The Russians were less likely to dine at restaurants
The Russians ordered at restaurants two times less Lunches in 2016, a year earlier. However, they are still willing to visit expensive establishments to relax in the evening.
Orders business Lunches in Russian restaurants by the end of 2016 was reduced by 48% compared with year 2015, all visits in the daytime — 23%.
If we talk about the market in General, including fast food outlets and coffee shops, the Russians began to dine outside the home for 6% less. These figures are contained in the American research company the NPD Group (there RBC).
Drop in restaurant traffic is associated with a decrease in purchasing power, according to analysts NPD. The average cost of a business lunch — 300 rubles, which is 10% higher average check in fast food, where the number of visitors at lunchtime, on the contrary, increased in comparison with the year 2015 of 6%.
Previously, restaurants were considered business Lunches as a promotional offer, says CEO Maria NPD Vanifatova. They hoped that the customers are coming for lunch, come back in the evening and will spend a more significant amount. Studies now show that this approach is inefficient for dinner, people often choose other places.
The dinners “suffered” least of all: the attendance of the restaurants at this time declined by 6% and overall food service establishments — 1%. In the evening the Russians come to relax or to celebrate something, tells Vanifatova.
But I have Breakfast and lunch outside the home people in the first place for comfort: 62% of consumers indicate convenience as the main reason for going to the restaurant in the morning or afternoon.
Thus, the Russians are more willing to sacrifice daily comfort, than to give pleasure, to summarize in NPD
The reduction of visits at lunch time in restaurants due to the rapid development of canteens in 2016, says the founder of the consulting Agency “Ruskonsalt” and the network of restaurants “Meat & Fish” Sergei Mironov. Visitors who came for business Lunches, for economic reasons moved to the table, he explains. In addition, in 2016 increased the proportion of food delivery in the office and at home, which also affects the attendance of institutions, says Mironov.