How to make a good theme restaurant

With the well-known foreign catering enterprises entering the China market in succession, it not only brings competition, but also brings advanced management concepts and strategies. This has greatly impacted the catering industry in China. Catering enterprises have adapted to the market demand by reforming and implementing new business methods. As a new business form, themed catering came into being. Although theme management can create a unique catering image and characteristics, but because it has just started, there are still problems such as high product pricing, short life cycle and narrow target market. Therefore, improving and perfecting the theme management mode plays a decisive role in the success or failure of catering enterprises. At present, the general situation of theme restaurant management for catering enterprises, theme management refers to the combination of certain theme concepts and catering services through a series of scenic spots around one or more historical or other themes, providing catering and services with specific cultural themes for specific consumer groups. This business form integrates the value of catering into the experience process of consumption, and attracts customers with customized, personalized and characteristic products and services. Themed management not only emphasizes that catering enterprises should arrange around a certain theme in the environment, but also food and services should cooperate with it to meet the needs of specific market groups with unique atmosphere, cultural content and extended functions, so that customers can find a brand-new dining experience in situational experience and make the dining process a brand-new experience. With the emergence of the first foreign-funded theme restaurant in Shanghai tropical rain forest with the theme of green ecology and environmental protection and the first Zen-Cool restaurant with the theme of "prison" in China, various theme catering enterprises have exploded nationwide in recent years, and most of them are concentrated in large and medium-sized cities with relatively developed economies. For example, in the Millennium Garden Football Restaurant in Beijing, every football match has become the most lively season in the restaurant. And bars with national characteristics like Sagarmata have naturally become the "national customs" of this city. Most of these enterprises are rich in China local characteristics, which meet the needs of customers with different cultural levels and tastes and enrich the domestic catering market. However, due to various reasons, these enterprises often do not last long. For example, the "dark restaurant" in Chengdu, which was once full, closed down in just three months. This shows that there are still many problems in the theme management mode of catering enterprises, which need to be solved urgently. Advantages and disadvantages of theme management The reason why theme management can gain market recognition and obtain better economic benefits is because its typical characteristics show certain development advantages compared with general management. However, in its development process, due to subjective and objective reasons, some unfavorable factors inevitably appeared. Advantages: Diversified and personalized, which can meet the special needs of consumers. The business theme of catering enterprises is usually regarded as the publicity of business personality and the crystallization of hard planning by operators, which has the nature of innovative value and intellectual property rights. As long as the product items, service methods and environmental design of catering enterprises are patented, registered and notarized, they will gain exclusivity and exclusivity in the same industry competition. This not only shows unique creativity and methods in business activities, but also obtains unique style and emotional expression effect in consumers' minds. In recent years, catering enterprises such as restaurants, Dai restaurants, Miao bamboo houses, aquatic fishing villages, ethnic restaurants, frontier gardens and ethnic song and dance food cities have attracted a large number of customers with their unique themes, which shows that the themed management of catering enterprises has irreplaceable advantages. At the same time, thematic management can meet the special needs of consumers. The target of theme business strategy is carefully selected target customers, whose potential needs are highly consistent with the business needs of business operators. Their relaxed and happy life style of seeking novelty and novelty lays a value foundation for theme management, and also makes the resources of catering enterprises more focused on the business activities of target customers and their target needs. No matter what product it is, as long as it relies on theme management, it must adapt to the requirements of consumers to enrich and enjoy life. In business activities, diversified and personalized content can be integrated, and the unique function of creating market value can be embodied. Therefore, once catering enterprises touch on theme management, they can fully display the characteristics of humanized service and provide distinctive services and dishes according to the different needs of each customer. For example, Taipei Tea Restaurant grandly launched several good dishes described in Jin Yong's martial arts novel The Legend of the Condor Heroes, such as Three Friends at the Age of Cold, Moonlit Night on the Twenty-four Bridges, Plum Blossoms at Home, Jade Emperor and Gentleman's Soup, and the effect was quite good. In order to meet people's information needs, various "information restaurants" attract customers by providing unique information services, such as "news morning tea" service, and each customer can enjoy tea, read newspapers and eat buffets at leisure for only ten yuan. In addition, the food and environment in the dining space are interrelated. The benefits of catering enterprises not only depend on site selection, varieties, tastes, service quality and management methods, but also depend on the space environment they create to a great extent. Customers feel the atmosphere of the environment while tasting delicious food. Theme catering emphasizes the unity of store name, decoration, dishes and waiters' clothes, and creates a unique atmosphere around the theme, so it has high value and vitality. Disadvantages: limitations, seasonality and other factors restrict business sustainability 1. The target market of the theme business has limitations. Theme business takes a certain market as the theme of customers, and designs products suitable for the needs of this customer group according to its characteristics. Therefore, relative to the mass tourism market, professionalism is a prominent feature of thematic management. Professionalism brings exclusivity, and the market segments of theme management prevent or even block the attraction of other market segments to tourists. This exclusiveness is mainly caused by two reasons: one is the exclusion of cultural themes. Cultural identity and exclusion are contradictory unity. As long as there is cultural identity, there is cultural exclusion. Therefore, theme management can only get those customers who agree with the cultural theme. Second, relatively high price exclusion. Judging from the product factors that determine the price, the products managed by the theme are combined products with more components, richer connotations, more exquisite craftsmanship and more professional services, so the price is relatively high, which can only be discouraged for customers with low and medium consumption levels. 2. Short life cycle and obvious seasonality. Theme management has its advantages and disadvantages. Although it can become famous in a relatively short time, this sensational effect comes and goes quickly. At first, the guests may be curious, and the restaurant will be lively for a while, but after the novelty, the business will turn pale. It can be said, "it is not difficult to do a theme, but it is difficult to do the same theme all your life." In addition, for some catering enterprises with a single theme, the off-season cycle is also a distinctive feature of their operations. For example, catering enterprises with the theme of natural scenery are affected by the changes of four seasons, including off-season, normal season and peak season. Therefore, prolonging the life cycle and maintaining it for a long time is one of the core issues in the management of theme catering industry. 3. There is an error in the theme management strategy. According to the survey, theme catering owners pay too much attention to the decoration of restaurants and the creation of atmosphere, while ignoring the theme function of catering-providing meals. Most customers report that the dishes and food of this kind of catering have no characteristics, and the quality of the dishes and food cannot match the decoration environment and dining atmosphere. In addition, the problem of some small chain enterprises and independent restaurants is that they only try their best to imitate the operation mode and catering concept of those big companies, but do not have the advantages of big companies in brand and scale, the strong support of the head office and related advantages. It is obviously not enough to win the game just by catering to the theme. The theme restaurant management strategy is implemented in the catering market full of imitation and homogenization management. Theme management is an important strategy and strategy for the development of modern catering enterprises in the new period, which is in line with the market and has great application value. In order to promote the sustained and healthy development of theme management and avoid misunderstanding of truth, catering enterprises must do the following work strategically: 1, highlight theme characteristics and realize differentiation. The essence of theme management is specialization and characteristics. Specialization is the necessity of social division of labor, and specialization is the result of market competition. The more competitive the place, the more conducive to the survival and development of theme management. Therefore, before implementing theme management, we should determine the market and choose the theme according to geographical location, enterprise strength, local culture and other factors. The choice of theme must be based on the analysis and prediction of the market, in line with the consumption level of the market and the potential needs of the target customer groups. In recent years, the themes that catering enterprises can choose are more diversified, from the original themes that conform to the characteristics of geographical environment to music, gambling, culture, history, legends, sports activities and other themes. Although China is a developing country, the entertainment economy has already begun to take shape. Some sensitive enterprises have long smelled the entertainment in the market and started to try to combine catering with entertainment, such as "Sunshine in the West", "barbizon", "Extraordinary Cinema", "Cool Bar" and "Kung Fu Bar", which are full of personality, culture and entertainment. Focusing on this theme, the choice of products, the design of environment, the introduction of services and the creation of atmosphere can all reflect the infiltration of theme characteristics, thus increasing passenger flow and laying a good foundation for future development. In addition, due to the large gap between the rich and the poor in different regions of China, there is also a gap in the income level of residents in the same region. According to this special national condition, catering enterprises should also develop various grades of consumer products according to the theme, so as to make the prices more intimate and meet the needs of customers at different consumption levels. 2. Establishing the theme of famous brands and diluting seasonal differences are the key conditions for the success or failure of enterprises. The purpose of theme management is to widen the gap with competitive enterprises and homogenized products, but it is also easy to be imitated and surpassed by competitors. In order to prevent others from imitating and improving interception, it is necessary to establish a theme brand or theme culture brand. The establishment and development of theme brands is conducive to establishing customer preferences, improving the market control power of enterprises and the market penetration rate of new products. Therefore, relying on the power of mass media and interpersonal communication means to improve the visibility of corporate theme cultural brands and maintain their reputation is the focus of improving the operating conditions of themed catering enterprises and plays a vital role in diluting the seasonal performance of enterprise operations. As the core content of management, theme runs through operators' pursuit of taste and quality. 3, continuous innovation, extend the life cycle In the fierce market competition, the product market life cycle is gradually shortened, and the management model is constantly innovating. Novel and unique theme projects will soon lose their luster and be squeezed out of the market if they are not often improved and developed. Highlight the open characteristics of theme management, and innovation and improvement are the evergreen foundation of theme management. The object of catering service is diners, and the key to innovation is to provide consumers with new feelings. Therefore, when innovating and making dishes, we should fully consider the gender, age and preferences of diners, not only pay attention to the characteristics of dishes, but also suit the remedy to the case, and introduce different flavors and varieties of dishes according to different customer needs to meet the diversified needs of customers. In addition, individual adjustments can be made in terms of products, prices, locations, promotions, facilities, personnel and processes, and the combination of these strategies can also be updated as a whole. In the process of improvement and perfection, we will constantly expand the influence of theme management and expand more development space. 4. Stick to the theme of catering, improve business strategy and avoid formalism that is divorced from the theme. Theme is embodied in form, and form expresses theme. As the core content of management, theme runs through operators' pursuit of taste and quality. No matter what level catering enterprises are at, theme management must show the combination of consumption and culture and the harmony of interests and emotions in form. Otherwise, the confusing form and the content that does not match the price can only lead the enterprise astray. Theme management is like the layout of an article. The grade and quality of dishes, the design and layout of environment, the rendering and contrast of atmosphere, and the standard and implementation of service must be unified with the quality requirements set by the theme, so as to adapt to the consumption level in a specific period and meet the value needs of target customers. Advocating the unity of content and form of theme management is not only to provide customers with instructions for rational consumption, but also to mobilize customers' emotions and lock their attention first. Because emotional identity is the basic guarantee for cultivating consumer loyalty. Through theme management, consumers are willing to smell, can experience the differences with others in consumption, and get special feelings, so as to maintain the enthusiasm of coming again and realize the goal of theme management.