when it comes to site selection, all diners will feel that their heads are bigger.

as the saying goes, "one step is worse than three cities" and "site selection is life and death", which shows the importance and difficulty of choice.

I was tortured when I chose the site. I rode a battery car all over the city every day, and it took me three or four months to find a suitable shop. Either the location is too bad, or there is no vacancy in a good location, or the rental transfer fee is too high.

and more people don't have a clear concept about site selection, and they don't know how to start.

On the surface, site selection means choosing geographical location, but in fact, it means choosing suitable target customers according to their own positioning, which is the underlying logic of site selection.

therefore, the first step in site selection is to know your position. Are you cooking fast food or dinner? What category? What are the main selling points of your product? What's the unit price? Who are the main consumers?

If you don't know your own positioning, then the location is shooting at birds, and you can't be accurate.

For example, suppose you are a market hotpot, and the main price comparison is 51-61 yuan per customer. According to this positioning, then communities, streets and universities are all suitable location areas, but shopping centers or office buildings are not suitable.

in descending order, site selection generally follows four steps: city selection, business district selection, street selection and concrete facade selection.

choose cities

cities are mainly divided into first-and second-tier cities, third-and fourth-tier cities, county towns and below.

Different cities have different population structure, market capacity, living habits, consumption level and competition.

Take Chengdu and Mianyang as an example. People's living habits are quite different when they are only over 111 kilometers apart. At ten o'clock in the evening, Chengdu is still busy, and there are basically no people on the streets of Mianyang. If you do barbecue, your business time in Chengdu will be longer.

Compared with third-and fourth-tier cities, first-and second-tier cities often have more migrants and young people, so their acceptance of the same category is different. Just like the Muslim hot pot I mentioned before, there is basically no market in Mianyang, but it is well managed in Chengdu.

However, in the counties below the third-and fourth-tier cities, there are not many migrants, and the guests are basically regular customers. Perhaps the boss's social skills are relatively important.

before site selection, determine different cities according to their own positioning, competitiveness and financial situation.

choosing a business circle

the choice of business circle mainly considers three dimensions

1 crowd density

The thermal map of Baidu map can see the crowd density, and the darker the color, the higher the density.

2 consumption atmosphere

It is worth mentioning that although the population density of some business districts is high, the consumption atmosphere is often unsatisfactory because of the characteristics of geographical location and difficulty in parking. Our community is a typical one, because it is a long and narrow distribution, and the community is nearly one kilometer from beginning to end. It is very inconvenient to eat out, so many people choose to eat at home. This must be observed in person for a few days before it can be detected.

and some areas with a high traffic flow are often unwilling to stay for consumption because customers have a strong purpose. Such as railway stations and bus stations.

Shopping centers often have a clear purpose of consumption, which is more suitable for special catering with high unit price; Office buildings are suitable for convenient fast food, such as braised pork rice; The main consumers outside colleges and universities are students. Because of their low spending power, they need to pay attention to cost performance and taste, and quality and health are often relatively less important. Street shops are suitable for a variety of catering formats.

3 Competition

The Matthew effect in the same business district is often particularly obvious. I once saw two adjacent hot pot restaurants with my own eyes. One was full of business and needed to queue up, while the other had no one at the table. So, either become the strongest one or differentiate competition. For example, the same hot pot, you can start from the consumption scene, focusing on the rotating hot pot for one person; You can also have your own differentiated selling points, such as the excellent quality of beef, which is very fresh and delicious; You can also start from different customer unit prices and face different consumer groups. It's better to be different than better.

Choose the street

At this time, we mainly investigate the trend of people flow. There are two kinds of streets, Yin and Yang. Through observation, we can see that there are more people flowing in the street over there, so we should choose more places here. Try not to choose Xizhao Street, because in summer, the sun shines on the west in the afternoon, and there is generally no flow of people.

Jinjiao Yinbiancao Belly, remember this formula, and choose the area where the catering is focused.

choose a specific location

? At this time, we mainly consider the rent situation, the visibility of the door head, and whether the hardware facilities of the facade meet the requirements, such as the caliber of water supply and drainage, whether the natural gas is connected, and how many watts the power situation is. You can also ask the surrounding neighbors about the landlord, and it is best to sign the contract for three years.

finally, what I want to say is that site selection is to select the target customers according to their own positioning. We must be cautious and cautious. After all, it costs a lot of money to open a store, and if there is a big problem in site selection, there is basically no way to remedy it. I have suffered such a mistake myself.