Model essay on restaurant chain operation method

Introduction: Franchise chain operation has sprung up on a large scale in the world since 1951s, and now it has become an innovative economic organization form and enterprise operation mode that can adapt to various formats. The following is a model essay on the restaurant chain management method I brought to you, hoping to help you.

General principles of business circle

Let's look at the general principles of business circle first. Generally speaking, the business circle refers to the range that a store can attract customers, that is, the geographical range where customers come to the store live. The purpose of business circle investigation and research is to analyze the situation of customers and other restaurants in the business circle, as well as other situations that may affect their own operations, in order to get the correct positioning and choice. The location of the restaurant is the axis of the business circle.

We believe that the main factors that affect the radius distance of catering business circle are: (1) local population density; (2) Competing restaurants nearby; (3) The attraction of single store serving dishes; (4) customer transportation mode; (5) single store reputation; (6) the level of regional economic development; (7) Consumer's dietary habits; (8) The clustering effect of consumer entertainment; (9) the geographical location of a single store; (11) The innovation of single-store services and products. Generally speaking, customers in the core business circle should account for more than 61%; Secondary business circle should account for more than 21%; There are fewer marginal business districts.

Particularity of catering business circle

Generally speaking, catering business circle has the following six characteristics:

First, there are great regional differences. Want to find two? Basic? The same business district is very difficult, traditional in China? Different winds and customs in ten miles? The regional characteristics of Chinese food and beverage consumption are particularly prominent, resulting in different business districts. The situation of a same food and beverage product combination in different business districts may be very different.

Second, the demand for food and beverage consumption changes rapidly. ? Follow the trend? The phenomenon is inevitable in the catering market everywhere? Program? As big as restaurants, as small as fashionable dishes, many consumers will be like? Catch up? It seems to be sought after, and the first catering operators are rushing to dig it up? The first bucket of gold? After? Guys? Are forced to enter? Small profit? In the era, there are many catering operators who have no choice but to compete in the catering business circle.

thirdly, the loyalty of catering consumption is low. What is a common mentality in catering consumption? For a change? The same catering business form often has many choices for consumers, resulting in the excellent planning scheme of some restaurants in the business circle being completely released in a very short period of time and becoming? Mediocre? . This industrial feature makes it difficult for catering enterprises to form high loyalty of catering consumption in the business circle, which is very rare in reality.

fourth, high quality requirements. There are many links in catering business, from raw material procurement, kitchen production to restaurant service, which are basically completed by hand. Any problem in any link may lead to complaints. The requirements of product monitoring and management are quite high, and it is difficult for enterprises to obtain a long-term high-quality reputation in the same business circle.

Fifth, word-of-mouth is very effective. Catering business has a strong regional nature. What enterprises do is to be guests in the business circle and keep customers high. Turn around? In many cases, it has become the guarantee for the successful operation of catering, and the national famous brands are interested in specific business districts. Appeal? Limited, most customers pass? Experience? To identify, spread in the catering business circle through word of mouth.

sixth, it is difficult to form a brand. Generally speaking, catering enterprises do not have the conditions to become famous for high technology. They can only develop by strengthening kitchen technology, improving management level, shaping corporate image and improving customer service. These factors are characterized by strong variability, uncertainty and poor controllability, especially when catering chain enterprises expand across regions. Out of shape? The possibility of the brand is greatly increased, and the maintenance of the brand is extremely difficult, and the first factor to form a brand should be to stand the test of time.

Useful reference to the business circle strategy of foreign catering giants

Business circle research and analysis should be an inevitable preparation before the expansion of catering chain enterprises. Let's look at KFC's business circle strategy. It can be said that the success of KFC can not be separated from its scientific business circle analysis and location strategy based on it. The scientific location strategy and business circle analysis of KFC is the first step for KFC to succeed in China market. This is worth learning from our restaurant chain enterprises. Before KFC enters a certain city, the first thing to do is to collect the information of this area through relevant departments or professional investigation companies. Then, according to these data, the business circle is divided. Business district planning adopts the method of scoring. For example, there is a large shopping mall in this area, and the turnover of the shopping mall is 1 when it is 11 million yuan, 5 when it is 51 million yuan, how many points are added for a bus line and how many points are added for a subway line. By scoring, the business circle is divided into several categories. Taking Beijing as an example, there are city-level commercial types (Xidan, Wangfujing, etc.), district-level commercial types, fixed-point consumption types, community types, community business dual-purpose types, tourism types and so on. In the choice of business circle, we should not only consider the market positioning of the restaurant itself, but also consider the stability and maturity of the business circle. KFC's principle is to wait until the business circle is mature and stable to avoid risks. After determining the business circle, we should also examine where the most important gathering points are in this business circle. For example, Xidan in Beijing is a mature business district, but it is impossible for Xidan to be a gathering place anywhere. KFC's goal is to strive to open a store in the most crowded place. In this area, what is the flow line of people, which direction people go after coming out of the subway, etc., we must send people to pinch the meter to measure, and then input the collected data into special computer software, and we can calculate whether we can open a shop here and the investment can not exceed at most. It is said that KFC divides the Beijing market into 111 business districts, and it also claims to open 111 chain stores in Beijing. In fact, the conclusion of business circle analysis is the main basis for KFC to choose whether to enter.

Classification and characteristics analysis of business circle in the process of expansion of catering chain enterprises

First, there is no similar catering form in the business circle entered by a single restaurant of catering chain enterprises, and the business form or product combination of branches is unique. The main work will be to guide consumption in the business circle and cultivate the market to create popularity, such as western-style fast food, cafes, Japanese restaurants and ethnic catering with local characteristics. Will such catering chain enterprises? Temporarily? Exclusive one? Cake? At the same time, bear the risk of opening up the market.

second, the competition in the business circle entered by a single chain catering enterprise is similar to the competition in the business circle. The basis of competition among chain catering enterprises comes from two points: (1) How to make full use of the advantages of scale and the support of headquarters; (2) How to make a good branch? Localization? Work.

Third, new competitors are constantly emerging in the business circle where chain catering enterprises are located. The catering enterprises that enter early will inevitably face the challenge of the latecomers, and the competition situation in the business circle will probably change dramatically in the short term. If the scale of catering consumption in the business circle is not improved in the short term, the situation in the business circle will deteriorate. Advantage catering enterprises will gain a comparative competitive advantage through continuous innovation, improving service, management, planning and marketing, and it will be very difficult to obtain this advantage. In fact? Cake? It is inevitable to be eaten separately. Chain catering enterprises generally set the investment recovery period of a single store as 12? 18 months, not more than two years, is also based on the actual consideration of catering competition.

Fourth, the catering business circle in some areas is undergoing drastic changes due to various factors. We usually divide business districts into mature business districts and immature business districts. For immature business districts, there are two common situations: (1) The continuous extension of central cities and the large number of satellite cities have led to the rapid rise of a large number of catering business districts in marginal areas, which has generated a lot of business opportunities. Good? News; (2) Is it from a central city? Hollow? Phenomenon, so that the already mature catering business circle lacks upward momentum and even is shrinking. These two situations may happen at the same time in the same city. Will the profitability of capital drive some catering enterprises? Go out? In order to survive and develop. At present, there are many Puxi restaurants in Shanghai catering market. Famous enterprises? The March to Pudong for development is a vivid example.

How do chain catering enterprises in the business circle gain the relative competitive advantage of a single store?

First, they gain the competitive advantage with special products. Through the improvement of technical content or the resource advantage of raw material acquisition, catering chain enterprises make their products show enough differences, so that consumers can easily identify them among many products, thus achieving a higher purchase probability.

second, catering enterprises should start from market factors other than technical factors, such as management, corporate image, marketing, customer service, etc., so as to create comprehensive competitive advantages, that is, the establishment of catering enterprises' advantages in the business circle relies on scientific management. At present, the competition among restaurants has shifted from single-point competition to multi-point competition, that is, the competition of comprehensive operation level of restaurants.

Third, how to master the reasonable authorization mode selection of single store by the headquarters of catering chain enterprises. Chain system, especially cross-regional chain system, should be introduced in the choice of business model for single store of catering chain enterprises? Flexible? The concept, that is, the selected mode should have certain independent adaptability to the changes of environmental factors during the operation. Too rigid chain system implementation mode will inevitably produce friction with environmental factors in operation, that is, how to achieve the unity of chain system? Gang? Independent operation with a single store? Soft? Harmony and unity. I think this is bound to be due to the difference in the ability of the leaders of single stores, and the headquarters will make corresponding differential treatment measures when delegating power.

fourth, how to do a good job in customer positioning and competitive positioning. To establish a catering brand, we should first study the cognition of existing competitors in consumers' minds, find a different angle for our own brand and cut into consumers' minds. Customer-centered positioning is often suitable for internal management and service marketing of catering enterprises. We should emphasize to employees? The customer is God? ，? Around consumer demand? To improve the quality of our products. In order to form a competitive advantage over competitors in the overall image or comprehensive level, we must adopt the strategy of competitive positioning, which is a brand-new marketing concept, that is, from consumer-centered to competitor-centered, and through the research and analysis of competitors, we can avoid or defeat competitors, so as to greatly improve our market share. ;