In fact, to put it bluntly, these catering enterprises just hope that financial institutions can put some money out and reduce some interest. Many people may be very unhappy. When making money, why not donate more?
We don't do moral kidnapping. I believe that if we were not forced, we would not say these words at this time. These catering enterprises are the best in China, and they should be top-notch in terms of market size and profitability. If these catering enterprises can't survive, other catering enterprises that are already struggling to survive may face greater difficulties, but their influence is limited and they can't make a sound.
We can all understand that the physical industry is affected by the epidemic, but why don't clothing companies say anything, the mobile phone industry doesn't say anything, and the catering industry is impatient?
1, the online system is fragile.
Clothing and electronic products are also physical industries. Although physical stores account for a certain proportion, when the epidemic comes, this demand can also be transformed into online shopping.
As one of the most difficult industries to regulate, online catering sales are very fragile. Although take-out has a platform of beauty group and hungry, it is more in line with low-end fast food restaurants with external sales as the main body. For mid-to-high-end restaurants, the take-away products are definitely not as good as the food in the store. Therefore, whether it is Xibei or Jiumaojiu, it is mainly based on internal cuisine, and Taier pickled fish does not provide take-away service to differentiate low-end restaurants.
The difficulty of food and beverage take-out lies in the 45 minutes from the merchant to the customer. This time gap reduces the experience to the "full" standard.
2. Heavy asset investment
There are three aspects in the catering industry: heavy investment in hardware, heavy salary of employees and heavy loss burden.
Take Siebel as an example. Many people think Siebel has made a lot of money. Is there only 500 million cash flow in the account? In fact, most of Siebel's profitable funds are invested in opening new stores. Opening a shop needs to be renovated and the rent is expensive. Every store needs to invest a considerable amount of money. Siebel didn't try to join several cities until this year. Prior to this, all stores were direct stores.
Employees' wages account for more than 30% of the catering cost. Peter is a large catering brand, and this burden is very heavy. We can often see a medium-sized restaurant, where more than a dozen waiters are busy, and the chef in the back kitchen, the staff's salary is very high.
The loss of catering is also particularly large. To run a restaurant well, besides taste, the most important thing is to control losses. When an epidemic occurs, consumption will plummet, losses will definitely increase, and procurement costs will also increase.
Large-scale epidemic prevention events like this year are actually extremely unlikely events for all walks of life. No one will take this risk into account at the beginning, but once it appears, it will be a fatal blow to the catering industry. Even once, it may exhaust decades of accumulation.
Siebel appealed to the government for help while actively helping himself. In the past two days, Xibei has resumed the take-away business of some stores. Although it is a drop in the bucket for the monthly expenditure of hundreds of millions, we can also see the future development of the catering industry.
As the boss of the domestic catering industry, Haidilao's style has always been very similar to Ali's and has always been at the forefront of the industry. I have long realized that the labor-intensive catering industry has low ability to resist risks. So while exploring unmanned restaurants, we are also increasing the share of takeout.
Internet-based and intelligent catering industry will greatly reduce operating costs. In an ideal supply chain, the daily food demand will be accurately predicted. Shops are divided into takeaway shops and restaurant shops, selling more scenes than eating. However, when the restaurant encounters unexpected risks, the smaller take-away shop can meet the needs of users to order food at home.
Less labor, more reasonable loss and smaller floor space can make the catering industry "lighter" and have stronger resistance to sudden risks.
To achieve less labor and less loss, in addition to intelligent technology, it is more important to standardize catering. In fact, the catering industry, which can develop into a chain giant, has achieved a certain degree of standardization. Because any restaurant that strongly depends on the chef's personal level is difficult to grow and develop.
Haidilao chose hot pot, a more standardized food category, so it came to the front in the field of take-away. In 20 18, the take-away income has exceeded 300 million, which is more than 50% higher than that in 20 17.
However, as Siebel and Jiumaojiu, which have strict requirements on taste, how can we give consideration to the convenience and taste of takeaway? In terms of software, we can open more intensive take-out shops and set up our own distribution team to improve the delivery timeliness. From the hardware part, intelligent cooking equipment can be developed to simulate manual operation more accurately.
After SARS in 2003, it ushered in the rapid development of e-commerce, which reduced the cost of standardized products and indirectly improved the anti-risk ability of standardized products. The new pneumonia in 2020 finally made the catering industry aware of the crisis and risks.
Fortunately, our internet level and intelligence level have reached a very high level, and the catering industry is easier to achieve unmanned and standardized.
In the future restaurants, there may be no waiters to receive your orders, no large number of vegetable cutters and washers, and even chefs will become kitchen administrators.
You may think this is a fantasy, but in fact, this trend has been advancing, but you just didn't notice it. Imagine how many small restaurants use applets and official WeChat accounts to order food, and how many big restaurants use smart terminals to order food. Waiters in many restaurants have decreased by more than 70%.
In the back kitchen, the traditional "chef" is gone, and more are chefs who add dishes and order according to the standardized process. How much oil, salt and pepper are mixed in a standard packaging bag. An electronic watch will also appear in front of the oil pan. Even without professional cooking training, you can make delicious meals according to uniform standards. In the future, a mechanical arm or a machine may replace these labors.