How to do a good job of a catering brand? Shenzhen Three People Management Consulting Co., Ltd. chief consultant Mr. Li believes that rather than creating a brand, it is better to discover a good catering project, then pure spontaneous catering brand, in the pre-promotion and dish development faces many difficulties, exactly how should we take this first step? In the cases experienced by individuals, out of a passion or a simple idea on the hasty decision of not a few people, the catering industry in the service industry is the most special position, the industry competition is also the most intense. There are 10 barbecue stalls in front of our neighborhood at the beginning of the project, there must be a clear and long-term project planning and budgeting programs, but also to measure the payback period, because in the liquidity situation is not good conditions, want to maintain the operation of a restaurant, or the development of the entire brand is still difficult. Generally speaking, in the meal supplier supply conditions are better. In other words, the cost of ingredients under good control, the gross profit of the restaurant industry in the thirty to sixty percent between, there may be questions why the interval so much? This is the result of wasted food and other losses. In my career, I've seen restaurants go out of business because of too much wasted food. Want to understand the above problem, you have to consider from the marketing aspect, the first aspect of the brand restaurant is naturally your brand, China's brand restaurant at this stage of the biggest problem is that the dishes and brand culture is not good articulation. Most of the brand catering or, around the "dish" on the basis of the development. For example, cassoulet rice gives people the feeling is cassoulet rice, Lanzhou ramen gives people the feeling is Lanzhou ramen. This problem is manifested in two aspects, the lack of differentiation and the lack of brand value extension. So if you are ready to do branded catering, identify your brand, identify your brand positioning, identify your market segment. Determining your brand strategy is essential, not only does it enhance competitiveness and non-replicability in the marketplace, but it also directly or indirectly affects the pricing of the dishes. In terms of cost and upfront investment, establishing a brand image requires a very high level of construction of a modernized kitchen, and this aspect is very difficult in the later stages if you fail to integrate full resources. Kitchen construction is about 250,000, of course, this is for the brand restaurant requirements. If you just want to do a high style restaurant, may not need to be so expensive. The modern kitchen introduces the concept of centralized kitchen, and the requirements for hardware are still very high. Personnel wages, if you integrate their own chef team, you must consider the chef salary, Wuhan, for example, first of all, the executive chef salary of about 10k / month, the ordinary chef does not include food and accommodation do not pay five insurance and one gold, salary of about 6-7k / month. Pre-salary can not be low, if they do not know how to cook, the chef to see you here is not good to jump ship ah, then your project on the whole GG. if not fully invested funds, the short term may be most of the profits made by the payroll to go. Recently, the government has increased its efforts to improve the catering industry, health license, food safety license. Fire safety license, the restaurant industry should not ignore the fire equipment, or the restaurant minutes to be called off. There are some other registered trademark costs, about ten thousand dollars. The 4Ps in marketing is also very important, product-wise, the menu and dishes are determined to be a very complex process, which can generally be based on your brand, cuisine, market segmentation and so on. Entrust a third-party catering management company or chef studio to develop dishes, the cost of introducing each single dish is about 5,000 yuan, excluding popular dishes on the market, the first version of the menu should retain about 15 special dishes, so the cost of dish development is about 7,5000 yuan. First from left: famous brand marketing expert Mr. Li Hua Second from left: famous consultant Mr. Xu Yuande First from right: famous consultant Mr. Wang Haibing In the future business process, assuming that the original catering brand is small in scale, according to the seasonal changes, each quarter at least need to develop 5-6 kinds of single products to meet market demand, which is a long-term investment. The above two dishes are chef for a brand of seafood restaurant research and development, although it seems simple dishes, but the cost of research and development of each dish is not less than 5,000 yuan. Brand catering is not, you imagine will cook on the line so simple. There is no uniform price regulations, in principle, product profits, in forty percent or more can be stabilized into the market, but how to control the cost on the basis of not letting consumers feel expensive, but also to ensure that they have enough profit, the price adjustment process is relatively long. The catering industry has a very low margin for error, word of mouth for the brand has a great impact on the early stage of the dishes or brand if there is no full confidence, can not arbitrarily set a high price. Channel, basically modern brand catering are integrated into the O2O model, offline normal business, access to third-party takeaway platform is a more common practice. But if there is expansion planning in the future, branded catering stores must be directly managed, remember. (Franchise in the quality control, brand and other aspects are not superior, for brand development and value chain extension is relatively poor). Promotions, since it is free dining, patterns can be a little more, plus some promotional activities or social media marketing forms, you can achieve good promotional results. In the case of insufficient investment in the early stage, the focus of promotional activities should be to promote the brand culture, rather than money to pull traffic. In short, to do branded food and beverage, not only to have a clear mind, but also in the off-season can also hold the determination not to close the store. The dishes themselves and the brand culture complement each other, this is the entrepreneur should be considered in the early stage of the problem. I hope the above can help you, thanks to every encounter in life. Trust comes from attention, if you trust us, please pay attention to us. Finally, the famous brand marketing experts, served in the world's top consulting firms, now the Shenzhen Three People Management Consulting Co., Ltd. chief consultant Mr. Li, sent a rapid turnover method of the 16-word aphorism: adjusting the channel, pitching, understanding the needs, send the antidote. These 16 words of aphorisms are very important, enlightenment is the edge of the fundamental, may you in the direction of precision marketing on this road, the wider and wider the further you go, and ultimately realize the integrity of the rapid turnover.