Hotpot family has become a favorite way of food for young people, and gradually has a hot pot culture, which is a good project for college students to start their own businesses. The following is a "hot pot restaurant business plan book" compiled for you, hoping to help you. For more exciting, please lock the planning book column. Hot pot restaurant business plan 1
1. Company overview
Xinxiang "Fresh Lamb House" instant-boiled mutton hot pot restaurant is located at No.121 Renmin Road, Xinxiang City. You can take bus No.31 in the city and get off at the city cross station. Grassland fresh lamb house, the name may be unfamiliar to ordinary diners. In mainland cities like Xinxiang, such authentic Inner Mongolia instant-boiled mutton is rare.
Fresh Lamb House was founded in February, 2111 in Baotou, the "hot pot capital" in Inner Mongolia prairie. With its novel three-flavor hot pot, unique five soup flavors, eight pot bottom combinations, excellent quality special fresh lamb meat from Inner Mongolia, strong flavor of China traditional food culture and profound modern marketing management, it became a success in one fell swoop. In the fierce competition, the hot pot industry has sprung up suddenly, thus becoming a bright catering star.
Inner Mongolia Fresh Lamb House Catering Co., Ltd., headquartered in Baotou, Inner Mongolia, has registered the trademark of the State Administration for Industry and Commerce, and the new processing technology of Sanwei Hot Pot and mutton has won two national patents. In February 2113, it was awarded the title of "Green Catering Enterprise" by China Cuisine Association. With a high sense of responsibility and professionalism, Xianxiaolou people build their brand by quality and seek development by honesty, and at the same time gradually form a set of professional management modes of joining, planning, training, distribution, management and marketing. Now it has developed more than 311 franchise stores and 91 regional general agents in China. And it is expanding rapidly to the whole country at an unstoppable speed.
the company's goal is to build the first brand of China hot pot industry. The service tenet is: customer first, and achieve 111% customer satisfaction rate in all aspects. Since the establishment of Fresh Lamb House in 2111, the production concept has been constantly innovated, and more than 311 franchise chain stores have been established in China. In the process of rapid development, the company maintains a steady and steady style, promotes the improvement of the overall appearance of the enterprise with a realistic and innovative style, and pushes the chain business of Fresh Lamb House to a new level.
second, environmental analysis
1, macro/micro environmental analysis
to understand instant-boiled mutton, we must first understand the origin of instant-boiled mutton. The legend of instant-boiled mutton originated in Yuan Dynasty. In those days, Kublai Khan, the commander of Yuan Shizu, made an expedition to the south. During a March, he suddenly remembered the dish of his hometown-stewed mutton, so he ordered his men to kill the sheep and burn the fire. The chef knew that he had a bad temper, so he used his quick wits. He cut off more than ten thin pieces of meat with a flying knife and stirred them in boiling water for a few times. When the color of the meat changed, he immediately fished it into a bowl and sprinkled with fine salt. Kublai Khan even ate several bowls, turned over and mounted the horse to lead the army to meet the enemy, and the result was a victory. When preparing for the celebration banquet, Kublai Khan specially ordered the mutton slices. Chefs have a strong influence when they are busy. When Jin Yong tasted Koufuju's mutton in Beijing Head Office, he was full of praise and wrote an inscription in the store. The good quality of the food in the official mouth has won the public's reputation. In addition, there are "Old Beijing" hotpot restaurant, "Grassland Xingfa" hotpot restaurant, "Changlaishun" braised mutton, Zhuyuan hotpot city and other hotpot restaurants which have certain influence and good reputation and influence in different areas of Xinxiang city.
In such fierce market competition, it is difficult for Fresh Lamb House to survive under such competition if it does not have certain unique advantages. Fresh Lamb House has fully realized this point and gradually developed its own unique production method of instant-boiled mutton. It is also its own mutton in Inner Mongolia that has a different pure taste under such cooking.
Fresh Lamb House has a lamb production base of 11,111 mu, and every lamb you taste is carefully selected fresh Lamb House meat which is slaughtered, processed and sliced. Fresh lamb houses are all selected from lambs less than one year old and refined through many processes such as acid removal, tendon removal and detoxification. It is characterized by fresh and tender meat and long-term rinsing. Regular consumption has the effects of invigorating qi and kidney, nourishing yin and strengthening yang, warming stomach and strengthening body, especially for those who recover after illness. The first original Sanwei hot pot has been chained all over the country, occupying a certain market and winning a good reputation. The Shanzhen soup, which comes with the store, can be drunk without rinsing. It has the effects of caring skin, nourishing eyes, moistening lungs and regulating qi, and eliminating toxins in the body. It is very suitable for office workers to eat. The red cumin soup is bright red in color, spicy and refreshing, with a long aftertaste, which has the effects of stimulating appetite, invigorating spleen, removing dampness and expelling wind, and eliminating fatigue. It is a business food for leisure on weekends. This product is oily but not greasy, spicy but not dry, and can be eaten for a long time. People feel not only delicious food, but also meticulous and comprehensive service in the fresh lamb shop, which makes people feel as comfortable as eating at home. It is such a good product and good service that is the foundation of the fresh lamb house now and in the future.
adhering to the principle of taking the customer as the god and developing the service and business with the customer as the center wholeheartedly are the principles that every merchant must adhere to. While doing this, the neighboring competitors are also introducing their own new cuisines, new foods and new ways to eat. Therefore, fresh lamb houses must be aware of this, stick to it for a long time, and always be at the forefront of market competition. Hot pot business plan book II
Today, the hot pot in Sichuan has shown diversified characteristics in terms of variety, grade, scale, production, blending and flavor, which has made various enterprises engaged in hot pot production and providing hot pot consumption develop rapidly and aroused great enthusiasm and interest of enterprises and operators engaged in and about to invest in hot pot. However, how to open an authentic Sichuan hot pot restaurant is a lot of knowledge.
as a hot pot restaurant, its basic characteristics are similar to those of other catering enterprises, that is, production, sales, service and consumption are integrated. Investors who want to engage in the hot pot industry must do a good job in market research, so that they can know what kind of hot pot people need, master the flavor, characteristics, methods, places, people and other information, and set up characteristic hot pot restaurants in specific market areas to obtain stable and reliable market share. Therefore, doing a good job of market research in the early stage is the premise of making decisions or investing in hot pot restaurants.
1. Hot pot market survey:
1. Influencing factors on the hot pot market:
1. The influence of economic development on hot pot includes the increase of consumers' demand for hot pot, the structural contradiction of existing hot pot restaurants of various grades, the huge promotion of social development and national policies and measures for the development of catering industry, the change of objective environment and the instability of consumption.
2. The influence of traditional factors on hot pot includes its historicity, universality, culture and uniqueness.
3. The influence of the surrounding environment on hot pot includes the policy environment, such as the public security situation in the starting place, the efficiency of functional departments, infrastructure, such as road traffic, parking location, water and electricity supply, communication network, procurement channels, consumer groups, finance, health and labor, and preferential measures, such as taxation, various fees, rent and talent introduction.
2. Investigation and analysis of tourists:
1. Analysis of clients:
Professional characteristics of consumers: ordinary students, migrant workers and ordinary wage earners, and senior white-collar workers and public servants, their consumption habits and grades are different.
age characteristics of consumers; For example, the elderly prefer light taste, and the young prefer heavy taste.
The gender characteristics of consumers: there are certain differences between women and men in terms of pot products, taste and dish types.
Consumers' regional and ethnic characteristics People of different regions and nationalities have different requirements for pot products of hot pot, which should be distinguished.
Of course, many hot pots have been improved and innovated due to their mutual permeability and hybridity, which are suitable for most people's tastes and have the characteristics of * * *, but the analysis of consumers is essential.
2. Analysis of customer consumption behavior:
Consumption is a comprehensive concept, and consumption behavior includes consumption level, consumption structure, consumption mode and consumption habit.
There is a direct relationship between consumption level and customers' economic affordability, which reflects customers' ability to pay and the satisfaction of their needs, and directly shows that customers choose the grades and types of hot pot restaurants;
the consumption structure is the proportion of customers' various consumption expenditures, and its expenditures are closely related to factors such as occupation, age, gender, region and nationality.
The consumption patterns include individuals, families, businesses, groups, etc. Different consumption patterns have different consumption habits in choosing grades and varieties, which are reflected in the habits formed in dining environment, atmosphere, taste, economy and so on.
3. Analysis of customer consumption characteristics:
Uncertainty: most customers are mobile, and a few are certain, so the location should be reasonable.
randomness; There are many customers and great differences, and they are selective in the consumption of hot pot. Therefore, we should grasp the development trend of hot pot, adjust the taste in time, and improve and innovate.
Flexibility: It is determined by successful brands, and marked by the frequency of customers' dining and the rate of returning.
guidance: adjusting business strategy and successful advertising operation will guide customers' consumption to some extent.
third, the division of hot pot market:
first, the division requirements:
1. We should accurately grasp the specific aspects such as business varieties, drinks, service level, business hours, traffic conditions, etc., so as to compare whether our own brands can enter the market
2. It is operable. If the market results are not matched with one's own human, financial and material resources, and it is difficult to achieve the business objectives, we must give up, re-divide the market and find the right position
3. After market division, we should boldly explore, make long-term plans and occupy the market abnormally as long as it is in line with reality.
2. Classification:
1. Geographical location; The regionality of hot pot restaurant has great influence on its operation, so we should fully understand the geographical factors of hot pot restaurant. In the same region, different shops and pots serve different consumer groups, and the same shop and pot will change in different regions.
2. Population classification: Affected by people's living, culture, religion, nationality and other factors, there are differences in the consumption of hot pot, and there are differences in varieties, grades and purposes. Different levels of consumer groups have different requirements for grades and varieties.
3. Customer differentiation: In addition to considering customers' occupation and income, we should also analyze their motives, whether they are traditional frugal, economical, impulsive or luxurious, so as to achieve practical results.
4. Behavior analysis: customers are divided into regular customers, ordinary customers, mobile individual customers, new customers and so on, which is related to the quality and service level of hot pot restaurants and the trust of customers.
fourth, the positioning of the hot pot market:
first, the analysis of the positioning of the hot pot market has different standards:
according to the grade, it is divided into high, middle and low grade or luxury shops, flavor shops, mass stores, self-service shops, etc.
according to the function, it is divided into special hot pot, fast food hot pot, small hot pot, nourishing hot pot
according to the source, Sichuan hot pot, Mongolian hot pot, palace hot pot, old hot pot, etc.
second, the price positioning is one of the important factors that affect the operation. When other conditions are ripe, the price is the decisive factor:
1. The combination of high and low: in the early stage of opening, customers will be greeted with high-quality hot pot with high-level service and low price, which can quickly win customers' image and open up the situation to realize normal operation
2. The combination of high and low; The starting point is high, the benefit is high, and the high-quality hot pot, high-grade environment, high-grade decoration and high-level service attract high-level customers. The risk is big, the profit is big, and the profit is also big after entering a virtuous circle
3. The monopoly law of products: unique pot products, unique recipes and patented hot pot products can operate hot pot at higher prices, but the flavor characteristics of the varieties should remain unchanged.
4. popular method: popular hot pot varieties and popular prices are supplied at low prices, with small profits but quick turnover as the main method.
5. Types of hot pot restaurants:
1. Luxury
Luxury hot pot restaurants have a high reputation in a certain area, with complete decoration facilities and beautiful environment, and they are very particular about making hot pot. In addition to the characteristics of a general hotpot restaurant, it is unique in that its price is higher, its high-quality hotpot restaurant, superb service and dining environment are unified, and it has senior cooking and service personnel, and its clients are mostly high-income people. Luxury hot pot restaurant has the characteristics of high price, hot pot cost, service level and dining environment, highly unified hot pot products and technology, stable service target and outstanding social image, proper management and perfect system.
2. Popular type:
Popular hot pot restaurants are the main force in hot pot restaurants, with the largest number. The variety of business is relatively single, the raw materials are mainly middle and low grade, and the flavor is mainly acceptable to most local people. This kind of hot pot restaurant has its own status image and unique characteristics among customers because of its own characteristics, scale, grade and service difference. Moderate price is closely related to the low cost and popular flavor of hot pot, and the seating rate and turnover rate are high. Popular hot pot restaurants are characterized by the combination of price and popularity, flexible and diverse management methods, customers facing the public, and management methods combining with their own reality.
3. Flavor type:
Flavor-style hot pot restaurant is a hot pot restaurant that embodies unique food culture, has strong local flavor, and has a single variety, but has great influence. It is often representative and a comprehensive reflection of history, region and nationality. This kind of hot pot is characterized by qualitative varieties, fixed soup and bittern, certain characteristics of service and recognized flavor. Flavor-style hot pot has the characteristics of rich themes and connotations in layout and decoration, unique cultural edification and emotional appeal for customers, strong participation in eating and enjoying, showing some special activities, and relaxed and harmonious atmosphere.
4. Self-help type:
Self-help hot pot restaurant is a hot pot restaurant where all the hot pot raw materials (raw materials and semi-finished products, etc.) and tableware are placed in a certain area of the hot pot hall, which is selected by the guests themselves and has fewer service personnel. This kind of hot pot not only has the characteristics of randomness and freedom, but also has greater selectivity and feels greater satisfaction. Self-help hot pot restaurant has the characteristics of open layout, lobby-oriented, one or two kinds of pot products, popular taste, limited consumption per person in price, flexible service, fewer service personnel, customer participation and self-satisfaction, paying attention to the richness of raw materials and dishes, avoiding waste, and making full use of space and customer mobility. Business Plan for Hot Pot Restaurant III < P > I. Project Background < P > Today, the hot pot in Sichuan has shown diversified characteristics in terms of variety, grade, scale, production, deployment and flavor, which has led to the rapid development of various enterprises engaged in making and providing hot pot consumption, and also aroused great enthusiasm and interest of enterprises and operators engaged in and about to invest in hot pot. However, how to open an authentic Sichuan hot pot restaurant is a lot of knowledge.
as a hotpot restaurant, its basic characteristics are