As street snacks, some people can only push carts and often perform with urban management? Cats catch mice? Games; Someone opened a small shop and invested a lot, but he couldn't get rid of it? Dirty? Situation, in front of the cold pommel horse.

But a fifth? Cao Min, a businessman who lost all his money in the 12 earthquake, is an out-and-out layman in catering, but it took him just five years to transform traditional street snacks? Maocai has quickly become the absolute king of the industry, with more than 900 direct sales and chain stores nationwide, even going to Xinjiang, Inner Mongolia, Tibet and other places, with annual sales reaching 200 million yuan.

For Cao Min standing on the ruins of the earthquake, even though he is a small maocai, his disadvantages are obvious:

1, insufficient funds. Apart from the facade rent and the purchase of infrastructure, there is no spare money to spend a lot of money on decoration and mood. How can we fight our way out in the powerful catering market?

2, do not understand technology. Cao Min didn't even cook before he started his own business, and there were no people engaged in catering among his relatives and friends. How does he stand in the catering industry with taste as the absolute core?

3. No management experience. Cao Min has never been exposed to the catering industry and lacks experience in managing restaurants. How to make your shop stand out as soon as it opens?

Automating products? Tell a story?

There are many kinds of street shops, and if you want to be outstanding, you must have a brand-new business philosophy. Cao Min wants to make a product with a story. Match an excellent story for the product, so that others will be attracted by the story of the product before they come into contact with it, and emphasize the uniqueness of the product, so that people can remember themselves in all kinds of similar products at once.

However, always with? Xiariba? Maocai, where did the story come from?

Can you trace back to the source and sort out maocai's past and future generations first?

After visiting one cultural celebrity and expert after another in Chengdu and consulting a lot of materials, Cao Min restored the origin of maocai: as early as the Three Kingdoms period, the simple and delicious maocai prevailed in Bashu. People are familiar with this. During the Three Kingdoms, Liu Beisan invited Kongming to the thatched cottage. In order not to disturb Kongming's rest, he put a pot outside the thatched cottage and cooked maocai. Later, Kong Ming was attracted by the fragrance and came out to see Liu Bei.

After several studies, Cao Min found that maocai is not a nobody, but a snack with entrepreneurial stories.

The story of the Three Kingdoms is deeply rooted in China, and the same cultural background makes China consumers have a great mass base and recognition. Cao Min was overjoyed, so he named the restaurant? Look after maocai? .

There are stories, but stories can't just be empty shells, just gimmicks. To have something real, the role of the product should match the story, and the story should conform to the temperament of the product.

? Look after maocai? The first store opened in Deyang, Sichuan. To play? Three kingdoms culture? Deeply involved in the details, Cao Min changed the signature dish beef to? Take Zhang Fei beef? What's the name of the cold cake? The story of Deusim Yue Bai Gaoliang? Plum wine is packed in an antique hip flask and named? Plum cooking wine .

Even, he has a big trouble with the set menu: what is the name of a single set menu? Riding the savior alone? What's the set meal for two? Cooking wine on heroes? Call more than three people? Hero? , plus the antique decoration and tableware, look after maocai? The theme of our store is very clear. Once opened, it became an instant hit in a street full of restaurants in Deyang.

Secret: the profiteering account book of single catering

Story rendering is just a coat, not the ultimate goal of the product. Whether it can be transformed into productive forces is the key. The goal of a businessman is nothing more than making money. It is immoral not to make money, and it is natural to make a profit.

What is the "Three Visits to Mao Cai"? Looking at Cao Min's account book, we can analyze it from two aspects: input cost and output profit. Take Sangu's first store in maocai as an example, first look at the input cost:

As can be seen from the chart, Cao Min has minimized the input cost, because the cost is the lowest and the sales profit can be increased to the highest. Although the input cost itself cannot determine whether an enterprise has a lasting competitive advantage, it can tell us the size of its gross profit.

Secondly, let's look at profits.

The number of tables is calculated as 12, and each table has 4 people, so the number of people dining is 48; Daily reception, calculated by three people per table, 144 people; The daily take-out quantity is 20, and the average one is calculated by 20 yuan, and the per capita consumption is 20 yuan; According to preliminary calculation, the daily turnover is 3,280 yuan and the monthly turnover is 98,400 yuan. According to rough statistics, the gross profit margin of Sangu maocai reaches 60%. What does this mean?

Businessmen tell us that the gross profit margin can reflect the sustainable competitive advantage of enterprises to a certain extent. If a company's gross profit margin is above 40%, then most companies have a sustainable competitive advantage; The gross profit margin is below 40%, and it is in a highly competitive industry; If the average gross profit margin of an industry is less than 20%, then there must be excessive competition in this industry.

However, maocai's gross profit rate is as high as 60%, which is not profiteering. What is this?

Looking after management templates? Stupid? operate

Maocai's brand story has captured the hearts of many consumers, but for catering, taste is king, and the user experience of customers should be improved.

Cao Min upgraded and improved product details and technology. In the past, Maoming's industry used leftover bittern oil, but bittern oil was always unsanitary and harmful to health [source:]. Cao Min decided to use homemade frying oil instead of brine oil. After many experiments, he finally realized the concession. Look after maocai? On the basis of the original flavor of old Chengdu, the original fresh flavor of food is retained.

In addition, San Gu maocai also enriched the dishes, added various meat products on the basis of vegetarian dishes, and even introduced the secret signature beef, which became a signature dish with reasonable price. At the same time, the price must also be reasonably matched. For example, Flammulina velutipes sells well and is suitable as a dish to promote sales, not a dish to make money.

The taste is guaranteed, and then how to package maocai into fashion, convenience and hygiene? Fast food style? How's the food?

Thanks to a plan formulated by Cao Min? Stupid? In operation, there are templates to set from site selection, shop opening, production, management and other links.

As we all know, a good location is half the success of street snacks. The choice of location will play a decisive role and influence on the future business development. Some operators, due to lack of marketing experience, make hasty decisions on the location of restaurants based on personal subjective assumptions, causing many unimaginable troubles. In the end, it is not only difficult to find customers, but also will cause serious losses.

Third, Maoming has a good geographical location, a prosperous urban area, a large floating population, many universities and dense office buildings. This is not unusual, but how to measure the flow of people in these areas?

Cao Min used the simplest and most primitive? Stopwatch method? Use stopwatches, notebooks and pens as props. Find an observation point and reference point in a relatively open place, count the number of people every 30 minutes, take three time periods: morning and evening, peak and peacetime, and then calculate the average. If there is a flow of more than 30 people every 10 minute, it can be considered appropriate, otherwise it is not appropriate.

And the standardized operation of maocai production summarized by Cao Min? Boil, boil, adjust? Three-character formula:

Endure? Boil the original soup. According to the calculation of 100 kg of water, boil the water first, then add the soup bag and the base residue, and cook for 8 minutes with strong fire, take out the base residue for later use, then add the special chicken essence and base oil to boil, and cover with heat preservation.

Cooking? Be maocai. Put a proper amount of water in a bucket specially cooked for maocai, boil it for about 10 minute, and take it out for later use.

Mix the seasonings. Add seasonings to the cooked maocai in proportion, including 2.5 tablespoons of original soup, 0.5 tablespoons of seasoning/kloc-0, 0/tablespoon of red oil/kloc-0, and then add seasonings such as garlic paste, sesame seeds and millet spicy.

Of course, all the raw materials and seasonings are made in proportion, and the spoon is a company-specific spoon. After these steps? Stupid? Operation method, a maocai can appear in court. This set? Stupid? Operation, even the layman of catering, can get started in a few days.

Because of its low cost, high profit, easy operation and easy replication, it is suitable for? No money, no skills and no experience? what's up Three no personnel? Business, such as college graduates, returning migrant workers, laid-off workers and other small entrepreneurs.

After the opening of Cao Min's first store, it was booming, and entrepreneurs from all over the world came from afar to consult, so that in just five years, relying on maocai in small maocai, it quickly turned traditional street snacks into a leader in sub-categories and became? King of maocai? There are more than 900 direct sales and chain stores in China, and even go to Xinjiang, Inner Mongolia, Tibet and other places, with annual sales reaching 200 million yuan.

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