hello, investment can bring big profits but also risks. First of all, let's understand the three disadvantages and three advantages of investing in catering.

Three shortcomings:

1. Copying with the trend

Copying with the trend in the catering industry is probably the most serious in all industries. In the past, the boss took the chef to study all over the country, in fact, he just went to see which popular restaurants and signature dishes were popular, and then copied them to his hometown and his shop. This trick is very effective in the era of information occlusion and in the era of insufficient supply. Copying new models and new products from Hong Kong, Macao, Taiwan, Japan, South Korea and first-tier cities in the mainland to their hometown. Today, the Internet is spreading too fast, a restaurant is on fire, and a model is on fire. In an instant, people all over the country can learn about it through WeChat official account and the Internet.

2. Special price in the whole city

When the product is not easy to sell, reducing the price is almost the most effective means, the fastest effective means, and of course the lowest means. Since there was a group purchase, special sales have been rampant in the catering industry. In most cases, what they call marketing is actually a special offer. All kinds of meaningless specials have knocked out their own profits and confused their business direction. Special price is actually an unreliable point on the marketing line. Special price stops and sales stop. Even when everyone uses the same method, the effect is zero.

3. Product confusion

Product confusion is actually the result of imitation and plagiarism. At first, the boss still had a clear idea, but in actual operation, the selected category and format may not be suitable for the selected area. (in fact, this is all because of the lack of clear preliminary research results for their own positioning. ) So I started to add product lines; Do beef and mutton, start selling fish; Some customers also reported that "there are too few dishes" and immediately began to add varieties. In the end, the menu looked terrible and unrecognizable. (The most terrible thing is that sometimes when you start adding vegetables, your turnover is improved, so you feel that you are on the right track. The boss doesn't know that this behavior causes product line confusion, unreasonable food structure, vague consumer cognition, difficult selection and low memory; Then the operating efficiency of the kitchen decreased, the purchase of ingredients was difficult, and the consumption increased, which may be because the income increased but the profit did not increase.

these three shortcomings complement each other, resulting in a vicious circle, which eventually leads to the dilemma of operators, and even losses.

Three advantages

1. Clear category

Clear category means that you need to know who you are. And let the target users know who you are clearly. In recent years, catering chain enterprises have spent a lot of money to ask consulting companies to position themselves, in fact, they are finding "who am I".

A-Wu cuisine has been transformed into "A-Wu Yellow River Carp" and Xijiade handmade dumplings have been transformed into "Xijiade Shrimp Dumplings". When these successful enterprises are repositioning themselves to make their categories clearer, why do you dare to blur your categories?

2. product positioning

regarding the reasonable structure of the dishes, I find some phenomena are the most incredible:

(1) Often, the boss will find someone to design the menu in a hurry when the restaurant is about to open, and his menu is planned by himself according to the chef's skills and his own preferences.

(2) The randomness of adding dishes is often that the boss eats a good product outside, takes the chef to steal lessons, and then appears on the menu at home in a few days.

3. Explosive products highlight

The word explosive products is quoted from Internet companies. In fact, it is the special dish that our diners used to talk about. The most incredible thing for me is that catering specialties have a long history and are also the way for hotels to survive in the past. How come in this era, even many traditional catering people have forgotten. In fact, I also found an interesting phenomenon. Because some cross-border laymen are weak in general product research and development when they come to do catering, their product line is simple and they pay attention to the development of explosive products. The traditional catering people, because their research and development ability is too strong, know everything, and feel that it is not appropriate to remove any one, but in fact, none of them are refined, which eventually leads to everything being characteristic, which means nothing! Finally, let's take a look at your favorite brand. Oyster Hero is a catering brand registered by the State Trademark Office, which belongs to Chengdu Oyster Hero Catering Management Co., Ltd. The fresh oysters of Oyster Hero are directly supplied by the origin, delivered by cold chain trucks at a high speed, with fresh ingredients and direct access. The kitchen is open and washed now, and the fresh concept brings the original flavor of the sea. Honor: In 2119, it won the two-star food recommendation merchant in the hipster list. In 2119, the catering brand with the most commercial investment value. In 2119, the popularity list of the most DUO restaurants in Tik Tok. In 2119, Chengdu Metro was the most growing cooperative brand. In 2119, the national tourists' favorite Sichuan restaurant chain brand. In 2121, it became a US IP strategic cooperative merchant of Sichuan Radio and Television Station. In 2121, the restaurant was selected by the Volkswagen Meituan on Tanabata. In 2121, Tianfu featured Sichuan brand. In 2121, Chengdu's night economic growth will drive the top 51.