The truth about takeaway survival: "dirty, messy and fake" have not been eliminated, and they rely on materials to make money

Close to a commercial street called "Takeaway Street", there are more riders on the main road than pedestrians who rush to the next house with takeaways, or take a short break in their free time.

Image source @Visual China

As the rider's path goes deeper and deeper, it is the "star shops" that can be seen by simply opening the takeaway software.

Here, young people with small dreams left the scene with nothing but tens of thousands of painstakingly saved; middle-aged people who opened a shop with friends, parted ways because it was really difficult to make a profit, and ended up suffering alone.

Supporting a store that is regarded as "ideal".
.
.

In another group of people, takeaway is a business that "makes a steady profit without losing money".

Three to fifty thousand yuan to join and open a store, or to pay a 10,000 yuan "guarantee", the takeaway bases that can "settled in" with bags are reaching out to solicit all laymen who can't see the true and false of this industry.

Just to unravel this mysterious veil, in addition to platform business wars, health and safety, rider protection and other issues that often appear in the eyes of the public, there are actually more hidden secrets in the corner.

.
.

Unannounced on-site visit: Soy milk powder should be sold as freshly ground soy milk, fried restaurants are next to the pedicure shop

Unannounced on-site visit: Soy milk powder should be sold as freshly ground soy milk, fried restaurants are next to the pedicure shop

If it weren't for the bustling takeaways around, Zinc Scale would actually be hard to believe.

The commercial street in front of you is a gathering place for takeaway shops.
From a distance, you can feel a complex smell mixed with pet feces and air fresheners, and with the barking noises of dogs all around, it is difficult for people not to regard this as a pet street.

At about 5 in the afternoon, the takeaway shops around the pet shop began to bustle in full swing.

From the outside, many shops will stack folded cartons and takeaway bags at the door, or put the delivered dishes at the door, and the operation desk is often in the deepest place.

Zinc Scale randomly walked into a takeaway shop selling pot stickers.

There was almost no oily smoke inside, but the two aunts kept heating the dishes in the microwave and then packed them into the packing box.
On the table near the door, there is a pot of pumpkin porridge that is about to bottom out.

Pay close attention to the fact that there is no soymilk machine in the entire store, but in a lollipop bucket, it contains the same powder, which looks very similar to the soymilk powder sold on the Internet.

By searching this store on the takeaway platform, you can see that the plastic bottle containing soy milk powder in the store is the "handmade extra concentrated soy milk" that sells for 2.

94 yuan a bottle on the platform.
Someone in the comment also pointed out that "soy milk is a paste.
" Taste, no bean taste at all.

Then Zinc Scale ordered a takeaway from this store.
The pot stickers are the taste that cools down again after reheating.
Soy milk is consistent with the comments.

More importantly, in the actual environment of the store, whether it is soymilk bottles or pumpkin porridge, they are placed in an uncovered state.

It is difficult to avoid that the surrounding mosquitoes and flies will not contaminate the food at all.

This shop, which is the number one local pot sticker, is even so, and other unknown shops are even more worrying.
After a visit, Zinc Scale found that the barbecue takeaway store randomly piled raw materials on the ground, and the pet shop and pedicure store were next to a fried restaurant that only made takeaways.
As Yang Yuchuan said, "I have generally seen the environment of the takeaway store.
No more orders.
"

Merchants: It’s hard to make money if you don’t use materials

Merchants: It’s hard to make money if you don’t use materials

Two years ago, Yang Yuchuan quit his job as a pastry chef in a hotel in Zhejiang and returned to a place in the southwest to open a dessert shop with his friends for many years.
At that time, all of the dessert shops that Yang Yuchuan came into contact with, all smiled and regarded this industry as a fixed income for the second half of their lives.
It was both decent and profitable, and it was considered a good business.

Many people told Yang Yuchuan that it is more profitable to be a takeaway platform than to do dine-in.
You can also rent a smaller storefront, and the cost saved is a considerable profit.
But after he really fell in, Yang Yuchuan firmly believes that “the only end in pure take-out is that there is a dead end.
Only by doing well can you really make money.
”

When I saw Yang Yuchuan, he was wearing a white chef uniform with "XX Hotel" printed on him.
It was his work clothes when he was working in Zhejiang.
Today, he still likes to wear this clothes at work.
, Quite a sense of ritual.

After 8 o'clock every morning, he arrives at the store on time, sorting eggs, making cake embryos, whipping cream.
.
.
The usual set of procedures is prepared, often after 12 noon.
It's just that for so long, the stereo used in the store as a reminder of takeaway orders has never said a word.

"If I told you that my current store only has enough basic expenses and can't make any money at all, would you believe it?" Last year, because the store's profitability was really difficult, a friend withdrew and withdrew, Yang Yuchuan gritted his teeth and insisted on carrying it down.
Opened up dine-in, no longer limited to takeaway business.
"Now there are only a dozen orders for takeout and running errands every day, and basically I still rely on dine-in to make money.
"

In Yang Yuchuan's view, a store that is purely a takeaway must first be willing to burn money to get a good ranking, and secondly, it must desperately reduce costs in order to retain profits under various high expenses.

Ingredients such as eagle flour, Anjia whipped cream, president butter, and Korean caster sugar are high-cost raw materials that Yang Yuchuan insists on unchanged, but he once tried to order takeaways from nearby dessert shops one by one, and found that most of the raw materials are poorly used , It is generally vegetable cream and ordinary flour, but many shops still emphasize "only use animal cream" on the take-out platform, but it is difficult for some consumers to distinguish.

Yang Yuchuan calculated an account for Zinc Scale.
The monthly rent, utilities, and property fees for a 15-square-meter back street store are more than 5,000 yuan, because currently there is only one person in the store, so the labor costs are ignored.
Including expenses such as materials and platform commissions, the gross profit is far less than 50%.

In the two years on this street, the shops around Yang Yuchuan have changed and changed, and those who come in mighty and leave in disgrace are always surprisingly similar.

When Yang Yuchuan and them were out of business, they would always talk to each other a few words.
Some people have introduced robots for cooking, and invested 150,000 yuan in the first month, but the subsequent cost of burning money cannot be supported.
In order to reduce the cost, they can only be replaced with worse raw materials, which ultimately leads to too many negative reviews from customers.
Able to close the store; some bosses have less than 100 orders per day, but rely on the method of brushing and burning money to create a prosperous business appearance.
After receiving a large initial fee, they close the store and rest; others Directly find the property to open a certificate, get two addresses, obtain two different business licenses, and then open a number of stores on the platform, or apply for a reduction in platform deduction points, or increase exposure on multiple platforms.

In Yang Yuchuan's view, these invisible and hidden operations are nothing more than routine operations of take-out businesses, and everyone has long been surprised.
On weekdays, Yang Yuchuan hardly orders takeaways.
"I know the kitchen environment and materials of the surrounding businesses too well.
They sell spicy duck racks and the purchase price is a few cents.
Most restaurants use cheap frozen goods.
"When Yang Yuchuan said this passage, he wanted to say it several times, but there was always a sense of disgust in and out of the words.

In the face of all those who want to do takeout, Yang Yuchuan always has only one piece of advice: if you don't have enough psychological preparation and financial preparation, don't come in.
Faced with people who order takeaways for a long time, Yang Yuchuan also suggests: ordering expensive brands with dine-in food will make it better.

Swipe team: can set certificates, can delete bad reviews, can swipe the amount, and have money to solve all problems

Swipe team: can set certificates, can delete bad reviews, can swipe the amount, and have money to solve all problems

“Nine of 10 stores brushed orders.
Buying orders is not only for reviewing good reviews and sales, but also for increasing the store’s basic traffic, increasing the order conversion rate and store entry rate.
” In the eyes of a takeaway shop owner, the ordering is just for everyone.
The unspoken rules are well known.

According to Zinc Scale's understanding, people in the industry regard the purchase of orders at the opening of a new store as a necessary work.
As for whether to continue to purchase orders after the operation is started, it is up to them.
Xiao Feng, who works part-time, designed a new shop to first sell the hot products and help the shop get the privilege of the new store.

"Maximized products are very important.
Do the early sales and praise, and the follow-up will be smooth.
" Xiaofeng said, "You don't need too much in the early stage.
The most stable way to slowly brush according to the time.
You can prepare for the first week.
The outbreak will begin in the next 2 to 3 weeks.
"

The name of Xiaofeng’s plan is "3355577", which contains the amount of orders for the first week, that is, 3 orders on the first day, 3 orders on the second day, 5 orders on the third day, 5 orders on the fourth day.
.
.
…And so on.
A total of 35 orders were made in the first week, plus ten good reviews and two orders from the store.
The original price of the package is 265 yuan, and the current discounted price is 240 yuan.

At the same time, Xiao Feng suggested that multiple platforms should be opened at the same time, and the amount can be multilaterally swiped in order to create a momentum in the early stage, with more benefits and guarantee in the follow-up.

In addition, there is an order-swiping team that claims to have 10,000 employees, which provides merchants with bad review processing services on major platforms.
After processing, the store scores of merchants can rise linearly.
It even provides services such as opening more than one store, refurbishing platform stores, opening stores without a license, and directly taking over merchant stores, responsible for daily operations and beautification, and promises that merchants will sell orders every day.

There is also a team that can help merchants to link to brands, with low deduction points and low guarantees, and also emphasizes that "local salespersons can't manage them.
" If the store is doing poorly, you can choose to "renovate the old store", and you can reopen a new store without applying for a new license.
The ordering team calls this an opportunity to "live again".

Like Xiao Feng, these order-swiping teams will take the initiative to put forward a "shop pit plan" to convince merchants that traffic will burst within a few days, and they will also indicate that all orders are processed by real people to avoid the risk of store closures.

However, for example, for the operation method of opening a store with a set of certificates, the billing team will remind the merchant that this needs to be reported to the local account manager in advance, otherwise there will be a risk of being reported.
This model is often used for those who do not have a qualification certificate and want to open a store quickly.
The cost of 1,500 yuan is not high in the cost of opening a store.

After that, Zinc Scale randomly ordered a few new takeaway shops with a high degree of praise, but found that there was a big difference between the takeaways they got and the pictures in the reviews.
Regardless of the portion of the meal, or the description of the taste, they are inconsistent with the reviews.
It is difficult for this type of store to believe in the authenticity of its praise.

The gap between the favorable "rainbow fart" and the experience of real customers will directly lead to a decline in the follow-up sales and praise ratings of the merchants.
“The better the data of the previous period, the better the real data you see after you stop the purchase.
" A shopkeeper told Zinc Scale that although the data was better by brushing the previous period, the actual daily expenses were deducted Later, they lost money instead.
However, once the follow-up stopped, it was discovered that the business would not improve because of the previous orders.

But the owner said at the same time, “Maybe this was originally a money game.
If you continue to use it for a long time, and the quality of the meal is stable, it may bring improvement to the business.
However, it is difficult to operate, and this is not a small deal.
Many shops can’t afford the long-term additional expenses.
"

New routine: under the packaging of "joining" and "sharing", the essence of cutting leeks remains unchanged

New routine: under the packaging of "joining" and "sharing", the essence of cutting leeks remains unchanged

Consumers' trust in foreign sales is gradually decreasing, and merchants are also complaining, but among a group of people, food delivery is still a business that "makes a steady profit without losing money".

Manager Wu, who is engaged in investment promotion, repeatedly mentioned the saying "definitely make money" when introducing to the franchisees.
In the process of understanding, Manager Wu said that their minimum franchise fee is only 35,000 yuan, including brand franchise fee, location guidance, and operation guidance.

According to the choice of different types of recipes, such as chopped pepper and mixed eggs, small bowls of dishes, fried rice, set meals, braised snacks, etc.
, the franchise fee is different.
And once you obtain the qualification of the regional flagship store, you can get the rebate of the franchise fee for the customers who have been introduced to open the store successfully.

Even if you choose the lowest standard to join, you don't earn rebate fees.
In Manager Wu's view, profit is still very easy.
"Except for the marinade that needs to be purchased from the headquarters, the other side dishes are purchased locally.
The cost of a meal can be controlled between 2 and 3 yuan, but the price is more than ten yuan.
" Manager Wu said, making an effort.
Power, earning tens of thousands of yuan a month is not a problem.

But is the franchise business really as “low threshold, high income, worry-free and convenient” as it advertises? Zinc Scale learned through inquiries to some merchants that "most of the franchise takeaway stores are pits.
"

At the end of last year, Zhu Yueran once closed a store and opened a franchise store with a monthly sales of 9999+ brands.
In addition to the one-time initial fee, subsequent meals ranging from sauces to large cooking packages must be purchased from the brand.
"The profit margin is almost locked up.
In the final analysis, it is actually working for someone else.
Moreover, all risks are borne by oneself, but benefits need to be shared.
" Zhu Yueran said to Zinc Scale.

More importantly, in the first three months after the store opened, the brand kept telling Zhu Yueran, “It’s very important to read orders, otherwise the ranking and evaluation won’t be available.
Who will take the initiative to order?” After burning RMB 50,000 to 60,000, Zhu Yueran still didn't see any improvement.
The real order quantity of the shop was only about 20 orders per day, but Zhu Yueran carefully calculated that the order quantity must be more than 200 orders per day in order to protect the cost.

Later, Zhu Yueran figured out that the brand he joined, even the business of its head office, is very average.
Most of the sales on the platform rely on buying orders, and then creating a false impression that attracts franchisees, and ultimately earns nothing.
It is the money of the franchisee.

In the fourth month of burning, Zhu Yueran reluctantly transferred the store.
“Being a takeaway franchise is almost equal to being cut leek.
Instead of spending this fee, it’s better to study the promotion rules yourself.
Even if you really want to join, you have to figure out what the franchisee is.
Provide technology and equipment, or just provide a signboard that can be applied.
"

There are others who are eyeing the food delivery business.

Zinc Scale saw a new species on the "takeaway street"-takeaway shops.

“，‘’”，、，、。，3000。

，。

，。

，、。：“、，。”

，200，，“，。”

，，。

，，、，。、、，。

，，，、。

，、，，、、“”。

，：“，……”

： ·

：，！

xianjichina.
com">，