The catering industry is doing subtraction. The storefront is small and beautiful, the dishes are smaller, the tables are smaller, and of course, there is the "slimming movement" of the menu. Compared with the thick menu of enterprises in the past, many restaurants have now become a piece of paper for customers to choose, and this restaurant in shopping centers is the most common. Then, for catering enterprises, how to slim down the dishes and choose the best varieties?

Beijing dawanju catering group has always stood in the leading position of catering with its unique business model and superb business philosophy, and many of its business practices are worth learning from its catering peers.

1

When pushing new dishes, the special price is first

Open the menu of Dawanju, and you will see the words "new product recommendation" marked on the photos of several dishes. After careful study, it is found that the prices of these new dishes are relatively low: 2 bags of sauerkraut and 2.5 kg of cavity bones are used for stewed with sauerkraut, but the cost of 19 yuan is only 38 yuan, and the gross profit has just reached 51%; The Jintang radish cowboy bone is made of the most popular radish and cowboy bone. The cost per share is 21 yuan, and the price is 38 yuan. The gross profit is only 47%.

This is just a way for Dawanju to promote new dishes. The profit of big bowl dishes is mostly controlled above 61%, while eight new dishes launched every two months are priced at a gross profit margin of less than 51%. The introduction of new dishes at special prices can increase diners' attention to it and make it "fully contact" with guests, so as to see the direct relationship between the taste of dishes and the click-through rate, and the statistical results will be more objective.

after the new dishes are sold in the special price mode for 2 months, quantitative statistics will be made, and those with a daily sales volume of not less than 25 copies will be kept. The reserved dishes will be priced at more than 61% gross profit.

2

dish analysis table, observing the first and last items

In order to facilitate the dynamic management of dishes and leave the best selling dishes, Dawanju made a dish analysis table. In this table, only the top 11 and bottom 11 of cold dishes and the top 31 and bottom 11 of hot dishes are entered, and then the dishes on the list are analyzed layer by layer according to gross profit, total sales volume of the month, average daily sales volume and percentage of total sales.

3

Four-step analysis of dishes

After you get the analysis table of dishes, you should analyze the following four aspects:

1. Investigate the dishes that have fallen off the list

Combine the analysis tables of previous months, compare and check the dishes that have fallen off the list from the top 11 cold dishes and the top 31 hot dishes this month, and investigate the reasons for falling off the list from the aspects of taste and production.

the following procedures are usually followed to find out the reasons for the dishes falling off the list: whether the price has been increased, whether it is a seasonal dish, whether the main chef has been replaced, whether the main and auxiliary materials have been replaced, whether there are problems in the operation details, etc., and find out the problems and solve them one by one.

case 1: there used to be a popular dish in dawanju-fried shredded eel with razor clam, which was sold in 38 yuan, and has always been ranked first in the list. Later, because the cost of eel rose from 12 yuan/kg to 22 yuan/kg, the price of vegetables was raised to 48 yuan, which led to the dish falling off the list the next month. Although this dish has not entered the top 31 hot dish sales, it has always maintained its mid-stream strength and has no taste and technical problems, so it does not need to be eliminated.

Case 2: Chongwenmen Store has a fish head bubble cake that used to sell 1,211-1,311 copies a month. Last September, there was a sudden diving, and only more than 811 copies were sold that month. After investigation, it was found that the chef who cooked this dish in Chongwenmen Store was transferred to Dawanju New Store, and the dish was handed over to another skilled chef in the store. However, because this chef had not operated this dish, the details were wrong:

1. The special sauce for fish head of each dish was reduced from 111g to 81g;

2. The stewing time was reduced from 8 minutes to 5 minutes;

3. Use onion, ginger and garlic in half.

this happened because the chef didn't follow the standard menu, and because the head chef of the store didn't supervise it well. So a special person went to Chongwenmen store to observe the master's operation and pointed out the mistakes. After two months, the monthly sales volume of this dish rebounded to 1231 copies.

2. Give the last ten a buffer period

No matter how the menu is updated, there will always be dishes with the bottom ten, so it is unscientific to immediately cancel the dishes with the bottom ten in that month. First of all, the chef teams in each branch need to discuss the last ten dishes separately, and then adopt different treatment schemes according to different situations. There are two common situations:

(1) The dishes are highly priced.

besides the sales volume, this kind of dishes should also refer to the columns of "gross profit" and "guest complaints and suggestions". For dishes with high pricing and gross profit of not less than 61%, we should focus on collecting comments from guests in the second month. If the reputation is good, we should keep it, because it will not reduce the reputation of the hotel, but also bring real money.

(2) dishes with middle price and low sales volume.

This kind of dishes need to be studied in detail, and their taste should be improved. They should be kept in the menu after being put on a plate, and deleted if they have been depressed for half a year.