Lot 1
The traditional definition of market entry is gradually being subverted. When the abnormal growth of store rents forced McDonald's to take the lead in underground drilling, we should rethink the principle of restaurant location. With the development of mobile Internet technology, the importance of attracting passers-by by by relying on the market entrance will gradually be eroded by relying on Internet drainage. Restaurants that rely on the market often attract passionate consumption. Therefore, snack-style restaurants will be more difficult to bypass this threshold. However, it is not necessary for the dinner restaurant, which is mainly based on planned consumption, to rely on the market. Because of the Internet as the entrance, we can infer several possibilities of future address selection. It makes sense that this method of site selection for second-rate lots in first-class business districts has been popular recently. Choosing a first-class business district is convenient for solving traffic and parking problems. And the first-class business circle ensures the user base. Choosing a second-rate location will get a relatively low rent by losing a part of the passing passengers. Another way to choose the address is the anti-business circle of Mancoffee. When Starbucks couldn't keep up with the rent withdrawal from the Capital Airport, Man Coffee opened its store in a residential area. With the rent advantage, we can make the store bigger and the environment better. This is also the reason why the author has always been optimistic about coffee and not optimistic about coffee to accompany you. Coffee with you has been struggling with Starbucks, and the cost and brand disadvantage are huge, which is doomed to be a losing outcome. Mancoffee cleverly avoids direct competition with Starbucks.
2 Scale and decoration
The smaller the area, the stronger the ability to resist risks. The future trend of catering industry is also dominated by small-area single-item theme restaurants. Compared with small stores, the early investment and late labor cost of big stores will increase linearly at least. As for the difficulty of management and operation, in most cases it increases nonlinearly. However, although the risk of a small area is reduced and it can withstand the loss, it will face the problem that the ceiling of a single store is easy to achieve. Although this is a problem that may be faced in development, if we can prepare for standardization at the beginning so as to copy it quickly after it is popular, the potential will be significantly improved.
how to manage the catering industry in the mobile internet environment?
before the restaurant opens, I don't recommend spending too much on decoration. The core of catering is taste rather than environment, and the contradiction between primary and secondary needs to be distinguished. There are many restaurants with good taste and bad environment, and conversely, they are basically dead. In most cases, the decoration should be implemented on the principle of making a seemingly tall effect with as little money as possible. Don't blindly follow suit. Considering the depreciation of decoration and the almost non-existence of the possibility of second-hand disposal, it is even more necessary to reduce the decoration expenses within the permitted scope. Always remember such an account, if you invest 51w in decoration, then trying to save 5w may have little effect on the effect. But this 5w can invite a junior operator to do full-time Internet promotion for one year. Which is more cost-effective is self-evident.
3 environment
4 dishes and market cultivation
dishes are the most important links in restaurant product design. With the progress of society, dishes from almost all over the world can be eaten in big cities. I am afraid that the only things that can stand out from the crowd are the niche direction and self-innovation.
To paraphrase that sentence, what is national belongs to the world, and the author thinks that what is minority belongs to the public. Really good things, there will still be people who know the goods. Choosing a segmented and niche market, the risk is user acceptance and market cultivation cycle. Generally speaking, it will be more difficult to start the vertical market, because under the promotion of the same coverage, the audience will account for a smaller proportion. Therefore, we must pay attention to ways and means when operating and promoting. We should also be prepared for a more protracted war than mass restaurants. Of course, the advantage is weak competition. Once you gain the first-Mover advantage, it is relatively easy to set up competitive barriers and partially monopolize the market.
5 price
Considering the current national conditions, it is suggested to carefully consider high-end catering. In recent years, high-end catering has been greatly disabled. The listing of South Beauty failed, and the small South China was transformed. The hardest Wang Pin stores are opening more and more, but the profits are getting less and less. It is really unnecessary to choose a difficult mode to do business, and powerful catering practitioners can challenge the luxury meal.
although the high-end consumption of public funds has been suppressed, the non-public high-end market still exists. But it's like walking a tightrope. The most important thing is proper limit. Look at the situation with a decent smile. One careless move will lose the game. In addition, according to dialectics, everything has two sides. According to the concept of stupid bear cooking, white-collar lunch should be 12 yuan, and high-end lunch is a false demand. If you have a meal, you will go sideways, not only focusing on the price of 41 yuan, but also focusing on vegetarianism. Both of them are alive and well. Who is right and who is wrong? In business, right or wrong is not important, and there is no absolute right or wrong in this world. Specific problems are analyzed in detail, and the fundamental way to make money is to choose the mode flexibly according to the environment instead of looking at the problem in isolation and stillness.
6 processes
In fact, the ordering process is one of the few design links that can directly save labor costs for merchants. Merchants should encourage and help users to order food by themselves as much as possible, and should also save the cost of food delivery as much as possible according to the actual situation.
For example, compared with Starbucks' standing mode, whether the iconic dish-passing bear of Mancoffee has more advantages than disadvantages or disadvantages than advantages. Why doesn't Man Coffee support the self-service ordering function of diners' mobile phones? In my opinion, if these two problems are paid enough attention to, both theoretically and practically, the labor cost can be reduced to a certain extent.
7 takeaway
In recent two or three years, the three major takeaway platforms have been burning money and expanding. Everything is familiar with the year of the Thousand Regiments War. The difference is that group buying is for merchants to quench their thirst by drinking poison, and the blood-sucking nature makes it stand on the opposite side of merchants, while take-away will be a strong shot and catalyst for the catering industry. The burning of money by takeaway platforms is of course a life-and-death enclosure for themselves, an accelerated development of consumption habits for diners, and a fundamental subversion for the catering industry. In fact, any door-to-door O2O meets the needs of human nature. Because the development of science and technology is essentially to satisfy people's lazy desires. The user's habit of ordering take-away food is typical from extravagance to frugality. Once it is cultivated, it is difficult to be reversed. The work pressure is so great and the pace of life is so fast. Aside from the additional attributes of the dinner (social interaction, entertainment, etc.), ordering takeout is indeed more in line with the basic dining needs of modern people. In such a period, what catering practitioners need to do is to weigh the value of take-out for themselves, appropriately adjust their own model, enter a promising platform as soon as possible, and make beautiful data on it. In such a typical platform dividend period, all the merchants will be in the later stage of the future. The reason is very simple, you can refer to the early days of Taobao. During the platform bonus period, the promotion difficulty and cost will be extremely low. Early follow-up will accumulate great advantages for the future. Although the rise of take-out may stimulate consumer demand to a certain extent, it is reasonable to trade off between in-house food and take-out. If you don't make takeout, you're giving up the opportunity.
8 Operation
Cooking is a marathon. If the life cycle of the restaurant is divided into pre-opening and post-opening, the author finds that many catering practitioners are very willing to invest before opening, and they are meticulous when decorating. However, after the opening of the business, I began to wait for the harvest, wishing I could not lie down and make money. A hundred miles is half ninety! Opening is the first step of the long March! It is more reliable for people who are counting on one investment to go out and turn left to buy a trust. Catering is to be operated. In the era of mobile internet, how to make good use of social networks and do a good job of deep CRM is a problem that catering practitioners need to seriously consider and treat. What is the core of Wechat business's impact on traditional e-commerce? Some people say that it is a social attribute. The author thinks that socializing may be a bit too much, and deep CRM is the best interpretation. Why are there many grocery stores and restaurants in Japan that have no stores and are open in the depths of office buildings and houses, and they are still very moist? Why can izakaya, with its hidden location, average taste and extremely high price, be passed down from generation to generation to become an old brand? On the one hand, it does not rely on passers-by drainage and uses CRM to promote it, on the other hand, it does in-depth maintenance for customers. The advantage of this is that the brand loyalty of users is extremely high. This is also the reason why some cosmeceutical brands in Japan may only make a few products for decades without going out of business. Thanks to the mobile Internet, with Weibo and WeChat WeChat official account, dedicated merchants can interact with customers in the most effective way. When your brand has more than 11,111 fans in a single store, you won't worry about business. When the number of fans exceeds 111,111, you have a community, and you can basically sell whatever you want. This is an era when fans win the world.