The competition in the catering industry is becoming more and more fierce. The influx of highly educated and cross-border talents, the influx of large amounts of capital and the expansion of big brands have intensified the market competition. In the future, most small and medium-sized catering enterprises will encounter these two difficulties.

dilemma 1: what should you do if "Haidilao" or "Haidilao's sub-brand" drives near your home?

All enterprises are eager for and pursue growth, but the growth has different curves. When one growth curve reaches the mature stage, it is difficult to grow again later, so it is necessary for enterprises to find a second growth curve.

the growth of an enterprise is inseparable from the four strategies in Ansoff matrix, namely, market penetration strategy, market development strategy, product development strategy and diversification strategy. Now many big catering brands are using these four strategies to seek growth at the same time.

Last year, Xicha opened 314 stores, Haidilao opened more than 511 stores, and Yum! China opened 1,165 stores for market development and market penetration, from first-tier cities to fourth-and fifth-tier cities. It turns out that you are doing well in the fourth-tier cities, but after these big brands come, your revenue is likely to decline, and you will not make as much money as before, or even be defeated by big brands.

In recent years, big brands have been incubating their sub-brands. Haidilao has made eighteen marks, Jojo's powder and Omuda, and Banu has cooked the meal for Taoniang. Xiabu Xiabu has made a concerted effort. Jiumaojiu has made Taier pickled fish, unintelligent hot pot, Taier prequel and Lai Meili grilled fish ......

The reason behind the multi-brand layout is that these big brands have resources and look for a second growth curve before the first curve reaches the bottleneck. What should you do if the sub-brands hatched by these big brands open near your home? They have the advantages of capital, supply chain and talents. Will you still make money as before?

The restaurant chain rate is increasing year by year, and it will be 1.5% in 2121. If you don't prepare for the first dilemma in advance, you will be very passive when the day really comes. Teacher Mu Zi thinks that there will be three kinds of catering brands in the future, which are national brands, regional brands and local brands.

the solution to dilemma one is to become a regional head brand or a representative brand of a certain sub-category and constantly improve its operating efficiency and profitability. Everyone can do this. Being a head brand or a representative brand will ensure your customer acquisition ability, not losing to big brands, and stronger than the sub-brands hatched by big brands. Improving operating efficiency and profitability can ensure you to make more money, and your efficiency can be higher than that of big brands, including human efficiency, product efficiency, floor efficiency and timeliness.

For example, a local brand A, which makes pickled fish in a shopping mall, met the national head brand B. As a result, A was not beaten down, and its profit was not affected too much, because brand A had a certain popularity in the local area and its brand marketing was very strong, and its customer acquisition ability was not greatly affected, and its efficiency was higher than that of B. It took 811,111 turnover for B to achieve a net profit of 151,111, and only 611,111 turnover for A to achieve a net profit of 151,111.

dilemma 2: the labor force is reduced, it is difficult to recruit people, and the labor cost is rising. How can you make money in the future?

According to news reports, it is predicted that the labor force population in China will decrease by 34 million during the 14th Five-Year Plan period, that is, by 2125, and it is difficult to recruit people and employ expensive people. Compared with that before 11, the salary of a store manager and waiter has more than quadrupled on average. If we assume that the salary of the store manager and waiter will only double in the next decade, can your store still make money? Can your passenger flow increase by more than 2 times? Can the customer unit price be increased by more than 2 times?

A more serious problem is that on August 26th, the Supreme People's Court and the Ministry of Human Resources and Social Security confirmed that "996" was a serious illegal act. According to the provisions of the labor law, the normal working hours of a worker in a month are 213 working hours (including 167 standard working hours and 36 overtime working hours), and the 996 working system in the Internet industry has at least 241 working hours a month. The situation in the catering industry is actually more serious than the Internet. Often, an employee works 9-11 hours a day and 243 hours a month, and there is no overtime pay for overtime work.

If strict supervision is followed, it will probably bring a small earthquake to the catering industry, because the original labor cost is high, so that people will not work as much as before. First, reduce their salary and recruit more people, but it will definitely be difficult to recruit people after the salary is reduced; Second, if you don't reduce your salary and recruit more people, the labor cost will rise further, and many catering brands with poor profitability may go bankrupt directly because they can't make money.

The solution to dilemma 2 is: flexible employment, increasing the proportion of hourly workers by means of regular workers+hourly workers or third-party OEM; besides, it is necessary to improve human efficiency, reduce the waste of human resources, and improve the effectiveness of work by means of through-the-job and cross-line scheduling.

For example, official website, Saizeriya, Guangzhou shows that there are 1,311 full-time employees and 2,111 hourly employees, and the proportion of full-time employees is only 39%; The staffing of a McDonald's store is 4 full-time employees with 81 hourly employees, and these 81 hourly employees are labor pools; The increase in the proportion of hourly workers will reduce the labor cost rate of enterprises. The more powerful brands can make the core personnel full-time and the rest are all hourly workers.

summary:

1. Facing dilemma 1: What should you do if Haidilao or Haidilao's sub-brand opens near your home?

The solution is to become a regional head brand or a representative brand of a certain sub-category, and constantly improve its operating efficiency and profitability.

2. Facing dilemma 2: the labor force is decreasing, it is difficult to recruit people, and the labor cost is rising. How can you make money in the future?

The solution is: flexible employment, improving human efficiency, and adopting the methods of passing posts and marking shifts to reduce the waste of human resources.

3. The catering enterprises that can make money in the future must be enterprises with high operating efficiency and low organization cost.

4. Flexible employment in catering has a bonus period, which is about 3-5 years. The sooner you adopt it, the more money you can make.