Menu alchemy with a 50% increase in turnover

Menu alchemy with a 50% increase in turnover

Recently, more and more catering people have asked me how to increase profits and turnover through menus before consultation. This seems like a good question, but everyone is open to business. Who doesn't want high profits and beautiful turnover?

In the past, business was easy and competition was not saturated. Everyone can make money by working hard. Business is not good now, and the more competition is encouraged, people will not make money no matter how hard they work.

There has always been a question in my mind, what causes many people to step into catering so bravely, as if a product, a store and a person can start a business and operate. But last year, a data showed that the real profit of catering was less than 35%, and the monthly closure rate had reached 15%.

Admittedly, when we were shopping, we accidentally found that the restaurant had changed doors again.

Opening process of 99% restaurants VS 1% restaurants

It's just that they are still lacking in how to lay out and choose categories, so they come to see our category strategy and menu planning consultation, and now they are very confident in running their own chain enterprises.

Xiao Bai communicated with so many catering people, and so many catering people came to ask me questions about the menu, but few people really understood the value and significance of the menu. Therefore, we can see that only 1% or even less than 1% of catering enterprises book categories first, then plan menus, and then recruit chefs, waiters, decorate and open stores. Therefore, restaurants usually have a high chance of winning.

The difference in the process and order of opening the two stores is that the former is more labor-oriented, while the latter is more different in thinking. What is needed is to think about the strategic direction (category) and business model (menu planning) first.

Do you know why this happened?

This is one of the key points of our offline consultation, because menu planning includes product structure planning, brand expression, pricing, sales guidance and so on, which all determine how to reduce costs and increase efficiency, improve revenue and improve operational efficiency.

In recent two years, the word efficiency has attracted more and more attention. Do you know why? Why didn't everyone pay attention to efficiency ten years ago, and there wasn't so much consultation about efficiency? That's because the times are different, the competition is different, and more and more talents have entered the catering industry.

In my consultation, I talked many times about the different needs of catering in the three eras. Only by understanding the evolution of the times and people's different needs can we better see the future and know the present.

When the competition is more and more fierce and the money is not so easy to earn, our whole industry has begun or must begin to learn, because the previous extensive management can no longer adapt to the present era.

Now the catering industry.

Everyone has also seen the changes in the catering industry. It's not just the catering industry. All walks of life are reconstructing, so that we seem to have no time to think and have new things, so we keep pace with the times and learning has become the norm in our lives.

The learning path of 99% catering bosses VS 1% catering bosses.

Since everyone has begun to study hard, it is actually a key to choose what to learn and how to learn. Because we found that when some catering people come to communicate, some spend hundreds of thousands or even millions of study fees, but there is still no clear direction for categories, brands and how to enhance brands, improve profits or transform and upgrade.

This era is too fast. If you are slower, you will probably be overtaken by others. We often spend time studying, but we usually find people who focus on the industry, because in such an era of information explosion and more detailed division of labor, concentration and concentration can stand out.

How do traditional 99% catering bosses learn?

You may study products, marketing, brand, finance, equity, management and so on. Of course, you have to learn these things, but when you don't have a clear direction and plan, just like when you lack the operational direction and strategic layout, you can only grasp some scattered points, and if these scattered knowledge can't be effectively linked and interacted, it often has little effect.

And if you can model the whole catering product structure and profit structure on the basis of clear operation direction, then you can look at these from the consumer's point of view around the category and product structure, and then you will learn faster and easier.

More catering people have made a qualitative breakthrough after studying our consultation.

Just now, I mentioned "from the consumer's point of view". No matter whether the management point of view is inward or outward, in fact, both of them are cultivated, and internal and external cooperation is the more perfect place.

We often find in business:

"I feel that I have made a good product, but consumers can't feel it, and the food is still not satisfactory."

"Busy during peak hours, some customers can't wait to leave", you know, one is 5 minutes slow, 30 is 150 minutes, and about a few thousand dollars are gone.

"Customers always ask the waiter various questions, such as what does the waiter recommend? Attendant: What ingredients is this? Waiter, this is probably enough for several people to eat ... "

In fact, if we can stand from the consumer's point of view, that is, treat ourselves as an ordinary consumer and have empathy, we may gradually find the crux of the problem.

It is not a dream that menu planning can increase turnover by 50%- 100%.