The most complete catering store opening plan

1. Company profile

1. Company name: xxx Tea Restaurant

2. Organization form: individual industrial and commercial households

3. Place of business: within xxx University

4. Main products: Hong Kong-style tea, cakes, stews and ice cream

5. Business mode: breakfast, morning tea and afternoon tea.

8. Business philosophy: Modern Hong Kong drinks Hong Kong food in urban fashion style, fresh and fast, fashionable and delicious, and civilian.

9. business strategic goal: to develop a beautiful environment with modern urban characteristics and Hong Kong style, and to build a popular healthy catering brand.

second, market analysis

1. basic characteristics of the industry

1) food diversification: tea restaurants provide Chinese and western-style food, and there are many unique diets in Hong Kong. In a small restaurant, there are often dozens of kinds of food in the menu, and there are many choices, so customers can mix them at will to choose the right food.

2) Pay attention to efficiency: after patronizing, customers pay at the cashier's office without waiting, and pay attention to speed from ordering to checkout.

3) the price of food is reasonable: the food sold in traditional restaurants is usually more expensive. A meal in a tea restaurant may only cost more than 111 yuan. Regular meals and fast food in the tea restaurant will include drinks, or water or hot tea will be provided free of charge.

2. Feasibility analysis

1) There are not many Hong Kong-style tea restaurants in XXX, and the high-priced, affordable and high-quality tea restaurants cater to the characteristics of college students' pursuit of quality and low consumption.

2) Although the school has a canteen and many stalls, students who are busy with classes in the morning are still crowded to buy breakfast, so quick refreshments will definitely be favored by students.

3) The class time of college students is not uniform, so the time for eating will not be concentrated. The introduction of morning tea and afternoon tea just meets this demand of college students. Even if some students don't arrive at dinner time, they will want to buy some drinks and snacks.

4) There are many kinds of food in tea restaurants, which can be changed every time and have different tastes. It is very attractive to college students who are willing to try something new.

5) The in-store environment of Hong Kong-style restaurant is fashionable, elegant and comfortable, which is suitable for college students to chat and date, enjoy the leisure atmosphere of petty bourgeoisie, and experience humanized service and cultural atmosphere with more humanistic characteristics.

3. Competition

There are many fast food restaurants on campus, such as Happy Station, Haodaxiang Chicken Chop and Wowo Chicken Chop. There are also many drink shops, such as Duke, Tea Dance and seven cups of tea. These businesses have formed a strong brand awareness among students. There are also canteens and some stalls in North Street, which are very cheap and have a price advantage over us.

4. Future development trend

Although there are some chain-style tea restaurants and a certain number of Hong Kong-style tea restaurants, according to market research data, the prices are generally high. Coupled with the special food and service of Hong Kong-style restaurant and the fashionable and comfortable environment, we should be able to effectively enter the student market. After establishing a good reputation among students and looking for investors, you can open branches in other places in xxx.

5.SWOT analysis

Advantages: It is located in a student-intensive area, with dense crowds, unlimited business opportunities and a unique environment; Brand-new equipment, spacious and bright dining environment and cost-effective food are conducive to sales; Economical manpower structure, advanced service mode and comfortable environment.

Disadvantages: new business, lack of popularity, market awareness and acceptance have a cultivation process;

opportunity: in colleges and universities, the market capacity is large; The geographical location is unique, and the business environment cannot be copied; The morale of new stores and new employees is self-evident after systematic training; Although there are many businesses around, the software environment is different, and the competitiveness is strong and weak, which has laid the foundation for the diversion of tourists;

threat: the quality of service and products is directly and inevitably related to the operating cost, so the price of products will not be lower than that of competitors. Although the overall price is not too high, in contrast, students' financial affordability is still unable to support the consumption of three meals a day in our store. Moreover, cost and profit are also directly linked, and the amount of profit is a major determinant of whether it can survive in the competition. Furthermore, the differences in local customs and eating habits have created another question, whether most customers can recognize or be satisfied with the products, which also needs to be tested.

Third, marketing strategy

1. Market segmentation

consumer groups; College students' < P > consumption motivation; Leisure

behavior characteristics; Group or individual consumption

2. Market strategy?

As a newly established enterprise, we are facing new customers, and our products are new to customers, so we choose diversified market strategy.

Accordingly, we take the following measures:

1) We can distribute questionnaires to analyze students' suggestions and views on tea restaurants, so as to better meet students' needs and requirements for products and services.

2) according to the statistical results of the questionnaire, the details of the restaurant are further analyzed and improved, such as decoration style and price.

3) train the employees in the store to ensure that they can meet the requirements of customer service.

3. Marketing mix

The marketing mix strategy of this enterprise is market indifference strategy, including the following contents:

1) Product strategy

To provide customers with a fashionable and elegant environment and high-quality service, while ensuring product quality, we will set a lower price, launch a wide range of foods and drinks, and mix them at will.

2) Promotion strategy

Advertising: distributing leaflets in dormitories and canteens of various schools to increase publicity; Place a weekly new product billboard at the door of the store; In-store counters and ordering cards make eye-catching publicity on new product promotion.

business promotion: launch different promotional activities in different festivals; Publish group purchase preferential information and cash coupons.

3) Sales channel strategy

At the beginning of business, the main target customer group is college students, so they should publicize it in places with large student flow and sell it through store direct sales. ?

The business is not only located in xxx University, but also has an e-commerce platform: home online, you can join, provide online ordering service, and promote the business to the whole city.

4) Price strategy

Set low and middle prices to attract college students who have the psychology of good quality and low price and have no fixed income. In order to gain popularity as soon as possible, we can draw up a short preferential period and promote the market, so as to seize the market quickly and create a hot store, which will attract the extensive attention of the target customers, and make use of the consumer psychology of "herding psychology" to gradually introduce innovative service selling points and keep the market hot. After the tourists are stable, the necessary screening will be carried out.

iv. financial strategy (financial report)

1. capital budget

1) business equipment and facilities: 88,111

computers, counters, sanitary products, lobby equipment and outdoor products

2) kitchen equipment and supplies: 85, 111

Stove equipment, heating and insulation equipment, refrigeration equipment, exhaust equipment, chafing dish equipment, boiling pot, steamer, frying pan, spoon, knife, kitchen stainless steel utensils, food storage containers, bread baking equipment, kitchen miscellaneous parts

3) Catering equipment and supplies: 52, 211

drinking fountains, beverage machines, ceramic utensils, plastic utensils, juicers, coffee machines, coffee pots, coffee stoves, glassware, stainless steel utensils for dining

4) cleaning and hygiene products: 1,811

mops, brooms, brushes, cleaning tools, cleaning protectors and detergents

5) washing equipment products. 811

Dishwasher, tableware disinfection cabinet, washing basket, detergent

6) Dining chair, dining table cabinet frame: 84,211

Configure or customize related furniture based on the needs of environment creation, but pay attention to the problem of furniture pollution

6) Other equipment and supplies: 41,111

7) Decoration: 111. 111

8) venue rent: 15,111, which is assessed according to the monthly rent

9) material reserve: 21, 111 according to the 3-day storage cycle

a total of 497,111

11) Staff salary and headcount budget

4,111 yuan for 2 pastry chefs = 8,111 yuan

3,511 yuan for 2 baristas = 7,111 yuan

2,511 yuan for 3 waiters = 5,111 yuan

1. 111 yuan

11) Advertising and promotion activities: 31,111 yuan

Total liquidity demand: 547,111 yuan

2. Fund raising

The actual situation of this enterprise is individual industrial and commercial enterprises, with 511,111 funds. Because it is a newly established company, there won't be much fluctuation in the short term, and Hong Kong-style tea restaurants are the trend of the times. It caters to the tastes of today's college students, is convenient and cheap, affordable and informal, and is obviously different from other competitors, and can satisfy more than half of college students. Therefore, according to the company's service tenet of integration, our tea restaurant is easy to survive in the market, and it is easy to start the signboard of the tea restaurant and attract customers. Under such circumstances, I think our tea restaurant is likely to open branches, even in all parts of the country and even the world, so I think there are two financing methods:

The first way is to increase the partners' further investment to expand the scale of operation, and divide the profits according to the profit at the end of the year. This can effectively raise funds and expand domestic demand in a short period of time. Using greater financial strength to expand the scale and economic strength of enterprises, so as to broaden the business scope and have sufficient funds, we can introduce advanced technology, update equipment, improve quality of enterprise, and enhance the economic strength and competitiveness of enterprises. However, its disadvantage is that it is easy to disperse the control rights of enterprises and there are great differences within the company.

the second way is to borrow money from banks or mortgage. It can solve the temporary crisis, use sufficient funds to adjust everything in the company, and prescribe the right medicine according to different situations. Therefore, our company decided to adopt the second way: borrow 81,111 yuan from the bank for 3 years as the long-term borrowing cost. According to the cost calculation: the general formula of long-term borrowing cost: K1=R1(1-T)/1-F, and the cost of borrowing funds = annual borrowing interest *(1- income tax rate)/(borrowing amount-borrowing cost)?

the annual interest rate of a three-year long-term loan is 6.41%, which is paid once a year and the principal is repaid once at maturity. The enterprise income tax is 25%. Then the formula of enterprise's fund-raising expense ratio: the fund-raising expense ratio is 1.5%, so the capital cost of long-term borrowing K1 = 6.41% * (1-25%)/1-1.5% = 4.82% < P > 3. Capital budget

1) Estimation of enterprise's annual income level < P > The tea restaurant operates for 12 hours every day, and receives 81 guests on average every day.

2) Calculate the annual operating cost according to the working capital

Total cost in the first year = 651,632.5 yuan

Operating cost in the first year = Total cost-depreciation-amortization = 628,111 yuan

Total cost in the second year = 649,632.5 yuan; Operating cost in the third year = 626,111 yuan

. 2.5 yuan's annual operating cost = 631,121 yuan

3) Annual net cash flow of enterprises

Schedule: (Newly established enterprises or business units engaged in catering industry are exempted from enterprise income tax for one year with the approval of the tax authorities)?

serial number

year project

economic benefit calculation and analysis period (year)

product sales revenue

864,111

total cost

651,632.5

649,633.51118181816

Operating profit

212367.5

214367.5

219247.5