Why do stir-fried fast food attract Siebel and others to enter the market frequently? Its essence and business are here.

A netizen once shared an experience: one day when she was having lunch near the company, she found that a fast food restaurant that had just opened for two weeks had been changed to another brand, but the dinner restaurant next door was crowded.

She has experienced both of the above stores. This dinner restaurant insists on the chef's on-site cooking, which is delicious and affordable, while this fast food restaurant has extremely fast delivery speed and high cost performance. She wondered: Why did this fast food restaurant collapse so quickly?

Dinner and fast food belong to different tracks, so it is reasonable to say that they will not form a strong competitive relationship. Why are they so fierce?

Later, Chopsticks Thinking (www.kwthink.cn) noticed that this netizen used the word "affordable" when describing dinner and "cost-effective" when describing fast food, and everything seemed to have an answer.

Let's think it over. What is the biggest difference between dinner and fast food? In fact, it is the unit price.

But if the unit price of a dinner restaurant is not much different from that of a fast food restaurant, and the serving speed of the dinner restaurant is acceptable and the experience is better, which restaurant will customers choose? The answer is obvious.

For example, the per capita consumption of Xiao Dangjia, a Chinese fast food brand that recently acquired Xibei shares, is only in 30 yuan, and more than 10 stores have been opened in this first-tier city. My daughter is in charge of cooking and weighing, paying attention to the quality of ingredients and capturing the hearts of a group of white-collar consumers. There are often long queues for dinner after work.

For example, the catering brand "Zui Ao" that went out from Fuzhou mainly focuses on the fusion dishes of Sichuan cuisine, Hunan cuisine, Fujian cuisine, Shandong cuisine and other major cuisines. The unit price is between 20-30 yuan, and only lunch and dinner are served. In four years, about 500 direct stores were opened, covering more than 30 cities such as Beijing and Shanghai. It is normal to queue up.

Chopsticks thinking thinks that in the era when cooking packages and standardized products are rampant, the cost-effective dinner mode just solves the pain points of consumers, but from the perspective of a single transaction, the profit margin of this mode is extremely small, and the supply chain management and personnel management of catering enterprises are not easy. If catering enterprises want to survive or even become bigger and stronger by this model, they must break through these obstacles and form their own model.

? The pain points of customers determine the width of the track, and the semi-self-help mode is a magic weapon to reduce services and enhance the experience.

Looking for users' pain points is a common saying in all walks of life. The question is: Is the pain point you understand really a pain point? Customer: Will it really hurt?

For example, in today's era, what is the biggest pain point for office workers to eat lunch, just need, high frequency?

Dinner snack bars often present two extremes: one is the traditional restaurant model, which has a scale and brand but is expensive, and ordinary people and white-collar workers can't afford it. The other is the common "couple snack bar" and "fly restaurant". This kind of shop often adopts the mode that the husband cooks, the wife collects the money, the mother washes the dishes, and then hires several workers to open the shop. Shops can't talk about decoration, environment and service, and some even pack "1 yuan tableware" in plastic bags. The frequent occurrence of gutter oil incidents makes customers feel insecure, which requires brand-name restaurants to provide better customer dining experience.

Like Zui Ao, 8 yuan's Zui Steak and 5 yuan's Mapo Tofu are introduced, and a customer 3 yuan can enjoy Wuchang rice, fruit, snacks, coke and sprite in unlimited quantities, and a customer can eat seriously in 20-30 30 yuan.

Judging from the unit price, although the drunkard's intention is not wine, but mainly dinner, the price can be comparable to that of fast food, which dispels consumers' concerns.

My grandmother's uncle Wu once said that he hoped to be a catering enterprise that everyone could afford, that is, a family consumption catering enterprise.

Judging from the underlying business logic, getting drunk is exactly the same as grandma's, both of which are cost-effective modes of eating; From the decoration point of view, Zui Ao and Grandma's decoration are all their own. However, judging from the location, grandma's home base is Shang Chao, and the drunken place is mostly a street shop, mostly near the office building.

There is another similarity between drunkenness and grandma's house, that is, queuing is normal, because they grasp the real pain points of customers, and the pain points of customers determine the width of the track. If catering enterprises grasp a non-pain point, even if innovation is unparalleled, I am afraid no customers will buy it. There is a simple reason. The more catering enterprises grasp the pain points of customers, the harder it is to be surpassed.

Different from regular Chinese restaurants, fast food often adopts semi-self-help mode or even full self-help mode.

A customer has to pay a self-help fee of 3 yuan. With the self-service fee of 3 yuan, customers can help themselves with rice, fruits, snacks and drinks unlimited times, but the mode of ordering and serving is still the traditional mode. Customers sit at the table, waiting for the waiter to serve.

In addition, the semi-self-service mode makes the time of waiting in line and waiting for meals no longer far away.

Semi-self-help mode only makes customers move, which makes customers feel strong and reduces the service cost. On the surface, 3 yuan can be added to the buffet indefinitely, which seems to be a loss. But from another perspective, it can reduce the work of waiters with a cost of 3 yuan or more, and this model can also attract customers to buy again, and even form self-communication among customers, thus attracting new customers. Is this a good business?

Waiting in line, single-page menu search, semi-self-help, and high cost performance are the characteristic modes of fast food, and fast food for dinner is the new trend of the whole industry. Today's consumers not only need to solve a meal quickly, but also expect high quality and high cost performance. At this time, the fast-food dinner, that is, on-site production, can also ensure the speed of eating, which has both the experience of enjoying dinner and the experience of fast food. The unique advantage of this model is personally perceived by customers.

From the market point of view, Xibei made Maixiang Village, super Chinese hamburger, bow and bow, Haidilao made 18 marks and made pies. In fact, it is all based on seeing this customer demand. However, it is worth noting that the fast-food of Chinese food, such as cooking, is much more difficult than the fast-food of single products (pasta, etc.) ) and a single variety (Hamburg, etc. ).

Therefore, a fast food restaurant like Yipin San Xiao, which mainly cooks Chinese food, has been popular for a while, but it is also under great operating pressure. The take-away era relied too much on online, and eventually it was defeated in the fierce catering competition.

In chopsticks thinking, fast food restaurants should take the road of "small, specialized, multi-functional and refined". Only by opening small shops and boutiques with low profit pricing and low prices can they conform to the trend of mass market segmentation and must be close to the market and close to the people. But it's easier said than done. It is difficult for a catering enterprise to achieve low price and low quality, which is a very high challenge to the business model and management model.

The most sure way for catering enterprises to achieve profitability under the situation of "three highs and one low" is meticulous management, and the most direct way is to expand the scale of chain stores, reduce operating costs by increasing the number of chain stores, and give play to economies of scale. However, the scale development should be based on a strict and high-level chain operation support system, which will be a new level problem.

? The business model that can best establish competition barriers is "large-scale+high efficiency"

Throughout the world chain service enterprises, the business model that can best establish competition barriers is often to earn "scale+high efficiency" money.

The profit model of the traditional retail giant "Wal-Mart" is to cancel the supplier link, set the product price very low, and make profits to consumers.

First of all, Wal-Mart has many own brands and can master more channel pricing power; Secondly, through capital operation, nearly 400 stores with the largest number of stores in China are acquired to achieve economies of scale and reduce procurement costs; Finally, it adopts the system of complete separation of procurement and operation, which makes all functional departments more efficient and single-minded.

ZARA, a clothing brand owned by Inditex Group, a Spanish retail giant, also adopts this business model. When amancio ortega, the founder of Zara, worked in a clothing store, he found that the whole process of a garment from design to production to putting it on the store shelf contained huge profits.

So, he began to think about how to skip the middleman and sell the products directly to consumers. Then he founded the ZARA brand, precisely because it avoided the secondary or even multiple profit links of intermediate dealers, increased sales, avoided product backlog, and accelerated the flow of liquidity.

The business model of leading a drunken life is also a typical "large scale+high efficiency". It first detonated the consumer side with the strategy of high cost performance+on-site cooking+semi-self-help, and then opened a store on a large scale. The more stores, the larger the purchase scale, the easier it is to cut off intermediate links, making it possible to purchase in bulk from the country of origin and strengthening the bargaining power of scale.

For example, ribs for drunkenness are purchased directly from a container in Denmark.

Therefore, the drunken and cost-effective dinner mode has created a high turnover rate. Under the condition that the fixed costs such as rent, water and electricity, personnel salary and so on are relatively unchanged, the increase of turnover rate promotes the efficiency of personnel and equipment. So the seemingly unprofitable business model has a stable net profit.

Chopsticks play thinking that large-scale and high efficiency are complementary, and high efficiency requires the supply of large-scale procurement to ensure high efficiency. Generally speaking, it is the principle of small profits but quick turnover, but the key is: how to minimize the profit margin in procurement and how to ensure the sales volume to increase. Without any pole, this business model cannot take effect.

In addition, the source of this business model is sales. Therefore, ZARA chose to place its production base near its headquarters, even if it had to bear high costs, in order to quickly respond to the market and win customers.

When garment manufacturers choose to open factories in South America and Asia in order to reduce costs, ZARA has done something seemingly contrary to common sense-the production base is located near the headquarters, and the more fashionable the clothes, the closer the production base is to the headquarters.

ZARA did this to stay at the forefront of fashion as soon as possible. The closer the production base is to the headquarters, ZARA's team of designers can modify and copy the goods more quickly, so as to quickly distribute the goods to retail stores around the world, and then modify them again according to customer feedback and deliver them in batches again.

So is Jin Million and his grandmother's house. Jin Million attracts a large number of passengers with cost-effective takeout, and then uses its own supply chain resources accumulated for more than 20 years to continuously gain the advantage of scale bargaining; Grandma's family uses soft clothes and cost-effective home-cooked dishes to create perennial queues in shopping malls with high-end restaurants, thus building a solid barrier.

Drunk and proud, in today's catering standardization, in order to create the ultimate experience and obtain a stable passenger flow, we choose the most stupid chef's on-site cooking method and expensive semi-self-help mode.

? The ultimate form of Chinese fast food development: variety, low price, fast throughput and constant renewal.

In Shenzhen, a city full of innovative catering brands, Chinese fast food occupies an important position. The citizens' fast pace of life, high demand for nutrition and picky taste ..... all these make the fast food brands here walk on thin ice, but they are also full of challenges and opportunities.

Influenced by Hong Kong's beauty, music and happiness, the "Chinese wok chain" represented by Shenzhen brands such as Jiawang and Mianwang began to take shape, which is characterized by a wide variety, convenient cooking and emphasis on taste and cost performance.

For example, a young female supervisor hired a professional chef in a hotel. Customers can choose cold dishes, stews, stir-fried dishes, steamed dishes, iron plates, liquid foods and drinks, totaling 50 or 60 varieties, covering almost most of the best-selling products in the market. But the difficulty lies in: the variety of dishes is rich, the emphasis is on stir-frying, and the quantity and quality of products need to be taken into account. Because to ensure the variety, it is necessary to fry all the dishes in advance, wait for customers to choose and always observe the presentation and sales of products.

At the same time, we must ensure the balance between pricing, customer unit price and cost performance. After all, the unit price of the office business circle has a ceiling, but because of the types of cooking and the characteristics of cooking now, the cost will be high.

Drunk headquarters will set a certain proportion of dishes, such as the proportion of regular dishes, and chefs can innovate the proportion of dishes according to the region. Therefore, when they are stationed in different cities, they can adapt to the local market relatively quickly. According to chopsticks thinking, the business area of Zuixian restaurant is generally controlled at 300 to 500 square meters, and the SKU of dishes is generally around 30 to 40.

Chopsticks thinking believes that such a large business area and a relatively large number of SKUs really require high passenger flow and operation and management capabilities of stores. On the surface, it seems unreasonable, but in fact it is the most suitable mode for snacks and fast food. Its customers are office workers and family consumers with a radius of 1-3 km who don't want to go home to cook. High sex ratio mode requires high turnover rate, and high turnover rate requires high repurchase rate.

But in the final analysis, compared with other cooking methods such as steaming, stewing, roasting and marinating, stir-frying will have a certain technical content, which will occupy the on-site labor force and produce unstable factors. Therefore, the number of fried varieties should be properly controlled and do what you can. At the same time, we must ensure the continuous increase of new varieties, speed up the rotation cycle of products and increase the freshness of customers.

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The most dangerous place is often the safest place. Sometimes, the most difficult road may just be the best, because once it is opened, it will form a strong barrier.

Waiting in line for meals, an "outdated" traditional Chinese fast food, is once again favored. For example, Joule canteen and Mr. Fan are both operated in the mode of frying Chinese food, and customers choose to settle their accounts after eating. Although it is a standard Chinese fast food, it has been upgraded in terms of ingredients, dishes, overall value, dining environment, etc., and has obtained good market feedback, which also proves the firm demand of customers for "good" and "fast".

Therefore, whether it is dinner fast food or pure Chinese fast food, it is necessary to introduce solutions to meet the needs of this customer. Only in this way can we achieve the same goal and achieve commercial success.

Highlights of stir-frying, displaying ingredients, forming an organic and flexible body with multiple varieties, and emphasizing pot spirit and experience ... all these are good breakthroughs to break through the disorderly competition of low-end leisure fast food, but how much can be achieved depends on the comprehensive operational strength of food enterprises.

Chopsticks play thinking has always believed that any business must seize customers and employees. Customer-oriented, capture the demand; Face employees and arouse their enthusiasm. No matter which track the catering company cuts in, it is the most fundamental to grasp the real pain points of customers. Fair price and high quality are always the simplest and most effective business logic.