Catering chain management paper a
Catering chain management analysis
Abstract: Catering industry in China has always occupied a very important position, and as one of the main modes of operation of China's food and beverage enterprises chain is the product of the modern industrial revolution brought about by the high-speed development of the economy, is the product of socialized mass production, the use of very broadly used in today's society. It is a product of socialized mass production and is widely used in today's society. The article takes S Catering Co., Ltd. as an example to discuss the chain management problems.
Keywords: S kebabs; chain operation; catering industry; management countermeasures
Classification number: F719.3 Literature identification code: A Article number: 1006-8937(2012)35-0058-02
1 Overview of S Catering Co.
S Catering Co. Founded in September 2007 in Chengdu, is specializing in skewers, hot pot chain management, base material and seasoning production, logistics, professional skills training as one of the large-scale catering enterprises, S Ltd. based on the characteristics of the catering industry, adhering to the heavy quality, grasp the service, shape the image in order to return to society's philosophy, adhering to the concept of ? *** win, *** into? The concept of cooperation, standardize the quality and taste of each store, set up a production department, logistics department, franchise center and other departments, the formation of a unified skewer to join the consultation, skewer base production and logistics and distribution system. s Catering Co., Ltd. with its unique business model, solid technical research and development capabilities and advanced management concepts to win the market and the majority of consumers, the scale of operation is rapidly expanding, operating efficiency continues to improve steadily. The operating scale is expanding rapidly and the operating efficiency is improving steadily.
2 Theory of Chain Management and Overview of Chain Catering Industry
2.1 Theory of Chain Management
2.1.1 Overview of the Theory of Chain Management
Chain management refers to the fact that a number of enterprises dealing with the same kind of commodities or services form a consortium in a certain form, carry out a specialization division of labor under the overall planning, and implement centralized management on the basis of the division of labor, so as to combine independent business activities into a single business. In order to achieve economies of scale, it is necessary to combine independent business activities into an overall scale operation. Therefore, the chain management industry has four characteristics: the unity of the business philosophy, the unity of business management, the unity of the business trademark, the unity of service, but also because of the chain management has these basic characteristics, so a certain degree to ensure the success of the chain management.
2.1.2 Advantages of chain management
① Optimize resource allocation. Chain management of the ? Eight uniform? are the basic elements: store name, purchase, distribution, price, service, advertising, management, accounting unity. The realization of these unity, so that commercial enterprises in the management of mutual coordination, and thus conducive to the allocation of resources, so that the enterprise resources **** enjoy, not only to save plant costs, but also improve the efficiency and effectiveness of the work, to achieve the optimization of the allocation of resources. ② Strengthen the corporate image. Chain management enterprises usually choose a unified form of construction, environmental layout, color decoration, business logo, advertising slogan, etc., this image chain is a very effective public advertising. Chain management enterprise staff, uniform dress, uniform printing pattern on the packaging, through the customer unconscious publicity, strengthen the corporate image, for enterprises to win good social benefits to lay a solid foundation for the plant. ③Improve competitive strength. Chain management to achieve the optimal allocation of human, material and financial resources. At the same time, the flexible management and chain enterprises to make the excellent management system, methods, experience can be quickly and effectively implemented in the chain of stores, these are greatly strengthen the overall competitiveness of the chain of enterprises. ④ Reduce operating costs. Chain management enterprises to customer self-purchase, self-service mode of operation, reducing plant sales labor, and therefore relatively few employees, saving wages, saving plant site costs.
2.2 Overview of Chain Catering Industry
2.2.1 Development of Chain Catering Industry
With the expansion of opening up to the outside world and the sustained and stable rapid growth of the economy, China's catering industry is developing very rapidly. China's catering industry has roughly experienced the following four stages since the reform and opening up, as shown in Figure 1.
2.2.2 Analysis of the status quo of the chain restaurant industry
The group of chain restaurant enterprises has become the most active part of the catering industry, accompanied by the impact of the government's policy of stimulating consumption, urban and rural residents' income grows faster and the concept of consumption is updated and other factors, the catering industry, especially the chain catering industry, is still a compelling hot spot. The current situation of China's chain restaurant industry presents the following characteristics:
① Chain management has become the main mode of development of China's catering industry. Since China's market has been attacked by international chain management organizations, China's catering industry has worked hard to do in the chain management. And the establishment of their own brands, such as Inner Mongolia Little Sheep, Chongqing hot pot, etc., most of them in China's chain restaurant industry plays a leading role in the forefront. ② China's chain restaurant industry to maintain the state of development. In 2010. According to the survey, the development mode of catering enterprises to directly-managed stores and franchises, accounting for 75%. And these enterprises, with sales of 1 billion or so of the operating scale for the majority. And, 95% of chain restaurant enterprises have double-digit growth in sales, indicating that, most of the chain restaurant enterprise development in line with the law of benign operation, can still maintain a high rate of development. ③ Rapid rise in raw materials, gross profit margins rose steadily. Due to rising prices, the chain of food and beverage enterprises, raw materials also rose, according to the survey, in 2007, 30% of the enterprise raw material growth rate of less than 10%, half of the enterprise raw material growth rate of 10% to 20%. Under the premise of the increasingly high cost of raw materials, 25% of the surveyed enterprises in the gross profit margin declined within 5%, while half of the gross profit margin of the enterprise basically unchanged, and 27% of the gross profit margin of the enterprise has increased. Therefore, the steady increase in the gross profit margin of most enterprises shows that most enterprises have a relatively healthy profit model of chain operation, relatively strong anti-risk ability, and there is still room to be tapped in terms of open source efficiency. ④ Relative lack of human resources. Chain restaurant business as a kind of service industry, its recognition and sense of achievement in people's hearts is not high, according to relevant surveys, the lack of human resources, high operating costs, standardization difficulties constitute a chain of three major challenges facing the catering industry, and in the chain of the main problems facing the development of the catering industry, the lack of human resources accounted for the highest proportion of the proportion of the choice reached 80%, followed by the high cost of operation. ⑤ There is a large development space to be developed. Although, chain restaurant operation has been the dominant mode of China's catering industry, but, China's chain restaurant industry, whether in the management style or from the sales performance, and Western-style restaurant chain compared to there is still a great distance, there are still a lot of defects and deficiencies, yet to be developed and perfected.
In the high-speed development at the same time, China's food and beverage chain enterprises and the following problems:
① weak brand awareness. In China, the formation of unique characteristics and corporate image of the chain of food and beverage enterprises is still relatively small, and China has its own mature brand of enterprises, such as some of the old Chinese, the old brand, more than by the traditional concept of the impact of the brand innovation consciousness and awareness of competition. More chain restaurant enterprises, although they have their own brand, but do not pay attention to the protection of the brand, can not adhere to the standardization of products and services, can not guarantee the taste of the outlets, services and other uniformity, and some outlets and even in the pursuit of more profits, resulting in damage to the existing brand. ② low scale effect. The so-called chain operation lies in the essence of a very low cost of copying the economic samples, thus expanding the scale, the scale is the competitive advantage of the restaurant chain and the necessary conditions. However, many of China's food and beverage chain enterprises to this understanding there is a certain bias in the development, there is blind, eager to achieve the mood, with franchising blossomed in a wide range of outlets, resulting in the development of its requirements do not match their own situation, and ultimately failed. ③ Low degree of standardization. Chain management has the characteristics of unification. Unified store appearance, unified advertising and marketing, information dissemination, unified purchase, unified accounting, unified inventory and management. However, in China, with many Chinese food enterprises, its complex production process is not an advantage over Western food enterprises, so the absolute standard is difficult to do, the degree of standardization is quite low. ④ The logistics center is not perfect enough. Distribution center in the chain has a core position in the role of management, but many chain restaurant enterprises are only distribution center simply as distribution, not willing to spend material and financial resources to improve logistics management, so the level of logistics management can not be adapted to the concept of modern chain management. It is because of this lack of accurate understanding of the logistics center and attention, the distribution center is not only small scale, backward facilities, functional incomplete, and did not play the core role of the distribution center, it restricts the further development of the chain of food and beverage operations. ⑤ Lack of professional talents. China's catering chain enterprises are generally faced with an important contradiction is the expansion of the scale of enterprises and the lack of contradiction in the lack of talent, most of the catering staff of varying qualities, from elementary school to the university degree are available. At the same time, due to the concept, salary and other aspects of willingness, China's chain restaurant industry generally lack of high-quality management personnel, so the shortage of talent has become an important factor restricting the pace of the restaurant chain. 3 S Catering Co., Ltd. business management
3.1 S Catering Co., Ltd. status quo analysis
S Catering Co., Ltd. opened in September 2007 to date, has developed into a catering company with more than two hundred franchisees has perfected the production base, logistics and distribution, personnel training and reserves, can be the majority of willing to join the merchants to provide quality and comprehensive services. Adhering to? *** win, *** into? The concept of cooperation, is willing to cooperate with the majority of partners into a close partner, hand in hand *** create a better future.
3.2 Analysis of the problems of S Catering Co.
① Single form. Although the product flavor is unique, but compared with other traditional catering industry, the traditional catering industry, the dishes of a dish, each with its own characteristics. Hot pot industry, on the other hand, due to the relatively small number of types of pots and pans, coupled with the consumer's choice of pots and pans each time the variety is ultimately limited, which inevitably brings about a relatively single flavor defects. ②Quality issues. Compared with the traditional catering industry, skewers are not good for health as they stimulate the stomach and intestines. Moreover, S Catering Co. Ltd. has always been popular with the public at popular prices, but because of its relatively low price, there is a contradiction in the coordination of price and quality. There are some defects in guaranteeing the quality. ③ Less space for development. The regional nature of the hotpot industry makes it difficult to promote a single flavor hotpot category to the whole country, let alone abroad, as Sichuan people only recognize spicy hotpot and Beijing people love shabu-shabu and so on. Low competitiveness. As far as Sichuan is concerned, there are a lot of hotpot and skewer restaurants similar to S Restaurant Co. and the promotional contents of the skewers are almost exactly the same. Therefore, consumers have a lot of choices, and the competitiveness of S Catering Co. is relatively low. ⑤ Operator's own quality. S Catering Ltd. franchisee business knowledge, professional quality is uneven, some franchisees do not have an operator should have the quality of the lower quality.
3.3 Countermeasures analysis of S Catering Co.
① Strengthen innovation. Introduce more dishes, introduce more packages or combination services, introduce more flavors to meet the needs of all types of customers. ② Focus on the perfect combination and high degree of unity of product price and service quality. Save costs in raw materials, logistics, labor and other aspects, improve the quality of food products and increase the variety of dishes. Strengthen the supervision of quality, increase the transparency of food hygiene inspection, so that consumers can rest assured that consumption. ③ Strengthen the contact with customers. For example, actively listen to customers' opinions and suggestions, properly deal with guests' complaints; develop a frequent flyer reward program. ④ Strengthen brand management and enhance the brand value of S Catering Co. Nowadays, any commodity has its brand. Consumers pay attention to the quality of goods, price, service, but the comprehensive response to the goods is its brand, and now many consumers pay more and more attention to the brand of goods. This is true for the catering industry, so the brand promotion and management of S Catering Limited should be strengthened. ⑤ Focus on human resource management. First of all, to strengthen the training of employees, service staff grooming, attitude, demeanor, etc. should be professionally trained, there should be strict regulations, through training, these refined service standards instilled into the staff, so that the service work is standardized and unified. Secondly, improve the quality of the service staff themselves, choose people with high cultural cultivation and high professional quality. Not only that, but also to create a good working environment for employees to strengthen the sense of belonging to the heart of the staff, to avoid the loss of talent.
References:
[1] Zhang Zhiping. China's food and beverage chain management problems and countermeasures [J]. Cooperative Economy and Technology, 2006,(11).
[2] Yang Xin. Catering enterprise management [M]. Beijing: Higher Education Publishing House, 2007.
Catering Chain Management Thesis II
Catering Chain Enterprises Direct and Franchise
Abstract: Chain management is an inevitable trend in the development and growth of modern catering enterprises, which has three different forms, and the direct and franchising is the most important two of these two forms have their own characteristics, but also have some disadvantages. There are some drawbacks, catering enterprises in the development of chain in the end to take what way is the need to carefully consider the issue. This paper combines the actual, analyze how to take different chain according to the actual needs of catering enterprises.
Keywords: chain, direct operation, franchise
First, the concept of restaurant chain
Chain management, produced in the 1860s in the United States, the most widely used in the retail industry and services, and appeared such as McDonald's, Wal-Mart, and other international chain brands.
Catering chain refers to the operation of similar catering service products of enterprises, in a certain form to form a consortium, through the standardization of corporate image, professionalization of business activities, standardization of management activities and management means of modernization, the combination of independent business activities into an overall scale of operation, so as to achieve the economies of scale of a kind of business organization [1]. Catering enterprises to develop chain management can achieve corporate image, advertising, technical services and other aspects of the ? *** enjoyment effect? ;can obtain a wide range of attractive partners, lower investment risk, standardized expansion, etc.? Expansion effect? ;It can also obtain the provision of a unified consumption pattern, integrate the market behavior of enterprises, etc.? Integration effect?
Second, the classification of the restaurant chain
(a) direct chain
Direct chain, also known as the regular chain, referred to as RC. that is, the capital operation to maintain a single, all the ownership of the store, the right to operate, the right to supervise the store are fully vested in the head office, purchasing, distribution, accounting by the head office of a unified allocation of the management of the store, the store does not have an independent legal personality.
(B) free chain
Free chain, also known as voluntary chain, referred to as VC. is composed of a number of independent business, accounting for small and medium-sized enterprises to form a consortium. They implement a unified order, delivery, and enjoy the **** the same information and advertising, each chain store has an independent legal personality.
(C) franchise chain
Franchise chain, also known as franchising, is a higher form of chain management, referred to as FC. refers to the head office and the franchise to enter into a contract between the respective rights and responsibilities, clear, the head office to allow the franchise to use its certain goods, services, business rights or advanced management methods. This is a kind of franchisor to the core of the goodwill, development and utilization of intangible assets, the enterprise reputation, brand rental. The head office and the franchise have independent legal personality
In these three chain methods, the direct chain is the initial form of chain management, while the franchise is the most developed and standardized form. Most of the domestic catering chain enterprises take these two forms, and fewer enterprises take voluntary chain mode. Therefore, this paper is also mainly to consider the two forms of direct operation and franchising of catering enterprises.
Third, direct chain advantages, disadvantages
(a) the advantages of direct chain
First of all, because of the head office has a direct chain of purchasing, distribution and accounting rights, so you can carry out large-volume purchases, through the volume of advantages to reduce operating costs and prices; secondly, the head office can be unified deployment of chain store funds, equipment, stores and personnel, fully internal resources, optimize allocation, improve operational efficiency; secondly, the head office can be unified deployment of chain store funds, equipment, stores and personnel, fully internal resources, optimize allocation, improve operational efficiency. Optimize the allocation of internal resources to improve operational efficiency; again, because the head office to share a part of the business issues, so it is conducive to the chain stores to focus on the management of goods and services to improve customer satisfaction; finally, because of the chain stores by the headquarters of the direct management of the chain stores, chain store operations and management belong to the internal affairs of the company, the more flexible, subject to external constraints and influence is also relatively small.
(B) the disadvantages of direct chain
But the direct chain also has some disadvantages, such as capital investment, slow results, the general business in the early stages of its development can not afford; scale expansion is vulnerable to capital, taxes, regional regulations and other constraints on business requirements.
Fourth, the advantages and disadvantages of franchising
Franchising is a way to quickly realize the expansion of low-risk capital and scale of operation, but if the use of bad, will also become the fuse of business failure.
(A) Advantages of franchising
First of all, from the franchisor's point of view, franchising has the function of financing. Franchisee through the transfer of the right to operate, intangible assets into tangible assets, the accumulation of a large amount of money, thereby enhancing the company's strength and development capacity, to achieve the purpose of less capital investment and rapid expansion of the company's scale; Secondly, from the perspective of the franchisee, the franchise mode of operation of the franchise for a certain amount of capital, but there is no business technology and management experience of enterprises and individuals, is a business activities engaged in Good opportunity. Because through the franchise, on the one hand, you can get the total company technology, brand and reputation and other intangible assets of the right to use / on the other hand, you can also get a full range of the company's help in reducing business risks while obtaining more stable profits.
(ii) the disadvantages of franchising
But this way of franchising on the head office of the brand, image, management and other dependence on a larger, if the head office of the one-sided pursuit of brand licensing profits, the pursuit of franchised franchise growth in the number of stores, but the lack of effective management and a strong service capacity, which will not only seriously harm the image of the enterprise, but also infringe on the interests of investors! This will not only seriously damage the corporate image, but also infringe on the interests of investors, which will ultimately lead to the collapse of the entire franchise chain system.
V. Catering chain enterprises directly or franchising options
(a) the situation of the chain of catering enterprises
Chain for catering enterprises can shape the image, establish a brand, dispersed business risks, reduce advertising and publicity costs and human resources to achieve **** enjoy. Most of the catering enterprises to chain way to develop and grow themselves. However, in the end is to take the direct chain of ways or franchising way, each intends to develop a chain of food and beverage enterprises should be combined with their own practical considerations of this issue.
McDonald's in 2012 in the global chain of 41,078 stores, 6598 directly-managed stores, 34,480 franchises, franchises accounted for 84%, which means that the development of franchising business is a key factor in McDonald's success. The key to McDonald's future rapid growth in China also lies in the development of franchising.
By the end of 2013, McDonald's had opened more than 1,900 stores in mainland China. China has become the first market in the world where McDonald's has three business models: directly operated restaurants, traditional franchising and developmental franchising.
KFC, as the largest and fastest growing fast food chain in China, had more than 4,200 chain stores in China as of the end of 2012, and it generally adopts a directly-managed chain approach in China. Although there is no clear data to show the number of KFC franchises, the 2012 data show that KFC directly-managed stores in that year, the proportion of more than 90%, which means that the number of franchises in about 400. KFC in China is the beginning of the implementation of franchising in 1999, it uses a win-win franchise model. First of all, change the franchisee to pay the franchise fee to open their own form, change to let the franchisee to fund the purchase of a chain store is operating and has been profitable. This change is more in line with the Oriental cautious investment psychology, reduce the risk; Secondly, because of the big cities to carry out franchising is facing great challenges, so the current KFC only in mainland China, non-agricultural household greater than 150,000 less than 400,000, and the annual per capita RMB greater than 6,000 yuan in the region to seek franchise operations. Franchisees are allowed to transfer 30% of their shares, and they are also required to undergo a 20-week extensive training program, ranging from basic skills such as food processing and environmental cleaning to advanced development projects such as financial management, staffing and strategic adjustments, all of which are subject to systematic training and continuous learning in the future. Through these measures, to maximize the franchise's profitability, and seek to win both sides ****. The most rapid development of hot pot chain enterprises in China, Little Sheep, Little Tailed Sheep, Chongqing Dezhuang, Qin Ma and other well-known hot pot brand in 2005 before the proportion of franchises accounted for more than 95%. These enterprises also began in 2009, the transformation of the franchise-based expansion means, the focus of the operation to direct, significantly reducing the number of franchises, increasing the number of directly-managed stores. By the end of 2009, the number of self-operated restaurants owned by Little Sheep increased to 161, and the number of franchised restaurants was 293. Developed in recent years, such as sip feed, under the sea and other hot pot business is basically the use of direct chain, strictly limit the franchise. At present, sip feed in the country more than 500 stores are all directly-managed restaurants, under the sea salvage in the world's 136 stores are also all directly-managed stores.
(B) how to develop a chain of restaurant chain enterprises
It can be seen that, whether it is to take direct or franchise chain, the enterprise can not blindly expand, should follow certain rules.
1. Catering business mode
The business mode of the enterprise is different, the chain of different ways to take. For example, the above elaborated KFC more than to take the direct chain, because of its strong capital, can be taken directly to avoid the franchise chain of brand destruction, corporate core technology leakage and other risks. And Little Sheep and other Chinese hot pot because of its financial problems, in the early stage of enterprise development, more than to take the franchise chain.
2. Stage of development and business mode
1997 franchise management regulations, the opening of franchised stores must have directly managed stores, and more than a year of good performance, which shows that there is a certain degree of risk in the franchise mode. But enterprises in the early stages of development, the brand has a certain degree of visibility, just limited to the limited funds, there is no way to take the direct way, and through franchising, it can be charged in a short period of time a large number of franchisees to join the gold, but also to expand their brand awareness, development and growth of the enterprise. This move because at the same time there is also a great risk, which requires catering companies in the development of franchising in the early stages of the development of a series of standardized processes, the design of their own franchising system, including operating manuals, franchise contracts, training manuals and recruitment franchise manual.
3. Business model replicability
The development of franchising must be able to accumulate out of the operational experience smoothly transplanted to the franchisee, otherwise the opening of self-owned stores is more appropriate. For example, most of the coffee chain enterprises are taken directly because of the reproducibility of the problem, not only the quality of products, but more importantly, the transfer of its corporate culture. And some Chinese hot pot to take the franchise because of its production line management is simple, the core technology of the product that the soup has been standardized, can be reproduced.
4. Development of chain store speed
? Want speed is not enough? , the development of the chain is a gradual process of growth, it is impossible to achieve overnight. If the restaurant chain is expanding too fast, can not control and support the chain stores, will make the chain stores lost the original characteristics of the brand. For example, in the mid-to-late 1990s, Henan entrepreneur Qiao won the mutton chow mein hall, and in 2002, the overnight spread across the country and then instantly smoke in the gluttony of the duck event, all illustrate this problem. Chain enterprises should practice internal skills, strengthen corporate brand building, steady development of the chain, and carefully treat franchising [2]. Determine the success or failure of the chain is not the size of the scale, the speed of expansion, but the enterprise's inherent management processes and cultural characteristics can be inherited between the chain stores. Starbucks, for example, believes that its competitive advantage is that customers can experience consistency of service in any Starbucks store in the world, including product quality, the quality of employee service, and the Starbucks experience.
5. standardization and standardization
The most essential and core issue of chain operation is to achieve standardization and continuous replication on the basis of this standard. For example, McDonald's, KFC chain management is actually a chain headquarters? Factory? Processed products, and constantly replicated. For directly managed stores for this problem is relatively good, but for the franchise this is a more need to pay attention to the problem. To strengthen the management of the franchisee, can not ? Even but not lock? , to take a new management approach - hosting franchising, the development of a unified process, the enterprise to join, the headquarters to send people to manage.
6. Talent support system
Modern restaurant chain enterprises, with both labor-intensive and intellectually intensive features, talent is placed in a particularly important position. Catering chain enterprises should improve their own training mechanism, the establishment of their own training base. For example, in early 1999, Ba Guobuyi founded the Culinary Technology School, which always has 7 sets of management and culinary system of the reserve class; in 2001, Tan Fish Head founded the Sichuan Culinary College - Tan Fish Head Culinary Technology School, which are for the development of chain enterprises to lay the foundation of talent.
In short, the chain has become the inevitable trend of the development of modern catering enterprises, direct or franchise must be combined with the actual situation of the enterprise. Direct and franchise is not a contradiction, not both can only take one, on the contrary, the two are compatible with the relationship, the enterprise can be both, you can also focus on which side. When the head office has a considerable strength and management experience of the headquarters, has a highly efficient distribution center and has a good social reputation, you can choose to franchise chain, scale expansion; but the risk of franchising is also very large, strong capital, large enterprises are generally in order to maintain their own brand more to take the form of direct operation.
References:
[1] Tang Xiaohui. The four elements of successful chain of Chinese food and beverage [J]. Enterprise Reform and Management, 2013(6).
[2] Liao Feng, Xiao Xiao. Exploration and Analysis of Franchising Mode of Chengdu Chain Catering Enterprises[J]. Southwest Jiaotong University (Social Science Edition), 2005(4).
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