"Grandma's house" has grown from a roadside shop to a Hangzhou catering aircraft carrier with many chain stores. "Waiting in line" has become the brand symbol of grandma's family. When more and more people are willing to spend an hour or two waiting in the waiting area of grandma's house, many people are puzzled: "Is it worth waiting for so long?" This sharing article tells you how grandma's family rose rapidly in the highly competitive catering market when high-end catering dropped sharply and "four highs and one low" troubled the catering industry.

Cost-effective ratio: the embodiment of grandma's core value

What are the reasons why so many people are willing to wait for an hour or two for a meal?

Perhaps, Wu Guoping, the head of grandma's family, can answer this question well by explaining the "cost performance" of grandma's family. "On the issue of eating, our consumers are becoming more and more rational. It is meaningless for rational consumers to spend money to buy an Italian sofa of 30,000 yuan and put it in a box, or to invite chefs from Diaoyutai State Guesthouse with an annual salary of 500,000 yuan. Only the value in the eyes of customers is the real value, so cost performance is our core value. "

Impressively, from the first store opened by grandma's family, Wu Guoping made clear his position, and this position has been adhered to until now. "Named' grandma', as the name implies, eating at grandma's house when I was a child was lively and delicious, and the family was particularly kind. From the very beginning, grandma's family set the business goal as eating at home, and positioned the consumer groups of friends' gatherings and family gatherings as grandma's customers. 30% product +40% environment +30% service, through price lever adjustment, achieve the best cost performance. "

Wu Guoping repeatedly stressed to me: "Positioning cannot be changed." In his view, grandma's position just caught the most "basic" consumer groups. "The more basic things are, the more vital they are and the more sustainable they are."

By studying the menu, we can find that the trick of "grandma's house" to attract diners is very cost-effective The unique dining environment, rich variety of dishes, good service and relatively low price make consumers feel value for money.

65438+ a tea egg 0 yuan, a spicy tofu 3 yuan, amber peach pulp 6 yuan, blueberry yam 12 yuan, 15 yuan a chopped green onion, 26 yuan a West Lake vinegar fish ... This is not the price of a small restaurant in the urban-rural fringe, but the price of several dishes at my grandmother's house on the sixth floor of Beijing Jinjie Wangfujing Shopping Center.

And grandma's gorgeous chandeliers, rattan wooden chairs, brick walls, birdcages and decorative paintings are quite bourgeois. ...

The price of a restaurant with such elegant and artistic decoration is similar to or even lower than that of an ordinary restaurant, which naturally leads to a question: how does grandma's family make a profit?

Output ratio: the key to profit

If the price/performance ratio is the sense of value provided by grandma's family to customers, then what supports grandma's profit is the output ratio. In fact, it is the "cost performance" for enterprises!

I put forward a performance measurement model of seat/hour turnover rate. Especially in the dilemma of high rent and high personnel cost in the catering industry, the seat/hour turnover is the most important reference data to test whether the scale efficiency of a restaurant has played a role. If it is measured by the turnover of seats per hour, it is not difficult to understand why grandma's family can still make a profit at a low price!

Six hours a day, one month 180 hours, since it is fixed, how much income can you earn by running a restaurant? Whether you can make money or you are destined to lose money, it is clear at a glance by looking at a data. This data is:

Monthly turnover ÷ number of seats ÷l80 hours = the turnover that can be generated per hour for each seat.

It can be seen that if the restaurant seat turnover rate, the so-called "turnover rate", is high, more seat/hour turnover rate can be created.

The business coefficient of "Grandma's House" is usually as high as 6, that is to say, each table can receive four different groups of diners at dinner time, while the business coefficient of most restaurants with good business is generally 2.

Anyone who has been to grandma's house for dinner will find that although these restaurants are decorated in style, they are far from the spacious and private feeling of restaurant decoration at the same level. The tables are so close that one person can often pass through them. In this way, we can make full use of the space to place as many seats as possible. Sitting too close to strangers, of course, is not to let everyone communicate with each other, but to advise customers not to stay too long to speed up the turnover. Careful consumers also found that, compared with cafes, the chairs of "Grandma's House" were not very comfortable, and it was inconvenient to chat for a long time. After eating, they withdrew, which virtually improved the business coefficient.

And unlike other restaurants, grandma's dining table is fixed and quota service is introduced. Land and money are used for space management, which is strictly subdivided and operated by the number of customers. Each table has a certain number of diners. The application of pager not only brings fashion concept, but also realizes the advertising effect and artificial queuing effect of restaurant.

In order to facilitate your understanding, the following is a simulation demonstration:

Suppose the basic data of a store is: the storefront area is 400 square meters, the investment is 2,000 yuan per square meter, and the total number of seats is 150 (grandma's restaurant basically produces one seat for every 3 square meters). If the gross operating margin is 65,438+00% and the investment is recovered within two years, then:

1, with an investment of 800,000 yuan.

2. The annual turnover is 4 million, and the annual operating gross profit is 400,000.

3. Under the market attendance rate of 100% in the afternoon and evening, the per capita consumption is 4 million ÷ 65438+February 30th ÷ 150×2=37 yuan.

4. If it doubles, the per capita consumption will be 37÷2= 18.5 yuan.

From the above analysis, we can draw the following conclusions:

1. Due to the high utilization rate of space and the per capita consumption of 37 yuan, the investment can be recovered within 24 months under the operating gross profit margin of 10%.

2. If the turnover rate is doubled, the per capita consumption 18 yuan, the investment can be recovered in 24 months, but if the turnover rate of grandma's family is four times that of the whole day, it will be even more impressive. This shows that per capita consumption does not prevent profits from leveling off with the improvement of efficiency.

3. In fact, the per capita consumption of grandma's family is basically between 30-40 yuan, which means that every time a table is overturned, the floor effect and human effect will be improved, and the gross operating profit is not only 10%, but at least 40% to 50%!

It can be seen that "Grandma's Family" has seized the potential of the mass catering consumer market, regarded high cost performance as its core competitiveness, and cut off the largest piece of "cake" with a seemingly ordinary positioning.

But if it were me, I would never wait.