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How can catering entrepreneurship improve its success rate? The "Red Book of Catering Management" published by Red Meal Network and Enen Media in conjunction with hundreds of industry experts tells you the answer.
In the eyes of many people, the threshold of catering business is relatively low, and the market space is vast, as if you can easily realize your dream of wealth by opening a restaurant. However, reality is often more cruel than imagination.
Enterprise survey data show that in the past 2023, the number of registered catering enterprises in China exceeded 3.18 million, and nearly 1.42 million enterprises were cancelled and revoked throughout the year. This means that in 2023, the cancellation of catering enterprises was almost half of the registered amount. It can be seen that catering entrepreneurship is no longer a simple matter.
Next, let’s take a look at the cruel truth of catering entrepreneurship.
Several failure cases of catering business.
Tell you the cruel truth about catering business.
Many people say, "If the business fails, open a restaurant." "If you are unemployed, you will open a restaurant to make a living." Opening a restaurant seems to be a simple and effortless thing.
Indeed, some people have realized their dream of wealth and freedom through catering entrepreneurship, but more people have left because they despise this industry. There are still many catering entrepreneurs who, despite great efforts, still failed to escape the fate of failure.
Story 1: Xiao Li’s dream of online celebrity restaurant
Xiao Li has always dreamed of opening a restaurant in online celebrity. He saw the hot restaurants on social media and thought that as long as his restaurant can take good photos, it will attract a large number of customers. So he invested a lot of money in decoration and marketing, hoping to create a unique online celebrity restaurant. However, after the opening, there were few customers, and Xiao Li’s restaurant soon got into trouble.
Xiao Li’s catering business failed mainly because he ignored the essence of catering and the quality and taste of the dishes themselves. Opening a restaurant can’t just rely on external packaging and marketing activities to attract customers. With the increasing demands of consumers for dining, environment, service and food quality are indispensable. Those who want to be invincible by environment and marketing will eventually be defeated by cruel reality.
Story 2: Xiao Zhang’s fast food restaurant closed down.
Xiao Zhang saw the bright future of the fast food market and decided to open a fast food restaurant. He chose a prosperous location, thinking that as long as the location is good, business will not be bad. However, after opening, he found that his fast food business was not as good as expected. It turns out that his fast food restaurant does not have a competitive advantage in the innovation and taste of dishes, and at the same time there are more and more competitors around, which makes his business go from bad to worse. In addition, he chose the best location when he chose the site, and the rent was high, which led to his great cost pressure. In the end, Xiao Zhang’s fast food restaurant closed down because it could not maintain its business.
Although there is a saying in the industry that opening a restaurant and choosing a good location means half the battle, it is still easy to be eliminated by the market if you are not good at management and have no ability of continuous innovation and unique dishes.
Story 3: Xiao Wang’s green and healthy restaurant failed.
Xiao Wang noticed that modern people pay more and more attention to healthy eating, so he decided to open a green and healthy restaurant. He carefully selected organic ingredients and paid attention to the nutritional collocation of dishes, hoping to meet the needs of consumers for a healthy diet.
However, his restaurant faced many difficulties after it opened.
First of all, the cost of green organic ingredients is high, which leads to the high price of dishes; Secondly, many consumers don’t have a deep understanding of healthy eating, and they prefer to choose dishes with good taste and moderate price. In the end, Xiao Wang’s green and healthy restaurant closed down because of poor management.
Although catering entrepreneurship needs to keep up with market trends, it should also take into account the actual needs and purchasing power of consumers. Entrepreneurs can’t blindly pursue high-end and health, but ignore the market acceptance and the actual needs of consumers.
From the above story, we can see that catering business is not easy. Especially with the constant changes in the market and the intensification of competition, entrepreneurs need to keep learning and innovating, and keep up with the market trends in order to gain a foothold in this industry.
Experienced catering business from 0 to 1.
The truth that catering people will understand.
Then, how can catering people stand out from the fierce competition and achieve the success of catering entrepreneurship? In the "Red Book of Catering Management"-"2024 Catering Calendar" launched by Red Meal Network and Enen Media in conjunction with hundreds of industry experts, the following points are summarized for catering entrepreneurship:
1. Catering is a diligent and ascetic activity, so be prepared for hardship.
Yang Lipeng, founder of Xiao Yang’s fried dumpling, mentioned in "2024 Catering Calendar" that catering is an industry full of challenges and opportunities! The lowest entry threshold, fierce market competition, endless brand elimination and increasingly severe market pressure make every catering person always under high pressure! Therefore, in addition to making efforts different from ordinary people, we should always keep a state of mind of walking on thin ice! Be more confident!
This is indeed the case.
Many people only see the glamorous appearance of catering bosses, but ignore the hard work behind them. Although the entry threshold for catering people is low, the threshold for operation is high. Catering entrepreneurs need to invest a lot of time, energy and money in every link from site selection, decoration, recruitment, procurement to daily operation. In this process, entrepreneurs often have to face various unknown challenges and difficulties, such as lack of funds, employee turnover, customer complaints and so on.
If catering entrepreneurs don’t have such awareness or psychological preparation, it is easy to be defeated by reality in the process of starting a business.
2. Restaurants should do a good job in market positioning and characteristics.
In the catering market, entrepreneurs need to define their own market positioning, identify the target customer groups, and conduct food research and development and marketing promotion according to their needs and preferences. At the same time, entrepreneurs also need to pay attention to building their own brand characteristics, so that customers can remember you and choose you among many catering brands.
Regarding positioning, Wang Yugang, founder of brand positioning planning of Shanghai Chuandao, said that the fiercer the market competition, the more it needs to focus on positioning.
Wang Shunhai, chairman of Chongqing Wudoumi Catering Group, also mentioned in the "2024 Catering Calendar" that positioning is the foundation for enterprises to be strong and long-term, and the positioning is wrong, and the efforts are in vain!
Obviously, a good positioning can make catering entrepreneurs find the right direction on the road to entrepreneurship and avoid doing useless work.
3. Pay attention to cost control and service quality.
The profit margin of the catering industry is relatively small, so entrepreneurs need to strictly control costs and improve operating efficiency. At the same time, service quality is also the key to the success of catering business. Entrepreneurs need to pay attention to the training and motivation of employees to ensure that they provide customers with a quality service experience.
In this regard, Lai Linping, a senior catering instructor and founder of Yiying Catering Consulting, mentioned in the "2024 Catering Calendar" that in the initial stage, many catering people blindly followed and followed, regardless of whether the enterprise itself was suitable or not, and even hired people with high salaries. As a result, they were all unsuitable and made the restaurant nondescript. When the scale of an enterprise is only 1-3 stores, what it needs to do is "dry performance", "optimize product structure" and "improve customer satisfaction", and everything else can be ignored for the time being. Only if you survive can you go further. Starters must understand that no matter how the market changes, the fundamentals of catering will never change: selection of products+location+employment+customer satisfaction.
4. Pay attention to customer reputation and marketing promotion.
In the catering industry, the power of word-of-mouth communication is enormous. Entrepreneurs need to pay attention to customer feedback and evaluation, adjust business strategies in time, and improve customer satisfaction. In addition, entrepreneurs also need to pay attention to marketing promotion and use social media, short videos and other channels to enhance brand awareness and influence.
Captain Yiqiu, a catering expert, said that this is an era when the wine is fragrant and the alley is deep. Traditional food and beverage outlets must learn to embrace online, because the mainstream consumers have migrated from the past 70 s and 80 s to the present 90 s and 00 s. Therefore, catering bosses must learn to do products and marketing around the needs and aesthetics of the new generation.
At the same time, Li Chengjing, co-founder of Shangzong Group, also reminded that marketing is not equal to discount. The essence of all marketing, the final content must be the product itself, and the product is not just a dish on your menu. The product that can be marketed must be spread or have a story.
5. Continuous innovation and improvement.
In the highly competitive catering industry, entrepreneurs need to keep keen market insight at all times and pay attention to the development trend of the industry and changes in consumer demand. Through the continuous innovation and improvement of dishes, services, marketing and other aspects of the attempt to enhance brand competitiveness and achieve sustainable development.
Regarding innovation, Li Yang, the founding partner of Zhu Guangyu Hot Pot Restaurant, said in the "2024 Catering Calendar" that products are the basis for retaining consumers and generating continuous repurchase, while innovation is the key to generating continuous appeal to consumers, and brand differentiation is opened through continuous innovation and upgrading. The difficulty of innovation lies in the continuous output of big explosives. With this ability, we can continue to attract attention, and we can continue to attract gold and support brand praise.
"Red Book of Catering Management" helps catering people realize their entrepreneurial dreams.
For the catering industry, which is full of variables and challenges, we often encounter many places that we can’t measure ourselves. These places may be because we lack experience and resources, or because the market environment is complex and changeable, which makes us flinch. However, this does not mean that we will stop there and cannot move forward. In fact, we can also reach those seemingly unreachable places by stepping on other people’s footprints.
Stepping on other people’s footprints means learning from the experience of our predecessors. In the "2024 Catering Calendar" jointly launched by Red Meal and Enen Media, 366 upstream and downstream experts, entrepreneurs, opinion leaders of new media and catering quality service providers in catering industry expressed their core views on catering operation, management, marketing and strategy in refined words from different professional perspectives and cognitive levels, which can be said to be a "treasure book" that all catering entrepreneurs must read.
In this book, you will see a lot of very useful business suggestions and tips in the catering industry, such as how to help brands improve customer satisfaction and increase sales. It is believed that through the views of these industry elites, catering entrepreneurs can better grasp market trends, enhance brand competitiveness, achieve sustainable profitability, and ultimately succeed.
The 2024 Catering Calendar covers 12 topics, including positioning, trend, flow, development, cognition, operation, brand, marketing, innovation, management, strategy and pit avoidance. Almost all the entrepreneurial problems of catering entrepreneurs can be found in it.
At present, "2024 Catering Calendar" is being snapped up. Now you can get a red meal big data experience card worth 288 yuan when you purchase the 2024 Catering Calendar.
Author: Hongcan.com Hongjun
Note: This article belongs to the catering industry information published by Yangguang. com. The content of this article does not represent the views of this website, and is for reference only.
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