Title: Bakeries in Schools and Neighborhoods, What to Revitalize?

Background:

Hello everyone! I am Zhang Hua from Shenzhen. Last September I opened a bakery next to the Shiyan Public School in Shenzhen, and although I've worked very hard these past six months, the store is still in an unprofitable state. The store is located 300 meters from the entrance of the junior high school, and there are also residential areas nearby, the store is on the street, but usually there is little foot traffic (not a commercial road).

Currently, the main customer groups are students and residents in the neighborhood, as well as people who climb mountains and run (near the Yangtai Mountain Stadium). The day's bread will be processed at 8pm, (buy 2 get 1 free), and only fresh bread made on the same day will be sold every day. We could make cakes, but have never gotten around to it. 80% of the cakes are ordered by my friends in my running group, and the percentage of other customers is very low.

Problem:

1. Breakfast is a selling point, our main breakfast products are sandwiches ($5), burgers ($5), seaweed chicken steak ($6), cheese and bacon ($6), pictures attached. However, for the group of main customers, students, they have many choices, such as rice ball (5-7 RMB), pancake (5-7 RMB), hot dry noodles (4 RMB), soup noodle (7 RMB), etc., of which the rice ball and pancake can be added with egg, sausage, and chicken steak in the form of floor stalls. May I ask: how can we make our breakfast bread stand out among the many choices?

2. Cakes have a relatively high profit margin, how should we increase the sales of cakes?

@:For the breakfast store, the most important thing for students is the taste and affordability. First of all, it should be delicious, the second affordable does not mean that it should be cheaper than others, affordable can be done through the enthusiasm of the boss, and then give a little more volume and so on, do these two points, the loyalty of the student customers can be very well cultivated.

@:How can we make our breakfast bread stand out in the many choices?

First of all, students like bread must be tasty and affordable, then you can carry out the student card, cheaper than the stalls a dollar, for students can carry out regular group-buying activities, in addition can be linked to the book, buy bread can be free to borrow the book

Cake profit margins are relatively high, we should how to improve the sales of cake? ?

Build a community to cover the surrounding neighborhood

How to make this store better? Please give me ideas, thank you all.

To have a diversionary product that can not be refused, let's say there is a restaurant on my side, a plate of fish-flavored eggplant is usually sold to 23 yuan, but this week or half a month only 6 yuan.

135 activity days, specific activities can be planned, must be regular, so that customers become a habit of consumption.

Activities, bread full of ten dollars plus $1 to send a copy.

Cake is generally a special meaning when you buy it, first of all, targeted discounts, and then send a souvenir

@: the main flow of students, for the student's preferences and affordability to develop or optimize the product, to maintain the category of about 5, the worst-selling products on a regular basis eliminated, the development of new products, such as rice balls, hotdogs ... On the one hand, the survival of the fittest allows for an evolutionary process of products, and on the other hand, maintains a sense of freshness.

I said before, this is somewhat similar to a positioning bias problem, why do I say so, first of all, look at the customer base, students, residents, near the stadium, which basically set the tone of the surrounding stores to cheap and affordable. So the characteristics of breakfast in addition to delicious, but also need to be close to the consumption habits of these two. Of course, the proximity of the stadium is a good thing to get up early to work out the traffic, then the types of products to consider their needs. At this time, do not say what the number of servings, according to different body types, according to the calorie to do the number of servings, with the theory of precise nutritional collocation of packaging, the main is healthy, so that they stand out in a group of pervasive smell of gutter oil in the breakfast. This is the differentiation, so that the fitness crowd think, choose you is to choose health, with all the external techniques to label themselves, so that customers feel that the choice of your store's breakfast bread is a different choice. Strong differentiation first lock target customers, and then the product itself with the quality and constantly improving the taste to retain customers. And then the cake, yes, we all know that the cake is highly profitable, but how big is the demand? Breakfast is a very low unit price category, while the cake is a very high unit price category. To cross such a large category gap, unless the brand has great trust, otherwise it is really difficult. In fact, I think this is a classic attribution fallacy, the problem that needs to be solved is not how to make cakes, but, how to improve margins, how to make money?

One-sidedly thinking about how to make a cake is not only not the idea of solving the problem, but will make one's thinking more and more narrow.

The question should be yes, such a store, how to do to make money?

The bakery and stalls to struggle to grab the breakfast market is not a bit of self-degradation

Personal opinion:

1. Bread belongs to the Western food, you can combine a Western breakfast with, open up a new market for breakfast, and then a response to the main customers of the students can do the value of the card, you can refer to the Alipay chanting inside the "" convenience store weekly card "" and so on. convenience store weekly card "

2. cake high profits but can not blindly on the item, must control the number of items, according to the sales of regular iteration, always let the quality and sales lead the item

3. In general, open a good bakery, first of all, to clear positioning, I remember that my previous leader told me a story so far I am still y impressed. "A large shopping malls around most of the stalls will have a stall, and stalls sell anything, many are similar to the mall and the goods and snacks, the malls are not driven, business is not affected, on the contrary, if the shopping malls try their best to drive away, it will bring a great deal of negative impact on the malls, as well as the larger manpower cost of their own business is well affected, this is the importance of the positioning!

Residents don't have a scene for cakes and can't have people ordering cakes 365 days a year. I don't think you can just focus on students and residents because even though there are three bakeries in the neighborhood downstairs of my house, when my grandma's birthday came around, we still ordered Black Swan cake online

Residents don't have a scene for cakes and can't have people ordering cakes 365 days a year. I don't think it's just for students and residents because even though there are three bakeries downstairs in my neighborhood, when my grandma has her birthday we still order Black Swan cake online

So we can try to advertise online and increase takeout

2 If it's for the students, can we set up a place where students can have some kind of warm message, like a water bar, so that students can come into the store to sit down and do their homework

Yesterday, I studied Mr. Liang Ning and Run with the user profile According to the first sheep into your scene territory after a series of reactions to the end of the meal What peak value and final value services you can provide for him Have you made them feel a small fortune, a small surprise or the surrounding residents have a membership card to register for birthdays Send warm reminders in advance of each birthday?

Or first from their own product polishing start, positioning, find characteristics, and then strengthen your features, such as jitterbug shot production process, efforts to create a local Netflix store business will be very good

March 13 "Empowerment Island Daily Topic Practical Chapter" (Day 33):

Title: school and residential bakery, how to revitalize?

To provide a little self-advice, as opposed to purely catering corresponding to the customer base, I think it should be empowered more, residents and schools are a good combination of resources, most of the neighborhoods are privately opened a variety of incidental to the growth of the transaction. And eating can only be a one-sided multi-channel choice. Doing bread is a craft work so there are deliverable crafts, made DIY Provide a family parent-child activity scene, incidental sales of bread, increase with the neighborhood owners sticky, and with see if there can be channels to go and school cooperation. My idea is to provide parenting education and activities scene, and increase the viscosity of the surrounding residents, and subsequently can follow the residents with the property School Other training courses to do some joint activities.

Thanks to the topic contributor: @ Zhang Hua

@Zhang Hua-Shenzhen-Bread entity I think if you can attract some good owners, in the company of parents and children, can provide you with some channels, the sales may not be a big problem, but this also depends on luck. Ideal is to be able to and school or company to provide breakfast bread afternoon tea dessert within.

In less than three hours you have 900 yuan of sales, I think it is quite high, if you so still loss, I think you have to consider your cost problem

To be honest, the cost is also a problem. A day not to mention more than 900 in revenue, that's got to be 300,000 a year, and if 300,000 a year is still a loss, then that's too high a cost. Have you considered the cost? @ Zhang Hua - Shenzhen - Bakery

Members usually 5% off, Tuesday members of the day 88% off, spending 10 to send a point, open a membership card to send 30 points, 100 points to send donuts

Not this kind of membership? It's a rechargeable membership? Lock the consumption in advance

A master's salary to 8000

Now the level of consumption, 300,000 a year is not enough to support the shop

@Hai Bo|National|Communication It depends on where ah, and the subject is said to be a loss of money, not flat. He set up store next to a stadium and a school, so I'm guessing rent costs are lower. How much does it cost to be flat in a year, $400,000? That's enough to support two clothing stores in a third-tier city [sweating]

Coming from Shenzhen. Have you learned anything about the western breakfast preferences of the neighborhood consumers?

1, students and residents can be breakfast users, to put more effort on price, safety and quality. Under the premise of fixed traffic, first of all, we must work on the product, give people the impression of hygiene and real goods, which is the first to stand out; secondly, more detailed in the service, the speed of students' breakfast dine-in, take and eat the temperature, cleanliness, and convenience to follow the experience of the map to continue to map and improve. These two points are solved, plus some "full... Delivery..." and other means to increase user stickiness, conversion rate, repeat customers and customer unit price are in it.

2, the cake is the profit surplus generated after breakfast, is the efficient use of time and space, must be utilized. According to the business situation can consider the micro business social business form of operation, cake safety, high quality, shape can be customized, no rent and inventory pressure on the price has an advantage, the use of "points for purchase, upgrade" and other marketing, do big, do live.