How to do good business management for catering companies in 2017

Everyone wants to know about the operation and management of catering enterprises. How does a catering enterprise achieve operation and management now? I have brought you relevant knowledge about the operation and management of catering enterprises. This There may be what you need.

How to operate and manage small and medium-sized catering enterprises

1. The organizational structure and management responsibilities must be fully radiated, and there must be no blank spots or slight neglect. Small and medium-sized catering enterprises are smaller in scale and cannot set up as many departments as large hotels, so they should adopt a coordinated management approach. If there is no big step, someone must take care of it. It should be clear who is responsible to whom, and who should handle what matters, and a management model of vertical management and horizontal coordination should be formed.

2. The system must be sound

The development of an enterprise requires not only a complete system, but also a system to motivate employees. A sound system is a reflection of the standardized management of an enterprise. The system enables employees to know what they should do and what they should not do, what standards they need to meet to complete a certain job, what contributions they make will be rewarded, and which regulations they will be punished for. punishment. Enterprises can use systems to restrain employees' inappropriate behavior, and they must also use systems to motivate employees to actively engage in work.

3. Establish a qualified or even excellent workforce

Whether they are management or grass-roots employees, they must meet the company's minimum employment standards after passing training. Management cadres must have the management level required by their positions, and grassroots employees must have corresponding operating skills. Enterprises must not tolerate unqualified employees.

Fourth, let every employee know the company's goals

The company's goals are divided into short-term goals and long-term goals. That is, tactical goals and strategic goals. The goals set by the company are not limited to a few managers, but should be made clear to every employee. Because achieving the goal requires the joint efforts of all employees. At the same time, ways and means to achieve the goals should be formulated. It is also important for employees to know how they will be promoted and developed after achieving their goals.

5. Understand the needs of customers, investors and employees

Customers, investors and employees have great differences due to different understandings. For customers, they are concerned about price, taste, environmental sanitation and service; investors are concerned about costs, profits and investment risks; while employees are interested in wages and bonuses, and of course they also care about their working environment and conditions. Therefore, investors and managers must not only care about their own interests and customer needs, but also care about the needs of employees. Without satisfied employees there are no satisfied customers.

6. High-quality products and services are the first means to win

Nowadays, many catering companies, in order to attract customers, recruit beautiful waiters and even allow employees to Excessive intimacy with guests. This way of soliciting customers is not advisable. Looking at the famous stores of ancient and modern times, those who have achieved good profits and good reputation without exception have won the recognition of customers with high-quality products and services.

7. Cost control starts from the source

Catering costs can be divided into variable costs and fixed costs. Here we mainly talk about three aspects: raw material cost, dish cost and wage cost.

1. Raw material cost control

To control the cost of raw materials, we must first start from the source of procurement. Compare prices and quality. Organize relevant personnel to conduct regular market surveys to plug loopholes. Prevent unqualified and spoiled raw materials from entering the production department. The warehouse management personnel are determined not to allow unqualified raw materials to enter the warehouse, and the production department is determined not to use spoiled raw materials.

2. Dishes cost control

Develop standard recipes, indicate the amount of main and auxiliary ingredients for a single dish, enforce the code accurately, and match the main and auxiliary ingredients appropriately. Set appropriate dish prices based on the yield rate of the raw materials. For multi-seat group banquet menus, the host and assistant must use measuring instruments to change the bad habit of estimating. At the same time, the yield rate of raw materials should be increased, and leftovers should be used as much as possible.

3. Salary cost control

Employee wages account for a large proportion of various expenditures of catering companies, accounting for approximately 20% of turnover. (Attached are the percentages of other expenses: rent 11, water fee, electricity fee 5, fuel fee 6, advertising fee 2, furniture fee 0.5, material loss 4, tableware loss 0.5, car fee 1.5, parking fee 0.5, labor insurance 3). To reduce wage costs, we do not rely on cutting employee wages, which will cause employees to feel resentful and inert. Instead, we must treat employees as a resource and wealth. The higher the resource utilization rate, the greater the value generated. Instead of lowering employees' wages to make them resist, it is better to motivate employees to create more value for the company.

8. Marketing should be carried out around customer needs

The company's marketing plan determines the target direction of the company's future operations and a series of specific strategies to achieve the company's goals.

Sales in the era of planned economy were product-led, but today, in the market-led economy, all marketing work is based on customer needs. Advertising and marketing are also more targeted at people's psychological needs. People often see advertisements like this on TV: "So-and-so toothpaste contains bisfluoride plus sodium to make teeth stronger." ?In fact, most people know that the main function of toothpaste is to clean teeth, and it does not make teeth stronger just because of a toothpaste. But there is no denying that it captures people's psychology and makes a successful sales pitch.

It is impossible for small and medium-sized catering companies to carry out all-round advertising like large hotels. This does not mean that small and medium-sized catering companies should not carry out marketing activities. Although marketing activities are not the only way to achieve corporate goals, they are also one of the important means. Small and medium-sized catering companies should strive to use limited marketing investment to achieve maximum results. The marketing work of small and medium-sized catering enterprises should make use of the weak links of competitors and start from the store. For example, design exquisite POP advertisements, regularly decorate stores with different themes, and provide gifts or discounts to diners with unique and novel dishes and products. Of course, publicity in the media is also indispensable, and we must do our best in this regard. Many people think that only restaurants with poor business will advertise. If you look carefully at the advertisements of McDonald's and KFC, you will not agree with this statement.

9. Market positioning must be objective and cautious.

Small and medium-sized catering enterprises are different from large hotels and large restaurants. They are less well-known in the market and have relatively weak competitiveness. This requires them to be objective, cautious and not arrogant when positioning the market. Positioning should be based on the surrounding environment, own hardware equipment, production technology, and consumer group segmentation. Take consumer groups as an example, they can be roughly divided into three categories: first, gourmet consumers, who pay attention to the taste of food, have spending power, and don’t care much about price; second, novelty-seeking consumers, who pursue The first is novel cooking methods, exquisite and beautiful utensil decorations, paying more attention to the dining environment, and having a certain spending power; the third is the affordable type. Most of these consumer groups are working class and family consumers. Focus on the target market, customer preferences and needs, highlight novelty and creativity, so as to establish a good image in the hearts of customers as soon as possible and expand popularity.

10. Operations must have product characteristics and cultural characteristics

Product characteristics mean that they must have their own selling points. For example: "Spicy Crab", you want customers to think of your store first when they think of eating "Spicy Crab". This is called "One new trick, eat it all over the world".

In terms of cultural characteristics, different companies have different corporate cultures. The effect of corporate culture running through every employee is a characteristic. Why do some people like to go there? KFC? McDonald's? Is their food delicious? No, the reason why many people choose to eat there is to experience the different food culture atmosphere.

The management of the catering industry is not something you can just talk about on paper. There is a saying: It takes three years of hands-on experience in a catering business to get started. If you want to be a shopkeeper, you will close the business in three months.

A catering company must do the following: all services provided to guests must be warm and thoughtful; all places seen by guests must be clean and beautiful; all food and facilities provided to guests must be safe and effective. A successful enterprise must have: superior site selection and accurate positioning; unique characteristics and elegant environment; sufficient raw materials and outstanding culture; high-quality products and value-for-money services; advanced marketing and scientific management.

Problems and solutions in the operation and management of catering enterprises

In order to comprehensively reflect the various contradictions and problems existing in the operation and management of catering enterprises, and to solve all these problems To put forward a set of feasible solutions, we first summarize and summarize the problems currently existing in catering enterprises that cannot be solved by themselves, analyze the reasons and propose solutions, which is the purpose of this article.

1. The contradiction between the mobility of the chef group and the business risk of the enterprise

For all operating economic entities, the core of enterprise management is the management of talents. Especially in today's transition from industrial economy to knowledge economy, and from planned economy to market economy, talent management is the key to determining the success or failure of the entire enterprise; however, talent management has a different meaning for catering companies. Because the nature of the catering industry is different, the requirements and usage patterns for talents in operation and management are different, so the methods of cultivating, managing and using talents are also different.

Traditional industrial enterprises generally do not easily transfer jobs when it comes to employee management. The chef group is a highly mobile group. As the saying goes: "The iron stove is the cook who keeps the water." It vividly summarizes the nature of a chef’s work. Why does this phenomenon occur? Because from the perspective of consumer psychology, people's tastes must be constantly updated and changed. While continuing their business characteristics, catering companies actively and frequently change technical teams in order to obtain updates in business projects. , which creates liquidity in the chef team.

Judging from the current situation, the flow of the chef team is blind and disorderly. Because from the perspective of catering business management, work units are often changed, and there are no fixed work goals, learning goals, and struggle goals.

The target group is a terrible group, because many successful elements of modern management cannot be Put it in place. On the one hand, chefs are troubled because they face unemployment all year round and have no fixed place to live; on the other hand, catering companies are confused because there is no reliable basis and sufficient assurance when deciding to hire chefs. Many owners of catering companies personally inquire and test dishes before changing their chef teams. However, it is difficult to truly understand the technical quality and level of the entire chef team by just one test. Furthermore, most of these chef teams are temporarily organized? Caotai Team? , there is no unified management, unified project technical procedures, unified thoughts and concepts, so it is difficult to effectively integrate with operation and management. Many catering companies have collapsed in the process of frequent replacement of chef teams.

The frequent flow of chef groups has brought many adverse consequences to the management of catering companies: 1. It makes it impossible to implement and continue the original business philosophy and goals of catering companies. ② It makes the operation and management of catering enterprises unable to be modern, scientific and humane. ③ It makes it impossible to determine and continue the taste characteristics of catering companies. ④ It is not conducive to the establishment of corporate culture brand.

On the one hand: the operation and management of catering enterprises requires constant updating of technology and business projects, which cannot be satisfied by pure technological innovation. On the other hand, while the flow of chefs brings great operational risks to catering companies, their own legitimate rights and interests and income cannot be guaranteed. How to solve this problem?

In addition, due to the size of the chef group, They are generally small and cannot form a reasonable technical structure through technical management and project management. And make this technical structure perfectly match and combine with the marketing of business projects, catering projects and the operation and management of enterprises.

Therefore, organizing a large-scale technical team, implementing unified project management and technical configuration, and providing catering enterprises with sufficient technical support, technical consultation, and reasonable marketing planning services is to solve the current management problems of catering enterprises and make industry management more efficient. An important and appropriate method of standardization, which is also an inevitable trend in the professional development of technical services.

2. Conflict between professional service requirements and age and gender

Many hotel managers say that the key to competition in the modern catering industry is not the chef’s cooking skills Whether it is good or not depends on whether the comprehensive service is good or not. The direct provider of comprehensive services is the waiter, so the quality, education level, and manners of the waiter directly determine the customer's impression of the catering company. No matter how good the quality of the dishes is, if the waiters ruin the customers' dining mood, they still cannot improve the hotel's comprehensive service!

Therefore, the management of the catering industry requires a team of high-quality waiters, but the current reality None of that.

First, because the social status of waiters cannot be improved in a realistic sense, girls with higher cultural quality and better appearance will not join this industry.

Second, the wages of waiters are generally very low (except for the foreman), so it is difficult to attract high-level girls with certain cultural literacy to work as waitresses in restaurants. Therefore, the cultural quality of waiters cannot be improved in a short time.

Third, the most appropriate age for working as a waiter is between the ages of 18 and 25. After this age, a girl will get married and start a family and will not work as a waiter in a hotel. Besides, after this age, age advantage If you lose it, it will be difficult to find a job.

After three to five years of study, some girls have become familiar with the service industry and have learned some management and marketing knowledge, but their age does not allow them to stay in service positions. Therefore, high-quality, professionally skilled waiters retire; new waiters who have not been trained and tempered in practice stand in service positions again. This kind of replacement only asks about age and does not care about professional ability and service level, making the service worse. The overall quality of the team cannot be improved.

Moreover, in the modern sense, waiters are largely hotel salespeople. The dual identities of waiters and salespeople put their cultural quality with only a junior high school education to the test. In addition, most of them come from rural areas, and it is difficult for primary and secondary education in rural areas to provide them with good cultural literacy. Therefore, it is difficult for today's waiter team to serve after simple training and to meet the high-quality service requirements of catering companies. Besides, when acting as a hotel salesperson, an excellent waiter should not only have sufficient service and marketing knowledge, necessary oral expression skills, and sales skills, but also have knowledge of diet, nutrition, and health care. Only in this way can he have high-level service and marketing knowledge. Requirements for high-quality waiters. Managers of waiters must have some professional knowledge in hotel operation and management, so it takes at least three to five years to create an excellent service. The current situation is that when the service capabilities and business capabilities of waiters have matured, it is also time to They are getting married, having children, and returning home from retirement. I would like to make two suggestions on how to solve this problem:

(1) Vocational high schools in various places recruit a group of hotel services among the junior high school graduates every year. For professional students, allowing them to enter the vocational training stage in advance is an important guarantee for improving the quality of waiters. Hotels can also jointly recruit students.

(2) Hotel managers should change the old concept that waiters are young and beautiful. Mature waiters who are temperamental and well-educated, skilled in business, and understand business management will improve the hotel's service quality by several levels. Therefore, it is not necessarily a bad thing to employ young and middle-aged women in their twenties, even thirty-five and forties as waiters in hotels.

3. The contradiction between people’s changing tastes and the flavor and specialty management of catering companies

Many hotel managers have experienced prosperity and decline.

When investing in a catering company, investors often select a certain advantageous technology project and then introduce it from other places. This project also gives investors a certain return. However, the good times did not last long. With the introduction of other flavor items by other catering companies, people who had eaten it many times began to seek new oral stimulation. At this time, if you insist on the original project management, nine times out of ten, it will fail. This is the aging problem of technology projects.

The aging of technical projects is the main reason why catering companies generally have a short lifespan. In general, the age of technology projects varies with city size. In cities with a large number of mobile people and a large scale, there are many examples of extending the life of an enterprise due to the large potential customer base of fixed projects, such as the Quanjude Roast Duck in Beijing. Nowadays, there are no roast duck projects across the country, but there are no roast duck restaurants. Which one like Quanjude will last forever? There are still two problems here, namely technology and brand issues. The so-called technical problem means that even if investors choose the right project, they may not be able to select good technical talents. This is the most direct reason why some catering projects cannot operate permanently; and the so-called brand problem means that the catering brand is used. The secret to the longevity of a catering business. As long as the technical advantages of a certain project can be maintained and continued, the company's brand will not fail and many diners will come here. However, compared with specialty catering, hotel brand creation and maintenance have deeper problems that need to be solved.

From the taxonomy of catering items, no matter what kind of item, the dining format can be divided into (1) dinner type; (2) snack type; (3) hot pot type; (4) Barbecue category. These different catering projects have different business connotations. Many catering companies adopt a complex business model, but hot pot catering projects have become unique in recent years. The reasons are This is because it is a specialty catering in itself and is easy to form a brand advantage.

So how to deal with the contradiction between changes in people's tastes and catering enterprise projects and brand management?

As far as hot pot catering projects are concerned, it can vary depending on people's eating habits, Different external factors such as economic income level, city size, distribution and operating conditions of similar catering projects in the same city, and many internal factors such as the characteristics of the hot pot projects themselves, price factors, flavor characteristics, project management capabilities, and adaptability to the crowd will produce different results. Effect. Some hot pot projects have become very popular due to their dining methods and delicious taste, generating very considerable profits, such as Little Sheep City and Little Pepper Hot Pot City, which are currently booming and expanding their territory everywhere. Because it is cheap and suitable for public tastes, it occupies half of the hot pot catering projects; and its brand value has also soared with public recognition. Therefore, it can be said that when building a brand, catering companies must not only work hard on project management, but also study the eating psychology of consumer groups. The most popular product projects are also the projects that are most likely to become famous brands. No matter how people's tastes change, the most basic taste remains unchanged, which is delicious and palatable.

On the other hand, we should also see that some hot pot items are welcomed by consumers as soon as they are put on the market, but after a period of operation, the market shrinks on its own. There are many reasons for this: some are due to unreasonable design. Although it can stimulate people's curiosity in a short time, once this sense of novelty is lost, the project itself will lose its appeal to customers. Some are due to price factors; China's hot pot culture can be said to be rich and colorful, with different preparation methods, flavor characteristics, and grades. Various hot pot items have different economic adaptations due to different social structures of the urban population. By identifying the characteristics of the project itself and the economic adaptation point of the consumer group, the starting point for the development of the project can be identified. We regard a good project as a seed, and the economic adaptability point is the soil suitable for the growth of the seed. Without the perfect combination of the two, it is impossible to obtain a rich harvest. Therefore, when investing in catering projects, one must study the project itself on the one hand, and the market on the other. Only through thorough research can one find the compatibility between the project and the market and achieve success in management.