Because universities have winter and summer vacations, students' spending power is not strong enough, so most people open stores in universities, which are low-priced fast food such as braised chicken and rice noodles, and rarely open barbecue shops around universities. However, heavy catering rarely appeared in colleges and universities, and then the barbecue in the north and south changed its traditional strategy and became a market that others did not want to do. The reason is that more than two-thirds of college students' living expenses are spent on meals, and their spending power is not affected by the economic environment, so they have social needs for catering. Most importantly, there are few restaurant chain brands around the university, and there is still a lot of market space. Do what the market lacks, not what the market exceeds, and look for the blue ocean in the red sea of catering.
Just like IKEA's initial strategy of opening a store is to open it around the university, win the love of college students with high quality and low price, and cultivate their aesthetics. In the later period, even if many college students leave school, they will still go shopping at IKEA. Therefore, Beimu South Barbecue Restaurant also adopted this strategy when it first chose the periphery of the university to cultivate college students' consumption habits and taste development, and then expanded its stores to streets, communities, shopping malls and so on. And there will be a group of seed users to consume.