Four misunderstandings of coffee shop entrepreneurship, beautiful mistakes.

The operation of cafes is extremely exhausting, and one of the reasons is that its unique imported culture is not easy to grasp. How to profoundly interpret this imported culture to better meet the needs of the Chinese people is not an easy thing to do. in this regard, imitating and copying the existing successful models of other cafes is a shortcut, but shortcuts still have risks. Investment is no small matter, everything needs to be careful. Through many years of experience in coffee shop operation, I have dealt with all kinds of coffee shop investors and summed up several misunderstandings of coffee shop investment.

The first misunderstanding: big shop and small shop.

Invest in a Shangdao coffee shop, including its Shangdao series or Pan Shangdao series, to understand that its management model is mostly good at becoming a big store, with an operating area of 500 square meters to 1000 square meters, or even a super-large store area of 1500 to 2000 square meters. The operating efficiency of this type of shops is good and bad. Here, I will not focus on the comparison with small and medium-sized stores. Most of the Shangdao series are large stores, so the groups of customers they absorb are naturally different from those of small stores. For example, most of the large stores will have more private rooms; the products are a combination of Chinese and western food; drinks, coffee, tea, ice and fruit juices are available; and there are booths in the storefront hall, half-package booths for lovers, and even circular ones, which require a certain area, which also caters to a group of domestic consumers who value grade. According to the traditional consumption concept of Chinese bosses, the size of the store is the first factor in the level of consumption, so if the area is small, no matter how luxurious the decoration is, there is no grade.

However, if the shop is decorated luxuriously, enlarge the sofa and set up private rooms and chess and card rooms, the utilization rate of dining seats will be reduced. Just imagine, a small shop with a total of 200 square meters, but also do two private rooms, get four booths, make a water view, make a big bar, or even a round bar, and set up a small kitchen. What will happen? How can this make money? The more comfortable the sofa is, the easier it is for customers to accept and like it, but it is important to know that the larger the proportion of sofas, especially the more large sofas, the more consumption area will be occupied. At the same time, too comfortable sofas will make customers feel that they do not want to go, and the turning-over rate will drop greatly. in addition, "casually sitting" will be "full". Other customers will leave as soon as they see "full" and "no good seats". So the vicious circle begins. Similarly, the Shangdao coffee model can not be hard-set small shop model, this is not as simple as "close your stomach and put on small clothes", because you have not yet matched with the right small shoes, hats and trinkets. More importantly, you are not used to looking at the "small" world with a "small" perspective!

In addition, staff recruitment is also difficult, although they all belong to the coffee industry, but there is a big difference between the staff born in two different backgrounds. Large stores have a clear division of labor, and employees perform their own duties; small stores have a simple division of labor, often with multiple posts and abilities. As a result, staff born under different modes tend to have greater job conflicts when they work in the same store, which is easy to increase the difficulty of investor management, especially the difficulty of running-in in the initial management. Of course, small business type cafes should not be made into large store models, after all, there are two different business thinking. Therefore, when investing in opening a store, it is best to find a matching store type for similar comparison, and when recruiting staff, also try to select the same kind of staff.

In my experience, most bar staff engaged in large composite stores are often not good at making espresso. They are better at making coffee with siphon pots, let alone maintaining expensive coffee machine equipment. This is very disadvantageous to small and medium-sized cafes that have relatively high requirements for espresso products. On the other hand, most of the management models of small and medium-sized cafes are relatively loose, so the staff born under this mode are more relaxed in their behavior, which is not very helpful for large compound cafes that pay more attention to the code of conduct.

The above is the author's point of view