How to write the business plan of tea restaurant?

Tea restaurant, which originated from fast food restaurants in Hong Kong, provides Western-style catering with Hong Kong characteristics, and is

How to write the business plan of tea restaurant?

Tea restaurant, which originated from fast food restaurants in Hong Kong, provides Western-style catering with Hong Kong characteristics, and is a popular dining place in Hong Kong. So what?

Chapter 1: Preface.

Tea restaurant is a fast food culture which originated in Hongkong, and it is the China of western food. Driven by specialty snacks and Cantonese tea restaurant, our tea restaurant will attach importance to the integration of cultural information and the atmosphere of leisure and relaxation. Tea and rice, as the auxiliary functions of leisure, are used to create a warm and relaxed atmosphere for consumers, cultivate their mood, enjoy life and communicate with each other after work and study. It is a leisure place with many functions, such as lovers tryst, business negotiation, entertainment, class reunion and so on. Leisure tea restaurant is the center of cultural exchange. In the structure, efforts should be made to create the spiritual connotation of the tea restaurant, and combined with fair management, the spiritual brand of the tea restaurant should be highlighted under the condition of ensuring the operating profit, so as to be more fashionable, more quality and more tasteful. This will be the key for us to build our own brand in the fierce market competition.

Chuanshan East Road is located outside the south gate of the South Campus of City College, which is a place where students of City College usually spend their leisure time. The survey shows that the consumption of college students is mainly based on the basic consumption of food, clothing, housing and transportation, and the consumption of food accounts for the main proportion, accounting for about 70% of the monthly consumption. Therefore, the catering industry is a promising entrepreneurial choice.

Chuanshan East Road is located in the project market, and there are many snacks and restaurants around it, so the competition will be fierce. However, after analysis, we think that the market of catering industry is not saturated and there is a lot of room for development in terms of the present situation of Chuanshan East Road.

Chapter II: Company Profile

Company purpose

Our company aims to fully display the theme of leisure and entertainment through our services, and provide a consumption place integrating catering and leisure for students of City College.

In the future business, we will strive to build the leisure tea restaurant into the first choice for leisure, entertainment, catering, * * and other activities of city college students after studying and working.

We will always adhere to the characteristics of "leisure", highlight the distinctive personality and make our own brand in the catering industry. At the same time, we adhere to the faith of honesty, and achieve credibility first and customer first in R&D, sales and management. Survival by quality, development by reputation. In the competition of catering industry, we will pay close attention to market trends and actively develop personalized products to achieve our goals with thoughtful service to consumers, safe and hygienic food production, fair price and clean and warm environment.

In our planned implementation procedures, we will comprehensively consider the interests of consumers, shareholders, company employees and suppliers, and try our best to maximize the interests of all parties.

company profile

Enjoy part Company was established in June, 2009 +065438+ 10. Its business scope covers catering and provides ordinary leisure and entertainment places to pass the time after school. The legal name of the company is Enjoy part and the legal address is Chuanshan East Road. Our company is a partnership company, and its main office is our physical store exhibition on Chuanshan East Road.

Brief introduction of management team

Some companies are joint ventures of four people. The members of the management team are Zhang Li, Zhang Yunlin, Wang Yuxuan and Zhang Hanlin. All four are college students in the Department of Advertising and Exhibition Management, and they have a personal understanding of the target market of this project, that is, the consumption orientation and needs of college students. At the same time, this major provides a strong theoretical knowledge base for the promotion and internal management of this project. Three of them are the backbone members of the relevant parts of the Student Union, with strong external communication skills, internal management skills, deep network foundation and practical operation ability.

Specific personnel allocation

Zhang Li's daughter, material procurement, food collocation. She has rich experience in marketing and food production.

Zhang Yunlin, female, finance. She is patient and meticulous, and has strong financial management ability.

Wang Yuxuan male, sales. Mainly responsible for the sales and related services of Chuanshan East Road physical store. He has good communication and service skills, and a serious and enthusiastic service attitude.

Zhang Hanlin, male, publicity planning and promotion. He has good interpersonal relationship and strong propaganda ability.

Chapter III: Products and Services

Product positioning

Middle-and low-end restaurants mainly for leisure, entertainment and catering.

Product service characteristics

Our special catering and exclusive leisure and entertainment functions are the main services.

Driven by the pattern of specialty snacks and Cantonese-style tea restaurants, our store will provide consumers with a relaxing place to rest and solve the catering problem after work and study. Leisure tea restaurants take meals and tea as the main supply of physical goods. Meals include Chinese and western food, special snacks and desserts, and drinks mainly include coffee, milk tea, fruit juice and smoothies, with diverse products and unique tastes. The store also provides areas and functions such as book browsing, tea chatting, board games and wireless Internet access. Meet more needs of consumers and enjoy the fun of eating, shopping and playing in a comfortable atmosphere.

1, products have the upper hand.

Compared with similar products and services on the market, our products have the following advantages:

Upper hand one: capital has the upper hand. Our capital is lower than that of our competitors, because we have direct channels to buy raw materials and avoid the price increase of raw materials in repeated resale transactions. For important raw materials that have a great impact on food costs, we have formulated procurement norms and standards, that is, we strictly stipulate the corresponding purchased raw materials in terms of appearance, luster, grade and packaging requirements. We do a good job in inventory turnover and strictly control the cost of raw materials in inventory.

Upper hand 2: Quality prevails. We have safe and stable purchase channels, first of all, from the choice of raw materials to the first-class good products. We have professional quality control and quality improvement capabilities, and at the same time, we have formulated strict code of conduct for chefs and service personnel to ensure the safety, beauty and deliciousness of food. We have a good sense of service, adhere to the concept of customer-oriented, and ensure excellent service quality.

Upper hand 3: organization and management prevail. The members of this project management team are all college students majoring in exhibition management, with certain professional management knowledge and ability.

Upper hand 4: Consciousness has the upper hand. The college students' identity of the members of this trade team is completely in line with the target market of this project-college students, who can understand the needs of the target audience and the dynamics of the target market most directly and maximally.

Upper hand 5: Character has the upper hand. This project is different from ordinary tea restaurants and ordinary leisure places. Leisure tea restaurant integrates catering and leisure, which can not only meet the general dining requirements of consumers, but also provide consumers with a warm and comfortable leisure environment. This is the most important feature of this project, and it is the key element to build your own brand.

Cut into products and services

At the initial stage of implementation, this project will mainly focus on catering, supplemented by leisure, and enter the market. After the market matures, the connotation of leisure tea restaurant will be fully implemented, and the business model will change from leisure to catering.

Because this project is still a relatively novel trade model in Chuanshan East Road, it will cause strangeness and disapproval of consumers in the early stage of entering the market, so we chose a business model familiar to consumers in the early stage, that is, to open the market mainly by operating catering products.

Our sales strategy is conducive to eliminating the psychological separation of consumers and reducing the resistance to entering the market to some extent. However, if this business strategy is not properly controlled in the implementation process, it will have a negative impact on the outstanding characteristics of this project. In addition, during the transition period of business strategy, we should pay attention to the moderation of transformation, otherwise it will deviate from the consumption habits of existing customer groups and cause the loss of existing customers in mature markets.

Product resources

1, * * * Products and services:

Meal supply: Chinese and western meals are the main food, providing meals with various tastes and situations, which are suitable for the tastes of the public and have high acceptance. This is an important product to meet the needs of consumers. In addition, it also has a variety of desserts and snacks with unique flavors, which ensures the diversification of this ordered food.

Beverage supply: non-alcoholic beverages such as coffee, milk tea, fruit juice and smoothies.

Books and periodicals reading: all kinds of periodicals, newspapers and magazines, animation books and all kinds of popular literature.

Other entertainment methods: wireless network connection point, board game.

2. Raw material supply:

Raw material procurement: raw material procurement is an important part of catering business, and it has also become an important part of food raw material cost control in catering enterprises in practice. The key to procurement is to establish and improve the procurement system, clarify the procurement standards, stipulate the procurement requirements according to the standards, and strictly monitor them. In view of the variety of food raw materials, strong seasonality and great quality difference, we strictly follow the following standards when purchasing:

1, to ensure the purchasing quality.

2. The purchase price is reasonable.

3. Control the purchase quantity according to the crowd and season.

4. Form a long-term and good cooperative relationship with suppliers.

Requirements for suppliers: Our tea restaurant mainly serves meals and tea. The main partners are catering suppliers, which have high requirements on raw materials, price, quality and service. The requirements are as follows:

1. The supplier is a regular merchant with a business license issued by the state and more than 3 years of operating experience.

2. Raw materials shall be supplied in strict accordance with the contents of the purchase list, and the supplier shall guarantee the source and quality of raw materials.

3. Make the purchase unit price according to the agreement between the buyer and the supplier. The settlement of raw materials adopts the monthly settlement method, and once the unit price is determined, it will remain unchanged in principle. Only when the manufacturing cost of producing this product rises or falls by more than 5%, which affects the procurement business stipulated in this contract and causes the buyer or supplier to modify the procurement unit price, both parties need to negotiate the modification and implementation date of the unit price.

4. For normal orders, the buyer orders from the supplier in written form according to the established "normal procurement cycle", and for urgent orders, it is implemented according to the "emergency procurement cycle".

5. Both parties shall cooperate in strict accordance with the contents of the supplier cooperation agreement.

Future development

There are many universities around Chuanshan East Road, and there are also many restaurants in this area, but they are all based on the business model of ordinary restaurants. According to the current market situation, our company analyzes the arrangement and existing needs of college students' spare time. In view of consumers' picky about the dining environment and the characteristics of leisure after class, we opened a unique leisure tea restaurant there, which will attract a large number of consumers.

In view of the market environment, we have formulated a fair and effective market strategy, made efforts to enter the market smoothly, and developed rapidly with a unique management model. We did a good job in publicity and promotion during the project growth period, and won a mature market and a stable consumer group within two months.

At the same time, make use of our business experience in Chuanshan East Road, strive to make our own brand, get out of the business scope of Chuanshan East Road within one year and expand a broader market.

Chapter four: Market analysis.

This project is located in Chuanshan East Road. There are many universities around Chuanshan East Road, with huge consumer groups. However, there are more catering service places on the Shandong Road, and the market competition will be quite fierce. After investigation and analysis, we think that the catering market of Chuanshan East Road is still not saturated, and there is still a lot of room for development.

target market

The market we are facing is mainly college students. Due to the particularity of Chuanshan East Road, college students are the most concentrated and huge consumer groups in the implementation of this project.

market demand

According to our investigation, all the existing catering services on Chuanshan East Road are ordinary traditional business models, which only deal in catering products. According to our questionnaire survey, most college students are looking forward to a brand-new restaurant model that focuses on catering and pays equal attention to leisure and drinks, which is exactly what the existing catering industry in Chuanshan East Road does not have.

In view of the market demand, we have determined the leisure tea restaurant model, which makes up for the shortcomings and deficiencies in the traditional restaurant management model and caters to the needs of consumers and the trend of market development.

The novel business model with leisure as the theme of this project can not only provide catering services for consumers, but also create a good place for leisure and social interaction after school, which has obvious advantages that other similar products and services do not have. On the one hand, leisure tea restaurants meet the needs of consumers, on the other hand, they cater to the curiosity and courage of contemporary college students to try new things, so they will certainly be favored by consumers.

market trend

With the improvement of living standards, the ordinary life of college students is more colorful, and the frequency of college students going out for leisure meals and participating in social activities is increasing. Therefore, the development of catering industry still faces this considerable opportunity.

In terms of school policy, with the continuous expansion of university enrollment in recent years, our market field is gradually expanding, which provides us with a potential consumer market and another opportunity we face.

According to our survey, college students are more and more critical of the catering service industry. Moreover, newly opened restaurants are generally skeptical and demanding, and it takes a procedure to get everyone's approval. Therefore, if this project wants to stand out from many competitors, it must exaggerate its own characteristics, provide the best service as far as possible, and meet the diverse needs of the majority of students in all directions and dimensions.

Second, the industry analysis

1, industry participant

According to the survey, there are many competitors in the same industry on the East Sichuan Road, and the operation mode is mainly the traditional catering mode, which generally does not have its own characteristics. However, a few products are unique in management, such as Xin 'anjiang milk pickled fish, which is a powerful main brand of milk pickled fish and has made its own advantages in market competition. Even so, they mainly manage meals and still do not have fresh elements outside the traditional catering industry.

Compared with the same industry, this project has unique personality and characteristics and obvious advantages, but the management methods and characteristics of some competitors are still worth learning and learning from.

2. Industry procurement situation

According to market research, the purchasing decisions of customers in this industry are mainly influenced by the following factors:

1, consumption purpose. Most students go to restaurants for social activities. Therefore, in terms of the internal layout and related services of tea restaurants, consumers' diversified choices should be considered, and there should be enough space and related services to meet the needs of the collective, as well as the needs of individuals or a small number of people for rest and entertainment.

2. Restaurant mode. The generally accepted mode is catering, with both leisure and beverage services. Therefore, tea restaurants should focus on providing catering services, start with the most basic functions of tea restaurants, do a good job in catering, and gradually make their own brands and influence.

3. Restaurant price. The consumption of college students is still dominated by middle and low-grade consumption. Therefore, the price positioning of tea restaurants should not be too high, and we should take the middle and low consumption route.

4. Quality of products and services. The service and quality of products are the most basic guarantee for products to win the market. Therefore, in the management and operation of hotels, we should strictly control the quality, take customers as the foundation, and strive to improve the quality of products and services.

5. The atmosphere in the shop. In the choice of in-store environment, college students mainly prefer warm and comfortable atmosphere. We should cater to consumers, strive to create a warm and comfortable leisure environment for consumers, and win the recognition and favor of consumers psychologically.

Third, the competition analysis

1, game situation

The catering industry around Chuanshan East Road is highly competitive.

In the existing trade situation of Chuanshan East Road, catering industry accounts for a large proportion, because the entry threshold of catering industry is low, the technical content is not high, the investment is low, the capital recovery cycle is short and the return is high. At the same time, it is precisely because of this feature of the catering industry in Chuanshan East Road that the quality of its contestants is quite different. Some competitors are still relatively weak due to insufficient investment progress. Therefore, the competitive situation in this industry is grim, but for us, there are not many operators who really have the strength to become our strong competitors, which provides us with a relatively relaxed competitive environment and is very beneficial for us to enter the market.

According to our investigation, the competition mode of this industry has a single feature, mainly focusing on the level of food development. The quantity, style and taste of meals owned by operators themselves are the main aspects and key factors of market competition.

2. Analysis of the advantages and disadvantages of the project

Compared with competitors in the same industry, the unique business model of our leisure tea restaurant is a personalized feature that other operators do not have.

This advantage will bring us the following benefits:

1, with its own unique personality and characteristics, can effectively distinguish this project from other competitors and attract more consumers' attention. Making your own characteristics is the most effective means of competition.

2. Our leisure-oriented business model can effectively avoid the most competitive part of this industry. You don't need to join the fierce competition in the catering industry, you can concentrate on developing your own characteristics and go into battle lightly.

We will stick to our own characteristic road to keep the upper hand.

At the same time, we have the following shortcomings:

1. The management team of this project is college students, who are relatively lacking in social practical experience and industry management ability. Therefore, we will learn from the operating experience of similar products and services extensively, and need the guidance and help of professionals to make up for our shortcomings in this respect.

2. For the catering service industry, everyone will have a driving force ahead, and they are generally skeptical about the newly opened restaurants and have higher requirements. And because of our unique business model, it is still relatively unfamiliar to consumers. Therefore, it takes a difficult procedure to get everyone's acceptance and recognition. In view of this disadvantage, we will strengthen publicity at the initial stage of entering the market and adopt preferential management methods to expand our influence among consumers. At the same time, ensure the quality of our products and services, and strive for the trust and acceptance of consumers.

Through the above analysis, we draw the conclusion that in our business procedures, we should not only keep our own characteristics, but also cater to the needs of consumers in order to get their approval. At the same time, we should enrich our management experience to promote the good development of this project.

Chapter 5: Market Promotion

First, the marketing strategy

1, marketing organization and marketing team

The marketing team is divided into two parts. In addition to their own marketing activities, they will also hire outsiders to carry out marketing-related publicity activities.

2. Selection of marketing channels and construction of marketing network.

The marketing channel is the direct product sales of the store, and it does not undertake the take-away service.

1, pre-marketing network construction

On the one hand, it affects consumers through storefront publicity, which leads to purchase deviation. On the other hand, price reduction promotion, encouraging consumers to try and try their best to establish a good image in consumers' hearts, is conducive to the spread of word of mouth.

2. Integration of marketing network

Hold regular preferential activities to attract new customers. Consumers who spend a certain amount at one time can get VIP cards and enjoy relevant discounts.

Provide appropriate assistance to the students of City College and Shu Ren University to maintain their reputation among students.

3. How to build a brand?

Highlight the atmosphere of tea restaurants in the publicity in the early stage and consolidation period, highlight that guests can have a relaxing place to rest and enjoy snacks after hard work and study, distinguish tea restaurants from ordinary snack bars, and establish their own brands.

Publicize the consumers who come to the tea restaurant, let them feel personally, and establish a brand image through word-of-mouth communication.

4. Advertising strategy and promotion strategy

1, advertising strategy

Before opening, advertisements were mainly divided into three parts: shipowners, City College and Shu Ren University. The shipowner mainly focuses on the storefront and radiates around. The places near the store are all promoted and taught by our staff, and the targets of the three places are young students.

The opening time is set at noon, when the flow of shipowners is the largest. At the same time, publicity and leaflets will be distributed among shipowners, City College and Shu Ren University.

Publicity materials are distributed regularly after opening, but different from the previous period, after the daily income is stable, the intensity is reduced and the frequency is reduced. At the same time, properly assist school activities, name, and improve reputation.

2. Promotion strategy

During the trial operation, the audience will enjoy a 15% discount four days before the official opening of the store.

When the store officially opens, the former 100 old customers can get VIP membership cards for free, and enjoy preferential treatment in the next visit.

Consumers who spend all of 300 yuan at one time can only get a VIP card for one person, while 300 yuan can get a VIP card for group consumption and enjoy a 15% discount.

There are preferential activities every Saturday. Specifically, people with more than 10 team members can enjoy a 10% discount.

5. Market penetration and development plan

Market penetration mainly depends on publicity and promotion. On the one hand, the tea restaurant is distinguished from other shipowners' snack bars through publicity to form a brand image. The first 65,438+000 people can get VIP cards, so as to have an initial consumer group and provide customers with consumption motives. These markets have opened up early means. Temporarily suppress similar competitors of shipowners through promotion, grab the market through price reduction, and then form their own consumer groups through VIP and regular discounts to ensure the piety of some people to the brand. Preferential plus 10 or more is also to better expand the market.

Second, the marketing plan

Driven by specialty snacks and Cantonese tea restaurants, this project allows guests to have a relaxing place to rest and enjoy specialty snacks after hard work and study. In order to publicize this concept and form a certain consumer group, our store will adopt a membership system and regularly carry out relevant preferential activities for market promotion.

1, distributing publicity materials

Before opening a store, it is mainly to distribute publicity materials, so that after the composition of the first batch of customers and the daily income tend to be stable, the intensity and frequency will be reduced.

2. School activities

Appropriate assistance to school activities, access to naming rights, improve visibility among students. There should be special staff to contact students who have more school activities and provide relevant discounts after the activities to promote our store.

3. Irregular investigation

Questionnaires are conducted irregularly after opening the store to judge the current situation from the aspects of price, service environment and products, and a guest book is set up in the store to let customers write down their opinions and suggestions on the store, which is conducive to improving related projects.

Chapter VI: Business Plan

Start an early entry period

Market speculation

Tea restaurant belongs to the category of catering business, but it is closely related to the cultural and entertainment industry. Tea restaurant is different from the simple hotel catering industry, but attaches importance to the integration of cultural information and the relaxed atmosphere. Tea and rice, as the auxiliary function of leisure, are used to provide consumers with the means and guarantee to create an atmosphere of * * *. On Chuanshan Road, the catering industry takes students from zhejiang university city college and Shu Ren University as the target group, and students attach importance to the relaxation of their spare time. Now we provide a place to eat and play together, which can provide students with a relaxed and comfortable environment. The early target group will mainly be familiar classmates and friends, because "freshness" attracts a group of consumers.

Business objectives

Attract more consumer groups, make our brand and harmony sound, and let more students know and understand our restaurant.

Business priorities and characteristics

Provide consumers with a * * * atmosphere, combining leisure with dining.

There are a variety of leisure ways and dining situations to choose from, and preferential conditions for opening are set.

Growth time

Market speculation

There will be a group of fixed and devout target groups, and new target groups will continue to increase. Couples tryst, entertainment, class reunion and other functions.

Business objectives

There are more new target consumers and the word of mouth is expanding. And stabilize a group of fixed consumers.

Business priorities and characteristics

Provide quality service and grasp the psychology of consumers.

mature period

Market speculation

Consumer groups tend to be stable, and consumers have a deeper concept of our store.

Business objectives

Stabilize the consumption target group and achieve a stable profit state.

Business priorities and characteristics

Striving for progress while maintaining stability, we will try our best to broaden the target market and increase the scope of our stores.

Chapter VII: Financial Analysis

Chapter 8: Risk Factors

I. Personal risks

1, the price of raw materials climbed. Affected by factors such as cost, imbalance between supply and demand and international market prices, China's prices have risen. Rising prices make the catering industry unbearable.

2. The labor cost has gone up. In recent years, the treatment of waiters has generally improved, which has increased our capital. In addition, affected by the international crude oil market, the price of oil and natural gas has risen, which has also led to an increase in the cost of gas in the catering industry.

The rent is rising. Due to the development of real estate economy, house prices are rising, and the cost of renting houses is also greatly increased.

In this regard, we will strengthen market research and operational risk management, take corresponding measures or cooperate with professional catering institutions to avoid or reduce the loss of such tangible risks as much as possible.

Second, intangible risks.

1, its own management ability is insufficient. Lack of practical ability in actual operation and management has invisibly created greater risks for our production and operation.

2. The low quality of products or services leads to the crisis of consumers' trust. When we first entered the catering industry, we still lacked professional knowledge and could not correctly guide our production and operation.

3. Internal management is lax, personnel are lax and labor efficiency is low. Improper management methods may have a negative impact on the enthusiasm of employees, lead to low labor efficiency and have a greater impact on our quality.

We will attach great importance to intangible risks, always be prepared for danger in times of peace and keep a clear head. Explore the study of professional knowledge, strive to improve their actual manipulation and management capabilities, and reduce the impact of such risks.

Time risk

The influence of seasonal changes on catering consumption, the market life cycle of products, the change of consumer spending time and the time difference of competition in business activities will all have a certain impact on our business.

In this regard, we will establish a strong sense of time, often observe and analyze the impact that the development and change trend of things in the time movement may bring to the catering industry, correctly grasp the opportunity, and ensure the normal implementation of our production and operation.