From the macroeconomic point of view or from a micro point of view to analyze the catering industry, the solution to hundreds of millions of people to eat the industry is always able to give people hope. Because, from the catering industry in recent years, the growth rate of growth in the amount of view, the growth rate remained at more than 16%, which is a welcome growth rate, and in fact, the development of this industry is not satisfactory, with the development of the market economy and people's living standards continue to improve, the development of catering industry does not seem to be so smooth. The daily newspaper advertisements about hotel rental and transfer in the city never stop. As people's tastes become more and more picky and demanding, the catering industry is becoming more and more difficult to do.
So, the domestic catering industry in the development of the problem in the end from what?
We are in the international (large) catering as the standard for the review of China's catering enterprises as a standard for the healthy growth of the standard and the development of bottlenecks involved, the domestic catering enterprises do have a lot of shortcomings for the development of China's food and beverage enterprises for the development of bottlenecks for the specific case of the reasons are different, I think, for the emergence of this situation, there are many factors, such as capital chain and financial risk management, the development of the industry has become more and more difficult to do. Factors, such as the capital chain and financial risk control, business philosophy, business model, management and cost control, branding, marketing, human resources, etc., the ultimate embodiment of the bottleneck is the slowdown or decline in revenue, but for each specific enterprise but the performance of different ways to form bottlenecks are also a variety of reasons. Here, I summarized a few immature views for the catering industry elite reference:
A private catering of the capital chain instability
As if the Matthew effect, the domestic development of large-scale catering model is not more than a high-grade, luxury, but in the haste to list the back, we have also seen to come in a hurry to go to a hurry to change the flag. This, the supply of capital chain weaknesses is the beginning of the investor's chance, always think that as long as the hotel opened for business will be rolling in money.
The bottleneck faced by China's food and beverage enterprises is the development of China's market economy and the social environment is inseparable from the time. The vast majority of private catering enterprises are small catering enterprises from the beginning, the source of its capital is mainly the accumulation of their own business, in the absence of the formation of the scale of access to social capital before the chances are low, resulting in the instability of the background of the enterprise's capital.
Plus some of their own ideology and awareness of the reasons, some of the potential for development of enterprises also do not know how to integrate capital or how to finance.
Second, the management of the short board
The so-called small businesses have small business management methods, large enterprises have large business management methods. Catering industry has grown up, management is bound to change. The result of the change is not only the increase in the scope of management, and more importantly, management in the direction of the depth of the development of refinement, because, the result of refinement is to reduce operating costs. On the whole, the current standardization and modernization of internal management of the catering industry is not high. Lack of personnel specializing in research and development, business management, marketing, variety of research, mostly in the learning to emulate others after the slight adjustment, as to whether it is in line with the business philosophy and decision makers of the enterprise's business philosophy, operational processes and so on is not known. Therefore, the emergence of imperfect management, the operation of the natural benefits will not be very good, the development of the problem.
Because the development of China's catering industry started late, and the international advanced and management level has a considerable fact gap is the reality, which is mostly reflected in the management skills and implementation level, such as: how to increase the efficiency of the supply chain to reduce costs; how to effectively increase the efficiency of the production process under the premise of quality assurance, how to reduce operating costs, how to increase customer satisfaction, how to effectively incentivize employees, how to ensure the quality and efficiency of the production process. How to increase customer satisfaction, how to effectively incentivize employees, how to effectively carry out public relations and the handling of public relations events and so on.
In addition, most of the management experience in catering comes from the accumulation of management experience in the early stage of the development of past enterprises, and the culture of the enterprise is more of a boss culture, which will lead to the prolongation of the adjustment period of the enterprise's adaption to the new environment and the impact of the market.
Similarly, the shortcomings of knowledge management and the "chef culture" of the catering industry are also implicitly affecting the life cycle of enterprises.
Chinese chefs mostly have the idea of "keeping a hand in the game", which is also an unspoken rule of the industry. We often hear that the chef in charge of a certain hotel has changed, and the flavor of the food has changed, and so on.
Despite the mass media for McDonald's and KFC and other foreign fast food called junk food, but its business is still booming, which is one of the reasons that it meets the consumer's fair consumption of psychology, that is, every time you consume the taste of food and measurements are the same. And this is difficult to do in Chinese restaurants. With the same Lai, different people's practices are different, if the quality of the food is more and more change the better okay, if the consumption than the last time as long as a slight sense of inadequacy, the consumer will have a heart of the service is not as good as before and by the idea of slow treatment, although most of the mouth does not say, but it is difficult to have a next time to come back to the results.
The above phenomenon illustrates the lack of knowledge management in the Chinese restaurant industry. Because it is not that the fancy Chinese food can not be done as fine as the quantitative Western food, but the enterprise did not join in the management of ideas and management processes, there is no chef's cooking "feeling" to quantify the effort, because the light and the chef's exchanges and communication is not to get the real essence of all can only be loaded in the chef's The first thing you need to do is to get your head in the right place.
Three, on brand building
A focus on brand operation of the catering business does not lie in his investment is not a large sum of luxury, but to see the value of his investment will become the reason for consumers to cycle back and forth to consume.
For the catering industry, the connotation of the brand includes the most basic product features and quality, hardware environment facilities (such as decoration features, parking environment, sanitation, etc.), service processes and service standards, of course, there is also its own marketing, after all, visibility is still an important value of the brand embodiment.
Satisfied with the status quo of subsistence, more companies would rather make the signboard greatly, but also not willing to do more detailed work of brand building, as if the financial process, supply and procurement, etc. is just their own business and not about consumers, but do not know that the internal management process is also the support of the brand, the company is often satisfied with the product development and innovation, but ignored the consumer's satisfaction.
Often companies have good intentions for development, but, based on China's irrational humanistic environment, making it difficult to implement a rational and solid process. And for the service industry catering, often affect the establishment of customer loyalty is some service details. Usually, for small catering enterprises, we will not be too much, but, for the strong big catering stores and there will be a big store, etc., the root cause of dissatisfaction with the service is in the smallest place to occur, accumulate.
Even some famous restaurant brands have some service deficiencies. Two years ago, I used to spend three days specializing in squatting KFC, currently the main is to observe and study his service process, after a few points of observation, I found that KFC's health is not flawless. For example, the waiter at the same time to give you the package to pass the food and take paper towels, etc., in this simple process, there is a hygiene details may be forgotten by the vast majority of people, that is, the waiter is not only the cash register but also with frequent contact with the money of the hand to take the paper towels used to wipe their mouths! The germs on currency are well known to us!
Four, human resources
The food service industry is a fact of life. China's corporate human resources capacity is always in the form of an inverted pyramid, which is contrary to the concept of first-class talent in the catering industry in developed countries to do first-line sales, such as foreign university graduates to restaurants to do the waiter is the most normal, but in China at least the current social concepts can not be fully accepted. Domestic catering in the first line of contact with customers is often the deeper cultural knowledge and educational qualities of the lower personnel, and often they are the embodiment of corporate rules and regulations and corporate culture and business philosophy. This quality and understanding of the differences between the implementation of the differences will lead to an increase in business and management training costs.
The quality of catering hostages is low, because the whole society catering education problems, and we are still not aware of, or although aware of but indifferent, although we believe that with the development of the market economy will bring more and more changes in the concept of employment.
The catering industry is in a serious employment crisis, especially at the grassroots, front-line staff recruitment is very difficult. Now that the education and cultural level of the whole society has been raised, people aspire to good and respectable careers, while the catering service industry precisely shows weakness here, and is not competitive enough to fight for talents, thus making it difficult to recruit workers, and the quality of the people recruited is not high.
I once did a special consulting for a consulting company catering personnel consulting, the consultant's store manager said to me, when the business is a little bad, I will be panicked, why? Because it is difficult to recruit personnel, mainland personnel want to go to the big cities in the field or the same city in the big food and beverage enterprises to go, for his kind of medium-sized local food and beverage stores is afraid of employees jump ship. And this situation and the emergence of a large number of unemployed in the Mainland, difficult to employ the situation is contradictory, therefore, when I made appropriate adjustments to its recruitment channels together to solve its worries.
Fifth, the lack of strategic vision
Strategy is the maintenance of competitive advantage, it determines the source of profit. Now most of the small and medium-sized catering enterprises have not refined their competitive advantages, in (size, location, service, etc.) in place okay, once jumped out of the water immediately, let alone how to continue to maintain its competitive advantage. A lot of enterprises have developed to a certain extent, there is still no real clear strategic positioning for their future development. In addition to the existing model of capital-type replication of the expansion, it is difficult to do anything else, that is, do not know the future development to what extent, as well as what kind of environment will be encountered in the future. And did not consider the penetration of foreign capital into the restaurant industry and the trend of development of the problem, it is not clear what to do next, that is, a strategic loss, and can only be busy every day in the immediate routine business.
In particular, some small and medium-sized catering enterprises in the region is difficult to resist the "popular" trend, such as the previous two years in Hefei, for example, when the popularity of spicy crab, some catering establishments immediately change the door are "XX spicy crab"; and then when the popularity of soy sauce skeleton When the popularity of the sauce, and is a piece of colorful "XX sauce skeleton" store signboards, etc., which also reflects the catering enterprises do not know how to deal with corporate positioning and short-term popularity of the market between the contradictions.
Six, business model
When someone asked the world's largest retail chain supermarkets today, Wal-Mart president of the United States is how to get up to do when the chain of supermarkets, his answer at least let all the Chinese people shocked: from China's Tongrentang pharmacy to open a branch inspired by. However, now the students have far more than the teacher, because the students from the realization of the way of business, to find a suitable for their own business model.
The catering industry's *** with the desire is to do big, but how to do big? Now the domestic catering industry has a **** nature is, when the first store's development momentum is a little bit of an upturn, it will immediately develop a chain or even carry out the franchise. This reflects a problem, that is, what mode of enterprise to do stronger and bigger? As if the development of chain franchise is an inevitable good trend. At present, the domestic catering industry in the chain management, network marketing, centralized purchasing, uniform distribution and other modern business methods are constantly in the catering industry to be effectively used. Chain management has a cost advantage, price advantage, service
advantage, brand advantage, has a very strong competitive ability, but also should be the main direction of development of China's catering industry business model. And really want to do to suit their own manipulation of the business model is not easy.
Have experienced a case. A domestic chain of nearly a hundred restaurant enterprises have opened, with the growing business, the president of the enterprise decided not to use the existing branch of the individual household type of operation, take the road of modernized management of the company system; and just after the two stores into a company because of the financial management mode of work and so on into a huge confusion. Because the company's management of its financial processes, supply chain processes have more standardized requirements.
In addition, for large Chinese hotels, the development of chain business model on the more cautious. We have seen in the market the rapid development of chain restaurants is similar to the Western food, product standards are easy to copy the small and medium-sized stores such as various types of hot pot restaurant, but also lies in the characteristics of large Chinese food products and management is difficult to form a cultural scale effect of the reasons. There is also a large Chinese food hotel is the essence of the management and product service process of the R & D base, only when the total store to do strong, the brand has value, only the development of the chain may be.
From the above I summarize the points of the catering industry, I think: catering enterprises to get out of their own development bottlenecks, that is, to use the development of the market economy to rationally look at the problem. The environment has changed, the time to move people, enterprises only with the times to apply the scientific strategic view of the market seriously enough to develop steadily where the fundamental.