Hello, investment can bring big profits but it also has risks. First, let’s take a look at the three disadvantages and three advantages of investing in catering.

Three major shortcomings:

1. Plagiarism following trends

Plagiarism in the catering industry is probably the most serious among all industries. In the past, the boss led the chef Going to study all over the country is actually to see which popular restaurants and signature dishes are popular, and then copy them in your hometown and your own store. In an era of limited information and insufficient supply, this trick is very effective. Copy new models and new products from first-tier cities in Hong Kong, Macao, Taiwan, Japan, South Korea, and Mainland China to your hometown. Today’s Internet spreads too fast. A restaurant becomes popular, and a model becomes popular. In an instant, people all over the country can use public accounts and the Internet. informed.

2. City-wide special price

When the product is not easy to sell, price reduction is almost the most effective method, and it is also the fastest method, and of course it is the lowest method. Since the beginning of group buying, special sales have been rampant in the catering industry. Most of their so-called marketing is actually special offers. All kinds of meaningless special offers have wiped out their own profits and messed up their business direction. Special offers are actually an unreliable point on the marketing line. When special offers stop, sales stop. Even when everyone uses the same method, the effect is zero.

3. Product confusion

Product confusion is actually the result of imitation and plagiarism. At the beginning, the boss still had a clear idea, but in actual operations, the selected categories and business formats may not be suitable for the selected area. (In fact, this was all due to the lack of clear preliminary research on its own positioning.) So I started to add product lines; those who made beef and mutton started selling fish; some customers also reported that "the dishes are too few", so they immediately started to add varieties. In the end the menu looked horrible and unrecognizable. (The scariest thing is that sometimes when you first start adding more dishes, your sales improve, so you feel that you are on the right track.) The boss doesn’t know that this behavior causes confusion in the product line, unreasonable dish structure, and unclear consumer awareness. It is difficult to choose and the memory is not high; and the operational efficiency of the kitchen has declined, it is difficult to purchase ingredients, and consumption has increased, which may increase revenue but not profit.

These three shortcomings complement each other and create a vicious cycle, which ultimately leads to dilemmas for operators and even continuous losses.

Three advantages

1. Clear category

Clear category means you need to know who you are? Do you need to let your target users clearly know who you are? Judging from the fact that catering chain companies have spent huge sums of money in consulting companies to position themselves in recent years, they are actually trying to find "who I am."

Ahwu Food has transformed into "Ahwu Yellow River Big Carp", and Xijiade Handmade Dumplings has transformed into "Xijiade Shrimp Dumplings". When these successful companies are repositioning themselves, their categories When it is clearer, why do you dare to let your category be blurred?

2. Product positioning

As for the reasonable structure of dishes, I found some phenomena that are the most incredible:

(1) There are often bosses in the restaurant It was about to open, so he hurriedly found someone to design the menu, and his menu was planned by himself based on the chef's skills and his own preferences.

(2) The randomness of adding dishes is often the result of the boss eating a good product out and taking the head chef to learn from it, and then it will appear on his own menu within a few days.

3. Highlights of explosive products

The term explosive products is quoted from Internet companies. In fact, it is what we caterers used to call special dishes. The most incredible thing to me is that catering specialties have a long history and were the way for restaurants to survive in the past. How come in this era, even many traditional catering people have forgotten about it. In fact, I also discovered an interesting phenomenon. Because some cross-industry outsiders generally have weak product research and development capabilities when it comes to catering, their product lines are simple and focus on the development of hot products.

As for traditional catering people, because their R&D capabilities are so strong and they know everything, they feel that it is inappropriate to remove any one of them, but in fact, they are not good at any one, and in the end, everything is unique, which means there is no special feature! Finally, let’s take a look at your favorite brand. Oyster Hero is a catering brand registered by the National Trademark Office. It is affiliated to Chengdu Oyster Hero Catering Management Co., Ltd. Oyster Hero’s fresh oysters are directly supplied from the place of origin, with fast delivery by cold chain trucks, and the ingredients are fresh and direct. , open kitchen, freshly opened and washed, fresh concept brings the original taste of the sea. Honors obtained: In 2019, it won the two-star food recommendation merchant on the trendy list. In 2019, the catering brand with the most commercial investment value. In 2019, Douyin topped the DUO restaurant popularity list. In 2019, Chengdu Metro has the most growing cooperative brand. In 2019, Sichuan restaurant chain brand was the favorite among tourists across the country. In 2020, it became a strategic cooperative merchant of Sichuan Radio and Television Station’s American IP. In 2020, it was selected as the restaurant selected by Meituan-Dianping for Chinese Valentine's Day. In 2020, Tianfu’s characteristic Sichuan flavor brand will be launched. In 2020, Chengdu's top 50 night economic growth drivers.