Xiao Mian, I will share with you the experience of failing to start a pizza shop. I hope everyone can learn from the experience and move towards a successful business.

First, the origin of pizza

Many people like to eat pizza, which is salty, sweet and fragrant, and all kinds of nutritious vegetables, meat, sea food and milk are gathered together, which makes people fondle it. Some people think that pizza originated in China. It is said that Marco Polo, a great traveler, came to China and liked to eat scallion pie. After returning to China, I still wanted to eat the onion oil pie again. He asked the chef in place to help him make the onion oil pie according to his method. After tossing for a long time, the chef really didn't know how to put the trap in the noodles, so he had to put the wrong trap on the top of the noodles and creatively put some local cheese on it, so this pizza came into being.

Second, open a pizza shop

Our Chinese food is the most intelligent symbol, and the catering in the world is incomparable, but people are always curious and want to taste foreign food from time to time, and pizza is the most common and suitable. The pizza making process can be creative according to our own ideas, and we in China are also happy to accept its taste. Therefore, choosing a place where people are more concentrated and opening a pizza shop with personality will surely make business prosperous and financial resources rolling in.

Third, the prospect of opening a pizza shop

In order to adapt to the current fast pace, people are racing against time every day, especially for breakfast and lunch. In the morning, they really can't take care of seven bowls and eight bowls of fine food. The lunch time of the company is basically one or two hours, which is the mainstream of fast food. However, pizza is rich in nutrition, so it is not necessary to sit there seriously when eating. Just cut a pile of chopsticks, plates and bowls and eat them in your hand, which is simple and suitable for the current form. It is also popular for children who go to school. Children spend a lot of money on mental work for a few hours. Pizza is easy to solve the problem. Analyzing pizza from all aspects is very popular with people, and his prospects are optimistic.

In short, people with limited economic strength who want to earn money by labor still have great prospects for opening pizza shops.

So, does the pizza place make money? Even if the prospects are good, not all pizza shops can make money', and it is easy to close down even if they are poorly managed. The following is a typical case:

This year's Spring Festival, a pizza shop in a golden commercial street in Changsha quietly closed. This fast food restaurant has been open for less than half a year, and it is a storefront facing the street, adjacent to KFC, and the surrounding food shops are clustered together. It is reasonable to say that it is a good pavement for catering, but why did it close in less than half a year?

background

This store covers an area of about 30 square meters, with a storefront width of about 4 meters. The store has a separate operating kitchen, which used to have four or five small tables and ten chairs. The total investment is about 300,000 yuan, which is based on the mode of joining the store, plus store transfer, equipment procurement, store decoration, brand use fees, etc. Monthly fixed expenses such as rent, personnel salary, water and electricity are nearly 20,000 yuan.

This pizza shop owner bakes fresh pizza, with ten flavors such as fruit, barbecue and seafood to choose from, and a small amount of food and drinks such as egg tarts, taro rolls and roasted wings. From the perspective of pricing strategy, the price of the whole pizza from 10 inch to 12 inch ranges from 38 yuan to 55 yuan, and the combined package of 15 inch 1/8 is introduced flexibly at the initial stage of opening, and the price ranges from 16 yuan to 24 yuan, so the pricing is more flexible. Consumer groups are mainly young people and children. Except for a few single-day turnover of more than 1000 yuan, most of the time operating income can not be guaranteed.

Failure point 1: the area is too small to gather customers.

Han Xuehong, an expert in catering operations in the industry, said that this pizza shop has an operating area of only 30 square meters and is basically engaged in take-away business. It doesn't mean that pizza shops can't engage in take-away business, but it depends on the location, it can be near residential areas and office buildings, but it can't be in the golden business circle and where food shops gather together. Because all the people gathered here come for a dinner party, it is impossible to leave after ordering a meal, so investors' stores don't gather customers, and the traffic can't come up. Generally, to open a shop in such a lot, the shop area should be at least 120 square meters.

Failure point 2: the rental cost is too high

According to Mr. Zhang, the manager of a pizza franchise network in the industry, when opening a pizza shop, the store rent should account for about 20% of the total investment. If it exceeds this ratio, it is difficult for this store to continue to make profits. Like this failed pizza shop, although the store area is small, the rent is not low because it is located in the golden business district. At the same time, due to its wrong positioning, the operating income is low, which makes the store rent account for a large proportion. According to my estimation, this proportion is at least about 40%. He spends twice as much as his peers, and it is really difficult to make money.

Failure point 3: the customer unit price is low, and the pizza shop is difficult to make a profit.

Han Xuehong pointed out that although it seems that this pizza shop has a single category and is more focused, its competitiveness is relatively weak because there are many competitors around it and even KFC has more than one category. In addition, the market positioning of this pizza shop belongs to the low-end market, and it is a wrong positioning to be a low-end market in a prime location. Coupled with the pizza shop owner's take-away business, the unit price of customers is low, which makes it difficult for pizza shops to make a profit.

Failure point 4: the target customer's spending power is weak.

An insider pointed out that from the market positioning of this pizza shop, it focuses on the young people market. This market is rather vague, because people from 18-35 can be called young people. However, the consumption power of this group of people is very different. Young people aged 18-25 are weak in economic strength and consumption power. People over the age of 25 have strong economic strength and strong spending power. Obviously, this pizza shop is not designed and priced for people over the age of 25. Therefore, the customer's consumption power is not strong, and the turnover naturally cannot go up.

Failure point 5: initial marketing strategy error

Manager Zhang pointed out that the price should not be set too low in the promotion stage at the beginning of the opening. Once customers get used to the promotion price of 10 yuan and 20 yuan at the beginning of the opening, when the store starts to operate normally, the operator will raise the unit price and the passenger flow will be lost in a large area. At present, this phenomenon is very common in many specialty snack joining projects.

Failure point 6: thoughtless

Han Xuehong pointed out that in the early days of opening, due to inadequate publicity and management, the first two to three months were often operated at a loss, which may have been overlooked by many investors. For example, after the above-mentioned pizza shop owner invests 300,000 yuan in the store, if the subsequent liquidity can't keep up, it will often close down due to the break of the capital chain.

Do you make money by opening a pizza place? Opening a shop is a big factor that varies from person to person. Sometimes good projects can't produce good economic benefits if they don't operate well, and sometimes relatively inferior projects can produce excellent economic benefits if they have good management methods. So, don't worry about opening a pizza place to make money? This kind of problem, down-to-earth to do every step, sincerely offer customers their own delicious pizza is more important than anything else.

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