How to build a good catering brand? Mr. Li, chief consultant of Shenzhen Sanrenxing Management Consulting Co., Ltd., believes that it is not so much creating a brand as discovering a good catering project. So a purely spontaneous catering brand faces many difficulties in early promotion and dish development. What should it do? How to take this first step? In the cases I have experienced, there are many people who make hasty decisions out of passion or a simple idea. The catering industry has the most special position in the service industry, and the industry competition is also the most fierce. There are 10 barbecue stalls at the door of our community. At the beginning of the project, we must have a clear and long-term project plan and budget plan, and calculate the investment payback period, because we want to maintain a restaurant under the condition of poor liquidity. The operation of the restaurant, or the development of the entire brand, is still relatively difficult. Generally speaking, the supply conditions are better at food suppliers. In other words, when the cost of ingredients is well controlled, the gross profit of the catering industry is between 30% and 60%. You may wonder why there is such a large gap in between? This is caused by food waste and other losses. In my career, I have seen restaurants go out of business because too much food was wasted. To understand the above issues, you must consider marketing. The first aspect of branded catering is naturally your brand. The biggest problem with branded catering in my country at this stage is that the connection between dishes and brand culture is not good. Most brand catering is still based on "dish". For example, braised chicken and rice give people the impression of braised chicken and rice, and Lanzhou ramen gives people the impression of Lanzhou ramen. This problem manifests itself in two aspects: lack of differentiation and lack of extension of brand value. So if you are going to do branded catering, determine your brand, determine your brand positioning, and determine your market segments. It is very necessary to determine your brand strategy, which not only enhances competitiveness and non-replicability in the market, but also directly or indirectly affects dish pricing. In terms of cost and initial investment, establishing a brand image requires very high requirements for the construction of modern kitchens. If sufficient resources cannot be integrated in this aspect, later development will be very difficult. The cost of kitchen construction is about 250,000, which is of course a requirement for brand catering. If you just want to be a high-quality restaurant, it may not be so expensive. Modern kitchens introduce the concept of central kitchens, and the requirements for hardware are still very high. In terms of staff salary, if you integrate your own chef team, you must consider the chef salary. Taking Wuhan as an example, first of all, the salary of an executive chef is about 10k/month. The salary of an ordinary chef is about 6-7k without food, accommodation and five insurances and one fund. /moon. The initial salary cannot be low. If you don't know how to cook and the chef decides that your job is not profitable, then your project will be completely GG. If there is no full capital investment, most of the profits earned in the short term may be spent on wages. Recently, the government has stepped up efforts to rectify the catering industry, including health licensing and food safety licensing. Fire safety permit, the catering industry must not ignore fire protection equipment, otherwise the restaurant will be shut down in minutes. There are also other trademark registration fees, which are about 10,000 yuan. The 4Ps in marketing are also very important. In terms of products, determining menus and dishes is a very complicated process. Generally, it can be based on your brand, cuisine, market segments, etc. Entrust a third-party catering management company or chef studio to develop dishes. The cost of introducing each single item is about 5,000 yuan. Excluding the popular dishes on the market, the first version of the menu should retain about 15 special dishes, so the cost of dish development is about It’s 75,000 yuan. First from left: Mr. Li Hua, a famous brand marketing expert; Second from left: Mr. Xu Yuande, a famous consultant It is also necessary to develop 5-6 single products to meet market demand. This is a long-term investment. The above two dishes were developed by the chef for a certain brand of seafood restaurant. Although the dishes look simple, the research and development cost of each dish is not less than 5,000 yuan. Branded catering is not as simple as you think, just knowing how to cook.

There are no unified regulations on prices. In principle, if the profit of a product is above 40%, it can be stably put into the market. However, on the basis of controlling costs, how can we not make consumers feel that it is ridiculously expensive, and ensure that we can ensure it? The profit is sufficient, and the price adjustment process is relatively long. The catering industry has a very low error tolerance, and word-of-mouth has a great impact on the brand. If you don’t have full confidence in the dishes or the brand in the early stage, you cannot set high prices at will. In terms of channels, basically modern brand catering has integrated into the O2O model, operating normally offline, and connecting to third-party takeout platforms is a common practice. But if there is any expansion plan in the future, remember that the brand catering stores must be directly operated. (Franchise stores are not superior in quality control, branding, etc., and their impact on brand development and value chain extension is relatively poor). In terms of promotion, since it is free catering, you can have more tricks and add some promotional activities or social media marketing to achieve good promotional effects. In the case of insufficient initial investment, the focus of promotional activities should be to promote brand culture rather than spending money to attract customers. In short, to run a branded catering business, you must not only have a clear head, but also have the determination not to close the store even in the off-season. The dishes themselves and the brand culture complement each other, which is what entrepreneurs should consider in the early stage. I hope the above content can help you. I am grateful for every encounter in my life. Trust comes from attention, if you trust us, please follow us. Finally, Mr. Li, a well-known brand marketing expert who has served in the world's top consulting companies and is now the chief consultant of Shenzhen Sansanxing Management Consulting Co., Ltd., gave a 16-word motto of rapid closing method: adjust channels, cater to their preferences, understand needs, and deliver Give the antidote. These 16-character mottos are very important. Enlightenment is fate and the foundation. I hope you will go wider and farther on the road of targeted and precise marketing, and finally achieve fast and honest transactions.