Modern catering opening planning

1. Investigate and study the new consumption concepts and concepts of Chinese people.

From China's reform and opening up to China's accession to the World Trade Organization, the national economy has undergone tremendous changes. The people's living standards have evolved from the era of insufficient food to the era of high-quality, high-grade, high-enjoyment and personalized consumption, and consumption has new concepts and needs; Now that the economy is developed, the environmental pollution is very serious, which affects people's survival. Therefore, people all want to live longer. Therefore, the development trend of consumption is accompanied by the consumption concept of "green, healthy, nutritious, delicious food, body-building and beauty".

Second, study the development trend of dishes

China's food culture has developed for thousands of years and formed various cuisines, such as Sichuan cuisine, Guangdong cuisine, Shandong cuisine, Jiangsu cuisine, Beijing cuisine, Hunan cuisine, Zhejiang cuisine, Shanghai cuisine, etc. Sichuan cuisine, which is the first of several major cuisines and enjoys a world-renowned reputation, is the best. Sichuan cuisine began to take shape in the late Qin Dynasty and early Han Dynasty, and developed rapidly in the Tang and Song Dynasties, and has been in the Ming and Qing Dynasties. It is characterized by sour, sweet, hemp, spicy, fragrant, heavy in oil, strong in flavor, paying attention to seasoning, inseparable from three peppers (that is, pepper, pepper) and fresh ginger, and moxibustion with spicy and sour ash is rare in other local dishes, forming a unique flavor of Sichuan cuisine, enjoying the reputation of [one dish tastes blindly and all kinds of dishes taste], and becoming the Chinese national catering culture and civilization history. Guangdong cuisine was first implemented due to its geographical location and China's reform and opening-up special economic zone, so the absorption of Chinese and western food cultures was relatively early, while other cuisines were a little late, while other cuisines were more combined with Vietnamese cuisine, which also reflected some western cultures. Due to China's accession to the WTO, it was in line with the world economy and met the consumption needs of people all over the world. From the past, several major cuisines in China have basically evolved into Chinese cuisine, but it is impossible to talk about the specific cuisines in China. While learning from each other's strong points, a new school of Sichuan cuisine and a new school of Cantonese cuisine, which are suitable for modern people's consumption, have been derived. Whether it is Chinese food or western food, whether it is Sichuan cuisine or Cantonese cuisine or other cuisines, hybrids are good products as long as customers accept them. Therefore, the management concept has been reformed with the consumption concept, breaking the traditional law and not being cuisined.

third, the choice of geographical location

the choice of geographical location should consider geographical factors, economic factors and market factors. According to the three factors, the scale, grade and market consumption orientation of investment are determined. When choosing a site, we should first pay attention to the dietary customs, dietary taboos and dietary culture of local consumer groups; Second, the regional consumption level and consumption capacity; Third, whether this consumer group adapts to the survival and development of investment projects; Fourth, compare the advantages and disadvantages of local competitors, and how much competitive advantage they have; Fifth, whether the traffic is convenient, whether there are parking spaces, and how many parking spaces there are. Due to the rapid development of the national economy in recent years, many consumer groups have private cars, and the number of parking spaces needs to increase relatively. Therefore, there must be enough parking spaces, preferably in the front or in the front and back, and signs should be made, so that guests will not be affected by the lack of parking spaces in front. China's thousands of years of traditional culture, everything should pay attention to the weather, geography, people and all three are indispensable, the time is not mature, and it is difficult to do anything when the national economy is depressed; The geographical location is wrong, but there are some obstacles for customers to come and spend, either the traffic is inconvenient, there is no parking space, and it is impossible to park the car in a distant or unsafe place for dining. Therefore, it is very important to choose a good geographical location for dining.

IV. Pricing

Investigate and analyze the economic situation, the composition of consumer groups and the spending power of the catering investment area, and focus on the household consumption of the popular working class or the business banquet, and position the charging price. If it is too high, customers can't accept it, and if it is too low, customers feel humiliated, so they don't want to invite guests here to discuss matters. Therefore, the charging subject is positioned at an upper price of 15%, a lower price of 7% and a lower price of 15%, and the floating size can be adjusted according to the specific situation, so that different people can consume, and accurate charging positioning is the guarantee for successful opening and successful operation.

5. Investigate the advantages and disadvantages of competitors in the catering investment area

Make a comprehensive analysis including architectural style, interior and exterior decoration style, product system, service level, brand effect, management concept and management mode, find out the advantages and disadvantages of the other side, and then make up and enrich according to their actual situation to reflect their competitive advantages, so as to be sure of winning.

VI. Positioning of dishes

Investigate and analyze the food customs, food taboos and food culture of people of all ethnic groups in the investment catering area, and position the structure, varieties and characteristics of dishes to reflect their own advantages.

the positioning of dishes is based on the operating charge grade, decoration grade, etc. The culture of recipes should be coordinated with the whole decoration subject, the culture of dishes should be coordinated with the whole, and the price of dishes should be coordinated with the decoration grade. The price of vegetables is the same as the overall positioning, with 15% of high-end dishes with upper price, 7% of main price and 15% of dishes with lower price. The size of the column should be adjusted according to the overall positioning, so as to better adapt to different people. There is definitely a difference between family consumption and treating guests. Such a floating and hierarchical positioning is softer and more artistic, which can better meet the needs of the development of catering enterprises.

when positioning the menu: first, it should reflect the green, healthy, nutritious, healthy, delicious and affordable, so as to adapt to the modern consumption concept; Second, it is necessary to embody the characteristics of this restaurant and form its own food system; third, it is necessary to reflect the dietary customs of the local people. Fourth, it is necessary to show that it is suitable for people of different ages to consume the elderly, young people, children and special consumer groups, such as pregnant women and patients; Five, to reflect the different seasonality, spring, summer, autumn and winter; 5. It should be considered that the local climate is suitable for consuming those dishes.

VII. Orientation of catering culture:

Corporate culture has rich connotations, it is not an empty and accurate thing, but an idea, an influence, a behavior pattern and a behavior standard. As a management theory and method, it is crucial to the success of enterprises, and it is ubiquitous in enterprises, including several aspects:

(1) Values and corporate behavior standards:

(2) Corporate culture is ubiquitous, full of all the time and space of the enterprise, reflecting all the behaviors of the enterprise:

(3) Corporate culture does not suddenly appear, it comes with the enterprise, develops with the development of the enterprise, and is inheritable and changeable:

(4) Corporate leadership plays a leading role in the formation of corporate culture. Corporate culture embodies the culture and management ideas advocated by the founders and their successors.

1. Values include:

Quality: every employee and every department of the company is required to be good at understanding, predicting, even exceeding the wishes of customers, devoting themselves wholeheartedly to learning and making progress in practice, and constantly improving and improving the whole process of production and service.

Integrity: sincerity is the basis of image, and everyone. We will persevere and work together with customers, suppliers and employees in the spirit of professionalism, frankness and trust.

Creativity: independence, self-confidence and creativity are the cornerstones for the development of enterprises, and we will take the initiative to grasp our destiny, dare to change and create a better future.

employee value: the key to success is every employee's loyalty and dedication to the enterprise, paying attention to every employee's ability and value, and every employee has participated in management decision-making, so that his value can be maximized and he can become a professional.

2. There are four levels of corporate culture:

(1) Material culture

The primary content of material culture is the achievement of enterprise production and operation, the product created by enterprise employees and the utensil culture of various material facilities, which belongs to the surface culture.

(2) Behavior culture

Behavior culture is the activity culture produced by employees in the process of work, which is the dynamic expression of enterprise style, mental outlook and interpersonal relationship, and also the reflection of enterprise spirit and enterprise values.

the corporate behavior culture is reflected in the daily work of every employee. The first is "work efficiency", which requires employees to make overall arrangements for their daily work, allocate it in a reasonable and orderly manner, and adhere to the principle that "everything should be done on the same day", "everything is beneficial to the interests of enterprises" and "everything is beneficial to product quality". Employees will follow this standard in everything they do. Once again, it is "professionalism, dedication and enthusiasm". Employees of an enterprise must have professional knowledge, dedication and enthusiastic working attitude. All three are indispensable.

(3) Institutional culture

The institutional layer of corporate culture is also called corporate institutional culture, which mainly includes four aspects: corporate leadership system, corporate organization and management system, and corporate democratic system. Enterprise's leadership system is the core content of enterprise's institutional culture, which affects the establishment of enterprise organization and restricts all aspects of enterprise management. Establishing a unified, coordinated and unobstructed enterprise system culture is a key link in enterprise management.

(4) spiritual culture

The spiritual culture of an enterprise is a deeper cultural image and the core of the whole enterprise cultural system. Enterprise spiritual culture is a kind of spiritual achievement and a cultural concept formed for a long time by certain social and cultural background and ideology in the process of production and operation. Including enterprise spirit, enterprise management philosophy, enterprise ethics, enterprise values, enterprise style and so on, is the sum total of enterprise ideology.

employee spirit: the corporate culture of "self-discipline, striving for progress, unity and cooperation, and continuous progress" is the core of enterprise development.

VIII. Service Positioning and Marketing Management

Service positioning is carried out according to the overall positioning, and the overall positioning is in the mid-range, so is the service. It is better to serve beyond the main positioning, so that customers can feel the value of consumption from the aspects of decoration environment, products and services, and even enjoy it at a great value. It is also very important to organically cooperate with the front desk and the kitchen. The front desk feeds back the customers' opinions on the dishes every day, and the kitchen makes adjustments according to the specific situation to develop dishes that meet the customers' consumption. High-quality dishes and thoughtful and enthusiastic service complement each other. No matter how high-quality products are, they also need to promote sales services, which is a one-stop service, so marketing is also very important. The catering industry is different from other industries, and the catering industry sells products before production, while other industries sell products first, so it is more difficult to sell catering products. It is not easy to do a good job in catering, especially if all departments communicate well, cooperate organically, coordinate and support each other. Catering needs a strong professionalism. It is natural to do every little thing well in every link of catering, and every detail in every link has been done well. Is there no reason for bad business? If there is, is it not ready yet? In this way, the organic combination of hardware and software and the advanced scientific management and operation system will stand out in the fierce and cruel market competition, and you will become a successful person in the arduous and glorious industry of catering.

IX. After investigation, research and analysis, make an overall positioning by investing in catering from architectural style, decoration style, corporate culture, products, services and management concepts. Reasonable market positioning will have enough customers. With customers, people will be popular, natural business will flourish, and people will want to eat more when they are used to busy places. Empathy: If you are a consumer, you will also eat in crowded places. First, you should consider the delicious and affordable food. Second, you should consider the freshness of raw materials, and at the same time, you should also consider the health and safety after eating. If a restaurant gives customers concerns about eating, do you think the business will last for a long time? Therefore, catering popularity is a very important issue. Popularity is also determined according to your corporate image design, product features, service specifications, marketing and publicity, etc. Whether to attract customers has a certain popularity.

9. Investigate the geographical location of catering investment, traffic conditions, nearby buildings and architectural styles, as well as local urban planning, design Chinese-style, Western-style or European-style buildings, and locate the architectural style and decoration style of this catering.

X. Decoration positioning

Decoration positioning and overall positioning are inseparable. Design the style and style you should decorate according to the grade. The management dishes are Chinese food, western food, combination of Chinese and Western food, and the decoration style is modern and antique, such as the Three Kingdoms period and the Qing Dynasty. It is necessary to highlight a main body. If your overall positioning is in the mid-range consumption, then your decoration should also be of the same grade. Don't give the guests the wrong feeling that high-grade consumption is afraid to come in, and don't give the guests who come in the feeling that your decoration positioning is not in harmony with the overall positioning. The main body of the decoration is in the mid-range, which can be divided into three parts. The medium-scale decoration can be divided into boxes, lobby round tables and lobby card tables, while large-scale luxury bags are added to meet the needs of different guests. As well as the different needs of the same guests, family dinners, treats, etc., the hall is designed with a podium for performing programs, hosting birthday banquets, wedding banquets, etc., and the whole restaurant becomes a multi-functional one. According to the size and geographical location of your city, the number of private rooms and the number of tables in the hall are determined.

specifically speaking, from the design requirements of the external image of the enterprise, it is beautiful, generous, eye-catching, personalized, and at the same time has its own characteristics. The shop signboard is just like a person's face. As the saying goes, "enough temperament" can conquer people, and the mental outlook of the corporate image is also very important. It gives people the impression that it should be a good restaurant and a restaurant with well-known brands. In the new century, the brand benefits of any enterprise are very strong. Reasonable decoration can not only reflect the operating characteristics of a restaurant, but also control the investment cost.

from the inside of the hall: first of all, the whole layout is reasonable, which gives people a beautiful, generous and neat feeling after entering, and at the same time, it is consistent with the external decoration and overall positioning, so as to achieve coordination, and the ceiling height of the hall is moderate. If it is too high, it feels that the whole space is empty and the bottom is depressed, and the lighting design is also very important. Even the best decoration needs lighting to be decorated. For example, it is suitable to use warm colors in winter, which makes you feel warm, while it is cool in summer. Different seasons should create different dining atmosphere for customers, and the use of decorative items such as boxes and halls should be laid out according to consumers' dietary customs, dietary taboos and local dietary culture. Of course, it should not be out of touch with the positioning of corporate culture, but should play a role in setting off embellishment.

For example, when Chengdu Hongxing Restaurant didn't expand in quality and quantity a few years ago, its consumption was fixed on the popular restaurant. No matter from the exterior design and interior decoration, including furniture and tableware, we can understand its positioning at a glance. In recent years, both quality and quantity have changed, and the design of the shop signs and facades outside has also changed. The small tiles and bricks with dark gray as the main body and the font with plum red are more eye-catching and dazzling. After entering the hall, the interior decoration is in harmony with the exterior decoration, which is deep, stable and mature. Coupled with plum-red tables and chairs, tablecloths and buttons, the whole dining atmosphere seems to be active.