Because there are many fast food restaurants like this next to the hospital, and his shop is relatively remote. Although the craftsmanship is not bad, the hospital customers are relatively mobile, and it is impossible to kidnap customers' taste buds with taste for a long time. Therefore, it has been tepid for nearly half a year since it opened.
He hoped that I could give him some advice on how to take the initiative to grasp the usual ordering business of nursing family members hospitalized in the hospital.
? Create intimate service
Later, by tapping the special needs of the relevant people behind the customers, we created a set of super intimate services, which almost monopolized the catering business of more than half of the patients and their families in this hospital!
According to my understanding, besides the delicious fried vegetables, he also has a special skill that his peers don't have, that is, the crock soup is well made. He learned this skill when he was working in a restaurant in Guangxi, and the cost of making it is very low. Is the cost of a can of soup just the same? 3? About a dollar.
This crock soup is not only light, but also more nutritious than the soup cooked in a large pot, which is very suitable for patients to eat and is helpful for patients to recover after operation.
Moreover, the price is much more cost-effective than going to the restaurant to cook a soup. Later, after investigation, restaurants and fast food restaurants near the hospital basically didn't sell such crock soup, which was a very good breakthrough!
Under such circumstances,
Suggested that he did three things:
The first thing: Create bait products
There are three common conditions for people in hospital:
The first one is some middle-aged and elderly people with malignant diseases.
The second type is obstetrics and gynecology that has just given birth or had an abortion.
The third is orthopedics, some patients with fractures.
For these three situations, three kinds of crock soup were made.
One is bone soup, which can play a very good role in the recovery of orthopedic patients. The second is black-bone chicken soup for gynecological patients. Another is health care, which is mainly aimed at middle-aged and elderly patients.
The second thing: make contacts.
? An eye-catching advertisement was made at the door, saying, "Whenever the patient's family members come to our restaurant for dinner, our restaurant will send a patient's postoperative recovery crock soup, wishing your relatives and friends a speedy recovery." Attract target customers into the store.
The third thing: put in the fish pond.
? I made the crock soup into a special love card, and at the same time, there was a meal phone number on the card. I took the initiative to go to each ward to distribute it. Different departments sent different soups, just by card? 3? Yuan enjoys the original price? 12? Yuan a jar of health care crock soup (exclusive to patients).
? Later, after a week's test, not only did a large number of customers automatically enter the store to order food and take out food, but also the free soup card sent out had a reservation phone number on it, and many patients' families would call their own food together when ordering soup. Because this service just solved the big problem of patients' diet, it won the hearts of the people!
This method is also mentioned in my case "Buying Customers' Thinking" of WeChat official account Physical Store Research Institute. In WeChat official account, you can also reply to the case and activity "Collection of Physical Store Marketing Cases" * * * There are nearly 100 marketing cases for your reference!