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披萨特许经营硝烟再起

放大字体  缩小字体 发布日期:2012-12-08  浏览次数:79
核心提示:ame on for pizza franchises (photos)披萨特许经营硝烟再起forget football. food will also be front and center this super b

ame on for pizza franchises (photos)

披萨特许经营硝烟再起

forget football. food will also be front and center this super bowl sunday -- the second biggest eating holiday of the year second only to thanksgiving. and while chicken wings, chips and dip are game-day favorites, pizza is always in hot demand. in a survey by the national restaurant association, 61% of people said pizza was a "must have" item for the big event.

忘了橄榄球吧。本周末开始的“超级碗”比赛将成为餐饮行业的主战场,是本年度仅次于感恩节的第二大饕餮假日。尽管鸡翅、薯条、调味汁是比赛日最受欢迎的食品,披萨也始终是大卖特卖。美国国家餐饮协会的一项调查表明,61%的人都说披萨是重大活动的必备食品。

"it's the ultimate fun party food," says brandon gorin, owner of two marco's pizza franchises near indianapolis. he should know. prior to opening his stores last year, gorin was an offensive tackle in the national football league and took home two super bowl rings with the new england patriots. "we're gearing up for a very big night," he says.

“披萨是超级棒的聚会食品”,布兰登·戈林说,他在印第安纳波利斯附近拥有两家“马可披萨”(marco's pizza)特许经营餐厅,去年开始营业。此前,戈林是全美橄榄球联盟的进攻截锋,在新英格兰爱国者队效力时曾荣获两枚“超级碗”指环。他说,“我们的餐厅正在摩拳擦掌,就等着迎接比赛的到来了。”

related: franchise industry to grow in 2012 -- report

相关:2012年特许经营行业注定增长——报告

in fact, the super bowl is the biggest day of the year for most pizza franchises. domino's, for example, expects to sell more than 11 million slices of pizza -- 80% more than a typical sunday. papa john's, which is the official pizza of this year's bowl, will give out free pizza and pepsi to its rewards members if online voters successfully predict which team will win the coin toss.

实际上,对于大多数披萨特许经营品牌来说,“超级碗”比赛是一年中的最大的日子。例如,达美乐披萨(domino's)有望在当天卖出1100万份披萨,比一个普通星期日的销量多出80%。“棒!约翰”(papa john's)是今年“超级碗”比赛的官方指定披萨,“棒!约翰”(papa john's)会从成功在线预测“掷硬币”获胜球队的顾客当中选择幸运者,为他们提供免费披萨和百事可乐。

of course, pizza's appeal isn't just during football season. overall, "these concepts are doing very well," says keith hudson, president and ceo of charter franchise group, a houston franchise consultancy, adding that pizza's low cost has worked in its favor in the post-recession years. meanwhile, the top pizza chains have improved their game plans with streamlined ordering and efficient delivery systems, he adds.

当然,披萨不仅在橄榄球赛季才有吸引力。整体来看,“这些概念都表现优异”,位于休士顿的顾问公司查特(charter)特许经营集团总裁兼首席执行官凯斯·哈德森说道。另外,他还补充说披萨的低成本策略在后衰退时代优势明显。同时,顶级的披萨连锁品牌纷纷通过简化订购程序,提高配送效率改善了各自比赛期间的计划。

still, would-be franchisees need to tread carefully in this crowded category, starting by knowing what concepts will work best in their markets, whether it's delivery, take-out, buffet or a full-service restaurant. one thing to watch out for is excessive couponing. "if you're constantly having to get people in the door with coupons, it's a money loser," says hudson.

然而,要进入这一行业做特许经销商的人依然要在令人眼花缭乱的各种披萨概念中仔细进行挑选,认真了解哪种类型会在他们所在的市场效果最好,是递送型、外卖型、自助型还是全服务型餐馆。有一件事情要特别注意,就是不要过度发放代金券。“如果通过不断发放代金券来招徕顾客,最终是要赔钱的。”哈德森说道。

likewise, too many exotic toppings can eat into the bottom line. "the pizza concepts that have done best are the ones that don't get into too many high-end ingredients," he says.

同理,过量的在披萨上面弄上具有异国风味的配料也会导致亏损。“最成功的披萨概念都避免过量使用高端食材”,他说道。

related: how to avoid a franchise fad

相关:如何避免特许经营昙花一现

 
 
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