The Mnogo Salososya company, which specializes in the production and delivery of ready-made meals, which X5 Group announced its purchase this spring, plans to expand to other regions of Russia. St. Petersburg was chosen as the first city outside the capital region and Rostov-on-Don, where up to 20 dark kitchens of this project can be opened. Development can be hampered by high competition in this market, competitors warn.
The fact that X5 Group (Pyaterochka, Perekrestok and Karusel chains) will bring its dark kitchen chain Mnogo Salososya to the St. Petersburg market was reported by a Kommersant source in the catering market. Co-founder of the project Alexander Mutovin confirmed that by the end of 2021 it is planned to build several such facilities in St. Petersburg with an area of 80-150 sq. m each.
Project “Lots of salmon”, specializing in the delivery of ready-made food from its own dark kitchen, was founded in 2018 by Yakov Mendeleev, a native of Uber and Yandex.Taxi, and Alexander Mutovin, a former top manager of MMC Norilsk Nickel. In the spring of 2021, X5 Group announced the purchase of 100% Lots of Salmon. Now he manages 25 objects in Moscow, Moscow region and on a franchise in Rostov-on-Don. At the end of 2020, the company’s revenue amounted to 176.8 million rubles, a net loss – 32.3 million rubles.
In addition to Mnogo Salososya products, dark kitchen in St. Petersburg will deliver products of other brands included in this project, said Mr. Mutovin. We are talking about ready-made dishes under the brands “10 Perfect Pizzas”, “Rolls No. 1” and Japanese cuisine Yaji. The decision to expand to St. Petersburg independently, through franchising or in combination will be made before the end of this year, he adds.
At the initial stage, “Many Salmon” can open up to 20 dark kitchens in the city, suggests Mikhail Burmistrov, General Director of Infoline-Analytics. Restcon executive director Andrey Petrakov believes that Mnogo Salosos should have no problems finding suitable premises, even in spite of the crisis. He estimates the cost of creating such points at least $ 1.5 thousand per 1 sq. M. m. Thus, one dark kitchen with an area of 150 sq. m can cost $ 225 thousand, or 16.2 million rubles. at the current rate.
X5 has the opportunity to use its ecosystem, including the delivery service “About”, which can facilitate entry into the competitive market of St. Petersburg, Mikhail Burmistrov is sure. It is planned that at the first stage, distribution will be organized through its own application and delivery aggregators, explains Alexander Mutovin. Working through third-party services such as Yandex.Eda and Delivery Club does not provide the desired financial result due to the high commission that eats up the entire margin, explains Mr. Burmistrov.
In St. Petersburg, the number of strong local restaurateurs with their own dark kitchens is slightly higher than in any other city in Russia, the Delivery Club warns. We are talking about the services “Dostaevsky” and “2Beregas”. Dostaevsky did not respond to Kommersant’s request. It was not possible to contact the 2Bereg network. But the share of these companies is declining: according to Mr. Burmistrov’s estimates, these two brands now control no more than 30% of the delivery market, although a few years ago they had 60%.
The cost of meals at Mnogo Salosos is slightly higher than average, according to the Delivery Club. So, the price per shelf starts from 550 rubles, pizza – from 400 rubles, rolls – from 160 rubles, indicated on the project website. “But the delivery market is growing rapidly, the consumer is changing – there is definitely room for new projects,” the Delivery Club representative has no doubts.
In the future, X5 can bring the project “A lot of salmon” to all cities with a population of over one million, says Mikhail Burmistrov. In addition to St. Petersburg, Moscow and the region, the X5 delivery aggregator began operating in Voronezh, Nizhny Novgorod, Kazan, Krasnodar and Rostov-on-Don this spring.