The restaurant business has been one of the most profitable business lines for many years. But time does not stand still, every day there are new types of establishments that are becoming much more popular than the already familiar fast food restaurants and cafes.
These companies include hamburgers – restaurants and cafes of the “new” generation, highly specialized and offering their visitors a wide range of hamburgers.
Such a business in Russia is not yet very developed, but it can rightly be called one of the most promising. If the opportunity to launch such a company caught your attention, there is no doubt: such a company will definitely bring good profits.
In this article, we will analyze a detailed burger business plan so that you can see step by step how to open such an institution and popularize it.
Opening a burger: the relevance of a business idea
It makes no sense to talk a lot about the fact that all kinds of restaurants and cafes are very popular with the population.
This is mainly facilitated by the fact that the pace of life of modern man has greatly accelerated. Every second hardworking person simply cannot set aside enough time to spend several hours every day preparing food.
This is especially true for those citizens who spend almost a day in offices or educational institutions.
A simple diagram allows you to compare the attendance of various types of establishments in 2014 and 2017:
It follows from the statistics that the attendance of fast food restaurants and cafes is in a leading position. And this, in turn, suggests that the restaurant business in Russia is very relevant.
In addition, this statement applies to all catering establishments, and especially to new, yet undeveloped areas, which, of course, include hamburgers.
On the one hand, it may seem that a hamburger restaurant, as an institution with a narrow range of dishes and a small area, is not a very attractive business idea.
But in reality, everything is completely different.
Burger restaurants have many advantages and disadvantages compared to regular fast food restaurants:
- Unusual culinary address.
- Outstanding style.
- Affordable pricing policy.
- Fast preparation combined with high quality products and service.
- Nice atmosphere without too much noise and fuss.
All of these characteristics, among many others, make hamburgers a popular destination for diners and a highly lucrative business for entrepreneurs.
Therefore, regardless of whether you are a beginner entrepreneur or an entrepreneur who has already taken place in the restaurant business, you should know that hamburgers are a very relevant and promising type of activity.
The main components for writing a business plan for a burger
To date, to start any type of business, a convenient solution and even a necessity will be the preparation of a business plan for opening a company.
At the initial stage of doing business, a business plan will help you correctly calculate the necessary capital investments, think over the concept of the institution, select premises and equipment for it, and develop a marketing strategy.
Together, all this will allow you to avoid numerous mistakes and risks, and will also help you calculate your own strengths.
A business plan is a very broad concept. The document consists of a large number of sections, each of which is necessary to think through all the details of the project.
As for the hamburger business plan, it will consist of the following mandatory sections:
- Analytical plan – market analysis, identification of the target audience and competitors, commercial significance.
- Organizational plan – business registration, approval of the strategy, concept and product range.
- Production plan: selection of premises, organization of space, development of interior design, purchase of equipment, hiring of personnel.
- Marketing plan: development of ways to promote a burger joint, options for attracting visitors, formation of a list of additional services.
- Financial plan – calculation of profitability and payback, analysis of opening costs and expected future income.
And now, in order to tell you as accurately as possible about the stages of opening a burger in Russia, we will analyze each of the points of the business plan separately. Let’s start with how to legalize your business.
How to register an entrepreneurial activity if you decide to open a burger?
Registering a business is undoubtedly one of the most important stages of a business plan, without which all subsequent stages of starting a business will be illegal.
Very often, when starting a business, aspiring entrepreneurs register their activities as an individual entrepreneur (IP) or as a limited liability company (LLC).
Which option to choose when opening a hamburger restaurant?
Since the hamburger restaurant is a small establishment, in order to legalize its activities, it is still better to opt for registering an individual entrepreneur. This will require a very small package of documents, and the maintenance of an IP itself is much simpler than organizing an LLC.
To start the registration process, you need to collect all the necessary documents and contact the Federal Tax Service at the place of registration. The official website of the Federal Tax Service will help you find the address: https://service.nalog.ru/addrno.do
From the list of documents you will need:
- The passport.
- TIN code.
- Application (can be filled out directly at the inspection).
- Receipt of payment of the state duty (today it is 800 rubles).
After submitting the application and the relevant documents, you will need to wait a few days, after which you will receive the OGRN certificate. This will confirm that you are now a businessman, and on a legal level.
In addition, you must determine the taxation system that the state will apply to you and indicate the OKVED activity codes.
As for taxation, it is best to opt for the STS (simplified tax regime) or UTII (single tax on imputed income).
You can enter the following codes:
But since we are talking about the legal aspect of opening a hamburger restaurant, it should also be noted that both commercial hamburger establishments and other restaurants are subject to high requirements, both from the sanitary and epidemiological service and from the fire inspection.
Therefore, in order to avoid conflicts and problems in the future, you should definitely make sure that your burger bar complies with SNiP 2.08.02-89.
In addition, at any time you need to be ready to provide the Audit Commission with a number of documents, which include the following:
|a||Certificates of OGRN and TIN.|
|two||Journal of Safety Engineering.|
|3||Certificate in accordance with the requirements of the Sanitary and Epidemiological Service.|
|four||Instrument check report.|
|five||Agreement with the sanitary and epidemiological service.|
|6||Agreement with an organization that disinfects, disinfests and deratizes rats.|
|7||Contract with the power supply service.|
|eight||Agreement with the water supply service.|
|9||Agreement with housing and communal services.|
|eleven||Agreement with the fire department.|
|12||Agreement with the city administration.|
|13||Agreement with the landlord.|
|fourteen||Agreement with the equipment service center.|
|fifteen||Employment contracts with employees.|
Another important nuance of opening a hamburger restaurant is that each of your employees has a medical book confirming satisfactory well-being.
What is market analysis for and how will it affect the choice of burger format?
Another important element of a hamburger business plan is to analyze the market and determine the target audience of the future hamburger.
Why is such an analysis needed?
After analyzing the market and finding out which catering establishments already exist in your city, you can easily understand which establishment is missing in your locality.
Thus, you will solve two problems at once: you will be able to avoid the risks of unpopularity of your burger place and create exactly the institution that the residents of the city need.
But market analysis is not only about determining the number and format of various establishments.
Monitoring includes, at a minimum, the determination of three main factors:
- The number of competitors and their offers in the market.
- Target audience, which can be both young and old customers.
- The solvency of citizens, on which the further pricing policy of a hamburger restaurant will largely depend.
Once you have defined all the data in your business plan, you will be able to more accurately define your own offer in the restaurant market by developing the format and concept of the establishment.
Although all hamburger restaurants are those food service establishments that specialize in cooking hamburgers, each place has its own style, menu and way of serving.
Therefore, in a business plan, even at the stage of developing your business idea, you need to think through the concept to the smallest detail.
What points need to be addressed in the course of defining your own format:
- The concept and style of a hamburger.Based on the data obtained as a result of the analysis of the market and the target audience, you will be able to determine exactly what your establishment should be.If the main audience of visitors is young people aged 19-29, it would be nice to design a burger shop in a bright youth style and develop an appropriate attractive menu with unusual dish names.If the main visitors are office workers or couples, then it is worth developing a more family and relaxed style in the burger.
- Institution type.All hamburgers are establishments that in many ways resemble fast food restaurants or canteens. But there is no clear idea of what the ideal hamburger should be, so you can position your establishment as a gourmet restaurant or as a fast food restaurant.The choice of type will depend mainly on the saturation of its market with this type of establishments and the preferences of the residents themselves, as well as their solvency.
- service method.Depending on what kind of burger you will have, you must determine how customer service will be carried out.Having chosen to open a burger joint due to the type of restaurant, it is best to hire more waiters to organize full or partial service. And if you want to open a fast food burger shop, develop a self-service system.
- Burger menu.As already mentioned, there is no exact definition of the concept of a hamburger and, therefore, there is no definite list of dishes that should be served in it. Therefore, the development of the menu and the definition of the list of dishes at the stage of the business plan falls entirely on the shoulders of the owner.The only thing that can be said with certainty is that in any case, a hamburger restaurant should offer a wide range of hamburgers, because they are, so to speak, the “chip” of the establishment. As for the variety of other dishes, it should not be too wide, but should not consist only of burgers and french fries.Ideally, the menu should include 15-20 dishes:
- 5-7 different types of burgers with different buns and cutlets from different minced meat;
- 2-3 simple salads;
- 2-3 side dishes, such as french fries and potato fries;
- 2-3 types of meat dishes, for example, chicken wings or fried sausages;
- 2-3 simple desserts.
- List of additional services.Although we classify burgers as food service establishments, you can organize some additional services to attract more visitors.These include organizing the delivery of hamburgers to your home, holding events (business lunches, corporate parties, family holidays), organizing a children’s hamburger hall or a playground on the territory.
By analyzing each of the elements to create a complete format and concept, the business plan will help you to clearly understand what type of burger you are going to open. Based on this, it will be much easier to solve other organizational and production tasks.
Choosing a room for a burger: where and what area is better to rent?
As a general rule, all catering establishments (including hamburgers) are best located in walkable and busy places.
These can be the central streets of the city and squares near large shopping centers and walking places near office buildings, universities and large companies. In a word, it is best to open a hamburger in a place where the establishment is always in sight, and where a large number of people pass every day, wanting something to eat.
Also, when choosing a location for a burger joint, start with the size of the city in which you plan to launch it. If it is small, then be sure to look for a room closer to the center. And if we are talking about a metropolis, then you can allow the opening of a company in some residential area where many people live.
At the same time, do not forget that the location of the burger should match your concept.
Also consider the number of closest competitors. If there are already several burgers in the city center, look for a place that is less crowded with competitors or offers your potential visitors something that others do not.
As for the hamburger area itself, it is best to rent it. But, if you have enough capital to buy, then you can buy it.
The size of the room you choose will depend on the scale of the hamburger restaurant you plan to open, as well as the type of establishment you will have.
If we take average numbers, then to organize a hamburger you will need about 100 sq m of space, of which 60-70 sq m will go under the guest room, and another 30-40 sq m will be needed to organize bathrooms, kitchens and staff rooms.
Remember: the room should not be very large, but at the same time sufficient to organize a kitchen and a spacious hall.
Production business plan for a burger shop: the main items of equipment
As with any other catering establishment, it is not enough just to rent a place to open a burger joint. It still needs to be properly equipped so that visitors feel comfortable, and food can be cooked in the kitchen.
Since in each of the cases of organizing a hamburger, depending on the concept, the menu and equipment necessary for cooking will change, we will give as an example the main types of equipment for production and service premises, as well as for arranging a restaurant for guests.
|Hall for visitors|
|tables||ten||9 200 rub.|
|Sofas||five||15 500 rub.|
|Bar||a||160 500 rub|
|Burger press||a||14 000 rub.|
|Electric grill||a||10 000 rub.|
|frying surface||a||14 000 rub.|
|Refrigerated hamburger table||a||165 000 rub|
|fryer||a||700 000 rub.|
|vegetable cutter||a||35 000 rub.|
|Thermal showcase||a||49 000 rub.|
|Fridge||a||110 000 rub|
|Bake||a||45 000 rub.|
|Cutting table||two||9 900 rub.|
|Bath for washing dishes and vegetables (3 sections)||a||29 000 rub.|
|Shelf||two||11 500 rub.|
|Water heater||a||16 000 rub.|
|Wall mounted soap dispenser||3||800 rub.|
|Hand dryer||3||5300 rub.|
|Laundry for workers|
|Sofa||a||11 000 rub.|
|point of sale computer||a||40 000 rub.|
|receipt printer||a||10 900 rub.|
|Waiter||a||29 000 rub.|
|Total equipment cost:||RUB 1,881,300|
In total, the total cost of equipment for one hamburger will be more than 1.8 million rubles, which, as you can see, is an impressive amount. But remember that this figure is indicative. It can be lower or higher, depending on the type of institution and the region of the country chosen for doing business.
Also, the cost can be reduced by purchasing not new, but already used equipment.
You can also reduce costs slightly by entering into a supply contract with beverage manufacturers. You will buy and sell their products, and in return they will provide you with their refrigerators for cooling and storing water, mineral water, juices.
Be sure to include all of this when preparing your business plan. A clear structure of your shares will help you predict the amount of capital investments as accurately as possible.
Recruitment and procurement of raw materials: other organizational elements of a business plan for a burger …
Despite the fact that the search for future employees and suppliers at first glance does not seem like such a difficult task, a business plan must contain all these points without fail.
Thanks to all the data entered into it, you will be able to correctly calculate the costs and understand where you will buy products for preparing hamburgers in a hamburger restaurant.
So let’s get down to recruiting.
a) How many employees will you need at the stage of starting a burger joint?
To open a burger shop, we recommend that you first hire the minimum required number of employees, which will increase as demand for your business grows.
At the beginning, you will need to hire about 7-8 people who will work in shifts:
- 2 managers
- 2 chefs
- 2 waiters
- 1-2 cleaners
Please note that the number of employees may be less if you plan to organize a self-service line.
But since the waiter service is more suitable for a burger shop, first hire at least two such employees, and then increase the staff to 4-6 people.
As for other employees, for example, an accountant and a marketer, you can perform their duties on your own at first. In extreme cases, you can attract workers from outsourcing.
b) Where and from whom is it best to buy raw materials?
Since not only the price is important when opening a food outlet, but also the quality of the product, it is best to look for trusted manufacturers who can provide you with a quality certificate for each type of product.
To save money, enter into supply contracts only with direct manufacturers, and not with resellers.
In terms of produce (fruits and vegetables), you’d better find a small farm that always supplies fresh vegetables.
Approach the choice of suppliers of meat and meat products carefully, because not only the taste of dishes, but also the reputation of your burger joint will depend on their freshness.
Also, don’t forget to allocate funds in your business plan for the purchase of various cutlery: cutlery, plates, cups and glasses.
It is not necessary to buy the most expensive glass or china to organize a burger joint, but its quality should not be bad. Buying cheap low-quality dishes that constantly break, you will only incur losses. Therefore, it is better to buy a more expensive, but durable option.
Marketing plan for opening a burger joint: development strategy and advertising
Many people underestimate the need to include a marketing section in a burger business plan, and for good reason.
An initially well-thought-out plan for attracting customers, as well as a list of advertising tools, will help “relax” a new food outlet as quickly as possible.
Therefore, we recommend that you take the marketing plan as seriously as the previous sections of the business project.
Where to start and what to look for?
Since a hamburger restaurant is a new and modern establishment, the forms of its promotion should be adequate. So, start with a catchy name and a catchy slogan that will quickly grab the attention of potential consumers.
Then proceed to create a website and promote groups in social networks.
The burger site should become your business card, with the help of which future visitors can get acquainted with the concept and offer of your business. In addition, your website must be functional enough to accept online orders from people who want to order a signature burger to take home.
To implement all of the above, it would be better to create a website by contacting a specialist. You can make it functional, interesting and understandable to any user.
In addition to the site, promote the burger restaurant on social networks: post beautiful photos, write about your new products, discounts and promotions. In a word, popularize your burger joint.
Do not forget about other very effective types of advertising:
- Distribute flyers and discount coupons.
- Payment for advertising on television and radio.
- Place a few ads in newspapers and magazines.
- Offer bonus programs for repeat visitors and large companies.
- Start an attractive burger with a prize draw and a modest tasting of items from your menu.
The secrets of the success of opening a hamburger.
How to attract clients? Practical recommendations.
We calculate the costs and expected profit: the financial component of the burger business plan
In order to calculate the amount of capital investments for opening a burger joint, let’s analyze all the costs of its launch:
|Expense Category||expenditures||Cost, rub.)|
|Registration of entrepreneurial activity||• Registration of IP||800|
|• Obtaining permits and sealing||5000|
|Rental and arrangement of premises||• Rental of premises (during the first six months)||240 000|
|• Premises reform||550 000|
|• Arrangement of premises for visitors||510 000|
|• Arrangement of utility rooms and bathrooms||1 371 300|
|Staff salary||• Managers (2 persons)||70 000|
|• Chefs (2 persons)||70 000|
|• Waiters (2 persons)||40 000|
|• Cleaners (2 persons)||20 000|
|Additional expenses||• Purchase of crockery and cutlery||90 000|
|• Purchasing groceries needed to open||100,000|
|• Design and order of printing products (menus, business cards, etc.)||40 000|
|Advertising||• Website development||40 000|
|• Print brochures||20 000|
|• Paid advertising||35000|
|Total:||3 202 100 rub|
As a result, the amount of initial investment for opening a hamburger restaurant will be approximately 3-3.5 million rubles. The amount, of course, is not small, but we remind you that it is approximate and may be less depending on the city of your residence and the number of seats in a hamburger restaurant.
Now let’s talk about recovery.
The cost of a burger is about 180 rubles, to which you still need to add a little money for a portion of french fries and ketchup, which are served with a burger.
The sale price of such a set will be approximately 300-600 rubles. The average check in this case will be from 600 to 800 rubles.
If we take into account that 50-80 people will visit your burger bar every day, then we can calculate that at first the net profit per month will be 50 thousand rubles. And in six months, this figure may increase to 300 thousand rubles.
Therefore, this initiative will bear fruit in 1.5-2 years.
Let’s summarize. We have reviewed in detail the burger business plan, the strict observance of which will help you open your own profitable business.
Burgers are not unique, but they are still very fresh and trendy food establishments that can bring good returns and great popularity to their owner. Therefore, weigh all the pros and cons, calculate the amount of investment in your case and join the ranks of successful entrepreneurs.