Business plan of farmhouse restaurant

I. Introduction to Leisure Farm

Leisure farm is the most popular brand-new leisure industry in the world. It caters to the urbanites' pursuit of "green" and "pastoral" with pastoral scenery and manor customs as its main styles, and integrates the rural life conditions that urbanites are more interested in, and creates a brand-new world in the bustling urban life by "eating pollution-free farmhouse food", "cultivating and cultivating the land for self-cultivation", "barn", "small bridge flowing water" and "unique hole in the sky".

Farmers rely on local scenic resources, use village houses to develop farming customs and local cultural resources, and operate characteristic tourism services according to local conditions, which has become an effective way to get rich through hard work. They can turn their general means of subsistence and means of production into operational assets, and both farmers engaged in leisure farms and farmers engaged in agricultural production and processing can increase their income. "Leisure Farm" or "Leisure Farm" tourism service model came into being.

Leisure farm tourism projects not only develop characteristic farm tourism according to local conditions, such as garden tours and friends of bonfires. It also injects visual travel that modern people rarely involve, so that people can enjoy physical travel and relax, but also enjoy it visually.

Nowadays, the development trend of leisure farm tourism is very good. As a new characteristic tourism project, leisure farm tourism has been widely welcomed by tourists and recognized by the market from the beginning, with great market potential and broad market prospects.

With the continuous improvement of people's material living standards and the rapid development of modern tourism, in recent years, the "leisure farm" tourism model with the main content of "eating farm food, eating farm food, living in farmhouse, doing farm work and enjoying leisure farm" has aroused great attention and concern from all walks of life. Today, people's demand for spiritual and cultural life is increasingly rich and diversified, and the characteristic tourism activities of leisure farms have quietly emerged in the country and become a highlight of tourism. With the extension of industrial chain and service chain, it has not only promoted the development of catering service, commercial circulation, passenger transport and other related tertiary industries, but also promoted the new development of rural primary, secondary and tertiary industries such as agricultural product production and marketing, special tourism product processing and production, promoted the transformation and upgrading of agriculture and rural areas from providing agricultural products to providing ecological products and cultural tourism products, and injected new impetus into the adjustment of rural industrial structure and the cultivation of leading industries.

The vigorous rise of leisure farm tourism has enabled farmers to fully see the value of environmental resources, actively protect and build a good natural ecological environment, and provided strong support and guarantee for leisure farm tourism. The arrival of urban tourists brings information, technology and management of the city, promotes the improvement of the quality and level of leisure farmhouse tourism, and promotes the urbanization process of rural society. Therefore, leisure farm tourism is a bridge and link between urban and rural areas.

Second, leisure farm market analysis

(A) Shangyu regional market situation

With the improvement of people's living standards, people's tourism concepts and aspirations have undergone major changes, and leisure vacations have quietly emerged. Relevant research shows that when the per capita GDP reaches $65,438+$0,000, tourism begins to enter families generally; When the per capita GDP reaches 2500 dollars, the growth rate of leisure consumption will be faster than the economic growth rate, and the society will enter a period of rapid expansion of leisure consumption. As far as Taizhou is concerned, it has reached a critical moment to welcome the arrival of the leisure era.

Shangyu is a county with profound historical background and relatively high degree of openness. "Five mountains, one water and four fields" is the best summary of Shangyu's geographical environment, which belongs to the East Asian monsoon climate, with obvious monsoon, mild climate, distinct four seasons, wet and rainy, creating beautiful natural resources. At the same time, Shangyu, known as the "New Business Capital of East Zhejiang", has great development potential. At the same time, paying attention to industrialized production will promote the rapid development of urban economy. Therefore, in such a city with rich mountains and seas, profound cultural heritage, good economic foundation, imperfect leisure facilities and seriously affected by industrialization, it is the right medicine to develop leisure farms with pollution-free farm products, and it will also become an ideal goal for urban residents to relieve pressure.

Leisure farm is a popular leisure way in Europe and America, and only a few coastal cities in China have it. This model is still blank in Shangyu. We just want to seize the opportunity in this blank market. We have put it into action before others thought of it!

(2) Target population

Our farm is located in the middle and high-end market. Our target groups are business owners, fashionable urban white-collar workers, stable high-income family members and middle-aged government officials. Actively cater to their psychology of pursuing pastoral fun and enjoying primitive life! This group of customers have strong spending power, and they will spare no effort to pursue a natural leisure state. Therefore, our target market is two kinds of customer behaviors: one is the deliberate pursuit of appearance; One is interest-oriented! At the same time, pollution-free vegetables, healthy vegetables and free-range livestock will be directly sold to canteens of major units, and physical stores will be opened to face all consumers in the form of pollution-free vegetable supermarkets.

(3) Market capacity or expected market share of the enterprise.

According to the sixth population census, the resident population of our city has reached 779,400, excluding migrants. In recent years, the city's social and economic development is rapid, the agricultural population is non-agricultural, and the urban population is constantly expanding, accounting for more than 50% of the total population. The process of urbanization has been further accelerated. However, leisure farms are rare in this city. Moreover, in the big company with serious food problems, the farms are mainly pollution-free vegetables, which greatly enhances the market share of this enterprise.

(4), the changing trend of market capacity

Compared with 722,500 in the fifth national census in 2000, the population of our city increased by 56,900 in 10, reaching 779,400, an increase of 7.88%. The average annual growth rate is 0.76%, which is higher than the national average annual growth rate of 0.57%.

(E) the basic competition of leisure farms

1. Competitors in the same industry

According to the survey, the number of leisure farms in our city is still very small at present, and the Shangyu Municipal Government expressed its support for the development of a number of leisure farms at the meeting. This is a great opportunity for us to start a business.

The development of farmhouse music in Shangyu has begun to take shape, which is a mutant opponent for leisure farms and will attract a large number of consumers with relatively poor economic strength. However, it is also a double-edged sword. Farmhouse has laid a solid foundation for leisure farms, and made our original potential consumers have consumption precedents and consumption consciousness in leisure agriculture.

2. Potential competitors

Theoretically, the potential competitors of leisure farms or leisure farms include the high and low end of the hotel industry, that is, star-rated hotels and small social hotels or restaurants that only provide simple accommodation and catering. Although these hotels or restaurants are not direct competitors of leisure farms, we can't ignore two factors: first, star-rated hotels constantly launch various promotional activities to attract customers, so that customers can enjoy popular consumption in star-rated hotels; Second, those small restaurants will also launch low-priced farm products, which will affect the consumption market of leisure farms.