Chain Franchise Planning Book (1)

Since the mid-1990s, Chinese catering companies began to imitate KFC and McDonald’s to develop catering chains, and many people followed their own understanding They operate the model of KFC and McDonald's. They decorate their stores to be very similar to McDonald's and KFC, including uniform decoration style, uniform dress, uniform tableware, uniform food supply, etc. Even McDonald's "Children's Paradise" has been They copied the past, and some even followed closely behind foreign restaurant chains and imitated all their business methods and marketing strategies. However, more than 10 years have passed, and few have succeeded and few have become famous. The reasons are multifaceted. Some people analyze the reasons from the perspective of operation and management, while others analyze the reasons from the perspective of chain mechanisms. It can be said that benevolent people have different opinions and wise people have different opinions. However, this article believes that the most important and essential reason for the failure of Chinese food chain companies to imitate Western food chain companies is the cultural aspect - the differences in Chinese and Western catering cultures lead to the inability of Chinese and Western restaurant chains to use the same set of business management strategies.

Analysis of the differences between Chinese and Western catering cultures

The differences in social culture and historical development between China and the West (represented by the United States) have created differences in Chinese and Western catering cultures. Someone vividly said: If Chinese food culture is like a mixed chorus, then Western food (big meal) is like a romantic serenade; if Chinese restaurants are full of masculinity, then Western restaurants are rich A kind of feminine beauty; Chinese restaurants create a place for public friendship, while Western restaurants create a space for private trysts, which shows the essential differences between Chinese and Western catering cultures. Understanding these differences, analyzing and comparing these differences, and skillfully handling these differences in operation and management is an important issue faced by Chinese food chain enterprises.

(1) Chinese catering culture

Chinese catering culture has a long history and is an important part of the cultural treasure house of the Chinese nation. Together with French and Turkish cuisine, it is known as the three major culinary systems in the world. It is also our A place that the Chinese people are proud of. Chinese food culture has colorful cultural connotations and a solid technical foundation. It takes taste as the core and nutrition as the purpose. It is the crystallization of culture, science and art. Different geographical locations and different nationalities have different styles but are equally unparalleled. catering culture. Local delicacies with many varieties and unique flavors are popular all over the world, deeply attracting countless overseas lovers. It can also be said that eating skills is also a kind of knowledge, a highlight of characteristics, and a way of communication.

Connotation culture

Chinese food culture has always paid attention to color, aroma, taste, and the form of catering, which can be summarized by "fine", "beauty" and "emotion". These words reflect the unique cultural heritage contained in the food quality, aesthetic experience, emotional activities, social functions, etc. in the process of food activities, and also reflect the close connection between food culture and the excellent traditional Chinese culture.

Essence is a summary of the inherent quality of Chinese food culture. As a cultural spirit, this sense of quality permeates and is implemented into the entire process of food activities. The selection of ingredients, cooking, compatibility and even the eating environment all reflect the word "fine".

Beauty reflects the aesthetic characteristics of food culture. One of the important reasons why Chinese food can conquer the world is that it is beautiful. This kind of beauty refers to the perfect unity of form and content of Chinese food activities, and the aesthetic pleasure and spiritual enjoyment it brings to people. The beauty of Chinese food is not only reflected in the taste, but also in the form, color, utensils, and even the clothes of the service staff. It makes people feel the impact and enjoyment of beauty all the time. It can be seen that beauty, as a basic connotation of food culture, is the charm of Chinese food and runs through every link of the food activity process.

Emotion, Chinese culture has always used emotion as a bond. Likewise, "emotion" is an important function of Chinese food. In China, eating is actually a medium for emotional communication between people and a unique social activity. While eating, chatting, discussing business, exchanging information, and conducting interviews. Throughout the ages, Chinese people have been accustomed to express farewell or welcome at the dinner table. People often calm down emotional turmoil with wine and food. With the acceleration of the pace of social life, people are paying more and more attention to the social adjustment function and psychological massage effect of dietary activities.

Essence, beauty, emotion, and etiquette summarize the basic connotation of Chinese food culture from different perspectives. In other words, these four aspects organically constitute the overall concept of Chinese food culture. Jing and beauty focus on the image and quality of food, while emotion and etiquette focus on the mentality, customs and social functions of food. However, they do not exist in isolation, but are interdependent and cause and effect. Only its "essence" can have complete "beauty"; only its "beauty" can inspire "emotion"; only its "emotion" can be "ritual" that conforms to the fashion of the times. The four are interconnected and perfectly unified, forming the highest realm of Chinese food culture. Only by accurately grasping "essence, beauty, emotion and etiquette" can we deeply understand Chinese food culture and better inherit and carry forward Chinese food culture.

Formal culture

Chinese food often pays attention to the fine and sophisticated ingredients, ever-changing and numerous techniques. From the perspective of sword skills, it requires the consistent cooperation of the eyes, sword, and heart to reach a certain state. During the cooking process, the heat and taste must be controlled, which shows the breadth and depth of Chinese culture. The dish is made of round discs supporting each other, forming a harmonious atmosphere, which can also reflect the Chinese people's gathering of energy. The dishes are mainly circles, peaceful and Confucian, and are often enjoyed by everyone. Eating with chopsticks is dexterous and good at thinking. The image of rational and intellectual Chinese people is vividly expressed in their food.

Dining culture

Chinese catering generally takes the form of a round table meal, which is an important expression of Chinese catering culture and can often create a harmonious and harmonious atmosphere. Catering culture is a living habit and cultural tradition formed and preserved by a country or nation under long-term historical conditions (the dining form of Chinese catering embodies certain characteristics of Chinese catering cultural traditions). Chinese people have long been accustomed to this kind of dining. Way.

(2) Western Food Catering Culture

Western food culture is very different from Chinese food culture. Western food culture is based on Western traditional culture and has been continuously improved by modern industrial culture. It is formed by invisibly permeating some aspects of Western cultural traditions, such as "equality", "freedom", "hygiene", "privacy" and other cultural connotations.

Leisure culture

Fast food restaurants are the most populous in the United States. American fast food culture embodies leisure culture. French fries, fried chicken, drinks, etc. are the most common items in Western recipes. It is these ordinary things that cannot be seen on the big table in Chinese food that have become the world's big companies, such as McDonald's and KFC. This may be related to Americans’ time concept and lifestyle. Americans have always been efficient and informal. The boom of fast food culture in the United States is probably related to their nature. The hygiene, efficiency, time saving and leisure romance of fast food are the cultural foundation for the development and growth of Western fast food.

Equality and free culture

In Chinese food, the arrangement of seats, the placement of tableware, the rules of eating and the behavior at the dinner table are all restricted by the conventions of traditional culture. , not to mention the identity, seniority, hobbies and other factors of the guests that limit the form of dining. In Western food, eating is always a manifestation of equality and freedom for everyone. Everyone can decide the type and portion of food independently, divide meals appropriately, and be frugal. The "AA" system is implemented on most occasions. Eating is your own business. Everyone sits together equally and freely to enjoy food as they please.

Meal-sharing culture

Western dining is accustomed to taking place on a long table, and the meal-sharing system is implemented, that is, each ordering and holding a portion. The most common type of plate service is to put the food into each plate in the kitchen, and then the waiter will take it out from the kitchen and serve it to each guest quickly and politely. On the surface, the Western style food seems less lively and more polite and independent, but in essence, the most important thing is that it reflects hygiene. The meal-sharing system can also reflect the concept of moderate frugality and reasonable diet, and overcome the shortcomings of Chinese food's emphasis on ostentation and extravagance. Dishes and staple foods in the meal-sharing system are rationed by each person, which can reduce waste. Whether it is a pre-dinner snack or a main meal, the ingredients are linked to the diners' appetite. The number of dishes is as small as possible, but each meal is guaranteed to be finished. The meal-sharing system allows each guest to have a clear quantitative concept of the number of individual meals, which reduces waste and is good for health at the same time. Our current buffets and buffets also reflect this purpose.

(3) Comparative analysis of Chinese and Western food catering culture

From the above perspective, it is not difficult to see that there are major differences in cultural connotations and cultural expressions between Chinese and Western food. Chinese food pays more attention to family affection, atmosphere, nutrition, and form; Western food pays more attention to efficiency, hygiene, freedom and equality. The difference between Chinese and Western food culture is also an important part of the difference between Chinese and Western national cultures. People in every country and region are influenced by their own culture and reveal their profound cultural background consciously or unconsciously in their meals. At the same time, different cultural backgrounds have different attitudes and requirements towards meals. This difference is often reflected in the specific requirements of people with different cultural customs towards dietary forms.

Strategic Choices for Chinese Food Chain Enterprises

It can be seen that there are major differences between Chinese and Western catering cultures, and these differences deeply affect people's eating behaviors and dietary choices. , dietary requirements, and these differences in requirements will cause chain companies operating Chinese food and chain companies operating Western food to have major differences in corporate strategy selection, business strategy selection, specific catering content selection, and advertising. Ignoring these differences, blindly pursuing the strategy of learning from Western catering giants, and mechanically appropriating Western catering business management experience and methods without improving the characteristics of Chinese food culture will eventually end in failure. Many Chinese food chain companies imitate the strategy The failure is a good example.

In order to carry forward and strengthen the excellent catering culture of the Chinese nation and enrich people’s dietary life, Chinese food chain enterprises must adopt such a business attitude:

First of all, they should humbly learn from foreign advanced Western food chains Corporate learning. Learn those revolutionary management systems and management rules, and learn the positioning methods, advertising strategies, business methods, etc. of Western food chain enterprises. Of course, learning is not just copying. It must be digested and absorbed with purpose and focus, and it must be improved, innovated and expanded according to the characteristics of one's own enterprise.

Secondly, it is necessary to combine Chinese and Western elements, taking "Chinese" as the "basic" and "Western" as the "utility". In other words, the ultimate goal of learning from the successful experiences of Western restaurant chain companies is to base ourselves on the Chinese food companies themselves and apply these experiences and methods to develop and expand our Chinese food chain companies. At this point, we must not abandon the good and the bad, and make the Chinese food chain enterprise look like a foreign country and have no characteristics.

Thirdly, combined with local characteristics, continuous innovation is based on absorption and introduction. Innovation is the fundamental way for enterprises to maintain sustained competition. Only by learning from others' strengths and pioneering and innovating can enterprises always occupy a favorable competitive position, win market share, and expand the market in an environment where people's preferences are erratic. Strength, success. Chinese food chain enterprises must continue to innovate in the following aspects: First, in terms of catering technology, they must constantly absorb Western advanced and scientific food processing, cooking and preservation methods, and change those that are out of date, difficult to quantify, difficult to promote and Some unhygienic food preparation methods that do not meet the requirements of social development are constantly innovating and developing on the basis of inheriting the traditional catering culture, promoting the national catering culture and making it continue to flourish; secondly, catering Business operations should be combined with my country's traditional catering culture, consider the dietary preferences and dietary characteristics of the Chinese people, and combine the business management methods of Western food enterprises in the selection of catering locations, the design of catering advertisements, the layout of the hall and the creation of the environment, services, and specific management Rules and other aspects must be continuously innovated, break through the limitations of the specific experience of Western food chain enterprises, and develop business methods suitable for their own enterprises and their own cultural environment, so that Chinese food chain enterprises can take root, sprout, grow and expand on the land of China.

In short, when Chinese food chain management companies learn from the successful experience of Western chain management companies, they must take into account the differences between Chinese and Western catering cultures, selectively learn from and absorb them, and then according to the specific differences between Chinese and Western catering , combine the different characteristics of its own enterprises to integrate and innovate development, choose Chinese food chain operation enterprise business strategies that are suitable for Chinese food culture and China's actual environment, continuously develop and expand Chinese food chain operation enterprises, serve the Chinese people, enrich people's dietary life, and carry forward The excellent food culture of the Chinese nation.

Chain franchise planning book (2)

1. Franchise regulations

(1) Business knowledge:

Love' Gurindaji's business management highly recognizes the brand management concept and product style and route.

(2) Business background:

Have certain business management experience, good reputation and strong business management capabilities, and have certain business risks. consciousness.

(3) Training and dissemination:

Actively accept and invest in the training content of 'Gulinda Ji' brand culture, business philosophy, and management concepts, and implement them in place, and take the initiative Take on the task of dissemination.

(4) Financial qualifications:

Meet the most basic requirements for the economic investment strength of a specialty store or counter to ensure smooth market expansion after joining.

(5) Management requirements:

Take brand management as your personal career goal and ensure that you have sufficient time and energy to invest in the daily operation and management of the brand.

Any individual who meets the above conditions for joining can submit a joining application in writing to the headquarters of 'Gulindaji', namely Xiamen Luyuan Shoes Co., Ltd., one month in advance, and it will be reviewed and approved by the franchise headquarters. After the franchisee signs and agrees to all the contents listed in this charter and accepts the regulations and pays the franchise fee and deposit, the application for franchise rights will take effect immediately.

2. Franchise method

(1) The 'Gulinda Ji' brand implements chain franchise monopoly form to develop the market. Xiamen Luyuan Shoes Co., Ltd. is the operating entity of the brand , review and accept franchise cooperation applications from candidates who meet the franchise requirements.

(2) The authorization form of the 'Gulinda Ji' franchise is mainly the general distribution and franchise form, and the sub-distribution single store franchise form.

(3) The general distribution buyout period is divided into two types: five years and eight years, and the sub-distribution franchise period is divided into three years and five years. After expiration, the headquarters will re-examine membership qualifications.

(4) Members who join this chain organization must pay a franchise fee or a market deposit and a single store deposit (the specific amount is set separately according to different regions and distribution scopes). The original amount will be refunded after the expiration of the operation period. However, if the member who applies to join violates the headquarters franchise regulations or withdraws early, no refund will be given.

(5) In the franchise areas where market buyout fees have been paid, the chain will no longer establish other franchise systems. To ensure its franchise buyout benefits. Franchise areas that have not paid the market buyout fee will not enjoy the benefits of clause buyout.

(6) All members who join the chain must develop and operate in the city and location confirmed in the franchise agreement according to the unified business model formulated by the company headquarters.

(7) All franchise members shall not transfer, rent or sell the franchise rights granted by the company headquarters in any form.

(8) All franchise members have a contractual relationship with the chain. The chain is responsible for the output of brand and management. The franchise members are responsible for investment in various hardware such as store housing and decoration, and fully comply with the chain's policies. operating mode.

(9) Franchise stores or counters must strictly abide by the relevant regulations of the chain, but have independent management rights in personnel, finance, marketing, etc.

(10) The company headquarters provides design plans, marketing guidance, education and training, advertising planning and other services for the smooth development of each franchise store or counter.

(11) Anyone who needs to withdraw from the company's chain franchise in advance due to special reasons must submit a written application to the headquarters three months in advance, otherwise it will be regarded as a serious breach of contract.

3. Operation requirements

(1) Franchise stores or counters must conduct brand monopoly operations in accordance with unified trademarks and trade names in the areas, locations, and business premises confirmed by the company headquarters.

(2) The decoration and design of all franchise stores or counters must be in accordance with the unified advertising signs of the company headquarters.

(3) All employees of franchise stores or counters must dress uniformly, wear work badges, and use unified professional terminology to carry out marketing activities in accordance with the requirements of the company headquarters.

(4) The operation and management of franchise stores (counters) must strictly abide by the regulations and procedures of the company headquarters, as well as the "Must Read for Employees" and "Management Manual".

(5) Franchise stores (counters) must unconditionally abide by the company's price management system and sell according to the unified market price set by the company.

(6) Franchisees must accept the promotional materials distributed by the company to carry out various advertising activities, and their independent advertising in the franchise area must be approved by the company headquarters before they can be implemented.

(7) If a franchise store (counter) needs to be relocated due to force majeure, it must obtain the consent of the company's headquarters before opening another distribution site.

(8) If a franchise store is unable to continue operating at the original site due to any final reason and is closed, a new store location must be selected and confirmed by the headquarters within three months, otherwise it will be deemed a unilateral breach of contract.

IV. Responsibilities of franchise members

(1) Franchisees and store counter employees must accept the company’s training requirements and actively participate in various training work;

(2) Franchisees must accept the company's business guidance and bear various assistance costs; (3) Franchisees must accept the market expansion plan formulated by the company and cooperate with various market development plans.

(4) Franchisees must obey the company’s logistics management regulations and accept the goods delivery methods set by the company.

(5) Franchise stores (counters) must timely collect and organize the store (counters) purchase, sale and inventory data, monthly and weekly reports, operating conditions, market conditions and other information according to the company’s information feedback requirements, and Fax the written form to the company.

(6) Franchise stores (counters) must accept operational supervision such as network inspections and business assessments from the company headquarters during their business activities.

(7) Franchisees must respond to various social welfare activities and sales promotion activities proposed by the company headquarters.

(8) Franchisees must unconditionally accept various product marketing activities arranged by the company.

(9) Franchisees must accept the company’s modification cases and various proposals to improve the brand image and overall business activities.

V. Prohibited Matters

(1) Franchisees shall not disclose the company’s business plans, business activities, product prices, sales performance, unique marketing content and other commercial operations in any form confidential.

(2) Franchise stores (counters) shall not undermine the unified market price set by the company in any form.

(3) Without permission from the company headquarters, franchisees are not allowed to conduct discount promotions in any form.

(4) Within the payment period stipulated by the company, the franchisee shall not default on the company’s payment for goods for any excuse or reason.

(5) In the commercial activities of franchise stores (counters), any activities that damage the brand image are not allowed.

(6) Franchise stores (counters) are not allowed to sell any counterfeit, shoddy products or other products that are not manufactured or licensed by the company's brand.

(7) Franchisees are not allowed to provide the company's products to non-franchised stores and other operating institutions.

6. Assistance content:

All members who join the company's 'Gulinda Ji' brand will enjoy the following assistance content provided by the company:

(1) Design resource sharing

①The company provides unified and standardized decoration design drawings for each chain franchise point

②The company provides packaging items and publicity for each chain franchise point Materials and other items used uniformly at specialty store counters

③The company provides each franchise store with scene design and layout plans for various seasons and festivals and poster POP design plans.

(2) Operation guidance

① The company provides various management manuals and guidance materials to each chain franchise.

②The company provides new franchise stores with necessary team leadership, training and other guidance work in the early opening and operation.

③The company accepts support requests from each network and franchise points, provides effective solutions to the outlets that apply for assistance, and assists in implementation until the problem is solved.

④The company provides regular guidance to various chain franchises in the network to help each outlet improve its operations and improve performance.

⑤The company conducts business inspections of network outlets and organizes and implements training and other coaching activities based on the inspections.

(3) Financial cost control assistance

① The company can provide financial cost control plans for franchise stores that have financial problems to franchise outlets that apply for assistance.

②The company can formulate reasonable cost standards based on the business scale and sales of the franchisee outlets to assist the franchisee outlets in controlling costs.

③The company provides financial accounting tools based on cost and expense.

(4) Publicity and planning assistance

① The company provides the overall planning plan for the opening activities of new franchise outlets and assists in its implementation.

②The company provides holiday, anniversary celebrations and daily sales promotion plans or advertising plans for network outlets.

③The company uniformly provides promotional products and publicity materials to each outlet.

VII. Commodity circulation management

(1) The company provides the "Gulinda Ji" series of products to each franchise outlet, and distributes the products according to the ordering requirements of each outlet.

(2) Franchise outlets must unconditionally obey the company’s product distribution management system during operations and strictly follow the procedures for product turnover operations.

(3) If any product provided by the company is found to have quality problems due to the company's responsibility, the franchise outlet can apply to the company for return or exchange, and the company will bear the freight.

(4) Slow-moving goods during the sales process of the franchise store can be returned to the company as long as they are intact. All costs incurred by the return to the company will be borne by the franchisee. Before the goods are returned to the company, the franchise point must re- Inspection and packaging are complete, and the specific return time is determined by the company headquarters.

(5) After the franchise period expires or for other special reasons, the franchised outlets withdraw early with the consent of the company, but they must re-inspect themselves, sort and package them, and then return them to the company. The cost will be borne by the franchisee. bear.

(6) If the franchise outlet does not operate in accordance with the ordering and return procedures set by the company, the company has the right not to accept ordering and return requests.

(7) The company headquarters can make reasonable adjustments to the ordering and return requirements of the franchise outlets based on the analysis results of the sales data of the franchise outlets.

(8) Franchise stores (counters) must sell according to the retail price set by the company. Any other wholesale or discount sales forms are strictly prohibited. At the same time, it is strictly prohibited for each outlet to exchange goods privately and disrupt network inventory. control.

8. Financial Management

(1) Franchisees enjoy financial management autonomy, but must operate in accordance with the financial management regulations set by the company. And accept the inspection and supervision of the company's financial department.

(2) The warehouse and other accounting processing of franchise stores (counters) must be carried out in accordance with the company's standardized management requirements.

(3) The payment for goods payable by franchise stores (counters) is settled twice a month. The fifteenth day of each month and the last day of each month are the payment reconciliation days. The payment must be remitted to the company's designated account the next day. And fax the remittance receipt to the Finance Department.

(4) The payment settlement period shall be subject to the date notified by the company's distribution department

(5) If the franchise store (counter) fails to settle the payment on time due to special circumstances, it must be made one week in advance. Submit an extension application in writing to the company's finance department, and the settlement can be deferred only after the company's approval.

(6) If the payment extension application is not submitted or the application is not approved, the payment must be settled on time. Otherwise, the company has the right to take sanctions such as stopping supply or even canceling the contract.

9. Penalties for violations

(1) If a franchisee slightly violates the stipulated articles of association during its business activities, the company will issue an online correction notice to it.

(2) The company has the right to unilaterally terminate the contract if any franchise outlet has the following behaviors in its business activities.

① Those who violate the company’s chain franchise regulations and have failed to correct them.

② Those who have major violations of the regulations stipulated in the company's chain franchise agreement that franchise members must abide by.

③Have behaviors that seriously affect the company’s image and brand image.

④ There are behaviors that significantly hinder the business reputation of the chain.

⑤Have any behavior that seriously hinders the company’s chain operation plan

⑥Sell counterfeit, shoddy products or non-company brand products.

10. Matters concerning the aftermath of withdrawal

When the franchisee withdraws from the company's chain franchise, he must complete the following matters:

(1) Follow the company's requirements The billboards in all specialty stores (counters) in the franchise points shall be dismantled, erased and returned to the company.

(2) Return the product catalog, price list and various documents and forms to the company .

(3) Re-inspect and organize all inventory goods and return them to the company at the supply price.

(4) The franchisee shall bear all costs incurred in the aftermath.

11. For matters not covered in these regulations, the company and the franchisee will sign a supplementary agreement separately, which is also legally binding!