Business plan of catering companies
With the development of society, business plan is indispensable on many occasions, which plays an important role in attracting needed human resources and rallying people's hearts. So how to draw up a business plan to play its greatest role? The following is the business plan of the catering company that I have compiled for you. Welcome to read and collect it.
business plan of catering company 1
1. business objectives
develop catering brands with "harmonious society" as their registered trademarks, and establish a certain large-scale green catering chain company by reasonable and effective management and investment.
ii. market analysis
with the steady and rapid economic growth, the income level of urban and rural residents has improved significantly, and the catering market has shown a strong development momentum. At present, in China's catering market, Chinese-style dinner is the main meal, while western-style dinner is gradually emerging, but the scale is still small; Western fast food is the main fast food, and KFC, McDonald's and Pizza Hut are the main players in the market. Chinese fast food has flourished, but it can't compete with "foreign fast food" at present. Compared with the successful marketing model of specialization, branding and chain of foreign fast food. The development of Chinese catering is obviously inferior. How to occupy that part of the market is a problem we need to solve.
As people pay more attention to their own health and food safety. However, after the exposure of problems such as obesity caused by long-term consumption of foreign fast food fried and high-energy food. Food safety has become a hot topic? How to give consumers a safe diet has become the theme of the future development of the catering industry. It can be predicted that using the concepts of environmental protection, health and safety and advocating green consumption will be the development trend of catering industry in the future. The proposal of green catering is actually the progress of social civilization and a new concept of catering culture. In the next few years, the business model of China's catering industry will be diversified, the internationalization process will be accelerated, and green catering will become fashionable, which undoubtedly brings opportunities for investing in green catering industry.
III. Implementation Plan
1. Model of green catering service industry.
customer-centered, considerate service, customer satisfaction as the purpose, smiling face to welcome guests, sincere hospitality, actively advocate green consumption, and finally achieve the promotion of the company's business philosophy by satisfying customers.
2. Positioning of the target market.
catering industry acceptable to middle and high income people. Customer group: individual and private owners+white-collar workers+others.
3. Market strategy.
industrialization, product standardization, scientific management and chain management have emerged.
(1) the management strategy of catering companies
the clothing of employees, the management concept, the internal management and the head office are unified.
Green catering refers to the natural, safe and pollution-free condition of every link in the whole industrial chain of food growing, production and processing, logistics and distribution, table consumption and service environment. In the process of purchasing, we must first identify the source raw materials, natural pollution-free raw materials, and green food raw materials, and try to buy canned, canned or other semi-finished raw materials that have been processed as little as possible, and be good at identifying and preventing the purchase of contaminated or spoiled raw materials.
(2) image strategy of catering company
fully display the company's image as green, clean, hygienic, affordable and warm in restaurants located in commercial areas and tourist attractions. Please ask a professional company to make an advertising plan for us, and strive for individuality from the company's characteristics. Business plan of catering company 2
1. Overview of take-away shop
1. Our restaurant belongs to take-away catering service industry, and its name is "intimate take-away". It is a sole proprietorship enterprise. It mainly provides Chinese breakfast, lunch, dinner and supper.
2. Different from ordinary restaurants, our restaurant is characterized by integrating special snacks that are difficult for all counties and districts, and providing pollution-free, pollution-free and ecologically safe food to meet the needs of all kinds of customers.
3. Intimate takeaway shop is located in the middle section of Jinshui Road, Weinan City. This shop is positioned as a low-end takeaway shop to meet the consumption needs of most customer groups.
ii. market analysis
(I) the present situation of catering industry in Weinan city
according to the investigation, the catering industry in Weinan city is mainly divided into high-end hotels, high-end professional hotels, professional fast food restaurants, middle and low-end restaurants and street snacks. Except for KFC, McDonald's and other large fast food restaurants, other restaurants hardly provide this service.
(2) Analysis of market demand
1. Demand of social groups: First of all, white-collar workers, with the increase of work pressure and the accelerated pace of life, their meal time is also constantly shortened, and convenient and high-quality take-out just helps them solve the problem of meal time; Followed by the staff of shopping malls and commercial shops, especially those in shopping malls such as Weinan Shuangyuan Commercial Building and Hua Yue Shopping Mall. These shopping malls are basically private shops, and there is a large flow of valuable people. They basically have no time to go out to eat, so affordable and delicious takeout is of course their best choice. Finally, there are post-81s families in society. For this group of people, most of them don't or don't like cooking. Moreover, they like surfing the Internet and watching TV rather than going out to eat. However, their wages are not high, so it is impossible to eat fast food such as KFC and McDonald's all day, and our middle and low-end take-out just meets their consumption needs.
2. Demand of students: The students are mainly college students and secondary school students. First of all, because they don't have much homework and have free time, most people usually like to stay in the dormitory, either sleeping, surfing the Internet or watching TV, especially boys. They often forget to eat and sleep when they play games, and miss the time for people to eat. In addition, many people are too hot in summer and afraid of cold in winter, and they are unwilling to go out to buy food. Our intimate take-out just meets their needs, so that they can enjoy the life of eating delicious food without leaving the dormitory. Secondly, there are many foreign students in institutions such as Weinan Teachers College and Shaanxi Railway Vocational and Technical College. They have stayed in Weinan for several years, and they certainly hope to taste the special snacks in Weinan. Now they can eat them without leaving their dormitory, and they are sure to be happy.
(3) Analysis of competitors
There are mainly some traditional restaurants such as hot pot restaurants around our store, which will have an impact on our take-away shop, but the impact is not great. The main competitors are KFC, McDonald's and other large fast food restaurants with take-away service. Their brands are old, established for a long time, the quality of fast food is excellent, the service quality is good, and there are many loyal customers. However, the food prices in their stores are relatively high.
III. Introduction of Entrepreneurship Concept
With the progress of science and technology and the development of economy, people's sense of survival crisis has become more and more serious. With the development of economy, people's living standards have improved, but people's life pressure and work pressure are getting bigger and bigger. With the progress of science and technology, all kinds of genetically modified foods and synthetic foods have appeared. There are many kinds of food, but there are fewer and fewer safe foods that people can eat and dare to eat.
In order to eliminate people's sense of survival crisis, reduce people's pressure and enable people to eat safe and delicious food. The original intention of our shop is to provide people with pollution-free, pollution-free and pure natural raw materials, and our take-away packaging is made of iron and reusable pollution-free lunch boxes. At the same time, our convenient and high-quality take-away service can help people solve the problem of short meal time caused by work pressure.
our aim is "to provide customers with ecological, safe, convenient and high-quality take-away service".
IV. Establishment of entrepreneurial organization
Our store is in the initial stage, and its organizational structure is mainly linear. The specific structure is as follows:
As our store has just been established, its capital and scale are limited, and the department setup in the store is not perfect. At the same time, due to human resources problems, our marketing promotion activities and human resources management activities are mainly completed by the general manager Yu * *.
V. Analysis of market competition
The following mainly uses SWOT analysis to analyze the market competition
S: First of all, the food in our restaurant is mainly made of pollution-free and pollution-free raw materials, which meets the needs of modern customers for food consumption, and compared with the take-away products of fast food restaurants such as KFC, the price is relatively cheap; Secondly, compared with other traditional hotels in Weinan, our take-away service is more in line with the needs of modern customers; Finally, unlike western fast food restaurants, which mainly meet the needs of young people, the food provided by our restaurant is Chinese-style, targeting people of all ages and covering a wide range.
W: although the food provided by our restaurant is good and cheap, it is not well-known compared with other take-away services because it has just been established, and it has not formed a brand effect, so customers lack trust in our products.
O: with the improvement of people's living standards and the emergence of various food safety problems, people have higher and higher requirements for food quality. At the same time, people are more inclined to buy pollution-free and pollution-free green food, which is a good opportunity for our store. Furthermore, the shortening of people's dining time, the appearance of a large number of commercial workers and the influx of a large number of students provide opportunities for the development of takeaway services.
T: although it seems that the prospect of take-away service is bright now, with the development of economy, the scale of catering industry is getting bigger and bigger, and the popularity is getting higher and higher, so people will have more and more convenient meals, which will impact the development of take-away industry. At the same time, with the increasing number of people who find take-away business opportunities, there will be more and more take-away service points, which will make our competitors more and more.
VI. STP analysis
(1) s (market segmentation)
1. Geographical factor segmentation: Weinan is a small and medium-sized city, and it is located in the north. Most of the consumers are northerners, and the local population of Weinan and the floating population in surrounding cities are the main ones. The taste of the food is not much different, and the staple food is mainly pasta.
The dishes prefer vegetarian dishes, with a slightly heavy taste, and we take them out intimately.
2. Population factor breakdown: With the development of urbanization, the urban population is increasing, and mainly young people, who are mainly distributed in various commercial posts, schools and other places. It is this group of people whose lifestyles and consumption patterns are very different from those before. They advocate fashion, like freedom and pursue individuality. At the same time, they are also pampered and lazy since childhood, and the introduction of our intimate takeaway just meets their needs.
3. Subdivision of psychological factors: With the improvement of living standards, people's requirements for quality of life are constantly improving, and at the same time, people's lifestyles are constantly changing. In the past, people's pursuit was to have a full stomach and eat well, regardless of whether they were healthy. Now, with the increasing incidence of various cerebrovascular diseases, hypertension, diabetes and other diseases, people's pursuit has changed, and they pay more attention to health while eating well. Coupled with the emergence of all kinds of food safety problems, people are more inclined to ecological and safe green food, and our intimate takeaway just catches this and fills this gap.
4. Analysis of behavioral factors: People are generally willing to buy affordable and convenient take-away food because of the increased work pressure and shortened meal time. Moreover, with the emergence of a large number of post-81s families, more and more families tend to take-away service, which is mainly concentrated in young people.
(II) Target Market Selection
Through the analysis of our intimate take-away production capacity, human resources, financial ability and the analysis of the consumer market, our target market is mainly targeted at the younger generation, who are mainly commercial post workers, families born after 81s and students. Because our store is newly established, its human resources and financial ability are relatively not strong enough to meet the consumption needs of all market segments, and among all consumer groups, the younger generation is the main one. Therefore, our target market is the youth group.
(3) market positioning
when positioning the market, the intimate take-out mainly adopts selective positioning.
compared with the take-out services of KFC, McDonald's and other stores, our intimate take-out has just been established, and it has not yet formed a brand effect, so the customer trust is not strong. However, they mainly provide western-style fast food, while our shop mainly provides Chinese food, which is more in line with the needs of consumers in China. At the same time, in small and medium-sized cities like Weinan, people's wages are generally not high, and of course their consumption level is obvious. In addition, our target customers are young people, and their consumption level will be even lower. Therefore, our products are mainly positioned as the middle and low-end market, once as the entry point, and then gradually expanded.
seven, 4P analysis
(1) product
1. product features: as far as the product itself is concerned, the meals in our shop are mainly made of pollution-free, pollution-free and ecologically safe raw materials. At the same time, our take-away packaging is made of sterilized and recyclable iron lunch boxes, which have no white pollution and will not cause harm to human body. As far as product ordering methods are concerned, there are mainly telephone ordering, short message ordering and online ordering, which are convenient and quick and meet the consumption needs of modern people.
2. Product category: our specialty meals mainly include: Heyang Heichi mutton paste, Hancheng mutton minced meat, Dali crescent cake, Pucheng basin mutton, Weinan time steamed stuffed bun, Linwei District Xiaji Hele, local specialty dishes, special pasta, special porridge, rice and crispy rice.
(II) Price
In order to achieve the pricing goal and consider the product characteristics, we use the accounting department to provide cost estimation, the sales team to provide information about customers, and the kitchen department to provide production capacity information for accounting. According to the accounting, the food in our restaurant is mainly at the middle and low price, pasta is generally about six yuan, meat staple food is generally about ten yuan, and the second specialty food depends on the selected dishes. The porridge is generally 1.5 yuan, crescent moon cake is one yuan, 1.5 yuan with vegetables and 4 yuan with meat.
(3) Promotion
1. Advertising: As our store has just started, the funds are not very abundant, and the cost of TV advertising and magazine promotion is a bit high. We can choose Huashang Daily, the Internet and leaflets for publicity. When we carry out leaflet publicity, we mainly aim at schools, large shopping malls and other places where there are many young people.
2. business promotion: our store mainly adopts three ways to promote business. First, apply for membership cards for major customers, and you can enjoy membership treatment as long as you specify the membership card number every time you order food. The second is to issue vouchers to ordinary customers, which can be used to offset part of the shopping money in the next consumption. Third, before leaving work every night, the unsold porridge, soybean milk, etc. are packaged and sent to passers-by passing in front of our store to play a role in publicity and promotion.
(4) Channels
Our store mainly adopts direct sales. Our raw materials are directly purchased by our purchasing staff, and there are special purchasing points to ensure the quality. Meals are delivered directly by our delivery staff, and at the same time, products can be promoted by the way during the delivery process. In addition, the telephone can also be made by a special person.