Trying business is to try the "market" and the other is to try "yourself". Whether the restaurant can run well can be seen from the trial operation.

Diners are no strangers to trial operation, but their views are quite different: some people say, "I never do trial operation, but I open it on good days." Someone said, "I'll try it for a few days before starting a business, so as not to be in a hurry when starting a business." "

Some people also said, "My new store will try him for three months first, giving the store enough time to be popular!"

In the process of serving customers, we also found that everyone is willing to do opening marketing, but there are great differences in trial operation. In others' eyes, it is just a simple trial operation, but it is also a science in catering management.

So today, according to our past experience, what are the doorways for the trial operation of restaurants?

What is a trial run?

All walks of life have trial operation, and catering needs trial operation.

Trial operation is like a prelude to a long business career of a restaurant.

Prelude refers to indicating the theme of a song in advance, expressing or depicting the artistic conception, rendering the atmosphere, guiding the singer into the scene, and reminding the singer of his mood, speed, intonation, tonality, rhythm and strength. The prelude brought us a concrete musical image.

By the same token, the trial operation of the restaurant is to inform customers of your business content and mode in advance and establish the image of the restaurant in front of customers.

Unless you have enough confidence in yourself, few people can start business directly without trial operation.

So, what is the purpose of trial operation?

Simply put, try "operation" internally and "marketing" externally.

The extension is:

Internally: problems encountered in trial operation, such as poor service, poor customer experience, unstable products, poor coordination between the front hall and the kitchen, inadequate preparation of the restaurant, etc. , can be adjusted and improved before the official opening;

Externally: While informing customers that the restaurant is open for consumption, it is also an opportunity for customers to judge the positioning and service of the restaurant to determine the subsequent consumption.

In a word, trial operation is like the preparation stage of some projects. The results and problems found in the trial operation can be used for reference and adjustment in the formal operation.

Second, the correct way to open the trial business

Why did some restaurants close down during the trial operation, and some restaurants became popular just after the trial operation? In other words, the trial operation determines the future of the restaurant to some extent.

The difference lies in the importance attached by the operator to the trial operation and whether the basic preparations are in place. It is not advisable for some restaurants to start accepting customers rashly even before their business licenses and permits are completed.

Besides the hard conditions, what else should the restaurant do for trial operation?

1, accurately control the trial operation time.

There is no standard answer to the length of trial operation, but it depends on the acceptance of operators themselves and the market. Some officially opened after only three days of trial operation, and they were fully prepared; After three months of trial operation, some people still feel that they are not fully prepared.

There used to be a Japanese restaurant, which experienced half a year's trial operation from the beginning to the official opening. Perhaps such a move is incredible or unnecessary to some people.

However, half a year's trial operation can show the "stability" of a brand. No speed, no quality, don't end the trial operation before you think it can be officially opened.

In the meantime, in addition to finding the brand's own problems, this restaurant has been improving its supply chain. After all, Japanese materials have extremely high requirements for ingredients, and quality determines everything.

After opening up in this way, we can give play to our own advantages and make a fuss about the supply chain.

Their practice is: on the opening day, a whole bluefin tuna is airlifted to the store for guests to choose parts and where to eat, and chefs can cook on the spot to feel the original charm of the ingredients.

Therefore, the length of trial operation is not a problem, but whether it can meet the requirements of most target customers before opening is the key.

2, do a good job of problem summary and feedback.

Trial operation is the time to find and solve problems, and it is also the time to expose problems most easily. Then, all aspects of the problem should be summarized and feedback.

Problems in consumption experience: for example, consumers' satisfaction with dishes, environmental lighting and service;

Problems in the process of self-service: such as how fast the product is produced, whether the taste of the product is stable, whether the moving line affects the service, whether the equipment runs normally, whether the personnel training is in place, etc.

Summarizing the problem is the first step, and the second step is to solve the problem in a targeted manner. Of course, this is not enough.

Some restaurants have summarized the problems encountered in the trial operation and adopted targeted solutions. Let consumers see the restaurant's problem-solving attitude, successfully make up for the dissatisfaction experienced by consumers during the trial operation, and pull back good feelings.

3. Don't treat the trial run as a "trial run".

As the saying goes, don't let children lose at the starting line. I have to go to kindergarten before I go to primary school, but most parents don't pay attention to the importance of kindergarten and are particularly relaxed about their children.

However, some parents began to cultivate their children very early, and they actually took the lead in kindergarten.

The same is true of the trial operation of restaurants.

Many people regard the trial operation as a test of water, the training is not in place, and all the equipment is not fully ready, so they rush to start a business.

Although the trial run is to find and solve problems, it does not mean that mistakes can be made during the trial run. Nowadays, consumers' tolerance for restaurants is far from as high as expected, and it is difficult to come back with poor experience. Therefore, as the opening gun, the trial run should be taken seriously from the beginning.

The brand of trial operation is actually done as a formal operation, and it is strict with itself from the beginning to meet the requirements of customers. Word of mouth came out, but I'm afraid there was no repurchase?

If the trial operation effect is good, you can start business directly without doing too much marketing; If the trial operation is not effective, it is necessary to analyze and solve the problems and make full preparations for the official opening.

Running fast is not as good as running steadily. Brand development should be considered in the long run. Is it popular? Or did you just die? Measurements must be made during commissioning.