When new restaurants are opened, in order to test the market, they usually have trial operations. Trial operation often determines the "first impression" of the market and consumers of the restaurant, so it is very important.
However, because many owners failed to figure out the real purpose of the trial operation, the restaurant became a mess during the trial operation, leaving a bad impression on customers, resulting in a poor reputation of the restaurant, and the door was cold after the official opening.
So, what exactly is the trial operation for? What should I do for trial operation? How to adjust the restaurant to the best business condition through trial operation? You have to know the following points!
1、What to "try" for trial operation
Experienced restaurant owners, when opening a new store, will not fight a war of uncertainty. When entering a new environment or market, they must first strengthen their competitiveness through trial operations.
So, what exactly does the trial operation "try"? Internally "try out" products and "try out" operations, and "try out" customer groups externally.
（1）Trial products: listen to customers' opinions selectively
The trial operation of new brands and new products is mainly to test the product direction. Through customer evaluation and feedback, standard products are found and standardized and standardized. When listening to customer opinions, remember to know whether the opinions are of reference value. After all, it is difficult to tune in. The product must listen to the opinions of customers, but the scope and source of the opinions must be ensured. It is enough to adopt the common opinions of most people. You don't have to follow everything, but you can't feel good about yourself and ignore it.
（2）Trial operation: Don't hold accountable, research problems
Whether the equipment in the new store is functioning normally, whether the electrical load is sufficient, whether the new and old employees cooperate tacitly, whether the flow line needs to be optimized, etc., all these need to be run-in and optimized during the trial operation. During the trial operation of the restaurant, various problems often arise due to imperfect systems in various aspects and unskilled staff. At this time, don't hold too much responsibility for the incident, but study the problem, look at the apparent cause and the reason behind it, and find a solution.
If you find that the new store employees are unfamiliar with the table number arrangement, causing frequent wrong dishes, ask the store manager to print a table table and paste it on the mouth of the dish, so that the new staff can become familiar with the table number arrangement as soon as possible; When standardizing, uniform training will be carried out immediately after the end of the business to correct the problem in time.
The most important thing for trial operation is to try and solve problems. Managers should pay attention to every detail in trial operation, make records, summarize in time, and correct errors in time to ensure that they can provide customers with the best service during official business.
（3）Test customer group: find out target customers and potential customers
If a restaurant does not know its target audience, it is like rushing into the battlefield blindly.
Trial operation is a running-in period between the restaurant and the market and customers. It can help catering brands to further understand their own positioning and consumer structure. Through the portraits of the consumers in the store, they can find the market direction as soon as possible to determine their own positioning and consumption. Toward, adjust the business plan and strategy before the formal business. Trial business is the sprint stage of formal business. The results and problems found in trial business are all aimed at obtaining 100% customer satisfaction during formal business.
2、How long will the trial operation take?
There is actually no fixed answer to the length of the trial operation. It is recommended that it be controlled within 8 to 12 days, depending on the operators themselves and the acceptance of the market. For most restaurants, the weekend is the peak time for dining. Make sure that the trial operation includes 1 or 2 weekends. The time is too short to detect problems. Too long will delay the official business hours.
3、How to preheat the trial operation correctly
Warm-up is an indispensable and important part of trial operation. Without the flow of people, it is difficult to effectively test the business ability. However, if the flow of people is too much, it will easily expose the shortcomings of the new store. On the contrary, it will affect the customer experience and leave customers with a bad “initial”. impression".
There are generally two methods for pre-opening activities for trial operations: one is to only offer small discounts to attract some early adopters; the other is to invite customers to directional invitations, and they can issue free trial places through local gourmet media. First, you can use the media platform to pre-warm, and secondly, the customers invited through the gourmet media must be food-grade customers, and the feedback is more valuable. Their online platform evaluation can also help the restaurant to make word of mouth.
4、Matters needing attention in trial operation
The trial operation of the restaurant is like a simulation exercise before the war, and there are also matters that require special attention.
（1）The waiter will start without training. During the trial operation period, if the waiter is on duty without systematic training, it is easy to cause the store's condition to be overwhelming, poor service quality, and constant customer complaints, which will greatly affect the restaurant's reputation.
（2）New brands and small brands should not be discounted too low. If the first group of guests’ first impression of the restaurant is to "pick the bargain", unless the restaurant maintains a high cost performance for a long time, once the normal price is restored, it will immediately lose the customers attracted by the ultra-low price.
（3）When the advantages are unknown, do not blindly publicize. Do you want to publicize during the trial operation? There is no uniform answer, but don't blindly promote before confirming your own advantages. The advantages are unknown and the publicity is not focused. The most common results are poor results and waste of funds.
（4）Do not touch the bottom line of the industry, otherwise the consequences will outweigh the losses. It is not advisable for some restaurants to operate without even completing the business licenses and other documents. Once discovered, the restaurant will be fined and closed. This is undoubtedly a disaster for the restaurant.
The trial operation is to discover and solve problems, but this does not mean that mistakes can continue to be made during the trial operation. For consumers, as long as the restaurant opens to welcome customers, it is officially open. If the customer has a bad experience at the store for the first time, there will be no next time.
Therefore, the trial operation is as important as the formal business. Only by making sufficient preparations and taking it seriously can the effect of the trial business be maximized and help the restaurant get the best results when it is officially opened.