First of all, the profit of the catering industry is not as high as we thought. According to my friend's experience in opening for one year, the gross profit of the catering industry is only about 61%. At first glance, the gross profit is really high, but you must first understand that this is only gross profit, not pure profit. Gross profit includes rent, water and electricity, staff costs, in-store ingredients and so on.

after all these expenses are thrown out, the remaining net profit belongs to the owner of the hot pot restaurant. If all these expenses are thrown out, the remaining net profit may be only 15%. However, as a star hot pot restaurant, his joining fee is very high. Take my friend as an example. He joined the star hot pot restaurant that year, and the joining fee alone was 381,111 yuan.

this is still the investment before you start your business, not counting the rent, renovation labor, water and electricity purchase, etc. In addition to the initial investment, you need to buy some necessities from the franchise company. Therefore, if strictly calculated, the investment of a star hot pot restaurant is about several million yuan. At such a high cost, merchants must suppress the cost of ingredients if they want to make a profit.

second point: stars are not suitable for joining the company

many of our early entrepreneurs will choose to join the company because of the credibility of a star. But all this is just what we see. According to relevant data, the so-called stars in some star franchisees do not belong to the franchise companies! It may be a little confusing to say this. I have a spicy hot pot endorsed by a certain Tao star as an example. If we look at the signs and advertisements alone, we will think that he is a brand created mainly by a certain Tao star.

But in fact it is not. According to the relevant website, this so-called star hotpot restaurant is behind an unknown franchise company. And the shareholders shown in the relevant materials, there is no such star, that is to say, this so-called star hot pot restaurant is not opened by this star at all, he is only the advertising spokesperson invited by the joining company, and has nothing to do with this star hot pot restaurant at all.

the third point: the management of the joining company is chaotic

In fact, if the first two items do not have any significant impact on the star hot pot restaurant, then this one will decide whether the hot pot restaurant is alive or dead! At present, many so-called star hot pot franchise companies are very concerned about how to earn the franchise fees of franchisees, but after receiving the money, they are not concerned about the later management problems.

My friend did earn money in the early stage, but what makes people angry is that not long after, two or three star franchisees with the same brand were opened in the same area. If we say that in a region, a star hot pot restaurant can also rely on the flow of the stars themselves, and the popularization of hot pot ingredients can really bring profits.

However, when several same stores are opened in an area at the same time, people will be scattered, and friends who are the first franchisees have also reported to the headquarters. However, the headquarters will always refuse to pay attention to it for various reasons, and with more and more people around the same store, the star franchise store will eventually be unable to continue its business.

the fourth point: the taste of star franchise stores is not necessarily good

In fact, as a restaurant, the taste is more attractive than the brand. When a star hot pot restaurant just opened, as a fan of stars, they will pay special attention to the star's face. Therefore, in the early days, many star franchisees did have a brisk business when they first opened. However, the survival of a restaurant simply depends on the taste of ingredients. The so-called stars will only make fans spend for a while, but not for a lifetime. At present, the taste of some star hot pot restaurants is not very good.

compared with traditional hot pot restaurants, star hot pot restaurants rely on the flow of stars and a large number of advertisements, which makes them well-known. Their supply chain is actually the same as other hot pot restaurants on the market, and it has no characteristics. Over time, it naturally makes diners from the beginning to the end.