The pre-preparation of a takeaway store is very important, which will directly determine whether you will have more or less sales after you go online.

Let's start with the first step of site selection and product selection

The first step: site selection

First of all, it is important to clarify whether we are mainly doing dine-in or take-out! Do dine-in restaurants spend a lot of rent to rent a good store is to get a good offline traffic. And takeaway stores need to spend a lot of costs on activities subsidies and marketing in order to get a good ranking advantage in order to get online traffic.

So the core point is that money must be spent on the knife edge, if you are a main dine-in restaurant can not skimp on the rent spent, because the rent is the cost of your traffic, high rent means that your store's offline exposure. But if you start out with the intention of the main takeaway then you must save the cost of the rent, because your battlefield is online, the rent to save the cost of online traffic.

But this does not mean that we have to stay away from the city to find a cheap rent, there is a very effective strategy: the first-class business district of the third-rate store

The logic of the first-class business district is to take advantage of the radiation of takeaway stores

Because of the radiation of the takeaway coverage than the store to be larger, generally up to 2-3 kilometers, so we have to make full use of the opportunity to choose the location! As far as possible, the store is located in the center of the radiation, try to radiate/cover as many office buildings or residential areas as possible. Or the store is located closer to the two business districts between the realization of the dual business district coverage (which is an unparalleled advantage of offline stores)

Generally speaking, people tend to point closer to their own takeout restaurants, the store location in the center of the circle of the target area can make the store's positioning and the closest distance to all the users, and can maximize the delivery efficiency to ensure that distribution time is within the controllable range.

Then we need to assess the region's "takeout demand"

So how do we quickly and accurately grasp the situation of takeout demand in the region? We need to use a combination of online and offline methods.

For the mature market, the online research is more objective, we open the major takeaway APP (Hungry, Meituan, Baidu), locate the region, and then we count the number of takeaway stores within a radius of 2 kilometers? What is the total single volume? What is the number of merchants with more than 3,000 orders a month? If it's more than 10, we assume it's an area with a high demand for takeout (different cities have different bases).

But for an immature or less-developed market, online data does not reflect the real market situation, we need to use offline research to look at the characteristics of the region (more restaurants?). Is it far from the crowd? Are the existing restaurants inexpensive and good quality? How satisfied is the region with the existing dining conditions).

Location positioning is good, the next to the most critical step to save money. Why choose a third-rate store? This logic is to take advantage of the cost advantage of takeaway stores

We know that the rent of the first floor of the prime frontage and the third floor corner of the small store may be a difference of several times, but we are in the same business district on the enjoyment of the same market, we are on the line is equal, in this case, of course, we choose the third floor corner of the small store. We have to find the cheapest price store in the same place just ok, and then spend the money saved on marketing promotion and brand building.

Our site selection must also take into account whether it is convenient for riders to come over to pick up food, if you are in a more remote and difficult to find a place, the rider to pick up food in your store may have to be a few minutes slower than normal, which leads to the extension of the average delivery time, the store's rating and ranking will have an impact. So we can find a local rider or delivery station station manager before selecting a location to understand which locations in the region have the highest delivery efficiency, where the hot spots are? Give the rider convenient at the same time also directly shorten our delivery time.

Selecting the site ok, the next step in the second step of selection:

We need to know whether the main categories of the store in line with the region of the takeaway crowd?

This is the second step, we need to know their main dishes in the region of the market size, or whether to meet the region's population? For example, in residential areas where we sell takeaway lunches must not work, because at this time everyone is working in the city, but replaced with barbecue or late-night snacks may achieve better results.

Another example is that if we do a high-class business meal in a takeaway around a university, we will get very few orders, whereas the same meal in a high-class office building will be very well received.

Using a takeaway app to look at the volume of business in the same category in the area can also assist in decision making.

The above is the basic logic: category selection = spending power + spending crowd + spending time. That is, we have to give the region's consumer population in the appropriate time period to provide products that match their consumption ability.

Competition in the region for the main category?

We must understand the meaning of "relative competition", the number of merchants in a region does not reflect the competition in the region, you need to work with the regional market size to judge. We can use the average unit volume of regional merchants to assist in decision-making.

Many merchants believe that less competition = monopoly opportunity = money. However, in most cases, a category of current business is not done because the category in the region simply do not have a market or market capacity is very small (such as in the school next to the sale of salad light food). When a category has no competition and meets the above basic logic (category selection = spending power + spending population + spending time), we can say that this is a good opportunity.

Category selection must not escape these two directions: the popular route (low price and high frequency), or brand route (high price and low frequency)

Generally speaking, low-priced high-frequency market capacity is greater than high-priced low-frequency categories.

So for low-priced high-frequency categories (such as fast food), the competition is not necessarily a bad thing, the competition sometimes indicates that the market is large, if in a region with a very large number of merchants, but each merchant unit volume is very high, and even capacity in a saturated state. Although the region's "competition" is very large, but the market potential is greater, the store selected in this location is very wise (such as first-tier cities in the core business district will not be saturated). But if an area of each merchant's single volume are very small, this situation even if the competitors are less we can not blindly open the store in this location, because it is obvious that the market size is too small.

And for high-priced, low-frequency categories (such as crayfish, Japanese food, Western food, etc.) must be cautious, generally a mature market can not accommodate a few restaurants in the same category. Let's calculate their average unit volume through online data (takeaway app) and then make a decision.

After the takeaway is online, there is more work to be done to get traffic, improve conversion, repurchase, standardize products, etc. It is not possible to talk about it in one or two articles. Not one or two articles can be clear.

How to set up the most reasonable full reduction? How to improve the ranking of the takeaway platform? More takeaway money dry goods attention to us to get oh!