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chain management of catering industry

analysis of chain management of catering industry

Abstract: the catering industry has always occupied a very important position in China, and chain management, as one of the main management modes of catering enterprises in China, is the product of rapid economic development brought by the modern industrial revolution and the product of socialized mass production, which is widely used in today's society. Taking S Restaurant Co., Ltd. as an example, this paper discusses the chain management.

keywords: s string; Chain operation; Catering industry; Management countermeasures

Chinese library classification number: F719.3 document identification code: a article number: 1116-8937 (2112) 35-1158-12

Overview of 1S Catering Co., Ltd.

S Catering Co., Ltd. is one of the excellent chain catering enterprises in China, which was established in Chengdu in September 2117, specializing in cross-dressing. * * * win, * * * enter? Based on the concept of cooperation, the quality and taste of each store are standardized, and departments such as production department, logistics department and franchise chain center are established, forming a unified system of franchise consultation, string bottom material production and logistics distribution. S Catering Co., Ltd. has won the favor of the market and the vast number of consumers with its unique business model, solid technology research and development capabilities and advanced management concepts. Its business scale has expanded rapidly and its operating efficiency has been continuously and steadily improved.

2 theory of chain operation and overview of chain catering industry

2.1 theory of chain operation

2.1.1 overview of chain operation theory

Chain operation refers to a number of enterprises operating similar goods or services, forming a consortium in a certain form, carrying out specialized division of labor under the overall planning, and implementing centralized management on the basis of division of labor, combining independent business activities into a whole scale operation, so as to achieve economies of scale. Therefore, the chain operation industry has four characteristics: the unity of business philosophy, management, brand and service. It is precisely because of these basic characteristics that the chain operation has ensured the success of the chain operation to a certain extent.

2.1.2 Advantages of chain operation

① Optimize resource allocation. Chain store? Eight unifications? It is the basic element: the unification of store name, purchase, distribution, price, service, advertising, management and accounting. Realizing these unification will make commercial enterprises coordinate with each other in business management, thus facilitating the allocation of resources, enabling enterprises to enjoy resources, saving factory expenses, improving work efficiency and effectiveness, and realizing the optimal allocation of resources. ② Strengthen corporate image. Chain enterprises usually choose unified architectural form, environmental layout, color decoration, business emblem, advertising language, etc. This image chain is an excellent public advertisement. Dressing the, the staff of the chain-store enterprise, uniformly printed patterns on the packaging, strengthened the corporate image through the unconscious publicity of customers, and laid a solid foundation for the enterprise to win good social benefits. ③ Improve the competitive strength. Chain operation realizes the optimal allocation of manpower, material resources and financial resources. At the same time, flexible management enables the excellent management systems, methods and experiences of chain enterprises to be quickly and effectively implemented in various chain stores, which greatly enhances the overall competitiveness of chain enterprises. ④ Reduce operating expenses. Chain-operated enterprises mainly rely on customers' self-selection and self-service, reducing the labor of selling goods in factories, so there are relatively few employees, saving wages and costs of factories and venues.

2.2 overview of chain catering industry

2.2.1 development of chain catering industry

with the expansion of opening to the outside world and sustained, stable and rapid economic growth, China's catering industry has developed very rapidly. Since the reform and opening up, China's catering industry has roughly experienced the following four stages, as shown in Figure 1.

2.2.2 Analysis of the present situation of chain catering industry

Chain catering enterprises have become the most active part in the catering industry. With the influence of government policies to stimulate consumption, the rapid growth of urban and rural residents' income and the renewal of consumption concepts, the catering industry, especially the chain catering industry, is still a noticeable hot spot. The present situation of chain catering industry in China presents the following characteristics:

① Chain operation has become the main mode of catering industry development in China. Since the invasion of international chain stores in China's market, China's catering industry has made great efforts in chain stores. And establish their own brands, such as Little Sheep in Inner Mongolia, Chongqing Hotpot, etc. Most of them play a leading role in the chain catering industry in China. ② China's chain catering industry keeps developing. In 2111. According to the survey, the development mode of catering enterprises is mostly direct stores and franchise stores, accounting for 75%. Among these enterprises, the business scale with sales below 1 billion is the majority. Moreover, the sales of 95% chain catering enterprises have double-digit growth, which shows that the development of most chain catering enterprises conforms to the law of benign operation and can still maintain a high development speed. (3) raw materials rose rapidly, and the gross profit margin rose steadily. As the price rises, the raw materials of chain catering enterprises also rise. According to the survey, in 2117, the growth rate of raw materials of 31% enterprises was below 11%, and the growth rate of raw materials of half enterprises was between 11% and 21%. Under the premise of rising raw material costs, the gross profit margin of 25% of the surveyed enterprises has dropped below 5%, while the gross profit margin of half of the enterprises has basically remained unchanged, and the gross profit margin of 27% of the enterprises has increased. Therefore, the gross profit margin of most enterprises has risen steadily, which shows that the profit model of most enterprises' chain operation is relatively healthy, with strong anti-risk ability, and there is still room to be tapped in terms of open source and efficiency. ④ Human resources are relatively scarce. As a kind of service industry, chain restaurant business has a low sense of identity and accomplishment in people's minds. According to relevant surveys, lack of human resources, high operating costs and great difficulty in standardization constitute three major challenges faced by chain restaurant enterprises. Among the main problems faced by chain restaurant industry, lack of human resources accounts for the highest proportion, and its selected proportion reaches 81%, followed by high operating costs. ⑤ There is much room for development. Although the chain catering business has been the dominant mode of China's catering industry, there is still a long way to go compared with western-style catering chains in terms of management methods and sales performance, and there are still many defects and deficiencies that need to be developed and improved.

At the same time of rapid development, Chinese restaurant chain enterprises have the following problems:

① Weak brand awareness. In China, there are few chain catering enterprises with their own characteristics and corporate image, while enterprises with their own mature brands, such as some Chinese time-honored brands and old brands, are mostly influenced by traditional concepts, and they really have a sense of brand innovation and competition. Although more chain catering enterprises have their own brands, they do not pay attention to the protection of brands, can not adhere to the standardization of products and services, can not guarantee the unity of tastes and services of branches, and some branches even damage existing brands in pursuit of more profits. ② The scale effect is low. The essence of the so-called chain operation is to copy the economic samples at a very low cost, so as to expand the scale, which is the advantage and necessary condition for the competition of restaurant chains. However, many restaurant chain enterprises in our country have some deviations in their understanding of this. In the course of development, they are blind and eager to achieve success, and they open branches in the way of franchising everywhere, which leads to their development requirements inconsistent with their own situation and finally fail. ③ The degree of standardization is low. Chain operation has the characteristics of unification. Unified storefront appearance, unified advertising marketing, information dissemination, unified purchase, unified accounting, unified inventory and management. However, in China, compared with many Chinese food enterprises, its complicated production process is not superior to that of western food enterprises, so it is difficult to achieve absolute standards, and the degree of standardization is quite low. ④ The logistics center is not perfect. Distribution center plays a central role in chain operation, but many chain catering enterprises only regard distribution center as distribution and are unwilling to spend material and financial resources to improve logistics management. Therefore, the level of logistics management cannot adapt to the concept of modern chain operation. It is precisely because of this lack of accurate understanding and attention to the logistics center that the distribution center is not only small in scale, backward in facilities and uneven in functions, but also fails to play its core role, which restricts the further development of chain catering operations. (5) Lack of professional talents. China catering chain enterprises generally face an important contradiction, that is, the contradiction between the expansion of enterprises and the lack of talents. The quality of most catering employees is uneven, ranging from primary school to university. At the same time, due to the willingness of ideas and salaries, China's chain catering industry generally lacks high-quality management talents, so the shortage of talents has become an important factor restricting the progress of chain catering operations. Operation and management of 3 S catering co., ltd.

analysis of the present situation of 3s catering co., ltd.

since its opening in September 2117, s catering co., ltd. has developed into a catering enterprise with more than 211 franchisees, and has improved its production base, logistics and distribution, personnel training and reserves, which can provide high-quality and comprehensive services for the vast number of merchants who are willing to join. Inherit? * * * win, * * * enter? We are willing to form close cooperation partners with the vast number of partners and work together to create a better future.

analysis of the problems existing in 3.2s catering co., ltd.

① the form is single. Although the product has a unique flavor, compared with other traditional catering industries, the dishes in the traditional catering industry are blindly and have their own characteristics. In the hot pot industry, there are relatively few types of pot bottoms, and the types of pot bottoms that consumers choose each time are limited, which inevitably brings the defect of relatively single taste. ② Quality problems. Compared with the traditional catering industry, chuanchuanxiang has great stimulation to the stomach, which is not conducive to health. Moreover, S Catering Co., Ltd. has always been loved by the public at the public price, but because of its relatively low price, there are contradictions in the coordination of price and quality. There are some defects in ensuring quality. ③ There is little room for development. The regionality of the hot pot industry makes Sichuan people only recognize spicy hot pot, while Beijingers love instant-boiled mutton, which makes it difficult to promote the single flavor hot pot category to the whole country, let alone go abroad. ④ Low competitiveness. As far as Sichuan is concerned, there are many hot pot restaurants similar to S Catering Co., Ltd., and the propaganda content of string incense is almost the same. Therefore, the choice of consumers is very large, and the competitiveness of S Catering Co., Ltd. is relatively low. ⑤ The quality of the operators themselves. The franchisees of S Catering Co., Ltd. have different business knowledge and professional qualities, and some franchisees do not have the qualities that an operator should have, and their quality is low.

countermeasures analysis of 3.3s catering co., ltd.

① strengthen innovation. Introduce more dishes, more packages or combined services, and more flavors to meet the needs of all kinds of customers. ② Pay attention to the perfect combination and high unification of product price and service quality. Save costs in raw materials, logistics, labor and other aspects, improve the quality of food products and increase the variety of dishes. Strengthen quality supervision, increase the transparency of food hygiene inspection, and let consumers feel at ease. ③ Strengthen contact with customers. Such as actively listening to customers' opinions and suggestions, and properly handling customers' complaints; Formulate frequent visitor reward plan, etc. ④ Strengthen brand management and enhance the brand value of S Catering Co., Ltd.. Nowadays, every commodity has its own brand. Consumers pay attention to the quality, price and service of goods, but the comprehensive response to goods is its brand. Now many consumers pay more and more attention to the brand of goods. This is true for the catering industry, so the brand promotion and management of S Catering Co., Ltd. should be strengthened. ⑤ Pay attention to human resource management. First of all, it is necessary to strengthen the training of employees. The appearance, attitude and manners of service personnel must undergo professional training, and there must be strict regulations. Through training, these detailed service standards will be instilled in employees to standardize and unify service work. Secondly, improve the quality of service personnel and choose people with high cultural accomplishment and high professional quality. Not only that, but also create a good working environment for employees, strengthen their sense of belonging and avoid the brain drain.

references:

[1] Zhang Zhiping. Problems and countermeasures of restaurant chain operation in China [J]. Cooperative Economy and Technology, 2116, (11).

[2] Yang Xin. Management of catering enterprises [M]. Beijing: Higher Education Press, 2117.

Management of Restaurant Chain Operation Part II

Direct Operation and Franchising of Restaurant Chain Enterprises

Abstract: Chain operation is an inevitable trend of the development and growth of modern catering enterprises, and it has three different forms, of which direct operation and franchising are the two main ones. These two forms have their own characteristics, but they also have some disadvantages. It is a problem that needs careful consideration when catering enterprises develop chains. Based on the actual situation, this paper analyzes how catering enterprises adopt different chain modes according to actual needs.

Keywords: franchise of chain stores

I. Concept of restaurant chain stores

Chain stores, which came into being in the United States in the 1961s, are the most widely used in retail and service industries, and international chain stores such as McDonald's and Wal-Mart have appeared.

catering chain enterprises refer to enterprises that operate similar catering service products and form a consortium in a certain form. Through the standardization of corporate image, the specialization of business activities, the standardization of management activities and the modernization of management methods, independent business activities are combined into a whole scale operation, thus achieving economies of scale [1]. Can catering enterprises develop chain operation to obtain corporate image, advertising and technical services? * * * Enjoy the effect? ; Can obtain a wide range of attractive partners, low investment risk, standardized expansion, etc. Expansion effect? ; Can you also provide a unified consumption model and integrate the market behavior of enterprises? Integration effect? .

second, the classification of restaurant chains

(a) direct chain

direct chain, also known as formal chain, referred to as RC. That is to say, the capital operation is single, the ownership, management and supervision of all branches belong to the head office, and the procurement, distribution and accounting are all allocated and managed by the head office, and the branches have no independent legal personality.

(2) free chain

free chain, also known as voluntary chain, is called VC for short. It is a consortium composed of some small and medium-sized enterprises that operate and account independently. They carry out unified ordering and delivery, enjoy the same information and advertising, and each chain store has independent legal personality.

(3) Franchise chain

Franchise chain, also known as franchise, is a higher form of chain operation, referred to as FC. Refers to the conclusion of a contract between the head office and the franchise stores to clarify their respective rights and responsibilities, and the head office allows the franchise stores to use some of their goods and services, or