There is an "all-you-can-eat restaurant" in Japan. The owner, Kojiro Yamada, got into trouble soon after its opening, and hundreds of employees went on strike. The media reported this, and Yamada's enterprises were almost in a desperate situation. This ridiculous and inexplicable move not only aroused the curiosity of customers and changed everyone's views, but also attracted news organizations to report it, which immediately became a news hotspot in Osaka, and business flourished. Yamada thus tasted the benefits of "advertising". But he doesn't want to spend money. How can you advertise without spending money? One day, he rented a dozen cows and dressed them in red and green clothes with the name of the store. The backs of the cows were full of onions, green peppers, potatoes, chickens, ducks, fish and other raw materials, and he took the lead and led the cows in the streets of Osaka. Thousands of citizens and pedestrians were attracted by this unique "propaganda" and stopped to watch it one after another, and the media once again heated up the incident. According to the actual statistics, if the number of words published in these two articles for "eating all the meals" is calculated by advertising fees, Yamada Liulang will have to pay at least 11 million yen. This amount is one seventh of his first year's operating income. Because of his ingenuity, he reached 1. 511 million yen, 411 million yen in the third year, and by the fourth year, it became the first restaurant in Osaka, with sales reaching 1.8 billion yen. "Thinking backwards" means "thinking backwards". It requires people to break the routine, jump out of the box, think things in reverse, take them by surprise, and make enterprises get rid of the crisis and achieve transcendence. Many of our catering enterprises are keen to publish advertisements in the media, but the results are not good. There are three reasons: First, catering is a special product, which is a unity of color, flavor and flavor. It is not appropriate to do print advertisements such as newspapers and periodicals; It's intuitive to advertise on TV, but it just passed quickly, and I really can't see anything. Second, the advertising of cooking is not ideal; Advertising the overall image of the hotel, that is, brand advertising, has not really formed our hotel brand. Even "Quanjude" and "Goubuli" are still far from world-famous brands. Third, what can never be ignored is that catering is a special product, which is different from department stores and home appliances. If your advertisement goes out and there are really more customers, you really can't cope. Therefore, we can see that foreign food is rarely advertised in the media. Instead, it really combines the characteristics of the catering industry and skillfully makes "catering advertisements". The first is to use the "signboard" skillfully. For example, the "vertical" signboard is more attractive to customers than the signboard on the door and in front of the door. Coca-Cola covers cylindrical specialty stores with similar products on both sides of the road, which is very eye-catching. Another example is the "people, animals" signboard, like the "kind uncle" in front of KFC, which attracts people's attention because of its vivid image. Others, such as "neon lights", light box signs, "hanging, wall-hanging" signs, etc., will have a good advertising effect as long as they are designed properly. The second is to use "storefront advertising" skillfully. Using a unified font and a unified color, designing a unified pattern and making some advertising materials can highlight and deepen the image of the restaurant. In addition, exquisite food advertising pictures will stimulate people's nerves and stimulate the appetite of promoters. The third is to use "food advertisements". The display of food itself is an effective form of sales promotion. It uses visual effects to mobilize people's other sensory organs, arouse customers' desire to buy, attract guests to eat in restaurants and stimulate them to order more.