how to do market research on catering

1. Market research on opening a store

What is the surrounding environment of the store? The good environment has two meanings. One meaning refers to the environmental conditions around the store. For example, some restaurants are opened next to or near public toilets, and not far away are garbage dumps, stinking ditches or dust flying outside the store, or neighbors are chemical plants with strange smells. This is a bad environment for opening a store.

another meaning refers to the prosperity of the store. Generally speaking, if the store is located near the station, in an area with high population density in the commercial area or on a street where peers are concentrated, this kind of store opening environment should have great advantages. In addition, the location of the three-way intersection and corner is good, and the location on the slope, remote corner and high building is not good.

whether the traffic conditions are convenient. After the customer arrives at the store, is it convenient to park? Whether the transportation of goods is convenient; Whether it is convenient to take a bus from other locations to the store. The convenience of traffic conditions has a great influence on the sales of shops.

are the surrounding facilities beneficial to the store? Although some shops are located next to the main roads in the city, the fences on both sides of the main roads have greatly affected the business. Therefore, we should pay full attention to this point when choosing street pavement. How to choose? There are two kinds of typical streets: one is that there are only lanes and sidewalks, and vehicles are driving on the road, so the line of sight can naturally sweep the pavements on both sides of the street; Pedestrians walk on the street and naturally enter the shop. However, if the street width exceeds 31 meters, it is sometimes unpopular. According to investigation and study, the street is 25 meters wide, which is the easiest to form popularity and customer tide. Another typical street: lanes, bicycles and sidewalks are separated. In fact, this is a closed traffic, and it is not good to choose this location to open a shop.

population of the service area. Generally speaking, the more people near the store location, the denser the better. At present, many large and medium-sized cities are relatively concentrated in various areas, such as commercial areas, tourist areas, university areas, etc. We should pay attention to analyzing this situation when opening stores in different areas.

target customer income level. Opening jewelry stores and high-end fashion stores in areas where the rich gather is the characteristic of high income of target customers. All kinds of commercial villas or graded communities built around the city are places where the rich gather.

there are many factors that affect the location of the store, and the factors are also very different. Why are some shops in remote alleys prosperous every year, while some shops in prosperous areas are difficult to operate? This is a philosophical saying: analyze the specific situation. Positional. A good ring is relative, not absolute. The quality of business depends not only on the location of the store, but also on its business content, mode of operation, service and image. Opening a shop is by no means OK if you follow your feelings. Only when rationality and sensibility are combined can you succeed.

second, the market research structure before opening a store

before opening a store, we should pay attention to the study of the living population around the store. What kind of people need what kind of consumption, and investors also need to watch "food" and eat "rice". Some investors with a bright eye will study this from the following ten points. Those who are interested in opening a shop may wish to pay attention to:

The changes in the total population and crowds of surrounding communities and communities, and demographic factors such as passers-by and marginal customers.

population composition. There are both urban people, new Shanghainese from other places and foreign residents in the community. Which kind of people are in the majority will affect the business.

population density. For example, the population of major business districts, minor business districts and marginal business districts should be distinguished around business districts.

gender structure. The proportion of men and women is different, and the variety of business is naturally different.

employment situation of local adults. The employment rate is related to the purchasing power.

age composition. The interior decoration style has a lot to do with this.

household structure. Targeted products should vary from person to person, such as dual-employee, only child, three or four generations living under the same roof, old couple, etc.

marital status. Through research, do what you like, and do more wedding business.

fertility status. More consideration should be given to parents, and the economy should comprehensively calculate the accounts of children.

study the ethnic structure. Different nationalities have different living habits. The more detailed the store research, the more accurate the target market positioning will be.

3. Market analysis before opening the store

1. Geographical environment of the target market

1. Geographical characteristics of the market: regional landforms, political areas and the center of the city.

2. Characteristics of market climate: There is a great potential relationship between climate conditions and consumers' eating habits.

II. Analysis of industry environment

Main economic indicators of the target market:

Gross domestic product of the current year in the market where the enterprise is located, as well as data of previous years.

the investment situation in this market.

tourism data that have a great impact on the catering market, especially the number of tourists received in the past year, and whether it is developing or declining.

Take the per capita disposable income of local urban residents, the average salary of employees in the city and the proportion of income provided by catering consumption as the reference for restaurant pricing.

The population statistics of the whole city, including the non-agricultural population and the agricultural population, are used to predict the passenger flow of restaurants and the consumption level and ability of local residents.

education level of consumers.

consumers' lifestyle and eating habits.

per capita income of consumers.

industrial environment:

1. Business prosperity. 2. The trend and potential of commercialization. 3, local government preferential and supportive policies, including fire, public security, culture, industry and commerce, epidemic prevention and other policies.

Social environment:

1. Local customs and habits. 2. History and culture. 3. National structure. 4. International communication, production and circulation of main food raw materials.

Third, market analysis

1. Economic indicators: the operating status and strength of local catering enterprises; Form of ownership and its proportion; Number of business outlets; Number of employees.

2. The operating status of the catering industry in the market selected by the branch: the number of enterprises and their competitiveness (has scale competition been formed? ); Management level; Management level; Status of cuisine.

3. Analysis of competitors:

A. Current situation of traditional competitors: statistical analysis of number, performance level, turnover and profit income; Reason for success: advanced management level? Excellent service? Superior social and environmental conditions? Reason for failure: Is there something wrong with the food? Operating mechanism failure, etc.

B, advantages of traditional competitors: traditional advantages; Advantages of business scale; Location advantage; The main dish advantage.

C, emerging high-end catering operators: what kind of cuisine do they operate? Cuisine orientation? Whether civilian, aristocratic, etc. Business location: which area, section, decoration style and selection of decorative objects. Business status: turnover, operating profit, number of diners, number of reservations, etc. Business scale: the area of the store and the number of guests it can accommodate. Area distribution in the hall, etc.

4. consumer analysis:

a. consumers' eating habits, tastes and preferences in this market.

B, the consumption characteristics of consumers in this market, including consumers' consumption consciousness, whether they like to eat in restaurants, how the consumption ratio of individuals or families is compared with Chengdu, and the level of consumption.

C, target market consumer classification: government, military, enterprises, household consumption (including wedding banquets), tourists.

5. Advantage strategy for opening a shop in this area:

Competitive strategy: the best entry point in the market;

marketing strategy: publicity and customer recognition;

cultivate customer preference: establish frequent customer network relationship.