What problems have been solved by food and beverage law enforcement?

Taking stock of local catering enterprises, we found too many soft and hard injuries.

Question 1: blind expansion. Catering enterprises, an industry with a relatively low threshold, are easy to catch fire and suddenly decline. As the saying goes, "its prosperity is also rich, and its death is also sudden." As a result, some catering enterprises, once they have completed one or several stores, immediately begin to be ambitious and attempt to open stores all over the country at once, which can be called "strategic paranoia". That was the case with Red Sorghum. "As long as there is McDonald's, it will open red sorghum." The result of blind expansion is inevitably insufficient preparation (especially the formation and replication of the model), and many aspects such as management and capital can't keep up or are stretched. In fact, this is a matter of corporate strategy, and it is also a bit chewy. No wonder Mr. Wanlong of Shuanghui commented that it was "at the wrong time and in the wrong place.

Problem 2: Hardware can't keep up. This is an era from full to good, and customer consumption will inevitably become more rational and critical. However, many catering enterprises pay attention to the research of dishes, but ignore the construction of hardware and software, which can not meet the needs of customers' all-round experience. The author has been to a restaurant with a "time-honored Chinese brand" hanging at the door. The steamed dumplings in this restaurant were once rated as "Chinese famous snacks", but as soon as they entered the store, they found some noisy and depressing environment. The floor and desktop are greasy and slippery, and the bathroom is "unsanitary". Do you want to go there again? On the other hand, look at McDonald's, KFC or Dicos. Personalized decoration, clean floor and desktop, clean swimming pool bathroom, suitable indoor temperature, and the waiter can take care of it at any time. No wonder they can attract adults as well as children.

Question 3: Homogenization and vulgarization. Imitation, or following, is a borrowing strategy, but if it is used as a common means, it will inevitably become a "third-rate commodity" and it is difficult to gain the trust or loyalty of customers. To put it bluntly, this is an imitation, an illegal or marginal behavior. Not only can't make big money, but it is also easy to make the whole industry highly homogeneous, leading to vicious competition and making everyone unable to make money. I have seen "Maideji" (probably meaning McDonald's plus KFC) and "M Point" (adding an origin on M) in the street. I wonder what room there is for such a restaurant to develop. In the early stage of starting a business, it is ok to imitate appropriately, but we must improve and innovate and finally form our own characteristics. Gentlemen, let's have a look. Are there any catering enterprises that have developed well by imitating and copying? I'm afraid it's hard to find.

Question 4: Arrogance. Some catering enterprises have never changed their self-centered management mode, never moved from the seller's market to the buyer's market, muddling along and being abandoned by customers without knowing it. There is a chain catering enterprise in Zhengzhou. When I went to book a table, the price list said "original price 10 16 yuan, current price is 998 yuan". I made a reservation and paid a deposit. When I walked to the door, I saw the restaurant manager giving a lecture to the staff in the square. Walking out of 10 meter, I vaguely heard that "a lot of tables have been booked recently, and the price is not much cheaper for anyone ..." And the competition around is fierce, business is not good, but it is still so "firm". The author is driving back, and then I received a phone call from the hotel, saying that the price does not include invoices. If invoices are needed, it is still the original price. I am speechless.

Question 5: opportunistic. I have seen the whole process of a hot pot enterprise from prosperity to decline. When this enterprise first opened, there were few competitors around, and the hotel environment was good, the service staff was of high quality, the dishes were distinctive and the business was very hot. But later, with the constant presence of restaurants, especially the opening of a larger hotpot restaurant two kilometers away, the company's business began to decline slowly. When I went to this store again, I found that almost all the waiters had changed. In the past, the smiling service, quick service and family service of waiters can't be found now. When there are few guests, several people are whispering together. Later, the store closed down. Although it reopened after a period of renovation, it still didn't get rid of the fate of closing the door, which made people lament the fate of "ten years in Hedong and ten years in Hexi" in business. Coincidentally, a hotel with relatively high scale and grade was opened nearby. Business was good at first, and then the hotel kept changing menus, raising prices once every time, and the range was very large. Of course, the ending is the same. Unless a wedding table is booked, business will be much worse for the rest of the time. In fact, the above are all manifestations of speculation, and we can't insist on it, so that we are increasingly deviating from consumers.

Local catering enterprises need to focus on the following aspects if they want to become stronger and bigger and achieve healthy and sustainable development:

Intention to do business. The short life of some catering enterprises is related to the fact that "businessmen" think too much. As long as they see money to make, they dare to do anything, even if they take risks and violate relevant national laws, such as illegal addition, counterfeiting, shoddy and so on. For example, in some Hui noodle restaurants, in order to attract customers, large cigarette cases that are explicitly prohibited by the state are used. The essence of doing business is profit-seeking, but profit-seeking without a bottom line is doomed to be short-lived. As a catering business owner, we must change from doing business to doing business, and take it as our responsibility to promote Chinese catering culture. Last year Dahe Daily invited the author to give a lecture. In the evening, Mr. Zhong Huzhou, the owner of Zhongji Restaurant, invited him to the Chinese State Banquet Restaurant in Zhengdong New District, which is full of cultural charm. This boss Hu not only inherits the green catering concept of "front shop and back garden", but also combines catering with traditional culture.

Create a competitive system that is difficult to imitate. The catering industry is prone to homogenization. In order to achieve the state of "being imitated forever and never being surpassed", we must work hard on culture, software and hardware. Why are McDonald's and KFC not afraid to imitate? Because you can't imitate many inner things. Can you imitate the free and open western food culture? Can you imitate a service culture that truly regards customers as gods? Can you imitate 24-hour door-to-door delivery? Maybe you can imitate a place or a time, but it is difficult for you to imitate them all. This is someone else's competition system. Of course, local catering enterprises are also doing well, such as Haidilao. The author has personally experienced, from parking instructions to introductory guidance, from leaning forward to contacting the stroller immediately when you see a child, from providing a mobile phone cover and glasses cloth to covering your chair, putting green plants such as green radish indoors, opening the door for you in the bathroom, delivering paper for you, and even providing sanitary products for ladies, from lemonade, sour plum soup and soybean milk for customers to choose at will, to the fact that the waiter has built a strong competitive system for enterprises according to the number of customers.

Establish a competitive workforce. Most employees in catering enterprises have low academic qualifications, and the quality of employees, especially their service attitude to customers, determines customer satisfaction and even loyalty. As a catering business owner, we should try our best to build a high-quality staff and provide matching services for high-level customers according to our own brand positioning, otherwise it will be difficult to attract high-level customers with spending power without matching ability. Enterprises should try their best to provide better welfare treatment, retain core employees and stabilize the workforce, so as to better provide value-for-money services for old customers and try to avoid the above situation. In order to save costs, they should fire experienced old employees and recruit inexperienced new employees. Haidilao is also a 24-hour service In order to facilitate employees to go to work, enterprises generally arrange accommodation at the workplace. For those who are inconvenient to stay in the group after getting married, the enterprise will provide employees with 300 yuan rent every month. Haidilao also classifies employees according to their length of service and contribution, and encourages employees to sprint to higher positions. These are all to relieve employees' worries, effectively retain people, and stimulate employees' work initiative and enthusiasm. In addition, enterprises should also build a learning and upgrading platform. For new employees, the quality may not be high, but if there is an upgrade platform, novices can become masters and even experts. The author has paid attention to the staff training of Dicos Airport. During normal business hours, in the most inconspicuous restaurant, everyone sits around the table, and managers train employees on the spot, which should be of great benefit to employees to quickly enter the role?

Enterprises should interact with customers more. Perhaps influenced by the traditional culture of China, local catering enterprises may be disdainful or not good at it. In short, they rarely interact with customers and basically conduct business and management on their own. This is lagging behind the development of the market in the new situation dominated by buyers. Enterprises must put down their attitude, actively interact with customers, and let customers participate in all business activities of enterprises, from product research and development, improvement to promotion activities. Keep in touch with customers from online to offline. In this way, we can feel that the enterprise is closely related to ourselves, and we can recommend it to more relatives and friends while constantly consuming, and finally benefit from the enterprise. In fact, the three foreign fast foods have always attached great importance to communication with customers. Whether celebrating children's birthdays, teaching children to dance outside the door, or even distributing promotional leaflets on the street, including joint marketing and self-discount coupons, are all aimed at establishing contact with customers. They didn't forget the customers they lived on, and of course the customers didn't forget them.

Building the soft power of enterprises with service orientation. Compared with foreign fast food enterprises, the most prominent shortcoming of local catering is that the service ability is not improved enough, and it is impossible to adjust its service strategy in time according to the customer's situation. During my work in Shanghai, I was busy at night, and sometimes several colleagues went out to have a snack together. Before 10, many restaurants or hotels will tell you "Sorry, it's closed" or "The chef has already left work, so come back another day", which makes you very disappointed. When you are in Beijing, you sometimes have breakfast. If you get up early, it is difficult to find a breakfast shop with clean environment. You may have to go to McDonald's, KFC and other restaurants for a long time to eat what you always think is "junk food". They serve 24 hours a day. Whenever, they are smiling. Even if you just ate a hamburger, they will give you the receipt as long as you want it. You won't hear waiters from some local catering enterprises tell you, "There is no receipt now, so come back in a few days", or just "I'll give you an invoice when you spend enough money in 200 yuan". You won't experience impatience if you eat for too long and the waiter keeps circling you. Once, I invited a friend's company to dinner. In a very high-end hotel, we didn't eat until 2 pm, and the waiter opened and closed the door back and forth without speaking. Seeing this, the author urges everyone to withdraw. When the author and his party reached the stairs, they heard one waiter whisper to another waiter, "Hey, the gang finally left." Suddenly, we didn't know what to say. Everyone went downstairs silently and didn't speak. Maybe China people always like to look at problems from their own perspective, but ignore each other's feelings. This practice, in the catering industry, is the lack of service or not in place.

In a word, China catering enterprises can only form their own style or characteristics by digging deep from the cultural level, working hard on software and hardware, abandoning the practice of eating fat at one bite, not blindly imitating, gradually accumulating, summing up patterns, and running fast in small steps, so as to form a healthy competitive environment, constantly please consumers, create excellent China catering culture, go abroad and create a bigger market, and become a wonderful flower of international catering industry.