There are two views in the industry:

One school thinks that the maturity and high standardization of the back-end supply chain with three highs and one low superposition have the initial conditions for cooking.

Another school thinks that one of the dangerous signs of the catering industry is de-cooking, and China catering has its own culture and characteristics, so it cannot simply imitate western standardization;

It is dangerous to make in-class food, drinks, new retail and take-away. A restaurant is a restaurant. Keep it up!

In fact, whether or not to "cook" is no longer a matter of fact. This topic involves the changes of the whole catering industry, and it is not easy.

0 1 The catering industry has suffered heavy losses in the past six months.

Needless to say, the catering industry was hit during the epidemic.

According to the semi-annual report, the total revenue of Haidilao in the first half of the year was 9.76 billion, a year-on-year decrease of 16.5% and a net loss of 964 million. 1revenue in the first half of 1999 was 250 million yuan, with a decline rate of over 62%.

Taier pickled fish earned 670 million yuan in the first half of the year, up 24.8% year-on-year; Xiabu Xiabu's revenue in the first half of the year was 654.38+92.2 million, down 29. 1% year-on-year.

This is the case with giants. Self-operated stores account for more than 60%, and about 70% of them suspend business or close down during the epidemic.

Therefore, the whole industry is difficult in the first half of the year, and chefs are often the most expensive in traditional catering enterprises, so the first thing to cut costs is to cut chefs.

Therefore, the background of "de-chef" is that the industry has been hit hard, and the skin is gone, and the hair will be there. The chef's situation is really difficult this year.

02 Redefinition of Chef

In fact, the scope of chefs is no longer limited to chefs who cook dishes. As long as it involves operational work, such as a barbecue chef and a tea maker, it can be called a "chef".

After the epidemic, barbecue, tea, hot pot and other categories rose obviously against the trend, which also increased the chances of traditional chefs changing jobs.

Therefore, it can't be simply said that the chef will be unemployed in a high probability, and the extension of the chef will change with the change of the industry.

1, you need to distinguish the situation first. Compared with traditional chefs for Chinese lunch and dinner, fast food, barbecue, hot pot, tea and other categories also need hairdressers and tea makers.

2. The tireless and meticulous diet tradition will of course be passed down, but the main pressures faced by catering enterprises for survival or development are "three highs and one low"-high rent, high labor, high ingredients and low profits, and at the same time, it is also superimposed with various situations such as eating fluctuations and shrinking meals after the normalization of the epidemic.

Undoubtedly, the above pressure forces the catering industry to improve its survival skills, reduce costs and increase efficiency, and improve people's efficiency. The main measures taken are employment, light operation mode and systematization of new product research and development.

In the era of small restaurants, a chef can decide the life and death of a restaurant. When old customers find that their tastes have changed, they often ask: Has the chef changed?

However, the catering industry is undergoing an iteration. Catering 1.0 is a couple's shop, catering 2.0 is the first opportunity to seize the category, and catering 3.0 is a chain model with shopping centers as the traffic platform and single items as the main mode.

4. With the Millennium robot restaurant, man-machine fried rice represented by crabgrass and Bawan is now commercialized, and robot cooking has become a reality.

Therefore, with the evolution of the industry, the core role and position of traditional chefs are inevitably marginalized.

03 copper steel flower

After the epidemic, fast food, barbecue, hot pot, tea and other sub-categories rose against the trend. It is these categories that are popular against the trend and vigorously promote standardized management, and there is indeed a phenomenon of diluting the role of chefs.

For example, a brand noodle restaurant has built two central factories in the past three years, and all semi-finished products are solved in the factory. In the shop, you only need to do Lamian Noodles and cook noodles, and you can finish it in 90 seconds. You can eat quickly without relying on any chef.

At the same time, employees adopt the on-the-job system, and everyone is familiar with all the work processes, so as to arrange all kinds of emergencies including shift change in time.

Do everything possible to improve efficiency and increase people's efficiency, so the central factory, semi-finished products and other supply parts change their operation methods, including the emergence of the post-communication system, and move the functions of chefs forward, which is an inevitable change in the evolution of the industry.

04 lighting mode

1, improve brand efficiency, occupy consumers' minds through single product blasting, and reduce consumers' decision-making costs.

Many catering bosses feel miserable more and more, because the store area is large, there are many people, there are many SKUs, there are no explosive products, and the core products are not built. The profit pressure is particularly great, and it is almost impossible to cope with various cost pressures in first-and second-tier cities.

Shaanxi-style Chihuo 20 18 is in a shopping mall in Wangjing, with a collection store 147 square meters and a kitchen area of 80 square meters. Business has been very good. However, the shopping mall suddenly needs to be transformed, and an international brand is introduced, which requires the area to be reduced to 80 square meters, the door head to be indented, and the store rent is similar to before.

After the product line adjustment, the SKU is almost reduced by half, the storefront line is also re-planned, the kitchen area is reduced, and the labor is reduced by half. But what is incredible is that the turnover of 80 square meters is the same as the previous turnover of 147 square meters.

In Mr. Chen's view, spending 80% of energy on 65,438+00% of explosive products to create core products can not only give consumers a clear choice, but also establish the optimal model of business area and labor, which is equivalent to taking back the fist and punching it out.

A successful slimming shop is equivalent to the origin of the expansion of Shaanxi-style food stores. Mr. Chen thinks that the out-of-reach chain business suddenly becomes within reach.

According to the concept of "lean entrepreneurship", "minimum feasible product" refers to the experimental product that uses the least resources, has the fastest production speed, can perform basic functions and can be used by consumers. The transformation process of "minimizing stores" in Shaanxi-style food eating,

In particular, the epidemic has made the catering industry more painful, and large-scale fast food will become the "dinosaur" of the industry, making it difficult to survive. In the past, fast food restaurants of 400-500 square meters could live well, but when the overall economy was in trouble, it was difficult for passengers to support the operation of the store. So generally speaking, fast food restaurants within 100 square meters have become the direction of industry evolution.

2. Enterprises can create more traffic through single product breakthrough. When the sales volume goes up, the purchase volume can also increase accordingly, thus reducing the purchase cost and entering the closed loop of sustainable management.

3. Improve organizational efficiency and reduce decision-making costs.

Wei Yun Pavilion, the first to set off an "organizational revolution", has completely changed the organization, including modules such as R&D, moving lines, preparation, site selection, talents, equipment, innovation, training, etc., and each executive has a piece according to his own professional field (instead of employing people by post). This "knife" is equivalent to cutting off many executive positions.

The usual organization only has a vertical and horizontal control system, while the Wei Yun Pavilion is a diagonal link of a polygon. Such as R&D, establishment and equipment. Are all departments that support the front line. After this implementation, the product R&D center was dissolved due to inefficiency (only one snack contributed to the year-end evaluation), and the training department only retained one full-time job, while others were part-time;

There are only 20 people in the company headquarters, including the finance and supply center, but it is enough to manage 4 brands and 200 branches.

Therefore, the reform of catering enterprises not only involves "de-cooking", but also affects various departments and personnel to varying degrees.

The boss personally pays great attention to the research and development of new products.

The supply chain also cooperates.

In the current competitive environment, catering bosses are all product managers, so they should personally grasp the products and the market.

At the same time, due to the continuous improvement of the supply chain, the supply chain also participates in the new product development process through standardized products such as central factories, semi-finished products and prefabricated vegetables. Some supply chain companies have even developed flavors and side dishes.

The product development function originally belonging to the chef has been weakened, leaving only the operational function.

From this perspective, the dependence of catering enterprises on chefs has been greatly weakened.

Faced with this situation, in addition to Chinese dinner and high-end catering, traditional chefs face multiple career changes:

1, switch to be a barbecue chef, a tea maker, or develop dishes with researchers in the laboratory, or upgrade to a chef to do more complicated cooking.

2. It is a positive practice to upgrade skills and take up management positions.

It is also a choice to seize the opportunity to start your own business.

summary

From all these, we can see that "de-chef" is only the appearance, behind which is the great change of the whole catering industry-single product focus strategy, post system, light model, organizational revolution, supply chain and so on are all changing simultaneously.

Everything is changing and won't be influenced by you. Contention can make things clearer. Of course, the most important thing is to face the challenges of survival and development.

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