College students' catering business plan book 1
I. Entrepreneurial background In recent years, China's catering industry has developed rapidly, with a rich variety of catering products, a rapid increase in the number of shops, an endless stream of various catering hotels and increasingly fierce competition in the industry. At the same time, the landing of foreign fast food also poses a severe challenge to the catering industry in China. With the large-scale March of foreign fast food, a new catering business model-chain operation has gradually attracted the attention of practitioners. Chain operation has changed the traditional small-scale production and operation mode, effectively reduced operating costs, expanded market share and brought huge scale benefits to enterprises. People of insight in China have begun to regard chain as an effective means to develop production and operation. For example, Beijing Quanjude Roast Duck Group, Dong 'an Catering Group, Tianjin Goubuli Group, Dalian Bohai Hotel Group, etc. are all at the forefront of the chain operation of the domestic catering industry, which has promoted the large-scale development of the industry. But in general, the chain operation in China, especially in the catering industry, is still in its infancy. Vigorously developing chain operation is an effective way and the only way for the catering industry to improve its economic benefits.
Second, the store profile
Our store is located in the center of university gathering, and its main customers are college students, teachers and migrant workers. The business area is about 80 square meters. It mainly provides breakfast, lunch, dinner, special cold drinks and casual dining. Breakfast features snacks. Variety, full taste and rich nutrition give diners more choices. Lunch and dinner are mainly healthy dishes. This restaurant adopts the way of buffet fast food, which gives customers a more relaxed dining environment and more choices. The decoration of this restaurant is natural and casual, and at the same time it is very modern. The wall is warm, the kitchen layout is reasonable and exquisite, and the lighting is good. The overall feeling is between the nature of family kitchen and the nature of hotel kitchen.
Initial period (1-March)
The main products are meals aimed at different health conditions of three groups in the city, and the marketing strategy is to occupy the market share of catering and health care drugs in China through active and effective marketing strategies; Establish a good brand image of "green food" and enhance its popularity and reputation; Recover the initial investment and actively promote the market.
Mid-term (1 year)
Consolidate and expand the existing market share, further improve the restaurant management system and improve the scientific management level of enterprises; Set out to prepare for the construction of enterprise identification system, unified characteristic and superior food and unified management mode necessary for brand expansion.
Long-term (2 years)
By then, the restaurant operation has entered a stable and good state. With the strength and influence of the enterprise, when the service scope can no longer meet the needs of potential customers, we will open up new market space and expand the radiation scope and influence of restaurants through franchising.
Third, development strategy.
1, this restaurant should advertise before opening, because the main customer base is aimed at students, and the speed and breadth of information transmission between students are very large, so it is not necessary to spend too much effort on publicity, and simple advertising can be done in the form of leaflets or multimedia.
This restaurant adopts buffet style, with free tea and fresh soup. Moreover, the quality of rice is better than that of competitors, so we can adopt different methods to make the taste different from competitors, give customers more discounts and attract more customers. In addition, our restaurant has also set up unique couple packages according to different festivals, which will also become a major feature of our restaurant.
Many students are used to the 3.1 lifestyle. Many times, in order to save time, they will choose the nearest dining place instead of going to a restaurant far away, so geographically, they will not be too far away from the school gate. When appropriate, the restaurant will also provide take-away service and take corresponding measures according to different situations. For example, more than three orders (including three orders) can be delivered to your door free of charge, and those who order takeout separately have to pay a certain delivery fee, which has another advantage. If someone wants takeout, they will pull two other takeout orders in order not to pay the delivery fee, which will also increase sales.
4. The restaurant uses stainless steel buffet plate, which is economical and environmentally friendly, and the waste cannot be dumped casually. You can contact farmers and let them collect it for free on a regular basis, which can be mutually beneficial. It is reported that competitors are not doing well in this respect, so a good dining environment can attract more customers.
Although the number of tourists will drop sharply during the summer vacation, there are still some students staying in school, nearby residents and migrant workers. At that time, measures such as reducing production and shifting service focus can be taken to improve the business situation during the summer vacation. Consider studying for a month in winter vacation, which reduces unnecessary costs.
6. The market economy is developing rapidly, constantly changing and full of vitality. Therefore, we should look at and analyze the development of an enterprise from a long-term perspective, make a long-term plan, summarize the overall situation of each stage of operation, and make the next step of planning. This is a step-by-step development model. After the operation is stable, we can consider expanding our business and adding other services. We can find new markets, do chain operations and gradually build our own brands, so that we can develop into a catering industry that provides food for students. In short, we should look at the problem from a long-term perspective, so as to have the future of the enterprise.
Fourth, the restaurant management structure.
Store manager and cashier 1, chef 1, waiter 2. The business philosophy focuses on the following points:
Main cultural characteristics: health preservation and humanistic care.
Main product features: vegetarian food with dietotherapy and health care function, main service features: self-help form and membership follow-up service, main environmental features: green catering environment with traditional cultural flavor, market analysis.
The diet in university canteens has always been a problem. The poor quality of college food has become a recognized problem. It only meets the problem of food and clothing for students, but the quality is far from the requirements of students. This plan is based on this point. In order to ensure the food safety and improve the food quality of college students, it aims to provide low-cost, safe, high-quality and distinctive food for college students, and at the same time provide some work-study jobs for colleges and universities to help poor students complete their studies better. Advantages and disadvantages:
Advantage analysis: The operation of this restaurant has solved the problem of single taste of meals in the school canteen, and there is no need to worry that the hygiene of mobile stalls will not be guaranteed. It is as convenient and fast as the canteen, saving time. In addition, this restaurant adopts the way of self-service meal selection, which should be easily welcomed by customers and save some human resources. Simple and comfortable decoration will be a major feature of the restaurant. Students generally like to eat in clean restaurants with good service attitude, so satisfactory service will also be a major feature of our store. In addition, this restaurant provides green and healthy food. It also conforms to the concept of social green ecology and is more suitable for health-oriented college students. In addition, the school canteen has a clear meal time limit, and restaurants outside the school rarely sell breakfast, so our off-campus stores can easily seize this part of the market share lost because of the time difference, in other words, the market share generated by potential customers who want to eat some time before and after the meal.
Disadvantage analysis: As it has just started, fast food restaurants are relatively small in scale, such as limited human resources and services. There is fierce competition inside and outside the campus, so there is still a big disadvantage. On the other hand, because the school holidays are fixed, the number of tourists in winter and summer vacations will drop sharply, and the winter vacation will be less than the summer vacation, which will be a more difficult problem to solve.
Business Plan of College Students' Catering Industry (2)
I. Development Prospects I have lived in school since junior high school, and I am well aware of the headache of "eating", that is, the meals in the canteen. Because school canteens are generally in the form of cauldrons, although the price is low, they are rarely really welcomed by students. Students' complaints about canteen food are even more "since ancient times". Although college students can eat outside the school, most students are still willing to eat in the school cafeteria because of economic factors. Food quality can not be guaranteed, which will lead to many problems, students' nutrition can not keep up, and even some students often skip meals. As a result, malnutrition, stomach diseases and other diseases that should not appear in college students are also common, which has laid a hidden danger for students' physical and mental health. So I decided to integrate the advantages and disadvantages of canteen and restaurant and open a student self-help nutrition fast food restaurant.
Second, the store profile
Our store is located in the center of university gathering, and its customers mainly for risk assessment are college students, teachers and migrant workers. The business area is about 80 square meters. It mainly provides breakfast, lunch, dinner, special cold drinks and casual dining. Breakfast is dominated by southern snacks such as Zhejiang, and of course local snacks are also indispensable. Variety, full taste and rich nutrition give diners more choices. For lunch and dinner, there are dishes with different flavors from North and South. Instead of dinner, we provide all kinds of cold drinks, such as juice, thin ice, ice porridge, shaved ice, ice bean sweet soup, frozen coffee, fruit platter and so on. This restaurant adopts the way of buffet fast food, which gives customers a more relaxed dining environment and more choices. The decoration of this restaurant is natural and casual, and at the same time it is very modern. The wall is warm, the kitchen layout is reasonable and exquisite, and the lighting is good. The overall feeling is between the nature of family kitchen and the nature of hotel kitchen.
Third, development strategy.
1. This restaurant should advertise before opening, because the main customers are students, and the speed and breadth of information transmission between students are very large, so it is not necessary to spend too much effort on publicity, and simply advertise in the form of leaflets or multimedia (such as audio).
This restaurant adopts buffet style, with free tea and fresh soup. Moreover, the quality of rice is better than that of competitors, so we can adopt different methods to make the taste different from competitors, give customers more discounts and attract more customers. In addition, our restaurant also provides barbecue+cold drinks, eight-treasure rice and other couple packages, which will also become a major feature of our restaurant due to the lack of snack food.
Many students are used to the 3.1 lifestyle. Many times, in order to save time, they will choose the nearest dining place instead of going to a restaurant far away, so geographically, they will not be too far away from the school gate. When appropriate, the restaurant will also provide take-away service and take corresponding measures according to different situations. For example, more than three orders (including three orders) can be delivered to your door free of charge, and those who order takeout separately have to pay a certain delivery fee, which has another advantage. If someone wants takeout, they will pull two other takeout orders in order not to pay the delivery fee, which will also increase sales.
4. The restaurant uses stainless steel buffet plate, which is economical and environmentally friendly, and the waste cannot be dumped casually. You can contact farmers and let them collect it for free on a regular basis, which can be mutually beneficial. It is reported that competitors are not doing well in this respect, so a good dining environment can attract more customers.
Although the number of tourists will drop sharply during the summer vacation, there are still some students staying in school, nearby residents and migrant workers. At that time, measures such as reducing production and shifting service focus can be taken to improve the business situation during the summer vacation. Consider studying for a month in winter vacation, which reduces unnecessary costs.
6. The market economy is developing rapidly, constantly changing and full of vitality. Therefore, we should look at and analyze the development of an enterprise from a long-term perspective, make a long-term plan, summarize the overall situation of each stage of operation, and make the next step of planning. This is a step-by-step development model. After the operation is stable, we can consider expanding our business and adding other services. We can find new markets, do chain operations and gradually build our own brands, so that we can develop into a catering industry that provides food for students. In short, we should look at the problem from a long-term perspective, so as to have the future of the enterprise.
Fourth, the restaurant management structure.
Store manager and cashier 1, chef 1, waiter 2.
The business philosophy focuses on the following points:
Main cultural characteristics: health preservation and humanistic care.
Main product features: vegetarian meal with dietotherapy and health care function.
Main service features: membership tracking service
Main environmental features: green dining environment with traditional cultural flavor.
Market analysis of verb (verb's abbreviation)
The diet in university canteens has always been a problem. The quality of college risk assessment diet is not high, which only meets the problem of food and clothing for students, but the quality is far from the requirements of students, which has become a recognized problem. The diet situation in some universities is worrying, and even some university canteens have been poisoned collectively.
This plan is based on this. In order to ensure college students' food safety and improve their food quality, the College Students' Food Alliance was established to provide low-cost, safe, high-quality and distinctive food for college students, and at the same time provide some work-study jobs for colleges and universities to help poor students complete their studies better.
Popularization and market penetration of intransitive verbs
Pre-publicity: large-scale, high-intensity, large investment.
Post-publicity: pay attention to the existing customer relationship management, so as to carry out word-of-mouth marketing. Plan and organize specific activities regularly, such as sponsoring the evening party organized by the school, and publicize and remind customers of their consumption awareness from time to time through activities. For holidays, carry out targeted promotion strategies, such as distributing leaflets.
Seven. Financial situation analysis
1. According to the calculation, it can be preliminarily concluded that the start-up capital of the restaurant needs about 10600 yuan (2,000 yuan for venue rental, 3,000 yuan for 600 yuan Chinese restaurant hygiene license and other documents, 1000 yuan for venue decoration and 4,000 yuan for kitchen utensils and other expenses).
2. The costs in the operation stage mainly include: personnel salaries, materials procurement expenses, venue rental expenses, taxes and fees, water, electricity and fuel expenses, miscellaneous expenses, etc.
3. Daily financial budget and analysis According to the budget analysis and investigation, the market capacity can be preliminarily determined, and the total daily turnover is roughly estimated to be about 800 yuan, with a yield of 30%, from which the payback period can be calculated to be about three months.
Eight, marketing mix strategy
1, tangible marketing strategy Because the economic strength of this restaurant is still relatively weak, in the early stage, we will adopt a marketing strategy of avoiding reality and avoiding a lot of hard advertising marketing, and adopt a set of effective "marketing" to promote products. Through menus, posters, cultural brochures, advertisements, promotional activities, etc. We will publicize and advocate the business purpose and concept of "harmony between man and nature".
2. The persistence and planning of skillful marketing strategy will determine that this restaurant has inherent advantages in avoiding the defect of low customer loyalty in ordinary restaurants. In order to establish a sense of authority and trust in the eyes of customers, this restaurant will establish a complete member information feedback system to realize marketing.
Nine, vigorously create the brand image of "green food"
According to the characteristics of fierce competition, strong imitation and strong seasonality of catering products in catering enterprises, the organic integration of explicit culture and implicit culture of enterprises can be realized, and the awareness and ability of brand protection of enterprises can be enhanced. Focusing on the brand characteristics of "health and green", the hotel achieves its marketing objectives by establishing a green image, developing green products, implementing green packaging, adopting green signs, strengthening green communication and promoting healthy consumption. As a restaurant with green marketing, we have natural advantages. This restaurant will strictly implement the standards of green restaurants and strictly control the procurement of raw materials, food processing and sanitary environment. Strive to create a simple, elegant and fashionable dining environment, and embody the healthy and green concept through the layout, decoration style and temperature of the restaurant design.
X. store design
1, visual recognition
Store name: on the one hand, it should be closely related to its own operation, on the other hand, it should take care that the business premises are inside the campus, close to the campus characteristics, and easy to be loved and accepted by campus groups. The store name should have style and long meaning.
Color: mainly warm colors such as yellow, red and orange, supplemented by light and lively cool colors. Show fashion, trend, elegance and taste.
2. Shop layout
Appropriate use of lighting, carpets, partitions and other elements, as far as possible, on the one hand, effective use of space, on the other hand, it seems patchy, not open and plain. Some private dining tables can be properly designed, but long-term customers can fully enjoy their self-satisfaction. Partition layout, so that each sub-group of consumers have their own favorite corners and tables.
Lighting and lighting: Lighting is an important element in restaurant decoration. Choosing different styles of lighting can effectively increase the aesthetic feeling of the restaurant. Lighting is an important part of setting off the atmosphere of the restaurant. You can choose different colors of lights to set off the pleasant atmosphere in the restaurant. At the same time, customers should keep the convenience of adjusting the lighting in their own space according to their own requirements.
Wall decoration and curtains: adjust in time according to the season, and the materials, patterns and colors of various fabrics are as harmonious as possible, showing the style of the restaurant and being close to the sensory enjoyment of consumers.
Dining table: The design and placement of the dining table should be harmonious in general, with individual differences to avoid giving consumers the feeling of food stalls.
Handicraft placement: the choice of handicrafts should be close to the atmosphere of the restaurant and the preferences of consumers, and set off the taste of the restaurant.
Tableware: clean and tidy, reflecting the characteristics or image of the coffee shop.
Background music: mainly romantic and soft light music with moderate loudness.
XI。 market risk
1, internal management risk:
The catering industry is a relatively low-tech industry, but it needs strict risk assessment management to win the trust of consumers. For most self-operated restaurants in China, the internal management is loose and the quality of service personnel is low. How to establish a modern enterprise system, improve the operating mechanism and strengthen the internal management of enterprises is related to the survival and success of enterprises.
2, raw material resources risk:
The raw materials of this restaurant are mainly fruits and vegetables, beans and fungi. It is a popular green natural pollution-free food. Especially this restaurant is a health care restaurant. Therefore, professional knowledge and technical input are needed in the selection of raw materials, which is conducive to purchasing fresh, natural and pollution-free green food.