How to quickly understand the operation of the hotel

The twelve store opening procedures summarize my understanding and experience in opening a catering store over the years. From project selection to opening promotion, there are detailed introductions and personal opinions. This article is about a tool kit for opening a restaurant.

We welcome everyone to point out the shortcomings and discuss them together.

Project selection

has always been the most confusing issue for novices. So, let the experts show you the way. Here, for the convenience of presentation, we summarize and refine the projects. So, what comes out in the end is the pattern. Project is just a specific form of pattern.

I spent a lot of time studying the models of the catering industry. After analyzing various models in the catering industry, I discovered the rules of the catering industry's profit model. To put it simply, there are only two types: large and small.

The so-called big means having enough operating funds. From the perspective of commercial real estate, we explore vacant shops with potential. Firstly, there is no need for high transfer fees, and secondly, the area is large enough and the cost of renting is very low. Rent is the highest fixed cost in the catering industry. If the rent is unified, it is equivalent to reducing this cost, and the profit will come from this. This is also a major profit point for so many large restaurants. However, the risk is high in terms of the total investment scale, and this approach is not recommended for novices.

The so-called small refers to less than 200 square meters, and more suggestions are less than 100 square meters. Because there is no need to apply for an environmental protection license if the area is less than 100 square meters, you can save a lot of store opening costs and public relations costs. If you have the opportunity to look at the list of all the top 100 restaurants, you can find that nearly 28 of them are hot pot restaurants. Why? There are two reasons:

1. Hot pot restaurants do not need a kitchen to maximize the business area.

2. The model is simple and allows customers to do it themselves.

There are also many popular rice noodle shops, which can also be seen as a microcosm of the hot pot restaurant model.

There is also a smaller one, such as a milk tea shop. That model is an optimized version of the catering model, which converts catering into a retail model. It can even be said to be a semi-retail format.

Newbies, please be sure to read the following paragraph!

Only a simple mode can make the operation simple. Simple operation makes management simple. . Simple management can reduce management costs

Suggestions for novice project selection.

1. Small area. 2. The mode is simple. 3. Semi-retail industry. It is better to combine the above three points.

Investment budget

Store opening expenses

1. Rent: The rent unit price* is different in different cities, different business districts, different areas and different locations

The most important thing about catering is location selection! Choose a location! ! Choose a location! ! !

*Unit rent price = rent per square meter per day. I would rather have a shop with a unit price of 20 yuan in the urban area than a shop with a unit price of 2 yuan in the suburbs. Because sufficient foot traffic is the basis of turnover, you need to understand and calculate it yourself.

2. Decoration: Different positioning and different areas will affect the total cost, which is generally calculated based on the unit price per square meter. If divided according to the high, middle and low end, the high-end unit price per square meter of the project cost is about more than 2,000, the mid-range unit price is 1,000-2,000, and the unit price below 1,000 is considered low-end. It doesn't matter whether it is high, middle or low-end. What matters is whether it fits the project itself.

3. Certificates and licenses: Different cities will have different sizes, generally 5k-2w in first-tier cities and 2k-5k in second-tier cities. This cost is particularly variable in first-tier cities. Because the audit is relatively strict, the corresponding expenditure on lubricants is relatively high, but it should not be too outrageous, usually no more than 5w;

4. Equipment: Determine the product first. Different equipment is configured according to the storage, processing, production, etc. of the product.

5. Tables, chairs/tableware: It varies according to the store area and restaurant positioning. It should be noted that the tables, chairs and tableware should also be consistent with the project decoration and the project must be positioned consistently.

6. Others such as telephone installation; various miscellaneous matters, etc.

How to name it

Ideas for naming: target customer; who is the target customer, male or female...

Positioning age group; month How much income; what keywords do you like...

Examples of special dishes: A Zong noodles; Macau doulao; Yonghe soy milk; Shenji soup...

Decoration style examples: Gan Guo Ju; Croissant Place; South Beauty; Farmer's Home...

Overall color system examples: Crystal rice noodles; lemon cola; dark restaurant; pink rice noodles. .....

A good name is a great tool to make it memorable and memorable. The reason why many restaurant names fail is that they choose a name that the owner personally likes very much. But customers don't like this name. There is no doubt which one is more important.

A good name is the beginning of success; a good name is half of success; a good name is not something you think of; a good name is scientific analysis and application;

Business District Assessment

Currently, competition in the catering industry has become fierce, and commercial real estate competition and model competition have become one. The reason for the profitability of the catering industry has risen to the matching of the model and shops.

The selection of shops requires not only professional knowledge of commercial real estate, but also professional knowledge of catering operations, both of which are indispensable. Why does KFC also have closed stores? That's because the business district where the stores chosen by the good model are located has changed, and because KFC is a large company, it cannot adapt quickly due to inconvenience. For example, the business district needs crayfish, but KFC will not be able to launch crayfish in a single store in the short term.

It can be summed up in this way, the match between the project and the business district is the basis for profitability. Many entrepreneurs are just enthusiastic about opening a store they want to open, without considering the market demand from the perspective of consumers. This is what the saying goes, working behind closed doors, so the survival rate is extremely low. Those that survived went out of business soon after for the same reason. Turning what is behind closed doors into something targeted is a psychological hurdle that novices must pass, while shop location selection requires comprehensive assessment and consideration by professionals. Only in this way can risks be avoided to the greatest extent in the early stage.

Shop leasing

1. Look at the original property certificate of the shop: it states the scope of use of the shop. There are many shops that are not qualified for catering.

2. Ask the landlord for a rent-free period for decoration: No matter what kind of decoration you plan to do, tell him that you attach great importance to decoration and need to start a large-scale construction. The rent-free period refers to the period after signing the contract that you do not need to pay rent. date range. Usually the start date in a lease is the first day after the rent-free period.

3. The general rent-free period is one month: if the area exceeds 150 square meters, it can be increased further. Because you can complete the construction process in advance and make good use of the rent-free period for opening promotions. No rent will be charged during this period!

4. If the building above is a residential building: you must think twice. If residents complain about your smoke exhaust, the relevant departments will remove you for the sake of harmony!

5. Rent increase: Generally, it increases every year starting from the third year, with a range of about 2-3, and there are also 5.

6. It is recommended to use a calculator to calculate it immediately: calculate the incremental amount, negotiate with the landlord for a small change!

7. Don’t rush to sign the rent contract before the engineering survey is scheduled: because the rent calculation starts from the date of signing.

8. The best situation must be: project measurement, design, and construction start immediately after signing the contract, which can shorten the entire project cycle.

Decoration design

Positioning: The key point of decoration design is that every detail is profit-oriented and serves profit. Pointing with one finger has a different effect than making a fist with five fingers.

Positioning comes from the positioning of the entire project. For operators, it means what to sell to whom.

What you sell is your product, and who you sell it to is your target customer.

2. Budget: What needs to be integrated is the product structure and price structure. Product structure and price structure involve a lot of content, and will be described in detail in other chapters later. A more reasonable one should be able to amortize the first phase of decoration from profits within 3 years. This part is reflected in the profit and loss statement of the financial statement. For novices who are starting a business in catering for the first time, it is more important to avoid risks. To put it bluntly, in case of poor management, the equipment can be moved and sold, but the decoration cannot be moved (except for those who have the perseverance to dig out every tile). Therefore, it is still recommended for novices not to invest too much, but to fully consider their risk tolerance. It is more appropriate to start with a low cost for decoration positioning.

3. Reasonable: In addition to the reasonable cost, reasonableness here is also very important is the reasonable layout. Reasonable layout means giving full consideration to the movement line, which refers to the route of movement. For example, when walking and operating routes, we must consider both the movement of customers and the movement of employees.

4. Highlights: If there are no highlights, the decor of this restaurant is passable at best. The function of the highlights is to make the low-cost decoration look not cheap, but to make people feel sentimental and fond.

-Logo at the door

-Overall VI

-A fitting painting

-Toilet

-A unique pot of plants

-A display rack

Permit application

Apply for a license to open a restaurant, commonly known as three certificates for one.

First take the shop lease contract to the fire protection, health, and environmental protection departments for approval. They will send special personnel to guide you. Based on their requirements, floor plan improvements are made in conjunction with engineering design. Apply for approval again. If there are no problems, construction can begin. Before the construction is completed, communicate with the above departments in advance and ask them to arrange personnel to come for acceptance. Don't forget to prepare lubricant. The scale, requirements and priorities of each region are different. You may still fail, but you must persevere. Their purpose is also to let you pass, because they can charge a fee. hehe!

After acceptance, you need to obtain the above three certificates, fire protection license, sanitation license, and environmental protection (also known as sewage discharge) license, and then take the three certificates to the industrial and commercial department to exchange for a business license.

*The specific operations may differ in various urban areas

*It is not necessary to actively apply for a fire protection license within 100 square meters

Personnel recruitment

Generally speaking, there are three major categories of personnel in a restaurant.

The first is the management staff - such as the store manager; the second is the kitchen staff - such as the chef; the third is the service staff - such as the waiter; we generally recommend the following methods in operation.

Managers: Find assistants with potential and ability in local chain companies. Firstly, because he is a system professional, and secondly, someone has already paid for the training costs. As long as both parties reach a consensus on the performance evaluation method, there is generally no problem.

Chef: Usually we will contact the local or nearby cooking school directly. Firstly, it solves the school's employment problem, and secondly, it is easier for investors to manage chefs who have just graduated from school (this is only for stores that do not have high requirements for chefs). Another thing to note is that a key ability that is generally missed in schools is the ability to calculate the cost of each product. For some non-fast food restaurants, product cost control is an important link. However, we can give them 2-3 days of training to fully qualify them. The so-called qualification means that even if new products are launched in the future, chefs will be able to budget and calculate product costs and gross profits to facilitate financial management.

Waiters: The requirements for waiters are different in each region, but recruitment basically requires four elements.

1. Work motivation. Do you plan to work long-term or do you just want to get a summer job?

2. Awareness of standards. Refers to the understanding of managers to standardize their work in the future;

3. Service awareness. After all, the catering industry is a service industry, and customers are God;

4. Team awareness. There is no need for lazy people who care about things that have nothing to do with themselves.

Due to time constraints, this is written in a hurry.

Equipment procurement

Equipment can be roughly divided into two categories: infield and outfield:

Infield is mainly about product production; outfield is mainly about environmental services;

Infield equipment depends on the product. First determine the product, and then equip the required equipment in every step from product purchase to storage to processing to finished product production. There are generally three storage methods for products:

1. Freezing 2. Refrigeration 3. Room temperature

So, corresponding equipment is needed. Freezers, refrigeration refrigerators, dry shelves

Equipment required for semi-processing, such as: pickling machines, soybean milk machines, etc.

Depending on the production method of the product, different operating equipment is required. If the products are simply divided into two categories: [Chinese food] and [Western food], Chinese food can be divided into [steamed] [boiled] [fried] [fried] and so on. Western food can be divided into [fried steak] [grilled] [fried] etc. The equipment required is also different between operating the entire process yourself and operating semi-finished products delivered by the manufacturer.

Purchase of raw materials

Generally, catering will require main ingredients, auxiliary ingredients, and seasonings to be sold as finished products. At present, oil prices continue to rise, and logistics costs are getting higher and higher. From cost considerations, the suggested idea is. Meat can be purchased frozen as it can usually be stored for 18 months. For fresh food, purchase once every 1-2 days. Vegetables, water will evaporate due to climate reasons, so you have to work hard to purchase and process them every day!

Excessive purchases will cause a backlog of funds, scrapped products, and occupied warehouses. Too few purchases will result in product outages, customer complaints, and low morale. Reasonable purchasing is a comprehensive science that requires precise calculations.

Product trial production

When the decoration project is completed, all equipment, all personnel and all raw materials are in place. The next important thing is to make some products through the entire process starting from the raw materials. Product! Of course as an employee incentive. The purpose of this:

1. Analyze the positioning of equipment, utensils and other objects to see whether necessary adjustments are needed;

2. Look at the degree of cooperation of employees;

3. Try your chef skills;

4. Improve your morale.

Opening promotion

The idea of ??opening promotion is simply to target your target customers and promote things that you want to promote and that they like. There are three elements here:

1. Target customers: For example, usually you will not send DMs to children carrying a schoolbag. They must be distributed to these target customers who will come to your restaurant.

2. They like: Your restaurant’s positioning should have differentiation (features), whether you use products to promote products or prices to promote. If these customers like the product but you use price promotion, or if these customers like low prices but you use product promotion, these solutions will not match.

3. What you hope: Every restaurant is like a hypermarket, some have high profits and some have low profits. You can’t promote products with extremely low profits, or even lose money! Otherwise, after a busy day, you will not make any money but will still lose money. Of course, a prerequisite here is the calculation of product profit margins. If you don’t even know the profit margin of your product

The product you are promoting happens to have a profit margin loss, then you will be depressed until the end of the month!

The key to where to distribute is that it needs to be distributed on channels where target customers are concentrated.

Distribution time is recommended before or during your peak period. How to distribute requires a key slogan during the distribution process.