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How to locate and manage private restaurants well in order to survive and develop in the highly competitive catering industry? This paper discusses the management orientation of private hotels from four aspects: development strategy orientation, market orientation, product design orientation and management orientation.

Connotation of private cuisine and private cuisine restaurant

The so-called private restaurant should generally have the following elements: first, the banquet place must be at home or a place similar to home, private, not doing business with great fanfare, and regular customers will patronize it; Second, there are few seats, the number is about 10 to 50, and you need to make an appointment by phone before coming; Third, there are usually only one or two chefs, which embodies the meaning of "private kitchen". Chefs will communicate with diners and pay attention to feelings; Fourth, and of course, the most important thing is that chefs should have good dishes that can't be eaten outside. If private catering wants to develop in the surging tide of catering, we must do the following four things according to its above characteristics.

Strategic direction of development

Opportunities for private catering: According to the data released by the Ministry of Commerce, in 2005, China's catering industry achieved double-digit high-speed growth 15 years, and the total retail sales of catering industry reached 888.68 billion yuan, up 17.7% year-on-year, with a net increase of133.6 billion yuan over the previous year. The development and expansion potential of the whole catering market is huge, and the development opportunities and space faced by private restaurants are also huge. With the rise and development of leisure economy and leisure consumption, the consumption structure and mode of consumers have changed. The great change of catering consumption is that many consumers begin to seek another way of leisure catering besides restaurants and hotels, and private restaurants emerge as the times require.

The threat of private restaurants: the negative threat of external environment mainly comes from the competition of other types of restaurants in the catering industry, such as hotel catering, square catering, chain fast food and other alternative products. These types of restaurants generally adopt chain group operation or industrial operation, which has strong competitiveness and occupies the mainstream and leading position in the catering market, while private restaurants are generally small in scale, short in operation time and immature in management.

The resources and advantages of private restaurants are the familyization of dishes, that is, the non-model of dishes, the change of dishes, the affection of services and the family atmosphere of dining environment. Its disadvantage lies in the location of private restaurants. Unlike restaurants such as hotels, private restaurants are not located in convenient urban areas or bustling commercial areas. Private restaurants are generally hidden and relatively difficult to find. Because private restaurants are small in scale and have few signs and advertisements, they should strengthen emotional marketing and word-of-mouth publicity.

According to the above analysis, the development strategy of private catering industry should not adopt the general cost-leading strategy and the collectivization and industrialization strategy in the development trend of catering industry at this stage, but adopt the differentiation strategy and brand strategy, that is, differentiated products, prices, dining environment and services. Form your own brand on the basis of differentiation and take the development strategy of combining differentiation and branding.

market positioning

Market positioning is a private restaurant's accurate understanding of the target market. It needs to analyze competitors' products and markets, and then combine its own advantages and capabilities to develop products and services that better meet the needs of the target market. In view of the fact that private catering is in the early stage of development, with small scale of operation and lack of market competitiveness, it has no strength to implement the strategy of competing for the top spot and alternative positioning in the catering industry, so it can only implement emotional marketing strategy.

Emotional marketing is committed to pursuing long-term contact between enterprises and customers, improving customer satisfaction through humanized, personalized and relationship-centered emotional appeal and communication, and fully satisfying consumers' emotional needs on the basis of providing customers with value-added products and services in order to win and maintain customer loyalty. The emotional marketing model of private restaurant should be developed from two aspects: rational component and perceptual component. Rational components mainly focus on products and their prices; Emotional component is to meet the emotional needs of consumers as its marketing goal, and realize the management goal of private restaurant by developing emotional products, setting emotional prices and using emotional promotion.

Product positioning

First of all, the design of private kitchen is more expensive than its "private kitchen". It is non-modular, non-standardized, eclectic and endless. It is the exclusive menu of the restaurant owner. Of course, it does not rule out that it should have several signature dishes with regional characteristics and cultural accumulation. Secondly, the design of private kitchens should be emotional. The owner of private kitchens can add some unique ideas and inspirations to create according to the ancestral recipes, and express his unique food culture with recipes. Finally, you can also create temporarily according to the guest's requirements, or understand the guest's consumption mood, and use recipes to express the silent but tangible understanding and relief of the host's mood. Cuisine is a silent language. Owners of private kitchens can also carry out their own cooking activities, let customers participate in product design activities, show their private kitchens and experience the product design and creation of private kitchens.

Management orientation

First of all, there must be strict quality management. As a private restaurant, quality management is very important, involving the quality management of purchasing raw materials, the quality management of processing, proportioning and cooking of dishes, and the management of food hygiene. Although the organization structure of private restaurants is simple, the general scale of operation is small, and there are not many quality management links, and the whole process is relatively easy to control, we should also pay attention to it. Because the ability of private restaurants to resist the business crisis caused by quality management mistakes is very weak, that is, the ability of private restaurants to resist risks is very poor.

Secondly, there must be strict cost control management. As a commercial enterprise, the purpose of private kitchens is not only to promote traditional dishes, but also to obtain reproduction profits. Moreover, the operation scale of private restaurants is generally small, and it is impossible to reduce costs through economies of scale. Therefore, proper and reasonable cost control is the only way for private restaurants to increase their income. The cost control of private restaurants can be controlled from the aspects of raw material procurement, customer meal size and profit rate.

Finally, adhere to the people-oriented customer emotional management. The success of private restaurant management depends largely on the emotional atmosphere it creates, so the core and soul of private restaurant management lies in people-oriented customer emotional management, which should run through the development strategy, market positioning and product design positioning of private restaurants.