In recent years, with the rise of Meituan Hungry Mou, many takeaway stores have sprung up in various corners of the city.

They are often hidden in urban villages, with only four or five employees, obscure light, small area, no tables and chairs, only the kitchen. You can only get a glimpse of them by walking deeper into the alley. It looks mysterious.

What is the experience of opening such a secretive takeaway? This entrepreneur's experience might answer one or two questions for us.

"Entrepreneur Zhang Fat" is a B station UP owner who always goes around visiting restaurants. And this time, he found a young man, Xiao Zhang, who was planning to open a takeaway restaurant in Wuhan.

Zhang, who claimed to have seven or eight years of experience in catering, found that the takeaway industry in Wuhan was very developed, so he planned to take the plunge and make a fortune.

The first factor Zhang had to consider was site selection.

A takeaway store covers a range of about 3-5 kilometers, and it's good if there are office buildings, large factories, large hospitals, schools, etc. nearby, so as to ensure that there are enough takeaway orders.

In the end, Zhang chose to open a takeaway store in Guanggu Youth City.

Guanggu Youth City is a residential area, it is surrounded by high population density, very busy, not only a variety of large hospitals, but also the Wuhan Textile Institute, Zhongnan University of Nationalities and other colleges and universities. As we all know, students love to order takeout, so it's most cost-effective to open the store next to the university.

Moreover, after research, Zhang found that the number of businesses around the Optics Valley Youth City is about 1900, and there are just a few dozen stores with high sales volume, which means that the traffic has not been divided up. Zhang still has a chance.

So Zhang dished up a takeaway store there, and with the equipment he bought and the decoration, he spent a total of **** more than 30,000 dollars.

The next factor for Zhang to consider is category.

Takeaway meals are not as good as dine-in, and if they are to sell well, there are so many factors: firstly, fast food delivery; secondly, easy to operate and easy to pack; thirdly, the taste will not change very significantly because of time after delivery.

According to these factors, combined with the taste of local consumers in Wuhan, Zhang selected the category of dry mix risotto.

The advantages of the dry mix of risotto are obvious:

Its flavor is spicy and fresh, very memorable, very suitable for the appetite of local consumers, and can increase the rate of repurchase.

And dry mix risotto cooking process is very simple, only need to mix a mix of sauce can be out of the meal, the speed is very fast, and does not bring soup, but also convenient delivery deliveryman.

Furthermore, because the process is simple, Zhang does not need to hire a chef with extra high salary, only need to hire four or five odd jobs to help, on the line, a large amount of money will be saved.

After selecting the address and category, Zhang began to apply for a business license without stopping, recruiting staff ...... he is about to embark on what journey?

After half a month of preparation, Xiao Zhang's takeaway store opened.

In order to improve the efficiency of the meal, Zhang set up a number of packages for takeaway meals, such as "signature beef dry mix risotto + rice", "stick to the shrimp slippery dry mix risotto + rice" and so on.

This not only reduces the pressure on the kitchen, but also provides customers with a reference to shorten their purchase decision time.

And Xiao Zhang this takeaway store's unit price is not high, if the customer chooses a set meal, usually only cost 15, 16 dollars. Such a price is actually very suitable for the student party.

In order to further attract consumers, Xiao Zhang also set up a new customer discount, large amount of full reduction and return coupons, such as "full 33 minus 15", "full 48 minus 23" and so on.

Because he knows that consumers are driven by price. Only affordable prices can increase the repurchase rate.

So can Zhang still make money by setting up such a large discount?

In fact, because of the simplicity of the raw materials of dry risotto, the cost of the product is very low. In this way, even if the customer unit price is low, the offer is more, a single is able to earn three or four dollars, making the gross profit margin to maintain about 45%.

Characteristic products, coupled with very favorable prices, so that Zhang's takeaway store opened to attract a lot of customers.

The second day of business, the takeaway store sold more than 2,000 yuan. Five days after the opening, Zhang's store daily turnover has been able to reach about 6,000 dollars.

In order to increase the positive feedback rate of the takeaway store, Xiao Zhang did one more thing.

He and his staff would call back some of the customers and ask for their feedback on the product. If a customer said they had a bad experience, they would apologize to the customer.

One thing led to another, and the positive feedback rate for Zhang's takeaway remained high. The increase in positive feedback allowed the platform to increase the exposure of Zhang's takeaway store, and the store got more orders.

Of course, the necessary promotion of the takeaway store is also necessary. On average, Xiao Zhang will spend more than 100 yuan a day to do takeaway store promotion, so that the store's exposure has increased by more than 78,000 times.

Compared to some of the takeout stores that spend $300 or $400 a day, Zhang said he's already restrained. Because takeaway stores are supposed to be a thin-margin model, he needs to control costs.

Once the promotion fee is high, it means the overall cost of the takeaway store increases, and it's hard to make money.

After more than 30 days, Zhang's takeaway store managed to reach 500 or 600 orders per day. On the front page of the takeaway platform, this takeaway store has been determined by the platform to be a quality takeaway store with a monthly sales volume of 9999+.

There's a famous line in "Tongue and Tip of China" that says high-end ingredients are often cooked in the most rustic ways.

The same applies to entrepreneurship: good business often has the most simple business logic.

In Zhang's entrepreneurial process, this is how he explains his experience:

First, no matter what, we have to control the cost, and at the same time to ensure that the profit margin. Because business is not charity, the first thing is to do everything possible to make money.

He deliberately chose a cheaper rent store, and at the same time choose to develop low-cost, easy to operate categories, do not recruit chefs, only recruiting small workers. It can be seen that from the store rent, labor and then to the product, he is following this logic to execute.

Zhang also said that he will not go to the price war for the sake of order volume, but will start from the profit to set the most reasonable price for the meal. "With just order volume and no profit, wouldn't it be a wasted effort?"

Secondly, the quality of the product must be guaranteed no matter what. Because as good as a takeaway store's marketing is, a meal that doesn't taste good won't help.

Zhang said they spent up to three or four months making sauces and developing products in order to improve the taste of dry risotto.

Success never comes overnight. Xiao Zhang thought is the first product quality is good, the order volume is slowly up. After all, only to ensure the quality of the product, you can play the word of mouth, to attract new customers, and increase the rate of repeat business of old customers.

In fact, in recent years, such a voice more and more frequently appear: takeaway is not good!

However, when it is not known that there are a lot of takeaway bosses crying that business is not good, Xiao Zhang's takeaway store is instead muffled.

This is probably because Xiao Zhang is a very down-to-earth person.

He has always followed the most down-to-earth business logic, starting with factors such as cost, profit, positioning and product to open a takeaway restaurant.

He never talks about fancy concepts, nor does he have any surprisingly innovative methods, but only down-to-earth product flavors and supporting services to do a good job.

Such a takeaway store is destined to be recognized by consumers.

In the final analysis, no matter how small the business, as long as you run it with care, it will burst into the light.

By: e-commerce gentleman