The story of a cook

Chapter 252 Leading the Trend
The idea of ​​serving chilled small seafood has been around for a long time. Most of the seafood that people eat is fresh and expensive. Ordinary people can’t afford it at all. The price of chilled small seafood is cheap because it is chilled. It is also relatively easy to store.Heyuxuan Dumpling Restaurant looks a little small on the outside, but the interior decoration is more exquisite, with a bit of the Republic of China style, especially the second floor is very distinctive, elegant, quiet and warm, and it can be seen that no less effort has been made in the decoration.Many guests come here because of the unique decoration of his home.

Because of the exquisite decoration, the guests who come to eat are all mid-range customers.These customers have money in their pockets, they can't afford to spend, but want to spend more, but your food is only at this price, and they can't spend more if they want to.Therefore, ordering some chilled small seafood can stimulate consumption and increase turnover.

I said to Boss Cao: "I took a look, and there are a total of ten scattered tables in front of our house, six for four people, two for six people, and two for two people, and two people close together." There are few people sitting at the entrance. On the second floor, there are two private seats for 88 people and four private seats for 400 people. Even if all seats are full, there are 800 seats in total, according to the unit price per person Thirty calculations, it’s more than 60.00 yuan, two meals a day, ideally 3000 yuan. But now our family can’t reach it, and the current attendance rate of single meal is [-]%. Our family sells it hard, one day That’s more than [-] yuan, and it’s hard to sell it to [-].”

Boss Cao said: "This is the situation in our house. Now it's good to be able to sit halfway at noon, and more than half in the evening. When it's good, it's full."

I said, "Yes, I know all of these things, but our house has one advantage, that is, the decoration of our house is quite stylish and high-grade, and the guests who come to our house for dinner are all quite rich, and they are not short of money."

Boss Cao said: "Yes, all the people who eat at our house are very rich. Some of them are old customers when we opened Turtle City. These people are all businessmen, rich, and some come to our house just to eat the atmosphere. Yes, our private room is well decorated, and some of them came here for the decoration environment."

I said: "Yes, I can see it too. In fact, Brother Cao, do you feel it? Whether the decoration of our house is good or bad."

Boss Cao said: "I have felt it for a long time. Our family looks small from the outside, but the grade is okay when you go inside. This prevents some ordinary people from coming in."

"This is our family's shortcoming. I selected some customers for myself." I said, "In fact, the price of our food is really not expensive, but when people come in and take a look, the first thing they see is not the menu, but the decoration of our house." , I saw that the decoration is so good, I thought our house was too expensive, so I didn't dare to stay at our house. If it's an ordinary dumpling restaurant, the brothers want to drink, come in and order a Maocai, a plate of dumplings, and a small drink The wine is very good, but our family is not good, and people dare not enter. In this way, our family will lose some customers, and this cannot be changed. "

Boss Cao looked at me and asked, "Then what do you say?"

I said: "There is no way for this. It has been decorated like this, and we can't smash it and redecorate it. Now we have to concentrate on capturing the existing customer source and focus on the upper mid-range."

Boss Cao said, "You mean to increase the price of vegetables."

I said: "You can't increase the price of vegetables. If you increase the price of vegetables, you will die. Most of the guests who come to our house to eat are regular customers, and they are not bad at the same time. Let's make the dishes more refined. Promote the word-of-mouth of the dishes and the word-of-mouth of the environment, and let these guests attract customers. Since the guests are not short of money and like the environment of our home, we can make the dishes better without changing the prices of the dishes, so that they can eat what they want This dish can only be eaten by our family, so as to lock in customers and increase consumption while locking in."

Boss Cao asked: "I still don't understand, how can I increase the consumption?"

I said: "This is why I want to reduce the variety of dumplings and serve small seafood. In this way, I will tell you slowly, first of all, I don't want to serve too many dishes, and I will use the dishes that are sold well in our family and can eat guests. Keep it, continue to strengthen it, and refine it. These dishes are the foundation of our family and cannot be lost. The price of the new dishes that will be released will be slightly higher, but not too many. Four to six dishes are fine. The taste must be good, and on the other hand, it must be decent. Customers can tell that it is a good dish, such as ordering low-end sea cucumbers and tendons. If we eat it, we can tell whether it is good or bad. If we don’t do it, we can do it authentically, and we can applaud it when we eat it. In this way, without increasing the number of customers, we can slightly increase the amount of consumption and increase the turnover.”

Boss Cao nodded and said: "This is fine, I agree with this. Four to six dishes don't show that the price of our dishes is high. Yes, it's very good."

I said: "Brother Cao, you also know that restaurants sell vegetables to make money, as well as drinks. If there are no vegetables and drinks, they can't sell a bottle. You know better than me what makes the most money in dishes, don't you?"

Boss Cao smiled and said, "Seafood makes money."

"Yes, seafood is the most profitable." I said, "I saw that our family didn't design a fish tank when we designed it. If we can't raise seafood, we can't even raise live fish. Then we don't sell live ones, but sell ice. Fresh."

Boss Cao said: "It's okay to sell fresh seafood, but there is no place to display them. If the seafood is not displayed, customers won't see it and won't order it."

I said, "I've already chosen the place, it depends on whether you are willing to part with it or not."

Boss Cao asked, "Where?"

I said: "The two tables for two are just next to the door, and the guests can watch them as soon as they come in. If the two tables are idle and no one is sitting, I think it's just When you have nothing to do, sit there to smoke, drink some tea, and the rest is idle."

Boss Cao thought for a while and said, "That place really works."

I said, "Yes, that's for chilled seafood."

Boss Cao asked: "Then how do you plan to use it? Is it enough?"

"It's enough, definitely enough." I said, "Make a three-story platform there, and the top layer will be filled with freshly smoked smoke every day. We won't smoke too much, and each meal will smoke enough for one meal It’s sold out, it’s sold out, and I want to eat another meal and come back again. Make a good smoked taste, and try to push it out to make a splash in our street, so that cold dishes have their own characteristics, and at the same time, the amount of money can be sold Improvement. Eating a plate of shredded potatoes is eating, eating a smoked pig’s trotter is also eating, it’s all a dish, I can’t believe that he doesn’t order the steaming pig’s trotter just after being smoked.”

Boss Cao said, "Then make sure."

I said: "Let's sell the smoked flavor like this. Wait for the second floor to place chilled small seafood. There should not be too many small seafood. Two types of shellfish and five types of chilled sea fish are enough. For example, big yellow flower, braided fish, sea bass, big head treasure , chilled saury, etc., this does not need to be fixed, go to the seafood market every day to buy whatever is fresh, not too much, just enough to sell on the day, buy two bags of ice directly when buying, and spread the fish in the ice, so that both It can keep fresh and see that the fish is still fresh. Customers can directly look at the fish point there, which is more intuitive. What we sell is chilled fresh fish, and there is no such thing as live or dead fish. It will not cause customers to complain, and at the same time Increase our sales volume."

Boss Cao said: "According to what you say, it's okay, so let's fix it like this."

I said: "Brother Cao, you can think about it. I think it's okay, and you have to think about it. If you agree, then we will cooperate. You will set up a shelf in front, and I will start to organize the recipes. The two of us Come together, it will be finished before May [-]st, when the smoked flavor and small seafood will be launched together, and the new dishes will also be served together, what do you think?"

Boss Cao said: "Okay, no problem, I'll find someone to start making shelf-cleaning files tomorrow, and you can make recipes, and we will act together."

I said, "Okay, that's right, if you want to smoke, you have to find a welder to make a grate, buy a smoker pot, and make a lid for the pot."

Boss Cao said: "When the time comes, you give me the size, and I'll adjust it."

I said, "Okay, that's okay, let's do it."

After talking with Boss Cao, I started to sort out the recipes.

Thirty hot dishes are preliminarily determined, plus chilled seafood; ten cold dishes, plus smoked flavor; six kinds of dumplings.

This is the first time I have tried to reduce the dishes to such an extent that even small restaurants have more dishes than this.My point of view is that there is no need for too many dishes, as long as they are refined, it is useless to have more dishes but not refined.At that time, there was no concept of "the thinner the menu, the bigger the profit", I just felt that there were not many dishes, but high-quality dishes, even if there were only [-] dishes, as long as the [-] dishes could be eaten by the guests, the guests would say yes after eating That's enough, it's better than seventy or eighty dishes.

Smoked and chilled seafood are directly displayed in front, without recipes, and sold directly to customers.

At that time, there were no photo recipes, and they were all written in text.Since it is text type, then do not take the usual way.The whole store is a bit nostalgic, with the style of the Republic of China, so the recipe is designed in the form of a book. The paper is made of kraft paper, which is made into the letter paper of the Republic of China. The names of the dishes are written vertically. Chinese character.The recipes were bound with black thread, and after sewing, it looks a bit like the martial arts secret book "Sunflower Collection" in a martial arts movie.

The first page is the shop log, and the last page is the message.The recipes are divided into four chapters, namely "hot dishes", "cold dishes", "dumplings" and "drinks". Four special dishes are designed, each special dish is added with a language description to form an allusion, and a single one is interspersed in the entire recipe Among them, guests will see a special dish every two pages, and it is also fun to read the introduction of the dishes and the humorous allusions.

After the design of this set of recipes was completed, it was reviewed by Boss Cao. After reading it, Boss Cao passed it directly, saying that this is the first recipe with a cultural atmosphere in the entire provincial capital. You can attract customers by reading the recipes, and you can order by reading the introduction of special dishes. Special dishes, but at the same time, it doesn't feel that the dishes are few and full.

I couldn't help laughing when I heard him say "very plump". It's the first time I've heard that the recipe is quite plump.

After this set of recipes is launched, regardless of how the dishes are cooked, the recipes themselves are very attractive. It is the first time for customers to see such an alternative recipe. Reading the recipes is like reading an ancient book, and at the same time they can appreciate the allusions of the special dishes inside. No more boredom when ordering food.In addition to attracting customers, it also attracted many restaurant owners to come to appreciate and study. In the later period, many restaurants in the provincial capital appeared recipes made of kraft paper.

It also led a trend in the recipe.

(End of this chapter)