active development of the restaurant business in Ukraine in 2009 stopped the crisis. Many of the announced projects have remained only intentions. At the same time the most popular in 2010, according to market players, high-quality low-cost network will be the institution.

Until the end of 2008, marking the advent of the global financial and economic crisis in Ukraine, the country is actively developing restaurant market. Here and there open public catering facilities, restaurants and pubs. Domestic operators develop their projects in the regions where HoReCa developed not so much as in the cities. Became interested in Ukrainian market players from near and far abroad. Intention to open its restaurants in Kiev, Russia declared beer bars SPB (JSC “beer bars”) economy class. There was every chance to appear in Ukraine and the world”s largest coffee house chain Starbucks.

example, Starbucks Coffee Company, which owns the same name by the world”s largest chain of coffee houses, considered the prospects of entering the Ukrainian market. And even had carefully studied the good seats in the center of Ukrainian cities.

The crisis establishments premium lost many of its customers, the amount of average check fell - the bulk of the adherents of eating outside the home became less ordered, more likely to stay home on Fridays and go to more democratic institutions. “Unlike restaurants premium segment that is losing between 20-30% of the proceeds of the crisis, quick-service segment of the enterprise rather stable and their services will be in demand even in the most difficult period,” - says the director of marketing, McDonald”s Ukraine “Sergey Bratusev.

agree with him and director of restaurant chains company Agromat “(restaurant KeramaMama and cafe-bar” Agromatik) Dmitry Netreba. In his view, the main trend of the market in 2009 was based on the development of public catering facilities of the middle class, where the average check less than $ 20. “Given that the profitability of enterprises decreased by about 30%, major restaurateurs in Kiev in no hurry to raise prices. In order not to lose customers, they are satisfied with low profitability”, - considers Netreba.

example, late last year, Ltd. Metro Media, working in a segment of Japanese cuisine at democratic prices on the TM “Japanese House”, opened his new restaurant “Just a spoon,” which invited visitors to soups. Another discovery was a cafe at the food court Baker “Millvill, where the Czech cuisine offered again at democratic prices.

According to Dmitry Netreba, in 2010, restaurants will be positioning themselves or with big discounts - is the restaurant of high gastronomy, or would increase costs to avoid losing the end user - is the middle segment (pubs, bars and cafes). “I can certainly say that institutions with low average check will win it due to traffic, while people in restaurants have not diminished, just that they were spending less money,” - notes Netreba.

As the wave of discoveries of Japanese restaurants, this segment is already almost full, says marketing director of Fast Food Systems (TM “Pizza” Celentano “,” Potato House “and” Yapi “) Galina Kashcheeva.” Already it makes no sense to open standard concept of Japanese restaurants. Need to think about some innovation and new ideas for differentiating “, - says Kashcheeva.

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