How to give the restaurant operation to do combing

Analysis of the restaurant business situation, like a funnel, layer by layer to raise the problem sifting analysis, and ultimately to find a solution. The high pressure of competition in the restaurant industry is constantly approaching. Turnover, poor store popularity, these can be seen in the restaurant business problems, but some restaurant owners often only know that the business is poor, but do not know the specific problem in which.

During the National Day, Zong Hao creative counseling online diagnosis is open for a limited time, we also learned from the mouth of the many restaurant owners of the many troubles. In the many problems, we found that some restaurant bosses have repetitive questions, mostly around marketing, attracting traffic, re-purchase, unit price, etc. Therefore, we have selected five representative problems, and we will discuss with you how to prescribe the right medicine.

Question 1

My cake store decoration, opening soon, very much hope to hear the three questions in the above chart detailed answers, and the opening of the marketing of this piece of marketing to seek a detailed explanation of the marketing are connected.

Compared with other marketing activities, opening activities are the most complex, involving the most things. Learning the opening marketing activities, holiday marketing activities, anniversary marketing, new product marketing, etc. set up no problem.

The first thing to be clear is that the purpose of opening marketing is to increase awareness, gather popularity, and strengthen community relations.

Some restaurant owners believe that the opening marketing is to do an activity, open awareness, but in fact, the opening marketing is an implementation, collection, feedback, adjustment, re-implementation to the re-adjustment of the cycle of process, the follow-up impact is also very important.

And before the opening, businessmen do a good job on the background of the business district survey visits, competitors, target consumers and media advertising research is particularly important.

Circle is often said: "1.5 kilometers is the core consumer population". Investigating the age, occupation and other relevant information of the core population within this range will help to better plan marketing activities.

For example, there is a dessert store, before the opening of the survey to the nearby school, customized some toys to the school teacher children, children like, naturally, will also take home to the parents to see, so as to achieve the purpose of publicity.

Secondly, before the opening of the restaurant, offline advertising space how the flow of people also need to visit, online media also need to do desk research, including the analysis of rival marketing activities.

Opening marketing involves complex content, requires careful planning of restaurant owners, but also can not simply finish, want to understand in detail bosses can reply "store marketing" to get voice course answers.

Question 2

How to attract traffic to a single product store

Restaurant operation, to grasp the two core - pull new and repurchase. One of the owners asked during the event, how to attract traffic to the single product store, just take this question, we can do a discussion on the single product store to pull new.

The single product store traffic, its single product itself is both an advantage and a short board. Do single product store, itself should be a redefinition of the single product, play out the single product itself to the maximum degree of creativity, get exposure.

But we can see that when the market has begun to produce aesthetic fatigue of the same single product, store pop-ups even if they can attract traffic, but the single product store on a single product, but also be able to attract traffic to where to go?

After that will come to take the baton, it is likely that the combination of single product innovation.

Question 3

Restaurants do activities to pull some members to grow, but profits do not see growth, some members only come once or twice, how to improve member loyalty?

There are generally three kinds of members: disloyal, loyal but low value and loyal and high value. We do membership marketing is mainly to cultivate customer loyalty, low value customers into high value customers. Membership marketing is not to become a member on the line, but to do a good job of member level management. For different levels of members, the benefits are different. Here it can be graded according to member loyalty, consumption times, etc..

For customers who are not yet loyal, is the stage where we need to cultivate their loyalty through the brand. This time is to users to learn more about the brand, more to attract its experience in the store.

And for customers who want to focus on cultivating loyalty, this stage focuses on the maintenance of the relationship. For example, more interaction, encounter complaints in a timely manner to solve, maintain good communication.

For example, the parent-child experience camp for Xibei members is a kind of bridge to maintain the relationship with members before.

Question 4

Restaurant operating costs have increased, want to increase prices and fear of customer loss, how should I enhance the unit price?

Restaurant price increases are certain skills, such as the use of new products to increase prices, price increases at the same time to increase concessions, and gradually improve customer acceptance of price increases.

But the most important, or to enhance the added value of the product. For example, enhance the dining environment, optimize the packaging design, upgrade the service experience, etc., through such added value to product upgrading, expanding the differentiation advantage, enhance the consumer experience, to make up for the customer's dissatisfaction with the price increase.

Question 5

Operating a hot pot restaurant for more than a year, due to the 900 meters within the business district opened a 150,000 square meters of volume of shopping malls, a large number of business decline, the loss of guests is serious, at this time how to promote and marketing?

To do promotion and marketing, first of all, please ask yourself two questions:

"My marketing to whom?"

"How do I get my guests to remember me?"

Many restaurants face this awkward problem: when business is bad, they want to do marketing, but they don't know who to do it to, they don't have customer contact information, they don't know who the regulars are, and they don't know who the lost customers are.

The first thing a restaurant owner needs to know is where the lost customer base is likely to go? Are there specific competitors so that adjustments can be targeted. In addition, the aforementioned membership marketing done well, in fact, also help to retrieve the lost customers.

Secondly, when a new shopping mall opens nearby, customers are bound to try the new one, which means that the appeal of the original restaurant at this point will be greatly diminished, unless you can still get customers to remember you.

Therefore, the promotion and marketing at this time should be to seize the differentiation of the restaurant itself, either "new" in others, or "better" than others, focusing on the mouth.

Want to open up the market around the restaurant, so that the surrounding population will remember your store, then your store must have a belong to your store's characteristics, impressive.

Restaurant products also need to be constantly updated to capture the expectations of customers, but also let customers feel the vitality of the restaurant.