Response of SMEs

We have contacted many small and medium-sized catering companies in the past. I will talk to you about three realistic issues that many people care about from the aspect of catering marketing operations.

Throttling
From the perspective of marketing operations, this time mainly reflects the two major issues of many SMEs:

1. Difficult to reach and target long-term customers

Here are two questions to reflect. One is that there is no effective platform tool to retain your customers. Chain brands may not have much problem, such as retention of public accounts. Small stores may establish contacts by adding customer WeChat friends or operating customer WeChat groups. Second, customer activity and loyalty left on platforms or tools cannot be guaranteed. Are they really valuable customers to you? Are they cheap, fake customers who usually get through activities? These are not enough to maintain customer relationships.

2. Unreasonable cost structure design

Friends who have done catering should know that the cost structure of catering is: raw materials account for 30%, but the goods are equal to money, not a loss; the comprehensive labor cost accounts for 30%, which is the bulk; the remaining rent accounts for 10%, Tax costs account for approximately 6% -8%.

Therefore, many laymen say that the gross profit margin of catering is more than 60%, which is a huge profit, and the money is very profitable. That is, they do not know the cost structure of catering. After deducting labor, rent, tax, social security, etc., the final net profit is about 10%.

In response to the above two issues, how should small and medium catering companies respond?

1. Reduce losses and costs

In this period, don’t imagine that there will be revenue or income balance. The loss is certain, the key is how much loss. So the core is “reducing losses and reducing costs.”

Reducing losses is mainly dealing with inventory, such as the retailing of ingredients. Recently, a friend who made hot pot told me that their frozen stocks were about to run out. When I heard it, I warned him not to have the fluke that the epidemic can pass quickly, and deal with it as soon as possible to reduce losses.

Reduce costs, the cost of ingredients is inventory. The catering industry has two major costs, one is rent and the other is labor. As for the cost of rent, it is necessary to negotiate with the landlord to see if it can be reduced or deferred. It is not possible and not angry. The landlord may not be easy. In terms of personnel costs, there are two meanings: first, wage pressure, and second, the integrity of the workforce after the epidemic. First of all, try not to lay off staff without layoffs, otherwise it will be difficult to recruit suitable employees in the future. The current “post-90s” young employees have the capital and mentality to walk away. As for the specific method, I asked my friends who are practicing law, and suggested to negotiate with employees to pay wages not lower than the minimum wage standard according to the policy provisions from March; export employees to other industries, such as express delivery, takeaway industries, but Suitable for companies with a certain size, small stores may not be suitable.

2. He is better to save himself

In the meantime, there are many news that Xibei got credit and Yunhai cuisine got the help of Meituan platform, but I want to say that if you are not a brand enterprise like Xibei or Yunhai cuisine, don’t have too much to the bank or platform. Big fantasy.

If you are a bank or financial institution, what business would you lend money to? It must be to give priority to supporting enterprises that have good performance and have certain guarantees for repayment. In the face of financial difficulties, here are two ways to refer to: borrow money from employees and let outstanding and rich employees become minority shareholders. Because employees know more about the company they are in, it is easy to achieve benefit bundling, and when small bosses start a business, dividends are more in line with the pursuit of young people today. Of course, the premise of all this is based on the original good business.

3. Maintain customer contact and establish brand impression in advance

First, make more use of tools such as communities, circle of friends, and public names. The first is to help maintain customer relationships and build the foundation for other business lines. The second is to broadcast the production process so that customers can not only see the process of making ingredients, but also the good hygiene conditions in the store will leave a good impression on customers in advance After the special period, customers will choose you first.

Second, in marketing propaganda, tap your own advantages. For example, during the SARS period, meal sharing was emphasized. Xiabuxiabu advertised “one person, one pot, SARS cannot be infected” on Beijing Traffic Radio, and then became a hit.

Open source
According to the classification of needs, the most urgent need is the word “safe”. Therefore, the core to achieve revenue is to achieve revenue generation on the basis of customer peace of mind.

When talking about specific recommendations, we can analyze the specific practices of each period in three stages according to the development law of the epidemic:

The first stage: the critical period of the war “epidemic”

At this stage, according to the analysis of authoritative persons, it is not recommended to open doors for business, and there is not much demand for dining outside. At this time, the catering staff must prepare for countermeasures. There are two ways to achieve revenue here:

1. Retail fresh ingredients.

I’ve been staying in Guangzhou for the past few days, and I have basically not gone out. The fresh food in the next store can basically meet most of our food needs. So, if you have the corresponding inventory, you can also choose to retail out.

2. From TO C to TO B.

Such as hospitals and other channels. A friend from Henan doing catering, he has a way to provide takeaway to the hospital. This approach alone does not make much money, one is conscience, and the other is to get a good endorsement of trust. After the epidemic, you can get the customer’s favor and priority. Of course, this has to be done within your means.

Phase 2: National policy allows gradual resumption of business

At this stage, the third and fourth tier cities recovered faster than the first and second tier cities. Everyone resumed work one after another and did not dare to go to the store for dinner. Therefore, there are two ways to achieve revenue at this time:

1. Takeaway.

During this period, there are two purposes of taking out food. One is to earn income to survive, and the other is to maintain the connection between the brand and the customer. This is also very important.

There are three aspects to note here. In the selection of takeaway products, the main type is satiety, and the ingredients are common and reassuring. Pay special attention to cooked food. On the product packaging, it must be presented in the form of a single meal for one person to ensure that it is easy to distribute and not easy to break. The most important aspect is to reassure customers. This needs to dispel two major concerns of customers, one is whether the ingredients are hygienic and reliable, and the other is whether the delivery personnel have health problems. Specific methods, for example, you can note the source of the ingredients, the name and temperature of the delivery staff, and paste them on the take-out packaging, so that customers are more at ease.

2. Take away.

Stores are presented to make customers feel very clean. At present, all our work is done around the needs of customers “safe” and “reassured”. For example, the tabletop should be cleaned and disinfected every half an hour; the toilets and wash basins should be cleaned and disinfected regularly, and disinfectants and hand sanitizers should be placed on the washstands. Here. It would be better if you could provide a mask to each of the customers who came to take away.

The third stage: psychological transition period

At this stage, everyone can go out to eat, but everyone needs a psychological transition period to return to normal behavior. The psychological recovery period requires a slow process, during which customers are still reluctant. What do we need to do at this time?

The most important thing is not to wait passively. Can’t wait for customers to recover and build confidence before they come to you for consumption. And take the initiative to do a good job of epidemic prevention and hygiene, so that customers can rest assured that you come to spend here. More importantly, write your security work and results in a place where customers can see it. At the same time, these tasks must be written on the takeaway platform, so that customers can build confidence in you first, and you can get the earliest traffic.

After the epidemic, trends and development in the catering industry
Sometimes danger is also a business opportunity. Although this sudden factor has a great impact on the catering industry, the catering industry will also face a new round of dishwashing. As a catering person, if you want better development in the future, you must think ahead about the opportunities that this crisis may bring and optimize your strategic direction. Regarding the trend and development of the catering industry after the epidemic, here are six points that I think are more reliable.

Game restaurant must not survive

Choosing to make a game restaurant is tantamount to enemies with all humanity. There was a joke during the epidemic. A poultry-selling business used to claim that its birds were wild, but after the outbreak, it posted a notice saying that its stuff was domestic.

2. Security requirements upgrade

Good food is one aspect, and the health of food ingredients is another. This requires restaurants to:

The health of ingredients is traceable. Last year, I went on a business trip to Sichuan to have a meal with a customer at a local hotpot brand restaurant. I saw that they would purchase information on the specific source of the ingredients, suppliers, handlers, contact numbers, and other information, which were announced on the store’s display stand This is how the ingredients are traceable. Disclosure of this information, although not considered necessary by peers, is a bonus for customers. Under the premise that no other trade secrets are involved, I suggest everyone to refer to this, especially during the psychological period of dining after the epidemic, customers pay more attention to cleanliness and hygiene.

The kitchen is open and transparent. Customers feel more secure.

Do detailed work with high customer perception. For example, long-term supply of hand sanitizer and disinfectant, toothpick with independent packaging, self-service snacks and small packages.

3. Takeaway will have a new outbreak

4. The establishment of private domain traffic and the management and maintenance of customer relationships

For example, on WeChat or other tool platforms, we must know how to retain customers. It’s the real traffic that holds the customers in your hands and operates well.

5. Catering food

Catering and catering is not only to increase business income, but also to increase the connection between brands and customers. You know, this is an information age where attention is at a premium. It is impossible for customers to eat at a store every day, but if your brand has some related retail foods that can be placed in the customer ’s home, it is equivalent to advertising the brand every day to remind customers to remember your brand. Maybe customers will choose it next time. you.

For example, Haidilao’s self-promoting hot pot, and rice noodles launched by Baman Rice Noodles (formerly Funiutang), are relatively large brand food and beverage practices. Small stores can do the same. For example, I once ate with a friend at a Longjiang pig’s foot rice in Guangzhou, and my friend liked their chili sauce very much. The boss said that they made it themselves and sold it. Later we bought a few bottles.

6. F & B data and intelligence

Dataization includes big data and small data. For most catering companies today, small data is more reliable and useful. What is small data? It is the user data that is really related to the store. For example, you usually add customers’ WeChat, make labels, data of CRM customer management tools and consumer behavior data, organize and collect these, so that you can better understand customer needs to achieve better product iteration and brand optimization.

In terms of intelligence, conditional catering companies can consider that the core is to improve business efficiency. For example: appropriate use of unmanned production equipment to reduce the number of employees; use part-time instead of full-time to improve human efficiency and reduce labor costs.

In short, the catering industry in the future will be more inclined to specialize, brand and capitalize operations.