Fourteen kinds of pits that should be paid attention to when opening a restaurant

The first way to die is to die if you don't make money in the early stage.

I think you need to raise a store, and you can't earn money in the first year! Therefore, I am convinced that as long as I open the store for a long time, I can make a profit. So at the beginning of the store, in addition to torturing the chef, in addition to inviting his friends to eat and drink for free, the most is to send leaflets nearby, and then wait for customers to come to the door automatically after one year! As a result, in the face of more and more deserted people, employees can't stand all kinds of endless expenses and trivial things, and they can't see hope and quit their jobs one after another. Finally, their mentality collapses.

Why does the newly-opened Diaoye beef brisket have to wait in line at all times? And it will take two or three hours? Moreover, this guy actually makes cosmetics, and opening a restaurant is just a whim. Don't listen to the experience of people who have never succeeded in opening a shop. If you want to climb the peak, at least you should listen to the experience of those who have been to the top. Tell you that the person you want to raise in the early stage of opening a store must have no successful experience in opening a store.

the second way to die: quality is paramount.

think that quality is everything, and analyze the product characteristics as the target group. Take coffee shops as an example. Many people think that coffee shops must have the best coffee and good equipment first. If your opponent uses one kilogram of coffee beans from 211 yuan, you should use one kilogram of coffee beans from 311 yuan. If your opponent uses a 21,111-yuan coffee machine, you have to use a 31,111-yuan coffee machine! At the moment when I closed the door, I still felt that the reason for my failure was that the quality of coffee was not as good as that of other stores.

Is McDonald's everywhere in the street and all over the world because its hamburgers are the best? Is Starbucks coffee the best? Don't spend most of your energy on things that can only be improved a little. Of course, I didn't say that quality is not important.

the third way to die: the rent is oppressive.

There are many shops that have done well, and they did very well in the early stage because of the boss's factors. However, after several years of development, the plot quickly became popular, and the rent went up like crazy with the house price. Originally, they managed well in the first year, but they just started to make profits in the second year, and the landlord appeared with a smile ... Did Starbucks close its first store in China last year? Do you remember the reason? That store is full whenever you go! There is only one way to solve the problem of rising rents. In the first-tier cities such as Beishangguang, if you want to open a store for a long time (special reading), the best way is to buy the facade. This will greatly increase your success rate in opening a store. If there is no money, then you can only pray to meet a good landlord.

the fourth way to die is to die without making money in the early stage.

I think you need to raise a store, and you can't earn money in the first year! Therefore, I am convinced that as long as I open the store for a long time, I can make a profit. So at the beginning of the store, in addition to torturing the chef, in addition to inviting his friends to eat and drink for free, the most is to send leaflets nearby, and then wait for customers to come to the door automatically after one year! As a result, in the face of more and more deserted people, employees can't stand all kinds of endless expenses and trivial things, and they can't see hope and quit their jobs one after another. Finally, their mentality collapses.

Why does the newly-opened Diaoye beef brisket have to wait in line at all times? And it will take two or three hours? Moreover, this guy actually makes cosmetics, and opening a restaurant is just a whim. Don't listen to the experience of people who have never succeeded in opening a shop. If you want to climb the peak, at least you should listen to the experience of those who have been to the top. Tell you that the person you want to raise in the early stage of opening a store must have no successful experience in opening a store.

the fifth way to die: lack of prior planning.

Case: I chose to do catering because I think this industry has low threshold, low risk pressure and quick cash withdrawal. Due to this illusion, when we entered the business, we took it lightly and lacked planning for our operation, resulting in insufficient evaluation of consumer groups, cash cycle, estimated turnover, etc. When risks came, we were caught off guard.

the sixth way to die: lack of industry understanding

case: due to the lack of systematic research on the catering industry, there is confusion in the management mode. Most of our consumers are migrant workers, and they have three needs: the restaurant business area should be spacious, about 91 square meters (we only have 41 square meters), and there are at least 21 kinds of fast food (we have less than 18 kinds); Rice should be delicious. These basic demands have been ignored by us.

the seventh way to die: unclear positioning

case: we first made fast food and Guilin rice noodles, and then made fast food and economic stir-fry after the effect was not obvious, and then introduced stone fish and fast food. The positioning is not clear, which gives consumers a great illusion. Diversification also leads to scattered strength, and the quality of dishes cannot be effectively improved.

the eighth way to die: site selection

case: in catering, site selection (special reading) is very important, and the reference indicators of location are: existing consumers, potential consumers and contract period. When we chose the site, we didn't consider it for long enough. Later, the factory moved, causing a sharp drop in passenger flow, which was the biggest injury.

Dulaomifang once opened a branch on the ground floor of a large company building, which was closed because of the wrong location. Li Zongyao analyzed the reasons for the closure: on the one hand, there were five or six thousand employees in the building at that time, which should have a good source of tourists, but the employees mainly ate fast food every day, and the hot pot was only occasionally consumed. In addition, most employees chose to have dinner at home, which should be the dinner time at the peak of consumption, but it was just not used.

on the other hand, the number of employees in the building is very small during the weekend holiday, which makes it impossible to protect the holiday tourists who should be in prime time; In addition, the branch is not a shop along the street, located in sunken plaza, and the number of foreign consumers is very small.

The ninth way to die: horizontal competition

Case: A store in Dulaomifang opened on Fengqi Road, which was in good operating condition and was about to start the second round of renovation. On the eve of renovation, it was learned that another well-known hot pot brand was about to enter a nearby store. Considering that both of them are hot pots, and the new residents are higher than themselves in scale and geographical advantages, they are worried that homogenization competition will be unfavorable to them, so they retreat at the decoration node.

the tenth way to die: the equity incentive is not in place

case: in the catering industry, the chef is the most important job. At the beginning, we hired an experienced chef and used a certain percentage of bonus as an extra reward to stimulate their initiative. However, because the procurement and other links are controlled by us, the chef is gradually slacking off. But after he left, he was very interested in starting his own business, and he controlled the cost and cooking. Because the equity incentive is not in place, it has dampened the enthusiasm of chefs and affected the efficiency.

the eleventh way to die: the partner problem.

Case: All three partners are hard-working and hard-working, but no one is fully competent in planning, management and marketing. In addition, these two brothers are slow-paced. As a leader, I didn't fully arouse their passion in the process and failed to improve in time when there were problems in business. Entrepreneurial partners are very important. You can start a business together without having an idea.

the twelfth way to die: the lease expires

case: because the lease expires, the landlord refuses to renew it. Many formats need shops. If you don't own property, contact with the landlord is indispensable. Many operators are reluctant to disclose the actual business situation. One is worried that the landlord will ask for a rent increase when he sees that the business situation is good, and the other is worried that the landlord will choose to operate on his own or find an employer who is willing to pay higher rent. Therefore, in Li Zongyao's view, if you want to operate for a long time, it is better to buy your own shop or sign a longer lease.