As we all know, the catering industry is a “high-risk” industry. The average life cycle of a restaurant is only more than one year, so if you want to operate a restaurant for a long time, this is a deep business philosophy issue. .
Many times, we saw a restaurant in the first three months of its opening, the business was booming and the crowds were busy, but after that, it quietly closed and finally closed. The most fundamental reason for this is that it has violated the three major taboos of the catering industry!
What are the three taboos? Next, Mr. Ke will analyze in depth with everyone:
This dining case shared today is my student Chef Liu. This is the name of his restaurant. Everyone usually calls him that. Chef Liu has been a chef for 20 years. , But this person is not good at marketing. When the restaurant first opened, the business was very hot. At that time, a store could make 400,000 yuan a month.
Because there was no management thinking and risk control thinking, Liu mastered rapid expansion. In time, there were 40 branches in the whole city, but in less than a year, the loss was 20 million. Not only did he lose his many years of savings, but he also lost his parents’ money, and he was also burdened with nearly 8 million in debt.
At this moment, Chef Liu learned from the pain and decided that he must learn to improve his abilities. So he found Teacher Ke, listened to my class continuously for a month, and finally decided to make a comeback. , Make a small shop first.
After listening to the course, Chef Liu approached Teacher Ke and asked if I had a good business model for him to help him make a comeback.
So I simply asked Chef Liu a few questions:
Mr. Ke: "What is your restaurant's signature dish?"
Chef Liu: " and iron pan 9span chopped pepper fish head" "Chicken"
Teacher Ke: "How much do the signature dishes account for in your turnover?"
Chef Liu: "The fish head with chopped pepper accounts for 20%.Wok chicken 15%.
Teacher Ke: "How many dishes do you have in total?"
Chef Liu: "A total of 56 dishes.
Okay, I don’t need to ask any more, let me tell you that, your catering does not need to be opened, and it will definitely go bankrupt in 3 months.
Chef Liu is puzzled, I don’t know myself. What’s wrong with your restaurant. So I analyzed the problem to him.
First of all, if your restaurant is to be profitable, you can only have one signature dish, and the profit of this dish must be in your restaurant For more than 30% of the profit, the turnover must be more than 40%.
Secondly, your total number of dishes is 56, which is actually not right, because the restaurant wants to reduce costs and there are too many dishes, all of which are fresh. Mainly, it will cause waste, and at this time, it will affect your restaurant’s profit.
Finally, your restaurant’s name is incorrect. If you want to use the main dish as the name of your restaurant, you will be half of the success, you change The name is not Chef Liu, but "Fish Head King." As soon as this name comes out, your restaurant will be popular.
Do you know the reason why you lost 20 million in the past year? It's because of you There is no explosive product. We believe that if you want to make a explosive product, then you can only have one main dish, and the net profit should account for more than 30% of the entire store.
and One point, your restaurant has not become competitive. If you have a Chef Lee this year and Chef Chen tomorrow, you can also imitate your model, so how do you compete? Fight price wars?
So,Next, I will give you a systematic business model to allow your restaurant to achieve the goal of earning 6 million a year. If you follow my plan strictly and cannot achieve an annual profit of 6 million, I dare to sign with you. The gambling agreement .
Next, Mr. Ke shared the core operation details of this program with everyone.
The first trick is to build the "moat" of the restaurant
If you are the owner of a restaurant, would you build the moat of your own restaurant?
Most people may not think of it. They will only feel that their restaurant business is good and lost in this illusion. If you don’t build your own moat, you will soon have other competitors to imitate it, and you will do it again. "The moat" is too late.
Because Chef Liu’s signature dish is fish head, we first make the moat from the product. Chef Liu’s fish are all transported from Qiandao Lake , so we have a clear moat.
We can say to customers like this: "Our fish are all shipped from Qiandao Lake, and the fish we use are all more than 5 years old."
So, ours The fish head sells for 199 yuan. Because these fish are grown from the best freshwater in the country, the depth of the water is 36 meters. Geographical location is in the world's most suitable latitude for the growth of freshwater fish.
Secondly, build a brand moat from the brand story and tell everyone that Chef Liu lost 20 million, and then it took 5 years to travel all over the country to find the best fish.It was found that the fish at a depth of 36 meters in Qiandao Lake has the best meat quality and is most suitable for fish heads.
The second trick is to create explosive products and cut off the byproducts
Why did Chef Liu’s restaurant fail before? Because fish and bear paws cannot have both, only one explosive product can be created, so, We cut off the signature dish of iron pot chicken and asked all the waiters to recommend a main dish, that is, fish head.
The advantage of this is that when your fish head sales come up, you can control the supply chain at a lower price, your sales increase 5 times, and the cost will be reduced by 20%.
Let’s think about a question, why does a big tree need to trim the branches and leaves, because only one main trunk can be left for this tree to grow taller. If other branches and leaves are also growing, it will inevitably affect the height of the main body of the tree.
Finally, I asked Chef Liu to reduce the 56 dishes to 36 dishes. Because the more dishes, the more storage space you take up, the higher the remaining risk of the dishes and the lower your profit.
Therefore, if a restaurant wants to make money, it must be the ultimate product.
The third trick is to motivate the team
In fact, the best way to stabilize a team is not to use equity incentives, because your restaurant has not reached this point, and equity is not for ordinary employees. , But it is a trick for executives. Then the sole purpose of the company's start-up stage is to make money. How to motivate employees and create greater profits?
is a very simple method. For example, the average daily turnover of your store is now 15,000.If you want to motivate employees, you can do this. From now on, if you reach a turnover of 12,000 per day, all employees will have a bonus for the excess. The bonus ratio is set in this way.
For example, food delivery staff account for 30% of your salary, logistics account for 10%, chefs account for 30%, and box attendants 30%. Then if you complete 18,000 performance today, it will be 6000 higher. Yuan will be distributed to employees in proportion as bonuses, and the remaining 50% will be used as the restaurant’s profit.
Finally, set a stepped commission. 18,000-20,000 can be increased by 5%, 20,000-25,000 can be increased by 10%, and the part exceeding 25,000 can be increased by 20%.
This calculation completely arouses the enthusiasm of the employees. The orderers and box attendants will desperately recommend the most expensive dishes to customers.
Then, won't your restaurant turnover increase?
The fourth trick, the recharge scheme
Through the first three steps, your restaurant will definitely be booming. Your fish head is now selling for 199 yuan, and now we are launching a recharge Card activity, recharge 2,000 yuan to get 30 fish heads, and limit 20 people to recharge the card every day. We will introduce the event filled with 600 people.
If you are not a member and want to eat fish head, you need to make an appointment 1 day in advance. If you are a card member, you do not need to make an appointment.
In this way, you can recoup the investment in this restaurant in one month, 600 people, and each person has a recharge of 2,000 yuan, which is 1.2 million.
through the above 4 tricks,After 3 months of proficient operation, a stable cash flow has been formed, and you can start to copy and open branches. In this way, Chef Liu opened 12 branches in one year through Mr. Ke’s plan. Chef Liu last year Tell me, this year, excluding all expenses, he made a net profit of 6 million, which is the most profitable year in his 20 years in the industry.
No matter what industry you are in now, no matter how many trainings you have attended
no matter how many marketing planning agencies you have found, no matter how many methods you have used
Your problem has not been resolved
Then, you must contact me, I will design a high-level, landing, and effective marketing plan for you to ensure that all the problems you encounter are solved in the shortest time
this time That’s all for sharing, welcome to pay attention to Jiusi Business, and share different business model cheats
every day.-
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