first, we should improve the brand effect. With the expansion of the catering industry in Hangzhou, the popularity of hangzhou dishes and the popularity of restaurants in Hangzhou are also increasing. A number of famous restaurants, such as old shops and rising stars, such as red mud, have been recognized by the society and are famous far and near. But how to promote the brand, protect the brand and expand the brand effect requires systematic thinking and planning. The brand of a store or a dish is not acquired overnight, but accumulated over several years, decades or even longer. Hotels opened by a catering enterprise in various places can have an interactive chain brand effect. For example, in Shanghai, Nanjing, Hangzhou, Ningbo and other places, you can see the red mud brand; Different catering enterprises in Hangzhou, hotels opened in a certain place, can produce interactive cluster brand effect, such as the famous hangzhou dishes brand. For the service industry, employees can also have a brand effect, and customers may think that you are a boss, a chef or even a waiter coming to your store for dinner. Therefore, in the catering industry, maintaining the stability of employees (especially outstanding professional backbones) is an important aspect to enhance the brand. The second is to cultivate catering culture and improve cultural taste. With the pace of building a well-off society in an all-round way, people's living standards have been continuously improved, and people's eating in stores is no longer a kind of leisure consumption to meet their physiological needs, but a kind of enjoyment consumption. This requires our restaurants to constantly improve their cultural taste. The basic elements of good catering are dishes, service and environment. Catering culture is not divorced from the above elements, but should be integrated into the three elements. This requires us to constantly upgrade our cultural brands in terms of dishes, services and environment. The "Red Mud Tang Poetry Banquet" launched by Red Mud Catering Company at the Third China Food Festival is a successful attempt to improve the cultural taste of dishes. The third is to improve the quality of employees and constantly attract outstanding talents. In the final analysis, competition is the competition of talents. After the primitive accumulation of Hangzhou catering industry, the core problem is to improve the quality of people, especially the quality of middle and senior managers, in order to make the enterprise and the industry stronger and bigger. Due to the low starting point, rapid development and large turnover of catering industry in Hangzhou, the quality of employees is poor, and most of the managers are experienced. To improve the quality of personnel, one is to strengthen internal training and improve the overall quality of existing employees. Since the establishment of the training department last year, Hongni Company has trained nearly 1, employees, accounting for a quarter of all employees. Second, recruit talents extensively, not only professionals who understand catering, but also excellent managers from other industries, and also students who have just left school, so as to adapt to the developing catering market and continuously improve the competitiveness of enterprises.