I advise you not to cook for several years.

I advise you not to cook for several years.

Why have you been careful in cooking these years? What if I have already boarded the restaurant?

These days, there will always be catering entrepreneurs asking the same question:

"I'm going to open a shop, how to choose a site?"

"I'm going to cook. Where do I start?"

There are many such problems.

Today is cruel, tomorrow is even more cruel, and the day after tomorrow will be beautiful, but most people will die tomorrow night. The catering industry earned a lot of money when it was young, and earned more when it was old. But most people die in the "devil stage" that is neither too big nor too small. 0 1, why do you cook carefully in recent years?

Dear friends, please stop thinking about the catering business!

Why? Now that the overall economy is going down, business in many industries is not good. Many people think that the gross profit of catering is high, the threshold is low and it is easy to start. Many people who are not in the catering industry come to do catering. As a result, the store opened and there were more waiters than guests. Take crayfish as an example. In the past ten years, crayfish shops have grown wildly, and the growth rate is much faster than other restaurants.

This kind of non-catering people engaged in catering can be roughly divided into two types:

One is to be a white-collar worker in media, finance, government and other industries. I don't have much money, but I have some small feelings. Want to open a petty bourgeoisie restaurant part-time or full-time to earn some extra money. After all, I have often heard people say that catering is profitable since I was a child. One is a local tyrant, who is the boss of real estate and mines. It turns out that business is not good. I sold the company, realized my assets and had a lot of cash in my hand. Come on, we invested 3 million yuan to open a restaurant with thousands of square meters to test the water, and I lost it all.

Moreover, catering is now a "three high" industry, with high cost of ingredients, high salary of employees and high rent cost, but the sales price facing the consumer market is not high.

Takeaway is not easy to do either. Go to any take-away platform, it's all 15 yuan's luxury lunch. Packaging layer after layer, quite domineering. This packaging cost is not low! Even send milk, fruit and drinks. Can they make money? It is equivalent to customers eating the meat of catering entrepreneurs and drinking their blood!

Take-away food is packaged like moon cakes. Make money?

02. There are three stages in cooking.

Many people die in the devil's stage.

Catering is a difficult industry, business is not good, the boss is worried, and it is the heart that is tired; Business is good, the boss is anxious, and people are tired.

There are three stages in cooking:

The first stage is when you are "young", such as a mom-and-pop shop, when you make money. But what you earn is hard money, and what you earn is profit without salary increase. Many people have heard that the high profit of catering belongs to this stage. Of course, the profit is high, and about 50% of the gross profit has basically become a pure profit.

The third stage is "big", with more than ten branches. This stage is also profitable, relying on the system to make money. Because there are many stores, procurement and personnel costs are diluted, so we make money.

The hardest thing is to go from "small" to "big"

But the second stage is the middle stage from "small" to "big", which is simply the devil stage. With the rapid expansion of personnel and the rapid increase of management costs, the most important thing is that management means and "small" time are not a dimension at all. This stage is basically a "loss-making" stage, and many restaurants have died in this stage.

For example, there is a new barbecue in Chengdu. When it opened its first store, it really attracted many young people to pursue it. The boss saw that the business was good and quickly opened a second one. As a result, the business of the second company began to decline rapidly.

Therefore, I personally think that when cooking, we must understand where the "point" of making money is, and should we keep it "small" or "big"? Just want to see the scenery on the mountain, or are you going to conquer the Himalayas? The catering boss must think clearly about this problem.

If you want to go, all the other mountains look small under the sky. In the Himalayas, please continue to look down!

03. Four ways to play big.

If you want to cook a big meal, there are four ways to play. You must know where the money is.

Investment game

Really want to choose a good store.

For example, the current rent in Taikooli is the ground floor 900 yuan/flat/month and the first floor 1800 yuan/flat/month. A friend of mine opened a century-old shop near Taikooli, called "Prince Ma". They found the investment consultant of McDonald's and chose this super awesome store, which is only 10 meter away from Taikooli, but only 150 yuan.

Ma prince Sichuan cuisine restaurant

Publicity and promotion can be written as Taikooli store, and the consumption level also follows the consumption level of Taikooli. Tell me, how can he not make money? Therefore, it is king to find shops scientifically and reasonably, and don't play crazy real estate speculation by feeling.

mini games

If you define your catering project as management, then ok, you all do direct sales when you open branches. Although slow down, slowly open a shop, open one every six months, to ensure that there are enough profits to improve the boss's life, and enough spare money to invest in new stores, tens of thousands to hundreds of thousands of profits a month are included, and life is quite perfect.

This road earns the difference between the product itself and the sales volume. However, the difficulty is that a catering brand can make money in only two or three years. After that, once the brand bonus period is over, we must find another way out.

System game

If it is defined as doing business, you can earn an initial fee and accumulate a lot of money in a short time. This is how a famous hot pot restaurant in Chengdu plays. Only four direct stores were opened in the first three years. Business looks hot, but it doesn't make money.

In the past three years, they have devoted all their energy to brand and supply chain construction. At the end of last year, they let go of joining, and instantly received the joining fee of 1 billion. At the same time, the supply chain has been built, and they only need to supply raw materials to more than 100 franchisees to make money.

Join to make money quickly.

Because joining is actually managing human nature, franchisees are varied, business is good, and business is bad. Those who know food and beverage may not join others, while those who don't know food and beverage want to be stilt bosses to earn extra money. This mentality will directly make the franchise store fail by half. Of course, it is best to join in the region. After all, there is a lot of investment, pressure and care, but it is not so easy to do.

Of course, there are many ways to join the upgrade, such as anti-hosting, depending on the project itself, not all of them have problems. General principle: The joining of the parent company is a bit deceptive when the management platform and system capacity of the parent company are insufficient, and even there is no marketing department, marketing department and data department.

Capital Games

If it is defined as doing business, then introduce venture capital and strive for all direct sales. Of course, there can be some flexibility in the middle, such as the general manager

The company holds shares, and then some people with resources, such as local media people and "local tyrants", can come in to participate and earn money from capital management.

For example, in Round B and Round C, some shares were cashed out, or merged or cashed out after listing. This capital has a great return, and it can basically earn enough profits for 10 years and 30 years of operation. The disadvantage is that it is relatively difficult to find venture capital for catering now, because the capital market is not very optimistic about traditional catering now.

Of course, there are also some fancy internet games, such as catering crowdfunding. This mode usually starts very quickly, and then it will get slower and slower, or even die.

In this era, there is no shortage of money and projects. What is lacking most is talent. Many projects of equity crowdfunding are "rabble" (product crowdfunding will be much better, which is actually the essence of product pre-sale). Project splitting is too fast, and management and talents can't keep up. The more stores there are, the more it will become a burden for the head office.

Talent scarcity

Cooking is really difficult, so the best advice for catering owners is to think clearly about what they want and which dollar to earn before playing, whether it is the difference between earning green vegetables, joining fees or capital.

04. What should I do if I take a catering boat?

Method 1: Riding a donkey to find a horse: While making money today, be prepared to change careers at any time tomorrow.

Method 2: Ride a donkey to find a donkey: before the end of the catering life cycle of only 2 or 3 years, find or start the next catering project that is more in line with the trend at that time.

Method 3: start selling saddles: slowly transition from the front end of catering to the back end of supply chain support, but this method is not suitable for everyone. For example, when o2o caught fire, the packaging company and the lunch box company must have laughed; For example, in the future, some restaurants will gradually "package", produce semi-finished products from factories and serve them directly to guests with microwave ovens and chopped green onion.

Such products are more standardized, lower in cost and higher in profit. There is a restaurant called Bashan Rabbit, which does this. It began to build a back-end supply chain and jointly produce semi-finished products in Leng Tu. In the third-party restaurant, it is simply processed into plates and produced. Now there are millions of sales this month alone, supplying restaurants all over the country.