I. Development prospects

Considering the current diet situation in the army, although the nutrition mix is reasonable, it lacks freshness. In the long run, officers and men will get bored, leading to a decline in work efficiency.

According to the survey, barbecue snacks can be found everywhere in urban and rural areas, bazaars, streets, parks, communities and night markets. It has become an indispensable part of consumers' diet culture and created a huge consumer market. With the update of fashion, barbecue rinse food is favored by more and more consumers because of its natural and simple methods and original game. About a few friends sitting around the table, ordering cold draft beer, eating and drinking while roasting, the overflowing barbecue aroma and the sizzling barbecue sound are all mouth-watering reasons, which are enough for every gourmet to hold back.

At present, barbecue snacks have become people's favorite food, which is very popular at home and abroad, but there are few special barbecues that really have characteristics and can attract repeat customers. Especially in summer, there are more and more people in the evening. Tasting barbecue snacks is an indispensable activity, which can not only enrich the amateur life of officers and men, but also increase exchanges and communication between them, so that we can better unite and contribute to the bright future of the motherland. Therefore, opening a barbecue snack bar with characteristics and style will still have a good market return.

Second, the store profile

Our store is in our army, and our main customers are officers and men of the army. The business area is about 100 square meter. Mainly provide all kinds of barbecue and boiled food. Barbecue and boiled food mainly includes all kinds of meat: pork, chicken, chicken wings, chicken wings, beef, mutton, lamb chops, leg of lamb, sausages and meatballs, seafood: squid, shrimp, scallops, various fish and meatballs, and vegetables: potatoes, mushrooms, tofu, Chinese cabbage, eggplant and sweet potatoes. This restaurant is self-service, giving customers a relaxed dining environment and choice space. The decoration of this restaurant is natural and casual, and at the same time it is very modern. The wall is warm, the kitchen layout is reasonable and exquisite, and the lighting is good. The overall feeling is between the nature of family kitchen and the nature of hotel kitchen.

Third, development strategy.

1. This restaurant should be well publicized before opening, because the main customers are officers and men of the army, and the restaurant is located in the army, so it doesn't need much publicity. It would be nice to adopt some preferential policies at first.

This restaurant adopts buffet style, and provides tea for free. Barbecue and hot ingredients are very fresh. We will always provide quality service to our customers on the principle of good quality and low price, and provide more preferential treatment to our customers on the principle of serving the vast number of officers and men. The price is more favorable than other restaurants with the same standard, thus attracting more customers, looking at the development of enterprises with a long-term perspective and focusing on the sustainable development of enterprises.

3. The restaurant uses exquisite ceramic buffet plates, which are economical and environmentally friendly, and wastes cannot be dumped casually. You can contact farmers and let them collect it for free on a regular basis, which can be mutually beneficial. It is reported that competitors are not doing well in this respect, so a good dining environment can attract more customers.

There will be more barbecues in summer, and more people will eat hot pot in winter because of the cold weather. In view of the seasonal influence, we adopt the business model of barbecue and hot pot integration, so as not to affect our business situation because of seasonal factors, and we can make profits in different seasons.

6. The market economy is developing rapidly, changing and full of vitality. We should look at the development of an enterprise from a long-term perspective and make a long-term plan. After each stage, we should sum up the overall situation of operation and make the next planning and adjustment. This is a step-by-step development model. After the operation is stable, we can consider expanding the scale of operation, adding other services, finding new markets, doing chain operation, gradually building our own brand, becoming bigger and stronger, and developing into a catering industry that provides catering for the troops. In short, we should look at the problem from a long-term perspective, so as to have the future of the enterprise.

Fourth, the restaurant management structure.

2 store managers, 1 supervisor, 2 cashiers, 2 chefs and buyers, and 3 waiters.

The business philosophy focuses on the following points:

Main cultural characteristics: leisure, relaxation and happy diet.

Main product features: casual barbecue and rinse food.

Main service features: membership tracking service

Main environmental features: create a leisure and comfortable dining environment in a serious and tense military camp.

Market analysis of verb (verb's abbreviation)

The diet of the army has always been a problem. Although the diet and nutrition of the troops are reasonable, the way is simple, just frying and stewing, which can't satisfy the spiritual pursuit of officers and men. After a long time, you will naturally get bored.

This plan is based on this point, in order to enrich the diet culture of the army, improve the diversification of the diet of the officers and men of the army, and aim to provide a more comfortable and pleasant diet environment for the officers and men of the army. Let's take a look at the advantages and disadvantages of this project:

Advantage analysis:

At present, barbecue and boiled snacks have become a fashion, and are favored by more and more consumers because of their natural and simple practices and primitive game. So this project can attract consumers' attention, especially in the army with a single diet. The operation of this restaurant has solved the problem of single dining mode in military restaurants, enriched the amateur life of military officers and soldiers, and solved the trouble of eating out for them, which is a major feature of this restaurant. In addition, this restaurant adopts self-service dining, which is easy to be welcomed by customers and can save some human resources. At the same time, meals also provide cold drinks, ice porridge and so on, and provide free tea. Customers like to eat in clean and hygienic restaurants, but most barbecues are held in open-air mobile booths, which threatens consumers' food safety, so a comfortable and tidy dining environment will be another major feature of our store.

Analysis of disadvantages: In the early stage of operation, the restaurant was small in scale, limited in human resources and services, and fierce in competition outside the military region, so there were still many disadvantages. On the other hand, because we usually have limited time, sometimes we don't have time to manage, so we need to hire an experienced supervisor to help us manage this restaurant. Because we are in the army and our management is strict, it is also a troublesome problem to recruit excellent clerks.

Opportunity analysis: According to our market research and analysis, the market demand of our products exists and has strong competitiveness. I am a soldier, one of the largest customer groups, and I can better understand what products and services customers need. From these aspects, I am still very sure of the market.

Threat analysis: Because this is the first project we invest in, we have no relevant experience in opening a store before, so there may be problems in management, which requires us to learn from the experience of other entrepreneurs and our own slow accumulation to form an effective management model. Secondly, although our restaurant is self-service, the ingredients of barbecue food determine its taste, so we should choose good ingredients to make our products have a unique and attractive taste and make consumers linger, so as to have good business performance.

Popularization and market penetration of intransitive verbs

Promotion strategy:

Pre-publicity: large-scale, high-intensity, large investment. Post-publicity: pay attention to the existing customer relationship management, so as to carry out word-of-mouth marketing. Plan and organize specific activities on a regular basis, such as parties organized by sponsoring troops, and publicize and remind customers of their consumption awareness from time to time through activities. For holidays, carry out targeted promotion strategies, such as distributing leaflets.

Seven. Financial situation analysis

According to the calculation and analysis, the following expenses will occur in the early stage of the establishment of the restaurant:

1, business license, tax registration certificate, health permit, etc. 2000 yuan.

2. The venue rental fee is 5,000 yuan.

3. Restaurant decoration cost 15000 yuan.

4. 15 sets of barbecue equipment, each set of 300 yuan, about 4,500 yuan.

5, refrigerator, freezer refrigeration equipment 3 5000 yuan,

6, tables and chairs, kitchen utensils and other equipment 1 ten thousand yuan.

7. Recruitment supervisor 1 with a monthly salary of 3,000 yuan, 2 chefs and buyers with a monthly salary of 3,000 yuan and 2 cashiers with a monthly salary of 2,000 yuan. There are 3 waiters with a monthly salary of 2000 yuan, about 19000 yuan.

8. Water and electricity fee 1 ten thousand yuan.

To sum up, the restaurant needs about 70,000 yuan at the beginning.

Let's analyze the expected future profit of our restaurant.

We can measure by the number of copies, one is a plate (the plate is the middle plate). (1) The price of meat is about 8 yuan/serving, and the cost is

5 yuan/share, profit 3 yuan/share. (2) 2 yuan/serving of vegetables, the cost is 1 yuan/serving, and the profit is 1 yuan/serving. (3) Seafood 10 yuan/serving, with a cost of 6 yuan/serving and a profit of 4 yuan/serving. (4) The cost of beer is 3.5 yuan/bottle, the cost is 3 yuan/bottle and the profit is 0.5 yuan/bottle.

Let's analyze the passenger flow again.

Most customers eat barbecue food mainly with meat, and vegetables and fruits are only complementary food. Because there is limited time at noon, there will be fewer passengers. It is estimated that about 50 people will consume 2 servings of meat, 2 servings of seafood and 1 serving of vegetables, so we can make a profit of about 15 yuan, and the profit at noon will be around 750 yuan. There is relatively enough time at night. It is estimated that there will be about 100 people and the total profit will be about 1500 yuan. It is estimated that 400 bottles of beer will be sold every day, with a profit of about 2,500 yuan and a total monthly profit of about 80,000 yuan.

Excluding utilities, employee salaries and taxes, the monthly net profit is about 50,000 yuan.

According to the estimated profit, we can recover the cost within 2 months.

Eight, marketing mix strategy

Tangible marketing strategy:

Because this restaurant's economic strength is still relatively weak, it will adopt a marketing strategy of avoiding reality and avoiding a lot of hard advertising marketing, and adopt an effective set of commitment marketing to promote products. Through menus, posters, cultural brochures, advertisements, promotional activities, etc. We will publicize and advocate business purposes and natural concepts.

Skilled marketing strategy:

Sustainability and planning will determine that this restaurant has inherent advantages in avoiding the defect of low customer loyalty in ordinary restaurants. In order to establish a sense of authority and trust in the eyes of customers, the restaurant will establish a complete member information feedback system to realize its marketing commitment:

L, customer feedback form. In the service, employees are strictly required to establish the concept of customer first and listen to customers' opinions carefully.

2. Carry out customer satisfaction to the end. Establish the concept of "customers are satisfied with themselves before they are satisfied" and always think of customers.

3, the establishment of restaurant customer service questionnaire, regularly by the specialist is responsible for customer tracking service.

Nine, vigorously create the brand image of "snack food"

Because our restaurant uses a healthy and environmentally friendly smokeless barbecue, the baked food tastes delicious and unique, green and healthy. Therefore, our restaurant takes "green, healthy and leisure" as the theme, establishes its own unique brand, and takes health and leisure as the propaganda means to achieve the marketing purpose. As a restaurant engaged in leisure marketing, we have natural advantages, and this restaurant will strictly implement the standards of green leisure restaurants. No matter from raw material procurement, food processing or sanitary environment, it will be strictly controlled. Strive to create a casual, comfortable and fashionable dining environment. Through the layout, decoration style and temperature of the restaurant design, the concept of health and leisure is embodied.

Ten, pay attention to a series of corporate public relations activities.

Through a series of public relations activities, the restaurant will handle all aspects of the relationship and provide a relaxed and favorable business environment for the development of the restaurant.

1. Establish a cooperative relationship of unity and trust with employees. Establish equal and convenient communication methods among employees, and increase employees' cohesion and work enthusiasm by distributing internal publications, providing rewards for free members, group entertainment and other activities.

2. Establish a good relationship with customers. In order to ensure sufficient human resources, obtain a stable customer base and reliable logistics support, we should actively participate in maintaining the military environment and accumulate social support for military cultural undertakings. Respect the legitimate rights of customers, provide high-quality meals and services, and correctly handle customers' requirements and suggestions.

3. Government relations. Understand and abide by relevant government laws and regulations in time, strengthen contact with government departments, and actively help solve some social problems. Establish and maintain extensive relations with the media; Provide them with real industry information.

XI。 Managing risk

Internal management risk:

The catering industry is a relatively low-tech industry, but it needs strict management to win the trust of consumers. For most self-operated restaurants in China, the internal management is loose and the quality of service personnel is low. How to establish a modern enterprise system, improve the operating mechanism and strengthen the internal management of enterprises is related to the survival and success of enterprises.

How to deal with:

First, find out the premise of each cost combination.

Make full use of the "what consultation method" to list all the factors that will affect the cost in the store. For example, chefs, cadres, P-T, manufacturers, seasons (seasonal vegetables), selling prices, systems, and inventory methods. ..............................................................................................................................

Second, develop a standard conditioning manual.

Third, establish a good inventory (warehouse) for.

From the establishment and use of FIFO, to the prevention of cross-contamination, the fixed position of articles, the control of humidity and temperature (refrigeration and freezing equipment), the prevention and control of pests, the confirmation of inventory (daily, weekly and monthly trays), and even the location and quantity of fire extinguishers, the insurance of accident insurance are all necessary elements of inventory management.

Fourth, see more, listen more and compare more.

It's not a loss to shop around, and the operators themselves should not be trapped in the battlefield (shop affairs) blindly, but they don't know that the outside environment has long been crowded, eyeing up and trying to devour themselves. "Going out to start a business" is a popular business model at present. If you make good use of this method and walk around mass market stores, department stores or related businesses, you can naturally reduce costs by calling appropriate items such as special offers and discounted products in your own stores.

Five, the introduction of reward and punishment system.

There is no lack of finding that most employees in the store tend to be "passive", so they have to introduce this system (which can be reserved in advance) and will be rewarded (such as bonuses, gift certificates, holidays, etc.) when they meet the set standards. ), and when it fails, it will be given a thin penalty (the reason needs to be clear) (such as salary reduction, shortcomings, etc.). ). Good is rewarded with good, and good is rewarded with good.

Six, peers can be teachers.

This method is more suitable for the information sources of franchise chain industries through meetings, networking activities and headquarters (of course, it must be based on the transparency of headquarters' operating figures), so that we can clearly understand how stores with the same operating form can reasonably control costs, make continuous progress, foster strengths and avoid weaknesses, and thus gain greater benefits for themselves.

12. Establish your own brand and customer base.

Initial period (1-March)

The main products are meals aimed at different health conditions of three groups in the city. Marketing strategy is to establish a good brand image of "snack food" and improve its popularity and reputation through active and effective marketing strategy. Recover the initial investment and actively promote the market.

Mid-term (1 year)

Consolidate and expand the existing market share, further improve the restaurant management system and improve the scientific management level of enterprises; Set out to prepare for the construction of enterprise identification system, unified characteristic and superior food and unified management mode necessary for brand expansion.

Long-term (2 years)

By then, the restaurant operation has entered a stable and good state. With the strength and influence of the enterprise, when the service scope can no longer meet the needs of potential customers, we will open up new market space and expand the radiation scope and influence of restaurants through franchising.

Fourteen Store design

visual identity

Store name: on the one hand, it should be closely related to its own business; On the other hand, we should pay attention to the fact that the business premises are within the army, close to the cultural characteristics of the army, and easy to be loved and accepted by the army groups. The name of the store should have a style and a long meaning.

Color: mainly warm colors such as yellow, red and orange, supplemented by light and lively cool colors. Show fashion, trend, elegance and taste.

Shop layout

Appropriate use of lighting, carpets, partitions and other elements, as far as possible, on the one hand, effective use of space, on the other hand, it seems patchy, not open and plain. Some private dining tables can be properly designed, but long-term customers can fully enjoy their self-satisfaction. Partition layout, so that each sub-group of consumers have their own favorite corners and tables.

Lighting and lighting: Lighting is an important element in restaurant decoration. Choosing different styles of lighting can effectively increase the aesthetic feeling of the restaurant. Lighting is an important part of setting off the atmosphere of the restaurant. You can choose different colors of lights to set off the pleasant atmosphere in the restaurant. At the same time, customers should keep the convenience of adjusting the lighting in their own space according to their own requirements.

Wall decoration and curtains: adjust in time according to the season, and the materials, patterns and colors of various fabrics are as harmonious as possible, showing the style of the restaurant and being close to the sensory enjoyment of consumers.

Dining table: The design and placement of the dining table should be harmonious in general, with individual differences to avoid giving consumers the feeling of food stalls.

Handicraft placement: the choice of handicrafts should be close to the atmosphere of the restaurant and the preferences of consumers, and set off the taste of the restaurant.

Tableware: clean and tidy.

Background music: mainly romantic and soft light music, with moderate loudness, in line with seasonal changes.

Original address of Lianshan courseware:/article/zjbgqhfa/90198.htm.