The catering industry has a low threshold, and many people jump into this industry to create their own brand. Hopefully, through the franchise chain, with light assets, light operation mode of rapid development, earn high returns. Yes, do a good job of a store, and then do a chain of brands, which is a store owner, turned into an entrepreneur of the inevitable path. However, it is easy to do a store, do four, five stores or more, procurement can not keep up, management overwhelmed, or operational chaos, hard not to make money. Why?

Lao Zhu has been engaged in business channel model planning for many years, combined with sixteen years of experience in catering operations in China's food and beverage brand incubation platform, to tell you how to use entrepreneurial thinking to re-plan the chain of their own brand of the road:

First of all, in the distribution of benefits, the establishment of a **** win thinking.

Opening a store is to make money. This money should not only consider the brand side to make money, but also must consider the franchisee to earn money. Designed to share profits in the long run, is to save money for the future valuation of the brand. So be willing to give up, to let the franchisee earn money, but also designed to let the franchisee's store staff also earn money. Don't be afraid that you'll make less, the brand is yours and you can rely on scale and pushing high margin products to keep making money. So, seriously from three angles to design a good share of profit:

1, starting from the menu pricing, designed to integrate the cost of ingredients and franchisee gross profit. If the franchisee low gross profit, doomed to low brand survival rate, this kind of project to earn a vote on the franchise fee is over. Of course, if corporate profits are too thin, this brand is not long.

2, reasonably designed investment threshold and return on investment cycle, which determines the speed of brand expansion fast and slow. Return on investment cycle, but also franchisees to measure the choice of which brand is an important indicator.

3. Designed to make money in the present and future of the enterprise, to be positioned well in advance. The brand as a pig to sell or as a cow to raise?

Secondly, in the store model planning, the establishment of scale replication thinking.

Join is to copy the method of making money, the simpler the business is easier to copy, more efficient scale replication. Only high-speed scale replication without problems, brand model and business operations are considered to stand the test. This easy replicability must do 5 things:

1, core products to be finished, or at least semi-finished products. Taste is a competitive barrier to catering, the country a flavor can not rely on the chef craft.

2, the product operation to be foolproof. We put forward a point of view "99% of the factory, 1% of the field production. This last 1% of the operation, must be simple to let the store staff in a training can operate, and never make mistakes in accordance with the process of operation.

3, operation and management should be standardized. A process, a system, a method, the headquarters of the effective way to fall into the text, the formation of templates, the formation of manuals, the formation of training courseware, handed over to the hands of the franchisee.

4, the preparatory model to be modular. Furniture, equipment, decoration, visual all uniform everywhere, a person, a building table, a schedule, a few collaborative units, can solve the national scope of a number of stores at the same time to build.

5, site selection conditions to be broad. From the point of view of the store model, more planning for several store types, able to adapt to the mall store, street store, community, whether to smoke, water and sewage? Pre-planning, can increase the adaptability of the location of the store.

And, in the expansion of the operating system, the establishment of system operation thinking.

Catering chain operation is a systematic project. Regardless of the strength of the enterprise personnel and capabilities, as a brand owner, must establish a systematic operation of the brand thinking. Need to have the following four major service functions:

1, independent investment function. That is: independent promotion, dealing with the intention of information, invitation to receive, promote single signing and other complete ability.

2, batch camping function. Camp is to help franchisees to build stores, store staff recruitment, arrange training, planning to open, guide the marketing of systematic work. Sub-area is responsible for, to help franchisees "help horse send a ride".

3, complete training functions. Not only in the product operation skills to give the franchisee a complete copy, but also in the corporate philosophy, team management, a complete copy of the corporate brand's excellent concept and brand spirit.

4, the national supervision function. Supervisory function is to maintain the franchise continued growth and profitability of the important work, is the brand management to understand the national brand viability of a variety of different consumer markets the necessary way.

The four functions or strong or weak, as the ambition to do a national chain of franchise brand enterprises must have.

The above three major points, a systematic list of enterprises to do chain restaurant brand to think about the dimensions. Many brands are eager to decorate the facade kung fu, but ignored the solid foundation. A restaurant upgraded to a restaurant chain brand, store owners can not wait to think and learn, rushed to the duck on the shelf to start doing chain. Competition for time, but detour.

If you happen to be doing catering,

If you encounter confusion on the catering road that can't be answered,

If you want to make your catering store known to more people,

then welcome to China's catering brand incubation platform, so that professionals can solve your problems!

Want to have a conversation about catering, then see you in the comments section!