Catering seems to be a business with no threshold, after all, people take food as their sky, as long as they invest money, anyone can do it.

But the lower the threshold of the business, the more fierce the competition, those restaurants that have been making money, what secrets do they have?

Now, the turnover rate of catering stores is getting higher and higher, and the life cycle is getting shorter and shorter, chatting with a leader of Wanda today, in the past, there may be a big investment change every three or five years, but now as long as one or two years, the market competition is becoming more and more fierce, and consumers' tastes are becoming more and more picky.

Seeing that the merchants around me sometimes can't survive even three months, I will admire even more those catering brands that can go through the cycle and make a profit for more than ten years.

As a book lover of food and beverage people, if you take a closer look at the brands that can survive for more than ten years, you will find that successful people often do the same thing right.

In 2013, Shenzhen opened the first Tanyu grilled fish, just three years later in 2016, it broke through more than 100 stores, in 2017 they began to expand overseas markets, as of November 2023, the world has broken through more than 300 stores, this brand has set a record of 16 times a day, and the turnover has reached 180,000 a day of miracles in the industry.

In China's catering industry, 2012 is actually the first year of China's Internet, in the past few years, the rise of takeaway platforms, the rapid development of Meituan and Ele.me, the popularization of mobile payment, online ordering has become a basic operation, and Internet people have entered the catering industry.

As one of the earliest successful brands, Tanyu has nothing to do with the topic of "Shenzhen's most literary grilled fish restaurant" created by taking advantage of the trend at that time, but it is destined to not survive if it does not play with traffic when doing catering, and it is destined to not be able to survive if it only plays traffic. Ten years have passed, when most of the same batch of debut catering brands have collapsed and disappeared, let's discuss what the successful people have done right?

The first is the model design of the dish, the whole store only sells grilled fish as a main dish, so the result is that the production efficiency of a single dish is extremely high, the supply is stable, and it can be purchased in large quantities.

For example, the famous fresh green pepper Ma Shuang grilled fish, which can account for more than 50% of the store's turnover, is inherently easy to standardize, does not rely on the chef, and the kitchen salary is low, and the profit is naturally high. Tanyu will make new products six times a year, so customers can come to eat them often. At the same time, barbecue, snacks, desserts, drinks and other magic weapons to increase the unit price of customers are also added.

Secondly, it is their internal strength. The secret of the long life cycle of catering brands is also very simple, that is, the boss should be willing to spend money, and the money earned should not be put into his own pocket, but willing to take it out and continue to invest in the supply chain, and use the money to strengthen the design of his own stores and standardize the brand. Use money to actively build digital transformation, and use money to improve the training mechanism in place, so that the store operation model is standardized and can be quickly replicated.

These are the core competencies that can help franchisees quickly start stores, and finally they have a sense of network to keep pace with the times, know how to mingle with young people, and where is the traffic? Look for where the fish go.

For example, holding camping, tasting meetings, appearing at the Strawberry Music Festival, appearing in celebrity variety shows and other marketing methods to constantly create topics and attract attention, so as to continue to keep up with the consumption habits of young people.

Another is a simple takeaway, from grilled fish plates, special grills to table aprons and other accessories. Every year, the takeaway income alone can exceed 350 million, and while making money, it also strengthens the implantation of the brand, and the result of the full sense of ceremony is that young people will spontaneously go to publicity, spontaneously become a water army, and continue to attract traffic to the brand.

When a brand can go through the life cycle and continue to make profits, it is actually telling you that the business model of Tanyu that can be replicated and addicted has been verified by the market, and any franchisee who chooses a project should pay attention to such a brand. Any entrepreneur who studies catering should study such a brand case.