taste, for catering is the premise of all everything, even if your marketing and then good, the service and then how to be unique, if the taste is not good, everything is for nothing.

The threshold of catering takeaway is very low, we have a lot of choices, the consumer population is relatively fixed, in general, consumers are not likely to be fixed for a long time to eat a kind of takeaway, so it is almost impossible to form a monopoly in this industry. But there are so many takeaways, and the consumers are those people, the flavor and the portion becomes the key to win the catering takeaway.

My company used to have a lot of takeout downstairs, and people generally reflected that it was not good, and now those takeouts are nowhere to be found. Although there are constantly doing takeaway in, but do not do long, there are undeniably other factors, but the taste is not good, consumers do not buy is a main reason.

Takeaway is a "civilian" catering, can not be sold at a high price, so do takeaway can only be thin margins. However, good taste requires a good chef and good ingredients, these things will certainly greatly increase the cost of catering takeaway, if there is a problem, it is a matter of life and death.

The elevator is "waiting" for the company to die

Does not take up space, and can generate additional income, in theory, takeaway delivery should be widely welcomed by catering companies. However, in addition to some restaurants specializing in the takeaway business, many restaurants have a rather ambivalent attitude towards takeaway delivery, almost like a love-hate relationship.

Now the catering industry is generally difficult to recruit, the stores are short of manpower, "difficult to recruit", "labor shortage" has become the norm.

The peak of dining is only a few hours a day. In the store, a waiter may serve dozens or even hundreds of customers an hour, and if out of the takeaway, each send a single round trip will take about 30 minutes, and dining time is the peak flow of people, driving on the road blocked, upstairs elevator blocked, the delay seems to become an unavoidable thing, but this is the user experience is very bad. I had a personal experience:

One day, I received a very beautifully produced takeaway flyer on the road, and the dishes on it were very tempting, so I decided to try it out, gave them a call and agreed to deliver the meal at 12:00 noon, and the result was that by 12:00 it hadn't been delivered yet, and there was no phone call over to explain it, and I called over to ask about it, and the other side explained that, "It's already Departed, on the way, because there is only one deliveryman, so need to be used from house to house, it may take a while, please be patient". In the end, more than half an hour of hungry waiting, received a cold boxed lunch, psychological instantly uncomfortable, decided not to eat their home from now on.

I believe that many people also have similar experience with me, in the present time there are multiple choices, "time is money", a delay, may be the company will always be "delayed.

Rush is the rhythm of death

This is the story of a grassroots entrepreneur from the north, Lao Jia. Lao Jia from Shandong, no family background, alone in the city of Beijing to fight entrepreneurship, experienced failure, but also experienced the joy, and now he has returned to the sales of this industry, doing a job he likes, he said he wanted to think while reflecting on their own grassroots once entrepreneurial experience.

I came to the city of Beijing on May 17th, 2009, and the idea of coming to Beijing started in 2007 when I was a student. The idea of coming to Beijing began with a chance trip in 2007, when I stood on Chang'an Street and saw a sea of people in Xidan, Tiananmen Square and Wangfujing. So I thought Beijing is so many people if you open a restaurant that is how hot ah, at that time on the idea of wanting to come to Beijing to start a business, it can be said that at that time a small idea is like a seed that has not sprouted in my heart y buried the ambush.

I did a serious analysis of myself and finally felt that I had the strength to go to a city like Beijing. So I took a map of Beijing and a hand-delivered newspaper without familiarizing myself with the city, and started to run all over Beijing looking for a place to open a restaurant, and the dream that had been hidden in my heart for a long time was ignited again. I only had a small amount of money that I had earned from selling cars, so I had to find a store according to what I had in mind.

So it was hard work and frustration all the way. But I'm a very strong executive, not to achieve the goal will not stop soon found a store down, and then a person began to do the license, decoration, buy tableware, looking for chef service. I came to Beijing more than two months when my own store finally opened, at the same time, all my savings and my brother support me were all invested in the moment when I got the business license, I have mixed feelings, finally in Beijing to start their own business.

But my first so-called entrepreneurship is not so brilliant, in such a quiet end.

Then decided to open a restaurant, the business model is to do fast food dine-in plus takeaway, to set themselves up to do 30 square meters or so of the store, the principle of site selection in line with the principle of the first class business district secondary road to the site, specifically in a large core business district, choose the location of the poorer places, mainly dine-in supplemented by the rent can not be more than 15,000 per month, and then the production of the meal! The main delivery.

After the business model and details of the detailed thinking is to begin to take the name, the name, register the company, registered trademarks, site VI design, recruitment, training and so on all the store to do the preparations, at that time is also to learn from the lessons of the first time, I even once the sales are not good how to turn around the pre-programming are very detailed to do the planning, I think that this time it must be a foolproof. And everything is really the same as I expected.

Because the business model and positioning is very accurate, my store opened the first month of profit, I analyze this time to do a good job because of the previous preparation is relatively full, a variety of plans are done, publicity is also very in place, in addition to the location is very successful, we chose this side of the Dahongmen neighborhood rent is cheap. At the same time choose to do business in the wholesale market on the side and they are busy doing business, we happen to be able to provide delivery service, which is not around a lot of other catering giants around me we just fill the gap in the market.

In the catering business gradually on track, so I began to leave the building materials industry to do fast food restaurants, my heart suddenly had a different idea, I decided to make this business hot catering restaurant into a chain, made a high visibility brand.

The tragedy of failure also began to bury here.

As I want to do a big chain, make a high visibility of a brand, so it began to learn from the big brands to do the standardization of production, each customer preferred dishes we are accurate to the ratio of the main ingredients, seasoning ratios, production time. Steam rice is also accurate to a kilogram of rice put how much water how many grams of oil, and developed operational standards posted on the wall, so that each employee as long as it is in accordance with the above to do, so that those who have not done before the catering industry can also be operated within an hour on the hands of the back of the kitchen forecourt We also did the process of the provisions of a variety of service norms have been up to the standard, but also did a variety of forms, into the sales, inventory, customer information and so on to do the standardization of the standardized can be replicated, ready to ram the foundation to do a good job. Copy, ready to tamp down the foundation to do a big thing, in the first store opened seven months when I think the time is ripe to copy.

At that time I opened a second store to do a good job, the successive arrival of small achievements so that my self-confidence is extremely inflated, at this time I am pleased that the problem began to commit, I think that according to this mode of replication must be able to do a big, I think that in order to be recognized by the others at least I have to have a flagship store, and then there is a large store to do a model idea, and then wait for trademarks to let other people to join, and then it can be very simple to make their own fast-food business, but also to make the best use of their own resources. I'm not sure if I'm going to be able to do that, but I'm sure I'm going to be able to do it," he said.

When I didn't examine my own strength, the tragedy of failure repeated itself. I raised funds to start a large store to do sample, and then almost all of the other several store funds are drawn out, made a maximum of a store, in the area and positioning are completely out of the previous I envisioned the goal as well as my market positioning, and then all aspects are trying to do to the maximum, is the hope that the trademark down, I want to immediately begin to join the fast-food restaurants to do all of China, but the tragedy occurred, my large store into the market, and the market is not the only one, but also the most important thing is that I have a lot of money to spend. The first thing that I did was to get the money back from the company, and then I was able to get the money back from the company, and then I was able to get the money back from the company.

I began to sustain losses, even though I took out all the means and all my money to save the store, but this utopian flagship store in my sense of powerlessness in the failure, in the bitter support of seven months, I failed again, the other small store I was implicated in the inability to operate to someone else, my business failed again.

Reflection: cash flow, team, mentality

This failure did not make me suffer, but let me recognize myself. I think the biggest problem is in my own mindset, whether a startup project will be successful or not because of my own internal optimism, impatience, so I lost my way and couldn't find the north. When achieved a little bit of success on the sneaky self-congratulation and do not understand that a business can always die within 24 hours. The second factor is that I simply do not have an accurate assessment of their own capabilities, that do small stores made to do large stores must be able to become an overestimation of their own capabilities. Think they will be able to do very quickly, but do not know the brand management, operation, team are very deep learning, earned some money on the beginning of the wrong evaluation of their own ability. The third is too eager to succeed just did two small store success would like to do investment to join, do not know the management of two small stores and management of a brand output company operating mode are not the same, with people, is not the same. The fourth lies in their own goals and sense of direction, they constantly change a lot of direction, do not recognize their own goals. Fifth: entrepreneurship does not have their own good team, all the way to entrepreneurship for so long, without their own core partners and partners, all entrepreneurship is a solo. Sixth: for the financial and capital chain control themselves do not have a clear knowledge and understanding, so, ultimately destroyed by the cash flow dragged down.

Strangling the rope around the neck of the network food ordering

Dining Network was founded in Beijing in 2003, using a call center to provide users with food ordering, coupon discount services. In terms of model, it is similar to Ctrip in that it is a call center and internet-based service provider for restaurant merchants.

Soon after it was created, it broke even through advertising and commissioning, and grew even faster after it received $4 million in venture capital in July 2008, and by 2009 it had more than 500,000 merchants, with more than 3.5 million orders and more than 10 million people served.

Dining system network was popular for a while, the formation of "the north has a dining system network, the south has a small secretary to order food" pattern. Zhang Tao, CEO of Dianping, clearly remembers that when Dianping first came to Beijing to do business, many people opened Dianping to see the introduction, review information, and make a decision to go out to which merchants to eat, and then immediately dialed the phone number of the dining network to make a reservation. The company has also been depressed about this.

After 2010, with a deep base of merchants, the network did not have a layout in the mobile terminal, continue to eat the call center era of the "old capital". It wasn't until 2012 that DTN launched an APP product that could realize the function of booking and location finding, and at that time, the users of DINGDING preferential products had already exceeded 10 million people.

The meal system network into a call center, the failure of the call center. Initially, the call center approach is because it is closer to the user's habits, and the failure of the call center is because the call center approach can not form an effective accumulation and precipitation of users. In other words, the user wants to eat on the phone to book a restaurant, if the meal directly to the user to call the recommended restaurant, the user is certainly not accepted.

In addition, the call center is not sticky to the user, today you can call to book, tomorrow you can directly order in the mobile terminal. And rice tally network can only look at the user to come and go, powerless to change. The same predicament Ctrip also encountered, but because Ctrip has a monopoly in the travel industry for many years, and its active layout of mobile Internet products in the late. Even so, it's still a lot of market share to be harvested by newer products such as Go.

The takeaway fast food entrepreneurial apocalypse

The general office building are punctual commuting and rest, the delivery car must be punctual to arrive, do not let the customer eat to the mouth feel hungry over the strength.

Secondly, the quality of meals and patterns every day to be good, to be more, the portion and quality must be enough, the office building of the white-collar workers are usually high-frequency patronage of food and beverage stores of the crowd, so the taste of the choice may be tricky some.

Food delivery personnel must be neatly dressed, civilized language, all the requirements put forward by the customer whether reasonable or not should be carefully recorded, timely feedback.

The kitchen is best located on the first floor, in case something happens, we can evacuate as much as possible.

The mobility of the back of the kitchen is relatively large, to find and arrange staff in a timely manner, the leadership of the fast food company should at least have a chef's license, can act as the first line of candidates in case of emergency.

Procurement must be hands-on, the main channel of corruption in the back of the kitchen is procurement