Facing the hot market environment, the operators of vegetarian restaurants or people who want to enter the vegetarian market for a share must understand the key points that need to be paid attention to in operating vegetarian restaurants and correct their business strategies in time. Below, I will share the main points of vegetarian catering management for you, hoping to help you!
market strategy
The catering industry has always attached importance to holiday marketing. Every holiday, catering enterprises, large and small, are on the verge of great enemies and all mobilize. What's more, even the logistics personnel have been sent out? Frontline? . Vegetarian restaurants should be no exception, and every festival is an excellent opportunity to make good profits and even create brand momentum. And because of the close relationship between vegetarianism and Buddhism, vegetarian restaurants can borrow more money than ordinary meat restaurants. For example, Shenyang Fuhui Liancheng Vegetarian Restaurant opens on the summer solstice, because according to ancient records, the summer solstice is the day to eliminate evil; Other vegetarian restaurants choose to open on Amitabha's birthday, which shows that vegetarian restaurants attach importance to Buddhist cultural festivals. Traditional festivals in China have corresponding traditional customs. For example, eating Yuanxiao on the Lantern Festival means reunion, eating moon cakes on the Mid-Autumn Festival, eating zongzi on the Dragon Boat Festival, eating snowballs on the second day of the second lunar month, eating spring cakes in beginning of spring, and so on. Vegetarian restaurants should start from vegetarian culture, combine special dishes, take advantage of manual operation and consider the special needs of vegetarians, and constantly introduce novel holiday promotion methods.
There is a vegetarian restaurant named Mingjingzhai in Shenyang, and its holiday marketing can be said to be good. In the past two years, Mingjingzhai saw the business opportunities in the Lantern Festival market, so he set up a take-away stand in front of his shop and sold Lantern Festival by hand in the most traditional way. Because Mingjingzhai restaurant has always been very strict in the selection and production of raw materials and fillings, for example, five-kernel fillings must be cooked before they can be made, and the traditional way has caused many people to stop and watch. In this case, Mingjingzhai sells 1000 yuan of Yuanxiao a day. At the same time, in Mingjingzhai, a vegetarian restaurant with a strong Buddhist culture, monks were invited to hold a blessing ceremony with new and old customers during the Spring Festival. The Luohan Hall in Mingjingzhai is a private room with Buddhist cultural characteristics. A picture of eighteen arhats facing the gate was created by an art college professor. Eighteen arhats have their own characteristics and are lifelike. During the opening ceremony, cigarettes filled the Lohan Hall, and in a peaceful voice, all the people prayed for the future with the monks. The serene 18 Lohan on the mural seems to get the message from the calm people in the room and look forward to a better tomorrow.
Faith and business
The catering industry has a long history and the entry threshold is very low, so the competition has been fierce. Forget vegetarianism. Let's take the large and small restaurants downstairs as an example. Several restaurants closed and reopened within a year. What's more, compared with other catering enterprises, vegetarian restaurants are very unsystematic in terms of food inheritance and historical background, and it will certainly be very difficult to operate. In the operation of vegetarian restaurants, the existing vegetarian restaurant operators may also realize that the stunt of vegetarianism is not very advantageous. They also know that only * * * vegetarian belief can't maintain many customers. Vegetarian operators should also have a good business sense, know how to run a restaurant well, do business, constantly introduce various promotional information in line with the market, regularly introduce some new dishes, and strengthen the training of front office service personnel. Vegetarian restaurant operators must have at least these hard business skills to be comparable to traditional restaurants.
Decoration style
The decoration style of vegetarian restaurants should be exquisite, which should not make people feel grandiose or follow the crowd. Many vegetarians come for a clean and new dining environment. If a vegetarian restaurant is beautifully decorated, it will give people the impression that the dishes must be expensive, so consumers will stay away from the restaurant. Therefore, the decoration of vegetarian restaurants should be simple, avoid too strong religious color, and the decoration color should be elegant and fresh.
Another thing to note is that many vegetarian restaurants like to use a lot of wood for decoration in order to pursue the original ecological effect, but they don't know that wood is a taboo for catering enterprises to decorate. Because wood is the favorite material of cockroaches and other insects, it is easy to get wet and corrode. You should avoid using wood as floor, heating cover and skirting board. Even if you want to make a wooden cabinet, don't make it big and long, because if you fix it in a certain position, it will produce a gap of several millimeters with the wall, which is the living place of insects. Wood can be made into small cabinets, which are convenient to clean and move at any time.
Unique utensils
Vegetarian restaurants should pay attention to the choice of utensils, because first, vegetarians have a high level of education, and choosing tasteful utensils can set off the cultural atmosphere; Second, vegetarian dishes have no cuisines, but are created by chefs of various cuisines, so some imitation meat dishes are as fresh as meat dishes. Using unique utensils can make dishes more innovative; Thirdly, vegetarian restaurants create differentiated competition through personalized utensils, leaving clear memories for diners. For example, at the edge of the vegetarian restaurant in Dalian, glassware is used to make the vegetables look clear and transparent, which has a good display effect. Other vegetarian restaurants use bamboo utensils to support the vegetables, giving people a feeling of returning to the original ecology. Therefore, vegetarian restaurants should be ingenious in choosing utensils to meet the vegetarian cultural needs of customers.
Cultivate repeat customers
Cultivating repeat customers is a key link in the catering industry. It is best if you can give guests a feeling of being at home, that is, feeling at home. When the customer chooses the dining place for the second time, he or she will involuntarily think of the smiling face of the waiter in the restaurant, or clean or elegant tableware, the dishes that the chefs strive for perfection, and a small but human gift, so he or she is likely to become a long-term loyal customer of the restaurant. Whether a restaurant can last for a long time depends on three factors in turn, namely service, environment and dishes. The key of service lies in communication with customers. I'm afraid the service is defective and it's difficult to correct it.
For example, the Bingdilian vegetarian restaurant in Tianjin has been insisting since the first day of its opening? Affectionate, righteous, tasty and healthy? Our service aim is to always pay attention to customers' needs and do everything possible to meet them. Once a table of customers put forward a new method of pumpkin soup, that is, replacing the original golden melon with a long melon. The chef took pains to cook it four times in a row until the guests were satisfied. The waiter and manager of Bingdilian inquired about almost every table in detail, asking them to make comments and suggestions on dishes, services and environment, and pay attention to correcting them at any time. Over time, the guests chatted freely with the waiters and managers here, as if they had really returned home. Just three months after its opening, Bingdilian's customer return rate has been rising, and it has quickly achieved a balance of payments. Moreover, the vegetable price of Bingdilian is lower than that of Tianjin Vegetarian Restaurant, and many repeat customers also value this point. In the market investigation, a popular and civilian vegetarian restaurant has a greater probability of success, especially when the vegetable price of vegetarian restaurant is even lower than that of meat restaurant, which is indeed a good choice for people who pay more and more attention to health.
Target crowd positioning
The Institute of Vegetarian Studies of Dongbei University of Finance and Economics conducted detailed market surveys in five cities: Beijing, Shanghai, Shenyang, Dalian and Tianjin. After careful analysis, it is clear that the target group of vegetarian restaurants is white-collar workers under 40 years old, because they have strong spending power and are easy to accept advanced vegetarian health concepts. Therefore, it is suggested that all marketing strategies of vegetarian restaurants, including site selection, environmental layout, service concept, publicity mode, food innovation, kitchen management and crisis management, should be formulated around this group of people. , has formed a clear target system, and standardized by various manuals such as employee manual, self-inspection manual and lobby management manual.
For example, the location of Dalian Hetian Xinyu Vegetarian Restaurant is close to Dalian's developed financial business circle. Most of the financial white-collar workers here are under 40 years old, and many of them can be trained as loyal customers. The environment in the store is simple and bright, casual and comfortable, suitable for financial white-collar workers to locate their own lives. The layout of Hetian Xinyu Store avoids the contents related to Buddhism, such as Buddha statues, Buddhist scriptures, musical instruments and Sanskrit performance. Because the solemnity of Buddhism will make customers feel serious and nervous, thus destroying the casual and comfortable dining atmosphere, the store has paid attention to the simplicity and vividness of lighting, color, tables and chairs from the beginning, and placed sofas to give guests a strong sense of comfort in a limited space. Moreover, some vegetarian health publicity materials are often distributed in the store, which are distributed in front of major financial buildings during commuting hours and have achieved good marketing results. Recently, the store conducted a data survey on a customer base. Among the more than 2000 members who come to eat in Hotan Xinyu, 50% are non-vegetarians, and they just have a good impression on vegetarianism. It can be seen that the market for non-vegetarians to be developed is also very large. Hetian Xinyu designated customer orientation as a financial white-collar worker under 40 years old, which objectively proved that this was a very correct move.
Begging for food? New?
Dishes are the most important competitive weight for vegetarian restaurants. How to ensure the color, fragrance and taste of vegetarian dishes is a technical job. Vegetarian restaurants should set very strict requirements for the production of dishes: first, the raw materials must be fresh. Vegetarian restaurants consume a lot of seasonal vegetables and dried and fresh fruits every day. Whether these raw materials are fresh or not directly affects the guests' impression of the restaurant. Therefore, enterprises should strictly control the purchase and storage to prevent vegetables from rotting and causing unnecessary waste; Secondly, dishes should have their own characteristics. Vegetarian dishes are cheaper to choose, and it is difficult to attract guests to eat without special features. Therefore, vegetarianism not only pays attention to the choice of ingredients, but also works hard on the production process, which can add some cultural connotations to dishes. In addition, we should keep the original flavor of vegetarian food, do not add artificial colors, and the taste should not be too greasy. When hiring a chef in a vegetarian restaurant, if you can hire a chef who is proficient in both vegetarian cooking techniques and snacks, vegetarian noodles, vegetarian buns and vegetarian dishes, the restaurant will be half successful; Third, establish a good purchase channel. If you want a vegetarian restaurant to have its own characteristics, you must have a wide range of shopping channels. In addition to establishing good relations with vegetable suppliers, you should also establish good relations with some vegetarian research institutions. Only in this way can vegetarianism become universal? New? .
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