first, characteristics-the first priority of catering enterprises' physical development. From the management point of view, characteristics are the foundation of catering enterprises. General catering enterprises have their own operating characteristics more or less. The key is whether the operating characteristics of catering enterprises are consciously strengthened by operators to form a selling point for winning competition. Some restaurants think that they have their own characteristics when they launch several special dishes, and some restaurants have changed the decoration of the front hall, imitating some local and ethnic styles at home or abroad and thinking that they can win customers. Actually, it is not, because this is only the external form of catering enterprise characteristics, and it is a part of the performance of characteristics rather than the whole content. It is far from enough for enterprise management to only have these contents. It is superficial and thin to simply express the characteristics in this way, and it is difficult to play a lasting role. Features are not only manifested in some superficial forms, but more importantly, they should reflect the intention of operators to serve the target customers wholeheartedly. They should be combined with corporate culture, management ideas and business ideas to show profound ideological and cultural connotations, so as to play a role in promoting marketing. For example, McDonald's operates according to four principles (QSC&V principle for short): high-standard food Quality, careful, caring and loving Service, Clean working process and satisfactory consumption Value. These principles are both McDonald's business philosophy and McDonald's business characteristics, and it is difficult to distinguish them. This shows that the characteristics are distinct and heavy, which can have a profound and lasting impact on the market. Second, standardization-technical guarantee for the physical development of catering enterprises Standardization is the technical guarantee for the scale development of catering enterprises. Most domestic catering enterprises have the same strange phenomenon, that is, the standardization of front office service and the fuzziness of background operation. Setting the table requires a distance of cm, and the dishes are delivered in minutes, while the production of food and dishes depends entirely on the inspiration of the master. When customers eat in the same restaurant, the quality of the food they eat at different times is not the same, or even very different, which not only affects the reputation of the restaurant, but also is not conducive to the industrial production in the future extension development. Industrial production is an inevitable mode of production for catering enterprises in the process of expanding their business scale. In this kind of production, it is required that the quality of the same brand of food products produced at different times and places should be highly consistent. In industrialized catering enterprises, variety, quality, packaging and service all require high homogeneity, among which the homogeneity of variety quality is in the first place. Foreign fast-developing industrialized catering enterprises have strict production standards, and the quality of the same brand of catering products is the same wherever they go. This is the difference between traditional and modern catering industry. If catering enterprises interested in industrialized production want to keep the flavor characteristics of catering products unchanged, they must formulate a set of strict operation norms and standards, abandon the vague concepts of "a little" and "a spoonful" in traditional operation, and adopt standard measurement methods. In this way, our diet products will not vary from operator to operator and from time to place. Third, branding-the core project brand of catering enterprises plays an irreplaceable role in the development and competition of enterprises. It not only includes the sum of a series of intangible assets such as trademark, name, packaging, price, history, reputation, symbols and advertising style, but also contains rich connotations such as service quality, product quality, innovation consciousness, talent structure, management level and corporate culture. It is a concentrated expression of the competitiveness of catering enterprises. Modern catering enterprises have promoted brand creation to a strategic level, and regarded it as the soul of the enterprise and the embodiment of market life. Looking at the development path of large catering enterprises at home and abroad, they all put the creation of well-known brands at the core of their strategies. After China's accession to the WTO, it has attracted international competition in the catering industry. The way of competition is no longer simple price competition, quality competition, business form competition and cultural background competition, but turns to brand competition with highly generalized characteristics. If catering enterprises want to stand firm in the cruel market competition, they must have a well-known brand in the market. Fourth, chain-the only way for catering enterprises to strengthen their physical development. The development of modern catering industry in China has been basically improved. Hotel catering, specialty restaurants, property catering, leisure catering, fast food, food delivery, family kitchen engineering and other business formats have appeared in many cities and formed a complementary and competitive situation. No matter what format of catering enterprises want to grow and develop, they must take the road of scale expansion. The best way out for well-run small and medium-sized catering enterprises to step into the fast lane of development is to implement chain operation. Six of China's 11 excellent franchised commercial brands are catering enterprises, accounting for half of them. Among the "Top 111 Catering Enterprises in China in 2111" jointly selected by China Cuisine Association, China Business Federation and China Business Information Center, 79 enterprises adopted the chain operation mode, accounting for 85.6% of the top 111 enterprises. The reason why so many catering enterprises implement chain operation is because the development of single catering enterprises will be restricted by various kinds. There are only two ways for the development of individual catering enterprises. One way is to reduce operating costs, expand profit margins and take an intensive development path. The other way is to expand operating scale and increase operating income and take an extended development path. However, the operating costs of individual catering enterprises are mainly composed of production material costs and labor costs. If these two costs are excessively depressed, the quality and service level of catering products will be affected. Therefore, it is limited to increase the profit margin by using this method. It is also limited for individual catering enterprises to increase their income by expanding their business scale. Catering enterprises are service industries that meet the basic needs of people's daily life, and the principle of choosing business location is generally to be as close as possible to consumers. The customers of catering enterprises are generally residents, employees and some floating people nearby. This market space is limited, and the market will not expand indefinitely with the expansion of catering enterprises. There is always a saturation point. From the analysis of the above two aspects, these two roads are not the most effective way to expand the scale of catering enterprises, so only chain operation is the right way. From the market point of view, a catering enterprise can only attract a part of catering customers in its own region according to its own operating characteristics, and this kind of customers also exist in other regions. It can be said that the possible target customer groups of a catering enterprise present a honeycomb lattice distribution in a specific and large geographical range. The scale development of catering enterprises should also follow the distribution of target customers in a honeycomb lattice layout. The most ideal enterprise form to realize this layout is to implement the chain operation of individual catering enterprises. Therefore, the chain operation of catering enterprises is the best way to develop and expand.