Hot pot restaurant business plan

Xinxiang "Fresh Lamb House" shabu shabu restaurant is located at No. 120 Renmin Road in Xinxiang. The hot pot restaurant is located at No.120 Renmin Road in Xinxiang City, which can be reached by taking bus No.31 and getting off at the cross stop in the city. The name Fresh Lamb House may be unfamiliar to the average diner, but in a city like Xinxiang, authentic Inner Mongolian shabu-shabu is rare.

Fresh Lamb House was founded in December 2001 in Baotou, the "hotpot capital" of Inner Mongolia. With its novel three flavors of hot pot, unique five soup flavors, eight pot base combination, excellent quality of Inner Mongolia special fresh lamb floor meat, coupled with a strong Chinese traditional food culture with profound modern marketing management and a success. In the highly competitive hot pot industry to rise, so as to become a bright catering star.

Headquartered in Baotou, Inner Mongolia, Inner Mongolia Fresh Lamb House Catering Co., Ltd. has been the State Administration for Industry and Commerce Trademark Registration, the three flavors of hot pot and lamb processing new technology has been awarded the national two patents. December 2003 and was named by the China Culinary Association, "Green Catering Enterprises," the title. Fresh Lamb House people with a high degree of responsibility and dedication to quality brand, integrity and development, while gradually forming a set of franchise, planning, training, distribution, management, marketing, professional management model. Now in the country to develop more than 300 franchises, 90 regional general agents. And is an unstoppable speed to the rapid expansion of the country.

The company's goal is: to create the first brand of Chinese hot pot industry. Service tenet is: customer first, in all aspects of the realization of customer satisfaction rate of 100%. Fresh Lamb House was created in 2001, the production concept continues to innovate, in the country to create more than 300 franchise chain stores. The company in the process of rapid development, to maintain a solid, steady consistent style, realistic, innovative style to drive the overall corporate outlook to improve, promote the fresh lamb floor chain business into a new level.

2. Environmental analysis

1. Macro/micro environmental analysis

To understand shabu-shabu, you need to understand the origin of shabu-shabu. The legend of shabu-shabu originated in the Yuan Dynasty. In that year, the Yuan Dynasty's founder, Kublai Lie, was in command of an army on an expedition to the south. During one of his marches, he was reminded of his hometown dish, lamb stew, and ordered his men to kill the lamb and make a fire. Cooks know that his temperament, and then in a hurry, the knife cut down more than ten slices of thin meat, put in boiling water and stir a few times, to be a change in meat color, and immediately fished into a bowl, sprinkled with fine salt. Kublai Lie even ate a few bowls turned on his horse and led the army to meet the enemy, the result was a victory. In organizing the celebration of the banquet, Kublai Lie especially ordered the mutton slices. Chef busy with strong influence, when Jin Yong in the mouth Fuju's Beijing head office after tasting the mouth Fuju mutton, this praise, and in the store inscription. Officially, Koufuju's good quality of food has gained the public's reputation. In addition, there are other hot pot restaurants in Xinxiang such as "Old Beijing" Shabu Shabu Square, "Grassland Xingfa" Hot Pot Restaurant, "Changlaishun" Lamb Stew, and Bamboo Garden Hot Pot City, etc., which have a certain degree of influence and good reputation in different areas of Xinxiang. The hot pot restaurants such as "Chang Lai Shun" red stewed mutton, bamboo garden hot pot city in different areas of Xinxiang city have a certain influence and good reputation and influence.

In such a competitive market, it would be difficult for Fresh Lamb House to survive without some unique advantages, and Fresh Lamb House has fully realized this and gradually developed its own unique method of making shabu shabu, which is also its own way of cooking Inner Mongolia's lamb in such a way as to give it a different and pure taste.

Fresh Lamb House has 10,000 acres of lamb production bases, and every piece of lamb you taste is carefully selected from the freshly slaughtered, processed and sliced lamb. Fresh Lamb House selects all lambs within one year of age through a number of processes such as de-acidification, de-tendonization, detoxification and other refinement. It is characterized by tender meat that does not get old after a long time of shabu-shabu. Eating it often has the effect of tonifying the qi and kidneys, nourishing the yin and yang, warming the stomach and strengthening the body, and is especially effective for those who have just recovered from illnesses. The first original three-flavored hot pot has been chained across the country, occupying a certain market and winning a reputation. The store comes with the introduction of the mountain treasures soup, only drink without shabu, with health care, eye care, moisturize the lungs and eliminate toxins in the body of the efficacy, very suitable for office workers to eat. The cumin red soup is red in color, spicy and refreshing, with a long aftertaste, which has the effect of appetizing the spleen, removing dampness, eliminating wind and eliminating fatigue, and is a merchant's food for leisure on weekends. This product is oily but not greasy, spicy but not dry, eat for a long time do not get tired. People feel in the fresh lamb floor store is not only delicious food, there is a meticulous, comprehensive service, so that people have a meal at home as cozy. It is such a good product and good service, is now and later fresh lamb floor based on the fundamental.

Adhere to the principle of the customer as God, wholeheartedly customer-centered service and business is every business must adhere to the guidelines. Fresh Lamb House in doing so at the same time, the neighboring competitors are also launching their own new dishes, new food and new ways to eat. Therefore, Fresh Lamb House must realize this and stick to it for a long time to always be at the forefront of market competition.

Part II: hot pot store opening plan

Sichuan's hot pot development to today, from the hot pot varieties, grades, scale, production, blending, flavor, etc. has been presented with a diversity of characteristics, so that a variety of enterprises engaged in the production and provision of hot pot hot pot consumption of the rapid development of hot pot, but also caused by engaging in and about to invest in the hot pot produced by the Enterprises and operators engaged in and about to invest in hot pot generated great enthusiasm and interest. However, how to open an authentic Sichuan hot pot store, is not a small learning.

As a hot pot store, its basic characteristics and other catering enterprises have **** common place, that is, production, sales, service, consumption as one. Investors want to engage in engaging in the hot pot industry, must seriously do a good job of market research and study, so that you can understand what type of hot pot people need to master the flavor, characteristics, mode, location, crowd and other information, in a specific market area, open a hot pot store with characteristics, in order to obtain a stable and reliable market share. Therefore, do a good job of preliminary market research, is to open a hot pot store decision or investment in the premise.

I. Hotpot market research:

I. Factors affecting the hotpot market:

1, the impact of economic development on the hotpot, which includes an increase in consumer demand for hotpot, the existing hotpot exists in a variety of grades of hotpot store structural contradictions, social Development and national policies and measures for the development of the catering industry plays a huge role in promoting the objective environmental changes and consumption instability and other major factors.

2, the influence of traditional factors on the hot pot, which contains the history, breadth, culture, uniqueness of the hot pot and so on.

3, all around the environment on the impact of hot pot, including the policy environment, such as the opening of the state of law and order, the efficiency of the functional departments, infrastructure, such as road traffic, parking location, water, electricity and gas supply, communication networks, procurement routes, consumer groups, financial, health, labor and other closely related to the operation of the supporting facilities, the measures of preferential treatment, such as: taxation, various types of fees, rent, the introduction of talent and so on. Whether there are preferential policies.

Second, the source of investigation and analysis:

1, the object of service analysis:

The occupational characteristics of consumers: general students, migrant workers, ordinary working class, and senior white-collar workers, public officials, their consumption habits and consumption grade is different.

Consumer age characteristics; such as the elderly love light type, young people prefer heavy flavor type

Consumer gender characteristics: women and men to the king of the pot for hot pot, the taste of light weight, type of food and so on, there are certain differences

Consumers of the regional and national characteristics of the people in different regions, different nationalities of the pot for the pot pot of hot pot requirements vary greatly, should be differentiated. Should be differentiated.

Of course, due to the interpenetration of hot pot, mixed, many hot pot has been improved, innovative, suitable for the majority of people's tastes, with ****, but the analysis of consumers is essential.

2, customer consumption behavior analysis:

Consumption is a comprehensive concept, consumer behavior, including the level of consumption, the structure of consumption, consumption mode and consumption habits.

Consumption level and the customer's affordability has a direct relationship, reflecting the customer's ability to pay and the ability to pay for the appropriate needs to meet, directly expressed in the customer's choice of hot pot restaurant grade and type;

Consumption structure is the proportion of the customer's various consumption expenditures, and its expenditure and occupation, age, gender, geographic region of the ethnic groups and other factors have a close relationship

Consumption The way of individual, family, business, groups, etc., different ways of consumption in the choice of grades and varieties of different consumption habits are reflected in the dining environment, atmosphere, Pin Pai, flavor, economy and other aspects of the formation of the habit.

3, customer consumption analysis:

Uncertainty: the majority of customers are mobile, a small portion is determined, so the site selection should be reasonable.

Randomness; the number of customers, the difference is large, the consumption of hot pot with selective, so we must grasp the dynamics of the development of hot pot, adjust the taste in a timely manner, to improve the innovation.

Flexibility: of which is determined by the success of the Pin Pai, to the frequency of customer dining and repeat rate as a sign.

Leadership: Adjustment of business strategies, successful advertising campaigns, etc., will have a certain guidance on customer consumption.

Third, the hot pot market segmentation:

A division of the requirements:

1, on the business varieties, alcoholic beverages, level of service, hours of operation, traffic conditions and other specific aspects to be accurately grasped for the comparison of their own brand to enter the market

2, with an actionable, easy-to-use, and easy to use.

2, with operability. If the results of the market results and their own human and financial resources and material resources are not matching, it is difficult to achieve the business objectives, must give up, re-division of the disorder, to find the right location

3, with stability, the market is divided, as long as in line with the reality of the bold open up and develop a long-term plan to occupy the disorder.

Second, the division of types:

1, geographic location; hot pot store's geographic location has a greater impact on its operation, to fully understand the hot pot geographic factors. The same area, different stores and pots serve different consumer groups, and the same store and pots to different geographic 3 will also change.

2, population categorization: affected by people's residence, culture, religion, ethnicity and other factors, there are differences in the consumption of hot pot, on the varieties, grades, purposes are different. Different levels of consumer groups, the grade, variety requirements are different.

3, customer distinction: In addition to considering the customer's . Occupation, income, but also to analyze their motives, is the traditional thrifty shape, economic and affordable line, the new Chao impulse shape, or luxury flaunting shape, in order to achieve results.

4, behavioral analysis: customers are divided into regular customers, general guests, mobile casual customers, new customers, etc., which is related to the quality of hot pot restaurant service level, customer trust and so on. Hot pot Mongolian hot pot palace hot pot old hot pot, etc.

According to the operation of the brand hot pot restaurant hot pot hot pot buffet hot pot hot pot hot pot bar

Before opening the store should be based on these criteria, combined with their own characteristics, to choose their own business varieties.

Second, the positioning of the price, one of the important factors affecting the operation of the other conditions are ripe, the price is the determining factor:

1, high and low combination method: in the early stage of the opening, to high-quality hot pot high level of service, cheaper prices to meet the customers, you can quickly win the customers to establish an image to open the situation to achieve normal operation

2, high and high combination method; starting point of high efficiency and benefit Also high to high quality hot pot high-grade environment high-grade decoration high level of service to attract high-level customers. Risky profit is also big into the virtuous cycle after the return is also big

3, Pin Pai monopoly law: unique pot products, unique formula, patented hot pot products, available at a higher price to operate the hot pot, but varieties of flavor characteristics to remain unchanged.

4, the mass method: popular hot pot varieties, popular price low supply, to thin profit and high sales.

Fifth, the hot pot store type:

1, luxury

Luxury hot pot store in a certain area have a high reputation, decoration facilities, beautiful environment, in the production of hot pot is very elaborate. In addition to the characteristics of the general hot pot restaurant, its unique features for the higher price, high-quality hot pot, superb service and dining environment is unified with senior cooking and service personnel, its service object to high-income people. Luxury line hot pot restaurant with high prices and hot pot cost, service level, dining environment as one, hot pot products and technology is highly unified, stable service object and social image, management in place, the system is perfect and so on.

2, popular type:

Popular hot pot restaurant is the main force in the hot pot store, the largest number. Business varieties are relatively single, raw materials to low-grade, flavor to the local most people can accept the taste of the main. This kind of hot pot store with its own characteristics, scale, grade, service difference, in the customer each has its own status image, has its own unique characteristics, moderate price and hot pot with lower cost and flavor of the popular hot pot close relationship between the seat rate and turnover rate is high. Popular hot pot restaurant has a combination of price and popular, flexible and diverse business methods, service object facing the masses of consumers, business management methods combined with their own reality and other characteristics.

3, flavor type:

Flavor type hot pot restaurant is a reflection of the unique food culture, with a strong local flavor, varieties are relatively single, but the influence of the hot pot restaurant, often with a certain degree of representativeness, is a comprehensive reflection of the history, regional and national. Such hot pot varieties are more qualitative, soup brine is relatively fixed, the service has certain characteristics, the flavor is recognized, flavor hot pot store has a rich theme of layout and decoration and connotation, the customer can feel the unique cultural inculcation and mood, eat and enjoy the combination of participatory, show some kind of special significance of the activities, the atmosphere of relaxation and harmony and other characteristics.

4, self-help type:

Self-service hot pot restaurant is the hot pot raw materials (raw materials and semi-finished products, etc.) and tableware are all placed in the hot pot hall in a certain area, by the guests to choose their own, fewer service personnel hot pot restaurant. This type of hot pot in addition to having a casual, free characteristics, but also has a greater selectivity, feel a greater sense of satisfaction. Self-service hot pot store has the layout of the implementation of open, hall-based, pot products to one or two varieties of the main taste for the public, the price to take a limited amount of consumption per person, the service is more flexible, fewer service personnel, customer participation and self-satisfaction to be embodied, pay attention to the abundance of raw materials and dishes, but also to avoid waste, and to make full use of the space and the customer's movement and other characteristics.

Part III: hot pot restaurant business plan

A project background

Sichuan's hot pot development to today, from the variety of hot pot, grade, scale, production, mixing, flavor and so on has presented a diversified characteristics, so that a variety of hot pot production and provide hot pot consumption enterprises have developed rapidly. Provide hot pot consumption of the rapid development of enterprises, but also caused by engaged in and about to invest in hot pot produced by the great enthusiasm and interest of enterprises and operators. However, how to open an authentic Sichuan hot pot store, is not a small learning.

As a hot pot store, its basic characteristics and other catering enterprises have **** common place, that is, production, sales, service, consumption as one. Investors want to engage in engaging in the hot pot industry, must seriously do a good job of market research studies, so that you can understand what type of hot pot people need, master the flavor, characteristics, mode, location, crowd and other information, in a specific market area, open a hot pot store with characteristics, in order to obtain a stable and reliable market share. So it is good to do a good job of preliminary market research, is to open a hot pot store decision or investment in the premise.

Because hot pot restaurants are often full of guests, fast and good service is a must. From the guests into the door of the band place, ordering, food delivery, teaching eating, organizing, checking out to send customers and so on, a little bit can not be sloppy. One of the teaching eating method is the most special place, because each hot pot restaurant is the most attractive flavor is not the same, so the eating method will be different, this time by the waiter personally teach, in addition to help guests, more deep their impression of this hot pot restaurant.

Second, the hot pot market survey

(a) on the hot pot market influencing factors

1, the impact of economic development on the hot pot. This includes the increase in consumer demand for hot pot, the existing hot pot there are various grades of hot pot restaurant structural contradictions, social development and national

policy measures for the development of the catering industry plays a huge role in promoting the objective changes in the environment and consumption instability and other major factors.

2, traditional factors on the impact of hot pot. This includes the history, breadth, culture and uniqueness of hot pot.

3, the surrounding environment on the impact of hot pot. Including the policy environment, such as the opening of the security situation, the efficiency of the functional departments, infrastructure, such as road traffic, parking location, water, electricity and gas supply, communication networks, procurement channels, consumer groups, financial, health, labor and other closely related to the operation of the supporting facilities, the measures preferential, such as: tax, various types of fees, rents, the introduction of talent and so on, whether or not there are preferential policies.

(B) the source of the investigation and analysis

1, the object of service analysis:

The occupational characteristics of consumers: general students, migrant workers, the ordinary working class, and high-level white

leaders, public servants, their consumption habits and consumption level is different.

Age characteristics of consumers; for example, the elderly love light type, young people prefer heavy flavor type. Consumer gender characteristics: women and men to the king of the hot pot for the pot, the taste of light and heavy, dish type and so on, there are some differences.

Consumers of regional and national characteristics of different regions, different nationalities of people for the hot pot pot pot product requirements are very different, should be distinguished.

Of course, due to the interpenetration of hot pot, intermixed, a lot of hot pot has been improved, innovative, suitable for most people's tastes, with ****, but the analysis of consumers is essential.

2, customer consumption behavior analysis:

Consumption is a comprehensive concept, consumer behavior including consumption level, consumption structure, consumption mode and consumption habits.

Consumption level and the customer's affordability has a direct relationship, reflecting the customer's ability to pay and the ability to pay the appropriate needs to meet the direct performance of the customer to choose the hot pot restaurant class and type.

Consumption structure is the proportion of customers' various consumption expenditures, and its expenditures are closely related to factors such as occupation, age, gender, region and ethnicity.

Consumption of personal, family, business, groups, etc., different ways of consumption in the choice of grades and varieties are different.

Consumption habits are reflected in the dining environment, atmosphere, product pie, flavor, economy and other aspects of the formation of habits.

3, customer consumption analysis:

Uncertainty: the majority of customers are mobile, a small portion is determined, so the site selection should be reasonable.

Randomness: the number of customers, the difference is large, the consumption of hot pot with selective, so we must grasp the dynamics of the development of hot pot, adjust the taste in a timely manner, to improve the innovation.

Flexibility: of which is determined by the success of the Pin Pai, to the customer dining frequency and repeat rate as a sign.

Leadership: Adjustment of business strategies, successful advertising campaigns, etc., will have a certain guidance on customer consumption.

Third, the hot pot market division:

(a) the division of requirements:

1, on the business varieties, alcoholic beverages, level of service, hours of operation, traffic conditions and other specific aspects to be accurately grasped for the comparison of their own brand can enter the market.

2, operable. If you come up with market results and their own human and financial resources and material resources are not matching, it is difficult to achieve the business objectives, must give up, redistribute the disorder, find the right location.

3, with stability. After the market is divided, as long as it meets the actual boldly open up, develop long-term plans to occupy the disorder.

(B) divided into categories

1, geographic location; hot pot store's geography has a greater impact on its operation, to fully understand the hot pot geographic factors. The same area, different stores and pots serve different consumer groups, and the same store and pots to different geographic areas 3 will also change.

2, population categorization: affected by people's residence, culture, religion, ethnicity and other factors, there are differences in the consumption of hot pot, on the varieties, grades, purposes are different. Different levels of consumer groups, the grade, variety requirements are different.

3, customer distinction: In addition to considering the customer's occupation, income, but also to analyze their motives, is the traditional thrifty shape, economic and affordable line, the new dynasty impulse shape, or luxury flamboyant shape, in order to achieve results.

4, behavioral analysis: customers are divided into regular customers, general guests, mobile casual customers, new customers, etc., which is related to the quality of hot pot restaurant service level, customer trust and so on.

Fourth, the hot pot market positioning

(a) hot pot market positioning analysis, there are different standards:

According to the level of high school and low-grade or luxury store flavor store mass store buffet store.

According to the function of special hot pot fast food hot pot hot pot small hot pot nourishing hot pot.

According to the source of Sichuan hot pot Mongolian hot pot palace hot pot old hot pot and so on.

According to the operation of the brand hot pot restaurant hot pot hot pot buffet hot pot hot pot hot pot bar.

Before opening a store, according to these criteria, combined with their own characteristics, choose the variety of their own business.

(b) the positioning of the price, one of the important factors affecting the operation of the other conditions are ripe, the price is the determining factor:

1, high and low combination of methods: in the early days of the opening of the high-quality hot pot, high level of service, the lower price to meet the customers, you can quickly win the customers to set up an image of the situation to open up the realization of normal operation.

2, high and high combination method; starting point of high benefit is also high with high quality hot pot high-grade environment high-grade decoration high level of service to attract high-level customers. The risk of large profits is also large into the virtuous cycle after the return is also large.

3, Pin Pai monopoly method: unique pot products, unique formula, patented hot pot products, available at a higher price to operate hot pot, but the variety of flavor characteristics to remain unchanged.

4, the mass method: popular hot pot varieties, popular price low supply, to thin profit and high sales.

Fifth, the hot pot store type:

The store decided to use the popular type:

The popular type of hot pot store is the main force in the hot pot store, the largest number. Business varieties are relatively single, raw materials to low-grade, flavor to the local most people can accept the taste of the main. This kind of hot pot store with its own characteristics, scale, grade, service difference, in the customer each has its own status image, has its own unique characteristics, moderate price and hot pot with lower cost and flavor of the popular hot pot close relationship between the seat rate and turnover rate is high. Popular hot pot restaurant has a price advantage.