It is understood that the location of McDonald's is mainly divided into the following steps:
First, market research and data collection. Including population, economic level, consumption power, development scale and potential, income level, as well as the level of previous research business districts, development opportunities and growth space.
Secondly, evaluate the properties in different business districts. Including people flow test, customer ability comparison, visibility and convenience considerations. , in order to obtain the best position and reasonable choice. On the basis of understanding the market price, regional division, supporting conditions and property right nature of the engineering property, the turnover forecast and financial analysis are carried out to finally determine whether the location has the ability to open McDonald's restaurant.
Finally, the investment of shops is a decision with both risks and high returns, so we should pay more attention to market positioning and price level, not only to consider the level of return on investment, but also to pay attention to long-term stable returns, so as to better control risks and achieve the purpose of investment returns.
The secret of KFC's site selection
Location is the primary factor of hotel management, so is restaurant chain management. The correct positioning of chain stores is not only the premise of its success, but also the premise and foundation of realizing the standardization, simplification and specialization of chain stores. So KFC attaches great importance to the location of fast food restaurants. Location decision-making is generally a two-level approval system. With the consent of two committees, one is a local company and the other is the headquarters. Its site selection success rate is almost 100%, which is also one of KFC's core competitiveness.
The location of KFC is selected according to the following steps.
I. Division and Selection of Business Circle
1. Divide the business district
When KFC plans to enter a city, it will first collect information about this area through relevant departments or professional investigation companies. Some materials are * *, and some materials need to be bought. After buying all the information, we began to plan the business circle.
Business district planning adopts scoring method. For example, there is a large shopping center in this area. Shopping mall turnover is 6,543,800,000 yuan 1 minute, and 50,000,000 yuan is 5 points. How many points will a bus line and a subway line add? These grading standards are relatively accurate empirical values averaged over the years.
Business districts are divided into several categories by scoring. Take Beijing as an example, there are municipal commercial types (Xidan, Wangfujing, etc. ), district business, fixed-point (target) consumption, community, tourism and so on.
Choose a business circle
That is to determine which business circle to pay attention to and what the main goal is. In the selection criteria of business circle, on the one hand, we should consider the market positioning of the restaurant itself, on the other hand, we should consider the stability and maturity of the business circle. Different market positioning of restaurants attracts different customer groups, so the choice of business districts is also different.
The market positioning of KFC and McDonald's is similar, and the customer groups basically overlap, so the choice of business circle is the same. As you can see, some places are on both sides of the same street, one is McDonald's and the other is KFC. The maturity and stability of the business circle is also very important. For example, the planning bureau said that a certain road should be opened and where to set the address. It may become a mature business circle in the future, but KFC must wait until the business circle is mature and stable before entering. For example, how good the benefit of this store will be after three years, which will not help today. Is it necessary to lose money in these three years? It costs millions of dollars to put KFC into a store. Of course, this must be a prudent principle to ensure success.
Second, the calculation and selection of acquisition points
1. Determine where the main gathering point of this business circle is.
For example, Huaihai Road in Shanghai is a very mature business district, but no place on Huaihai Road can be a gathering place, and there must be the most important gathering place for guests. The principle of opening a KFC store is: try to open a store in the most crowded place and nearby.
There used to be an old saying that "one step is not as good as three cities". One step away from the store address may lead to a 30% difference in business, which is related to people's moving lines (people's activity lines). Someone may come here to make a turn, so this place is a guest, let alone a sword. Think about the punishment. Batch batch batch batch batch? Frighten the wall? ァ? What is the moving route of br> people, in this area, which direction people will go after getting out of the subway, and so on. , are sent to pinch meter measurement, with a complete set of data to determine the address accordingly.
2. When choosing the site, we must consider whether the main line of people will be intercepted by competitors.
For example, there is a KFC store along the road in a residential area, and the passenger flow mainly goes west automatically. If it is west 100 meters, it is not appropriate for competitors to open another western-style fast food restaurant, because the main passenger flow comes from the east and then opens in the west, and a large number of passengers will be stopped by KFC, which is not good.
The decision on the location of McDonald's and KFC actually has a lot of reference significance for our individual investors. Although we can't do so many complicated calculations, many useful ideas are still worth learning, which can help us to grasp the location of our store more accurately.
KFC attaches great importance to the location of fast food restaurants. Location decision-making is generally a two-level examination and approval system, with two committees examining and approving, one is the local company and the other is the headquarters. Its site selection success rate is almost 100%, which is also one of KFC's core competitiveness.
Usually, KFC site selection is carried out according to the following steps:
(A) the division and selection of business districts
1. Divide the business district
When KFC plans to enter a city, it will first collect information about this area through relevant departments or professional investigation companies. Some materials are free and some materials need to be purchased. After buying all the information, we began to plan the business circle.
Business district planning adopts scoring method. For example, there is a large shopping center in this area. Shopping mall turnover is 6,543,800,000 yuan 1 minute, and 50,000,000 yuan is 5 points. How many points will a bus line and a subway line add? These grading standards are relatively accurate empirical values averaged over the years.
Business districts are divided into several categories by scoring. Take Beijing as an example, there are municipal commercial types (Xidan, Wangfujing, etc. ), district-level business types, fixed-point (target) consumption types, community types, social and business types, tourism types and so on.
Choose a business circle
That is to determine which business circle to pay attention to and what the main goal is. In the selection criteria of business circle, on the one hand, we should consider the market positioning of the restaurant itself, on the other hand, we should consider the stability and maturity of the business circle. Different market positioning of restaurants attracts different customer groups, so the choice of business districts is also different.
For example, Malan Lamian Noodles and KFC are two "intersecting" circles with different market positioning and different customer groups. Some people eat KFC and Malan Lamian Noodles, and some people may never eat KFC but Malan Lamian Noodles, and vice versa. The location of Malan Lamian Noodles is certainly different from that of KFC.
The market positioning of KFC and McDonald's is similar, and the customer groups basically overlap, so the choice of business circle is the same. As you can see, some places are on both sides of the same street, one is McDonald's and the other is KFC.
The maturity and stability of the business circle is also very important. For example, the Planning Bureau said that it would open a certain road and set an address, which may become a mature business circle in the future, but KFC must wait until the business circle is mature and stable before entering. For example, how good the benefit of this store will be after three years, which will not help today. Is it necessary to lose money in these three years? It costs millions of dollars for KFC to invest in a store. Of course, it must be a relatively stable principle to ensure a success.
(b) Calculation and selection of collection points
1. Determine where the main gathering point of this business circle is.
For example, Xidan in Beijing is a very mature business district, but Xidan can't be a gathering place anywhere. It must be the most important gathering place for guests. The principle of opening a KFC store is: try to open a store in the most crowded place and nearby.
There used to be an old saying that "one step is not as good as three cities". The store address is one step away, and the business may be 30% different. This is related to the moving line of people (the line of people's activities). Someone may come here to turn around, so this place is where guests can't go, not far from an alley, but the business is much worse. All these should be taken into account when choosing the site.