Investment Statement

Why did I choose the private kitchen industry?

Lin Zhencai: If I were given a small amount of money to start from scratch, my intuition would tell me Me: You can start in the catering industry and open a private restaurant. ——According to the rent price of shops in downtown Guangzhou, 100,000 yuan is needed to rent a house, 100,000 yuan to decorate and buy equipment, 200,000 yuan for additional backup funds, and 500,000 yuan is necessary.

The reason why I chose this catering industry, which most people are not optimistic about, is mainly because of the future development prospects of Guangzhou’s service industry. Food is the most important thing for the people, especially Guangzhou’s folk customs that advocate food. Once the service industry as a whole When upgrading, the catering industry will definitely be the first to become rich; at present, there is still a huge gap between Guangzhou's service industry and other international metropolises, so upgrading is inevitable.

For now, competition in the catering industry is indeed fierce, but everyone has overlooked an indisputable fact. Due to its early start, this industry has basically passed the industry reshuffle period and is on an orderly path. On the road of development, the period of rush investment and rapid growth has passed. As far as I know, the number of medium and large restaurants in the central area of ??Guangzhou has remained at around 1,000 for three consecutive years; after the reshuffle, it will be given to the subsequent ones. There are many valuable opportunities available to investors.

You must be innovative to seize opportunities

As for what kind of opportunities you can seize, I think you still need to be innovative. Taking the catering industry as an example, there are actually many categories It can be developed. Private kitchen cuisine is one of the categories that is relatively new and easy to make breakthroughs. Now in Guangzhou, this business is still in its infancy. Although there are a few companies, most of them have not achieved the effect of private kitchen cuisine. To put it bluntly, it is still Cantonese restaurant.

The characteristics of private kitchen cuisine are sufficient cooking time, strict selection of ingredients, and attention to matching. There does not need to be too many dishes. The key is to make people feel like they are at home and have their own characteristics that are different from any other restaurant. Of course, as a native of Guangdong, I have also been a folk gourmet for many years. I have a much deeper understanding of private cuisine using Cantonese cuisine as a carrier than I do of Western food and other local cuisines. Of course, it is better to cook raw than cooked, so I choose to work in this industry. rise.

Operation steps

Step 1: Hire two chefs with high salary

Chefs are the core of private restaurants; no matter how much the boss has an idea, if the chefs can’t make it, Still to no avail. Mr. Lin's intention is to "poach employees" in star-rated hotels. He might as well look for experienced young and middle-aged chefs who feel that their talents are "underappreciated".

According to the current market price in Guangzhou, the monthly salary of a private kitchen chef is generally between 5,000 yuan and 8,000 yuan.

Step 2: Determine the main dishes

The main difference between private restaurants and Cantonese restaurants is that most of the dishes made by the former are not provided by the latter. Mr. Lin thought that he could do some experiments at home first, spend a month trying various methods, and finally settle on 30 to 40 dishes that are both unique and delicious. The name also needs some improvements, it must be unique and not just follow what others say.

Step 3: Site selection, shop rental, and decoration

Mr. Lin will choose Nonglinxia Road as the location to open a private restaurant, because this place is not only bustling with business and has a large flow of people, but also Food culture has a long history. It is best to control the monthly rent at 50,000 yuan, and an area of ??more than 100 square meters is ideal. In Hong Kong and Shanghai, many small private restaurants located in third- and fourth-floor attics are also famous.

The decoration required an investment of 100,000 yuan, so Mr. Lin decided to decorate it in an old-fashioned Lingnan style. The whole house was made of old-fashioned mahogany and pine furniture, which not only complemented the Cantonese "private kitchen" style, but also served It creates a sense of belonging for people, hoping to attract more overseas people.

Step 4: Purchase kitchen utensils and raw materials

Guangzhou is a famous small commodity distribution center in the country. Buying tableware and kitchen utensils is not a problem, but Mr. Lin wanted to customize tableware with Lingnan characteristics, so he I found a Jingdezhen ceramic customization company to customize my own products.

As for the raw materials, they can be regarded as the top priority, and Mr. Lin needs to consult with the chef. The selection of ingredients must be strict. For example, the chicken must be a real free-range chicken; for example, only the best eight sections in the middle are selected for ribs. You know, the customers who eat private kitchens belong to the high-end type, and their tongues cannot be fooled. In this regard, Mr. Lin plans to use 100,000 yuan as operating capital for the first month.

Step 5: Reserve 200,000 reserve funds

Even if everything is ready, it is difficult to fully grasp the situation after opening. Mr. Lin, who has been fighting in the shopping mall for many years, knows this truth well, so he has set aside 200,000 yuan in reserve funds. Possible situations include: additional advertising investment is needed. Advertising in local newspapers can achieve twice the result with half the effort. Distributing leaflets is sometimes necessary; furthermore, if the turnover rises sharply, funds will need to be invested to purchase more advertising. raw materials. Finally, we need to prevent chefs from leaving halfway, and we need funds to quickly find new talents.

Expert comments

The catering industry needs to do something and something not to do

Li Jiewen, owner of Guangzhou Xishi Feng Western Restaurant:

Features Management is indeed the development direction of the catering industry. The key to the private restaurants mentioned by Mr. Lin is to reflect their characteristics.

If you want to make steamed rice with Guangzhou characteristics, you can sell "pollution-free, environmentally friendly" green rice. This kind of rice is only produced in a certain place and cannot be sold by others, no matter how high-end restaurants. This principle is like opening a Western restaurant. The most important thing in making Western food is culture. It does not mean that you can make steak and coffee and call it Western food. In addition to the authentic dishes, the decoration and cultural heritage must be planned well so that foreign friends can enjoy it. It feels like I'm back at home. When there are more foreigners, the atmosphere becomes better and the restaurant becomes more like a Western restaurant.

To truly achieve this, you need to do something and something not to do, and grasp the details and key points. For example, old Japanese restaurants originally have a lot of room for development, but most Japanese restaurants in Guangzhou are opened by Chinese. The chefs have also improved the methods of Chinese food, and the decoration is also Chinese-style. How can they be made authentic?

A thoughtful boss will pay great attention to the freshness and original style of Japanese food, and reduce the business area, even if there is no room. Originally, the area of ??Japanese local restaurants is not large; due to seizing We have focused our business and still have a large number of customers.