High-end residential area: there will be breakfast market in the morning and the consumption is not low, lunch time is average and dinner consumption is strong.
Office building: breakfast, lunch is strong, dinner is average, and weekend is cool.
School: There are many orders a day, but the unit price is low.
Some categories will also show seasonality: for example, crayfish, salad cold food, barbecue and so on. And time are the factors that must be considered in site selection.
Before preparing to set foot in the takeaway, we must first determine the positioning and choose products. At least, the location and selection of products can determine the development height of a takeaway shop, and at the highest level, the location and selection of products can determine the life and death of a shop.
Different categories are aimed at different people and markets.
The catering industry is a traditional business, which follows the basic laws of traditional business: intensive manpower and average profits. Friends who want to have excess profits can wash and sleep, which is beyond the scope of operating a takeaway shop. That is a brand strategy or a way to make money, which is beyond the scope of our discussion today.
Before entering the catering industry, we must first ask ourselves what kind of business we want. At present, there are two ways in the market, one is high customer unit price, and the single quantity is average. One is that the unit price is low and the order quantity is rushed. Different routines aim at different consumers, choose different locations and have different business hours.
Choose a place:
The category of high customer unit price tends to be white-collar, that is, the more office buildings are covered, the better, but office buildings are not necessarily white-collar, so office buildings should also be targeted, at least to ensure that there are medium and large industrial parks in your business circle, and the more cutting-edge industries have more consumption power, but the orders at night and weekends are average.
Categories with low customer unit price tend to be popular, and the comprehensive coverage area of office building/university area/residential area is given priority in site selection to meet the user groups with low consumption and average consumption power.
If the category with high customer unit price is located in the comprehensive coverage area of university town/ordinary office area/residential area, the order growth is difficult and the second repurchase is low, because the area has a large population, but the consumption power is limited and the user value mining is limited, so it is difficult to realize the long-term value return. On the other hand, if the category with low customer unit price appears in the high-end office area, it is difficult to obtain order growth, which involves a consumer psychology: sense of value and group identity.
Generally speaking, all the friends around you are people with a monthly salary of over 10,000. You work together every day. If you go out to eat or order takeout together, what kind of takeout do you choose at first? I'm sure you won't order ordinary takeout with low unit price, because your surrounding environment has already exerted psychological pressure on you, and you don't want a takeout to destroy your friends' sense of identity with you.
But here, some businesses may have doubts, because the low unit price of customers is not necessarily what white-collar workers don't like. Indeed, as long as they are people, they will have the psychological appeal of being greedy and cheap, but back to the scene, the office building is public, which is a key point.
Can't you enter the white-collar market at a low unit price?
The answer is not absolute, with one exception: brand.
Here will involve a new meaning, that is, sense of value. We'll talk about this later.
As mentioned earlier, it is necessary to choose the comprehensive area of office building/university town/residential area. The advantage of this is that you have a wide coverage, you can balance your daily orders, and there is generally no off-season. From Monday to weekend, the turnover can be stabilized and gradually increased. The only drawback is that it is difficult to raise the unit price, that is, profit growth, and it is easy to fall into vicious low-price competition among peers.
The location with high customer unit price is located in the high-end office area, but the disadvantage is very obvious. With high profit and high customer unit price, it is easy to get the resource subsidy of the platform, but at the expense of the order volume on Saturday and weekend, it takes a lot of energy to do value output, so as to retain old users, tap new users and achieve growth.