gross profit margin refers to the ratio between gross profit and sales revenue of catering enterprises, which is an important indicator to measure catering profitability and reflect grade standards. Q: How to improve the gross profit margin of catering enterprises? A: Due to various conditions, the gross profit margin of catering enterprises will change accordingly. A core issue is that the gross profit margin is essentially the pricing level of enterprises. The increase of gross profit margin will improve the profit level, but it will also hinder certain customers from coming frequently because of price factors. The first way to improve gross profit margin is brand building. By forming a high-grade impression of customer consumption, we can increase the dizzy feeling of the product itself, so as to lay a psychological foundation for increasing gross profit. The second is the cost control method. On the premise of ensuring quality, we will try our best to lower the purchase price and make good preparations for enterprises to expand the gross profit level. The third is the process control method. In the process of processing, raw materials should be reasonably selected and used scientifically to reduce waste. A well-known catering enterprise in Beijing has a high brand awareness in China, so its gross profit margin is higher than that of other catering enterprises, reaching more than 71%. But it is such a gross profit level, because its characteristic signature dishes enjoy a certain reputation in the country, and the guests who eat in enterprises are still in an endless stream. Customers from all over the world want to eat in a well-known restaurant, no matter whether they are invited or invited, even if the price is higher, they can still afford it. However, a Korean restaurant in Jinan City, Shandong Province, also adopted this high gross profit policy, which suffered a "Waterloo" failure. It should be said that Korean cuisine can still be recognized by customers because of its distinctive personality and unique environment. However, there are two kinds of Korean food: one is the so-called Korean restaurant, that is, the restaurant under the banner of Korean cuisine, which is high in price, fine in practice and small in quantity, and pretends to be a high-end restaurant; The other is the Korean style, which is delicious, full of food, rough in form and serves the public customers. Jinan, a Korean restaurant, follows the routine of the so-called Korean restaurant, and its gross profit margin is close to 81%. Although the boss has made great efforts in store decoration, I have lived and worked in Korea for 6 years and have some experience in catering business, but I still can't get customer recognition, and my business is bleak, which makes people feel sorry. I can't believe the comprehensive gross profit level of Yuyuan Dumpling House in Baiquan County, Heilongjiang Province, which is only about 31%! Can you make a profit with such a low gross profit margin? Jassamyn Liu, the boss, said that local consumption is low, but the customer base is large, so adopting low gross profit pricing can make customers get more benefits and create continuous consumption, which can also make profits. It is said that the boss is now preparing to open a branch because the business of the dumpling shop is booming. The gross profit margins of the three catering enterprises are different, and the results are not the same. From these three cases, it can be confirmed that the determination of gross profit margin should still vary from place to place and from person to person. If we only rely on the wishful thinking of the operators and do not make specific analysis, we can't guarantee the customer's approval and will certainly fail. The cost control of kitchen dishes is very important, which is related to the gross profit level of dishes and affects the profit of enterprises. However, in specific work, it is often because chefs lack training and don't know how to control the cost of dishes, which makes the cost control a muddled account. Only after the end of a business cycle can the actual gross profit level of the enterprise be calculated from the total purchase and sales accounts of the enterprise. But at this time, what is done is done, and the process cannot be effectively controlled, resulting in high costs. Using the standard cost card method can effectively control the standard, plan the process and monitor the results, and realize a reasonable gross profit margin. Q: How to make a standard cost card? A: This is a way to fully reflect the cost structure of dishes by tabular form. The specific contents include the name of dishes, the classification of dishes, the classification of raw materials and wool, the classification of raw materials and net materials, the classification of seasonings, cooking methods, pictures of finished dishes, tabulators and approvers. After the standard cost card is made, it is classified according to seafood, livestock and poultry, seasonal vegetables and other items, and posted on the wall for the convenience of chefs to refer to it at any time. 1, making standard cost card, need to do a good job in the basic work of food classification and quantification. The basis of the standard cost card is the menu, and the standard quantification of the menu is the key to make a standard cost card. For a long time, the chef industry has always followed the vague professional terms such as "a little" and "a few" in food processing, and passed on recipes and skills through the words and deeds of the master. If you don't see it with your own eyes, you can't know the standard dosage exactly. Develop the habit of detailed links, rearrange the basic recipes, put an end to vague terms such as "almost" and "probably", and clarify the usage and dosage of raw materials, so that you can understand them at first sight and understand them at once. On this basis, the standard cost card is made, and the dishes are cut and fixed, which is convenient for execution. 2, strictly implement the standard cost card, prohibit the chef to cut and match at will. Some large catering enterprises, with many chefs and different experiences, tend to be frivolous and arrogant and unconvinced. Even if the standard cost card is made and posted on the wall, there will still be some chefs who rely on their own skills and regard it as nothing, and still cut and match according to their accustomed methods and standards. In this regard, all chefs should be clearly informed at the regular meeting of chefs that the standard cost card is the production standard of the enterprise, the internal legal provisions of the enterprise, and the auxiliary tool to restrain the chef's production behavior, which plays a stable and standardized role in ensuring the quality of dishes. Anyone must obey unconditionally and carry it out resolutely. For chefs who violate the management system and change the cutting and matching standards without authorization, they will be dealt with seriously and advised to leave the enterprise. By improving employees' ideological understanding, enhance their consciousness of actively implementing standard cost cards. 3, blanking must be weighed, accomplish know fairly well. Every chopping block chef should be equipped with a special weighing scale, which is convenient for weighing raw materials at any time. In the process of cutting and matching, kitchen managers should often conduct sampling inspection to prevent going through the motions. Chefs should adhere to post training activities, improve their eyesight and hand strength through training activities such as "grasping with one hand", and improve their work efficiency on the basis of combining quasi-stability. 4. At the end of business every day, the usage and inventory of main raw materials should be checked according to the sales volume of that day. With the help of computer software, find relevant data, analyze the implementation, fill in the raw material use ledger, and check the relevant accounts with the custodian and financial personnel to ensure that the accounts are consistent and the accounts are consistent. Read more related knowledge and return to the list of kitchen management columns.