Lead: Every venture is extremely difficult, and the hardship of catering entrepreneurship is obvious. Every catering entrepreneur is an inspirational figure. The following inspirational articles on catering compiled by me are welcome to read and learn from! Meng Bing, the founder of Young Master Xi, has worked in Internet companies such as Tencent and Baidu. Although he started his own business during his school days, they were all tinkering around the edges. It can be said that the experience is far from that of the first two tall predecessors (Huang Taiji pancakes and Diaoye beef brisket), but there are high-end games at the high end and low-end strategies at the low end. Although I do programming work and have little experience in user experience, these young people are infiltrated in internet companies after all, and they will have their own ideas and feelings about user experience.

So, on April 8th, 21xx, Master Xi's Chinese hamburger was opened. Before opening the store, they did not forget to use the shocking topic to open the way. An article entitled "Why did I quit my job to sell Chinese buns" came out quietly. In the article, everything in Beijing's prosperity, high housing prices, material love and ordinary boring work was too substitutive, knocking on the hearts of white-collar workers and college students who were about to get employed everywhere, so the article was spread wildly overnight.

Meng Bing said that what his team has done is to grasp the user experience and pursue the ultimate. "Many industries pursue user satisfaction, but what we pursue is' user screaming', that is, products must exceed everyone's expectations." Having said that, it only took him a month to learn from the teacher, and this trip, I have to say, is somewhat impetuous. And the popularity of the hot, more rely on prestigious schools with high academic qualifications and high-paying positions in famous enterprises, but the corresponding stalls and Chinese buns are detonated. At that time, Master Xi became a hot spot of various websites, especially valued by various educational websites, and became a hot topic of discussion among netizens. Master Xi also soared, taking advantage of his identity as an Internet person, and started identity marketing-all employees of Internet companies have preferential treatment here, and a series of marketing.

Because the category is extremely simple, the quality of Master Xi's products has always been good, but the fatal defect is still here. Too simple category can easily make users feel tired. Excessive publicity has led to high expectations of users, and the growing cost of the experience boundary of a Chinese hamburger is getting higher and higher, making it more and more difficult to meet the increasing expectations of users. In addition, the artificial scarcity caused by excessive publicity is likely to lead users to doubt the best-selling products.

in a word, Mr. Xi, who is grounded, has a good life, but how to solve the problems in expansion, how to ensure product quality and reputation, what new tricks are there in online marketing, and there is still a long way to go.

Opening a restaurant without charging customers seems like a business suicide to ordinary people, but Han Yue, an entrepreneur, sees its rationality. You eat, advertisers pay, this advertising restaurant not only did not close down, but also found another way in the fierce catering industry and made millions of profits.

Let's take a look at the story of this Zhengzhou girl named Han Yue's restaurant entrepreneurship:

In 2117, like many entrepreneurs, Han Yue, a Zhengzhou girl, suffered the first entrepreneurial failure in her life, and the pasta-based restaurant she co-operated with her classmates was facing closure due to financial problems. How to do the next thing? Han Yue first thought of advertising the hotel. Later, after asking her classmates, she discovered that she couldn't even afford the advertising fee. She began to complain that the advertising expenses of those media were too high. The classmate sighed and said, "There is no such thing as a free lunch! If your restaurant is free, there will be crowds without advertising. " Han Yue gave a wry smile. Suddenly, a bold idea was inspired by the classmate's words. The restaurant is free and crowded. Isn't that a good publicity? Isn't it a good model to combine your own restaurant with advertisements?

After returning to the hotel and sitting in the room for an afternoon, a draft was quickly formed. She set up two doors for the hotel, one for normal meals and the other for free access to the underground fire escape. Those who normally charge for meals are no different from those who used to eat in restaurants, and charge as much as they eat. But the free door has made a winding walkway, and the walls on both sides are full of advertising spaces. She thought: free meals can greatly increase popularity, and popularity can attract businesses to advertise and earn advertising fees, and at the same time, it can also drive the business income of fee-paying restaurants.

She is very excited about this idea. Once a person has a certain formed idea, it is easy to jump into action quickly. After half a month's intensive preparation, Han Yue finally put up the sign of "free meals in our restaurant" one morning in September.

Before, she calculated an account. If the meal is provided according to the free meal quota, the cost of a noodle is about 1 yuan and 51 cents. If there are 211 people passing through her "Jiuqu advertising corridor" every day, the maximum daily expenditure will be 311 yuan or 411 yuan. Moreover, she also requires that every dining guest must recite three advertisements at the checkout to be free of charge. In this case, the publicity effect of advertisements is self-evident.

Before this, Han Yue pulled a lot of advertisements for free and put them in her own advertising space. Because the location of her restaurant is not bad, there are several office buildings nearby. Soon, the news that she ate there for free spread all over the office buildings and shopping malls. Some people come here to see the fresh food, some to taste it, and some to go for a free lunch. The restaurants in Hanyue have suddenly become popular, and some guests who can't queue up don't want to change places, so they simply spend money on meals.

tables and chairs are all carriers, and the advertising restaurant has achieved initial results.

It's been half a month since it was free, and the effect is better than expected, but the tens of thousands of yuan temporarily raised is also being lost day by day. After all, there are still not many people who eat normally, and she is almost stretched. It seems that advertising can no longer be free. So, she went from house to house to find businesses that had advertised for free. But despite all kinds of persuasion by Han Yue, they just don't intend to pay the fee. As a result, the advertising space was vacant, and Han Yue began to worry.

unexpectedly, it didn't take long for some businesses to take the initiative to find her to pay for advertising, and each advertising space ranged from several hundred to several thousand yuan per month. It turns out that the advertisement in the past half a month has finally received the effect. A cosmetics agent said that since the free advertisement in Hanyue's restaurant, many girls came to ask them about the cosmetics, and some even knew the advertising words backwards.

since then, more and more businesses have been involved. After finally breaking even, some people began to persuade Han Yue to expand the scale of the advertising corridor, but Han Yue refused this suggestion. It turns out that this advertising corridor uses the safe passage of the rented storefront and a part of the staircase space, which can not be further expanded according to the requirements of the fire management department. So how to publish more advertisements without increasing advertising space?

At the beginning of 2118, Han Yue found a relatively large LED external screen manufacturer in Henan at that time and asked for cooperation. In this way, multiple advertisements can be played on one LED screen without opening up new advertising spaces. After several discussions, the other party agreed to sponsor a medium-sized LED screen, but the condition is that a part of the exhibition space must be set aside for manufacturers to print advertising content for free. Korea month looked at his little money, had to bullet agreed.

in addition, she also subdivided the dishes. Noodles and rice are graded according to the difficulty and length of advertising words. After reciting three long and difficult advertising words, you can not only get a top tomato sauce noodle, but also get a side dish reward. At the same time, Han Yue also made a difficult distinction between the advertisements on the LED display. Sometimes, for a free lunch, many people will watch the whole advertising group two or three times, and at the same time remember many advertisements that they are not interested in. This practice of Han Yue has been highly appreciated by those businesses, and her advertising income has gradually increased.

although the advertising revenue is more, only one LED screen is far from meeting the advertising demand. Han Yue has long had his own ideas about this. Since the restaurant is an advertising-themed restaurant, every tiny corner should reflect the effect of advertising. She thought for several days and finally came up with some other methods. For example, the waiter's tooling, the menu of ordering food, and even plates, bowls and desktops are all good advertising carriers. In this way, Hanyue's restaurant has gradually become a "paradise" for advertising, and at the same time, it has also obtained restaurant supplies sponsored by many merchants.

Willing to become an experience store, turning opponents into allies

With the increasing popularity, Hanyue has also made improvements in the pattern of free restaurants. But at the same time, that part of the restaurant's charging business has been affected. This piece is also the main source of income for the restaurant, and the declining turnover makes Han Yue feel distressed. One day in May, 2119, after a guest dined in Hanyue's creative restaurant, he made a request, if he didn't put an advertisement here in Hanyue, could he cooperate in other ways?

It happened that Han Yue was worried about her own charged dishes. As soon as the two were combined, she came up with a good idea and put forward a slogan: You eat, he pays. In fact, the reason is very simple. If you are a consumer of a certain brand, you can eat meals of different grades for free as long as you can list three advertising contents of this brand and hold a receipt for the products of this brand, and Han Yue can settle accounts with merchants of different brands with these receipts.

This idea has greatly stimulated people's desire for consumption. In three months, Han Yue ran dozens of brand businesses by bike. Speaking of her advertising restaurants, most of them feel fresh and interesting, and some of them signed contracts with her on the spot. Not only that, but the guest's train of thought also inspired Han Yue thoroughly. In addition, she has developed a "new taste of dishes". Is in the name of their own advertising restaurant, and many restaurants, as long as the hotel launched a new dish, you can put it here for free. Of course, the premise of free is still based on advertising.

This idea has been questioned by some people. Think about it, it is mainly to run a restaurant, and take other people's dishes to your own restaurant, isn't it smashing your own venue? But Han Yue doesn't think so. She said, "My restaurant itself is not solely profitable by food, but a restaurant with advertising as its main income. Since cosmetics can advertise and mobile phones can advertise, why can't restaurants advertise? My hotel is the experience store of other hotels. Besides advertising, they can also provide me with dishes for free, which greatly reduces my operating costs. Why not? "

in September, 2111, Han yue bought a small advertising company and merged the hotel into a company to ensure that it could legally operate the advertising business. To tell the truth, although she has been working as an advertising restaurant for so long, she has been exposed to advertising-related business, but she still has no idea about starting an advertising company. Just then, a classmate gave her advice and told her that being an advertising company is not much more complicated than being a restaurant, and it can complement each other with an advertising restaurant.

The classmate's words were verified afterwards. By combining the professional standards of advertising companies with the existing hotel business, Han Yue gained a lot. By April 2111, her wealth had accumulated to more than 1 million yuan. At the same time, her advertising theme restaurant is getting better and better. Talking about her experience, Han Yue said modestly that in fact, there are only four words for her success: dare to think and dare to do.

This small shop, which is only 15 square meters, has only 1 shop assistants. From morning till night, it only sells beans and coarse grains, and its revenue in January is as much as 1 million yuan. How did it do it?

Now, Soymilk Memory is mainly based in Chongqing, and there are more than 51 stores. Together with those that are not open or open in Sichuan and Guizhou, there are already 71 stores. It is estimated that there will be 211 new stores this year, with a turnover of 41 million. How did it do it?

This little-known breakfast drink shop, compared with other drink shops in the school. Although the location is relatively biased, it is more eye-catching. Small shops in colleges and universities established less than a year have robbed most of the fashion tea shops and dessert shops. What is the basis for 2 yuan "suspension spring" soybean milk products to attack "Gao Fushuai"?

how to practice the memory of soybean milk?

When it comes to the memory of soybean milk, we have to mention its "behind-the-scenes operator"-Liu Bin. Who's Liu Bin?

This 81-year-old Chongqing boy is honest and talkative, but he is a walking map of Chongqing. In his words, this is "it is his lifelong pursuit to let students drink quality soybean milk". In 2116, my son under 1 years old was allergic to milk. In order to make his son's nutrition balanced, one morning, he just made soy milk at home and fed his son soy milk with a try mentality. The next day, he changed several kinds of grains and found his son staring at the soybean milk. It turns out that my son wants to drink soy milk again. After several repeated attempts, my son really fell in love with soybean milk, and there were no allergic symptoms. A small cup of soybean milk helped him solve the problem hanging in his heart.

With the intuition of doing business for many years, Liu Bin thought at that time that the vegetable protein of soybean milk was actually more suitable for the needs of Chinese people. Since sons under one year old love to drink it, there should be a market. Looking back now, maybe this is his original intention of starting a business.

Looking at the whole country, especially in the market segments of colleges and universities, students need nutritious breakfast more, and the property of cheap soybean milk is in line with the consumption level of students. In another sense, soybean milk is also the carrier of sweet memories between him and his son. Every time he thinks of his son, he firmly believes that he must do a good job in the quality of soybean milk, so he named it "soybean milk memory".

The so-called commercial beauty, in essence, is people's awe of nature and matter, and on top of this awe, they make their own ingenuity a sacrifice and devote their lives to it.

product: creating the quality of Laoganma

As we all know, Laoganma had a short story before she became famous. At that time, Tao Huabi saved a little money by scrimping and saving, and opened a humble restaurant, specializing in bean jelly and cold noodles. With the unique flavor of Chili sauce, more and more famous customers come.

By chance, many guests took out money to buy some spicy sauce to take home after eating bean jelly. Some even bought her spicy sauce instead of bean jelly. She wondered again: spicy sauce is only a kind of food ingredient at best. Can these people eat it all when they buy so much back?

at noon one day, because the spicy sauce was sold out, there were no guests to eat bean jelly. She was in a panic, so she closed the shop door and wanted to go out and see how other people's business was. She visited more than 11 restaurants and food stalls selling bean jelly, but found that their business was very prosperous. It turns out that all these people's spicy sauce ingredients are bought from her!

After much deliberation, Tao Huabi finally made up his mind to close the bean jelly shop and open a factory with Chili sauce.