Small and medium-sized line catering business management
First, the organization set up, management responsibilities must be done to the full radiation, there can be no blank spots and slightly neglected. Small and medium-sized catering enterprises are small, can not be set up like a large hotel so many departments, should be taken as an integrated management approach. There is no big step, there must be someone to manage. Who is responsible for who to be clear, what is handled by who to be clear, to form a vertical management, horizontal coordination of the management model.
Second, the system should be sound
The development of enterprises should not only have a complete set of systems, but also a set of incentives for employees. Sound system is a reflection of the standardized management of enterprises, the system so that employees are clear what to do, what should not be done to complete a certain work to achieve what standards, what contribution will be rewarded, and what provisions of the violation of the penalty. Enterprises can go through the system to constrain the improper behavior of employees, but also to use the system to stimulate employees to actively participate in the work.
Third, the establishment of a qualified and even excellent workforce
Whether it is management or grass-roots employees, through training must meet the minimum labor standards. Management cadres should have the management level required by the position, and grassroots employees should have the appropriate operating skills. Enterprises are determined not to tolerate unqualified employees.
Fourth, to let each employee clear enterprise goals
The goal of the enterprise is divided into short-term goals and long-term goals. That is, tactical and strategic goals. Enterprise set the goal is not limited to a few managers, should let every employee is clear. Because to achieve the goal needs to be through all employees *** with efforts. At the same time to develop ways and means to achieve the goal. More employees should be clear about how to achieve the goal after the staff will get how to improve and develop.
Fifth, understand the needs of guests, investors and employees
Guests, investors and employees because of the different understanding of the existence of large differences. For customers, they are concerned about the price, flavor, environmental health and service; investors are concerned about the cost, profit and investment risk; and employees are interested in wages and bonuses, of course, they are also concerned about their own working environment and conditions. So investors and managers should not only care about their own interests and customer needs, but also care about the needs of employees. Without satisfied employees there will be no satisfied customers.
Six, quality products and services for the first means of winning
Now many catering companies, in order to attract guests, recruiting beautiful waiters, and even allow employees to work in the process of excessive intimacy with the guests. This way of recruiting guests is not desirable. Throughout the ancient and modern famous store, to achieve good benefits, good reputation without exception, are to quality products and services to win the recognition of customers.
Seven, cost control from the source
Catering costs can be divided into variable costs and fixed costs. Here mainly talk about the cost of raw materials, food costs and wage costs in three areas.
1, raw material cost control
To carry out good cost control of raw materials, first of all from the source of procurement. Price, quality comparison. Organizations regularly conduct market research to plug the loopholes. Avoid unqualified deterioration of raw materials into the production sector. Warehouse personnel resolutely do not allow unqualified raw materials into the warehouse, the production sector resolutely do not use the deterioration of raw materials.
2, dish cost control
Develop standardized recipes, indicating the main and secondary ingredients of a single dish, the amount of accurate code, main and secondary ingredients with the appropriate. According to the starting rate of raw materials to determine the appropriate price of the dishes. Multi-seat group banquet menu, the main side must be weighed with a measuring device, to change the habit of estimation, and should improve the starting rate of raw materials, scraps should be utilized as much as possible.
3, wage cost control
Employee wages in the catering business accounted for a large proportion of the various expenditures, accounting for about 20% of the turnover. (Attached to the other costs percentage: rent 11%, water costs%, electricity 5%, fuel costs 6%, advertising costs 2%, furniture costs 0.5%, material losses 4%, tableware losses 0.5%, car fees 1.5%, parking fees 0.5%, labor insurance 3%). To reduce the cost of wages, not by cutting staff wages, which will make staff resistance and inertia, but to treat staff as a resource and wealth, the higher the utilization rate of resources, the greater the value generated. Instead of reducing the wages of employees to produce resistance to the psychological, rather than motivate employees to create value for the enterprise.
Eight, marketing to be around the needs of customers
The marketing plan of the enterprise to determine the direction of the enterprise's future business goals and objectives for the realization of a series of specific strategies taken to achieve business objectives.
The sales of the planned economy era is product-oriented, while the market economy is dominated by today, all marketing efforts are based on customer demand as a starting point. Advertising and marketing is also more for people's psychological needs. People often see such advertisements on TV: ? So-and-so toothpaste contains sodium difluoride, which makes teeth stronger. In fact, most people know that the main role of toothpaste is to clean the teeth, not because a toothpaste to make the teeth stronger. But there's no denying that it captures people's psychology for a successful marketing campaign.
Small and medium-sized catering enterprises can not be as large as the hotel as a full advertising campaign. This is not to say that small and medium-sized catering enterprises should not carry out marketing activities, marketing activities, although not the only way to achieve business goals, but also one of the important means. Small and medium-sized catering enterprises should strive to utilize limited marketing inputs to achieve maximum results. Small and medium-sized catering enterprises to take advantage of the marketing efforts of competitors' weaknesses to do the article, starting from the store. For example, the design of beautiful POP ads, store halls regularly decorated with different thematic styles, for the characteristics of the novelty of the dish products to the guests who came to the dining room for gifts or discounts and so on. Of course, in the media to do publicity is also indispensable, this aspect should be measured. Many people think that only bad business restaurant will go to advertising, if you look carefully? McDonald's? If you take a closer look at McDonald's? KFC advertising, you will not agree with this statement.
Nine, market positioning to be objective and cautious.
Small and medium-sized food and beverage enterprises are different from large hotels and large restaurants, smaller visibility in the market, relatively weak competitiveness, which requires market positioning to be objective, cautious, not arrogant. Should be based on the surrounding environment, their own hardware and equipment, production and technical strength, consumer group segmentation for positioning. Take the consumer groups can be divided into three categories: First, the food category, this type of consumer group is concerned about the taste of food, the ability to consume, the price is not very concerned; Second, the hunt for the type, this type of consumer is the pursuit of novel cooking methods, delicate and beautiful utensils decorated, the dining environment is more concerned about a certain degree of spending power; Third, the affordable type, this type of consumer group is mostly the working class and family consumption The majority of these consumer groups are working class and family consumption. For the target market, customer preferences and needs, highlighting? Novelty? and creativity, in order to establish a good image in the minds of customers as soon as possible, to expand awareness.
Tenth, the operation of the product features and cultural characteristics
Product features that is to have their own selling points. For example:? Spicy crab? You have to let the guests think of eating? Spicy Crab? This is called? A fresh move, eat all day?
Cultural characteristics, different companies have different corporate culture, corporate culture throughout the body of each employee to produce the effect is a characteristic. Why do some people like to go? KFC? McDonald's? Is their food very delicious? No, the reason why many people choose to go there to dine is to feel the atmosphere of different food culture.
The management of the catering industry is not on paper, there is such a saying: to do the catering line pro three years to be considered as a beginner, want to do? The hand of? Palm three months on the closure. A catering business must do: Where the service provided to guests must be enthusiastic and thoughtful; Where guests see the place is clean and beautiful; Where the food and facilities provided to guests are safe and effective. Successful enterprises are bound to be: superior location, accurate positioning; unique features, elegant environment; sufficient raw materials, outstanding culture; high quality products, value-added services; advanced marketing, management science.
Catering business management problems and solutions
In order to comprehensively reflect the catering business in the management of all kinds of contradictions and problems, and for the solution of all these problems to put forward a set of actionable programs, we first of all catering enterprises currently exists, their own can not be resolved to summarize the problem and summarize, analyze the reasons for which the solution is put forward.
The purpose of this article is to summarize and summarize the problems that exist in the catering industry.
1, the mobility of the chef group and the contradiction of business risks
For all business economic entities, the core of enterprise management is the management of talent. Especially from the industrial economy to the knowledge economy transition, from the planned economy to the market economy transition today, the management of talent is to determine the success or failure of the entire enterprise; however, talent management for catering enterprises have a different general significance. Because the nature of the catering industry is different, the management of the requirements of talent and the use of different modes, so the training of talent, management, the use of different ways.
Traditional industrial enterprises for the management of employees are generally not easy to mobilize jobs. Chef group is a highly mobile group, as the saying goes: ? Iron stove, stay water chef? A very graphic summary of the nature of the chef's work. Why this phenomenon? Because from the point of view of consumer psychology, people's tastes must be constantly updated, change, catering enterprises in the continuation of business characteristics at the same time, active and frequent replacement of the technical team in order to obtain the renewal of the business project, which produces the mobility of the chef team.
The flow of the chef team from the current situation is blind and disorderly. Because from the point of view of restaurant business management, often change the work unit, no fixed work goals, learning goals, struggle
The group of goals is a terrible group, because many elements of modern management success can not be put in place. On the one hand, the chef because of the year-round face of unemployment and no fixed abode and worry; on the other hand, catering enterprises in determining the use of chefs because there is no reliable basis and full certainty and confusion. Many catering business owners in the replacement of the chef team before the personal inquiries, test dishes, but only by a test dish is difficult to truly understand the technical quality and level of the entire chef team; plus most of these chef team is a temporary organization? Straw team? , there is no unified management, unified project technical procedures, unified ideas and concepts, so it is difficult to effectively combine with business management, many food and beverage companies in this frequent replacement of the chef team in the process of the fall.
The frequent flow of the chef group to the catering business management has brought many adverse consequences: ① is to make the catering business initial business philosophy and objectives can not be implemented and continued. ② is to make the management of catering enterprises can not be modernized, scientific, humane. ③ is to make the taste characteristics of catering enterprises can not be determined and continue down. ④ is not conducive to the creation of corporate culture brand.
On the one hand, the management of catering enterprises requires constant updating of technology and business projects, which cannot be met by pure technological innovation. On the other hand, the flow of chefs in the catering business to bring great business risks at the same time, their legitimate rights and interests and income can not be guaranteed, how to solve this problem?
In addition, because the chef group size is generally small, can not form a reasonable technical structure through technical management, project management. And make this technical structure and business projects, catering project marketing and business management to achieve a perfect match and combination. Therefore, the organization of large-scale technical team, the implementation of unified project management and technical configuration, to provide catering enterprises with adequate technical support, technical consulting, reasonable marketing planning services, is to solve the current catering business management problems, and make the industry management standardization of an important and appropriate method, which is also the inevitable trend of the development of technical services specialization.
2, the professional requirements of the service and age, the contradiction between the sex
Many hotel managers said that the modern catering industry competition, the key does not lie in the chef's dishes fried good, but in the comprehensive service to get good. The direct provider of comprehensive services is the waiter, so the quality of the waiter, cultural level, manners directly determine the customer's impression of the catering business. The quality of the dishes is good, the waiter destroyed the mood of the customer dining, the same can not be a good comprehensive service hotel!
Therefore, the management of the catering industry requires a number of high-quality waiter team, but the current reality is not so.
First, because the social status of the waiter is unlikely to get a realistic sense of improvement, so the cultural quality of higher, better-looking girls are not going to join the industry.
Second, the waiter's salary income is generally very low (in addition to the foreman), so it is difficult to attract high-level, have a certain cultural qualities of the girls to the hotel as a waiter. Therefore, the cultural quality of waiters is unlikely to be changed in a short period of time.
Third, between eighteen and twenty-five years old is the most appropriate age when the service, more than this age, the girls get married and start a family, and will not go to the hotel as a waiter; and then more than this age, the age advantage is lost, but also very difficult to find a job.
After three to five years of study, some girls are familiar with the service industry, and know some management and marketing knowledge, but age does not allow them to stay in the service position. Therefore, high-quality, skilled service workers retired; new, no training and practice of the service workers and stand to the service of the post, this only ask the age regardless of business capacity, service level of the old and new turnover, so that the overall quality of the service team can not be improved.
In addition, the modern sense of the waiter to a large extent is the hotel's marketers, waiters and marketers of the dual identity, so that they are only junior high school education of the cultural quality of the test. In addition, most of them come from rural areas, and the primary and secondary education in rural areas is difficult to give them a good cultural literacy. Therefore, today's waiter team only after a simple training on the service model is difficult to meet the requirements of high-quality service catering enterprises. Besides, an excellent waiter, when acting as a hotel marketer, in addition to having adequate service and marketing knowledge, must have the ability to express the spoken word, sales ability, but also know the dietary nutrition and health care knowledge, so that we can have a high-quality excellent waiter's requirements. The manager of the waiter is more to have some hotel business management expertise, so an excellent service to create at least three to five years, and today's situation is: the waiter's service ability, business ability to mature, but also to the age when they get married and have children, retired to go home, how to solve such a problem, I put forward two proposals:
(a) is the vocational high schools around the world. In the annual junior high school graduates enrolled in a number of hotel service students, so that they enter the vocational training stage in advance, which is to improve the quality of the waiter an important guarantee, the hotel can also be joint enrollment.
(ii) the hotel's business managers to change the old concept that waiters are young, beautiful. Have the temperament and cultivation, business skills, know how to operate and manage the mature waiter will improve the quality of service of the hotel a few grades. Therefore, the employment of twenty-five or even thirty-five and forty-year-old young women in the hotel when the service is not necessarily a bad thing.
3, people's changing tastes and catering business flavor characteristics of the contradictions
Many hotel business managers have experienced prosperity and decline. When investing in the establishment of catering enterprises, investors are often selected a certain advantage of the technology project, and then introduced from the field, the project also gives investors a certain return. However, the good times do not last long, with the introduction of other food and beverage enterprises of other flavors of the project, has eaten many times people will seek new oral stimulation to go. At this time, if you insist on the original project management, in all likelihood is a failure, which is the aging of the technology project.
The aging of the technology project is the main reason for the short life of the catering business in general. Generally speaking, the aging of technology projects vary with the size of the city. In the flow of people, larger cities, due to the fixed project potential customer base is large, thus extending the life of the enterprise examples are, such as Beijing's Quanjude duck, where there is no duck projects around the country today, but which duck store business like Quanjude which thrives? There are also two problems here, namely, technology and brand issues. The so-called technical problems, even if the investors choose the right project, may not be able to choose a good technical personnel, which is the most direct cause of some food and beverage projects can not be operated permanently; and the so-called brand problem, that is to say, the catering brand is to make the catering business longevity of the secret. As long as the technical advantages of a project has been able to maintain and continue, then the enterprise's brand will not fall, there will be a large number of diners to come. However, relative to the characteristics of the restaurant, the hotel brand creation and maintenance but has a deeper problem to be solved.
From the catering project varieties of taxonomic significance, no matter what kind of varieties of projects, the form of dining can be divided into (1) meals; (2) snacks; (3) hot pot class; (4) barbecue, these different catering projects have their own different business connotations; and a lot of food and beverage enterprises to take the business model is a composite, but the hot pot category of food and beverage items in recent years has appeared! A unique momentum, the reason for this is because it belongs to the characteristics of the food and beverage, easy to form a brand advantage.
So how to deal with the changes in people's tastes and catering business projects and brand management between the contradictions?
In terms of hot pot catering projects, it can be due to people's eating habits, economic income levels, city size, the distribution of similar food and beverage projects in the same city and the state of the business and other external factors and hot pot projects of their own characteristics, price factors, flavor characteristics, project management capabilities, adaptability to the crowd, and so on, many internal factors are different and have different effects. Some hot pot projects because of its dining style and taste delicious and red for a while, resulting in very substantial profits, such as the current red-hot, everywhere to expand the reins of the Little Sheep City and Little Pepper Hot Pot City. It is inexpensive and suitable for the public taste, occupying half of the hot pot type of food and beverage projects; and its brand value has also soared with the recognition of the public. Therefore, it can be said that catering enterprises to do brand both from the project management efforts, but also to study the consumer group's dietary psychology, the most popular product items, but also the most likely to become a famous brand of the project. People's tastes and then change, the most basic tastes unchanged, that is, fresh and tasty.
On the other hand, we should also see some of the hot pot project on the market, the consumer welcome, but after operating for some time, the market that shrinks on its own. There are many reasons: some are due to irrational design, although it can inspire people's curiosity for a short period of time, but once the novelty is lost, the project itself that is the loss of the customer's absorption power. Some are due to price factors; China's hot pot culture can be said to be rich and colorful, its production methods, flavor characteristics, grade level varies, a variety of different hot pot projects due to the social structure of the urban population is different and there are different economic adaptation point, to find the characteristics of the project itself and the consumer body economic adaptation point, will be able to find the project's starting point for the development of the project. We will be a good project as a seed, and the economic adaptation point is suitable for the growth of the seed of the soil, leaving the perfect combination of the two, it is impossible to get a rich harvest. Therefore, investment in food and beverage projects, on the one hand, to study the project itself, on the other hand, to study the market, only to study through, in order to find the project and the market point of convergence, to obtain the success of business management.