One:
50 square meters of small restaurants, with an annual income of 6.5438+0.2 million.
One, less is more-"My small restaurant only sells 25 kinds of dishes"
In his farmer's market, there are more than a dozen similar small restaurants, each with more than 50 kinds of dishes, even more than 180 kinds, while his family has only 25 kinds.
Why only cook 25 dishes? The reason is:
1. These 25 dishes basically cover 80% of the ordering categories of surrounding consumers. Narrowing the range of dishes is not only convenient for purchasing, but also can get extra discounts because of the large quantity.
Cooking is also easier for chefs. They always fry these 25 dishes. After a long time, practice makes perfect, which not only makes them taste better, but also serves them faster.
3. These 25 dishes are all tomatoes and eggs of the same grade, shredded potatoes in vinegar, shredded fried pork and moo Shu pork. The uniform grade makes everyone who enters the store feel no pressure.
The "large-scale procurement" of raw materials makes every dish in his shop one or two yuan cheaper than that in the surrounding shops, so the number of turning tables is much higher than that in the surrounding shops.
Second, free-"free is just bait, you have to give up to get it."
Although the food is cheaper than other small shops, there are also free foods that other small shops don't have-a small dish of pickled radish, a small dish of fried peanuts, and millet porridge and egg soup that can be served for free.
These free foods only cost more than 30 yuan a day, but they give customers a very good feeling: before a dollar is spent, there are already two small dishes and two big bowls on the table, which seems to take advantage of the day. In fact, this more than 30 yuan is enough for three or four diners.
Third, selling experience-"The face is bigger than the sky, so be sure to give enough."
Although the merchant is just an ordinary shop, every customer who walks into the restaurant is God. "I not only want to give them cheap and delicious meals and free food, but more importantly, I want to give them enough face."
How to give face? In addition to enthusiasm, sweet mouth and quick eyes, there are two magic weapons:
One situation is to give people who enter the store a cigarette after a meal. His big pocket usually contains three kinds of cigarettes-Baisha 5 yuan, Shuangxi 10 yuan, Liqun 15 yuan. He has learned to tell at a glance which grade of cigarettes to give to the person in front of him, and the action is very natural.
On the other hand, whenever acquaintances invite guests to dinner, they either send two bottles of beer, a plate of cold dishes or a plate of fried dishes, which doesn't cost much, but gives the diners enough face. These guests will always treat them in the future, and the store has become an important choice.
Fourth, quick response-managing customers digitally.
1. In order to increase business income, the store has a delivery service from the beginning. As long as you order enough 30 yuan, you can deliver food for free within 2km of Fiona Fang.
Although there are not many people ordering food in small places, the frequency is relatively high. In order to improve the speed of food delivery, according to the frequency and amount of customers' consumption, customers are numbered in the form of 1-n, and each number corresponds to the customer's name, telephone number and common food delivery address. At the same time, the dish number is 1 ~ 25, and the rice is preset as one dish and one bowl of rice.
3. "Numbering and digitizing everything can not only reduce mistakes in communication, but also improve the efficiency of food delivery." He explained.
4. Wechat has replaced the telephone as the main tool for ordering food in the store. The customer just said in the group "16, order 3, 9." The staff in the store will know who to send it to and where to send it. What they want is the No.3 dish, tomatoes, eggs and No.9 dish, moo Shu pork.
Be sure to add these strangers to a group, because eating will follow the trend, and many people will follow if they order alone. This is "stimulating demand", just like the scene where developers hire migrant workers to queue up to buy a house.
Verb (abbreviation of verb) Value-added service-"Do business, but also be human"
There are two big communities and a kindergarten next to the restaurant. Kindergarten usually finishes school at 4 pm, and people in small counties usually get off work at 5 pm. The interruption of more than an hour in the middle has become the trouble of many parents.
To this end, a special place has been set up in the living room on the second floor of the hotel, which is arranged like a "tipping bucket" so that those children can play in it without falling down, as long as they go upstairs to have a look from time to time.
The enthusiasm of the store manager has been welcomed by many parents. Nowadays, many surrounding residents often leave their children in the store for an hour or two when something happens.
"These children are in white? Do they charge? "
"No charge, just a little effort, and many parents have dinner by the way when they pick up their children, or pack them directly. Some don't even want to eat out, but after a long time, they will spend more or less. "
There are many people who have been talking about Internet thinking, but those who can really apply it to practice to help enterprises create profits are simply "rare". A small place like him, a small shop like him, usually earns 400,000 to 500,000 a year, and a few can reach 700,000 to 800,000, but there are still very few people like him who can exceed 6.5438+00,000.
Perhaps this actual case has many shortcomings, but why can small restaurants apply these innovative ideas to practice, but it is getting bigger and bigger, and traditional catering enterprises will stop? The reason for this cannot but make people think deeply. ...
Two:
Grandma's experience in doing business in Wu Guoping is shared, and customers are willing to queue up.
First, the environment makes people. One person's behavior is actually the influence of five people around you. First, the wife is the most important, and the wife has the greatest influence on you, and then you are a friend.
Last time, Mr. Jia from Youmian Village asked me: Why do you seem to be playing with designers? I said yes, why play designer? The designer industry has long established a partner system. He has almost no cost and can do it with a computer. There are already several companies with more than 600 designers in Hangzhou, and the turnover has reached 780 million yuan. How does it unite designers? How does the difficulty of this industry compare with our catering? So I want to play with them and see how they manage designers.
I also study hairdressing and beauty, and I am familiar with people in famous hair salons in Hangzhou. Why play with them? Or for the management of the enterprise. They say chefs are particularly easy to manage. If a chef walks into a shop, your guests will not be taken away, but if a barber walks into a hair salon, the guests will also be taken away. So I can learn from them how to manage hairdressers.
I also play with people who make clothes. The innovative ability of clothes is beyond the reach of dishes, and the styles of clothes are updated all the year round. The connections around you determine your direction, so what path you want to take, you must first change the surrounding environment and sort out the connections around you.
Second, living water will be better than stagnant water. We all came from reform and opening up. The development in the past 36 years stems from the system, and the system has produced competition. But how do we caterers do it? When I was just cooking, the chef tried his best to get the front hall done. He doesn't want to compete, so he'd better be the first. No one else wants to compete. Then the front office manager wants to get rid of the boss. He doesn't want to compete. It is impossible for an enterprise to avoid competition in the market, so everyone must compete. So how to purify the ecology inside the enterprise? The answer is competition.
I retired last year for more business line independence. In our five-year plan, each line must operate completely independently, that is, it is divided into n grandma's houses and n Wu Guoping. Only through internal competition can the social competitiveness of enterprises be improved.
Third, the market is more important than the relationship. I don't want to deal with people, which also helps me. I remember when I first started in Hangzhou, my grandmother's house and a shop next to it were the same owner. The shopkeeper gave me about twice as much rent as others, because other shopkeepers have a good relationship with shopkeepers. I said this is not a bad thing, but a good thing. Because he asked me to go swimming in the market first.
Several enterprises and business restaurants in Hangzhou are also excellent, but their development is limited to Hangzhou, and they are all done around their own contacts. I think if we don't clarify the relationship, it will hinder the normal development of enterprises and will not really enter the market. The market is the fairest and most reasonable, and it develops according to the basic requirements of human nature. The market must respect human nature, so I think it is better to spend this time on my own career than to find a relationship.
Fourth, innovation creates the future. At that time, the founder of Morgan in the United States and Hu Xueyan, an entrepreneur in Hangzhou, started financial institutions at the same time. Why Morgan is still here, but the enterprises in Hu Xueyan are gone? Although this is inseparable from the social background, the most important thing is that people must change. For example, from the day we cook, we are worried that the enterprise will die. Catering enterprises have a cycle, originally five years, and later ten years. Today, Xibei is 27 years old, Shanghai Xiaonanguo is 28 years old, and grandma's family is 17 years old. They are still alive. Why not die? It depends on people. If people don't update, their thoughts will be old, which is the biggest crisis for enterprises. What I am most worried about now is the leaders of enterprises. Our team members are all post-60s. Then I must change and put young people in important positions.
Some time ago, grandma's family made the first revision in more than ten years, and changed Mapo tofu into Xishi tofu. This is root-seeking, but root-seeking must have the ability of innovation. I am most opposed to conformism, and innovation must be to create the future. There are two countries-Japan and the United States-that can be compared. Why are there no world-class catering enterprises in Japan today? The apprentice is the master. When the master says apprentice, he has to listen. No one challenges authority and faces death. McDonald's and Pizza Hut in the United States are constantly innovating and are truly world-class large enterprises.
Fifth, idiots create guests. I often tell my colleagues that you don't know us as well as our customers. Our colleagues eat at grandma's house, and I pay for reading outside. What can he go through! So now I let them pay the bill themselves, so there will be a comparison. If we don't put the interests of our guests first, we will have no confidence. Only by making customers happy and colleagues happy can we invest in happy people.
Sixth, retaining customers is more important than attracting customers. I lost my temper in the company some time ago. Over the years, if the turnover of the enterprise fluctuates, I have never blamed the operation, but took it on myself. But do they understand? If the business fluctuates, they will always go to the public comment to make a group purchase. I said that you can attract 20% or more customers at most, and you can attract customers in, but you didn't keep them. So we did it for nothing? It's like eating poison. Enterprises should be long-term and brand-oriented, and the significance of retaining customers far exceeds attracting customers.
Seventh, the guest is more important than the boss. Sometimes when we go to the store, our colleagues don't know who the boss is. They thought I was the boss, I said I was not the boss, and the guests who paid the money were the bosses. I went to every store and their service was very good. If they serve the real boss with the attitude of serving me, the meaning will be different.
Eighth, selecting materials is more important than training. I had an argument with our quality department. They think that everything depends on training, but I think that selecting materials is more important than training. Many people think that training can change people. I think everyone in this world is different. Choosing the right talents is more important than training, and it can cost a little less.
Ninth, changing yourself is more important than changing others. If the boss plays golf every day, his employees will not be too motivated. If the boss does it in the front line every day, the employees will follow suit. If the boss attaches great importance to immediate interests, it will be difficult for employees to follow you. Employees come to our company not only to earn some salary, but also to study in many cases. The boss must have a good idea for him. It's just that Rainbow sells steaks, and the boss is helping everyone start a business. This selfless spirit makes this enterprise respected in Taiwan Province Province. I think this is very, very remarkable.
The above is the concept of catering entrepreneurship that I share with you. In an enterprise, it is normal to make mistakes, as long as your thoughts are right; Your thoughts are wrong, your actions are useless, and you will make mistakes sooner or later.