The core of new catering is intelligent marketing.

The core of new catering is intelligent marketing. How to get through the "Ren Du Er Mai" of social catering? Let's take a look with Yuanji Catering Shaanxi Snacks.

today's catering industry has gradually entered a brand-new catering era after experiencing basic supply and demand, category segmentation and characteristic management, and internet trading connection platform. The overall situation of the take-away market for urban white-collar dinner has been decided, and the internet channel of social meals has sunk to fourth-tier cities. Mobile payment, code scanning at the table, automatic carry-over invoicing, etc. have gradually become the standard of food and beverage outlets, and social meals have undergone tremendous changes because they are the battlefields of Internet giants and enterprise service software companies.

However, because the entry threshold of catering industry is not high, different market positioning corresponds to people with different purchasing power and consumption preferences, which tests the marketing skills and operating efficiency of offline stores. There are still a lot of bleak business situations, and the requirements for consumer experience are increasingly demanding. Branding and chain-like operations aggravate the reshuffle of catering market, which requires elaborate and systematic marketing solutions. Whoever can better serve catering stores and practitioners' operating pain points will have a service platform for catering enterprises with a large number of customers.

1. under the pattern of "three highs and one low" in the catering industry, retailing of catering and digitalization of sales have become the urgent need

The catering industry generally suffers from high rent, high labor cost, high cost of ingredients and low gross profit. In recent years, "three highs and one low" has become the theme of many catering summits. According to relevant data, the rent of general restaurants accounts for 1.5-21% of operating income, and the labor cost generally accounts for 1.2-21%. In addition to the expenses of ingredients, there are also fixed expenses such as water, electricity and gas. In 2116, the average gross profit of the top 111 restaurants in China remained below 5%, and the store turnover rate was around 11%.

Fierce market competition means that the traditional extensive management mode, relying on the boss's experience and intuition, has fallen behind! From the perspective of operating efficiency, fixed-cost expenditure requires restaurants to improve "floor efficiency", and the increase of variable cost requires restaurants and catering centers to improve "human efficiency"; If we look at the cash flow of the store itself, the core problem lies in how to "open source" and "reduce expenditure". The author calls "horizontal effect and human effect" and "open source and reduce expenditure" "Ren Du Er Mai".

In order to get through the second pulse of Ren Du, entrepreneurs should start to solve the problem of how restaurants can expand new customers, improve the return rate of old customers, increase the number of food consumption or the unit price of meals, and save labor costs by optimizing the internal management process of restaurants or improving the work efficiency of individual service personnel. Due to the different operating conditions of different stores, there is no formula that can be copied. For example, the restaurant in your store has a large investment, but the corresponding popularity and offline traffic are more sufficient, which guarantees profit; Some shops reduce their own workload and increase it, which is not conducive to the stability and management of employees. What specific management improvement measures are adopted, everything must be based on the digitalization of catering retail.

it is the core problem to be solved by the information solution in the new catering era that the big data of user consumption is connected with the data stream of merchant management. The author found that there are relatively many to B projects and companies for social meals in the market, and some are Internet platforms such as word of mouth, comments from the US delegation, and providing order-taking software at the merchant's end. Some traditional catering ERP systems are transformed into CRM software. With the intensification of catering retailing, catering merchants pay more and more attention to catering order taking, customer acquisition and full link management. Intelligent marketing operators like Yunzong are prominent in the industrial chain of smart catering industry.

second, what will "intelligent marketing operators" bring to restaurants, stores and commercial centers?

At present, both the Internet platform and CRM software vendors are eagerly discussing "new catering", and offline stores are also expecting new catering. The new catering solution not only includes the basic technologies of "internet plus Catering" (catering informationization) and "AI+ Catering" (smart catering), but also is based on the continuous iteration of cloud services and big data, so intelligent marketing operators are the most important promoters of "new catering". It has brought new changes to the catering industry:

1. Social meals include catering stores and commercial centers, and the consumption patterns include take-out and ordering food, etc. In first-and second-tier cities, consumers use mobile phones with high frequency, so the experience of new catering needs to be improved all the time, rather than just superficial transactions, and some segmentation scenes particularly need data.

2. It is more intelligent to open up the consumer big data service on the Internet platform. The traditional in-store ERP system does not dynamically compare the incoming traffic, the portraits of consumers are vague, the connection with users is weak, and it is difficult to promote business activities and track the effect. Alibaba Word of Mouth has opened the functions of "scanning code is a member" to intelligent marketing operators such as Yunzong for secondary development. In the process of merchant service, users can automatically deduct the bill without the waiter taking the menu and paying the bill at the service desk through the scanning code ordering system. In addition, intelligent marketing operators can automatically generate the data retained by in-store consumer members as a basis for improving their business, such as users can eat more for men, women can recommend more desserts, and there are tips to help merchants improve their service quality.

3. The "one-click marketing" tool and threshold-free operation of SaaS software are becoming more and more important. The products made by some internet companies have many functions and complicated paths, which makes many waiters use them unwieldy, and requires the boss to arrange training repeatedly to master them, which easily leads to the product being ineffective. Specific to the restaurant scene, the catering solution provided by intelligent marketing operators helps restaurants to synchronize the reservation, ordering, dining and code scanning payment of the "front hall" of the restaurant with the kitchen delivery and display system of the back kitchen in real time during peak dining hours; Merchants can see the number of people entering the store and consumption data in real time through the Internet membership management and marketing platform to realize marketing visualization, and the system can automatically analyze and then match promotional coupons or plan other marketing activities.

It can be seen that intelligent marketing operators have broken through the limitation that data between B-end merchants and C-end users of catering management software can't get through interactive analysis in the past, fully absorbed mobile payment as the technical infrastructure, adopted table-side code scanning at the user traffic entrance, and built a complete set of customer acquisition, marketing and back-end management schemes for merchants, and can make marketing precise and AI-oriented through data access. Cloud customers and customers rely on the massive user and transaction data of Ant Financial to improve their marketing algorithms.

third, the catering industry needs the ability of "self-operation" most. Where is the breakthrough direction of intelligent marketing operators?

Intelligent marketing operators should not only "teach people to fish" (providing SaaS software as a service), but also "teach people to fish". The so-called "self-operation" is to empower the core competence of intelligent marketing to offline catering stores and commercial centers, shorten the time for catering bosses to become experts in the industry and reduce the cost of trial and error. Just like Master Xing is stunted after Kung Fu opened the second pulse of Ren Du, this is itself an intelligent marketing institute. In order to realize the "self-operation" ability of merchants, intelligent marketing operators need to make breakthroughs in three aspects:

First, they must solve the problems of refreshing, promoting and repurchasing food and beverage outlets, help merchants to increase the frequency of users' in-store consumption, and make new customers become old customers. At present, most food and beverage outlets adopt a two-pronged approach of "take-out+dining". Alibaba Word of Mouth invests in ordering software, Meituan comments vigorously promotes the construction of smart restaurants, and unmanned vending machines with automatic scanning and payment operate 24 hours online, which makes food and beverage outlets break through the previous space and time nature and reconstruct people's goods yards. Operators serve a large number of food and beverage outlets and businesses nationwide by integrating platform user traffic, mobile payment tools, consumption big data, electronic invoices, take-out distribution and even supply chain and finance resources.

Secondly, it should be combined with the logic of catering business and solidified in the form of products, so that different business stages can come in handy and "one-click marketing" can be realized. The author believes that "knowing well" depends on cloud computing, and data acquisition and identification are the premise of precision marketing. In addition to open source data, intelligent marketing operators also need to structure data such as in-store business processes, in-store crowds and business members in order to realize visual marketing. For example, Yunzong's vertical and horizontal customer CRM provides intelligent marketing tools for merchants. There are "in-store business diagnosis", "marketing laboratory" and "marketing calculator" to help merchants track and feedback each marketing activity, daily business situation and membership data in real time.

finally, it is necessary to adapt to diversified catering formats and take into account other consumer marketing needs. Intelligent marketing operators should open all the full link data streams of social meals such as restaurants and commercial centers, so as to better serve offline business districts and shopping malls for "cross-marketing" and mixed operation. For users, the presented interface and operation path should be standardized and unified as much as possible, otherwise the isolation of various system data will affect the user experience, and the strategic value of operators to merchants can be truly released only after connecting with Internet platforms such as word of mouth.

The competition in the catering industry is all-round competition in terms of traffic, service experience, supply chain, retail terminals and scenes. In the future, only by opening the "full link" business data of catering businesses from online to offline, from outside to inside, from front hall to kitchen, and from before, during and after consumption can "smart catering" be realized.