市场上这种类型的店很多，名曰某某餐馆，产品大而全，包罗万象应有尽有。这一类型的餐馆应该属于上一时代的产物，在当下的餐饮潮流中，如果不变革，早晚会被淘汰。 很多人会问，为什么呢？
There are many stores of this type in the market, named so and so restaurant, with large and comprehensive products and everything. This type of restaurant should be the product of the previous era. In the current catering trend, if it does not change, it will be eliminated sooner or later. Many people will ask, why?
在前些年，餐饮市场还没有这么火爆，消费升级这个概念还没有孕育出来，消费者选择餐厅的依据还是方便和实惠。在一个区域里可能就几家卖饭的，大家做的也都差不多，那么谁家的饭菜可口又实惠，种类又多点，自然就会吸引更多的人，在竞争中自然就更容易胜出。
In previous years, the catering market has not been so popular, and the concept of consumption upgrading has not been bred. The basis for consumers to choose restaurants is convenience and affordable. There may be several food sellers in a region, and everyone makes the same food. Then whose food is delicious, affordable and has more kinds will naturally attract more people, and it will be easier to win in the competition.
现在情况大不一样了，满大街都是饭馆，每一块办公区周边都有一条小吃街，每一个学校周边都有一条小吃街，每一个小区外边沿街又都是小吃一条街……
Now the situation is very different. There are restaurants all over the street. There is a snack street around each office area, a snack street around each school, and a snack street along the street outside each community
选择越来越多，花样也越来越多。现在消费者的主体都是年轻人，方便实惠已经不足以吸引他们，相比之下他们更看重企业和品质，再往深一点就需要情感上的认可和共鸣了。
More and more choices, more and more patterns. Now the main body of consumers are young people, so convenience and benefits are not enough to attract them. In contrast, they pay more attention to brand and quality. Further, they need emotional recognition and resonance.
这样的餐馆怎么看都不是他们的菜。具体的原因可以从一下几点来理解：
Such a restaurant is not their dish. The specific reasons can be understood from the following points:
1.消费者主动选择，想好了吃什么才去相应的店
1. Consumers take the initiative to choose what to eat before going to the corresponding store
信息爆炸时代，用户获取信息的成本越来越低，所以信息不对称就越来越不明显，会导致人的消费行为由被动式的选择转换为主动式的选择，从消费层面来说，就是由卖方市场转换为买方市场。
In the era of information explosion, the cost for users to obtain information is getting lower and lower, so the information asymmetry is becoming less and less obvious, which will lead to people's consumption behavior from passive choice to active choice. From the consumption level, it is from the seller's market to the buyer's market.
以前顾客都是先去一个餐馆，然后对照着菜单再选择自己吃什么。这样一来顾客吃什么是由卖家提供的菜单决定的，那么选择越多自然就能更加迎合顾客的喜好。
In the past, customers used to go to a restaurant first, and then choose what to eat according to the menu. In this way, what customers eat is determined by the menu provided by the seller, so the more choices will naturally cater to customers' preferences.
现在不一样，顾客都是先想好了吃什么，然后再去找相应的店，那么一个店在顾客心里是怎样的一种认知就显得尤为重要。
Now it's different. Customers think about what to eat first, and then go to the corresponding store. Then what kind of cognition a store is in the hearts of customers is particularly important.
2.顾客看到名字就想到吃什么什么好吃
2. When customers see the name, they think of what to eat
这是一个认知先入为主的时代，一个店能和一个企业建立起深一层次的认知，就非常了不起了，比如火锅与海底捞，凉皮与魏家。
This is an era of preconceived cognition. It is great for a store to establish a deep level of cognition with a brand, such as hot pot and Haidilao, Liangpi and Weijia.
以某某餐馆命名的店，就无法建立起来这种认知，别人只知道你这是可以吃饭的地方，具体能吃什么什么好吃还是不清楚，那么在这里吃饭就等同于一次大无畏的冒险，如果此时拥有更加明朗的选项，顾客可能立马就调转方向了。
The store named after so and so restaurant can't establish this kind of cognition first. Others only know that you can eat here. It's still unclear what you can eat. Then eating here is equivalent to a fearless adventure. If you have more bright options at this time, customers may change direction immediately.
3.年轻人更倾向选择企业餐厅
3. Young people prefer brand restaurants
年轻人更认可企业 ，因为企业在很大程度上能够和品质相关联。一个小餐馆里带的砂锅，和一个企业砂锅连锁店的砂锅，如果二者价位都差不了太多，如果你是顾客你更倾向于选择哪一个呢？
Young people are more likely to recognize brands because brands can be associated with quality to a large extent. The casserole in a small restaurant and the casserole in a brand casserole chain store. If the price of both is not much different, which one do you prefer if you are a customer?
在选择越来越多的时候，人往往会被选择的压力困扰，这时候，更加熟悉的招牌自然更容易被选择，因为这样的做法相对来说是非常妥帖的。所以，企业才是未来餐饮市场的核心竞争力。
When choosing more and more, people are often troubled by the pressure of choice. At this time, more familiar signboards are naturally easier to choose, because this approach is relatively appropriate. Therefore, brand is the core competitiveness of the catering market in the future.
4.小而美流行
4. Small, beautiful and popular
这是一个小而美更加流行的时代，坚持把一件事情做专做精了，可能收获会更大。我不认为一个20多平的小餐馆，夫妻两人做一百多个产品，都把每一个品质都做到更好。如果做不到，那么存在的理由又是什么呢？
This is an era when small and beautiful are more popular. If you insist on doing one thing carefully, you may gain more. I don't think that in a small restaurant with more than 20 square meters, the husband and wife make more than 100 products and make every quality better. If not, what is the reason for its existence?
5.产品越多，品质隐患越大
5. The more products, the greater the quality hidden danger
一百多个产品，可能有很大一部分都属于几天点不了一份的，那么这些产品的原材料怎么储存？怎么保证品质？相对来说，那么企业店的产品销量大，菜品常用常新 ，起码在品质上更值得信赖。
A large part of more than 100 products may not be ordered in a few days. How to store the raw materials of these products? How to guarantee the quality? Relatively speaking, the product sales of brand stores are large, and the dishes are often new. At least in terms of quality, they are more trustworthy.
6.产品越多，成本越高
6. The more products, the higher the cost
产品越多，成本也相应越高，且不说人工成本，就原料成本也会增加好多，这还不算材料的浪费，对于很多点单率比较低 ，材料又属于不常用的材料的菜品来说，材料的浪费可能比菜品销售的收入还要多，这样算下来完全是不划算的。
The more products there are, the higher the cost will be. Not to mention the labor cost, the cost of raw materials will also increase a lot. This is not a waste of materials. For many dishes with low order rate and materials that are not commonly used, the waste of materials may be more than the income from the sale of dishes. This is not cost-effective.
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