If a layman wants to enter the catering industry, he will be heartbroken as long as he sees such data. In 2119, the total income of the catering industry in China reached 4.2716 trillion yuan, and the per capita consumption was more than 3,111 yuan based on the population of 1.4 billion. If primary and secondary school students and left-behind people in rural areas are taken into account, the consumption factor of drinking shops is basically ignored. It is really not difficult to find a family with a catering consumption of more than 11,111 yuan a year in society! The money in the catering industry seems to be very easy to make!
But for people in the catering industry, if you ask a small-scale restaurant that has survived for three years to open another store, they will almost say in unison, "It's too difficult. I'd better dig deep into the existing store and make it stronger before I think big." Why is it ice and fire? The homogenization of the catering industry is serious, and the competition is extremely cruel
As long as you make an action, open any ordering app and select "hot pot", will you jump out of more than 11! Considering the number of platforms of app and the proportion of hot pot restaurants joining the platform, there are at least 51 hot pot restaurants in the city.
Restaurant owners know that competition is manifested in environment, service and cost performance. The environment belongs to hardware, which can be smashed out with money; Service belongs to culture and needs professional training; The cost performance ratio is mainly determined by the price of ingredients, the price of spices, the salary cost of the team and the investment cost of the boss. Therefore, under the background of highly subdivided whole industry, why are the shops that can survive for more than three years mostly husband-and-wife shops where the husband buys food and cooks, and the wife takes her sister-in-law as a waiter and collects money? Because the cost is controllable and low, the dishes are cost-effective, and there are many guests who go back to spend! In restaurants with a small scale, the rigid cost is rising < P > The ingredients are rising, the rent is rising, the wages are rising, and the revenue is difficult to rise. It fully reflects the difficulty of large-scale restaurants. The data shows that the popular consumption of catering accounts for more than eight floors of the catering industry's revenue.
Let's take a colleague's Sunday dinner with a per capita consumption of RMB 111/guest as an example. Almost no one is willing to choose a group or chain restaurant. But they are willing to choose the "cooked shop" consumption that they have experienced and feel good. Because a single store can open the kitchen, authentic local dishes, service in place, and integrate into local culture. Changing careers or sticking to it depends entirely on the operating conditions and expected goals
Every day, some people enter and some people quit any industry. The same is true for the catering industry. Every day, new stores open and old ones close.
Usually, if the newly opened store's revenue is unsatisfactory within three months, the boss will insist; If you still lose money within six months, the boss will transfer the store or change careers; If it is a store that has been operating for more than three years, the boss will analyze the reasons and continue to stick to it by means of decoration, service upgrade, adding new products and creating explosive products, because no business is difficult!
I'm Huang Hande, a national senior marketer, and I have been engaged in entity management in 2117!
★ Question asked: In the face of the future catering market, will catering people change careers or stick to it?
question keywords: career change, persistence
career change: the direction of personal existing resources (time/energy) investment
persistence: the original investment of resources continues
★ I received a phone call from a friend the day before yesterday
He just started his own entrepreneurial project
asking for my advice
and
seeking cooperation. (more in line with the question)
He is in his early thirties (married)
He has been engaged in the catering industry (more than 15 years)
Specifically, he works in the restaurant industry
He holds the position of principal (manager)
He has served as the director of catering operations and marketing of large brands (with a small reputation in the industry)
Since last year.
Running a new media company (that is, online marketing)
Last month (the end of January 2121)
He attended the board meeting of the company.
The company decided to close down
He asked his team members to rest at home (waiting for notice)
He was anxious to make money because of family pressure (he had two children)
But the current situation
.
Re-employment (especially in the catering industry)
Obviously not optimistic
Finally, He decided to start a business
for a simple reason
Personally,
Age is a disadvantage
Family is a burden
Professional experience is an advantage
Plus accumulated some resources
Starting a business may be a solution to all kinds of contradictions.
If you have the core advantages of yourself, you can seek changes through persistence
First of all, I want to make it clear
that is: changing careers is not to leave the catering industry
but to find another way in the catering industry
What is "finding another way"? 1
To put it simply,
is to seek a "breakthrough" in the catering industry.
Take the "friend" I mentioned above.
The object of his service is still "catering customers"
But there is a slight change
that is, he is no longer "engaged in full-time work"
and has changed into a "soho family" (working at home). Formula:
Use the previously accumulated resources and contacts
To undertake the changes in the external environment of network promotion business, and the business direction needs to be changed
Maybe you are not an elite in the catering industry
but an operator (entrepreneur) of small and micro enterprises
The change of epidemic situation leads to changes in the business environment. This is also inevitable
don't be influenced by external peers (don't be a toddler)
individual differences make it impossible to converge
and don't be influenced by some radical viewpoints:
including
Viewpoint 1: Stick to the status quo and wait for dawn (without abundant cash flow, Don't fantasize)
Viewpoint 2: The impact of the epidemic will soon disappear, and there will be a "blowout" in the second half of the year (the epidemic will affect demand, It is also the consumption view and preference)
To sum up,
The biggest impact of the epidemic on the catering industry is:
The first point: the market consumption view and values will be subverted (individual customized differential demand will rise)
The second point: the scene shaping will be weakened (intensive catering will decline)
The third point: Supply will be strengthened (point-to-point feeding)
The rise of frigid catering is inevitable. Scene-based catering has been replaced
Simply put,
frigid (please forgive my simple and rude generalization)
Some people have summarized it as "minimalist mode"
that is, pure catering service
I have seen many restaurants around office buildings
not paying attention to attractive decoration
and nothing special. The unobtrusive lighting design
is a simple dining table
and a handful of product choices
The only highlight is that
individuals enjoy their own delicious food silently in a quiet environment
after eating, they leave (satisfied, Go free and easy)
The essence is to provide services around the catering core
What is the core of sexual indifference
Just three points
Price level (cost performance)
Wumart (value)
Memory (stable taste)
★ ?
Facing the reality, survival is the last word
Facing the change and adjusting our thinking is the king!
Hande manages every article and empowers to grow every day!
The catering industry is densely populated, and its ability to resist risks is relatively weak. Especially in the face of such a sudden public health incident, almost all catering enterprises can not operate normally.
With the incident, the catering industry will enter a transition period, and some catering industries will rebound after the transition period. Before this, many large-scale chain restaurants did not last for three months because of the interruption of capital flow. Small restaurants are much easier to transform than large restaurants, but the success rate of transformation is indeed less than 11%. It is estimated that the capital flow of small restaurants can last for three months, so it is meaningful to stick to it. On the contrary, it is better to leave as soon as possible.
The catering industry has faced a new development bottleneck in view of the phenomenon that all walks of life in the society have closed down due to this catastrophic disease.
there are two specific types to discuss.
the first one is that some people will definitely change careers. What are the specific circumstances?
1, a large-scale, chain-operated, business owner whose previous business has gone downhill and whose financial strength is obviously tight, is expected to break his arm to survive under the impact of this lung epidemic, and thus leave the catering industry to do something else.
2. Those who meet these conditions in the small catering industry will leave, and their business will go downhill, and they will not make any money. They have been insisting for some time, and those who do not have better technical products will definitely leave. Such a departure is in line with the mechanism of survival of the fittest, although some are regrettable and even cruel.
second, for those who have been doing well or even developing upward before, and have their own special products, no matter whether they are big stores or small stores, they may survive absolutely or even do better, even though they are affected by this lung epidemic.
the specific reasons are as follows.
1, food is the most important thing for the people. It is useless to have money without food. With the improvement of people's quality of life, the demand for fresh and healthy food will be higher and higher, and the food cooked in restaurants is the best and the most nutritious.
2. Although take-out has a certain impact on catering, the demand of specific dining environment can't be solved by take-out.
3. No matter what business, especially catering, there is a difference between off-season and peak season. How many disasters, plagues, swine fever, chicken plague, flu, etc. have occurred in our country and even the whole world in recent years, and every time they have been hit, a number of them have been eliminated, leaving behind stores with strong vitality.
4. Those who are familiar with the same line and have made experience are not sure, so don't give up easily and change to cross-bank. The saying that cross-bank is poor for three years is not groundless.
to sum up, catering people who still have a glimmer of hope should not give up their careers easily, and make targeted adjustments for each epidemic problem. That crisis is also an opportunity.
Come on, catering people who are carrying heavy loads will be born if they stick to it. [like] [like] [like]
The difficulty is temporary!
Special food
Even a fly restaurant
will be visited
The key is to do a good job
The catering industry will never go out of date
Because the consumer group is huge
Social needs
Be yourself
Harvest the future!
whether to stick to it or change careers depends on personal business conditions.
With the development of the Internet, the relationship between the catering industry and the Internet is also closely linked. More and more people choose to order takeout food at home instead of going to restaurants, or people prefer to eat at home. On the contrary, they think it will be healthier. The catering industry in the future will definitely change in the future, but still. You don't need to give up, because the catering industry is a traditional industry, so she might as well sell things online. Like Taobao, he can choose to deliver goods online without going to the store to earn money. But what you need to eat is healthy, so it may be better to sell it to him without worrying about it. Moreover, many college students don't choose to eat in the restaurant if they don't have a kitchen to cook at school, so it is better to stick to the traditional catering industry, at least for now and at least for the next 56 years.
At the same time, if the traditional catering industry wants to keep up with the trend of the times, it should make more efforts in internet publicity. After all, people go out for a trip only by watching movies, eating and shopping.
In today's extraordinary period, many industries will be impacted to varying degrees, but the catering market will be affected obviously: on the one hand, in the extraordinary period, the number of people coming to the store for dinner is scarce, and it is estimated that this situation will last for at least half a year. On the other hand, rising food, rising rent, rising wages, and difficult to increase revenue. This fully reflects the difficulty of restaurants. As a result, some netizens engaged in the catering industry asked, in the face of the current market, should we change careers or stick to it?
In this regard, we believe that if some employees will change careers after the extraordinary period, that is, catering enterprises that have not managed well before, it will be even worse when they encounter the extraordinary period. It is better to leave early and suffer less losses. For large-scale catering enterprises, due to the rapid expansion before, the quality of food and service could not keep up, and the original operation was already in decline. In the face of the current extraordinary period, the turnaround is even more hopeless, and it will lose more and more, so it will choose to sell all the stores under its name and leave the catering industry to set foot in other industries.
as for small catering enterprises, if their operation went downhill last year and they couldn't make any money, this situation has been going on for some time, and there is no better chef to join the team, or the quality of the dishes has not improved well, they can only choose to quit, so as to leave the industry ahead of time and avoid more unnecessary losses. In the future, the survival of the fittest in small restaurants will be a high probability event.
another is that the previous experience