From 1949 to 249, China will complete its first century.

For the catering industry in the past 1 years, a macro analysis is made in terms of 3 years: the 3 years from 1949 to 1979 mainly solved the problem of hunger, while the 3 years from 1979 to 29 solved the problem of food and clothing;

In 29, the economy began to speed up, and the catering changed quickly. In the decade from 29 to 219, the focus was on solving the delicious problem. Therefore, a number of enterprises such as Xibei, Haidilao and Xijiade ran out.

and the future will depend on the next 3 years, depending on each of us. People are standing at a crucial historical node, and a series of major changes will challenge everyone's cognition.

looking at today from the future, 219 is just a turning point in history. What problems will be solved in the next 3 years? Eat well! Delicious is the foundation, and more importantly, who to eat with? How to eat? Where to eat? There are many competitive dimensions to balance and grasp when eating well. I divide the evolutionary variables of catering into slow variables and fast variables. The so-called slow variable is the influence factor of five to ten years, and the slow variable is the influence factor of one to three years.

then, the slow variables are product strength, organizational strength and brand strength, while the fast variables are small trends, small changes and small insights. Of course, there are also super variables: organizational strength and supply chain.

among the slow variables, product strength and brand strength are often talked about, and it is organizational strength that determines the long-term development of chain catering enterprises.

this year, I interviewed more than a dozen founders, including Mr. Jia from Xibei and Mr. Wu from my grandmother's family. Each family emphasized this point: it is people who ultimately determine the value of catering enterprises, and it is necessary to achieve people.

simple management may be possible in the past twenty or thirty years. In the future, all kinds of growth and sharing models, such as partnership system and horse racing system, will work.

1

Extreme cost performance

With the economic downturn, consumers are more rational and choose cost performance, but it is not simple and cheap. The essence of the ultimate cost performance is to get better up and save down.

in the past, the environment of restaurants was uneven, but in recent years, the environment has been upgraded and it is on the same starting line. Focus on the brand tonality of design in the scene, and more return to the product.

Three consumption scenarios with the highest cost performance ratio:

1. Good quality is not expensive and has face

For example, like tea, why do young consumers queue up? First of all, the real materials are of good quality, the basic price is more than ten yuan a cup is not expensive, and the tonality of creative fashion trends has face. How can it not be sought after?

2. Meet the needs of high frequency

For example, Saglia Italian food is rich in products, and a pizza for tens of dollars is very comfortable for a family, and the average person is only three or four yuan; There are also simple meals for everyone, which meet the high-frequency scenes of family gatherings or personal satiety.

3. Spend less money to eat variety

The representative brands are Little Maid in Charge and Black-and-White TV, which combine a variety of fresh stir-fried dishes or local specialty snacks to give you a variety of choices, so that consumers can eat a variety of foods at the same customer price.

2

Do it now, one store with multiple files

The essence of catering industry is product service industry, and the product strength is the most critical in comprehensive experience PK, one is delicious, and the other is presentation (let customers perceive).

how do you make consumers feel that the product is good? You have to show it to him. It is the best form to do it now. Three years ago, I said that the transparent kitchen is the standard in restaurants.

the version 1. that Ming dang is making has been basically realized, but now the subdivision function has started to appear in the one-store multi-file 2. mode!

The first case was that after the Spring Festival, Xibei was invited to attend the opening meeting of Xibei. As soon as the Xibei store in Hohhot entered the door, there were about five stalls, including steaming stalls, cold dishes stalls and special stalls for beef with big bones ... Xibei called it a restaurant in the kitchen.

the second one is the log cabin barbecue, and the new version of the store was upgraded last year.

The traditional barbecue was roasted in multiple workstations, and "meal+drink" was also implemented. It includes an independent tea bar with hehe tea, a craft beer bar next to it, and a small fresh roast bar interspersed.

it is no longer a traditional kitchen lined up, and the 2. mode of "making bright files now+one store with multiple files" will become the new normal.

3

Community stores: The number of shopping centers nearby has increased rapidly, and the rental cost has remained high. As a result, the passenger flow effect has greatly decreased, and catering brands have begun to flee from shopping centers.

The bonus of shopping centers has basically ended. In the future, shopping centers will be more about brand effect than profit, and profit depends on the community store model with fewer stores and more convenience.

The shops in the shopping center are decorated tall, but consumers have to take a bus for an hour or two, and you can only do limited business if you calculate the time cost.

In the future, the closer you are to consumers, the more you have the right to speak, and the more valuable the brand will be. Online mobile phones will occupy consumers' time, and offline community shops will be opened to arm nerve endings.

community stores can reach consumers nearby with convenience, but they don't have to sink directly to residential areas. They can first be in the business circle where the community and the office intersect.

The first case is that Starbucks has also entered the community store, and the second case is Zhou Mapo (nearly 3 direct stores in China). Dinner is simple or fried on the spot. The customer price is more than 8 community stores in 35 yuan and Fuzhou, so there is always a Zhou Mapo downstairs.

3

omni-channel+full-time

In the era of "three highs and one low", how can we reconstruct our cost and transfer our value? I think it must be omni-channel and full-time operation.

in the future, when we define a catering enterprise, we can't simply limit it to offline stores or online take-out. The omnichannel of in-house food+take-out+take-out+e-commerce+retail+flash will become standard!

For example, LeCaesar has opened e-commerce channels and four kinds of physical stores: shopping center store, LAB concept store, take-away store and pop-up shop, and the layout of Luckin Coffee has been like this from the beginning.

For example, Cafe de coral has become the best-performing catering listed company in Hong Kong stock market, which makes scenes casual, products simple, implements full-time operation, and provides different products at different times to meet consumer demand.

For example, Auntie in Shanghai uses five grains to make fresh tea, and many tea drinks, such as li mountain, the deputy brand of Naixue, all use one set of products for full-time operation.

Therefore, the full-time operation of different formats is different, such as the 24-hour operation of Haidilao, because of the consideration of cost pressure.

5

Small programs build private traffic pools

After several years of rapid development, the take-away platform has increased its share. How should restaurants deal with it?

There is traffic on the platform, and the traffic cost will only become more and more expensive. Restaurants should drain from the platform, use small programs to precipitate and build their own private traffic pool.

One case is Xicha. Since last year, there have been more Xicha GO stores, which are opened in the lobby of office buildings and transportation hubs, only for take-out and take-out, and online ordering with Xicha GO applet has reached a scale of 4 million.

The other is Le Caesar, who has built a 4-person IT team to develop small programs, and has integrated e-commerce thinking into small programs.

After the regular code scanning and ordering, you will enter the payment page, and after Le Kaiser orders the preferential package, there is a value-added purchase below, which is similar to the associated promotion of e-commerce to increase the unit price of customers;

after the goods are selected, you are a member who chooses points or discounts to pay, then choose to take out or take out, and finally pay after deducting the discounts. The whole process completely integrates the logic of e-commerce into catering.

After the launch of Le Caesars applet, the unit price of customers has increased in 5 yuan, accounting for more than 6% of the order of applets. Only in this way can profits and growth be realized, otherwise there will be no money to be earned simply by taking out food.

6

Take-away food is more expensive than in-house food

The bonus period of take-away food based on subsidies and flow has ended. In the second half, the competition is about quality, experience and delivery. Consumers enjoy convenient door-to-door delivery service and should pay more than in-house food. This is business logic.

We visited America and other places, and pizza delivery is more expensive than in-house food. There is also McDonald's in China, where 9 yuan is always charged for delivery service, obeying commercial laws and not giving in to Internet laws.

There are also two cases that are actively explored. One is the Jike Alliance, a new species that combines takeaway+* * * kitchen+food court, and has 6 strongholds in Shanghai.

One is Fuke Mala Tang New Food Collection, which is a smart restaurant that combines WeChat retail+catering+face-brushing payment, giving people a refreshing feeling.

starting from this year, platforms, brands and consumers will take away the point of price increase.

7

Retailing and Snacking

Catering and new retail have entered the honeymoon period of integration, and retailers have entered catering in succession, while various traditional catering brands are testing new retail.

The new retail modes of catering are retailing and snacks. On the one hand, the cost structure is reconstructed, and on the other hand, the value of users and brands is maximized. Some brands have achieved very good results.

For example, the JD.COM, Yonghui and other retail channels, and even the Wechat business and B-end restaurants, are retailing and omni-channel upgrading.

Tiantai Pavilion, born in fresh curry rice from Boxma, has opened 7 stores a year, with an average daily flow of 6,, ranking first in terms of floor efficiency, and is one of the four major KA brands in China, which has grown very rapidly.

finally, I'd like to send you a word: the future has come, and only bad enterprises have no bad industries! All your fears and anxieties stem from not being able to see the trend clearly ...

There are still many ways to play with new species and new models. I hope we can exchange ideas with you more.

attachment: a member of Xingzhi learning community made a summary note on the spot, which I think is very simple and clear, and I will share it with you for collection and study!

-END-

Share | Luo Huashan

Source | Catering O2O

Reorganization | Beckham