There are many factors affecting the restaurant turnover increase, why the traditional membership marketing effect is not good? Because it used to be a one-way model, only do the card sales link, the lack of two-way interaction, improve the effect is limited. So now we have to start from the repurchase, satisfaction, increase and customer contact interaction, expand the membership base, so that more customers experience the charm of your restaurant. The right marketing approach can increase customer repurchase or customer unit price because members are better managed and influenced than non-members, which we can understand from the following two perspectives.

The first angle, the restaurant turnover angle: turnover = the number of tables X unit price

Unit price

General unit price of how much is with the restaurant in the pre-positioning on the decision, then want to dramatically increase the unit price is in fact very difficult, and is not realistic, you can through the full-reduced in the form of full of the form of small increase in the unit price.

For example, if you want to increase the price of the customer by a small amount through the form of full discounts and gifts.

For example, a Chinese restaurant per capita of about 50 yuan, suddenly raise the price to 100 yuan per capita, first of all, the old customers can not be recognized, and secondly, when your price changes dramatically, the restaurant's main consumer groups will change, may be before the general public consumption into business-type dinners. Therefore, it is not recommended that the restaurant in a short period of time to significantly increase the unit price.

Since it is unrealistic to significantly increase the unit price, then we have to start from the number of open table to start, affecting the number of open table there are two factors.

The number of units opened?

1, the first factor is the flow of customers, the flow of customers generally include new customers, old customers, we can through the membership management, the transformation of the flow of customers into members, through accurate marketing, layered management will be precipitated into loyal members.

There is a conversion process of customer flow, first of all, the exposure will attract the first time to enter the store to consume the flow of customers, the conversion rate A mainly depends on the attractiveness of the exposure activities; in the first time the flow of customers to produce the first consumption experience, and then multiply the conversion rate B, the formation of its repeat consumption of the flow of customers. Conversion rate B mainly depends on the customer's satisfaction of the first consumption, as well as the surrounding competition intensity and wake-up policy, and ultimately precipitated into repeat consumption of customer flow.

Customer flow: Exposure→A→First-time consumer flow→B→Repeat consumer flow

First-time customer flow=Exposure (the number of people who saw the store information) X Conversion rate A; Conversion rate depends on the attractiveness of the exposure information: the strength of the offer, the presentation of the effect and so on.

Repeat customer flow = first-time customer flow X conversion rate B; conversion rate B mainly depends on customer satisfaction, competition intensity and wake-up policy.

The most important factor that affects whether a guest repeats a purchase is QSC, which is the foundation of our restaurant's internal strength, the product, service, and cleanliness must be excellent, so that we can give the first-time customer flow a good dining experience. Exceeding expectations is the secret to increase customer stickiness, through the design of good membership rights and benefits, level system, personalized service can make members feel the difference in treatment, better attract their repurchase.

2, the second influencing factor is the turnover rate, many restaurants in the peak turnover is very poor, encountered such a problem, we must start from the improvement of the efficiency of the front office operations, through the reduction of some ineffective service hours, through the guest self-service ordering, self-payment (Tiancai Shanglong's 'intelligent ordering and cash registers') to improve the operational efficiency, while reducing the waiter's workload. At the same time, it reduces the work intensity of the waiters and better serves the guests to improve the dining experience of the diners.

The second perspective, the perspective of member operation: turnover = customer structure X consumption frequency X unit price

Consumption frequency

We first look at the consumption frequency, if a guest normal consumption 8-9 times a year, you can increase through the activities of membership marketing 2-3 times, an increase of about 20%. Of course, the effect depends on how big the customer structure base is.

Customer structure?

Customer structure is what we often call the consumer group, we do membership management is to make the customer structure in a stable value range, to ensure the formation of a stable flow of customers into the store. Therefore, if you want to improve turnover through member operation, you should start from the customer structure, so that the base of the membership reaches a certain height, and then do the effect of consumption frequency enhancement is very obvious. Traditional stored value card era has been OUT, who can seize the customer is the ultimate winner. The above features are based on Tiancai Shanglong's 'CRM membership management system', on all aspects of catering operations, welcome to click on the avatar, to initiate questions to us, *** with the discussion!