Wen | Professional Catering Network Sun Jiayao

"A 41-year-old restaurant enterprise opened nearly 69 stores in the first half of this year with the mode of' take-out window+restaurant'!"

"With a stall of 11 square meters, the revenue from the take-out window accounts for two-thirds of the whole restaurant, and it receives thousands of people a day!"

In recent years, take-away food has become high and dining room has a ceiling. How to tap new profit growth points has become a big problem!

and this chain restaurant enterprise has ushered in a new outbreak through the brand-new mode of "take-out window+"! Professional catering network goes deep into Ziguang Garden, a local chain halal brand in Beijing, to make an exclusive report for everyone!

focusing on the "take-out window+"mode, 69 stores were opened in the first half of this year!

As an old-fashioned halal enterprise that has been deeply involved in the Beijing market for 41 years, Ziguang Garden has actually taken a "steady and conservative" step in the past 31 years. However, in recent years, Ziguang Garden has only begun to expand by leaps and bounds, with many restaurants in hot pot, dinner and jiaozi!

However, there is a rule in its expansion: no matter what the format, there must be a "take-out window" at the entrance of the restaurant, and the whole restaurant adopts the "stall+"mode!

because the revenue generated by each stall can account for at least half of the total revenue! This is also the secret weapon of Ziguangyuan!

1. Site selection community, 11 square meters take-out stall +211 flat fast food restaurant mode!

this time, the location of Ziguang Garden is the same as that of the original gene, which is deeply rooted in the community, so this time, the new model store is located in an old community in Tongzhou Liyuan!

This time, the new model shop in Ziguangyuan is divided into two parts: a take-out window of 11 square meters and a fast food of 211 square meters!

It is completely different from other community catering stores. The overall facade length is about 6.5-7 meters, and the take-out window is 5 meters long. The restaurant only has a small door to eat!

The take-out window is the same as all the previous modes of Ziguang Garden, with a square meter at the entrance of the restaurant, which is connected with the restaurant and only needs 2 employees!

entering the fast-food restaurant, the overall style is simple. The area of 211 square meters is about 111 seats, and the tables and chairs are very dense, all of which are tables for 4 people!

2. Breakfast, lunch, skewers and snacks are sold, and 31 kinds of products are sold all day!

the mode of "take-out window+breakfast+fast food" is relatively new, so what products do you sell?

First of all, the products sold in the outside window are the same as those in the store. Besides, there are also 28 kinds of SKUs, such as braised beef and fried small yellow croaker. Customers can choose to buy things at the stall and eat them in the store if they don't want to take them home!

The selection area of fast food restaurants is lined up in a straight line. Customers hold plates, and the waiter will help them put them in the plates if they want!

the products mainly include mutton offal soup, steamed stuffed bun, sesame seed cake, beef rice, noodles and pea yellow ... 6 sections: breakfast, noodle rice and other staple foods, snacks, soup porridge and cold dishes, and about 31 SKUs!

According to the clerk, the fast food restaurant currently focuses on sauce and meat buns, but in order to operate all day, it also makes its own products such as sour soup, fat beef noodles and kebabs!

3, 11 yuan per capita-31 yuan, take the cost-effective route!

since we are doing community business, what are the prices of the products we sell?

3 yuan for a sauce beef bag, 13 yuan for a bowl of mutton offal soup ... about 11 yuan for breakfast!

In addition to breakfast, a bowl of fat beef rice in 23 yuan and a bowl of beef noodles with sauerkraut in Laotan are RMB 18, and the per capita consumption of fast food is relatively low, which is also a cost-effective route as a whole!

And the snack window outside the store takes the people-friendly route, except for the sauce beef, fried chicken and chicken feet, which are relatively expensive, which costs tens of yuan a catty. Other snacks are basically people-friendly routes, and fried cakes, fire and so on are all 2 or 3 yuan!

after 41 years' deep cultivation, we have captured 151 communities in Beijing with the "killer" stalls!

Liu Zheng, president of Ziguangyuan, said: "In recent years, we have opened many modes, and the jiaozi and breakfast have achieved good results. The core reason is that we take the window as a secret weapon! This time, we have to bring this stall when we open fast food, including the single-product store such as roast duck that we want to open next, and we will definitely use this stall to escort! "

Indeed, every time you pass by Ziguang Garden, you will see a queue at the take-out window! According to Liu Zheng, the achievements of the brand-new fast food restaurant are quite amazing. The window in front of the door opened at 7 o'clock and sold more than 21 thousand yuan by noon!

In other modes of Ziguangyuan, the average daily revenue of this window is around 41,111!

so how is this "core life-saving card" made in Ziguangyuan?

1. Do "Old Beijing" business and choose mature communities and supermarkets!

In fact, many catering companies have made efforts to take out windows for so many years, but few have succeeded. Ziguangyuan has had such a window since its first store 41 years ago, and it has been fully formed after time of polishing!

so what logic does it follow?

first of all, in terms of site selection, only old communities and large supermarkets such as Jingkelong, Carrefour, Yonghui and Hualian are selected!

Ziguang Garden belongs to halal catering, mainly engaged in the business of Beijing market, with high customer stickiness. Most of them choose established communities, such as Beijing Changying and Tongzhou, which are the main positions of Ziguang Garden!

2, "meat+pasta+fried goods", occupy the community table!

(1) The product selection is divided into three echelons: high, medium and low.

No matter how excellent the site selection is, it is impossible without good enough product selection logic!

The take-out window of Ziguang Garden is divided into three echelons according to price and category!

the first echelon, the meat heritage-for example, this product, Sauced Beef, is especially famous for its cattle and sheep, so Sauced Beef is naturally a major feature in customers' minds! Of course, such a meat guest list is relatively high, and the sauce beef is 88/ kg! The high number of customers is also the reason why the revenue of small stalls of 11 square meters is relatively high!

the second echelon, pasta is just needed-this echelon is mainly aimed at old Beijing, such as the drainage product sesame cake, which is the favorite breakfast of local Beijingers and the most frequently consumed product. The same is true for steamed buns and fried cakes! In the dinner+stall shop in Ziguangyuan, breakfast can accommodate up to 2,511 people a day!

The third echelon, the younger fried goods-in addition to sauce meat and pasta, Ziguangyuan has five kinds of fried goods, such as fried pine meat in old Beijing and small yellow croaker, all of which are home-cooked routes, and a fried chicken is intentionally added to attract young people, and the price is almost the same as that in the market!

(2) The stall focuses on hand-torn chickens, and 311 chickens are sold a day!

Although it is a take-out window, it must not be a hodgepodge. It should be as logical as restaurant management, and the small window should also be focused!

At present, Ziguang Garden chooses hand-torn chicken as its main product and sells it at stalls!

1. Hand-torn chicken is the trump card of Ziguang Garden for many years. First of all, in terms of evaluation, it has almost no bad reviews for many years, and it has the strength to become a "signature product"!

2. Compared with cattle and sheep, chicken has a wider audience and a huge market!

3. Hand-torn chicken can be used in more scenes for customers. Besides eating at home, it can also be taken for picnics and even long-distance trips, with more consumption scenes!

At present, this kind of hand-torn chicken is sold in 68 yuan/piece. At present, the stalls in Tongzhou, Beijing can sell 311 pieces a day on average!

3. Keep the last 21% of the process of the product and make it at the stall site!

sometimes, the display of the take-out window also determines the revenue!

Of course, similar stall shops, Ziguangyuan is not the only one, but different from similar snack brands, Ziguangyuan stalls have great innovation!

if we just compare the products and the display, the products of other snack brands are large and complete, which is similar to the display in a supermarket. All four rows are covered with stalls, and customers can't see the pictures made by the staff inside!

While the products of Ziguangyuan are relatively streamlined, they are also divided into three areas: marinated goods, fried goods and pasta. There are no shelves above the waist, so customers can clearly see the process of employees making products!

This is another highlight of Ziguangyuan stalls: stalls should also be made on site!

of course, it is impossible for a small area to meet the requirements of all the processes being made on site, but Ziguangyuan retains 21% of the sense of site of all products!

For example, in the frying section, each stall has a frying pan. Although the fried chicken is marinated in advance, it is fried in front of customers, leaving only the last 21% of the production process!

and the main products such as sesame seed cakes are made on the spot in the whole process, and some stores can also kebabs on the spot if allowed!

4. Be a separate member at the stall to tap more Beijing customers!

"The take-out window model has been deeply rooted in the community for decades, but it is far from saturated. There is still a lot of room in the Beijing market alone!"

Therefore, in order to strengthen the promotion of new products, Ziguangyuan has just set up a vip member in its own separate stall, where customers can discount their dishes by storing their value, and there will be a big promotion after 7 o'clock to attract new fans!

In addition, a separate WeChat WeChat official account has been set up for the take-out stalls for separate publicity, so as to maximize the benefits of a stall and further tap new fans!

summary of professional catering network:

Liu Zheng: "catering is a bitter business, and you must stick to it! Ziguangyuan has been insisting on being close to the people, facilitating the people and benefiting the people for many years, and doing business around the people. We will provide whatever you need! "

Indeed, the small take-out window has been imitated for many years, but it does not pose a threat, except for the precipitation of time, and there is persistent persistence!

are you optimistic about this take-out mode? Welcome to the comment area for discussion!