Founder of King's pot: How to start a fast food chain?

How can a successful fast food restaurant open up? And keep opening new stores? Especially small entrepreneurs, want to open a restaurant, now in the environment, what to consider? From a product three laugh to the King pot, Xue Wei in the chain of food and beverage industry for more than 10 years, he to the entrepreneurial State small series mentioned positioning, location, management, cost control, business model and so on, and gives detailed and specific answers. The following content is the entrepreneurial state according to Xue Wei share collation: Positioning: We specialize in cooking pot Tsai Rice, currently in the same category in Beijing, we do not have competitors. The tea restaurant is only the pot of rice as one of the category, we are the pot of rice, the main food chain. We are positioning the mainstream consumer population is: the monthly income at least 8000 yuan, a certain quality requirements of the people. Based on years of experience in catering, I think in the future of the catering industry, if there is no product characteristics or category advantages, it is difficult to survive. In the future we are going to be small and fine, rather than all-inclusive. Stewed rice in the southern market is a mature category, but in the north market is still relatively blank. I think I found a blue ocean in it. We take pot rice mainly, only do this, so can do very fast. It is the point of access, not to wait, this is our comparative advantage of the place. If you are in another store, you may need to order it first and then place the order, but we only sell this thing and we can get it ready in advance. Our goal is to become China's largest pot rice fast food chain brand. We have a mission in mind, all hamburger pizza is a paper tiger, Traditional Chinese food endless. This is also the driving force of entrepreneurship, pot rice is a part of traditional Chinese cuisine. We can use our own advantages to do well in food and beverage. Location PROBLEM: We focus on shopping malls. Street stores, unless they are particularly good, are generally not considered when siting. Entering the mature shopping center is the main direction of our future development. We usually first of all shopping malls in Beijing to do an inventory, see which one meet our location requirements, and then contact with others, as soon as there is adjustment, we settled in. Now we open shop, purposeful more strong, the business circle and positioning must be consistent, if not consistent, good location is not used. When we opened the second store (Good township), positioning is far from clear now, Liang Township's consumption capacity is too low, we open the business district is not the most core of the business district, next to the shopping malls delayed opening, resulting in management costs, distribution costs and other aspects of pressure are relatively large. The shareholder discussed that the long pain is inferior to the short pain, therefore closes. This is a lesson. Now the Oriental Xintiandi Shop is better, than the same kind of fast food. Management model: We have developed a number of standardized documents and management processes, as well as training staff to train the system. We divide the management according to the typesetting, the order and so on divides into 7 big work system, these are the management key points. Each store has a store manager and two assistants, need to do 7 things, the company to check, so as to ensure stable operation. The team has a special quality control department, the quality control Commissioner to the shop inspection, to take the mysterious customer visit system, to the store to eat things to grade. Headquarters management TeamEvery month every one of the store to carry out a check, have to hand over the checklist, as the content of the store assessment. We also refer to the McDonald's system, drawing on the structure and experience of others, fill their own content. According to our actual operating conditions to prepare a variety of systems, each policy system is consulted staff, they agreed to implement. In order to make the system landing effective. In terms of supply, they are unified by the headquarters to develop a manifest, and then allocated. We look for factories and partners are big partners, such as Yijiafu, they are to provide McDonald's ingredients, very professional, can be said than our professional. This will ensure the quality of our food. Of course, our QC department will also check. Cost control problem: in the fast food industry, the user layering is relatively thin, customer stratification is from the monthly income of 5,000 to 20,000. Tian Teacher braised pork is the lowest level, the monthly income of 5000 yuan below can go to consumption, a product three laugh, Yonghe, real Kung Fu, Yoshinoya, is a layer to the top, divided into several layers. Before I do a product three smile, positioning and field teacher almost, belongs to the high performance ratio, the walk is the road of small profits but quick turnover; the King pot with true Kung Fu, Yoshinoya in a echelon, walk is high quality, high nutrition, health routes, customer unit price will be higher than the original, but the corresponding, provide services and the environment will be better than the original. Customers are more and more attention to health, the economic base is poor, will be eating, but slowly demanding more and more high. True Kung fu to tell the truth is not so delicious, why still so fire? We pay attention to healthy ingredients, such as Thai jasmine rice and so on. We are really very expensive, so we sell more expensive than others, because good things are definitely expensive. At present, our cost is very high, but with the expansion of the number of stores, the scale advantage gradually appear, the cost will gradually down, this is a difficult before easy process. Marketing means: Fast food is a long-term consumption of things, every day to pay by what? Delicious I come every day, not delicious I do not come. There's a price for me, no I'm not coming. As for us, both hands must be grasped, both hands must be hard. Not only to do with mobile interconnection docking work, can not ignore in each network channel to promote their own, more important is to practice the internal strength, so that their products more perfect. Send leaflets on the spread of the nearby business Circle is effective, as long as you open a shop, must be sent. There are 5 people in 100 who will watch and distribute them frequently, but your flyers are worth it. It is also effective for everyone to take a look at lunch at noon. My store will make a plan based on my own situation and distribute it several times a week. For restaurant chains, the most important thing we need to do now is to comb our products first. Of course, now open shop, store costs will be more and more high, in the future to go online to do, we are also considering. Business model: Our city's 5 stores are unified management, are direct shop. The difference between them is that investors are different. Our business model is equivalent to the investors entrusted to us, he is responsible for the investment store, we are responsible for unified management, charge management fees. Why not take the way of joining?Chain stores to join the franchisee is their own management, which is difficult to control the problem. For example, franchisees may not follow your standards to operate, or not from where you purchase and so on. And franchisee generally will not like us to run their own shop, and my entrepreneurial philosophy, and other aspects of many inconsistent problems. Of course, we are now in the mode, although the franchisee does not participate in management, but can review the financial, can make recommendations. We now choose this way, is to ensure that the brand consistency, must be managed by us. This can be in the brand start-up period, to maintain the value of the brand. We have to use social capital to develop ourselves, but at the same time we have to ensure the value of the brand. Based on these two points, we chose this approach. We plan to open to 39 stores in 2017 years, but our model will not change or be managed in a unified way. Advantage: First of all, compared with peers, our category is an advantage. Although single, our products are relatively unique in existence. Like a sip, in the small hotpot store now he is the most fire, the past may have several, slowly he merged. And we are going to take up the category of pot rice. Second, we are in line with the future trend of life: health. Our two major products are clay pot rice and purple stew soup, with clay pot to rice, relatively healthy, clay cooker is a cooker is also a container, food has not been scattered. Moreover, the steaming is 400 degrees in temperature, which has achieved disinfection effect. The inside of the rice can also go to moisture, clay pot rice than the rice cooker moisture is much smaller. The principle of the purple casserole soup is the same. Our package, which includes three-colour fresh vegetables, is in line with the concept of health. Fast food industry now has a trend, is to reduce costs, but this caused the product homogeneity more serious, lost the concept of health. We are the main health concept. This is also our business philosophy. Food and beverage business advice: Now, in the catering business, you want to open a small restaurant, hire two cooks, make a lid rice, has gone. First, the funds should be adequate. Start-up shop, in addition to stores, in your invisible place, there are also a lot of capital to invest in places. Second, think good business model and positioning. If you want to open a shop, first think of category, positioning the most important. The position is good, half success. After positioning, then find the location of the store, and then find technology, make delicious things. At the beginning of the time the customer is few, may some people will have the blind feeling, will want to increase the variety to improve, he will feel is because the breed is few but does not have the passenger flow. But the real reason is that your product is not good enough. We often see some stores, only one or two products, but often people eat. Otherwise, they are all chicken ribs. We recommend focusing only on strengths. Monitor your passenger flow, if most of the guests have not come the second time, the product is not good enough. Some of the most delicious shops, even no service, can survive. Third, the accumulation of food and beverage management experience. There is no experience that determines whether you can plunge in. Opening a shop is not a matter of everything, but a hands-on experience. You're going to be in the kitchen working with employees, catering.Industry work is very complex, trivial, in the work to comb out the scientific work flow, to find problems in business. The devil is in the scene ", how can you see the problem if you don't go to the scene? Experience comes from the scene. Four, hard-working mentality. This industry can not be flattering, hard-working mentality is necessary. Five, luck. I said the restaurant by luck, is to find a good position. Position determines everything. When you have nothing, especially to have a good position. If you are exceptionally strong, your position will be almost as good. And, of course, the quality of the product. Now the overall economic environment is not very good, the challenge of open shop is much bigger than before. Unless you have some odd strokes, it's hard to succeed. To open a shop, capital, experience, quality is indispensable. Products to have a unique customer experience. The future customer should be a five-night experience, vision, smell, taste, hearing, touch, the more you do, the more customers experience.