Share entrepreneurship to open a pizza store failure experience

Small side I share entrepreneurship to open a pizza store failure experience to you, I hope you learn from the experience, the road to success in business.

First, the origin of pizza

So many people like to eat pizza, salty, sweet, fragrant into one, a variety of nutritious vegetables, meat, seafood, dairy collection, so that people love. Some people believe that the origin of pizza in China, said to be the great traveler Marco. It is said that Marco Polo, a great traveler, came to China and enjoyed eating pies with scallion oil. After returning to his home country or never forget, want to eat again to the scallion pie, he asked the chef in place hope to help him do according to his method of scallion pie, tossing half a day the chef really do not know how to put the trap inside the face, had to make a mistake will be placed on the top of the face of the trap, and then very creative will be on top of the put on some of the local cheese, and thus there is this pizza.

Second, open a pizza store

We Chinese food that is the most intelligent symbol of the world's food and drink are incomparable, but people are always curious, from time to time want to taste foreign food, and pizza is the most common, the most suitable. The production process of pizza can be creative with their own ideas, our Chinese public are still very happy to accept his flavor. So choose a good place where people are more concentrated, open a personalized pizza store, will be booming business, money rolling in.

Third, the prospects of opening a pizza store

In order to adapt to the current fast-paced, every day people are scrambling to grab time, especially for breakfast and lunch, the morning really can not afford to sit there in seven bowls of eight bowls of fine food, the company's lunch time is basically one or two hours, which is the mainstream of fast food, and pizza is because of the richness of nutrition, when eating, there is no need to be serious! When you eat, there is no need to sit there seriously, chopsticks, plates and bowls of a pile, cut and eat in the hand, simple for the form of the moment, for school children are as popular as the children's brain labor for a few hours consumed a lot of fast pizza is very casual problem solving, from all aspects of the analysis of the pizza is very popular, and his prospects are optimistic.

In short, the economic strength is limited, want to rely on labor to earn money people, open a pizza store still has great prospects.

So, pizza stores make money? Even if the prospects are good, but not all pizza stores can make money ', poorly run or even easily close down. The following is a typical case:

This spring, located in Changsha, a prime commercial street of a pizza store quietly closed. This fast food store opened less than half a year, and is the street store, neighboring KFC, the surrounding food stores are piled up, it is reasonable to say that the business of catering a good store, but why less than half a year on the closure of it?

Background

The store area of about 30 square meters, the store width of about 4 meters, the store alone isolated from the operation of the kitchen, the original with four or five small tables, ten chairs. Take the franchise opening mode, plus store transfer, equipment procurement, store decoration, brand royalties, etc., the total investment of about 300,000 yuan. Monthly rent, personnel wages, utilities and other fixed expenditures of nearly 20,000 yuan.

The pizzeria focuses on freshly baked pizzas, with ten flavors to choose from such as fruit, barbecue, and seafood, and a small selection of side dishes and beverages such as egg tarts, taro rolls, and barbecued wings. In terms of pricing strategy, the price ranges from $38 to $55 for a 10-inch to 12-inch full plate pizza, and the pricing is flexible with the introduction of 15-inch 1/8 portion combo packages at the beginning of the opening period, with the price ranging from $16 to $24. The consumer group is mainly young people and children. In addition to a few single-day turnover of more than a thousand dollars, most of the time the operating income can not be guaranteed.

Failure point 1: area is too small not to gather customers

Han Xuehong, the industry's catering operations expert, said the pizza store's operating area of only 30 square meters, basically engaged in the takeaway business. Not that the pizza store can not engage in takeaway business, but it depends on the location, in residential areas, office buildings can be, in the prime business circle, but also food stores piled up the place, it does not work. Because the crowd gathered here is to eat and party, it is not possible to order food and go, so the investor's store does not gather customers, customer traffic can not come up. Generally in this kind of location to open a store, the store area should be at least 120 square meters.

Failure point 2: the high cost of rent

According to the industry, a pizza to join the network of managers, Mr. Zhang revealed that when opening a pizza store, the store rent to account for about 20% of the total investment, more than this proportion, the store is difficult to sustain profitability. Like the failure of this pizza store, although the store area is small, but due to the location of the prime business district, the rent is not low. At the same time, due to its positioning is wrong, resulting in low operating income, but also let the store rent accounted for a large proportion, according to my estimate, this proportion is at least about 40%. He is more than double the cost of peers to spend, want to make money is really difficult.

Failure point 3: customer unit price low pizza store difficult to profit

Han Xuehong pointed out that although it seems that the pizza store category is single, to do a more focused, but due to the competitors around it, and even KFC are more than one category, relatively speaking, the competitiveness of the pizza store The competitiveness of this pizzeria is relatively weak. In addition, the market positioning of this pizza store belongs to the low-end, in the prime location of the low-end market is a wrong positioning. In addition, the pizzeria's main takeaway business, resulting in a low unit price, resulting in the pizzeria is very difficult to make a profit.

Failure point 4: weak consumption ability of the target customers

An industry insider pointed out that from the market positioning of this pizza store, the main young people's market. This market is relatively vague, because from 18-35 years old can be called young people. But this part of the population's consumption ability gap is very large, 18-25 years old young people, economic strength is weak, consumption ability is not strong; and more than 25 years old people, economic strength, strong consumption ability. Obviously this pizza store from the decoration and pricing is not for the 25-year-old crowd. So the customer spending power is not strong, turnover naturally not go.

Failure point 5: the initial marketing strategy wrong

Manager Zhang pointed out that in the early promotional phase of the opening can not be priced too low, customers once accustomed to the opening of the initial 10 yuan, 20 yuan promotional price, wait until the store began normal operation, the operator to raise the unit price, the customer flow will be lost. Customer flow will be a large area of loss. At present, this phenomenon is very common in many specialty snacks to join the project.

Failure point 6: ill-considered

Han Xuehong pointed out that in the early stages of opening, due to publicity, management and other in place, the first 2-3 months are often operating at a loss, which may be a lot of investors did not take into account. For example, the above pizza store owner took out 300,000 yuan to invest in the store, if the follow-up liquidity can not keep up, often due to the broken capital chain and lead to the closure of the business.

Open pizza store money? Open store this kind of thing would have been a big factor is different from person to person, sometimes a good project if not well run, and can not produce good economic benefits, sometimes relatively disadvantaged projects, if there is a good way of doing business, but can produce excellent economic benefits. So don't get hung up on opening a pizza store to make money? This kind of problem, down-to-earth and do a good job at every step, sincere for customers to offer their own delicious pizza than anything else is important.