How should the catering industry survive under the epidemic situation?

At the moment when the epidemic broke out, traditional industries were greatly affected. As a catering industry, how to survive the epidemic deserves our deep thought. Unless you intend to give up this industry completely, other industries can live well. I don't think so. The general environment will affect all walks of life. If even the basic livelihood industries are greatly affected, we will easily jump to other industries with no experience, connections and resources, and the outcome will only be worse.

First of all, we must rationally analyze the current situation. When will the epidemic end? A month? A year? Five years? Ten years? I think there is no probability that the epidemic will disappear completely until at least a new technological breakthrough occurs (this situation basically does not exist, and COVID-19 variability determines that the possibility of completely eliminating the virus is almost zero). At present, China's dynamic zero-eradication epidemic prevention policy is the most in line with our basic national conditions, so we should adapt to the recurring epidemic in a short time. In this case, we have to find a new way of living. The dining environment is bleak at present. The biggest problem is that the cost of some big brand chain stores is too high, and the bleak offline business cannot cover the rent, labor and other expenses. The simplest measure taken by many stores is to lay off employees. So now we will encounter a phenomenon, that is, when we meet some holidays or special festivals, the waiters in some stores are simply too busy. There are not many days when business is good, but it greatly reduces the customer experience and leads to the loss of some customers, thus entering a bad cycle.

So, first, it is a trend to make sure that small and refined catering is at present. At present, dining chairs are not suitable for investing in big stores, otherwise the high cost will make us very passive. Second, there are many ways to get customers, and we can't just rely on offline traffic. Online and offline must be combined. Many people will say that the platform deducts too much money and the gross profit is too low. This view is one-sided, and the platform has lower profits but lower costs. Compared with the monthly rent of tens of thousands of dollars for platform opportunities and the acquisition cost of a little promotion fee, there is also a big gap. All platforms have the advantages of platforms. At present, unless you have a very sticky fan base, such as some old shops with stable customers or recognized tastes for many years, ordinary restaurants can only die by offline traffic. Third, categories are very important, and categories must avoid the most intense battlefield. In 20021and 2022, the concept of prefabricated dishes was very popular, and a large number of well-known companies occupied the market, which naturally gave birth to many dinner brands, and various brands of small bowl dishes were born. Dinner is the biggest category in the market, so the competition is also the fiercest. I think the real profit of some dinner categories added by nine thousand nine hundred and ninety-nine is only the store owner. Busy people may find themselves working for suppliers. Some shops do make money, but most of them look for leeks themselves, and bosses should have their own judgments. When we open a store, we finally look at how much money we make, not how many orders we sell.