To make fast food, we must first understand four elements.

To make fast food, we must first understand four elements.

Fast food has become the most flexible and dynamic track in catering. But it is not easy to open a fast food restaurant with low cost and high profit. For example, you should first understand the four elements of fast food. Like other industries, the catering industry has its own industry logic. If you understand and master these logics skillfully, although you dare not say that you can cook well, you are basically unlikely to make some low-level mistakes and will not spend money to suffer big losses.

Unfortunately, too many people's cognition of catering is only hearsay, and then they think that catering is what others say, and they enter blindly and confidently, and the result is a fiasco.

The fast food industry has the strongest customer base, the most stable consumer market and the most lasting consumer demand, but generally speaking, the employees are still limited to those entrepreneurs who are old or relatively small.

After communicating with many friends, I found that everyone's understanding of fast food is still very limited. For example, fast food, many people say it's not delicious, but when asked why those very bad fast food businesses are booming, they can't say why, so they may just blame enough people for eating it ..... In fact, there is an inherent logic behind it, which is the theme of my article: the four elements of fast food.

Economical and practical

Convenient, fast and efficient

Taste qualified

Clean sanitation

Four elements of fast food

As a fast food, catering mainly involves four elements, namely economy, convenience, qualified taste and cleanliness. The sentence of *** 16 together basically summarizes the main aspects involved in fast food. For the boss who is interested in making fast food, he must understand the meaning of these sixteen words, make clear the internal connection and context between them, and then aim at making advantages and avoiding disadvantages in order to avoid making big mistakes.

0 1 economical.

Affordability ranks first in the elements of fast food and will always be the core competitiveness of fast food. Under the same conditions, even if your fast food is one yuan cheaper than others', the passenger flow may double. For consumers, the competition between fast food companies offering the same products is only a few dollars. Some friends may say, aren't there many fast food bentos in 40 yuan? Yes, any market has a market segment. In the fast food market, this market segment does exist.

Distinguish the people who can afford high-priced fast food, but let's study how many high-end fast food can last. Basically, we change a batch every few months. Although there are many patterns, their vitality is very limited, and they belong to the type of short-lived ghosts.

Are there any exceptions? Yes, but they are basically special occasions. For example, the fast food areas in exhibitions around the world, such as the fast food on the train, are not even worth 10 yuan outside. They can sell 30 yuan publicly, relying on monopoly, not market. Therefore, unless there are special circumstances, as long as consumers pay for themselves, no matter how rich consumers are, they will definitely consider cheap fast food.

Entrepreneurs who always want to make high-priced fast food, no matter how exquisite their takeaway boxes are, how full their gimmicks are and how powerful their marketing is, can only get short-term benefits and eyeball effects, and it is basically impossible to survive for a long time.

Because they violate the first element of fast food and don't respect the most basic underlying business logic, their ending has been doomed from the beginning.

convenient, fast and efficient

In the absence of advantages and disadvantages in terms of economic benefits, the competition between merchants becomes convenient and fast. For office workers, lunch time is only one and a half hours. So all fast food restaurants have to grab this one and a half hours. Therefore, the profitability of a fast food restaurant depends not on the number of passengers around him, but on how many products he can produce in this one and a half hours at noon.

Whether it is in-house meal or take-out, if consumers are kept waiting for too long, most people will be discouraged and choose another home. For office workers, there is only a little time at noon. What they want is to eat the best at the first time when they want to eat.

Therefore, whoever has a large delivery volume and a high delivery efficiency can do more business at noon, even if other aspects are not satisfactory, as long as you let them finish eating as soon as possible. Taste qualified

For the taste of fast food, especially those delivered to the door, all office workers have actually given up hope. What they want is not to taste bad. An office worker who really cares about the taste of fast food should choose to go to those cooking shops to eat a single pot of cooking at noon, or spend tens of yuan to eat a dish with a really good taste, but how many office workers can do it?

Office workers are actually very tolerant of the taste of fast food. Even the most critical people will take the initiative to lower their expectations and standards for fast food tastes. Otherwise people will squint at him, which means you are pretending to be a foreigner. Do you still want the chef of a five-star hotel to cook a fast food for you for more than ten yuan? By default, everyone will change to eat in the surrounding businesses. If it is not bad, you can choose two more meals.

So there is no need to make fast food taste like 100, and it is impossible in reality.

04 cleanliness and hygiene

This is a headache for domestic office workers. Originally, cleanliness should be the most important element in all foods, but in the domestic catering industry, especially the fast food industry, this is almost a desperate problem. The black workshop exposed at the 3 15 party before is only a drop in the bucket of the domestic fast food industry, and the problems exposed are not even the tip of the iceberg, and the worse situation has not been exposed.

But what can we do? For an office worker, they have despaired of the cleanliness and hygiene of lunch fast food. Even everyone who cooks fast food claims to be clean and hygienic, but they are all regarded as jokes. Nobody wants to believe it. The reason is simple: before being investigated, those black fast food workshops kept saying that their things were clean, and consumers were completely desperate after being cheated too much.

Image source: Picture Network

I, including myself, have no hope at all about the hygiene of fast-food box lunch in China, which is my last choice, because I have already acquiesced in the deep heart that all box lunches are unclean and unsanitary, and we dare not expect conscientious merchants to solve the hygiene problems for us. No matter how others promote it, I won't believe it. I think it's false propaganda, and I won't take it seriously.

So now fast food everyone claims that things at home are clean and hygienic, but in front of consumers, this has no advantage. They just regard your so-called cleanliness as a boast and gimmick, and will not take it seriously. Of course, unless you can find a way to let the consumer really see the operation process intuitively, I don't have any hope for it, because even if you can let him see it once, he won't believe that you will keep doing it.

This is the situation that our domestic fast food faces. From the consumer's point of view, these four elements are in order, and they are the order listed above. Understand this truth, everyone will understand why some people queue up for lunch at those dirty roadside stalls, because it may meet the first three elements; Why are some dirty and unpalatable fast food waiting in line? Because it may satisfy the first two elements. ......

Understand the logical relationship and order between the four elements of fast food, and any fast food project will not be too outrageous. In the future, if a friend gives you a bright eye and says that you want to make a high-end box lunch, you can persuade him to pull back from the cliff. Or meet those restaurants on the street where you think the food is terrible but the business is booming, you will never say that you can't figure out the reasons behind it again!