First, catering is difficult to do the reason
Second, is not a new catering to come
I am doing Catering, I can clearly tell you, now the catering industry, has not been difficult to do so simple, but do not go on, if a newly opened catering stores, in two months did not do it, then it can not go on, the final result can only be closed down
This is not what I said to play, but the real situation, I do not know if you have paid attention to, some of the Newly opened restaurant, often operating not even a few days, on the store door to hang on the transfer of the sign, which is the owner of a few days through the operation of the situation, the projected future operation of the situation
If you feel that the expectations are not good, then most of the owners will choose to stop in time, unless the owner of the strong ability to operate and strong interpersonal relationships, then it is possible to slowly do it, if not these two points, it is estimated that the owner of the store will not be able to do it, but the owner of the store is not able to do it. If you do not have these two points, it is estimated that it is very difficult to do up, the final result can only be closed down more than
The reason why the catering is difficult to do the situation, is not without reason, according to my personal analysis, the main reason is that most people feel that the catering industry is a fast money industry, as long as the line into the line, you can see the money every day, which led to a lot of people's first After all, the threshold of the catering industry is too low, as long as you have a hundred thousand or so, you can enter the industry, and whether you will not cook, do not know how to cook, more than irrelevant, as long as you find a reliable point of the chef, you can solve all the problems, which led to the large and small catering stores piled up
Sometimes a 500 meters of the street, more than ten catering stores, think of so many catering stores together, you want to guests how accurate to your store, if you do promotional activities, then the other catering stores must follow, so catering is difficult to do the situation, is because of too many people to do, and is not what the new catering to come
First of all: we look at the two years why catering is so difficult to do, the social environment is in the middle of a new era, the food and beverage industry. So hard to do, the social environment is in a state of extreme instability, we can see around a lot of catering stores closed. In fact, not only is the catering business almost all businesses are shrinking. According to the central bank report shows that China's residents deposits only 26 trillion, an average of less than 50,000 deposits per person. This means that there is not much left in everyone's hands. No money to take what consumption, now the price of vegetables, egg prices, pork prices are how much? You open the store food prices do not increase the price you lose money, increase the price of no one to consume, this is a dead end. So the best is to close. This is what we see catering these two years is very difficult to do.
Secondly: our catering market environment determines the low-end catering industry to do out of the food is extremely unhealthy. Why do you say that, the catering industry is labor-intensive industry, the need for more people in the catering cost of this piece of labor costs are very high, sometimes may be higher than the store rent, which is still in the case of the majority of low-end food and beverage employees do not have insurance and housing provident fund. And most of the catering companies up to star hotels down to the roadside bistro with double breaks than our national treasure is less, I work in Beijing for 15 years such units are not a few. Not to mention other second and third tier cities, one day off per week is considered normal. If two days off per week, five insurance and one gold, these are added to the restaurant industry is even more difficult. Employee costs and store rents hinder the development of the new catering industry.
Again: what is the new type of catering like? I first say what I think of the new catering, a restaurant only cleaning aunts, no chef, no waiter. After ordering food to pick up their own food, no cashier, direct cell phone ordering on payment. The food ordered is all semi-finished products made by the central processing kitchen, and only needs to be heated up for consumption. Don't think that this is the same as ordering takeout, if you save half of the staff costs to the cost of ingredients you eat a lot stronger than the current takeout. This is the low-end catering to meet the needs of the public. High-end catering and the current model is similar, but the price is much higher, like a duck restaurant, a fried peanut rice 40 yuan. This is still five years ago, the price of high-end catering staff costs and the cost of ingredients on its impact is relatively small, because the same ingredients made of dishes it can be sold 5 to 10 times the price. Not to mention the high prices and good ingredients, the $40 fried peanuts are ordinary peanuts fried in soybean oil, not organic peanuts fried in olive oil. Nowadays, the so-called high-end dining is all about the dining environment and the styling of the dishes.
Lastly: with the progress of science and technology I think the centralized factory model will have a great development, the inevitable result of the development of low-end catering. The future of takeout may not be a specific catering storefront, but the name of a processing plant, just like the current bubble noodles, you like which product you go to place an order. Then the takeaway is delivered to you. Now although the central kitchen is also available, but it has not yet developed to the extent of the new type of catering. Practice is the only standard to test the truth, after years of exploration, I believe the catering industry will also be the same out of a road, suitable for our social development. Only then will it be a truly new type of catering. By that time maybe our food will change, all the food is paste, the nutrient content is the same, such as pork is pork paste, vegetables is vegetable paste, staple food is paste. Artificial meat will soon be on the table. From the food ingredients to the business model are all new this is the new type of catering.
The so-called new catering are floating clouds, unless you can get out of a net red in a certain place, the other place is to copy is also nine deaths.
Now the catering is difficult to do the following points:
First, too many people do catering too much, than before a lot more than the roadside catering one after another, you say so many people. It's hard to do business.
Second, the catering threshold is relatively low, leading to a lot of people do not have experience in the field of people also have to step into, what learning a few days of people also dare to open store, what to join and so on unevenly, so that the practitioners of the structure of the lack of competence is to lead to make out of the product is poor, the consumer does not buy it. Business is difficult to do.
Third, the rapid expansion of the city, a good new neighborhoods, new businesses emerge in an endless stream, people are subdivided into areas, like the bottom of the sea, I used to eat the bottom of the sea to eat to run far away from the place, and now we have a bottom of the sea in front of the door, KFC. So the flow of people is blocked is also the reason for poor business.
Fourth, high prices, now the store rent is ridiculously high a square meter rent of about 200 a month is very normal, as well as difficult to recruit personnel, the cost is also large, these will be passed on to the cost of food, so the business is difficult to do.
Fifth, the new business is too much, people's investment is more blind, so it is generally dead on several waves will be more suitable to survive. This is also the reason why business is difficult.
Sixth, people are letting the high prices, children's high tuition fees pressurized, so the consumer enthusiasm is not high, this is also one of the reasons why the business is difficult to do.
There are many, many factors, how to say, investment needs to be careful, open restaurant craft is crucial. Others franchisees to fool.
Doing catering was not easy, at least very hard. Of course there are times of profiteering, but long past. From the 1980s onwards, the first 20 years is the middle and low-grade restaurant profiteering period, regardless of the level of high and low, location good or bad, as long as the store to earn money. After 10 years is the upscale restaurant profiteering period, not afraid of you want a high price, as long as I can do to the dishes I want, and then expensive to eat, because it is not out of their own pockets. From 8 years ago, the catering industry fell into the doldrums. The reason for this, leaving aside the lack of what paragraph consumption not to say, the market is changing too fast, the catering industry to the present is not dizzy.
The main reasons are as follows:
Takeaway is not terrible, are an industry, no matter who enters will have a bowl of rice to eat. The usual understanding of the takeaway, is nothing more than a fast-food restaurant, just do not sell canteen, meal delivery to hand. Such a business, should be good for other dine-in restaurants, the market complementary part. Too late to go to eat dine-in, just order a takeaway, delivered to the hand, convenient to solve a meal.
But today's takeout is not so, at least the scale of more than the norm, a mess is a national chain, blossoming everywhere. This is not to increase the light to make up for the Taiwan, is directly robbing the rice bowl. Not only is not a useful supplement to the dine-in restaurants, but also a strong competition for the market. According to the rules of market operation, this practice is suspected of monopoly, but at present not only no one to manage, but also treat it as a new thing in market development. So it's just a matter of letting it be, and watching the market being slaughtered by the same industry, and the hotel is having a hard time.
What causes? It is the capital into the. We have all experienced such an economic phenomenon, more than a decade ago, from the thin shit rotten cheap garlic suddenly rose to the beginning of the unaffordable, to today's prices of a variety of unremarkable products fluctuating, roller coaster like, are all the scourge of capital. The rationale is very clear. Capital enters into speculation not for the purpose of increasing social wealth, but for the purpose of seizing social wealth. In the words of the people, it is here to grab money. There are many such examples. The "*** enjoyment" of a few years ago was such a good thing, wasn't it? It was all over very quickly, the money was taken away by the investors, and it was the wealth of society that was lost. Takeaway is the same model, wait and see, because the capital is not concerned about you not eating, but the money you buy food. When this buying group is big, all buy his, dependency, you will know what is called capital.
Nowadays, the restaurant is not like 20 years ago, the rent is low, the labor is cheap, the ingredients are not expensive. Now are expensive, three hundreds of dollars in labor costs, up to several thousand, no one wants to do. But the hotel is still the hotel, those dishes, also increase the price, right? Rise less shelved, stuffing teeth are not enough. Follow the cost up? No one wants the expensive ones. For example, labor costs have risen 10 times, hot and sour shredded potatoes can not rise to 10 times, more than 100 yuan a plate, the ghosts buy. Not to mention all the price increase factors, all year round tired and busy down, a calculation, lost. This situation is not lost on the strange.
It is inescapable that today's restaurants, cooking quality and taste is getting worse, not better. If it is not a million and one, many people simply will not go to eat. So, are trying to find ways to get out of. For example, a lot of units in the enhancement of their own cafeteria, including the first few years of a variety of clubs, and even family restaurants. Why do so, that the hotel level can not meet the requirements, the service can not keep up. Even now go to the restaurant to eat, all bring their own drinks. Opened the hotel know, liquor is a big entry, under normal circumstances than the meal are more money. In this way, can not go to eat do not go to eat; go to the hotel consumption, can solve their own solution to solve their own, thinning the profits of the hotel. A table down, looking at a few thousand dollars, remove the guests bring their own drinks, hotel sales only a few hundred dollars. Calculated, do not lose money even if good, white to provide services.
These two years of catering is really not doing well, but the so-called "new catering" depends on how you define.
①Environmental impact
First of all, the environment, in recent years, all walks of life because of the impact of the environment are not doing well, and not just the catering industry is not doing well, the whole are affected by the situation, the catering industry, and how to be alone?
② homogenization of low latitude competition
Secondly, in the general view of the catering industry entry threshold is low, easy to copy, to see who's good at business on the phenomenon of copying repeatedly, the same category of stores in the same street even opened several abound, most people rely on the imitation of the low latitude to operate can only be done to the category rotten (two years before the Teochew beef hot pot, this year, Chongqing) Cheese durian cake is the most typical example), in the end most of them can not make money.
③ The impact of the transition period of the industry
From the trend of the catering industry in the past two years, the catering industry by the impact of a variety of aspects of the catering industry has clearly begun to enter into a period of transition, more and more demanding on the specialization, not to mention the chain stores, even if the roadside stalls and husband and wife stores are entering the transition period, the previous street stalls most of the two people in business, most of the people are only one person now, how many couples of stores are doing before? Stir fry, now most of them are to spicy hot, noodle restaurant, cassoulet and other fast food categories, do stir fry husband and wife store is basically almost extinct.
① No accurate definition
Now for the new food and drink in fact there is no accurate definition, usually in the store online and offline integration, largely and new retail similar concepts, in order to create the topic and the birth of the actually does not make much sense.
② The essence of trafficking anxiety
Now there are a few stores do not open takeaway platforms, group purchasing and other online channels, just in the degree of attention, online and offline synchronization of operational capacity is not good enough, but with the passage of time and the survival of the natural will do more and more better, vigorously advocating the concept of a new catering this group of people is only in order to cut leeks in the creation of anxiety, this point and the essence of knowledge charges are actually similar to the new retail concept. This point and the nature of the knowledge fee is in fact the same, the correct view can be without anxiety.
Today is a fast-changing era, only non-stop running can stay in place, want to do well can only walk in front of the trend, and have the ability to face the changes, for the integration of online and offline this inevitable thing to come, we just need to be ready to do so why so anxious about it? To believe that tomorrow will be better.
Looked at a lot of answers, basically said the external environment, such as the economic downturn, such as homogenization of low-dimensional competition is fierce, such as all kinds of cost increases, such as the impact of the takeaway and so on a series of factors, in fact, are right, indeed, the catering closure rate remains high, but not only for these reasons!
But, I want to share is the internal problem.
Have you noticed?
20 years ago to open the store, we focus on taste! Because the restaurant is less, spend money to go to the restaurant is naturally to eat delicious.
10 years ago, we began to focus on the environment. Not only to taste good, but also to have a good environment, treat face.
Now open the store, the consumer group has undergone a qualitative change. 80, 90 and even 00 has become the mainstream, the consumer outlook has also changed dramatically. Not only to eat, but also to look good and fun!
So every time they eat, they have to let the phone eat first, because they also want to send a circle of friends Shivering tone or even send a small red book.
We, on the other hand, are still following the old way of thinking - I have a good craft, and then find a good place, make a good meal, everyone eats well, there will certainly be referrals. That's it! For the application of Internet tools, it is only a takeaway platform or group-buying platform, to do a display of information, and the extension of the channel.
We just want to think of this thing is how delicious, I can provide you with what, this analysis to analyze what we really need to serve which customer groups, what they really need?
Just like the same hot pot restaurant, "one person food" hot pot is very popular, hot. And many traditional hot pot restaurant is gradually decline, closed! We all have the same ingredients in the pot, but why is the fate different!
A friend of mine opened a dog-themed restaurant, but of course the restaurant is just a diversion, and of course he is a money-making diversion! He gathered a lot of people who like dogs, and then began to introduce programs to intervene in high-end pet services! Earned a lot of money.
Take me as a case study.
I run a specialty food restaurant in Lichang District, Qingdao, Xiamen, Quanzhou, Fujian Province! In the beginning, I just wanted to do fast food! So, I set the price relatively low, hoping that the neighborhood workers (individual owners and shopping mall salesmen, as well as employees of the nearby hospitals) can come to eat. But I later found that they came over very little, because the fast food options are more, and came the most or those from the city's southern district of Shibei District came in the name of the diners, because we in the popular review of the Lichang District of the snacks simple meal list is the first.
But because before we positioned is fast food, so between the cost of reasons, our ingredients can not be used particularly good. Because of this, so there are a lot of admirers to come to the diners, after eating they do not feel much amazing, just feel that say, well, not bad! As a result, the moments around us were not captured, and even those moments of admiration, we didn't capitalize on them to make them our repeat customers. So it's poorly run.
Our analysis is because our prices are low, so our quality can not be said to be particularly good, it is natural that it is difficult to become a repeat customer. Secondly, there are some more spending power, even if he wants to invite a friend over for dinner, he will feel that this side of the price is very low.
So based on these reasons, we decided to change our positioning, to make the specialties deeper. Let them come to eat once in the name of a lifetime.
So we pushed two heavyweight new products, the unit price was raised, more than 150. this is as our town treasure of the leading products.
We also redesigned our margin products, our sticky products and our lead generation products.
The entire product pyramid was re-engineered.
The most important thing is to elevate your ingredients, we made the ingredients towards good food, the things that we should add, the things that we should put in, the things that we should use in a good way.
So elevate the ingredients, elevate the grade! Match the consumption scenarios of these customers of ours.
I would like to conclude by saying that there is no way out of thin margins, it will kill people.
Good luck to everyone! Cheer up!
Now the catering industry is more and more difficult to do, the cost continues to increase, more and more intense competition, due to the low threshold of catering, as long as the hands of a sum of money, dare to invest in the catering industry, in Shenzhen, almost every street most of the industry is the catering, the operation of the restaurant has to transfer the restaurant, the new restaurant as a general, quickly filled the entire street stores. Business is better, barely maintain, business is slow, it will not take long to be replaced by a new restaurant, resulting in the decoration industry has become very hot.
In Shenzhen, whether business is good or bad business restaurant, have thought that business is difficult for the following reasons.
1. The brunt of the rent, the location of a better store, the rent per month are tens of thousands of dollars, slightly larger, rent or even tens of millions of dollars per month. No matter how good your business, there will always be a pair of eyes behind the staring, once the business is hot, immediately increase the rent is not negotiable, the location of a slightly better place, the landlord is not willing to sign a long-term contract to facilitate his price increases at any time, you just make money, that will certainly put you on the ground friction. But what happens when business is poor? Rent can not be a penny less, can not pay the rent to get out, a large number of people lined up to rent. In particular, there are a lot of newcomers like the aforementioned amateur, people stupid money, thinking that this line of work is good to make money. The landlord can only smile and put the rent up.
3. Recruitment is not possible, the restaurant work wage is not as good as delivery, delivery courier, no hometown to work high wages, who wants to come to the restaurant to work, long hours and tired. A waiter to see a dozen tables, who is busy.
4. Competition is fierce, said earlier, now across the industry to invest in food and beverage more and more, although a lot of poorly run, but there are many masters, each out of the strange tricks, creating a lot of red stores, online and offline business. Eating just so many mouths. Pull away a little guest is a little less guests.
Online catering represented by a certain group, which has been in full swing in China in the past few years, and is even now making inroads into the international arena, and domestic venture capitalists of all stripes have continued to invest in catering.
Advantages: unified management, processing center industrialized production of food, unified distribution throughout the country to the franchise, in fact, is similar to the way KFC McDonald's, and furthermore is combined with online APP sales ordering mode, 30 minutes to reach the battlefield, omnipotent a certain group not only make diners more convenient and fast, without leaving the house to enjoy a variety of food, the choice of diversification, led to the emergence of The emergence of this model.
Weaknesses: the lack of a dinner atmosphere, many times the purpose of dinner is actually to meet or friends to enhance the relationship. Eating simply become a meal, there is no restaurant to enjoy the feeling of decorative style, especially girls, the feeling of eating is particularly important, if there is no feeling, can not eat. A thousand and one ingredient packages made out of Chinese fast food, can not eat the restaurant chef's special flavor, in network language, is no "soul".
Through the online publicity and a certain sound and other APP hype, soon some gimmicky, eye-catching tricks have appeared, attracting a large number of diners, although we all know that the net red restaurant is just a momentary, but after the rain, the traditional restaurant can adhere to how long? The east is not bright, as long as the self media industry can still attract attention, then it will continue to emerge a variety of net red store, and even more and more.
If the traditional catering is still unchanged, it can only be slowly eaten by competitors, to share a few of my personal ideas, do not dare to guarantee success, I hope to be able to give your friends some help advice.
1. The first thing is to make their own characteristics, such as a particularly hard signature dish, old customers will be rushing back to the hard dishes.
2. Deliberately create some dining environment to cater to the tastes of young people now, such as theme restaurants.
3. Combine online and offline, make full use of network resources, such as takeout, discount volume, cash coupons. By engaging in a variety of promotional activities, the old customer feedback and other ways.
4. Join or build their own brand, of course, the cost varies.
5. Attract venture capitalists to join, rapid financing, rapid realization of the angel round.
Only by constantly tossing and turning, it is possible to get out of one's own way. The previous restaurant, as long as the flavor is good there must be a large number of guests, can be made into a long-established restaurant, now the restaurant, not only to have two brushes, but also must carry a whistle, while blowing while brushing.
Hello everyone I come to talk about this dining.
I am a few years ago when the Internet is new to do dining. At that time, O2O was just emerging, everyone just had a smartphone, we also seized the first time, to put it bluntly is to send food to the home. At that time, there were several platforms also just emerged, we also on the big CCTV! Now it's out of business! Catering has done well. Everyone says entity is not good to do, my friend is to do entity, a day to do five or six million no problem. Now is what high-tech, but pot gas, and smoke and fire, high-tech is no substitute. In the past, a cook, to learn five or six years, and now a year out of the teacher, but no one to do. This industry is a service industry, this generation who want to let their children to do this, all go to do high profile, the industry serious loss of talent. Resulting in a decline in quality service, wages rose. Catering is not good. Chinese food is difficult to standardize. Basically, there are very few century-old stores, how many Quanjude? Haidilao? And there is a big difference between north and south. In this era, catering is the winter of lack of talent. Talented people are bosses. No talent is also acting as a master.
In order to do the catering experience of these years, to briefly explain the point of view of this issue, the last two years, the catering industry is difficult to do, in fact, is not what new catering to come to the reason.
Catering industry, is the hardest industry in all industries, is the lowest threshold of entrepreneurship industry, is a seemingly easy in fact very difficult an industry, this industry is difficult not itself, but the total combination of people and other factors, why do you say so?
First, you look at the consumers now, how high their requirements, a good flavor, quality and quantity, three to affordable prices, four to service first, do business with people, if you do to meet these conditions, you think it is easy?
Secondly, now the catering industry, are the times of thin profits, but to survive in this high prices, high costs, high rent, how easy it is.
Third, the industry young people are not willing to do, can not eat this bitter, older willing to do, but the body can not eat can not do, so these factors are the main reason why the catering industry is difficult to do.
In my opinion, no matter whether it is a new type of catering or old-fashioned catering, you can not avoid these factors, you how to do are difficult.