Since the reform and opening-up, the catering industry has broadened its service fields and diversified its operation methods. Especially in recent years, with the improvement of residents' consumption level and the implementation of "weekend", the number of people eating out has increased, and consumption has increased, which has become the mainstream of China's catering market. However, at present, the structure of the catering industry is not reasonable, the middle and high-grade restaurants are developing rapidly, the number is excessive and the demand is insufficient, while the middle and low-grade restaurants with large public demand are generally dirty, chaotic and poor, which are in a low-level development stage and cannot meet the needs of consumers. In this case, the hotel industry put forward "the popularization of restaurant catering", which attracted the attention of people in the industry. The so-called "popular management" of hotel catering means relying on the advantages of the hotel's own hardware and software, providing catering products with high quality standards, good environment and corresponding services to the public with popular raw materials, superb cooking skills and low prices, thus making the hotel a mode of operation serving the vast majority of consumers in society. That is, the hotel takes the general public as its target market and provides them with catering varieties and corresponding services at acceptable prices. The price mentioned here does not mean that the absolute price is unlimited low, but that the price is lower than its product quality level and service standard. First, the inevitability and feasibility of popular management. In recent years, the "popular management" proposed by the hotel catering industry is a positive response to the changes in the hotel catering market. 1, the influence of environmental factors at home and abroad. In recent years, due to the impact of the Asian financial turmoil, the cost of tourism has increased, and the number of tourists from Asian countries has decreased significantly; At the same time, with the strengthening of anti-corruption and the reform of large and medium-sized state-owned enterprises in China, the group consumption dominated by public funds has declined. According to the statistical data of hotel industry associations in Beijing, Shanghai, Guangzhou and Yunnan, since the second half of 1993, the consumption of public funds among overseas guests and domestic guests has greatly shrunk, accounting for only 21%-31% of the catering income, and the self-paid meals of residents and tourists account for 71%-81%(1). There is a similar phenomenon in higher-level star-rated hotels. The original product supply is far greater than the original market demand, which makes the hotel unable to operate according to the original policy. Managers of star-rated hotels must change their management concepts and actively adjust their market positioning; Stimulate desire, attract and meet the reasonable requirements of domestic consumers through product renewal, innovation of management mode and flexible economic leverage. 2. Changes in Policies and Concepts With the implementation of the national tourism plan in China, domestic tourism is booming, and consumers' awareness is gradually maturing, especially the implementation of the new working hours system and legal long holidays, which makes the leisure market and holiday market suitable for working-class consumption more active. Domestic customers with low and medium-grade mass consumption will become the main body of the market, and the consumption pattern that truly conforms to the broad masses of the people in China will become the mainstream. At the same time, expanding domestic demand is an important strategic decision of the party and the country, and it is also a long-term foothold for China's social and economic development in the future. Paying attention to food culture is a consistent tradition of Chinese people, so civilian and popular catering product management is of great significance to stimulating domestic demand and consumption. Hotels are the main force of catering supply, and should also vigorously expand the domestic demand market and respond to the major changes in promoting economic development in China. 3. Industry competition has intensified. At present, the competition in the domestic catering market is unprecedentedly fierce, and social restaurants are springing up like mushrooms after rain. Their scale is huge, their prices are affordable, their dishes have outstanding characteristics, and they are closer to the different levels of consumer demand of the people. Some are civilian food cities and hot pot cities, while others are developing to the highest level restaurants, such as the new Lai Chi Wan Hotel in Guangzhou, Nanhai Fishing Village, etc., and even mention "super five stars". As a result, the distinctive theme features have attracted many consumers and dispersed the customers of hotel catering. Although there are some constraints that can't be compared with social restaurants, it doesn't mean that hotels can only look at the ocean and sigh. On the contrary, as long as the concept goes first, give full play to the advantages of hotels and serve the common people with the original high-level products, restaurant environment and catering services. Then, it is entirely possible to recapture part of the market and even expand the market. Second, the strategy of popular management. The most important thing in the popular management of restaurant catering is that the catering department should handle the relationship between high-grade food and low-price food on the premise of profit. Guaranteed profit increase after cost reduction. The specific performance is as follows: the implementation of bulk raw material procurement and processing leads to cost compression, and the price decreases accordingly to increase competitiveness, thus increasing customers, increasing turnover and ultimately increasing profits. So as to form a virtuous circle, small profits but quick turnover, and benefit from scale. 1. Control costs and reduce prices. At the present stage in our country, customers are very sensitive to the price level because of their low consumption level, so low prices can bring more customers. Shanghai Jinshajiang Hotel is a three-star foreign-related hotel. After its opening in 1987, it was once in a good time, but it has been in an unprecedented downturn in the past two years. Hotel leaders have made up their minds: "Popularization of hotel catering" must guide consumers at prices that conform to market rules, overcome their timidity, dare to step into hotels, and make consumers feel value for money. During the' 98 Tourism Festival, the hotel opened a popular home-cooked restaurant-My Restaurant. Featuring Shanghai-style cuisine, there are as many as 51 or 61 low-priced dishes, and all kinds of packages, family dishes, birthday banquets and festive banquets are available, which are economical and affordable. As a result, the customer satisfaction rate has increased, and the repeat customers of hotels and restaurants have increased, and the business performance has increased. Any catering enterprise exists for profit. If the price is reduced at the expense of profit reduction or loss, it is completely infeasible. Therefore, it is the first starting point for the catering industry to implement popular management and still ensure profits at a lower price. In order to reduce costs, we should strengthen the following cost control: reduce labor costs. In the price competition with social restaurants, hotels are often at a disadvantage, but there are still many things that can be done: the cost of raw materials and accessories is still 21%-31% for most hotels. The key depends on the openness, scientificity and supervision of the procurement system and the materials system. Energy and water sources have a margin of 11%-21% (2). For labor costs, first, compete for posts and implement full-load work; Second, the employment policy has been relaxed, allowing some low-cost laborers from other places and rural areas to be recruited. By saving the costs in these aspects, we can generate more net profits, which is extremely impressive. Of course, it is very important for hotels to objectively and scientifically analyze their own characteristics and the demand characteristics of each market segment when choosing the target market that they can enter. Generally speaking, the target market should be selected in the mid-range, not too low, and further subdivision and positioning are needed in the mid-range. For example, the mid-range wedding banquets of Shanghai Jinshajiang Hotel and Qianhe Hotel account for half of the total number of restaurants. The five-star New Jinjiang Hotel launched the "Jiangsu-Zhejiang Home Cooking" with grade and moderate price, all because of its successful positioning, which attracted many consumers. 2. Combination of diversification and specialization of dishes At present, changes in consumers' dietary concepts and tastes constantly put forward new requirements for dishes. In the past, star-rated hotels attached great importance to stylization for high-end consumers with public funds. Banquet dishes were either high-grade, elaborate or fancy, and they were mainly in form and color to meet the psychological needs of their hosts. However, when considering how to meet the self-funded consumption, we should pay special attention to the requirements of customers-even guests with status-for dishes. That is, it requires affordable, delicious and distinctive. Nowadays, even the living conditions of ordinary working-class people have been greatly improved. Chicken, duck, fish, meat and eggs are no longer "luxury goods" on holidays. If they make special dishes from these raw materials, they will go to restaurants to taste the new ones. Therefore, the general idea of innovation should be: using popular raw materials supplemented by innovative processing methods and meticulous cooking to make some dishes that cannot be eaten or cooked at home. Fine cooking of coarse dishes means using ordinary raw materials, changing practices and using the chef's cooking skills to make it a new dish, so as to achieve the purpose of updating dishes. For example, Beijing Jinglun Rice "Sihexuan" food street snack street has been doing brisk business for three years. Their dishes seem casual, but in fact they have been carefully studied by the chef. The selection of ingredients for home cooking is nothing unusual. The coarse grains and seasonal dishes such as corn, sweet potatoes, Chinese cabbage and red beans are used as raw materials, which are carefully made by chefs and then become popular specialty dishes. The cost is quite low. Another example is the "Eighteen Fresh Foods" in Shanghai's "Fresh-walled Houses Deliver Vegetables", which is made of 18 kinds of vegetables and cold-mixed. It looks too simple, but because of its ingenious conception, its production point lies in: ordinary people can't collect a wide variety of raw materials at ordinary times, but the scale operation of the hotel can be completely done. This dish is still one of the most frequently ordered and enduring cold dishes. Other common raw materials, such as perch, duck, eggplant and pork, also have unique practices. These innovations are not based on no foundation and combined with the needs of the public. It is undoubtedly a way for some hotels to promote sales by communicating with other places and holding food festivals with each other. However, it is far from enough to rely on several outstanding activities. For chefs, they must be versatile in technology and be good at observing and thinking, so as to constantly innovate dishes and foods that people like and drive the consumer market.