The catering industry has always had a sentence affecting millions of catering people, that is, the most important thing to open is: "site selection! Site selection! Site selection!" Important words to say three times! So let's take a look at today's site selection and the interplay of the relationship between food and beverage stores.
Popularity please come in
From 2010 onwards, a variety of food and beverage brands have sprung up in first and second-tier cities, spreading out in the streets and alleys, and with the rise of shopping centers, food and beverage brands from the street to shopping centers.
In recent years, due to the impact of e-commerce, the weakness of the department store retail business, and make the catering industry become a shopping center to attract customers. The booming catering industry, but also created a lot of foreign capital and private catering to become the leading brother of the catering industry.
In the early stages of the great development of the restaurant industry, the popularity of the restaurant abounds. Why?
Because there are not many restaurant brands, less competition, as long as the taste is good, consumers on the restaurant brand, decoration environment and service requirements are not so high, consumers will willingly line up. At this time, such a restaurant owner is a big profit.
At the end of 2012, after the government introduced relevant policies, mass catering has become the trend of consumption, and the main catering consumers are young. We can also see a lot of popularity of the restaurant, often a lot of restaurants in the opening, the door of the team will be blocking the channel, as the so-called popularity explosion. Popularity may be a good restaurant for the owner or the shopping center, because it brings a huge flow of people. Whether it is good or bad for the restaurant owner may be tested by time. Can the restaurant meet its own return on investment requirements, and can it develop reasonably, sustainably and healthily? The owner knows himself.
The popularity of the restaurant **** sex
The popularity of the restaurant, basically have a lot of **** sex:
1 maybe the region, more is the city, only so the first store;
2 restaurant does not have a second homogenized competitors;
3 restaurant decoration design is unique, alternative, novel;
4 is not expensive;
The restaurant is not the most expensive;
The restaurant is not the most popular restaurant in the world. p> 4 is not expensive;
5 products are not very difficult to eat;
6 is still in the honeymoon period of the new store.
The above six, if less than one condition, will not be a popular restaurant. Business behind the restaurant more: in order to increase the experience, to attract consumers eye, need to pay a high cost of design and decoration to create a unique design style, the number of more workers lead to rising labor costs, the level of waiters can not meet the service standards, more and more customers complained about such as waiting for a long time, slow food; weakened quality management, unreasonable turnover rate and so on.
For catering, reasonable investment scale, reasonable turnover rate, reasonable staff efficiency, reasonable rent to turnover ratio, continuous product innovation is the basis of healthy and sustainable development of the restaurant, otherwise, it is a flash in the pan.
When the restaurant chain began to develop, taking into account the above views outside the proposal:
1 do not go blindly to open stores, to have a purpose and strategy to open stores;
2 to open a profitable store, and there is a reasonable return on investment in the store;
3 to open a store can be sustained and stable returns, rather than open a few months on the store closed;
4 To open a store with the ability to improve their brand image and development and can have long-term competitiveness.
In the face of both loyal and disloyal consumers, restaurant chains should be how to choose the location?
Said consumers loyal and disloyal, indeed very apt, the chain of restaurant site selection should be more from how more convenient to their consumers to store dining is fundamental.
Chain restaurant site selection, the need to establish the logical thinking of the store, but also many companies to implement the way. Ideas for: first, choose the order of entry into the city; second, assess the city to meet the brand positioning and brand return on investment in the business district, and these business districts, in accordance with the strong and weak order; finally, in the business district to choose the right store site into the order.
The radiation range of various types of urban business district, that is, the strong and weak order is:
1 municipal business district & gt; regional business district & gt; community business district
2 mature business district & gt; plan business district & gt; recessionary business district
3 large flow of people in the business district & gt; small flow of people in the business district
4 high level of consumption of business district & gt; low level of consumption of business district
3 high level of consumption of business district & gt; low level of consumption of business district
4 high level of consumer demand for the business district & gt; low level of consumer demand for the business district. gt; low consumption level business circle
5 multi-main store business circle & gt; single main store business circle
Now the rise of shopping centers, shopping centers are also a business circle, shopping centers are divided into municipal shopping centers, regional shopping centers, community shopping centers.
Within each shopping district, we have to analyze the business situation and competitors or similar food and beverage information in the shopping district, to understand:
1 major roads and obstacles (such as elevated, roads, rivers, railroads, etc.)
2 investigation of the business district gathering point data, such as traffic, turnover, etc.
3 investigation of the business district radiated by the number of people, the quality of population and so on.
Catering companies can prioritize their entry into various types of business districts based on the above value ranking when selecting locations.
The highest priority should be: mature, large flow of people, high consumption level of municipal business district.
Finally, identify the best locations in the business district and rank potential opportunities in order of merit, and gradually compromise locations based on actual negotiation strategy or your own business status.
Evaluate the location of the store in addition to look at the location, look at the flow of customers, but also to assess the location of the store can contribute to how much you need the number of customers, whether to meet the requirements of the restaurant's operations, to give you the satisfaction of the turnover and profits. Of course, this requires a lot of research and measurement work. If you can get hold of these figures, you will not be afraid of the high rent of the store site. As long as it is able to contribute enough valuable sources of customers that match the rent, the rent can be afforded even if it is expensive.
How to evaluate the strengths and weaknesses of a store site from three aspects
1, visibility
Choose a site that can be seen in the direction of foot traffic. How big can you make the sign? Store site door or signboard has not been covered by other obstacles, such as the presence of trees, kiosks, blocked by the next door tenant, i.e., whether or not the next door tenant inwardly retired. For stores in shopping centers, is there a post, partition wall, etc. in front of the door.
2, convenience
On the basis that consumers can see your signboard or store, whether consumers can easily reach the store site, that is, to study, whether there are obstacles in front of the store site i.e., whether there is a very wide road, whether there is a barrier in the middle of the road, whether there is a stile, river, greenery, stalls, etc..
Whether the store site is in the active line leading to the commercial gathering point, traffic station, residential area: for shopping center store site is located in the location of the line of motion in the main entrance, secondary entrance, atrium, next to the main store; store site in front of the door whether there is a parking or non-motorized space, the number of parking space how many? Whether the store site has an independent front and entrance, can open the independent gate is in the main pedestrian flow line.
3, proximity
Is the main door of the store site facing the main flow line? Is there a height difference between the main door and the road or passageway outside?
Ordering counter (fast food), welcome desk (large Chinese food), customers can see the ordering counter or welcome desk directly from the main door?
Is it possible to make floor-to-ceiling glass along the street or along the direction of the main flow of people?
Will it be in a shopping center, neighborhood, or will it be a stand-alone store?
The food and beverage in the shopping center is no independent stores, its business depends on the success of the shopping center itself. Community and independent stores, mainly relying on a large number of residential areas and a large amount of foot traffic, the choice of location is particularly important.
Shopping center stores generally do not have the ability to create their own sources of customers, in addition to some branded food and beverage has a strong brand appeal. Usually need to rely on its attached to the main store and its surrounding traffic to the restaurant to bring customers. At present, the shopping malls usually put a large area of food and beverage on the first floor or two floors above the high floor, the first and second floor less food and beverage.
Opened here in the restaurant is not like the community independent stores on the street display surface, there is no street independent entrance and exit, is the name of the "store in the store".
5 characteristics of the store in the store:
1, no independent external display front, can not enhance the brand display.
The shop-in-shop has lost itself to a certain extent, which has both advantages and disadvantages. The good thing is that if the shopping center is very congregate customers, and investment and operation ability is very strong, you will become "open in the × × × famous shopping mall in the restaurant". The bad thing is that if the shopping center investment and operation is poor.
2. The visibility and convenience of the restaurant is usually reduced.
Unless it can be opened in front of the mall, with street display surface or street independent entrance and exit, the store in the store will be hidden in the mall on a certain floor of a corner, customers are not easy to find, not easy to find, in and out of the very inconvenient.
3, over-reliance on the main store and its surrounding traffic.
The store in the store usually do not have a street display surface, and even no street advertising space, customers do not enter the shopping mall or pass through the store entrance, will not find a restaurant exists. If you don't choose a good pedestrian flow line to open a store, it's likely that your business will fall apart. Although the large shop-in-shop will have a lot of customers who come specifically to spend money, you can not rely entirely on shopping mall traffic, but since you pay a high rent but can not enjoy the due flow of customers, it is clearly a loss.
4, special types of customers and consumption patterns.
Shop in the mall opened in the store's customer base mainly from the mall inside and outside the shopping mall shoppers, if the surrounding office buildings or residential areas, there will be office workers and residents of the source. Different types and grades of shopping malls contribute to the age of shoppers, consumption levels, consumer preferences are different. These laws are very different from the street store.
5, the way of business is limited.
Part of the shopping mall business hours most of the morning 10:00 to 10:00 pm (summer business hours will be all extended), and the malls in the second and third tier cities have shorter business hours. Store-in-store operating hours will be limited by the mall, than the community of independent stores operating hours to be shorter. There is usually no way to be open 24 hours a day, and you can't run late-night or breakfast.
What are the specifics of locating in a shopping center?
First of all, we need to do in-depth research on the shopping center, not only from the external environment such as traffic roads, location, population analysis, but also to analyze the project's own investment in the category, the composition of the main store, the industry ratio, the number of parking spaces, and the surrounding competing projects and other comprehensive analysis.
In addition, the most important thing is to study how the external flow of people into the shopping center, to analyze the traffic to the project people's routes, such as driving, walking, non-motorized, public **** traffic, how to enter the project. Then specifically analyze the internal movement lines of the shopping center. Select the active line and the location of the intersection of the various human flow lines, but also to combine the specific location I just said visibility, convenience, proximity assessment.
Shopping center site selection must be card dynamic line, or close to the big gathering point. Finally, before the shopping center site selection, site selection, before entering the field, be sure to often go to the site to see, and the hand of the drawings are the same, often imagined drawings and the scene of the situation, there will be unexpected changes.
The first time into the shopping center of the restaurant, need to do a good job with the shopping center, due to the shopping center volume, tenants, therefore, all the progress is a time node, the restaurant must have the concept of time nodes. Normal is from the opening time backwards all time nodes, many times, because the tenant's node can not keep up with the project node, but also will make a lot of unpleasant, roughly the process is:
1 both sides clear location and rent, you need to confirm that the project to see the field time, and check the engineering conditions are met?
2 engineering to see the field, the need for relevant drawings, such as effect diagrams, plans, etc.;
3 the two sides to confirm that there is no error, you need to reserve their respective approvals, signing process;
4 after the signing of the contract, the tenant needs to start the design, including a complete set of design drawings of the restaurant;
5 tenants for the entry before the relevant formalities: such as the fire inspection, name approval, environmental protection Project, construction procedures, insurance, etc.;
6 before the opening of the need for the completion of fire inspection, environmental acceptance, tax registration, business license, etc.;
The above time, according to the standard requirements of each enterprise needs to be adjusted accordingly each step of the time node. Catering chain development of the road, the establishment of processes and standards is an essential part.
How big is the impact of e-commerce on shopping centers?
Restaurant will be affected?
In recent years, by the impact of e-commerce, shopping centers experience business to go high as a trend, on the one hand, because of the continued downturn in the retail industry, coupled with the impact of online shopping on the entity's retail, resulting in a low desire to open retail stores, and even adjust the closure of the store, which forced shopping centers can only continue to go retail.
In the past, shopping, dining and entertainment "52:18:30" business "golden ratio" is broken, replaced by shopping, dining and leisure 1:1:1 co-starring the consumer model. The catering industry segmentation and industry combination trend is also facing adjustments, mainly summarized as "three reductions, three increases", i.e., the proportion of high-end food and beverage is reduced, the proportion of the theme of leisure food and beverage increased; the proportion of high-floor food and beverage is reduced, the proportion of food and beverage interspersed with various floors is increased; the proportion of large store catering is reduced, and the proportion of small store catering is increased. With the upgrading of consumer habits, the shopping center's food and beverage industry is also being themed, entertaining and experiential aspects of development.
But because of the proportion of shopping centers to aggravate the catering business, resulting in serious homogenization of food and beverage, catering competition is becoming increasingly fierce, has produced no strict sense of competitors, catering and catering between each other to divert. If the shopping center does not have a large traffic base, the restaurant business can not be done, the future more and more food and beverage will face adjustment. At the same time, the increasing number of shopping centers, shopping centers and mutual diversion, the same lead to the tenant's own flow of people to reduce the visible restaurant business situation is not optimistic.
Is there any change in the overall policy of restaurant investment? And what are the common preferential policies for restaurants?
With the upgrading of consumption habits, the food and beverage industry in shopping centers is also developing to the theme, entertainment and experience-oriented. In addition to drinks, the top three most popular formal meals are Chinese fast food, Japanese, Korean and Thai cuisine, and hot pot casserole.
The market for high-end food and beverage, which used to be popular, is only in fourth place. In the past two years, shopping centers for high-end food and beverage competition heat to the lowest point, on the one hand, due to high-end food and beverage business performance is poor, low contribution to the rental value. On the other hand, because the high-end food and beverage into the shopping center property requirements are high, the operating area is large, and requires a separate traffic organization. This is a higher requirement for the engineering design of shopping centers, and increases the difficulty of adjusting the business format of shopping centers in the later stage. These factors are superimposed on each other, so that shopping centers are discouraged.
At the same time, shopping centers prefer "smaller version" of the boutique food and beverage industry. As the shopping center for the lease return requirements continue to improve, the relatively low rental payment capacity of the catering industry has also contributed to its own continuous improvement, a lot of food and beverage into the mall in order to improve the rate of return, more often choose the 150 square meters or so of the exquisite small store.
For shopping centers, rent is the main revenue income, therefore, want to shopping centers to the catering industry like the treatment of retail big names is few and far between, in addition to the prevalence of fast-fashion catering a few years ago to give rent-free or even loaded with subsidies, and now catering a lot of cases, there is only one situation to get the preferential treatment of the shopping centers, that is, the chain-type, well-known brands for the first time to enter the first of the city's The first one is the first shopping center in the city for a chain and a famous brand.
Food and beverage in the mall, in the process of talking store to consider the following:
1, power supply: 150KW to 350KW, cable type to meet the load.
2, water supply: need to understand the diameter of the water supply pipe, catering industry has to confirm whether the secondary water supply?
3, kitchen drainage: whether you need to set up their own grease trap, the direction of the kitchen drain? If the public grease trap capacity to meet their own requirements.
4, the bathroom: whether you can set up their own bathroom?
5, load: kitchen and bathroom load to meet their own needs, not to meet who to reinforce?
6, smoke: whether there is an independent smoke shaft or the use of Party A communal smoke shaft, communal smoke volume to meet their needs?
7, air conditioning: whether to set up their own air conditioning, whether to set up their own air conditioning to provide air conditioning units and air conditioning copper pipe direction? If you use the air conditioner provided by Party A, whether the cooling capacity can meet the normal 300w/m2. With and without Party A's central air conditioning, is there a difference in the property fee?
8, fire: the secondary fire is their own or Party A to do? How is the cost charged.
First, second, third-tier city rent, there is no strict meaning of the standard, but there will be a so-called market price.
At present, shopping centers are divided into large catering, medium catering and small catering, large catering all-day ping effect at 23,000 yuan, medium catering and its equivalent, small catering at 18,000 yuan. From the rent charged and sales monitoring to see that the catering business to withstand the rent up to 18% of its sales revenue.
The guaranteed rent for catering in Tier 1 cities is around RMB 8-12 per square meter per day, which is twice the level in Tier 2 markets and three times the level in Tier 3 cities. This compares to RMB3-6.5/m2/day in Tier 2 cities and RMB2.5- 4.5/m2/day in Tier 3 cities. The lease period for F&B is longer than that for retail, typically 5-8 years, and the rent increases slowly during the contract period, typically by 2-3% per year (depending on the size of the area).
However, in the first, second and third tier cities regional shopping centers within the food and beverage industry ping efficiency, the difference is not as obvious as the guaranteed rent.
● The average ping efficiency in first-tier cities is about RMB 1,300-1,900 per square meter per month,
● The average ping efficiency in second-tier cities is about RMB 1,000-1,500 per square meter per month,
● The average ping efficiency in third-tier is about RMB 700-1,200 per square meter per month.
There is still some room for improvement in the rent and ping efficiency level of catering business in second and third tier cities. With the expansion of high ping efficiency restaurant businesses in second and third tier cities, the ping efficiency of restaurants in second and third tier markets will be improved to a certain extent. In the second and third tier cities of the catering brand ping efficiency, it is possible to create a higher level of performance than the first-tier cities with the same brand store, more likely to collect commission rent.