Factors to be considered in restaurant location 1. traffic
Traffic conditions refer to the traffic conditions of vehicles and the number of pedestrians, that is, potential customers. However, it must be clear that the number of tourists is by no means equal to the frequency of passenger flow. For example, on the main road, although the traffic is extremely frequent, the passing passengers have no chance to eat at all, and it is impossible to have a desire to eat; Passers-by who have the opportunity and desire to eat will become tourists. The place where the restaurant is opened must have convenient transportation and convenient and safe parking. Even if the location is far away, customers will be crowded as long as the transportation is convenient.
Second, the environmental characteristics
The characteristics of the surrounding environment of the restaurant directly affect the operation of the restaurant, and corresponding countermeasures must be formulated according to its characteristics. For example, restaurants should adopt different marketing strategies for different regions, such as business district, business district, industrial district, university district, entertainment district or residential district.
If the surrounding environment of the restaurant is neat and elegant, creating a better internal environment, such as a quiet lounge and a clean bathroom, will attract more customers. A survey company in the United States once conducted a survey on customers' hobbies in restaurants, and found that the cleanliness of the restaurant lounge and surrounding environment is actually the biggest reason for most customers to patronize. It can be seen how important it is to create a clean and elegant environment.
Third, regional planning.
Regional planning usually involves the demolition and reconstruction of buildings. Without analysis, the restaurant will be launched blindly, and the restaurant will be demolished without recovering the cost, which will undoubtedly make the restaurant operators suffer or lose their original geographical advantages. So be sure to consult the relevant departments before determining the location of the restaurant.
Fourth, the degree of competition.
The evaluation of competition can be divided into two different parts to consider. Restaurants offering similar food services may lead to direct competition, which will be regarded as a negative factor. Indirect competition includes restaurants offering different dishes and different services. In the selected location, any form of competition is worth considering, which may mean a potential excellent location or a bad location. Direct competition does not necessarily lead to mutual loss, but may promote common prosperity.
Competition density refers to the number of business outlets in the same industry and related industries and the total number of seats in restaurants in this area, that is, whether the business is too intensive. This reflects the relationship between supply and demand of catering industry in this area, which is a direct reflection of fierce competition. Usually, the fiercer the competition, the lower the profit, but these analyses are not absolute in some cases. For example, in Rey Dock near Los Angeles, there are more than 30 restaurants with different flavors, and people gradually regard this area as a good place for dining and entertainment. Therefore, the business of most restaurants is very prosperous. In places with dense industries, it is often merchants who attract merchants and attract people, forming a prosperous situation. But to run a restaurant in such a place, all catering enterprises should have their own flavor characteristics, and there should be competition and complementarity between restaurants. Only in this way can they succeed.
Verb (abbreviation of verb) regional economic background
Attention should be paid to the economic development trend of the site selection area, especially the speed of commercial development, which has a great influence on the prospect of the restaurant. The method is to choose the same type of regions as a reference and examine their economic development models in detail, because to a great extent, these models are the same or interrelated.
Sixth, the price.
Like most goods, a good address is more expensive than a bad one. If you are opening your first restaurant, you may not be able to afford the best location. But a good address is very important for opening a restaurant. As long as you are careful, you will find a good address with the right price.
Seven. Municipal facilities and services
Municipal facilities include energy supply necessary for operation, such as water, electricity and gas (natural gas, gas, etc.). ), launch facilities, construction and greening of surrounding roads and buildings, garbage disposal facilities, communication facilities, fire control facilities, etc. Municipal services include services related to the above facilities and sanitation, environmental protection and public safety. These will determine whether there is a good community environment around the restaurant.
Site selection is a very important work, which must be carefully investigated, analyzed and summarized, otherwise it will cause irreparable losses.
The importance of restaurant location. Address selection is a long-term investment.
Restaurants, whether rented or bought, need a lot of capital investment once they are determined. When the external environment changes, the address of the restaurant cannot be adjusted accordingly like other business factors such as people, money and things. It is long-term and fixed. Therefore, the choice of restaurant address should be thoroughly investigated, carefully considered and properly planned.
Second, address selection is the choice of market positioning.
To some extent, the address determines the amount of restaurant traffic, the purchasing power of customers, the consumption structure of customers, the attraction of restaurants to potential customers and the strength of competitiveness. If the location is right, the restaurant will be occupied? The right place? Our advantages can attract a large number of customers, and business will naturally flourish.
Third, address selection embodies the service concept.
The choice of address should be based on the principle of convenience for customers. From the perspective of saving customers' purchase time and transportation costs, we can meet customers' needs to the maximum extent. Otherwise, it will lose the trust and support of customers, and the restaurant will lose its foundation of existence.
4. Address is an important basis for formulating business strategy and objectives.
The social environment, geographical environment, population, traffic conditions and municipal planning of the restaurant should be considered first when determining the business strategy and objectives of the restaurant. Determine the target market according to these factors, determine the business strategy and objectives according to the composition and demand characteristics of the target customers, and formulate various promotion strategies including advertising and service measures.
The principle of restaurant location should follow certain principles. If you don't choose the right address, no matter how big and luxurious your restaurant is, it's useless. Although the quality of an address is not absolute, it has many characteristics. When choosing, you may wish to pay attention to the following principles:
I. Areas with frequent commercial activities
In downtown areas, business activities are extremely frequent, and if restaurants are located in such areas, the turnover is bound to be high. Is this the so-called shop address? Golden port? . On the contrary, if you open stores in downtown areas and some inaccessible streets, it will be difficult to increase your turnover. Modern society? The smell of wine is also afraid of the deep alley? .
Second, places with high population density.
Communities and places with concentrated population are suitable for opening restaurants, such as residential areas, railway stations and schools. If the restaurant can be located in such a place and devote itself to meeting people's needs, the business will not be finished. Moreover, because of such a place, customers' demand is relatively stable, and sales will not suddenly fluctuate greatly, which can ensure the stability of restaurant income.
Third, convenient transportation is an important factor for customers to decide to buy.
Therefore, when choosing an address, you can generally choose a station with more passengers getting on and off, or near several major stations. It is ideal to open a restaurant on the street 20 minutes' walk from customers.
Fourth, ensure that there is enough passenger flow.
Restaurants are generally on the street, but different streets have different passenger flows. When choosing a store location, an important principle is to ensure that the street facing the restaurant has enough passengers. Because the restaurant is located in a street with heavy passenger flow, it is most affected by passenger flow and traffic speed, so it is more convenient to eat in the restaurant.
Location analysis of several different areas
It is important to consider the surrounding environment and the object of eating when opening a restaurant. Only when it is mature can we determine the relevant decoration grade, business content, vegetable price, business hours and so on.
(1) location of business district
It should be good to choose restaurants around shopping malls or shopping malls in the city. Because these places have a wide shopping crowd and relatively rich customers. Although these people mainly shop, some people need to relax and eat. In view of the pressing shopping time of some customers, the business content of the restaurant should be mainly in the form of Chinese food, western food and fast food. Because these groups don't pay much attention to the price and cooking level of dishes during the meal, most dishes are basically acceptable. I like the sanitary, clean and comfortable dining environment, the new, strange and special contents of the dishes, and the fashionable and innovative varieties, and they are dispensable. In the dining method, the requirements are simple, and the time is one? Quick? Words. Therefore, it is better to open restaurants in the form of Chinese fast food or food stalls in such areas.
(2) the location of the office area
The so-called office area refers to the company's office buildings, office buildings and some hotels. Many offices are generally rented temporarily, and there are few canteens, while some hotels nearby have restaurants. These people often like to eat around. They are mainly white-collar workers, including bosses or senior staff. They have strong economic strength. Generally, they don't care much about the price of food, but they care about the quality of food. In this regard, we should focus on management level, technical level and service attitude. That is to say, we should do a good job from three aspects: first, the restaurant should be operated in a high-end and distinctive way, with the main course series as the main supplier to meet their needs for business negotiations, banquets and negotiations on weekdays. No matter what taste, the quality and technical content of the dishes are required to be excellent. Second, the dining environment should be clean and tidy, and the decoration should be elegant and distinctive. Third, on the basis of high and medium-grade dishes, some middle and low-grade varieties are supplied accordingly to meet the needs of ordinary staff and employees.
(3) the location of residential areas
Operate restaurants in residential groups and new residential areas. At present, with the continuous improvement of people's living standards, consumption in restaurants has become a fashion, especially at family dinners and birthday parties on holidays. In order to meet the needs of dining objects in residential areas, the restaurant environment should be unpretentious, clean and lively, and the business varieties should be diversified, providing more dishes such as home cooking, roast duck, jiaozi and snacks. The requirements are high quality, low price, sufficient food quantity, economic innovation and meeting the needs of working class.
Opening restaurants in residential areas should be done in accordance with the requirements of relevant urban management and health departments. Pay attention to the inconvenience that the smoke and noise in the kitchen may bring to the residents, and act according to the rules when choosing the site to adapt to the relevant regulations of environmental protection.
(4) the location of the student area
Opening a restaurant near a university or college will also have considerable economic benefits. Because in addition to students' winter and summer vacations, the operation of the restaurant will not be divided into peak season and off season, which is relatively stable and has certain rules. Because this group of people not only have normal meals at school every day, most teachers and students with better economic conditions have to go to social restaurants inside and outside the school, which is already obvious. In view of the fact that college students and employees often hold various social activities such as group dinners, the management of restaurants here should be strengthened from the following aspects: First, the restaurant should not be too far away from the campus, the business area of the restaurant should be spacious and bright, and the decoration should be decent, although not luxurious. Second, the supply varieties should be wide and diverse, from sweet in the south and salty in the north to spicy in the east and sour in the west, so as to take care of the tastes and living habits of most faculty and staff as much as possible. Third, the business hours of restaurants should be appropriately extended so that they are not limited by meal time.
Restaurants built around primary and secondary schools should consider their economic conditions and dining characteristics, concentrate on ensuring the supply of breakfast and lunch for students, and try to arrange some economical and nutritious meals. The amount of vegetables needed by students should be roughly enough to eat, and the combination of meat and vegetables should be cheap, which is acceptable to most people.
The location should avoid the influence of municipal facilities construction and choose the surrounding areas where restaurants are opened, and try to avoid municipal construction or greening projects. Especially for rented restaurants, it is necessary to ensure that they are not within the scope of the red line of demolition. It is necessary to visit relevant departments in advance and make a detailed investigation and verification before making a decision. Remember to do it blindly, otherwise it will cause irreparable losses.
For example, the noodle shop owner is engaged in catering for the first time. He rented a facade restaurant facing the street. This restaurant is ideal in terms of business area, geographical location and rent. Moreover, there is a 20-meter-wide road in front of the store, which not only has enough parking spaces, but also can run a night market. After the matter was settled, the boss spent a lot of money on decoration and equipment. However, less than half a year after its opening, the store was demolished within the scope of demolition stipulated by the state, and the economic loss of the boss was relatively large. Thus, site selection is a very important work. If there is no mistake, you should do the following:
First, after choosing a store, we should first consider the specific ownership unit or individual of the house, and ask the relevant departments whether there is demolition here.
Second, when signing a contract with the other party, it should be as detailed as possible, and it should be designed with comprehensive and specific considerations to prevent being cheated. When choosing the location of the restaurant, we should try our best to investigate the situation around the restaurant, such as whether there are road construction, communication cable repair, introduction of natural gas engineering, greening engineering, etc. Avoid unexpected situations when the restaurant business is booming, which leads to the dilemma that you can't stop. Not only will it seriously affect normal business and economic benefits, but it will also lose a lot of popularity.
In addition, it is necessary to understand the municipal facilities in the restaurant, and whether its scale, design, location and function are reasonable. For example, whether the use of natural gas, sewage and electricity is convenient and whether there is any fault. The specific situation of restaurant facilities must be considered before site selection to prevent problems and losses in opening operation.