Report on results of market research premium segment fast food prepared by the example of Moscow. The project conducted two field studies: Competitive Bench Marking and targeted surveys of potential audience of fast food premium segment.

These include the middle class with an income of 40,000 rubles a month, active, focused on career and training young leaders and professionals aged 20 to 45 years.

Bench Marking held by the most brilliant and promising representatives of premium fast food: the restaurant Baggetteriya on Arbat Street and the Five Stars on Kamergersky lane.

Data updating and amendment of the study is available on request. 

Please contact us by phone or e-mail to Growth Technology Company

Contents

1. The purpose of the project and how information
1.1. The purpose and objectives
1.2. Sources, collection methods and ways of processing information
1.3. Date and place of study

2. Review of the domestic fast food market
2.1. Offer fast food market catering
a. Characteristic and distinctive features offer fast food
b. The main formats in a segment of fast food
c. Development of supply and demand for Russian and, in particular in the Moscow market fast food
d. Key players in the market fast food, and brief comparative characteristics: the lower market segment, middle segment of the market, the premium segment of the market fast food

2.2. Major player’s premium segment with the concept of fast food nutrition
2.3. Fast food is a promising type of business

3. Studies of the Moscow market fast food premium segment

3.1. Field Bench Marking the restaurant "Five stars"
a. Features restaurant. Core business processes. Staff
b. Visitors - the target audience
c. Assortment policy, bestsellers
d. Pricing Policy
e. The results of measuring permeability in an hour "peak"
f. Conclusions

3.2. Field Bench Marking diner "Baggetteriya"
a. Features restaurant. Core business processes. Staff
b. Visitors - the target audience
c. Assortment policy, bestsellers
d. Pricing Policy
e. The results of measuring permeability in an hour "peak"
f. Conclusions

3.3. Questioning the premium segment of the target audience fast food
a. Social characteristics of the target sample
b. Identified consumer preference for fast food
c. Factors influencing the buying decision
d. Ready to buy
e. Willingness to pay more for quality
f. Conclusions

4. Description of key parameters of the business model of fast food in the premium segment
4.1. Fast food premium - originanaya concept proposals
4.2. Core business processes of production and service
4.3. Product assortment policy
4.4. Pricing Policy
4.5. Target Audience
4.6. Location of institution
4.7. Placed under the opening point: the basic requirements for rent
4.8. Industrial and commercial equipment
4.9. Design concept
4.10. Staff
4.11. Advertising policy
4.12. Organizational form and system of taxation
5. Risks of fast food companies in the premium segment


The list of applications to the study of the market fast food premium

Diagrams:
1. Volume sales of fast food in Moscow
2. Proportion of visitors to a segment of fast food
3. Return on fast food
4. Growth dynamics of the Moscow market of fast food
5. Average check in fast food Moscow
6. Visitors by Five Star by sex
7. Visitors by Five Star by age
8. Comparison of groups of visitors, Five Star by sex and age
9. Of visitors' Baggetteri gender
10. Of visitors' Baggetteri by age
11. Comparison of groups of visitors Baggeterii by sex and age
12. The share of visitors' Baggetterii who took baguettes with a
13. The age structure of survey participants
14. Age and sex composition of surveyed
15. Income level surveyed
16. Status of the surveyed
17. Distribution of groups surveyed by income
18. Seen Quickly food restaurants surveyed
19. Influence of gender on visiting fast-food restaurant
20. The influence of income level to visit fast-food restaurant
21. Disloyalty to the fast fudu and age
22. The reasons for disloyalty
23. Causes of periodic visits to fast food
24. The reasons for frequent visits to fast food
25. Comparison of the reasons of loyalty and disloyalty
26. Factors of attractiveness fast food
27. Ready to buy fast food products with the concept of "healthy eating"
28. Willingness to pay more for quality
29. The maximum price possible purchase
30. Dependence of willingness to pay more on the age
31. Dependence of willingness to pay more on income level

Schemes:
1. The production cycle of chain restaurants Five stars
2. Movement of customer flow in the restaurant Five stars
3. Production cycle in a diner Baggetteriya
4. Movement of customer flow in the lunchroom Baggetteriya

Tables:
1. The total and daily range of the restaurant Five stars
2. Sale prices on basic items in the Five Star
3. General and every day product range in the Baggetterii
4. Sale prices on basic items in the Baggetterii