Management of catering enterprises in small and medium-sized banks
A, institutional setup, management responsibilities must be total radiation, there can be no gaps and slight negligence. Small and medium-sized catering enterprises are small in scale and cannot set up as many departments as big hotels, so they should adopt the way of overall management. No big step, someone has to take care of it. It is necessary to clarify who is responsible for whom and who should do what, and form a vertical management and horizontal coordination management model.
Second, the system should be sound.
The development of enterprises not only needs a complete system, but also needs a system to motivate employees. A sound system is the embodiment of standardized management of enterprises. The system allows employees to know what to do and what not to do, what standards to achieve in completing a certain job, what contributions will be rewarded, and what rules will be punished if they violate. Enterprises can restrain employees' misconduct through the system, and should use the system to encourage employees to actively participate in the work.
Third, build a qualified and even excellent staff.
Management and grass-roots employees must be trained to meet the minimum employment standards of enterprises. Management cadres should have the management level required by the post, and grass-roots employees should have corresponding operational skills. Enterprises must not tolerate unqualified employees.
Fourth, let every employee know the goal of the enterprise.
The goals of an enterprise are divided into short-term goals and long-term goals. Namely, tactical objectives and strategic objectives. The goal set by an enterprise is not limited to a few managers, but should be made clear to every employee. Because achieving the goal requires the joint efforts of all employees. At the same time, we should work out ways and means to achieve our goals. For employees, it is more important to know what kind of promotion and development they will get after achieving their goals.
5. Understand the needs of guests, investors and employees.
Guests, investors and employees have great differences because of their different understandings. For customers, what they care about is price, taste, environmental sanitation and service; Investors care about costs, profits and investment risks; On the other hand, employees are interested in wages and bonuses. Of course, they also care about their working environment and conditions. Therefore, investors and managers should not only care about their own interests and the needs of customers, but also care about the needs of employees. Without satisfied employees, there will be no satisfied customers.
Six, take high-quality products and services as the first winning means.
Nowadays, many catering enterprises, in order to attract guests and beautiful waiters, even allow employees to have excessive intimacy with guests during their work. This way of attracting guests is not desirable. Throughout the famous shops in ancient and modern China and abroad, without exception, they have won the recognition of customers with high-quality products and services.
Seven, control costs from the source.
Catering costs can be divided into variable costs and fixed costs. Here I mainly talk about the cost of raw materials, the cost of dishes and the cost of wages.
1, raw material cost control
To control the cost of raw materials, we must first start from the source of procurement. Shop around for prices and quality. Organize relevant personnel to conduct regular market surveys to plug loopholes. Avoid unqualified and deteriorated raw materials from entering the production department. Warehouse managers resolutely refuse to put unqualified raw materials into storage, and the production department resolutely does not use deteriorated raw materials.
2. Cost control of dishes
Make a standard menu, indicating the amount of main and auxiliary materials of a single dish, with accurate coding and proper matching of main and auxiliary materials. Determine the appropriate price of dishes according to the raw material rate. For the menu of multi-seat group banquets, both the host and the deputy should be weighed by measuring instruments to change the bad habit of estimating materials, and at the same time, the raw material rate should be improved and the leftovers should be used as much as possible.
3, wage cost control
Staff wages account for a large proportion of all expenses of catering enterprises, accounting for about 20% of turnover. (Other expense percentages are attached: rent 1 1%, water fee%, electricity fee 5%, fuel fee 6%, advertising fee 2%, furniture fee 0.5%, material loss 4%, tableware loss 0.5%, fare 1.5%, parking fee 0.5%, and labor insurance 3. Reducing the cost of wages is not to make employees feel resistant and lazy by cutting their wages, but to treat employees as a resource and wealth. The higher the utilization rate of resources, the greater the value generated. Instead of reducing employees' wages and making employees feel resistant, it is better to motivate employees to create more value for the enterprise.
Eight, marketing should be centered on the needs of customers.
The marketing plan of an enterprise determines the future goal direction of the enterprise and a series of specific strategies to realize the enterprise goal.
In the era of planned economy, sales are product-oriented, and market economy is dominant. Today, all marketing work is based on the needs of customers. Advertising marketing is also more targeted at people's psychological needs. People often see such advertisements on TV: Toothpaste contains difluoro and sodium, which makes teeth stronger. ? In fact, most people know that the main function of toothpaste is to clean teeth, and it will not make teeth stronger because of a toothpaste. But it is undeniable that it has captured people's psychology and achieved successful sales promotion.
Small and medium-sized catering enterprises can't advertise in all aspects like big hotels. This does not mean that small and medium-sized catering enterprises should not carry out marketing activities. Although marketing activities are not the only way to achieve enterprise goals, they are also one of the important means. Small and medium-sized catering enterprises should strive to make use of limited marketing investment to achieve the greatest effect. The marketing work of small and medium-sized catering enterprises should make use of the weak links of competitors to make a fuss, starting from stores. For example, beautifully designed POP advertisements regularly decorate the storefront into different theme styles, and give gifts or discounts to guests who come to eat with novel dishes and products. Of course, media publicity is also essential, and we should do our best in this regard. Many people think that only restaurants with bad business will advertise. If you look closely? McDonald's? 、? KFC? You won't agree with this statement.
Nine, the market positioning should be objective and cautious.
Small and medium-sized catering enterprises are different from hotels and restaurants, and their popularity in the market is relatively small and their competitiveness is relatively weak, which requires them to be objective, cautious and unpretentious in market positioning. It should be positioned according to the surrounding environment, its own hardware equipment, the technical strength of products and the segmentation of consumer groups. Taking consumer groups as an example, it can be divided into three categories: first, food pays attention to the taste of food, has consumption power, and doesn't care much about price; Second, the novelty-seeking type, such consumers pursue novel cooking methods, exquisite and beautiful utensils decoration, pay more attention to the dining environment, and have certain consumption power; Third, affordable, these consumer groups are mostly working-class and family consumption. Focus on the target market, customer preferences and needs, highlight? Innovative ideas can establish a good image in the hearts of customers and expand their popularity as soon as possible.
Ten, management should have product characteristics and cultural characteristics.
Product features, that is to say, have their own selling points. For example:? Spicy crab? Do you want to remind the guests to eat? Spicy crab? I think of your shop first. It's called. A fresh move, eat all over the sky? .
In terms of cultural characteristics, different enterprises have different corporate cultures, and the effect that corporate culture runs through every employee is a characteristic. Why do some people like to go? KFC and McDonald's, are their dishes delicious? No, many people choose to eat there to feel the different food culture atmosphere.
The management of catering industry is not an armchair strategist. There is a saying that catering companies need three years to get started. Do you want to do it? Cutting? The shopkeeper will close in three months. A catering enterprise must do: all services provided to guests must be warm and thoughtful; Everything the guests see is clean and beautiful; All the food and facilities provided to the guests are safe and effective. Successful enterprises must be: superior location and accurate positioning; Unique and elegant environment; Adequate raw materials and excellent culture; High-quality products and services; Advanced marketing and scientific management.
Problems and Countermeasures in the Management of Catering Enterprises
In order to fully reflect all kinds of contradictions and problems existing in the management of catering enterprises, and put forward a set of operable solutions to all these problems, this paper aims to summarize and summarize the problems that catering enterprises can't solve by themselves, analyze the reasons and put forward solutions.
1, the contradiction between chef mobility and business risk.
For all operating economic entities, the core of enterprise management is the management of talents. Especially in today's transition from industrial economy to knowledge economy and from planned economy to market economy, the management of talents is the key to the success or failure of the whole enterprise. However, talent management has different general significance for catering enterprises. Due to the different nature of the catering industry, the requirements for talents and the use of management are also different, so the ways of cultivating, managing and using talents are also different.
Generally speaking, the staff management of traditional industrial enterprises is not easy to change jobs. Chef group is a highly mobile group, as the saying goes:? An iron stove, a chef who left water? . It vividly summarizes the nature of the chef's work. Why is this happening? Because from the perspective of consumer psychology, people's tastes must be constantly changing. While continuing their business characteristics, catering enterprises actively and frequently change their technical teams in order to obtain the renewal of business projects, thus generating the mobility of the chef team.
The flow of chefs is blind and disorderly from the present situation. Because from the management of catering enterprises, they often change their work units and have no fixed work goals, study goals and struggle goals.
The target group is a terrible group, because many successful elements of modern management cannot be put in place. On the one hand, chefs are worried because they are unemployed and have no place to live all the year round; On the other hand, catering enterprises are confused when determining chefs because there is no reliable basis and full grasp. The bosses of many catering enterprises will personally ask and try the dishes before changing the chef team, but it is difficult to really understand the technical quality and level of the whole chef team only once. Besides, most of these chefs are organized temporarily? Caotai team? Without unified management, unified project technical regulations and unified ideas, it is difficult to effectively combine with business management, and many catering enterprises close down in the process of changing chefs frequently.
The frequent movement of chefs has brought many adverse consequences to the management of catering enterprises: ① The original management concepts and objectives of catering enterprises cannot be implemented and continued. ② The management of catering enterprises cannot be modernized, scientific and humanized. ③ The taste characteristics of catering enterprises cannot be determined and continued. ④ It is not conducive to the establishment of corporate culture brand.
On the one hand, the management of catering enterprises needs to constantly update technology and business projects, which is not satisfied by simple technological innovation. On the other hand, the flow of chefs brings great business risks to catering enterprises, and at the same time, their legitimate rights and interests and income can not be guaranteed. How to solve this problem?
In addition, due to the small scale of chefs, it is impossible to form a reasonable technical structure through technical management and project management. And make this technical structure perfectly match and combine with the marketing and management of business projects and catering projects of enterprises. Therefore, organizing a large-scale technical team, implementing unified project management and technical allocation, and providing adequate technical support, technical consultation and reasonable marketing planning services for catering enterprises are important and appropriate methods to solve the current management problems of catering enterprises and standardize industry management, and are also the inevitable trend of professional development of technical services.
2. The contradiction between the professional requirements of service and age and gender.
Many hotel managers say that the key to the competition of modern catering industry is not the chef's cooking skills, but the comprehensive service. The direct provider of comprehensive service is the waiter, so the quality, cultural level and behavior of the waiter directly determine the customer's impression of the catering enterprise. No matter how good the quality of the dishes is, the waiter will ruin the customer's mood and the comprehensive service of the hotel will not be done well!
Therefore, the management of the catering industry needs a group of high-quality waiters, but this is not the case at present.
First, because the social status of waiters cannot be improved in a practical sense, girls with high cultural quality and good looks will not join this industry.
Secondly, the salaries of waiters are generally very low (except the foreman), so it is difficult to attract high-level girls with certain cultural literacy to work as waiters in restaurants. Therefore, it is impossible to improve the cultural quality of waiters in a short time.
Third, 18 to 25 years old is the most suitable service age. After this age, girls will get married, will get married, and will not work as waiters in hotels. Besides, after this age, the age advantage is gone, and it is difficult to find a job.
After three or five years of study, some girls are familiar with the service industry and know some management and marketing knowledge, but they are not allowed to stay in service posts. As a result, high-quality and skilled waiters retired; The new waiter who has not been trained and honed in practice has embarked on the service post again. This kind of question only asks the age, regardless of the replacement of business ability and service level, which can not improve the overall quality of the service team.
Moreover, waiters in the modern sense are, to a great extent, hotel marketers, waiters and marketers, so that their cultural quality can be tested only by junior high school education. In addition, most of them come from rural areas, and it is difficult for rural primary and secondary education to give them a good cultural literacy. Therefore, it is difficult to meet the requirements of catering enterprises for high-quality service by the service mode that the waiter team only goes on duty after simple training. In addition, an excellent waiter, when serving as a hotel salesman, should not only have enough service and marketing knowledge, but also know the knowledge of diet, nutrition and health care, so as to meet the requirements of high-quality excellent waiters. The waiter manager should have some professional knowledge of hotel management, so it takes at least three to five years to establish an excellent service. Today's situation is that the service ability and business ability of waiters are mature, and they are old enough to get married and have children and retire home. How to solve this problem, I want to make two suggestions:
(1) Vocational high schools all over the country recruit a group of hotel service students from junior high school graduates every year, so that they can enter the on-the-job training stage in advance, which is an important guarantee to improve the quality of waiters, and hotels can also jointly recruit students.
(2) Hotel managers should change the old idea that waiters are young and beautiful. A mature waiter with temperament, self-cultivation, skilled business and knowledge of management will improve the service quality of the hotel by several grades. Therefore, it is not necessarily a bad thing to hire young and middle-aged women in their twenties, thirties and forties to serve in hotels.
3. The contradiction between the change of people's taste and the characteristic management of catering enterprises.
Many hotel managers have experienced ups and downs. When investors invest in catering enterprises, they often choose an advantageous technology project and then introduce it from other places, which also gives investors a certain return. However, the good times did not last long. With the introduction of other flavor items in other catering enterprises, people who have eaten many times seek new oral stimulation. At this time, if we insist on the original project management, it will fail in nine cases out of ten, which is the aging problem of technical projects.
The aging of technical projects is the main reason for the short life span of catering enterprises. Generally speaking, the timeliness of science and technology projects varies with the size of cities. In cities with large floating population and large scale, there are also some examples of extending the life of enterprises because of the large potential customers of fixed projects, such as Quanjude Roast Duck in Beijing. Now there is no roast duck project in all parts of the country, but which roast duck restaurant is as prosperous as Quanjude? There are two other issues, technology and brand. The so-called technical problem, even if the investor chooses the right project, may not be able to choose good technical talents, which is the most direct reason why some catering projects can not operate permanently; The so-called brand problem, that is to say, catering brand is the secret to make catering enterprises live longer. As long as the technical advantages of a project can be maintained and continued, the brand of the enterprise will not fall, and many diners will come here. However, compared with characteristic catering, the establishment and maintenance of hotel brands have deeper problems to be solved urgently.
From the taxonomic point of view, no matter what kind of food items, their dining forms can be divided into (1) main meals; (2) snacks; (3) hot pot; (4) Barbecue, these different catering projects have different management connotations; However, the business model adopted by many catering enterprises is complicated, but the hot pot catering project has shown a unique momentum in recent years. The reason is that it is a special catering, and it is easy to form a brand advantage.
So how to deal with the contradiction between people's taste change and the project and brand management of catering enterprises?
As far as the hot pot catering project is concerned, it can produce different effects, not only because of external factors such as people's eating habits, economic income level, city scale, distribution and operation of similar catering projects in the same city, but also because of many internal factors such as characteristics, price factors, flavor characteristics, project management ability, adaptability to the crowd and so on. Some hot pot projects are very popular because of their delicious eating methods and tastes, which have generated considerable profits, such as Little Sheep City and Chili Hot Pot City, which are now booming and expanding their territory everywhere. Because it is cheap and suitable for the public, it occupies half of the hot pot catering projects; And its brand value has soared with the recognition of the public. Therefore, it can be said that catering enterprises should not only work hard on project management, but also study the dietary psychology of consumer groups. The most popular product project is also the project that is most likely to become a well-known brand. People's tastes change again, and the most basic taste remains unchanged, that is, delicious and palatable.
On the other hand, we should also see that some hot pot projects are welcomed by consumers as soon as they are put on the market, but after a period of operation, the market shrinks on its own. There are many reasons: some unreasonable designs can stimulate people's curiosity in a short time, but once this novelty is lost, the project itself will lose its absorption to customers. There is also a price factor; China's hot pot culture is rich and colorful, with different production methods, flavor characteristics and grades. Different hot pot projects have different economic adaptation points due to different social structures of urban people. If we can find the characteristics of the project and the economic adaptation point of consumers, we can find the starting point of the project development. We regard a good project as a seed, and the economic adaptation point is the soil suitable for the growth of this seed. Without the perfect combination of the two, it is impossible to get rich harvest. Therefore, to invest in catering projects, on the one hand, we should study the project itself, on the other hand, we should study the market. Only through sufficient research can we find the connection between the project and the market and succeed in management.