Huarun Colorful City Zhu Lin: Shopping Center Catering Ratio Should Not Exceed 40%

< p > < strong > catering fashion, < /strong > /p >

< p > under the impact of the homogenization of e-commerce and brand, the shopping center is to retain more customers and throw olive branches to the low catering business.

Zhu Lin said that the proportion of food and beverage in the shopping center is increasing. Shopping centers also need to join hands with the catering industry to keep pace with the times.

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< p > in the view of Zhu Lin, at present, the shopping center shops attach great importance to the upgrading and upgrading of products, and tend to be more fashionable.

While shopping centers are attracting famous restaurants to enrich their catering brands, shopping centers are also actively looking for "a href=" http://www.91se91.com/business/ "innovation" /a and breakthroughs in the decoration effect.

At the same time, some restaurants also pay more attention to the fashion direction.

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In addition to catering fashion, Zhu Lin said that catering in the shopping center should also focus on the combination of special catering and local catering, so that competition between restaurants could be pformed into competition among brands, culture, services and innovation. P

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< p > in Huarun multicolored City, there are more than 200 stores, more than 50 restaurants, accounting for 25%, retail sales of more than 30%, retail sales, catering and children's products nearly 1:1:1.

Zhu Lin said that although catering to stimulate passenger flow, but also strictly control the scale.

Zhu Lin believes that the matching of project positioning, regional factors, financial indicators and surrounding formats is an important consideration for the proportion of catering.

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"P >" in Zhu Lin's view, the trend of the development of the food and beverage industry in the shopping center is less than 20%; the number of catering and the proportion of the urban complex is increasing; the corresponding Huarun five color city in the five ring of Beijing's regional shopping center, the corresponding < a href= 'http:// www.91se91.com/business/ > > /a > is larger.

Zhu Lin said that on the one hand, a high proportion of catering business can digest a considerable portion of the rental area and slow down the pressure of investment; on the other hand, the number and proportion of adequate catering can attract and drive passenger flow and revitalize shopping centers.

Some new business catering accounts for 30%-40%.

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< p > < strong > can not be divorced from financial indicators < /strong > < /p >.

< p > as we all know, catering is a format that makes shopping center managers love and hate.

Zhu Lin said that even if the catering industry has a strong pulling effect on the shopping center passenger flow, the scale of the catering business needs to be built on the basis of guaranteeing the rental income and the performance index of the project.

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< p > to evaluate the financial indicators of shopping center format, we need to see the rent growth space of this format.

According to Zhu Lin, the apparel retailing industry has higher gross profit, the highest rental capacity and the highest rental contribution rate.

The increase in rents is mainly dependent on the growth of sales volume, and the royalty rate is the main factor. The rent growth rate is greater than the turnover growth rate in the tenancy period after the expiration of the first contract.

In the practice, although many projects also adopt fixed rent plus royalty, but to a certain extent, especially after relatively stable in this region, the growth of catering sales will encounter bottlenecks.

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< p > at the same time, the rental period of catering business is relatively long, usually in 5-8 years.

Zhu Lin said that the first phase of Huarun's multicolored city had a large scale adjustment of one to three retail formats, but several restaurants on the upper floors were still at lower rent levels because of the lease.

The rentability of catering industry, the gross gross profit margin is 40%-60%, with the increase of the number of employees, the fixed rent energy consumption has affected the < a href= "http://www.91se91.com/business/" > profit < /a >.

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< p > Zhu Lin said that at present, the shopping center divides catering into large catering, Chinese catering and small catering, and the daily effect of large catering is 23 thousand yuan, which is equivalent to that of Chinese food and beverage, and that of small food and beverage is 18 thousand yuan.

From the collection of rent and sales monitoring, we can see that the rent level of catering industry is not higher than 18% of its sales revenue.

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< p > < strong > improve the catering industry < a href= "http://www.91se91.com/business/" > Ping effect < /a > < /strong > /p >

< p > besides controlling the reasonable scale, Zhu Lin thinks that the shopping center should also help the catering industry to improve its efficiency.

In the shopping center project positioning, we need to plan the size and quantity of catering shops, and make good preparations for the distinction and adjustment of main restaurants and non main restaurants.

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< p > shopping center should ensure the actual sales and rental income of the restaurant in the future, ensure the attraction of the restaurant brand, and invite some local catering brands.

Zhu Lin said that not only the catering brand, but also the shopping center itself needs to ensure its attractiveness.

"Huarun colorful city every year will do a lot of marketing activities for catering shops, the company came forward to organize some large group buying activities, through retail sales small ticket full return to the restaurant voucher, stimulate food and beverage sales."

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< p > catering management is also essential. Zhu Lin believes that there is a great relationship between restaurant performance and operation team.

The managers of Huarun multicolored city will check the service and environment of the dishes regularly in the catering area. They will make regular adjustments, such as changing dishes and menu.

Stimulating consumption through operational activities.

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< p > in the view of Zhu Lin, the development of shopping center catering needs to be closely related to the trend.

The big restaurant will not become a "a href=" http://www.91se91.com/business/ "/a" in the future. At present, the 1000 square meter restaurant is hard to do. Instead, the three hundred or four hundred square meter restaurant sells well and performs well.

Zhu Lin recommends that 200 thousand square meters of commercial projects in restaurants control in 20%-30%, 2000 square meters above the super main restaurant quantity maintained at 1-2.

Under the same volume of shopping centers, the number of restaurants in 500-1000 square meters is recommended to maintain 3-5.

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