Congee restaurant market competition planning book

Recently I am going to take advantage of my spare cash and a part of my loan. I am going to open a restaurant. But what kind of restaurant to open, what kind of location to open, and which kind of restaurant to do, this has always been a headache for me. I didn't have any experience before, and I didn't have any acquaintances for me to consult. I had to work hard to find the market.

After my unremitting efforts, I finally understood the situation of some markets. Although it is not very comprehensive, at least I know a lot more than before. I have made the information I have learned into a planning book :

One. Foreword

People eat for food. It is important to see the food. People's eating places are nothing more than families and restaurants. The latter category is broken down as follows:
Western food: 1, high-end restaurant: pay attention to taste and grade. The price is high. Suitable for high income people.
2, fast food restaurants, such as McDonald's, Kendeki and so on. Suitable for youth consumption.
Chinese food: 1, hotel: to win by scale operation.
2, small hotel: to win with signature dishes.
3, chain fast food restaurants: to win by chain scale business.
4, food stalls: at a good price, free to win if you find a foothold in the fiercely competitive market? The "sell" point is very important. Although the traditional Chinese food “porridge” is the main product series, although it knows a lot of people, it does not have much business. It is both a blind spot and a selling point. As long as you have good products and good business practices, you can be popular in the market. Made good results.
"porridge" dictionary explanation: porridge. A semi-liquid food cooked with food or food plus other things. Porridge is a traditional Chinese eating habit. It has been thousands of years old. It is one of the main diets of people. Especially the main food of Buddhism disciples. In the famine season, the imperial court and the official residence of the rich family took the “porridge” shed and explained the importance of “porridge” for survival. As the times change, people not only have to eat well, but also have to be smart. Modern research shows that eating "porridge" has more health, beauty and therapeutic effects. The use of medicinal porridge is the best way to self-support and be simple. So far, "porridge" is still one of the most popular foods in the country. Such as the millet porridge in the north, polenta; Guangdong's boat porridge and brother porridge is spread overseas, popular in Southeast Asia. In addition to the general diet, it can also be used as a disease prevention, treatment of diseases, health and beauty. For various reasons, such as scattered methods, single varieties, marketing methods are not right, can not form industrial management. We are looking at the opportunities, excavating and sorting, collecting hundreds of practical porridge samples, and launching the "Wokou porridge" series products to meet market demand. According to the survey and research, this is one of the industries with small investment risk, wide application, small profits, considerable market prospects and high return rate.

two. Market research and competition status At present, people's understanding of porridge is still limited to the general state, the variety is single, the common white porridge with pickles, eight treasure porridge bean porridge millet porridge, preserved egg porridge and other small varieties, and the effectiveness of propaganda is very small, the sales method is also old, There is no special porridge shop and corresponding marketing network, the market gap is large, no obvious competition.
Ordinary porridge can only fill the hunger and fill the low price, and people are selective. And we are launching hundreds of green products with therapeutic health care, beauty and longevity.
Selling point: not porridge, it is healthy! The concept of using porridge as a general food has long since become obsolete. Its positive significance is to help people improve their quality of life, restore self-esteem and self-confidence, meet people's psychological needs, and enable consumers to obtain value and satisfaction. At the same time, before others have awakened, they must first find out the potential needs of consumers to create for them and seize business opportunities.

three. Consumer research
1. Target: General consumers, focus: infants, students, elderly, maternal, patients.
2. Main benefits: nutrition, hygiene, good taste, health, diet.
3. Main occasions: Breakfast: affordable, early nutrition. Cooperate with dry point sales. Dinner: In addition to the above functions, the focus is on hospitals and schools. Nightingale: Provide leisure venues and nutritious food to customers who eat supper.
4. Importance: Patients, students, and the elderly need nutrition; they are relieved of their troubles and purchases, and the ingredients are inconvenient; they are more secure, hygienic, and effective. The supplement effect of high-grade porridge makes the person with identity have a superior feeling. Maintaining health, saving time and effort, so that consumers have a feeling of taking advantage of it.

four. Main products: more than 300 kinds of porridge and dry spots 62 rotation supply
1 cereal porridge 14 2 beans porridge 16 3 vegetable porridge 36 4 meat porridge 40 5 flower porridge 12
6 fruit porridge 32 7 Chinese medicine porridge 80 8 fish porridge 20 9 other porridge 12 matching products 62
1 cake 36 sections 2 cakes 16 models 3 other categories 10 advantages: variety, wide adaptability, high selectivity, cheap raw materials, easy to purchase, short process, no special technology, easy to produce, good sales, no Light season.
Disadvantages: Due to the large amount of ingredients, the initial purchase is a little troublesome, and the promotion process is needed.
2. Braised vegetables: local specialty dishes, fresh kimchi and so on.
3. Local snacks:
1. Northern flavor: Northeast Liliangui bacon pie, Haicheng pie, Dalian jujube steamed cake, Tianjin mother and son clove cake, Shi Jin pancake, pancake fruit, Chengde's mixed sugar pan cake, flowers rose cake, Beijing's one silk cake Inner Mongolia's Hada cake, Xi'an meat folder, radish cake, Qinzhen Liangpi, Huanggui persimmon cake, Shandong Binzhou's pot cake, Jinan's Melaleuca cake, Zhoucun crispy cake, Confucius osmanthus cake, and so on.
2. Southern flavor: Taiwan peanut stone cake, pickles cake, bean curd cake, pumpkin cake, three fresh pot cake, Shanghai wine stuffed cake, loose silk pot cake, Sichuan pepper salt pot, rose cake, Jiangsu Huangqiao biscuit, Suzhou cake, Yangzhou date mud cake, Taicang bad oil spring cake, Guiyang chicken cake, Hangzhou 蓑 饼 cake, Huzhou aunt cake, Jinhua snow vegetable short cake, Hubei Dongpo cake, Guangshui orange cake, shrimp cake, Hubei Jiangling nine yellow cake, Xiang Echa oil cake, Wuhan Laotongcheng bean skin, Xiaotaoyuan oil cake, noodle nest, bean paste cake, Guangxi lotus seed sandwich cake, Anqing oil cake, Hunan Liuyang anise cake, Jiangxi Jiujiang sweet-scented tea cake, Guangdong Chaozhou lard tea Onion cake, Guangzhou Xiaofeng cake, crescent pie, Yunnan egg oatmeal, Fujian Quanzhou crystal vegetable head cake, Quanzhou taro cake. Xiamen sea bream fried, and so on.
There are many snacks around the country, which can be done according to the local conditions. It is recommended that the north and south snacks are more stringent and more attractive.

Five market recommendations in the near future:
1. Open a model shop to promote the brand and expand its influence. The location is suitable for the city center. The area is 40-50 square meters. The decorative style is the theme of returning to nature. The whole board, wooden table, wooden chair. Simple and simple.
2. Delivery service: porridge is cooked in a large pot, ingredients are divided into small pots. Professional delivery team. Key objects: hospital inpatient department, school, family. Uniformly dressed people come to the door to give the menu, accept the phone order.
Medium term
1. Gradually open chain stores. You can join by franchise, do not charge the initial fee, only a small amount of trademark usage fees and management fees. The main store unified distribution of ingredients. Shops only order and sales.
2. Counters and shop-in-shops: use other people's venues to operate. You can operate on your own or you can deliver them by people.
3. In combination with the reemployment project, a large number of laid-off workers have been recruited, and mobile trucks have been set up to provide a fixed amount of time to increase the number of employed people and to eliminate the rent of the venue. They have also expanded sales, increased profits, and fame and fortune.
4. Build your own website. Conduct online promotion, ordering, joining, etc. to expand sales channels.
Long-term industrial production: through mergers, custody, entrusted processing, etc., the use of the original production of canned food factories to produce finished porridge semi-finished products into the supermarket sales process gradually takes about 1 to 3 years

Six product positioning
1 Popular food series
2 Price: Vegetarian: 2.00-2.50 yuan / bowl of meat and poultry 3.00-5.00 yuan / bowl of high-grade class 10-15 yuan / bowl of the best category 50-100 yuan / bowl
3 tableware: one time
4 Varieties: The store maintains more than 50 varieties per day, and the order is reserved by the menu.

Seven staff members are equipped with a store manager, 4 people, 2 cashiers, 8 waiters and 1 buyer. Each store can be staffed according to specific conditions.

Eight investment budget
1 Venue: 30-50 square meters rent 1500-2500 yuan. If you rent a second floor, you should pay a low prepaid three-month shop rent: 9000-15000 yuan store decoration 5000-10000 yuan table: a 100 yuan, 8 a total of 800 yuan .
Stool: a 30 yuan, 32 a total of 960 yuan bowl: a 0.30 yuan, 500 a total of 150 yuan electrical appliances: a refrigerator a disinfection cabinet used a total of 1,000 yuan. Electric baking pan 1500 yuan. Air conditioning a 2450 yuan six Hole gas stove: one 650 yuan, the rest: scattered items 600 yuan data fee: 2800 yuan. Operating funds: XX-5000 yuan yuan certificate, photo, fee, tax, etc.: business hot photos, tax registration and some other management fees XX Yuan total: 26410-37410 yuan.
2.100 square meters store budget rent of 5,000 yuan. If renting the second floor is also low prepaid three months of shop rent: 15,000 yuan store decoration XX0-50000 yuan table: a 100 yuan, 16 total 1600 yuan.
Stool: a 30 yuan, 72 a total of 2160 yuan bowl: a 0.30 yuan, 1500 a total of 450 yuan electrical appliances: a refrigerator a disinfection cabinet used a total of 1000 yuan. Electric cake 铛 1500 yuan. Air conditioning a 2450 yuan six Hole gas furnace: two 1350 yuan, one crusher: 400 yuan. The rest: scattered items 2500 yuan data fee: 2800 yuan. Operating funds: XX-5000 yuan yuan certificate, photo, fees, taxes, etc.: business hot photos, tax registration and some other management fees XX yuan total: 55210-88210 yuan.

Nine benefit budget
1.30-50 square meters shop: XX yuan per day, gross profit margin 50% monthly 30,000 yuan. Annual gross profit 360,000. Three months can recover the investment. The second year with the expansion of the influence, orders and If the turnover is increased by 15%, the profit should be 40,000/year. If it is done well, it can be doubled.
2.100 square meters shop: 4,000 yuan per day, the gross profit rate of 50% monthly has 60,000 yuan. The annual gross profit is 720,000. The investment can be recovered in two months. In the second year, as the influence expands, the profit of orders and turnover increased by 15% should reach 228,000/year. If it is done well, it can be doubled.

Ten creative directions This product seems to be simple and normal, but the effect is huge. The average person only knows one, not only the second. The family is not easy to do, the big restaurant is not willing to do, more people will not do it. The doctor will prescribe not to porridge. Restaurants do not understand pharmacology can not do, or do not want to do. Is an industry that is not noticed by ordinary people but has a large development space and unlimited business opportunities. It is both old and fresh. There is a saying that "a fresh trick, eat all over the sky"! Not for
The <porridge spectrum> listed on the secondary page is not created by myself. It is a successful treatment for thousands of people who have explored trials and trials for thousands of years. I just collected, aggregated, selected, and organized them, and industrialized them. To benefit everyone, and to benefit from it.
In recent years, porridge has become fashionable, many big cities have big porridge shops, business is hot. Newspapers are frequently reported. Open porridge shops can be big or small. It has become the first choice for entrepreneurs.
The picture below is a comparison of the family and the porridge shop:
The production method of the variety is original, the households purchasing ingredients are monotonous and troublesome, and the time is hunger, the seasoning is small, the purchase is small, it is not easy to purchase, and it is easy to waste. The hundreds of varieties of non-professional porridge shop are supplied at the same time, which is applicable to a wide range of time and cost, and has low cost. Good tasting, diet and beauty, longevity and professional life, easy to purchase, all ingredients, low price, no waste.

Original, favorable conditions for ingredient purchase:
1 Raw materials are easy to buy. There are grain wholesale markets everywhere, and local purchases. Naturally, some people send them to the door.
2 Ingredients: vegetables, meat, poultry, flowers, fruits, Chinese medicine, seafood can be purchased locally. Locally, you can also add local special products, enrich the variety and make special features.
3 In addition to homemade, there are many other dishes that are served by other manufacturers, such as kimchi, stewed vegetables, etc.

Eleven public relations strategy
1. The government's support explains the company's thinking to the leaders of the relevant government departments, combines with re-employment, increases employment, and establishes a network operation for mobile trucks in the city. It not only increases employment, but also increases the impact and benefits.
Combined with poverty alleviation. Many poverty-stricken areas have unique special resources. For example, to win the support of local government and convert local special products into resource ingredients, which not only increases the characteristics, but also strives for “poverty alleviation funds”.
2. Medicine, nutrition experts' support This product should be supported by experts for the treatment of congee. Please send the materials and functions of this product to the experts for demonstration, or ask them to be honorary consultants, etc.
3 Support from the press, TV station, radio station's <Life> category, co-organize various activities, publicity work, this article newspapers and magazines, the life food column serialized <porridge spectrum> are free advertising.
4 Other public relations activities such as condolences to traffic police, elderly widows, orphans, disabled people, etc. There are other public welfare activities.

Twelve conclusions of sesame, open the door!
In today's business tide, competition is ubiquitous, business opportunities are fleeting. Those who are only shackled and squandered; those who are hesitant will only turn over in the tide. Opportunities and risks are at the same time. Success and courage are at the same time. What are you waiting for?
The success of a good film and television drama: a good script, a good screenwriter, a good director, a group of good actors, a good stage. The same successful enterprise needs: a good idea, a good product, a group of good people, a good The marketing method, a good market, can not lack a savvy investor.
There has never been a savior, no god emperor, to create human happiness, all by ourselves!
If you don't experience the wind and rain, how can you see the rainbow? No one can succeed casually.
Sesame, open the door!

The fierce competition in the market has become increasingly hot, and which street to walk on, there will be a restaurant next to it, and the snack bar is even more numerous. How can we get a piece of it in such fierce competition? This has always been very The problem that bothered me, because opening a restaurant is not a trivial matter. I earned it and said that if I lose it, I will lose my savings for many years.

But don't try it, don't fight it, how can I know the result? After a long period of ideological struggle, I thought I still have to fight it. My restaurant store has already found it, I will be very quick. Open a shop, hope you are lucky!