The catering industry is the deepest industry. It seems that opening a restaurant is very simple, but there are "traps" everywhere. In addition, the entry threshold is very low, so people who fail are everywhere.
summarize the following four catering industry rules, and the sooner you understand them, the better!
the core of the catering industry is the customer's repurchase rate, which is also the repurchase rate, which refers to the number of repeated purchases of the brand's products or services by consumers. This is also the focus of restaurants. The market of any restaurant is limited. Compared with letting 11 people spend 1 times, it is far less secure to let 1 people spend 11 times, because the cost of attracting a new customer is three times that of maintaining an old customer. Therefore, the focus of operating a restaurant should not be how to attract more new customers, but how to maintain old customers so that they can continue to spend.
second, the essence of marketing is to constantly strengthen customers' impression of you. Nowadays, restaurants cannot do without marketing, and the essence of marketing is not to lose money to gain popularity, but to constantly strengthen customers' impression of your brand. As customers' impression of you continues to deepen, they will establish a deep brand awareness, which will make them think of you immediately when they think of a certain category, such as coffee and Starbucks, hot pot and Haidilao. Therefore, when restaurants do marketing, they must show their own characteristics by some means, so as to strengthen customers' impression of you. This is the essence and purpose of marketing.
The biggest misunderstanding of Sankai Restaurant is "small profits but quick turnover". Many catering people hope to promote sales by lowering the unit price of customers, and then take the route of "small profits but quick turnover", which is the biggest misunderstanding in opening restaurants. Why can't restaurants take the route of "small profits but quick turnover"? Because the demand of a single customer is fixed, and the number of customers your store receives every day fluctuates within a fixed range, that is to say, even if your restaurant is small profits, it is impossible to sell more, and small profits but quick turnover will lead to an increase in labor costs, and only relying on minimal profits will eventually lead to death.
the key to the sustainable operation of four restaurants is quality standardization. If restaurants want to operate for a long time, they must be able to standardize the quality, that is, they must have a standardized production process, so that all meals can be of the same quality. Because if the product quality fluctuates, the product tastes good and bad, not only will they not be able to establish a deep understanding with customers, but they will also be disgusted by new and old customers, unable to cultivate loyal fans, and there will be no customer repurchase rate, and eventually they will only die. In the catering industry where opportunities and risks exist, some people lose everything, while others earn a lot of money. If you want to become the latter, you must understand the development law of the catering industry and delve into its essence.