This is an article for those prospective colleagues who are hesitating and want to enter the catering industry. The reason is that I often run outside recently, and I have seen many newly opened restaurants, and many of them will experience it once, and my experience will tell me that it will die soon.

After the epidemic, it is even more difficult to start a catering business. Seeing that hundreds of thousands or even millions of people have invested in them in just a few months or overnight, people have to sigh and sigh for this reality. It's not my tongue, because reality is like this.

Today’s article talks about some cruel truths about the catering industry. Give those who want to devote themselves to catering. Let’s have cold water. After you are sober, I hope you can be confident and move forward.

ONE

The catering has already passed

Craftsmanship in the era of the world

Many people approached me and said I learned a craft, how do I open a shop? My suggestion is to stop opening a shop if you only have craftsmanship. It is more appropriate to work for someone else.

If you don’t see a large number of chefs starting a business, how many of them can really succeed in the end? The current catering industry is not only fighting technology, but also mind and science, scientific management, knowledge-based management, smart marketing, keen insight, and the ability to never stop learning and innovation.

To say this is not an exaggeration. Today's catering technology is becoming less and less valuable. In the end, catering has to be scientific and systematic, and to put it more forcefully, it is the business model.

TWO

Don't compete with those online celebrity stores

Many people always like to stare at those old shops that have been popular for decades, saying that his product is like that and there is no business model at all, but he still makes a lot of money. I will definitely get rid of him.

Don't ask you to do this kind of shop. The boss will always be alive or dead when opening a branch, because its success depends on time. This is something you will never have. In terms of time, he has left you behind for many years. So don't compete with those hardcore Internet celebrity shops, the new era must look at problems with new thinking.

THRTEE

The profit of catering is not as high as you think

Many people think about buying a house in one year and changing villas in two years before entering this industry, feeling that this industry is just a money printing machine. There are stores that make millions of dollars a year, but you have to carefully weigh how much resources and how much they pay.

If you are a small catering, I will tell you that earning 1.8 million yuan a year is a bragging layman, but it is possible to make a little bit of hard work and earning three to five million yuan a year.

Therefore, there are two choices to make money. Make the stall bigger, find a professional person to run it, or just run into the idea of a small business and make hard money by yourself.

If you want to open a small shop and want to be a shopkeeper, then it basically belongs to "a trip here."

FOUR

Catering must be the hardest industry

Maybe not even one

For catering people, it is commonplace to get up and down in the dark, and it is an industry habit to not eat according to the order. Trivial is the daily life, and firewood, rice, oil and salt are the focus of work.

Many people sleep for more than five or six hours a day in the initial stage. It is a luxury life. The rest of the year is the day of New Year's Eve (now many stores do not even have a holiday on New Year's Eve), and they have to beat chicken blood throughout the day. Serve everyone well before and after running.

There are two kinds of tiredness for drinking people: tired when business is good, and tired when business is bad, always thinking that business will go smoothly tomorrow, but tomorrow will always be full of tiredness that you did not expect.

The life of a catering person is like a chocolate, you never know what the next moment will be like. Of course, or you know from the beginning that it is bitter.

FIVE

"Chewing the old" is the thing that makes you crazy

Gnawing the boss is the "chewing the old" in the catering industry. This concept was created by me. It is always a human problem that makes catering owners the most crazy. It is an indisputable fact that the overall quality of practitioners in the catering industry is low.

Nowadays, young people generally lack responsibility and responsibility. If they say they don’t agree with each other, they just quit their job, their wages won’t rise, they’re criticized for doing wrong things, they don’t do things they don’t like, and their bosses are too irritable to do it. , There are too few vacations to quit, the dormitory does not have wifi and quit, the opposite shop digs the wall and quit, depending on the customer’s upset, quit, and quit in a bad mood...

In the catering employment relationship, the boss is always a disadvantaged group, because employees can go to other stores without you, but someone has to do the work in the store.

Catering bosses can only choose to endure the employees' "chewing the old" on the one hand, and then think of other ways. In the end, even if they are replaced by new employees, the same problems may still arise.

Therefore, people’s tempers will become more and more gentle if the food is dry for a long time. It is definitely the happiest thing for girls to find a restaurant man to be her husband.

SIX

You have to be an almost omnipotent person

People who only understand technology, management, or marketing may not be able to open a store well. Food and beverages always require product operation and marketing to go hand in hand.

Therefore, the catering industry nowadays is no longer an era of winning alone, but an era of systematic competition in group battles. The team is always indispensable, because even if you only open a small store, there are many things you need to have.

If you do not have this ability, then you may only choose to join an excellent team and shine in the field you are good at, or choose a mature brand to join and connect to the already mature models and systems of others, just like Xunzi What it says in persuasion:

If I taste and think all the time, it is better to learn what I have to learn; if I taste and look forward to it, it is better to climb the heights and see.

When you climb high, you don’t lengthen your arms, but you see it far away; when you shout down the wind, you don’t make your voice ill, but you hear it.

Those who pretend to be horses are not profitable, and cause thousands of miles; those who pretend to be boats are not capable of water, but never rivers.

Gentlemen are not different, they are good at things.

SEVEN

This industry has a greater probability of failure than success

The probability of closing stores in the catering industry is far greater than in other industries.

According to data, the average lifespan of closed restaurants in the past two years is only 508 days, so those who can survive in this industry for 3 years are considered successful.

Coupled with the intervention of capital, more and more brands are now starting to play the secondary brand. For example, there are 16 or 7 brands under the grandmother's house, covering almost all areas of catering; Haidilao has also opened several sub-brands.

No matter where your store is located, it is very likely that the competitors next to you are the sons of these big bosses, competing on the same stage with a senior with an annual output value of several hundred million. How do you say you can win?

Therefore, I said before that if you want to avoid head-to-head with big brands, you must find another way, find user pain points from niche categories, discover new business opportunities, and maintain your learning ability to keep yourself up to date with the changes of the times.

At the end of the day, some people may think that this is an exaggeration, and the industry is not that complicated.

It's like a pony crossing the river. The real benevolent sees the benevolent and the wise sees the wisdom. What is going on, you only know if you try it yourself. In any case, every catering person is worthy of respect, and every catering dream is worthy of awe.

I hope that more people can be confident and brave enough to let their catering dreams take root after knowing all this.