【実は単純】利益を出すことのできる飲食店の考え方

学んだこと

こんには本日は「利益の出し方」について話したいと思います。

店舗運営していく中で”利益”を出すというのは当然の課題ですよね。
いろいろと考えていくと「どうやったら繁盛店ができるんだろう…」ってなりますよね。

今回は「どうやったら利益がでるのか」「利益が出る店とはどんな店なのか」を考えていきますのでお付き合いください。


利益が出る仕組み

利益を出すにはまず「利益とはなんだ?」という仕組みを知らなくてはなりません。
どんなことをやるにせよ、目指すゴール地点を知らなくてはそこを目指せません。

まずは「利益はどう生まれるのか」を知ってください。

飲食店の場合は売上を分析するには最低でも以下のようなものが必要です。

  • 総売上高(短日)=客数×客単価
  • 月間売上高=営業日数×総売上高(短日)
  • FL比率=食材費(人件費)÷総売上高
  • 損益分岐点=固定費÷{1-(売上高ー変動費)÷売上高}

なにも勉強をしたことがない人からしたら、これだけでも頭が痛いですよね。
僕もそうでした。

上3つは会社に言われたことがあったりして見たことはあるでしょう。
ですが、利益がどのくらいを知るためには一番下の項目が一番重要になります。

以前(【初心者向け】飲食店経営で気にするたった5つのこと)も説明しましたが、損益分岐点とは「売上と経費がプラスマイナスゼロになる売上高」のことです。
ここの数字を知らないと、「いくら売れたら利益が出るのか」を知ることができません。

まずはあなたの店の「売上に関連する数字」である、4つの項目をしっかりと把握してください。

利益を出す店をタイプ別で考える

利益を出している店は上の4つと以下のことについて注意して運営しています

  • 原価率
  • 回転数
  • 人件費率
  • 顧客満足度

原価率、人件費に関しては「できるだけ低く抑えるのが正解」という単純な話ではありません。

「明らかにお金も、手もかかってない料理を出す店にまた行きたいと思いますか?」ということですね。
味と値段、ボリューム、使っている素材から値段を考えてバランスを取る必要があります。

近年だと「コスパ」という言葉が広まったおかげで「コストパフォーマンスが高い店が良い店の前提」となる流れがありますよね。
その流れに逆行しては利益を出すことは難しいでしょう。

たまに「お客様が長居する店が売れる店だ」とする人もいらっしゃいます。
ですが、それは半分正しくて半分間違いです。

確かにお客様がつい長居したくなるような店は良い店だと思います。
ですが、売れる店か、という方向で考えるとそうとは言い切れません。

「客席数20席が満席に、客単価は5000円、すべての席が2回転した店」と「客席数が50席が満席に、客単価は3000円の店」ではどちらが良い店とするのでしょうか
単純には言えないでしょうが、「売上を上げている」ということだけで考えると、前者は200,000円の売上、後者は150,000円の売上を上げています。

20席しかない小さな店だろうと”回転数”を上げることで売上を高めることができる。
そのため、回転数というのはとても大切な指標なのです。


利益を出したい店はコンセプトを大切にするべき

それぞれの店の利益の上げ方を考えるにあたり、外せないのは店のコンセプトです。

  • 原価率
  • 回転数
  • 人件費率
  • 顧客満足度

を考える上で、客席の回転数が重要であることはわかりました。

ですが、回転数を上げることを考えすぎてしまい、無理に客席の滞在時間を減らしてしまったらどうなるでしょうか?

居酒屋やファストフード店ならば問題ないでしょう。
ではバーなどの「時間を使うこと」を優先とする店舗で同じような対応をしたらどうなるでしょうか?
安く提供することを宣伝している居酒屋のように、高級レストランが安さを宣伝したらどうなるでしょうか

お店が利益を出すために考える内容ですが、お店のコンセプトや営業の形態次第で取る方法が変わるのです。

店舗運営において利益を出すためには、「何をどう売りたいのか」というコンセプトをしっかりと考える必要があります。
コンセプトと利益を出すための軸を決めて、二つをしっかりと回す必要があるのです。

例えば「安くおいしい魚を提供する ”魚屋が出す居酒屋”」
というコンセプトで魚料理の原価率を気にして、「原価が低い魚料理」を提供すると、「おいしいけど別にそこまで安くないよね」となるでしょう。
その場合は”目玉商品”という位置づけで、原価を圧迫してしまうが、それ目当てで来客されるメニューにしてしまうのが正解だと思います。
その際の注意点は「中途半端にやらないこと」です。

反対に「普段食べられないような食材を一流のプロが調理する特別な空間」
をコンセプトにするならばそのへんにあるような、言い方は悪いですが、安い平凡な居酒屋や洋食店のような内装や料理ではいけません。
コストがかかったとしても、衣装、内装、あらゆる素材にこだわる必要があります。

利益を上げたいからと言って、コンセプトからそれた行動をとると自分の首を絞める危険性すらあると僕は考えます。
利益を出したいのであれば、自分の店のコンセプトをちゃんと考え、しっかりと守った上で行動していく必要があるでしょう。


利益を出すために、実際に動かす

利益を出す方法を考えることができたら、実際に動かしていきます。

実際の運営で大切なのは

  • 継続的に行動していくこと
  • 短期で変えることと、中長期で変えることを分ける
  • 観察・分析すること

の3点です。

継続的に行動していくこと


いくら頭で考えていても行動しなくては何も変わりません。
まずは行動をしてください。
やみくもに行動するのではなく、しっかりと「考えた方法にそった行動」でなくてはいけません。
考えた内容からそれないようにしてください。

そして行動をしたら必ず継続してください。
「店をよくするために、売り上げをあげるために」という行動のきっかけは大変良いものです。
ですが、それが単発で終わってしまい、それを繰り返すようだと誰もついてこなくなるでしょう。

「あの人思いついたからっていろいろやるけど、続かないよね」という評価になってしまいます。
また、”継続しない”ことを常態化させると、チーム全体がそれを容認するようになります。

そうなってしまうといくら改善しようと、新しい打ち手を考えようとすぐに行動をやめてしまいなにも変えることができないまま終わってしまうでしょう。

短期で変えることと、中長期で変えることを分ける

今ある利益からさらに利益を上げる必要がある場合、なにかを変える必要があります。

新しい試みもそうですが、現状を変えない限りは上がりも下がりもしないでしょう。

「なにかを変える」ということは、現実的に「短期か中長期か」を見極める必要があります。
中長期で変えるべきことを短期で変えようとすると、現実と結果との乖離から反発が生まれうまくいかないでしょう。
反対に短期で変えることを中長期でやろうとすると、だらけてしまったり、間延びした結果やりきれないままなしくずしになるでしょう。

いまやろうとしていることは、どのくらいの期間が必要で、どんな方法で行うのかをしっかりと知ってください。

観察・分析すること

行動したら必ず分析を行ってください。
1日の振り返り
1週間の振り返り
1か月の振り返り
とタイミングを決めて分析していきましょう。

分析の際には、ただ数字のみをにるのではなく、「どの行動がなににつながったのか」と細かく観察するようにしてください。
思いもよらないことから思いもよらない結果が生まれることもあるかもしれません。
ですが、大抵の場合は「考えられる結果以外にはならない」のです。

そのため、失敗するかもしれない、成功するかもしれない
あらゆることに備えることのできるようにしっかりと準備をしていくことは絶対に必要なことなんです。


いかがでしょうか

「どうやったら利益がでるのか」、「利益が出る店とはどんな店なのか」ということは理解してもらえたでしょうか

「考えられる結果以外にはならない」ので「コンセプトと利益を出すための軸を決めて、二つをしっかりと回す必要があるのです。」


ということです。なにかの役に立てば幸いです。

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