Annual analysis survey report in the catering industry

Conrad

January 3, 2023 at 5:10 pm

If an enterprise needs to be listed on the market, it is necessary to conduct a market survey, so as to have a certain prediction on the impact of the listing of new products, thereby making some countermeasures and reducing the resistance brought about by the listing of new products. Then the following is the content of the annual analysis survey report I collected for your choice.
Annual analysis and survey report of the catering industry one (1) gradually form a scale to prosperous
The catering industry in our county experienced a long and slow growth process before 2006. In this process, a number of catering companies The streets of Zhongshan Road have gradually grown up, and some are eliminated such as Tianchen Hotel and Pearl Hotel. The real rapid development of the county’s catering industry developed and developed with the opening of the training base in March 2006, June 2007, and the opening of the hot spring resort in August 2008, thereby driving the urban Xuanyuan, Jinshui source, Lan Xin, etc. A group of hotels rose and gradually flourished. From 2009 to 2012, the operating income of the county’s catering industry increased by 29.40%, 11.00%, and 33.70%, respectively, and catering operating income increased from 46.635 million yuan in 2009 to 89.55 million yuan, an increase of 92%. It accounts for 10.3%of the four total sales (business) revenue of wholesale, retail, accommodation, and catering. From this year to June, the growth rate of the catering industry in our county has slowed significantly, and the growth rate of 25.33%compared with the same period last year.
(2) Showing a diversified pattern
The dietary culture in Qingshui County has a long history, and delicious foods are more than one or two. Through long -term development and innovation, big dishes, hot pot, soup pot, fast food, snacks, barbecue, etc. complement each other. High -end dishes are mainly resort and Lan Xin; mid -range dishes are mainly Xuanyuan, Jinshui, Jindu, Fulai Shun, Yixiangyuan, and Sichuanwei King; Volkswagen dishes are mainly small and medium -sized catering halls in urban and rural areas; casual dishes are based on Farmers and various barbecue are mainly, and Hamburg Fast Food also landed in our county.
(3) Individual privately dominated
I due to the low entry threshold of the catering industry, the size of the investment is appropriate, and both wholly or partnership can be, so it has become a more active field for private capital. By the end of June this year, there were 2 catering companies above the county, 3 companies below designated size, 410 individual restaurants, and 1963 employees. In terms of quantity, it is clear that individual private households dominate, and there are only a handful of corporate units.
(4) The operating conditions are small than big
The survey of the current business status of the county’s catering industry, the operating status, operating income rate, and operating profit margin of our county’s small catering are better than that of high school catering. Especially the small noodle restaurant and snack bar business is very good. There is no loss. The profit margin of beef noodle restaurants and flat food restaurants is very high. For example, beef noodle restaurants can pull 6 bowls of noodles per catty. Auxiliary materials, seasonings, and labor, all costs account for 45%of the price of each bowl of beef noodles. The high school catering companies maintain their own operations very much. Due to the small number of customers, some serious losses have occurred, and it is difficult.
(5) Operating transformation and upgrading Fast
At present, the catering industry has competed from pure prices to comprehensive competition in price, environment, atmosphere, taste, and service. Customers have developed from the original single demand and developed to the current special needs of specialty catering, casual catering, and convenient catering. In the fierce competition, some catering industry has to fade out of the market through the baptism of “big waves and sand”, such as: Tianchen Hotel, Pearl Hotel, Training Base, Qingshui County Hotel, Golden Century, Yipin Fragrant, Little Pepper, etc. Generally speaking, the number of newly opened catering industries is significantly greater than the number of catering operations that eliminate out of the situation. The overall level of newly opened catering operating units is significantly higher than that of the elimination of catering operation units. This shows that through the survival of the fittest, the county’s catering industry has achieved transformation and upgrading and resource optimization allocation, and the development level and scale have continued to move forward.
(6) The three -legged group of consumer groups
With the development of the economy and society, the market in our county’s catering customer source is becoming increasingly diverse, and leisure catering and popular catering are growing. From the current point of view, household consumption, personal consumption, and official consumption “three -legged” supporting Qingshui County’s catering facade. Among them, family consumption and friends gathering gradually become the main selling point of catering. Consumption, marriage and funeral, and red and white happy events have become new consumer fashion and new economic growth points in the catering market. “,” Waiting for dining “and” difficult to find “in major hotels.
. The difficulties and problems of existence
The development of the catering industry are facing many aspects of the rising cost of food raw materials, increasing labor costs, lack of management talents, and difficulty in cost control. In addition to showing the slowdown in revenue in the revenue of food companies, high costs, and decline in profits, there is a high wave of closure. The survey report showed that the growth rate of the entire catering industry fell into the lowest valley in 2006. According to data from the National Bureau of Statistics, from January to April this year, the national catering revenue was 771.2 billion yuan, an increase of 8.3%year-on-year, a decrease of 5 percentage points from the same period last year. For the first time from January to April, the number of digits increased for the first time. In particular, the catering revenue of enterprises above the limit limit of 244.9 billion yuan, a year -on -year decrease of 2.7%, a decrease of 16.4 percentage points from the same period last year, and the first negative growth since the reform and opening up of the Chinese catering industry.
The catering industry in our county is the same as the situation in the country. Affected by multiple factors, the income increase in the catering industry has decreased accordingly, the operating profit has declined, and the growth rate has slowed down. The inflection point is coming. With the slowdown of economic growth, the central government’s “eight regulations” and “six ban” provinces, cities and counties have successively introduced regulations and opinions on improving work style and close contact with the masses, and public funds have been effectively curbed by public funds and duties. While changing the work style of cadres and establishing a good image of cadres in society, the catering industry, especially high school catering industry, has been affected to varying degrees. Although the overall situation of the development of the catering industry in Qingshui County in recent years is still good, there are many difficulties and problems in the future and the future. nIs in the county’s existing scale above designated size, 3 enterprises below designated size, 410 individual restaurants, and 1963 employees. There are too few enterprise units in scale, and it is difficult to adapt to the ability of society to develop and effectively resist risks. Due to the small scale and low grade, it is not convenient to introduce professional management teams. The management of management follows the tradition and the method is backward. The level of skills of employees is low, the service quality and level are difficult and the needs of the catering industry in the new period. Lack of brand support, there are many restaurants, few famous restaurants, more dishes, less famous dishes, more chefs, and less famous chefs. The awareness of innovation is not strong. First, the store decoration lacks new ideas, “a thousand stores”, the style is not high; the second is that the dishes follow the old routine, step by step, and are not good at innovation and give new ideas; the third is breakfast and night market. The potential is not enough; the fourth is that the quality of dishes, health standards, and nutritional standards are not implemented, and the construction of service standardization needs to be strengthened; fifth is not enough combination with culture; six is the lagging facilities. Living “structure, affected by the structure of the house, rent, etc., the store stores of the restaurant store are generally narrow and the scale is small; as the vehicle increases a lot, the catering operating unit has no parking venue, which causes the vehicle to stop on the streets and often causes the streets. Transportation is blocked, even affecting business operations and attracting customers.
(2), the catering industry is facing realistic pressure such as high cost, low profits
The main difficulties currently facing the catering industry, namely decoration, rent (maintenance), labor, raw materials, high water and electricity costs, high environmental protection investment high investment ; Food safety and media exposure risks are high; store sales are difficult to increase, and the profit level continues to be low.
1. Decoration, rent (maintenance) increase year by year
It a new hotel, decoration and rent are a large expense, and it is difficult for ordinary people to bear it. For example, Jindu Hotel, only the decoration and facilities purchase and installation costs are as high as 3.65 million yuan, and the rent of 220,000 yuan is paid each year. Over time, maintenance costs have increased year by year. For example, hot spring resorts have now entered a large number of old facilities and damaged facilities. They need to invest a lot of funds for maintenance and replacement. Under the current operating conditions, it is indeed insufficient. Some media surveys have shown that renewal rents in some corporate stores have risen 100%or even higher. Some catering enterprises accounted for 40%to 50%of revenue, and it was very difficult to operate.
2. The acceleration of raw materials and labor costs
According to Fulaishun, the cost of ingredients accounted for nearly 40%of the income. In 2013, ingredients generally rose 20%, and some ingredients rose 30%; labor salary accounted for approximately income income. 20 %. Last year, the average monthly salary of the catering industry waiters was 1,000 yuan, which rose to 12 million yuan this year. In particular, there are many people in the back cabinet, and the other is to add the high technical content to determine the quality and quantity of the dishes, so the salary of the personnel is also high. For example, the monthly salary of 18 people in the rear cabinet of the Hot Spring Resort, the monthly salary of 30 people with a monthly salary of 30 people in the back cabinet of the Jindu Hotel, and the monthly salary of 120,000 yuan in the 120,000 yuan monthly salary of the chef is 6,000 yuan.
3. High costs of water and electricity energy and environmental protection
This said that the price of hydropower in the catering industry is much higher than that of residential electricity. The LPG standards increased by 15 yuan this year, resulting in a great increase in operating costs. For example, Fulai consumes an average of 1,200 yuan per month, and the electricity bill is 9,000 yuan. With the improvement of people’s environmental awareness and hope that there is a comfortable living environment, the environmental departments often receive complaints from the masses. The environmental departments have increased their rectification and punishment. Essence
In comprehensive above, the profit of the catering industry is inevitable. High cost and low profits. Once you can’t earn money, closing closure will become inevitable.
(3) The non -fixed liquidity greatly affects the normal operation of the catering industry
The restaurant operators have reported that recruitment is not good in the past one or two years. At the peak of the meal, the dine and equal time of the customer have been extended. These situations have seriously affected the normal operation and profitability of catering companies.
(4) The impact of policy factors on the development of the catering industry cannot be ignored
The dining industry enters the “micro -profit” period. At the end of 2012, after the “Eight Provisions” was introduced, the anti -luxury wind refreshed the catering industry and accelerated the transformation of the catering industry. Since 2013, under the influence of the wind of waste, many catering companies have lost a large number of officials and government affairs banquet orders, which has become the main reason for affecting the catering industry in high school. Falling, the business prospects of some high school hotel restaurants are not optimistic, and they are already semi -closed, closed, and even closed. Such as hot spring resorts, earth hot springs, training bases.
(5), food safety issues affect the catering industry
in recent years, the food safety incidents of the catering industry have continued to appear, “ditch oil”, “artificial shark fin”, “chemical hot pot”, “poison box”, etc. The problem again pushed the safety of catering and food to the cusp. It is expected that by the end of this year, the national catering industry will release the first food safety “national standard”. This standard will cover restaurants, fast food restaurants, snack shops, beverage shops, dessert stations, as well as collective meals and food delivery units such as cafeteria, central kitchen, etc. The introduction of this standard will help prevent and control food -oriented diseases. After the “national standard” is introduced, the bacterial content will be compulsory indicators, and the restaurant must ensure the “not superb”. In addition, if food poisoning and physical discomfort occur after meals, the health department can be based on this standard and laboratory restaurant’s meals to find out whether it is related to the restaurant and the liability of the restaurant. deal with.
. Development of the catering industry
This year, the virtual fire and high -speed growth catering industry began to return to rationality in an all -round way. The crisis is the catalyst of the catering industry from traditional to modern. How to quickly transform into scientific management and modern enterprise systems, how to seize the opportunities for the adjustment of national industrial structure, how to capture financing opportunities with multiple princes, and how to steadily expand to create a real “aircraft carrier food company”? A series of problems are worth thinking about Inquiry, seek the future development of the catering industry.
(1), with the help of the capital market to speed up the management level and competitiveness of the enterprise
From the perspective of the development status and competitive pattern of catering enterprises, it is mainly because the decentralization of this industry is too high, and it is difficult to find a very large scale Enterprise. In the future, the competition of catering companies in our county will be more intense, and if catering companies do not have a certain scale or reach market leadership, it is difficult to achieve success. With the help of the capital market, it helps to completely transform the “stubborn disease” of catering companies’ large -scale development, greatly enhance the competitiveness and management level of catering companies, and establish a business model that conforms to the expansion and development of Chinese food will become a major trend.
(2) The form of catering is more diverse
The county’s catering industry in 2013 fell into a trough. The most affected was high school -grade enterprises. Some high school catering companies also had to let go of their lives. In the future, the catering industry will definitely have more obvious sub -level consumption. Various dishes, hodgepodge, and various consumer restaurants will be replaced by distinctive brand restaurants. The specialty catering formats of different people will emerge from the response to achieve sustainable development. The point is to read the “Four Characters”. The first is to read the word “special” scriptures, carefully create a special dining street in the main urban area, and form a great pattern of “hundred flowers and flowers, hundreds of flowers”; The word “water” scriptures, relying on the unique hot springs, developing and expanding tourism dining, leisure dining; the fourth is to read the word “people”. Based on the principle of “to benefit the people”, reasonably deploy catering outlets, reasonably adjust recipes, reasonably adjust the charging price, and reasonably reduce toll projects.
(3), put down the shelves and go out, please come in
“The wine is good for the alley”, especially the high school catering company should be multi -proclaimed on the propaganda of famous dishes in the restaurant store, and improve the public awareness of the public. Rest, use influential TV stations, newspapers and other platforms to promote local food and restaurant famous shops. Change the ideas of “the emperor’s daughter is not worried about marrying”, and put down the shelf to open the wealth. For example, the hot spring resort visit, contact state -owned large and medium -sized enterprises and business agencies, and ask them to come to the resort for recuperation, meeting, training, etc.
(4) Strengthen brand building, strengthen the cultivation of leading heads
The implementation of three major brand projects of famous chefs, famous dishes, and famous stores to improve the overall level of the catering industry. “Famous stores” are the focus of government support and develop a good brand competition atmosphere. Vigorously cultivate a limited company, support and strengthen the scale of catering, lead the development trend of catering, and quickly change the backward situation of the catering industry in our county. Through investigation, a number of catering potential enterprises are determined to carefully guide, support, and cultivate, so that they can grow into enterprises as soon as possible. For existing catering companies, we must focus on contacting and careful guidance, and promote it to become bigger and stronger, chain operations, and find development space outside the city.
(5), use information technology to improve personnel efficiency and reduce operating costs
The platform with information technology and informatization management is an effective way. In the trough, we must also consider how to “throw”, to do its best, strengthen internal management, and minimize the cost without reducing service standards. The profit is profit. Dining raw material costs have risen, labor cost improvement, lack of management talents, and difficult cost control, etc., have become increasingly prominent, and traditional management and business models have encountered severe challenges. In order to get rid of the crisis, various catering companies have thought about new ways to seek reducing operating costs. Faced with the continuous improvement of labor shortage in the catering industry, the continuous improvement of labor costs, the continuous rise in the cost of ingredients, the strict implementation of the food safety regulations, the traceability of raw materials, etc. The joint efforts of self -training and government departments must grasp the development laws of the industry and proper methods. At the same time, with the help of information technology, we must use information technology to achieve innovation and improvement of management models. The transformation of the shuffle and the industrial chain will emerge again will be a group of innovative models, core competitiveness, and “big” and “strong” ethnic catering brands.
(6) Avoid repeated investment
The Chinese catering industry after the inflection point will be reshuffled again; in the face of the catering market after the inflection point, less detours are a success. Investment, repeated investment, and multiple investment are very serious. It is often “headache and foot pain, foot pain and feet”, lack of overall planning, and repeated investment to make catering companies often be in the vicious circle of “roller coaster” from peak to the bottom of the valley.
of course, the crisis is that there must be “machines”. The catering industry must go through the process of multiple shuffle like other industries. With the development of consumer demand in the catering market, the fast -moving catering company is ” Under the drive of market demand, the scale continues to expand, and internal management is far behind the growth of scale; from another perspective, this year’s comprehensive depression is not completely bad for the industry. Many issues of your own. The appearance of an inflection point is exactly the opportunity for our catering companies to review our own, and it is also a severe test and opportunity for the company’s “sublimation” and “reconstruction”.
The annual analysis and survey report of the catering industry: Catering consumption; consumption habits; catering O2O
The Internet services provided by catering companies and related peripheral industries are more diverse and more perfect, Chinese consumers are e -commerce for e -commerce The degree of acceptance is increasing, and its urgency of the combination of catering consumption and Internet applications is far more than expected. The “Voice of God” by consumers is holding the lifeblood of the company. If you want to “applaud and take seat”, you must clearly know the needs of consumers. Only in this way can we take the lead in the continuous move.
. Interviewed objects
The interviewed objects (see Table 1) The proportion of men and women is equivalent, mainly in first -tier and second -tier cities (municipalities and provincial capitals), taking into account third- and fourth -tier cities, towns and towns Residents, various types of education are also involved. The income level of the interviewed objects is mainly based on the working class of 3,000-8000 yuan, which fully reflects the popularity of catering consumption demand and the popular representativeness of the dining consumption survey.
is worth mentioning that 89.8%of the respondents 18-50 years old are surveyed, and 80%of respondents with bachelor degree or above. On the one hand, these two numbers are fully considered the main consumer force in the current market. , Mainly for office workers with high education. On the other hand, the survey method of this survey is a network survey, and the channels are relatively single.
. Consumption habits
(1) Tracking the origin and regression of the essence. Basic services become dominant factor
It’s selection of restaurants, the factors of the respondents are: dining environment, cuisine series series, cuisine series series Flavor, service level, security and hygiene, price level, word -of -mouth evaluation, geographical location and promotional information. Environment, taste and service are the fundamental constituent elements of catering products. In the survey, the top three contents also reflect the general trend of the entire catering industry to recover the origin and return to the market.
(2) Food safety attention is reduced, and consumer confidence has been improved
is obviously different from the results of the 2014 survey. One -third of the previous investigation. This change reflects that in the process of brewing, publishing and propaganda in the “most stringent” “Food Safety Law”, in the environment of national regulatory agencies to strike the food safety crime, catering companies earnestly fulfill their various items operating in accordance with the law. Obligations, strengthening food safety management and integrity service measures, have received certain recognition from consumers, and improved consumers’ sense of security.
(3) The effect of restaurants O2O enlarged the effect of word of mouth
The survey results of the information channels for restaurant information showed that “food websites or APPs” ranked first with 45.1%proportion, “introduced by others” It accounts for 40.1%. “Social media”, “newspapers, television, radio and other traditional media” and “other channels” accounted for 14.8%
The biggest features of the catering industry was that the reputation of catering companies was amplified. The Internet is a magnifying glass. It will not only increase the popularity of high -quality catering brands, but also accelerate the elimination of those brands with low integrity. To occupy a place on an open social platform, word of mouth marketing is very important. Nearly 85%of the respondents have experienced experience in food selfies, catering consumption experiences or comments on the Internet (reviewing website, circle of friends, Weibo). Conversely, this information also greatly affects the behavior of consumers ‘choice of restaurants. Among them, nearly 9O%will be affected by friends’ sharing in social media. More than 70%of the respondents will choose the food review website Only 5.0%of the restaurants that are generally praised have no impact on others’ evaluation.
(4) The proportion of restaurant telephone appointment orders has decreased significantly
The traditional telephone booking method continues the preferred position among many booking methods, but the proportion has dropped to 40.0%compared to 52.8%last year. More and more third -party network platforms and corporate APP have comprehensive functions of booking, ordering and payment, and can provide consumers with one -stop services. The proportion of scheduled through the official website of the enterprise, the corporate APP, and the third -party network platform reached 39.9%. 20.2%of the respondents have no preservation habits and will go directly to the restaurant. In terms of ranking, the two new experiences of “remote row” and “to the number reminder” have been widely recognized by consumers.
(5) The proportion of cash payment for catering consumption has further reduced
The proportion of cash payment has dropped significantly from 39.3%to 20.3%. The proportion has increased to varying degrees. This reflects that the services of third -party network platforms are becoming increasingly perfect, and the application is becoming increasingly deepened, which greatly facilitates consumers to participate in group purchase and other activities through network payment in advance, increasing the willingness of consumers to use. The functions of electronic payment methods such as Alipay wallets and WeChat wallets are becoming more powerful. They are deeply popular among young people, and they have a tendency to expand their use of groups.
(6) Dining Internet services shift to mobile terminals
With the rapid development of mobile terminal devices and 4G networks, Internet applications show the characteristics of diversified and convenient development. This time, more than 80%of the respondents believed that the Internet experience of mobile terminals such as mobile phones and tablets (including search, booking, evaluation, sharing, etc.) can already replace traditional desktop computers.
In this, WeChat, which has a high degree of popularization of mobile terminals, has become a key channel for enterprise Internet marketing. The survey shows that the proportion of the respondents pays more than half of the proportion of the public account of the WeChat WeChat account, of which more than 5 are concerned about 30.3%. And consumers pay attention to these public accounts, or active or passive, which also leads to 35.2%of the respondents rarely check the corporate WeChat public account push information.
Mor WeChat push information that interviewees are most concerned about are: “discount or preferential information”, “new product listing reminders”, “diet tips” and “other interesting information”. About 20%of people often decide to go to dinner because they see the push content of the WeChat public account, and only 9.9%of them are “indifferent” about the information.
(7) The delivery service market is continuously expanded, and the satisfaction of satisfaction is still rising
O2O allows the catering outlet service to achieve leapfrogging. Nearly 60%of the respondents said that they often experience catering delivery services. Essence Among them, the business share of professional comprehensive delivery service platforms such as Hungry, Meituan, Baidu Takeaway, and other professional integrated delivery service platforms have exceeded 80%, and the share of catering self -built platforms has declined year by year.
If in the perspective of user distribution, Beijing, Shanghai, and Guangdong are ranked among the top three. It is the province and cities with the highest coverage of food and beverage delivery users in the country. Three -tier cities spread. The population density of the economically developed provinces and cities is high, the pace of life is fast, and the market is quickly occupied. Under the circumstances of the first -tier cities, catering O2O is close to saturation, the second- and third -tier cities have gradually become the main point of competition for businesses.
In the issue of delivery services that consumers are most concerned about, the speed of delivery is ranked first. The survey shows that although the actual consumption experience accounted for only 5.1%of the “time” service, the consumption experience rate within 10 minutes of error accounted for about 60%, and the overall satisfaction was (0).
. Enterprise suggestions
For catering companies, the products and services provided at any time must meet the needs of consumers, and formulate effective business strategies based on the trend of consumers’ psychological changes. According to the results of the 2015 Catering Consumption Survey, the following suggestions are proposed for the reference of Guangda catering enterprises:
(1) Follow the trend, change passive to active
years of development. The industry’s service content and consumption habits are an irreversible trend. In such an environment, catering companies are passively subverted from their bottom -up, and it is better to take the initiative to embrace the baptism from top to bottom. The magic weapon of the current catering company is close to the times and the needs.
(2) Pay attention to distinguishing “Internet ” and ” Internet”
O2O is not a business model, nor a industry. It is just a conceptual classification, a marketing method. The fancy marketing behavior without a good product foundation is the sand in the sand. The transformation of the catering industry to the Internet is an inevitable trend, but this should be ” Internet” rather than “Internet “. “Internet ” is based on the Internet and subverts the operating model of traditional industries. Its essence is the Internet. ” Internet” is the Internet as a optimization tool to improve the operating efficiency of the traditional catering industry.
(3) People -oriented, improving employee quality and service efficiency
No matter how consumer habits change, at this stage, people are still the main body of catering services. In the environment of rapid development of hardware conditions, software technology, and marketing concepts, all employees, especially front -line service personnel, must not only have a strong service awareness and communication ability, but also have technical knowledge and operation ability that keeps pace with the times. Therefore, , Maintaining the quality and service efficiency of employees who support the development of technology are the basic requirements to ensure the maximum effectiveness of resources. Enterprises should pay attention to absorbing and cultivating composite talents, and improving the overall quality of employees. Only in this way can the “technology” achieve the “efficiency”.
(4) Provides products and services that meet the needs of consumers’ personalized needs
This providing different products or services for each consumer. The trend of standardization of industry is contrary to. However, it is not difficult to find out after considering the characteristics of the Internet. In addition to fully displaying the taste, characteristics, quality, and services of the product, it is more important to make targeted services for customer needs in a humane way. Therefore, enterprises should make full use of the one -to -one and interactive functions of the network to strengthen communication with customers, further understand the needs of consumers and their changes, provide high value -added information, and jointly create and meet personalized needs. Consumer satisfaction.
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1 thought on “Annual analysis survey report in the catering industry”

Conrad
January 3, 2023 at 5:10 pm

If an enterprise needs to be listed on the market, it is necessary to conduct a market survey, so as to have a certain prediction on the impact of the listing of new products, thereby making some countermeasures and reducing the resistance brought about by the listing of new products. Then the following is the content of the annual analysis survey report I collected for your choice.
Annual analysis and survey report of the catering industry one (1) gradually form a scale to prosperous
The catering industry in our county experienced a long and slow growth process before 2006. In this process, a number of catering companies The streets of Zhongshan Road have gradually grown up, and some are eliminated such as Tianchen Hotel and Pearl Hotel. The real rapid development of the county’s catering industry developed and developed with the opening of the training base in March 2006, June 2007, and the opening of the hot spring resort in August 2008, thereby driving the urban Xuanyuan, Jinshui source, Lan Xin, etc. A group of hotels rose and gradually flourished. From 2009 to 2012, the operating income of the county’s catering industry increased by 29.40%, 11.00%, and 33.70%, respectively, and catering operating income increased from 46.635 million yuan in 2009 to 89.55 million yuan, an increase of 92%. It accounts for 10.3%of the four total sales (business) revenue of wholesale, retail, accommodation, and catering. From this year to June, the growth rate of the catering industry in our county has slowed significantly, and the growth rate of 25.33%compared with the same period last year.
(2) Showing a diversified pattern
The dietary culture in Qingshui County has a long history, and delicious foods are more than one or two. Through long -term development and innovation, big dishes, hot pot, soup pot, fast food, snacks, barbecue, etc. complement each other. High -end dishes are mainly resort and Lan Xin; mid -range dishes are mainly Xuanyuan, Jinshui, Jindu, Fulai Shun, Yixiangyuan, and Sichuanwei King; Volkswagen dishes are mainly small and medium -sized catering halls in urban and rural areas; casual dishes are based on Farmers and various barbecue are mainly, and Hamburg Fast Food also landed in our county.
(3) Individual privately dominated
I due to the low entry threshold of the catering industry, the size of the investment is appropriate, and both wholly or partnership can be, so it has become a more active field for private capital. By the end of June this year, there were 2 catering companies above the county, 3 companies below designated size, 410 individual restaurants, and 1963 employees. In terms of quantity, it is clear that individual private households dominate, and there are only a handful of corporate units.
(4) The operating conditions are small than big
The survey of the current business status of the county’s catering industry, the operating status, operating income rate, and operating profit margin of our county’s small catering are better than that of high school catering. Especially the small noodle restaurant and snack bar business is very good. There is no loss. The profit margin of beef noodle restaurants and flat food restaurants is very high. For example, beef noodle restaurants can pull 6 bowls of noodles per catty. Auxiliary materials, seasonings, and labor, all costs account for 45%of the price of each bowl of beef noodles. The high school catering companies maintain their own operations very much. Due to the small number of customers, some serious losses have occurred, and it is difficult.
(5) Operating transformation and upgrading Fast
At present, the catering industry has competed from pure prices to comprehensive competition in price, environment, atmosphere, taste, and service. Customers have developed from the original single demand and developed to the current special needs of specialty catering, casual catering, and convenient catering. In the fierce competition, some catering industry has to fade out of the market through the baptism of “big waves and sand”, such as: Tianchen Hotel, Pearl Hotel, Training Base, Qingshui County Hotel, Golden Century, Yipin Fragrant, Little Pepper, etc. Generally speaking, the number of newly opened catering industries is significantly greater than the number of catering operations that eliminate out of the situation. The overall level of newly opened catering operating units is significantly higher than that of the elimination of catering operation units. This shows that through the survival of the fittest, the county’s catering industry has achieved transformation and upgrading and resource optimization allocation, and the development level and scale have continued to move forward.
(6) The three -legged group of consumer groups
With the development of the economy and society, the market in our county’s catering customer source is becoming increasingly diverse, and leisure catering and popular catering are growing. From the current point of view, household consumption, personal consumption, and official consumption “three -legged” supporting Qingshui County’s catering facade. Among them, family consumption and friends gathering gradually become the main selling point of catering. Consumption, marriage and funeral, and red and white happy events have become new consumer fashion and new economic growth points in the catering market. “,” Waiting for dining “and” difficult to find “in major hotels.
. The difficulties and problems of existence
The development of the catering industry are facing many aspects of the rising cost of food raw materials, increasing labor costs, lack of management talents, and difficulty in cost control. In addition to showing the slowdown in revenue in the revenue of food companies, high costs, and decline in profits, there is a high wave of closure. The survey report showed that the growth rate of the entire catering industry fell into the lowest valley in 2006. According to data from the National Bureau of Statistics, from January to April this year, the national catering revenue was 771.2 billion yuan, an increase of 8.3%year-on-year, a decrease of 5 percentage points from the same period last year. For the first time from January to April, the number of digits increased for the first time. In particular, the catering revenue of enterprises above the limit limit of 244.9 billion yuan, a year -on -year decrease of 2.7%, a decrease of 16.4 percentage points from the same period last year, and the first negative growth since the reform and opening up of the Chinese catering industry.
The catering industry in our county is the same as the situation in the country. Affected by multiple factors, the income increase in the catering industry has decreased accordingly, the operating profit has declined, and the growth rate has slowed down. The inflection point is coming. With the slowdown of economic growth, the central government’s “eight regulations” and “six ban” provinces, cities and counties have successively introduced regulations and opinions on improving work style and close contact with the masses, and public funds have been effectively curbed by public funds and duties. While changing the work style of cadres and establishing a good image of cadres in society, the catering industry, especially high school catering industry, has been affected to varying degrees. Although the overall situation of the development of the catering industry in Qingshui County in recent years is still good, there are many difficulties and problems in the future and the future. nIs in the county’s existing scale above designated size, 3 enterprises below designated size, 410 individual restaurants, and 1963 employees. There are too few enterprise units in scale, and it is difficult to adapt to the ability of society to develop and effectively resist risks. Due to the small scale and low grade, it is not convenient to introduce professional management teams. The management of management follows the tradition and the method is backward. The level of skills of employees is low, the service quality and level are difficult and the needs of the catering industry in the new period. Lack of brand support, there are many restaurants, few famous restaurants, more dishes, less famous dishes, more chefs, and less famous chefs. The awareness of innovation is not strong. First, the store decoration lacks new ideas, “a thousand stores”, the style is not high; the second is that the dishes follow the old routine, step by step, and are not good at innovation and give new ideas; the third is breakfast and night market. The potential is not enough; the fourth is that the quality of dishes, health standards, and nutritional standards are not implemented, and the construction of service standardization needs to be strengthened; fifth is not enough combination with culture; six is the lagging facilities. Living “structure, affected by the structure of the house, rent, etc., the store stores of the restaurant store are generally narrow and the scale is small; as the vehicle increases a lot, the catering operating unit has no parking venue, which causes the vehicle to stop on the streets and often causes the streets. Transportation is blocked, even affecting business operations and attracting customers.
(2), the catering industry is facing realistic pressure such as high cost, low profits
The main difficulties currently facing the catering industry, namely decoration, rent (maintenance), labor, raw materials, high water and electricity costs, high environmental protection investment high investment ; Food safety and media exposure risks are high; store sales are difficult to increase, and the profit level continues to be low.
1. Decoration, rent (maintenance) increase year by year
It a new hotel, decoration and rent are a large expense, and it is difficult for ordinary people to bear it. For example, Jindu Hotel, only the decoration and facilities purchase and installation costs are as high as 3.65 million yuan, and the rent of 220,000 yuan is paid each year. Over time, maintenance costs have increased year by year. For example, hot spring resorts have now entered a large number of old facilities and damaged facilities. They need to invest a lot of funds for maintenance and replacement. Under the current operating conditions, it is indeed insufficient. Some media surveys have shown that renewal rents in some corporate stores have risen 100%or even higher. Some catering enterprises accounted for 40%to 50%of revenue, and it was very difficult to operate.
2. The acceleration of raw materials and labor costs
According to Fulaishun, the cost of ingredients accounted for nearly 40%of the income. In 2013, ingredients generally rose 20%, and some ingredients rose 30%; labor salary accounted for approximately income income. 20 %. Last year, the average monthly salary of the catering industry waiters was 1,000 yuan, which rose to 12 million yuan this year. In particular, there are many people in the back cabinet, and the other is to add the high technical content to determine the quality and quantity of the dishes, so the salary of the personnel is also high. For example, the monthly salary of 18 people in the rear cabinet of the Hot Spring Resort, the monthly salary of 30 people with a monthly salary of 30 people in the back cabinet of the Jindu Hotel, and the monthly salary of 120,000 yuan in the 120,000 yuan monthly salary of the chef is 6,000 yuan.
3. High costs of water and electricity energy and environmental protection
This said that the price of hydropower in the catering industry is much higher than that of residential electricity. The LPG standards increased by 15 yuan this year, resulting in a great increase in operating costs. For example, Fulai consumes an average of 1,200 yuan per month, and the electricity bill is 9,000 yuan. With the improvement of people’s environmental awareness and hope that there is a comfortable living environment, the environmental departments often receive complaints from the masses. The environmental departments have increased their rectification and punishment. Essence
In comprehensive above, the profit of the catering industry is inevitable. High cost and low profits. Once you can’t earn money, closing closure will become inevitable.
(3) The non -fixed liquidity greatly affects the normal operation of the catering industry
The restaurant operators have reported that recruitment is not good in the past one or two years. At the peak of the meal, the dine and equal time of the customer have been extended. These situations have seriously affected the normal operation and profitability of catering companies.
(4) The impact of policy factors on the development of the catering industry cannot be ignored
The dining industry enters the “micro -profit” period. At the end of 2012, after the “Eight Provisions” was introduced, the anti -luxury wind refreshed the catering industry and accelerated the transformation of the catering industry. Since 2013, under the influence of the wind of waste, many catering companies have lost a large number of officials and government affairs banquet orders, which has become the main reason for affecting the catering industry in high school. Falling, the business prospects of some high school hotel restaurants are not optimistic, and they are already semi -closed, closed, and even closed. Such as hot spring resorts, earth hot springs, training bases.
(5), food safety issues affect the catering industry
in recent years, the food safety incidents of the catering industry have continued to appear, “ditch oil”, “artificial shark fin”, “chemical hot pot”, “poison box”, etc. The problem again pushed the safety of catering and food to the cusp. It is expected that by the end of this year, the national catering industry will release the first food safety “national standard”. This standard will cover restaurants, fast food restaurants, snack shops, beverage shops, dessert stations, as well as collective meals and food delivery units such as cafeteria, central kitchen, etc. The introduction of this standard will help prevent and control food -oriented diseases. After the “national standard” is introduced, the bacterial content will be compulsory indicators, and the restaurant must ensure the “not superb”. In addition, if food poisoning and physical discomfort occur after meals, the health department can be based on this standard and laboratory restaurant’s meals to find out whether it is related to the restaurant and the liability of the restaurant. deal with.
. Development of the catering industry
This year, the virtual fire and high -speed growth catering industry began to return to rationality in an all -round way. The crisis is the catalyst of the catering industry from traditional to modern. How to quickly transform into scientific management and modern enterprise systems, how to seize the opportunities for the adjustment of national industrial structure, how to capture financing opportunities with multiple princes, and how to steadily expand to create a real “aircraft carrier food company”? A series of problems are worth thinking about Inquiry, seek the future development of the catering industry.
(1), with the help of the capital market to speed up the management level and competitiveness of the enterprise
From the perspective of the development status and competitive pattern of catering enterprises, it is mainly because the decentralization of this industry is too high, and it is difficult to find a very large scale Enterprise. In the future, the competition of catering companies in our county will be more intense, and if catering companies do not have a certain scale or reach market leadership, it is difficult to achieve success. With the help of the capital market, it helps to completely transform the “stubborn disease” of catering companies’ large -scale development, greatly enhance the competitiveness and management level of catering companies, and establish a business model that conforms to the expansion and development of Chinese food will become a major trend.
(2) The form of catering is more diverse
The county’s catering industry in 2013 fell into a trough. The most affected was high school -grade enterprises. Some high school catering companies also had to let go of their lives. In the future, the catering industry will definitely have more obvious sub -level consumption. Various dishes, hodgepodge, and various consumer restaurants will be replaced by distinctive brand restaurants. The specialty catering formats of different people will emerge from the response to achieve sustainable development. The point is to read the “Four Characters”. The first is to read the word “special” scriptures, carefully create a special dining street in the main urban area, and form a great pattern of “hundred flowers and flowers, hundreds of flowers”; The word “water” scriptures, relying on the unique hot springs, developing and expanding tourism dining, leisure dining; the fourth is to read the word “people”. Based on the principle of “to benefit the people”, reasonably deploy catering outlets, reasonably adjust recipes, reasonably adjust the charging price, and reasonably reduce toll projects.
(3), put down the shelves and go out, please come in
“The wine is good for the alley”, especially the high school catering company should be multi -proclaimed on the propaganda of famous dishes in the restaurant store, and improve the public awareness of the public. Rest, use influential TV stations, newspapers and other platforms to promote local food and restaurant famous shops. Change the ideas of “the emperor’s daughter is not worried about marrying”, and put down the shelf to open the wealth. For example, the hot spring resort visit, contact state -owned large and medium -sized enterprises and business agencies, and ask them to come to the resort for recuperation, meeting, training, etc.
(4) Strengthen brand building, strengthen the cultivation of leading heads
The implementation of three major brand projects of famous chefs, famous dishes, and famous stores to improve the overall level of the catering industry. “Famous stores” are the focus of government support and develop a good brand competition atmosphere. Vigorously cultivate a limited company, support and strengthen the scale of catering, lead the development trend of catering, and quickly change the backward situation of the catering industry in our county. Through investigation, a number of catering potential enterprises are determined to carefully guide, support, and cultivate, so that they can grow into enterprises as soon as possible. For existing catering companies, we must focus on contacting and careful guidance, and promote it to become bigger and stronger, chain operations, and find development space outside the city.
(5), use information technology to improve personnel efficiency and reduce operating costs
The platform with information technology and informatization management is an effective way. In the trough, we must also consider how to “throw”, to do its best, strengthen internal management, and minimize the cost without reducing service standards. The profit is profit. Dining raw material costs have risen, labor cost improvement, lack of management talents, and difficult cost control, etc., have become increasingly prominent, and traditional management and business models have encountered severe challenges. In order to get rid of the crisis, various catering companies have thought about new ways to seek reducing operating costs. Faced with the continuous improvement of labor shortage in the catering industry, the continuous improvement of labor costs, the continuous rise in the cost of ingredients, the strict implementation of the food safety regulations, the traceability of raw materials, etc. The joint efforts of self -training and government departments must grasp the development laws of the industry and proper methods. At the same time, with the help of information technology, we must use information technology to achieve innovation and improvement of management models. The transformation of the shuffle and the industrial chain will emerge again will be a group of innovative models, core competitiveness, and “big” and “strong” ethnic catering brands.
(6) Avoid repeated investment
The Chinese catering industry after the inflection point will be reshuffled again; in the face of the catering market after the inflection point, less detours are a success. Investment, repeated investment, and multiple investment are very serious. It is often “headache and foot pain, foot pain and feet”, lack of overall planning, and repeated investment to make catering companies often be in the vicious circle of “roller coaster” from peak to the bottom of the valley.
of course, the crisis is that there must be “machines”. The catering industry must go through the process of multiple shuffle like other industries. With the development of consumer demand in the catering market, the fast -moving catering company is ” Under the drive of market demand, the scale continues to expand, and internal management is far behind the growth of scale; from another perspective, this year’s comprehensive depression is not completely bad for the industry. Many issues of your own. The appearance of an inflection point is exactly the opportunity for our catering companies to review our own, and it is also a severe test and opportunity for the company’s “sublimation” and “reconstruction”.
The annual analysis and survey report of the catering industry: Catering consumption; consumption habits; catering O2O
The Internet services provided by catering companies and related peripheral industries are more diverse and more perfect, Chinese consumers are e -commerce for e -commerce The degree of acceptance is increasing, and its urgency of the combination of catering consumption and Internet applications is far more than expected. The “Voice of God” by consumers is holding the lifeblood of the company. If you want to “applaud and take seat”, you must clearly know the needs of consumers. Only in this way can we take the lead in the continuous move.
. Interviewed objects
The interviewed objects (see Table 1) The proportion of men and women is equivalent, mainly in first -tier and second -tier cities (municipalities and provincial capitals), taking into account third- and fourth -tier cities, towns and towns Residents, various types of education are also involved. The income level of the interviewed objects is mainly based on the working class of 3,000-8000 yuan, which fully reflects the popularity of catering consumption demand and the popular representativeness of the dining consumption survey.
is worth mentioning that 89.8%of the respondents 18-50 years old are surveyed, and 80%of respondents with bachelor degree or above. On the one hand, these two numbers are fully considered the main consumer force in the current market. , Mainly for office workers with high education. On the other hand, the survey method of this survey is a network survey, and the channels are relatively single.
. Consumption habits
(1) Tracking the origin and regression of the essence. Basic services become dominant factor
It’s selection of restaurants, the factors of the respondents are: dining environment, cuisine series series, cuisine series series Flavor, service level, security and hygiene, price level, word -of -mouth evaluation, geographical location and promotional information. Environment, taste and service are the fundamental constituent elements of catering products. In the survey, the top three contents also reflect the general trend of the entire catering industry to recover the origin and return to the market.
(2) Food safety attention is reduced, and consumer confidence has been improved
is obviously different from the results of the 2014 survey. One -third of the previous investigation. This change reflects that in the process of brewing, publishing and propaganda in the “most stringent” “Food Safety Law”, in the environment of national regulatory agencies to strike the food safety crime, catering companies earnestly fulfill their various items operating in accordance with the law. Obligations, strengthening food safety management and integrity service measures, have received certain recognition from consumers, and improved consumers’ sense of security.
(3) The effect of restaurants O2O enlarged the effect of word of mouth
The survey results of the information channels for restaurant information showed that “food websites or APPs” ranked first with 45.1%proportion, “introduced by others” It accounts for 40.1%. “Social media”, “newspapers, television, radio and other traditional media” and “other channels” accounted for 14.8%
The biggest features of the catering industry was that the reputation of catering companies was amplified. The Internet is a magnifying glass. It will not only increase the popularity of high -quality catering brands, but also accelerate the elimination of those brands with low integrity. To occupy a place on an open social platform, word of mouth marketing is very important. Nearly 85%of the respondents have experienced experience in food selfies, catering consumption experiences or comments on the Internet (reviewing website, circle of friends, Weibo). Conversely, this information also greatly affects the behavior of consumers ‘choice of restaurants. Among them, nearly 9O%will be affected by friends’ sharing in social media. More than 70%of the respondents will choose the food review website Only 5.0%of the restaurants that are generally praised have no impact on others’ evaluation.
(4) The proportion of restaurant telephone appointment orders has decreased significantly
The traditional telephone booking method continues the preferred position among many booking methods, but the proportion has dropped to 40.0%compared to 52.8%last year. More and more third -party network platforms and corporate APP have comprehensive functions of booking, ordering and payment, and can provide consumers with one -stop services. The proportion of scheduled through the official website of the enterprise, the corporate APP, and the third -party network platform reached 39.9%. 20.2%of the respondents have no preservation habits and will go directly to the restaurant. In terms of ranking, the two new experiences of “remote row” and “to the number reminder” have been widely recognized by consumers.
(5) The proportion of cash payment for catering consumption has further reduced
The proportion of cash payment has dropped significantly from 39.3%to 20.3%. The proportion has increased to varying degrees. This reflects that the services of third -party network platforms are becoming increasingly perfect, and the application is becoming increasingly deepened, which greatly facilitates consumers to participate in group purchase and other activities through network payment in advance, increasing the willingness of consumers to use. The functions of electronic payment methods such as Alipay wallets and WeChat wallets are becoming more powerful. They are deeply popular among young people, and they have a tendency to expand their use of groups.
(6) Dining Internet services shift to mobile terminals
With the rapid development of mobile terminal devices and 4G networks, Internet applications show the characteristics of diversified and convenient development. This time, more than 80%of the respondents believed that the Internet experience of mobile terminals such as mobile phones and tablets (including search, booking, evaluation, sharing, etc.) can already replace traditional desktop computers.
In this, WeChat, which has a high degree of popularization of mobile terminals, has become a key channel for enterprise Internet marketing. The survey shows that the proportion of the respondents pays more than half of the proportion of the public account of the WeChat WeChat account, of which more than 5 are concerned about 30.3%. And consumers pay attention to these public accounts, or active or passive, which also leads to 35.2%of the respondents rarely check the corporate WeChat public account push information.
Mor WeChat push information that interviewees are most concerned about are: “discount or preferential information”, “new product listing reminders”, “diet tips” and “other interesting information”. About 20%of people often decide to go to dinner because they see the push content of the WeChat public account, and only 9.9%of them are “indifferent” about the information.
(7) The delivery service market is continuously expanded, and the satisfaction of satisfaction is still rising
O2O allows the catering outlet service to achieve leapfrogging. Nearly 60%of the respondents said that they often experience catering delivery services. Essence Among them, the business share of professional comprehensive delivery service platforms such as Hungry, Meituan, Baidu Takeaway, and other professional integrated delivery service platforms have exceeded 80%, and the share of catering self -built platforms has declined year by year.
If in the perspective of user distribution, Beijing, Shanghai, and Guangdong are ranked among the top three. It is the province and cities with the highest coverage of food and beverage delivery users in the country. Three -tier cities spread. The population density of the economically developed provinces and cities is high, the pace of life is fast, and the market is quickly occupied. Under the circumstances of the first -tier cities, catering O2O is close to saturation, the second- and third -tier cities have gradually become the main point of competition for businesses.
In the issue of delivery services that consumers are most concerned about, the speed of delivery is ranked first. The survey shows that although the actual consumption experience accounted for only 5.1%of the “time” service, the consumption experience rate within 10 minutes of error accounted for about 60%, and the overall satisfaction was (0).
. Enterprise suggestions
For catering companies, the products and services provided at any time must meet the needs of consumers, and formulate effective business strategies based on the trend of consumers’ psychological changes. According to the results of the 2015 Catering Consumption Survey, the following suggestions are proposed for the reference of Guangda catering enterprises:
(1) Follow the trend, change passive to active
years of development. The industry’s service content and consumption habits are an irreversible trend. In such an environment, catering companies are passively subverted from their bottom -up, and it is better to take the initiative to embrace the baptism from top to bottom. The magic weapon of the current catering company is close to the times and the needs.
(2) Pay attention to distinguishing “Internet ” and ” Internet”
O2O is not a business model, nor a industry. It is just a conceptual classification, a marketing method. The fancy marketing behavior without a good product foundation is the sand in the sand. The transformation of the catering industry to the Internet is an inevitable trend, but this should be ” Internet” rather than “Internet “. “Internet ” is based on the Internet and subverts the operating model of traditional industries. Its essence is the Internet. ” Internet” is the Internet as a optimization tool to improve the operating efficiency of the traditional catering industry.
(3) People -oriented, improving employee quality and service efficiency
No matter how consumer habits change, at this stage, people are still the main body of catering services. In the environment of rapid development of hardware conditions, software technology, and marketing concepts, all employees, especially front -line service personnel, must not only have a strong service awareness and communication ability, but also have technical knowledge and operation ability that keeps pace with the times. Therefore, , Maintaining the quality and service efficiency of employees who support the development of technology are the basic requirements to ensure the maximum effectiveness of resources. Enterprises should pay attention to absorbing and cultivating composite talents, and improving the overall quality of employees. Only in this way can the “technology” achieve the “efficiency”.
(4) Provides products and services that meet the needs of consumers’ personalized needs
This providing different products or services for each consumer. The trend of standardization of industry is contrary to. However, it is not difficult to find out after considering the characteristics of the Internet. In addition to fully displaying the taste, characteristics, quality, and services of the product, it is more important to make targeted services for customer needs in a humane way. Therefore, enterprises should make full use of the one -to -one and interactive functions of the network to strengthen communication with customers, further understand the needs of consumers and their changes, provide high value -added information, and jointly create and meet personalized needs. Consumer satisfaction.
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