Gross profit margin refers to the ratio of gross profit to sales revenue of catering enterprises, which is an important indicator to measure catering profitability and reflect grade standards. Q: How to improve the gross profit margin of catering enterprises? A: Due to various conditions, the gross profit margin of catering enterprises will change accordingly. A core issue is that gross profit margin is essentially the pricing level of enterprises. The increase of gross profit margin will improve the profit level, but it will also hinder the frequent visit of some customers because of price factors. The first way to improve gross profit margin is brand building. By forming a high-grade impression of customer consumption, we can increase the dizziness of the product itself, thus laying a psychological foundation for increasing gross profit. The second is the cost control method. On the premise of ensuring quality, reduce the purchase price as much as possible to prepare for the enterprise to expand the gross profit level. The third is the process control method. In the process of processing, we should choose raw materials reasonably, use them scientifically and reduce waste. A well-known catering enterprise in Beijing has a high brand awareness in China, so its gross profit margin is higher than other catering enterprises, reaching more than 70%. But it is such a gross profit level, because its characteristic signature dishes enjoy a certain popularity in the country, and the guests who eat in enterprises are still in an endless stream. Customers all over the world want to eat in a famous restaurant, whether invited or not, even if the price is higher, they can still afford it. However, a Korean restaurant in Jinan City, Shandong Province also adopted this high gross profit policy and suffered a "Waterloo" failure. It should be said that Korean cuisine can still be recognized by customers because of its distinctive personality and unique environment. However, there are two kinds of Korean food: one is the so-called Korean restaurant, that is, the restaurant under the banner of Korean food, which is expensive, sophisticated and small in quantity, and pretends to be a high-end restaurant; The other is Korean style, which is delicious, full and crude, and serves the public customers. A Korean restaurant in Jinan follows the routine of the so-called Korean restaurant, and its gross profit margin is close to 80%. Although the boss has made great efforts in the store decoration, I have lived and worked in Korea for 6 years and have some experience in catering business, but I still can't get the recognition of customers, and the business is bleak, which makes people feel sorry. The comprehensive gross profit level of Yuyuan Dumpling House in Baiquan County, Heilongjiang Province is unbelievable, only about 30%! Is the gross profit margin so low-energy and profitable? Jassamyn Liu, the boss, said that local consumption is low, but the customer base is large, so adopting low gross profit pricing can make customers get more benefits, create sustainable consumption and make profits. It is said that the boss is going to open a branch now, because the business of dumplings is booming. The gross profit margins of the three catering enterprises are different, and the results are different. From these three cases, it can be confirmed that the determination of gross profit margin should still vary from place to place and from person to person. If we only rely on the wishful thinking of the operators and do not make specific analysis, we can't guarantee the customer's approval, and we will definitely fail. The cost control of kitchen dishes is very important, which is related to the gross profit level of dishes and affects the profits of enterprises. However, in specific work, it is often because chefs lack training and don't know how to control the cost of dishes, which makes cost control a muddled account. Only after the end of a business cycle can the actual gross profit level of the enterprise be calculated from the general account of purchase and sale of the enterprise. But at this time, what is done is done, and the process cannot be effectively controlled, resulting in high costs. Using the standard cost card method can effectively control the standard, planning process and monitoring results, and achieve a reasonable gross profit margin. Q: How to make a standard cost card? A: This is a way to comprehensively reflect the cost structure of dishes in tabular form. The specific contents include dish name, dish classification, raw material and wool classification, raw material and net material classification, seasoning classification, cooking method, pictures of finished dishes, tabulators and approvers. After the standard cost card is made, it is classified according to seafood, livestock and poultry, seasonal vegetables and other items, and posted on the wall for the convenience of chefs to consult at any time. 1. To make a standard cost card, it is necessary to classify and quantify the dishes. The basis of standard cost card is menu, and the standard quantification of menu is the key to making standard cost card. For a long time, the chef industry has been following the vague professional terms such as "a little" and "a few" in food processing, and inheriting recipes and skills through the words and deeds of the master. If you don't see it with your own eyes, you can't know the standard dosage exactly Get into the habit of details, rearrange the basic recipes, put an end to vague terms such as "almost" and "probably", and clarify the usage and dosage of raw materials so that you can understand them at a glance and at once. On this basis, the standard cost card is made, and the dishes are fixed and easy to implement. 2, strictly implement the standard cost card, prohibit the chef to cut and match at will. Some large catering enterprises, with many chefs and different experiences, are often frivolous and unconvinced. Even if the standard cost card is made and pasted on the wall, there will still be some chefs who turn a blind eye to it with their own skills and still cut and match it according to their accustomed methods and standards. In this regard, all chefs should be clearly informed at the regular meeting of chefs that the standard cost card is the production standard of the enterprise, the internal legal provisions of the enterprise, the auxiliary tool to restrain the chef's production behavior, and plays a stable and standardized role in ensuring the quality of dishes. Everyone must obey unconditionally and carry it out resolutely. Chefs who violate the management system and change the cutting and matching standards without authorization will be dealt with seriously and advised to leave the enterprise. By improving employees' ideological understanding, enhance their consciousness of actively promoting standard cost cards. 3, blanking must be weighed, accomplish know fairly well. Every chopping block master should be equipped with a special scale to facilitate the weighing of raw materials at any time. In the process of cutting and matching, kitchen managers should often conduct sampling inspections to prevent going through the motions. Chefs should adhere to on-the-job training activities, improve their eyesight and hand strength through training activities such as "grasping with one hand", and improve their work efficiency on the basis of combining accuracy and stability. 4. At the end of business every day, the usage and inventory of main raw materials should be checked according to the sales volume of that day. With the help of computer software, find relevant data, analyze the implementation, fill in the raw material use ledger, and check the relevant accounts with the custodian and financial personnel to ensure that the accounts are consistent and the accounts are consistent. Read more related knowledge and return to the list of kitchen management columns.