The internal rules of coffee franchise pricing, come and understand it.

Follow the caf é (Wechat official account vdailycom) and found that Beautiful Cafe opened a small shop of its own.

-Segmentation line-

From the perspective of the domestic market, the price of a cup of coffee is about 20 or 30 yuan. This price makes most people say that consumption cannot afford it, questioning whether coffee is a profiteering product. Sister Wang, the owner of a coffee shop, introduced to us the internal rules of coffee franchise pricing. After reading it, do you still think that the price of 20 or 30 yuan for a cup of coffee is outrageous?

In terms of the data, simply calculate the account:

▷ rent: 13000 / month (non-street shop)

▷ labor cost: 3000 yuan / month * 6 people = 18000 yuan

▷ water and electricity bill: 2000 yuan / month

▷ miscellaneous charges: 1500 yuan / month

The monthly fixed expenditure of ▷ is: 34500 yuan / month.

▷ Italian mixed beans: 80 yuan / lb (454g)

▷ milk: 13.5 yuan / 950ml

▷ product scheme: in order to ensure the quality of each cup of coffee, regardless of the size of the cup, we use double-head extraction, the scheme is 19.2-20g powder (for the convenience of calculation we take the average of 19.6g), the amount of powder eaten by the bean mill is estimated to be 0.2-0.4g (for the convenience of calculation we take the average of 0.3g), so we consume 19.9g coffee beans per cup of coffee. We will specially debug the bean grinder for each packet of beans to ensure the quality of the products, and about 3 beans will be debugged each time (19.6-0.3-19.9-39.7g). In the use of milk, take lattes as an example, our latte cup is 280ml. Apart from the space occupied by espresso and the space occupied by milk foam, the amount of milk per latte is about 235ml.

To sum up, now let's calculate the material cost of each latte:

80 yuan / (454g-59.7g) * 19.9 cents 13.5 pounds, 950 dollars, 235 dollars, 7.38 yuan per cup

The reason for using latte is that latte is a product with moderate material cost and price in our store, and its cost and price can be used as the average value of our products, which is more convenient for the following calculation.

So if we only sell drinks in our store, how much sales and traffic do we need to survive with our monthly fixed expenses? The cost of beverage materials is 7.38 yuan and the price is 35 yuan per cup.

34500 yuan

-= 43727 yuan / month

100%-(7.38mp 35) * 100%

43727 yuan / 35 yuan / 35 days = 42 people / day

According to the above conclusions, we have to maintain a balance of income and expenditure for a month, with a monthly turnover of at least 43727 yuan and an average daily passenger flow of 42 people.

The most frequently used seats in our store are 9 indoor seats and 7 outdoor seats, but as the outdoor occupancy rate is easily affected by weather factors, we count it as 2.5. If each machine has an average of 2 guests, then we have to ensure at least 3.7 turns per day to ensure a flat business quota. In general, the peak period of passenger flow in boutique coffee shops is from 1pm to 6pm. If we calculate in this way, we have to pinch and let the guests at each table sit in our shop for an hour and a half and then leave quickly, or I will lose money. And if I add 37 guests a day to make a net profit of 1,000 yuan, I have to make sure that my guests at each table will sit for half an hour and leave.

Suppose I invest 800000 to open this coffee shop with 79 customers a day. It will take me two years and three months to recoup the cost before I really start to make money.

Some people may say that the cost of things in our store is slightly higher, so the price of coffee is also slightly higher, so I arbitrarily come to the conclusion that the coffee shop consumers are all high-income groups. But I can tell you responsibly that for a cup of passable espresso, the price of beans must be 70-150 yuan per pound, and it must be pasteurized fresh milk. a coffee shop that does not meet the purchasing standard of this material must not be a serious coffee shop.

Some people may say that a coffee shop usually doesn't just sell coffee, so your data is inaccurate. Yes, we have desserts and five kinds of light snacks, so the unit price of our guests is 50-70 yuan, so we only need 21-30 guests a day to be even. But there are also many coffee shops where the price of their customers is only about 30 yuan, while most boutique cafes have an average daily passenger flow of only 20 to 60 people, and cafes with a capacity of 60 people are especially worshipped as gods in the industry.

So can cafes really fail to reduce profits so that the general public can afford to drink coffee and take a pro-people route? The answer is yes! But you have to be very lucky, you have to be lucky to rent a small, frighteningly low-rent shop in a conspicuous place in the high-end cbd business circle, and there are a lot of people who have a rigid demand for coffee (foreigners, real white-collar workers, gold-collar workers). With a total of 6 square meters per square meter, monthly rent is 3000 yuan, water and electricity is 2000 yuan, only two employees have a monthly salary of 3000 yuan, miscellaneous expenses of 1000 yuan, and a fixed monthly expenditure of 17000 yuan. The quality of coffee is similar to that of my home, and a cup of coffee is calculated at 20 yuan.

17000

-= 26984 yuan / month / 20 yuan / 30 days = 45 people / day

100%-(7.38mp 20) * 100%

It can be seen that if the rent and labor costs come down, then the monthly turnover will be 26984 yuan, which will be the same for 45 guests per day, and then each additional 80 guests will be able to earn an extra 1,000 yuan. in other words, it will only be possible to earn 30000 yuan a month if we have to guarantee 125 passengers a day. But if two people squeeze into a small space of a few square meters to ensure a continuous cup for about 5 minutes, they will probably go crazy in less than two months. However, it is said that the rent for small shops around Chunxi Road in Chengdu has risen to 2000 yuan per square meter.

Of course, you can say that you are going to open a small cafe with a cost control of 15% yuan next to the university, but in my opinion, it is called a water bar, not a coffee shop, so it is not within the scope of our discussion.