For the current development bottleneck of China's catering enterprises, liquor companies can not simply from the number of boxes, the number of tables, the attendance rate and other appearances to analyze the reasons for bottlenecks to become an important basis for the assessment of the reliability of the catering terminal of the liquor business. First, the instability of the private class catering capital chain As if like the Matthew effect, the development mode of domestic large-scale catering is one more than a high-grade, luxury. But in the rush to market behind, we also see the same come and go in a hurry to change the flag. In this, the supply of capital chain weakness is the investors were not expected. The vast majority of private catering enterprises are small catering enterprises started, the source of its capital is mainly the accumulation of their own operations, 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 enterprise's capital background. Coupled with some of their own ideology and understanding of the reasons, some enterprises with development potential also do not know how to integrate capital or how to finance. Second, the short board of the management of the 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, but more importantly, the management in the deep direction of the refinement of the development, in order to reduce operating costs. On the whole, the current standardization of internal management of the catering industry, the level of modernization is not high, the lack of personnel specializing in research and development, business management, marketing, variety of research, so the management is not perfect, the operating efficiency is not good, the development of the problem has become. Due to the late start of the development of China's food and beverage industry, and the international advanced management level has a considerable gap, 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, and how to effectively incentivize the staff, How to effectively carry out public relations and deal with public relations events, and so on. In addition, most of the management experience of catering comes from the accumulation of experience in the early stage of enterprise development in the past, and the corporate culture is more of a boss culture, which will lead to the prolongation of the period of adaptation and adjustment of the enterprise to the new environment and affect the market. Similarly, the shortcomings of knowledge management and catering industry "chef culture" is also implicitly affect the life cycle of the enterprise. Most Chinese chefs have the idea of "keeping a hand in the kitchen", which is also an unspoken rule of the industry. When the chef in charge of a certain hotel changes, the taste of the food also changes. Although the mass media for McDonald's and KFC and other foreign fast food called junk food, but its business is still booming, which one of the reasons is that it meets the consumer's fair consumption of psychology, that is, every time you consume the food taste and measurements are the same. And this is very difficult to do in Chinese restaurants. The same dish is prepared differently by different people. If consumers compare the last slightly inadequate, it is difficult to have the result of the next time to come back. Third, on the brand building of a catering company whether to focus on brand operations, not whether his input is a large sum of luxury, but to see whether the value of his input will become a consumer cycle back and forth to consume the reason. For the catering industry, the connotation of the brand includes the most basic product features and quality, hardware environment and 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 embodiment of the brand. As satisfied with the status quo of subsistence, enterprises would rather make the signboard greatly, but also not willing to do more detailed work of brand building. Enterprises are often satisfied with product development and innovation, but ignored consumer satisfaction. Enterprises have good initial intentions for development, but, based on China's irrational humanistic environment influence, making it difficult to implement a rational and solid process-oriented. As for the service industry catering, the establishment of customer loyalty is influenced by some service details. Usually, some strong big catering stores will have store bully customers and other phenomena, the root cause of service dissatisfaction is so in the smallest place to happen, accumulation. Fourth, human resources The fast turnover of personnel in the food service industry is a fact. The ability of domestic enterprises' human resources is always in the form of inverted pyramid, which is the opposite of the concept of first-class talents doing front-line sales in the catering industry in developed countries. Domestic catering in the front line and customer contact is often academic, lower quality personnel, and they are the embodiment of the enterprise's rules and regulations and corporate culture and business philosophy. This difference between the quality and understanding will lead to differences in the implementation, which in turn increases the cost of business and management training. Catering staff quality is low because the whole society catering education problems. Now the entire social education and cultural level, people aspire to a good, respected profession, and the food service industry is precisely here to present a weak, in the selection of talent is not competitive enough. Fifth, the lack of strategic vision Strategy is the maintenance of the competitive advantage of enterprises, which determines the source of profits. Now, most small and medium-sized food and beverage enterprises have not refined their competitive advantages in terms of size, location, service, etc., in place okay, once jumped out of the water immediately, not to mention how to continue to maintain its competitive advantage. Many companies have developed to a certain extent, not really find a strategic positioning for their future development. In addition to the capital-type replication of the expansion mode, it is difficult to do other things, that is, do not know the future development to what extent, as well as what kind of environment will be encountered in the future. As a result of the loss of strategy, can only be busy with the daily routine business. Especially some small and medium-sized food and beverage enterprises is difficult to resist the "popular" trend, such as the previous two years in Hefei, when the popularity of spicy crab, some food and beverage stores immediately change the door are "XX spicy crab"; and then when the popularity of soy sauce when the skeleton, and is a clear color! "XX sauce skeleton" signboard, reflecting that these catering enterprises do not know how to deal with the positioning of enterprises and short-term popularity of the market between the contradictions. Sixth, the business model of the catering industry *** with the desire to do big, but how to do big? Now the domestic catering industry has a **** sex is, when the first store's development momentum is a little bit of an upturn, will immediately develop a chain or even carry out the franchise. This reflects a problem, as if the development of chain franchising is the inevitable mode of enterprise to strengthen and expand. At present, the domestic catering industry, 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, should be the main direction of development of China's catering industry business model. But for large Chinese hotels, the development of chain business model should be cautious. Currently in the market to develop a fast chain of food and beverage is no more similar to Western-style food, product standards are easy to copy the small and medium-sized stores such as various types of hot pot restaurant, etc., this is because of the characteristics of large-scale Chinese food and beverage products and management is difficult to form a cultural scale effect. In addition, the essence of large Chinese hotels is the management and product service process of the R & D base, only when the head office to do strong, the brand has value, only the development of the chain may be. To sum up, analyzing some development bottlenecks of domestic catering enterprises will help liquor enterprises systematically look at catering terminals, and there will be more negotiation topics and negotiation capital when liquor enterprises enter into negotiation with catering terminals. At the same time, it can also provide help for wine enterprises to carry out higher-level business operation cooperation with catering terminals.