Therefore, the positioning of catering enterprises includes three aspects: 1. What kind of dishes are provided? 2. What kind of service is provided? 3. What kind of environment is provided? Let's take these three aspects as the starting point to talk about the deep significance of positioning in catering management. The core content of what kind of dishes to provide is to determine the taste and price of the dishes. To determine these two points, we must first segment the market and select the target consumer groups. For example, if you decide to open a restaurant in a certain place, you should first examine the flavor characteristics of the local people, that is, do the local people like sweets, spicy food or something else. It is best not to operate desserts in spicy and salty areas, because this kind of practice that is incompatible with local tastes is risky and has no long-term vitality. At best, it is just a taste and a fresh picture, but eating is a matter of three meals a day, so it is still necessary to choose projects that customers have long-term needs. Take Lanzhou as an example, Sichuan cuisine is undoubtedly the most competitive cuisine at present, and hot pot is the hottest among them. Hot pot restaurant is almost a fire restaurant. Of course, Shanghai food will never be as popular as Sichuan food in Lanzhou. First, the taste and second, the price, especially the taste, have limited its development in Lanzhou. Thirdly, it is to determine the business grade. Do you deal in seafood and shark's fin, or beans and vegetables? Do you choose fat sheep or fat cattle? This is a key link, because it ultimately determines who the restaurant is for, who the restaurant is going to earn money from, what characteristics these people have and so on. Without such refined positioning, it is impossible to sort out its own customer base and provide targeted, economical and efficient dishes and services. Just like many restaurants in Lanzhou, it's not enough to treat people to dinner and do business, and the salaried people think that three meals a day are too expensive. The restaurant has become a dominant player, so where are your customers? 2. What kind of service can be the finishing touch in catering business? Good service has become the key factor to strive for customer satisfaction and improve the competitiveness of enterprises, but service should also have a positioning. Although five-star service is hard to refuse, its high cost is not affordable for everyone. It is obviously inappropriate for a one-star hotel to be equipped with five-star service. Service is also a cost and an investment, so it is necessary to study customers' expectations and provide services coordinated with dishes, which is economical and economical and can receive good economic benefits. To eat beef noodles at the beef noodle restaurant, you need to buy your own ticket, take your own bowl until the rice picking day, and you need to serve your own food. Even when there are many people, I'm sorry, but I have to ask you to take a big bowl of beef and eat on the road! But everyone still eats with relish and is relaxed and happy! This is because people think that beef noodles are cheap and good, and the delicious bowl of noodle soup is worth the money. Relatively speaking, there is not too much demand for service, but some places that are decorated in a grand or fresh and elegant way are deserted and empty. It is hard to say that this positioning is correct. Therefore, the service must follow the dishes and the needs of customers. Only on this basis can we reasonably arrange the number of service personnel, determine the types and standards of services, and reduce blind and unnecessary investment. What kind of dining environment is provided? Specifically, dining environment refers to the restaurant, including restaurant architecture, decoration style, table and chair modeling, tableware style, personnel clothing, food, beauty equipment, etc. This is the so-called hardware investment, which is the largest investment in catering. Therefore, the positioning of the business environment is very important. The positioning environment should be based on the positioning of dishes, highlighting their unique style, so that limited investment can produce the greatest economic benefits. In environmental positioning, in addition to considering the scale factor, the most important thing is to have a unique architectural or decoration style and a unique personality certificate that is compatible with the dishes. The kitchen god of Binhe North Road in Lanzhou has a unique decoration, and its majestic and sacred image is a kitchen god. The antique shrines and incense sticks, solemn and solemn hall atmosphere, give people a solemn and sacred deterrent, a sense of purification to punish evil and promote good, and a sense of security that shines with great power. Kitchen God evokes people's pursuit of simplicity and primitiveness by excavating national traditional culture. In the fierce market competition, Kitchen God's business has been booming, and its unique catering culture has contributed to this achievement. Food, service and environment are the three magic weapons for modern catering enterprises to win. But the more upscale the better, the most expensive is often not the best. Catering positioning should be based on food positioning, service positioning as an extension, personalized environmental positioning, comprehensive consideration and economic collocation. The mistakes of any of these three parties will bring endless troubles to enterprises, so the catering business must be accurately positioned.