 Generally more correctly to name such enterprises as institutions of fast service, but it sounds is long enough. First of all fast food are such institutions, in which it is possible, first, to eat quickly, secondly, for low cost. The first thing is achieved with the help of complete self-service, practically there is no institutions with waiters. As a rule, fast food works with use of semi finished items, final processing or which warming up are made directly ahead of distribution to the client. Preparation of semi finished items of a high degree of readiness occurs, as a rule, not on kitchen of fast food, and in the own or rented industrial shop. In this connection fast food distinguishes the narrow menu - quantity of positions of dishes in the menu in rare cases exceeds 30.
The following feature - fast food distinguishes rigid standardization, therefore development on the basis of the own network is acceptable to them. Standardization of all is exposed: an interior, signboard, furniture, utensils, assortment, and business-processes, process equipment, promotional materials etc.
One more feature is location of fast foods. Such institution can not be successful, if it is in a place, where passenger traffic does not exceed even 700 men per one hour, and it is even better - 1000.
By results of interrogation, for 66 % of the fast food clients’ it should be tasty, for 30 % the place matters and for 4 % of respondents popularity of an institution is important.
However take into account that the majority (55 %) of fast food visitors makes a decision on its visiting spontaneously, and on the first place the importance of the institution place stays. Only at an arrangement in immediate proximity from each other various fast foods the decision will be accepted for the benefit of most "tasty" of them.
The basic values of fast food are the following:
- Convenience of the place;
- The menu;
- Speed of service and reception of food;
- The price.
The very important feature of fast food is holding time (2-3 minutes) and time of stay of the consumers in such institution (on the average 30 minutes). Therefore and the interior of fast food, as a rule, does not differ by complexity and abundance of decorative details - only, hygienically, lightly, but no more that. All this is done that the visitor doesn't linger in fast food.
As the decision on visiting fast food arises spontaneously and needs of the clients are very urgent there should be food-courts, when some operators are assembled on one area. The client, not find desirable in one institution, can address to second or third and find there that it will arrange.
It is necessary to note, that the price is not determining criterion of visiting, which proves to be true by the data on a level of the incomes of the visitors of fast food. Those who have no opportunity to pay even the small sum for a food in these institutions, the houses or on a workplace eats, as a rule. For this group of the population the visiting to eateries is event exclusive and consequently rare (one of these days births, significant dates etc.).
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