The profit of the restaurant decreased by 15%-20% points, which almost matched the rental consumption of the restaurant.
Customers deepen the loyalty of the takeaway platform, not the restaurant brand.
The takeaway platform monopolizes all kinds of restaurant data and then resells it to diners.
Take-out in restaurants takes priority, which affects the transaction rate and experience.
Take-away platform companies extract about 15%-20% from diners, while restaurant take-away profits are about 40%, and the gross profit that really reaches diners is only 20%-25%, and the profits of diners are gradually diluted by take-away platforms. Diners not only lost a lot of profits, but also affected the establishment of restaurant brands. Restaurants are being strangled by unreasonable platform model. In July, Taobao, the Internet O2O platform, captured the supermarket position and laid out an unmanned supermarket for scouring coffee, realizing a new shopping mode without waiters and cashiers. Through new technologies and big data, Amoy Coffee has improved operational efficiency, reduced costs by 25% and won more profit margins. This seemingly unrelated news is actually a wake-up call, indicating that some platforms have realized that using technology and data to improve operational efficiency has become an effective means to increase profits. Many catering people also took action, such as McDonald's, Xibei Maixiang Village and other catering enterprises, as well as the third-party catering service provider Yazuo who put forward the concept of "new catering". They used data and technology to create smart restaurant services, and created the rapid growth of the catering industry with diluted profits. However, the income is completely divided by online apps on platforms such as Hungry and Meituan. It is said that there are benefits, but the benefits are not saved. The maximization of catering profit is a comprehensive problem, which should be considered from the current economy, rent, price, personnel salary and other aspects.
Generally speaking, the first is market positioning, and then investment. Choosing a good industry is the basic condition for obtaining profits. Secondly, rent is the most important aspect of reducing profits. Many restaurants earn a rent all year round, and the high rent is directly linked to the profit. There is also the price, which is the center of gravity that can determine the price of your product. There are fewer people with high positioning, and those with low positioning earn less. Therefore, it is necessary to integrate local and surrounding consumer groups and make a reasonable positioning. Finally, the personnel salary. Good managers can make your business better and better, and employees faster and faster. This requires increasing training and raising the overall salary of personnel, which is another major part of the expenditure. Based on the above questions, Bian Xiao thinks like this: 1. On the premise that the economy is not optimistic, reduce investment and try to control costs without losing money. Catering earns hard money, and one person loses a profit when he divides it. In the large-scale catering industry, the self-service ordering system is actively used, which improves the operating efficiency and wins the reputation of customers. Introducing Xiaoya intelligent ordering system and other basic equipment is a way to improve the profit of restaurants, which can not only improve efficiency, but also effectively collect data. 2. When renting a house, you must choose a parking place and reach a convenient place. Secondly, it can also be a private house, and try to keep the room rate low. You can also join the internet. Many restaurants build their own CRM system to collect offline data, but the boss doesn't use it, which makes the data lose its value. Bian Xiao recommended that merchants can join Alipay Word of Mouth as a private seat, which can just meet this requirement and realize the maximum profit of data. 3. The price directly affects the profit, so in the procurement, it is best to shop around, make multiple inspections, make inquiries and check the price together, and then choose suppliers one by one. 4. In personnel, you must use the right person, and don't trust those who please you with good words. You can hire a manager at a high price and let him personally select and train within the budget. Wages are directly linked to store profits. Having said that, in fact, the catering threshold is low, street snacks are also catering, and high-rise restaurants are also catering. Many catering bosses are wrong, and they are not clear about the concept of catering marketing. They always think that small profits are quick turnover, which leads to the failure of most catering operations. In fact, the main responsibilities of catering marketing are product cost optimization, marketing strategy activities and brand experience management. Simply put, it is to reduce costs, improve profits and establish brands.
I hope my analysis is helpful to you.