Grandma is how the rapid rise from the highly competitive catering market?

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"Grandmother" grew from a roadside shop to a Hangzhou catering aircraft carrier with many chain stores. "Waiting queue" became the grandmother's brand logo. When more and more people are willing to spend an hour or two queuing in the granny's area, many people are puzzled: "It's worth waiting so long?" This article tells you In the case of a slump in high-end restaurants and a "four-high-one-low" troubles in the dining industry, how grandma's intentions have risen rapidly in the highly competitive catering market?

Price: Grandma's core value reflects

What causes so many people willingly to wait for an hour or two just to eat?

Perhaps, Grandma Wu Guoping, head of the Grandma's "cost" interpretation of the well to answer this question. "In eating, our consumers have become more and more rational.You spend money to buy a 30000 yuan Italian sofa on the box, or with a 500,000 salary invited Diaoyutai State Guesthouse chef, For the rational consumer is meaningless.Only the value of the customer's eyes, is the real value, so cost performance is our core value.

Impressively, Wu Guoping has clearly defined his position since the opening of his first grandmother, and this position has been up to now. "Named 'Grandma', as the name implies, as a child, eating at grandmother is both lively and delicious, and the family is particularly friendly." Grandma's family has been targeting business as a home from the very beginning, locking in the spending of friends and family gatherings The crowd as a grandma's customers.30% of the products + 40% of the environment + 30% service, through the price lever adjustment, to achieve the best price. "

Wu Guoping repeatedly stressed to me: "positioning can not be changed." In his view, grandma's position just to seize the most "basic" consumer groups. "The more basic things, the more vitality, the more sustainable."

Research menu can be found, "Grandma" to attract diners, the most important tricks. Chic dining environment, a wide variety of dishes, good service coupled with relatively low prices, so that consumers feel the value.

1 yuan a tea egg, 3 yuan a spicy tofu, amber peach 6 yuan, 12 yuan blueberry yam, 15 yuan a green onion meat, 26 yuan a West Lake vinegar fish ... ... This is not a small urban-rural junction restaurant Price, but is located in Beijing Golden Street, Wangfujing Shopping Center, six grandmother's dishes dishes prices.

Moreover, grandmother's ornate chandeliers, rattan wood chairs, brick walls, birdcages, decorative painting, quite petty bourgeois tune ...

Decoration is so elegant, literary restaurant, the price is even lower than the average restaurant, it naturally raises a question: Grandma how to profit?

Output ratio: the tip of profit

If we say that the price is the value provided by the grandmother to the customer, then the profit is to support the grandmother's output ratio, in fact, it is the enterprise "price"!

I have proposed a performance measure of seat / hour turnover. Especially in the current dilemma of high rent and high personnel costs in the restaurant and beverage industry, the turnover of seats / hour is the most important reference data for testing the scale and efficiency of a restaurant. If the seat / hour turnover measure, it is not difficult to understand why the grandmother can still profit at a low price!

Six hours a day, 180 hours a month, since it is fixed, how much profit can be gained from operating a restaurant? Whether to make money or doomed to lose money, just look at a single data at a glance. This data is:

Turnover for the full month ÷ total number of seats ÷ 180 h = turnover per hour per seat

Visible, if the turnover rate of restaurant seats, which is commonly known as "turn over rate" higher, we can create more seats / hour turnover.

Grandma usually has a business coefficient of up to 6, which means that each table can receive 4 different groups of guests at dinner time, while the majority of business-friendly restaurants generally have a business coefficient of 2.

Those who have been to grandmother dining will find that despite the style of these restaurants quite decorated, but far from the same grade decoration restaurant that spacious, private sense. Too close between the table and the table, often only allow one person to pass. This will take full advantage of the space to place as many seats as possible. The arrangement of seats that are too close to strangers certainly does not mean that we should communicate with each other but rather imply that customers should not stay too long in order to speed up the turnaround. Careful consumers also found that, compared with the cafe, "grandmother" chair is not very comfortable, inconvenient chatting for a long time, so eat it to withdraw, virtually also increased the business coefficient.

Moreover, unlike other restaurants, grandmothers dining table is a member of the introduction of capacity-building services, land use of space management, strict segmentation, according to the number of customer groups zoning operations, each table provides for the number of meals. The call machine application brings the concept of fashion at the same time, the greater meaning is to achieve the advertising effect of the restaurant and man-made queuing effect.

In order to facilitate everyone to understand, the following simulation instructions for a description:

Assuming a store's basic data is: storefront area of ​​400 square meters, 2,000 yuan investment per square meter, the total number of seats to 150 (grandmother's meal basically a total area of ​​3 square meters to produce a seat) , If the operating margin of 10%, and 2 years to recover investment, then:

1, the investment of 800000 yuan

2, the annual turnover of 4 million yuan, the operating margin of 400,000 yuan

3, in the afternoon, evening market 100% attendance, per capita consumption of 4 million ÷ December ÷ 30 days ÷ 150 × 2 = 37 yuan

4, if the rate is doubled, the per capita consumption of 37 ÷ 2 = 18.5 yuan

From the above analysis we can draw the following conclusions:

1, Due to the high space utilization rate, under the 10% operating margin, the per capita consumption of 37 yuan can be 24 months to recover the investment.

2, when the turnover rate is doubled, the per capita consumption of 18 yuan to 24 months to recover the investment, but according to grandmother's average of 4 times the turnaround rate calculation, will be more impressive, shows that the Ping effective increase, Per capita consumption is not an obstacle to profitability.

3. In fact, the average per-capita spending of grandmother's family is basically between 30 and 40 yuan, which means that with each increase of one table, the efficiency will be increased with the improvement of efficiency and the operating margin will not be the 10 %, But at least 40% to 50%!

Visible, "grandmother" seize the potential of the mass consumer market, the cost-effective as its core competitiveness, to seemingly the most common position, cut the largest piece of "cake."