Oriental Richeng catering brand design O2O-explain new catering and new mode!

The average life span of restaurants in China is only three and a half years, but many newly opened restaurants are closed or transferred within three months. Of course, the reason is the same, that is-not making money. After the epidemic, many people opened new stores at the bottom, but they did not escape the curse of "death in March".

In fact, the "death in March" of new store opening is common in restaurant operation, but it also happens to "novices". The old driver taught you five tricks to solve the "death in March" when the new store opened.

the reason why many restaurants don't have a long life span is that they don't have enough strategies or no strategies before opening their stores. Some people just found a venue that feels cost-effective, so they set it down and prepared to open a restaurant. When they saw what kind of business was better in the market, they opened a restaurant, or when they just found a chef with a certain format, they planned to open a restaurant with a certain format. In fact, these are all random actions without strategy, so the success rate of restaurants opened in this way is not high.

The really reasonable steps are as follows:

1. Analyze the market first.

when analyzing the market, we should not consider the market share of a category, but its saturation. The popular category that everyone is doing can be done if there is still a lot of market demand, while the unpopular category is not impossible to choose if there is potential demand. Whether the business is good or not depends largely on the balance between supply and demand. If the supply exceeds the demand, it will be difficult to sell, while if the supply exceeds the demand, it will be easy to sell. Categories with low saturation naturally have profit margins.

2. Look for high-potential categories and focus on positioning.

the category with high potential energy has natural product sales power; The category of weak performance blocked its own development space from the beginning. Be sure to focus after finding high potential products. Nowadays, the catering market is full of flowers, not where to eat, but where to eat. If there is no explosion focus, it is difficult to attract guests.

The popular focus method of writing explosions directly in store names (such as Xijiade shrimp dumplings and Banu beef omasum hotpot) is still in use.

but at the same time, there are appropriate modifications. For example, there are only 8 tables, 6 square meters, but the highest daily income is 3,. Its explosion is Leshan Tiaojiao Beef, but many people outside Sichuan Province don't know this category very well, so the founder named it Jinniu Jiangchuan Restaurant, which rubbed the heat of Sichuan cuisine. As long as everyone arrives at the store, they will not be attracted by products with excellent taste. Sure enough, the repurchase rate is quite high.

3. Clear product, category and culture.

the core of catering is products, behind which are categories, and behind which are cultures. Whether the restaurant can have repeat customers is the key to product quality; Whether a restaurant can become a brand depends on the category gene; Whether the restaurant can be bigger or longer depends on the culture behind it. Culture is not necessarily extensive and profound, but can also be focused on one point. Even a noodle restaurant needs the cultural background of pasta to have its development potential.

4. Select the site according to the positioning.

after the above three points are completed, the founder of the restaurant will know what he wants to do and what kind of restaurant state he wants to present to customers. At this time, the success rate will be much higher if the site is selected again. Some catering bosses will say that the passenger flow in expensive places must be high. That's right! But it depends on your budget. If you have enough money, you can really choose expensive lots. Generally, such business districts will bring their own traffic. However, we also advocate spending the least money to achieve better results, and we can also find lots with higher cost performance according to the format you want to do.

There are two suggestions here. First, it is best to choose the restaurant business circle, because people's current consumption habit is to get together and prefer to go to the food court instead of going to a lonely street shop. Second, it is best to differentiate from the surrounding restaurants, and it would be better if the formats were complementary.

accurate site selection is half the battle. The success rate of opening a store after all the above points are achieved must be extremely high.

In order to improve people's efficiency, you can actually learn from Japanese companies and use part-time hourly workers. Generally speaking, the restaurant's human efficiency of 38, is passed, and more than 45, is above the medium level. Evaluate whether your team's human efficiency is up to standard. If it is not up to standard, it is necessary to adjust the employment structure appropriately. The core positions are full-time employees, and other low-tech positions can be hourly workers, which improves human efficiency and greatly reduces the risks of enterprises (during the epidemic period, a big loss for many catering enterprises is the salary of employees during the months when they are not open. )

The core of catering enterprises is production, and the taste must be excellent to be competitive. Otherwise, no matter how good the location is, no matter how personalized the decoration is, no matter how hard the marketing is. A few years ago, online celebrity restaurants spent so much money on marketing, which was also a flash in the pan, all because there was no excellent product.

the products of restaurants should not be priced according to the expected gross profit margin. In fact, each product has a different role. Some dishes that attract customers don't make money, while some dishes with high gross profit make big money quietly.

generally speaking, products with strong homogenization competition, even signboards, cannot be used as the main profit-making dishes. Only by achieving the best quality at the same price and the lowest price at the same quality can we attract customers and increase the repurchase rate. And once the guests give you a good price tag, you won't have to worry about making money with other products. The design of the product is like a chess game, so we must look at the overall situation and give full play to the role of each piece.

Nowadays, catering people know that it is not enough to have good products, but also to sell good products by good marketing methods.

However, restaurants with insufficient operation and management capabilities are simply unable to accept customers who are diverted by marketing, which leads to various problems-ordering food, serving food, cleaning tables, etc ...

Nowadays, guests attach great importance to the dining experience, and they only give the restaurant one chance. If you can't seize this opportunity to make him feel good, it will be difficult to come again next time.

solve the problem from management, strengthen the system and increase the execution ability. Let the reception capacity of the restaurant grow while doing marketing, and don't rush to attract people to the store. It is necessary to ensure the experience and reputation of the guests who arrive at the store. (For more catering marketing copy, please refer to the article before WeChat official account)

The previous points have been achieved, but it is not enough. Many restaurants didn't last for the first three months, not because of the wrong positioning or the wrong products, but because they were too optimistic about the return cycle and insufficient funds in the early stage.

Everything has its cycle, just like planting in spring and harvesting in autumn, there are fewer and fewer things that make immediate profits. As consumers have entered the stage of rational consumption, the payback period of many investments is longer than that of a few years ago. Many projects are progressing smoothly, and everything is in good operation, but they are stopped because of insufficient funds of investors. Such projects are the most regrettable.

Especially the newly-founded catering brand has no popularity and accumulated industry resources, so it is normal that the income of the restaurant is not high in the first few months of opening. Be sure to prepare a reserve fund for 3-6 months to pay for employees' salaries, various procurement expenses, property fees, water and electricity expenses, etc. If this part of the money is insufficient, once the income can't keep up with the expenditure, the developing restaurants are likely to die. At the same time, the boss's persistence will also be affected, and most people are unwilling to pay extra money.

As the CEO of KFC said, more than 9% of all decisions made in anxiety are wrong. The reason why KFC made considerable revenue during the epidemic period is that it has sufficient cash flow in its account and sufficient determination to make correct decisions.

In fact, it is the most routine, simple and direct way to solve the so-called "March death" to leave enough reserve funds for more than 3 months (preferably 6 months).

don't think that the threshold of catering is low and getting started is easy. It is difficult to make quick money in any industry now, especially catering is a diligent business, and we must make profits through small profits but quick turnover. Every industry has its own tricks and knowledge. Constant learning and persistent efforts can not only break the curse of the new store's "death in March", but also make the restaurant popular.

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