Small catering business advantages and disadvantages
1, brand advantage: not necessarily the biggest name is the best. Fame is a lot of advertising to do out. The first choice of brand has a unique selling point, can cause the target user **** Ming brand. Such as Huang Taiji, young people Internet entrepreneurship, preaching eating pancakes and fruit thinking about life, can get the user's emotional identity. The second choice of taste and style of mass, the general population can accept, the user base is huge brand, such as Little Sheep Hot Pot, etc., the third choice of VI style is strong, the decoration has a personality, visually can be the first impact on consumers, such as Rong Li Kee, but this kind of brand on the renovation of the investment is also relatively high.
2, cost considerations: catering entrepreneurs should make a comprehensive consideration of their own investment funds, to account for their own up to the funds can afford to do a clear, to be targeted, or later continued to invest in funds, resulting in a broken capital chain. If you have enough money of your own to be able to invest 500,000 to 2,000,000 at one time, is an investment type of entrepreneur, you can consider Beijing Duck, Dezhuang hot pot, Huang Ji Huang and other modes. If you quit a stable job, the hand has more than 100,000 savings, then certainly do not want to think about the high and mighty big project, from some well-known snacks to start, the risk is low, the success of the higher certainty. Such as Chongqing small noodles, Chengdu bowl chicken, Guilin rice noodles and other projects.
The cost of course to include the cost of the franchise fee, but the franchise fee in the total cost of operating a restaurant only accounted for a small part, so entrepreneurs should not be in order to save costs on the choice of fees only cheap, know that some very cheap often can only teach you some of the most basic, no features of the technology, but also unable to provide a full range of store management training, this brand of franchising is often a very low survival rate, you may save a little bit of money. You may save a little bit of franchise fee, but to bear the great risk of failure, loss of store rent, facade transfer fees, decoration costs, equipment costs, etc., it will not be worth it.
3, the core technology: examine whether a restaurant franchise is worth taking out your half-life savings invested to see whether the enterprise has its own R & D has a unique taste of the core recipes and cooking methods, and the best products can be standardized production, manufacturers to provide a unified to ensure the stability of the quality to improve the user experience, but also to reduce the restaurant's operating steps, save the cost of masters, easy to manage, easy to replicate. The company's products can be easily replicated. For example, Huang Jihuang, the degree of product standardization is high, the base material is readily available, the taste is also unique selling point.
4: after-sales service: many chefs go into business to open a restaurant, relying on their own culinary skills, thought they must be able to make money, in addition to the individual outstanding people are indeed very successful, but then most of the loss of the bottom of the sky. Why many well-known restaurant catering brand owner is not a chef, but the chef may not be able to open a good chain of restaurants? Because many chefs only know the technology, do not know how to operate. So looking for catering to join, be sure to find can provide a full range of services, from store location to event planning staff management and other aspects can give support to the brand.
Small catering enterprises how to do positioning
1 small catering enterprises can take the "strong on the weak" positioning method
Small catering enterprises consciously according to their own hospitality capacity and market positioning, do not be overly ambitious. Of course, this is not to determine the market positioning of the exclusion of some of the strong consumption capacity of the guests, but to put the small catering enterprises to focus on a considerable scale, can give the small catering enterprises to create economic benefits on the customer groups.
Reasons for success: survival in the cracks! First, to ensure the supply of food raw materials, to ensure that the product color, aroma, taste and shape of the same weight, adhere to the quality of products and features to win. Secondly, the kitchen and the restaurant are closely linked, generally using open-file operation, increasing the transparency of the service, the ornamental.
2 small catering enterprises can take "avoid the real" positioning method or "pick up the missing" positioning method
This is to take advantage of the competitors' market positioning deviation or omission of the small catering enterprises target market positioning. This requires the operator must understand the market competitors' main positioning direction, to be familiar with the composition of the source market, to be able to analyze the potential market changes and changing trends, so as to master the flexibility of positioning, to be able to attract different types of customers, but also the main and secondary clear. For example: Langfang restaurant market in recent years popular "spicy"! To Sichuan, Hunan cuisine as a representative of various styles of large hot and spicy dishes abound. After years of market competition, Hunan cuisine from the high-end products gradually into the ordinary people's homes, elegant décor, with a strong Xiangjiang cultural characteristics of small Hunan restaurant began to be popular. Taking the small route improves the recognition and satisfaction of Hunan cuisine among customers, and increases the opportunity for customers to experience it. After all, most people feel shy about the price of large restaurants. To analyze the marketing strategy of Hunan cuisine restaurant in a university town as an example, it is as follows:
In daily marketing, first of all, let consumers know your restaurant. That is to say, let consumers know what you do this restaurant, what are the characteristics, where is the location? Let people make an impression on the restaurant and then patronize the restaurant. Hunan cuisine weakened the Sichuan cuisine in the northern people can not bear the feeling of special numbness, retained the traditional spicy, and according to the taste of the guests in the special spicy, medium spicy and mildly spicy. To meet the needs of different customers. Secondly, let consumers love your restaurant. Just let people know is not enough, but also let consumers like. Because the restaurant is not a one-time deal, the vast majority of restaurant profits from repeat business, so that consumers like to have repeat business. Of course, in order to let the guests like, the restaurant must have its unique side, there are things that make guests like.
The university town Hunan restaurant is mostly repeat customers. Many people drive from the city specifically to come to University City to eat Hunan cuisine. People's unanimous evaluation: inexpensive, good quality, pure flavor! Every day at noon overcrowded! Often the previous table has not finished eating behind the people already waiting. Noon attendance rate of up to two hundred percent. Again, let the consumer favor your restaurant. Like and favorites are not the same, customers like this restaurant is to think that the restaurant is not bad, you can try, but favorites is a personal preference for a restaurant, he produced a strong feeling for the restaurant, and even the many restaurants disdain, unique to a restaurant is obsessed with. The owner of Hunan Restaurant in University City opened a branch in the city to solve the phenomenon of too high attendance rate and crowded guests. But in no way solved the status quo of overcrowding at noon. Customers recognize eat this hot atmosphere! Fourth, let consumers patronize your restaurant. The ultimate goal of marketing is to let consumers patronize your restaurant. Not only patronize, and is often patronized, frequent patronage, and even the restaurant as his second home, University City Hunan Restaurant did. Avoid competition with large enterprises, close to people's lives, and actually let the people get the benefits, this lack of good!
3 based on win-win, try to think differently, adhere to the long-term promotion of the positioning method
3.1 based on win-win this win-win, that is, between the enterprise and the customer, not only to ensure that the enterprise to win, but also to ensure that the customer to win, and the customer to get the benefits. Generally speaking the interests of enterprises and customers exist in three cases:First, the customer does not benefit, then the customer does not exist. If the marketing tools and methods are only favorable to the business, and no benefit to the customer, the guest obviously will not come. The direct cause of the closure of the small catering business is most likely. Secondly, I benefit from the big, small guest benefit, the guest is not long. That is to say, if the enterprise in the marketing activities of the profit is very large, and the customer only get a minimal benefit. Then, this guest will not be long for the enterprise, he will run away. Small catering business can not be long reason. Third, the guest I profit quite, then the guest can survive for a long time, I can profit for a long time. If both sides get a certain benefit, this cooperation will be a long time, the enterprise will get more benefits. This is what we emphasize based on win-win marketing principles.
3.2 Thinking differently is to require operators in the product design, but also to stand in the position of the customer to think. Do not close the door, take for granted by imagination, to really stand in the position of the customer to examine the environment, products, services, and strive to achieve the guests especially like.
3.3 Long-term promotion of small catering business operators must pay attention to the word-of-mouth effect, unremittingly grasp the quality of products and service quality. Because of the cost of the reasons, small catering enterprises are not enough capital, generally will not make TV ads or large-scale newspaper ads, we recognize that advertising has a certain role, but completely rely on the role of advertising is not. The restaurant's popularity, reputation has become our catering practitioners and for the issue of concern. The source is the food and beverage of the parents, how to make guests, the public has a good impression of the restaurant, and to maintain this good impression is related to the survival and development of enterprises, because the effect of advertising can not be ignored, but the "word of mouth effect" on the operation of small-scale food and beverage enterprises is very important, small-scale food and beverage enterprises in the process of operation Must attach great importance to the power of "word of mouth effect". We all know that "a word can be Xingbang, can also help", if the catering in the consumer's word of mouth is good, your catering will be a pass ten, ten pass a hundred, like a snowball like the guest team will come rolling, with a good reputation catering benefits will be as good as the day, will bring vitality to the enterprise. Therefore, to be able to adhere to the long-term "based on win-win, try to think differently" business strategy is a long-term promotional strategy.
In reality, no matter how the social and economic downturn, will not be a crisis to the small catering industry, this year is an example of the financial crisis has led to a number of large restaurants without characteristics of the depressed business, but as long as a little bit of the characteristics of the pavilion, the business is as popular as ever did not suffer a slight impact. Small catering and due to low investment, low risk, high profits, it is easier to support, no matter what time, the prospects are more favorable. Food for the people, as long as you do a good job, have characteristics, the public will like!
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