Why doesn't your coffee shop make money? Is it that hard to open a small coffee shop?

Professional coffee knowledge exchange more coffee bean information please follow the coffee workshop (Wechat official account cafe_style)

Run a coffee shop _ open a coffee shop _ let you know the coffee shop design and how much does it cost to open a coffee shop

Opening a coffee shop is really a technical job, and it's not just the skill of making coffee. In my opinion, a coffee shop should do a good job of playing, playing, painting, playing, playing and singing. The librarian or store manager must be a versatile all-round player.

However, if I was not careful, I lost it. WHY?

1. I want to do everything, but I can't do anything well.

If the location is not clear, compensation will be made.

When I set my mind on opening a coffee shop, the positioning has already begun.

Many people open a coffee shop and think that it is to open a coffee shop that they like, rather than one that customers like. Excuse me, you do not know what guests like, just wayward do what you like, everything is "I think", the danger has been lurking at the beginning of your shop. Therefore, to open a shop, you first do market research, it is very important.

When it comes to positioning, some people think it is too mysterious. I just want to ask you, do you think it is possible that grandma, daughter and granddaughter like the same coffee shop for three generations? Is it possible that the coffee shop that drives a Mercedes-Benz and a galloping horse looks the same (decoration style orientation)? You think the lower the price, the better to sell, right? But do you understand, many rich people, depends on the price order, which is expensive, which (price positioning). According to your operating cost, you obviously have to sell a cup of coffee for at least 45 yuan, and you need to sell 50 cups a day to make enough money. You have to listen to others that you can't sell it so expensive. If you sell it for 20 yuan, if you don't lose money, who will lose money?

Generally speaking, the business positioning of coffee shops is set on the basis of the resources of investors and the expertise of the management team, through the judgment of the market survey results, set up coffee shop image system, atmosphere building, product structure, service content, pricing rules, so as to attract targeted people to come to spend a business decision, with competitive, strategic, long-term characteristics.

Last weekend, a financial buddy set up a catering management company in Shanghai. He plans to open stores in Shanghai, Beijing, Shenzhen and other first-tier cities, with the goal of becoming a chain. After the establishment of the company, began to recruit "talent", and then booked three facades directly through the intermediary, the first store began to decorate. At this time, he seemed to find that he was not sure about many things, so he drove to Hangzhou and asked the author for advice. Two hours later, they showed me VI and the whole business development plan. What shocked me was that in the 160 square meters of the first store, he invited 13 people (including 2 foreigners who knew nothing), but the average consumption was set at 35 yuan. After reading the data, I began to calculate, and then told him the result, this position, according to the current situation, 100000 yuan per month, when to open, how long to lose. Cost and output do not match, crowd positioning, price positioning, decoration style positioning, nothing? It's all patted together on the head. Maybe he took me for a fortune-teller, doubted me and asked, "is it that scary?" The author only replied that you are rich and you are self-willed. The money you should spend, the money you should not be willing to spend, the money you should not spend, spend indiscriminately. No wonder you don't pay for it. Even the menu is slapped on the head to think about, in addition to plagiarism, there is nothing new, how is it possible to chain?

Chain franchise is a mature system of replication, from location to decoration, from product to management, from training to marketing, is a series of templates suitable for their own brand. You don't have your own brand core, why should you let others copy you?

Therefore, positioning is by no means simple imitation, plagiarism and patchwork.

Many people think that coffee is high-end, so it should be coffee, western food, red wine, cigars. Put everything in style together. Each of these is a professional, all need professional people to cooperate, your decoration costs, equipment costs, stock costs, labor costs have risen sharply, the result is that you want to do everything, nothing can be done well. Among the investors in this industry I have come into contact with, as long as there is a big integration, they often fail in the end.

two。 Participate in training only to learn skills, not to learn business, compensation

Many people have heard that a cup of coffee costs 5-6 yuan, sells for more than 30 yuan, and makes huge profits. So, smashing pots and selling iron rushed in without hesitation. They only see the appearance, but do not study the essence. You sell 500 cups a day, of course, profiteering, operating costs spread to every cup, almost negligible. But you can only sell 15 cups a day, how can you not lose money?

Training is not necessary, but it is really important to understand the industry. Technology is not necessary, but without technical support, it will die ugly. In a coffee shop, the products are all in the hands of others, and sooner or later you will be controlled by others. You think everyone is about the same, in fact, the technical level of coffee shops is already a lot of different levels. My advice is that it is necessary for you to find a reliable place for training, so that you can avoid detours. If you spend more money on selling machines, you might as well give the barista a higher salary to make him work harder.

You really care about losing money, show sincerity, treat every consumer who enters the store, do a good job in your products, services, and word of mouth, and let your customers automatically introduce their friends, and you can make money. But a coffee shop can't make a lot of money. After all, selling coffee is not selling white powder. You have to think about what you do to make money.

3. Match the most expensive equipment, make the worst coffee, pay for it.

When most consumers go to a coffee shop, they only care about your overall environment, atmosphere, and look at your products, not your machine. Your coffee shop, not a car 4S shop, high-end car everyone knows, high-end coffee machine, only your barista knows. Just like a boss who bought a Maserati and spent most of the time driving and using it, he thought he had a good car, but he actually did a very stupid thing. The point is, you also have to pay the driver who uses your luxury car every month. In the coffee shop, 200000 devices and 50, 000 devices, consumers do not feel. You invested 200000 of the equipment, and it was the barista who enjoyed it.

Many coffee shop owners, who use 150000 coffee machines, are very reluctant to spend 20 yuan more on better coffee beans and milk, and care about the cost of sharing it equally to each cup of coffee. At the beginning of opening a shop, blindly pretending to be forced and operating to control costs by putting the cart before the horse, how can a coffee shop make money? Decoration and equipment cost a lot of money, and it is easy to beat you if a boss who is more aggressive than you can spend more money on decoration and equipment.

4. Product control and technology control are clustered together, which is too idealized and compensated.

In recent years, various competitions in the coffee industry have prevailed. Some children show their faces in the coffee competition, and then several partners take out their hard-earned money to set up a coffee shop together. They think that if I can make a good product, or that we all have good technology, this coffee shop can make money. Often these little friends do not learn deeply, precipitation is not enough, management and marketing can not keep up. Can you hold up the whole coffee shop with a nice cup of flowers?

Does the coffee shop win by product or by space?

You want to be a business space and set business functions in a certain area, such as Internet coffee and financial coffee. Strictly speaking, these so-called coffee shops are not meant to be coffee shops, but to create a specific space for people to aggregate with certain needs. For these coffee shops, coffee is just a medium, which is equivalent to you renting space to guests, using a cup of coffee as a medium of payment, or as a medium of interpersonal communication for people who come to this space. In the name of coffee, do a space, to the main business of investors, bring opportunities, even direct business. It doesn't matter if they lose money on coffee, they don't want to be a coffee shop.

If you just sell products, you can make a coffee shop like a milk tea shop, attract new products, compete with quality, and make a profit by quantity. However, coffee products, in fact, it is not difficult for others to copy you. What you can do, others can do, and it's very difficult to win.

In fact, a successful coffee shop should not only have comfortable space, but also have products that are different from or better than other coffee shops, and at the same time, be good at finding your own bright spots and shouting frequently, so that you can win in the competition.

The content of the article comes from the official account.

Interpretation of six kinds of coffee coffee shop common coffee menu name Daquan coffee shop what kind of coffee