I company name: xx catering co., ltd

Second, the entrepreneurial background:

1, with superior natural environment.

The ecological environment in our city has basically maintained a good natural level, even the natural color of the ecological environment, and the cleanliness of water, soil and atmosphere is relatively high, which is suitable for the development and utilization of green agriculture. Therefore, planting green agricultural products such as whole grains, vegetables and fruits has certain advantages in purchasing resources.

2. Deep cultural background

Suzhou food culture has become an important part of food culture. Many traditional foods are well-known at home and abroad, and can become a wonderful flower of Chinese cuisine, with the characteristics of various patterns, rich nutrition and long flavor. However, due to the lack of development in recent years, many traditional foods have gradually disappeared, and the prospects are worrying.

3. Good policy environment

After China's entry into WTO, China's agriculture and catering industry will be in line with the world and enjoy the non-discriminatory trade treatment of existing WTO members, which can promote the adjustment of domestic industrial structure and facilitate the export of China's labor-intensive products, including characteristic agricultural products and specialty catering brands with comparative advantages.

The central government put forward the development strategy of putting people first and implementing "five overall plans", which is helpful to the promotion of the western development and the adjustment of agricultural structure, thus providing a rare opportunity for green agriculture and environmental protection agriculture. The catering industry is bound to be affected by this wave of reform.

Third, products and services:

The company's name is "xx", which specializes in vegetarian health care and beauty catering. It is planned to be established in Jinan City, Shandong Province, with a capital of about 250,000 yuan.

Our company combines the principles of traditional medicine in China with modern catering to provide customers with green and healthy vegetarian food, as well as relevant information and plans on vegetarian food, fruit and vegetable beauty.

"xx" will be a diversified theme restaurant with a number of projects to provide different services to customers:

1, to provide customers with green and healthy catering;

2. Provide customers with beauty services for fruits and vegetables;

3. Provide vegetarian health care and beauty consultation to customers;

4. Distribute vegetarian culture manuals to customers;

5. Make health care or beauty plans for members;

6. Provide free health training for members on a regular basis;

7. Give books and CDs to members.

8. Use a mobile car to provide mobile catering to customers in places with large traffic.

9. Provide customers with self-service dining space.

Fourth, market analysis:

"Food is the most important thing for the people" is an eternal truth, and the catering industry is an evergreen industry. The rapid economic development brought by the reform and opening up, the steady growth of urban and rural residents' income, and the vigorous development of tourism and commerce have provided a huge economic foundation and broad market space for the sustained prosperity of the catering industry. At present, China is at the third peak of the development of catering industry after the reform and opening up, and the catering industry in China is facing a golden opportunity for development. With the integration with the international market, the catering market in China is more open and colorful.

The improvement of urban residents' living standards will inevitably pay more attention to their health. With the rapid development of urban modernization, the income level and consumption level of urban residents are increasing year by year, especially under the premise of adequate food and clothing, people will pay more and more attention to the health of diet. China is gradually stepping into an aging society, and the pollution of urban environment and the increasing pressure of life will bring challenges to people's health. In the near future, people's consumption expenditure on health care will continue to increase.

Vegetarian culture will surely become a new dietary trend in 2 1 century. When the whole world is worried about mad cow disease, foot-and-mouth disease, avian flu and SARS, vegetarian culture has won people's love with its unique natural flavor. When green catering has become people's knowledge, healthy and scientific vegetarian culture has gradually taken root in people's hearts. According to the modern people's demand for healthy and delicious food, it can be said that the establishment of a restaurant with the theme of dietotherapy is in line with the trend.

Our company's target customers are middle-income people and young students. This group of people accounts for the majority of ordinary citizens. Moreover, middle-income people pay more and more attention to their own health, and our company's healthy vegetarian food meets their needs. Young students (especially girls) pay more attention to their own image. Sitting in front of the computer for a long time is very harmful to their skin and eyes. Fruit and vegetable beauty is designed for these people. For people with high work pressure, vegetarian diet has a good effect on their listlessness and memory loss. I believe that health, beauty and vegetarianism will have great room for development.

Analysis of verb (Verb's abbreviation) Competition

According to our team's investigation, it is found that there are few vegetarian restaurants in Suzhou, which shows that vegetarian food has great development space in Suzhou. The originality of product concept has the first-Mover advantage, and it can occupy the existing market as soon as possible with less obstacles. Although vegetarian restaurants have started in foreign countries and coastal cities such as Hong Kong, Macao and so on, the development of most cities in China, especially inland cities, has just started, and the development prospects are very bright. The extension of vegetarian restaurants to the field of dietotherapy and health preservation has pioneering advantages not only in Jinan, but also at home and abroad, which can avoid cruel competition and seize the opportunity.

Suzhou is close to Shanghai, where talents from all over the world gather and the competition in all walks of life is fierce. However, there are very few vegetarian theme restaurants, and health and beauty vegetarian restaurants are even blank. In this respect, our company faces relatively little competition. As long as we can absorb the successful experience of vegetarian restaurants in Hong Kong, Macao and Guangdong Province and make corresponding changes according to the actual situation in Suzhou, the company will have a good development!

By comparison, we can see that Suzhou has great advantages. Except for experience, we have all the conditions of our competitors, and experience can be accumulated. Therefore, our xx will have great competition and development space.

Six, marketing strategy:

Our company will focus on middle-income (or above) customers and formulate a series of marketing strategies:

1. Develop a series of environmentally friendly meals with unique flavor (such as fast food, canned food, drinks, etc.). ), improve the scientific and technological content of food production technology, and highlight the dietotherapy, health care and beauty functions of food.

2. From restaurant management to product service, we should set off rich cultural characteristics (environmental protection and health), reflect the most considerate and perfect humanistic care for customers, and improve customers' loyalty to restaurants. Strengthen publicity, improve the influence of restaurants, increase passenger flow, stabilize the existing market, and explore potential markets (nursing homes, school ordering, and opening up the international education park market, etc.). ), and guarantee the gross profit.

3. Design different health and beauty packages for all kinds of customers (teenagers, white-collar workers, workers, etc.). ).

Seven, the company's development blueprint:

Our company will start to open in the form of theme restaurants, forming a certain number of customers; When it develops to a certain extent, it will open branches in other areas and form a chain network (franchisees can be invited appropriately) for the promotion and development of health care, beauty and vegetarianism. In due course, we will expand the range of products and services (such as plantations and special courses). ), form a club to exchange research experience on health care, beauty and vegetarianism.