Bocconcino Restaurants Case Study

Content

• About Bocconcino restaurants
• Industry analysis
• Competition analysis
• Consumer analysis
• Related article
• Service analysis at Bocconcino restaurants
• Main goal of the project
• Motivation Plan for Bocconcino Restaurants Staff
• Conclusion

About Bocconcino restaurants

The chain of Bocconcino restaurants belongs to the restaurant holding MGR. In Moscow there are 6 Bocconcino restaurants and there is one restaurant in London. Today, the institutions operate in two countries.  The first Italian restaurant in Moscow was opened in 2006. The kitchen offers a menu of Italian homemade dishes, the star of which is a pizza cooked in a wood oven. The menu also includes other traditional Italian dishes, including several types of pasta, meat dishes, fish and seafood, and many others. Bocconcino is positioned as a place where pleasant vivid memories are created and where you want to visit again.

Industry analysis

Restaurant business is very popular in Moscow. New places are opening every week. In 2017, according to department of trade and services, number of restaurant facilities located in Moscow was more than 9500. 64% of restaurants are European cuisine. Italian cuisine covers 19% of restaurants. According to statistics in 2017 the number of restaurants increased by 8% comparing to previous years. Nevertheless, demand for restaurants decreased in 2017 by 20%. Due to this fact, the revenue of restaurants decreased. Nowadays, most of the population prefers to eat at the fast-food restaurants due to its price and availability. Moreover, restaurants started to suffer after restrictions for imported goods from Europe. Restaurants’ chefs had to switch to domestic products and in some cases it did not work out very well and menus had to be adjusted.

Consumer analysis

Bocconcino restaurants are for people who like simple Italian cuisine and wants to have cozy atmosphere combined with delicious food. The clients of Bocconcino restaurants can be characterized as people with income higher than average.  The average bill for a person varies from 2000 to 4000 rubles. According to the statistics, average income in Moscow is 65.000 rubles. We can conclude that not every person can visit Bocconcino on day to day basis. As far as Bocconcino chain positioned as place for frequent business and family meetings. We may assume that people with income lower than average can’t afford to visit such places just for business meetings.

Besides, among the clients who book tables 30% are represented by foreigners. Due to the fact that Bocconcino restaurants are located in several European countries.

Competition analysis

There are a lot of Italian restaurants in Moscow. Some of them are pizzerias, some are restaurants with Italian based cuisine, atmosphere and chefs, some are mixed with Italian and Japanese cuisine.

• Chain of restaurants “Akademia”. Restaurants are part of Semifreddo-group. There are 9 restaurants located in Moscow.  Prices are quite the same as at Bocconcino restaurants.
• Jamie’s Italian restaurant is located in the heart of Moscow near the Red Square. Restaurant belongs to Ginza Project. Prices are similar to Bocconcino restaurants in some positions and lower in others.
• Osteria Bianca. Italian restaurant located next to city center. Chef of the restaurant is Italian. Prices are relatively the same compared to Bocconcino.
• Pinzeria by Bontempi. Chain of Italian restaurants opened by Italian chef. Restaurant is famous for its pinzas, which is similar to pizza. Prices are quite the same, for some positions prices are lower than at Bocconcino.

Related article

«Why Performance Management Is Dead and Performance Motivation Is Here to Stay» (Christine Comaford, 2016).

The main idea of the article is that the key to inspiring maximum performance from your team is to use a process that creates intrinsic motivation and benefits both the team member and the company.

The author contraposes a performance management and a performance motivation through the differences of the staff effectiveness.