转型快餐成趋势！到底行吗？
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/lzvjkjLeTP1sUoIibR6PeAUJlz7zib7xVf5XaKd05UkgvgsUh4V51FmNYGUtbYkfhVfdfylIIhtRuicHqGLxwoEtg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">疫情之后，餐饮界掀起了一股转型快餐的风潮。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">前有海底捞开出快餐店“十八汆”、“捞派有面儿”，一碗炸酱面只要9.9元、2.99元......</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">后有西贝推出定位<span style="color: black;">百姓</span>食堂的全新快餐品牌“弓长张”，以投资的方式入股深圳快餐品牌小女当，这<span style="color: black;">亦</span>是西贝<span style="color: black;">屡败屡战</span>，继西贝燕麦面、西贝麦香村、超级肉夹馍后之后，再战快餐赛道！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">虽然，省时、<span style="color: black;">拥有</span>性价比的快餐是刚需，<span style="color: black;">同期</span>疫情过后，人们捂紧钱袋子过日子似乎<span style="color: black;">亦</span>是趋势。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但<span style="color: black;">已然</span>形成品牌认知的中高端餐饮品牌转型做快餐，真的容易吗？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">对此，<span style="color: black;">持有</span>多家中央食材深加工工厂，日供餐量超过100万，深谙餐饮标准化、规模化之道的深圳德保创始人张天舒浅谈了他的看法，剖析了转型、跨界其中的难点、痛点，值得团餐人深思。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">01</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">区别</span>的班子队伍，专业性</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">客户定位都有本质的<span style="color: black;">区别</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">正餐基于店面为客户<span style="color: black;">供给</span><span style="color: black;">特殊</span>菜品和优雅的就餐环境体验；快餐的核心在于快速<span style="color: black;">处理</span>客户吃饭问题，所有服务围绕快速用餐。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">两者有<span style="color: black;">区别</span>的管理思路，<span style="color: black;">区别</span>的班子队伍，专业性、客户定位都有本质的<span style="color: black;">区别</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>是想进行<span style="color: black;">有些</span>商务性质的洽谈<span style="color: black;">或</span>聚会，消费者不会<span style="color: black;">选取</span>快餐店；<span style="color: black;">一样</span>的，出差赶时间时，人们<span style="color: black;">亦</span>不会<span style="color: black;">选取</span>正餐门店用餐。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/lzvjkjLeTP1sUoIibR6PeAUJlz7zib7xVfsnM2f8gbRnfLFNBsgBoyHpXgPEcQcDdZmoSVjjHj9dkPu9457RhJkQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">▲深圳市德保膳食管理有限<span style="color: black;">机构</span>董事长张天舒</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当<span style="color: black;">显现</span>一家两种用餐场景都能满足的店面时，不说<span style="color: black;">因此呢</span><span style="color: black;">引起</span>的管理问题和服务团队培训<span style="color: black;">提高</span>难点，仅仅是一点疑虑就会让这双方的消费者群体都失去兴趣，宁可<span style="color: black;">选取</span>更专业的店面。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">另外</span>，<span style="color: black;">思虑</span>消费者的心理<span style="color: black;">原因</span>：<span style="color: black;">通常</span>顾客在<span style="color: black;">晌午</span>吃过一次快餐后，晚餐就<span style="color: black;">再也不</span>愿意去同一品牌的正餐吃，同一品牌的餐饮属性，会误导消费者的猎奇尝新<span style="color: black;">心理</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span><span style="color: black;">咱们</span>不认为两者不会做加法，反而恰恰是在做减法，可能会<span style="color: black;">同期</span>失去两端的客户，这反而是革了自己的命。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">02</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">两种餐饮形式的盈利方向</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">是完全<span style="color: black;">区别</span>的模式</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">正餐<span style="color: black;">经过</span>现场用餐的服务<span style="color: black;">增多</span>附加值，使得餐点成本<span style="color: black;">加强</span>、盈利空间<span style="color: black;">亦</span><span style="color: black;">因此呢</span><span style="color: black;">加强</span>；恰恰相反，快餐<span style="color: black;">由于</span>毛利极低而只能把成本管理极致化，<span style="color: black;">经过</span>上下游打通节约成本，依靠冲量来盈利。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">两种餐饮形式的盈利方向是完全<span style="color: black;">区别</span>的模式，简单覆盖只会<span style="color: black;">引起</span><span style="color: black;">一块</span>亏损，深入<span style="color: black;">处理</span>又会产生<span style="color: black;">各样</span>连锁成本，毕竟不可能一个门店内采用2套管理和2个服务团队。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/lzvjkjLeTP1sUoIibR6PeAUJlz7zib7xVf8TBBftxhUVFLRQ0oLAfFMUMDfKsTQwdzxOFbRqYARyrHQyMpw7x5Pw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而单独对快餐的盈利模式进行<span style="color: black;">科研</span>，快餐店的顾客群体特点，最后使得其<span style="color: black;">一般</span>是中餐的收入覆盖一天24小时，客单价在15元到30元之间，可见的利润本身就很低。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而快餐的<span style="color: black;">重点</span>市场是经济发达的一线城市，客户消费额高，<span style="color: black;">然则</span>恰恰<span style="color: black;">由于</span>一线城市，除去50%食材成本，租金和员工<span style="color: black;">花费</span>更高，其实比例计算下来利润空间<span style="color: black;">同样</span>微薄。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">另外</span>，外卖平台的分流<span style="color: black;">亦</span>对快餐有很大影响，其不<span style="color: black;">必须</span>位置好<span style="color: black;">花费</span>高的租金<span style="color: black;">亦</span>不<span style="color: black;">必须</span>厨师，料理包简单<span style="color: black;">方便</span>复热，来PK你的店铺，成本仅仅是店面快餐的10分之1，你拿什么来竞争？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">03</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">标准化的东西</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">更易</span>被替代</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">由于</span>快餐的菜，属于<span style="color: black;">公众</span>口味家常菜<span style="color: black;">占多数</span>，<span style="color: black;">因此</span>是最容易家庭化制作的，<span style="color: black;">亦</span>最容易被淘汰。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">日前</span>的餐饮市场，反而是<span style="color: black;">不方便</span>于家庭制作的<span style="color: black;">特殊</span>菜肴，更能吸引消费者，<span style="color: black;">例如</span>新疆餐厅<span style="color: black;">例如</span>味道新奇特的<span style="color: black;">特殊</span>餐厅，复苏之路很强劲而提前<span style="color: black;">火热</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此呢</span><span style="color: black;">咱们</span><span style="color: black;">亦</span>会高度关注容易被迭代的东西，<span style="color: black;">例如</span>火锅外卖平台PK海底捞，当你的<span style="color: black;">马铃薯</span>片1.5元一片依靠服务来溢价，<span style="color: black;">是不是</span>被足够多的理性消费者所接受？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">尤其是疫情之后的经济下行，消费者<span style="color: black;">无</span>钱<span style="color: black;">能够</span>购买你的增值服务，<span style="color: black;">因此</span>海底捞的复苏之路<span style="color: black;">亦</span><span style="color: black;">同样</span>艰难，再<span style="color: black;">便是</span>海底捞的<span style="color: black;">制品</span>太容易标准化了，<span style="color: black;">因此</span><span style="color: black;">更易</span>被复制和迭代。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/lzvjkjLeTP1sUoIibR6PeAUJlz7zib7xVfLAlCiarDc28EZPGwNmMxiaxk57AvG7cicdQ89HeJUvKpXCyUsgUXRatnA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>有<span style="color: black;">那样</span>一家火锅超市，直接开在海底捞隔壁，用50平方米店面PK海底捞的800平方米，用1个人结算PK80人的海底捞团队，<span style="color: black;">这儿</span>只<span style="color: black;">必须</span>消费者明白，海底捞的食材完全<span style="color: black;">能够</span>依托<span style="color: black;">一样</span>的供应链来<span style="color: black;">处理</span>，食材<span style="color: black;">同样</span><span style="color: black;">鲜嫩</span>，<span style="color: black;">同样</span>品质<span style="color: black;">保证</span>的<span style="color: black;">状况</span>下，火锅底料<span style="color: black;">同样</span><span style="color: black;">乃至</span>品牌<span style="color: black;">便是</span>海底捞。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">那样</span>请问消费者：火锅超市的价格<span style="color: black;">仅有</span>在海底捞堂食的五分之一，还有<span style="color: black;">那样</span>多人愿意排队去享受海底捞的服务，而多花了5倍的价格吗？<span style="color: black;">是不是</span>会<span style="color: black;">作为</span>拼多多版本的火锅迭代必杀技？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">一样</span><span style="color: black;">咱们</span><span style="color: black;">亦</span><span style="color: black;">必须</span>反思，全聚德比<span style="color: black;">不外</span>卖鸭脖子的周黑鸭是<span style="color: black;">由于</span>标准化的<span style="color: black;">制品</span><span style="color: black;">能够</span>无限制的<span style="color: black;">营销</span>，<span style="color: black;">然则</span>全聚德是饭店就不行。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">04</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">正餐和快餐打法不<span style="color: black;">同样</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">做正餐和做快餐就不是一个<span style="color: black;">招数</span>，<span style="color: black;">包含</span><span style="color: black;">基本</span>的绩效薪酬系统、人才团队搭建、管理体系，还有更专业的后台管理体系。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">诚然商场如战场，适者<span style="color: black;">存活</span>，不适者淘汰出局。在专业<span style="color: black;">行业</span>的细分市场请尊重专业，正餐做快餐，尤其是在疫情<span style="color: black;">时期</span>，你不做还好，<span style="color: black;">倘若</span>做了你就加速死亡！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/lzvjkjLeTP0ZsiboPwQSxuLxY11mT3IjicRvyJ7znT2c3bp0o1GIu6NB0enmptPO1KMHtQhMnUNsan0GjA52OAhQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">至于现炒这个概念，一个最<span style="color: black;">长期</span><span style="color: black;">晌午</span>1个半小时的饭口时间都是太长了，能出几个菜能出多少份菜？就是<span style="color: black;">能够</span>利用设备炒出来，打包间在哪里？专业打包的人员在哪里？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">真的做快餐，<span style="color: black;">亦</span>应该店面小型化，前加工工厂化，做快餐的新零售思维，<span style="color: black;">便是</span>依托线下实体店的客户体验，依托央厨来做大线上<span style="color: black;">营销</span>份额。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">五一节<span style="color: black;">时期</span>餐饮已在强力复苏，<span style="color: black;">然则</span>所有满位的店，<span style="color: black;">必定</span>是物美价廉的<span style="color: black;">特殊</span>餐饮店。还有跨界开快餐店来改变经营困境，那还要用多少钱交学费，<span style="color: black;">背面</span>的跨界<span style="color: black;">商场</span><span style="color: black;">规律</span><span style="color: black;">恰当</span>吗？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/lzvjkjLeTP1sUoIibR6PeAUJlz7zib7xVficeeyibnuBfvSsyhW9Wbda0PTqgjicZnkDGmaYE7aqicUq0ZibE6TgkK2Tg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">05</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">快餐</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">将来</span>的三种可见模式</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">快餐行业的<span style="color: black;">将来</span>应该可见的有3种模式：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一是像麦当劳、必胜客<span style="color: black;">同样</span>，<span style="color: black;">有效</span>结合应用标准化前端加工的半<span style="color: black;">制品</span>和自动化设备后加工而成就连锁餐饮事业；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">二是像日本的白领餐<span style="color: black;">同样</span>，依托中央供应链的前置生产和配送；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">三是日本街边的<span style="color: black;">特殊</span>小餐饮，依靠爆款<span style="color: black;">特殊</span>餐支撑店面运营成本。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">日本的白领餐，完全是中央工厂配送，写字楼1楼<span style="color: black;">供给</span>公共就餐区，4到5家盒饭<span style="color: black;">机构</span><span style="color: black;">同期</span>售卖热链盒饭，<span style="color: black;">供给</span>微波炉加热服务，白领们各自<span style="color: black;">选取</span>窗口排队买餐，<span style="color: black;">无</span>现制作店面，<span style="color: black;">无</span>就餐空间，一切都是<span style="color: black;">由于</span>租金昂贵。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/lzvjkjLeTP1sUoIibR6PeAUJlz7zib7xVfdIHMrbUwX87DIbz1v1iaicd9qnsW3yu1TUfqOdyScLSyj0k0GT8ck5NQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">还有玉子屋外卖模式，提前<span style="color: black;">1星期</span>订餐，后端中央工厂生产制作，等同于虚拟食堂的餐饮配套服务，<span style="color: black;">供给</span>专人定送餐和服务。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">再<span style="color: black;">便是</span>店面型的<span style="color: black;">特殊</span>小餐饮，店面小型化到100平方以内，各有自己的<span style="color: black;">特殊</span>爆品，用于吸引<span style="color: black;">区别</span>的客户前来体验，<span style="color: black;">咱们</span>看东京很少有大型圆桌餐场所，分餐制的方桌餐盛行，小型<span style="color: black;">特殊</span>餐店面盛行。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">小结</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这些头部快餐品牌试水快餐能否成功？西贝的贾国龙曾<span style="color: black;">暗示</span>，快餐是最强的业态，与正餐模式差异<span style="color: black;">极重</span>，快餐很难只靠开一家店就能验证模式，很可能<span style="color: black;">必须</span>开出上百家店<span style="color: black;">才可</span>真正验证其模式<span style="color: black;">是不是</span>成功。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而反观团餐，又和快餐有<span style="color: black;">非常多</span>类似之处，<span style="color: black;">一样</span><span style="color: black;">必须</span>规模化铺路，标准化执行，而快餐和团餐的跨界<span style="color: black;">亦</span>成常态，快餐、团餐无边界融合渐成趋势，<span style="color: black;">那样</span>今天张天舒的对正餐转型做快餐，对团餐企业或许有警示的<span style="color: black;">道理</span>。</span></p>
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