There are many
catering enterprises core competition ability, such as what brand marketing, what catering management strategies, customer marketing methods, these do not say, you know there is a core competence is the restaurant location problem?
site selection is a core competence of catering enterprises, the location is the strategic focus of catering enterprises, is related to the survival and development of a brand. If you just want to open a shop, the site may hit the jackpot; if you want to open hundreds of stores, there must be targeted for site selection, set up their own "shop production line", to ensure the high success rate of shop. The main contents of the study include the following aspects:
restaurant business into a successful location is critical
a study of business district
business research is the analysis of the fast food market from a macro perspective, specific to a city is to study the pattern and characteristics of the city district, according to the characteristics of the main shop in each district are classified, focusing on understanding the distribution of each district, traffic and traffic characteristics, between the business circle development plan, the competition between different values etc.. In addition to the business district, residential areas, transportation hubs and other places may be fast food restaurants. To do the national market fast food brands, but also from a macro perspective according to the city fast food development, economic development, city residents’ consumption level and food consumption habits as index of the major small and medium-sized city classification, each city selected the model city for microscopic study.
two, competitor research
fast food brand success has its own originality in location, strong brands such as McDonald’s strategic points using their brand influence rapidly seize the city’s main business district, and then extended to the secondary and regional district. Yonghe King is to avoid fierce competition in the big business district, focusing on the sub district and the District opened a small shop. To conduct research on these successful fast-food brands and own brand competitive or complementary relationship between fast-food brands, study their location strategy and market strategy, focus on the development of the new strategy, the fast food brand values of process and results, learning their experiences of success and failure, provide a reference for similar values in Japan after.
three and brand adaptability
Study on the adaptability of
brand is mainly about combination of products and services, the environment and the price in the market at what level and in fact can be accepted and liked what type of customer, the customer to find the target customers and the actual difference. One of the key is to understand the actual customer (especially severe and moderate customers) of age and sex, fast food consumption, consumer psychology and behavior characteristics, understand the geographical distribution of them and go to work, leisure, shopping.