The business model of restaurant chain stores

The business model of restaurant chain stores

The business model of restaurant chain stores. In fact, every position in our lives requires people to stick to it. There is a certain value in choosing any industry. The catering industry is also an industry that most people want to know about. The following is the business model of restaurant chain stores. Business model of restaurant chain stores 1

1. Word-of-mouth management

If the catering industry wants to win a good reputation, it must improve its restaurant service, serving speed, dish quality, customer communication, and settlement. Make adequate preparations for management, raw material storage and other aspects.

In the era of developed Internet, there are many websites for diners to review restaurants, and these websites are important channels for diners to obtain restaurant information. A better example is Hefu Lo Noodles, which has strict standardization on the serving speed. Once the specified time is exceeded, customers can eat for free. There is also a dedicated feedback area online.

2. Emotional management

Emotional marketing can gain more loyal customers. For example: the common "free gift" is one of the most common methods of emotional investment in restaurants. The "free gift" dishes are usually some side dishes or drinks. The cost is relatively low, but it can maximize consumers' understanding of the restaurant. The restaurant's favorability and recognition increase the frequency of "returning" again. Zhengxin Chicken Chops has more than 10,000 stores across the country. Buying chicken chops and getting drinks for free is a manifestation of emotional management.

3. Taste management

Some catering companies have many loyal customers. The fundamental reason must be that the food in this restaurant tastes good, "delicious" "As the highest standard for judging restaurants, it is also the most favorable prerequisite for restaurants to conduct external publicity and promotion.

4. Menu management

Make recommendations to guests who come to the restaurant to dine and consume through various menus. It can be carried out through various forms and unique styles of fixed menus, chef's special selections, weekly special selections, new dishes of the month, children's menus, middle-aged and elderly menus, couples' menus, weekend menus, food festival menus, etc. Publicity and Marketing. This is a method that conforms to the consumer psychology.

5. Experiential management

Experiential management can be said to be a brand-new marketing method, which mainly provides users with personal experience to achieve certain marketing effects. It not only speeds up the sales efficiency of products, but is also more conducive to gaining good user reputation and establishing the image of catering companies.

6. Online operations

You can promote it on group purchasing and ordering websites, Weibo, and self-media to expand the restaurant's popularity and increase the number of diners. When operators choose a marketing model, they must find the most appropriate marketing model based on the actual situation of the restaurant, so as to achieve twice the result with half the effort.

In addition to the above models, how to build the model is also an important part of the operation. Then let’s take a look at how to build a catering business model.

1. Focus method: Concentrate packaging according to the main business items of the enterprise.

2. Variety-based method: This is an ancient but extremely vital catering model, which is more suitable for time-honored brands.

3. Utensil rendering method: Based on the utensils used for dish processing or cooking, this is a very innovative new catering model. The best example is Jiangxi earthenware pot soup. The special way of making soup using steam without adding a drop of water and the earthenware pot are both manifestations of this model.

4. Cultural (historical, regional) setting method: This is a common pattern shaping method. With the help of local customs and local characteristics, we re-integrate the hotel's consumption patterns and menu structure, allowing customers to experience the charm of culture while consuming in the hotel.

5. Preparation (cooking method) binding method: The focus is on the cooking mode of the dish.

For example, Steaming Kung Fu focuses on the "steaming" cooking mode.

6. Style implantation method: The selling point is to create a consumer atmosphere, the environment is comfortable, and the price is relatively high. Wooden House BBQ has done a great job in this regard. Through the successful creation of a Chinese-style third space, the atmosphere is very suitable for dining and discussion.

7. Maternal parasitism method: Catering is a parasitic industry, mainly relying on retail sales, but this model is very dependent on customers. In places where people are concentrated, establishing appropriate business models and parasitizing them in supermarkets, shopping malls and hotels will also be recognized by customers.

8. Crowd stratification method: Divide customers into different levels according to their consumption levels, and determine your own business model based on the number of people in each level. Within each grade, it can also be divided into different grades again. The purpose of segmentation is to achieve precise positioning when determining the model. Restaurant chain business model 2

13 profit model plans for catering operations:

1. The value of free

Many industries are now offering free experiences. Regarding services such as free returns and exchanges, probably only the catering industry has been pursuing the ancient concept of "there is no free lunch in the world". Many business owners who are preparing to open stores are confident in their products, but are worried about how to find customers. In fact, free is the best publicity. If you have enough confidence in your product, are you afraid that customers will not come again next time?

2. Free dishes drive paid dishes

From the store Choose two dishes here that have a high profit and passable taste, but they are not the best. Generally, there are more cold dishes, which makes customers feel that they can always "get a bargain" when dining in your restaurant.

3. Launch flagship dishes

A restaurant must have a flagship dish. The price of this flagship dish should be low but profitable and taste good. Make this flagship dish a popular item in the store. A must order dish.

4. Special Dishes

In addition to the main dishes, special dishes are one of the indispensable marketing items for restaurants. How to do it?

(1) Set up five special dishes and sell them at cost price

(2) Recommend dishes and set up a display board at the entrance of the store to display the 5 to 10 dishes most ordered by customers.

5. Free during a specific time

For example, you can enjoy discounts or discounts when dining at designated times every day. Customers can enjoy free or discounted meals on their birthday. On specific holidays, we can also offer corresponding discounts to corresponding groups of people, such as children traveling with three people for free on Children’s Day, free for teachers on Teacher’s Day, etc.

6. Use online media for publicity

1. Newly opened restaurants can get a 50% discount if customers forward them to WeChat Moments.

2. Meituan group buying customers can give you a 10% discount if they praise the product in the comments.

3. If the customer is an Internet celebrity and the customer posts a video on their Douyin or Kuaishou platform, they can be given a free order.

4. The restaurant owner needs to operate a media platform, such as Douyin, and shoot a video to upload some creative content.

5. Establish a customer WeChat group and post content including: videos of daily purchases, details of launch activities, daily sales, daily customer flow, and other things that are beneficial to your restaurant.

7. You can use some tricks - hire people to queue up

When many consumers go to food courts or shopping malls to eat, they will feel that there are so many people queuing up at a store. People's choice must not be too bad, so they will choose the store where there are many people queuing without hesitation.

8. Pricing - Numbers Game

The prices of many restaurants will not be positioned in integers. We will see many products priced at 9.9, 9.99 yuan and 10 yuan. See The difference seems to be only one penny, but it gives the impression that the former is more friendly to the people, and will make consumers think that the price of the product is only one digit. This is a very classic pricing strategy.

9. Product mix

There are also many restaurants offering activities where you can get an extra product by adding a few dollars, for example: French fries are 8 yuan, and spicy chicken steak is 16.5 yuan a la carte. , ordering the set meal together only costs 19 yuan. You will feel that you can eat a French fries for only 2.5 yuan. Isn’t it a great deal?

10. Attractive good looks

Nowadays, simply tasting good is enough Unable to satisfy consumers' pursuit of food, "good looks" have become one of the important criteria for these young people to measure the quality of a store. It is also quite photogenic and meets the needs of contemporary people to take photos and post them on their friends circle.

11. Tips for applying for membership cards

If you want to stick with customers, you have to let them recharge.

How to get customers to recharge? If the customer eats more than 100, tell him that he can get rid of the order by recharging 500, and he will recharge. In fact, if you recharge 500 yuan, you will get 100 yuan. Expressing the meaning in a different way will give people a different understanding.

12. Member privileges

There are monthly benefits and member specials every month. In this way, you can not only send mass text messages to recall, but also allow new customers to apply for membership cards.

13. Tips for using points to get a membership card

Earn points when you spend money, one dollar corresponds to one point. You can get more points by recruiting people, and each person accumulates 20 points. So when a customer unknowingly saves points... and then tells the customer that the points can be used as money, of course the prerequisite is to apply for a card and store it in the card.

Catering competition is gradually becoming more systematic, and the setting of profit models is particularly important. The times have begun to promote market upgrades, forcing catering companies to move forward. In the fierce competition, only those who can truly combine insight into industry trends with good catering operations can win. Business model 3 of catering chain stores

Future development trends of catering franchise chains

In the Internet era, we live in big data. Digitalization through chain store management systems is very important for catering chain enterprises. key.

The greatest value of digitalization is reflected in the accumulation and analysis of consumer data, continuous iteration, product updates, continuous optimization of consumer experience, and continuous making of business processes more intelligent and efficient. Therefore, it can It is no exaggeration to say that the core competitiveness of catering chain companies in the future must be based on how to deeply understand consumers, how to serve consumers efficiently, and how to obtain consumer participation and feedback in a timely manner.

The development of digital management of restaurant chain stores:

On October 21, Meituan Waimai released the current digital development of the domestic catering industry.

The online digital operation of the catering industry is still in its infancy. A Meituan Takeout survey shows that nearly 90% of merchants believe that online catering operations require professional skills and capabilities. However, at this stage, the digitalization rate of catering merchants is generally less than 10 .

Meituan believes that one of the crux of the reasons why domestic catering digitalization is still in its infancy is that most traditional catering companies do not have independent and professional online operations teams.

In traditional catering operations, dish design relies on experience, store location depends on location, business analysis mainly relies on accounting, and there is almost no after-sales service.

According to the Meituan Takeout survey, in the actual operation of catering companies, less than 30% of merchants have set up full-time online operations teams and digital assessment indicators, and more than 50% of merchants said they lacked dedicated digital Operational talent.

Based on this situation, Meituan Waimai launched the "New Catering Shopkeeper" plan. In the next three years, it will discover and train 1 million people who understand both offline and online operations. "New shopkeeper".

Compared with traditional catering shopkeepers, "new shopkeepers" embrace digital trends, have a strong will for digital operations, master new technologies using digital tools, and have online and offline operation and service capabilities. Through online Gain new customers and new revenue.

This plan was launched by Meituan University, Meituan Food Delivery Academy and the Education and Training Center of the Ministry of Human Resources and Social Security. The specific training content mainly includes: online operation courses and "takeaway operator" training and certification. Some, such as store decoration, menu optimization, customer management, business data analysis, etc.

In today's digital economy era, traditional restaurant chain stores no longer adapt to the needs of the times. Use new retail systems to accumulate big data to grasp new trends in consumer demand, continuously optimize products, channels, and services, and achieve diversified sales models. Diversified channels and refined services. This is the future development trend.