What's the reason for the small 200 million income?

The same street snacks, some people can only push the small carts, and urban management frequently staged "cat and Mouse" game; someone opened the shop, invested in the money, but can not get rid of the "dirty" situation, front of the cold horse sparse.

But a businessman in the 5·12 earthquake in ruins, Cao Min, a complete restaurant layman, but with a short period of 5 years, will be the traditional street snack----the absolute industry King, the National Direct Battalion, chain stores more than 900, and even far to Xinjiang, Inner Mongolia, Tibet and other areas, the annual sales of up to 200 million yuan.

For Cao Min, who stood on the ruins of the earthquake, even to make a small dish, his disadvantage is obvious:

1. Less money. In addition to the façade rental and procurement of basic facilities, no spare money in the decoration, the mood of the great trouble, how the big powers in the catering market to kill a way out?

2, do not understand the technology. Cao Shu in their own business before even Rice has not done, friends and relatives are not engaged in catering, how to taste for the absolute core of the catering industry foothold?

3. No management experience. Cao Shu has not been in touch with the catering industry, the management of food and beverage stores lack of experience. How to make your store open, stand out?

Let the product "tell the story" automatically

There are a variety of street shops, to be superior must have a new business philosophy. Cao Min wants to make a product with a story. For the product with an excellent story, so that others have not touched the product, has been the product of the story to attract, emphasizing the unique products, in order to let people in a wide range of similar products in a flash to remember their own.

But where does the story come from, the lowbrow who always take "the"?

Can you trace the roots, first of all the previous generations of vegetables to comb out?

After visiting one another Chengdu local cultural celebrities and experts, and then consult a large number of data, Cao Min restored a source of the vegetables: as early as the Three Kingdoms period, the production of simple and delicious dishes in the land of Bashu popular. People familiar with the "Three Kingdoms", Liu Bei Cottage Please a hung Ming, in order not to disturb the hung Ming rest, and then in the thatched outside the pot, boil the dish. After the Ming was attracted by the fragrance, come out to meet with Liu Bei.

After several years of understanding, Cao Shu found that the dish is not a nobody, but the story of the snack.

The stories of the Three Kingdoms are deeply rooted in China, and the common cultural background makes Chinese consumers have a great mass base and recognition. Cao Shu overjoyed, so the restaurant named "Three Gu".

The story is there, but the story can not just empty shell, just gimmick, to have a real thing, that is, the product's role and story to match, the story to conform to the temperament of the product.

"Three Gu" the first shop in Sichuan Deyang opened. In order to further integrate the "Three Kingdoms culture" into the details, Cao Shu the special dishes to "take Zhang Fei beef", cool cake called "Diao cicada worship the moon cold cake", plum wine with antique jug Sheng, named "Plum Boiled wine."

Even, he has a lot of food dishes: the single package is called "a solo Savior", the two-person package is "boiled wine on the hero", three or more known as "erhu", and then with the decoration and tableware antique flavor, "three-gu-cai" shop theme bright, once opened, in the Deyang restaurant shops lined the street hit.

The secret: The huge profits of single food

Story rendering is only a cloak, not the ultimate goal of the product, can be transformed into productivity is the key. The goal of the businessman is nothing but to make money, not to make money is immoral, profit is the right thing.

Three gu to take the dish what exactly is this project? Look at the Cao Shu of the ledger, from the input costs, output profits and other aspects can be analyzed. Taking the first shop of three-gu as an example, first look at the cost of input:

As can be seen from the chart, Cao Shu put the cost of investment to a minimum, because the lowest cost, to be able to increase sales profits to the highest. Although the cost of investment in itself does not determine whether the enterprise has a lasting competitive advantage, but it can tell us the size of the company's gross profit.

Second, look at the profits.

Table Number 12, 4 people per table, the number of meals is 48 people, the number of daily reception, according to three people per table, is 144 people, daily outside the number of 20 people, the average per copy by 20 Yuan, per capita consumption of 20 yuan; preliminary calculation, daily turnover of 3280 yuan, monthly turnover of 98400 yuan. In rough statistics, the gross profit margin of three-gu is up to 60%, what does that mean?

Business scientists tell us that the gross margin to a certain extent can reflect the continued competitive advantage of enterprises. If a company's gross margin of more than 40%, then most of the company has a sustained competitive advantage, gross margin below 40%, its highly competitive industry; If an industry has an average gross profit margin of less than 20%, then there must be excessive competition in the industry.

However, the gross profit margin of three-gu is as high as 60%, which is not a windfall?

The "Fool" Operation of three-gu management template

The story of three-gu's brand has captured the hearts of many consumers, but for food and beverage, taste is the king, to improve the customer's user experience.

Cao Shu Upgrades the product details and technology. The vegetable industry is accustomed to stewed the remaining halogen oil, but halogen oil is always unsanitary and harmful to health. Cao Min decided to use homemade fry oil instead of halogen oil, after many experiments, and finally realized that "three gu" taste in the original old Chengdu flavor, but also retain the original pure fresh food flavor.

In addition, the three-gu-Cai also enriched the dishes, on the basis of vegetarian dishes added a variety of meat products, even the introduction of the secret system of the signature beef, become the signature dish, and reasonable price, meat and vegetable collocation at the same time, prices must have a reasonable collocation, such as Flammulina mushroom more popular, it is suitable as a driving sales of vegetables, rather than profit-oriented dishes.

The taste is guaranteed, then how to wrap the dish into a fashionable, convenient and hygienic "fast food" food?

This is beneficial to Cao Min developed a set of "fool-type" operation, from the location, open shop, production, management and other links have a template to set.

As we all know, a good location for street snacks is equal to half the success. The choice of location of the pros and cons, will play a decisive role in the future management and impact. Some operators because of the lack of marketing experience, alone personally subjective judgment, hasty decision restaurant location, the result of a lot of unimaginable trouble, in the end not only the source is difficult to find, and even cause serious losses.

The location of the three-gu-Cai is better than the city's flourishing area, the floating population, university and Office-intensive. This is not surprising, but how to measure the flow of people in these lots?

Cao is the simplest and most original "Stopwatch measurement method": With a stopwatch, notebook and pen as props. In the more open place to find an observation point, to find a reference point, timing every 30 minutes for a section of statistics, take morning and evening, peak, usually three times, and then calculate the average. If more than 30 people per 10 minutes of traffic, can be regarded as appropriate, otherwise it is inappropriate.

Then is the production of the standardized operation, Cao Shu summed up the "boil, boil, tune" Three words tactic:

Boil-make soup material. According to the calculation of 100 kg water, first put the water boil after adding soup bag and the bottom material residue, and then use the fire boil to boil for 8 minutes, remove the residue to be used, and then add special chicken essence and the bottom of the oil boil and put heat insulation OK.

Boil--boil the vegetables. After using a specially boiled bucket to put in the right amount of water, the fire boils down to about 10 minutes.

Tune-blending of spices. To cook a good dish by proportion to add seasoning, soup material 2.5 tablespoons, seasoning 1.5 tablespoons, 1 tablespoons of red oil, and then add garlic, sesame, millet spicy spices.

Of course, all the raw materials, spices are proportional to the production, Spoon is the company's exclusive spoon. After these steps of "fool-type" operation, a dish can be out of the church. This set of "fool-type" operation, even if the catering layman, learn a few days can start.

Because of the low cost, high profit, easy to operate, easy to copy, suitable for "no funds, no technology, no experience" of "three without personnel" operation, such as college graduates, returning migrant workers, Laid-off worker, such as small entrepreneurs.

Cao Min's first shop after the opening of a hot, local entrepreneurs have come afar to consult, so that three-gu take a short period of 5 years, relying on a small dish, the traditional street snacks quickly hit the category of the leader, become "King of Vegetables", the national Direct Battalion, chain stores more than 900, or even far away to Xinjiang, Inner Mongolia, Tibet and other fields, Annual sales of up to 200 million yuan.