Development of urban food and beverage terminals is a second-tier brand to enhance market share and brand image of the inevitable choice, although there has been a "terminal is looking for death, do not do the terminal is waiting for death," said, but I think, looking for death is better than waiting for death, after all, it also has a lot of opportunities for success. Therefore, as a second-tier brand manufacturers, can make use of their own conditions, optimize resource allocation, focus on resources, more accurate development of the catering terminal market, and reasonably avoid operational risks, so as to seek greater profitability, then, how to do to better develop the catering terminal?

In general, a complete catering terminal development plan should have the following links: First, first of all, the catering terminal market research, including market research, the target terminal to determine; second, according to the research, lock the target catering terminals; third is to enter the development of the implementation stage, including door-to-door visits, communication and negotiation, and finally signing, file building, catering terminals began to operate. Market research. Now the operation of the catering terminal of the risk is relatively high, a little inattentive, will "run the number", thus bringing losses to the supply of manufacturers, therefore, in the development of catering terminals, careful market research is essential. So, what content to research? First, the research on the situation of food and beverage stores. The purpose is to know yourself and know your enemy, targeted development. In this regard, not only to investigate the background of the restaurant, personnel, scale, but also on the business status of the restaurant, door-to-door customer consumption characteristics, especially the credibility of the exchange of in-depth understanding and even "reconnaissance" in order to avoid the development of blindness and impulsiveness, the more detailed this survey, the better. The content of the survey includes: 1, the composition of the restaurant survey: is to study the various types of food and beverage terminals in the proportion of the entire terminal. The purpose of analyzing the composition of the terminal is to combine their products to determine which type of terminal is the focus of their own development of the terminal. That is to say, the product into which terminals, to be able to bring their own maximum income, to have a good input-output ratio. 2, the basic situation of the restaurant: including the name of the restaurant, the nature of the owner's background, geographic location, size, the surrounding community, the surrounding counterparts, business history, the owner or the person in charge of procurement of the specific circumstances. 3, restaurant sales survey: last year and last month, the total sales of such products, last year and last month, the sales ranking of similar products. 4, into the store investigation: whether to charge a store fee, store fee, on the cabinet fee, door fee, display fee, promotional fees, whether to require or allow on the promotion and so on. Second, the restaurant competitor investigation: investigation of competing brands and the number of competitors, competitors benchmarking marketing strategy, competitors into the field conditions, catering units and competitors of the relationship between the closeness of competitors, competitors strengths and weaknesses of the analysis. Through the investigation of competitors, identify the main competitors as well as market entry points, through SWOT analysis, so as to develop their own appropriate development strategy. Third, the consumer survey: through the survey of consumers around the restaurant, to master the accurate market information is the successful development of the restaurant magic weapon. Through the survey, you can clearly determine whether the product matches the catering terminal to be developed. Fourth, the views of the restaurant: restaurant owners and employees of the product views, suggestions, through this survey, to facilitate the selection of appropriate product categories and combinations of entry. Lock the target catering terminal. Before determining the target catering terminals, the first thing to do is to segment these catering terminals "queue", according to the terminal survey information, in accordance with the consumption level, terminal composition, competitor dynamics, market situation and other survey information to be subdivided: 1, the consumer consumption level segmentation can be divided into high, medium and low-grade catering terminals. 2, the competitors segmentation, the main product categories and combinations to facilitate the selection of suitable products and combinations of entry. 2, competitor segmentation, major competitors, minor competitors. 3, the degree of competition, is monopoly competition, excessive competition, or free competition. Subdivision is to determine the product to enter the target catering terminal services, for the second-tier brands, you can know more clearly the type of catering terminal you want to enter, to determine the direction of the development of the main attack, to avoid the risks that may be brought about by the wide spread of the net. So, how can we determine which is in line with their own conditions of the catering target terminal? For second-tier brands, the following four principles need to be observed: 1. target consumer groups are relatively concentrated, acceptance of new products to a high degree; 2. larger, better business, better business reputation; 3. high attendance, high turnover rate, good word-of-mouth communication; 4. stable operation, sustainable, long-term cooperation. Previous： Next：