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Chapter 1: Now we pay great attention to the atmosphere when eating, and the Subang dishes our company manages should also let customers eat the artistic conception. With the theme of Jiangnan water town, the company designs the hotel environment atmosphere to let customers feel the charm of Jiangnan town. Then add cultural details to hotels with Jiangnan talents, and introduce the deeds and talents of ancient Jiangnan talents, mainly to promote Wu culture, which not only attracts local customers, but also attracts foreign tourists. In the waiter's clothing, highlight the temperament and design style of Suzhou Wu culture. In the interior decoration of the hotel, it is rich in Suzhou classical garden design style, showing the ancient beauty of Jiangnan water town. Let customers feel that they are not only here for dinner, but also feel the service of characteristic culture.
Mainly to Suzhou middle and upper income customers, such customers have stable economic income, pay attention to the quality of life, and have a wide range of life circles. There are also foreign tourists, which is another customer group. With the development of tourism in Suzhou, there are more and more foreign tourists. When tourists come to Suzhou, the most important thing is to come to Suzhou to experience Suzhou culture and food. This kind of customers have strong spending power and are also the main customer groups of our company.
Subang cuisine? It is one of the eight major cuisines in China, characterized by freshness, lightness and emphasis on original flavor; Its famous dishes, such as squirrel salmon and oil eel paste, have also become famous at home and abroad and become a pleasure for tourists. Subang cuisine tastes sweet, but not greasy. It has many cooking skills, is meticulously made, and is mainly artificial, paying attention to color, fragrance and taste, especially shape. Mr. Lu spoke highly of Su Bang cuisine in The Good Gourmet, and vividly described the elegant demeanor of Suzhou people in Suzhou. Eat? Exquisiteness and craftsmanship; In daily life, Suzhou people pay attention to the principles and harshness of seasonal vegetables and food, which may be unique in the country. Suzhou people are actually born? Green food activist? So it should also be the most scientific? Food culturist? . In today's market, even in Suzhou, the most important birthplace of Subang cuisine, some time-honored brands have disappeared, while others are growing, which seems to be staged a series of offensive and defensive wars with modern commerce. Seizing the opportunity and opening up the market is the king of survival. Innovation: Drawing on the experience of an old shop in Suzhou, we sold more than 65.438 million kinds of Su Yuan-style foods on the first floor, and set up a transparent workshop for making Soviet sesame cakes, sweets and other varieties on the spot, and ate authentic Subang dishes on the second and third floors. The marriage of two old brands has made both sides have development potential. Before, a century in Suzhou? Old name? Mainly? Qian Dian thick room? With the change of the times, this production mode obviously can't meet the demand of the current market. At present, many time-honored enterprises are moving towards? In front of the shop and outside the factory? Cai Zhizhai, Lei and others have all set up their own new factories in the suburbs. What about running franchise chain? Old name? Another direction of development and innovation, according to the statistics of Suzhou Time-honored Brand Association, there are currently 55 time-honored enterprises in Suzhou, joining more than 300 chain stores.
Thus, innovation is the source and motive force for the continuous development of enterprises. This is especially true of Subang cuisine. It is a very important factor to attract consumers to put unique old brands on the stage with new packaging. Obstacles: Subang cuisine was once brilliant, which was not only one of the important cuisines in China, but also its famous dishes such as squirrel salmon and oil eel paste were once famous at home and abroad, which became a kind of enjoyment for tourists. However, once upon a time, Subang cuisine was degraded and defeated by Sichuan cuisine, Zhejiang cuisine and Cantonese cuisine. It was helpless. It has declined to the point where, in addition to several traditional restaurants run by eunuchs, it continues to run foreign tourists' businesses or local wedding banquets that admire famous brands, which are hard to find elsewhere. On the one hand, the decline of Subang cuisine is reflected in the erosion of foreign cuisines, on the other hand, it is also reflected in its own untimely characteristics.
Chapter 2: I have been living in the school since junior high school. I know what a headache this is. Eat? The problem is the food in the canteen. Because school canteens are generally made in the form of cauldrons, although the price is low, they are rarely really welcomed by students. What's more, students complain about the food in the canteen? Since ancient times? . Although college students can eat outside the school, most students are still willing to eat in the school cafeteria due to economic factors. The quality of food can not be guaranteed, which will lead to many problems, students' nutrition can not keep up, and even some students often skip meals. Therefore, malnutrition, stomach diseases and other diseases that should not appear in college students are not uncommon, which has laid a hidden danger for students' physical and mental health. So I decided to integrate the advantages and disadvantages of canteens and restaurants and open a self-help nutrition fast food restaurant for students.
Our store is located in the center of the university, and its main customers are college students and teachers. The business area is about 80 square meters. It mainly provides breakfast, lunch, dinner, special cold drinks and casual dining. Breakfast mainly features Jiangsu snacks. Variety, full taste and rich nutrition give diners more choices. For lunch and dinner, there are different flavors of dishes in the north and south. Instead of dinner, there are all kinds of cold drinks, such as fruit juice, thin ice, ice porridge, shaved ice, ice bean sweet soup, frozen coffee, fruit platter and so on. This restaurant adopts the way of self-help fast food, which makes customers have a more relaxed dining environment and more choices. In addition, operating various services in the restaurant will divide the restaurant atmosphere into several small modules to meet everyone's needs to the greatest extent. The decoration of this restaurant is natural and casual, and at the same time it is very modern. The walls are bright and warm, the kitchen layout is reasonable and exquisite, and the lighting is good. The overall feeling is between the nature of family kitchen and the nature of hotel kitchen.
The accelerated pace of social life makes the existence and development of fast food industry an unquestionable problem. Although the fast food industry in China is developing very rapidly, the proliferation of foreign fast food makes most other markets have to miss Chinese fast food. How to occupy that part of the market is a problem we need to solve.
The survey shows that when the per capita income reaches 2000 dollars, the traditional housework will turn to society. As a result, the development of fast food business will enter a moment of rapid expansion, so the fast food market in China will enter a stage of rapid development with the economic development of China. At present, western-style fast food on the market is not suitable for China people's consumption concept of fast food and traditional dietary demand concept. Take Hamburg, the most common western fast food, as an example. Apart from novelty, there is basically nothing delicious. Moreover, the development of American fast food has always been known for its low price and is the object of daily consumption by the public. However, in the market of China, the price of western-style fast food is far from the universally acceptable level, which also determines that it is impossible for the working class to try that novel fast food often.
However, the current situation of fast, small, dirty, chaotic and poor Chinese fast food is still very grim, and many weaknesses of Chinese fast food at present provide us with excellent market opportunities for building Chinese fast food chain stores. As long as we can seize these market opportunities, improve many defects in Chinese fast food management and develop our own characteristics, then our entrepreneurial plan to enter the Chinese fast food market and occupy a large market share is very likely to succeed.
Start from the point, from the point. Based on the characteristics of a regional consumer group, we should try to form a certain scale of operation in the early stage of development, and all of them will appear at the same time after selecting several business outlets. In the future, according to the development situation, it will radiate national operation. In the early stage of development, we will vigorously develop the services of virtual fast food companies and mobile fast food companies that western fast food has not yet set foot in. After the company has accumulated strength and has a stable customer consumption group, we will vigorously develop the company's comprehensive service strategy. According to the factors such as population mobility density, residents' income level and actual consumption, we will vigorously develop the fast food business model of dining in the front hall in commercial areas, shopping areas, tourist areas and residential areas.
Chapter three, section one. foreword
Bread is a necessity of life. This shows the importance of food. People eat at home and in restaurants. The latter category is broken down as follows:
Western food:
1, high-end restaurant: pay attention to taste and grade. Price is high. Suitable for high-income people.
2. Fast food restaurants, such as McDonald's and KFC. Suitable for teenagers.
Chinese food:
1. Hotel: scale management wins.
2. Small restaurant: win with special signature dishes.
3. Chain fast food restaurants: winning by chain scale operation.
4, food stalls: good quality and low price, win at will, if you find a foothold in the highly competitive market, what to sell? Point is very important.
China traditional food? Porridge? Although many people know the series of products as the main products, not many of them operate well. This is both a blind spot and a selling point. As long as there are good products and good management methods, they can be popular in the market. Good results have been achieved. ? Porridge? Dictionary explanation: porridge. Semi-liquid food cooked with grains or grains and other things. Eating porridge is a traditional eating habit of China people. It has a history of thousands of years. It is one of people's main diets. Especially the main food of Buddhist disciples. In the year of famine, did the court build a rich house with officials? Porridge? Explain the disaster relief in the shed? Porridge? The importance of survival. With the change of the times, people should not only eat well, but also eat skillfully. Modern research shows: food? Porridge? More health care, beauty diet and other effects. The application of medicated porridge is the best health care method, and it is simple and easy. So far? Porridge? It is still one of the most popular foods in China. For example, millet porridge and corn porridge in the north; A boat porridge and brother porridge spread overseas and became popular in Southeast Asia. In addition to the general diet, its utility can also be used to prevent diseases, treat diseases and maintain health and beauty. Due to various reasons, such as scattered methods, single varieties and wrong marketing methods, it is impossible to form industrial management. We just seized the opportunity, excavated and sorted out, collected and screened out hundreds of practical porridge maps, and launched the "Hekou-porridge" series products to meet the market demand. The survey shows that this is one of the industries with low investment risk, wide application, low cost, large profit, considerable market prospect and high return rate.
Second, market research and competition
At present, people's understanding of porridge is still limited to the general state, and the variety is single. Common rice porridge includes pickles porridge and eight-treasure porridge. A few varieties include red bean porridge, millet porridge and preserved egg porridge. And there is almost no publicity about utility, and the sales methods are outdated. There is no special porridge shop and corresponding marketing network, so there is a big market gap and no obvious competition. Ordinary porridge can only satisfy hunger, with low price, low profit and high selectivity. We introduce hundreds of green products with dietotherapy, health care, beauty and longevity. Selling point: not porridge, but health! The concept of porridge as a general food has long been out of date, and its positive significance lies in helping people improve their quality of life, restore their self-esteem and self-confidence, meet people's psychological needs, and make consumers get value and satisfaction from it. At the same time, before others wake up, find out the potential needs of consumers and create these needs for them to seize business opportunities.
Third, consumer research.
1. Target: general consumers, with emphasis on infants, students, the elderly, pregnant women and patients.
2. Main effects: nutrition, hygiene, good taste, health care and dietotherapy.
3. Main occasion: Breakfast: an economical and nutritious breakfast. Cooperate with some sales. Dinner: in addition to the above functions, the focus is on hospitals and schools. Supper: Provide leisure space and nutritious food for customers who eat supper. Providing quality service for taxi drivers at night is also an opportunity to be reckoned with.
4. Importance: Patients, students and the elderly need nutrition; Avoid the trouble of cooking porridge and the inconvenience of buying raw materials; Safer, more hygienic, more nutritious and more effective. The nourishing function of high-grade porridge makes people in position feel superior. Keep healthy, save time and effort, and make consumers feel cheap.