1
Restaurant location is not good
McDonald's CEO said that the most important thing in the restaurant is three things: site selection, site selection, or site selection! Site selection is the beginning of the restaurant business is the top priority. But often good location of the store is more expensive, and also less, can not be found, it can be said that more than 80% of the restaurant location is not very ideal.
Why do some restaurant owners know that the location is not good, many people still dare to invest heavily? This is the backward "good wine is not afraid of deep alley" concept to the harm! Many people always think, I do a good job of food, good service, the formation of word of mouth, even if the beginning of business is not good, slowly business will be good. The reality is that the restaurant has been losing money for more than a year, and the turnover is getting less and less, and ultimately we can't wait for the word of mouth to explode, so we can't go on.
Why is this? Now the times are changing, open restaurants everywhere, and the competition is so fierce, do not find a good location, how to fight with other competitors?
For example, if the restaurant is mainly engaged in fast food, then the ideal area is the commercial shopping area with a large number of mobile population, schools, office buildings and other places nearby. If you are organizing a large banquet of Chinese and Western restaurants, such restaurants are best opened in high-grade residential areas, financial institutions and other nearby, the main source market for business banquets, social activities and high-income people. If the surrounding population is not the restaurant's target consumers, where is the traffic? Who will pay for you?
The location is not good business is also hot restaurant, more than 95% is operating 5 years or even more than 10 years of the old store, there are very many loyal customers, or the environment, food or service is very distinctive store, but such a store is often not a lot.
The bad location has become a fact, can not be changed, how to do?
There are two choices, one is, close the door early, reduce losses, this word is not good, but very realistic, depending on the investor's vigor. Two is, do change and try again.
Do what change? "No one I have", to create a unique feature, this is difficult, but very difficult to try. Research all the meals offered by restaurants within at least 500 meters of your restaurant to see if there are any popular food and beverage products that they don't cover and that are unique.
An example:
Once a customer, his son and others in a county to do imported beer hall, the location is very remote, and consumption is high, looking for me to see, they said that they are ready to change the chef, ready to do Western food.
I looked at it and said, "This kind of open and simple beer bar decoration environment is not suitable for Western-style food, you do Western-style food in this environment and the city center of those medium and high-end Western-style restaurants can not compete at all.
He said they have a specialty, they take the steak face to face on-site production. I said, that's even worse, there is a steak live production of this demand can be divided into two kinds of people:
One is the quality of a high demand for people, they want to watch the live production to identify the quality of raw materials, this kind of people on the quality of the food requirements, that the dining environment is also a high demand for the same.
One is the pursuit of romantic couples or couples, these people pay attention to the privacy of the environment. These two consumer needs you can not meet, your steak to do who eat?
Through the investigation of the county market, I suggest that they do the main Korean cheese ribs and troops hot pot, these two things are currently in this county market is no one to do, and this way of consumption and the price of imported beer are very with, but also do not have to increase the investment, buy a few casserole stove on the line.
2
Homogenized competition, no obvious advantage
Now the restaurant market, product homogenization is very serious, coupled with the country is very like to follow the trend, a restaurant is very difficult to have a unique dishes, we are selling the same thing, why customers have to come to your home to buy?
This will need to do "people have my superiority". For example: this cattle root Xiang grassland clear soup yellow beef, in Chengdu this is full of hot pot, full of Chaoshan beef market, to determine the advantages of their own to beef hot pot as the basis, on top of this, for the industry demand and experience, from the catering fundamental products, complete the catering history of unprecedented innovation.
3
Restaurant food pricing
Consumers to the restaurant business dining, food prices and quality issues are the first customers will be concerned about, reasonable food pricing and high quality of food is to attract "repeat business" of the magic weapon. But many restaurant owners in order to recover investment costs as soon as possible, the price of food set high, so that often guests consumed once, will not come to the second time. If the dishes do not reduce the price, then how can we do it?
1
The original price is not adjusted, but increase the small variety
This method is aimed at the original pricing is high because of their own portion of the reason for the restaurant, the operator at first thought that their own portion of a large amount of the price of the natural to be a little higher, that customers can accept.
But dining consumption is not a supermarket to buy things, customers can compare the price of several brands of goods at the same time and portions, customers enter your restaurant, you can only see what you get the menu, the first printed in the brain is the price, the price is high, the price may lead to customers ordering food with trepidation.
Until your dishes on the table, the customer to know, oh, the original portion so much, no wonder expensive, you think this time the customer will understand your pricing, your restaurant have a good feeling?
No, there are quite a few customers who are still not happy, I'm just 2 or 3 people, what are you doing with so many portions of food? I can't finish it, it's a waste, why should I pay for the waste, and I was going to order 5 dishes, but because of your price and portion size, I only ordered 3 dishes, I'm not happy that I'm missing out on 2 kinds of food today.
In this case, we can maintain the original price of the large portion of the basis, increase the small portion of some of the best-selling dishes varieties to meet the consumption needs of a smaller number of customers, so that the price naturally came down.
2
The use of halo pricing method
is to set a high rate of customer attention to the price of goods is very low, or even below the cost to sell, in order to produce a "halo effect", so that the customers love the house and the Wu Wu, resulting in a low price of the store's goods to the overall good sense, thus prompting the store's honor continues to increase, the store's customers. The honor degree is constantly improving, customers.