1, hardware supporting (decoration and supporting) combined with the business philosophy to minimize investment;

In the premise of the business philosophy can be sufficient to reflect the minimization of investment in decoration and supporting to cope with the immature risk factors of the Tiantongyuan market for the time being.

Under the premise of highlighting the cultural theme, sound functions, the concept of Tiantongyuan and long-term strategic development, the monetary investment will be minimized, reflecting the concept of "light decoration, heavy decoration".

2, business grade (product grade - service, food and environment) in the high-end positioning;

Do the best software, we do not need 100% of the customers come in, only the customers we need to come in. The pursuit of excellence in software, do regional market pioneers and leaders, to guide the industry market, to win the word of mouth, earn profits.

Recommendation: operating in another new territory, guide consumption. This may have a greater risk, but considering the company's development strategy and market prospects in the Tiantongyuan area, it is worth trying.

Second, the positioning of the business philosophy

1, [Tan Yuan official feast] dish concept;

In the existing "Tanjia Cuisine" as the basis for the concept of official cuisine dishes, and then focus on "health and nutrition" and "official cuisine home-style elements throughout the". The governmental cuisine home-style elements through which the use of Tan Yuan Management Company in the foreign market of the effective integration of traditional and modern dish concepts, with the help of service concepts (see below) of the combination of key promotions. Nutrition is one of the future trends in the catering market, so selling points need to be implemented to highlight. [Tan Yuan official feast] dish concept - guide words: food culture, official cuisine, Tan family cuisine, official feast, allusion, family privacy, health and nutrition.

2, distinctive cultural elements embodied;

Here is mainly in the scope of the visual identification of cultural elements embodied, mainly environmental products, through the dishes and services for the integration of embodiment. This is the Tan Yuan company's advantageous resources, can be freely embodied. This is also an important aspect of the reduction of pure monetary investment in the seventh start-up budget in the actual amount of monetary investment is closely related to this factor.

3, the introduction of the official feast service process;

The operation of the high-grade positioning of the embodiment of the scope, not in detail.

4, [Jingya] modern service concepts borrowed and accommodated;

business in the embodiment of high-grade positioning of the scope, not in detail.

5, brand strategic development of the concept of adherence;

As long as the establishment of the brand and strategic development of the concept, only in the positioning and daily operation and management of consistency, in order to maintain the self in the development and the formation of the standardization of the model and the strategic cultivation of talent. The brand development concept of [Jinya].

Three, the operation of the positioning of dishes (recommendations)

1, Jiaodong seafood and Jiaodong seafood home cooking / Lu Cai home cooking (70%);

Combined with the relevant data and information, the operation of the following dishes in Beijing is more prominent: seafood (Cantonese seafood, Jiaodong seafood and Dalian seafood is the main), governmental cuisine, Cantonese cuisine, Zhejiang, Sichuan, Hunan and Ezhou cuisine, Fang Cai home cooking, Beijing home cooking and Beijing snacks. The reasons for choosing Jiaodong seafood and Jiaodong seafood home cooking are as follows:

(1) The reason for choosing seafood is that seafood will become one of the mainstreams in the future catering business and have a very considerable profit return. The prevalence of Cantonese cuisine can not be separated from seafood, the combination of Chinese and Western high-grade national feasts can not be separated from seafood, nowadays the prevalence of Jiaodong and Dalian seafood is to highlight the vitality of the vitality and resources of its own advantages. In the Tiantongyuan market, the existing two seafood city, but the small scale, seafood business characteristics are not prominent, resulting in a shrinking business situation. This shrinkage is both market-related and market-related. Related to the Tiantongyuan a few years ago, does not have the conditions for the survival of professional seafood city; unrelated to the dining business because of their own business and management problems.

(2) Jiaodong seafood is chosen because it is based on Lu cuisine, which is more suitable for Beijing's consumer tastes, as is Dalian seafood. There are two reasons for not choosing Cantonese cuisine, one is that we ourselves are not rich in chef resources for Cantonese cuisine; the second is that Cantonese cuisine does not have much room for price elasticity, which is not very suitable for the Tiantongyuan area. Moreover, the labor cost of Cantonese cuisine is relatively high. However, Jiaodong seafood has both class, price flexibility space is also relatively large, and more critical is the relatively low cost of labor. Jiaodong seafood in the "small seafood" can be oriented to the middle and low consumer groups; "big seafood" can be oriented to the whole consumer groups.

(3) the choice of Jiaodong seafood home cooking (or Lu Cai home cooking, can also be called "mother dish"), because in the existing Tiantongyuan catering business in the prevalence of Sichuan, Beijing, Northeast China and other square dishes home cooking, but only the lack of Lu Cai home cooking, and Lu Cai home cooking and Jiaodong seafood is the best home cooking with. Lu Cuisine home cooking labor costs are lower, the weight of the group is also more extensive, and in Beijing has a deep historical and cultural heritage, the new Lu Cuisine home cooking mode of operation is also relatively new and practical, worth promoting.

(4) the proportion of this dish is set at 70% for two reasons: one is to highlight the business theme, regardless of the positioning of the dish to what content, if a restaurant has no business theme, can not highlight the focus of the business, as a person has no specialties or an article without the central idea. To be balanced, but must be to the point, it is recommended to put an end to the "incongruity, characteristics are not distinctive. The second is the vision of strategic development, the product has distinctive qualities, in order to easily form word of mouth, and ultimately build the brand.

2, Beijing and Sichuan, Northeast home cooking (15%);

Taking into account the current Tiantongyuan catering business dish characteristics and consumer spending habits, the organization of about 20 such dishes as a supplement to the main dishes.

3, Tanjia Cuisine (10%);

Tanjia Cuisine, as the basis of [Tan Yuan Official Banquet] dishes and service concepts, plays a selling point and the role of the finishing touch in the entire positioning. Obviously, Tanjia Cuisine can only serve as a complementary dish in the developing Tiantongyuan market. However, the proportion of Tanjia Cuisine in the proportion of dishes (10%) is different from the proportion in the concept. Tanjia Cuisine's business philosophy will be carried out throughout the daily operation and management, and the main dishes will be effectively guided and enhanced.

4, Beijing traditional snacks (5%);

Add 10 kinds of Beijing traditional snacks, as the content of the necessary dishes in the restaurant in Beijing.

№3 Tanyuan Tiantongyuan Business Operation Report

I. Functional Setup and Layout

Based on the business analysis report, the following functional setups are carried out

-F Kitchen, second-level seafood farming area, storehouse, staff dining room, and office area

1F Seafood Farming Area, Seafood Supermarket Stalls, Dishes open stalls, operating stalls, waiting area, cultural display area

2F Operating Area Zero Hall 100-120 seats (preset)

3F Operating Area Zero Hall and Banquet Hall 80-100 seats (preset)

Two, the operating budget

1, the budget is a conservative budget Setting, all set parameters are set on the basis of market research and positioning double. The annual business days are forecasted conservatively at 300 days.

2, the number of seats is combined with the business area and business positioning form the confirmation of the large box, for 180-220 seats.

3, per capita consumption is temporarily set at 50 yuan / bit and 80 yuan / bit, is also combined with the Tiantongyuan market research and business positioning settings.

4, the attendance rate of weekends and holidays and daily business days to distinguish between the daily business days of the lunch market and the evening market to distinguish. Parameters are also set in conjunction with business positioning and market research.

5, all the parameter settings are related to business positioning, combined with different positioning, the parameters will change, but also directly affect the final operating budget, operating costs, profit and loss balance point and investment scale.