1. The "hodgepodge" thinking of products is not desirable

Many people always like new products, as if adding new products is equivalent to increasing turnover, but this is not the case.

The profit and loss ratio of the whole catering industry is basically three-thirds, that is, one-third makes money, one-third is flat and one-third loses money. Even an excellent restaurant enterprise, with a 15% discount, has little profit margin. But even a 15% discount is not very attractive to consumers, and it is difficult to bring much passenger flow and income to restaurants.

At present, the popular trend of catering is to pursue small and beautiful, make breakthroughs in single products and have explosive thinking. Crawfish, grilled fish, braised chicken, etc., it is far better to make one product deep and thorough than to make ten half-baked products.

2. Catering sells more than products

This is an era of consumption upgrading, and customers' thinking has already shifted from delicious and affordable in the past to brand recognition today. What do you agree with? It is your brand tonality, that is, products, services, environment, marketing, even as small as a gift in the store and music played in the store, which may become your killer weapon to acquire users.

cooking is also the first choice for many people to change careers. Because there are many cross-bank restaurants now, some investors hire store managers to manage them themselves, and look at the data statements every month, or drop in when they have entertainment. This is very dangerous!

So, nowadays, catering sells not only products, but also service environment and others. Catering is a standard scene consumption, so consumption itself has gone from products to services, which is likely to be a development trend of catering in the future.

3, eager for success, greedy for big money

Many old catering drivers' suggestions for catering white are: go to the restaurant to serve dishes for a few months, and work for at least half a year.

but obviously, most catering whites don't have such experience, or they simply don't know how to do it. Obviously, I don't know anything. I think I have a recipe for a dish, and I and my friends around me feel delicious, so I will do it. As a result, after the opening, it was really just myself and my friends.

There is another kind of restaurant, Xiaobai, who knows that he is inexperienced, thinks of "leaning against a big tree to enjoy the cool" and chooses to join. After paying the money, he finds it difficult to find someone to help you solve the problem. Marketing activities, dishes, services and other business issues, no one cares at all. As a result, I can't come back to life, and there is no external force, so I lose money.

4. I don't know my target customers

Many catering people always want to engage in activities to attract people. As a result, the flow of people has increased, but the business has not changed. The reason lies in the unclear analysis of their target customers. The most important thing in catering is to know where your customers are, so that you can know how to choose your location, how to adjust your products, how to set the price and how to do marketing.

No matter what industry, all employees are looking forward to the day of pay every month. If you don't get the expected salary, people's hearts will fluctuate, the taste of the dishes in the kitchen will start to be unstable, and the waiters may also be passive.

5. If you want to be a shopkeeper, you just want to enjoy it, and you are lazy to death.

The threshold for catering is very low. In fact, it is a tiring job. You see, it is reported that the pancake aunt earns 21,111 yuan a month, and a brother sells steamed buns and buys two suites ... I think catering is really profitable. However, do you know what time aunt gets up and goes back every day? How much did she go through before earning 21 thousand a month?

There are brothers who sell steamed buns to earn two suites. Do you know that they actually managed to buy a house for 11 years? Get up every morning to make steamed buns.

It's normal for catering people to earn hard money, get up early for a busy day, and sleep until after midnight after finishing the accounts. However, many young people, who don't understand this industry, think that it is enough to simply work for a few hours at noon or at night; I think that being a boss is to wake up naturally every day, visit the store when you have time, and greet three or five friends for tea, wine and dinner; I don't have time, that is, I don't appear for ten days and a half months, and I will give it all to the store manager or the chef; If you think you are in a good mood, you will open the door for business, and if you are in a bad mood, you will close early or have a collective holiday ...

Catering is an industry that needs hardship, but many catering entrepreneurs can't bear it, which eventually leads to their own shops being "lazy to death".

The road of catering is not smooth sailing. It is really abnormal without stepping on several pits and tossing around several times. Who doesn't want to make big money when starting a business? But when preparing to make money, everyone should also pay more attention. After all, it is easy to open a shop, difficult to operate, and even harder to keep it!

There are several misunderstandings in catering management, and this may be the reason for your failure.