This store is aimed at the customer base of college students, neighborhood residents and working people. The business area is about fifty square meters. Mainly provides breakfast, lunch, dinner, special cold drinks and casual dining. Breakfast is mainly Zhejiang and other southern snacks, of course, snacks are also indispensable. There are many varieties, full flavors and rich nutrition, so that diners have more choices. For lunch and dinner, there are dishes with different flavors from north and south. And non-meals provide a variety of cold drinks, such as juice, thin ice, ice porridge, ice bean sweet soup, frozen coffee, fruit platters and so on. The restaurant adopts the self-service fast food way, so that customers have more relaxed dining environment and more space for choice.

2: Fast food restaurant profile

1, the store hair belongs to the catering services industry, the name of a product of three smiles fast food restaurant, is a joint venture. Mainly provides Chinese breakfast, such as doughnuts, small dumplings and other Chinese snacks and small dishes, lunch and dinner are mostly fried dishes, smokeless barbecue.

2, Yipin Sanxiao fast food restaurant is located in the South Street Commercial Pedestrian Street, the inaugural period is a small stalls fast food restaurant, the future will gradually develop into a Chinese fast food chain stores like KFC, McDonald's.

3, employing chefs with many years of experience, with our wisdom, talent professional management knowledge and dedication to the cause of this heart, will certainly be a leader in this industry.

Third, the business objectives

1, due to the location in the commercial street, the source of relatively rich, but there are many competitors, especially the store just opened, want to open the market, it is necessary to work on the quality of service and product quality, and further expand the scope of business to meet the different needs of consumers. The short-term goal is to stand firm in the South Street Commercial Walking Street, and strive for 1 year to recover costs.

2, the store will be in 3 years to set up 3 branches, and gradually develop into a strong economic strength and have a certain market share of fast food chain group, in the island city of many fast food brands to break through a piece of heaven and earth, and into the catering market, a well-known brand.

Fourth, the market analysis

1, the source: the city fast food store target customers are: to the South Street commercial pedestrian street shopping and entertainment of the general consumers, accounting for about 50%; nearby school students, store staff, neighborhood residents, accounting for about 50%. The number of customers is sufficient, the consumption level of low-grade.

2, competitors:

A three-smile fast-food restaurant near **** there are four major competitors, including a larger one, the other three are small fast-food restaurant. These 4 restaurants have been in business for more than 2 years. ××The x x fast food restaurant serves both Chinese and Western food at a more expensive price, with a sparse source of customers. The other 3 small fast food restaurants have poor hygiene, poor service quality and crowded and dirty dining environment. The store seized the existing shortcomings of the four fast-food restaurants, the introduction of "good value for money" and other marketing strategies, and strive to occupy a place in the fierce competition in the market.

Fifth, the business plan

1, fast food restaurants are mainly for the public, so the price of food is not too high, is a low price.

2, vigorously carry out the convenience of snacks, breakfast to a variety of inexpensive, localized Chinese breakfast packages.

3, lunch and dinner to provide economical, nutritious dishes, and provide an elegant dining environment.

First, the background of entrepreneurship

In recent years, China's catering industry is developing rapidly, food and beverage varieties, the number of stores is rapidly increasing, all types of restaurants, hotels are coming out of the endless, the industry competition is becoming increasingly fierce. At the same time, foreign fast food landing on China's catering industry has also put forward a serious challenge. With the foreign fast food into a large force, a new mode of catering operations - chain management gradually by the majority of practitioners of concern. Chain management has changed the traditional way of small production and operation, effectively reducing operating costs, expanding market share, and bringing great economies of scale to enterprises. Domestic insights have begun to use the chain as an effective means of development of production and operation, such as Beijing Quanjude Roast Duck Group, Dong'an Catering Group, Tianjin Dog Li Group, Dalian Bohai Hotel Group, etc. are at the forefront of the domestic food and beverage industry chain, the scale of the development of the industry has played a catalytic role. But in general, China's chain management, especially in the catering industry chain management is still in the primary stage. Vigorously develop chain management is an effective way to improve the economic efficiency of the catering industry and the road.

Second, the store profile

The store is located in the center of the university gathering, the main target customer groups are college students, teachers, and working people. The business area is about 80 square meters. It mainly provides breakfast, lunch, dinner, as well as special cold drinks and casual dining. Breakfast is characterized by snacks. There are many varieties, full flavors and rich nutrition, so that diners have more choices. Lunch and dinner are characterized by healthy dishes. The restaurant adopts the self-service fast food method, so that customers have a more relaxed dining environment and more space for choice. The restaurant is decorated naturally, casually, but also has a modern atmosphere, the walls are light and warm colors, the kitchen layout is reasonable and exquisite, good lighting, the overall perception between the family kitchen and the hotel kitchen nature.

Initial (1-3 months)

The main product is a meal for the three groups of different health conditions in the city, the market strategy for the positive and effective marketing strategy to capture the market share of Chinese catering and health care medicines; set up a good brand image of "green food", to enhance visibility, reputation; to recover the initial investment, and actively promote the market.

Medium-term (1 year)

Consolidate and expand the existing market share, and further improve the restaurant's management system, improve the scientific management level of the enterprise; start to prepare for the expansion of the brand must be the corporate image recognition system, a unified advantage of the characteristics of the meal, a unified management model and other aspects of the construction.

Long-term (2 years)

At that time, the restaurant operation has entered a stable and good state, with the enhancement of the power and influence of the enterprise, the scope of services can no longer meet the needs of potential customers, the way to franchise, to open up new market space, expanding the scope of radiation and influence of the restaurant.

Third, the development strategy

1, the restaurant opened before the advertising campaign, because the main customer base is for students, and students in the speed and breadth of information transfer is very large, so the publicity may not cost too much effort, just flyers or multimedia and other forms of simple advertising can be.

2, the restaurant takes the buffet way, free tea and fresh soup. And the quality of rice is relatively better than the competition, can be used in different ways, so that the taste is different, in order to be different from the competition, to give customers more concessions, in order to attract more customers. In addition, the restaurant is also based on different festivals and set up a characteristic couples package, which will also become a major feature of the restaurant.

3, there are many students accustomed to a three-point-one-line lifestyle, many times in order to save time will choose the nearest dining place and do not want to go to the farther away from the restaurant, so in the geographic location will not be too far away from the school gate. The restaurant will also introduce delivery service in due course, according to the different situations to take the appropriate approach. Such as: if there are more than three (including three) of the amount of calls can be delivered free of charge to the door, a separate call for takeaway need to be delivered to a certain delivery fee, so there is a benefit, such as one person want to call for takeaway, in order not to pay the delivery fee will be pulled up on the other two takeaways, so it is also able to increase sales.

4, the restaurant uses stainless steel buffet plate, that is, saving and environmental protection, and the waste can not be dumped, you can contact the farmers, so that it is free to collect regularly, so can be mutually beneficial. It is reported that competitors in this regard is not in place, so a good . Dining environment is to attract more customers.

5, the summer vacation period, although the source will plummet, but after all, there are still some of the students who stay in school, nearby residents and part-time workers, then you can take to reduce the amount of production, shift the focus of the service, etc., in order to improve the business situation in the summer. During the winter vacation on the consideration of repairing the business for a month, has reduced unnecessary cost expenditure.

6, the market economy is a fast-growing, changing, dynamic, so we must take a long-term view of the development of an enterprise and analyze the production of a long-term plan, every stage of the operation of the overall situation should be summarized, and make the next step in the plan, so that the development of a ladder-like pattern. After stabilizing the operation, you can consider expanding the operation, increase other services, and can look for new markets, do chain operations, and slowly build their own brand, can be specifically for students to provide food and drink catering industry development, in short, to look at the problem from a long-term perspective, so that there can be the future of the enterprise.

Four, restaurant management structure

store manager and cashier 1, 1 chef, 2 waiters. Business philosophy focuses on the following:

Main cultural features: health care, humanistic care

Main product features: with therapeutic food to protect

Proposed name:

Spicy dishes restaurant (spicy, positioned to include young, fashion, love, hot, fast)

Site conditions:

Standard front room, with passenger transportation center, tourism center, office center, commercial center, residential center of the five conditions, but also Leshan's largest university community, convenient transportation, broad vision. The only shortcoming is that there is no suitable parking location, only with the help of the underground parking lot of the surrounding major shopping malls.

Dining plan market research:

After a preliminary pre-investment market research, we positioned the target consumer groups around the large group of college students, around the large group of residents of Xiao Ba Road; competitors are mainly for the existing and soon to be opened in the Chinese restaurant, which is particularly dominated by the major shopping malls of the major brands of fast-food restaurants to young, Fashion, fast for the elements of the more rivals, but less rivals to love, hot for the elements of the rivals; Xiao Ba Road is located in the business district in the past is very developed, the new business atmosphere to fully create a good, in the short term, will become comparable to the Xujiahui huge consumer shopping district; and food and beverage industry related to the legal formalities, leasing contracts and so on have been clear, the relationship between the supplier to be strengthened. Perfect, detailed, planned market research, especially consumer preference surveys need to be further developed.

Dining Characteristics:

The main dishes of Sichuan cuisine, promote the food culture of Sichuan, with "spicy" as the main color for the dish design, spicy dishes culture and fashion elements combined with the promotion of young, love, hot, fast fusion; the design of fast-food packages, and actively develop the Hunan-Ganzhou fast-food consumer market and delivery market.

Proposed Scale:

Construction area of 100 square meters, 1 open store store upstairs and downstairs of 50 square meters, monthly rent of 33,000 yuan. Proposed staff: 2 chefs, 2 assistant chefs, 4 store attendants (including foreman and cashier), the total monthly wage control within 10,000 yuan.

Opening Preparation:

Signed in mid-February, two months rent-free, March for business, tax and fire and other government affairs, personnel recruitment and training, the development of job systems, menu design and price design, decoration packages and store decorations, supplier contact, the first batch of material stocking, network promotion and so on, mid-April trial, May 1 official opening. The first day of May, the official business.

Opening Planning:

Trial operation for two weeks, the official opening ceremony for two weeks, during the event can enjoy the benefits of the event publicity; media promotion planning, outdoor site planning, store layout, promotional activities design.

Investment budget:

Rent and deposit working capital of 165,000 yuan, fixed asset investment of 150,000 yuan (100,000 yuan for decoration, 30,000 yuan for electrical appliances and kitchen equipment, and 20,000 yuan for furniture and decoration, etc.), 15,000 yuan of working capital for materials, totaling 33 million yuan.

Operating costs: rent 33,000 yuan / month, water and electricity 0.2 million yuan / month, 10,000 yuan / month, labor, promotional promotions average 0.3 million yuan / month (festivals focus on the use of about 5,000 yuan each time to do 5 times a year, the rest of 11,000 yuan usually used), taxes 0.1 million yuan / month, other expenses 0.4 million yuan / month, a total of 53,000 yuan of monthly cost of expenditure, the annual Cost expenditure 636,000 yuan.

Depreciation of fixed assets: fixed assets of 150,000 yuan, the budget 2 years depreciation is completed, that is, the average monthly depreciation of 0.625 million yuan, depreciation funds can be used for turnover, but must be budgeted for 2 years after the redecoration.

Profit Budget:

Estimated monthly turnover of 150,000 yuan, 65% gross profit is expected (internal must control more than 75% gross profit, leaving 10% space for discounted sales) that is, 97,500 yuan, depreciation of fixed assets 0.6250 million yuan / month, cost of expenditure of 53,000 yuan / month, the net profit of 38,250,000 yuan . The annual net profit is 459,000 yuan.

Survival Analysis:

The break-even point for a single store is a monthly turnover of 91,200 yuan, that is, an average daily turnover of 0.304 million yuan, with an annual turnover of 1,094,400 yuan. The first year of annual turnover if less than 1,094,400 yuan, does not have the conditions for survival, must be adjusted as soon as possible or resale; the first year of annual turnover is higher than 1,094,400 yuan, has the conditions for survival, you can try to improve; the first year of the annual turnover of 1.8 million yuan can be stepped up to consider further development.

Profit Distribution:

60% of the annual net profit of 459,000 yuan is used to improve the brand and continue to invest in the store, i.e. 275,400 yuan; 40% of the annual net profit is used for shareholders' dividends, i.e. 183,600 yuan.

Expansion plan:

If the annual turnover of the first year reaches 1.8 million yuan and the net profit of the funds used to continue to invest in the funds is greater than 250,000 yuan, then the second year to open three stores.