At the end of January, the year of the Red Fiery Rooster came into its own. On this occasion, the portal “1000 Ideas” decided to recall 50 creative examples of advertising on a chicken and rooster theme.

"Chicken" print ad from the fast food brand Like it Lean. Advertising agency TBWA HuntLascaris.

“Really good chicken butchering machine.” Real Good brand, India. Advertising agency DDB Mudra Group.

Packaging for M Wrap products.

“If it opens up in a new way.” German shop breuninger.com.

Give your food an international look. Culinary site cocinadelmundo.com.

“Unique gifts that help fight hunger, poverty and social injustice.” International charitable organization Oxfam. Advertising agency Proximity, Chicago.

Chicken themed creative by Garrigosa Studio.

"Giant Eggs" by American artist Gloria West.

"Chicken Fighter" with alcohol intoxication from Alka Seltzer. Advertising agency BBDO, Guatemala.

Grill Cadence Grill, which gets rid of fat.

Advertisement for the Avista language school. The Publicis agency decided to play with the word “cock”, which in English means both “cock” and “male penis”. Recruits are encouraged to learn the difference between these words by learning English.

Merlot from Aurora, which is very suitable for the bird.

A rooster who got up early, confusing the laundry washed with Ariel powder with the sun.

Coffee cockerel from Nescafe.

Headphones from Sony that promise 99% noise isolation. Authors - agency Pkp Bbdo.

Bimbo's Mizup Instant Soup that comes to life as it cooks.

Little India decided to recall the Kama Sutra for appetite, calling this shamelessness “Hot Indian Chicken”

Kodak decided to demonstrate the immortality of its batteries with the help of a chicken.

The organization for the fight for animal rights PETA, in this way, decided to make a suggestion to meat-eaters.

McCormick mustard makes chicken prettier, according to Mexican agency Publicidad Augusto Elias.

Red Rooster Coffee: “Wake up, damn it!”

Creative calendar for 2017 with sucking cocks

Orbit chewing gum: "Don't let lunch meet breakfast."

"Always first". DHL has found the answer to one of the biggest chicken riddles about what came first - the chicken or the egg.

McDonald's decided to portray the chickenburger with the help of branded paper bags.

The Petelinka meat brand decided to emphasize the environmental friendliness of its production with humor.

Enemies can sit in food, like in a Trojan horse. Therefore, one should beware of unpleasant surprises, says Alca-Luftal Antacid.

Two fried chickens on Czech beer Budweiser.

Having made a decision open a butcher shop business plan you need to give the main place, because it is on the correctness of the calculations performed and taking into account all the details that the success of the entire event and the level of profit will depend. The direction is very relevant and promising, with the right organization and implementation of the idea, the project can turn into a serious business that brings good passive income.

Food trade is always profitable, because, despite the crisis and various shocks, people buy them all the time. This statement is especially true for the main items - bread, meat, dairy products, fish, cheese, vegetables, fruits, etc.

Today, large retail chains and supermarkets have to a certain extent pushed the butcher shop as a business, because there you can buy any packaged products, fresh and beautiful. But despite this, many still prefer to buy meat in small specialized outlets where you can be sure of the freshness and the absence of chemicals in the product, choose any piece, ask the seller to cut it in half or give this particular cut, etc.

You can open a butcher shop with relatively small investment. An amount of 200,000-300,000 rubles is enough to open one point, which will bring about 100,000 profits per month. Experienced businessmen advise, if possible, to open several points at once: it will take not much more time and effort to control and maintain four shops than one, and profits will grow four times, respectively.

Registration and room selection

The choice of premises for the store and registration should be carried out in parallel. After all, in the process of registration, you will have to issue permits for the place of trade, and profitability and prospects largely depend on the place itself. The premises for opening a butcher shop should not be large - the cost of renting considerable space will increase the costs in the business plan, but will not attract more customers than the point can potentially.

enough for a shop an area of ​​10 square meters to fill the showcases with meat products and ensure the comfort of customers. If it becomes possible to profitably rent a larger space, and it is difficult to fill it, you can think about selling related products - by-products, dairy products, bread, etc. They can be charged a slightly higher markup and offset declining revenues from the mainstream during periods of seasonal downturns in the meat trade.

Indoors you will need make repairs using hygienic and easy to clean materials. The interior should be simple and concise, because we are talking about opening a business selling quality meat products, and not about an elite one, where the decor should be attractive and not cheap.

To conclude a lease agreement and prepare for opening a business, you need it register. You can choose one of two options - opening an IP or registering an LLC. The first option is simpler, faster and cheaper, the second gives more options and is suitable for those who plan to seriously expand and create a network in the future.

Registration stage permits includes obtaining the conclusion of the fire service, sanitary and epidemiological service. All employees must have medical books. In the process of meat trade, it will be necessary to regularly obtain a sanitary certificate for the production of semi-finished products. You will also have to communicate with the veterinary service. In order for everything to be in order, it is necessary to require certificates from all suppliers to confirm the health of animals.

Equipment selection and personnel selection

Equipment costs must be included in the butcher shop business plan with calculations. For the normal operation of the store, special devices and appliances, showcases, as well as a set of furniture and utensils for the comfortable work of sellers will be needed.

What you need to buy for the store:

• Freezers and refrigerators for product storage
• Refrigerated showcase for laying out meat and semi-finished products
• Scales for production and trade scales
• Set of axes, chopper deck for butchering carcasses
• Electric minced meat grinder
• Cash register
• Containers, packaging, knives, price tags, trays
• Boiler for heating water
• Everything you need for a bathroom
• Additional equipment if it is planned to produce other types of semi-finished products

Recruitment for business, it has its own characteristics - for a small point, a specialist is enough for cutting, a seller (or two working in shifts) and a cleaner (or the seller can do this work for an additional fee). Accounting can be maintained by an out-of-state specialist.

You need to choose a seller very carefully. After all, the level of sales will directly depend on how correctly and beautifully he will lay out the goods in the window, how friendly he will be with customers and will be able to understand and satisfy their claims. It is very important that the cutting of carcasses is done by a professional who knows all the nuances and subtleties.

An incorrectly chopped carcass can produce up to 15 kilograms of "marriage" - these are pieces of meat that have a non-marketable appearance or an incorrect ratio of bone tissue and pulp. Such a product will not “leave” for free, but the price will be significantly reduced and, in general, this can significantly reduce income. The chopper can also make semi-finished products.

If you have not yet been able to find a good butcher, it is easier to negotiate with the supplier about the delivery of already cut meat, and hire a cook for semi-finished products. All employees will need to purchase uniforms.

Supplier selection and advertising

Purchasing meat is one of the most important points in a business plan. You can do everything right and open a business, but if the meat is of poor quality, tasteless or stale, customers are unlikely to enter the store more than once. When purchasing, you need to check the presence of a veterinary certificate, a stamp on the carcasses.

For a small store, it is enough to agree on small parties deliveries 1-2 times a week. It is not worth buying large batches, since chilled meat is stored for no more than 3 days, then it loses its presentation. It is better to first buy in small batches, and then, as you analyze demand and sales, adjust purchases.

The range should include:

• Direct meat - beef, pork, lamb
• Semi-finished products - minced meat, barbecue, soup sets, chops
• Offal - heart, liver
• Exotic products - ostrich meat, horse meat (small batches)
• Dietary meat - turkey, rabbit meat

At first, 20-30 positions are enough, then they can be adjusted. A butcher shop is a great business idea for beginners, as organizing everything is quite simple. Advertising includes a bright sign, installation of billboards and banners, advertisements in local free media, distribution of leaflets in person on the streets and in mailboxes. Other advertising channels are not effective, as this is a local store that needs to be notified to residents of nearby houses.

Calculation of expenses and profits

The meat business is quite profitable, it’s not for nothing that you can often find ads on the Internet like “buy a shop”. In this case, you do not have to do anything on your own and organize, but you can immediately get a ready-to-work outlet. As for savings, this option is simpler, but also more costly.

Initial investment:

• Equipment - 200000
• Renovation of the premises - 50000

Monthly costs:

• Employee salary - 50000
• Purchasing meat - 50,000
• Current expenses - 10000
• Point rent - 20000

The initial investment will be about 205,000 and depends on what equipment is purchased. Monthly expenses are 130,000, profits can reach 200,000 or more, giving a good net income. The business pays off pretty quickly.

* Calculations use average data for Russia

600 000 ₽

Minimum starting capital

8 %

Profitability

22 months

Payback period

74 500 ₽

Profit per month

Owning a meat shop is an attractive, exciting, but very complex business that requires the constant participation of the entrepreneur in all processes. How to start opening a butcher shop and what are the most basic steps you need to take?

Many aspiring entrepreneurs are thinking about opening a butcher shop. There are several reasons for the external attractiveness of this business. The first is in the product itself. Meat is a commodity of daily demand. Meat is always in demand by buyers, it was bought and will be bought even in times of crisis. The meat trade is, as a rule, a very lively and brisk business, a large flow of buyers, this is a kind of drive. Moreover, the seller has the opportunity to increase his profits by producing and selling semi-finished products, sausages, dumplings, etc. Even with the appearance of a large retail chain in the neighborhood - “death with a scythe” for any grocery store, a butcher shop can not only stay afloat, but also thrive due to the ability to vary the assortment and offer customers fresh and unique products that you will not find in a supermarket.

Secondly, you can enter the meat trade with small investments (from 600 thousand rubles for a small point). It does not require large areas and expensive equipment, as, for example, in a restaurant or canteen. Even in case of failure, it is easy to sell a ready-made business and its products, avoiding serious financial losses. It is not required from the entrepreneur and any strict formalities - you can trade in meat without a license and the need to obtain certificates for products.

How to start a meat business? After analyzing the advice of entrepreneurial practitioners, you can deduce a whole chain of actions that should lead to success in this type of business. Please note that the division into steps should not be taken as a strictly regulated guide to action, since many stages must be carried out in parallel.

Step 1. Do I want to open a butcher shop

Before starting a business selling meat, firstly, you need to think about whether you really need it. Experienced entrepreneurs who have made a name for themselves in this industry emphasize that people who have come to the meat business are divided into random, that is, those who, going through all possible ways of earning money, by chance stopped selling meat, and those who, for some reason, For some reason, he felt this occupation was his own, had a certain personal incentive to engage in it. For example, a person was not satisfied with the quality of meat sold in city markets, or he felt a desire to develop in an industry familiar to him (for example, in raising pigs or calves and then selling them profitably). Well, or he was looking for a new outlet for his talent as a butcher or barbecue chef, when his heart is drawn to everything meat ...

The point is that if in the first case it is likely to burn out emotionally from doing something other than your own, then in the second case the chances of success are much higher, since a person initially has immunity to failures, losses and other adversities. But the main difference between “non-random” and “random” people in the meat trade is not even in this. The main thing is knowledge or at least a clear idea of ​​the specifics of working with meat on the one hand, and ignorance of these features on the other. And the difference between the first and second will begin to appear from the very first minutes of work, as soon as the “random” person discovers that the pieces of beef, which he did not put in a row, but on top of each other, turned green for some reason. Or when he suddenly realizes that he does not know at all what to do with meat that has not been sold for several days now. And another hundred and one nuance. Simply put, a successful meat selling business (like any other business in general) begins with a love for meat, a clearly conscious and partly hard-won task, goal, mission. If in your case it all started with something else, then you should once again directly ask yourself this question: “Do I want to open a butcher shop?

Step 2. Analyze the local market

If the answer to this question is yes, then the first thing you should do is to analyze the local market. First you need to find out what kind of meat people want to see and at what price, who sells this meat, who brings it and who buys it. There is no need to feel sorry for the time spent on collecting information - in practice, this pays off many times over due to the prevented errors. A holistic picture of current competitors, prices, possible obstacles and ways to respond to certain events should form in the head. The key task at this stage is to mentally fit yourself and your future store into the existing picture. Moreover, after analyzing the situation, sometimes you have to abandon the original ideas that seemed brilliant. For example, when it suddenly turns out that no one needs rabbit meat, horse meat or lamb in a particular region for nothing - simply because it has historically developed and the tastes of the population are different.

Step 3. Define the assortment, calculate the margin and profit

After you analyze the market, you will have a more or less clear picture of what you want to trade and what volumes you are talking about. The strategic issue is the search for a supplier. You will need to find affordable meat with excellent quality. The catch is that no one will ever say that their meat is of poor quality - everyone always sells only “good” and “best”. Much at this stage will depend on how you have analyzed the market. It is necessary to get out of the comfort zone: communicate with buyers, sellers, suppliers, farmers and draw conclusions. At the same time, a wide range of prices within the same city or region, as a rule, cannot be found. The difference will be no more than 10%. In a word, digging on the surface, the advantages and disadvantages of a particular proposal can hardly be seen. There is no universal remedy in this matter - you yourself need to look for and negotiate, drive, watch, call, and so on.

At this stage, you also need to draw up an approximate financial plan, which should be guided in the future. There is one difficulty here - in comparison with other types of business in meat sales, the pricing system is quite complicated. It depends not only on purchase prices, the purchasing power of customers, the entrepreneur's fixed costs, competitors' prices and other traditional factors, but also on the characteristics of cutting and shrinkage of the supplied products. Once in the store, one carcass can be sold for dozens of positions, and each must be assigned its own adequate, but at the same time profitable price. The calculation path here is complex, scrupulous and lengthy, and you have to do them all the time, since you may need to change cuts, the supplier may suddenly raise prices, and the client may order a non-standard piece. At the same time, with a thoughtless approach, there is a real risk of not only losing some amount of profit, but also losing it altogether. Therefore, it is best to use automated electronic services for butcher shops to select prices, which allow you to quickly make calculations using ready-made algorithms. It would also be reasonable to make such calculations at the very beginning, choosing the most acceptable wholesale price, and only then look for a supplier using it.

The mark-up for meat in general in the market is quite low, because buyers are very price sensitive. The reaction to any increase in prices is extremely painful - they simply stop taking meat, switching to cheaper products. Therefore, markups in butcher shops almost never exceed 20-30%, and the entrepreneur's profit consists mainly of the number of sales. Of course, depending on the type of meat, the markup varies. For example, on pork, it can be 40%, and on semi-finished products it can reach 60-100%, but on average, those same 20-30% come out. Much in the matter of pricing will depend on the region - in those regions of Russia that do not have large enterprises or farms nearby, meat prices are much higher. When calculating, also do not forget to take into account the damage to products - at the very beginning, losses are unlikely to be avoided.

Step 4. Find a suitable room for the purpose

The step on which 90% of the success of a meat shop depends is the right location and premises. It is extremely important that the butcher shop is located in a passing place - the profit in this type of business is formed mainly due to sales volumes, and not due to margins. When choosing a place, experienced entrepreneurs recommend spending a day or two and personally counting pedestrian traffic. The minimum traffic for a working day is about 2,000 people. Of the received number, about 2-3% can become shoppers of the store. This data can be used when planning revenue and net profit.

As a rule, butcher shops do not require a large area: even 90 and 100 square meters. meters - this is a lot, the rent will be too large and unaffordable. For starters, 10-25 square meters may be enough. meters, the optimal area is about 30-40 squares. The cost of renting such a room may, depending on various factors, vary from 15 to 120 thousand rubles. In Table 1, we presented the average cost of rent according to the Avito website for Russian cities with different numbers of inhabitants. The data is current as of September 2017.

Table 1. Average rent for commercial premises 25-60 sq. m. meters in Russian cities*

Rent	25 sq. meters	40 sq. meters	60 sq. meters
Moscow (more than 12 million people)
St. Petersburg (more than 5 million people)
Rostov-on-Don, Kazan (more than 1 million people)
Lipetsk, Khabarovsk (more than 500 thousand people)
Tambov, Petrozavodsk (more than 250 thousand people)
Essentuki, Novomoskovsk (more than 100 thousand people)

*according to the Avito website as of September 2017

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Looking ahead, let's say that expensive repairs are not required for butcher shops: the specifics of the business are such that buyers, in principle, do not care about the design of the premises. There are no requirements for the interior like kitchen salons or catering establishments here. The main criteria are store visibility and traffic. Of course, sewerage and toilet, water supply and washing are necessary. Some other points should also be taken into account. For example, the room will not interfere with wide doorways for unloading incoming products.

Step 5: Settle Legal Issues

Since the process of finding a suitable premises can take more than one month, from the point of view of savings, it will be more profitable to register a business after there is a preliminary agreement with the supplier and a place is selected. However, in order to conclude a lease, it is already necessary to have at least an individual entrepreneur. For a small butcher shop, an individual entrepreneur is quite enough, and the so-called simplified tax (6% of income) or UTII, the tax rate in which is constant and tied to the area, is suitable as a form of taxation. An individual entrepreneur is issued within three days, the amount of the state duty is 800 rubles.

The premises for the meat trade, as well as the meat itself, must comply with certain standards. An entrepreneur does not need to obtain any licenses, however, some issues need to be resolved. Issues with fire safety and SES most often bypass tenants. The owners of the premises, as a rule, already have the appropriate permits. After the opening of the store within a month, it is necessary to notify Rospotrebnadzor of the start of trading activities. But the main thing you need is certificates for meat and a veterinary form for meat No. 4. The supplier must provide them, so the problem is solved by selecting a good supplier. You should also not forget about the consumer corner with a book of complaints and suggestions and that employees should have health books.

According to the experience of practitioners, many of the standards imposed on butcher shops are not always feasible in reality. For example, it is not always possible to equip two entrances to the premises or regularly receive veterinary certificates for products from the supplier. Issues are usually resolved with a veterinary inspector who periodically looks into the store. In general, to keep the inspectors satisfied, the room must have good ventilation, proper finishes that can be washed, proper cut block installation, and staff must have uniforms and gloves. Fanatical adherence to the norms of the law is usually not required in practice.

Step 6: Purchase Equipment

As a minimum set, you will need equipment for cutting, storage and display. The first category will include a cutting table, a cutting deck, knives, axes, hooks, etc., for these purposes it will take about 15-20 thousand rubles. Also, a butcher's shop cannot do without a band saw - it will increase productivity, work with frozen products and increase the quality of cutting. The saw is the most expensive equipment of the minimum required. Prices for it can exceed 80-100 thousand rubles, which discourages many entrepreneurs from starting a business. Here you can consider the option of used or ordering equipment from China - costs can be reduced by 1.5-2 times. It is not recommended to completely abandon the band saw - otherwise, the binding to the skills of the butcher is great, and many commodity items will simply have to be abandoned.

Ready-made ideas for your business

To store and display fresh meat, you will need a closed refrigerated display case. The cost of one such 1.5 meter showcase starts from 30 thousand rubles. You also need at least one chest freezer, their prices start at 15 thousand rubles. For recycling, you must definitely purchase a meat grinder for preparing semi-finished products, for example, minced meat, all kinds of rolls, cutlets, dumplings and other things. Usually, professional meat grinders costing from 20 thousand rubles are purchased for butcher shops, but if funds do not allow, then for a small store, a couple of ordinary household ones may be enough to start with. Consideration should also be given to the cost of lamps. It is no secret that the quality of lighting directly affects the volume of sales. The store will also need scales, trays, overalls for employees and other little things.

Thus, the necessary minimum equipment for a butcher shop will require from 200-250 thousand rubles. Entrepreneurs with experience in the meat business advise that when choosing and buying equipment, it is necessary not to attach excessive importance to it - it is the assortment that should come first in importance. So consider saving options. To begin with, it would be quite reasonable to take used equipment. If you are lucky, you can find good quality equipment with a good discount of up to 50-70%. Many shops, restaurants, cafes are either closing, or moving, or replacing equipment with newer ones, etc., so there are always ways to save money if you look carefully.

Step 7. Recruit staff

The butcher's key employee is, of course, the butcher. Moreover, it should be not just a butcher-seller, but a butcher-cutter with knowledge of “store” cutting. Without knowing the principles of such cutting, up to 25 kg of meat can be lost from each carcass. Even if the supplier is engaged in cutting the meat, this skill is necessary, since in the butcher's shop there is always something to cut, prepare, put into minced meat, and so on. Here, entrepreneurs usually choose one of two strategies - someone spends time and money looking for the perfect specialist with experience, while others teach young guys the necessary skills on their own. It is clear that not everyone can afford the first option, besides, dependence on the skills of a cutter creates some lack of freedom and fetters the hands of an entrepreneur. For the second option, and ideally in general, the entrepreneur himself knows the entire meat kitchen from the inside and has all the necessary skills.

If we talk about the role of the entrepreneur himself, then, of course, he can independently act as a cutter, seller or as their replacement, especially when it comes to a small point and the very start of a business. However, in any case, it should not be indispensable. In the optimal scenario, the entrepreneur plays the role of manager, only occasionally monitors employees, is engaged in promotion and strategic planning. All other duties not directly related to making a profit - accounting, security, etc. - are transferred to freelance specialists.

How much to pay store employees? There is no clear answer here: there are too many variable factors that depend on the financial capabilities of the business, experience and skills of the staff, work schedule, etc. At the same time, there are some guidelines that can be taken as a basis when considering future expenditure items. Table 2 shows the average salary of butchers for September 2017, based on the analysis of ads on the Avito website.

Table 2. Average salary by profession butcher in Russian cities*

*based on data from the Avito website as of September 2017

An important point is the personality of the seller of the butcher shop. This person should not only be well versed in meat, people should like him. The flow of buyers in this business is large, so you need to be as patient, polite as possible, be able to interest and talk about meat.

Step 8. Take Care of the Butcher Shop Promotion

There are passive methods of customer promotion and active ones. Passive methods include such mandatory things as a store sign, pillars and advertising signs. To active - everything else. The meat trade is not a business that will tolerate an advertising company on a grand scale. It is more important here not to thunder throughout the country or city, but to be known in your area. That is, the most effective are low-budget local advertising methods - posting ads, distributing leaflets and flyers, the least effective - expensive advertising on television. It is best to focus on the distance in the immediate vicinity of the store, namely within a radius of 800 meters. Ads are best posted at the entrances and in elevators, where they can be read several times. In general, the meat market is a fairly traditional market, so it is not so difficult to stand out from competitors with the help of advertising in it, as it might seem at first.

The Internet can also be used to sell meat, but it is better to focus on individual tasks of the store - for example, to find new customers and markets. It is best to make your own website if the store already has some significant competitive advantage. For a small point, which practically does not stand out in any way, the site can only do harm, deceiving the client's expectations and distracting the entrepreneur from more important tasks. At the same time, even a small outlet must be present in 2Gis, Yandex.Maps and Google Maps. Social networks in this type of business are almost irrelevant and require extra effort to keep them active. Of course, the biggest, underwater part of the iceberg is word of mouth. It is through the recommendations of other people that the flow is provided that no other type of advertising will give the store. And word of mouth, as you know, is based mainly on product quality. Also do not forget to follow the trends in the meat industry and the business ideas of foreign butcher shops, sometimes something worthwhile appears among the sea of ​​rubbish.

Step 9. Become "your" for the buyer

From the very first days, a meat store should strive to win over its customer and become a plus in the first month. If the profit could not be obtained in the second month of work, this is a reason to sound the alarm. This means that one of the previous steps was completed with errors: the wrong place was chosen, the wrong seller, the wrong assortment, pricing policy, and so on. It is imperative that the customer sees as much fresh, tasty meat as possible on the counter from the very beginning and wants to return. Trying to trade with half-empty windows is the key to an early failure. Even with the most conservative estimates, almost 3.5 tons of meat with a 30% mark-up will have to be sold to cover the costs per month. Since meat is a perishable product and lives for 1-2 days, the purchase will have to be made constantly or every other day. Moreover, it is worth selling stale meat at least once - the bad news about the new store can spread instantly.

It should also be remembered that buyers are impressed by constancy. It is important here from the very beginning to know and master the principles of cutting meat. Experiments with cutting, when every day a new piece flaunts on the counter, is completely useless. It is necessary to try so that the buyer is sure that tomorrow and in a month he will be able to buy exactly the same meat and the same quality that he bought today. Of course, you can negotiate with the supplier so that he cuts the meat in his workshop on his own, but practice shows that this option will not bring success.

We should not forget about the seasonality factor in the meat trade - you need to build a response strategy in advance. This factor is most noticeable in summer, when there is a general drop in demand for meat products. During this period, store owners buy smaller volumes of meat, reduce cutting, and redistribute their assortment. A profitable direction for this period is the sale of kebabs and barbecues, active cooperation with cafes and restaurants. Many butcher shop owners manage not only to mitigate the effects of the season, but also to earn more off-season than off-season. The main thing is to feel the needs of the buyer and promptly respond to them.

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Meat and creativity are seemingly incompatible things. But this is far from true. This collection contains business ideas, marketing moves and trends for meat producers, owners of butcher shops and restaurants.

Meatballs are meatballs that appeared a few years ago around the same time as smoothies and craft beer. Because meatballs can be easily baked in the oven, cooked with them in soup or grilled, the products are loved by students, young families and anyone who does not have enough time to prepare culinary masterpieces. Vizhu design studio from Russia showed how to position such products. This is a stylish and youthful design and the association of meatballs with baseball balls.

Two chefs from Nashville, Tennessee, USA decided to create the first premium online meat store. Customers can purchase premium cuts of beef, pork, lamb and chicken delivered to their homes, sourced from proven farms where pastures are free of hormones and antibiotics. Thus, James Parker and Chris Carter decided to help people who want to buy meat of the best quality, but who want to look for it on store shelves for a long time.

In the US, butcher shops are becoming popular, positioning themselves as "craft" and "craft". Recently, the first such craft butcher shop opened in Louisville, Kentucky. The shopper is offered everything from regular cuts of meat to homemade snacks, sandwiches and wood-fired pizzas. The store prides itself on selling exclusively farm-grown meat, grown, as they say, with humane farming methods. Humane conditions are generally understood to mean the maintenance of animal health, appropriate condition of premises and equipment, and humane methods of slaughter in which animals do not experience suffering.

To enhance the natural taste of beef for steaks, many restaurateurs practice meat aging. As a result of this process, which can last two or three weeks, and sometimes several months, the muscle tissue softens, moisture evaporates, the flavor increases, and the meat turns out to be more juicy. Dry Ager is a German-made refrigerator for dry aging of meat, which is suitable for both restaurants and cafes, as well as for home use. The air in the refrigerator is sterilized so that the taste and quality of the meat are not compromised, and thanks to the thermometer, drying occurs exactly at the set temperature. The cabinet is available in two sizes - with a capacity for 10 and 100 kg of meat.

The Piller's Fine Food company decided to turn ordinary sausages into interesting snacks. Salami Chips and Whips are pieces of salami in the form of sausage sticks or cut into thin slices like chips. The product is made in such a way that it does not need to be refrigerated. In addition, sausage snacks do not contain monosodium glutamate, lactose and other allergens.

The EXTREM meat pack, designed by Spanish design studio Lavernia & Cienfuegos, is designed to give an extra dimension to Iberian ham, better known as ham. To create a sense of luxury, an elegant black stock has been created that resembles a small tray with a lid. A piece of jamon is placed in this case. This creation is crowned with a pen in the form of a small golden pig, by which you can guess the contents.

The food industry has noticed that more and more modern people are looking for ways to purchase ready-made protein-containing foods. It is fashionable to call this category of goods protein in the style of to go, that is, “with you”. Snack Bacon Cup is one example of a similar product, which is a cup of thinly sliced ​​bacon or bacon chips. It is no coincidence that the product is sold in transparent lids: in stores it is displayed on trays so that customers can see the contents and salivate.

Probably, you have already heard about such a topic as men's bouquets. You know, when men are given beautifully designed sets of beer, dried fish, chips and sausages? So, the guys from Say It With Beef went further. They learned how to create flower arrangements from beef jerky. It turned out to be the perfect gift - all kinds of sausages in the form of roses and other flowers that can be presented in a beer mug or in a glass. An alternative is to use a meat bouquet to decorate and sell for double the price at the butcher shop.

The Parisian butcher shop L "ami Txulette has developed a vending machine for selling French meat delicacies. Inside you can find a whole range of gourmet dishes, including duck confit, beef carpaccio and Basque pate. All products are vacuum-packed to preserve freshness and aroma. The device is located in eastern part of Paris on the Rue de Charon and is open 24 hours a day, if someone suddenly wants to satisfy their exquisite desires in the middle of the night.

The Football Summer Sausage - This sausage is in the form of an American football football. Inside the package lies a fragrant slow-smoked pork and beef sausage. To give the sausage realism and resemblance to a real ball, the creators decided to decorate the packaging with laces.

Auckland-based Devonport Chocolates now makes chocolate that is 50% beef. Yes, attempts to combine meat with chocolate have already been made by many, but no one has yet thought of mixing them in such a proportion. The meat is ground to the consistency of butter, and as a result, sweetness comes out, resembling Turkish delight in structure. They say that chocolate completely interrupts the smell of beef and, as a result, a very interesting, tasty and protein-rich product comes out.

Loki is a smart WiFi meat thermometer. Whether you're cooking a turkey in the oven, steaks on the grill, or breastbone in the smoker, Loki keeps you in the loop of the cooking process. The device monitors the temperature and reports the readiness of the meat directly to the smartphone through the associated application for IOS or Android. Thanks to the device, the chef can now not be afraid to go away for a short time on his own business, leaving the meat on the grill. The project was successfully funded on the Kikstarter crowdfunding site. Entrepreneurs collected more than 56 thousand dollars for the production and promotion of their business.

An interesting way to deal with the food crisis came up with former Harvard students from Six Foods. Young specialists realized that if you dry the crickets and grind them into powder, then it will taste very good. After culinary experiments, the team created unique chips from the "meat" of insects. These are crickets ground with dark beans, pinto beans and rice flour. Chips come in three flavors: barbecue, cheese and sea salt. One serving of chips contains 140 calories, 7 g of protein and 6 g of fat, which means that they are lower in calories than potato chips.

Dutch designer Ineke Hans has created a series of cutting boards called CHOPS that will surely appeal to butcher shop owners. The boards are shaped like steaks, bones and chicken legs, and the marble topping is made in the colors of the cutaway sausage. The author presented her work in a rather original way, hanging more than 100 cutting boards above the ceiling of the pavilion in Soestdijk Park.

Among the food products that are in the greatest demand among Russians, meat products occupy the fourth place, behind dairy products, vegetables and fruits, as well as bakery products. The demand for products is constantly growing. The consumer is becoming an increasingly powerful force in the domestic market. It is the consumer who dictates the rules in the market, determining the assortment and prices. Meanwhile, he is still not experienced enough, vaguely orienting himself in the unusual variety of varieties and species, does not have pronounced preferences.

In particular, this is clearly manifested in the market of sausages and deli meats, which is very dynamic. It is characterized by a higher level of competition than other food markets.

Sausage producers are forced to work in conditions associated with constant risk. On the one hand, the market for sausages and meat delicacies is very dependent on the supply of meat raw materials, and on the other hand, the characteristics of a meat product as a perishable product leave a certain imprint on the nature of its implementation in terms of consumption. The sale of meat products is territorially limited by the place of production and the regions adjacent to it. The exception is large Moscow companies that have a powerful distribution system, such as Campomos, AIC Cherkizovsky, Ostankino Meat Processing Plant, Tsaritsyno, Tagansky Meat Processing Plant, Dymovskoye Sausage Production, Velcom, " Sausage plant "Bogatyr" They provide 80% of the sausage market in Moscow. They are key players.

Traditionally, the most consumed are boiled and smoked sausages, sausages, sausages. Sausage can be considered a kind of barometer of the well-being of the population. In times of stability and improvement of the economic situation, the consumption of sausages increases, the situation in Russia worsens - the demand for sausages decreases. Over the years of the existence of domestic sausage production, a certain culture of consumption of sausages by the population has developed.

“My friends and I are going to the country on the weekend. So we decided to fry sausages and sausages. Very tasty at the stake. For nature - barbecue, for the holiday - meat delicacies, for every day - boiled sausage and sausages. All high quality and relatively inexpensive. Fast, tasty, satisfying, inexpensive. That's what you hear from domestic consumers in most cases.

In the overall structure of meat consumption, the share of sausages, incl. gourmet products in Moscow account for 40%. Of these, 33% accounted for the consumption of boiled sausages and 30% for the consumption of sausages and sausages. The consumption of meat delicacies accounts for 7-13%. At the same time, with the growth of incomes of the population, the demand for the consumption of meat delicacies increases. Delicacies begin to be consumed not only on the occasion of a holiday, but also from time to time, when "you want something tasty."

The tastes of the consumer over time become selective and they have to be taken into account not only in the near future, but also in the future. Gone are the days when a consumer could be pushed away by any product.

As incomes rise and living standards rise, the demand for deli products increases. However, the consumer always has to make a choice, because there are a large number of different brands and types of delicacies on the market. "Whom to choose? What to prefer? What's delicious?" In the premium segment, the quality of the products offered is of great importance. The price when choosing fades into the background.

How to win over the consumer of the premium segment, especially when the main activity is mass-market products?

In recent years, domestic producers of meat products began to use the experience of competitors from abroad and began to pay more attention to the design of their products. A colorful shell began to be used, which allows to increase the shelf life, piece products (produced in standard weights) became widespread. This makes domestic products more competitive.

The volume of the Russian market for products of the meat processing industry in physical terms reaches about 1.65 million tons per year. The ratio of products of different price niches annually changes towards an increase in expensive products. Meat/sausage products of the expensive segment account for about 20% and its share annually increases by 2-3%. It would seem that the situation in the country is changing, economic well-being is changing towards improvement.

Demand for deli products is increasing, but still a certain culture of consumption of delicacies has not yet developed, and the consumer cannot prioritize among the main producers, he is lost in the abundance of products offered to him.

In order to successfully compete in the market of meat delicacies, the manufacturer must take into account the peculiarities of the market:

1. The market has reached saturation. The rules of the game are dictated by the conditions of fierce competition, according to which the assortment, quality and pricing policy are determined.
2. Branding is under development. However, most of the activities for the development of the enterprise, the creation of brands occur spontaneously.
3. The excess of sausage products in retail outlets orients the manufacturer towards the production of high-quality branded products, the search for new niches and the creation of innovative products.
4. One of the main requirements for the product is quality stability.
5. The market is occupied by a small number of key players that serve 80% of the needs of the entire sausage/deli market.
6. Market segments are shrinking.

Nutrition trends:

1. Quality is everything.
2. Healthy food boom.
3. There can be no differentiating idea in a sausage.

Replicable distribution strategies:

1. Influence on the final element of distribution - sellers. A special case is the replacement of sellers with "our own" ones, who are interested in selling the products of this particular plant.
2. Rumors and word of mouth.

At the heart of gourmet food trends, quality is everything. The consumer is looking for the highest quality products, without thinking about the price. In the production of premium class products, special attention is paid to the quality of these products. Quality is the primary feature of a premium brand. To guarantee the constancy of quality is the main task of manufacturers, since it is the constancy of quality that carries a premium brand.

A premium brand naturally attracts consumers - innovators and opinion leaders, thanks to which verbal communications arise about it (mention that in marketing research more than 50% received information from acquaintances and the remaining 50% - from various media. Despite abundant advertising).

Premium brands can use highly targeted codes to create the richest, most seductive looks and experiences.

Turning a brand that was originally aimed at the mass market into a brand with a premium status is almost impossible. In this regard, many companies do not push their luck and instead of trying to enter the premium sector organically, they create a separate premium brand. A good example is Toyota and its premium brand, Lexus.

Thus, it is problematic for large companies producing meat delicacies for the mass market to produce high-demand premium meat delicacies. Since in Russian practice in the market of the meat processing industry, the name of the product is assigned based on the manufacturer's plant.

It is also difficult for large meat processing plants to keep the western bar of quality.

Until recently, the question of whether it is necessary to promote meat products using BTL methods (promotions, merchandising) simply did not arise - meat already belongs to essential goods. With the growth of competition, the situation has changed.

“The volume of sales after promotions increases by 40%,” says the expert of APK Cherkizovsky. The specificity of the meat market is that numerous producers offer consumers products with the same names, the range of large factories exceeds 300 items. In such conditions, it is very important to differentiate your product in the market. The decisive factor in the choice of meat products for the consumer with equal prices are taste and appearance. With an abundance of offers of similar products, the most effective method of promotion is merchandising and promotions (tastings and rewards for the purchase). The specifics of promotion are dictated by the product itself, or rather its consumer properties: freshness, appearance (cut). In order for the consumer to appreciate the quality and taste of the product and spend a minimum of effort to find it at the outlet, it is necessary to highlight the desired product with POS materials, branded commercial equipment and maintain uniform display standards. A strong tool for promoting meat products is working with sellers, as 43% of male buyers ask sellers for advice on product quality.

In conditions of fierce competition and market saturation, manufacturers use different forms of advertising support. Small and medium-sized producers prefer promotion at the point of sale, larger ones - advertising on TV. For example, the marketing budget of Campomos in 2005 amounted to about $6 million, with television advertising accounting for half of this budget, 30% for BTL events, which, according to experts, make it possible to more effectively convey product ideas to the consumer, form positive image of the company. In addition, manufacturers use print media to advertise their products. Manufacturers agree that it makes no sense to promote high-end products through mass TV advertising. The emphasis should be on points of sale where the customer is closest to the advertised product, relevant POS materials and, possibly, glossy magazines. The choice of a specific promotion channel or a combination of them depends on a comprehensive strategy for bringing a product or brand to the market.

In the domestic market of sausages and deli meats, the most interesting promotion strategies are demonstrated by the largest players. So, the company "Dymov" for a relatively short period of time managed to take a stable position in the market. Despite the stereotypical behavior of residents of million-plus cities who consume sausages, frankfurters and sausages, nevertheless, with an increase in income, the consumption of deli products also increases slightly, especially if we also take into account the factor that delicacies belong to the category of healthy food .

And why not promote your products here? Since the peculiarity of the market of sausages and meat delicacies is that most manufacturers have concentrated their production in the middle segment, the niche of delicacies is still unfilled. And the market continues to grow and new competitors appear. The Dymov company, which has concentrated its efforts in the above-average segment as the most attractive in terms of the marketing tasks set, has developed a special line of Haute Cuisine products - meat products with a unique filler: oregano, saffron, red wine, etc. Main idea: "Dymov" is a product for people who choose high quality, exclusivity and prestige. To conduct an advertising campaign, unique recipes for meat products included in the line were developed, label design and non-standard outer casing of sausages communicate premium and high quality products. The main goal: to convey to the consumer the idea that the meat products offered by the Dymov company can be a true masterpiece of table decoration.

An unusual promo stand was installed in the trading floors of Moscow supermarkets. Promoters handed out flyers announcing the promotion to visitors, and also invited them to taste products from the Haute Cuisine premium line. The promoters offered to try meat delicacies from the Dymov company, told in detail about each of the positions presented at this tasting, and informed buyers about the prize scheme. For the purchase of products from the Haute Cuisine line, the consumer received a gift - an original magnet, a gift set of candles or a frame for a photograph (depending on the purchase amount). The action was successful. The volume of sales of Dymov products of the Haute Cuisine line increased by an average of 3-4 times compared to the usual period. It was possible to increase the interest of the target audience in premium products, strengthen the image of the Dymov company and interest in the brand.

When the Dymov brand became quite well-known in the Moscow market, the main task of the company was to convey information to consumers about the unique taste of products, so the press, POS-materials, promotions, sponsorship and special events were chosen as the main channels to reach the target audience. can get full information "why he should choose "Dymov" and evaluate the quality of products through tasting at the place of purchase. The brand was accompanied by interviews and commentary by Vadim Dymov in many mainstream, business and consumer publications.

The following results were the result of a properly developed and implemented creative and media strategy: the Dymov company ensured its presence in all major retail chains in the high price segment, expanded distribution channels, including in the regions; the successful launch of a new line of sausages "High Cuisine"; there was an increase in sales: in the period from September 2004 to September 2005 in Russia as a whole amounted to about 70%.

Currently, the Dymov company pays great attention to the display of goods on store shelves, while trying to adhere to the main rule of merchandising: it must be the result of the joint efforts of the manufacturer, distributor and seller, and the needs of the buyer should be at the forefront. An interesting display of meat products is an important condition for high sales. On the showcase, products are laid out in three ways: the first - by manufacturers, the second - by categories, the third - by names. Shelving is also carried out: horizontal and vertical. In order to attract additional consumer attention to products in general and increase daily turnover due to additional opportunities for impulse purchases, Dymov, for example, uses additional points of sale - special refrigerators. Products in them are facing the buyer, and the most popular products are laid out on priority shelves.

Campomos positions itself as a company that offers consumers innovative solutions, such as completely new tastes, as well as unexpected packaging solutions for already familiar and beloved products. Today, it is this brand that is able to surprise the consumer, meeting the expectations of originality and innovation, while also protecting traditions and values.

In network retail, suppliers hold special events to promote meat products. So, in the Paterson network, suppliers conduct extended tastings of new products with original display on the display window, provide a branded stand for products, place interesting and beneficial product offers for the buyer in booklets produced by the chains, conduct consultations for buyers, stimulating the initial purchase and supporting demand. for premium products.

So, according to the experience of major market players, whose activities have been successful in the effective promotion of gourmet products, the following events can be distinguished - these are media channels, which include television, radio, points of sale, on-line, the press (the Dymov company is the first of the manufacturers meat products appeared on the pages of glossy publications - Cosmopolitan, Shape, "She", etc.; the company constantly works with the media), direct marketing, Sales Promotion (BTL programs, tastings), public relations (organization of conferences and presentations for partners, etc.), outdoor advertising, participation in exhibitions, special events, sponsorship. Experts unanimously assure that today it is inefficient to use mass advertising channels to promote delicacies, and the main attention should be focused on points of sale, on the development and distribution of POS materials, as well as work with glossy magazines.

It can be predicted that the redistribution of consumer preferences by manufacturer and consumer commitment to new types of meat and sausage products will occur due to active marketing activities and extraordinary technological solutions.