First, the business philosophy interprets coffee culture, deduces modern life and leads the fashion trend. Second, the market positioning style: the coffee shop is a warm and romantic style, providing customers with quality services and aristocratic enjoyment, striving to create an elegant, comfortable and leisure consumption environment, and guiding consumers to change their consumption concepts to the cultural taste of advocating nature and pursuing health. For consumer groups: business travelers, successful people, and young people who are pursuing fashion trends. Third, market analysis The coffee shop industry is still in the stage of development and excavation. With the continuous improvement of people's living standards and the gradual change of consumption concepts, coffee shops have become an important leisure gathering place in people's daily life. Since Roman Roland Coffee officially opened the Qiyang coffee shop market, coffee shops have become more and more popular among consumers. In particular, the young generation of new people's persistence in coffee shops has given the coffee shop industry enough room for growth and development, and the market development potential is huge. Therefore, as the only modern hotel with four-star standards in this county, the construction of coffee shops is an inevitable trend. As far as the coffee market in Qiyang is concerned, there are only two competitors, Roman Roland Coffee and Laoshu Coffee. Roman Roland Coffee, the first real coffee shop in Qiyang, Professional coffee making technology is a pioneer in Qiyang coffee industry. I have participated in the preliminary preparation and training plan of Romain Rolland Coffee, and I have a certain understanding of it. Romain Rolland Coffee is a subsidiary of Dongguan Oden Coffee Chain's Hunan Head Office, which follows the management system of Dongguan Oden Coffee and implements the chain operation mode. It has certain brand advantages and talent reserve advantages. Besides professional coffee, it also operates western steaks, Chinese and western packages, etc. As it entered the Qiyang market at the earliest, its market share reached more than 51%. Laoshu Coffee, a well-known coffee chain in China, has the same business model as Romain Rolland Coffee, but its brand awareness is more advantageous than Romain Rolland Coffee. It was once said that Oden Coffee is the second brand of Laoshu Coffee, and its products are roughly the same as Romain Rolland Coffee. It's just that compared with Roman Roland, it's a step later to enter Qiyang. At present, the above two cafes are in a state of confrontation with the coffee market in Qiyang. The brand advantages and advertising advantages of coffee chain stores are incomparable to us at present, but the group-based business model and procedural management system of chain stores are their advantages and their major disadvantages. The styles of chain stores are too consistent and the products and services are modular. It is impossible to show the personalized characteristics of the coffee shop. What we need to do is how to make good use of the flexible management mechanism and the advantages of local resources to develop a personalized coffee shop and successfully enter the coffee market in Qiyang. 4. Management concept 1. Respect the independent personality of the catering staff. 2. Mutual supervision: the management supervises the work of employees, and employees can also put forward their own opinions or opinions to their superiors. 3. Create a collective atmosphere: not only should the subordinates feel the strict discipline of western restaurants, Care should also be given to employees, so that employees can feel the warmth from the collective, which is conducive to strengthening cohesion and improving work enthusiasm. 4. Treat them fairly, treat them equally, and give full play to their talents. 5. Product introduction focuses on professional coffee, combining fine western food, Chinese and western packages, exquisite snacks, water bar drinks, etc. to meet the needs of consumers. 1. Coffee is mainly pure coffee, and exquisite fancy coffee, such as Blue Mountain Coffee, is introduced. Irish coffee, etc. 2. Western food should be mainly imported steaks, such as black pepper steak, Normandy pork chop, sirloin steak, etc. 3. Fashionable water bar drinks, such as papaya milk, banana milk, Hong Kong-style milk tea, etc. 4. Make some cold drinks, hot drinks, snacks, salads, etc. according to different seasons. 6. Marketing strategy 1. Brand strategy: It is suggested to take a name with rich connotation and outstanding personality on the basis of Huaxin Hotel. Easy to attract attention. 2. Price strategy: 1) Mainly adopt the middle and high-grade price strategy, strive for perfection in food "color", "fragrance", "delicacy" and service, and strive to give customers maximum enjoyment and psychological satisfaction. 2) In view of consumers' psychology of price comparison, the price should not be higher than that of competitors in the same industry. 3. Promotion strategy (1) The promotion strategy of coffee shops should be competition-oriented. Restaurants must understand the competitors' situation, compare their products and services with those of competitors, and work out specific promotion plans and schemes on this basis. In the process of implementing the plans, they can establish a distinct corporate image by promoting their unique products or business style. (3) The propaganda strategy in the promotion strategy is to reduce the cost, the high output mode and print promotional materials. Distribute by sections, adopt intensive strategy, at the same time, use advertising columns to publicize and highlight the image. VII. Implementation plan 1. Implement according to the implementation of direct stores: The initial implementation plan is mainly implemented according to the implementation of hotels. Through strict market research, careful market analysis and cautious operation attitude, we plan before opening, inspect the business place, scientifically evaluate the potential consumption analysis, the consumption level around the business site and the market competition, and predict the business situation after opening. The important personnel in the initial stage of entrepreneurship should be in place as soon as possible, and the personnel in other positions should start to recruit and train. 2. Model of western restaurant service industry. Customer-centered, customer satisfaction as the purpose, through customer satisfaction, and ultimately achieve the promotion of our business philosophy. 3. Personnel and system 1) The manager is responsible for comprehensively coordinating and managing the work of various departments in the hotel, formulating marketing plans and workflows, establishing assessment and training systems, urging employees to work, accepting the supervision of superiors, and doing a good job of communication between the coffee shop and various departments. Supervise employees' work, inspire their enthusiasm for work, listen to their opinions, make comprehensive decisions on the operation of various jobs, communicate with the hotel on behalf of the coffee shop, and reflect their opinions and requirements upward. Pass down the work required by the hotel. 2) Two supervisors assist the manager to do all the management work of the department, regularly assess the employees, and pay attention to on-site management. 3) 2-3 foremen obey the work arrangement, cooperate with superiors to do the management work well, play an exemplary role in the work, enhance the cohesion of employees, and strengthen the awareness of on-site management. 4) Waiters 12-18, food delivery staff 5, welcome guests 2-4 (Zatsukobe can be considered). 2) Introduce membership system, season card and monthly card to attract more customers. 3) Give coupons with a certain value according to a certain amount of accumulated consumption. VIII. Financial plan. 1. Implement strict financial management to realize the control of profit and loss through the subject audit on \ "daily report \" and \ "monthly report \". 2. Daily income should be counted in time, and all ordering menus and receipts must be kept in duplicate for checking and recording. 3. All items in the store belong to the fixed assets in the store, and shall not be destroyed or taken away at will. 4. If the income is higher than planned after monthly settlement, the salary will be adjusted appropriately to arouse everyone's enthusiasm for work. If it is found that the property of the store is destroyed without reason at work, it will be deducted from the salary or bonus of the responsible person. 5. For the accounts, we should make daily accounts, monthly accounts, quarterly accounts and year-end general ledger, so that the profit and loss of our store can be seen at a glance on the books and avoid the blindness of management. 6. Financial management objectives: to maximize profits, maximize investment objectives, and meet internal interests. 7. Break-even analysis. When opening a coffee shop, the gross sales profit should be close to or slightly higher than the industry average. After knowing the average gross profit level of other cafes and estimating the variable costs and fixed costs of cafes, we can calculate the breakeven point and determine the turnover needed to achieve breakeven. The sales profit rate and return on investment of coffee shop can be roughly calculated, so as to determine the return on investment period. "Not only profit, but also service and questioning. "As practitioners, I hope this coffee shop will become the ideal and belief of high-quality service and healthy development of the industry. We believe that only under a fair and rational management idea, unremitting persistence will result in a win-win situation that everyone hopes, thus promoting the formation and development of western restaurants in general. Flowchart of opening a shop First of all, the most important thing is site selection. In many cases, the location of restaurants often determines the success or failure of business operations. The location survey of catering enterprises mainly collects relevant information from all aspects of the selected area, so as to evaluate the quality of the selected business address. Secondly, through the actual investigation, the feasibility report is put forward. This report should include the market, regional characteristics, infrastructure, topography and other features, as well as sales revenue forecast and cost analysis; Third, after the feasibility report is passed, put forward specific design and decoration schemes; Fourth, apply for construction (water, electricity, etc.); Fifth, enter the site for construction; Sixth, with the lease contract to the local industrial and commercial bureau registration (approved enterprise name; Registered capital and capital verification report; Health permit; Environmental protection certificate; Fire protection scheme; Tax registration; License for selling and buying cigarettes and alcohol, etc.); Seventh, exterior wall signboards and advertising licenses; Eighth, staffing, recruitment and training; Ninth, completion acceptance (fire control acceptance, health acceptance, environmental protection acceptance);