The opening of a branch of a chain enterprise will inevitably make some pre-assessment at the time of opening, such as the opening of the store's geographic location is good or not, the number of people, the main dining population statistical description (age, gender, origin, occupation, income, education, spending habits, etc.).

Opening a branch is usually also based on historical experience, and the existing old stores for comparison, some of the conditions of the branch may be similar to the existing outstanding performance of the conditions of the old stores (location, customer flow, labor costs, etc.), then in the beginning of the expectations will be higher (higher expectations of performance); and as a rational behavior of opening a branch, the expectations of the branch at least than the average level of the current chain of enterprises to be higher, otherwise it pulls down the overall level.

For the newly opened stores, the biggest difference with the old store is that the old store has formed a very mature system, has a brand reputation (which the chain stores can inherit), has a mature consumer groups, for any unexpected crisis management ability than the store.

There is also a need for a trial period of operation to reach the normal operation of the branch, the beginning of the performance indicators may not be suitable for the normal operation of the performance indicators. It is best to make some detailed investigation and analysis during the trial period, combined with the actual situation, reference to historical experience to determine the reasonable performance indicators.