How is the restaurant chain managed?

The management mode of chain restaurants is divided into vertical and horizontal. Vertical refers to headquarters management, restaurant operation management and post operation; Horizontal, including development and supply chain.

1. To achieve business objectives, starting from customer needs

Regarding the question of what restaurants should achieve, Cai Weiqian, the former Beijing McDonald's Food Co., Ltd., once said, "Simply put, increasing customer visits, increasing turnover and increasing profits are the ultimate goals of restaurant management. There is not a catering person who doesn't want to do these things well. At the same time, diners also consider what customers want. Customers want convenience, food quality, friendliness, efficiency, value for money, enjoyment, entertainment and so on. Research shows that the more restaurants continue to meet customers' expectations, the higher their consumption loyalty. "

At present, the development of catering industry is becoming more and more social and entertaining. For example, the reason why people become fans of Walnut in the music bar is more important than the taste of the food because of the dining experience the restaurant gives customers. Lighting, decoration, drinks, service, additional dining experience, etc., diners are willing to pay for enjoyable consumption in order to meet consumption expectations. By understanding the consumption needs of diners, the restaurant has achieved its business goal of increasing revenue and gained a considerable number of Zhongcheng Gao customers.

The purpose of this case is to show that a successful restaurant must combine its business objectives with customers' needs. So, what is the basis for realizing the combination of the two? It is the system, that is, the main system, the support system and the management system support and coordinate with each other.

2. Improve the system and avoid the shortcomings of management

In the view of Mr. Cai, CITIC spent HK$ 16 billion to acquire McDonald's, and transferred a considerable amount of capital to the industrial direction, which is exactly the perfect system of McDonald's. At present, there are 6.2 million restaurants in China catering market, but only 2% of them really make money. What's the problem? There is indeed a certain gap between some catering brands in China and foreign brands in terms of management system. Reducing the management gap between them is exactly what China catering people need to change.

3, big data operation, breaking the information island

So, with the system, how to carry it out? It depends on a complete set of regional restaurant data diagnosis system. That is, relying on the Internet and big data, a series of data of all restaurants, including cashier software, clock punching, business plans, orders, inventory, distribution, staff salaries, etc., are collected in the system and form various data reports of different levels, and provide management basis for managers through permission setting, so as to guide the overall operation of restaurants and solve the management problem of information islands.

4. Returning to the essence of competition, the profit lies in innovation

Chain operation is supported by a complete set of perfect systems, and at the same time, it is more important to have innovative thinking ability, which can make your management icing on the cake. McDonald's has reduced from 2 cash registers to 2, and its turnover has increased by 3%. The application of self-service ordering machine is the winning point of its innovative thinking. Breaking the traditional ordering mode that one cash register corresponds to one waiter, four self-service ordering machines can easily solve the problems of restaurant staff cost and peak service efficiency. Mr. Cai also stressed that the McDonald's model is successful, but it can't be fully applied to other restaurants. All catering enterprises should formulate a management system suitable for their own business operations according to their own internal management and external environment.

To sum up what Mr. Cai said about innovative thinking, it can be summarized as follows:

1. Innovation should focus on low cost. Whether it is procedures or products, improving labor productivity is the fundamental way out;

2, differentiation. Without differentiation, there will be no pricing power, and homogeneous products will have endless price wars, and both sides will lose;

3, focus, do what you are best at, and don't use our shortcomings to kill the strengths of others;

4, fast, the market changes and tide wait for no man, others will think of what you think, and execution is very important.

The above content was answered by Tiancai Shanglong. Please ask us questions about all aspects of catering business.