Internet play of "cafe restaurant"

Is the traditional store model being subverted? I Dark Horse believes that the key is that many entrepreneurs do not understand how to do offline store business. Let's take a look at the business of Coffee Wing, a well-known brand in the industry-this case includes Coffee Wing's three town stores.

There are three unique ways of Coffee Wing: the first is the deep use of ERP and CRM; in chain store operation management; the second is to make full use of old and new media for marketing; the third is not only to sell coffee, but also to do catering.

You have to satisfy the user experience in a variety of ways, and the real difficulty of the chain is the replication of the profit model.

The concept of the Internet is that the world has no boundaries, subverting the traditional model of catering-working hard and earning word-of-mouth, and the passenger flow does not swell until a few years later when someone knows your brand. "now through the influence of the brand and the way we play on the Internet, the fans around us soon know that passenger traffic can come up immediately."

Being on TV has a star effect-greatly increasing brand awareness and accumulating fans-and using online marketing to bring fans to offline brick-and-mortar stores has worked all the time. But according to Yin Feng, founder of Coffee Wing, "in fact, Coffee Wing is not good at marketing, but operation."

The marketing of Internet thinking promotes the opening of franchise stores most. "through online marketing on the Internet, we transform the 'flow' that is often discussed online into the 'passenger flow' of offline stores. All people who have followed, commented or clicked on Coffee Wing on the Internet will be regarded as potential customers and included in our database. When opening, carry on the point-to-point benefit customer marketing to it according to the principle of proximity. " Yin Feng said.

For example, when there is a store to open in Shijiazhuang, Hebei Province, Coffee Wing uses Internet tools such as Weibo, Wechat, websites and CRM customer management system to carry out peer-to-peer marketing of online customer resources in various interactive ways.

"this method can quickly introduce the surrounding customer resources into the nearest franchise store, so that the opening of each new store can successfully warm up, reach and exceed the passenger flow demand at the break-even point, and even burst. In this way, our franchisees no longer need to spend a lot of money on advertisements in newspapers and magazines. "

Opening a store requires both user satisfaction and financial indicators.

"our external measure of a restaurant is customer satisfaction, that is, user experience." "but the store is divided into two parts: user experience and financial indicators," Yin said. You have to satisfy the user experience in various ways, and the real difficulty of the chain is the replication of the profit model. "

"for example, in a store in Sanlitun, direct marketing can be done because it is strong enough to resist risks, but we certainly dare not let franchisees do it, otherwise all their income is working for rent. On the other hand, if the position is just a little off, but all the market indicators and financial indicators are up to standard, then why not do it? " For franchisees, the financial model has become a standard that can be copied constantly, and no city or region can absolutely not go.

The biggest advantage of the model is that there is a sound evaluation system, entrepreneurs through a variety of data to get the evaluation data table, to reach the level required by the model can be considered qualified. After each store refers to this model, the problem of whether to join a regional or a single store can be easily solved.

All Coffee Wing managers' management activities are divided into two parts-user satisfaction and performance indicators. "many restaurants stay at the level of only focusing on customer satisfaction, showing the strange phenomenon that Wangding is not prosperous until they close down in the end, because there is no logical relationship between supervision and inspection data."

This is what the coffee business does.

In Yin Feng's view, it is impossible for the coffee shop not to make money. "of course, many people open cafes because of their passionate sensibility and do not understand the nature of management. In fact, all operations are the same, that is, they have to conform to the financial model. " The closed cafe is precisely because the owner did not think about and accurately calculate the relationship between investment and return in the process of opening the shop, and the prediction of operational risk and return on investment was unscientific, unprofessional and unconcerned.

In the process of management, the management level is too poor, there is no tracking management of various indicators. "if all these indicators can be achieved, how can there be a coffee shop that is losing money? How can there be too little revenue, too high costs and negative profits? " In addition, cafes also need a profit model that keeps pace with the times. "small light meals like curry restaurants will become more and more popular."

Yin Feng's caf é restaurant model is that Chinese people need social platforms and interaction, not only meeting and chatting, but also drinking tea and eating in addition to coffee.

The curry restaurant arises at the historic moment, but at the beginning of the caf é model, some investors do it according to their own perceptual cognition, rather than rationally deal with the market through data analysis, giving whatever customers want, resulting in unlimited production difficulty, unlimited cost expansion and unlimited management complexity.

Yin Feng's view is that the positioning of the curry restaurant is accurate, but many people have not thought clearly about how to make such a model profitable. Many curry restaurants invest too much and consider too few business problems in model design. The products are simply divided into two parts. Content design, raw material management, gross profit margin approval, and attrition monitoring are illogical. It is difficult for non-professional franchisees to manage well.

The product element of a curry restaurant is to have both bar products and kitchen products. "the Chinese must have these two products, or the cafe won't be able to do it. If it is a pure coffee shop, everyone will leave after a cup of coffee, or even sit for a whole day and drink a cup of coffee. The per capita consumption is too low and the revenue will be low. The best pure cafes should be small, mobile and lively places are the most suitable. But if the location is not good, the revenue will only be a few cups of coffee, which is not enough to offset the cost. "

In addition, cafes only have afternoon tea and evening tea breaks, and there is no food market, while traditional restaurants mainly make money from two food markets. But the curry restaurant absorbs the advantages of both, there are both tea market and food market, "four revenue periods, the revenue is saturated enough, the marginal benefit increases gradually, the financial index is of course beautiful".