In the new catering era, single items are becoming more and more popular. It is not so simple to achieve a complete victory in a single product.

First, the single product is king.

Just like Xiaomi's seven-character formula, there is a three-character formula for winning a single product. Xiaomi's seven-character formula is: focus, extreme, word of mouth, fast, and the three-character formula for winning a single product is: small, expert and fast.

Remember to make a single item, be small but not big. There is a saying that the boat is small and easy to turn around. That's what it means. When the boat encounters problems or needs adjustment, it changes direction as soon as it turns around. What about the big boat? It's difficult. What about the giant boat? If it's better in the sea, if it's in the river, it's hard to walk by itself. Turn around? Almost impossible.

The first purpose of being small is to consider the cost. It is easy to operate and operate at a small cost, and it is also to prepare for the later. Many people now enter the restaurant only after seeing the low threshold of catering. If it is small, the natural investment will be lower, which is more suitable for mass entrepreneurship and customers have more room to choose. What's important is that the single product small model is not suitable for large categories, such as Lanzhou Lamian Noodles, Shaxian Snacks, the top two of the four famous national foods, and the famous braised chicken rice, all of which are of this type. Others are also similar in size. After reading it, you will know that this is a daily street snack, which can be summarized by a small character, giving people the feeling that it is simple and reassuring, and small is the first feature.

Specially, it's better to understand. Make one kind. In Shaxian County, Lamian Noodles, as mentioned just now, there is braised chicken, which is the most specialized one. It's just a dish, and nothing else. It's still popular. The benefits of a dish are self-evident. Customers will never come to you if they want to eat Lamian Noodles, but they will come to eat braised chicken. It's so simple.

Don't make it big and complete, it will only kill you in the early stage. One more single product is one more choice for customers, and one more dish for merchants, but it is also one more worry. The less in the early stage, the better. There is a saying that focus? Here, it corresponds to this special word, which is a kind of focus. Grab one, do the best and then decide whether to do the whole thing according to the actual situation.

Fast, that is to say, the kitchen product is the magic weapon to win the small specialty single product. Look at the top three of the national snacks we are talking about. It takes minutes from sitting down to serving, especially for small shops specializing in single products. What is easy to do is to make them in advance according to the actual sales volume of the previous week and January. According to the class time, customers have few choices, especially at noon. For example, Braised chicken and other products that need customers to wait can be made in advance during the peak hours, and customers can eat it when they order, which greatly shortens the waiting time and greatly shortens the dining time, which is a great contribution.

Three-character formula: small, expert and fast.

Second, taste is very important

Taste is very important. It is the taste that decides a customer to leave, not the delicious food, because the delicious food varies from person to person, so it can't be said that it is delicious, but it can be said that this taste suits me.

Beginners talk about delicious food and authenticity, but veterans are making tastes.

Authenticity is the easiest topic to meet with taste, and I have used many articles to talk about authenticity. Is your food authentic? As I said, there is no authenticity without the country of origin.

Full of rice noodles from Regan Noodles, Henan and Guiyang, Hunan, which line up every day, are they authentic?

If the customer asks, your answer can be authentic. However, if you do what you think is the most authentic according to Wuhan standards, it may not be loved by the people of Henan. Similarly, even in Wuhan, almost every noodle restaurant will fall into an authentic discussion.

What is authentic? After the country of origin is opened, your accurate consumer group recognizes and buys it as authentic. Authentic means that it is sold out all day, every day, every month, every year, and it is authentic. Just like the Hunan rice noodle we ate in Guiyang, it is popular and queues up every day. It sells for more than ten hours and thousands of bowls a day. If you find a Hunan person and eat it, you will shake your head. This is not Hunan rice noodle.

In fact, the rice noodles that Hunan people eat are different. As far as the shape is concerned, they are flat and round, and the origin is different from place to place. Although Chenzhou Qifengdu fish meal and Changde Liuzi round powder are completely different from Hunan powder, who is authentic to represent Hunan rice noodles?

Therefore, we should not only struggle with authenticity, but also make profit and make money when we make single products and small shops. The best standard is that the taste of your accurate customer group suitable for local operation is the most authentic. Simply put, whoever pays for it has the final say.

Don't say that the boss's own taste is authentic, don't talk about it with authenticity, and sacrifice authentic crusade against dissidents at every turn. Sales volume tells everything.

Have you found a phenomenon? Those who open a shop in a non-native place are not locals. For example, the best person who makes Guilin rice noodles in Beijing is not from Guilin, and it is not from Shanxi who sells mutton and steamed buns in Shanghai. The manager of Regan Noodles who has opened dozens of stores in Henan is not from Wuhan, and the actual owner of the most famous local rice noodle brand in Yunnan is Hu Jianren.

People who grew up eating will fall into a complex intentionally or unintentionally, naturally make their favorite food, and think it is authentic. Can foreigners get used to it? I put up with the local tourism, and when I get home, you still torture me. I, no, go and eat. It's ok.

So the most authentic ones are closed.

After seeing the latest tip of the tongue three, many people began to be cautious, talking about what utensils and techniques. In fact, these are all forms. For braised rice in braised chicken, it is more important to make a good taste than anything else. You just used the casserole from the Qianlong period to make it. As long as it tastes bad, there is still no one, not only no one, but even the casserole.

Remember a few words of advice, brother-in-law said:

For small single product stores, the process is not important, but the taste is important.

For small single product stores, the container equipment is not important, but the taste is important.

For small single product stores, the form of serving is not important, but the taste is important.

For small single-product stores, the theme is not important, but the taste is important.

For small single-product stores, taste is the most important!

Third, the price is very important

Compared with the taste, another important thing is the price.

The price is important not to fight the price war, but to dig deep into the needs of customers for the smallest category and small single product. The taste is of course important, but the price is also important.

After learning some courses, many people start to make brands and strategies, which is a bit ridiculous. When a small shop is not doing this, it is not how awesome and beautiful you are, but how slow and steady you are. Remember the story I told about Zhu Yuanzhang?

There is a story about Zhu Yuanzhang. It was Zhu Yuanzhang's strategy at that time. He didn't make a brand or be king. He did what he did, accumulated strength and prepared money and food.

What do you do to open a restaurant? You have to earn money first, have a lot of cash flow first, have money in your hand, and don't panic in your heart. Is this the reason? If you have no money, you will be afraid of action.

What's more, don't you rush to create a brand story. Remember the story told yesterday, the customer is not a fool. You have to make up a story that Emperor Qianlong rode a motorcycle to eat at home, which can only make the customer feel that you are not real. If the taste is good, I will endure it, the taste is poor, and the price is expensive. Ten thousand beasts are already rushing in my heart.

It's the best weapon, and it's a sharp weapon. Customers are not afraid of being fooled by you, but afraid of being honest. The more honest you are, the more embarrassed customers are. Especially high-end customers will be moved by your sincerity and honesty. They have never heard of being fooled by routines.

If you fool customers with routines, you will only harm yourself in the end.