Nowadays, the new idea of ????catering management is to apply the principles of market economy, instead of the early planning era. Customers had little choice in consumption and irrational consumption, which led early catering operators to "go One step at a time." Because the catering market in the early days was in short supply, the current catering market has shifted from a seller's market to a buyer's market, and consumers' consumption concepts have become increasingly mature. Therefore, in the author’s opinion, the management and operation of the catering industry should implement “planned management”. The so-called "planned" management means that everything from catering preparation and design to medium- and long-term operations should be organized and planned. According to the author's opinion, it should be carried out from the following aspects.

1. Positioning of market operations

Market research and analysis. To establish a catering establishment, you must first conduct market research and do a good job in market positioning. Because the consumers in these two operating markets are not the dominant ones in the catering consumption market, after the number of meals is determined, the formulation of a "Market Operation Plan" should be given priority before catering operations, and the following matters should be considered before making any decisions about the restaurant. To position.

1 Local eating habits and hobbies: including: whether the raw materials and ingredients of the dishes are convenient to purchase. Local people’s taste requirements for dishes, acceptance of production methods, price acceptance, etc.

2. The dining style of diners; what is the consumption structure of the local consumer market? Is it mainly business banquets or consumption of public funds or family banquets?

3 The mode of transportation of diners; this point is particularly important, and it also determines whether the location of a restaurant is conducive to consumers' convenient dining.

4 The layout of the dining environment, because after last year’s SARS, people have more demands for the dining environment, especially whether there are adequate measures for air circulation, dining space and daily cleaning and hygiene in the dining environment.

To sum up, it shows that a restaurant can only meet the needs of some customers. It must analyze its own capabilities and conditions, analyze the competitors that pose a threat to the restaurant in the local market, and carefully determine the dominant customer group of the restaurant. Which class is it?

2. Layout of the business premises

After determining the above factors, it is necessary to lay out the business premises. During the layout, the following work contents must be considered:

1 Kitchen equipment configuration and dining table ratio;

2 Coordination between kitchen cuisine and floor services;

3 Tableware selection, table setting and various types of Coordination of lighting;

4 Confirmation and arrangement of guest passages, food aisles and distances from the kitchen;

5 Selection of seafood pools and water tables and settings of waste treatment;

6 Health and epidemic prevention facilities and equipment configuration;

7 Introduction and control of water, electricity, and lighting;

3. Personnel

The success of the restaurant industry depends on the management of the restaurant after the hardware has become a foregone conclusion. After the restaurant determines its business positioning and venue layout, it should organize personnel at all levels to implement it. How to make a restaurant run? This is a staffing issue. When employing people, you must first formulate an employment plan, and select and utilize personnel for each position with purpose. Develop a human organization structure system suitable for the restaurant. The main contents are:

1 Each employee has his own job title, rank, cooperating personnel, scope of work responsibilities, and work quality standards;

2 Detailed description of each department The subordinate relationship between personnel, and implement the working method of level-by-level reporting and level-by-level responsibility;

3 Develop strict training plans, including daily training and planned training;

4 Clearly stipulate the salary income of each position and the corresponding incentive mechanism;

5 The concepts of external customers and internal customers must be correctly established. Internal customers are the front-line employees who directly serve customers. As management and second-line departments, they are the people who serve internal customers (front-line employees). Only when you have done a good job of serving "internal customers" can you do a good job of serving external customers.

6 It is necessary to fully understand the significance of the 80 and 20 theories to the catering industry. That is, 80% of profits are generated from 20% of products; 80% of problems are generated from 20% of employees; 80% of management (operation) suggestions are generated from 20% of managers. So running a good restaurant depends on 20% management and 20% good products. To this end, the owner must authorize 20% of the managers. The first step is to share information with the managers, including costs, gross profits, costs and market share, so that the managers can make more constructive suggestions. Secondly, there must be limited authorization, that is, within a certain range, under certain circumstances, managers at all levels can decide to deal with problems without asking for instructions in advance. Of course, a report must be made afterwards to explain the situation and the results achieved after handling.

IV. Management system

The management system of catering is the life of a restaurant. Today's society is an era of knowledge economy, and management is increasingly valued by enterprises. The level of management directly affects the operating efficiency of the restaurant. Therefore, "management produces benefits" is the absolute truth. When formulating daily management systems, the following three aspects should be considered.

1 Human resources: including: employment system, salary system, incentive system, etc.;

2 Operation and sales: including sales targets, promotion methods, dish features, service features, innovation Requirements;

3 Financial costs: including procurement systems, cost control methods, and asset management systems;

Based on the above three points, we must truly achieve that "everyone has a position, and there is a basis for doing things. Actions have goals and work is effective."

5. Operation

The operation of the catering industry usually has the following seven indicators, namely: operating income, direct operating costs, human and human resource costs, energy costs, equipment Maintenance costs. The key to whether a restaurant operation is profitable or not is the performance produced by managers' management of the first six aspects. A good business operation plan is an important key to the success of catering. Therefore, the following factors should be considered when formulating a business operation plan:

1 Operating income: food, alcohol, cigarettes, articles;

2 Operating costs: Cost office of each operating project , communications, transportation, washing, garbage disposal, decoration, equipment maintenance, etc.;

3 Labor costs: wages, labor insurance (medical insurance) benefits, training costs, food (accommodation) costs, uniform costs (including washing), etc.;

4 Energy costs: water, electricity, fuel, gas, sewage, cable TV, etc.;

5 Equipment maintenance: overhaul and testing of various equipment , routine maintenance, etc.

When formulating a business operation plan, it is necessary to conduct an effective comprehensive investigation of the catering market in the region in advance and obtain first-hand detailed information based on the above content. Then calculate the restaurant's operating breakeven point, and then formulate operating income indicators, cost indicators, profit indicators, and other operating indicators that are realistic for the restaurant.

VI. Marketing and promotion

1 Establish visibility and improve the restaurant’s influence and credibility in the local catering market

Before the restaurant opens, And for a period of time after the opening, a "bombarding" publicity campaign should be carried out on local influential media. After a period of opening, some public welfare promotions or publicity activities can be organized regularly. Such as: condolences to local garrison, nursing home, free blood donation, etc. Or hold some big profit-making promotions on some commemorative festivals, such as Teachers' Day, Children's Day, Nurses' Day and other festivals. In the name of this event, local media are invited to give news reports, so as to serve as soft advertising and establish a positive image of the restaurant.

2 Kitchen Specials

The kitchen can launch some special dishes or specials every week or month according to the season to attract or stimulate customer consumption.

3 Gifts or Coupons

The restaurant can make and give away small crafts, so that customers can feel that they can not only enjoy the multi-layered atmosphere but also receive lovely gadgets when dining in the restaurant. . This can not only play a promotional role, but also improve the quality of the restaurant. In terms of distribution, the value of the gifts can also be determined according to the level of consumption.

4 Establish and collect customer personnel files

Establishing customer files is mainly to record the customer's preferences, taboos, date of birth, company and store celebrations, etc. We will issue congratulatory letters in advance to strengthen the relationship with diners and enable us to have a stable customer base. It can be said that if we establish 3,000 customer source files; even if these 3,000 people only come to consume once a year, then there will be 3,000 customers every day. 3000 divided by 360 equals 8.3 people/time, and these 8.3 people will definitely bring in additional customers.

5 Create a good dining environment

A good dining environment and atmosphere can also attract guests to come and spend, not to mention the whole, even in the design of each private room The style will make the guests feel pleasant and refreshed every time they come to dine.

VII. Ideas for brand establishment

1 Standardize the service concept, highlight the service characteristics, see the true feelings from the details, and see the hard work from the feelings

The concept of catering services Operations and management should first require managers to formulate various standardized service procedures and service standards, and establish the benevolence of service personnel towards guests. Waiters must understand guests in a true sense and fully demonstrate their care for guests. It is necessary to have a sense of changing service, consider the guests, reflect the service level with special services, and use innovation to give guests a "heartbeat" feeling and the aftertaste of warm service.

2 Maintain specialty dishes, create new dishes in a timely manner, maintain the quality of various dishes, and show catering strength

The variety of catering cuisines is ever-changing, which requires the restaurant to divide the chefs into two In this category, a very small number of chefs (executive chefs, head chefs at each location) assume the responsibilities of designers and craftsmen of similar industrial products, mainly researching innovative dishes, formulating taste and quality standards for dishes, and supervising the implementation of the entire process. The skills and work attitude of these people are part of the restaurant's assets, and you can consider owning part of the restaurant's equity dividends. If the chef has suggestions for modifying the dish standards, he or she can make them, but no chef can do it on his own without modification by the head chef. Only in this way can the stable taste and texture be maintained.

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The iron plate "pre-dinner cuisine" mentioned, That is to reform the kitchen and dining table, move the stoves in the kitchen to the living room and private rooms, and combine the dining table and tripod into one. The most original "Teppanyaki" is a simple shape with a square iron plate connected to a wooden countertop. This kind of countertop has tabletops on three sides for guests to dine, and no countertop on one side to facilitate on-site operation by the chef. There is a stove under the iron plate for heating, and the chef cooks every dish and food in front of the guests. In this way, chefs and diners face each other and collaborate on the same stage; the chef cooks the dishes on site and the guests enjoy them at the same time. Every little move of the chef during the cooking process cannot escape the eyes of the guests. Seeing is believing, and you can eat with confidence. Seeing is believing. While dining, you can appreciate the wonderful cooking skills of the chefs and their real skills in juggling knives, forks and other utensils. ; Every dish, every procedure, the ingredients and seasonings are presented before your eyes, and the exquisite production increases your appetite. Diners choose food completely based on their own preferences, and communicate with the chef during the eating process to learn about cooking skills and experience. Guests can even improvise on the stage and cook for their families according to their own wishes. Show off your skills with friends; it increases the transparency and intimacy of cooking, turning dining into a way to enhance communication and cultivate interest; this kind of cuisine is also divided into meals, allowing guests to truly experience the supreme service of "customer first" .

It can be said to be a unique and unique food culture