First, the reason why catering is difficult to do
Second, is it a new type of catering?
I am in the catering business. I can tell you clearly that the catering industry is not so simple now, but it can't go on. If the newly opened restaurant doesn't do it within two months, it can't do it, and the final result can only be closure.
I'm not kidding, it's the truth. I don't know if you have noticed. Some newly opened restaurants often hang the transfer sign at the door of the store after a few days of operation. This is the operation of the owner after a few days of operation.
If the expectation is not good, then most shopkeepers will choose to stop loss in time. Unless the shopkeeper has strong business ability and strong interpersonal relationship, it is possible to do it slowly. Without these two points, it is estimated that it is difficult to do it, and the final result can only be bankruptcy.
It is not without reason that catering is difficult to cook. According to my personal analysis, the main reason is that most people think the catering industry is an industry that can make money quickly. As long as you enter this industry, you can see money every day, which leads many people to start their first business and choose the catering industry.
After all, the threshold of the catering industry is really too low. As long as there is about100000, you can enter this industry. Besides, it doesn't matter whether you can cook or not. As long as you find a reliable chef, everything can be solved. This has led to the gathering of large and small restaurants.
Sometimes there are more than a dozen restaurants on a 500-meter street. Think about how many restaurants are together. How exactly do you want guests to come to your store? If you do promotional activities, then other restaurants will certainly follow suit. So it's difficult to cook, because there are too many people cooking, and it's not a new type of catering.
First of all, let's take a look at why catering is so difficult to do in the past two years. The social environment is in an extremely unstable state. You can see that many restaurants around are closed. In fact, not only catering enterprises, but almost all enterprises are shrinking. According to the report of the central bank, there are only 26 trillion deposits left in China, with an average of less than 50,000 deposits per person. It means that there is not much surplus grain in everyone's hands. What are the prices of vegetables, eggs and pork? If you don't raise the price of the food in the store, you will lose money. If the price rises, no one will come to spend it. This is a fast knot. So the best way is to close the door. This is what you see. Catering has been very difficult to do in the past two years.
Secondly, our catering market environment determines that the food made by the low-end catering industry is extremely unhealthy. Why is the catering industry labor-intensive and needs more people? The labor cost of catering is very high, sometimes it may be higher than the store rent, which is still the case that most low-end catering employees do not have insurance and housing provident fund. Moreover, most catering enterprises spend less weekends from star-rated hotels to roadside cafes than our national treasures. I work in Beijing 15, and there are few such units. Not to mention other second-and third-tier cities, it is normal to take a day off a week. If you have two days off a week, five insurances and one gold, it will be even more difficult for the catering industry to add these. Personnel cost and store rent hinder the development of new catering industry.
Again: What's the new catering like? Let me start with what I think is a new type of catering. A restaurant has only cleaning aunts, no chefs and no waiters. Pick up your own meal after ordering, without the cashier, and pay when ordering directly by mobile phone. The food ordered is a semi-finished product made by the central processing kitchen, which can only be eaten after heating. Don't think this is the same as ordering takeout. If you save the personnel cost and spend half of it on the cost of ingredients, you will get much better food than take-out now. This is the low-end catering to the needs of the public. High-end dining is similar to the current mode, but the price is much higher, just like the current roast duck restaurant, a fried peanut 40 yuan. This is the price five years ago, and the cost of high-end catering staff and ingredients has little influence on it, because it can sell dishes cooked with the same ingredients at a price of 5 to 10 times. Don't say that the price is high and the ingredients are good. 40 yuan fried peanuts are ordinary peanuts fried with soybeans, and organic peanuts can't be fried with olive oil. Nowadays, the so-called high-end restaurants pay attention to the dining environment and the shape of dishes.
Finally, with the progress of science and technology, I think the central factory model will develop greatly, which is the inevitable result of the development of low-end catering. In the future, take-out may not be a specific restaurant, but the name of the processing factory, just like instant noodles now. You can order any product you like. Then the takeaway will be delivered to you. Although there is also a central kitchen now, it has not yet developed to the level of new catering. Practice is the only criterion for testing truth. After years of exploration, I believe that the catering industry will also find a road suitable for the development of our society. At that time, it was really a new type of catering. At that time, maybe our food will be changed. All foods are mushy and have the same nutrients. For example, pork is pork paste, vegetables are vegetable paste, and the staple food is paste. Artificial meat will soon appear on the dining table. It is brand-new from food raw materials to business model, and it is a new type of catering.
The so-called new restaurants are all clouds. Unless you can be an online celebrity in one place, copying in other places is a narrow escape.
The current catering has the following problems:
First, there are too many people cooking, much more than before. Now roadside catering is one after another. You said there were so many people. Business is hard to do.
Second, the catering threshold is low, which leads many people who have no work experience to get involved. People who have studied for a few days dare to open a shop, and what they join is uneven. The problem of insufficient working structure is that the products made are so poor that consumers don't buy them. Business is hard to do.
Third, with the rapid expansion of the city, good new communities and new formats emerge one after another, and people are divided into districts, just like fishing in the sea. I used to go far away to eat Haidilao. Now there are Haidilao and KFC in front of our house. Therefore, the blocked flow of people is also the reason for the bad business.
Fourth, high housing prices. It's normal that the rents of shops are ridiculously high at present, about one square meter in 200 yuan a month. It is also difficult to recruit people, and the cost is high, which will be passed on to the cost of food, and business is difficult to do.
Fifth, there are too many new businesses, and people's investment is relatively blind. Generally, it takes several waves to survive. This is also the reason why business is difficult.
Sixth, people are overwhelmed by high housing prices and high tuition fees for their children, so their enthusiasm for consumption is not high, which is one of the reasons why business is difficult to do.
There are many factors. How can I put it? Investment needs to be cautious, and the skill of opening a restaurant is very important. Others were fooled by franchisees.
Cooking is not easy, at least it is hard. Of course, there have been times of profiteering, but it has passed. Since 1980s, the first 20 years have been the profiteering period of middle and low-end hotels. Regardless of the level and location, you can make money as long as you open a shop. After 10, the next year will be a profiteering period for high-end hotels. I'm not afraid of your high price. As long as I can cook what I want, I will eat no matter how expensive it is, because I don't pay for it myself. Since 8 years ago, the catering industry has fallen into a trough. The reason is that the catering industry has not fainted until now, except that consumption is not prosperous and the market changes too fast.
The main reasons are as follows:
Takeaway is not terrible, it's all an industry, no matter who enters, there will be a bowl of rice to eat. Usually understood as takeaway, it is nothing more than a fast food restaurant, but it does not sell food in the store, but delivers food. Such a format should be beneficial to other restaurants and a supplementary part of the market. If you don't have time to eat in class, just order a meal outside and send it to you so that you can solve a meal.
However, today's takeaway is not like this. At least the scale is beyond the norm. Once engaged, it is a national chain that blooms everywhere. This is not a credit to Taiwan Province, but a direct job grab. Not only is it not a useful supplement to restaurants, but it is a strong competition for the market. According to the rules of market operation, this practice is suspected of monopoly, but at present it is not only ignored, but also regarded as a new thing in market development. Therefore, it is willful, and it is very sad to see the same market being slaughtered.
What caused it? Is that capital has entered. Everyone has experienced such an economic phenomenon. More than a decade ago, from the sudden rise of cheap garlic to unaffordable, to the price of various humble products such as roller coasters, it was all caused by capital. The reason is clear. The purpose of capital speculation is not to increase social wealth, but to grab social wealth. What ordinary people say is to rob money. There are many such examples. A few years ago, "* * * enjoy" is such a good thing, right? It will soon be all over, and the money will be swept away by investors, and the loss will be social wealth. Takeaway is also this model, wait and see, because capital is not concerned about whether you eat or not, but about the money you buy. When this buying group grows and everyone buys his, you will know what capital is.
Opening a restaurant today is not like it was 20 years ago. The rent is low, the labor is cheap and the ingredients are not expensive. Now it's all expensive, and the labor cost of three or several hundred dollars has risen to several thousand, and no one is willing to do it yet. But the restaurant is still the same restaurant, and the prices of those dishes have also gone up, right? If it rises less, it won't fit, and it's not enough to plug the teeth. With the rising cost? Expensive, nobody wants it. For example, the labor cost has increased by 10 times, and the hot and sour potato chips have not increased by 10 times. Only the devils buy a plate of 100 yuan. Not to mention all the factors of price increase, I have worked hard all the year round, settling accounts and losing money. It is strange that there is no compensation in this case.
Inevitably, in today's restaurants, the quality and taste of cooking are getting worse, not better. If it weren't for despair, many people wouldn't eat at all. So, everyone is trying to get rid of it. For example, many units are upgrading their canteens, including various clubs and even family restaurants in previous years. Why do you do this means that the hotel can't meet the requirements and the service can't keep up. Even if I go to a restaurant to eat now, I bring my own drinks. Everyone who has opened a restaurant knows that drinks are not a small income, and in general, they are more expensive than meals. In this way, don't eat what you can eat; Those who go to the hotel for consumption can solve it by themselves, which reduces the profit of the hotel. A table down, looking at thousands of dollars, except for the drinks brought by the guests, the hotel sales are a few hundred dollars smaller. After all, it is good not to lose money, but to provide services at no cost.
The catering in these two years is really difficult to do, but the so-called "new catering" depends on how you define it.
(1) Environmental impact
The first is the big environmental problem. In recent years, all walks of life are difficult to do because of the influence of the big environment, not only the catering industry, but also the whole industry. How can the catering industry be immune?
② Homogeneity and fierce competition at low latitudes.
Secondly, in the eyes of ordinary people, the catering industry has low barriers to entry and is easy to copy, depending on whose business happens frequently. There are many shops of the same category in the same street, and most people imitate their operations at low latitudes, which can only make this category rot (Chaoshan beef hot pot in the previous two years and cheese durian cake in Chongqing this year are the most typical examples), and most of them can't make money in the end.
(3) The impact of industry transformation.
Judging from the trend of the catering industry in the past two years, influenced by various factors, the catering industry has obviously begun to enter the transition period, and the requirements for specialization are getting higher and higher. Not to mention chain stores, even roadside stalls and mom-and-pop shops are entering the transition period. In the past, roadside stalls were mostly run by two people, but now there is only one person. How many mom-and-pop shops used to cook? Nowadays, most of them are fast food such as mala Tang, noodle restaurant, braised chicken, etc., and couples' shops that cook dishes are almost extinct.
① There is no accurate definition.
At present, there is no accurate definition of new catering. It usually talks about the integration of online and offline stores, which is generally similar to the concept of new retail. Born to create a topic, it is meaningless.
② The essence is selling anxiety.
At present, several stores have not opened online channels such as take-away platforms and group purchases, but they are not good enough in terms of attention and online and offline synchronous operation capabilities. However, with the passage of time, the survival of the fittest, they will naturally do better and better. This group of people who vigorously advocate new catering concepts are just creating anxiety for cutting leeks, which is actually the same as the essence of knowledge charging. If you look at it correctly, you don't have to worry.
Today is an era of rapid change. Only by running constantly can we stay where we are. If you want to do well, you can only walk in front of the trend and have enough ability to face changes. For the inevitable arrival of online and offline integration, we just need to be prepared. Why are we so anxious? I believe tomorrow will be better.
After reading a lot of answers, I basically talked about the external environment, such as the economic downturn, such as the homogenization of low-dimensional competition, such as the increase of various costs, such as the impact of takeaway, and so on. In fact, it is true that the restaurant closure rate remains high, which is nothing more than these reasons!
However, what I want to share is internal problems.
Did you find out?
When we opened the store 20 years ago, everyone paid attention to taste! Because there are few restaurants, it is natural to spend money on eating out.
/kloc-When we opened the store 0/0 years ago, people began to pay attention to the environment. Not only is it delicious, but the environment is also good, and the guests have face.
Now that the store has been opened, the consumer groups have undergone qualitative changes. The post-80s, post-90s and even post-00s have become the mainstream, and the consumption concept has also changed greatly. Not only delicious, but also interesting!
Therefore, every time they eat, they should let their mobile phones eat first, because they also have to make a trembling voice in the circle of friends and even in the little red book.
As for us, we still follow the old thinking-I have a good cook, and then I will find a good place to cook well. If everyone eats well, there will definitely be recommendations. That's all! For the application of internet tools, it is just a take-away platform or a group buying platform, which is the display of information and the extension of channels.
We just want to think about how delicious this food is and what I can offer you. This analysis analyzes which customer groups we need to serve and what they need.
Just like the same hot pot restaurant, the "one-person food" hot pot is hot. But many traditional hot pot restaurants have gradually declined and closed down! Everyone has the same ingredients at the bottom of the pot, but why is their fate different!
A friend of mine runs a dog-themed restaurant. Of course, the restaurant is just a drainage, of course, he is also a drainage to make money! He gathered a lot of people who like dogs, and then began to introduce projects to intervene in high-end pet services! Make a lot of money.
Take me as a case and make a case analysis.
I run a special cuisine restaurant in Xiamen, Quanzhou, Fujian in Licang District, Qingdao! I just wanted to make fast food at first! So I set the price relatively low, hoping that all the office workers around me (individual owners, shop assistants, employees of nearby hospitals) can come to eat. However, I later found out that they actually came rarely, because there were many choices of fast food, and the most diners came from Shibei District of Shinan District, because we ranked first in the list of snacks and simple meals in Licang District.
However, because we were positioning fast food before, our ingredients could not be used particularly well because of the cost. Because of this, there are many diners here. After eating it, they didn't think it was amazing, just thought, well, it was not bad! As a result, we didn't grasp the moments around us, even those moments that attracted our attention, and made them our repeat customers. So business is bad.
Our analysis is precisely because of our low price, so our quality cannot be said to be particularly good, so it is naturally difficult for everyone to become repeat customers. Second, some people have more spending power. Even if he wants to invite a friend over for dinner, he will find the price in this place very low.
Therefore, for these reasons, we decided to change our orientation and deepen the specialty food. Let them eat once and they will never forget.
Therefore, two heavy new products were introduced, and the unit price was increased, exceeding 150. This is the leading product of our town store.
In addition, we have redesigned profitable products, sticky products and drainage products.
Redesigned the pyramid of the whole product.
The most important thing is to improve your composition. We made them delicious, and we used everything that should be added, put and used.
So upgrade the ingredients and upgrade the grade! Match our customers' consumption scenarios.
Finally, I want to say that there is no way out for small profits but quick turnover, and people will die.
Good luck to everyone! Come on!
Nowadays, the catering industry is becoming more and more difficult, the cost is increasing and the competition is becoming more and more fierce. Because the catering threshold is low, as long as you have a sum of money, you dare to invest in the catering industry. In almost every street in Shenzhen, the largest industry is catering, and restaurants that can't continue to operate have been transferred. New restaurants sprang up like mushrooms after rain and soon filled the whole street with shops. Business is relatively good, barely maintained, and business is light. It won't be long before it is replaced by a new restaurant, which leads to the decoration industry becoming very hot.
In Shenzhen, restaurants with good or bad business consider business difficult for the following reasons.
1. The first thing is the rent. A store with a better location rents tens of thousands of dollars a month, and a slightly larger one rents even tens of millions a month. No matter how good your business is, there will always be a pair of eyes behind you. Once the business is booming, it is not negotiable to raise the rent immediately. In a slightly better location, the landlord is unwilling to sign a long-term contract and let him raise the price at any time. As long as you make money, it will definitely rub you to the ground. But what happens if business is bad? The rent can't be less than a penny. Leave if you can't pay the rent, and many people line up to rent. In particular, there are many amateurs like the above who are stupid and rich and think that this business is easy to make money. Everyone collects firewood, so the landlord can only walk over and raise the rent.
If you can't recruit people, the salary of the restaurant is not as good as delivery and express delivery. If there is no high salary in my hometown, who wants to work in a hotel will be tired after a long time. A waiter wants to look at more than a dozen tables. Who can be busy?
4. The competition is fierce. As mentioned earlier, there are more and more cross-industry catering investors. Although many of them are poorly managed, there are also many experts who have made many online celebrity stores with their own unique tricks, operating online and offline. There are so many mouths to eat. Take away a few guests, and there will be fewer guests.
Online catering, represented by a certain group, has been in full swing in China in recent years, and even now it has gone international, and domestic venture capitalists have been investing in catering.
Advantages: unified management, industrialized production of food in the processing center, and unified distribution to franchise stores all over the country. In fact, it is similar to KFC McDonald's. Further, combined with online APP sales and ordering mode, it can be sent to the battlefield in 30 minutes. An omnipotent group not only makes diners more convenient and fast, but also enjoys all kinds of delicious food without leaving home, which leads to the sudden emergence of this model.
Disadvantages: the atmosphere of eating is lacking. Many times, the purpose of eating is actually to enhance feelings for parties or friends. Eating is simply eating, and there is no feeling of enjoying the decoration style of the restaurant, especially for girls, who pay special attention to eating. If they don't feel anything, they can stop eating. Chinese fast food made from the same food package can't enjoy the special taste of the restaurant chef. In network language, there is no "soul".
Through online publicity and the hot speculation of an APP such as a certain sound, some gimmicks and eye-catching tricks have appeared one after another, attracting a large number of diners. Although everyone knows that online celebrity restaurants are only temporary, they have mushroomed. How long can traditional catering last? As long as the media industry can attract people's attention, there will be more and more online celebrity shops.
If traditional catering remains unchanged, it will only be gradually eroded by competitors. I am willing to share my personal thoughts, but I can't guarantee success. I hope I can give some help and suggestions to all my friends.
1. First, make your own characteristics. For example, if there is a special hard signature dish, old customers will turn back at the hard dish.
2. Deliberately create some dining environment to cater to the tastes of young people now, such as theme restaurants.
3. Combine online and offline, and make full use of network resources, such as take-away, discount coupons and cash coupons. Through various promotional activities and feedback from old customers.
4. Join or build your own brand, of course, the cost is different.
5. Attract venture capitalists to join, raise funds quickly, and realize the Angel Wheel quickly.
Only by constant tossing can we find a way of our own. In the past, restaurants must have a large number of guests as long as they tasted good, and they could be made into old brands. Now restaurants should not only have two brushes, but also have a whistle to brush while blowing.
Hello, everyone. Let me talk about this restaurant.
Just a few years ago, when the internet was just emerging, I was engaged in the catering industry. At that time, O2O had just started, everyone had just got a smart phone, and we also seized the first time. To put it bluntly, it is to send the vegetable rice home. At that time, several platforms had just emerged, and we also went to CCTV! It's closed now! There are good restaurants. Everyone says it's hard to be an entity. My friend is an entity, and it's okay to do 50 thousand or 60 thousand a day. It's all high-tech, but boiler gas and fireworks gas can't be replaced by high technology. In the past, a chef had to study for five or six years, but now he has started in one year and no one has done it yet. This industry is a service industry. This generation of people who are willing to let their children do this have all gone, and the brain drain in the industry is serious. Leading to a decline in service quality and an increase in wages. The food is not good. Chinese food is difficult to standardize. There are few basic century-old shops, but how many are there in Quanjude? Haidilao? And there is a big difference between north and south. In this era, catering is the cold winter of talent shortage. All talented people are bosses. People without talent also act as masters.
Based on my catering experience in recent years, let me briefly explain that the viewpoint of this problem that has made the catering industry very difficult in recent two years is actually not the reason why new catering is coming.
The catering industry is the most difficult industry in all industries, the industry with the lowest threshold for starting a business, and the industry that seems easy but actually difficult. What is difficult in this industry is not itself, but the sum of people and other factors. Why do you say that?
Let's first look at the current consumers' requirements: first, good taste, second, quality and quantity, third, affordable prices, and fourth, service first. Do you think it is easy for business people to meet these conditions?
Secondly, the current catering industry is an era of small profits but quick turnover, but it is difficult to survive in this environment of high price, high cost and high rent.
Third, young people in this industry are unwilling to do it and can't bear the pain. I am willing to do it when I am old, but my body can't eat it, so these factors are the main reasons why the catering industry is difficult to do.
In my opinion, it is difficult for you to do anything without these factors, whether it is a new restaurant or an old one.