What are the business strategies of the catering industry?

For more information about the business strategy of the catering industry, please see below and I will give you a detailed answer.

<

What are the business strategies of the catering industry?

For more information about the business strategy of the catering industry, please see below and I will give you a detailed answer.

The first priority for the development of characteristic catering enterprises.

200 1 A young catering operator set up the "Guo Mutton Soup Room" in Zhengzhou, running the local snacks-Mutton Soup in Sanmenxia, which was called Guo in history. According to the characteristics of northerners' love for mutton, he observed that modern people don't want to eat in street stalls as before, so he opened a shop to decorate it, making it clean and tidy, simple and elegant, surrounded by pre-Qin murals and antique bronzes, making street food stalls and selling mutton soup as the main product, changing the traditional business model of cooked meat and soup. Each bowl of mutton soup is stewed in a single pot, supplemented by fungus. The reconstructed mutton soup is milky white, rich in content and delicious. Coupled with the strong cultural atmosphere of the dining environment, it is very popular with people and attracts diners from far and near. Within a year, it has developed rapidly from one restaurant to three direct-operated restaurants, and achieved certain success. Why can this young man succeed in such a short time? This is because he understands that business needs are different. Being different is characteristic. The characteristics of "Guo mutton soup kitchen" are shown in the aspects of food production, catering culture and dining environment.

From the perspective of management, characteristics are the foundation of catering enterprises. General catering enterprises have their own operating characteristics more or less. The key is whether the operating characteristics of catering enterprises are consciously strengthened by operators to form a selling point to win competition. Some restaurants think they have their own characteristics when they launch several special dishes, while others change the decoration of the front hall and imitate some local and ethnic styles at home and abroad, thinking that they can win customers. Actually, it's not, because it's just the external form of the characteristics of catering enterprises, and it's a part of the performance of characteristics rather than the whole content. Only these contents are not enough for enterprise management. It is superficial and thin to express the characteristics simply in this way, and it is difficult to play a lasting role. The characteristics are not only expressed in some superficial forms, but more importantly, they should reflect the intention of the operators to serve the target customers wholeheartedly. They should be combined with corporate culture, management ideas and business ideas, showing profound ideological and cultural connotations, thus playing a role in promoting marketing. For example, McDonald's operates according to the four principles of high-standard food quality * * *, quality * * *, careful, caring and caring service * * *, clean work flow * * *, and satisfactory consumption value * * * * QSC&. The five principles are * * *. These principles are not only McDonald's business philosophy, but also McDonald's business characteristics, so it is difficult to distinguish them. This shows that it has distinctive features and heavy weight, and can have a far-reaching and lasting impact on the market.

How do small and medium-sized catering enterprises design their own operating characteristics? The management characteristic design of catering enterprises should start from the demand of consumers and the functional orientation of enterprises. The characteristics of catering business always focus on satisfying consumers, and satisfying service objects is the starting point and end result of operators' design characteristics. What are the characteristics? The characteristic is the market positioning of catering enterprises, the service specialization of catering enterprises for certain customer groups, and the service marketing tailored for customers. To open a restaurant, you must first find the right customer. According to the consumption habits, tastes, preferences and other characteristics of the clients, catering enterprises combine their own functions and service advantages to design catering varieties, arrange dining environment and create a cultural atmosphere, so as to determine their own operating characteristics. The operating characteristics of catering enterprises can not only rely on subjective imagination, but also must be tested by the market for a period of time and consistent with the actual needs of target customers, so as to truly form their own operating characteristics. Only when customers are fully satisfied physically and psychologically from characteristic consumption can the operating characteristics of catering enterprises have market vitality and truly exert the great potential of characteristic management.

The formation of characteristics is a systematic project. It is planned and conceived according to the geographical location, hardware conditions, personnel quality, environmental characteristics and many other factors of catering enterprises. The characteristics are roughly manifested in two aspects: products and services. There are a wide range of resources that form characteristics, which can be excavated from various channels such as region, nationality, history, folk customs, traditions, culture, events, people and so on, and various catering characteristics can be deduced. No matter what kind of characteristics, from form to content, it must be harmonious and unified, with a theme and a complete concept.

Characteristic management is the soul of catering enterprises, and catering enterprises without characteristics are lifeless. Even community catering service enterprises have their own characteristics, that is, the eating habits of convenience, low price and close to home cooking. Therefore, characteristics are the first priority for catering enterprises to strengthen their physical development, and small and medium-sized catering enterprises must pay attention to them.

Technical guarantee for the development of standardized catering enterprises

There is a "Lucky Wonton Shop" in Shanghai. Although the equipment is not exquisite and the facade decoration is not luxurious, the main variety-wonton is quite distinctive, with thin skin, big head, many fillings, fresh soup, uniform, bright color and high quality. The supply of more than 80 varieties has won praise from customers and market recognition. The store was established in May. 1999. 50,000, and opened the first chain store in the fourth month. By the end of that year, it reached five, and now there are more than 50, with an annual output value of more than 20 million yuan. What's the secret that makes this small shop develop so fast? It turns out that this small shop has drawn lessons from the advanced experience of standardized management in foreign fast food industry from the beginning, and formulated the production standards from three aspects: stuffing, skin and soup. No matter when and where it is opened, it strictly follows the standards, ensuring the consistency, long-term and stability of excellent quality. The wonton skin in this shop is made of flour, water and eggs in a certain proportion. Meat, vegetables, condiments and other ingredients in various wonton fillings are prepared by electronic scales according to standards, and soup is made into concentrated broth by the factory according to standards, which is distributed to various stores for modulation and use, and every link is implemented according to unified standards. A high degree of standardization promotes the success of store management.

Standardization is the technical guarantee for the large-scale development of catering enterprises. Most domestic catering enterprises have the same strange phenomenon, that is, the standardization of front-office service and the fuzziness of back-office operation. Setting the table requires a distance of cm, and the dishes are delivered in minutes, and the production of food and dishes depends entirely on the inspiration of the master. When customers eat in the same restaurant, the quality of food they eat at different times is not the same, or even very different, which not only affects the reputation of the restaurant, but also is not conducive to the future development of industrial production. Industrial production is an inevitable mode of production for catering enterprises in the process of expanding their business scale. In this kind of production, it is required that the food quality of the same brand produced at different times and places should be highly consistent. In industrialized catering enterprises, variety, quality, packaging and service all require high homogeneity, among which the homogeneity of variety quality ranks first. Foreign fast-developing industrialized catering enterprises have strict production standards, and the quality of catering products of the same brand is the same wherever they go. This is the difference between traditional catering and modern catering. If catering enterprises interested in industrialized production want to keep the flavor characteristics of catering products unchanged, they must formulate a set of strict operating norms and standards, abandon the vague concepts of "one point" and "one spoon" in traditional operation and adopt standard measurement methods. In this way, our food products will not vary from operator to operator, and from time to place.

The Core Project of Entity Development of Brand Catering Enterprises

Brand plays an irreplaceable role in the development and competition of enterprises. It not only includes the sum of a series of intangible assets such as trademark, name, packaging, price, history, reputation, symbols and advertising style, but also includes rich connotations such as service quality, product quality, innovation consciousness, talent structure, management level and corporate culture. It is a concentrated expression of the competitiveness of catering enterprises. Modern catering enterprises have promoted brand building to a strategic level and regarded it as the soul of enterprises and the embodiment of market life. Looking at the development path of large catering enterprises at home and abroad, the establishment of well-known brands is at the core of the strategy. China's accession to the WTO has attracted international competition in the catering industry. The way of competition is no longer simple price competition, quality competition, business form competition and cultural background competition, but turns to brand competition with highly generalized characteristics. If catering enterprises want to gain a foothold in the cruel market competition, they must have well-known brands in the market.

The establishment of brand is not achieved overnight, but a complex and huge project. Its work includes brand overall strategic planning, visual image design, determination of core concepts, application of brand symbols, brand scene design, advertising tonality and a series of work, which needs long-term accumulation to form. Brand is a concept rooted in consumers' minds and a brand with a vivid image, which needs careful care and continuous cultivation by catering enterprises. Some catering enterprises have a misunderstanding about brand building. They think that a loud, fashionable and pleasant name can build a brand with media hype and publicity. Some catering enterprises think that when the brand name is old, the brand naturally becomes a brand. These are misinterpretations of brand building, so they won't and can't build a real brand. The establishment of a real brand should be investigated, planned, designed, implemented and managed from many specific issues such as brand personality, brand identification, brand positioning, brand communication and brand management. And we should constantly improve it, so that consumers can have a continuous understanding of the brand from perceptual to rational, from form to content, and then form a market brand based on customer understanding and loyal purchase. It can be said that catering enterprises that directly face consumer service all day should take the road of growth and development, which is a management process of establishing, publicizing and maintaining brands. Catering enterprises must regard it as the core project. For example, Qiao Ying, a native of Zhengzhou, set up a Chinese fast food chain under the brand of "Red Sorghum" in 1995, which was called "McDonald's" everywhere and became popular in Kyushu within one year. It can be said that its brand promotion and hype are very successful. But famous brands are not equal to successful brands. As a result of victory, the capital chain was broken due to blind expansion, and the eating tastes and habits of diners in the north and south were neglected. The brand of "Red Sorghum" was not well nourished, cultivated and neglected in management, and it could not take root in different regions and gain new consumer recognition. As a result, after only one year, "Red Sorghum" was in trouble, and the once-popular brand collapsed and became a thing of the past.

The only way for the development of chain catering enterprises.

The development of modern catering industry in China has been basically improved. Hotel catering, specialty restaurants, property catering, leisure catering, fast food, food delivery, family kitchen engineering and other commercial formats have appeared in many cities, forming a situation of complementary competition. No matter what format of catering enterprises want to grow, they must take the scale to expand Zhang Zhilu. The best way for well-run small and medium-sized catering enterprises to enter the fast lane of development is to implement chain operation. Among the national 1 1 excellent franchised commercial brands, 6 are catering enterprises, accounting for half. Among the "200 1 Top 100 Catering Enterprises in China" jointly selected by China Cuisine Association, China Business Federation and China Business Information Center, 79 enterprises adopt chain operation mode, accounting for 85.6% of the top 100 enterprises. The reason why so many catering enterprises implement chain operation is that the development of a single catering enterprise will be subject to various constraints. There are only two ways for the development of individual catering enterprises. One way is to reduce operating costs, expand profit margins and take the road of intensive development. The other way is to expand the scale of operation, increase operating income and take the road of extension development. The operating costs of individual catering enterprises are mainly composed of production material costs and labor costs. If these two costs are excessively depressed, the quality and service level of catering products will be affected. Therefore, it is limited to improve the profit rate in this way. It is also limited for individual catering enterprises to increase their income by expanding their business scale. Catering enterprises are service industries that meet the basic needs of people's daily life, and the principle of choosing business locations is generally as close as possible to consumers. The customers of catering enterprises are generally residents, employees and some floating population nearby. This market space is limited, and the market will not expand indefinitely with the expansion of catering enterprises. There is always a saturation point. From the above two aspects, these two ways are not the most effective way to expand the scale of catering enterprises, and only chain operation is the right way. From the market point of view, a catering enterprise can only attract some catering customers in its own region according to its own operating characteristics, and such customers also exist in other regions. It can be said that the possible target customer group of a catering enterprise presents a honeycomb lattice distribution in a specific and large geographical range. The scale development of catering enterprises should also follow the distribution of target customers in a honeycomb lattice layout. The most ideal enterprise form to realize this layout is the chain operation of individual catering enterprises. Therefore, the chain operation of catering enterprises is the best way to develop and grow.