The definition of traditional market entry is gradually being subverted. When the abnormal growth of store rent forces McDonald's to take the lead in underground drilling, we should rethink the principle of restaurant location. With the development of mobile Internet technology, the importance of attracting passers-by by by relying on market entrance will gradually be eroded by relying on Internet drainage. Restaurants that rely on the market tend to attract enthusiastic consumption. Therefore, it will be more difficult for snack restaurants to bypass this threshold. However, dinner restaurants that focus on planned consumption do not have to rely on the market. Because the internet is the entrance, we can infer several possibilities of future address selection. The recent popularity of this first-class business district second-rate location method makes sense. Choose a first-class business district to solve the traffic and parking problems. The first-class business circle ensures the user base. Choosing a second-rate location will lose a part of the passing passengers, thus obtaining a relatively low rent. Another way to choose an address is Mankoffi's anti-business circle. When Starbucks couldn't keep up with the capital airport, Man Coffee opened a shop in a residential area. With the rent advantage, you can make the store bigger and the environment better. This is also the reason why I have always been optimistic about coffee and not optimistic about coffee to accompany you. The coffee with you has been competing with Starbucks, and the cost and brand disadvantage are huge, which is doomed to be a lose-lose outcome. Mann Coffee cleverly avoided direct competition with Starbucks.

2 scale and decoration

In the general direction, the smaller the area, the stronger the ability to resist risks. The future trend of the catering industry is also dominated by small-area single-item theme restaurants. Compared with small stores, the upfront investment and later labor costs of big stores will at least increase linearly. As for the difficulty of management and operation, it increases nonlinearly in most cases. However, although the risk of a small area is reduced and it can bear the loss, it will face the problem that the ceiling of a single store is easy to do. Although this is a problem that may be faced in development, if we can prepare for standardization at the beginning so as to copy it quickly after it becomes popular, the potential will be obviously improved.

How to manage the catering industry in the mobile Internet environment?

I don't recommend spending too much money on decoration before the restaurant opens. The core of catering is taste rather than environment, and the contradiction between primary and secondary needs to be distinguished. There are many restaurants with good taste and poor environment. On the contrary, they are basically dead. In most cases, the decoration should be implemented on the principle of making a seemingly tall effect with as little money as possible. Don't blindly follow the trend. Considering the depreciation of decoration, the possibility of second-hand treatment is almost non-existent, and it is more necessary to reduce the decoration cost within the allowable range. Always remember such an account. If you invest 50w in the decoration, then trying to save 5w may have little effect on the effect. But this 5w can invite a junior operator to do full-time Internet promotion for one year. It goes without saying which is more cost-effective.

Three environments

4, food market cultivation

Dishes are the most important link in restaurant product design. With the progress of society, you can eat almost all kinds of dishes in big cities. I'm afraid the only things that can stand out are niche orientation and self-innovation.

To paraphrase a sentence, what is national is the world, and the author thinks that the minority is the public. Really good things will still have people who know the goods. Choosing a segmented and niche market, the risks are user acceptance and market cultivation cycle. Generally speaking, it will be more difficult to start a vertical market, because under the promotion of the same coverage, the audience will account for a smaller proportion. Therefore, we must pay attention to ways and means when operating and promoting. We should also be prepared for a more protracted war than mass restaurants. Of course, the advantage is weak competition. Once gaining the first-Mover advantage, it is relatively easy to set up competition barriers and partially monopolize the market.

5 price point

Combined with the current national conditions, it is suggested to carefully consider high-end catering. In recent years, high-end catering has been greatly banned. The listing of South Beauty failed, and small South China transformed. The hardest shops in Wang Pin are opening more and more, but the profits are getting less and less. There is really no need to choose the difficult mode to do business, and powerful catering practitioners can challenge luxury meals.

Although the high-end consumption of public funds has been suppressed, the non-public high-end market still exists. But it's like walking a tightrope. The most important thing is proper restrictions. Look at the situation with a proper smile. One false move may lose the game. Besides, according to dialectics, everything has two sides. According to the concept of stupid bear cooking, white-collar lunch should be 12 yuan, and high-end lunch is a false demand. Walk sideways after a meal, focusing not only on the price in 40 yuan, but also on vegetarian food. They are both alive and well. Who is right and who is wrong? In business, right or wrong is not important, and there is no absolute right or wrong in this world. Specific analysis of specific problems, the fundamental way to make money is to choose the mode flexibly according to the environment instead of looking at the problem in isolation.

6 process

In fact, the ordering process is one of the few design links that can directly save labor costs for businesses. Merchants should encourage and help users to order their own food as much as possible, and should also save the cost of food delivery as much as possible according to the actual situation.

For example, compared with Starbucks' standing mode, the iconic dish-passing bear filled with coffee has more advantages than disadvantages or disadvantages than advantages. Why doesn't Man Coffee support diners' mobile phone self-service ordering function? In my opinion, if these two issues are paid enough attention, both in theory and practice, labor costs can be reduced to some extent.

7 takeout

In the past two or three years, the three major takeaway platforms have been burning money and expanding. Everything is familiar with the year of the Thousand Regiments War. The difference is that group buying is a way for merchants to quench their thirst by drinking poison, and the nature of blood-sucking makes them stand on the opposite side of merchants, and take-away will be a strong shot and catalyst for the catering industry. Of course, the burning of money on the take-away platform is an enclosure for one's own life and death, an accelerated development of the consumption habits of diners and a fundamental subversion of the catering industry. In fact, any door-to-door O2O is in line with human needs. Because the development of science and technology is essentially to satisfy people's lazy desire. The user's habit of ordering takeout is typical from luxury to frugality. Once cultivated, it is difficult to be reversed. Work pressure is so great and life is so fast. In addition to the additional attributes of dinner (social, entertainment, etc. ), ordering takeout is really more in line with the basic dining needs of modern people. In such a period, what catering practitioners need to do is to weigh the value of take-out to themselves, adjust their models appropriately, enter a promising platform as soon as possible, and make beautiful data on it. In such a typical platform bonus period, all businesses will be in the later stage of the future. The reason is very simple, you can refer to the early days of Taobao. During the platform bonus period, the promotion difficulty and cost will be extremely low. Early follow-up will accumulate great advantages for the future. Although the rise of take-out may stimulate consumer demand to a certain extent, it is also reasonable to choose between in-house meals and take-out. If you don't make takeout, you give up the opportunity.

8 operation

Cooking is a marathon. If the life cycle of the restaurant is divided into pre-opening and post-opening, the author finds that many catering practitioners are very willing to invest before opening and are meticulous in decoration. However, after opening, I began to wait for the harvest, wishing I couldn't make money lying down. A hundred miles is half of ninety! The opening is the first step of the Long March! It is more reliable for people who expect to invest once to go out and turn left to buy a trust. Catering is to be operated. In the era of mobile internet, how to make good use of social networks and do a good job of deep CRM is a problem that catering practitioners need to seriously consider and treat. What is the core of WeChat business impacting traditional e-commerce? Some people say it is a social attribute. The author thinks that socialization may be a bit too much, and deep CRM is the best interpretation. Why are there many grocery stores and restaurants in Japan that have no shops, open in the depths of office buildings and houses, and are still very moist? Why does izakaya, with its hidden location, average taste and extremely high price, become an old brand from generation to generation? On the one hand, it does not rely on passers-by drainage, and uses CRM to promote it, on the other hand, it does in-depth maintenance for customers. The advantage of this is that the brand loyalty of users is extremely high. This is why some Japanese cosmeceutical brands may only make a few products for decades without going out of business. Thanks to the mobile Internet, with the official accounts of Weibo and WeChat, dedicated businesses can interact with customers in the most effective way. When your brand has more than 10 thousand fans in a single store, you won't worry about business. When the number of fans exceeds100000, you have a community, and basically you can sell whatever you want. This is an era when fans dominate the world.