Advise you these years do not do catering

Why these years carefully do catering? Already on the catering this thief ship how to do?

These days, there will always be catering entrepreneurs ask the same question:

"I'm going to open a store, how to choose the location?"

"I am ready to do catering, where to start?"

There are so many questions like this.

Today is cruel, tomorrow is even more cruel, the day after tomorrow will be very good, but the vast majority of people die tomorrow night. In the catering industry, "small" when it is very profitable, "big" more profitable, but the vast majority of people are dead in the not too small "devil stage" 01, why is it prudent to do catering in these years?

My dear friends, please don't think about catering business again!

Why? Now the overall economic downturn, a lot of industry business is not doing well, many people feel that the catering gross margins, low threshold, good start, a lot of non-catering industry people are running to do catering. As a result, the store opened up, the waiter than the guests. Take crawfish as an example, this decade crawfish store crazy growth, the growth rate has been far greater than the growth rate of other food and beverage outlets.

This non-catering people engaged in catering is probably divided into two kinds of people:

One is to do media, finance, government agencies and other white-collar workers in these industries. Money is not much, but some small feelings, part-time or full-time together with the opening of a small capitalist pavilion, want to earn some extra money, after all, since childhood, often heard people say that catering is highly profitable. A kind of tycoon, do real estate, mining this kind of boss. The original business is not doing well, the company sold, the assets realized, the hand has a large amount of cash, come on, throw a 3 million to open a few thousand square feet of catering to try the water, the results of the loss of blood money.

And, catering now belongs to the "three high" industry, high cost of ingredients, high staff wages, high rent costs, the only face of the consumer market sales price is not up.

The takeaway is also not good. Casually on a takeaway platform, all 15 yuan of luxury bento, packaging layer after layer, quite domineering, the packaging cost is not low! And actually send milk, fruit plus drinks. Can they make money? It is equivalent to customers eat the meat of the catering entrepreneurs, drinking their blood!

The takeaway is packaged like a moon cake, ask you to make money?

02, do catering has three stages

Many people die in the devil stage

Catering is a very tough industry, business is not good, the boss worry, tired of heart; business is very good, the boss also worry, tired of people.

There are three stages of catering:

The first stage is the "small" time, such as husband and wife store, this time is profitable. But earn is hard money, earn is not calculated to increase wages under the circumstances of the profit. Many people have heard that the high profits of food and beverage is a story belonging to this stage, of course, high profits, about 50% of the gross profit, basically become pure profit.

The third stage is the "big" time, there are more than ten outlets. This stage is also making money, relying on the system to make money. Because there are more stores, the cost of purchasing, staffing, etc. is diluted, so it makes money.

The hardest thing is to go from "small" to "big"

But the second stage, the intermediate stage, is from "small" to "big". But the second stage, the middle stage from "small" to "big", is the devil stage. Personnel team rapidly expanding, management costs are rising rapidly, the most critical is the management tools and "small" when it is not a dimension, this stage is basically "must lose" stage, a lot of food and beverage are dead at this stage.

For example, there is a new barbecue in Chengdu, opened the first store did attract a large number of young people, the owner looked at the business is good, quickly opened the second, the results of the second opened up business began to go downhill quickly.

So, I personally think, do catering must want to understand their own money-making "point" where, is to maintain a "small" state, or to do "big"? Just want to see the scenery of the mountains, or ready to conquer the Himalayas? Catering bosses must think clearly about this issue.

If you want to think of the Himalayas to see the mountains, then please continue to look down!

03, do big four kinds of play

To do big catering, then, there are four kinds of play can be learned, must want to understand the point of making money where.

Investment play

Realistically choose a good store.

An example: Taikoo Li's rent is now $900/sq ft/month for the ground floor and $1,800/sq ft/month for the first floor. I have a friend who owns a 100-year-old Sichuan restaurant called Ma Wangzi near Taikoo Li, and they went to a McDonald's investment consultant to pick this super-duper store, which is only 10 meters away from the Taikoo Li boundary, for only RMB150 a square foot.

Ma Wangzi's Sichuan restaurant

Can be advertised and promoted as a Taikoo Li restaurant, and its consumption level follows that of Taikoo Li. You say, how can he not make money? Therefore, scientific and reasonable to find a store is the king, do not go by feeling to follow the crazy real estate play.

Small day play

If the definition of their own food and beverage program to do business, then OK, open the branch on all do direct. Although slower, slowly open stores, six months a year to open a new one, to ensure that there is enough profit to improve the owner's life at the same time, but also have enough spare money to invest in a new store, a month there are tens of thousands to more than 100,000 profit to put in the bag, life is still quite perfect.

This road earns the difference between the price of the product itself and the price of the sale. But the difficulty is that a catering brand scenery to make money time is only two or three years, which after the brand dividend period, we have to find another way out.

System play

If the definition of doing business, earning a franchise fee, you can accumulate a lot of money in a short time. Chengdu, a well-known hot pot restaurant is to play this way, the first three years only opened four directly-managed stores, business looks hot, but in fact, not profitable.

Their three years all the energy to do brand and supply chain construction, the end of last year to liberalize the franchise, instantly collected more than 100 million of franchise fees. At the same time the supply chain is also built, they only need to supply raw materials to more than 100 franchises, they can make money.

Join the money comes fast

Because the franchise is actually managing human nature, franchisees come in all shapes and sizes, business is good, business is bad on the trouble. Understand the catering may not go to join others, do not understand the catering people, join are trying to make extra money as a stilt boss, the mentality of the franchise directly let half of the failure. Of course, the regional franchise to be better, after all, the investment is big, the pressure is big, more on the heart, but it is not so good.

Of course, there are many upgraded franchising methods such as joining anti-trust, according to the project itself, and not all franchises have problems. The general principle: in the parent company's management level platform, system capacity is insufficient, and even without the marketing department, marketing department, data department, the parent company's franchise is a bit of a "scam".

Capital play

If the definition is to do business, then the introduction of venture capital, and strive for all direct management. Of course, the middle can also be flexible, such as the general

Secretary of the share, and then a part of the local media, "snake" and other resources to come in to participate in the money earned is the capital operation of the money.

For example, in the B round, C round, part of the shares of the cash, or mergers and acquisitions, or listed cash, this capital return is very large, basically a one-time can earn enough to 10 years, 30 years of operating profits. The disadvantage is that now catering to find venture capitalists relatively difficult, because now the capital market is not very optimistic about the traditional catering.

Of course there are some fancy Internet play, such as catering crowdfunding. This model is generally the beginning of a very fast, the back will be slower and slower, or even death.

This era is not a lack of money, there is no lack of projects, the most lack of talent, and equity crowdfunding of many projects is a "rabble" (product crowdfunding will be much better, in fact, is the essence of the product pre-sale), the project splits too quickly, the management, talent can not keep up with the more stores, the more it will become a burden on the head office.

Talent scarcity

Doing catering is really difficult, so the best advice for restaurant owners is to think clearly about what they want to play before they have to earn which piece of money, is to earn the difference in the price of greens, or the franchise fee, or the money of capital.

04, has been on the catering of this ship of thieves how to do?

One way: riding a donkey: while earning money today, be ready to change the line at any time tomorrow.

Way two: riding a donkey to find a donkey: in the catering only 2, 3 years before the end of the life cycle, find a good or start the next catering project more in line with the trend at the time.

Approach 3: start selling saddles: slowly transition from catering front-end to back-end for supply chain support, but this approach does not apply to everyone. For example, o2o takeaway fire, packaging companies, lunch box companies must have laughed; for example, the future of catering should be part of the gradual "package", from the factory production out of semi-finished products, direct microwave a hit, put some onion can be directly to the guests on the dish.

This product is more standardized, lower cost and more profitable. There is a restaurant called Basham rabbit is doing this, began to do the back-end supply chain, joint factories to produce cold rabbit semi-finished products, to the third-party restaurant, direct simple processing into a plate on the product, just this now a month's sales of millions of dollars to the country's restaurant supply.