What are the business strategies for catering?

The business strategy of the catering industry, want to know more details, please see below, I will provide you with detailed answers.

Characterization of catering enterprises to strengthen the development of the first priority

There is a young restaurateur, established in 2001 in Zhengzhou, "Guo Guo Mutton Soup Pavilion", operating in the history of the city of Sanmenxia called Guo Guo local snacks --The restaurant was founded in 2001 in Zhengzhou to serve what was historically called Guo Guo, a local snack in Sanmenxia City. According to the characteristics of the northern people like to eat lamb, and observed that modern people do not want to eat on the street stalls as in the past, so he opened the store decoration, the store is arranged in a clean, neat, simple and elegant, surrounded by the pre-Qin mural, antique bronze, so that the street food stalls - lamb soup as the main product to operate, and Change the traditional cooked meat and soup operation, each bowl of mutton soup single pot braised, but also with fungus, seaweed, cauliflower, transformed out of the mutton soup soup color milky white, rich in content, delicious flavor, coupled with a strong cultural atmosphere of the dining environment, popular with people, attracting diners near and far, within a year by a rapid development of the three directly-managed restaurants, gained a certain degree of success. Why can this young man in such a short period of time to achieve success? This is because he understands that business needs to be different. Being different is being distinctive.

From the business point of view, the characteristics of the catering business is the foundation. General catering enterprises more or less have their own business characteristics, the key is to cater for the business characteristics of the operator is consciously strengthened to form a competitive winning selling point. Some restaurants launched a few specialties thought to have their own characteristics, there are some restaurants to change the front hall of the decoration, imitation of domestic or foreign some local and national styles thought to win customers over the door. In fact, this is not, because this is only the external form of the characteristics of the restaurant business, is a part of the performance of the characteristics rather than all the content. In terms of business operations only these contents are far from enough, simply so that the performance characteristics appear superficial, thin, difficult to play a lasting role. Characteristics not only in some surface form, it is more important to reflect the operators for the target customer dedicated service intentions, should be combined with the corporate culture, management thinking, business philosophy, showing a deep ideological and cultural connotations, so that we can play the characteristics of the marketing role in promoting. For example, McDonald's in accordance with high standards of food quality ***Quality***, reflecting the careful, caring and loving service ***Service***, the work process of cleanliness ***Clean*** and the value of satisfactory consumption ***Value*** four principles of business *** referred to as the QSC&V principles***, these principles both McDonald's business philosophy and McDonald's business characteristics, it is difficult to distinguish between the two. This shows that the characteristics are both distinct and thick, and can have a deep and lasting impact in the market.

Small and medium-sized catering enterprises how to design their own business characteristics? Catering enterprise business characteristics design should start from the needs of consumers and the functional positioning of the enterprise. Catering business features are always closely around the consumer satisfaction to do articles, so that the service object satisfaction is the starting point and end of the operator design features. What is the characteristics? Characteristic is the market positioning of catering enterprises, catering enterprises for certain customer groups, service specialization, is a kind of customer "tailor-made" service marketing. The opening of a restaurant, the first thing to find the right service object. Catering enterprises according to the service object consumption habits, tastes, preferences and other characteristics, combined with the function of the enterprise has and service advantages, targeted design of food varieties, dining environment, create a cultural atmosphere to determine the business characteristics. Catering business characteristics can not rely solely on subjective thinking, must be tested over a period of time in the market, and with the actual needs of the target customers to truly form their own business characteristics. Only customers from the characteristics of the consumption of physiological and psychological full satisfaction, catering business characteristics will have market vitality, in order to truly play the characteristics of the great potential of the business.

The formation of features is a systematic project. It is based on the catering enterprise's own geographical location, physical conditions, personnel quality, environmental characteristics and many other factors for planning and conceptualization. Characteristics are roughly from the two aspects of product and service to show. The formation of characteristics of a wide range of resources, can be from the region, ethnicity, history, folklore, traditions, culture, events, people and other channels to dig, interpretation of a variety of catering characteristics. Regardless of which type of characteristics, from form to content must be harmonized, with a theme and a complete concept.

Characteristics of the business can be called the soul of the catering business, no characteristics of the catering business is no vitality. Even community food service enterprises also have its characteristics, is convenient, inexpensive, close to the family eating habits. Therefore, the characteristics of the catering business is the strong development of the first priority, small and medium-sized catering enterprises must pay attention to.

Standardized catering enterprises strong development of technical assurance

Shanghai has an "auspicious characteristics of the wonton store", although the device is not fine, the facade decoration is not luxurious, but the main varieties - wontons are quite distinctive. -Wonton is quite distinctive, thin skin, large, stuffed, soup fresh, and each uniform, bright color, quality, supply of more than 80 varieties of consistent win customer praise, market recognition. The store was established in May 1999, started with 50,000 yuan, the fourth month began to open the first chain store, the end of that year to reach 5, now there are more than 50, the annual output value of more than 20 million yuan. What know-how makes this small store developed so quickly? It turned out that this small store from the beginning of the opening of the foreign fast food industry to learn from the advanced experience of standardized management, from the filling, skin, soup, three aspects of the production standards, no matter when, where the store is strictly in accordance with the standard operation, to ensure the consistency of good quality, long-term, stability. The store's wonton skins are made of pasta, water, eggs in a certain proportion and into a variety of wonton fillings of meat, vegetables, seasonings and other ingredients with electronic scales according to the standard mix, soup according to the standards of the factory made into a concentrated broth, distribution of individual stores to be used in the modulation of each link in accordance with the implementation of uniform standards. A high degree of standardization has driven the success of the store's operations.

Standardization is a catering enterprise scale development of technical assurance. Most domestic catering enterprises exist in the same strange phenomenon, that is, the standardization of front office services, standardization and backstage operation of the blurred. Setting the table requirements to the centimeter distance, passing food by the minute, while the production of food dishes depends on the inspiration of the master. Customers to the same restaurant dining, different time to eat to the quality of the meal is not quite the same, or even a big difference, not only affects the reputation of the restaurant, but also not conducive to the future development of the extension of the industrialized production to be carried out. Industrialized production is a catering enterprise to expand the scale of operations in the procedure is bound to take the production mode. In this kind of production, the requirements of different time and place production of the same brand of food and beverage products to maintain a high degree of consistency in quality. In the industrialized production of catering enterprises, varieties, quality, packaging, service are required to achieve a high degree of homogeneity, of which varieties of quality homogeneity is in the first place. Faster development of industrialized production of foreign food and beverage enterprises have very strict production standards, no matter where you go, the same brand of food and beverage product quality is the same. This is the difference between traditional and modern catering industry. Intention to implement industrialized production of food and beverage enterprises in order to maintain the unchanged flavor characteristics of food and beverage products, we must develop a set of strict operating norms and standards, abandon the traditional operation of the "little", "a tablespoon" and other fuzzy concepts, the use of standard measurement methods. This will prevent our food products from varying from operator to operator and from time to time and place to place.

Branding catering enterprises strong body development of the core project

Branding in the development of enterprises and competition plays an irreplaceable huge role. It not only includes trademarks, names, packaging, prices, history, reputation, symbols, advertising style and a series of intangible assets of the sum, behind also contains the quality of service, product quality, innovation consciousness, talent structure, management level, corporate culture and other rich connotations. It is the centralized embodiment of the competitiveness of catering enterprises. Modern catering enterprises to establish the brand to a strategic height to recognize, as the soul of the enterprise and the embodiment of the market life. Overview of the development of large-scale catering enterprises at home and abroad, the establishment of a well-known brand on the strategic core position to be implemented. After China's accession to the WTO, attracted the international competition in the catering industry. The way of competition is no longer pure price competition, quality competition, business form competition, cultural background competition, and turn to have a high degree of generalized characteristics of the brand competition. Catering companies want to stand firm in the brutal market competition must have a brand in the market called.

The establishment of the brand is not overnight, but a complex and large project. Its work includes the overall strategic planning of the brand, visual image design, the core concept to determine the use of brand symbols, brand scenario design, advertising tone and a series of work, the need for long-term accumulation in order to form. The brand is rooted in the concept of the consumer's heart, is a living image of the brand, the need for catering enterprises to carefully accompany and constantly cultivate. Some catering companies have a misunderstanding of the establishment of the brand, that a loud, fashionable, good-sounding name coupled with the media hype and publicity can be built up the brand, but also some catering companies think that the name of the old naturally become a brand. These are the misinterpretation of the brand establishment, so they will not and can not establish a real brand. The establishment of a real brand from the brand personality, brand identity, brand positioning, brand communication, brand management and other specific issues to research, planning, design, implementation and management, and will continue to improve, so that the consumer public from emotional to rational, from the form of the content of the brand to produce a deep and sustained understanding, will be formed based on the customer's understanding of the loyalty of the buyers of the brand of the market engineered. It can be said that all day direct-to-consumer service catering enterprises to take the road of growth and development is a brand, publicize the brand, maintain the brand management process. Catering enterprises must take it as the core project to grasp. For example, Zhengzhou people Qiao win, established in 1995 to "red sorghum" as the brand of Chinese fast food chain stores, everywhere called the foreign fast food "McDonald's", a year on the red across the land of the nine states. It can be said that its brand publicity, hype is very successful. But the brand is not equal to the success of the brand. Because of the triumph of the mind, blind expansion, capital chain break, flawless attention to the dietary tastes and habits of the north and south diners, resulting in "red sorghum" brand can not be well nourished, nourished, negligent management, can not be rooted in different geographic areas, can not be recognized by the new consumers, therefore, only a year apart! The "red sorghum" is in trouble, and the brand is in the red for a while, so it has become a cloud of smoke and mirrors.

Chained catering enterprises strong development of the road

China's modern catering business development has been basically perfect. Hotel catering, specialty restaurants, property catering, casual dining, fast food, food delivery, home kitchen projects and other business models have emerged in many cities and formed a complementary, competitive situation. No matter what kind of business catering enterprises want to grow and develop inevitably have to take the road of scale expansion. The operation of small and medium-sized food and beverage enterprises to enter the fast lane of development, the best way out of the development is the implementation of chain management. China's 11 outstanding franchising business brands in six catering enterprises, occupying half of its territory. China Cuisine Association, the China General Chamber of Commerce and the China Business Information Center **** with the organization selected the "2001 China Catering Top 100 Enterprises," 79 of the chain management approach, accounting for 85.6% of the turnover of the top 100 enterprises. The reason why so many catering enterprises to implement chain management is because the development of single catering enterprises will be subject to various restrictions. The development of single-unit catering enterprises there are only two roads, one road is to lower operating costs, expand profit margins to take the road of intensive development, the other road is to expand the scale of operations to increase revenue to take the road of external development. However, the operating costs of single-unit catering enterprises are mainly composed of production material costs and labor costs, such as excessively low cost of these two costs will inevitably affect the quality of food and beverage products and level of service, so the use of this approach to increase profit margins is limited. Monolithic catering enterprises by expanding the scale of operation to increase income is also limited. Catering enterprises are to meet the basic needs of people's daily lives of the service industry, the principle of choosing business location is generally as close as possible to consumers. Customers of catering enterprises are generally residents in their neighborhoods, unit workers and some mobile workers. This market space is limited, the market will not expand indefinitely with the expansion of the scale of catering enterprises, there is always a saturation point. From the above two aspects of the analysis, these two paths are not the most effective way to grow the scale of catering enterprises, so only the implementation of chain management is the right way. Observed from the market point of view, a catering business based on their own business characteristics can only attract a part of the region's dietary consumption customers, and this type of customers in other regions also exist, it can be said that a catering business may be the target customer group in a particular, larger geographical scope of the honeycomb-like distribution of points. Catering business scale development should also follow the distribution of target customers according to the honeycomb layout. Realize this layout of the most ideal form of enterprise is to implement the single restaurant chain. Thus, the chain management of catering enterprises is the best way to develop and expand.