Restaurant chain management method

Model essay on restaurant chain management method

Introduction: Since 1950s, franchise chain operation has risen on a large scale in the world, and now it has become an innovative economic organization form and enterprise management mode that can adapt to various formats. The following is a model essay on the restaurant chain management method I brought to you, hoping to help you.

General principles of business circles

Let's take a look at the general principles of the business circle first. Generally speaking, business circle refers to the range that a store can attract customers, that is, the geographical range where customers come to live in the store. The purpose of business circle investigation and research is to analyze the situation of customers and other restaurants in the business circle, as well as other situations that may affect their own operations, in order to get a correct positioning and choice. The location of the restaurant is the axis of the business circle.

We believe that the main factors that affect the radius distance of catering business circle are: (1) local population density; (2) Competing restaurants nearby; (3) the attraction of serving in a single store; (4) Customer's mode of transportation; (5) single store reputation; (6) the level of regional economic development; (7) Eating habits of consumers; (8) Aggregation effect of consumption and entertainment; (9) the geographical location of a single store; (10) Innovation of single-store services and products. Generally speaking, customers in the core business circle should account for more than 60%; The secondary business circle should account for more than 20%; There are fewer marginal business districts.

Particularity of catering business circle

The catering business circle generally has the following six characteristics:

First, there are great regional differences. Looking for two? Foundation? It's hard to be in the same business district, China tradition? Different winds and customs in ten miles? The regional characteristics of catering consumption in China are particularly prominent, which leads to different business circles. The situation of the same catering product combination in different business districts may be very different.

Second, the demand for food and beverage consumption changes rapidly. ? Follow the trend? The phenomenon is inevitable in the catering market everywhere? Program? From restaurants to fashionable dishes, many consumers will like them? Catch up? It seems to be very popular, and the first batch of catering operators are rushing to dig? The first bucket of gold? After that? Guys. Are forced to enter. Small profits? In the era, there are many catering operators who have no choice but to compete in the catering business circle.

Third, the loyalty of catering consumption is low. What is the common mentality in catering consumption? For a change? In the same catering business form, consumers often have a variety of choices, which leads to the excellent planning scheme of some restaurants in the business circle being completely released in a very short time and becoming? Mediocre? . This industry feature makes it difficult for catering enterprises to form high-loyalty catering consumption in the business circle, which is very rare in reality.

Fourth, the quality requirements are high. There are many links in catering business, from raw material procurement, kitchen production to restaurant service, which are basically done by hand. Problems in any link may lead to complaints. The requirements for product monitoring and management are quite high, and it is difficult for enterprises to obtain long-term high-quality reputation in the same business circle.

Fifth, word of mouth plays a strong role. The catering industry has a strong regional character. What enterprises do is to be guests in the business circle and keep customers high. Turn around? Many times, it has become a guarantee for the successful operation of catering, and well-known brands in China are interested in specific business districts. Appeal? Limited, most customers pass? Experience? To identify, spread through word of mouth in the catering business circle.

Sixth, it is difficult to form a brand. Generally speaking, catering enterprises do not have the conditions to be famous for high technology. They can only develop by strengthening kitchen technology, improving management level, shaping corporate image and improving customer service. These factors are characterized by strong variability, great uncertainty and poor controllability, especially when restaurant chain enterprises expand across regions. Out of shape? The possibility of brand is greatly increased, and the maintenance of brand is extremely difficult, and the first element of brand formation should stand the test of time.

Useful reference of foreign catering giants' business circle strategy

The research and analysis of business circle should be an inevitable preparation before the expansion of catering chain enterprises. Let's look at KFC's business circle strategy. It can be said that the success of KFC can not be separated from its scientific business circle analysis and site selection strategy based on it. Scientific location strategy and business circle analysis of KFC is the first step for KFC to succeed in China market. This is worth learning from our restaurant chain enterprises. Before KFC enters a certain city, the first thing to do is to collect the information of this area through relevant departments or professional investigation companies. Then divide the business circle according to these data. Business district planning adopts scoring method. For example, there is a large shopping mall in this area, and its turnover is 1 yuan, 50 million yuan is 5 points, how many points are added for a bus line and how many points are added for a subway line. Divide the business circle into several categories by scoring. Take Beijing as an example, there are municipal commercial types (Xidan, Wangfujing, etc. ), district-level business, fixed-point consumption, community, community business, tourism and so on. In the choice of business circle, we should not only consider the market positioning of the restaurant itself, but also consider the stability and maturity of the business circle. The principle of KFC is to wait until the business circle is mature and stable before avoiding risks. After determining the business circle, we should also examine where the most important gathering point of this business circle is. For example, Xidan in Beijing is a mature business district, but Xidan can't be a gathering place anywhere. The goal of KFC is to strive to open stores in the most crowded places. In this area, what is the streamline of people, which direction people will go when they get out of the subway, and so on. You must send someone to pinch the meter to measure, and then input the collected data into special computer software, and you can calculate that the investment in opening a shop here can not exceed at most. It is said that KFC divides the Beijing market into 100 business districts, and it also claims to open 100 chain stores in Beijing. In fact, the conclusion of business circle analysis is the main basis for KFC to choose whether to settle in.

Classification and characteristics analysis of business circle in the expansion process of restaurant chain enterprises

First, there is no similar catering pattern in the business circle entered by a single chain catering enterprise, and the business pattern or product combination of the branch is unique. The main work will be to guide the consumption in the business circle and cultivate the market to create popularity, such as western-style fast food, cafes, Japanese cuisine and ethnic catering with local characteristics. Will such a restaurant chain enterprise? Temporary? Exclusive one? Cake? At the same time bear the risk of opening up the market.

Second, there are competitors for chain catering enterprises to enter the single-store business circle, which is a problem of business circle competition. The basis of competition for chain catering enterprises comes from two points: (1) How to make full use of the scale advantage and the support advantage of the headquarters; (2) How to do a good job in the Party branch? Localization? Work.

Third, new competitors are constantly emerging in the business circle where the single store of chain catering enterprises is located. The catering enterprises that entered earlier will inevitably face the challenges of the latecomers, and the competitive situation in the business circle is likely to change dramatically in the short term. If the scale of catering consumption in the business circle is not improved in the short term, the situation in the business circle will deteriorate. Advantage catering enterprises will gain comparative competitive advantage through continuous innovation and improvement of service, management, planning and marketing, which will be very difficult to obtain. Actually? Cake? It is inevitable to eat separately. Generally speaking, chain catering enterprises set the payback period of single store investment as 12. 18 months, no more than two years, which is also based on the actual consideration of catering competition.

Fourthly, the catering business circle in some areas is undergoing drastic changes due to various factors. We usually divide the business circle into mature business circle and immature business circle. For immature business districts, there are two common situations: (1) the continuous extension of central cities and the emergence of a large number of satellite cities, which make a large number of catering business districts in marginal areas rise rapidly and generate a lot of business opportunities. Okay？ News; (2) Is it from a central city? Hollow? Phenomenon, so that the mature catering business circle lacks upward motivation, and even is shrinking. These two situations may happen at the same time in the same city. Will the profit of capital drive some catering enterprises? Go out? In order to survive and develop. At present, there are many Puxi restaurants in Shanghai catering market. Famous enterprises? The March to Pudong is a vivid example.

How to obtain the relative competitive advantage of single store for chain catering enterprises in business circle

One is to gain a competitive advantage with featured products. Through the improvement of technical content or the resource advantage of raw materials, catering chain enterprises make their products show enough differences, so that consumers can easily identify them among many products, thus achieving a higher purchase probability.

Secondly, catering enterprises should start from market factors other than technical factors, such as management, corporate image, marketing and customer service. In order to create a comprehensive competitive advantage, that is, the establishment of catering enterprises' advantages in the business circle depends on scientific management. At present, the competition among restaurants has changed from single-point competition to multi-point competition, that is, the competition of comprehensive operation level of restaurants.

Third, how to master the reasonable choice of single-store authorization mode for the headquarters of catering chain enterprises. The chain system, especially the cross-regional chain system, should be introduced into the choice of single-store business model of restaurant chain enterprises? Flexible? The idea is that the selected mode should have certain independent adaptability to the changes of environmental factors in the process of operation. Too rigid chain system realization mode will inevitably produce friction with environmental factors in operation, that is, how to realize the unity of chain system? Gangs? Independent operation of a single store? Soft? Harmony and unity. I think this must be due to the difference in the leadership ability of a single store, and the headquarters will make corresponding differential treatment measures when delegating power.

The fourth is how to do a good job in positioning customer orientation and competition. To establish a catering brand, we must first study the cognition of existing competitors in the minds of consumers, find a different angle for our own brand, and cut into the minds of consumers. Customer-centered positioning is often suitable for the internal management and service marketing of catering enterprises. What should we emphasize to employees? The customer is God? ,? Around consumer demand? Improve the quality of our products. In order to form a competitive advantage over competitors in the overall image or comprehensive level, we must adopt the strategy of competitive positioning, which is a brand-new marketing concept, that is, from consumer-centered to competitor-centered, through the research and analysis of competitors, to avoid or defeat competitors, thus greatly improving our market share.

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