Keywords: mass, marketing, strategy,
In the 21st century, people will pay more attention to find the "taste" of human life, and do not want to become a "robot" that only works and makes money without knowing the true meaning of life. The current social competition is becoming increasingly fierce, people in the tension of work, the urgent need to find in the life of the body and mind can balance that too fatigue of leisure methods. It can be expected that the joy of eating will become more and more fashionable for people to pursue. One-sided emphasis on nutrition and ignore the physical and mental pleasure of the diet will be phased out, the future of human diet should be a scientific view of pleasure and leisure of food. The famous Japanese food culture expert Dr. Ishimo Naodo's "Diet Civilization Theory", a special chapter on the diet of happiness. He believes that "the gradual transition of diet from the stage of food for the purpose to the stage of the pursuit of happiness is a fact that the Japanese table is constantly evolving".
The so-called hotel catering "mass management" refers to the hotel's own hardware and software advantages as the basis for mass raw materials, excellent culinary skills, lower prices to the public to provide a higher quality standard of food and beverage products, a good environment and appropriate services, so that the hotel to become a majority of consumers in the community to serve the way of operation. That is, the hotel will be the majority of the general public as its target market, to their acceptable price to provide them with food and beverage varieties and corresponding services. The price here does not mean the absolute price of unlimited low, but refers to the quality level of its output relative to the standard of service, the price is low.
I, the inevitability and feasibility of mass management
In recent years, the hotel industry catering proposed "mass management" is to adapt to changes in the hotel catering market and make a positive response
(a) the impact of environmental factors at home and abroad.
In recent years, due to the impact of the Asian financial turmoil led to the rising cost of tourism, tourists from Asian countries has decreased significantly; at the same time, with the increase in the domestic anti-corruption efforts and large and medium-sized state-owned enterprise reforms, public spending mainly group consumption decline. According to Beijing, Shanghai, Dian and other cities of the Hotel Industry Association statistics, since the second half of 1993, in the mid-range tourist hotels, overseas guests, domestic guests in the public consumption has shrunk considerably, accounting for only 20% -30% of the food and beverage revenues, residents, tourists, self-financed meals accounted for 70% -80%. There is a similar phenomenon in the higher level of star-level hotels, the original product supply is far greater than the original market demand, so that the hotel can not be operated according to the original policy. Star hotel managers, must change the business concept, take the initiative to adjust the market positioning; through product renewal, business mode innovation, flexible economic leverage to stimulate the desire to attract and meet the reasonable requirements of domestic consumers.
(2) the change of policies and concepts
With the implementation of China's National Tourism Plan, domestic tourism is booming, consumer awareness is maturing, especially the new working hours system and the implementation of statutory long holidays, so that the leisure market and holiday market suitable for the working class consumption is more active. Domestic customers of middle and low-grade mass consumption will become the main body of the market, and the consumption pattern that really meets the general public in China will become the mainstream. At the same time to expand domestic demand has been an important strategic decision of the party and the state, but also the future of China's social and economic development of a long-term foothold. Emphasis on food culture is the consistent tradition of our nationals, so the civilian, popular catering products to stimulate domestic demand, stimulate consumption is of great significance. Catering is a large part of the hotel, but also should vigorously expand the domestic demand market, in response to China's major changes to promote economic development.
Traditional Chinese banquets have always believed that "food is to eat, not to see", while the modern Chinese banquets function is "not only to taste, but to pleasure, to have fun, to catch up with the old, to get together ...... Even business negotiations. Thus, drawing on Western food culture, how to do both delicious and good-looking and nutritious health, which is also the goal of China's modern catering industry.
(C) the industry competition intensified.
Currently, the domestic food and beverage market competition is unprecedentedly fierce, social restaurants such as the emergence of the spring, its huge scale, affordable prices, dish features outstanding, closer to the national different levels of consumer demand. Some of them are civilian food city, hot pot city, some of them are to the highest level of the development of restaurants, such as Guangzhou's new Lychee Bay Hotel, the South China Sea fishing village, and so on, and even mention the "super five-star". Thus, the distinctive thematic features to attract a large number of consumers, dispersed hotel catering sources. And hotel dining to compete with social restaurants, although there are some can not be equated with the comparative constraints, but this does not mean that the hotel can only look forward to the sea, waiting for death. On the contrary, as long as the concept of first, give full play to the advantages of the hotel to the original high level of output, restaurant environment and catering services to serve the common people. Then, recapture part of the market, and even expand the market is entirely possible.
Two, the mass of business strategy.
The most important one of the restaurant catering mass management is: the Ministry of Food and Beverage under the premise of profitability, to deal with the high quality of food and the relationship between low prices. Cost compression to ensure increased profits. Specific performance: the implementation of bulk raw material procurement and processing leads to cost compression, price reduction to increase competitiveness, thus increasing the number of guests, increased turnover, and ultimately make the profit increase. So that the formation of a virtuous cycle, more sales, to the scale of the benefits.
(a) Adapt to the popular price.
In 2002, China's National Bureau of Statistics, together with the British Market Research Bureau, the United States Telmar Data Analytics Group and the South China Market Research Corporation, Beijing, Guangzhou, Shanghai, Tianjin, Chengdu, Shenyang, Jinan and other places in the 50,000 residents of the consumption pattern of sample surveys, the results of which are as follows:
Monthly income of less than 1,000 yuan of residents accounted for 24%; monthly income of 1,000 to 1,999 yuan accounted for 49%; monthly income of 1,000 to 1,999 yuan accounted for 49% of the residents. In the 1000 to 1999 yuan accounted for 49%; monthly income of 2000 to 2500 yuan accounted for 33%; monthly food expenditure of 1000 to 1500 yuan accounted for 23%; monthly food expenditure of more than 1600 yuan accounted for 17% (food expenditure costs include meals at home, meals in the cafeteria, meals in restaurants and the purchase of snacks, etc.)
This shows that catering companies should set prices reasonably, neither too high nor too high for the general population. Reasonable, neither too high and let the average customer daunting, but also not too low and make the hotel business is not profitable. Therefore, it is very important to grasp the appropriate price point.
In order to compress costs, should strengthen the following cost control: reduce labor costs. In the price competition with social restaurants, hotels are often at a disadvantage, but there are still many can work hard: the cost of raw materials and auxiliary materials for most hotels, there is still 20% -30% of the margin. The key to look at the procurement system and material system of openness, science and supervision. Energy and water have a 10-20% margin. For labor costs, one is to compete for jobs and work at full capacity; the other is to relax the hiring policy and allow the recruitment of some inexpensive labor from overseas and rural areas. Save the cost of these many aspects, can produce more net profit, this figure is extremely substantial. Of course, the hotel in the choice of target markets can enter, objective and scientific analysis of the hotel's own characteristics and the demand characteristics of the market segments is very important. Generally speaking, the target market is selected in the mid-range for proper, not too low, mid-range needs to be further subdivided into positioning. Such as the Shanghai Jinsha River Hotel, Thousand Crane Hotel mid-range wedding banquets accounted for the total number of restaurants, "half of the river". The five-star New Jinjiang Hotel launched a class, affordable "Jiangsu and Zhejiang home cooking", are derived from the success of the positioning, attracting many consumers.
(B) the diversity of flavors
Economic development, people pay more attention to add new content in the diet. The desire to learn about exotic places and food cultures outside the class they live in will increase day by day. People are no longer satisfied with "living off the mountain, living off the water", and hope to learn about the outside world and exotic food. The food culture of various countries will certainly break the geographical boundaries and will go through assimilation or alienation to meet this need. A variety of flavors and dishes will be a museum, North and South snacks set in a building, the world's famous food gathered in a city and a street, will become a new landscape of the catering industry. Therefore, excavation and development of national food products to the world, it seems very important.
Xiaoshan: 100,000 heavily enlisted folk dishes.
In many people's eyes, it is difficult to reach the hall of elegance of the folk dishes, now a hotel in Zhejiang to 100,000 yuan to collect the high price. Cultural connotations, customers point high weight rate of the recipe will be rewarded 5000 yuan.
The activity, carried out by the Xiao Hotel under the Zhejiang Kaiyuan Tourism Group, has collected more than 200 folk dishes in less than 2 months since it started in mid-August 1999.
Compared with the mountain delicacies and sea food, the vast majority of folk dishes collected from ordinary materials, processes are not complex, but the taste is unique, quite popular with customers. Xiaoshan is rich in dried radish, folk dishes with dried radish as an accompaniment to the preparation of nearly 10 recipes, almost every dish has a story.
Currently, "a dish of a hundred styles" or "a dish of more than one style" of compatibility with the cuisine also came into being, which is to adapt to the consumer's different tastes and the gradual formation of the development trend can not be underestimated. The so-called "one dish, one hundred styles" means that chefs are required to adapt a dish to the tastes of consumers in different regions and countries. For example, pineapple goulash, with its sweet and sour taste, is a very popular dish in China. However, in Singapore, the flavor is sweet and sour. The ingredients are changed from what they are in China, with red and green morning glory peppers as the toppings and flakes of sugar to provide the sweetness. In the UK it's different again, with big cities and small towns and a difference. Pineapple Goulash in big cities is made with red and green bell peppers and pineapple, and tastes more acidic than sweet, while in small cities it tastes more sweet than acid, with the same ingredients as in big cities. However, the sauce is made separately from the main ingredients, similar to mass production, and can be sold as long as the sauce is mixed with the main ingredients and blended together. In the U.S., the dish is made with red and green peppers, onions, tomatoes and pineapple. Taste is mainly sour, sweet.
The emergence of a dish of a hundred ways further illustrates the "food is not fixed taste, the right taste of the precious" reasoning. In the past, we only "suitable for their own mouth, the treasure". Now, for the cook, should be constantly developing, change, to "suitable for his mouth, the precious" as the highest goal. This is even more important as cooks become operators.
In summary, the East meets the West, Chinese food west to do, Chinese food west to eat, western food to eat, the food of all countries in the fusion is inevitable.
(C) to return to consumers with quality service.
Once, more than 20 guests came to Qiutao Hall, packaged "Japanese-style box", came with a large exquisite cake. From the guests talk and their excited expression, the waiter Wang judged to be a birthday party, in the secret attention to this group of guests. The moment the birthday boy made a wish and blew out the candles, the soft background music "Happy Birthday to You" suddenly started, and the surprised host and his guests shouted "wow" in unison! Almost at the same time with a grateful gaze at the waiter, smiling, nodding to thank, so that Wang felt so moved. He thought: just because the heart to do so little thing, even made her and so many customers to reach the realm of heart to heart, it really makes people have a deep sense of ah! More importantly, the "birthday girl" and he became acquaintances from then on, every business banquet or friends gatherings, always patronize the restaurant, and as soon as he entered the restaurant, he called out, "Where is Xiao Wang? The first thing you need to do is to get your hands on a new one, and you'll be able to do that.
There is a local entrepreneur, the hotel opened in the early days of consumption, Wang did a few services, and found that he had a habit of drinking red wine mixed with white water and ice. So he took a silent note. Whenever he sat down, Wang always prepared a cold white water and ice for him to drink. Over time, Xiao Wang's subtle flexible service attracted his attention, he came more often, every time he found Xiao Wang before finding a seat, he said he had gotten used to Xiao Wang's service. After this seems to have formed a tacit understanding, the customer has never interrupted the restaurant's walk.
This shows that a real heart to serve people, is to have some of their own "repeat customers". And attract this type of guests back to the most important factor, is the service provider on the consumer's subtle active service.
Three, often used in the way of popular business
(a) the establishment of popular food court, promote the trend of food culture.
Hotel catering can use their own elegant dining environment and unique service brand, the creation of food streets, popular food court, in line with the inevitable trend of mass consumption, to provide local flavor snacks to attract customers, leading to the sale of major dishes.
Thin profits and high sales, increasing customer traffic is the deliberate pursuit of the popular food court. Star hotels opened in the food street, supply hundreds of snacks fried, a family of three to spend hundreds of eighty yuan can be eaten back in style, the price, the price is appropriate, so that the average wage earners can accept. According to the report, 80% of the workers in Dalian Prince Hotel consume, and 60% of them are repeat customers. Guangdong Zhuhai Yindu Hotel Yindu food street, Beijing Jinglun Hotel "Siho-Xuan" food street, are also in the fierce competition in the market has achieved good results. This shows that the popular food court has a large scale, rich varieties, affordable prices, fast service and other characteristics, as a form of mass business, is in line with today's market demand. And originated from the social restaurant teahouse, teahouse is also a hotel catering mass operation is worth drawing on the form.
Da Ya Zhi Tang supply snacks, although the price is low, but the chef, utensils, environmental health, dining atmosphere, quality of service requirements can not be lowered, which is to the hotel to dine on the pursuit of consumers, thus attracting the civilian population into the hotel, which in turn promotes the operation of high-grade catering. Liuzhou Hotel Snack Plaza daily business receipts of more than 30,000 yuan, Shanghai by the Grand Hotel Food Street into more than 20,000 yuan, have played a lead guest into the door, drive the high-grade snacks, banquets, greatly increasing the turnover, so that food and beverage has become the leading hotel business.
(ii) pay attention to the family banquet market,
In the self-financed expansion of catering business project consumer demand, a variety of wedding banquets, birthday banquets accounted for a large proportion. For example, Shanghai Qianhe Hotel wedding banquet accounted for 70% of the catering revenue.
In the wedding banquet business, the catering industry are trying to play their own characteristics and advantages: to create a festive atmosphere, to expand the extension of the project, to increase the gold content of the wedding banquet service. For example, based on the characteristics of the dishes will be the name of the dish compiled into auspicious words, and in accordance with the order of life experience arranged into the menu, the waiter on each dish, the name of the dish, and speak a few words of good luck, the guests and the hosts of the same music, all happy. High-star hotels make full use of the hotel facilities, to provide general catering enterprises are difficult to provide services: for example, the provision of luxury welcoming limousine, and specifically for the wedding banquet only in the reception of important guests to lay the red carpet; newcomers can be in the hotel luxury suite free of charge over the wedding night.
Wedding banquets are hot, but the operation is not smooth sailing. Customers that require high-grade and low-priced, which is a very difficult to resolve the contradiction. The best way to solve this problem is in accordance with the price standard, reasonable collocation. Customers want a low price, the hotel will provide lower-cost dishes. That is, the use of popular raw materials, reduce costs, but the crude food to do, supplemented by quality service, the scene is very scenic. Wedding service and general service is different, the waiter to cooperate with the wedding host, arrange a good wedding every procedure, so that the whole process of the wedding that is lively, grand, but also to maintain a quiet atmosphere in the lobby, the restaurant is in order, the corridor bathroom neat and tidy. In short, the popular business process, the civilian population into the high-grade hotel consumption, employees should pay attention to the management of customer behavior, while doing a good job in which preventive services, try to protect the hotel's facilities and equipment, maintenance of the hotel's class and atmosphere.
(C) the opening of takeaway, fast food business.
With the increasing pace of life, fast food industry in recent years from the traditional catering industry, the rapid development. Statistics from the National Bureau of Internal Trade show that by the end of 2004, the national turnover of fast food industry nearly 75 billion yuan, an increase of more than 20% over the previous year. Higher than the catering industry growth rate of 7 percentage points. At present, China's fast food industry is not only strengthened, network expansion, turnover rose, and in the development of practice and constantly innovate new ways of operation and development, fast food flavor characteristics of the store, lunch points, beverage stores, delivery, takeaway, food court and other business methods and finished products, semi-finished products, frozen and other convenient fast food food have been a large number of appearances and direct access to the family, the unit cafeteria, the school dinner table, to become a family in the An important way to socialize the unit logistics services.
China's Market Information Research Institute survey shows that as many as 60% of people in the three cities of Beijing, Shanghai and Guangzhou are patronizing fast food restaurants. In general, the average family that eats fast food twice a month spends an average of 100 yuan each time. The fast food market is expected to grow at an average rate of 3% per year to reach 37 billion RMB in 2006 due to the increase in household income and the number of people eating fast food. This growth is significant compared to other countries and other industries in China. According to information provided by the U.S. Department of Commerce, China's fast food industry is growing faster than any other country.
It can be predicted that fast food will be the most scenic and vital diet program in the 21st century. In a sense, who possesses the future of the world's fast food market, who holds the initiative of the catering industry. Preceded by the United States fast food that unstoppable march to the world's magnificent momentum, so that we firmly believe that fast food can conquer the future of the world's belief in Chinese characteristics of the fast food box of other countries will be on the world's dietary food stage one after another, a show of elegance. At present, on the whole, China's fast food speakers to the mobile population mainly with the urban working class, student class, urban residents three meals a day in the direction of development.
(D) expand the scale of operation, the implementation of chain < / p>
The implementation of the scale of operation of catering enterprises, is a rapid and effective way to increase market share. Both the scale of operation and to ensure quality, must be implemented in the sale of goods (purchase of raw materials, sales of food) cheap, cooking skills specialization, standardization of operating procedures, standardization of customer service, rapid capital turnover, can accelerate the turnover of funds, improve efficiency.
Catering chain is not the patent of fast food, restaurant catering mass management can also be taken as a chain. For example, the hotel can be opened in different parts of the city chain of specialty restaurants, food city, etc., to a unified market image appears to facilitate the admiration of this hotel customers close to consumption. For the hotel catering, chain management is also a way to expand the market, thin profits and more sales of the mass of business.
Starbucks a hit revelation
The American movie "Moby Dick" in a cool coffee lover's first mate named Starbucks (Starbucks), his big name has become a world-renowned multinational operation of the coffee chain's brand, which is headquartered in Seattle, the United States. Starbucks since May 2000 after landing in Shanghai, a year and a half soon opened 18 chain stores, about 19 yuan a cup of espresso and 10 yuan a snack conquered the Shanghai white-collar, loyal customers in the ranks is growing in the white-collar identified with the atmosphere, mood, experience and fashion. The sincere interaction between guests and baristas, and between guests and customers, is mesmerizing. In this quiet environment in the middle of the city, with a selection of soft music and a desire to chat, a coffee culture centered on the customer experience has been a great success.
Then look at the situation in Japan, since 1996 after the opening of the first Starbucks has been very popular, sales in 2000 for $242 million, double the 1999 growth, profits of 11.7 million U.S. dollars, its brand has become a household name in Japan, to October 2001 has been opened 300, plans to open another 180 in three years. 2000, Starbucks Headquarters had reached $2.2 billion in operating income.
This contains relaxed, stylish culture, people-oriented ideas, the pursuit of innovation, emphasizing to meet the psychological needs of people, to provide humane environment and services, the combination of material enjoyment and spiritual enjoyment, which all reflect the essence of post-modernism.
In recent years, mass consumption has become the mainstream of the catering market, in the face of this market change, the hotel catering industry, its mode of operation, the implementation of mass operation to meet the needs of its survival and profitability. Mass catering market is full of vitality, broad prospects, to China's catering industry has brought new opportunities for development. Hotel catering enterprises to be competitive in the market, it is necessary to explore new methods of mass-oriented business, to meet market needs, so as to promote their own development.