In China, every day there are tens of thousands of restaurants opened, there are tens of thousands of restaurants closed, almost every owner of the opening of their own restaurants have a good vision, but the actual operation is very different. We plan to learn to summarize the main reasons for this phenomenon and the reincarnation of the "process" is: 1, China's food and beverage industry is a low barrier to entry, and there is a one-sided false image of prosperity, resulting in a lot of people looking for entrepreneurial projects preferred food and beverage entry; 2, the first time involved in the food and beverage market does not understand the hotel market, underestimated the investment risk of the hotel industry; 3, the first time involved in the food and beverage Most of the people do is the ordinary type of food and beverage, a serious increase in the homogenization of the industry, resulting in the family are no personality to speak of; 4, industry management is not standardized, each family fights for their own, and began to compete in an orderly manner; 5, too much control and compression of operating costs, the product is generally inexpensive and poor quality, the operation of the formation of a vicious circle; 6, the old crop of owners to close their doors to change their profession, the new crop of owners surge on the stream. From the above six steps "process" seems to be a bit funny, but the actual is such a cycle "process". Therefore, we advise in the process of operation of the hotel restaurant, or will soon be opened restaurant restaurant, we must choose their own positioning, do a good job of their own groundwork, refine their own product features and business services personality, steady brand building and marketing; we advise those who are ready to enter the catering market, entrepreneurial owners, in the choice of food and beverage projects, we must be prudent and prudent! Our practical and thorough study of the catering and hotel industry for decades, experienced many failures and successes, research and summarize the catering, hotel market must work before entering the content for the plan to set up store to enter the catering, hotel market owners as a reference: the first step, the project plan to first preliminary design of their own name brand name, product positioning, positioning of the target audience, environmental style positioning, service personality positioning, pricing strategy Positioning, profit orientation positioning and a series of business model positioning. Only accurate positioning, outstanding personality, solid foundation, it is possible to form in the market competition "a unique". The second step, site selection will be their own preliminary positioning into the intention of site selection, positioning for the target audience to do a full and detailed investigation of site selection options, advantages and disadvantages analysis. The third step, financial analysis to do a systematic, conservative business outlook, the cost of analysis, costing the point of preservation, predict the return on investment cycle. The fourth step, the proposal to investigate the perfect business plan, looking for target customers, friends, industry insiders to put forward comments and suggestions, modify the plan, and finally about at least five people to discuss and analyze the final feasibility. The fifth step, shelving or implementation plan project according to the fourth step of the proposal to investigate and analyze the feasibility and infeasibility of the conclusion, to make the decision to shelve, revise, or implementation. In general, the implementation of the above five steps can be avoided during the owner's business with fewer detours, even so, it is not necessarily open store can make money. Because, in the hotel business process, brand marketing and total quality management is also the absolute key to business success or failure. Summarized there are the following points: 1, do a good job of the correct business model comprehensive positioning 2, refining the unrepeatable personality traits 3, unremittingly grasp the quality of products and services, the use of word-of-mouth effect of the guests to spread a good reputation 4, to strengthen the quality of vocational ability to train, and constantly improve the quality of staff