Four Positioning of Private Restaurant

Network 2117-4-27 11:24:44

How to position and operate private restaurant in order to survive and develop in the highly competitive catering industry? This paper discusses the management orientation of private restaurant from four aspects: development strategy orientation, market orientation, product design orientation and management orientation.

The connotation of private cuisine and private cuisine

The so-called private cuisine should generally have the following elements: First, the banquet place must be at home or a place similar to home, which is private and does not do business with great fanfare, and regular customers will patronize it; Second, there are few seats, the number is between 11 and 51, and you need to make a reservation by phone before coming; Third, there are usually only one or two chefs, which reflects the meaning of "private kitchen". Chefs will communicate with diners and pay attention to feelings; Fourth, and most importantly, of course, the chef should have good dishes that can't be eaten outside. In order for private restaurants to develop in the surging tide of catering, we must do a good job in the following four aspects according to its above characteristics.

strategic positioning

opportunities for private restaurants: according to the data released by the Ministry of Commerce, the catering industry in China achieved double-digit high-speed growth in 2115, and the total retail sales of the catering industry reached 888.68 billion yuan, up by 17.7% year-on-year, with a net increase of 133.6 billion yuan over the previous year. The development and expansion potential of the whole catering market is huge, and the development opportunities and space faced by private restaurants are also huge. With the rise and development of leisure economy and leisure consumption, the consumption structure and mode of consumers have changed. The big change in catering consumption is that many consumers have begun to seek another leisure catering method besides restaurants and hotels, and private restaurants have developed at the right time.

the threat of private restaurants: the negative threat of the external environment mainly comes from the competition of other types of restaurants in the catering industry, such as hotel catering, square catering, chain fast food and other alternative products. These types of restaurants generally adopt chain group operation or industrial operation, which has strong competitiveness and occupies the mainstream and leading position in the catering market, while private restaurants are generally small in scale, short in operation time and immature in management.

the resources and advantages of private restaurants are the familyization of dishes, that is, the non-pattern of dishes, the change of dishes, the affection of services and the family atmosphere of dining environment. Its disadvantage lies in the location of private restaurants. Unlike hotels and other restaurants, private restaurants are not located in urban areas with convenient transportation or bustling commercial areas. Private restaurants are generally hidden and relatively difficult to find. Because of the small scale of private restaurants and the lack of signs and advertising, private restaurants should strengthen emotional marketing and word-of-mouth publicity.

according to the above analysis, the development strategy of private restaurants should not adopt the general cost-leading strategy of catering industry and the collectivization and industrialization strategy in the development trend of catering industry at this stage, but adopt the differentiation strategy and brand strategy, that is, differentiated products, prices, dining environment and services. Form your own brand on the basis of differentiation and take the development strategy of combining differentiation and branding.

market positioning

market positioning is the private restaurant's accurate understanding of the target market. It needs to analyze competitors' products and markets, and then combine its own advantages and capabilities to develop products and services that better meet the needs of the target market. In view of the fact that private restaurants are in the early stage of development, with a small scale of operation and lack of market competitiveness, they have no strength to implement the strategy of competing for the top spot and alternative positioning in the catering industry, so they can only make full use of their strengths and avoid their weaknesses to implement emotional marketing strategy.

Emotional marketing is committed to the pursuit of long-term contact between enterprises and customers. It improves customer satisfaction through humanistic, personalized and relationship-centered emotional appeal and communication, and fully meets the emotional needs of consumers on the basis of providing customers with value-added products and services, so as to win and maintain customer loyalty. The emotional marketing model of private restaurant should be developed from two aspects: rational component and perceptual component. Rational components mainly focus on products and their prices; Emotional component is to meet the emotional needs of consumers as its marketing goal, and realize the management goal of private restaurants by developing emotional products, setting emotional prices and using emotional promotion.

product positioning

first of all, the design of private kitchen should be more expensive than its "private room", which is non-modular, non-standardized and eclectic, and it emerges endlessly, which is the exclusive menu of restaurant owners. Of course, it is not excluded that it should have several signature dishes with regional characteristics and cultural accumulation. Secondly, the design of private kitchens should be emotional, and the owner of private kitchens can add some unique ideas and inspiration to create according to the ancestral recipes, and express his unique food culture with recipes. Finally, it can also create temporarily according to the requirements of the guests, or understand the consumption mood of the guests, and use recipes to express the host's silent but tangible understanding and relief of the guest's mood. The dishes are silent languages. Private restaurant owners can also carry out their own cooking activities, let customers participate in product design activities, show their own private kitchens and experience the product design and creation of private restaurants.

management orientation

first of all, there must be strict quality management. As a private restaurant, quality management is very important, which involves the quality management of purchasing raw materials, the quality management of processing, proportioning and cooking of dishes, and the management of food hygiene. Although the organization structure of private restaurants is simple, and the general scale of operation is small, there are not many links in quality management, and the whole process is relatively easy to control, but we must also pay attention to it. Because the ability of private restaurants to resist the business crisis caused by quality management errors is very weak, that is, the ability of private restaurants to resist risks is very poor.

Secondly, there should be strict cost control management. As a commercial enterprise, the purpose of private restaurants is to gain reproduction profits in addition to promoting traditional dishes. Moreover, the operation of private restaurants is generally not large, and the cost cannot be reduced through economies of scale. Therefore, proper and reasonable cost control is the only way for private restaurants to increase their income. The cost control of private restaurants can be controlled from the aspects of raw material procurement, customer's meal volume and profit rate.

finally, adhere to the people-oriented customer emotional management. The success of private restaurant management depends largely on the emotional atmosphere it creates, so the core and soul of private restaurant management lies in people-oriented customer emotional management, which should run through the development strategy, market positioning and product design positioning of private restaurant.