The catering business has been booming in recent years, and everyone thinks so.

Business investment is low, risk is low and profit is high, but I don't know this.

How many fantasies and minefields there are!

Not everyone can succeed in catering. Of course, if you have decided to jump into the "fire pit of catering", you may wish to take a look at the truth and experience of catering entrepreneurship shared by Lai Linping, a columnist of Red Catering Network.

As long as there are good products, you can open a restaurant;

As long as there is a team, you can open a restaurant;

As long as you have money, you can open a restaurant.

-This is something that many newcomers and shopkeepers take for granted.

Do you think a store with a good location will have guests? With delicious products, will customers come again? Is the current market still an era of waiting for customers to come to the door? Different regions, different customs and different consumer groups, the only constant in this era is "change"! Moreover, this change changes with the change of the market.

The catering industry involves complex factors in many industries, which need to be explained: from laws and regulations, economic policies, trademark registration, investment location, decoration design, clothing design, property negotiation, to market research, advertising, product research and development, supply chain logistics, financial system, customer management, operation management and so on. , covering almost many other professions.

By the way, there is another core point, that is, "consumer psychology" to be talked about today.

Take the initiative and you have an absolute chance of winning.

You don't study the psychology of consumers, and you don't know who will buy this product. How to locate the product structure and create explosive products in the market?

The products of some restaurants are not bad, but the business is not good? There are many reasons. First of all, consumer groups have not studied hard, which has a lot to do with site selection.

Only by knowing what kind of consumer groups your products are buying can you take the initiative and have an absolute chance of winning.

The collision between the internet and physical catering has promoted the development of this industry and made many people feel impetuous. I don't know that online hype is a double-edged sword.

Is it a good thing for cross-border people to rush into the catering industry? I think so, too. This is a warning to people in the catering industry-let them be vigilant and not be fooled by their previous success. What is the slogan behind the hype? We are very clear.

No matter what your original intention is and what kind of restaurant you want to make, you must first understand: what does your restaurant sell? What kind of guests come to dinner? You don't even have a survey of consumer groups, so you just pat your head ..... you are willful if you have money. This sentence is really reasonable. Starting over is a big deal. Hahaha! (But how many investors are so capricious? )

Often at that time, Zege met countless people who came to consult "What should I do with my store?" "Can you help me?" Sell it to "who" and why do they eat it?

Now it is a market where resources are integrated and connected. If you have good ingredients and specialized personnel to develop good products, then what you need to do next is to investigate! Research! ! Research! ! !

Investigate what? Your product-to whom? Why did the guests come to dinner? In the final analysis, it is a word "person". You should study it carefully! This step is the core! But how many people have done it now?

Three questions

1. What products do you sell?

2. To whom?

3. Why do consumers come to your store?

1. What products do you sell?

What products the restaurant sells is the first condition! Investors should combine their own actual situation, such as do you know the ingredients? Can you get good ingredients? Is the supply and price of this ingredient stable? Can you develop a good product? If you can't do it yourself, then you have to study, investigate and screen products, R&D teams and management teams.

If you know something about catering yourself, or have worked as a chef, then you should consider a question, that is, can consumers be satisfied with your products? I have seen many incidents in which chefs open stores and finally close them.

If you can make good products, what is your operating cost? For example, the rent is very high, but the price of your product belongs to the low-middle consumer group, which requires a lot of turnover and passenger flow, so you must make ends meet.

2. Who will the product be sold to?

So, the question is, who did you sell it to? Do you want to investigate your favorite location, business district, or commercial plaza? Near the business building? Community store? ..... Your position is very important!

Once the restaurant invests, it means that you spend money every day. For the customer base research in the market, you should consider all the time periods from Monday to Sunday and holidays.

Is it convenient to park? Is there a special parking lot? How much can it be free? How much discount can you give?

If it is in the commercial plaza, on the external wall, on the elevators and passages at the door, can you make clear shop signs?

If it is near the community store and business building, can I park?

Is the road a one-way street or is there any other passage that will affect walking and driving?

Are there any redundancies between the entrance recruitment and the entrance venue? If it is summer, the venue at the door is large, and you can completely increase the snack stalls. Opening a restaurant, adjusting space with time and increasing revenue with space are the key points of management!

3. Why do consumers come to your store?

You developed the product and decided who to sell it to. Then I want to ask the most crucial question: why do consumers come to your store for dinner? What are your core strengths?

This is closely related to the positioning of enterprises, product positioning and cultural core. Even if you are the simplest fast food, you need to have product "highlights" and "business" highlights!

Do you want to attract customers through "discount"? By "group buying"? Don't! ! ! What marketing are we talking about? It is a product, a channel, a consumer, an advertisement, and a customer's word-of-mouth inheritance!

If you want consumers to come to your restaurant on their own initiative, first of all, your products must have certain competitive advantages, such as making good use of the origin and culture of ingredients to develop products suitable for target consumers, then you are half successful.

So, what about the other half of success? It is the interaction between you and consumers. It's not the interaction between WeChat and SMS, nor is it the greeting when customers eat. These are the most basic. What's more, what attracts consumers in your corporate culture and what maintains the emotion between you and consumers?

Although there are many tools on the Internet, as a catering person who has been engaged in the catering industry for many years,

Managers should communicate with customers at each table and have groups that they are familiar with and can keep, which is one of the assessments;

Use the restaurant supporting customer management system as a member, and do maintenance and upgrade according to different stages of repeat customers;

The charm of the community-fans eating food, cross-border resources docking, plus the emotional exchange of managers. (As for how to do it, I won't say much here; You can listen to Zege's sharing when you have a chance. )

Any enterprise, if your products and culture can't resonate with consumers on the spiritual level, then your enterprise will definitely disappear within five years.

Five catering cases

Let's look at these cases:

Example 1

If you plan to cook traditional China cuisine, there are several secret recipes handed down from generation to generation at home, and we believe that your product is ok! But who did you sell it to? Don't tell me that after you sold them to the 90s, they stopped eating at the round table. On holidays, their parents will let them eat a lot of this dish, but they really don't come to eat it at ordinary times.

Example 2

If you make a single product, such as the hot "grilled fish", choose it in the commercial plaza, and the decoration is younger, I think it is more reliable; But the shopping malls in the old city don't recommend grilled fish shops because people there don't like to eat.

For example, grilled fish, it is recommended to consider the southern region as much as possible. If you drive in the north, people eat beef, mutton and pork at both ends for three days, who will eat grilled fish every day! But this is not absolute. There is also a consumer market in the north. It really depends on the location.

Example 3

If you are cooking simple meals in Korea and Japan, it is recommended to choose places around the white-collar business circle, or places with many college students and young people. Products should be rich and varied, and the production speed should be fast. This kind of restaurant is not recommended to be opened around the community, and there will not be too many people in the community to spend.

These fast and fashionable restaurants, you have to get through the internet system, order, order, pay, take-away, queue, customer management and so on. , can be done on the phone. These are really not what you want to do. So many internet companies, which one can be trusted?

Example 4

Do you know why traditional Chinese food and dim sum shops are so popular in the old city? For example, Shanghai Qiaojiazha, Dafugui, Old Sheng Xing and so on; Because their fried dumplings, wonton, scallion noodles, steamed buns and ribs rice cakes are all for the residents of the old city, even if they eat these old products every day for 365 days, some people still like them.

Example 5

It is difficult to start a brand by yourself, and joining is the best way. But what brand should I join? The investigation of an affiliated brand is another study topic, otherwise you will fall into the abyss.

For example, is this brand suitable for your local people and the venue you choose? Why was this restaurant popular at first? Just rely on discount hype, or all kinds of fashion?

Subvert culture? Wait, we need to find out.

I won't go into details. You can go to the third-and fourth-tier cities to investigate yourself! Zege has studied many places. )

For another example, you joined the coffee light meal, and the cross-strait coffee joined earlier. How many franchisees have earned their principal back today? Let's not talk about this, first think about what brand to join! Not all franchise brands are bad!

A few days ago, someone asked me: Why can professionals and professionals try to open stores, but we amateurs can't try to open stores?

My answer is: laymen can open it completely, but catering is not a profitable investment. If you want to invest in catering and make money immediately, I advise you to turn around! Catering depends on the advantages of products, the service of the operation team and the spread of good word of mouth, so that customers can continue to consume. How much do you have to spend on advertising if you want to make money in the short term? This is really not something that ordinary people can do!

Not everyone can succeed in catering, and no one can succeed casually! What shop do you run? What products do you sell? To whom? Why do your consumers come? Think these questions clearly before you start work! In addition, you should also study "people", "consumer groups", age, gender, consumption habits and surrounding groups, and it is best to study consumer psychology in depth. Cooking is not easy. You have to learn everything, right? If you don't study now, you'd better be pragmatic when you lose millions and it's too late to study. When the preparatory work is done, it will come naturally.