How to do market research in the catering industry? How to analyze the market in the catering indust

First of all, you have to know why you are doing this market research, and if it is because you want to open a store, you have to recognize your positioning. Secondly, you should pay attention to your own location, and be suitable for opening a store for your positioning. Or maybe your decoration must match your restaurant.

There are many of these things that need to be researched, so the main thing is to know why you are doing market research.

I think the research of the catering industry focuses on his reputation, I think the research it must first have its own appropriate goal, find this goal, and then subdivide this goal, I think the catering industry, should pay attention to its hygiene, free push to customers, receive different customer responses, and then according to these different responses, and then make a reasonable analysis, I think it is necessary to conduct targeted investigations.

In fact, you can go to some Meituan or Ele.me food delivery platforms. Take a look at the top takeout sales or what they sell. You can use this data to tell a part of the problem.

Or maybe you just want to get a brief idea of what the market looks like. Or maybe you want to know what's selling best and what's most popular in the market. In fact, these solutions are different.

The market in the F&B industry is really important because there are many different different scopes in the F&B industry. We need to recognize the tastes of the people around the restaurant and choose our own direction according to their tastes, so we must be prepared for sufficient market research before officially entering the dining chair industry. As long as we are fully prepared and prepared, we have enough firm confidence to enter the catering industry.

Now everyone's living standards are improving, for food is particularly particular, I think to do a catering market research, first of all, your amount must be particularly large, you need to choose a particularly suitable place, and then choose one of the catering, conduct research, I think the goal of this research must be particularly clear.

I feel that we should cooperate with the business and let them assist in the research. And give them certain discounts and rewards according to the number of surveys. For what is true is only what is done through practice. Some are not precise, targeted, and the results of the survey are not very credible.

The catering industry market can be analyzed as follows:

At present, China's catering industry has entered a mature stage, the growth momentum is unabated, the overall level is improving year by year, the comprehensive level and development quality are constantly improving, and the pace of development is accelerating.

With its many business outlets, wide range of services, convenient, fast and economical consumption, popular catering has fully adapted to the needs of people's accelerated pace of life and increased social and economic activities, and has become the mainstream of China's catering market.

F&B Marketing Means:

1. Advertising.

In fact, the cost of advertising your own restaurant is the largest, because whether you advertise on TV or in newspapers or some self-advertising, its cost is very high, but I think this is also the most effective, because only your restaurant is well-known.

2. Irregular activities.

I believe that if you follow some well-known chain brands, you will find that they often post some tweets on WeChat *** to promote some recent activities in the store, and often these activities are very tempting, such as discounts or full consumption and how much you give.

These first-class means are very able to attract consumers, so when you run such a catering industry, you must think carefully about how to develop a first-class means to attract more consumers, and this can be said to be a science, we must pay special attention to this problem when running a restaurant.

The total scale has rebounded rapidly

In recent years, the overall scale of China's catering industry has shown a growth trend. According to data from the National Bureau of Statistics, from 2011 to 2019, the year-on-year growth rate of China's catering revenue has been higher than the year-on-year growth rate of total retail sales of consumer goods. In 2019, the revenue of China's catering industry reached 100 million yuan, a year-on-year increase, accounting for the total retail sales of consumer goods.

In 2020, with the outbreak of the new crown epidemic, the daily operation of the catering industry was restricted, and the annual catering revenue decreased by about 15% compared with 2019.

In 2021, with the gradual control of the new crown epidemic, China's catering industry has recovered to the pre-epidemic level, and the growth rate of industry revenue once again led the growth rate of total retail sales of consumer goods by one percentage point, and the total revenue scale rebounded to 4,689.5 billion yuan.

Meals account for more than half

At present, China's catering industry can be divided into four categories, including regular meals, fast food, casual catering and others, among which fast food and casual catering as a supplementary field of the catering market in China's catering industry have developed rapidly in recent years and gradually diversified in form.

Specific to the composition of the catering industry, according to Frost & Sullivan statistics, China's catering industry is still dominated by meals, and since 2016, the proportion of the market size of meals has remained above 50%; Fast food and casual dining account for around 20% and 10% respectively. By 2021, the national market share of formal meals will rank first; Fast food and casual dining market share are and respectively.

The size of the fast food market has exceeded one trillion again

Specifically, the main meal is a full-service catering format that focuses on service and consumes for a long time, and is generally only at fixed lunch and dinner times** rather than full-day**. From the perspective of China's eating habits and consumer demand, the leading position of the main meal in China's catering industry is difficult to shake.

Since 2016, the scale of China's dinner market has maintained a steady growth momentum, increasing from one trillion yuan in 2016 to one trillion yuan in 2019. In 2020, affected by the epidemic, the development of the national dinner market was hindered, and by 2021, with the gradual control of the domestic epidemic, the scale of the national dinner market rebounded, exceeding one trillion yuan again, increasing to 2,684.8 billion yuan, a year-on-year increase.

Fast food is a light-service, short-time, limited-service food and beverage business that provides fast and consistent food and service, often with a customised platform for quick and efficient ordering, cooking and serving.

Since 2016, the scale of China's fast food market has maintained a steady growth momentum, and in 2019, the market size exceeded 1 trillion for the first time. In 2020, affected by the new crown pneumonia epidemic, the scale of the fast food market declined, and in 2021, with the gradual control of the domestic epidemic, the scale of the national fast food market rebounded, exceeding one trillion again, increasing to 1,097.1 billion yuan, a year-on-year increase.

Hello, if you want to do catering, you have to investigate the consumer groups in the surrounding markets. The surrounding market environment.

Our catering industry market research must be based on the geographical location. mobile people and so on.

Leave it to a professional company. You can also learn about the local culture, the neighborhood**, eating habits, office staff, consumption habits, and so on.

Pay attention to product positioning, this is the core of the dust call, product line positioning, packaging positioning, restaurant environment positioning, ** positioning, consumer group positioning, etc., every time you plan a catering project, the most important thing is to do this thing first. It is best to use the best measurement tool to measure the key periods, such as the crowd flow measurement from 11:30 to 13 o'clock at noon, in the middle, pay attention to distinguish the age stage, consumption characteristics, the situation of the surrounding stores, the unit price, the direction and other factors, and at the same time distinguish the difference between weekdays and weekends, etc., and calculate well.

Pre-store market research structure:

Before opening a store, pay attention to the research of the population living around the store. What kind of people there are, what kind of consumption is needed, and investors also need to look at the "dishes" and eat the "meals". Some investment operators with a good eye should study the following ten points in this regard, and those who intend to open stores may wish to pay attention to it:

1. Changes in the total population and population of surrounding communities and communities, as well as demographic factors such as passers-by and marginal customers.

2. Population composition. There are not only urban people, but also new Shanghainese from other places, as well as foreign residents in Shanghai, and which kind of people are the majority, which will affect the quality of business.

3. Population density. For example, around the business district, it is necessary to distinguish the population of the main business district, the secondary business district, and the marginal business district.

4. Gender structure. The ratio of males to females is different, and the varieties handled are naturally different.

5. The employment situation of adults in the locality. The employment rate is related to the amount of purchasing power.

6. Age composition. The interior of the store has a lot to do with this. 7. The structure of the number of households. Dual-career brother Kaigong's only child, three or four generations in the same house, old husband and wife, etc., targeted products should vary from person to person.

8. Marital status. Through research, do what they like, and do a good job in the wedding business.

9. Fertility. It is necessary to consider more for parents, and calculate the accounts of their children financially and comprehensively.

10. Study the structure of the people and the Bi people. Different ethnic groups have different living habits. The more detailed the store research, the more accurate the target market positioning will be.

Hello, for the market research in the early stage of the store, if the merchants choose a city that they are relatively unfamiliar with, then they need to work a little more in this regard, because they themselves do not have a very in-depth understanding of the tastes and consumption levels of the locals. One of the more traditional methods is to distribute some questionnaires, because compared to other methods, although this method is more stupid, it is still relatively easy to achieve results. In addition, this is a common practice that merchants have chosen more, so they have done some experiments in the front, and this method is still being used, which shows that it still has a certain effect.

Compared with other methods, questionnaires can get more realistic survey results more quickly. Of course, not all people want to do this kind of survey, because people have their own things to do. In response to such a situation, merchants can take some small gifts to give them, so that both parties can get what they want.