As street snacks, some people can only push carts and perform with urban management frequently? Cats catch mice? The game; Someone opened a small shop and invested heavily, but they couldn't get rid of it? Dirty? Situation, in front of the cold pommel horse.

But one in 5? 12 Cao Min, a businessman whose fortune was reduced to ruins in the earthquake, is an out-and-out layman in catering, but it took just five years to transform traditional street snacks? Maocai quickly became the absolute king of the industry, with more than 900 direct sales and chain stores nationwide, and even went to Xinjiang, Inner Mongolia, Tibet and other places, with annual sales reaching 200 million yuan.

For Cao Min standing on the ruins of the earthquake, even if he is a small maocai, his disadvantages are obvious:

1, less funds. Apart from the facade rent and the purchase of basic facilities, there is no spare money to spend a lot of money on decoration and mood. How can we fight our way out in the catering market with many powers?

2, do not understand technology. Cao Min didn't even cook before starting his own business, and there were no people engaged in catering among relatives and friends. How can he stand in the catering industry with taste as the absolute core?

3. No management experience. Cao Min has never been in contact with the catering industry and lacks experience in the management of food and beverage outlets. How to make your own shop stand out as soon as it opens?

Make the product automatic? Tell a story?

There are many kinds of street shops, so if you want to be outstanding, you must have a new business philosophy. Cao Min wants to make a product with a story. Match an excellent story for the product, so that others will be attracted by the story of the product before they come into contact with it, and emphasize the uniqueness of the product, so that people can remember themselves in a variety of similar products at once.

However, always with? Lower Riba? Maocai, where did the story come from?

Can you trace back to the source and sort out maocai's previous life and future generations first?

After visiting one cultural celebrity and expert after another in Chengdu, and consulting a lot of materials, Cao Min restored a source about maocai: as early as the Three Kingdoms period, maocai, which was simple and delicious, prevailed in Bashu. People are familiar with it. In The Three Kingdoms, Liu Beisan invited Kongming to the thatched cottage, so as not to disturb Kongming's rest, he put a pot outside the thatched cottage and cooked maocai. Later, Kong Ming was attracted by the fragrance and came out to meet Liu Bei.

After several times of understanding, Cao Min found that maocai was not a nobody, but a snack with a story of entrepreneurship.

The story of the Three Kingdoms is deeply rooted in China, and the same cultural background makes China consumers have a great mass base and recognition. Cao Min was overjoyed, so he named the restaurant? Looking after maocai? .

There is a story, but the story can't be just an empty shell, just a gimmick. There must be something real, that is, the role of the product should match the story, and the story should conform to the temperament of the product.

? Looking after maocai? The first store opened in Deyang, Sichuan. In order to put? Three kingdoms culture? Deeply integrated into the details, Cao Min changed the special dish signature beef to? Take Zhang Fei beef? , cold cake is called? The Story Of Diu Sim Yue Bai Lianggao? Plum wine is served in an antique hip flask and named? Plum cooking wine? .

Even, he has a lot of trouble with the dish set meal: what is the single set meal called? Riding the savior alone? What is the set meal for two? Boiling wine on heroes? More than three people are called? Heroes? , coupled with the antique atmosphere of decoration and tableware, Looking after maocai? The theme of our storefront is distinct. Once it was opened, it became a hit in Deyang, a street full of restaurants.

Secret: the profiteering account book of single food and beverage

Story rendering is just a coat, not the ultimate goal of the product. Whether it can be transformed into productivity is the key. The goal of a businessman is nothing more than making money. It is immoral not to make money, and it is only natural to seek profit.

What is the project of "Three Visits to maocai"? Looking at Cao Min's account book, we can analyze it from the aspects of input cost and output profit. Take the first store in Sangu maocai as an example, first look at the input cost:

As can be seen from the chart, Cao Min reduced the input cost to a minimum, because the cost was the lowest, and the sales profit could be raised to the highest. Although the input cost itself cannot determine whether the enterprise has a lasting competitive advantage, it can tell us the size of the gross profit of the enterprise.

Secondly, let's look at profits.

The number of tables is calculated as 12, and each table has 4 people, so the number of meals is 48; Daily reception number, calculated as three people per table, is 144 people; The daily take-out number is 20, with the average serving calculated by 20 yuan, and the per capita consumption of 20 yuan; According to a preliminary calculation, the daily turnover is 3280 yuan and the monthly turnover is 98400 yuan. According to rough statistics, the gross profit margin of Sangu maocai reaches 60%. What does this mean?

Businessmen tell us that the gross profit margin can reflect the sustainable competitive advantage of enterprises to a certain extent. If a company's gross profit margin is above 40%, then most of the companies have some kind of sustainable competitive advantage; The gross profit margin is below 40%, and it is in a highly competitive industry; If the average gross profit margin of an industry is less than 20%, then there must be excessive competition in this industry.

However, maocai's gross profit margin is as high as 60%, which is not profiteering. What is it?

Looking after the management template? Stupid? operate

Maocai's brand story has captured the hearts of many consumers, but for catering, taste is king, and it is necessary to improve the user experience of customers.

Cao Min upgraded and improved the product details and technology. The industry in maocai used to use the leftover bittern oil, but the bittern oil was always unsanitary and harmful to health [Source:]. Cao Min decided to use homemade fried oil instead of brine oil. After many experiments, he finally realized the concession. Looking after maocai? On the basis of the original flavor of old Chengdu, the original pure and fresh flavor of food was retained.

In addition, Sangu maocai also enriched the dishes, adding various meat products on the basis of vegetarian dishes, and even introduced secret signature beef, which became a signature dish, and was reasonably priced. At the same time, the price must also be reasonably matched. For example, Flammulina velutipes sells well, and it is suitable as a dish that drives sales, not a profit-making dish.

The taste is guaranteed, and then how to package maocai into fashion, convenience and hygiene? Fast food style? What about the food?

This has to benefit a set formulated by Cao Min? Stupid? Operation, from site selection, shop opening, production, management and other links have a template to set.

As we all know, a good location is half the battle for street snacks. The choice of location will play a decisive role and influence on the future business development. Some operators, due to their lack of marketing experience, make hasty decisions on the location of restaurants based on personal subjective assumptions, resulting in many unimaginable troubles. In the end, it is not only difficult to find customers, but also will cause serious losses.

Third, maocai's location is better with prosperous urban areas, large floating population, universities and dense offices. This is not unusual, but how to measure the flow of people in these areas?

Cao Min used the simplest and most primitive? Stopwatch method? Use stopwatch, notebook and pen as props. Find an observation point and a reference point in a relatively open place, count the number of people every 30 minutes, take three periods: morning and evening, peak and peacetime, and then calculate and average. If the flow of people is more than 30 people per 10 minute, it can be regarded as appropriate, otherwise it is not appropriate.

Then there is the standardized operation of maocai production, which Cao Min concluded? Boil, cook and adjust? Three-character formula:

Endure? Boil the original soup. According to the calculation of 100 kg of water, first boil the water, then add the soup bag and the bottom material residue, then boil it with strong fire for 8 minutes, take out the bottom material residue for later use, and then add the special chicken essence and bottom material oil to boil and cover it with heat preservation.

Cook? Cook maocai. Put a proper amount of water into a barrel specially cooked for maocai, and then boil it in a big fire for 10 minutes, and then take it out for use.

Tune Seasoning blending. Add seasoning to the cooked maocai in proportion, including 2.5 tablespoons of original soup, 0.5 tablespoons of seasoning/kloc-0, 0/tablespoon of red oil/kloc-0, and then add seasonings such as garlic paste, sesame seeds and millet spicy.

Of course, all the raw materials and seasonings are made in proportion, and the spoon is a company-specific spoon. After these steps? Stupid? Operation method, a maocai can be out of court. This set? Stupid? Operation, even a layman in catering, can get started in a few days.

Because of its low cost, high profit, easy operation and easy replication, it is suitable for? No money, no technology, no experience? Yes? Three no personnel? Operation, such as college graduates, returning migrant workers, laid-off workers and other small entrepreneurs.

After the opening of Cao Min's first store was booming, entrepreneurs from all over the world came from afar to consult, so that in a short period of five years, maocai, relying on Little maocai, quickly turned traditional street snacks into a leader in sub-categories and became? King of maocai? There are more than 900 direct sales and chain stores in China, and even go to Xinjiang, Inner Mongolia, Tibet and other places, with annual sales reaching 200 million yuan.

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