Alice Cafe Business Plan, Alice Cafe Investment Plan

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

In China, most consumers regard eating western food as a luxury. Soft lighting, elegant decoration, exquisite cutlery, polite waiters in many people's view is a distant embodiment of aristocratic consumption, is a kind of existence that has nothing to do with millions of ordinary people.

However, in Shanghai, the coffee shop has been loved by many people and has become the preferred place for friends to get together, colleagues to communicate and to negotiate with customers. Coffee shops are also particularly favored by couples. Every Valentine's Day, although some cafes have raised prices and added many temporary seats, there are still pairs of couples waiting in line with "waiting cards" in the spring cold. More than 700 people have even queued for seats at the door of a coffee shop on Hengshan Road in Shanghai, which is known as "Paris of the East" in Shanghai with an extremely developed catering industry. It's almost unthinkable. Even Guangdong counterparts with advanced business concepts and mature management methods in the catering industry said it was incredible when they saw that the 500 seats in Shanghai's catering industry were full.

I. Analysis of market conditions

1. Consumer analysis

Shanghai is a city with a highly developed catering industry, with an annual retail sales of 23.99 billion yuan in 20xx. More than the retail sales of the catering industry in Beijing and Guangdong combined in the same period (9.66 billion yuan in Beijing and 14.16 billion yuan in Shanghai). In the first half of 20xx, retail sales in Shanghai's catering industry totaled 15.218 billion yuan, an increase of 11.3 percent over the same period last year. Shanghai is also a place where Chinese and Western cultures blend, and many new products and ideas are easy to accept and promote. For example, the first Chinese-owned western restaurant was opened in Shanghai. Therefore, after the reform and opening up, with the improvement of local people's living standards, the consumption of western food has become a natural thing.

However, the attitude of Shanghainese towards western food is different from that of Beijingers and Cantonese. In Beijing or Guangdong, people go to bars, cafes and western restaurants to pursue a feeling of high taste. Although there are a considerable number of western food consumers in Shanghai who consume western food because of culture and fashion, in the view of a large number of Shanghainese, western restaurants are not essentially different from Chinese restaurants. Shanghainese pay more attention to practicality, nobility and atmosphere. To a large extent, western food is a different kind of food in their eyes.

two。 Consumer classification

(1) outsiders

Shanghai is an international metropolis, especially the twice-yearly Shanghai Trade Fair and other activities have brought tycoons from all over the world to Shanghai. At the same time, Shanghai is the historical and cultural center of China, and the tourism industry is very developed. Business people and tourists have brought the demand and consumption of western food to Shanghai, which has promoted the development of the western food industry in Shanghai and promoted the industry.

(2) those with special environmental needs

Although the consumption of western food by Shanghainese is not as inclusive as that of Beijingers and Cantonese, there is still a demand for the special environment of western restaurants. Due to the development of market economy, people's spending power has been enhanced, and the choices they face have become diversified. The environment of western restaurants is neither as lively as Chinese restaurants, nor as hasty as fast food restaurants. It is very convenient for both leisure and conversation. Therefore, many people regard the western restaurant as a place to discuss, communicate and communicate with friends, colleagues and even customers. Others use a western restaurant or coffee shop as a place to think, be alone, or deal with some work.

(3) Fashion pursuers

Due to the developed economy of Shanghai, there are a number of young consumers who pursue fashion. They pursue taste and personality, but do not forgive the fixed model and framework, mainly young white-collar workers, business exchanges. Among them, the former has a certain consumption power, while the latter has a relatively large consumption power on the whole, but the group size is large and the degree of recognition of western food is high. They all play a role in promoting the consumption of western food. Among them, couples' dining is the most important, especially on Valentine's Day every year.

3. Competitor analysis

There are three main types of western restaurants in Shanghai:

One is attached to the hotel, mainly for hotel guests, most of which are the first category of consumers mentioned above. This kind of restaurant is located in high-end, elegant environment and raw materials are airlifted from abroad. Such as the Mingshi Pavilion of the Garden Hotel.

The other is high-end professional western restaurants, mainly for foreign guests and some senior white-collar workers. This kind of restaurant has a leisurely environment and unique style, such as sunflower, Seine River and so on.

The other is composed of mid-range western restaurants and chain stores, such as Green Rose, Mingdian, California Red and so on. This kind of restaurant is more suitable for middle and high-end consumer groups, the price is slightly lower than the first two types of restaurants, mainly facing those who have special needs for the environment and those who pursue fashion.

Second, the marketing strategy of Alice Cafe

Alice Cafe has a series of marketing strategies in marketing:

1. Accurate positioning

The manager of Alice's Cafe made a clear direction in the early days of the restaurant. This also has something to do with the detours I took when I started my business in the past. But to be a market leader, there must be a considerable number of consumers. How can we attract consumers? In order to break down people's barriers to western food, reduce prices, "benefit others first, then benefit yourself", carry out market development, and let more people enter the western restaurant, we plan to adopt a bold strategy: to meet the needs of the second and third categories of consumers. Mainly for mid-range consumers, with both the comfort of western food and the arbitrariness of Chinese food, take the road of Chinese western food.

two。 Product innovation

Make Alice Cafe close to the life of Shanghainese, and make bold adjustments to the contents and practices of western food. Many Shanghai-style dishes can be found here. In Alice's Cafe, there is both coffee and soup, steak and rice. Alice Cafe plans to establish its own brand in the improvement of western food. This change actually reflects a strong market orientation, for Alice Cafe, it attracts not a small number of consumers who pursue authentic western food, but a wider consumer group, who pursue not authentic, but appropriate.

3. Communication strategy

Alice Cafe plans to promote it in newspapers and on TV. But what is more important for Alice Cafe is the word-of-mouth effect. Shanghainese are practical in eating, but as an open metropolis, citizens here are also more mature and willing to spend for a good dining environment, especially those with special needs for the environment. And Alice Cafe grasps this point and plans to have a unique and trendy environment in our store. Gradually, consumers passed on the experience of eating in Alice Cafe to their relatives and friends, thus forming a reputation. Consumers have become the fashion in Shanghai in Alice Cafe.

Third, the effective internal management strategy of Alice Cafe

1. A discerning employment strategy

two。 Good training

3. The continuous learning and innovation of managers is also the excellence of Alice Cafe.

4. The continuous improvement of organizational structure

Restaurant equipment and bar utensils

1. Tableware transporter

two。 Appetizer cart

3. Cutting car

4. Steak cart

5. Dessert car

6. Cooking car

7. Wine truck

8. Food delivery car

9. Television

10. Sound box

11. Jukebox

5. Kitchen equipment

four

1. Chinese cooking stove (Chinese Cooking Kitchen Range)

two。 Grilled furnace (Grill)

3. Flat plate furnace (Griddle)

4. Oven (Oven)

5. Western food cooker (Range)

6. Blast furnace (Fryer)

7. Flip cooker (Tilting Skillet)

8. Tilting pan (Boiling Pan)

9. Steam box (Steam Cooker)

10. Multi-function mixer (Mixer)

11. Slicing machine (Slicer)

twelve。 Meat grinder (Meat Grinder)

13. Bone saw (Meat Band Saw)

14. Universal peeling machine (Peeling Machine)

15. Cutting machine (Food Cutter)

16. Rolling machine (Dough Rolling Machine)

17. Freezer (Refrigerator)

six。 Address selection and decoration

1. We plan to locate in Shanghai Maoming Road, Huashan Road, Hengshan Road and other areas.

two。 Choose to rent a 150-inch facade room

3. Indoor and outdoor decoration and equipment, according to our two sides in the discussion

seven。 Total investment in the project

After our in-depth market investigation, we need a total investment of 500000 RMB, and we can manage the injection by shareholding system. Finance can be regulated and made public by both parties. Capital investment can also be invested in an one-time manner by way of return on investment. According to the market survey, the profit return is about 50% and 70%. Under the premise of friendly consultation between the two sides, tight and secret cooperation will help each other to develop together and create resplendence together.