Three articles of hot pot restaurant business plan
Part 1: Hot pot restaurant plan
1. Company overview
Xinxiang City's "Fresh Lamb House" mutton hot pot restaurant is located at No. 120, Renmin Road, Xinxiang City. You can take bus No. 31 in the city and get off at the cross station in the city. The name of Grassland Fresh Lamb House may be unfamiliar to ordinary diners. In inland cities like Xinxiang, such authentic Inner Mongolia mutton-shabu-shabu is even rarer.
Xian Lamb House was founded in Baotou, the "hotpot capital" on the prairie of Inner Mongolia in December 2001. It has become an instant success with its novel three-flavor hot pot, unique five soup flavors, eight pot base combinations, high-quality Inner Mongolia special fresh lamb meat, strong traditional Chinese food culture and profound modern marketing management. . It has suddenly emerged in the fiercely competitive hot pot industry and has become a bright catering star.
Inner Mongolia Fresh Lamb Restaurant Co., Ltd., headquartered in Baotou, Inner Mongolia, has registered a trademark with the State Administration for Industry and Commerce, and its new three-flavor hot pot and mutton processing technology has obtained two national patents. In December 2003, it was rated as a "Green Catering Enterprise" by the China Cuisine Association. With a high sense of responsibility and professionalism, Xianglaolou people build a brand with quality and seek development with integrity. At the same time, they have gradually formed a set of professional management models of franchise, planning, training, distribution, management, and marketing. Now it has developed more than 300 franchise stores and 90 regional general agents across the country. And it is rapidly expanding across the country at an unstoppable speed.
The company’s goal is: to build the first brand in China’s hot pot industry. The service tenet is: customer first, achieving 100% customer satisfaction rate in all aspects. Since Xian Lamb Lou was founded in 2001, it has continuously innovated its production concepts and established more than 300 franchise chain stores across the country. In the process of rapid development, the company has maintained a consistent style of being down-to-earth and steady, driving the improvement of the overall appearance of the company with a realistic and innovative style, and pushing the Xianlamolou chain business to a new level.
2. Environmental analysis
1. Macro/micro environmental analysis
To understand the mutton-shabu-shabu, you must first understand the origin of the mutton-shabu-shabu. The legend of hotpot mutton originated in the Yuan Dynasty. At that time, Kublai Khan, the founder of the Yuan Dynasty, commanded an army to go south on an expedition. During a march, he suddenly remembered the dish of his hometown - stewed mutton, so he ordered his men to kill the sheep and make a fire. The chef knew that he had a bad temper, so he cut off more than ten thin slices of meat with a flying knife, stirred it for a few times in boiling water, and when the color of the meat changed, he immediately took it into a bowl and sprinkled it with fine salt. Kublai Khan ate several bowls, mounted his horse and led his army to meet the enemy, and he won the victory. When preparing for the celebration banquet, Kublai Khan specially ordered the mutton slices. Chefs have a strong influence while busy. After Jin Yong tasted Koufuju's mutton at Koufuju's Beijing headquarters, he was full of praise for it and wrote an inscription in the store. The good food quality of the official restaurant has gained public praise. In addition, there are also hot pot restaurants in Xinxiang such as "Old Beijing" shabu-shabu restaurant, "Grassland Xingfa" hot pot restaurant, "Chang Laishun" braised mutton, and Zhuyuan Hot Pot City, all of which have a certain influence in different areas of Xinxiang city. And good reputation and influence.
Under such fierce market competition, if Xian Lamb Lou does not have certain unique advantages, it will be difficult to survive in such competition. Xian Lamb Lou has fully realized this and gradually developed its own The unique method of making mutton-boiled mutton is also the reason why the Inner Mongolian mutton has a different and pure taste under such cooking.
Fresh Lamb House has a lamb production base of 10,000 acres. Every piece of mutton you taste is pure fresh lamb meat that is carefully selected, freshly slaughtered, processed and sliced. All fresh lambs are selected from lambs under one year old and refined through multiple processes such as acid removal, gluten removal, and detoxification. Its characteristics are that the meat is fresh and tender and does not age after being cooked for a long time. Regular consumption has the effects of nourishing qi and kidneys, nourishing yin and strengthening yang, warming the stomach and strengthening the body, especially for those who are recovering from illness. The first original three-flavor hotpot has been chained across the country, occupying a certain market and winning reputation. The mountain delicacy soup that comes with the store can only be drunk without being rinsed. It has the effects of nourishing the skin, nourishing the eyes, moistening the lungs, regulating qi, and removing toxins from the body. It is very suitable for office workers. The launched cumin red soup is bright red in color, spicy and refreshing, with a mellow and long aftertaste. It has the effects of appetizing and strengthening the spleen, dehumidifying and wind-removing, and eliminating fatigue. It is a commercial food for leisure activities on weekends.
This product is oily but not greasy, spicy but not dry, and you won’t get tired of it after eating it for a long time. What people experience in the Xian Lamb Lou store is not only the delicious food, but also the meticulous and comprehensive service, which makes people feel as comfortable as eating at home. It is such good products and services that are the foundation for Xian Lamb Lou now and in the future.
Adhering to the principle of treating customers as God and wholeheartedly carrying out services and business with customers as the center is a principle that every business must adhere to. While Xian Lamb Restaurant is doing this, its neighboring competitors are also launching their own new cuisines, new foods and new ways of eating. Therefore, Xian Lamb Lou must realize this, persist in it for a long time, and always be at the forefront of market competition.
Part 2: Hot Pot Restaurant Opening Plan
Sichuan hot pot has developed to this day, and has shown diversification in terms of variety, grade, scale, production, blending, and flavor of hot pot. The characteristics of the hot pot industry have led to the rapid development of various enterprises engaged in hot pot production and hot pot consumption. It has also aroused great enthusiasm and interest among enterprises and operators engaged in and about to invest in hot pot production. However, how to open an authentic Sichuan hot pot restaurant is quite a skill.
As a hot pot restaurant, its basic characteristics are the same as those of other catering companies, that is, production, sales, service, and consumption are integrated. Investors who want to engage in the hot pot industry must do market research carefully, so that they can understand what types of hot pot people want, master information such as flavor, characteristics, methods, locations, and crowds, and start a business with characteristics in a specific market area. of hot pot restaurants to gain a stable and reliable market share. Therefore, conducting preliminary market research is a prerequisite for making decisions or investing in opening a hotpot restaurant.
1. Hot pot market survey:
1. Factors affecting the hot pot market:
1. The impact of economic development on hot pot, including consumers’ The increase in demand for hot pot, the structural contradictions of existing hot pot restaurants of various grades, social development and national policies and measures that play a huge role in promoting the development of the catering industry, changes in the objective environment and the instability of consumption, etc. factors.
2. The influence of traditional factors on hot pot, including the history, extensiveness, culture, and uniqueness of hot pot.
3. The impact of the surrounding environment on hot pot, including the policy environment, such as the security situation of the establishment, the efficiency of functional departments, etc., and infrastructure, such as road traffic, parking locations, water and electricity supply, and communication networks , procurement channels, consumer groups, finance, health, labor and other supporting facilities closely related to operations, preferential measures, such as: whether there are preferential policies in taxation, various charges, rent, talent introduction, etc.
2. Survey and analysis of customer sources:
1. Analysis of service objects:
Occupational characteristics of consumers: ordinary students, migrant workers, ordinary working-class people, Compared with senior white-collar workers and public servants, their consumption habits and consumption levels are different.
The age characteristics of consumers; for example, the elderly prefer light dishes, young people prefer heavy flavors, etc.
The gender characteristics of consumers: women and men tend to prefer hot pot products. There are certain differences in terms of taste, taste, type of dishes, etc.
Regional and ethnic characteristics of consumers People from different regions and ethnic groups have very different requirements for hot pot products and should be distinguished.
Of course, due to the interpenetration and hybridity of hot pot, many hot pots have been improved and innovated to suit the tastes of most people and are popular, but analysis of consumers is essential. few.
2. Analysis of customer consumption behavior:
Consumption is a comprehensive concept. Consumption behavior includes consumption level, consumption structure, consumption mode and consumption habits. < /p>
Consumption structure is the proportion of various consumer expenditures of customers. Expenditures are closely related to factors such as occupation, age, gender, regional ethnicity, etc.
Consumption patterns include individual, family, business, and group Etc., different consumption styles have different consumption habits in terms of choice of grades and varieties, which are reflected in the habits formed in the dining environment, atmosphere, taste, flavor, economy and other aspects.
3. Analysis of customer consumption characteristics:
Uncertainty: Most customers are mobile, while a small part are fixed, so the location selection must be reasonable.
Randomness; the number of customers is large, the differences are large, and the consumption of hot pot is selective. Therefore, it is necessary to grasp the development trends of hot pot, adjust the taste in time, and improve and innovate.
Flexibility: It is determined by the success of the product, which is marked by the frequency and return rate of customers.
Guidance: Adjustment of business strategies, successful advertising operations, etc., will have certain guidance on customer consumption.
3. Division of the hot pot market:
1. Division requirements:
1. Business varieties, alcoholic beverages, service levels, business hours, and traffic conditions Specific aspects such as this must be accurately grasped to compare whether your own brand can enter the market
2. It is operable. If you conclude that the market results do not match your own human, financial and material resources, and it is difficult to achieve business goals, you must give up, reclassify the abnormalities, and find the right position
3. It has stability. After market division, as long as it meets the reality Just explore boldly, make long-term plans, and conquer the disorder.
2. Classification:
1. Geographic location; the regional nature of a hot pot restaurant has a great impact on its operation, and it is necessary to fully understand the geographical factors of hot pot. In the same area, different stores and hot pot products serve different consumer groups, and the same store and hot pot products will also change in different regions.
2. Population classification: Affected by people’s residence, culture, religion, ethnicity and other factors, hot pot consumption is different, and the varieties, grades, and purposes are different. Different levels of consumer groups have different requirements for grades and varieties.
3. Customer differentiation: In addition to considering the customer's occupation and income, we must also analyze their motivations, whether they are traditional and frugal, economical and practical, new and exciting, or luxurious and publicity, in order to achieve practical results. .
4. Behavior analysis: Divide customers into regular customers, general customers, floating individual customers, new customers, etc. This is related to the quality and service level of hot pot restaurants, customer trust, etc.
4. Positioning of hot pot market:
1. Analysis of hot pot market positioning, there are different standards:
According to the grade, it is divided into high, middle and low-end or luxury store style Public stores, self-service stores, etc.
According to functions, they are divided into specialty hot pots, fast food hot pots, small hot pots, nourishing hot pots
According to sources, they are divided into Sichuan hot pots, Mongolian hot pots, imperial hot pots, old hot pots, etc.
Hot pot restaurant hot pot self-service hot pot hot pot bar by business brand
Before opening a store, you must choose the varieties you operate based on these standards and combined with your own characteristics.
2. Price positioning is one of the important factors affecting operations. After other conditions are mature, price will be the decisive factor:
1. Combination of high and low methods: In the early stages of opening, the price will be the decisive factor. High-quality hot pot, high-level service, and low prices welcome customers, which can quickly win customers, establish an image, open up the situation, and achieve normal operations
2. Combining high and high; high starting point and high efficiency, high-quality hot pot is high The high-grade environment, high-grade decoration and high-level services attract high-level customers. The risks are high and the profits are high. After entering a virtuous cycle, the returns are also high
3. Pinpai monopoly law: unique hot pot products, unique formulas, and patented hot pot products can be operated at higher prices, but the variety The flavor characteristics should remain unchanged.
4. Popularization method: supply popular hotpot varieties and popular prices at low prices, focusing on small profits but quick turnover.
5. Types of hot pot restaurants:
1. Luxurious type
Luxurious hot pot restaurants have a high reputation in a certain area and have complete decoration facilities. The environment is beautiful and they are very particular about hot pot making. In addition to the characteristics of ordinary hot pot restaurants, its unique features are higher prices, high-quality hot pot, superb service and dining environment, equipped with high-end cooking and service personnel, and its service targets are mostly high-income earners. Luxury Line Hot Pot Restaurant has the characteristics of high price, hot pot cost, service level and dining environment, highly unified hot pot products and technology, stable service targets and outstanding social image, in place management and perfect system.
2. Popular type:
Popular type hot pot restaurants are the main force among hot pot restaurants, with the largest number. The business varieties are relatively simple, the raw materials are mainly medium and low-end, and the flavor is mainly acceptable to most local people. This type of hot pot restaurant has its own status and image among customers with its own characteristics, scale, grade and service. It has its own unique characteristics. The moderate price is closely related to the low cost of hot pot and the popular flavor. The seating rate is closely related to the hot pot restaurant's low cost and popular flavor. The turnover rate is higher. Popular hot pot restaurants have the characteristics of combining price and popularity, flexible and diverse operating methods, serving consumers in the public, and operating and managing methods based on their own actual conditions.
3. Flavor type:
Flavor type hot pot restaurant is a hot pot restaurant that embodies a unique food culture, has a strong local flavor, is relatively single in variety, but has a great impact, often with Certain representativeness is a comprehensive reflection of historical, regional and national characteristics. This type of hot pot varieties are relatively qualitative, the soup and stew are relatively fixed, the service has certain characteristics, and the flavor is recognized. The flavor hot pot restaurant has a layout and decoration with rich themes and connotations. Customers can feel the unique cultural influence and sentiment, and combine eating and entertainment. , highly participatory, showing some kind of activity of special significance, and having a relaxed and harmonious atmosphere.
4. Self-service type:
In a self-service hot pot restaurant, all the hot pot raw materials (raw ingredients and semi-finished products, etc.) and tableware are placed in a certain area of ??the hot pot restaurant, and the guests can choose their own. , a hot pot restaurant with fewer service staff. In addition to the characteristics of randomness and freedom, this type of hot pot also has greater selectivity and greater satisfaction. A self-service hot pot restaurant has an open layout, with the hall as the main focus, one or two varieties of hot pot products, and popular tastes. The price adopts a limited consumption amount per person, and the service is more flexible and has fewer service personnel. , the customer's participation and self-satisfaction are reflected, the richness of raw materials and dishes are paid attention to, and waste is avoided, and the space and customer's mobility are fully utilized.
Part Three: Hot Pot Restaurant Business Plan
1. Project Background
Sichuan hot pot has developed to this day, from the variety, grade, scale and production of hot pot. , preparation, flavor and other aspects have shown diversified characteristics, which has led to the rapid development of various enterprises engaged in hot pot production and hot pot consumption, and has also aroused great enthusiasm and interest among enterprises and operators engaged in and about to invest in hot pot production. . However, how to open an authentic Sichuan hotpot restaurant is quite a skill.
As a hot pot restaurant, its basic characteristics are the same as those of other catering companies, that is, production, sales, service, and consumption are integrated. Investors who want to engage in the hot pot industry must do market research carefully, so that they can understand what types of hot pot people want, master information such as flavor, characteristics, methods, locations, and crowds, and start a business with characteristics in a specific market area. of hot pot restaurants to gain stable and reliable market share. Therefore, conducting preliminary market research is a prerequisite for making decisions or investing in opening a hotpot restaurant.
Since hot pot restaurants are often packed with customers, fast and good service is a must. From taking guests to the table as soon as they come in, ordering, delivering food, teaching how to eat, sorting, checking out, seeing off guests, etc., there is no need to be careless at all. The most special part is teaching how to eat. Since the most attractive delicacies of each hot pot restaurant are different, the eating methods will also be different. At this time, the waiters will personally teach them. In addition to helping the guests, they will also deepen their understanding of the food. My impression of this hot pot restaurant.
2. Hot pot market survey
(1) Factors affecting the hot pot market
1. The impact of economic development on hot pot. These include the increase in consumer demand for hot pot, the structural contradictions of existing hot pot restaurants of various grades, social development and national policies and measures that play a huge role in promoting the development of the catering industry. There are several major factors including changes in the objective environment and instability in consumption.
2. The influence of traditional factors on hot pot. It includes the history, extensiveness, culture, and uniqueness of hot pot.
3. The influence of the surrounding environment on hot pot.
Including the policy environment, such as the security situation of the establishment, the efficiency of functional departments, etc., and infrastructure, such as road traffic, parking locations, water and electricity supply, communication networks, procurement channels, consumer groups, finance, health, labor, etc., which are closely related to operations. Supporting facilities, preferential measures, such as: whether there are preferential policies in tax, various fees, rent, talent introduction, etc.
(2) Survey and analysis of customer sources
1. Analysis of service objects:
Occupational characteristics of consumers: ordinary students, migrant workers, ordinary working-class people, Compared with senior white-collar workers and civil servants, their consumption habits and consumption levels are different.
The age characteristics of consumers; for example, the elderly prefer light flavors, while young people prefer heavy flavors, etc. Gender characteristics of consumers: There are certain differences between women and men in terms of hot pot products, flavors, types of dishes, etc.
Regional and ethnic characteristics of consumers People from different regions and ethnic groups have very different requirements for hot pot products and should distinguish them.
Of course, due to the interpenetration and hybridity of hot pot, many hot pots have been improved and innovated to suit the tastes of most people and are popular, but analysis of consumers is essential. few.
2. Analysis of customer consumption behavior:
Consumption is a comprehensive concept. Consumption behavior includes consumption level, consumption structure, consumption mode and consumption habits.
There is a direct relationship between the consumption level and the customer's financial affordability, which reflects the customer's ability to pay and the satisfaction of needs appropriate to this ability. It is directly reflected in the grade and type of hot pot restaurant that the customer chooses.
Consumption structure is the proportion of various consumption expenditures of customers, and its expenditures are closely related to factors such as occupation, age, gender, regional ethnicity, etc.
Consumption methods include individuals, families, business, groups, etc. Different consumption methods have different choices in grade and variety.
Consumption habits are reflected in the habits formed in the dining environment, atmosphere, taste, flavor, economy and other aspects.
3. Analysis of customer consumption characteristics:
Uncertainty: Most customers are mobile, while a small part are fixed, so the location selection must be reasonable.
Randomness: The number of customers is large, the differences are large, and the consumption of hot pot is selective. Therefore, it is necessary to grasp the development trends of hot pot, adjust the taste in time, and improve and innovate.
Flexibility: It is determined by the success of the product, which is marked by the frequency and return rate of customers.
Guidance: Adjustment of business strategies, successful advertising operations, etc., will have certain guidance on customer consumption.
3. Division of the hot pot market:
(1) Division requirements:
1. Business varieties, alcoholic beverages, service levels, business hours, transportation Specific aspects such as the situation must be accurately grasped to compare whether your brand can enter the market.
2. It is operable. If it is concluded that the market results do not match your own human, financial and material resources, and it is difficult to achieve business goals, you must give up, reclassify the abnormalities, and find the right position.
3. It has stability. After the market is divided, boldly explore as long as it is realistic, make long-term plans, and occupy abnormalities.
(2) Classification of categories
1. Geographic location; the regional nature of a hot pot restaurant has a great impact on its operation, and it is necessary to fully understand the geographical factors of hot pot. In the same area, different stores and hot pot products serve different consumer groups, and the same store and hot pot products will also change in different regions.
2. Population classification: Affected by people’s residence, culture, religion, ethnicity and other factors, hot pot consumption is different, and the varieties, grades, and purposes are different. Different levels of consumer groups have different requirements for grades and varieties.
3. Customer differentiation: In addition to considering the customer's occupation and income, we must also analyze their motivations, whether they are traditional frugal, economical, new and exciting, or luxurious and publicity, in order to achieve effective results.
4. Behavior analysis: Divide customers into regular customers, general customers, floating individual customers, new customers, etc. This is related to the quality and service level of hot pot restaurants, customer trust, etc.
IV. Positioning of the hot pot market
(1) Analysis of the market positioning of hot pot has different standards:
According to the grade, it is divided into high, middle and low-end or luxury store flavors. Public stores, self-service stores, etc.
According to the function, it is divided into special hot pot, fast food hot pot, small hot pot and nourishing hot pot.
According to the source, it is divided into Sichuan hot pot, Mongolian hot pot, palace hot pot, old hot pot, etc.
According to the operation, there are hot pot restaurants, hot pot buffet hot pot and hot pot bars.
Before opening a store, you must choose the varieties you want to operate based on these standards and your own characteristics.
(2) Price positioning is one of the important factors affecting operations. After other conditions are mature, price will be the decisive factor:
1. Combination of high and low methods: In the early stages of opening, By welcoming customers with high-quality hotpot, high-level service, and relatively low prices, you can quickly win customers, establish an image, open up business, and achieve normal operations.
2. Combination of high and high; high starting point and high efficiency. Attract high-level customers with high-quality hot pot, high-grade environment, high-grade decoration and high-level service. The risks are high and the profits are high. Once you enter a virtuous circle, the returns are also high.
3. Pinpai Monopoly Law: Unique hot pot products, unique formulas, and patented hot pot products can be sold at higher prices, but the flavor characteristics of the varieties must remain unchanged.
4. Popularization method: supply popular hotpot varieties and popular prices at low prices, focusing on small profits but quick turnover.
5. Hot pot restaurant types:
Our store decided to adopt the popular type:
Popular hot pot restaurants are the main force among hot pot restaurants, with the largest number. The business varieties are relatively simple, the raw materials are mainly medium and low-end, and the flavor is mainly acceptable to most local people. This type of hot pot restaurant has its own status and image among customers with its own characteristics, scale, grade and service. It has its own unique characteristics. The moderate price is closely related to the low cost of hot pot and the popular flavor. The seating rate is closely related to the hot pot restaurant's low cost and popular flavor. The turnover rate is higher. Popular hot pot restaurants have price advantages. ;