I. Analysis of business environment 1 Analysis of the environment where the store is located. The residential area where the author lives belongs to an old residential area far from the city center, and there is no flow of people and high consumption level like commercial centers and office centers. Of course, compared with the sparrow hotels in urban villages and the large restaurants and restaurants on busy roads, there is still a lot of room in terms of residents (the author's community and the surrounding area are less than 1 km, with a total population of several hundred thousand) and consumption level (there are vegetable markets, Shang Dynasty, bath centers, entertainment clubs and so on nearby). 2. Analysis of business situation At the same time, the author has basically gained some new knowledge about the hotel situation around the community, combining the feelings of eating nearby for many years and the field visits and investigations in these two days. There are always large and small hotels 10 near my community, each with its own characteristics and positioning, and the business is mostly good, which further confirms my judgment that there is a catering market nearby. Of the 10 households, except for two that only deal in breakfast, one that deals in rice skin and one that deals in rice noodle Regan Noodles, there are only six that actually deal in staple food. Among them, there are 2 Sichuan dishes, 1 northeast dish 1 home, and the rest are mainly engaged in pasta. Among the three restaurants that deal in pasta, except one is a "comprehensive restaurant" that deals in pasta, porridge and rice, the only one that really makes pasta is the one left with my friend. The seemingly fierce market competition pattern, after such layers of screening, is not as serious as expected. From this, it is not difficult for us to think of such a truth. Many business things are the difficulty of making without action. It can be seen that a scientific and clear orientation is very important for enterprises to know their position and competition in the industry and market! 3, the hotel's own situation analysis The author's friend is a college classmate, studying marketing. I used to be the manager of a well-known outdoor products company in Beijing, and I have some experience in store management. Especially in terms of service and communication, it is its specialty, and what is lacking is just some big things such as planning and positioning. Before this store, a store with the size of 1/2 was opened in other places, and the business situation in all aspects was not bad. However, it is located in an urban village, and the per capita consumption capacity is a big problem, which conflicts with the management direction of the fast food chain originally positioned. So after operating in the hotel for half a year, it was transferred to others when the business situation was good, and I pulled myself out and won the present storefront. In his words, it is the second part of the three-step revolution: from the countryside to the villages and towns. Of course, this third step will go from thinking to the city. My friend's own craft and management ability are still good, and for this new store, I have spent a lot of money to hire a price cooking master. The author has tasted their craft and should be authentic. Second, the hotel management positioning Based on the above situation, the author puts forward a bold plan: this hotel is positioned with authentic handmade noodles in the north and does not operate rice; At the same time, the operation of standardized fast food restaurants is different from other couples' restaurants. The direction is clear, and the name of the store is followed by "pure handmade noodles in my hometown". The next work is how to make a fuss about the details, and it's time to win customers by highlighting their own characteristics with differentiation: 1, products, highlights in maverick Since positioning and pure handmade noodles, you must let customers really feel your purity. In order to do a good job in this bright spot, in the process of decoration of the store name, the operating room made of fully transparent glass was specially used, facing the busy road. Through such a design, it is hoped that passers-by can clearly see a person wearing a clean and tidy chef's overalls making handmade noodles, and form a more profound memory symbol! At the same time, next to the handmade noodles workshop, there is an authentic village stone mill for grinding noodles, thus once again strengthening the memory of past guests. 2, pricing, the benefits in the difference between high and low In the pricing of dishes, after investigating the situation of other families and visiting several guests, after clearly grasping the price range, my friend drafted a price list similar to that of other families. After reading it, the author immediately expressed his opposition and replaced it with a bold breakthrough tactic. For the dishes similar to those of the other two restaurants that operate pasta, a wide range of price cuts will directly open the gap; At the same time, for their own unique dishes, we will implement competitive products and high-profit tactics to make up the price difference and make up the discount of ordinary dishes. Doing so can not only effectively attract popularity, but also promote your own shop, so as to finally rely on your own specialty dishes and handmade noodles to get benefits. The purpose of doing this is to use the low profit of the charge variety to attack the opponent through the reasonable division of products, so as to attract a large consumer group after expanding its influence and use its own unique variety to obtain income. 3. Decoration, eye-catching in simplifying. In the decoration of the storefront, compared with the confusion of several other colors, the author put forward the decoration strategy of simplifying the complexity. Considering the operation orientation of the whole storefront, the theme color of the exterior wall of the storefront is yellow. The tablecloths and walls in the store are in harmony with the whole store. The storefront signboard uses yellow and low black characters, and it also successfully distinguishes several other formats such as red letters on white background and yellow characters on black background. Through this series of renovation improvements, a fast-food storefront similar to McDonald's appeared in front of the residents in the nearby community. Moreover, in the decoration of the store name, a sense of mystery has always been maintained. Abandon the form of installing the store name first and then decorating the interior, and don't install the store name until three days before the opening! Taking advantage of residents' curiosity has always lost their appetite, thus increasing the potential influence of the store. 4, service, people-oriented warmth In terms of service, I think everyone has the feeling that supermarkets were forced to instill information by promoters in the past! However, the reality is that the sales of promoted products are much higher than those without promotion. Therefore, on the question of whether to recommend the main dishes and handmade noodles to customers by means of promotion, it can be said that it is a risky move to decide to implement the service mode of taking the retreat as the advance in a friend's hotel! From the customer entering the store to the arrangement of seating. What the waiter in the lobby should do is to know the number of people who can, their preferences and so on, and record the customers' files in detail for the first time, so that the guests can follow up their personal special hobbies to make meals when they come to dinner next time. Then, prepare tea, tableware and other items before eating in time, and put the menu in front of customers! Just like ordering in a self-service hot pot restaurant, it satisfies the guests' self-feeling. At the same time, keep the store clean, so that guests can clean up a table in time, and there can be no filth and waste paper on the ground. 5, promotion, the focus of concentrated bombing is on the opening promotion, and it is also essential to make some efforts. The author's consistent principle is that it is better to hit the nail on the head than to use scratch-off promotion. It's a waste if it doesn't work in the end, but although it takes more promotional resources to hit the nail on the head, it is still effective compared with the cost-effectiveness ratio calculated by the final effect. With such a guiding principle of promotion, the author's friend made a promotion plan of "buy one get one free with handmade noodles and order beer". I have no objection to such a large-scale promotion. However, after careful consideration, the author decided to give some flexibility in the specific implementation. You can take the disguised promotion method of "buy two get one free handmade noodles and order special dishes to send beer". There are three reasons: highlighting the value and status of handmade noodles: "buy two get one free" and "buy one get one free" are not only reflected in the change of numbers, but also the affirmation of the value of "handmade noodles" in friends' restaurants. Through such a small change, product value and promotion can be effectively taken into account; Highlight the special dishes and attract consumers' attention: the change of the word "order beer" to "order special dishes and send beer" will attract customers' attention to the special dishes of the hotel, rather than the simple special dishes that are the same as other restaurants but have much lower prices. Ensure the promotion effect, and at the same time focus on displaying the hotel's special dishes; Keep repeat customers with surprises: a very simple example, if you shout out to give something to others and don't give it, others will be very unhappy. But if you don't promise to give others something or give them very little, the reality is that you not only give others something, but also give more than the other person's expectation, then you will be deeply impressed in his mind. For example, "buy two get one free" is what I promised my guests, but in the process of operation, I "buy three get two free", "buy four get three free" or even "buy four get four free" to give guests unexpected surprises and keep repeat customers. After careful preparation, my friend's restaurant opened last week, and the author sent two large flower baskets to set off the atmosphere. For fear of cold business, my friends specially asked the author to find more friends to pay tribute on the opening day, but I was once worried that I would be blamed by my friends because I was delayed in finding a few friends to pay tribute. The reality is that the guests were full at noon on the opening day, and they actually turned over twice in the evening. The next few days were even hotter than the opening day. It seems that half the success has been achieved, and the rest is the problem of friends providing high-quality dishes and services to continuously enhance the brand loyalty of repeat customers. Finally, I wish you more and more prosperous business. Financial resources are rolling in!