Доставка еды в праздники без хаоса и негатива. Выжимаем максимум.

Discussion on Market Trends and Growth Projections

Initial Concerns and Market Outlook

• The discussion opens with concerns about price increases affecting demand, particularly as 2026 approaches.

• Participants note a positive start to the year compared to January 2025, indicating a trend of growth despite being less pronounced than previous years.

Performance Insights

• One participant expresses optimism about achieving good results and setting records for the year ahead.

• Another participant acknowledges growth but emphasizes that it is minimal compared to previous years, attributing this to inflation rather than real growth.

Seasonal Challenges Ahead

• The conversation shifts towards upcoming peak delivery periods (February 14, February 23, March 8), highlighting the need for preparation to minimize errors during these busy times.

• A call is made for participants to introduce themselves and share their projects and questions for discussion in a roundtable format.

Overview of the Hosting Platform: Starter

Introduction of Starter Platform

• The host introduces the Starter platform, which collaborates with over 2,300 restaurants generating significant monthly revenue through numerous orders.

Expertise and Services Offered

• The team comprises individuals experienced in food tech, restaurant operations, marketing, and system development aimed at enhancing delivery services.

Common Client Challenges

• Clients often seek assistance with launching their own delivery systems and scaling operations across various locations while aiming for revenue growth through customer convenience.

Expert Panel Introduction

Featured Experts

• Tatyana is introduced as an expert in restaurant promotion with experience from notable establishments like Vazhny Ryb and Dostoyevsky.

• Yuri Sitnikov is highlighted as a leading figure at Ginza Project known for his expertise in maximizing aggregator performance.

Insights on Operational Excellence in Franchise Management

Vitaliy's Approach to Product Quality and Partner Relations

• Vitaliy emphasizes a strong commitment to product quality, particularly regarding sushi offerings within their network.

• He adopts an effective strategy for managing customer loyalty and addressing negative feedback, ensuring high service frequency.

• The franchise has achieved significant success, surpassing one billion in turnover last year, showcasing the effectiveness of their operational strategies.

Introduction of Key Experts

• Viktor is introduced as an expert from X1 Holdings, which manages various franchise locations including sushi brands and Dodo Pizza.

• Tatyana takes on the role of moderator for the event, setting the stage for discussions among experts about operational challenges during peak seasons.

Challenges During Holiday Seasons

• Tatyana highlights the contrasting experiences between customers enjoying holidays and delivery services facing stress and overload during these times.

• She stresses that mistakes made during holiday periods can lead to losing customers permanently, making it crucial to achieve flawless service.

Importance of Demand Forecasting

• The discussion shifts towards demand forecasting as a critical first step in preparing for holiday operations.

• Analyzing past data helps create accurate sales forecasts; it's recommended to increase projections by 10-15% compared to previous years.

Packaging Strategies for Peak Demand

• Emphasis is placed on securing adequate packaging supplies ahead of time to avoid shortages during busy periods.

• Experts are invited to share their current preparations regarding packaging orders and expected growth rates leading up to holidays.

Operational Readiness and Pre-Orders in Holiday Seasons

Managing Inventory and Production

• Discussion on the management of leftover inventory from previous seasons, emphasizing the importance of providing accurate stock numbers to leadership.

• Mention of past experiences with holiday packaging and production timelines, indicating a need for better forecasting.

Importance of Pre-Orders

• Highlighting pre-orders as a crucial tool for managing demand during peak days, especially holidays.

• Suggestion to set longer time slots for orders during holidays due to increased demand and logistical challenges.

Adjusting Kitchen Capacity

• Recommendations for setting minimum order amounts on pre-orders to maintain profitability amidst higher delivery costs.

• Emphasis on accurately predicting kitchen capacity and potentially pausing order acceptance if limits are reached to ensure quality.

Successful Strategies from Previous Years

• Reference to successful implementation of pre-orders last year, which allowed timely fulfillment without overwhelming the kitchen.

• Acknowledgment that limiting current orders led to improved customer satisfaction and operational efficiency during high-demand periods.

Communication During Holidays

• Reminder about updating operating hours across all platforms (geoservices, aggregators, social media), as failure to do so can lead to customer frustration.

Competitive Edge in Delivery Timing

• Advice from an expert about starting deliveries earlier than competitors to capture additional revenue opportunities.

Menu Optimization During Peak Times

• Recommendation to remove low-selling items with high food costs from the menu during peak times, allowing kitchens to focus on more profitable dishes.

Feedback on Menu Management

• Discussion about maintaining a full menu versus optimizing it by removing complex dishes that slow down service during busy periods.

Discussion on Holiday Menu Adjustments

Strategies for Reducing Menu Items

• The speaker mentions a reduction of about 5-7% in menu items during busy periods, emphasizing that they do not exceed 10%.

• It is noted that certain items are removed from the menu during holidays to ease kitchen workload, particularly those requiring long preparation times.

• The speaker reflects on past experiences where removing specific dishes did not negatively impact customer retention, even during significant holidays like International Women's Day.

Focus on Customer Demand

• There is an emphasis on monitoring natural demand patterns throughout the day, adjusting offerings based on peak meal times and festive occasions.

• A checklist system is recommended to ensure all operational details are covered, preventing issues such as missed payments or order processing failures.

Importance of Preparation and Communication

• The discussion encourages audience participation by inviting questions and sharing experiences related to holiday operations.

• A question arises regarding the effectiveness of using AI tools like GPT for creating comprehensive checklists for holiday preparations.

Optimizing Operations During Peak Times

Managing Order Volume

• The conversation highlights the challenge of managing increased evening orders during holidays, suggesting that user eating patterns remain consistent regardless of time.

• Recommendations include hiring additional staff specifically for busy periods to manage order flow effectively and reduce errors.

Incentivizing Off-Peak Ordering

• Discussion includes potential strategies for encouraging customers to place orders at different times through promotions or discounts.

Capacity Management Insights

• One participant shares their experience with pre-order systems that help distribute demand evenly throughout the day rather than concentrating it in peak hours.

Delivery Zone Management

Adjusting Delivery Areas

• The importance of strategically managing delivery zones is discussed, particularly avoiding areas known for delays due to traffic or distance constraints.

• Conditions are set for delivery zones based on current operational capacity and average order value, ensuring efficiency during high-demand periods.

Marketing Strategies for Special Events

Importance of Planning Ahead

• Emphasizes the need to forecast marketing strategies after operational planning is complete, particularly around special events.

• Suggests not limiting promotions to a single category (e.g., only sushi or pizza), but rather introducing new items from various categories to attract both regular and new customers.

Effective Promotion Techniques

• Recommends starting promotional activities well in advance of holidays (e.g., 10 days prior), gradually introducing different menu items like desserts and main courses to keep customer interest high.

• Highlights the importance of pre-orders for special menus, which can help avoid kitchen errors and streamline operations during busy periods.

Case Study: Successful Holiday Promotions

• Discusses a successful case where a client sold 205 holiday boxes instead of the planned 200, demonstrating effective demand management despite operational limits.

• Notes that upselling additional items (like drinks or pastries) increased revenue by 3.5%, showcasing the effectiveness of strategic add-ons in promotions.

Customer Engagement Strategies

• Stresses launching specials ahead of events to manage kitchen workload and ensure customers are familiar with offerings before peak times.

• Encourages businesses to focus on promoting new items effectively, citing an example where sales increased by 38% through enhanced visual marketing techniques.

Adjusting Order Policies During Holidays

• Advises raising minimum order amounts during festive periods while also considering customer loyalty; suggests incentivizing takeout orders with discounts.

• Shares a successful promotion that led to a significant increase in takeout orders during holidays, helping manage service demands effectively.

Enhancing In-Person Customer Experience

• Reminds businesses not to neglect offline interactions; encourages using promotional materials like QR codes at tables for easy ordering without burdening staff.

Building Customer Loyalty Through Gifts

• Suggest offering gifts or discounts during holidays as incentives for both new and returning customers, enhancing overall loyalty and engagement.

Emotional Marketing Tactics

• Highlights the importance of emotional engagement in marketing efforts, suggesting creative elements like festive visuals can enhance customer experience and drive sales.

Communication is Key

• Urges businesses to actively communicate their offerings through push notifications and social media, especially during competitive holiday seasons.

How to Handle Customer Loyalty and Apologies During Holidays

Importance of Apologizing to Guests

• If mistakes occur, such as late orders or errors, it's crucial to prepare apologies in advance. Addressing issues effectively can transform a loyal customer into a super-loyal one.

• Customers often share their positive experiences when problems are resolved well, enhancing the brand's reputation.

Balancing Profitability with Customer Care

• While profitability is essential, businesses should prioritize kindness and loyalty towards guests. A memorable holiday experience encourages repeat visits.

• Many new customers order during holidays; ensuring their first interaction with the brand is seamless is vital for future loyalty.

Managing Negative Feedback

• It's important to have a strategy for addressing complaints during busy periods. Accept that some negativity (around 5-8%) is inevitable and plan how to manage it.

• Although minimizing mistakes is ideal, being prepared to apologize remains necessary in real-world scenarios.

Strategies for Working with Aggregators During Holidays

• Aggregators should be treated like any other delivery channel; they shouldn't be disabled during peak times. Instead, consider increasing minimum order values and optimizing staff resources.

• Disabling aggregator services may lead to losing customers who will seek alternatives if they cannot place an order through your service.

Experiences with Delivery Management

• Some operators prefer disabling aggregators during high-demand periods due to limited kitchen capacity but acknowledge this varies by location.

• Treating aggregators as advertising platforms can help attract new users, especially during holidays when first-time orders are common. Retaining these customers may take several interactions.

How to Optimize Customer Engagement During Holidays?

Strategies for Managing Demand and Staffing

• Discusses the importance of informing clients without overwhelming staff or creating negative experiences. A case study from Yuri's channel on aggregators highlights how businesses can capitalize on peak demand by being available earlier.

• Emphasizes that having staff idle is not beneficial; they can use this time for preparation, such as food prep, even when the kitchen is closed.

• Raises a question about the impact of Valentine's Day falling on a Saturday and its effect on workload, suggesting it may increase rather than ease pressure due to back-to-back holiday demands.

Holiday Menu Considerations

• Notes that holidays like Valentine's Day lead to increased orders, necessitating advance preparations for both Friday and Saturday menus.

• Questions arise regarding whether special themed menus are necessary. The discussion includes ideas for heart-shaped rolls and star-shaped pizzas as potential offerings for February 14th celebrations.

Marketing Insights

• Highlights research indicating that visual cues (like heart shapes) strongly associate with specific events, reinforcing the idea of themed marketing strategies.

• Introduces a "romantic set" offered in heart shapes but notes its lack of popularity compared to other marketed items. It suggests that effective marketing drives customer choices more than presentation alone.

Customer Preferences and Sales Dynamics

• Discusses how customers tend to order popular items promoted through marketing efforts rather than unique or specially shaped dishes unless they are heavily advertised.

• Mentions the need for appealing packaging (e.g., heart-shaped containers), which can enhance customer experience despite higher costs associated with these specialized items.

Special Promotions and Their Effectiveness

• Points out that while romantic-themed dishes might attract attention, they often do not sell well without significant discounts or promotions attached.

• Indicates that even small discounts (10%-12%) may not be enough to drive sales for specialty items during holidays like Valentine's Day.

Conclusion on Special Dishes

• Suggestion against overcomplicating holiday menus with too many special dishes; instead, focusing on two or three sets could yield better results in terms of efficiency and sales volume.

• Reinforces the idea that excessive promotional efforts may hinder service quality during busy periods; simplicity in offerings is key to maintaining operational flow during high-demand times.

Delivery Strategies and Challenges

Heart-Shaped Pizza and Cost Considerations

• Discussion on the popularity of heart-shaped pepperoni pizzas, which have become a tradition for Valentine's Day. The price is perceived as high but is cheaper than regular round pizzas.

• Mention of reduced ingredients (less sauce and fewer toppings) contributing to lower costs, highlighting a romantic yet budget-friendly option.

Courier Management and Staffing Solutions

• Emphasis on the need to increase the number of couriers, with references to expert advice on staffing in both large cities and regions.

• Suggestion to implement auto-calling for third-party couriers for distant deliveries, ensuring timely order fulfillment without losing customers.

Order Assembly Efficiency

• Importance of increasing order assemblers to prevent bottlenecks; enhancing kitchen capacity alone isn't sufficient if assembly processes lag behind.

• Need for pre-scheduled routes for advance orders to ensure timely delivery, emphasizing reliability in service.

Recruitment Strategies During Peak Times

• Vitaliy shares his approach: using local Telegram channels and social media posts to recruit temporary couriers quickly after their regular jobs.

• Maintaining a chat group of potential couriers allows quick communication about available shifts or urgent needs.

Managing Competition and Costs

• Discussion on monitoring competitor activities that may lure away couriers; preference for managing internal resources over relying heavily on external services due to cost concerns.

• Delivery costs are discussed, with an average percentage allocated per courier; understanding pricing zones helps manage operational expenses effectively.

Outsourcing vs. In-House Couriers

• Yuri explains reliance on an in-house base due to restrictions on foreign workers in St. Petersburg; outsourcing is used cautiously during peak times despite potential losses.

• Acknowledgment that holiday work often results in minimal profit or loss but serves more as a reputation-building exercise rather than purely financial gain.

Increasing Delivery Costs During Holidays

• Noted significant increases in delivery costs during holidays compared to previous years; current coefficients indicate rising expenses associated with staffing demands.

• Vitaliy mentions maintaining courier workload levels similar to non-holiday periods by optimizing order distribution without raising pay rates significantly.

Customer Loyalty Through Service Quality

• Viktor discusses maintaining service quality by not disabling distant zones during peak times; utilizing third-party couriers can enhance customer loyalty through reliable service even when costs rise.

Delivery Strategies and Courier Incentives

Challenges in Courier Management

• The delivery slots for couriers are typically one hour long, which increases courier costs due to the need for more orders.

• There is a competitive environment where couriers may leave for platforms like Yandex because they offer better earnings and flexibility.

• Staffing issues are prevalent, particularly with foreign workers facing restrictions, impacting both logistics and kitchen operations.

Incentive Programs for Couriers

• Some companies incentivize couriers by offering rewards such as fuel reimbursements based on order completion rates.

• Fuel support is provided during harsh weather conditions to ensure that couriers can operate without incurring personal expenses.

Planning for Peak Delivery Times

• Effective preparation for peak times involves planning promotions well in advance, often starting months before major holidays.

• A successful strategy includes running long-term campaigns that reward consistent performance over several days leading up to holidays.

Adjusting Delivery Expectations

• During high-demand periods like Valentine's Day, it’s crucial to manage customer expectations regarding delivery times to avoid dissatisfaction.

• It’s recommended to communicate realistic delivery windows upfront rather than risk negative feedback from delays.

Managing Promotions and Loyalty Programs

• Careful management of loyalty programs is essential during busy periods; overlapping promotions can lead to significant losses if not monitored properly.

• Companies should consider pausing advertising during peak times to maintain profitability and avoid overwhelming their systems.

Preparation and Strategies for Holiday Operations

Key Preparations on the Day of the Holiday

• Staff should arrive early, ideally 30 minutes to an hour before opening, to prepare and set up.

• Roles are assigned among staff members, with motivational speeches given to energize the team for a busy day.

• Staff may check equipment functionality and ensure all necessary supplies are ready, sometimes arriving two hours early for thorough checks.

Handling Unexpected Situations

• Marketing teams often have designated personnel on duty during holidays to manage urgent communications or social media posts if issues arise.

• All team members are expected to be prepared for chaos, understanding that high demand can lead to unexpected challenges.

Post-Holiday Reflections and Actions

• After holidays, there is a common sentiment of wishing operations could improve despite being well-prepared; new challenges always emerge.

• Teams reflect on their performance post-holiday, discussing what could have been done better in preparation for next year.

Strategies for Managing Demand After Holidays

Immediate Actions Following Holidays

• The first step after holiday rushes is calculating earnings and losses accurately.

• Launch promotions aimed at attracting customers during low-demand periods; creative ideas like "hangover combos" can be effective.

Marketing Adjustments

• Re-engage marketing efforts by resuming advertising campaigns that were paused or reduced prior to the holiday season.

• It’s crucial not to completely stop advertising during low-demand times as it can negatively impact future visibility in auction-based platforms.

Gathering Feedback and Improving Services

• Collect customer feedback through various channels immediately after holidays; this helps identify areas needing improvement quickly.

• Conduct internal reviews within teams to analyze performance and prevent repeating mistakes in future events.

Customer Relations Post-Holiday

Addressing Customer Complaints

• It's important to reach out promptly (within three days) to customers who experienced issues during the holiday period.

This structured approach ensures that both operational readiness before holidays and reflective practices afterward contribute positively towards overall service quality.

How to Handle Customer Complaints Effectively?

Importance of Acknowledging Mistakes

• The speaker discusses the significance of acknowledging errors publicly, stating that customers appreciate when a company admits its faults and takes responsibility.

• Customers often remember grievances but are more forgiving if they receive sincere apologies or compensations for mistakes made.

Response Strategies to Customer Feedback

• The process for addressing customer feedback involves operators responding to all reviews, ensuring no complaint goes unanswered.

• For minor complaints, operators make calls; significant issues prompt managers to reach out directly for personal communication.

Compensation and Apologies

• The company has a structured approach to compensation, offering bonuses for delays and gifts like rolls or complete order remakes based on the situation.

• There is caution against misuse of promotional codes by customers who leave negative reviews solely to gain discounts.

Challenges in Customer Communication

• A question arises about how to contact guests given current restrictions on messaging platforms like WhatsApp and Telegram.

• The speaker notes that SMS remains an effective communication tool despite its costs, emphasizing the need for consistent outreach efforts.

Systematic Approach in Business Operations

• Consistency in marketing efforts is highlighted as crucial; businesses must regularly engage with clients through various channels.

• The importance of systematic operations is reiterated, suggesting that regular actions lead to better business outcomes over time.

What About Employee Relations During Busy Periods?

Employee Recognition and Motivation

• Discussion shifts towards employee treatment during busy periods; there’s acknowledgment of their hard work with increased coefficients during holidays.

• Specific KPIs are established for employees, including hours worked and productivity metrics, ensuring fair recognition of effort.

Supportive Work Environment Initiatives

• Employees working during holidays receive additional support such as energy drinks and scheduled breaks to maintain morale and efficiency.

• Special meals are provided for staff during busy times as a gesture of appreciation, fostering a positive workplace culture.

Conclusion on Employee Engagement

• Creating small celebrations or gestures can significantly enhance employee satisfaction even during challenging workdays.

Discussion on Employee Compensation and Motivation

Employee Payment Structures

• The speaker discusses the varying payment structures for employees, noting that couriers earn based on the number of orders they complete, while administrators and cooks have different compensation models.

• Emphasizes the importance of communicating holiday pay rates to staff in advance, ensuring they understand when payments will be made—typically within a few days after working.

Immediate Rewards for Staff

• Highlights the motivation derived from immediate payment post-shift, contrasting it with delayed payments that can lead to dissatisfaction among employees.

• Mentions providing bonuses before New Year’s Eve to boost employee morale, ensuring they arrive at work in a positive mindset.

Bonus Structures and Their Impact

• Discusses how bonuses are distributed differently across cities, ranging from 2,000 to 5,000 rubles depending on business turnover.

• Critiques paying chefs or administrators a percentage of revenue as an ineffective practice since their direct contribution to sales is often minimal.

Pre-orders and Delivery Management

Managing Pre-orders Effectively

• Addresses questions about pre-order systems; emphasizes that customers must select available delivery slots rather than ordering immediately.

• Explains how limiting order capacity per time slot helps manage demand effectively without altering operational workflows significantly.

Customer Expectations and Delivery Timing

• Clarifies that customers prefer timely deliveries over rapid ones; thus, adjusting delivery intervals (30 minutes between slots) enhances customer satisfaction.

• Discusses aggregator platforms' capabilities for pre-orders but notes limitations in tracking courier delays based on service type.

Operational Insights

• Shares insights into managing delivery logistics during peak times like holidays by optimizing time slots based on past experiences.

• Suggests flexibility in scheduling based on staffing availability and operational readiness to ensure smooth service delivery.

Regional Cost Variations in Delivery Services

Understanding Delivery Costs Across Regions

• Compares delivery costs between Moscow and St. Petersburg; highlights significant differences due to regional pricing strategies and market conditions.

Pre-orders and Preparation for Upcoming Holidays

Importance of Pre-orders

• The discussion highlights the significance of pre-orders, emphasizing that understanding customer demand helps in preparation.

• More pre-orders lead to better revenue management, suggesting that if all orders were received in advance, holiday operations would run smoothly.

Timeliness Over Speed

• A key takeaway from the chat is the notion that delivery should be timely rather than just fast, which is crucial for customer satisfaction.

Expert Advice on Holiday Preparation

• Experts emphasize the importance of preparing for holidays instead of leaving everything to chance.

• One expert advises focusing on quality service rather than merely trying to maximize profits during busy periods.

Analyzing Past Performance

• It’s recommended to analyze previous years' sales data to anticipate future trends and improve planning for upcoming cycles.

Closing Remarks and Engagement

• The session concludes with gratitude expressed towards participants, encouraging feedback through reactions in chat platforms.

• There’s an invitation for future discussions on relevant topics based on today’s engaging conversation.