The definition of a traditional market is gradually being subverted. When the monstrous growth of store rent forced McDonald's began to lead the way to the ground floor, we should rethink the principles of restaurant location. With the development of mobile Internet technology, the importance of relying on the market entrance to attract passing customers will gradually be eroded by relying on the Internet to attract traffic. Restaurants that rely on the market entrance tend to attract passionate consumers. So snack-type restaurants will be more difficult to bypass this threshold. But the dependence on the market entrance for formal dining restaurants with mainly planned consumption is actually not necessary today. Precisely because there is the Internet as the entrance, we can deduce the future site selection of several possibilities. First-class business districts and second-class location of this site selection recently more hot is a certain reason. Choose the first-class business district is convenient to solve the problem of transportation, parking. And the first-class business district to ensure the user base. Choosing a second-rate location is a way to lose some of the passing traffic in exchange for a relatively low rent. There is another way to choose a location that is anti-business district like Man Coffee. When Starbucks couldn't afford to pull out of the capital airport, Diffuse Coffee opened its store in a residential area. With the rent advantage, you can make the store area bigger and the environment better. This is also the reason why I have been optimistic about Diffuse Coffee and not Coffee with you. Coffee with you has been and Starbucks hard shoulder, cost and brand disadvantage and huge, destined to be the end of the steady loss. Diffuse coffee cleverly avoided direct competition with Starbucks.
The third way to choose a location is to go towards remote areas. Now that people have cars, a 30-kilometer, 60-minute drive is actually acceptable for a meal. The boom in chauffeur-driven companies has also perfectly solved the problem of getting home from a meal. For this type of location, parking is easier, if the road is not blocked, in fact, calculate the time cost of traffic jams to find a car and eat in the city is not too bad. Of course, this kind of location can not rely on traffic flow. The last type of location is the unexpected type. More and more restaurants are opening in office buildings, basements, rooftops, residential neighborhoods and other places where the eye is invisible. If you can handle the function, this is definitely a good direction to choose a location. Of course, in order to make a name for themselves, the same way as the previous one requires a relatively strong operation and promotion capabilities.
2. Scale, decoration
The general direction is definitely the smaller the area, the stronger the ability to resist risk. The future trend of the restaurant industry is also a small area of single product theme restaurants. The initial investment and later labor costs of a large store compared to a small store will be at least linear growth. As for management and operational difficulties, in most cases is a non-linear increase. But small area although the risk is reduced, carry the loss, but will face the problem of single-store ceiling is easy to reach. While this is a problem that may be faced in development, the potential is significantly higher if standardization can be prepared at the outset for quick replication after the fire.
Before the restaurant opens, the author is not recommended to invest too much in decoration costs. The core of the restaurant or taste rather than the environment, the primary and secondary conflicts to be clear. Taste is very good, the environment sucks a lot of restaurants, in turn, basically dead. In most cases, the decoration should be based on the principle of spending as little money as possible to make the effect of seemingly higher to implement. Don't follow the crowd blindly. Considering the depreciation of upholstery and the almost non-existent possibility of second-hand disposal, it is all the more important to minimize upholstery expenses to the extent permitted. Always keep in mind that if you invest 50w in upholstery, then finding a way to save 5w may have a negligible impact on the result. But this 5 w can hire a junior operation full-time to do a year of Internet promotion. Which is more cost-effective is self-evident.
3. The general environment
Restaurants are generally stacked. The environment is dead, the decision is in the hands of the investment, it is difficult to change. How to win in the environment, the possible influencing factors are in themselves. One is to jump out of the environment, do not rely on the environment, to build their own brand. Chinese people are prone to vicious competition in business. A moderate herd effect is definitely favorable. Once the force is too strong on the group to drink the northwest wind, as the saying goes, too little too late. Merchants and catering merchants position itself is different, the interests are not consistent will lead to the unreasonable allocation of resources, resulting in a certain degree of vicious competition. In fact, catering practitioners should be more of a conversion of their own way of thinking, do not always see who is good business to follow the trend to get a piece of the pie. According to the current development of the catering industry, in many cases supply and demand is a serious imbalance, there are too many and too few people to fight you to death, the days are not good. We should think about, in the existing environment, there is what is not the same opportunity, there is what they can add to the place.
4. Cuisine, market cultivation
Cuisine is the most important part of restaurant product design. As society advances, almost all the dishes from around the world are available in big cities. The only way to stand out from the crowd is to go in a niche direction and innovate.
To paraphrase the saying that the national is the world, I think the niche is the public. The real good stuff, or someone will recognize the goods. The risk of choosing a segmented, niche market is the degree of user acceptance and the market cultivation cycle. Generally speaking, the vertical market will also be more difficult to start, because under the same coverage of promotion efforts, the audience will be a smaller percentage. Therefore, we must pay attention to the ways and means in the operation and promotion. Also be prepared for a more protracted battle compared to popular restaurants. Of course, the benefit of weak competition, once the first-mover advantage can be relatively easy to establish a competitive barrier and thus local monopoly of the market.
5. Price
In conjunction with the current national situation, it is recommended to consider upscale dining with caution. In the past few years, upscale dining has been greatly handicapped. South Beauty failed to go public, the transformation of small South China, the hardest Wangpin store is more and more open, but less and less profit... Business can really not choose the difficult mode... There is the strength of the catering practitioners can be challenged under the light luxury meals.
Public high-end consumption although suppressed, non-public high-end market still exists. But this is like walking a tightrope, the most important thing is the sense of proportion. The most important thing is the sense of proportion. A carelessness is a total loss. In addition, according to dialectics, things have two sides. According to the concept of the stupid bear to make rice, white-collar lunch should be 12 dollars, high-end lunch is a pseudo-demand. But there is a rice sword to go sideways, not only to focus on the 40 yuan price point, but also focus on vegetarian food. Both live quite well, who is right and who is wrong? In business, right or wrong is not important, there is no absolute right or wrong in this world. Specific problems are analyzed, according to the environment and flexibility to choose the mode rather than isolate the static view of the problem is the fundamental way to make money.
6. process
In fact, the ordering process is not much can directly save labor costs for merchants in the design of the link. Merchants should encourage and help users to self-service ordering as much as possible, and should also combine with the actual situation as much as possible to save the cost of passing food.
As an example, are the benefits of the iconic pass-the-parcel bear at Man Café outweighed by the drawbacks of the stand-and-wait model at Starbucks, or are the drawbacks outweighed by the benefits. Why doesn't Roaming Coffee support self-service ordering on diners' cell phones? In the author's opinion, if these two issues are taken seriously enough, both theoretically and practically, it is possible to reduce labor costs to a certain extent.
7. Takeaway
In the last two or three years, the 3 major takeaway platforms have been desperately burning money to expand. Everything is déjà vu and a thousand group war that year. The difference is that the group-buying of merchants is hemlock, blood-sucking nature so that it stands in the antithesis of the merchants, and takeaway will be the catering industry's strong heart and catalyst. Takeaway platforms burn money, of course, in their own is a kind of you and I live and die in the enclosure, in the diners is a kind of consumption habits to accelerate the formation of the catering industry is a kind of fundamental subversion. In fact, any door-to-door O2O is in line with the human nature of the immediate needs. Because the development of science and technology is essentially to meet people's lazy desire. The user habit of ordering takeout is a typical luxury into thrift is difficult, once cultivated, it is difficult to be reversed. Work pressure is so high, the pace of life is so fast, leaving aside the additional attributes of the meal (socializing, socializing, etc.), ordering takeout is indeed more in line with the basic needs of modern people's meals. In such a period, what catering practitioners need to do is to weigh the value of takeout for their own, moderately adjust their own mode, as early as possible in the promising platform, and make beautiful data on it. In such a typical platform dividend period circling the merchants will be the future of the big late. The reasoning is very simple, refer to the early days of Taobao. In the platform dividend period to promote the difficulty and cost will be extremely low. Early follow-up will accumulate a huge advantage for the future. Although the rise of takeaway may be to a certain extent will stimulate consumer demand, but the dine-in and takeaway of this is also reasonable. Not doing takeout is tantamount to giving away the opportunity.
8. Operation
Dining is a marathon. If the life cycle of the restaurant is divided into pre-opening and post-opening, many restaurant operators in the pre-opening is very willing to invest in the renovation of a throw money meticulous. However, after the opening of the start of the wait-and-see, looking forward to the sky harvest, hate can not lie down to make money. Half of the line is half ninety! Opening a business is the first step in a long march! Expect to invest once, sit on the ground to share the money of the people or go out and turn left to buy a trust more reliable. Dining is to operate. Mobile Internet era, how to utilize the social network, do a good job in-depth CRM is catering practitioners need to seriously think about and treat the problem.