They are often hidden in villages in the city, with only four or five employees, dim lighting, small area, no tables and chairs and only a kitchen. Only by going deep into the alley can we catch a glimpse of them. It looks mysterious.
So what is the experience of opening such a secret takeaway shop? The entrepreneur's experience may help us answer a thing or two.
Entrepreneur Zhang Pang is an UP owner. He always goes to restaurants everywhere. This time, he found a young man who planned to open a takeaway shop in Wuhan-Xiao Zhang.
Xiao Zhang claims to have seven or eight years of catering experience. He found that the take-away industry in Wuhan was very developed, so he planned to devote himself to this field and make a fortune.
First of all, Xiao Zhang's consideration is location.
The takeaway shop is about 3-5 kilometers. It would be great if there are office buildings, large factories, large hospitals and schools nearby, so as to ensure that there are enough take-away orders.
Finally, Xiao Zhang decided to open a takeaway shop in Optics Valley Youth City.
Optics Valley Youth City is a residential area, with a prosperous surrounding and a high population density. There are not only large hospitals, but also universities such as wuhan textile University and South-Central University for Nationalities. As we all know, the student party likes to order takeout, so it is most cost-effective to open the store next to the university.
Moreover, after investigation, Xiao Zhang found that the number of businesses around Optics Valley Youth City is about 1900, and there are dozens of high-selling shops, which means that the traffic has not been divided. Xiao Zhang still has a chance.
So Xiao Zhang set up a takeaway shop there, and with the purchase of equipment and decoration, it always costs more than 30 thousand.
Secondly, the factor that Xiao Zhang should consider is the category.
Takeaway is not much better than in-house meals. If they want to sell well, there are several factors: first, they eat fast; Secondly, the operation is simple and the packaging is convenient; Third, after delivery, the taste will not change obviously because of time.
According to these factors and the tastes of local consumers in Wuhan, Xiao Zhang chose dry-mixed maocai.
The advantages of dry-mixed maocai are obvious:
Its taste is spicy and delicious, with endless aftertaste. It is very suitable for the appetite of local consumers and can improve the repurchase rate.
Moreover, the cooking technology of dry-mixed maocai is very simple. Just mix the sauce and serve. Soon, there is no soup, which is convenient for the delivery staff.
Moreover, because of the simple process, Xiao Zhang doesn't need to hire a chef with a high salary, but only needs to ask four or five handyman to help, which saves a lot of money at once.
After choosing the address and category, Xiao Zhang began to apply for business license and recruit employees non-stop ... What kind of journey is he about to embark on?
After half a month's preparation, Xiao Zhang's takeaway shop opened.
In order to improve the efficiency of eating, Xiao Zhang has set up many packages for take-away meals, such as "signature fat beef dry mixed with maocai+rice" and "prawn dry mixed with maocai+rice".
This can not only reduce the pressure on the kitchen, but also provide reference for customers and shorten their purchase decision-making time.
Moreover, the unit price of Xiao Zhang, a takeaway shop, is not high. If customers choose a set meal, they generally only need to spend 15 and 16 yuan. This price is actually very suitable for the student party.
In order to further attract consumers, Xiao Zhang also set up new customer reductions, large full reductions and coupons, such as "full 33 minus 15" and "full 48 minus 23".
Because he knows that consumers are driven by price. Only when the price is affordable can the repurchase rate be improved.
Can Xiao Zhang still make money with such a big discount?
In fact, the cost of dry-mixed maocai is very low because of its simple raw materials. In this way, even if the customer's unit price is low and there are many discounts, a single order can earn three or four dollars, keeping the gross profit margin at around 45%.
With distinctive products and very favorable prices, Xiao Zhang's takeaway shop attracted many customers as soon as it opened.
On the second day of opening, the takeaway shop sold for more than 2,000 yuan. After five days of opening, the daily turnover of Xiao Zhang's shop can reach about 6000 yuan.
In order to improve the praise rate of the takeaway shop, Xiao Zhang also did one thing.
He and his staff will call some customers and ask their opinions and suggestions on the products. If customers say the experience is not good, they will apologize to them.
One to two, the praise rate of Xiao Zhang's takeaway shop remains high. With the improvement of favorable rate, the platform has increased the exposure of Xiao Zhang's takeaway shop, and the order volume of the shop has increased.
Of course, the necessary promotion of takeaway shops is also indispensable. On average, Xiao Zhang spends more than 100 yuan a day to promote take-away shops, increasing the exposure of the shops by more than 78,000 times.
Compared with some takeout shops that cost three or four hundred dollars a day, Xiao Zhang said that he has been very restrained. Because the takeaway shop is originally a model of small profits but quick turnover, he needs to control costs.
Once the promotion fee is high, it means that the overall cost of the takeaway shop will increase and it will be difficult to make money.
After more than 30 days, the daily order volume of Xiao Zhang's takeaway shop successfully reached five or six hundred orders. On the homepage of the takeaway platform, this takeaway shop has been judged by the platform as a high-quality takeaway shop with a monthly sales volume of 9999+.
China has a famous saying on the tip of his tongue: High-end ingredients often adopt the simplest cooking method.
This sentence is the same when applied to entrepreneurship: a good enterprise often has the simplest business logic.
In the process of starting a business, Xiao Zhang stated his experience like this:
First, in any case, we must control the cost and ensure the profit rate. Because doing business is not charity, the first priority is to make money by all means.
He deliberately chose a store with lower rent, and at the same time chose to develop low-cost and easy-to-operate categories, instead of recruiting chefs, he only recruited coolies. It can be seen that he is following this logic from store rent, labor to products.
Xiao Zhang also said that he would not fight the price war for the order quantity, but would set the most reasonable food price from the profit. "Only a single quantity, no profit. Isn't it a waste of time? "
Second, we must ensure the quality of products no matter what. Because the marketing of a takeaway shop is no matter how good, the taste of rice is not good.
Xiao Zhang said that in order to improve the taste of dry-mixed maocai, they spent three or four months preparing sauces and developing products.
Success is never achieved overnight. What Xiao Zhang wants is to do a good job of product quality first, and the order volume will rise slowly. After all, only by ensuring product quality can we win word of mouth, attract new customers and improve the repurchase rate of old customers.
In fact, in recent years, such voices have appeared more and more frequently: takeaway is not delicious!
However, when I didn't know that many takeaway bosses were crying and shouting that business was not good, Xiao Zhang's takeaway shop was quietly making a fortune.
This is probably because Xiao Zhang is a down-to-earth person.
He has always followed the simplest business logic, starting from factors such as cost, profit, positioning and products, and opened a takeaway restaurant.
He never talks about the concept of hype, and there are no surprising innovative methods, just doing a good job in product taste and supporting services.
Such a takeaway shop is destined to be recognized by consumers.
In the final analysis, no matter how small the business is, as long as it is managed with care, generate will shine.
Author: E-commerce Jun