Wen 丨 Peng Jing
Source: New Dining Insights
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Nucleus Look
1. Why is it not suitable for activities when you have just opened?
2. What was done, the turnover from 3,000 yuan to 10,000 yuan?
3. Why didn't I achieve my goal during the repurchase conversion phase?
A few months ago, Jiang Yi, a senior restaurant owner in Chengdu, did an experiment:
Opening a "Black Chicken Rice Noodle" that has been popular in Chengdu's catering circle since last year, from opening to operating, it has recorded the growth of this rice noodle shop in the form of 12 videos in 3 months.
What kind of restaurant is this? What problems have been encountered in the course of business? And how to solve it?
Let's take a look.
What kind of shop is this?
This shop, called "Muxiaoxiao Wuji Rice Noodles", is located in Tianfu Third Street, Chengdu, which is one of the most prosperous commercial streets in Chengdu, with more than 100,000 passengers every day, mainly office buildings.
The shops in the business district are mainly small shops of dozens of square meters, and the muxiaoxiao black chicken rice noodle area is 220 square meters, which is the largest shop in the surrounding area, with a monthly rent of 40,000 yuan.
The predecessor was an employee canteen, after being taken down by Jiang Yi, it cost 100,000 yuan to complete the renovation, and there were almost no particularly large hard decoration changes.
Based on the cost of area, rent and labor, it was finally concluded that 5500 yuan is the break-even point.
According to the per capita consumption of 15 yuan-18 yuan, it takes 350-400 people to consume a day to achieve breakeven.
"Fast food is not earned by how many queues are queued in the front hall, but by the back kitchen service, if you can't produce more than 150-200 meals in an hour, its moving line is unqualified, or the product design is unqualified." Jiang Yi said.
Do not do business promotion,
The first stage is the stage of discovering its own problems
In muxiaoxiao black chicken rice noodles, in order to produce efficiency, all materials are packed in advance, rice noodles, spices are packed in advance, chicken wings, chicken legs, etc. are marinated in advance.
Turnover averaged $3,000 per day in the first week, a long way from the break-even point.
But what catering companies need to do at this time is not to increase publicity, but to optimize the production process.
How to improve from the initial order to the serving of food 1 minute and 1 second, to the whole process of about 40 seconds, it takes time to let the clerk run in and become skilled.
What about after the efficiency increases? How to further increase turnover?
After discussion with the team, Jiang Yi found that the store had two problems, no set menu, no drinks, and low turnover in idle time, so he made two changes:
1. Add SKU: ensure that chicken feet, chicken legs, chicken gizzards and other snacks are supplied in sufficient quantities, and add new products such as ice powder, bean blossoms, and beverages.
2, idle time to increase the intensity of preferential treatment: through the data show that the peak consumption period of Muxiaoxiaowu chicken rice noodles is 11:40-12:30 at noon, after 12:30, the passenger flow is obviously rare; the turnover of the weekend can only be about 2,000 yuan a day. Enter the store during off-peak hours and get a snack or drink.
After optimizing the meal process, increasing the SKU and the measures of idle time discounts, without any publicity, the Wooden Smile Black Chicken Rice Noodles successfully reached the break-even point, and the daily turnover reached 5500 yuan.
Use the ground to push members,
The daily turnover ranges from 5500 to 9000 yuan
After reaching the break-even point, we successfully passed the first stage of a new store.
The next thing to do is to expand the membership base through marketing activities.
Jiang Yi judged that at present, more than 3300 members have achieved a turnover of 5500 yuan, and if the membership is increased to 5000 people, there is no problem in revenue growth of 60%-70%.
Therefore, the goal of the second stage is to focus on pulling new members.
It is divided into two channels: online and offline.
When scanning the code online to order food, it will jump out of the "full 16 yuan minus 5 yuan" prompt, through the survey of customers in the store, most of them said that the membership registration process is OK, more willing to accept.
All store staff unified training skills: "Hello, now join the membership can enjoy the full 16 yuan minus 5 yuan discount, and permanently enjoy the membership price." ”
Coinciding with a month, after internal testing and running-in, the wooden smile black chicken rice noodles were officially opened, and the offline did a lively opening activity.
Instead of using the familiar new media means, it uses the most traditional way: ground push.
Jiang Yi's team invited the waist drum team, distributed flyers, and flower baskets and posters.
This seemingly outdated approach precisely reaches the 500-meter range of fast food.
The data shows the results of this opening activity, when there was no activity on May 9, there were 34 new members a day, on the first day of the may 10th activity, 171 new members were added, and then the new members were maintained at about 150 every day, and the sales staff also increased from about 5500 yuan to 9000 yuan.
Differentiate the treatment of old customers,
Come to the store more than 6 times a month to persuade customers to come less
After the event, the number of members quickly exceeded 5,000.
Next, if you want to make the store data grow healthily, you must work the repurchase rate.
After operational discussions, Jiang Yi's team finally decided to differentiate customers based on the number of times they came to the store each month.
1-2 times, normal service.
3-5 times, send different giveaways every week, and there is a sense of value of the giveaway, such as this week is ice powder, next week is the bean blossom, the store sells 6 yuan, to the old customers with a sense of value. Don't send something that only sells one or two pieces, so that it doesn't stimulate customers.
More than 6 times, advise customers to come less. This trick Jiang Yi has tried in other restaurants, repeatedly tried, customers will feel very novel, he will definitely spread to his colleagues and his family, is an excellent free publicity.
And issued to the design to do the corresponding posters and flyers to promote.
But two weeks later, the turnover increase was not obvious, only barely more than 10,000.
A check, it turned out that the store did not execute. Flyers were not distributed, and the staff in the store were not clear enough about the policy of differentiating the treatment of old customers.
Jiang Yi said: "There are only requirements, no supervision, and the result is equal to 0."
The daily turnover is over 10,000, which is already a relatively healthy development state for ordinary stores, but Jiang Yi's goal is more than this. He is currently doing process design for process supervision, the method is no problem, the implementation is not in place, and everything is in vain.
Project Review: Four lessons learned
After three months of development and real-time presentation of the store, Jiang Yi summed up several lessons learned in the process, which can give some references to catering people:
1 The location depends on three aspects: business districts, ports and shops
When everyone asked Muxiao why the early stage of the Black Chicken Rice Line was so smooth, Jiang Yi believed that the main reason was the site selection.
"Golden Horn Silver Edge Fish Belly" is a port location rule that is very familiar to diners.
Phnom Penh is the location of the big corner of the street, the silver edge is the position of the positive direction of the flow of people and traffic, and the fish belly is the position of the back street, and the good and bad degrees are weakened in turn.
However, in Jiang Yi's view, only considering the location of the port can no longer meet the current development of the catering market, and it is necessary to consider the three aspects of business circles, ports and shops at the same time.
Business districts include shopping malls, neighborhoods, office buildings, etc., which determine the type of customers and footfall of your customers.
The port is the distribution of "golden horn and silver edge fish belly" that we are familiar with, and the wooden laughing black chicken rice line is in the position of "silver edge", there is no problem.
At the shop level, many people only consider the property conditions, rent, etc., but more importantly, the matching of production efficiency and reception efficiency.
Evaluate the efficiency of the production mainly consider the dishes themselves and artificial factors, some dishes themselves need 2-3 minutes to cook, it is impossible to do dozens of seconds to eat, and if the kitchen design is unreasonable or the personnel are not skilled, it can be improved through optimization.
If you can produce 120 meals an hour, and the average customer meal time is half an hour, you only need to meet the 60-seat reception area.
Many restaurants are often faced with the dilemma that the restaurant is full of customers but can't come to the dish for a long time, so they add a lot of fast-paced products, and finally they will only become more and more chaotic.
In fact, the matching of production efficiency and reception efficiency in the first step of site selection is a problem.
When choosing a site, only by comprehensively considering these three aspects can we choose the most suitable paving for ourselves.
2 The easiest mistake a new food and beverage blist makes is to promote it prematurely
Many restaurants opened with great fanfare on the first day of opening, with flower baskets, salutes, and discounts on various promotional activities, and as a result, there were no guests as soon as the activities were completed.
Because when the restaurant is not ready, it is actually equivalent to exposing its worst side in advance, and the customers see that the various connections in the store are not smooth and the staff is busy, which will only scare away customers.
When it first opened, it did not engage in activities, first grind the production process, and ensure that there were no big slots and loopholes before doing the opening activities, which many novice catering people ignored.
3 When the result is not achieved, try to jump out of the internal to find the cause
In the repurchase conversion rate stage, Muxiaoxiao Wuji rice noodles did not meet expectations, in addition to the store execution problems, Jiang Yi also led the team to jump out of the internal thinking to see the external environment.
They randomly surveyed 80 surrounding office workers and asked them which rice, flour, flour, and rice preferred when choosing fast food, and only 20% chose powder.
That is to say, in fact, in people's living habits, the proportion of powder itself is not high, consumption habits are difficult to change in the short term, the repurchase rate can not be rushed, they are ready for long-term attack.
4 Restaurant operations can be staged and rhythmic
Experienced catering operators, before a store has been opened, have an operation map in their brains, what to do at each step, what problems arise and how to solve them, there are corresponding plates.
Jiang Yi divided the operation of the Muxiaowuji Rice Line into three stages, namely: the production process optimization stage, the membership base increase stage and the repurchase conversion rate improvement stage.
Before the problem arises, the solution is ready to let the development of the restaurant follow its own rhythm.
"First win and then fight" is the essence of Sun Tzu's Art of War, and it is also the secret of running a restaurant.
Jiang Yi spent more than three months documenting the process of a rice noodle shop from 0 to 0.5, this incubation project with a experimental nature, we may wish to be more patient and wait and see.
The ideas and methods in the operation process hope to enlighten your catering operation.