bad business?Small restaurants use this trick, which can be dumped four or two pounds

The menu is just a mealing tool in the eyes of traditional catering people, but for restaurants that make money, the menu has become the core weapon for profit. But what kind of menu is a good menu?

This article was originally launched by the red meal network (ID: hongcan18), author: Zhang Lu.

In recent years, I have been communicating with many friends who do catering, especially the boss of small and medium -sized catering. Everyone has a universal feeling: catering business is tired and hard! Although very hard, it is still hovering on the edge of survival.

I have to admit that although the Chinese catering industry has reached a scale of 4 trillion, the market is already a red sea.

In the past, everyone was operating extensively and it was easy to make money. But now, it is calculated every day for rent, manpower, and saving costs. You can only barely live in every penny. Today's catering industry, if you want to achieve 80 points and 90 points, it is not enough to rely on hard work. Especially those small and medium -sized food companies, limited funds, no resource advantages, and no professional operating team. If you want to live, you still have to live well. Is there a way? What else can you rely on?

If you want to make money, look at the menu first

There is a very interesting phenomenon in the catering industry. When the restaurant has no guests or business, the first thing everyone thinks of is to discount promotions and send discounts on activities. Discount promotion is a marketing method. Although it can bring some popularity to the store in a short period of time, it also cuts off profits. It is expected that the drainage of long -term discounts is a dangerous action, because it is wrong to guide customers to form a low -cost cognition, and in the end

△ Picture source: Photo.com

"Add vegetables and change the dishes blindly." This is also a countermeasure that old catering people often adopted. Worried that customers were tired of eating, they blindly changed vegetables. If you are worried that customers will not be satisfied, they will increase the dishes. There are more and more products, the cost is increasing, but the profit is less. Facing the dense menu, customers still feel that there is no dishes. The boss can only scratch the scalp, but still has no better countermeasures.

In addition, many catering companies like to attract customers and increase attention by re -decoration stores and store upgrades. However, the upgrade of the store is a big project. It takes a month and three months. It consumes huge funds and is difficult to achieve the purpose.

In fact, the essence of store upgrades is to improve the consumer experience, but the environment should also be accompanied by the improvement of the meal experience. It is difficult for lighting to improve the problem of catering operations from the improvement of the external environment, especially small and medium -sized catering. Originally, funds were cramped. Blind store upgrade will only increase the pressure of operation.

Small and medium -sized catering does not have advantages in services, environment, scale, and brands. Blindly choosing to add vegetables, decoration, and discount marketing is not much beneficial. Relatively speaking, a more effective way may be to bring the biggest change with the minimum cost. For example: the menu optimization.

Why is the menu? Because the first contact with customers entering a store is the menu, the feeling that the menu brings to the customer will directly affect the customer's order. Customers are put on a order, and the store can generate profits. Therefore, the restaurant wants to make money, first of all, there must be a good menu.

For example, an example encountered in reality, chatting with a friend who made a catering some time ago, the Sichuan restaurant he operated is about 150 square meters. Because of a large residential area, the daily passenger flow has a lot of traffic. More than 200,000, but this friend said he did not make money.

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Why is this? I found a lot of problems by sorting out their menus. The first is that the product structure is unreasonable, resulting in serious waste of the kitchen afterwards; the second is that the product line is too long, the personnel ratio is high, and the expenditure is large. The third is chaotic pricing, causing low gross profit. After that, we re -adjusted and optimized the menu. Two months later, the profit of the restaurant actually increased by 11%.

The action of a small change of the menu brings a increase in profits. Therefore, instead of vigorously marketing, improving services, and improving the environment, it is better to start from the starting point, and this starting point is our menu. All the business activities of the restaurant are carried out around the menu. The menu is not good, everything may be in vain!

Small menu college question

Is the small menu just a tool for ordering? What kind of menu is a good menu?

From a customer perspective, a good menu is to be able to choose a table of satisfaction quickly and easily. How to satisfy customers, do you have to consider the classification of the menu clearly and fast? Can the primary and secondary sorting of the product be effectively guided? Is the structure combination of dishes rich appropriate? Whether product value and customer unit price match.

Of course, a good menu must not only satisfy customers, but also satisfy the boss internally. How to make the boss satisfied, of course, the operating efficiency is high and the profitability is good.

Through the menu, we can reasonably control the number of dishes, and reasonably arrange the ratio of amaranth, vegetarian dishes, and cold dishes on the menu according to the carrying capacity of the kitchen, and can also achieve effective control of the cost of ingredients. In addition, the menu can also fully convey our brand image and business philosophy. Through good copywriting and good stories, we can shape a high -value dish, thereby increasing the profit space of the restaurant.

Don't underestimate a small menu, which contains many secrets of business. Here I summarize the basic constituent elements of a good menu. See if your menu is qualified?

△ Picture Source: Red Dining Net

The above forms are mentioned in the factor of the good menu. However, to really make a good menu, it also needs the next time. Among them, the three most important core elements must be grasped. Create a menu in three steps, pry open the 10,000 -level profits

The menu is the hub of the entire restaurant operation, a profitable system structure. The so -called richness, first repair the road. Only by grinding the menu first and continuously optimizing can we pry open the 10,000 -level profits and achieve a profit.

How to build a good menu? Mainly achieved through the following three steps.

Find out your golden signboard

Each restaurant has its own signature dishes. If we open the menu to see, almost the first position of each menu will put one, or even a few signature dishes, but this signature dish is often the store's own evaluation and definition.

I once came into contact with a customer. His signature dish is Mapo tofu, but we found that the best dish for his family was not this dish by looking at the background data, but a spicy dish. So the question is, what exactly is a signature dish? How to define signature dishes? The signature dish is the boss thinks the best, or the chef's master dishes? Is the real signature dish whether the restaurant is said or the customer has the final say?

△ Picture source: Photo.com

In fact, whether a dish can be a signature dish mainly depends on whether this dish has high demand, high re -acquisition rate and high communication, and whether it can continue to bring high reputation, high profits and high -sense appeal to the store.

Many times the restaurant operators underestimate the energy of signature dishes. Throughout the entire catering industry, Quanjude Roast Duck, Bagu Mao belly, and chefs of chefs and chili fried meat have made signature dishes into a golden signboard, which has achieved the brand.

There are many elements, such as dishes, services, bad realms, marketing, etc., but as small catering, because of limited resources, energy, funds, and capabilities, it is impossible to achieve everything. Therefore, we must learn to do subtraction, focus our energy, create our signature dishes, and make it a explosive product. Explosion is the real source of traffic. This is very important.

Rather than thinking about how to promote and how to do short video marketing all day, it is better to polish the signature products first and make the signature dishes into a golden sign. At the same time, on the menu, good signature dishes are presented in many aspects such as space, picture quality, copywriting and other aspects, and occupied customers' minds with signature dishes to allow restaurants to get market attention.

Design product structure

Hua and Hua's "Super Symbols are Super Creatives" wrote that the product structure is the corporate strategic roadmap. The product structure involves three levels of problems: the first level -product structure, which businesses and products to be carried out; the second level -the strategic role and the strategic task of each product play; the third level- —The strategic order launched, that is, which business, which product, which business, and which product.

Looking back on the menu, a menu is the strategic layout chart of the enterprise. Which products are selected in the menu, what kind of role each product is in the menu, how these products are layout, how long the product line is, their proportion of their proportion, their proportion How to allocate these is worth thinking about.

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Whether the restaurant can make money first depends on whether our product structure is reasonable and whether the cost of operation can be reduced. A good product structure can be very reasonable to control ingredients and manual control to reduce corporate costs. At the same time, a good product structure can also increase customer satisfaction and repurchase rate.

In the menu planning, the product structure is more important than the product, because the product structure is from a global perspective, systematically thinking, and providing overall solutions for food companies. No matter how good a single product is, the structure is chaotic, and it is difficult for customers to choose a satisfactory product in the end.

The product structure is the most complicated core link of the entire menu planning, and there are many factors involving and considering. For example, many times the restaurant will divide the products into four categories when planning the product structure, namely drainage products, profit products, star products, and conventional products. The drainage products are responsible for dating the restaurant and must have high cost performance; profit products are our signature dishes and are responsible for contributing profits; star products are our recommendation and main dishes. This is a dish with high clicks on the restaurant; the others are conventional products.

When arranging the structure, the main dishes of the signature dishes and restaurants must be highly focused. The advantage of focusing is that the order rate can make the order rate more concentrated and easier to form a good reputation. Therefore, when the menu is specific, the signboards and main dishes must be focused on the menu, and there must be visual guidance. The focus of the menu copywriting, the size of the product occupied by the product, the area of ​​the picture, and the arrangement of the arrangement need to be carefully considered. If 20%of the dishes can contribute 80%of the profits, this is the ideal structural state of operating a restaurant, it is difficult to make a profit.

△ Picture source: Photo.com

The product structure is related to the profit level of the entire restaurant. The design structure is the logic of designing consumers. The menu is like designing a problem for customers. The real menu is a seemingly free choice question. In fact, it is a careful layout and clever guidance, so that customers will unconsciously follow the logic of our design at the fastest speed. Satisfied choice.

Set the highest price of customer satisfaction

Profit = unit price × sales-cost. The three factors of unit price, sales, and cost directly affect profits. To increase profits, one is to increase sales, the other is to reduce costs, and the third is to determine the optimal unit price. The optimal unit price seems to be small but affects the overall situation, and there is a "pricing" mysteries behind it.

Most bosses think the most every day to increase the sales of restaurants. They are very sensitive to the turnover. When the business is not good, they will think about how to reduce the operating cost of the restaurant, but often ignore the role of pricing. You know, the sales of restaurants are affected by many uncontrollable factors, and most of the costs of operations are also fixed and objective. Only the pricing can be controlled by itself. The level of pricing directly affects the profit of the product. Some people have made statistical analysis of 1,000 Chinese companies, and found that sales rose by 1%, profits rose 1.5%; prices rose 1%, and profits rose 8%. Therefore, people often say that the pricing and death, the pricing is too high, and no one will ask. The pricing is too low, does not make money, and the profits are lost in vain.

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The traditional pricing method is based on the characteristics of your own products, reference costs and benchmarking products to determine a price that is easy to sell. But a successful pricing must not only start from internal thinking, but also push from outside to the inside. You can determine the value of the product according to your target customer group and the format you live, and then determine the price according to the value of the product. This is called the value pricing method. Value pricing method is based on customer satisfaction, through product quality and value shaping, and set the price that meets the expectations of customers.

We often see that some customers will evaluate it after eating. In fact, customers say that the value of the product is not consistent with the price. The price of the product is consistent with the value of the customer's perception, otherwise it will be difficult to attract customers for secondary consumption.

When some bosses come to me to make a menu plan, I always ask this price right. Is it okay? Will customers not buy it? These are actually looking at the problem from their own perspective. What the boss should not think is expensive and not expensive, but should consider what adjustments to make their products and what standards to meet, and what efforts to pay for this to match this price, so that customers are willing to pay.

In addition, product pricing must also consider factors such as the positioning of its restaurant, the target customer group and the format. Not only should we match the psychological expectations of target customers, but also pay attention to different pricing strategies such as shopping malls, bustling business districts, communities, and roadside shops.

△ Picture source: Photo.com

Pricing directly reflects the operator's ideas, and also reflects the value of the product, customer base, and competitors, and determines the development strategy of the enterprise. "The highest price for customers to satisfy the customer" is the ultimate goal of the pursuit of pricing in the catering industry.

Conclusion

Future competition is the competition of cognition, the advantages of the future, and the advantage of cognition. Where is the gap between the restaurant that makes money and a loser? It lies in cognition. Like a menu, in the eyes of many traditional catering people, it is still a mealing tool, but for restaurants that make money, the menu is the core weapon for profit.

Behind the good menu is clear business thinking logic and scientific and reasonable planning. What is a good menu? How to design a good menu, I believe that you have more or less direction in your heart. Next, pick up your own menu and review it again.

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