Step 1: Site Selection

If you decide that you want to operate one of the routes, such as home cooking, business banquet, fast food and western food, at this time, in the site selection, in addition to the usual considerations such as the stability and maturity of the business circle, the flow of people, the flow of cars and the calculation of the route of people's activities, He Sheng introduced that some specific details should also be fully considered according to the different positioning.

If you cook "home cooking", you should consider the convenience of walking. When making fast food, you need to consider the number of times that this location can bring you; And business banquets are about face. If the location you choose is very face-saving, then you are half successful.

Summarizing the location of the restaurants he opened in the city in recent years, He Sheng has some experiences. His experience is that if there are more than 211,111 consumers within a radius of 3~5 kilometers, the investment will be guaranteed to make money. In addition, with the opening of the subway, there will be more people near the subway exit, such as Sports West and Park Front, which are all prosperous places. If you are doing office business, it is best to choose the location between the office area and the station, because he found that white-collar workers who "escaped" from the office area have to walk a long way to the bus station or subway station, whether they are going home or for entertainment, but no one likes to go back, even if it is one or two more steps.

Step 2: Positioning

He Sheng, who worked in many western restaurants in the United States in the early years, thinks that there will be food demand where there are people, and no location is absolutely good or bad. The key is to see if there are people coming. And this, positioning is the key to site selection. He thinks: Don't be greedy to cook all the dishes in the world, know what you want, what your customers want, how much money you have in your pocket, and where does your core competitiveness come from? This is the premise of positioning. If you don't understand what you want and blindly "follow the trend", your natural chances of winning are not much.

Step 3: Kitchen

The kitchen is the place where the core products are produced, and the ultimate purpose of diners coming to restaurants for consumption is to eat. After selecting the store site, He Sheng said: The operator must make clear what the core products of the restaurant are, the consumption characteristics of its target consumer groups, the production route, the price and so on. At present, the selection of chefs is mostly in the form of hiring, in-place recruitment, etc. Relatively speaking, it is difficult to find a chef who is good at recruiting cooks, and "hiring" has its advantages and disadvantages, so it is impossible to directly intervene in management. Not only that, it is easy to find a chef who can cook, but it is relatively difficult to find a chef who is proficient in cooking skills, good at management and good at absorbing local food culture. At present, the choice of chefs in the industry mostly depends on the operator's personal connections, industry introduction, door-to-door food tasting and other ways.

Generally, the management of restaurants is a vertical three-tier structure, in which the general manager is the top manager; Department managers, chefs, financial supervisors, etc. belong to middle managers; The restaurant foreman and chef are grass-roots managers. This is the basic framework, and different restaurants will adjust accordingly according to their own conditions.

in terms of marketing techniques, restaurants are also "eight immortals crossing the sea, each showing its magical powers". Restaurants can make leaflets, posters, media advertisements, buses, event sponsorship, network promotion, etc. Their marketing schemes are various, and they often complement each other when used. Operators can make decisions according to their own consumer groups and funds.

Step 4: Apply for a certificate

He Sheng said that this is also a key link. Usually, the certification departments involved in the catering industry include health and epidemic prevention, environmental protection (emission of pollutants and lampblack), fire protection, industry and commerce, taxation, urban construction inspection and advertising. This must be done before the restaurant is opened, otherwise it will hit a snag here before it is opened, and you will be burned with a fine there.

In addition to going to the industrial and commercial tax registration and obtaining a business license, the catering industry is prone to problems: the design of the building and decoration scheme has not passed the examination and approval of the fire department, and then the fire exits will be small, the fire engines will not be able to enter, and there will be fewer passages, and people cannot be evacuated in an emergency, and the fire department will be fined. In addition, the design of the kitchen was unreasonable, and it was not done according to the requirements of the health and epidemic prevention station, so it could not pass the acceptance. Moreover, environmental protection also needs approval, and the discharged pollutants are not up to standard and can not get a license. Not only that, sometimes the design of the decoration scheme did not go to the urban construction inspection for approval, especially the exterior decoration of the facade. As a result, the urban construction inspection came just after the decoration was completed, requiring suspension of work, fines or demolition, which also caused unnecessary trouble. What's more, some store names have already been registered. If they are big stores, trademark lawsuits will come to you soon after you have just opened.