Annual analysis and investigation report of catering industry

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The annual analysis and investigation report of the catering industry (1) has gradually formed a scale and is heading for prosperity.

Before 2006, China's catering industry experienced a long and slow development process. In this process, a number of catering enterprises and Zhongshan Road Food Street gradually grew up, and some of them, such as Tianchen Hotel and Mingzhu Hotel, were eliminated. The real rapid development of catering industry in our county is that with the opening of training base in March 2006, Dida Hot Spring in June 2007 and Hot Spring Resort in August 2008, a number of hotels in urban areas, such as Xuanyuan, Jinshuiyuan and Lan Xin, have gradually prospered. From 2009 to 20 12, the catering revenue in the county increased by 29.40%,1.00% and 33.70% respectively, and the catering revenue increased from 46.635 million yuan in 2009 to 89.55 million yuan, with an increase rate of 92%. It accounts for 10.3% of the total sales (business) income of wholesale and retail accommodation and catering. From/KLOC-0 to-June this year, the growth rate of catering industry in our county slowed down obviously, with a year-on-year increase of 25.33%.

(B) showing a diversified pattern

Qingshui county has a long history of food culture, and there are more than one or two kinds of food. Through long-term development and innovation, Chinese food, hot pot, soup pot, fast food, snacks and barbecue complement each other. High-end dishes are mainly resorts and Lan Xin; Mid-range dishes mainly include Xuanyuan, Jinshui Garden, Jindu, Fulaishun, Yixiangyuan and Sichuan King. Popular dishes are mainly small and medium-sized restaurants all over urban and rural areas; Leisure dishes are mainly farmhouses and various barbecues, and hamburgers and foreign fast food have also landed in our county.

(3) Individual and private enterprises are dominant.

The catering industry has become a more active field of private capital because of its low entry threshold and suitable investment scale, which can be sole proprietorship or partnership. By the end of June this year, there were 2 catering enterprises above designated size, 3 enterprises below designated size, 4 individual restaurants and10 employees. In terms of quantity, it is obvious that individual and private households are dominant and there are only a handful of enterprises.

(d) Operating conditions are less than or greater than.

According to the investigation of the present situation of catering industry in our county, the operating situation, operating income rate and operating profit rate of small-scale catering in our county are better than those of high-grade and middle-grade catering. Especially in small noodle restaurants and snack bars, business is very good and there is no loss. The profit margin of beef noodle restaurant and peace restaurant is very high. For example, the beef noodle restaurant can pull 6 bowls of noodles per catty of flour, and each bowl of beef noodles is added with beef and accessories, seasonings and labor. All expenses account for 45% of the price of each bowl of beef noodles. However, the cost of maintaining its own operation for high and medium-grade catering enterprises is very high. Due to the small number of customers, some of them suffered serious losses and struggled.

(5) Rapid business transformation and upgrading.

At present, the catering industry has changed from simple price competition to comprehensive competition in price, environment, atmosphere, taste and service. Customers have developed from the original single demand to the current demand for special catering, leisure catering and convenient catering. In the fierce competition, some restaurants passed? Big waves wash sand? Baptism had to fade out of the market, such as Tianchen Hotel, Pearl Hotel, training base, Qingshui County Hotel, Golden Century, Yipin Xiang, Zanthoxylum bungeanum and so on. On the whole, the number of newly opened catering businesses is obviously larger than that of eliminated catering businesses, and the overall operating level of newly opened catering business units is obviously higher than that of eliminated catering business units. This shows that through the survival of the fittest, the catering industry in this county has realized the transformation and upgrading and the optimal allocation of resources, and the development level and scale are constantly moving forward.

(6) Consumer groups have three pillars.

With the development of economy and society, the catering market in our county is increasingly diversified, and leisure catering and mass catering are increasingly prosperous. At present, household consumption, personal consumption and official consumption? Three legs? Support the catering facade in Qingshui County. Among them, family consumption and friends gathering have gradually become the main selling points of catering, holiday consumption and weddings have become new consumption fashions and new economic growth points in the catering market, and holiday hot spring resorts are full of guests, especially weddings? Beautiful day? , the major hotels appear? Waiting for dinner? 、? A table is hard to find? The scene.

Second, the existing difficulties and problems

While the catering industry is developing, it faces many problems, such as rising cost of food raw materials, rising labor cost, shortage of management talents, and difficulty in cost control. Competition in the industry is becoming more and more fierce. Information from all over the country not only shows that the income growth rate of catering enterprises has slowed down, costs have risen and profits have declined, but also shows the climax of bankruptcy. The survey report shows that the growth rate of the whole catering industry fell to the lowest point in 2006. According to the data of the National Bureau of Statistics, during the period from June 5438 to April this year, the national catering revenue was 771.200 million yuan, up 8.3% year-on-year, down 5 percentage points compared with the same period of last year, and down 37.6% compared with 20 12. In the past, it was 1-4. In particular, the catering income of enterprises above designated size was 244.9 billion yuan, down 2.7% year-on-year, down 16.4 percentage points compared with the same period of last year, showing the first negative growth of China's catering industry since the reform and opening up.

The catering industry in our county is the same as that in the whole country. Affected by multiple factors, the income growth rate of catering industry decreased correspondingly, the operating profit decreased, the growth rate slowed down obviously, the turning point has arrived, and the present situation is worrying. In the case of slowing economic growth, the central government? Eight laws? 、? Six bans? After provinces, cities and counties successively issued regulations and opinions on improving work style and keeping close contact with the masses, public funds for eating, drinking and official dining were effectively curbed. While changing the work style of cadres and establishing a good image of cadres in society, the catering industry, especially the high and middle-grade catering industry, has been affected to varying degrees. Although the overall situation of the development of the catering industry in Qingshui County is good in recent years, there are still many difficulties and problems at present and in the future, mainly including:

(A) the overall scale is small, lacking brand support and innovation awareness.

There are 2 catering enterprises above designated size, 3 enterprises below designated size, 4 individual hotels10, and employees 1963. There are too few large enterprises to adapt to social development and effectively resist risks. Due to the small scale and low grade, it is not convenient to introduce professional management team, the management is traditional and backward, and the skill level of employees is low, so the service quality and level can not meet the needs of catering industry development in the new period. Lack of brand support, many restaurants, few famous shops, many dishes, few famous dishes, many chefs and few famous chefs are the appropriate portrayal of catering in our county. The sense of innovation is not strong. First, the store decoration lacks freshness. A thousand stores? The style is not high; Second, the dishes follow the old routine, step by step, and are not good at innovation; Third, breakfast and night market are limited by tradition, with single variety and insufficient potential; Fourth, food quality standards, hygiene standards and nutrition standards are not implemented enough, and service standardization needs to be strengthened; Fifth, insufficient integration with culture; Sixth, the supporting facilities are lagging behind, and there are many street shops. Gegemen? 、? Do you live in a commercial building on the ground floor? Structure, affected by housing structure, rent, etc. , restaurants are generally narrow and small in scale; With more and more vehicles, catering business units do not have their own parking spaces, resulting in vehicles parked on the streets, often causing traffic jams, and even affecting business operations and attracting customers.

(2) The catering industry is facing realistic pressures such as high cost and low profit.

At present, the main difficulties faced by the catering industry are high cost of decoration, rent (maintenance), labor, raw materials, water and electricity, and large investment in environmental protection; High risk of food safety and media exposure; Store sales are difficult to grow, and the profit level continues to be low.

1, decoration and rent (maintenance) are increasing year by year.

Opening a new hotel, decoration and rent are a lot of expenses, which ordinary people can't afford. For example, Jindu Hotel costs 3.65 million yuan only for decoration and installation, and it also pays 220,000 yuan in rent every year. As time goes on, the maintenance cost increases year by year. Hot spring resorts, for example, have now entered a period of obsolete facilities and need to invest a lot of money for maintenance and replacement. Under the current operating conditions, it is really beyond our power. According to a media survey, the renewal rent of some enterprise stores has increased by 100%, or even higher. Generally, some catering enterprises account for 40% to 50% of their revenue, which is very difficult to operate.

2, raw materials, labor costs accelerated.

According to Fu Laishun, the cost of ingredients accounts for nearly 40% of income. 20 13, ingredients generally increased by 20%, and some ingredients increased by 30%. Labor wages account for about 20% of income. Last year, the average monthly salary of catering waiters was 1000 yuan, and this year it rose to120,000 yuan. Especially in the back cabinet, first, there are many people in need, and second, the high technical content determines the quality and quantity of dishes, so the salary of personnel is also high. For example, the monthly salary of Hot Spring Resort 18 is 40,000 yuan, that of Jindu Hotel is 65,000 yuan, that of Fulaishun 12 is 30,000 yuan, and that of chefs alone is 6,000 yuan.

3. The environmental protection cost of hydropower is high.

According to catering enterprises, the unit price of water and electricity in catering industry is much higher than the unit price of residential electricity. This year, the standard of liquefied steam per tank has been increased by 15 yuan, resulting in a substantial increase in operating costs. For example, the average monthly consumption of Fulaishun is 1.200 yuan, and the electricity bill is 9000 yuan. With the improvement of people's environmental awareness and hope for a comfortable living environment, environmental protection departments often receive complaints from the masses, and environmental protection departments have intensified their rectification and punishment. The catering industry will spend a lot of money to improve smoke exhaust facilities and sound insulation measures.

To sum up, it is inevitable that the profit of the catering industry will decline. High cost and low profit, once you can't make money, bankruptcy is inevitable.

(3) The personnel are not fixed and the mobility is high, which affects the normal operation of the catering industry.

Many restaurant operators reported that recruitment was unfavorable in the past year or two, and some restaurants posted job advertisements all the year round. Even due to the lack of chefs and waiters, customers' dining and waiting time has been extended during the peak meal period, which has seriously affected the normal operation and profit of catering enterprises.

(D), the impact of policy factors on the development of the catering industry can not be ignored.

Introduction to catering industry? Small profits? Period. 20 12 ending, eight rules? After the introduction, the anti-extravagance wind refreshed the catering industry and accelerated the arrival of the transformation of the catering industry. Since 20 13, under the influence of opposing waste, many catering enterprises have lost a large number of official and government banquet orders, which has become the main reason affecting the catering industry in high and medium grades. The disappearance of this part of catering revenue directly leads to a sharp decline in the operating profit of hotels or restaurants. The operating prospects of some high-end and mid-range hotels and restaurants are not optimistic, and they have been in a state of semi-closure, closure or even closure. Such as hot spring resorts, earth hot springs, training bases, etc.

(E) Food safety issues affect the catering industry.

In recent years, food safety incidents in catering industry have appeared constantly. Waste oil? 、? Artificial shark fin? 、? Chemical hotpot? 、? Poisonous lunch box? And other issues have once again pushed the safety of catering food to the forefront. It is estimated that before the end of this year, the national catering industry will release the first food safety? National standard? . The standard will cover restaurants, fast food restaurants, snack bars, drink shops and dessert stations, as well as collective dining and food delivery units, such as canteens and central kitchens. The introduction of this standard will help to prevent and control food-borne diseases. ? National standard? After the introduction, there will be mandatory indicators for bacterial content, which restaurants must be guaranteed? Not exceeding the standard? . In addition, if food poisoning and physical discomfort occur after eating, the health department can test the food in the restaurant according to this standard, so as to find out whether it is related to the unsanitary food in the restaurant, how much responsibility the restaurant should bear, and deal with it according to the corresponding laws and regulations.

Third, the catering industry development countermeasures

This year, the catering industry with vigorous virtual fire and rapid growth began to return to rationality in an all-round way, and the crisis was the catalyst for the catering industry to move from tradition to modernization. How to quickly transform into scientific management and modern enterprise system, how to seize the opportunity of national industrial structure adjustment, how to seize financing opportunities in a multi-pronged manner, how to steadily expand and build a real? Aircraft carrier catering enterprise? A series of problems deserve our consideration and exploration, and seek for the future development of the catering industry.

(A), with the help of the capital market to speed up the management level and competitiveness of enterprises.

Judging from the development status and competition pattern of catering enterprises, it is difficult to find a very large-scale enterprise because of the high dispersion of this industry. In the future, the competition of catering enterprises in our county will be more intense, and it is difficult for catering enterprises to really succeed without a certain scale or market leading position. With the help of capital market, can it really help catering enterprises to develop on a large scale? Chronic illness? It will become a general trend to carry out a thorough transformation, greatly improve the competitiveness and management level of catering enterprises, and establish a business model that conforms to the large-scale expansion and development of Chinese food.

(2) The catering forms are more diversified.

In 20 13, the catering industry in the county fell into a trough, and the most affected enterprises were high and medium-grade enterprises. Some high school catering enterprises had to put down their posture and take the people-friendly route. In the future, the catering industry will have more obvious stratified consumption. A hodgepodge of dishes, all kinds of restaurants that consume all kinds of delicious food will be replaced by brand restaurants with distinctive characteristics. Special catering formats for different groups of people will emerge as the times require and achieve sustainable development. The point is to study hard? Four-character classic? . First, study well? Special? Word classics, carefully create a characteristic dining street in the main city, form? Let a hundred flowers blossom, let a hundred flowers blossom and compete for beauty? A good model; Second, is it good to study? Agriculture? Classic words, develop a number of farmhouse music according to local conditions; The third is to study well? Water? Word classics, relying on the unique hot springs, develop and expand tourism catering and leisure catering; The fourth is to study well? People? Word classics. With what? Convenience and benefit? For the principle, reasonable layout of catering outlets, reasonable adjustment of menus, reasonable adjustment of charging prices, and reasonable reduction of charging items.

(3) put down the shelf and go out. Please come in.

? Good wine is afraid of the deep alley? In particular, high and medium-grade catering enterprises should take a multi-pronged approach in the packaging and publicity of famous shops and dishes, improve the public awareness rate, and promote local food and famous shops with the help of influential TV stations, newspapers and other platforms. Change? The emperor's daughter is not worried about marriage? Train of thought, put down the shelf and open up financial resources. For example, visit the hot spring resort, contact large and medium-sized state-owned enterprises and institutions, and invite them to the resort for recuperation, meetings and training.

(4) Strengthen brand building and strengthen the cultivation of leading enterprises.

Implement the three brand projects of famous chefs, famous dishes and famous shops to improve the overall level of the catering industry. Will. Boutique? As the focus of government support and development, create a good brand competition atmosphere. Vigorously cultivate enterprises above designated size, support and expand the scale of catering, lead the development trend of catering, and quickly change the backward situation of catering industry in our county. Through investigation, we will identify a number of catering potential enterprises, carefully guide, support and cultivate them, and grow into limited enterprises as soon as possible. For the existing catering enterprises, we should focus on contact, carefully guide, promote them to become bigger and stronger, chain operation, and seek development space outside the city.

(5) Using information technology to improve personnel efficiency and reduce operating costs.

Relying on information technology and information management platform is an effective way. What should I consider in the trough? Throttle? Make the best use of everything, strengthen internal management, and minimize costs without lowering service standards, and profits will be cut down. Problems such as rising cost of catering raw materials, rising labor cost, shortage of management talents, and difficulty in cost control are increasingly prominent, and traditional management and business models are facing severe challenges. In order to get rid of the crisis, catering enterprises have been thinking about new ways to reduce operating costs. Faced with the problems of labor shortage, rising labor costs, rising food costs, strict enforcement of food safety laws and regulations, and traceability of raw materials, it is imperative to change the traditional management mode, which requires self-training of enterprises and joint efforts of government departments. China food enterprises must grasp the law of industry development, adopt appropriate methods, and realize the innovation and promotion of management mode with the help of information technology; We have reason to believe that after the baptism of the catering industry crisis, the reshuffle of the industry and the transformation of the industrial chain, a number of innovative models and core competitiveness will emerge again. Big? Again? Strong? Ethnic catering brands.

(6) Avoid repeated investment.

After the inflection point, the catering industry in China will reshuffle; Facing the catering market after the turning point, taking fewer detours is success. Because the catering industry has been blindly investing for a long time, repeatedly, quite serious, often? A headache, a sore foot? Lack of overall planning and repeated investment make catering enterprises often in? Roller coaster? In the vicious circle from peak to trough.

Of course there is a crisis? Dangerous? There must be? Machine? The catering industry, like other industries, has to undergo multiple shuffling processes. With the development of consumer demand in the catering market, what are the fast-running catering enterprises? Market demand? Driven by the continuous expansion of scale, internal management lags far behind the growth of scale; From another perspective, the overall recession this year is not a bad thing for the industry. The closer to the crisis, the more catering enterprises can face their own problems. The emergence of inflection point is a good opportunity for our catering enterprises to self-examine, and it is also a good opportunity for enterprises? Sublimation? And then what? Reengineering? Severe tests and opportunities.

Annual analysis and investigation report of catering industry 2 Keywords: catering consumption; Consumption habits; Catering O2O

With the increasing variety and perfection of Internet services provided by catering enterprises and related peripheral industries, consumers in China are more and more accepting of e-commerce, and the urgency of combining catering consumption with Internet applications far exceeds expectations. From consumers? Voice of God? Hold the lifeblood of the enterprise, if you like? Applause and sit down? It is necessary to know clearly the needs of consumers, but it is not enough to know only one of them. We should also explore the changing trend and reasons of consumer behavior. Only in this way can we take the lead.

I. Interviewees

The respondents (see table 1 for details) are equally male and female, mainly in first-and second-tier cities (municipalities directly under the central government and provincial capitals), taking into account third-and fourth-tier cities and township residents, and all kinds of education levels are also involved. The income level of the respondents is mainly the working class of 3000-8000 yuan, which fully reflects the popularity of catering consumption demand and the public representation of this catering consumption survey.

It is worth mentioning that in this survey, 89.8% of the respondents are 18-50 years old, and 80% of the respondents have bachelor degree or above. On the one hand, these two figures fully consider the main consumers in the current market, mainly office workers with higher education. On the other hand, it is also related to the fact that the survey method of this survey is online survey and the channel is relatively single.

Second, consumption habits.

(1) Tracing back to the source, returning to the essence and taking basic services as the leading factor.

In the choice of restaurants, the factors that respondents value in turn are: dining environment, cuisine flavor, service level, safety and hygiene, price level, word-of-mouth evaluation, geographical location and promotion information. Environment, taste and service are the fundamental elements of catering products. The top three contents in the survey also reflect the general trend of the whole catering industry to trace back to the source, return to the essence and return to the market.

(b) Food safety problems are reduced and consumer confidence is improved.

What is obviously different from the investigation results in 20 14 years is safety and hygiene? From the second to the fourth place, the proportion of choice is only one third of that of the last survey. This change is reflected in? The strictest in history? In the process of brewing, issuing and publicizing the Food Safety Law, under the general environment that the national regulatory authorities severely cracked down on food safety crimes, catering enterprises earnestly fulfilled their business obligations according to law and strengthened food safety management and honest service measures, which were recognized by consumers and improved their sense of security.

(C) catering O2O amplification word-of-mouth communication effect

The survey results of obtaining restaurant information channels show that? Food website or app? Ranked first with a ratio of 45. 1%. Someone introduced you? Accounting for 40. 1%. Social media? Traditional media such as newspapers, television and radio? And then what? Other channels? Total 14.8%

In the Internet era, the biggest feature of the catering industry is that the word-of-mouth communication of catering enterprises has been amplified. Internet is a magnifying glass, which will not only increase the popularity of high-quality catering brands, but also accelerate the elimination of those brands with low integrity. Word-of-mouth marketing is very important to occupy a place in an open social platform. Nearly 85% of the respondents have shared the experience of food selfies, food consumption or comments on the Internet (comment websites, friends circle, Weibo). On the contrary, this information has greatly influenced consumers' behavior of choosing restaurants. Among them, nearly 90% of people will be influenced by friends sharing on social media, more than 70% of respondents will choose restaurants that are generally praised on food review websites, and only 5.0% of respondents said that other people's comments have no influence on them.

(d) The proportion of restaurant telephone booking orders dropped significantly.

The traditional telephone booking method continues the preferred position among many booking methods, but its proportion has dropped from 52.8% last year to 40.0%. More and more third-party network platforms and enterprise apps have comprehensive functions such as reservation, ordering and payment, which can provide consumers with one-stop service. The proportion of reservations made through corporate official website, corporate APP and third-party network platforms reached 39.9%. 20.2% of the respondents have no reservation habit and will go directly to the restaurant. In terms of numbering, remote numbering? And then what? Arrival reminder? Two new experiences are widely recognized by consumers.

(5) The proportion of cash payment for catering consumption has been further reduced.

In terms of payment methods, the proportion of cash payment dropped sharply from 39.3% to 20.3%, and the proportion of on-site third-party platform payment, third-party platform prepayment and credit card consumption all increased to varying degrees. This reflects that the service of the third-party network platform is becoming more and more perfect and the application is getting deeper and deeper, which greatly facilitates consumers to participate in group buying and other activities through online payment in advance and improves consumers' willingness to use it. The functions of electronic payment methods such as Alipay wallet and WeChat wallet are becoming more and more powerful, and they are very popular among the younger generation, and there is a trend to expand the use group.

(6) Providing catering Internet services to mobile terminals.

With the rapid development of mobile terminal equipment and 4G network, Internet applications are characterized by diversified and convenient development. This time, more than 80% of the respondents think that the catering Internet experience (including search, reservation, evaluation, sharing, etc. Mobile terminals such as mobile phones and tablets can already replace traditional desktop computers.

As a result, WeChat, which is extremely popular as a mobile terminal download, has become a key channel for enterprise Internet marketing. According to the survey, more than half of the respondents paid attention to or paid attention to the catering WeChat WeChat official account, and 30.3% of them paid attention to more than five. Consumers pay attention to these WeChat official account for various reasons, either actively or passively, which also leads to 35.2% of the respondents rarely consulting the push information of the enterprise WeChat WeChat official account.

What is the WeChat push information that respondents are most concerned about? Discount or discount information? Early adopter reminder of new product release? Diet tips? And then what? Other interesting information? . About 20% people often decide to eat because they see the tweets of WeChat WeChat official account, and only 9.9% people are interested in this information? Indifference? .

(VII) The delivery service market is constantly expanding, and there is still room for improvement in satisfaction.

O2O has promoted the rapid development of food and beverage take-out service, and nearly 60% of the respondents said that they often experience food and beverage take-out service. Among them, the business share of professional integrated take-out service platforms such as Hungry, Meituan and Baidu take-out exceeds 80%, and the share of self-built catering platforms is declining year by year.

From the perspective of user distribution, Beijing, Shanghai and Guangdong rank in the top three, and they are the provinces and cities with the highest coverage of O2O take-out users in catering in China. The development of catering O2O also started from first-tier cities and gradually spread to second-and third-tier cities. Economically developed provinces and cities have high population density and fast pace of life, and the market is rapidly occupied. In the case that catering O2O in first-tier cities is close to saturation, second-and third-tier cities have gradually become the main points for businesses to compete for.

Among the distribution service problems that consumers are most concerned about, the delivery speed ranks first. The survey shows that in the actual consumption experience, although? Very punctual? The service only accounts for 5. 1%, but the consumption experience rate within 10 minutes accounts for about 60%, and the overall satisfaction is acceptable (0).

Third, the enterprise suggests

For catering enterprises, the products and services provided at any time should meet the needs of consumers, and effective business strategies should be formulated according to the psychological change trend of consumers. According to the survey results of catering consumption in 20 15, the following suggestions are put forward for the reference of catering enterprises:

(A) conform to the trend, from passive to active.

Years of development show that it is an irreversible trend for modern science and technology to gradually change the service content and consumption habits of traditional catering industry. In such a big environment, instead of passively accepting bottom-up subversion, catering enterprises should actively embrace top-down baptism. Being close to the times and demand is the magic weapon of catering enterprises at present.

(2) pay attention to the distinction? Internet plus? And then what? +Internet?

O2O is not a business model or an industry. It is just a concept classification and a marketing tool. The fancy marketing behavior without a good product base is to build a tower in the sand. The transformation of catering industry to the Internet is an inevitable trend, but what should it be like? +Internet? Instead of. Internet plus? . ? Internet plus? It is based on the Internet and subverts the operation mode of traditional industries. Its essence is the Internet. +Internet? It is to use the Internet as an optimization tool to improve the operational efficiency of the traditional catering industry itself.

(C) people-oriented, improve staff quality and service efficiency

No matter how consumption habits change, at this stage, people are still the main body to provide catering services. With the rapid development of hardware conditions, software technology and marketing concepts, all employees, especially front-line service personnel, are required not only to have a strong sense of service and communication skills, but also to have the technical knowledge and operational ability to keep pace with the times. Therefore, it is the basic requirement to maintain the quality of employees and service efficiency that are suitable for technological development to ensure the maximum efficiency of resources. Enterprises should attach importance to absorbing and cultivating compound talents and improve the comprehensive quality of employees. Only in this way can we guarantee them? Technology? Get what you deserve? Efficiency? .

(four) to provide products and services to meet the individual needs of consumers.

Providing different products or services for each consumer is not only a fantasy of the traditional catering industry, but also seems to run counter to the standardization trend of the catering industry. However, considering the characteristics of the Internet, it is not difficult to find that in addition to fully displaying the taste, characteristics, quality and service of products, it is more important to provide targeted services for customer needs in a humanized way. Therefore, enterprises should make full use of the one-to-one and interactive functions of the network, strengthen communication with customers, further understand consumer needs and their changes, provide high value-added information, create and meet personalized needs, which naturally improves consumer satisfaction.

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