I. Overview:
Nowadays, the development of Sichuan hot pot has diversified characteristics in terms of variety, grade, scale, production, blending and flavor, which makes all kinds of enterprises engaged in making and providing hot pot consumption develop rapidly and attracts great enthusiasm and interest from enterprises and operators engaged in and about to invest in the hot pot industry. However, how to open an authentic Sichuan hot pot restaurant has a lot of knowledge.
As a hot pot restaurant, its basic characteristics have something in common with other catering enterprises, namely, the integration of production, sales, service and consumption. Investors who want to engage in the hot pot industry must do a good job in market research, so as to know what kind of hot pot people need, master the flavor, characteristics, methods, places, people and other information of hot pot, and open special hot pot restaurants in specific market areas, so as to obtain stable and reliable market share. Therefore, doing a good job in market research in the early stage is the premise of making decisions or investing in hot pot restaurants.
Second, the hot pot market survey:
(1) Factors affecting the hot pot market:
1. The influence of economic development on hot pot includes the increase of consumers' demand for hot pot, the structural contradiction of existing hot pot restaurants of various grades, the great promotion of social development and national policies and measures to the development of catering industry, the change of objective environment and the instability of consumption.
2. The influence of traditional factors on hot pot includes its historicity, universality, culture and uniqueness.
3. The influence of the surrounding environment on the hot pot, including the policy environment, such as the public security situation in the starting place and the efficiency of the functional departments; Infrastructure, such as road traffic, parking location, water and electricity supply, communication network, procurement channels, consumer groups, finance, health, labor and other supporting facilities closely related to business; Whether there are preferential policies for preferential measures, such as taxes, various fees, rents, and talent introduction.
(2) Investigation and analysis of tourists:
1, service object analysis:
(1), the professional characteristics of consumers: ordinary students, migrant workers, ordinary wage earners, senior white-collar workers and public servants, whose consumption habits and consumption grades are different;
(2) Age characteristics of consumers: for example, the elderly prefer light, and the young prefer heavy.
(3) Gender characteristics of consumers: There are often some differences between women and men in the pot products, tastes and dishes of hot pot;
(4) Regional and ethnic characteristics of consumers: People from different regions and ethnic groups have different requirements for hot pot products and should be treated differently.
Of course, due to the interpenetration and hybridity of hot pot, many hot pots have been improved and innovated, which are suitable for most people's tastes and have the characteristics of * * *. But the analysis of consumers is essential.
2, customer consumption behavior analysis:
Consumption is a comprehensive concept, and consumption behavior includes consumption level, consumption structure, consumption mode and consumption habit.
(1), the consumption level is directly related to the customer's economic affordability, reflecting the customer's ability to pay and the degree of demand satisfaction corresponding to this ability, and directly indicating the customer's choice of the grade and type of hot pot restaurant;
(2) Consumption structure is the proportion of customers' consumption expenditure, and its expenditure is closely related to occupation, age, gender, region, nationality and other factors;
(3) There are individuals, families, enterprises, groups, etc. Different consumption patterns have different grades and varieties;
(4) Consumption habits are reflected in dining environment, atmosphere, brand, flavor and economy.
3, customer consumption characteristics analysis:
(1). Uncertainty: Most customers are mobile and a few are certain, so the location should be reasonable.
(2) Randomness: There are many customers with great differences, and they are selective in hot pot consumption. Therefore, we should grasp the development trend of hot pot, adjust the taste in time, improve and innovate.
(3) Flexibility: This is determined by successful brands, marked by the frequency of customers' dining and the rate of returning.
(4) Guidance: adjustment of business strategy, successful advertising operation, etc. Will give customers some guidance on consumption.
Third, the division of hot pot market:
(a), the division of labor requirements:
1, such as business varieties, drinks, service level, business hours, traffic conditions, etc. We should accurately grasp and compare whether our own brands can enter the market;
2. It is operable. If the market results don't match your own manpower, financial resources and material resources, and it is difficult to achieve your business goals, you must give up, re-divide the market and find a correct position;
3. It has stability. After market division, as long as it is in line with reality, we must boldly explore and make long-term plans to occupy the market.
(2) Classification:
1. Geographical location: The regionality of hot pot restaurant has a great influence on its operation, so we should fully understand the geographical factors of hot pot. In the same area, different shops and pots serve different consumer groups; Moreover, the products of the same store and pot will change in different regions.
2. Population classification: Affected by people's life, culture, religion, nationality and other factors, there are differences in the consumption of hot pot, and there are differences in varieties, grades and uses. Different levels of consumer groups have different requirements for grades and varieties.
3. Customer differentiation: In addition to considering customers, occupations, income, etc. It is necessary to analyze their motives, whether they are traditional frugality, economy, fashion and impulsiveness, or luxury and ostentation, so as to achieve practical results.
4. Behavior analysis: customers are divided into regular customers, ordinary customers, mobile individual customers and new customers. It is related to the hot pot quality, service level and customer trust of hot pot restaurants.
Fourth, the positioning of the hot pot market:
(a), hot pot market positioning analysis, there are different standards:
1, according to grades: high, medium and low grade, or luxury stores, flavor stores, mass stores, self-service stores, etc. ;
2. According to functions: special hot pot, fast food hot pot, small hot pot, nourishing hot pot, etc. ;
3. According to source: Sichuan-style hot pot, Mongolian hot pot, palace hot pot, old hot pot, etc.
4. According to business: brand hot pot, restaurant hot pot, buffet hot pot, hot pot bar, etc.
Before opening a store, you should choose the business varieties that suit you according to these standards and your own characteristics.
(2), price positioning, one of the important factors affecting the operation, after other conditions are ripe, price is the decisive factor:
1, combination of high and low: in the early stage of opening, customers were greeted with high-quality hot pot, high-level service and low price. Can quickly win customers, establish an image, open up the situation and realize normal operation.
2. High combination method: high starting point and high income. Attract high-level customers with high-quality hot pot, high-grade environment, high-grade decoration and high-level service. The risk is big, the profit is big, and the income is big after entering a virtuous circle.
3. Brand monopoly method: unique hot pot products, unique formulas and patented hot pot products can operate hot pot at higher prices, but the flavor characteristics of the varieties should remain unchanged.
4. Promotion method: popular hot pot varieties, popular prices, low supply, small profits but quick turnover.
Verb (abbreviation for verb) Types of hot pot restaurants:
1, luxury type:
Luxury hot pot restaurant is well-known in a certain area, with complete decoration facilities and beautiful environment, and is very particular about the production of hot pot. In addition to the characteristics of a general hot pot restaurant, its uniqueness lies in its high price, unified high-quality hot pot restaurant, superb service and dining environment, high-level cooking and service personnel, and high-income customers.
Luxury hot pot restaurant has the characteristics of high price, integration with hot pot cost, service level and dining environment, highly unified hot pot products and technology, stable service target, outstanding social image, proper management and perfect system.
2. Popular types:
Popular hot pot restaurants are the main force in hot pot restaurants, with the largest number. The variety of business is relatively single, the raw materials are mainly middle and low grade, and the flavor is mainly acceptable to local people. This kind of hot pot restaurant has its own characteristics, scale, grade and service differences, and has its own status and image among customers. It has its own unique characteristics, moderate price is closely related to the low cost of hot pot and public taste, and the attendance rate and turnover rate are high.
Popular hot pot restaurants are characterized by the combination of price and popularity, flexible and diverse management methods, customer-oriented service and their own actual management methods.
3. Flavor type:
Flavored hot pot restaurant is a hot pot restaurant with unique food culture, strong local flavor and single variety, but with great influence. Often representative, it is a comprehensive reflection of history, region and nationality. This kind of hot pot has relatively fixed varieties, relatively fixed soup brine, certain service characteristics and recognized flavor.
Flavor hotpot restaurant has the characteristics of rich theme and connotation in layout and decoration, customers can feel unique cultural edification and emotional appeal, the combination of eating and music, strong participation, showing some special activities, relaxed and harmonious atmosphere and so on.
4. Self-service type:
Self-service hot pot restaurant is a hot pot restaurant that puts all the hot pot raw materials (raw materials and semi-finished products, etc.) together. ) and the tableware in a certain area of the hot pot hall are selected by the guests themselves, and there are fewer service personnel. This kind of hot pot not only has the characteristics of randomness and freedom, but also has greater selectivity and a stronger sense of satisfaction.
Self-service hot pot restaurant has the characteristics of open layout, lobby, one or two kinds of pots, popular taste, limited per capita consumption, flexible service, few service personnel, customer participation and self-satisfaction, emphasis on the richness of raw materials and dishes, avoidance of waste, full use of space and customer mobility.
Six, hot pot restaurant business form:
1, independent operation:
The operation of such hot pot restaurants is generally not restricted by other catering enterprises, and they choose their own operating varieties. Generally, the scale is small, the cost is low and the profit is not high. The main sources of funds are sole proprietorship, shareholding and loans. This form occupies a major position in the market, and its advantages are: it can adjust and adapt to business varieties and strategies according to the development and changes of the market to meet the needs of consumers; Can maintain its own hot pot characteristics and adjust innovative hot pot products according to market demand; Close employee relations and direct management are conducive to mobilizing enthusiasm. Its disadvantages are: due to its small scale and single business variety, it may be impacted by large-scale hot pot enterprises, and it cannot withstand the wind and waves in the market competition, and its development potential is not great.
Therefore, to run a hot pot restaurant independently, we must have unique hot pot varieties, better ports and sufficient funds.
2. Partnership:
This kind of hot pot restaurant is operated by several people with technology, equipment, business premises and funds invested separately or jointly. Generally speaking, the operation is not restricted by other catering enterprises, and various problems are solved by the partners through consultation. Its advantages are: under the premise of reaching the understanding of management, it can solve the problems of capital, technology and business varieties encountered in opening a store, and can give full play to their respective advantages, unite and help each other, and form a joint force; We can restrict each other, make up for shortcomings and establish a supervision mechanism; Keep close contact with the market, get more information, adjust business varieties at any time, grasp market trends, and keep up with consumer demand. Its disadvantage is that conflicts and disputes are easy to occur between partners. If one partner is irresponsible or divorced from the partnership, the operation will be easily affected and even direct economic losses will be caused.
Therefore, to run a hot pot restaurant in partnership, it is necessary to achieve consistent management consciousness and high quality, and to conclude a partnership agreement to clarify the rights and responsibilities and profit distribution.
3. Franchising:
Franchising, as an advanced management mode, is also the main management form of modern catering industry, with obvious advantages and effects.
When hot pot enterprises plan to join, the specific methods and measures include: various forms of joining chains; Brand elements of registered hot pot enterprises; Establish a unified management organization; Management standardization; Clean up and purify the market; Carry out chain distribution and so on.
Several key issues that should be paid attention to in implementing franchising. First, identify the market demand positioning; Second, from point to surface, full bloom; The third is to do a good job in human resources.
Seven, hot pot restaurant location:
1, the geographical factors of hot pot restaurant location:
Before site selection, it is necessary to choose an area that is convenient for business development, which is the premise of site selection. Factors such as the level of economic development, the influence of culture and education, market competition, the characteristics of planning and site selection, and whether the software and hardware environment are superior should be considered when selecting the site.
2, the principle of hot pot restaurant location:
The first is to determine the service object. It is necessary to determine the corresponding facilities and equipment according to the location of hot pot restaurants, and then choose their own business grades to determine the varieties of hot pot restaurants;
Second, we must implement the principle of proximity. In other words, it is necessary to have convenient transportation, convenient communication and convenient access. Located in or near the business district, economic district, cultural district, development zone, etc. The road is smooth and customers are easy to "get close";
Third, the environment should be in place. The external environment should form a climate, and other restaurants in the hot pot restaurant should be mixed, such as "Yidian Street" and "Hot Pot City". At the same time, they should advocate the combination of their comprehensive support and diversified management to form economies of scale;
Fourth, we must scientifically predict profits. Before and during the opening of the business, it is necessary to analyze the sales and gross profit in a certain period and predict the profits and benefits in combination with various factors.
In addition, you can also judge the choice of store location by experience.
3. Location and layout of hot pot restaurant:
After determining the site selection principle, the following points should be combined in the implementation: choose the places where commercial outlets are concentrated, people gather, places with convenient transportation, specific locations, places where peers gather and special ports.
The layout should also consider the following ideas: diffusion, agglomeration, competitiveness and multi-industry coordination.
Eight, hot pot restaurant name and design:
1. Name and design principle: it should be recognizable, original and integrated. Its main functions include spreading corporate culture.
Enhance corporate image, improve competitiveness and shape the overall corporate image.
2. The basic rules of name design: First, the font pays attention to the overall effect, which is easy to identify, read and remember; Second, the pronunciation is loud, full of charm and rhythm; The third is the combination of the original intention and meaning of the font.
3. The basic requirements of name design: First, it is consistent with the level of customer consumption and the level of hot pot restaurant; Second, the humor and implication of the name of hot pot restaurant; Three, hot pot restaurant name and flavor, objects, habits; Fourth, the extension of the name of hot pot restaurant; Fifth, the choice of hot pot restaurant name is particular; Sixth, the naming requirements are simple and lively, don't change it easily, and pay attention to originality.
Nine, hot pot restaurant decoration:
The decoration design of hot pot restaurants should be based on the actual situation of different hot pot restaurants, measured by architectural style, hot pot grade, geographical location and other factors to attract customers. Generally speaking, the decoration styles are different, but the following problems should be avoided: First, the structure of hot pot restaurant is monotonous; Second, the air in the store is turbid and humid; Third, the distance between tables in the store is too small; Fourth, the environmental space is depressed; Fifth, the lack of original decorative features.
X. People management:
(a), hot pot restaurant staff composition:
1. Management personnel: including (general manager) manager, lobby manager and foreman. Hot pot enterprises with a certain scale and grade also include general manager's office, planning department manager, marketing department manager, finance department manager and logistics department manager.
2. Kitchen staff: including hot pot teachers, post hot pot chefs, chopping boards, snacks, cold dishes, Dutch workers, handyman, etc.
3. Service personnel: including customer service personnel, kitchen service personnel, cleaning personnel, security personnel, etc.
(2), hot pot restaurant staff management:
1, define the management scope and determine the management level;
2. Professional division of labor, with hot pot management as the center;
3. Adhere to unified command and combine powers and responsibilities;
4. Meet the requirements of simplicity, effectiveness, unity and coordination;
5. Pay attention to service skills and service efficiency.
Eleven, hot pot restaurant supply system management:
The management of hot pot supply is mainly the management of hot pot raw materials and soup brine, and the value of raw materials is an important part of hot pot production cost. Raw material management includes procurement, acceptance, storage and distribution of raw materials.
1, procurement business management:
Purchasing business is the initial link of hot pot business, and the following basic requirements must be followed:
1), the variety is right, that is, the variety must be determined according to the needs of customers and the needs of hot pot production to ensure that hot pot is marketable;
2) Excellent quality means that the quality of raw materials must be strictly controlled;
3) The price is reasonable, and the raw materials of hot pot are diverse and local. The prices in different markets and different sources are different, and the prices in different seasons and regions are also different. Therefore, procurement personnel should immediately understand the market situation and reduce procurement costs, thus reducing the production costs of hot pot restaurants;
4) If the quantity is appropriate, we must adhere to the principle of diligent sales, and we must fix sales, so as to sell well and enter more, marketable in batches and unsalable.
5), the arrival of the goods in time, the variety of hot pot has a certain randomness, and it is difficult to predict the daily production and sales. Therefore, in order to ensure the normal operation of hot pot, raw materials should be purchased on demand and supplied in time.
2. Storage business management:
1), to ensure adequate and reasonable storage of raw materials. Warehousing is one of the services for hot pot, and the raw materials should have enough varieties and quantities to ensure the continuity and stability of operation. The inventory of raw materials must be kept above the standard of being able to complete certain reception services, keep uninterrupted operation and be economical and reasonable;
2) Control storage. Hot pot should not store too many raw materials, otherwise it will cause backlog and waste. Therefore, hot pot restaurants must control the investment in warehousing and ensure a reasonable reserve quota;
3), guide the purchase and sale of raw materials. In the process of storage, we should know the consumption of raw materials at any time, and put forward purchasing opinions or suggestions in time according to the actual situation, so as to supplement and update raw materials and deal with the overstocked raw materials in time.
4) Control the shortage and damage of inventory. Its primary task is to ensure the safety and hygiene of raw materials in stock.
5), daily storage and maintenance. We should do a good job in the following five aspects: storing raw materials in different regions, numbering goods positions, implementing the food hygiene law, adhering to the isolation system, mastering the temperature and humidity, strengthening protection and maintenance, doing a good job in cleaning and hygiene, preventing microbial invasion and pests, establishing account cards, and taking regular inventory.
6), outbound management. The management of food raw materials out of the warehouse should do the following work conscientiously: First, insist on delivery out of the warehouse by ticket; Second, adhere to the principle of "three firsts and one no", such as warehousing first, perishable products first, products near the shelf life first, and no damaged products.
Twelve, Sichuan hot pot soup brine:
The preparation of Sichuan hot pot soup determines the flavor of hot pot, and it is also the most critical link in making hot pot. There are many kinds of hot pot in Sichuan, and the original soup is different, but the most basic one is red soup and white soup.
Red soup is a typical popular hot pot basic soup in Sichuan. This soup has a wide range of uses, and most varieties of Sichuan hot pot use this soup. It has the characteristics of rich flavor, thick juice, spicy and palatable, fresh and sweet.
White soup, that is, clear soup brine, is also widely used, such as Yuanyang hotpot, clear soup hotpot, nourishing hotpot and so on. It is also one of the popular basic soups of Sichuan hot pot. It has the characteristics of rich umami flavor, clear soup color, suitable taste, non-dryness and non-greasy.
In addition, cold pot soup is also one of the hot new hot pot products in recent years, such as cold pot fish, roast chicken hot pot, jumping frog hot pot and so on. It is characterized by the combination of soup and material, delicate texture and unique flavor. This cold pot soup brine can keep the shape and taste of raw materials, so it is very popular.
To make the original soup well, we need to know what seasonings Sichuan hot pot original soup needs. The main condiments used in Sichuan hot pot are: douban (Pixian douban is the top grade), douchi, fermented glutinous rice juice, pepper (Hanyuan is the top), ginger, garlic, dried pepper (Sichuan "second gold bar" is the top grade), refined salt (Zigong's well salt is the top grade), monosodium glutamate, cooking wine, sesame oil, pepper and rock sugar. These condiments can be divided into fat-soluble and water-soluble in nature.
Fat-soluble seasonings include watercress, garlic and ginger. When using these seasonings, you must stir fry with oil first, the amount of oil should exceed the seasoning, the firepower should not be too big, and the stir fry time should be a little longer, so that the fragrance can be fully precipitated.
Water-soluble seasonings include cooking wine, rock sugar, mash, refined salt and monosodium glutamate. It must be added to the soup to taste.
In addition, some volatile spices, such as pepper, pepper, cooking wine and so on. , should not be heated for too long or too short. If it takes too long, it will volatilize excessively and the taste will be weakened. If it is too short, the taste will not be enough.
At present, some new condiments such as curry powder, mustard sauce and cumin powder are also suitable for hot pot seasoning.
Some condiments, such as ginger, garlic and dried peppers, must be treated with a knife before use.
The edible oils used in Sichuan hot pot mainly include butter, lard, vegetable oil and sesame oil. Butter can increase the flavor of the marinade, keep the temperature of the original soup and increase the color of the material; Lard can not only increase the flavor of the original soup, but also weaken the fishy smell and peculiar smell of the material; Vegetable oil is used for frying raw materials and dipping flavor; Sesame oil is used less in soup and more in seasoning dishes. In addition, there are Chili oil, oyster sauce, mixed oil, chicken oil and so on. , all in order to increase the fragrance and flavor of hot pot.