Whether you change or not, the world is changing, customers are changing, and the competitive environment is changing. We need to be in awe and humility to avoid "not seeing, looking down, not understanding, and not being able to catch up." This is a quote from Ali's values. The rapid change of the market is no longer unique to the IT industry, and the catering industry is now facing huge changes. The emergence of various single product stores, online celebrity stores, and intelligent restaurants, as well as the personalization and diversification of customer needs, have posed many challenges to the catering industry. As a traditional group catering industry, Yat Fung Catering cannot be left alone.
Institutional catering service was born in the industrial age when a large number of people gathered, and the corporate catering enterprise has a certain degree of repetitiveness, so the time for the work done by employees can be specifically allocated and strictly implemented. Nowadays, with the rapid transformation of the national economy, the digital transformation of catering enterprises has been accelerated, and digitalization is reconstructing the management, operation and working mode of enterprises, and Yifeng Catering is no exception. The transformation from the traditional institutional catering operation to a first-class institutional catering enterprise with digitalization, intelligence, and integration of the upper and lower industrial chains is the challenge and goal faced by Yifeng catering people.
Restructuring of the organizational structure of the headquarters
In 2021, in order to better adapt to the new market environment, the company decided to redesign the organizational structure of the headquarters, with two goals: 1functional transformation; 2.Business model transformation.
functional transformation;
The first is a shift in the mindset of the functional departments. From the "management" thinking of the past to the "efficiency" thinking. Managerial thinking pays more attention to processes, standards, and process supervision, but there is no in-depth thinking about the relationship between the goals achieved by management and the results. For a long time, various functional departments have been accustomed to "doing things right", rather than managing with the idea of "creating results" as the core. Therefore, if you want to change your behavior, you must first change your thinking, so the company has reorganized its corporate values and made "efficiency" an important value orientation.
The functions and responsibilities of each department have been redefined again, and everything has been adjusted based on "creating efficiency". Let all functional departments re-find the meaning and value of the existence of each department.
Before the adjustment of the organizational structure of Yifeng Catering, the operation management center was the only revenue center. The function of the operation management center is to complete the meal service with quality and quantity by completing the terms and conditions set during the business negotiation. Only need to do a good job in internal control and food safety to achieve revenue targets; The subordinate Ministry of Commerce is only responsible for bidding; **Chain management center and product research and development center are all cost centers, without any revenue generation. The company does not have any marketing department other than the Ministry of Commerce.
After the adjustment of the organizational structure, the first chain management center will operate in a corporatized manner and change from a cost department to a revenue-generating department. The product R&D center was replaced by the kitchen department, which was more closely integrated with the operation management center, and carried out product research and development centered on customer needs. The original Ministry of Commerce was separated from the original operation management center and set up a special sales department "Development Center", which not only did a good job in the past bidding matters, but also increased the construction of online sales channels, as well as offline and online marketing planning, becoming another revenue-generating department; The operation management center is still the income center, in addition to the traditional service catering function, the use of the advantages of the first chain, the hot products developed by the kitchen administration and the online and offline channels of the development center, you can use non-business hours and employees' spare time to increase other operating income.
The reorganization of the organizational structure of the enterprise has realized the support of the functional departments of the headquarters for the stores, and at the same time has become a new growth point for revenue generation and efficiency.
Business model transformation.
From the traditional "passive sales + passive service" model to "active sales + active service", the business model of online and offline integrated sales services.
The "Four Modernizations" complete the functional transformation and realize the business transformation
Through the "Four Modernizations", Yifeng Catering has transformed the past 1 revenue center into 4 revenue generating centers, successfully realized the transformation of functional departments, and completed the transformation of the company's business model.
The Ministry of Kitchen Administration is "market-oriented".
In the past, product management only pursued "quality and quantity, safe production, and stable production", what the enterprise does, what customers eat. After the functional adjustment, the products developed by the kitchen department are developed according to market research and customer needs. Increase sales of "explosive" dishes as income-generating income. At present, the company has 10 stores, and the daily offline income of a single store is 3,000-5,000 yuan, and the monthly offline income of a single store is 6-100,000 yuan. The annual new offline revenue is 70-1.2 million yuan per store. The 10 stores generate an annual revenue of nearly 10 million yuan.
Unified menu, so that the scale of procurement increases, enhance bargaining power. It provides a basis for reducing procurement costs and source inquiry.
At the same time, the structure of the dishes was adjusted and the standard cards of the dishes were made. Ensure that the dishes are quantified on the premise of customer satisfaction, so as to control costs and stabilize the quality of products. Through the adjustment of the menu structure, the raw materials used by the enterprise are lower than the purchase price, which realizes cost savings.
After the "marketization" of the kitchen department, the research and development that completed the task in the past has become the research and development that "meets the market and needs". R&D has changed from the past to improve the quality of dishes to "effective" R&D that meets customer needs. It has completed the functional transformation, and also completed the transformation of the business model of "creating efficiency".
**Chain center "corporatization".
It operates in the form of a company, and the relevant departments carry out internal settlement with the ** chain center, and the ** chain center is "self-financing".
Customers are divided into "internal customers" and "external customers". Internal customers for each store, by the kitchen and the store to put forward the procurement requirements, the first chain on the basis of quality assurance for the source, to ensure that the best competitive advantage. The store places an order directly, conducts internal settlement, and obtains the price difference in the chain center. External customers are Party A's employees and online order users, and the development center conducts market research and online order data statistics, and finds out the market's advantageous products according to the ** chain center reports the various raw materials, and settles after the transaction.
The use of the kitchen administration unified menu after enhancing the bargaining power of the purchase, from the original.
The supply of first- and second-class first-class merchants has shifted to the source of origin. In addition, the demand for online and offline orders has also increased the number of categories, such as the exploration of some finished and semi-finished products.
Build a first-class warehouse, and try to complete the initial processing of the ten categories of products currently supplied. For example, pork has been able to purchase from the source and complete the initial processing by itself, which alone saves procurement costs for enterprises42%, and the annual direct economic value is expected to be nearly 2 million yuan.
* After the corporatization operation of "self-financing" of the chain center, it has changed from the past to complete the supply task and other work attitudes and methods that have nothing to do with me, to the procurement and operation mode with the formation of market competitiveness as the core. From a single job and cost center of functions, to the current "impact" company. The following is the announcement chart of the daily market survey after the "corporatization" of the chain, from which it can be seen that about 80% of the company's actual execution price is lower than the market for products of the same quality.
Development Center "Specialization".
The original "Ministry of Commerce" was separated from the "Operation Management Center" and a professional sales department "Development Center" was established to realize the operation of "specialization" in sales.
From the original function of the Ministry of Commerce to conduct business negotiations with foreign countries, it has now expanded to three functions. Function 1: Bidding for traditional group catering business; Function 2: Introduce C-end customers through online channels to increase market share and sales revenue; Function 3: Marketing planning, enhance brand awareness and promotion of popular dishes and solar term products.
Through the conversion of Party A's internal customers, it is expected to convert 10,000 users to the online platform, and it is estimated that the annual consumption of 500 yuan per person can increase the revenue by 10 million yuan.
The establishment of the development center has changed the passive market expansion in the past to the active market development. At the same time, the C-end customer sales have been added, so that the former cost-based department has become an "efficiency" department.
The operation management center is "effective".
The traditional operation management center is a "management process" type department, as long as the food supply is normal, the cost and expense are managed, the food safety is managed, and the turnover is not worried, and now it has been transformed into a "efficiency, income-generating" department.
Sell raw materials through the advantages provided by the chain; The "explosive" dishes developed by the kitchen administration use non-business hours to generate other non-operating income; Use your spare time to do online sales to generate income. In-depth participation in Party A's social function services, publicity and expansion of brand influence. For example, the "Community Meal for the Elderly" led by the Provincial Department of Civil Affairs.
After the adjustment, the operation management center has transformed from the former "catering service" department to a comprehensive functional department with "efficiency", "service" and "social functions".
Coordination of incentive mechanisms
Change needs to be "driven" by interests, and the realization of the company's goals and personal interests are related to the realization of personal interests, so as to achieve the goals and increase personal income at the same time.
Kitchen Department
There are three main parts of the incentive mechanism of the Ministry of Kitchen. First, the Ministry of Kitchen Affairs will increase its income: it will be rewarded according to x% of the profit amount of explosive products; Second, management allowance: paid at x% of the cost reduction; Third, excess reward: the increase in profit compared with the previous year will be rewarded at x%.
Before the adjustment, the income of the kitchen director was 13,000 yuan per month. Drought and flood to ensure harvest, good work and bad work. After the adjustment, the monthly profit of explosive products is about 200,000 yuan, and 10% of the profit amount will be rewarded, and the kitchen department can get a bonus of about 20,000 yuan per month. At the same time, the director of kitchen administration can get an increase in income of 5,000-8,000 yuan; Costs are currently reduced by 1 from last year5% point, can save 70,000-90,000 yuan per month, according to the 3% of the savings reward, the monthly management allowance reward is about 2,100-2,700 yuan. With these two rewards alone, the kitchen director can increase his income by 7,000-10,000 yuan per month, and the annual income will increase by 84-120,000 yuan (excluding excess rewards). It has greatly promoted the enthusiasm of managers at all levels.
Chain center
*The incentive mechanism of the chain center is also divided into three parts. First, the first chain revenue increase award: offline and online raw materials or finished or semi-finished products purchased through it will be rewarded according to x% of the profit; Second, management allowance: issued at x% of the reduction in procurement costs; Third, excess reward: the increase in profit compared with the previous year will be rewarded at x%.
* The purchasing manager of the chain center originally earned 7,500 yuan per month. After the adjustment, only one category of pork in the current month can get a management allowance of 1,500 yuan.
Development Center
The incentive mechanism of the development center is also divided into three parts. First, the development center will increase its income: sales generated through online orders or sales generated by offline activities will be rewarded at x% of the profit; The second management allowance: according to the sales expenses do not exceed the set value, according to x% of the reward; Third, excess reward: the increase in profit compared with the previous year will be rewarded at x%.
Operations Management Center
The incentive mechanism of the operation management center is also divided into three parts. First, the operation management center revenue increase award: the increase in operating income compared with the previous year will be rewarded according to x% of the difference; Second, management allowance: the amount of costs and expenses reduced compared with the previous year will be rewarded at x% of the difference; Third, excess reward: the increase in profit compared with the previous year will be rewarded at x%.
The following is part of the annual salary planning chart of the vice president of operation of each sector, that is, the higher the value generated, the more benefits created, and the higher the income obtained.
Summary: Market changes require enterprises to keep pace with the times, the development of enterprises is a dynamic development process, and the adjustment of organizational structure is to better adapt to market changes; The management thinking of the operating enterprise should be adjusted in order to better play the role of the adjusted organizational structure; The change of corporate behavior needs the support of "interests", and every matter linked to "efficiency" is closely related to the "interests" of managers, so as to ensure that the "efficiency" of the company is proportional to the "income" of individuals.
While ensuring the development of the enterprise, the enterprise should complete the growth of management income, realize the complete realization and release of the supporting functions of the headquarters, and realize the transformation of the headquarters function and the transformation of the company's business model.
This article is excerpted from China Good Restaurant Magazine
In 2024, the magazine "China Good Catering" will be 380 yuan for a set, a set of 6 copies, issued every two months, and free shipping.