Join the worry-free self-management profit, which one do you choose?

Melodious music, nostalgic copper fans, a comfortable sofa, a cup of coffee with strong aroma under the dim light... This idea is definitely a fantasy of young people with literary style. If you can own a coffee shop like this, it is not a great pleasure in life.

New Express reporter recently interviewed a number of coffee franchisees and raw material suppliers found, To open a coffee shop, Investors first face is a multiple-choice question__"Join camp" And "Self-created brand," The former about cost 300,000 yuan, But because many suppliers can provide shop opening resources for the store, In fact investors can also choose "Self-created brand," This way of initial investment and operability are relatively high.

■ New Express trainee reporter Liu Kunqian

[Franchise]

Choose potential brands to join

In fact, for investors, the easiest way to open a cafe is to join, because brand design, decoration, material supply and so on have certain specifications, and do not need to consider and choose again, to a certain extent, a lot of early steps are reduced, investors generally only need to complete the selection of store location, hire employees these two steps can open shop.

In terms of joining fees, it generally includes several items, namely brand usage fees, deposits, annual operating expenses, etc. Among them, the brand usage fee is linked to the brand's popularity, and the two are directly proportional. At the same time, this cost is also related to the operating area, which is generally divided into 5-6 grades, and the price is progressive. Reporters through inquiries, interviews found that the general 50-100 square meters of coffee shop franchise fees in 100,000 yuan, some coffee shop brands will be exempted from the area of the first store brand usage fees, some new brands will also open free to join, therefore, investors in the shop before the first tap potential brands.

Although the initial investment cost is quite a lot, the gross profit margin of opening a coffee shop does not seem to be low. Old station coffee chain store Mr. Zhang told reporters, In addition to rent, Store gross profit margin can be as high as 60%,"If rent included, Generally in about 40%." At present, the main business of the old station is in Foshan, and the price is locked at 10-15 yuan/cup, which is slightly lower than Starbucks. For example, Mr. Zhang said, take a cup of coffee as an example, its cost price is about 4.5 yuan, while the cost price of cake is 4 yuan, and the price of both is about 15 yuan, so the gross profit margin is considerable.

● Risk warning

The income of the mode of "tying hands and feet" is difficult to rise

Although joining investment can generally guarantee gross profit margin, but in the initial investment, investors should pay special attention to the items included in the cost of joining, generally about 100,000 yuan of joining fees include items in addition to brand use, there are store design, personnel training, coffee equipment, etc., but will not include decoration fees, and this is the biggest cost of opening coffee shops, some insiders told reporters, general franchisees initial investment total cost is about 280,000 yuan.

In addition to the higher investment amount, there are also the defects of "tying hands and feet", because the franchisee has unified requirements for raw material supply, decoration style and menu, so in the subsequent development, investors also need to consider the supply of raw materials, pay attention to the supply price, in case it is difficult to reduce costs and improve returns during the development period. In addition, many stores have requirements for the operation mode after joining, such as whether they can only contribute, hire people to manage later, or only contribute, be managed by the brand, or need to manage in person.

[Own Brand]

The initial investment amount is 40% less than the franchisee

Although it is easier to join chain stores, the requirements for franchisees are not high, but the investment amount will be relatively high, its selling point is that strong brand background and advertising effect can bring a certain amount of customers to the store, and there are patterned decoration, products, management, service personnel to support business, new entrants do not need to worry about strange matters.

However, investors should pay attention to the idea of "joining for the sake of joining", because if the selected brand is not well-known in the region and there is no relevant advertising support, then the new store opened after joining is not much different from the original brand. The reporter visited and found that at present, many coffee machines and raw material suppliers provide free shop opening guidance, even provide decoration, menu design, supply cake desserts, and the difficulty of investors creating their own brands has been reduced a lot.

Hong Kong Xiangji coffee group XiaoChen told reporters, To open a 50-100 square meters coffee shop for example, Machine plus raw materials cost about 50,000 yuan, If the store opened in Tianhe District, Plus two press one rent or three press one rent and decoration costs in 100,000 yuan or so,"Generally speaking, Open a shop about 180,000 yuan investment, This than join nearly 300,000 yuan investment amount to 40%." Moreover, self-branding also saves the brand's annual use fee.

On the other hand, self-created brands also provide investors with a lot of convenience in operation, such as the ability to customize menus according to needs, and the interior decoration style can be more personalized or local. AURORA(Aurora) Cafe, which is mainly based on "pure Italian coffee" on the construction of Liuma Road, is one of the representatives. Barista Romeo told the New Express reporter that Aurora has been open for three years, and the price is equivalent to Starbucks, mainly for regular customers and surrounding customers.

However, in the face of competition from coffee chain stores, Romeo told reporters that they never regard coffee chain stores as competitors."Italians regard coffee as an art, Aurora uses manual coffee machines to mix coffee, giving customers the experience of tasting Italian coffee." Romeo believes that, in contrast, Starbucks brings customers more environmental experience."For example, it can give customers an environment for surfing the Internet, reading books and chatting. But the coffee we sell isn't pure, but we focus more on the coffee itself, so we don't see Starbucks as a competitor in terms of quality." And this idea is also the way for many Auroras to break through.

● Risk warning

Need to go through the pain of establishing a brand

For coffee shops that do not participate in the franchise chain, although the initial investment is relatively small, there is no doubt that the self-created brand will experience the pain period of establishing the brand and attracting customers, and this period of "keeping the business" is generally more than joining the store manager, which is one of the risks.

The second risk comes from the certainty of store menu and audience preference. Since self-created brands belong to "solo family", they will definitely be slightly inferior in market research. Grasping the market depends on familiarity and feeling of the market. Without specific standardized research reports, if the store positioning is wrong, the "business maintenance" period will be prolonged, increasing the cost risk.

Comparison of franchise and self-created brand costs

(For example, open a store of 50-100 square meters)

---Franchise chain self-created brand

Brand licensing fee 128,000 yuan None

Brand management fee 10,000/year (first year free)---

Brand deposit 10,000 yuan---

Coffee equipment and raw materials equipment free, raw materials to buy, about 10,000 yuan 50,000 yuan

Store rent and deposit 50,000 yuan 50,000 yuan

Shop decoration and design $80,000 $90,000

Total price: 278,000 yuan 190,000 yuan

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Coffee shop management tips

TIPS 1: Choosing the brand of coffee beans

Because coffee beans differ in acidity, bitterness and aroma, coffee beans are currently sold in a mixed manner. In other words, when buying coffee beans, to some extent, it is choosing brands. Therefore, when selecting coffee beans, we must first consider the tastes and habits of consumers in the region, and according to the size of the store, reasonable purchase, to avoid causing product backlog.

●TIPS 2: Coffee machine must conform to store positioning

Open a coffee shop, of course, not without a coffee machine, but when choosing, pay attention to the positioning of the coffee shop. If only coffee as a sideline or product price positioning in about 10 yuan, you can choose to buy a fully automatic coffee machine, the advantage of buying this machine is easy to operate, saving time to train employees.

However, as far as opening professional coffee shops is concerned, most shops will choose semi-automatic coffee machines, even manual coffee machines, which need to be manually ground, pressed powder, brewed, more manual parts, therefore, the characteristics of coffee in the shop are more obvious, but at the same time, the quality control of products will be more difficult, AURORA(Aurora) barista Romeo told reporters, training a can make a cup of standard espresso coffee It takes about three weeks for a barista.

At present, domestic coffee machines are mainly imported, taking a coffee shop of 50-100 square meters as an example, the price range is between 20,000 - 40,000 yuan, while domestic coffee machines are about 6,000 - 10,000 yuan. In addition to coffee makers, ice and smoothie makers are also essential.

TIPS 3: Choice of water and coffee cups

In fact, coffee brewing water can not be casual, such as mineral water belongs to hard water, which contains the ingredients will make caffeine and tannic acid released, so that the taste is greatly reduced, so brewing coffee should choose soft water, coffee shops can use water purifiers and activated carbon filters to avoid impurities and odors in the water, can also be installed hard and soft water separator.

And the coffee cup used is also studied, Romeo told reporters, The former coffee cup is rectangular, Later after Italian coffee students research, Found half egg shape coffee cup is most suitable for holding coffee,"This is because the semi-elliptical bottom helps coffee in pour when rotating movement, Make grease float to the surface, On the other hand, This shape is also conducive to coffee fragrance up to a point, And this point according to calculation is also exactly the place of the human nose."

TIPS 4: Focus on products other than coffee

At present, there are very few shops selling coffee alone. Most shops will provide cakes, desserts, or even smoothies, tea drinks, ice cream, salad, sandwiches and other products in the store. Investors, especially those who create their own brands, need to draw up the menu in the store. Since cakes and desserts are not drinks, investors need to consider whether to choose a supplier or own the product.

Source: Golden Yang. com-New Express