According to reports from Spain, the development of Chinese catering industry in Spain is full of twists and turns. In the past five years, from ordinary buffets, Japanese meals, Vietnamese meals, etc., to the current WOK buffets. Most of these catering forms have gone through the process from hot to light. Among them, the development of WOK buffet is the most eye-catching. This expensive catering form is like suffering from "acclimatization" in the local area. It rises quickly and dies quickly, and its abnormal operation has aroused the concern of people in the industry.

the business form has changed, but the management is relatively backward

according to the reporter's preliminary investigation, the WOK buffets opened by Chinese in various parts of Spain at present are not very satisfactory except for two in southern cities, and most of them have a downward trend.

The main reason is that the family management mode in the past restricted the development of this new catering form. Although all the shops have completed the superficial transformation, all kinds of management can't be synchronized with it.

It is reported that WOK buffet was born in the Chinese catering industry in the Netherlands and flowed into Spain around 2111. As soon as it appeared, it injected a glimmer of life into the local depressed Chinese catering industry.

First of all, the open and transparent cooking room in the restaurant gives the guests a refreshing feeling, which changes the impression brought by Chinese restaurants in the past and makes people feel at ease when eating; Secondly, the rich variety of dishes allows guests to choose independently. At the same time, this kind of business form different from ordinary buffet is known for its style of selecting materials, frying and baking now, which satisfies the consumption psychology of Europeans. Thirdly, the unique dining environment gives Spaniards a chance to appreciate the essence of China and Asian dining culture.

Therefore, this catering business form was immediately favored by local people after it appeared in Spain. Many stores are full of customers, but the good times don't last long. So far, two WOK stores have closed in BARCELONA and other areas, and most of the rest are barely supporting.

According to the analysis of this, it is not normal for WOK to emerge just now. If it continues like this, the prospects of WOK in Spain will not be good.

old habits and old thinking are difficult to adapt to the new situation

For the current WOK situation, many failed businesses are at a loss and at a loss. Because some stores are impeccable in terms of location and personnel quality, but the business boom does not last long. If you go deep into it, you will find that old habits and old problems are still influencing the thinking and actions of merchants.

Due to its nature, traditional Chinese restaurants run by Chinese people in the past generally didn't need to hire outsiders, or hired a few workers, and the main technical posts were still family-oriented. It is under the maintenance of this blood relationship that traditional Chinese restaurants can maintain the stability of operation under the condition of frequent replacement of workers. This family-style management method incorporates too many irrational elements, and it is not applicable to the operation of WOK buffet.

In a small-scale WOK shop, the traditional Chinese food industry is incomparable to skilled workers. The most basic personnel ratio is a sushi, an iron plate, a chef and a second chef, not counting handyman and dishwasher, not to mention bars and waiters. This is not to mention those large-scale WOK shops. It is far from enough for so many workers to rely solely on the strength of the family, but many bosses are still used to using that old method in management. They don't trust any workers and are not as reliable as their families.

With this mentality, it is difficult for the boss not to express his emotions in his work in management. If this continues, it is difficult to mobilize the subjective initiative of skilled workers.

Many WOK stores have changed their business forms, but they have not kept up with the technology. It's called WOK. In fact, the shadow of traditional Chinese food still exists in the past. Some shops even keep things from the past, including some dishes.

In addition, people in China often follow the trend in business, but they often show a lack of stamina when they rush to get on the horse when the market positioning, technical quality of workers and service processes are not on track.

at the same time, influenced by the objective environment in Spain, the technical quality of employees is also one of the "bottle diameters" in WOK's current development. The so-called skilled workers who have worked in a Chinese restaurant or WOK shop for a period of time are obviously not suitable for WOK who has strict technical requirements.

At present, WOK shops all over Spain do best in the coastal areas, and many of them have the popularity effect brought by tourists from Holland, Britain, France and other countries. However, the economic benefits of the same WOK store in the mainland are relatively inferior. At the same time, WOK's influence on Spanish consumers is far from the optimistic degree expected by the merchants. If we blindly follow up regardless of the regional comprehensive situation, we can only go to the old road again.

Marketing is a systematic project.

According to the reporter's interview, people in the catering industry in China in Spain are generally optimistic about WOK stores. There are more than 21 shops in a coastal town alone, and various businesses have been launched one after another, bringing a superficial prosperity to the outside world, but the actual situation is only clear to those who are in-depth practitioners. As the owner of a WOK store said, those who have done before will not say their own difficulties, and those who have learned later will not know themselves.

the rise of p>WOK stores in Spain has promoted the Chinese catering industry in Spain to a certain extent. How to correctly guide the merchants to carry out market operations has become an urgent problem in front of the catering interface.

first of all, in the market positioning of WOK stores, we must adapt to local conditions, and we cannot copy them mechanically. The management mechanism that is very popular in coastal areas may not be popular in the mainland, including price positioning, dish positioning, decoration positioning, pre-service standard positioning, management mechanism positioning and so on. This is a difficult job to grasp the scale, which requires businesses to do a lot of social surveys in the early stage.

Secondly, we should abandon the old habits in the past in management. The biggest feature of WOK store is to use fresh materials, stir-fry and cook in front of guests, with a certain performance nature of oriental food culture, and give guests a beautiful enjoyment. Therefore, compared with traditional Chinese restaurants, there are higher requirements in cooking procedures, hygiene standards and early service.

Thirdly, great efforts should be made in advertising for this new catering form. When WOK store started in the Netherlands, it invited the local news media to launch a three-dimensional propaganda offensive, which made the Dutch gradually understand and like this new dining mode. However, Spanish businessmen have done little work in this regard.

finally, we should create conditions to standardize technical standards, which is a major plan related to the long-term development of WOK.

while carrying out the above work, boldly carry out the reform of the management system. At present, in a southern city, the owner of a Wenzhou WOK store, while summing up the past experience and lessons, recruited all the workers at the beginning of the opening of the WOK store in the past, distributed the dry shares in the store to all the workers, and delegated all the management rights in the store to the workers. As a result, the store has resumed its past prosperity, which is very prosperous. The enthusiasm of workers is unprecedented and the boss is very relaxed. But to achieve this step, the boss needs great determination, courage and courage.