How can the catering industry do better in the era of mobile Internet

1 location

The definition of the traditional market entrance is gradually being subverted. When the monstrous growth of store rent forced McDonald's are beginning to lead the way to the ground floor, we should rethink the principles of restaurant location. With the development of mobile Internet technology, the importance of relying on the market entrance to attract passing customers will gradually be eroded by relying on the Internet to attract traffic. Restaurants that rely on the market entrance tend to attract passionate consumers. So snack-type restaurants will be more difficult to bypass this threshold. But the dependence on the market entrance for formal dining restaurants with mainly planned consumption is actually not necessary today. Precisely because there is the Internet as the entrance, we can deduce the future site selection of several possibilities. First-class business districts and second-class location of this site selection recently more hot is a certain reason. Choose the first-class business district is convenient to solve the problem of transportation, parking. And the first-class business district to ensure the user base. Choosing a second-rate location is a way to lose some of the passing traffic in exchange for a relatively low rent. There is another way to choose a location that is anti-business district like Man Coffee. When Starbucks couldn't afford to pull out of the capital airport, Diffuse Coffee opened its store in a residential area. With the rent advantage, you can make the store area bigger and the environment better. This is also the reason why I have been optimistic about Diffuse Coffee and not Coffee with you. Coffee with you has been and Starbucks hard shoulder, cost and brand disadvantage and huge, destined to be the end of the steady loss. Diffuse coffee cleverly avoided direct competition with Starbucks.

2 Scale, decoration

The general direction is certainly the smaller the area, the stronger the ability to resist risk. The future trend of the restaurant business is also a small area of single product theme restaurants. The initial investment and later labor costs of a large store compared to a small store will be at least linear growth. As for management and operational difficulties, in most cases is a non-linear increase. But small area, although the risk is reduced, to carry the loss, but will face the problem of single-store ceiling is easy to reach. While this is a problem that may be faced in development, the potential is significantly higher if standardization can be prepared at the outset for quick replication after the fire.

How to run a good restaurant business in the mobile Internet environment?

Before the opening of the restaurant, the author is not recommended to invest too much decoration costs. The core of the restaurant is still the taste rather than the environment, the primary and secondary contradictions should be separated. Taste is very good, the environment sucks a lot of restaurants, in turn, basically dead. In most cases, the decoration should be based on the principle of spending as little money as possible to make the effect of seemingly higher to implement. Don't follow the crowd blindly. Considering the depreciation of upholstery and the almost non-existent possibility of second-hand disposal, it is all the more important to minimize upholstery expenses to the extent permitted. Always keep in mind that if you invest 50w in upholstery, then finding a way to save 5w may have a negligible impact on the result. But this 5 w can hire a junior operation full-time to do a year of Internet promotion. Which is more cost-effective is self-evident.

3 environment

4 dishes, market cultivation

Dishes are the most important part of restaurant product design. As society advances, almost all the dishes from around the globe are available in big cities. I'm afraid that the only way to stand out is to go in a niche direction and innovate yourself.

To paraphrase the saying that the national is the world, I think the niche is the public. The real good stuff, or someone will recognize the goods. The risk of choosing a segmented, niche market is the degree of user acceptance and the market cultivation cycle. Generally speaking, the vertical market will also be more difficult to start, because under the same coverage of promotion efforts, the audience will be a smaller percentage. Therefore, we must pay attention to the ways and means in the operation and promotion. Also be prepared for a more protracted battle compared to popular restaurants. Of course, the benefit of weak competition, once the first mover advantage can be relatively easy to set up a competitive barrier and thus local monopoly market.

5 price

Combined with the current national conditions, it is recommended to carefully consider upscale dining. In the past few years, upscale dining has been greatly handicapped. South Beauty failed to go public, the transformation of the small South China, the hardest Wangpin store is more and more open, but less and less profit to do business can really not have to choose the difficult mode of strength of the catering practitioners can challenge the light luxury meals.

Public high-end consumption although suppressed, non-public high-end market still exists. But this is like walking a tightrope, the most important thing is the sense of proportion. The most important thing is the sense of proportion. A carelessness is a total loss. In addition, according to dialectics, things have two sides. According to the concept of the stupid bear to make rice, white-collar lunch should be 12 dollars, high-end lunch is a pseudo-demand. But there is a rice sword to go sideways, not only to focus on the 40 yuan price point, but also focus on vegetarian food. Both live quite well, who is right and who is wrong? In business, right or wrong is not important, there is no absolute right or wrong in this world. Specific problems are analyzed, according to the environment and flexibility to choose the mode rather than isolate the static view of the problem is the fundamental way to make money.

6 process

In fact, the ordering process is not much can directly save labor costs for merchants in the design of the link. Merchants should encourage and help users to self-service ordering as much as possible, and should also combine with the actual situation as much as possible to save the cost of passing food.

As an example, are the benefits of the iconic pass-the-parcel bear at Man Café outweighed by the drawbacks of the stand-and-wait model at Starbucks, or are the drawbacks outweighed by the benefits. Why doesn't Roaming Coffee support self-service ordering on diners' cell phones? In the author's opinion, if these two issues are taken seriously enough, both theoretically and practically, it is possible to reduce labor costs to a certain extent.

7 Takeaway

In the last two or three years, the 3 major takeaway platforms have been burning money to expand. Everything is déjà vu with the year of the thousand group war. The difference is that the group buying for merchants is hemlock, blood-sucking nature so that it stands in the antithesis of the merchants, and takeout will be the catering industry's needle and catalyst. Takeaway platforms burn money, of course, in their own is a kind of you and I live and die in the enclosure, in the diners is a kind of consumption habits to accelerate the formation of the catering industry is a kind of fundamental subversion. In fact, any door-to-door O2O is in line with the human nature of the immediate needs. Because the development of science and technology is essentially to meet people's lazy desire. The user habit of ordering takeout is a typical luxury into thrift is difficult, once cultivated, it is difficult to be reversed. Work pressure is so high, the pace of life is so fast, leaving aside the additional attributes of the meal (socializing, socializing, etc.), ordering takeout is indeed more in line with the basic needs of modern people's meals. In such a period, what catering practitioners need to do is to weigh the value of takeout for themselves, moderately adjust their own model, and move into promising platforms as early as possible and make beautiful data on them. In such a typical platform dividend period circling the merchants will be the future of the big late. The reasoning is very simple, refer to Taobao early. In the platform dividend period to promote the difficulty and cost will be extremely low. Early follow-up will accumulate a huge advantage for the future. Although the rise of takeaway may be to a certain extent will stimulate consumer demand, but the dine-in and takeaway of this is also reasonable. Not doing takeout is tantamount to giving away the opportunity.

8 operations

Doing restaurant is a marathon. If the life cycle of the restaurant is divided into pre-opening and post-opening, I found that many restaurant operators in the pre-opening is very willing to invest in the renovation of the time to throw money meticulous. However, after the opening of the start of the wait-and-see, looking forward to the sky harvest, can not lie down to make money. Half of the line is half ninety! Opening a business is the first step in a long march! Expect to invest once, sit on the ground to share the money of the people or go out and turn left to buy a trust more reliable. Dining is to operate. In the era of mobile Internet, how to utilize social networks and do a good job of in-depth CRM is a problem that catering practitioners need to seriously think about and treat. What is the core of the impact of micro business on traditional e-commerce? Some people say it is a social attribute, I thought that saying social may be a little too much, the depth of CRM is the best interpretation. Why Japan has a lot of no stores, opened in office buildings, residential deep grocery stores, restaurants, but also live very nourishing? Why are those izakayas with hidden locations, average flavors, and high prices able to be passed down from generation to generation and become long-established? On the one hand, it is not relying on passers-by to drive traffic but adopting CRM to do promotion, and on the other hand, it is doing in-depth maintenance of customers. The advantage of this is that the user brand loyalty is extremely high. This is also the reason why some Japanese drugstore brands may only do a few products for decades but do not go out of business. Thanks to mobile internet, microblogging and WeChat, attentive merchants are able to interact with their customers in the most effective way. When your brand's single store fans broke ten thousand, basically will not worry about business. When the fans broke 100,000, you have a community, basically want to sell what you can sell what. This is an era in which those who have fans have the world.