An epidemic has dealt a huge blow to the catering industry. Many catering brands closed their stores during the epidemic, and the catering industry once entered an unprecedented low period.
Fortunately, after more than half a year of hard work, the epidemic has gradually moved away from us, and various industries are slowly recovering. As the catering industry most affected by the epidemic, although the slowest recovery, in October, the catering growth rate has also turned positive. , The catering market has a bright future.
At this time, the catering industry can be described as a piece of sweet pastry. Even Tencent can’t help but buy shares and sell hot pot. All capitals start to focus on the catering industry. So, as a catering Xiaobai, we Without strong capital and without the experience of catering brands, how can we enter this industry?
believe that the first choice for many investors who have never been in contact with the catering industry is to join. Join
, not only with brand support, but also experienced planning professionals to provide you with strong market strategy, market research, advertising, image packaging, promotion projects, public relations planning, and create a vibrant franchise store. There are also marketing support, human resources support, training support, and technical support.
But joining is also a double-edged sword. Either it can hold the brand's "thigh" and soar up, or disappear with the brand. Therefore, as newcomers to catering, how do we avoid risks and avoid traps when we join? Let Meyijun share some experience with you, I hope it will be helpful to you~
01
has a comprehensive survey, and you know how to do it
I believe that friends who have known franchise have this experience, and many catering franchised brands will play before Advertisement: Come to the headquarters for on-site inspection, provide equipment formula technology, and provide education and meetings. In fact, this approach is not very reliable. Since it is an investigation, it cannot be limited to a small range of definitions, but should be regarded as a broad term. If
wants to join a brand, we can investigate and analyze it from the number of its stores, directly-operated stores and franchised stores.
inspected the number of stores: the number of stores shows the precipitation of the brand (including operating experience and market experience, etc.). Only with sufficient development time and experience accumulation can there be a sufficient number of stores. A franchise brand with only two or three stores has a higher risk of franchising than a brand with two or three hundred stores.
Investigating direct-operated stores: direct-operated stores are a sample of the brand. From the operating conditions of the direct-operated stores, one can judge the status of brand development and how well the brand is standardized.
Inspecting franchise stores: inspecting franchise stores is to see how effective the headquarters’ standardization and reproducibility are. During the inspection, you not only need to look at the store’s operating status, but also consult with the franchise store’s owner about the headquarters’ later support policies, such as whether to provide Perfect franchisee site selection experience, technical training, store operation, etc.
remind you that when choosing a brand, you must pay attention to these two types.
1. In a sense, a company like
, a restaurant restaurant without its own brand, is similar to a liar. It just hangs a brand name, but in fact it may be just an intermediary. And the contract you signed The real brand headquarters has nothing to do with it. If you encounter business problems later, you may not even be able to find the person in charge.
2. Planning and packaging companies
Now many planning and packaging companies plan to package a brand, package a brand, and integrate some suppliers to start franchising, without their own core technology, without their own central kitchen, and Does not have its own supply chain. The main purpose of
brand companies is to collect money. As for whether franchisees can do a good job, they don't care at all, and they don't have the ability to supervise and guide. Those who have no experience in catering, don't consider it.
02
is clear about its own positioning
to join, the most important link is to choose the brand, choosing the right catering brand is very important! The catering industry is changing rapidly, new brands and new products are constantly emerging, and people's consumption habits are also changing at any time. This is no longer an industry without barriers. The thing that
catering people need to consider is to clarify the positioning of their catering and what kind of catering should be done in combination with their financial capacity and the market environment.
The current catering positioning can be divided into three routes:
1. Low-end route
Limited funds, small investment, small customer unit price just-needed products, do business for the huge consumer group at the bottom of the pyramid;
2. Mid-end route
Funds are acceptable, do business with stylish mid-end consumer groups;
3. High-end route
With ample funds, to do business with high-end scenes and experiential high-end consumer groups
Regarding their positioning, catering people must know how to open a store in order to have confidence. How can
03
improve risk awareness
can reduce the risk of joining a catering brand? This is probably a question every catering operator wants to ask. Here, I will analyze two situations for everyone.
1. Joining is a strong brand
Strong brands are generally big brands, and pay more attention to the reputation and influence of the brand itself. The requirements for all aspects of franchisees will be more detailed and strict, leaving it to the franchisees to play by themselves The space is small. Almost all of them follow the brand's pace, but relatively, the risk will be much smaller. Just follow the brand's pace, implement the brand's plan, and implement the brand's implementation standards, service standards, and hygiene standards.
2. Joining is a relatively weak brand
. This type of brand is contrary to the first point. The headquarters’ requirements for stores will be relatively easier, and franchisees can have their own room to play, but relatively speaking, brand awareness cannot follow The influence will not keep up, and the risk will increase relatively. This situation is more suitable for franchisees who lack funds but have confidence in their own business capabilities.
In addition, in addition to these two points, we have to avoid a misunderstanding, which is also a misunderstanding that many franchisees will enter, that is, "Joining is not throwing away the shopkeeper!" No matter what
does, we need to pay a hundred times the effort, if If you are doing it with the idea that you don’t need to manage your own franchise, you should be advised not to open a store, and you will definitely lose money.
04
to do the funding plan
marching wars of grain and grass first we all understand, doing business is like marching wars, we can not fight an unprepared battle, if we have decided to join the brand, the first stage must prepare funds.
For entrepreneurs who are joining catering for the first time, many senior catering people have put forward the following suggestions: The preparation funds for opening a restaurant account for 30%-50% of their own funds. Entrepreneurs cannot use all their savings, let alone borrow money to do it. This is risky.
The funds to be prepared for catering to join, roughly include these aspects:
1. For the brand headquarters, the initial fee, security deposit, and payment deposit.
2. If you need to pay for the business site, the housing lease deposit and the initial rent.
3. Funds for renovation and purchase of equipment.
4. Expenses to be paid in advance, including raw materials, staff training expenses, and staff salaries before opening.
5. If you need to apply for a license independently, you will also incur some costs.
6. Need to prepare working capital, which needs to be used in the operation process. The funds that need to be prepared for the above parts of
can be compared with the content of the franchise brand promotion, so that you can know it, don't wait for the project to start, and find that the funds are not enough.
summary
new partners in the catering industry must be fully prepared in the early stage, not only to clarify their catering positioning, but also to have a detailed understanding of the franchise catering brands, and more importantly, sufficient funds should be prepared. Catering companies must also make a good marketing plan in stages, so as to realize the steady and rapid development of the restaurant and avoid all traps and risks to the maximum.
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