The so-called industry refers to: enterprises in order to meet the different consumer demand, in order to operate the focus of the goods and provide services in different ways, and take the form of business.
Business form should include at least three meanings:
First, what is my store? That is, the question of the choice of business form.
Second, my store is for whom? The problem of market positioning.
Third, what does my store sell? That is, the problem of commodity composition. According to this basic meaning of business, according to the restaurant's operating characteristics as the basis for the catering market can be divided into the following business pattern:
(1) home-cooked food-based mass restaurant business
This business type of restaurant target market positioning for the ordinary working class, the menu and dishes popular, home-cooked, lower prices, large quantities of food, food speed, to meet the people's daily The menu and dishes are popular and home-style, with low prices, large quantity of food and fast serving speed, which can meet the daily dietary needs of the people. These restaurants are scattered in Beijing, mostly located in areas with convenient transportation, a large mobile population or a high concentration of residential areas, institutions, enterprises and public institutions.
(2) Fast food business to meet the fast pace of life
This type of business can be divided into Chinese fast food and Western fast food, Chinese fast food to cheap food is simple, simple and affordable as a feature. Western-style fast food is due to the delicious food, fast service, personalized environment, marketing methods and other characteristics of the young people and children's favorite.
(3) to meet the needs of business banquets upscale formal dining business
This type of business can also be divided into Chinese formal dining and Western-style formal dining. Chinese food mainly refers to the distinctive characteristics of the cuisine of high-grade restaurants, divided into state-owned old, emerging private restaurants. Restaurants are the representatives and masterpieces of Chinese food culture, whether it is operating techniques, dishes, or service, the environment reflects a relatively strong ethnicity and history, with deep traditional cultural connotations. Emerging private restaurants have attracted many high-class consumer groups with thoughtful service, diverse dishes, high-grade environment and flexible promotions. Western-style formal dining mainly focuses on high-level and high-income groups, with elegant environment and meticulous service, which is the best choice for people who like western food.
(4) Relying on star-rated hotels, the restaurant category
(5) Theme-based catering to promote individuality
People's desire for new and different mentality has fostered a number of highly individualized theme restaurants, these restaurants or nostalgia, or romance, or leisure, or sports, or cold, or passion, become the white-collar class party to meet and make friends with the perfect place to relax and spend time.
(6) Free choice of self-service catering
Self-service restaurants are similar to self-selected supermarkets, consumers can according to their own preferences, all the dishes are free to choose, enjoy at will, more popular with young people.
(7) romantic and relaxed casual dining
This type of restaurant dishes are very few, but to operate drinks, snacks, snacks, snacks, mainly in a casual environment as a selling point.
(8) catering and entertainment combined with entertainment catering
Modern life is not only limited to the simple need for food and beverage, colorful audio-visual enjoyment has given the restaurant a wider range of connotations. The most typical is the "big tower", a ticket contains a dining, music, dance, performance of all services, so that people in the dining at the same time, enjoy the dance, music and other sound, light, color and taste of the one enjoyment. At present, Beijing is more hot when the "KTV", its freedom and price charm has become a popular choice for people's leisure time.
(9) to win the scale of the catering street type of business
Operators to seize the catering consumption from the crowd mentality, in the business opportunities in the area of the deep pile of business, and gradually formed the current scale of the "catering street". Food Street restaurants have their own strengths, prices are high and low, a variety of dishes to meet the needs of various tastes. In addition, in the major shopping malls in the formation of food and beverage food court is also in this same category.
(10) mobile consumption of food and beverage industry
Currently, most of the catering enterprises to the seat of the store operation, in order to meet the people's fast-paced lifestyle, mobile services and mobile consumption of mobile food and beverage industry has arisen. KFC in Beijing launched the car restaurant is undoubtedly a new highlight of the catering industry. The car restaurant can be called a restaurant without a dining table. As long as the motorist drives his car to the window of KFC, the process of ordering, picking up food and settling payment will be completed in the car, which greatly saves consumers' shopping time. In addition, food delivery service is also an important part of mobile consumption. The mobile consumer market lurks a huge business opportunity, representing an important development direction for the catering industry.