Как потолкаться на кофейном рынке

Barista продает больше 10 тонн кофе ежегодно

В 2012 году Алишер Оразалиев, рекламщик из Москвы, искал незанятые ниши на казахстанском рынке: «В то время, все в Москве пили кофе и куда-то бежали. Проанализировав сегмент кофе, я подумал, что учитывая мировые тренды потребления кофе, здесь еще можно было потолкаться», - рассказывает г-н Оразалиев.

Среднегодовой темп роста мирового потребления кофе с 2011 г. составляет 2,5%. Сегодня мировой рынок торговли кофе оценивается в примерно $70 млрд, что делает его вторым по объемам после нефтяного. Согласно данным International Coffee Organization за 2015-2016 годы в мире было произведено 143,4 млн мешков кофе по 60 кг, и в сравнении с прошлым показателем этот объем увеличился на 1,4%. По оценкам участников рынка, объем казахстанского рынка составляет $9,7 млн.

Оптимальным вариантом для начала бизнеса в Казахстане было завести сюда российский бренд Barista, открытый в 2007 году. Это дало предпринимателям готовую бизнес-модель и стабильных поставщиков. Зерновой кофе Barista обжаривается на производственных мощностях Julius Meinl в Австрии. Кофейные машины Barista производятся в Италии на заводах Bianchi. Всего для открытия кофейного бизнеса понадобилось $300 тыс.

Бизнес-модель Barista предполагает два вида сотрудничества B2B, B2C. Для бизнеса Barista предоставляет кофейную машину и сервисное обслуживание при условии, что клиенты компании используют ингредиенты Barista. Помимо кофе под торговой маркой Barista производится молоко, шоколад, ванильный капучино, пять видов чая и 18 видов сиропа. Таких клиентов у компании около 200 в Астане, Алматы, Петропавловске и Уральске.

Специалисты Burger King в Казахстане отмечают глобальную тенденцию, когда рестораны быстрого питания могут предложить своим гостям не только ожидаемое меню блюд, но также быстро приготовить и качественный кофе: «Тенденция все больше набирает обороты во всем мире, не исключая Казахстан», - отмечает Андрей Капустин, региональный директор Burger King.

С ним соглашается и Алишер Оразалиев, за последний год кофе Barista хорошо продается даже в маленьких донерных: «В 2012 году тренд потребления растворимого кофе был определяющим, как дома у казахстанцев, так и в предприятиях общепита. Но за прошедшие четыре года наметился перелом в потреблении кофе и в стране уверенными темпами развивается потребление натурального зернового кофе». По мнению г-на Оразалиева это связано с приходом на казахстанский рынок таких кофейных гигантов как Costa и Starbucks, которые формируют культуру потребления натурального кофе.

Потребители переключаются с потребления чая на кофе, с более дешевых марок и сортов на более дорогие и элитные, увеличивается частота потребления кофе и требования к качеству.

Для B2C Barista выставляет свои вендинговые аппараты в местах большего скопления людей: «Рынок кофейного вендинга в Казахстане находится на стадии развития. Количество аппаратов на 20 тыс. жителей не превышает одной штуки. Для казахстанцев все еще диковинно и непривычно покупать кофе из аппаратов, отдавая предпочтение кафе, где стоимость напитка завышена в семь-десять раз», - рассказывает руководитель Barista.

Помимо Barista в этом сегменте среди крупных игроков работает еще компания KVC.

В целом, по мнению экспертов, вендинговый бизнес считается достаточно прибыльным и имеет хорошие перспективы развития. До девальвации, например, Barista росла на 100% в год. В 2012 году доход компании с одной точки фаст-фуда составлял 20 тыс. тенге в месяц, сейчас минимальный показатель 35-40 тыс. тенге. Срок окупаемости одного вендингового аппарата, стоимость которого $4 500, увеличился с двух до четырёх лет. На следующие три года компания уже скорректировала план по закупу машин. Если раньше в Barista хотели докупать 15-20 машин в год, то теперь реинвестировать пока нечего. С учетом девальвации подорожали и кофе и зарубежные сливки, а сотрудничество с местными поставщиками в компании пока не рассматривается.

«Качество кофе зависит от многих аспектов: места произрастания, полива, сбора, метода обжарки и даже настроения обжарщика. От аккуратности зависит вкус конечного продукта. Пока местные компании не могут обеспечить стабильное качество, поэтому мы работаем со старейшей европейской компанией», - говорит г-н Оразалиев.

С казахстанскими сливками возникла другая проблема. Обычные сливки загружать в вендинговые аппараты нельзя, так как они не пригодны для этого. А сливки которые можно использовать зачастую идут с эмульгатором E 471, известного содержанием свиного жира.

По словам Оразалиева, для казахстанцев это важный аспект, так больше всего в Казахстане пьют напитки с высоким содержанием сливок: капучино и латте. Чуть хуже пьют американо, а меньше всего – эспрессо.

«В последнее время можно заметить, что в Астане пьют кофе больше чем в Алматы. Это связано с тем, что торговые центры – это основное место скопления населения столицы», - говорит Оразалиев. В его планах, в течение пяти лет освоить все казахстанские города.

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