Step 1: Choose a store.
Two places are the best choice.
First, there are many office buildings, and second, there are crowded places. Choosing a place with many office buildings can guarantee the business at noon. Some restaurants in Hangzhou often have too many empty seats at noon, but not enough at night. Old catering is very concerned about whether the business at noon can be done well. This can ensure the benign operation of the day. In the commercial and residential area in the west of Hangzhou, the business of big hotels is often bad, but some small restaurants with characteristics are doing well.
There are many channels to choose a store. You can talk to the landlord through media advertisements, resale advertisements in front of the store, or directly find a newly developed house. Another method is to contact the store owner directly after choosing the general location, no matter what the other party is doing now. Although this method is very tiring, the effect is better.
You can take advantage of the Duo Long effect.
Don't think that places with many shops are not suitable for entry. If there are many characteristic small restaurants in a street, it will cause the Duo Long effect, and it is easier to do business than to go it alone. The key is to distinguish between so many stores and other stores.
Be careful when subletting the store.
It is almost an open secret of the catering industry to earn part of the subletting fee by borrowing subletting. Therefore, newcomers must be careful when subletting other people's shops.
We should pay attention to some pitfalls in subletting storefronts: first, because the sublessor has encountered road demolition projects, he has been unable to open his own business, and only wants to recover some initial investment through subletting. Therefore, when looking for a storefront, you must first ask the nearby stores carefully, and it is best to consult the planning, housing management or industrial and commercial departments. If a place is about to be demolished, the local industrial and commercial office will generally be informed. Second, the original restaurant was limited in sewage discharge and fire fighting, and was required by the relevant departments to stop operating, but the lessee did not know the inside story. After paying all the subletting fees, I found it impossible to open a shop here. This situation is most common in the downstairs of residential buildings. Third, if the other party cannot provide the real estate license after renting, the industrial and commercial office will not give the business license in this case. The fourth situation is that the other party sublets the store after the business is booming, just to earn the cost of subletting. Some restaurant owners in Hangzhou like this operation. After I took over, I found that the store was in recession and it was difficult to make it prosper again.
If a storefront sublets one after another in a short time, it must also be very careful. There is a saying in the catering industry in Hangzhou: "The paralyzed restaurant is not good at feng shui", which mainly refers to the kind of storefront that has changed hands many times, and it is difficult to do it well. Sometimes, this storefront seems to have many good functions, but some hidden weaknesses are hard to see. For example, although it is located in the center of the city with a large flow of people, there are also many commercial buildings next to it. However, it may have problems such as inconvenient parking, inconvenient access and so on. The result may be that business is not doing well.
Step 2: product positioning
After selecting the facade, we will start the product positioning. Take opening a 300-square-meter hotel as an example.
A safer way is to follow a city's food trends. For example, Jinhua casserole was very popular three years ago. A casserole shop of more than 300 square meters can do business of 6.5438+0 million yuan a day. Gross profit can reach 50% and net profit is 30%-35%. Since last year, the business of Hangcheng Restaurant has been booming. Seeing this consumer market, some bosses specialize in local spicy dishes in Quzhou, Jiangshan and Longyou provinces. For example, there is a "Quzhou Hometown Cuisine" on Wen Hui Road, which caters to the tastes of many spicy lovers and has its own local characteristics.
At present, it is more popular to introduce local dishes directly from Zhejiang Province and open a shop in a small restaurant with Hang Cheng characteristics. For example, Jinhua Casserole Shop, Shipu Seafood Shop, Tonglu Restaurant, Dongyang Restaurant, Wenling Restaurant ... These characteristic small restaurants are very popular. Some are simply named after "Tujia cuisine". First, because there are many migrants in Hangzhou, especially people from all over the province come to Hangzhou. After opening small restaurants with local characteristics, they can attract a large number of fellow villagers first. For example, Yingshanhong Zhejiang Western Restaurant located at No.51Stadium Road mainly serves western Zhejiang cuisine in Longyou and other places. According to the boss, home guests from Quzhou and Jinhua account for two-thirds. The Green Valley family on Gudun Road is also a place where many Lishui people in Hangzhou have dinner.
If you are cooking special food outside the province, it is difficult to purchase it, and it is difficult to make the raw materials completely authentic. At present, the transportation in the province is convenient and the purchase is convenient. Many small restaurants with local flavor and even common vegetables are also shipped from the local area.
By positioning, you can determine the name of the store and customize the menu. It is simple and clear to name the store directly with the featured main dishes or place names. For example, "roast chicken", "boiling fish" and "Tonglu hometown dishes", or directly naming the shop after the place name, both of these effects are good.
Step 3: Decorate
After determining the storefront and positioning, you can decorate it. The consumer demand of customers is rising, and the status of storefront environment in restaurants is getting higher and higher. A good environment will sometimes become a key factor in the success or failure of opening a store. Three or four years ago, some large restaurants in Hangzhou won in one fell swoop with cheap and luxurious environment. Since the end of last year, many small and medium-sized restaurants in Hangzhou have also begun to make a fuss about environmental issues.
What's the store environment like? It's not that the more you invest, the better. It depends more on the design. Sometimes, designing a mud wall with little money to reflect the positioning of Tujia cuisine can attract customers. Since last year, there have been some high-end and exquisitely decorated small restaurants in Hangzhou. Their business is very good, largely because the environment is superior to others.
Decoration is a very complicated process. Restaurant decoration is different from ordinary family decoration, and it also involves professional issues such as environmental protection and fire protection. Please invite professionals during the renovation. It's best to find a chef or someone with experience in restaurant management before the renovation begins. They can offer many suggestions.
Step 4: Recruit employees
Whether the restaurant is open well or not, talent is also a key link. The staff in the small restaurant is divided into two parts, one is the chef, and the other is the waiter, who is responsible for the kitchen preparation and the front office service respectively.
The number of staff in the kitchen of a 300 square meter restaurant depends on the number of dishes. Generally, a dozen people can do it, including cooking, chopping (side dishes), serving (chores) and washing vegetables. However, some kitchens use 30 people, such as a China hotel on Zhongshan Road. Because of the high-end positioning, the variety of dishes ranges from Chinese food to various west points, and the production requirements are also very high. Naturally, the number of people needs to be multiplied, but the price of vegetables here is 60% to 70% higher than that of ordinary restaurants.
There are four common ways to find a chef: First, the boss orders directly. This method is mainly suitable for small restaurants. The boss went to a restaurant similar to his position. If he thinks the food is better, he will try to dig people directly in this shop. The advantage of chefs is that the boss can understand the skills of each chef and maximize their respective values. In Hangzhou, the salary of chefs in small restaurants is generally around 3,000 yuan, while the salary of chefs exceeds 654.38+10,000 yuan.
In Hangzhou, another way is through Hangzhou Catering and Hotel Industry Association, which can provide free chef introduction service. The guild will also give simple guidance on how many people are needed in the newly opened kitchen. The telephone numbers are 872 16673 and 872 16674.
Another way is to contract others to do it. After finding a chef, the chef is responsible for recruiting people. For a 300-square-meter hotel, according to the positioning of the quantity and grade of dishes, the monthly contract fee of the chef is 6.5438+0,000 yuan to 40,000 yuan, which is used to pay the salary of the kitchen staff. The boss will sign a contract with the chef to ensure the output and gross profit margin of the dishes, and at the same time ensure that they must pass the health inspection and fire inspection of the competent department. This way is more worry-free for the boss, as long as you control a chef. The disadvantage is that if the boss doesn't manage the chef well, once the cooperation with the chef ends one day, the whole class in the kitchen will change, which will have a great impact on the operation of the whole restaurant. Moreover, if someone is invited to contract the kitchen, the chef can only earn more money by deducting more wages from the kitchen staff.
The fourth way is to ask the catering management company to do it. With the maturity of the catering market in Hangzhou, a number of professional catering management companies have emerged, such as celebrity catering management companies. They not only invest in celebrity hotels, Zhonghao typhoon shelter, Piarchuan and other hotels, but also export kitchen management to more than 30 large, medium and small hotels. Hangzhou Baoshan village catering management company, in the classics
After running his own direct store, he also began to manage the restaurants outside. Most of the bosses of these companies are chefs with rich experience in kitchen management. Catering management companies generally have their own direct chain stores, with a relatively stable team of chefs below. Inviting them to manage the kitchen seems to be similar to individual kitchen contracting, and the responsibilities are similar. The advantage is that the salary paid by the individual kitchen contractor to the following employees is arbitrary and often changes, which affects the stability of the chef team. After corporate management, this operation is more transparent, and management companies often bring some new dishes.
Step 5: Customize the equipment.
Kitchen equipment includes three large and small items in the kitchen: electrical appliances (mainly refrigerators), stoves and loading tables. Senior chefs recommend buying places: Hangzhou Ceramic Market and Tao Qiu Road Store.
Small pieces mainly refer to hardware: stainless steel bowls and basins, chopping boards, spatulas, etc. The place of purchase is in ceramic market and specialty store. If you want to find a cheaper place, you can go to hangzhou east railway station Commodity Market, Yiwu Commodity Market or Yongkang Hardware Market. As long as the counter-offer is in place, the prices of goods in these places can be cheaper by more than one third.
Customer Tableware: You can go to a ceramic market or a specialty store. If the restaurant has a high positioning and is good at characteristics, you can customize the dishes and chopsticks that meet the characteristics. If it is a small restaurant with stalls, some people will buy second-hand goods in order to save the initial investment as much as possible. Some big hotels often change their bowls and chopsticks. These changed bowls and chopsticks were taken to some small restaurants, and the goods looked good. Some shopkeepers will contact these hotels in advance and can buy them at very low prices.
People who have never worked in the catering industry usually find a chef who is responsible for guiding the equipment procurement. This is very important because there are many kitchen equipments on the market. Some kitchen equipment looks very useful, but it is not very useful. An experienced chef knows best what equipment to use.
Another thing to note is that some stores are equipped with kitchen equipment when they are built. Such equipment is not designed and equipped according to the restaurant you want to open. If you rent it, you will often spend a lot of money for nothing.
Subletting hotels can sometimes omit this purchase procedure, but in many cases, when they actually run, they will find that some equipment can't be used, so they can only make a decision by inviting professionals to look at it. Otherwise, we have to throw away the old equipment and pay a large sublease fee for nothing.
If you want to save more money on buying three big items, one way is to go to the flea market on Shaoxing Road in Hangzhou, which depends on luck. Sometimes there are complete sets of kitchen equipment here, some are in stock and some are second-hand. Another way is to directly find the manufacturer of kitchen equipment. At present, many kitchen equipment manufacturers recycle some old hotel equipment while selling new products. Compared with buying brand-new equipment, they can save two-thirds of the money by buying these second-hand goods.
Step 6: Buy raw materials.
After the store opened, the boss grasped the purchase most tightly. In many small restaurants, the boss also serves as a buyer and cashier, which also ensures the entry and exit of money. Even if you can't do it yourself, you should find a close friend to do these two jobs.
Drinks and seasonings:
Method 1: Go to the food market and supermarket to buy it yourself. The freedom of choice is still relatively large, because sometimes you can choose some cheaper prices for cash settlement.
Method 2: Let professional companies directly contract, which is the most common practice. All drinks and seasonings are contracted and supplied by a company, which is responsible for delivery at any time. One of the main reasons why bosses like this method is that they can hang accounts. The general practice in the industry is to settle accounts one to two months after delivery. Professional companies also have a certain sales rebate, which depends on the difference in sales volume. If the sales rebate is added, the purchase cost will not be more expensive than going to the market and supermarket. The rebate rate ranges from 5% of sales to 12%, depending on your own discussion with suppliers. Some restaurants don't accept kickbacks, but charge suppliers for admission. Some insiders believe that this practice has many disadvantages. The interests between suppliers and restaurants cannot be tied together, and cooperation will not be as close as rebate sales.
Waiters are happy to accept delivery from professional companies, because they can get a corkage fee, which is a commercial bribe stipulated by the industrial and commercial departments. In a small restaurant with four or five salespeople, if the business is good, a waiter can receive a bottle opening fee of seven or eight hundred yuan per month. In some big hotels, waiters can't collect the corkage fee by themselves, but in this small hotel, the boss will ask the waiter to collect the corkage fee directly, in order to stimulate the enthusiasm of the waiter.
Ingredients for dishes:
Frozen shrimp, fish and other aquatic products, if you want to choose good quality aquatic products, you can go to large supermarkets, such as Metro and Trust-Mart. Most fresh aquatic products are purchased in Jinjiang agricultural and sideline products market and Nongdu aquatic products market. For a small shop, the daily consumption of vegetables is not large, and the owner will go directly to the nearest farmer's market to purchase goods. After a long time, the stall owner is relatively fixed, allowing suppliers to deliver goods to your door. Some shopkeepers want to do business with regular stall owners, deliver goods to their homes and pay bills. However, it is best for the boss to go to the market often in person, not only to replenish the goods, but also to see the new raw materials on the market and understand the price.
Tips for buying small restaurants with food stalls: When the market goes down, you can buy some dishes at very cheap prices and take them back for sorting, which is still a good pile of raw materials.
Whether the raw materials are well purchased and the prices are cheap is very important for the operation of a restaurant. It is very important to have professional knowledge. Some bosses don't know the quality of raw materials at first, so it is necessary to bring a chef as an assistant. Especially when buying seafood, experience is very important. For example, if different people buy the same amount of prawns, the price per kilogram may be different 10-20 yuan. People who are good at it can see that the new prawns can be kept for several days after being bought back. When buying seafood, many restaurant purchasing veterans will buy a small amount of seafood at the end of their lives, because the price of such seafood is two-thirds or more lower than the normal price. Buy it back as a promotional item and sell it to customers at a very cheap price. The result is often happy, which is also a business skill.
In fact, there are many restaurants with different flavors and characteristics in Hangzhou. How to make them authentic? Everyone began to compete on raw materials, not only to see whose approach is authentic, but also to see whether the raw materials are authentic. For well-done shops, most of the raw materials are directly purchased from the local area, which is especially common in some local restaurants in Zhejiang, not only because of convenient transportation, but also because the procurement cost is cheaper than that in Hangzhou! Small restaurants that don't use a lot of raw materials every day may wish to refer to the following boss's practice.
In Yingshanhong Zhexi Flavor Restaurant, Mr. Li calculated an account like this: Except some ginger, pork and common condiments were purchased from Hangzhou, the raw materials in the store, such as radish, lettuce, Chinese cabbage, onion, garlic, spinach, vegetables, taro and other common vegetables were purchased from the local countryside. These dishes are all planted with soil and fertilizer, with rich flavor and guaranteed quality. Buying directly from farmers is at least one-third cheaper than in Hangzhou. For example, the purchase price of vegetables these days is from 1 yuan per kilogram to 1.2 yuan, and the Hangzhou market is at least above 2 yuan. Lettuce is from .4 to 65438+ per kilogram/kloc-0. 0.6 yuan and Hangzhou markets now sell 2.4 yuan per kilogram. The wild vegetables cooked in the shop are also bought from farmers, and the purchase price of these vegetables is cheaper. Pteridium aquilinum per kilogram 1 yuan, lichen per kilogram 1 yuan. If you buy it in Hangzhou, the bracken should be at least above 2 yuan, and the lichen 3 yuan 1 kg. According to boss Li, these dishes are delivered from my hometown every two days, and they are delivered by the bus to Hangzhou at 7: 40 in the morning. Generally, there are two woven bags at a time, one bag costs 10 yuan, and one person is responsible for purchasing. Even with transportation expenses and the buyer's salary, it can save more than 3000 yuan in raw material procurement cost every month. Asifa cake, a specialty of Longyou sold in the store, is also made by parents at home, so the cost is relatively low. A cake can earn 3.5 yuan on average, and it can sell for 3500 yuan a month on average, half of which is take-away.
Opening approval procedure
The above main steps are only the basic operation steps in the operation. It must be remembered that in these operations, the approval procedures to the functional departments are carried out at the same time! Moreover, it is best to apply and consult in advance for some approval procedures, so as to avoid going the wrong way when opening a store and spending money.
The application for opening a restaurant requires pre-approval, that is, before the industrial and commercial department obtains a business license, it must first obtain a hygiene license and a sewage permit from the environmental protection department.
Take the small restaurant opened by individual industrial and commercial households as an example. The specific process is as follows: first, bring the original and copy of your ID card to the local industrial and commercial office to register your name. Remember that this is just a name registration, and it is not the time to apply for an industrial and commercial business license. Because before obtaining the industrial and commercial license, you must first apply to the environmental protection department and the health supervision office within your jurisdiction for a pollution discharge permit and a health permit.
Application for pollutant discharge permit: firstly, apply to the accreditation office of the environmental protection bureau of the jurisdiction, and after acceptance, the staff will come to the door for inspection and guidance. The two necessary conditions for obtaining a sewage permit are: there can be no residential buildings upstairs; Sewage should be included in the municipal sewage pipeline. On-site inspection staff will decide which range hood to install according to the size of the business area. I bought my own range hood or a range hood that was not recognized for environmental protection. The staff of the accreditation office reminded that it is best to consult the environmental protection department before deciding to rent a store or decorate it. For example, when some shopkeepers open a shop for decoration, the smoke outlet or window of the kitchen is just aimed at the residents behind. Even if the management department doesn't know for the time being, the residents behind will still complain and often have to spend money to adjust.
Application for health permit: Find the health supervision office within the jurisdiction to apply for acceptance, and then let the restaurant staff have health examination and receive food hygiene knowledge training. On the premise of passing the inspection and training, it mainly depends on the following aspects: first, whether the sanitary facilities are complete, mainly referring to disinfection and cleaning facilities; The second is whether the area ratio of processing site and business site has been reached. The proportion requirements of restaurants in different locations will be different, so you need to consult in advance.
Industrial and commercial business license: After obtaining these two certificates, you can apply for an industrial and commercial business license with these two certificates and the corresponding house lease certificate and ID card.
According to the regulations, it is necessary to apply to the fire department for approval before opening, and to apply to the jurisdiction where it is located when decorating.
Tax registration: within 30 days from the date of obtaining the business license, you should apply to the local tax bureau for the local tax registration number. Bring a copy of the business license and a copy, as well as the operator's ID card. Small restaurants opened by individual industrial and commercial households have to pay 5% business tax. In addition, urban construction tax and education surcharge have to be paid. The tax amount is 1 1% of the business tax, and other taxes account for a small proportion.
Profit analysis of dishes
Every store will set a gross profit for itself, and the gross profit depends on the positioning. When making a menu, it should have a basic control direction of gross profit.
In a store, the gross profit of each dish is different. Some dishes may not be profitable at all, just to attract guests, while some dishes may be very profitable. At present, in Hangzhou, the gross profit of several hundred square meters of small restaurants mostly reaches 40% to 50%. After the store opens, it is necessary to have a set of good financial management, and it is best to have financial statements every day, so as to track the daily gross profit changes and adjust the food prices in time.
The following is the pricing experience written by a small boss for this column: "Qianjiang shredded pork" is sold in all restaurants, so you have to buy it cheaply and realistically; People of all ages understand the "sugar row", you must not be more expensive than your peers next to you; You can increase the gross profit of unusual dishes that you don't know what they are by looking at their names. You can raise the price of a special dish with a unique recipe that only your chef can cook. In a word, printing (or writing) beautiful menus pieced together is a major event before opening. As for when the customer pays the bill, whether you give the discount or not depends on when you treat what customers, which is a temporary decision. There is still a need to promote profits during the opening of the store.
Of course, the above is the experience of an operator. Some people think that signature dishes are often the main course. The positioning of the main course should not be too high, and the price should be set at a low price, which depends on your own ideas.
The gross profit margin of home cooking is the highest, especially vegetables, because its unit cost and retail price are very low. If the raw material cost of 1 yuan sells 10 yuan, the guests won't have any opinions. For example, the price of a popular local dish "Fried bracken with shredded pork" is only 65,438 yuan. In some small restaurants in Hangzhou, the retail price is generally set at 10- 15 yuan. The price of a fried taro in Mao Mao is 8- 12 yuan, and the cost of raw materials is only about 2 yuan.
The chef has a disadvantage: the turnover is not high and the final net profit is not much. Therefore, many restaurant owners will introduce some high-end dishes in the menu, such as special pots and seafood, whose prices are more than 20 to 30 yuan.
The gross profit of seafood in middle-class restaurants can reach 50% to 80%. Generally speaking, the prices of common seafood such as lobster are not high. If others sell 98 yuan/kg and you sell 120 yuan, customers will not accept it immediately. Expensive rare seafood will still be accepted by many customers. Once, a boss bought a whole little shark. At first, the whole shark was put in the seafood pool in the hall, and the price was marked as 38 yuan/Jin. As a result, no customers ordered. The operator thought of a way to cut the shark from beginning to end and cut it into pieces for sale. The price went up to 98 yuan, and it sold out quickly. Here we can sum up a consumer psychology: rare things are sold too cheaply, which makes people doubt the authenticity of things; A big fish, lying all over the floor, will also make some people afraid to start, because customers can't confirm whether the cut part is the best after placing an order, so it is more reasonable to sell it piece by piece.
Don¡¯t go back if you don¡¯t know.