Step 1: Choose a store.
Two places are the best choice.
First, there are many office buildings in the company, and second, there are crowded places. Choosing a place with more office buildings can ensure the business at noon. Some restaurants in Hangzhou often have too many empty seats at noon and not enough seats at night. Old catering is very concerned about whether the business at noon can be done well. This can ensure the benign operation of the day. In the commercial and residential area in the west of Hangzhou, the business of big hotels is often bad, but some small restaurants with characteristics are doing well.
There are many channels for choosing a store. You can talk to the landlord through media advertisements, pre-store resale advertisements, or directly find a newly developed house. Another way is to contact the store directly after choosing the general location, no matter what the other party is doing now. Although this method is tired, it works well.
You can take advantage of the Duo Long effect.
Don't think that places with many shops are not suitable for entry. If there are many small restaurants with characteristics in a street, it will cause the Duo Long effect, and it is easier to do business than to go it alone. The key is to distinguish so many stores from other stores.
Be careful about subletting the store.
It is almost an open secret in the catering industry to earn part of the subletting fee by subletting. Therefore, newcomers must be cautious when subletting other people's stores.
We should pay attention to some traps in subletting storefronts: First, because the sublessor has encountered the road demolition project, it has been unable to open its own business, and only wants to recover some upfront investment through subletting. Therefore, when looking for a store, you must first carefully ask the nearby stores, preferably to the planning, housing management or industrial and commercial departments. If a place is to be demolished, it will generally notify the local industrial and commercial office. Second, the original restaurant was limited in sewage discharge and fire fighting, and was required by the relevant departments to stop operating, but the lessee did not know the inside story. After paying all the subletting fees, I found it impossible to open a shop here. This situation is most common in the downstairs of residential buildings. Third, if the other party cannot provide the real estate license after renting, the industrial and commercial office will not give the business license in this case. The fourth situation is that the other party sublets the store after the business is booming, just to earn the cost of subletting. Some restaurant owners in Hangzhou like this operation. After taking over, I found that this store has been in recession, and it is difficult to make it prosperous again.
If a storefront sublets one after another in a short time, it must also be very careful. There is a saying in the catering industry in Hangzhou: "The paralyzed restaurant is not good at feng shui", which mainly refers to the kind of storefront that has changed hands many times, and it is difficult to do it well. Sometimes, this storefront seems to have many good functions, but some hidden weaknesses are hard to find. For example, although it is located in the city center with a large flow of people, there are also many business buildings on the side. However, there may be problems such as inconvenient parking and inconvenient access. And the result may be that business is not doing well.
Step 2: product positioning
After selecting the facade, we will start the product positioning. Take opening a 300-square-meter hotel as an example.
A safer way is to follow the food trends in a city. Jinhua casserole, for example, was very popular three years ago. A casserole shop of more than 300 square meters can do business of 654.38+0 million a day. Gross profit can reach 50% and net profit 30%-35%. Since last year, the business of Hang Cheng Restaurant has been booming. Seeing this consumer market, some bosses specialize in local spicy dishes in Quzhou, Jiangshan and Longyou provinces. For example, there is a "Quzhou Hometown Cuisine" on Wen Hui Road, which caters to the tastes of many people who like spicy food and has its own local characteristics.
At present, it is more popular to introduce local dishes directly from Zhejiang Province and open a shop in a small restaurant with Hang Cheng characteristics. For example, Jinhua Casserole Restaurant, Shipu Seafood Restaurant, Tonglu Hotel, Dongyang Hotel, Wenling Hotel ... these small restaurants are very popular. Some are simply named after "Tujia cuisine". First, because there are many migrants in Hangzhou, especially people from all over the province come to Hangzhou. After opening a small restaurant with local characteristics, you can attract a large number of fellow villagers first. For example, Yingshanhong Zhexi Restaurant located at 5 1 Tiyuchang Road mainly serves western Zhejiang cuisine in Longyou and other places. According to the boss, guests from Quzhou and Jinhua account for two-thirds. The Green Valley family on Gudun Road is also a place where many Lishui people in Hangzhou have dinner.
If it is a special restaurant outside the province, it is difficult to purchase, and it is difficult to make the raw materials completely authentic. At present, the transportation in the province is convenient and the purchase is convenient. Many small restaurants with local flavor, and even common vegetables are also shipped from the local area.
By positioning, you can determine the name of the store and customize the menu. It is simple and clear to name the store directly with the special main course or place name. For example, "roast chicken", "boiling fish" and "Tonglu hometown dishes", or directly naming the shop after the place name, both of these effects are good.
Step 3: Decorate
After determining the storefront and positioning, you can decorate it. The consumer demand of customers is rising, and the status of storefront environment in restaurants is becoming higher and higher. A good environment can sometimes be a key factor in the success or failure of opening a store. Three or four years ago, some big hotels in Hangzhou won in one fell swoop with cheap and luxurious environment. Since the end of last year, many small and medium-sized restaurants in Hangzhou have also begun to make a fuss about the environment.
What's the store environment like? It's not that the more you invest, the better. It is more about design. Sometimes designing a mud wall that reflects the positioning of Tujia cuisine with little money can attract customers. Since last year, some small restaurants with high grade and exquisite decoration have appeared in Hangzhou, and their business is doing well, largely because the environment is superior to others.
Decoration is a very complicated process. Restaurant decoration is different from ordinary family decoration, and it also involves professional issues such as environmental protection and fire protection. Please hire professionals during the decoration process. It's best to find a chef or someone with experience in restaurant management before the renovation begins. They can offer many suggestions.
Step 4: Recruit employees
Whether the restaurant is open well or not, talent is also a key link. The staff of the small restaurant is divided into two parts, one is the chef and the other is the waiter, who are responsible for kitchen production and front office service respectively.
In a 300-square-meter restaurant, the number of staff in the kitchen depends on the number of dishes. Generally, a dozen people can do it, including cooking, cutting vegetables (side dishes), serving dishes (chores) and washing vegetables. But some kitchens use 30 people, such as a China hotel in Zhongshan Road. Because of the high-end positioning, the variety of dishes ranges from Chinese food to various west points, and the production requirements are also very high. The number of people naturally needs to increase exponentially, but here, the price of vegetables is 60% to 70% higher than that of ordinary restaurants.
There are four common ways to find a chef: First, the boss orders food directly. This method is mainly suitable for small restaurants. The boss goes to a restaurant similar to his position. If he thinks the food tastes better, he tries to dig people directly in this shop. The advantage of chefs is that the boss can understand the skills of each chef and maximize their respective values. In Hangzhou, the salary of a chef in a small restaurant is generally around 3000 yuan, while the salary of a chef is more than 1000 yuan.
In Hangzhou, another way is to provide free chef introduction service through Hangzhou Catering Hotel Industry Association. The guild will also give simple guidance on how many people are needed for the newly opened kitchen. The telephone number is 87216673,87216674.
Another way is to contract others to do it. After finding a chef, the chef is responsible for recruiting people. For a 300-square-meter hotel, depending on the number and grade of dishes, the monthly contract fee for chefs is 6.5438+0.8 million yuan to 40,000 yuan, which is used to pay the salaries of kitchen staff. The boss will sign a contract with the chef to ensure the output and gross profit margin of the dishes, and at the same time ensure that the health inspection and fire inspection of the competent department must pass. This is more worry-free for the boss, as long as you take care of a chef. The disadvantage is that if the boss doesn't manage the chef well, once the cooperation with the chef ends one day, the whole class in the kitchen will be changed, which will have a great impact on the operation of the whole restaurant. Moreover, if someone contracts the kitchen, the chef can only earn more money by deducting more wages from the kitchen staff.
The fourth way is to ask the catering management company to do it. With the maturity of the catering market in Hangzhou, a number of professional catering management companies have emerged, such as celebrity catering management companies, which not only invest in celebrity hotels, Zhonghao typhoon shelter, Piarchuan and other hotels, but also export kitchen management to more than 30 large, medium and small hotels. Hangzhou Baoshan village catering management company, in the classics
After running his own direct store, he also began to manage the restaurants outside. Most of the bosses of these companies are chefs and have good experience in kitchen management. Catering management companies generally have their own direct chain stores, with a relatively stable team of chefs below. Inviting them to manage the kitchen seems to be similar to personal kitchen contracting, and the responsibilities are similar. The advantages are: the salary of individual kitchen contractors to the following employees is arbitrary and often changes, which affects the stability of the chef team. After corporate management, this operation is more transparent, and management companies often bring in some new dishes.
Step 5: Customize the equipment.
Kitchen equipment includes three kinds of items in the kitchen: electrical appliances (mainly refrigerators), cookers and objective tables. Senior chefs recommend buying places: Hangzhou Ceramic Market and Tao Qiu Road Store.
Small items mainly refer to hardware: stainless steel bowls and basins, chopping boards, spatulas, etc. The place of purchase is in ceramic market and specialty store. If you want to find a cheaper place, you can go to hangzhou east railway station Commodity Market, Yiwu Commodity Market or Yongkang Hardware Market. As long as the counter-offer is in place, the prices of goods in these places can be cheaper by more than one third.
Tableware for customers: you can go to the ceramic market or specialty store. If the restaurant has a high positioning and is good at characteristics, you can customize the dishes and chopsticks that meet the characteristics. If it is a stall-style small restaurant, in order to save the upfront investment as much as possible, some people will buy second-hand goods. Some big hotels often change their bowls and chopsticks. These changed bowls and chopsticks were taken to some small restaurants, and the goods looked good. Some shopkeepers will contact these hotels in advance and can buy them at a very low price.
People who have never worked in the catering industry usually find a chef who is responsible for guiding the procurement of equipment. This is very important, because there are many kitchen equipments on the market. Some kitchen equipment looks very useful, but it is not very useful. An experienced chef knows best what equipment to use.
Another thing to note is that some stores are equipped with kitchen equipment when they are built. Such equipment is not designed and equipped according to the restaurant you want to open. If you rent it, you will often spend a lot of money.
Sublet hotels can sometimes omit this purchase procedure, but many times when they actually run, they will find that some equipment is useless and can only be decided by professionals. Otherwise, we have to throw away the old equipment and pay a large sublease fee for nothing.
If you want to save more money on buying three big items, one way is to go to the flea market on Shaoxing Road in Hangzhou, which depends on luck. Sometimes there are complete sets of kitchen equipment here, some in stock and some second-hand. Another way is to find the kitchen equipment manufacturer directly. At present, many kitchen equipment manufacturers recycle some old hotel equipment while selling new goods. By buying these second-hand goods, they save two-thirds of the money compared with buying brand-new equipment.
Step 6: Buy raw materials.
After opening the store, the boss grasped the purchase the most tightly. In many small restaurants, the boss also serves as a buyer and cashier, which also ensures the entry and exit of money. Even if you can't do it yourself, find a close friend to do these two jobs.
Drinks and seasonings:
Method 1: Go to the food market and supermarket to buy it yourself. There is more freedom of choice, because sometimes you can choose some cheaper prices for cash settlement.
Method 2: Let professional companies directly contract, which is the most common practice. All drinks and seasonings are contracted and supplied by a company, which is responsible for delivery at any time. One of the main reasons why bosses take a fancy to this method is that they can pay their bills. The general practice in the industry is to settle accounts one to two months after delivery. Professional companies also have a certain sales rebate, which depends on the difference in sales. If you add a sales rebate, the purchase cost will not be more expensive than going to the vegetable market and supermarket. The rebate rate ranges from 5% of sales to 12%, which depends on your own discussion with suppliers. Some restaurants don't take back the deduction, but ask the supplier for the entrance fee. Some insiders believe that this practice has many disadvantages, the interests between suppliers and restaurants cannot be tied together, and cooperation will not be as close as rebate sales.
The waiter is happy to accept the delivery from a professional company, because he can get the corkage fee, which is a commercial bribe stipulated by the industrial and commercial department. In a small restaurant with four or five salespeople, if the business is good, a waiter can collect seven or eight hundred bottles a month. In some big hotels, waiters can't collect the corkage fee by themselves, but in this small hotel, the boss will ask the waiter to collect the corkage fee directly, in order to encourage the waiter's enthusiasm for work.
Ingredients for dishes:
Frozen shrimp, fish and other aquatic products, if you want to choose good quality aquatic products, you can go to large supermarkets, such as Metro and Trust-Mart. Fresh aquatic products are mostly purchased in Jinjiang agricultural and sideline products market and Nongdu aquatic products market. For a small shop, the daily consumption of vegetables is not large, and the owner will go directly to the nearest farmer's market to purchase goods. After a long time, the stall owner is relatively fixed, allowing the supplier to deliver the goods to the door. Some shopkeepers want to do business with regular stall owners, deliver goods to their homes and pay the bill. However, it is best for the boss to go to the market often in person, not only to replenish the goods, but also to look at the new raw materials on the market and understand the price.
Tips for buying small restaurants with food stalls: when the market goes down, you can buy some dishes at a very cheap price to take home for sorting, or a bunch of good raw materials.
Whether the raw materials are well purchased and the prices are cheap is very important for the operation of a restaurant. It is important to have professional knowledge. Some bosses don't know the quality of raw materials at first, so they have to take a chef as an assistant. Especially when buying seafood, experience is very important. For example, if different people buy the same amount of prawns, the price per kilogram may be different 10-20 yuan. People who are good at it can see that they can keep these for a few days after buying them back. Many restaurant purchasing veterans will buy a small amount of seafood near the end of their lives when purchasing seafood, because the price of this kind of seafood is two-thirds or more lower than the normal price. Buy it back as a promotional item and sell it to customers at a very cheap price. The result is often happy, which is also a business trick.
In fact, there are many restaurants with various flavors in Hangzhou. How to make them authentic? Everyone began to open competition in raw materials, not only to see whose approach is authentic, but also to see whether the raw materials are authentic. Most of the raw materials of well-made shops are directly purchased from local areas, which is especially common in some restaurants specializing in local flavor in Zhejiang, not only because of convenient transportation, but also because the procurement cost is cheaper than that in Hangzhou! Small restaurants that don't use a lot of raw materials every day may wish to refer to the following boss's practice.
In Yingshanhong Zhexi Flavor Restaurant, Mr. Li made an account like this: Except some ginger, pork and common condiments were purchased from Hangzhou, the raw materials in the restaurant, such as radish, lettuce, Chinese cabbage, onion, garlic, spinach, vegetables, taro and other common vegetables, were all purchased from the local countryside. These dishes are all grown from soil, fertilizer and water, with rich flavor and guaranteed quality. Buying directly from farmers is at least one-third cheaper than Hangzhou. For example, the purchase price of vegetables these days is from 1 yuan per kilogram to 1.2 yuan, and the Hangzhou market is at least above 2 yuan. Lettuce per kilogram 1.4 to 65438+. 0.6 yuan and Hangzhou markets now sell 2.4 yuan per kilogram. The wild vegetables cooked in the shop are also bought from farmers, and the purchase price of these vegetables is cheaper. Pteridium aquilinum per kilogram 1 yuan, lichen per kilogram 1 yuan. If you buy it in Hangzhou, the bracken should be at least above 2 yuan, and the lichen 3 yuan 1 kg. According to boss Li, these dishes were sent from my hometown every two days and brought by the bus to Hangzhou at 7: 40 in the morning. Generally, there are two woven bags at a time, one bag pays the freight of 10 yuan, and one person is responsible for purchasing. Even with the transportation fee and the buyer's salary, it can save more than 3000 yuan of raw material procurement cost every month. Asifa cake, a specialty of Longyou sold in the store, is also made by parents at home, so the cost is relatively low. A Fa cake can earn 3.5 yuan on average, and it can sell for 3500 yuan a month on average, half of which is takeaway.
Opening approval procedure
The above steps are only the basic operation steps in the operation. Be sure to remember that in these operational processes, the approval procedures to the functional departments are carried out at the same time! Moreover, it is best to apply for consultation in advance for some approval procedures, so as to avoid going the wrong way when opening a store and spending money.
Pre-approval is required to apply for opening a restaurant, that is, the industrial and commercial department must obtain a hygiene license and a pollution discharge permit from the environmental protection department before obtaining a business license.
Take the small restaurant opened by individual industrial and commercial households as an example. The specific process is as follows: first, take the original and copy of your ID card to the local industrial and commercial office to register your name. Remember that this is only a name registration, and it is not time to apply for an industrial and commercial business license. Because before obtaining the industrial and commercial license, you must first apply to the environmental protection department and the health supervision office within your jurisdiction for a sewage discharge permit and a health permit.
Application for pollutant discharge permit: firstly, apply to the permit office of the environmental protection bureau of the jurisdiction, and after acceptance, the staff will come to inspect and guide. The two necessary conditions for obtaining a sewage permit are: there can be no residential buildings upstairs; Sewage should be included in the municipal sewage pipeline. On-site inspectors will decide which range hood to install according to the size of the business area. I bought my own range hood or a range hood that has not been recognized by environmental protection. The staff of the accreditation office reminded that it is best to consult the environmental protection department before deciding whether to rent a store or decorate it. For example, some shopkeepers open stores for decoration, and the smoke outlet or kitchen window is just aimed at the residents behind. Even if the management department doesn't know for a while, the residents behind will still complain and often have to spend money to adjust.
Application for hygiene license: apply to the health supervision office within the jurisdiction for acceptance, and then let the restaurant staff have health examination and receive food hygiene knowledge training. On the premise of passing the inspection and training, it mainly depends on the following aspects: first, whether the sanitary facilities are complete, mainly referring to disinfection and cleaning facilities; The second is whether the area ratio of processing site and business site has been reached. The proportion requirements of restaurants in different locations will be different, so you need to consult in advance.
Industrial and commercial business license: after obtaining these two certificates, you can apply for industrial and commercial business license at the industrial and commercial office with these two certificates and the corresponding house lease certificate and ID card.
According to the regulations, you need to apply to the fire department for approval before opening, and you need to apply to your jurisdiction when decorating.
Tax registration: within 30 days from the date of obtaining the business license, you should apply to the local tax bureau for the local tax registration number. Bring a copy of the business license and a copy, as well as the operator's ID card. Small restaurants opened by individual industrial and commercial households have to pay 5% business tax. In addition, urban construction tax and education surcharge have to be paid. The tax amount is 1 1% of business tax, and other taxes account for a small share.
Analysis of food profit
Every store will set a gross profit for itself, and the gross profit depends on the positioning. When making a menu, there should be a basic control direction of gross profit.
In a store, the gross profit of each dish is different. Some dishes may not be profitable at all, just to attract guests, while others may be very profitable. At present, in Hangzhou, the gross profit of several hundred square meters of small restaurants mostly reaches 40% to 50%. After opening a store, we should have a set of good financial management, and it is best to have financial statements every day, so as to track the daily gross profit changes and adjust the price of dishes in time.
The following is a small boss's pricing experience for this column: the dish "Qianjiang shredded pork" is available in all restaurants, so you have to buy it cheaply and realistically; People of all ages know the "sugar row", you must not be more expensive than your peers next to you; You don't know what it is by name, which can increase gross profit. You can raise the price of a special dish with a unique recipe that only your chef can cook. In a word, printing (or writing) beautiful menus pieced together is a major event before opening. As for when the customer pays the bill, whether you give the discount or not depends on when you treat what customers, which is a temporary decision. During the opening of the store, it is still necessary to promote profits.
The above is of course the experience of an operator. Some people think that special dishes are often the main course. The main course should not be positioned too high, but the price should be set at a low price, depending on your own ideas.
The gross profit margin of home cooking is the highest, especially vegetables, because its unit cost and retail price are low. If the raw material cost of 1 yuan sells 10 yuan, the guests will have no opinion. For example, a very popular local dish, "Fried bracken with shredded pork", costs only 1 yuan. In some small restaurants in Hangzhou, the retail price is generally set at 10- 15 yuan. A Mao Mao fried taro costs 8- 12 yuan, and the raw material cost is only about 2 yuan.
The chef has a shortcoming: the turnover is not high, and the net profit is not much in the end. Therefore, many restaurant owners will introduce some high-end dishes with a price of more than 20 to 30 yuan in the menu, such as special pots and seafood.
The gross profit of seafood in mid-range restaurants can reach 50% to 80%. Generally speaking, common seafood, such as lobster, is not expensive. Others sell 98 yuan/kg, and you sell 120 yuan, and customers will not accept it immediately. Precious seafood, with high price, will still be accepted by many customers. Once, a boss bought a whole little shark. At first, the whole shark was placed in seafood pool, the lobby, and the price was 38 yuan/Jin. As a result, there was no customer order. The operator thought of a way to cut the shark from beginning to end, cut it into pieces and sell it. The price went up to 98 yuan, and it sold out quickly. A consumer psychology can be summarized here: rare things are sold too cheaply, which makes people doubt the authenticity of things; A big fish, lying all over the floor, will also make some people afraid to start, because customers can't confirm whether the cut part is the best after placing an order, so it is more reasonable to sell it in pieces.