amateurs watch the doorway, while experts watch the excitement. It is a big trend for restaurants that only make takeout food. Of course, professional things are left to professional people to do. You can find some take-away agents to learn about it or partner with rice fried rice with operational service experience. After four years of establishment, there are nearly 311 stores in the country, mainly catering to the tastes of young people. The average volume of a single store is 6,111 months, and the repurchase rate can reach 31%.
By the end of 2119, Hungry and Meituan's take-out accounts generally exceeded 21%. Since 2118, the take-out rate has increased from 15% to 23%. And every order must be guaranteed to be drawn into 4.5 yuan. For businesses, profits are gradually being thinned due to the increasing proportion of drawing.
let's make an account: suppose that according to the average 21% drawing calculation, a customer actually pays RMB 15, and the platform drawing becomes RMB 3.15. In addition, every order has to pay the platform service fee (guaranteed) 4.5 yuan. Actually, the money in the hands of merchants is only 7.35 yuan! After deducting the operating expenses such as platform pumping, delivery fee, ingredients, rent, water and electricity, the restaurant has almost no profit! Even many businesses are at a loss. If you want to get more orders, you must do ranking promotion before ranking 21 on the home page, and you must use all kinds of discounts to attract customers to place orders. In the end, even the cost of ingredients can't be recovered, let alone profits.
Are M Group and E Group now? These two platforms are paying more and more attention to the importance of exclusivity to ensure their irreplaceability in the market. The word "strategic cooperation" came into being here. Assuming that the merchants only cooperate with the US group take-out and not other take-out, then the platform will be discounted to 19%. If it is not exclusive binding, then the platform draw is 21% or even higher! Once a take-away merchant is bound to a take-away platform, it can no longer cooperate with other take-away platforms, otherwise the proportion will rise sharply and even the distribution scope will be reduced. The platform achieves market share through hard indicators. So once the merchant gets on the boat, he basically goes down the river passively. If you want to go ashore again, I'm sorry, swim up by yourself!
many people will say, since the take-away platform is so vicious, can't it be done without it? To be exact, it's really not good! After nearly 11 years of development, the take-away platform has gone from numerous food delivery platforms across the country to these giants. I don't know how much money it cost to form today's monopoly. What is monopoly? Monopoly is the only thing, that is, I can't leave, so now it's time for the platform to settle accounts! Merchants and consumers all miss 2114 ... 2116. During that time, in order to compete, the platform was free of delivery fees, subsidies and rewards. At that time, merchants earned real money, and consumers were happy. All kinds of coupons were able to eat menus of more than 21 yuan for 11 yuan, which was simply * * * capitalism! Therefore, in those years, the capital market flocked to many companies specializing in take-away: Joule, Stupid Bear Cooking, Sausage Princess, Xiaoheng Dumplings ... Now, in addition to Xiaoheng Dumplings, there are several offline stores that are alive and dead, and others are almost gone. And consumers have comfortably eaten a good meal for several years under a gentle stick of crazy subsidies. Now people have made the platform lazy and their mouths are greedy, and it has become a habit to order takeout! In 2118, several platform giants began to stop various subsidies and began to increase various fees. Draw from 17%, 19%, 21% ... 23%! Can businesses specializing in take-away food still live?
the answer is: as long as you do catering, you can't do without traffic. This traffic is a scarce resource, that is, money!
So if you specialize in fast food take-out, and the customer unit price is too low, the whole quantity will go up, and the more you sell, the more you lose, and you can't live at all! Even if you find a shop with a particularly cheap rent, you can save nothing but rent.
since you can't live, is there no other way?
of course, I won't answer your question if I have no choice!
Just now, I analyzed the cost accounting, including platform commission, meal delivery fee and promotion fee, which can't be saved by standard fees!
then we must find ways to increase the unit price of customers: change fast food into special meals. According to the big data report of the take-away platform, the top orders of take-away are: mala Tang, barbecue, spicy pot, mixed rice, fried chicken ...! Among them, spicy incense pots and barbecues have the highest unit price, and Mala Tang is in the middle, but the profit of Mala Tang is the highest, and the cost of ingredients only accounts for about 25%.
in this case, we can do market research in three categories: mala Tang, spicy incense pot and barbecue.
Search on the take-away platform: Find the brand "Qingyulan" which specializes in spicy and spicy pot take-away in Beijing at present, and operate it by joining a chain in Beijing. The customer's unit price starts from 21.9, and they may choose their own dishes. If two people pay the merchants according to 51 yuan, 21% will be drawn, and the guaranteed price will be 4.5. In 35 yuan, the cost of ingredients in spicy incense pot accounts for 31%. After deducting the cost of ingredients, the merchants have 24.5 yuan left, and then deducting labor, water and electricity, rent, lunch box fee and advertising promotion fee, how can they earn 8 yuan? If it tastes good, the quality of ingredients will be better.
barbecue takeout and mala Tang takeout are basically analyzed in this way, so I won't elaborate them one by one.
In short, it is an irreversible reality that the take-out platform charges a high fee, and it is impossible to change that customers are lazy, greedy and used to ordering take-out. Then what needs to be changed is how merchants can find high customer unit price and low cost of ingredients. At present, the top category of platform sales is the key!
The above analysis only represents my personal perspective and is for reference only. Welcome to discuss it.