Catering business plan book essay

I. Development Prospects Since I was in the middle of the country, I have lived on campus, knowing the headache of “eat”, which is the problem of meals in the cafeteria. Since the school cafeterias are generally made in the form of cauldrons, they are rarely available to students, although they are cheaper. The students’ complaints about the canteen meals are even more “have been from ancient times”. Although college students can go out to eat outside the school, most students are willing to eat in the school cafeteria due to economic factors. The quality of the food is not guaranteed, it will lead to many problems, the students can't keep up with the nutrition, and even some students often don't eat. Therefore, malnutrition, stomach diseases and other diseases that should not appear in college students are not uncommon, which has hidden hidden dangers for students' physical and mental health. Therefore, I decided to integrate the advantages and disadvantages of the canteen and the restaurant and open a self-service nutrition fast food restaurant.
Second, the store profile This store is located in the center of the university gathering center, the main target group of students are college students, teachers, and migrant workers. The operating area is about 80 square meters. Mainly for breakfast, lunch, dinner and special cold drinks and casual dining. The breakfast is mainly characterized by southern snacks such as Zhejiang. Of course, local snacks are also indispensable. There are many varieties, full flavors and rich nutrition, which makes the diners have more choices. For lunch and dinner, there are different tastes from the South and the North. Instead of meals, there are a variety of cold drinks, such as juice, thin ice, ice porridge, shaved ice, iced bean soup, iced coffee, fruit platter, etc. The restaurant uses self-service fast food to make customers have a more relaxed dining environment and more choices. The restaurant is decorated in a natural, casual style with a modern touch, the walls are light and warm, the kitchen is reasonably refined and the lighting is good, and the overall look is between the nature of the family kitchen and the nature of the hotel kitchen.
Third, the development strategy
1. Before the restaurant is opened, it should be advertised, because the main customer base is for students, and the speed and breadth of information transmission among students is very large, so the promotion can be done without much effort, just need to carry out flyers. Or a simple ad in the form of multimedia.
2. This restaurant adopts a buffet style, free tea and fresh soup. And the quality of rice is better than that of competitors. Different practices can be used to make the taste different. In order to differentiate it from competitors and give customers more discounts to attract more customers. In addition, the restaurant also launched a barbecue package + cold drinks, Babao rice and other couples package, due to the lack of casual diet, this will also become a major feature of the store.
3. There are many students who are used to the three-point and one-line lifestyle. Many times, in order to save time, they will choose the nearest dining place instead of going to a farther restaurant. Therefore, the geographical choice will not be too big for the school gate. the distance. The restaurant will also launch a take-away service at the appropriate time, depending on the situation. For example, if there are more than three calls, you can deliver the goods free of charge, and you need to deliver a certain delivery fee for the case of take-out. This has another advantage. If one person wants to ask for a take-out, it will be pulled in order not to pay the delivery fee. The other two takeaways are also able to increase sales.
4. The restaurant uses a stainless steel buffet plate, which is economical and environmentally friendly, and the waste can not be dumped casually. It can be contacted with the farmers and allowed to be collected free of charge, so that they can benefit each other. It is reported that competitors are not doing well in this regard, so a good dining environment can attract more customers.
5. Although the number of tourists will drop sharply during the summer vacation, there are still some students who stay in school, nearby residents and migrant workers. At that time, it is possible to reduce the amount of production and shift the focus of services to improve the summer operation. During the winter vacation, it is considered to be a month of study and has reduced unnecessary costs.
6. The market economy is developing rapidly, changing and dynamic. Therefore, it is necessary to take a long-term view of the development of an enterprise and analyze it to produce a long-term plan. The quality of the business should be summarized at every stage. And make the next step, such a step-by-step development model. After the operation is stable, you can consider expanding operations, adding other service projects, and looking for new markets, chain operations, and slowly building your own brand. You can go to the catering industry that provides food for students. In short, Looking at the problem in the long run, so that we can have the future of the company.

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Fourth, the restaurant management structure manager and cashier, 1 chef, 2 waiters.
The business philosophy focuses on the following points:
The main cultural characteristics: health care, human care, main product features: vegetarian food with the function of diet and health care Main service features: membership tracking service The main environmental characteristics: green dining environment with traditional culture atmosphere 5, market analysis The diet in the canteen of the university has always been a problem. The quality of the university's diet has become a recognized problem. It only meets the students' food and clothing problems, but the quality is far from the requirements of the students. The diet of some universities is worrying, and some even have a collective poisoning incident in the university cafeteria.
Based on this point, in order to protect the food safety of college students and improve the quality of food for college students, the University Food Alliance is established to provide college students with low-cost, safe, high-quality and distinctive foods, and at the same time provide certain universities with certain Work-study positions help poor students to complete their studies better.
Advantages and disadvantages:
Advantage analysis: The restaurant management solves the problem of single taste in the dining hall of the school, and there is no worry about the health of the mobile stalls, and it is as convenient and quick as the canteen, saving time. In addition, the restaurant adopts self-service selection, which should be easily welcomed by customers and save some human resources. At the same time, the restaurant also offers cold drinks, ice porridge, etc., and free tea. Simple and comfortable decoration will be a major feature of the restaurant. Students generally like to eat in a clean and service-oriented restaurant, so the satisfactory service will be a major feature of the store. In addition, the school cafeteria has a clear meal time limit, and there are few restaurants outside the school to sell breakfast, so the store outside the school can easily seize this part of the market share lost due to time difference, in other words, by the meal. The market share generated by the potential customer base for meals before and after.
Inferior analysis: As a result of the initial pace, the size of fast food restaurants is relatively small, such as the human resources and service items of dining, etc. are relatively limited. The competition inside and outside the school is also fierce, so there are still some disadvantages. On the other hand, because school holidays are fixed, the number of tourists during the summer and winter vacations will plummet, and during the winter vacation will be less than during the summer vacation, this will be a more difficult problem to solve.
Opportunity analysis: According to our market research and analysis, the market demand for our products is existing and has certain competitiveness. And I am a student - one of the largest customer groups, so I can better understand what kind of products and services customers need. From these aspects, it should be a good opportunity to squeeze into the food and beverage market.
Threat analysis: There is a direct and inevitable connection between the service of the restaurant and the quality of the product and the operating cost. Therefore, the price of the product is inevitably lower than that of the competitor, although the overall price is not too high, but in contrast, The economic affordability of customers has become a big test. Moreover, costs and profits are also directly linked, and the amount of profit is a major determinant of whether or not to survive in the competition. Moreover, the difference between local customs and eating habits raises another question: whether most customers can recognize or be satisfied with the product, which is also a test.
Promotional and market penetration promotion strategies:
Early publicity: large-scale, high-intensity, and large investment. Post-promotion: Focus on existing customer relationship management to promote word-of-mouth marketing. Regular planning and organization of specific events, such as sponsoring school-organized evenings, to promote the consumer’s awareness of consumption through the event. For the holidays, carry out targeted promotional strategies such as leaflets.
VII. Analysis of financial status
1. According to the calculation, it can be concluded that the start-up capital of the restaurant is about 10,600 yuan.
2. The cost of the operation phase mainly includes: employee salary, material procurement cost, site rental fee, tax, water and electricity fuel fee, miscellaneous expenses, etc.
3. Daily operating financial budget and analysis According to the budget analysis and investigation, the market capacity can be initially determined, and the total daily turnover is estimated to be about 800 yuan, and the yield is 30%. From this, the investment recovery period can be calculated to be about three months. .
Eight, marketing strategy strategy tangible marketing strategy:
Since the economic strength of the restaurant is still weak, the marketing strategy of avoiding the reality will be adopted in the early stage, and a large number of hard advertising marketing will be avoided, and a set of effective "commitment marketing" will be adopted for product promotion. Through the menus, posters, cultural manuals, advertisements, promotional activities, etc., we will promote the products and advocate the business tenet and concept of "Tianzhisu".
Skilled marketing strategy:
Sustainability and planning will determine the innate advantages of the restaurant in avoiding the deficiencies of ordinary restaurant customers. In order to enable the restaurant to establish a sense of authority and trust in the minds of customers, the restaurant will A complete member information feedback system will be established to achieve marketing commitments:
l, customer feedback form. In the service, the staff is strictly required to establish the concept of customer first, and listen carefully to customer opinions.
2. Carry out customer satisfaction to the end. Establish the concept of "customer satisfaction is satisfied", and always consider the customer.
3. Establish a restaurant customer service survey form, and the sales department will be responsible for tracking customers.
IX. Vigorously create the brand image of “green food” According to the fierce competition, imitation of the restaurant enterprises and the strong seasonality of the therapeutic products, the organic integration of the explicit culture and the implicit culture of the enterprise is realized, and the brand of the enterprise is strengthened. Protect consciousness and ability. Focusing on the brand characteristics of "health, green" as the core, the restaurant achieves marketing goals by establishing a green image, developing green products, implementing green packaging, adopting green signs, strengthening green communication, and promoting healthy consumption. As a restaurant to carry out green marketing, we have a natural advantage, the restaurant will strictly implement the standards of green restaurants, regardless of raw material procurement, food processing or sanitary environment, will be strictly controlled. Efforts to create a simple and elegant yet stylish dining environment, through the layout of the restaurant design, decorative style, temperature, etc., reflect the concept of healthy green.
Promote health knowledge and promote green culture:
In the marketing process, the restaurant will focus on the 21st century catering theme - health, bodybuilding, green and socially meaningful knowledge points, and provide consumers with planned and targeted publicity to guide customers' consumption orientation. . The above catering knowledge will be promoted through special lectures, manuals, public welfare activities, etc., while paying attention to this opportunity to increase the promotion of green products. Promote and advocate a healthy and scientific food culture, and promote the health culture in traditional culture. Cultural packaging of products, restaurants, and services to spread food culture. Thereby obtaining further development opportunities and conditions.
X. Pay attention to a series of corporate public relations activities. The restaurant will handle all aspects of the relationship through a series of public relations activities, providing a relaxed and favorable business environment for the development of the restaurant.
1. Establish a cooperative relationship of solidarity and trust with employees. Build an equal and convenient communication between employees, increase the cohesiveness and enthusiasm of employees through the issuance of internal publications, free membership rewards, and collective entertainment.
2. Community relations. In order to ensure sufficient human resources, obtain a stable customer base, and obtain reliable logistics support, we should actively participate in maintaining the community environment and actively supporting community public welfare undertakings. Respect the legitimate rights of customers, provide quality meals and services, and properly handle customer requirements and recommendations.
3. Government relations. Keep abreast of and comply with relevant government laws and regulations, strengthen contact with government departments, and actively assist in solving some social problems. Establish and maintain a broad relationship with the media; provide them with real-world information about the industry.

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XI. Taking advantage of the price of green restaurants The target audience of this restaurant is students and urban residents. Taking into account the price factors of catering products and health care products in the market, the price of this restaurant will be in the middle and low price of similar products. Occupy a certain market share, form economies of scale, and obtain high profits at low cost. In terms of the price and combination of products, we process and provide various nutritious foods with therapeutic and health care value according to different consumption levels and needs of consumers. In terms of price formulation, we strictly calculate the utilization rate of raw materials. If the vegetable is removed from the roots, whether it is peeled, the leaves are removed, and the processing level of the kitchen is finally provided, the consumer can provide a standard of different food combinations of 6-100 yuan per meal. Customers can choose different vegetarian foods according to their actual situation.
Twelve, market risk The market is constantly changing, so we must take into account the risks of the market, specifically the following risks may be:
At the risk of development during the development of the project, similar restaurants may be opened at the same time.
The risk of the production and operation phase of the project, the efficiency of the project after it is put into production depends on the sales volume and other performance of its products in the market, and for this stage of the project, the biggest source of market risk and the competition risk of the catering industry in the market, if the project Good results after putting into production are likely to bring about the birth of a series of similar business projects, which has intensified the competitive pressure of the project.
Internal management risk:
The catering industry is a relatively low-tech industry, but it requires strict management to win the trust of consumers. For most Chinese-owned restaurants, most of them have loose internal management and low quality of service personnel. Establish a modern enterprise system, improve the business management mechanism, strengthen the internal management of the enterprise, and the survival and survival of the enterprise.
Raw material resource risk:
The main raw materials of this restaurant are mainly fruits, vegetables, beans and fungi. It is the most popular green and natural non-polluting food today. Especially the restaurant is a health-oriented restaurant, so it requires professional knowledge and technology investment in the selection of raw materials. In order to facilitate the purchase of fresh, natural and pollution-free green food.
Thirteen, response measures
l Develop advanced production techniques and experience to develop their own specialty foods.
2. Strict management, regular training of personnel, and establishment of customer service reports.
3. After entering the market, we will recognize the food market cycle, and will not develop ourselves and actively develop new foods.
4. Establish long-term and long-term cooperative relationships with raw material suppliers to ensure the supply of raw materials.
The main products in the initial stage are foods for different health conditions of the three groups in the city. The market strategy is to squeeze the market share of Chinese catering and health care drugs through active and effective marketing strategies; establish a good brand image of "green food" and enhance the popularity. , reputation; recovery of initial investment, and active market promotion.
In the medium term, we will consolidate and expand the existing market share, further improve the restaurant management system, and improve the scientific management level of the enterprise; start to prepare the corporate image recognition system necessary for brand expansion, unified special advantage products, unified management mode, etc. Construction of the aspect.
In the long-term, the restaurant operation has entered a stable and stable state. As the power and influence of the company increase and the service scope can no longer meet the needs of potential customers, it will open up new market space and expand the restaurant by means of franchising. Radiation range and influence.
14. Store design visual identification store name: On the one hand, it should be closely related to its own business. On the other hand, it should take care of the business place inside the campus. It should be close to the campus characteristics and easy to be loved and accepted by the campus community. There should be style, which means long.
Color: Mainly in warm colors such as yellow, red and orange, complemented by light and lively cool tones. Highlight fashion, fashion, elegance and taste.
The store layout is properly used for lighting, carpets, partitions and other elements, as far as possible on the one hand to effectively use the space, on the one hand it seems patchy, not open and flat. Some more intimate tables can be designed appropriately, but customers who stay for a long time can fully enjoy the feeling of being at ease. The partition layout allows consumers in each segment to have their favorite corners and tables.
Lighting and lighting: Lighting is an important element in the decoration of the restaurant. Choosing a variety of different styles of lighting can effectively enhance the beauty of the restaurant. The lighting is an important part of the atmosphere of the restaurant. You can choose different colors of light to create a pleasant atmosphere in the restaurant. At the same time, customers should keep the convenience of adjusting the lighting in their own space according to their own requirements.
Wall decoration and curtains: According to the season and timely adjustment, all kinds of fabric materials, patterns, colors are as harmonious as possible, showing the style of the restaurant, close to the consumer's senses.
Table: The design and placement of the table should be generally harmonious, and there are differences in the individual, avoiding the feeling of giving the consumer a big stall.
Handicraft placement: The choice of crafts should be close to the restaurant atmosphere and consumer preferences, and highlight the taste of the restaurant.
Tableware: Clean and tidy, should reflect the characteristics or image of the cafe.
Background music: Based on romantic, soft and light music, moderately loud, suitable for seasonal changes and cafe style.

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