreased by 10% over the year.
In the capital, the highest average check was recorded in catering establishments, 1,452 rubles; the lowest — in Chelyabinsk, 810 rubles.. In Volgograd, the indicator was 850 rubles, in Perm — 950 rubles.
Based on the statistics obtained, it can be concluded that despite the crisis phenomena in the economy, the fast food market continues to develop. Experts believe that the need for fast food outlets has not yet been met. Despite the large number of outlets and further growth, it is too early to talk about market saturation. Due to the fact that some market opportunities are not being used to their full potential, it is possible to predict a high growth activity of the industry in the future. Thus, three market leaders — McDonald's, KFC and Burger King, which occupy more than 80% of the market, actively continue to open new outlets.
Hello! Why are using Ribbon chart here?
