\”The pancakes boosts the month to enter 30,000, and you read 985, 211, why is there nothing?\” A villa. For pancakes, there is no short \”myth\”, which seems to be a model, a Wanli model.
As a small industry representative in dining retail, Although the pancake stall is small, but the fossil is complete. We have analyzed this small industry after experimental research. The small pancakes are actually not what we think is easy to make money. If coupled with \”Regular Store Rent and Decoration Fee\” and \”manual costs needed\”, the entire financial model is unable to support chain expansion, so it is difficult to bother a chain brand.
Is the pancake stabling is really a 30,000 months?
The New Year has not finished, and the old Liu has returned to Shanghai from Linyi hometown, and the old position on the edge of Lujiazhu continued to settle up.
This year is the 14th year of Shanghai. Like other people in the village, the pancake crafts left by the ancestors, putting pancakes in Shanghai, a sale is 14 years. Others are boothing 1 pancakes for 2 minutes, and the old Liu can get it in 40 seconds.
Even so, the old Liu 1 month, the income is 1556, the month is 30,000, I have never thought about it.
\”A piece of cake has averaged five or six yuan, selling 100 a day, even if it comes in, it is not sold for 1 month.\”
Distance The pancakes are 50 meters away. Old Liu’s daughter-in-law began to set up stalls on the same street. The things sold are almost in the same way, and the backed, sauce is the old Liu one hand, from a barrel from.
Today, the old Liu’s daughter’s pancakes have been run for half a year, but the cakes selling out every day are still half of Liu Liu, according to the old Liu’s words, basically can only be guaranteed.
Effective business hours are concentrated in the morning 7: 30- 9:30
Old Liu made a cake 14 years, in the first 4 years in Puxi, after 10 years to Pudong, then it is basically no longer moving. According to reason, it should be the leader in the \”pancake booth\” industry, but even in the catering industry that is expensive to be happy, the old Liu’s pancake stall is still in the class that is very hard and profitable.
The essence of the retail industry can be summarized with 1 core formula: flow × conversion rate × passenger price; where flow can be decomposed to: business hours x unit time traffic.
The pancakes are ball, the flexibility is large, and the location is generally near the traffic. Old Liu’s pancakes are located less than 50 meters from the Pu Circuit Subway Station. Behind the Village, Weifang 9, the old residential area, next to Baoshu Building, Lujiazui Financial Plaza and other office, and the work is very large late.
But the catering industry is an industry in the sale. We can eat fruits later, eat rice, eat snacks, but not eating pancakes later.
Although the pancake originated from Shandong, it is a common food common from Shandong, Northern Jiangsu, but in the process of going to the country from the birth, it has not only been changed, but the main food scene has also become a staple food. Breakfast. This aspect is because there is a big difference in eating habits across the country, and on the other hand, it is also related to the economic strength and business consciousness of Shandong pancakes, and they choose to choose the threshold, and the pancakes that start the funds. It is basically that the pancakes like Huang Tanji is the pancake village.
The figure below is our field research on the five pancakes in Pudong New Area. The results also confirm that most of the pancakes we have seen are between 6 am and 10 o’clock in the morning. Among them, the peak time is basically between 7:00.
Pudong Avenue Subway Station pancakes are the only pancake stalls in the five pancakes we surrender, but they can be seen by the following figure. Sales peaks are still concentrated between 7:30 and 9:30, 105 sales throughout the day, more than 60 peaks, almost 60% of sales in total sales.
The degree of standardization: that is, it is ready to eat, the meal efficiency is low
The actual number of cakes is not more than 80 times per hour. [
The production process of pancakes is simple, and the harmonious batter will be placed in a hot scorpion (an ancient production pasta tool) fried into a circular pizza, put it in The filling can be.
With crispy taste Shandong pancakes, many people were loved, but this also made a requirement for their production and edible timeliness. Only on-site production, timely consumption can ensure their crispy taste, this characteristic Aspects make the Shandong pancakes are better than the standardized breakfast produced by the factory, but relatively, it also makes it more efficient than buns, steamed buns and other batch production or factories.
Old Liu made pancakes for 14 years, from the face to the buses to the discharge, but do 1 pancakes need 40 seconds, remove the middle time of the recovery money, 1 hour actual The maximum number of output of the pancake will not exceed 80And the old Liu daughter who just did half a year was a pancake to make 1 pancakes.
Summary: The effective operation time is short, plus single production, even if the morning peak is 7:30 to 9:30 In the room, the old Liu’s pancake ball business is constantly, and it is difficult for 1 day to exceed 200. And the old Liu’s \”Babi bun\”, all ingredients are completed in the factory, and the on-site unity is heated. Easily sell three or four hundred steamed buns in the morning.
Competitive pattern: numerous competition,
Consumers can choose room large, low flow conversion rate
I just said the problem of traffic, but there is not traffic, but I have to see the flow conversion rate.
After the calculation, the flow of people through the old Liu pancake booth between 7:30 and 10:00, and the number of pancakes sold out of the old Liu is about 120, and the flow conversion rate is approximately. It is 1.7%, that is, every 100 people pass, only 1.7 people buy.
The quantity and quality of the competition directly affect the conversion rate of flow.
In the street of the old Liu’s pancakes, there are 12 car plains, including the breakfast in the morning, including pancakes, thousand layers of pie, sauce cake, Babi bun, egg potcake Wait. In addition, there are two convenient stores that have breakfast. \”Which family is less buying.\” \”What to buy is what you want to eat.\”
For the old Liu, his pancake booth is not only other The competition of pancakes is also facing buns, steamed bread, fritters, soy milk, porridge, bread …
Guest : The region is strong, the brand is weak, the price is low
The conversion rate of flow is also related to the brand, and the brand helps people make consumption decisions.
As long as you pay a little attention, it will find that although it is scattered in different places in the country, but all the floral bolets are almost one look, a pancake car, a poster, which is printed with \”Shandong Miscellas\”, Or \”Authentic Shandong Miscellaneous Cake\”, even the store of pancakes.
No brand, no introduction, no propaganda, no prior discretion, but tacit consensus.
Shandong pancakes all over the country emphasizes the regional attribute, but there is a brand awareness, and there are several reasons:
The pancake itself is relatively single, and the product is differentiated. The main consumption scenarios are breakfast. It meets the convenient and quick demand, it is more difficult to do, most of the practitioners from Linyi and other villages and towns, economic strength and brandingThe knowledge is relatively weak; the pancakes are mostly based on roadside booths. There is no fixed store, the stability is poor, and it is more difficult to establish a stable long-term brand image.
Even if the 10-year pancake is sold in one place, Lao Liu has not established his own brand. There are many compensation, consumers don’t have the need for consumption (no brand), plus the pricing of the pancake itself is not low compared to other competitions (1 standard with pancakes usually sell 5 yuan, 1 thousand layers of pie Average 2 ~ 3 yuan, 1 meat bag 2 ~ 3 yuan), old Liu’s pancake stappers unit price is stable in five or six dollars, and I don’t dare to raise prices.
Cost analysis: Is the pancake stall true?
What is the truth?
As the urban governance is getting stronger, now Shanghai’s urban areas can’t see the roadside stall, and the pancakes like old Liu are dependent on the street restaurant, renting in breakfast The door of these stores stalls, and the dinner time is settled before the dinner time, and cannot affect the normal business of the catering store.
Old Liu Ran is a head position of a chicken public restaurant, a total of 100 yuan to the boss, a month is 3000, plus two or three hundred yuan electricity bill, it is the industry that has no clear text. .
In addition to the cost of fixing, there is a cost of the pancake itself.
Lao Liu’s pancake stalls have little species, and the average passenger bill is about 6 yuan, and the cost of single pancakes is about 2.3 yuan. The gross profit margin is over 60%.
Summary: It can be seen that pancakes are not cost, rent, hydropower, and raw material samples are cost. If the fixed cost per month is 3,000 yuan, a single pancake cost is 2.3 yuan. Lao Liu is at least selling 1304 (43 / day) pancakes every month to maintain a balance.
Profit Analysis: Poor Business OR Business?
The real profit of pancakes
How much can 1 pancake booth?
We still use old Liu’s pancakes as an example. Working day, Liu can sell 100 pancakes every day. It is half the weekend, 50 / day, counting for 1 month basics can be sold 2700 Pie, according to the guest price 6 yuan, old Liu 1 month income of 16,000, remove the costs, the profit of the hand is 6500Yuan.
Old Liu’s pancake booth single store model is as follows:
According to the situation of several pancakes in Pudong, the basic representative of the old Liu’s pancake stall The general situation of 1 mature pancake stall (more than 1 year), the profit of an pancake stall can basically reach between 5000 and 8000, although higher than the general waiter wage (according to the wage level of Pudong City, General restaurant waiter 1 month wages 4000, but there is still a big gap from \”30,000 months\”.
Why is the pancakes are difficult to birth chain?
Talking about pancakes, always avoiding Huang Taiji, talking about Huang Taji, everyone will pay more than \”will only do marketing, do not do product\”, or \” Too much marketing, too don’t understand products. \”
But after this research, we may be wrong with Huang Taji?
Jiangxi Niki (China Bread Township) brings the Chinese pastries such as meat, waterless cake to all parts of the country, and has born Bao Master’s brand; Shandong Yimeng people also bring pancakes to the sky Nanhai North, the impact is too can’t, but it has not been able to make a national chain brand. Why?
I think there is less than 3 reasons:
The effective business hours: pancake this class itself has strong breakfast properties, which greatly defines its sales period.
We have listed the main categories of breakfast. You can see that there are two categories of breakfast to make chain brands:
Category is a category that can be dinner, such as KFC, McDonald’s, Yonghe King, etc., including the old Shengchang Tangkou (in Jiangsu, Zhejiang and Shanghai, the soup bag is often used as a staple food), they can sell all day, break through the breakfast time limit; the other is a special breakfast brand, such as Babi bunad, There is a material in the belly (why to start next to the next one).
Some people may have to ask, is the Taoyuan village selling biscuits? Why can you make a chain to make a brand.
If you only sell biscuits, fritters and soy milk you will eat at noon? Compared with breakfast, Taoyuan Village has shown its positioning is a snack rather than breakfast.
The \”village\” usually refers to the 1949 years to the 1960s, in order to arrange the soldiers who have been migrated from the province from China to Taiwan, the most concentrated place in the village is in Taoyuan. County. Because the village has placed military and civilians from all over the country, it also brings together the most diverse food, which is the foundation of the most famous Taiwan night market.
If you have seen 12 o’clock in the morning, Sanlitun’s peachThe garden will understand that this is not a simple breakfast shop.
Why is the same type of single, special to sell buns, and the Babi targeting of the steamed bunch can do more than 2,000 stores, more than 2 billion income?
Because the standardization is high!
All products of Babi are unified by the central factory. The store only needs to be bracomated, which is also 1 minute. Lao Liu can only do pancakes, but next to Babi can sell several Steamed bun.
If the business hours are short, then you need to make full use and breakthrough time limit. Babi’s bunges are currently 2,100 stores and 2 billion turnover. The average of 80,000 yuan per store can be sold every month. It is 5 times that of Old Liu Pancin. The price is low: the breakfast is fast and convenient, and it is high frequency consumption, the price is sensitive, and the customer price is difficult.
Huang Tanji sells 1 pancakes to 20 pieces, basically 6 times the ordinary pancake. The truth of Huang Tanji is that it is expensive to eat a pancake 30, but eat a meal (dinner) is not expensive.
Who will eat pancakes often dinner? Still spend 30 pieces! The breakfast is breakfast, pancakes are pancakes. Every meal should be eaten, to eat, and breakfast? Consumers pay more attention to convenient, fast, clean, nutritious, price is not expensive, compared to other breakfast, pancake prices are not low, and the price of price is limited.
The effective business hours is short, the production is non-standardized, the passenger bill is low, the price range is limited, and there is no other small pancake stadium. There is no imagination. If coupled with \”Regular Store Rent and Decoration Fee\” and \”manual costs needed\”, the entire financial model is unable to support chain expansion, so it is difficult to bother a chain brand.
Some people say that life is more important than hard work;