Abstract: Fast fashion catering is a catering service between fast food and leisure restaurant, which has the characteristics of high quality and low price, explosive sales of single products, high-speed circulation and fashionable dining environment in the catering market. Fast-fashion catering has the characteristics of price being close to the people, novel dishes, taking a younger consumption route, focusing on a single category and seizing market segments. To operate fast and fashionable restaurants, we need to pay attention to the fashion of interior decoration, attract high passenger flow at low prices, strictly control costs, make small profits but quick turnover, and make rational use of space. Let's take a look at fast fashion catering. What is fast fashion catering?
Fast fashion restaurant is a new type of catering consumption, which imitates fast fashion clothing brands to some extent, and has the characteristics of "light catering", "short and fast" and "high quality and fair price". With the competitive advantages of high cost performance, high efficiency and fashionable dining environment, it has attracted consumers' favor, and the proportion of catering formats in shopping centers has been increasing.
With its unique new consumption concept of "concept" and "exquisite but not wasteful", "fast fashion catering" has firmly attracted the attention of young consumers and become one of the most favored investment targets for shopping centers. Because of the obvious effect of fast fashion catering on the gathering of people, it has become the favored investment target of shopping centers in recent two years. Many shopping centers aiming at increasing the proportion of catering and seeking transformation have introduced fast fashion catering brands with preferential measures such as decoration subsidies and rent reduction.
What are the characteristics of fast-fashion catering?
1. The price is close to the people and the dishes are novel.
The per capita consumption of fast-fashion catering is around 51 yuan-111 yuan, and high cost performance is always the magic weapon to win. In addition, the dishes are rich and novel, with small profits but quick turnover, the "turnover rate" is improved and the operating profit is maximized.
2. Take the route of younger consumption
Compared with popular mass catering, young consumers born in 1981s and 1991s are more inclined to choose fast-fashion restaurants with more design sense and diversified styles, and most of them are keen on queuing for meals.
3. Develop secondary brands
With the intensification of competition in the catering market, fast-fashion catering brands have opened up multi-brand business patterns and launched sub-brands of different categories to cover more consumer groups in an all-round way and seek new profit growth points.
4. Focus on a single category and seize the market segment
Nowadays, the catering industry has started to develop small but refined, and fast-fashion catering has begun to transform into a personalized single category. Make innovations in big categories and create short categories.
5. Continuous innovation and multi-brand strategic development
In order to seize the market cake of fast-fashion catering, many famous catering brands have begun to transform and are keen on building new brands and testing fast-fashion catering to seize market share.
the business strategy killer of fast-fashion catering
1. Fashion creative decoration takes the visual system and highlights the cost performance
Fast-fashion catering spares no effort to create a dining environment with its own characteristics. For example, every restaurant in grandma's house is decorated differently, and the styles are different to avoid standardization; The decoration of green tea restaurant is simple and elegant, and the dining table and tableware are artistic; Parallel restaurants create a fashionable and dynamic underwater world.
compared with the low-cost positioning of dishes, the fast-fashion dining environment is quite high-grade. It can be said that consumers can enjoy high-grade restaurant decoration with low-cost consumption. The low price of dishes and the high cost performance created by the high-end environment have become a magic weapon to attract consumers to eat.
2. Attracting high passenger flow at low prices and strictly controlling costs
Fast fashion restaurants have a set of cost control systems, such as central kitchen, chain scale and standardization. On the one hand, through the unified procurement of the central kitchen and direct cooperation with manufacturers, the procurement cost can be minimized.
on the other hand, through the standardized production and processing of semi-finished dishes in the central kitchen, the operating costs of ingredients, labor, water and electricity can be saved to the maximum extent, and the efficiency of after-cooking can be accelerated.
3. Small profits but quick turnover, turnover rate and site selection are the keys to success
The essence of fast-fashion catering is to exchange the price close to the cost for high passenger flow to achieve the balance of interests, so turnover rate is the root of the survival of fast-fashion catering. Many fast-fashion restaurants have to turn over 311% every day to recover their costs.
4. The dining room space is used to the extreme
What is inconsistent with the avant-garde and exquisite dining environment of fast fashion dining is that there are no private rooms in the dining room, most of the seats are small and cramped, and the aisles are narrow, all of which are to improve the space utilization of the dining room. If the restaurant space is used to the extreme in the green tea restaurant, a table can be arranged every 1.6_.
5. Optimize the ranking system and enhance the equal experience
Fast fashion catering attracts high passenger flow through high cost performance, improves the ranking efficiency through self-service paging machine and WeChat equal high-tech system, and adopts measures such as equal manicure service and free snacks to enhance the equal experience and retain consumers to the maximum extent.
6. Change the seat layout in time by monitoring the operation data.
Through monitoring the operation data, we can know whether the restaurant needs more people for two, four or six, and make timely post-adjustment according to the data feedback, so as to improve the seat utilization rate and reduce the vacancy rate.