College students catering industry entrepreneurship plan a
First, the background of entrepreneurship
In recent years, China's catering industry has been developing rapidly, food and beverage varieties, the number of stores is increasing rapidly, all types of restaurants, hotels are endless, the industry is becoming increasingly competitive. At the same time, the foreign fast food landing on China's catering industry has also put forward a serious challenge. With the foreign fast food into a large force, a new mode of catering operations - chain management gradually by the majority of practitioners of concern. Chain management has changed the traditional way of small production and operation, effectively reducing operating costs, expanding market share, and bringing great economies of scale to enterprises. Domestic insights have begun to use the chain as an effective means of development of production and operation, such as Beijing Quanjude Roast Duck Group, Dong'an Catering Group, Tianjin Dog Li Group, Dalian Bohai Hotel Group, etc. are at the forefront of the domestic food and beverage industry chain, the scale of the development of the industry has played a catalytic role. But in general, China's chain management, especially in the catering industry chain management is still in the primary stage. Vigorously develop chain management is an effective way to improve the economic efficiency of the catering industry and the way to go.
Second, the store profile
The store is located in the center of the university gathering, mainly for the customer groups are college students, teachers, and part-time workers. The business area is about 80 square meters. It mainly provides breakfast, lunch, dinner and special cold drinks and casual dining. Breakfast is characterized by snacks. There are many varieties, full flavors and rich nutrition, so that diners have more choices. Lunch and dinner are characterized by healthy dishes. The restaurant adopts the self-service fast food method, so that customers have a more relaxed dining environment and more space for choice. The restaurant is decorated naturally, casually, but also has a modern atmosphere, the walls are light and warm colors, the kitchen layout is reasonable and exquisite, good lighting, the overall perception between the family kitchen and the hotel kitchen nature.
Initial (1-3 months)
The main product is a meal for the three groups of different health conditions in the city, the market strategy for the positive and effective marketing strategy to capture the market share of Chinese catering and health care medicines; set up a good brand image of "green food", to enhance visibility, reputation; to recover the initial investment, and actively promote the market.
Medium-term (1 year)
Consolidate and expand the existing market share, and further improve the restaurant's management system, improve the scientific management level of the enterprise; start to prepare for the expansion of the brand must be the corporate image recognition system, a unified advantage of the characteristics of the meal, a unified management model and other aspects of the construction.
Long-term (2 years)
At that time, the restaurant operation has entered a stable and good state, with the enhancement of the power and influence of the enterprise, the scope of services can no longer meet the needs of potential customers, in the form of franchising, to open up new market space, expanding the scope of radiation and influence of the restaurant.
Third, the development strategy
1, before the opening of the restaurant, advertising, because the main customer base is aimed at students, and students in the speed and breadth of information transfer is very large, so publicity can not be used to spend too much effort, just flyers or multimedia and other forms of simple advertising can be.
2, the restaurant takes the buffet way, free tea and fresh soup. And the quality of rice is relatively better than the competition, can be used in different ways, so that the taste is different, in order to be different from the competition, to give customers more concessions, in order to attract more customers. In addition, the restaurant is also based on different festivals and set up a characteristic couples package, which will also become a major feature of the restaurant.
3, there are many students accustomed to a three-point-one-line lifestyle, many times in order to save time will choose the nearest dining place and do not want to go to the farther away from the restaurant, so in the geographic location will not be too far away from the school gate. The restaurant will also introduce delivery service in due course, according to the different situations to take the appropriate approach. Such as: if there are more than three (including three) of the amount of calls can be delivered free of charge to the door, a separate call for takeaway need to be delivered to a certain delivery fee, so there is a benefit, such as one person want to call for takeaway, in order not to pay the delivery fee will be pulled up on the other two takeaways, so it is also able to increase sales.
4, the restaurant uses stainless steel buffet plate, that is, saving and environmental protection, and the waste can not be dumped, you can contact the farmers, so that it is free to collect regularly, so can be mutually beneficial. It is reported that competitors in this regard is not in place, so a good dining environment is to attract more customers.
5, the summer vacation period although the source will plummet, but after all, there are still some of the students who stay in school, nearby residents and part-time workers, then you can take to reduce the amount of production, shift the focus of the service, etc., in order to improve the business situation in the summer. During the winter vacation on the consideration of repairing the business for a month, has reduced unnecessary cost expenditure.
6, the market economy is a fast-growing, changing, dynamic, so we must take a long-term view of the development of an enterprise and analyze the production of a long-term plan, every stage of the operation of the overall situation should be summarized, and make the next step in the plan, so that the development of a ladder-like pattern. After stabilizing the operation, you can consider expanding the operation, increase other services, and can look for new markets, do chain operations, and slowly build their own brand, you can go to the catering industry specifically for students to provide food and drink development, in short, to look at the problem from a long-term perspective, so that there can be the future of the enterprise.
Fourth, the restaurant management structure
Store manager and cashier 1, 1 chef, 2 waiters. Business philosophy focuses on the following:
Main cultural features: health care, humanistic care
Main product features: vegetarian meals with therapeutic health care features Main service features: self-help form, membership tracking service Main environmental features: green dining environment with traditional cultural atmosphere V. Market analysis
In the university cafeteria of the Diet has always been a problem, the poor quality of the university's diet has become a recognized problem, just to meet the students' food and clothing problems, while the quality is far from meeting the requirements of the students. This plan is based on this point, in order to protect the dietary safety of college students, improve the quality of college students' diet, aims to provide college students with low-priced, safe, high quality and characteristic food, and at the same time, provide certain positions for the colleges and universities to help poor students to better complete their studies. Advantages and disadvantages:
Advantageous analysis: the restaurant business to solve the school cafeteria meals taste a single problem, there is no flow of stalls health is no guarantee of worry, and with the cafeteria is also convenient and fast, save time. In addition, this restaurant adopts the self-service selection method, which should be easily welcomed by customers and can save some human resources. Simple and comfortable decoration will be a major feature of the restaurant. Students generally prefer to dine in restaurants that are clean and have good service attitude, so satisfactory service will also be a major feature of this restaurant. In addition this restaurant provides green, healthy food. It is also in line with the concept of green ecology in the society, which is more suitable for health-conscious college students. In addition, the school cafeteria has a clear time limit for dining, and few restaurants outside the school sell breakfast, so the restaurant outside the school can more easily capture this part of the market share lost due to the time difference, in other words, the market share generated by a period of time before and after the dining point of the potential customer base to dine.
Weaknesses: Due to the start-up, the fast food restaurant is small, such as dining human resources, service programs are relatively limited. And the competition inside and outside the school district is also relatively fierce, so there is still a small disadvantage. On the other hand, because school vacations are fixed, the customer base will plummet during the winter and summer vacations, which will be even less than the summer, which will be a more difficult problem to solve.
College students catering business plan chapter two
I, the development prospects
I have been living in the school since junior high school, I know the headache of the "food" problem, that is, the cafeteria food problem. Because the school cafeteria is generally made in the form of a big pot of food, so although the price is lower, but rarely can really make the students welcome. Students' complaints about cafeteria food have been around since the beginning of time. Although college students can eat off-campus, most of them prefer to eat in the school cafeteria due to economic factors. The quality of the food is not guaranteed, which leads to many problems, students can not keep up with the nutrition, and some students even often do not eat. As a result, malnutrition, stomach problems and other diseases that should not appear in college students are also common, which sowed hidden dangers for students' physical and mental health. Therefore, I decided to integrate the advantages and disadvantages of the cafeteria and restaurant, open a student self-service nutrition fast food restaurant.
Second, the store profile
The store is located in the center of the university gathered in the center, mainly for risk assessment of the customer base is college students, teachers, and part-time workers. The business area is about 80 square meters. It mainly provides breakfast, lunch, dinner, as well as special cold drinks and casual dining. Breakfast is characterized by Zhejiang and other southern snacks, of course, local snacks are also indispensable. There are many varieties, full flavors and rich nutrition, so that diners have more choices. For lunch and dinner, there are dishes with different flavors from north and south. And the non-meals provide a variety of cold drinks, such as juice, thin ice, ice porridge, shaved ice, ice bean sweet soup, frozen coffee, fruit platters and so on. The restaurant adopts the self-service fast food method, so that customers have a more relaxed dining environment and more space for choice. The restaurant is decorated naturally, casually, at the same time have a modern atmosphere, the wall using light warm tone, the kitchen layout is reasonable and exquisite, good lighting, the overall perception between the family kitchen nature and hotel kitchen nature.
Third, the development strategy
1, the restaurant opened before the advertising campaign, because the main customer base is aimed at students, and students in the speed and breadth of information transfer is very large, so the publicity can not be used to spend too much effort, just flyers or multimedia (such as: sound) and other forms of simple advertising can be.
2, the restaurant takes the buffet way, free tea and fresh soup. And the quality of rice relative to competitors to be good, can be used in different ways, so that the taste is different, in order to be different from the competition, to give customers more concessions, in order to attract more customers. In addition, the restaurant also launched a barbecue + cold drinks, eight treasures of rice and other couples packages, due to the vacancy of the casual diet, which will also become a major feature of the restaurant.
3, there are many students accustomed to the three o'clock and one line lifestyle, many times in order to save time will choose the nearest dining place and do not want to go to the farther away from the restaurant, so in the geographic location selection will not be too far away from the school gate. The restaurant will also introduce delivery service in due course, according to the different situations to take the appropriate approach. Such as: if there are more than three (including three) of the amount of calls can be delivered free of charge to the door, a separate call for takeaway need to be delivered to a certain delivery fee, so there is a benefit, such as one person want to call for takeaway, in order not to pay the delivery fee will be pulled up on the other two takeaways, so it is also able to increase sales.
4, the restaurant uses stainless steel buffet plate, that is, saving and environmental protection, and the waste can not be dumped, you can contact the farmers, so that it is free to collect regularly, so can be mutually beneficial. It is reported that competitors in this regard is not in place, so a good dining environment is to attract more customers.
5, the summer vacation period although the source will plummet, but after all, there are still some of the students who stay in school, nearby residents and part-time workers, then you can take to reduce the amount of production, shift the focus of the service, etc., in order to improve the business situation in the summer. During the winter vacation on the consideration of repairing the business for a month, has reduced unnecessary cost expenditure.
6, the market economy is a fast-growing, changing, dynamic, so we must take a long-term view of the development of an enterprise and analyze the production of a long-term plan, every stage of the operation of the overall situation should be summarized, and make the next step in the plan, so that the development of a ladder-like pattern. After stabilizing the operation, you can consider expanding the operation, increase other services, and can look for new markets, do chain operations, and slowly build their own brand, you can go to the catering industry specifically for students to provide food and drink development, in short, to look at the problem from a long-term perspective, so that there can be the future of the enterprise.
Fourth, the restaurant management structure
Store manager and cashier 1, 1 chef, 2 waiters.
Business philosophy focuses on the following:
Main cultural features: health care, humanistic care
Main product features: vegetarian meals with therapeutic health care functions
Main service features: membership tracking service
Main environmental features: green dining environment with a traditional cultural flavor
V. Market analysis
The restaurant management structure
Store manager and cashier, chef, and 2 waiters. > V. Market Analysis
The diet of the canteen in the university has always been a problem, the university risk assessment of the poor quality of food has become a recognized problem, just to meet the students' food and drink problems, while the quality of the students is far from meeting the requirements of the students. The dietary situation in some universities is worrisome, and there have even been cases of collective poisoning in some university cafeterias.
This program is based on this point, in order to protect the dietary safety of college students, improve the quality of college students, the establishment of the University Dietary Alliance, aims to provide college students with low-priced, safe and high-quality and rich in characteristics of the food, and at the same time, for the colleges and universities to provide a certain amount of work-study positions, to help poor students to better complete their studies.
Six, promotion and market penetration
Pre-publicity: large-scale, high-intensity, large investment.
Post-promotion: Emphasis on existing customer relationship management, through which word-of-mouth marketing. Regular planning and organization of specific activities such as sponsorship of school parties to promote this, through activities to remind customers of the consumer awareness. For the holidays, to carry out targeted promotional strategies such as flyers.
VII, financial analysis
1. According to calculations can be initially derived from the opening of the restaurant start-up capital of about 10,600 yuan (site rental costs of 2,000 yuan, food and beverage health permits and other documents such as the cost of applying for 600 yuan, the site renovation costs of 3,000 yuan, the purchase of kitchen utensils costs of 1,000 yuan, the basic facilities and other costs such as 4,000 yuan).
2. The cost of the operation phase mainly includes: staff wages, material procurement costs, site rental costs, taxes, utilities and fuel costs, miscellaneous expenses.
3. Daily operating financial budget and analysis according to the budget analysis and survey, can initially determine the market capacity, and roughly estimate the total daily turnover of about 800 yuan, the rate of return of 30%, which can be calculated that the payback period of about three months.
Eight, marketing mix strategy
1, tangible marketing strategy because the restaurant's economic strength is still weak, so the initial marketing strategy will be taken to avoid the virtual, avoiding a large number of hard advertising and marketing, but to take a set of effective "marketing" for product promotion. Through the menu, posters, cultural brochures, advertising, promotional activities to consumers to publicize, advocate "Tianzhisu" business purposes and concepts.
2, skillful marketing strategy to make continuity, planning will determine the restaurant to avoid the defects of the ordinary restaurant customer loyalty is not high has an inherent advantage, in order to make the restaurant can establish a sense of authority and trust in the minds of customers, the restaurant will establish a complete set of member information feedback system to achieve marketing.
Nine, vigorously create a "green food" brand image
According to the restaurant business competition, strong imitation and therapeutic products have a strong seasonal characteristics, to achieve the organic integration of the enterprise's external culture and hidden culture, to strengthen the enterprise's brand protection awareness and ability. Focusing on the core brand characteristics of "health and green", the restaurant realizes its marketing objectives by establishing a green image, developing green products, implementing green packaging, adopting green logos, strengthening green communication and promoting healthy consumption. As a restaurant to carry out green marketing, we have a natural advantage, the restaurant will strictly implement the standards of green restaurant, whether from the procurement of raw materials, food processing or health environment, will be strictly controlled. Efforts to create a simple and elegant and fashionable dining environment, through the layout of the restaurant design, decorative style, temperature, etc., reflecting the concept of health and green.
Ten, store design
1, visual identity
Store name: on the one hand, should have a close correlation with their own business, on the other hand, to take care of the operation of the place is within the campus, to be close to the campus characteristics, easy to campus groups to love and accept, the name of the store should have a style, meaning long.
Color: yellow, red, orange and other warm tones, supplemented by light and lively cold tones. Show fashion, trend, elegance, taste.
2, store layout
Appropriate use of lighting, carpets, partitions and other elements, as far as possible, on the one hand, the effective use of space, on the one hand, it seems to be staggered, does not show the sense of openness and blandness. Appropriate design of some of the more private tables, and then a long stay customers fully enjoy the mood of the pleasant and comfortable. Partition layout, so that each sub-group of consumers have their own favorite corners and tables.
Lighting and lighting: Lighting is an important element of the restaurant hall decoration, choose a variety of different styles of lighting can effectively increase the beauty of the restaurant. Lighting is an important part of the atmosphere of the restaurant, you can choose different colors of light, baked restaurant pleasant atmosphere. At the same time, customers should retain the convenience of adjusting the lighting in their own space according to their own requirements.
Wall decorations and curtains: timely adjustments in accordance with the season, a variety of fabric materials, patterns, colors try to look harmonious, show the style of the restaurant, close to the consumer sensory enjoyment.
Table: table design and placement should be generally harmonious, individual differences, to avoid giving consumers the same feeling as the stall.
Artifacts: the choice of artifacts should be close to the atmosphere of the restaurant and consumer preferences, highlighting the taste of the restaurant.
Tableware: clean, neat, should reflect the characteristics or image of the café.
Background music: romantic, soft light music-based, moderate loudness.
Eleven, market risk
1, internal management risk:
Catering is a relatively low technology content of the industry, but it requires strict risk assessment of the management in order to win the trust of consumers, for most of China's self-managed restaurant most of the existence of loose internal management, low quality of service personnel, how to establish a modern enterprise system, a sound How to establish a modern enterprise system, sound business mechanism to strengthen the internal management of the enterprise is related to the life and survival of the enterprise, success and failure.
2, the risk of raw material resources:
The restaurant's raw materials are mainly fruits and vegetables, beans, mushrooms, is today's welcome green, natural and non-polluting food, especially the restaurant is health-care-oriented restaurant, so the selection of raw materials requires professional knowledge and technical investment, so that it is conducive to the procurement of fresh, natural, non-polluting green food.