Don't study people, don't open a restaurant

In recent years, catering business is very hot, we all thought that this

line of work, low investment, low risk, high profits, but do not know that this

How much of the illusion and minefield!

Catering is really not who open can be successful, of course, if you've thought about, determined to "catering fire pit" to jump, may wish to see this issue of the red meal network columnist Lai Linping, catering entrepreneurial truth and business experience to share.

As long as there is a good product, you can open a restaurant;

As long as there is a team, you can open a restaurant;

As long as there is "money", you can open a restaurant.

-This is what a lot of restaurant start-ups, and people who open restaurants, take for granted.

Do you think that if you have a store in a good location, you will get customers? With a delicious product, there will be customers to come? Today's market, or sit and wait for customers to come to the door of the era? Different regions, different customs, different consumer groups, this era, the only constant is "change"! And this change, is with the market changes and changes.

The catering industry involves the complexity of a number of industries, should be interpreted in this way: from the laws and regulations, economic policies, trademark registration, site selection, decoration design, clothing design, property negotiation, to the market research, advertising, product research and development, supply chain logistics, financial systems, customer management, operations management and so on, almost covering a lot of other industries of professionalism.

On the other hand, there is another core point, which is the "consumer psychology" that we are going to talk about today.

Master the initiative, you have an absolute chance to win

You do not study the psychology of the consumer, the product is who to buy also do not know, how do you go to the positioning of the product structure, how to go to the market to create a burst of products?

Some of the restaurant's products are not bad, but the business is not good? There are many reasons, the brunt of the consumer groups did not study well, which is very relevant to the site selection.

Only when you understand your product is what type of consumer groups to buy, you can grasp the initiative, you have an absolute chance of winning.

The collision of the Internet and the entity catering, promote the development of this industry, but also let a lot of people's mood impetuous, and do not know, the Internet hype is a double-edged sword.

Cross-border people rushed into the catering industry, is a good thing? I think it is, this is in the catering industry is a warning one to let the catering people to be vigilant, do not be once the success and blindfolded. And what is the wind behind the hype? We know very well.

No matter what your original intention is, what model of restaurant you want to do, the first thing you need to figure out: what is your restaurant going to sell? What type of guests to eat? You have not even researched the consumer groups, head shot ...... The saying that having money is a good idea really makes sense, big deal, start over. Hahaha! (But how many investors are so capricious?)

Often really by then, Ze encountered countless people to consult, "What should I do with my store?" , "Can you advise?" Sell to "who" and why should they come to eat?

Today's market is a market of resource integration and docking, if you have good ingredients and people to develop good products, then the next thing you need to do is - research! Research!!! Research!!!

Research what? Your product - to sell to "who"? Why do guests want to eat? In the end, the ultimate word "people", you have to study thoroughly! This step is the core! But how many people do it today?

Three questions

1. What products to sell?

2. To whom to sell?

3. Why should consumers come to your store?

1. what products to sell?

Opening a restaurant to sell what products, this is the first condition! Investors should combine their own actual situation, for example, you know the ingredients? You can get good ingredients? The source and price of this ingredient is stable? Can you develop a good product? If you can't do it yourself, then you have to go to study, go to research, screen products, R & D team and management team.

If you know your own catering, or have been a chef, then consider the question of whether your product consumers can be satisfied? I've seen a lot of chefs open up stores, and then close them down in the end.

If you can do a good product, then ask, how are your operating costs? For example, the rent is very high, but the price of your product selling belongs to the middle and low consumer groups, which requires a lot of turnover and customer flow, then you will inevitably be unable to make ends meet.

2, the product to be sold to who?

So, the question is, who do you sell to? You have to research your favorite site business district, is in the commercial plaza? The business building neighborhood? A neighborhood store?...... Your location is important!

Once a restaurant is invested, it means you are spending money every day. For market research on your customer base, you'll want to consider all time slots Monday through Sunday and holidays.

Is parking easy? Is there a dedicated parking lot? How much can it be free? How much can it be discounted?

If you are in a commercial plaza, can you make clear signage on the facade and on the elevator and passageway at the entrance?

If the store is located in a neighborhood store or near a commercial building, can it be parked?

Is the street a one-way street or does it have other access points that affect walking and driving?

Is there any redundancy in recruiting at the entrance and the site at the entrance? If it's summer and there is a large space at the entrance, it's perfectly possible to add a late night snack stand. Open a restaurant, with time to adjust the space, space to enhance revenue, this is the key point of operation!

3, why do consumers come to your store?

You put the product development, sold to who is also determined, then I have to ask the most critical words: why should consumers come to your store to eat? What are your core strengths?

This is very much related to the positioning of the enterprise, product positioning, cultural core. Even if you are the simplest fast food, but also need to have product "highlights", "business" highlights!

You want to attract your consumers to rely on "discount"? Relying on the "group purchase"? We say the marketing is what? is the product, is the channel, is the consumer, is the advertising, is the customer's word of mouth heritage!

You want consumers to take the initiative to your restaurant, first of all, your products must have a certain competitive advantage, such as through the origin of good ingredients source as well as culture, research and development of products suitable for targeted consumers, then you will be half successful.

Then, the other half of the success? Is the interaction between you and the consumer. Not between WeChat and SMS interaction, nor is it a customer dining to say hello, these are the most basic, deeper is, your corporate culture in the end what attracted the consumer, you and the emotions between consumers rely on what to maintain?

While there are quite a few tools of the Internet, but as a caterer engaged in the catering industry for many years,

Managers have to communicate with each table of customers, to have their own familiar and able to hold the group, which is one of the assessment;

Use the restaurant supporting customer management system to do membership, according to the different stages of returning customers to do the maintenance to do the upgrading;

The charm of the community - fan food group, cross-border resource docking, plus the emotional exchange of managers. (As for how to do, here is not much to say; have the opportunity to listen to Zee's sharing.)

Any business, if your products and culture can not have **** with consumers on a spiritual level, then your business is bound to disappear in five years.

Five Restaurant Cases

Let's take a look at these cases:

Example 1

If you're planning to make traditional Chinese food, and your family has a few secret recipes, we're sure that your product is pretty much OK! But who are you selling it to? Don't tell me you're selling to the 90s, they won't sit down at the round table to eat, these dishes, on New Year's Day, their mom and dad will let them eat a lot of them, usually they really won't come to eat.

Example 2

If you do a single product, such as the hot "grilled fish", selected in the commercial plaza, the decoration is more youthful, I think it is more reliable; but grilled fish store is not recommended to choose the malls in the old city, because the people there do not like to eat.

such as grilled fish, it is recommended to try to consider in the southern region, if you open in the north, people eat beef, lamb and pork for three days, who come every day to eat grilled fish ah! But this is not absolute, the north also has a consumer market, it really depends on the location.

Example 3

If you are doing Korean-Japanese simple food, it is recommended to choose around the white-collar business district, or college students and young customers flow more places. The products should be rich and diverse, and produce fast. This type of restaurant, it is not recommended to open in the neighborhood around the community, the community, there will not be too many people to spend.

These fast-fashion restaurant, you also have to get through the Internet system, ordering, ordering, payment, takeout, queuing, customer management, etc., are able to be done on the phone. These are really not you want to do a good job, so many Internet companies, which one is credible?

Example 4

Know why those traditional Chinese food as well as dim sum stores in the old city are hot? For example, Shanghai's Qiaojiajie, Dafugui, Lao Shengxing, etc.; because their pan-fried dumplings, small wontons, scallion oil noodles, xiaolongbao, pork ribs rice cakes, etc. is to provide the residents of these old towns, even if the 365 days, every day, these old products, as much as anyone likes to eat.

Example 5

Creating a brand on your own is hard work, so joining is the best way to go. But what brand to join? Research on a franchised brand is another subject to learn, otherwise you will fall into the same abyss.

For example: is this franchise brand suitable for your geographical population, is it suitable for you to choose the venue? Why was this restaurant hot in the first place? Simply by discount hype, or a variety of fashion

Subverted culture? And so on, all to research a clear.

(What is the specific situation, we do not say more, you can go to the third and fourth tier cities of their own research to go! Zee has researched a lot of places.)

Again, for example, you join the coffee buffet, the two sides of the coffee franchise is to do earlier, ask today's franchisees, how many of them are to earn back the capital? These we will not say, or think about what brand to join! Not to say that all brands are not good to join Oh!

Message a few days ago, someone asked me: why insiders, professionals can try to open a store, we can not test the waters of these laymen to open a store?

My answer is: laymen can open, but do not do catering is not an investment to make money, if you want to rely on catering investment to make money immediately, advise you to turn back to the shore! Catering is to rely on the advantages of the product, the operation team's services, spread a good reputation, customers will continue to consume. Want to make money in the short term, how much money you can smash advertising? This is really not the average person can do ah!

Catering is really not who open can be successful, no one casually successful! What kind of store? What products are sold? Who are you selling to? Why do your consumers come? First of all, these questions to figure out, and then you do it! In addition, you have to study the "people", the study of "consumer groups", age, gender, consumption habits, the surrounding groups, it is best to study the consumer psychology. Do catering, really not easy, everything to learn, is not it? Now do not learn, and so you have millions of dollars in the water, want to learn too late, or pragmatic, ready to do a good job, it will be water to the drain.