You're been had! Expose 8 popular lies about catering entrepreneurship (recommended by doctoral scholars)

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Doctor, I live in a 985 university, a snack bar next to it. On average, the sign shows up in less than half a year. The storefront has been demolished and decorated all the year round. Look at the migrant workers who have worked hard to save some savings to open a shop and lose everything, but the landlord earns rent steadily. What happened to our society?

At least 8 of the 10 people around them are starting or planning to start a business, and half of them choose to start a restaurant business. But there are fewer successes and more failures.

Cabin barbecue Sui Zhengjun once said: in the past 13 years, no less than 20 or 30 people around him opened a shanzhai cabin barbecue restaurant, but none of them succeeded.

What causes it? Because the catering market is very deceptive.

I. financing: financing success does not mean entrepreneurial success

The favor of capital to the catering market has made many catering entrepreneurs keen on financing in recent years. Capital does bring a lot of possibilities to catering: new models, new ideas, and the ability to rapidly expand and seize the market.

The benefits of capital are so attractive that there are many catering bosses in the catering industry who think they are doing a good job. They often ask people how many millions my store can estimate and when they can raise money.

However, the success of financing does not mean that you are successful in starting a business. Financing is only a stage of your start-up, how to spend money and how to earn it back, this involves strategic layout, operation and management.

Some food and beverage brands raised money, but ended up handing over all the management rights, such as Zhang Lan in South Beauty. There are also catering brands financing, the speed of opening is accelerated, but due to the lack of experience in chain operation, the management of the franchisee is not in place, the more stores open, the more they close down, it is best to lose the brand reputation, such as nice to meet you.

All in all, financing does not mean that the venture is successful, can ride the wings of capital, fly higher and farther, and ultimately reduce the control of capital is the ability.

Second, online takeout: seemingly lively low-profit survival

According to Meituan Dianping's "White Paper on China Food and Beverage report", takeout has become the third pole of the dining style. For every 10 yuan of catering income, 1 yuan will come from takeout. At present, more than 30% of restaurants are making takeout, and the number will be even higher in the future.

With the vast takeout market, more and more people are willing to do takeout. But platform kidnapping, as well as the risk of food delivery time and poor customer reviews, make online takeout not easy to do. Coupled with the low customer loyalty, which one goes cheaply, the result is a decrease in the number of orders after the subsidy period.

Takeout, there is also a non-store fast food model, that is, within the radiation range, there is only one studio that produces fast food to make takeout box lunches, and then each distribution point delivers fast food to customers separately.

Nowadays, it exists in many communities, schools and business districts. They all boast that they are good and cheap, convenient to contact, clean and hygienic, and ensure delivery within half an hour, and they have indeed won the favor of many customers.

But in fact, this good project, which appears to be in strong market demand, is not easy to operate. There are only a few shops that can really last for half a year without stopping to rectify, or even transfer or close their doors.

The fast food industry has long ended the era of profiteering, with a net profit of less than 10%. At present, most of the restaurants that make online takeout are settled on the platform to attract traffic. At first, merchants can carry out full reduction activities with subsidies, but the number of orders will drop significantly at the end of the discount period.

In addition, the cost of distribution, such as the cost of packing boxes and the wages of takeout staff, is an expense. If there is a mistake in delivery time, the complaint of poor evaluation will make the takeout merchant very passive.

Self-service hot pot restaurant: the variety of drinks determines whether it is profitable or not.

Self-help hot pot restaurant, because of the small investment, suitable for the public, and then become a hot pursuit of many small and medium-sized investors. But not all self-service hot pot restaurants make money. What's the problem?

According to industry insiders, the main reason why the self-service hot pot restaurant is popular in the market is that it can be eaten at will at a certain cost. So if investors want to make money, the only prerequisite is to constantly increase the overturning rate of self-service hot pot.

If the turnaround rate is low, the self-service hot pot restaurant will not make money at all. When people eat hot pot, they usually drink drinks.

Therefore, the type of drinks determines whether investors are profitable or not, and carbonated drinks should be the only drinks in the store, because when eating beef and mutton, drinking carbonated drinks is easy to feel full, which not only reduces the cost of hot pot restaurants, but also increases the turnover rate, and profits can naturally increase.

Special snack bars: a must-know break-even point

The special snack bar introduced in this article specifically refers to the duck neck restaurant, husband and wife lung slice restaurant and so on. Now there are such small shops all over the street, and many small shops are popular, but most of these small shops seem to make money, but in fact it is difficult to make money.

According to experts from the China chain Management Association, "1Drex100" refers to a business area of one square meter corresponding to 100 yuan of daily business income, which is a break-even point for this kind of business. (if it is a prime location, this ratio is 1Drex 150, that is, a business area of 1 square meter corresponds to 150 yuan of daily business income).

For example, if the investor's business area is 15 square meters and the daily income is less than 1500 yuan (the prime location is less than 2250 yuan), then the business is a money-losing business.

Investors can measure whether the location and size of their own stores can support such a ratio.

Fifth, the street beverage shop: there is a limit to the flow of people.

The number of beverage shops on the street is increasing, but there are also a lot of closures, especially franchise stores, where frequent changes of "opening-closing-reopening" often occur in some parts of some cities. What's the problem?

The street beverage shop is very dependent on the flow of people in the business circle, and there are certain requirements for this flow of people. according to statistics, if the daily average flow of the street beverage store is less than 50, 000 people, it will be very difficult for investors to make money. if the average daily flow exceeds 150000 people, no matter what kind of street beverage shop (provided that the quality is not a problem), it is not a problem to earn a net profit of several thousand yuan a day.

6. Join catering brands: 80% are leather companies with the purpose of encircling money

Join a catering brand, have fame, technology, food and even personnel training, as if you only need to copy a model. But the truth is? The franchise store opened, and the customers didn't buy it at all because the taste was not satisfied with the local water and soil. There was a problem, and the post-stage guidance that the headquarters said was a complete lie. An expert was sent to take a look, and there was no more news.

In particular, the joining of some small brands, such as braised chicken rice, fresh flour, Spicy Hot Pot and other categories, copycat can be replicated strongly, the brand barriers and regional competition protection are all empty talk.

The more you join, the more you close. Why?

Some industry insiders pointed out that at present, domestic franchise companies are roughly divided into two categories: 80% are leather bag companies with the purpose of encircling money, and the rest are catering companies that specialize in brands. Admittedly, this figure is a bit exaggerated, but it undoubtedly shows the chaos of the franchise industry.

These bag companies have opened a store or do not have their own shop, but they know how to spend a lot of marketing promotion money to promote on television and the Internet, and those so-called inspection or guidance are all for show. Such as joining the headquarters to run away together, the rate of return on investment is impractical, and the terms and conditions of the joining contract are not obvious, and so on. After taking the money, you don't care about anything, just waiting for you to fend for yourself.

Coffee shop: it is difficult to make money away from the business district

It should be noted that the cafe referred to in this article is a place that only serves coffee, such as Starbucks.

Cafes suddenly became the most popular investment project in 2014, ranking first in the 2014 investment report released by the China chain Management Association. Although investment is hot, not all cafes make money. Why?

Industry insiders point out that the most important factor for cafes to make money is the rate of turning over the stage, the high rate of turning over the stage, and the high profit rate of cafes.

However, Chinese people have a habit of drinking coffee, that is, they regard the cafe as a place to rest and relax. They can often drink a cup of coffee all afternoon. It is not important to drink coffee, but it is important to have a chat and rest. This is also the reason why many cafes do not make money.

So investors to avoid this phenomenon, it is best to choose the address of the coffee shop in the middle and high-end office buildings in the business district.

First, generally speaking, the rented office buildings are mainly foreign-funded enterprises, and the employees are influenced by Western culture. They have the habit of drinking coffee in the afternoon, and the customers are guaranteed.

Second, because there is work to do, the vast majority of customers will not stay in the cafe for too much time, and the turnaround rate is guaranteed.

Third, even if some people conduct business exchanges, the time will not be too long.

Item store: it seems that the operation is not difficult, but the risk is high.

In recent years, item stores, such as grilled fish, Boiled Fish with Pickled Cabbage and Chili and lemon fish, have been very popular. There is the emergence of Braised Beef Brisket en Casserole, bullfrog and other single stores, let everyone see hope: single store dishes are simple and easy to operate, the storefront area is small, the return cycle is short, can save manpower.

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But the reality is: there are many grilled fish restaurants, but only a few can make the brand bigger and bigger. Others, such as lemon grilled fish, opened a lot of stores for a while, but closed down a lot before long. There is Boiled Fish with Pickled Cabbage and Chili, every store has this dish, in addition to the Guangzhou Taier Boiled Fish with Pickled Cabbage and Chili, but also which can make this single store well?

As a matter of fact, there are a lot of risks in single stores:

The dish is single, but it is difficult to survive after being fresh.

One of the main reasons why single-item stores attract customers is that customers feel fresh. As soon as the freshness is over, the number of customers will be greatly reduced. At that time, it will be difficult for single-item store operators to rely on individual product management.

The threshold is too low and it is easy to copy.

In a single store, if your product does not have excellent technology, that is, a memory that can impress customers, coupled with a single product, customers will lose their freshness after eating it once or twice. At the same time, because of the simple structure of the single-item store, there are numerous copycats under the vicious competition of the same trade, and the relative risk is also great.

It's easy to be hot, but it's hard to make a brand.

Every time you discover a category, it will be very popular. However, there are many individual shops in the market, so it is not easy to become bigger and stronger. Because often a store is exposed, there must be a lot of imitators around like crazy. For example, the owner of the Big Dragon and Phoenix Chicken Pot Restaurant once saw a restaurant copy their restaurant from dishes to decoration exactly the same. If you do not form your own brand awareness, you may be as dead and injured as the firewood turkey before you have opened it for two years.

Summary

The catering industry seems to have a lot of barriers, but the skill content is very high. Some people can open a store in the tens of thousands, while others open a store in the millions, but no matter how much money they spend, they don't understand the industry and do not know how to operate. Food and beverage entrepreneurship is very deceptive, and it's easy to look at others because no one wants to open the scars.

It is not easy to start a business, and it is not easy to dry food and beverage, so we should aim too high and keep our feet on the ground. Do a good job in products, service and management, this is the biggest truth of catering entrepreneurship.

Source: circle of doctoral scholars

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