"A 40-year-old catering company has opened nearly 69 stores in the first half of this year, relying on the' takeaway window+restaurant' model!"
"10 square meter booth, the income of the takeaway window accounts for two-thirds of the whole restaurant, and it receives thousands of people a day!"
In recent years, takeout has become higher and the canteen has a ceiling. How to tap new profit growth points has become a big problem!
And this chain restaurant enterprise has ushered in a new outbreak through the brand-new model of "takeaway window+"! Professional catering network goes deep into Ziguang Garden, a local chain halal brand in Beijing, to make an exclusive report for everyone!
Focus on the "takeaway window+"model, and open 69 stores in the first half of this year!
As an old Muslim company that has been deeply involved in the Beijing market for 40 years, Ziguangyuan has actually taken a "steady and conservative" step in the past 30 years. However, in recent years, Ziguang Garden has only begun to advance by leaps and bounds. There are many hot pots, dinners and restaurants in jiaozi!
However, there is a rule in its expansion: no matter what the format, there must be a "takeaway window" at the entrance of the restaurant, and the overall "booth+"model is adopted!
Because the income generated by each booth accounts for at least half of the total income! This is also the secret weapon of Ziguangyuan!
1, site selection community, 10 square meter takeaway stall +200 flat fast food restaurant mode!
This time, the location of Ziguang Garden, like the original gene, is deep into the community, so this time the new model shop is located in an old community in Tongzhou Liyuan!
This time, the new model shop of Ziguangyuan is divided into two parts: 10 square meter takeaway window and 200 square meters fast food!
It is completely different from other community restaurants. The overall facade is about 6.5-7 meters long, and the take-out window is 5 meters long. There is only one small door in the restaurant to eat!
The take-out window is the same as all the previous modes of Ziguangyuan. The entrance of the restaurant is 10 square meter, which is connected with the restaurant and only needs 2 employees!
Entering the fast food restaurant, the overall style is simple. The area of 200 square meters is about 100 seats, and the tables and chairs are very dense, all of which are tables for four people!
2, selling breakfast, lunch, kebabs, snacks, selling 30 products all day!
The mode of "takeaway window+breakfast+fast food" is relatively new, so what products are sold?
First of all, the products sold in the window are the same as those in the store. In addition, they also sell products such as beef and fried small yellow croaker, as well as 28 SKUs. If customers don't want to take it home, they can choose to buy things at the stall and eat in the store!
The selection area of fast food restaurants is "lined up", customers hold plates, and waiters will help put anything on them!
The products mainly include mutton offal soup, steamed stuffed bun, sesame seed cake, beef rice, noodles and pea yellow ... 6 plates: breakfast, noodle rice and other staple foods, snacks, soup porridge and cold dishes, and about 30 SKUs!
According to the clerk, the fast food restaurant currently focuses on the sauce meat package, but in order to operate all day, it also created its own products such as sour soup, fat beef noodles and mutton skewers!
3, 10 yuan per capita -30 yuan, take the cost-effective route!
Since it is a community business, what is the price of the products sold?
3 yuan with a sauce beef and a bowl of mutton offal soup 13 yuan ... breakfast 10 yuan!
In addition to breakfast, a bowl of fat beef rice in 23 yuan and a bowl of sauerkraut beef noodles in Laotan 18 yuan, the per capita consumption of fast food is relatively low, which is also a cost-effective route on the whole!
The snack window outside the store is more close to the people, except for sauce beef, fried chicken and chicken feet, which will be relatively expensive, tens of yuan a catty. Other snacks are basically people-friendly routes, fried cakes and fire are 2, 3 yuan!
After 40 years of deep cultivation, with the help of the "killer" stall, we captured Beijing 150 residential quarters!
Liu Zheng, president of Ziguangyuan, said: "In recent years, we have opened many models, and both jiaozi and Breakfast have achieved good results. The core reason is that we have the secret weapon to take out the window! This time, you must bring this stall to open fast food, including the single-product stores such as roast duck to be opened next, and you will definitely use this stall to escort! "
Indeed, every time you pass by Ziguang Garden, you will see a long queue at the takeaway window! According to Liu Zheng, the achievements of this brand-new fast food restaurant are quite amazing. The window in front of the door opened at 7 o'clock and sold more than 20 thousand by noon!
In other modes of Ziguangyuan, the average daily income of this window is around 40,000!
So how is the "core life-saving card" of Purple Light Source made?
1, do "Old Beijing" business, and choose mature communities and supermarkets!
In fact, many catering companies have been trying to show their windows for so many years, but few have succeeded. Ziguangyuan has had such a window since its first store 40 years ago, and it has been fully formed after time of polishing!
So what logic does it follow?
First of all, in terms of site selection, only old residential areas, large supermarkets such as Jingkelong, Carrefour, Yonghui and Hualian are selected!
Ziguangyuan belongs to halal catering, mainly engaged in business in Beijing market, with high customer stickiness. Most of them choose old-fashioned communities, such as Beijing, Chang Ying, Tongzhou and the main position of Ziguang Garden!
2, "meat+pasta+fried products", occupy the community table!
(1) The selected products are divided into three echelons: high, medium and low.
No matter how excellent the site is, it can't be done without good logic!
Ziguangyuan take-out window is divided into three echelons according to price and category in product selection!
The first echelon, meat inheritance-such as sauce beef products, halal is especially famous for making cattle and sheep, so sauce beef is naturally a major feature in customers' hearts! Of course, such a meat list is relatively high, and the sauce beef is 88/ kg! The large number of customers is also the reason why the revenue of 10 square meter stall is relatively high!
The second echelon, pasta is just needed-this echelon is mainly aimed at old Beijing, such as the drainage product sesame cake, which is the favorite breakfast of Beijing locals and the product with the highest consumption frequency. The steamed stuffed bun and fried cake are the same! In the dinner+stall shop in Ziguangyuan, breakfast can accommodate up to 2500 people a day!
The third echelon, young roasted seeds and nuts-Ziguangyuan not only has sauce meat and pasta, but also has five kinds of roasted seeds and nuts such as fried pine meat and small yellow croaker in old Beijing, all of which are home-cooked routes, and a fried chicken is specially added to attract young people, and the price is similar to that on the market!
(2) Focus on spreading hand-torn chickens and sell 300 chickens a day!
Although it is a takeaway window, it must not be a hodgepodge. It should be as logical as restaurant management, and the small window should also be focused!
At present, Ziguangyuan chooses hand-torn chicken as its main product and sells it at the stall!
1. Hand-torn chicken is the trump card of Ziguangyuan for many years. Soak minced chicken for 10 hour, and then marinate for 2 hours. First of all, in terms of evaluation, there are almost no bad reviews for many years, and they have the strength to become "signature products"!
2. Chickens have a wider audience than cattle and sheep, and the market is huge!
3, hand-torn chicken This product can enter more scenes of customers, in addition to eating at home, you can also go for a picnic or even travel long distances, and there are more consumption scenes!
At present, this hand-torn chicken is sold in 68 yuan/only. At present, the stalls in Tongzhou, Beijing can sell for an average of 300 yuan a day!
3. Keep the last 20% of the product process and make it at the booth!
Sometimes, the display of the takeaway window also determines the income!
Of course, similar stalls, Ziguangyuan is not the only one, but different from the same type of snack brands, Ziguangyuan's stalls are very innovative!
Just comparing products and displays, the products of other snack brands are large and complete, similar to supermarket displays. The four rows are all stalls, and customers can't see the pictures made by the staff inside!
Ziguangyuan products are relatively streamlined, but also divided into three areas: halogen goods, roasted seeds and nuts, and pasta. There is no shelf above the waist, and customers can clearly see the process of employees making products!
This is another highlight of the Ziguangyuan stall: the stall should also be done on the spot!
Of course, it is impossible for a small area to meet the needs of all processes in on-site production, but Ziguangyuan retains 20% of the existence of all products!
For example, in the frying area, every stall has a frying pan. Although fried chicken is pickled in advance, it is fried in front of customers, leaving only the last 20% of the production process!
The main products, such as sesame cakes, are all made at the booth, and some shops can also kebabs on the spot if allowed!
4. Become a member alone in the booth and tap more Beijing customers!
"The takeaway window model has been deeply cultivated in the community for decades, but it is far from saturated. There is still a lot of room in the Beijing market alone! "
Therefore, in order to strengthen the promotion, Ziguangyuan has just set up a vip member in its own separate booth. Customers can discount the dishes by storing the value, and there will be a big promotion after 7 o'clock to attract new fans!
Moreover, a separate official WeChat account has been set up for the takeaway stall for separate publicity, so as to maximize the benefits of a stall and further tap new fans!
Summary of professional catering network:
Liu Zheng: "Catering is a bitter business, so we must stick to it! Ziguangyuan has been adhering to the principle of being close to the people, facilitating the people and benefiting the people for many years, and doing business around the people. We will provide whatever you need! "
Indeed, the small take-away window has been imitated for many years, but it does not pose a threat, except for the precipitation of time, and there is continuous persistence!
Are you optimistic about this take-away mode? Welcome to the comment area for discussion!