週末限定の軽食カフェ
私がフリーライターとして取材した、最初の相手が飲食店の経営者でした。
場所は関東地方の某所。軽食カフェをテーマとしたお店です。当時では珍しい経営術に、雑誌以外のメディアからも注目を浴びたと言います。
その店の最大の特徴と言えば、開店時間と客足の限定化でしょう。週末だけを開店日としており、更に店は完全な会員制だと言い、予約なしでは入れません。
土曜日・日曜日だけオープンしては、しかも客層すら限定する画期的な考えに惹かれた私は、すぐに取材のアポイントを求めました。
（＊なお、これは７年前の取材です）
店主は、四十代の男性でした。
サラリーマンを経験した後に、貯金で自宅を飲食店に改装したと言います。
当初こそ一般的な飲食店と同様に、平日を含めたフル稼働を考えていたものの、諸事情で週末だけの開店をすると、その効率性に気付いて現在に至ると言います。
限定化するメリットとは？
客足や開店を限定化するメリットと言えば、コスト面の削減が挙げられます。
予約制にすれば、まず「来客数」が確かになります。来客数が明らかであるなら、無駄な仕入れ・仕込みを省けるメリットが生まれるでしょう。
また、「お客を待つ時間」を省ける点も挙げられます。飲食店の経営において、お客の居ない時間は、言ってしまえば人件費の浪費でしかありません。予約制で、しかも週末だけの集中的な稼働ならば、人件費の節約にも繋がります。
その他のメリットとして「差別化」「話題作り」に繋がりやすい点があります。実際に、このような経営のお陰で多くのメディアに取り上げられました。
集客の方法について
予約制のデメリットには、予約が来なければ収入が無いという特徴があります。当然の話です。予約制なら、ふらふらとお客が立ち寄ることもありません。
ならば、問われるのは経営者の集客術です。
オーナーは、非常に優れた集客術にて来客数を安定化させています。
集客の方法は、専らＳＮＳの活用です。
ＳＮＳはインスタグラムを中心としていました。
飲食店の立地は川沿いにあり、所謂「リバーサイドレストラン」を売りにしています。広大な鬼怒川を背景に摂る食事は中々に豪華であり、インスタ映えには持ってこいです。
メニューについても、若い女性に受けるようなデザイン重視となっています。
「映え」で集客を狙った戦術は実に見事であり、結果として多くのメディアから取り上げられるようになりました。ＳＮＳのフォロワーも、五千人を超えているそうです。
週末カフェの収入とは？
週末だけの経営であり、フル稼働に比べると流石に収入が落ち込みます。
しかし、集客力は安定しており、収入も他店に比べれば落ち着いていると言います。具体的な収入は、インタビュー当時で一週間に二万八千円とのことです。チェーン店の平均に比べると、少し多いという水準です。
まとめ
・時間と客足を限定した飲食店
・限定的な経営でコスト削減
・斬新な経営により差別化、話題作り
・集客はＳＮＳのみ
・リバーサイドレストランを売りに
・映える写真を投稿して人気を集める
・収入はフル稼働に比べて当然低い
・空いた時間は、集客や趣味に費やせる
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