By Coffee Team: Semen, Daniil & Maxim
How much consumers benefit from restaurant chains, what are the advantages of visiting a chain restaurant in comparison with non-chain? If it concerns low price category, that is fast food or Quick&Casual, the network is favorable and convenient to the consumer. Moreover, it can be a major incentive for consumption. This is especially noticeable on the food courts – the most visited are network institutions. As for the chain of restaurants of elite and middle category, it should be noticed that people do not go to the network, they GO TO the RESTAURANT. There are few people who go only to one network cafes, neglecting all the rest for fundamental reasons. As a rule, it is different: the network like only one or two, well, three restaurants.
Restaurant chains are increasing the geography of presence, but the market is still far from saturation. About 70% of the country’s fast food establishments account for 12% of the population living in Moscow. Here’s a table with the number of cafes-restaurants in some russian cities, but our experimental one is the first.
In nowadays Moscow there are 11,000 food service facilities. Approximately 41% of them (4,500) are good quality restaurants and cafes — with a certain format, clear concept and structure.
To know for a fact, 26 % of the restaurant market is consolidated by the largest players — holdings and top chains.
The structure of the restaurant market of Moscow
45 % — network food facilities;
27 % — non-network food facilities;
28 % — restaurants and cafes without format, which can and Shawarma sell, and wedding play. They do not fall under the concept of a quality operator.
After these kind of statistics let’s talk about our task & final project. What we wanted to do was to make a research on the cafe market and as a result recieve the information how the cafe location depends on such factors, as The idea was to do the following:
- Count the number of network & non-network cafes & restaurants around Moscow.
- Find the proportion between these two types of facilities.
- Find the correlation between #2 and 1sq m cost in Moscow districts. This will help us to understand how the rent price affects the location and density of cafes.
- Find the correlation between #2 and population to find the dependence between Muscovite concentration and cafes location.
In order to collect all the data and make a research we had to use the following software:
….. and others like google.maps
Overpass-turbo occured to be very helpful software, where you can sort & filter by any kind of amenity, download the data and use it in other programs. But, please, remember, that it works in Russia with vpn only.
Net & non-net cafes correlation
First, we submitted the location of net & non-net cafes & restaurants and found out their correlation. You can see the results below
The density of network cafes: the brighter the color of the district – the less the density of the cafes in this district is
The correlation of non-net & net cafes:
We divided non-net by net cafes. The brighter the district is – the smoother the correlation is.
As you can see, it turned out that the closer you are to the city center the less is the proportion. Though it may seem logically at first that it should be more network cafes in the centre, but we think that the reason could be because of the fact, that network cafes usually require more sq m for the spot and the rent price in the centre is too high to rent big facility. Non-network can rent a small facility, because quite often they don’t need much space. As a prove of our idea here is the cost heat map of Moscow.
Proportion vs sq/m cost
The next thing we worked on was to find the relation between two cafe types and population in Moscow districts.
On the left side you can see the population density while on the right sq m cost in Moscow correspondingly. As for the cost, it was quite obvious to get this kind of graph. The most highly populated areas occured to be the North-East region & South-East due to their regarding low quadrature price because of several factors: much industry, less infrastructure, worse ecology.
Proportion vs population
Now we compared the same cafe-proportion graph with the graph of the population of Moscow by districts and discovered that the the proportion number non-net/net cafes increases in the areas with lower population. But here we must say that we took into account the population as a living place factor. Which means if we consider the man’s work place and other during-day factors the situation will change. That means that net-cafes tend to open in districts with dense living population whereas non-net ones bet not on the population but on other factors.
To add more info to our research we united the two parameters: cafes & population. The graph to the kind of form, which tells, that the highest concentration of both occurs to be in the North-Western part of Moscow.
So, what did we get from this research?
- Found the balance/disbalance between net/non-net cafes
- Found out how the price for the real estate influences the spread of cafes
- Found the graphical connection between the number of people, living in the districts, and the predominance of each type of cafes.
The last, but not the least, is that we learnt, how to get the necessary data about the city by using special map-engine software. So, the next time we have to make a research and in case we need some information about any city in the world, we know how to make it and make it effective and fast.