In the catering industry, McDonald's and KFC have strict site selection processes and plans, which can greatly increase the risks brought by site selection problems.
Green tea restaurant has opened 30 branches, all of which are profitable, and has maintained a "record" of not closing stores so far. After many attempts, Wang has some experience in site selection. Recently, the positions of several businesses have basically predicted the turnover. According to the previous research results, the error of actual turnover has been kept within 10%.
At present, the experience of green tea site selection is to cooperate with large domestic chain commercial real estate companies to ensure that they can enjoy passenger flow benefits together with commercial real estate. "We have strategic cooperation with large domestic commercial chain real estate," Wang said. The same is true when choosing the O2O cooperation platform. The passenger flow driven by the brand effect of green tea can effectively interact with the online passenger flow of commercial real estate and O2O platform.
In other words, chain commercial real estate can provide a stable platform, consumers are attracted by its brand, and good infrastructure construction, and the brand effect of green tea restaurant can also drive consumers to shopping malls. In addition, the green tea restaurant also cooperates with clothing brands in shopping malls, and dining users can get discounts from a clothing brand. Revitalized the business model of traditional commercial real estate.
Strictly control costs and reduce per capita consumption.
Green tea now wants to meet the per capita consumption of customers. In terms of cities, in the first-tier cities, the Chinese food in the north, Guangzhou and Shenzhen should be 50 to 60 yuan, or even 40 to 50 yuan, and the dinner should not exceed that in 70 yuan. In second-tier cities, the price of each meal may be less than 5 yuan.
To achieve such consumption, we must control the cost. The cost is nothing more than three big pieces: rent, personnel and materials.
From the perspective of rental cost, some enterprises may think that green tea is of high quality and can bring some passengers when they cooperate with the commercial system, and they will consider giving certain concessions on rent.
Some commercial real estate developers will take the initiative to invite green tea to enter the market and reduce rents, which is one of the reasons why green tea can continuously reduce costs.
Scale effect reduces material cost
"With the expansion of the scale of green tea and the increase in demand, the cost is declining. For example, our own central kitchen used to design products. Because of the small demand and standardization, the pressure on the central kitchen will increase. We are not from the factory. In order to ensure the taste, we can only choose to sacrifice some cost.
However, with more and more stores and increasing demand, we can find some manufacturers to cooperate. By setting standards and improving design and operation requirements, the cost can be reduced a lot. For example, this year we launched a famous Fujian dish, Buddha jumping over the wall. Many people find it strange that a bowl of Buddha jumping over the wall is over 50 or 60, and we can sell it to 38 yuan.
In order to achieve this, we must adopt the factory system. Because the factory can store a lot of goods if it does this. Ordinary catering is on-site goods, and you won't buy a lot of ingredients, but if it is made in large quantities in a factory, you can buy relatively cheap sea cucumbers and dry goods. Then a large number of goods are provided to green tea for processing, and green tea can also be stocked accordingly. It will take almost a few years, and the cost will be reduced when it becomes an industrial product. So in green tea, we can eat tall things every day at the price of civilians. This is one of our directions. "
The new system reduces staff costs.
"Staff costs are optimized and reformed with the continuous development of green tea. Just like before, we created a new version of green tea under the China Trade Center in Beijing. Using the hourly system, 40% of the employees in a store are green tea employees and 60% are hourly workers, so the personnel efficiency will be much higher.
In addition, green tea will reduce the product by half, control it at about 80 dishes on site, and then change it constantly. The restaurant is small, and the cuisine is reduced, but the efficiency will be improved accordingly, so that only 40 people are used in such a restaurant.
With the development of society, this model may be constantly reviewed. Improve employees' wages, motivate employees to improve efficiency and reduce unnecessary employee costs. This is because green tea is constantly improving and trying new methods. "
Using network data to understand the real needs of customers
"Whenever we enter a new city, it is very important for us to systematically evaluate the Internet.
For example, when we entered new cities like Chongqing and Wuhan this year, we didn't know the real needs of local customers. Because our price definition is very high, Dianping.com will let us know what kind of restaurants and prices are most popular at which stage. We can know the prices of the most popular restaurants in Chongqing through this data, and then know how to adjust them, so as to judge the direction of the unknown market.
Through public comments on the per capita consumption price of TOP 10, the most popular merchant in the city where the store is located, the green tea restaurant will make final pricing with reference to this price range, and the per capita consumption price will not exceed 15% of this price range.
In addition, through some marketing of our newly-opened store, according to the data given to us by Dianping.com, such as the starting price and comments, including competitors and potential competitors, we roughly analyze what kind of cuisine it is, and the price system is the most suitable for local potential customers. "
Operate data to improve efficiency
"Sometimes the seats in our restaurant will be adjusted, but it is not just a simple table adjustment, but the adjustment of the whole business calculation. According to the turnover rate, it is normal to adjust the ratio of two people to four people. When designing a store, it is impossible to have accurate data to explain whether two people eat more or four people eat more. It needs to be adjusted according to the actual situation of restaurant operation.
Green tea generally operates for three or six months to check the data. How many customers come to eat in groups and how many people leave, and then analyze the layout of the whole table. According to the actual demand of seats, we will make a second adjustment, and even some stores need to make three adjustments.
The more accurate we do, the higher the full occupancy rate and the higher the profit brought by the turnover rate. "
Internet thinking of catering
"Now there are some restaurants that use Internet thinking to make word of mouth, such as Huang Taiji, Diaoye beef brisket, and rice noodles of a university student. Traditional restaurants are not worried about competing with them. After all, the market is so big that they don't have to worry about doing the same. Because the market is changing, the change of the market is uncontrollable. In the end, we must understand and learn new things.
The catering business model is not only marketing, but also studying the docking degree of its products. Personally, I think internet catering may have its market, but whether this market can last or not depends on time to prove. Not only Huang taiji, but also the carved beef brisket, and other products, even the old dregs of sesame cakes, have been on fire for a while, but some have passed at once, and some may continue. I think the extension must be related to the product, whether the quality of the product itself is good or not, and whether it is popular or not.
But for traditional catering, Internet marketing is worth learning. Brand marketing, in particular, spreads much faster than traditional means, making products known as soon as they appear in the market.
At present, there are not many restaurants that are very persistent in online marketing and have very good experience in physical stores. It may be a new thing, and it will take time to prove it. We also recognize this business model and look forward to the continuous development of the Internet catering industry. "
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