Top catering operation thinking

In recent years, the contraction of large catering and the rise of small catering are the inevitable trends of social development. The "big" of big catering is more of a bubble and an unreal consumption phenomenon; The "smallness" of small catering is a kind of regression. "smallness" is the common people, "smallness" is the people's livelihood, and smallness is the real significance.

it's not easy to cook a small meal.

Small dining thinking is different from big dining thinking. After the transition to small catering, the biggest difficulty is the change of operators' thinking. They don't lack teams, products and funds, and they lack small catering thinking. If they are not careful, they will operate according to the hotel model and eventually fall into a business dilemma. To do a good job in small catering, you should have the following six kinds of thinking:

1. Simple thinking

As the name implies, small catering must be simple: simple people, simple products, simple investment, simple decoration, simple management, simple training, simple publicity and simple cooperation ...

it is actually very difficult to be simple, especially for people. We often say: simple people do things at the lowest cost, and cooperation with simple people leads to the highest dividend. If the team members are not simple and the interpersonal relationship is complex, it will lead to high communication cost, high execution cost, internal friction of the enterprise and failure to grasp the essence of doing things.

simple, to achieve cost focus, focus can make a difference.

a person's energy is limited, and an enterprise's resources are limited, so we should focus on doing one thing with limited costs. Small catering business should pay attention to cost focus. The funds for opening a shop are limited, and the money should be spent on the cutting edge.

first of all, the cost should focus on a single store, and the cost of a single store should focus on the product. Food and beverage products are our core, and everything should return to the products themselves. In the process of opening a store, we should cut off unnecessary expenses and costs, such as excessive decoration fees, advertising fees and training fees, and concentrate our money on products to continuously improve quality. Imagine spending hundreds of thousands and millions of dollars on advertising. If the money is spent on the raw materials of products, the effect will definitely be better than advertising. So you will find that Wallace has never done TV and newspaper advertisements. Products are the best advertisements.

second, people's thinking

to make small meals, we should be rooted in the people: we should cut into the needs of the people, use their language, and conform to their tastes, habits and culture. The people are most concerned about the price, so the price setting should match the consumption power of the people. For example, the brand name: it is best for children in the third grade of primary school to read it.

third, only by thinking lightly and going into battle lightly can we win the battle.

Only when the company is light, the store is light and the mentality is light, can we develop and replicate quickly.

Nowadays, many people operate brands, and companies focus on single stores. We should focus on single stores, and companies should serve single stores.

As for the relationship between a company and a single store, let me give an example that is not necessarily appropriate:

If a small catering enterprise is compared to a woman, then its buttocks represent the market terminal, which is large and grounded; The waist represents the department and organization, which should be small and thin, curvy and flexible. Breasts represent profits and dividends. Of course, the bigger the better, you know. Face is corporate culture, and a face is a brand. The company requires that the waist should not be big, and it will be unhealthy if it is big.

Fourth, think fast

Small boats are easy to turn around, and small restaurants pay attention to the word "fast".

Make decisions quickly: Don't let the store manager participate in things that employees can make decisions; Don't let the manager participate in things that the manager can make decisions; Don't involve the boss in what the manager can make decisions. We should not make a decision when we are 1111% sure, even if we are wrong, we can adjust later.

Make corrections quickly: Cooking small meals is a process of making mistakes and correcting mistakes. Success lies in our ability and speed of error correction. Be good at thinking and summarizing, and be good at tossing. The best way to correct mistakes is to

try, but don't try. We don't know what's wrong, and we don't know what's better without trying. It doesn't matter if a single store starts a bad business. The key lies in how you can correct mistakes quickly. Business is all adjusted.

eat quickly: similar to a store that just needs it, when the peak period comes, the turnover will be higher as soon as the meal is served.

copy quickly: in this era, society will not leave us too much time to dawdle, and brand competition is manifested in the competition of time and space. There is a good saying: in this society, if we don't wake up fast enough, don't wake up, just sleep to death, so as not to wake up sad. I estimate that it will take less than three years for small catering brands to blossom. In the past three years, 111 million can achieve a brand. If you do it after three years, it must be 11 million.

5. Open mind

To make small catering, the enterprise can be marketized internally, so that employees can face the market, reduce people-oriented management, and let the market motivate people and supervisors. Wallace's method is that employees open stores in partnership and invest in stores in partnership, so that employees can participate in the operation and participate in dividends.

Be open-minded: Go out often, be good at communication, don't have secrets, and regard communication as a trade. As long as you are willing to communicate, it will definitely be a win-win result.

Many people deal in Tibetan secrets, such as products with secret recipes and models with secrets.

This age is transparent. Don't have secrets. If there are secrets, others can't come in and you can't go out.

VI. Variable thinking

The profit of small catering should be realized through quantitative change, involving the number of customers, the number of restaurants, the sales volume of products and the number of partners. Only by breaking through a certain amount can we get rich profits.

Several misunderstandings:

Complex thinking: Many people use childhood complex or hometown complex to choose business categories, or directly choose hometown specialties as categories, making a big mistake! Because these categories are often very narrow customers, not mass products, local specialty snacks are not suitable for chain.

Handmade thinking: Many people use handmade signs to attract consumers, and consumers care more about taste. What does it matter to them if they don't do it by hand? What customers want is the result of the product, not the process. Handmade things are not suitable for chain stores, and future products must be slowly de-artificial and de-chef.

thinking ahead of time: consumption is a habit. Being ahead of time makes consumers unaccustomed and makes a big mistake! Especially when using advanced equipment, everyone must be cautious. It is always a cost and may not necessarily promote sales. In the process of operation, every link should take into account the essence of operation, that is, maximizing sales and minimizing costs.

Subjective thinking: Many people make standards according to their tastes, hobbies and habits. It doesn't matter if you feel delicious, but what customers feel delicious is important.

professional thinking: many people open restaurants, too inclined to their own majors and ignore the products themselves. Operating restaurants, always the largest products. Stars open stores, and performances are greater than products; When intellectuals open stores, culture is greater than products; Teachers open stores, and training is greater than products; Journalists open stores, and publicity is greater than products; Designers open stores, and decoration is greater than products. These are often the reasons why you can't open a store.

five principles of small catering brand positioning

first, the main single product positioning method

attacking is very important, but defense is more important. I would like to ask, in a small catering market with low threshold, who can't cook a few dishes, so when the chain stores open to a certain scale, it is very difficult to defend the battlefield. Only by focusing on a specialty dish, and taking this specialty dish as a strategic single product, constantly in-depth study, constantly in-depth tossing, and constantly in-depth upgrading, can the final consumers think that only this chain brand is the most professional and trustworthy choice, so as to be well defended.

focus is not because of major, but because of focus. Defending a dish can finally form competitiveness, eventually form an industrial chain and finally form a real small restaurant chain brand.

The founder's personality positioning method

It is the founder's innate ability and mind that really determines the development of the brand. The outside world is noisy, complicated and uncertain, but only the founder's inner genes are unchanged. Don't go with the flow, don't look at the world, but go back to your heart to find the answer. Every brand founder is a unique individual in the world. To build a small catering brand, we should not package it from the outside, but go deep into the inside to discover and discover the unchanging ambition and genes in the founder's heart. Through this genetic code to locate, in this way, we can integrate personality and fly close to the ground.

third, lifestyle positioning method

when you are full, you will support it. 31 years ago, as long as a man had steamed bread at home, he could tell a woman that if she married me and I had food at home, that woman would marry him normally. Now, it is not enough for a man to have food at home, but also to learn to fall in love with a woman. Why? When people are full, the most important thing is emotional needs. Consumers are the same as women. You should give them a sense of security, but also give them emotional needs. Different times and different ways of playing. The level of consumers has improved, and the level of our brand flicker will also be upgraded.

Fourth, consumer group positioning method

Birds of a feather flock together, people are divided into groups, and so are consumers. They always need to play and eat with people of the same kind. The internet hasn't changed anything, it just killed the middlemen, and at the same time, let the cave people live in groups all over again. Consumers began to gather in the same class and the same ethnic group, living and eating.