大师之味范新红:从黄太吉融资BP谈餐饮创业死穴

时间 : 15-10-15 栏目 : IT资讯, 企业管理, 国外, 行业动态 作者 : noway 评论 : 0 点击 : 494 次

[ 亿欧导读 ] 不断高涨的商铺租金和人员工资是餐饮业的死穴,餐饮创业不管你是做煎饼、肉夹馍还是鸭子,也不管你是+互联网还是互联网+,如果不能解开这个死穴,都只有死路一条。
降低成本

这段时间朋友圈在疯传黄太吉的融资计划书,黄太吉也“低调”宣布完成了1.8亿的B轮融资,如果是在9月份之前这则消息可能会淹没在媒体上满版估值越来越高的融资消息中,而在风声渐紧的资本寒冬,该消息就像冬季肃杀萧瑟北京街头走来的红妆妙女一样惹眼,给人暖意和信心;当然还是避免不了很多人习惯性的吐槽黄太吉的煎饼太难吃,不过这次,很多人,至少是我的朋友中的很多人说“一个卖煎饼的…”时的口气从不屑转为了敬佩,因为不管是大作互联网营销阶段的黄太吉,还是疯狂开连锁店阶段的黄太吉,直到这篇疯传的BP才真正揭露了传统餐饮的死穴,不清楚这个死穴在哪里,不知道如何解开这个死穴,不管你如何做营销吹到天花乱坠,还是开多少个店换多少种单品,餐饮创业也必死无疑。

如果你是在写字楼办公,稍微留意的话会发现附近的餐馆不到1年从湘菜到川菜再到拉面换了三四种菜系和老板,从一个食客的角度你会从食材、口味、服务、卫生等角度分析这种变换的原因,而其实这种变换背后的根本在于成本,就像黄太吉BP中描述的“餐饮业70%毛利被巨大的中间成本所淹没”;餐饮业食材成本占到20%~40%,房租成本占到20%~30%,人员成本占到15%~25%,剩下的毛利空间非常小,而商铺租金和人员工资还在不断上升,不断挤压餐馆的利润空间,如果餐馆老板精打细算尚能微利生存,稍有不慎就血本无归,剩下的选择要么就是铤而走险在食材上弄虚作假,这也就是餐饮业不断爆出地沟油、死猪肉、染色馒头等食品安全问题的根本原因,要么就是高价宰客,这也是近期青岛爆出“38元一只虾”天价虾事件的原因所在。高昂的商铺租金和人员成本是餐饮业的死穴,如果不能解开这个死穴——有效降低房租和人员成本,无论如何加强监管和舆论谴责,都无法从根本上杜绝食品安全问题和天价菜事件的发生。

要解开这个死穴,黄太吉在BP中给出的解决方案是以平台的方式提供产能中心,即做餐饮不需要再租商铺,黄太吉有厨房,不需要再雇厨师,黄太吉有加工人员,销售以纯线上外卖的方式实现,无疑这将能有效降低房租和人员成本,如果行得通笔者认为这将是整个餐饮业的福音,不过在我们的接触了解中似乎还没有真正运行起来。

作为一家高端外卖公司,致力于将五星级酒店品质的餐品以大众价格销售,39元可以吃到法国鹅肝、39元可以吃到澳洲牛肉,还都是套餐——一个主菜、三个配菜、一份主食,还都是送餐上门,如果以传统模式来做,这绝对impossible,那我们是如何解开餐饮业的死穴的呢?

我们今年5月份创办的大师之味项目,其菜品都是由五星级酒店的顶级名厨研发,而雇佣名厨无疑成本是非常高的,我们采用签约分成合作模式,名厨所研发菜品销量高所获分成就高,销量低分成就低直至下架没有分成,我们只承担“有效成本”,也激励名厨的积极性。在加工上,我们也不租商铺、不雇厨师,而是和既有餐厅、酒店和中央厨房合作,租借餐厅、酒店后厨的闲置时间(应该知道很多餐厅是只做晚餐或午餐生意的、你应该也懂得现在在酒店用餐的客人是很少的),以及通过海底捞、麦当劳等大型餐饮企业的中央厨房进行加工;从而将我们的房租和人员成本降到最低,这也就是39元可以吃到货真价实的法国鹅肝的真正原因。

不断高涨的商铺租金和人员工资是餐饮业的死穴,餐饮创业不管你是做煎饼、肉夹馍还是鸭子,也不管你是+互联网还是互联网+,如果不能解开这个死穴,都只有死路一条。

本文作者范新红大师之味创始人,亿欧网专栏作者;微信:Rocky58870223;转载请注明作者姓名和“来源:亿欧网”;文章内容系作者个人观点,不代表亿欧网对观点赞同或支持。

 

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大师之味范新红:从黄太吉融资BP谈餐饮创业死穴:等您坐沙发呢!

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