How to choose the location of Cafe in Store

First, how to do a good lot evaluation

When determining the store address, coffee shop operators must take into account the local flow of people, economic conditions, customer consumption characteristics, competition in the same industry, and so on.

1. Regional characteristics

(1) Regional planning. After a certain area is selected, it is necessary to know whether there are demolition and reconstruction projects in the planning of the area, as well as the location and construction time involved in these projects, so as to avoid losses caused by demolition and reconstruction before the coffee shop costs are recovered. or lose geographical advantage as a result. In order to determine the location of the coffee shop, it is best to consult the relevant departments in advance.

(2) Municipal facilities. Municipal facilities should be able to meet the daily operation of coffee shops must have the supply of water, electricity, etc.; the construction of surrounding roads and buildings should be coordinated with the operation of coffee shops, and there should be perfect drainage facilities, garbage disposal facilities, communication facilities, fire fighting facilities and so on. In addition, there should be a good community environment and public security.

(3) Economic trend. The trend of regional economic development is one of the important factors to be considered in site selection, which has a great impact on the prospects of coffee shops.

Coffee shops in the same type of area should be selected as a reference to study their business and development models in detail, because to a certain extent, these models are the same or the same.

(4) Traffic conditions. Good traffic means plenty of potential passengers. However, it must be clear that when considering this factor, it is necessary to realize that the source of passengers is by no means equal to the frequency of traffic.

(5) Street type. The type of street determines whether consumers can come and stay. For example, in a long and narrow shopping street, shopping malls and other shopping centers are in the middle of the street, and pedestrians passing at both ends of the street mostly go shopping in the middle of the street. In this way, a large amount of stay time and consumer demand will also be concentrated in the central part, while the coffee shops at both ends can only watch the tide of people pass through without a chance.

(6) how much is the rent? For coffee shops that do business in the form of renting, rent is an important factor affecting their operating profits. Consider giving up the location of the coffee shop when the rent is too high. The amount of rent should be based on ensuring the basic operating profit of the coffee shop.

The characteristics of the area around the coffee shop will directly affect the operation of the coffee shop, and corresponding countermeasures must be made according to the different characteristics of the region. The choice of place of business has an important impact on the prosperity of the business. If the address is not chosen properly, even if the coffee shop is beautifully decorated, tastes good and serves well, business may not be booming. Therefore, whether it is planning to start business or is doing business, we must thoroughly study the address problem, focusing on the characteristics of the business address and the business policy that matches it.

two。 Statistics of the flow of people and the rate of entry

Statistics are made by the hour during business hours, such as from 8 o'clock to 24:00, according to the time period listed in Table 2-1. The statistics of passenger flow are shown in Table 2-1.

Table 2-1 Coffee shop traffic statistics

The number of people entering the store during the period of time

8:00-9:00

9:00-10:00

10:00-11:00

11:00-12:00

23:00-24:00

You only need to count the number of people and the number of people entering the store for 15 minutes per hour, and multiplying it by 4 is the flow of people and the number of people entering the store for one hour.

The flow of people refers to the number of people passing through the door of the store, including those who pass by within a very close range of the door, and the same person passes back and forth several times, even if several times.

The best time to count is Tuesday, Wednesday, Thursday, Saturday and Sunday, and it is best to avoid doing statistics in bad weather.

3. Nearby customer group survey

The remaining 45 minutes after hourly passenger flow statistics can be used for passenger flow survey. The purpose of the survey is to find out where they come from and to record the guest's age, gender, occupation, image, etc.

The scope of the investigation of the guests is no more than two streets of the store site, and the survey of each guest takes no more than 5 minutes.

Just passers-by or shoppers, also write it down.

The survey results should be analyzed to find out which are our guests and which are our potential consumers. The next step is to make a promotion plan for these potential guests according to this survey report.

4. Preliminary assessment of store location

(1) basic situation. Building construction history (how long ago); area (floor area, use area), building structure; how convenient is the situation in front of the building (facing the street).

(2) rent. Basic rent, deposit, validity period, occupancy rate and others.

(3) basic information of buildings. The basic information of the building is shown in Table 2-2.

Table 2-2 basic information of buildings

Distribution of area (unit: square meter) store

Office

Resident

Parking lot

Other

Number of people, store staff.

office staff

Resident

Other

(4) visibility of the address. The store location type is the center corner type, the corner type or the single-facing street type.

5. Competitor situation

Coffee shop operators should pay attention to the relevant situation of all coffee shops in the same street and in recent streets, including specific information, including the flow of people at various stages of competitors' stores, etc. 2. Key points of rent-seeking stores

Here are some factors to consider when looking for a coffee shop.

1. Area

The best storefront area is 60~150m2 (use area), with at least 3m wide glass windows on the adjacent street.

two。 Method of payment for rent

Can be settled through negotiations, usually in cash, with two months' rent as a deposit, of course, you can also share the rent with the landlord, depending on the business district and the owner.

3. Lease term

Generally 1-4 years, plus priority lease renewal.

4. Use

Used as a coffee shop operation (including expansion on this basis).

5. Sublease

Whether or not to allow sublease shall be agreed with the landlord and expressly stipulated in the agreement.

6. Signboard

The brand trademark should be prominent, and negotiate with the owner to make conspicuous advertisements in a prominent position near the location to guide customers and promote.

7. Open space outside the door

If conditions permit, we should strive for outdoor space as far as possible, which can be used to put open-air coffee seats and expand business space.

8. Competition protection

It can be settled through negotiation. If the conditions permit, we can increase the trade restriction clause, protect the rights and interests of the coffee shop in the business area, and reduce the decline of turnover caused by the scattered passenger flow.

9. Focus on the location

(1) near the MTR entrance

(2) the combination of shopping malls and office buildings

(3) High-end community groups

(4) Airport and railway station.

III. Case of location selection

Starbucks is a coffee shop opened in a small market in Seattle in the 1970s and has a history of more than 30 years. So far, it has more than 10,000 stores around the world. In January 1999, Starbucks opened its first Starbucks coffee shop in mainland China at the International Trade Mall in Beijing. up to now, Starbucks has more than 70 coffee shops, including Tianjin. This speed is very fast in China.

Every time Starbucks develops a city's market, it takes half a year to do a detailed survey of the city's geography, personnel distribution, including spending power.

Select the appropriate location in the selected area. Starbucks is the first choice for integrated commercial buildings. In this kind of commercial building, the storefront is rented out by the owner, not sold.

Starbucks also attaches great importance to the overall business planning, promotion and even the overall promotion activities of the property.

The display area of the coffee shop should be large enough, but Starbucks does not regard it as the primary factor, but takes it as a very important reference.

Choose the right location in the right area, but also consider the time of entry. The time period of entry represents the opportunity cost. When to enter the commercial building to open a store, there is a strong timeliness and predictability. There is no doubt that Starbucks has done a good job at this point.