Restaurant stores regardless of size, restaurant site selection determines the survival of the store, especially in the second and third tier cities below, restaurant site selection success is equal to half of the success.
But a lot of restaurants in second and third-tier cities do not know where to choose a site. The place where there are a lot of people is a good location! This is the usual thinking of the general catering business.
The time and effort spent on site selection, definitely more than imagined, so be sure to prepare in advance, the store opened the address will determine the starting line of business, once set down it will be difficult to change.
Catering site considerations
Positioning before site selection
Site selection is not an isolated thing, in order to open a profitable, brand image to establish a good foundation. Before selecting a site must first consider the positioning of the brand, market, price, geography, population and channels.
Consider the neighbors
A good location can enhance the brand image. This is the time to consider is "who is the neighbor". Often times consumers will judge the strength of a restaurant's brand based on what brands are in the neighborhood.
At the same time, a good location also exists in the phenomenon of business borrowing, a good location can bring the promotion of publicity effect, but also for the brand to expand again to lay a good foundation.
Considering the location
Four principles: visible, accessible, available, available.
Visible, when choosing a store location, try to choose a store logo can be seen from a distance, or to the street a sweep can be seen, try to avoid difficult to see the location.
Accessible, food and beverage stores to choose a location that is easy to get to, the best direct route can be reached. In non-accessible locations, it can easily happen that customers are intercepted by other stores on their way to find them.
Available, property conditions must be available. Different types of stores have specific property requirements, and it's important to make sure that the property conditions are clear before you open a store, as remodeling can be a costly endeavor if you don't meet the requirements.
Available, must comply with the relevant government regulations. Whether the nature of the house is commercial use, whether you can apply for a business license, the restaurant must also have environmental protection department permits, health permits and so on, these are particularly strict regulations. There must be a real estate license, which is the most fundamental guarantee. Be sure to communicate with the landlord to confirm the contract and the property license to prevent fraud.
Restaurant site selection fatal error
There are many reasons for the failure of site selection, restaurant businessmen will think of is the product, service, reputation, etc., but few people will realize is touching the fatal error of site selection.
Blindly enter the new site
In the second and third-tier cities, under construction, to be built, built to empty a lot of shopping centers, site selection people should pay more attention to the developer's development, planning, investment, operation, marketing, property management and other comprehensive strength. Never be misled by the investment promotion, to have their own judgment, rather wait for the opening of the second wave of brand adjustment to find an opportunity to enter, but also do not rush to be the first to eat crabs.
Rush into the building store
Restaurant owners hope to open the store into the office area of the building, intended to grab the concentrated crowd in the building, but there are certain risks.
First of all, the vacancy rate of the floors inside the building, whether it can be stabilized at a low level; how are the consumption habits of the people inside the building? In addition, doing a store in a building in a purely office area will put more pressure on the restaurant's revenue, with more limited hours of operation, and even less ability to bring in people from outside.
No forward judgment on the development of the business district
Site selection depends on the business district, an outdated or soon to be outdated business district is not much of a development opportunity.
In the restaurant site selection should also be comprehensive consideration of the consumer power of the business district, in line with your restaurant positioning, there is no your target group, this is very important. Entrepreneurs need to examine is the business of the business district and the object of the gathering of people, to understand the development trend and direction, the business sustainability of some judgment.
Location analysis stays on the surface
What is the surface? People come and go on the street, see everyone big bags and small bags of consumption, these are the appearance. In some of the high traffic, dense places, are likely to be mobile population, the desire and need to enter the store is not strong.
Also consider the effective flow of people. The economic foundation determines the superstructure, the consumption capacity must be matched with the brand attributes in order to accurately positioning.
Site selection exceeds the budget
A good store is rare, but if it is not suitable, then don't be. Some of the location of the store is very good, but the rent is beyond the catering affordable range, then the business is not a good site.
Steps in choosing a restaurant location
For a restaurant, the location is the first priority, followed by the business district. Many people choose a bad address in order to spend less money and reduce risk, which will only make the business bad and will lose the potential opportunities brought by the location for nothing.
Food and beverage stores to choose the business district is mainly based on the business power prevail, thus the main business district preferred in hypermarkets and department stores, the second business district in the commercial street in the lively section, the least is in the community where the public live in the community business district.
Location Selection Process
l City Market Analysis
Analysis of the target market of the enterprise;
l Business Circle Planning and Evaluation
The city in which the target market is located will plan different types of business districts as the criteria for entry into the business district;
l Determination of the location and inspection of the location of the shop
According to the criteria for the actual inspection of potential shop sites in the business district. potential store sites in the business district.
City market analysis
Before selecting a site, a market analysis of the city should be conducted to provide detailed information on the background of the city for the opening of the store. A market analysis will help store developers and marketers understand the general situation in the target city, which will be helpful when scheduling city visits.
Business district analysis of restaurant stores is to do business with people, and people are mobile change, the need to investigate including population size, occupation, age, income, living habits and other information. Customers are the business district, the investigation of the business district is to investigate the characteristics of customers, so that understanding of customers is to understand the business district.
Determine the location and examine the site
The key to determining the location and examine the site is to measure the main flow of people in front of the new store address. While measuring the flow of people, you need to pay attention to the speed of the flow of people. If customers are always in a hurry to pass by the place, to run errands or come for some purpose, then these people are not easy to enter the store, so the flow of people is to be discounted.
The second and third tier cities below the restaurant in the site selection, do not because of the rush to open and in the site selection of haphazard, also can not because of the money to save money on the site selection of cheap, and ultimately will be the subsequent business to bring sustained, fatal damage.
Also do not expect to find a store today, immediately profitable, without effort to get a good storefront is basically impossible, want to find a good store requires time and diligence, the rest is to run a good business