the most important thing in opening a hotel is to choose the "anchor". With the right foundation, the catering business is half done. Some bosses are always used to using future business to make up for the lack of foundation. They spent a handful of advertising fees, but the results were not satisfactory. They didn't understand until the money was spent, but everything was too late. If you choose a good anchor, the problem of passenger flow will be solved, and other problems such as quality, price, service, environment and characteristics can be solved step by step in the operation. McDonald's, KFC and other western-style fast food restaurants open to all corners of the world with hamburgers, and the secret of its success is site selection.

Whether to choose a "good" anchor at a high price or a "big" anchor at a low price is a basic premise for the quality of catering business, and it is also the dividing line for the level of catering managers. Unfortunately, many people have been in the business for many years and still don't understand this truth, wasting a lot of money and suffering.

how to choose a good address for the hotel? Mr. Wei Shahe, a famous catering planner, summed up the classic secrets of opening location with years of catering management and planning experience.

there is a chicken or egg problem in catering management theory: to form catering characteristics, we should first consider customers' consumption ability or consumption habits. In my opinion, the consumption ability factor is superior to the consumption habit. The so-called consumer must meet two conditions, one is to have demand, and the other is to have the ability. These two conditions are indispensable. Without spending power, there will be no complete transaction without demand.

Therefore, the key to opening a hotel is to lock in the demanding customers and select the "anchor".

first, we should "look around" to lock in the advantageous business circle

It is very necessary to investigate the consumption ability of the business circle where the hotel is located, regardless of the location of opening or the stage evaluation. Because only by having a basic assessment of the consumption capacity of the surrounding business districts and taking this as a starting point can we determine the decoration grade, service standard and food structure of catering.

The survey of consumption capacity in business circle is unrealistic, costly and time-consuming, and the data is not true and accurate. For example, according to the traditional methods of focus investigation, sampling investigation and actual measurement, it is difficult to see the results for our small and medium-sized catering. Or the "old eight road" indigenous method. Might as well try.

at first glance: the grade and speed of traffic flow

It is a "good thing" that the grade of traffic flow is high and the consumption capacity is strong. But there is another factor that cannot be ignored: the speed of traffic. Experience has proved that if the speed is less than 31 km/h, even if the catering line is connected into a city, there will still be no worries about guests coming to the door. However, if the speed is higher than 51 km/h, even if the traffic is heavy, this section is not suitable for catering. Each city has three levels of roads: the central trunk road, which is the main artery of urban traffic, is suitable for operating comprehensive hotels with more than three stars; The secondary tributary road, which bears the heavy responsibility of regional traffic, has slow traffic and dense pedestrians, and is the main target of various types of social catering; The streets and alleys in the third-class area are constantly crowded with people, which is suitable for special snacks to display their fists and feet. According to this experience, the consumption in the business circle where catering is located is beginning to take shape.

Second look: the style and grade of clothes

There are four styles: leisure, face-up, homework and others. People who wear casual clothes seem to be sloppy, but in fact they are rigorous. Most of them are rich, powerful and powerful. The primitive accumulation of capital has been completed, and they have enough qualifications and time to enjoy life. These people have strong spending power and are the key "attack" targets. Although there are some fake casual clothes, they can be distinguished from the true and false from the texture of the clothes. Formal clothes are mainly suits or jackets, which are necessary props for public officials. The consumption of these people is divided into two situations; Have the right to spend public funds, and act in groups; If you pay for it at your own expense, you are grinning and like to go around with the store manager to see if you can pay less money. People who wear work clothes have different spending power because of their background. Divided into public and private schools, public schools are naturally generous and generous, while private schools are much more restrained when spending money. In addition to the above three kinds of clothing, there are people belonging to other categories, which account for a small market share, so I don't need to write here. The grade of clothes is absolutely different; Rich owners don't do too many articles on style when wearing clothes, but they are really particular about texture. What can be seen from the texture of clothes depends on the investigator's cultivation and vision. In the meantime, we should "focus on" leisure "and" clothing ","defend "formal and group consumption" clothing "and keep homework" clothing ".

Third look: the business of nearby commercial supermarkets

Commercial supermarkets are the twin sisters of catering, and similarly, commercial supermarkets are a barometer of the consumption power of business districts. The supermarket has a large volume of goods and a high grade, which means that the consumption capacity of this business circle is strong. On the contrary, commercial supermarkets are deserted and few people patronize, so this business circle is still far away.

In the summer of 2112, I planned to make a seafood restaurant in Taiyuan Street, Shahekou District, Dalian. Because the footholds were remote and there were few pedestrians in front of the door, many people were not optimistic about the prospect of cooking here. Near this hotel, there is a medium-sized supermarket selling seafood, vegetables, meat and some cold dishes. The service and decoration of the supermarket are average, the dishes are acceptable, but the business is very good. Without this supermarket, I certainly wouldn't decide to open a shop here. It is precisely because of its popularity that I made up my mind. Sure enough, my seafood store has a very strong upward trend from the newly opened store. Although the area is less than 611 meters, it has reached the sales number of 118 tables a day in less than a month and has become a well-known model store.

fourth look: the operating conditions of nearby restaurants

the best touchstone is the restaurants that have been opened. If there is no catering business in the business district, then this place should not continue to work hard for the time being. Although foreign fast food McDonald's and KFC are fighting endlessly with each other, the two companies are surprisingly consistent in their understanding of the purchasing power of the business circle: where there is McDonald's, there must be KFC, and where there is KFC, there must be McDonald's. If you really don't believe your vision of location, it is a good idea to follow the address of foreign fast food. Later, there were several chain organizations in China that imitated the fast-food model and collected a lot of franchisees' money. In the end, most of them ended in failure. The reason was that the franchise headquarters was too eager to collect more franchisees' money, and the site selection of its franchisees was not strict, which made franchisees suffer a lot. However, some fake foreign fast food in downtown areas are actually alive and well in remote cities where McDonald's and KFC have not entered, which fully proves that the consumption power of the business circle is the basic premise of catering management.

second, the eight classic site selection

The good and bad of the "anchor" is that different people have different opinions. With the same foundation, the opinions of different catering managers are definitely different due to different personal experiences and characteristic models. What you think is a defect can just give full play to my characteristics in my opinion. In recent years, there are many people who have broken the tradition of catering site selection, and people have to admire the energy of "innovation". Although there are different views, there are also some "hidden rules" for catering location, and catering managers each have a heart sutra.

1. More traffic and less people are suitable for hotels

This kind of anchor is suitable for opening hotels and restaurants. Where there are many people and few cars, the speed is relatively fast, and it is troublesome to stop and turn around. People's energy is focused on the passage of cars and will not be distracted by roadside scenery shops. Therefore, the difficulty of operating small restaurants on such a foot can be imagined. Because of their large scale, large hotels and restaurants attract the attention of customers in the surrounding business districts, and generally have independent parking lots, which make it convenient for customers to park by car and meet the needs of high-consumption class of car owners.

there is less traffic and more people. Catering is a "human" business, and people naturally have consumer demand, but commercial supermarkets are the twin sisters of catering. Similarly, commercial supermarkets are also a barometer of the consumption power of business circles. Whether this consumer demand is supported by consumption ability and consumption habits needs to be carefully pondered.

2. It's better to be a food street with concentrated restaurants at both ends

. The restaurants at both ends are more likely to attract customers' attention than those in the middle, and they are naturally famous. If the doors of restaurants at both ends can be opened in Jinjiao facing the crossroads, the business will be even more prosperous and unstoppable.

3. Carefully open a shop in the administrative area

Ten years ago, there was still money to be made in opening a restaurant in the administrative area, but now it's chicken ribs, and the food is tasteless. It's a pity to abandon it. Rich administrative units run their own canteens, which provide breakfast and lunch free of charge in the name of welfare. Meat, eggs and milk are all available. Do people in these units still use frequent dining to make a rare sumptuous meal? It is difficult for a unit without money to reimburse office expenses. How can there be extra money thrown at restaurants? Even if it is consumed in restaurants, it is difficult to settle accounts. When leaders socialize, they won't be flushed in front of the unit, and their image is quite important, unless they don't want to mix up on the job. A few diners outside the administrative area like to go to the restaurants in the administrative area, which are chic and few.

4. There is a knife in front of the door, and the slopes don't cross

The overpass spans the door and is very close to frontispiece, so it is difficult to do; The dining location is on a slope, and it is difficult for vehicles to get in and out.

5. Enter the shopping mall cautiously

In general, the catering mode in shopping malls is mainly fast food or special snacks, which has nothing to do with the catering business model. The passenger flow of food and beverage in shopping malls depends on the operation of shopping malls. If the operation of shopping malls is not good, the passenger flow will not come up, and it is useless for restaurants to worry. In recent years, there are not a few large shopping malls and supermarkets that close down soon after opening.

6, the factory area is "fertile land"

The factory area has strong consumption capacity and large cash flow, which is generally a good foundation for catering, especially for middle and low-grade catering. The catering business in the factory area is greatly affected by the economic situation, so managers should pay special attention to it.

7. Business district

Eating and inviting guests is the work content of businessmen. The consumption points in business district have a wide frequency, high requirements for environment and service, long business hours and are suitable for high, middle and low grades.

8. Market area

The consumption characteristics of market area are high frequency and low grade, which is suitable for fast food or special snacks.

9. An important ability of catering staff in residential areas

is to watch people order dishes, and managers are no exception. Whether a residential area is suitable for catering and what kind of catering depends on the affluence of surrounding residential areas, "What songs to sing in what mountains" is the truth.

11, the station pier airport

The station pier is suitable for fast food and special snacks. Don't scare people with beautiful names, and business will naturally come up. The airport? The variables are too big, so don't do it. 1111111111