Four criteria determine life and death

Your target customers are these white-collar workers who eat working meals. Their income is moderate, they are willing to bear more expensive prices, and they have a high acceptance of western food. There are four criteria for this customer group to choose a restaurant at noon: first, speed, second, delicacy, third, economy and fourth, convenience. There are many fast food restaurants. In this law of the jungle world, these four criteria are: the more satisfied, the stronger the viability.

"My dessert takes only one minute from placing an order to the customer's eating. This is my advantage. And my dessert is delicious, and the standard of delicacy is also available. " The shopkeeper began to analyze it on his own.

I quickly broke his dream: "How many people do you think like this dessert? How many people know about this dessert? " He couldn't answer. This is another mistake of his: only pushing products and ignoring market cultivation.

for the catering industry, it is always better to eat cooked food than raw food. A person's eating habits are hard to change. Most people tend to choose restaurants and foods that they are familiar with. The pursuit of exotic foods is only a game for a few brave people. What's more, this dessert is still from England.

the most intolerable thing is that the shopkeeper himself has not taken any action to explain and publicize, but just sat in the shop waiting for someone to come to the door voluntarily. Don't say "delicious" in this shop, even the standard of "cognition" has not been reached, and it is normal that there are so many people.

then I continued to hit him, "your price positioning is also problematic. I spent fifteen dollars on a dessert, which I can afford, but I don't have enough for this dessert, but I have to spend thirty dollars for two, which is a bit expensive. Besides, I can't eat two pieces, and I can't share the rest with others. Why don't you set some package discounts? "

"But is my shop convenient? It's easy to find a seat to eat with friends. " He explained.

I held out three fingers: "1. Your convenience is only an illusion, but in essence it is because of bad business. 2. Your chair is hard-faced and has no backrest, so it is uncomfortable to sit. The color of pure stainless steel is particularly cold, and you don't want people to sit for a long time. 3. You don't prepare napkins. The surface of dessert is crisp and delicious, but it will drop a lot of crisp slag. After eating a dessert, a layer will fall on the table, leaving clothes all over your hands. What do you want customers to do without napkins? "

I put up another finger: "You made another mistake. The waiter never asked me whether you ate in the restaurant or took it away. Dessert is a food suitable for take-out, and you regard it as a complete restaurant, which is completely contrary to consumer psychology. When I sit down to eat, I must eat something formal. It's silly for several people to sit around the table and eat dessert. Your store positioning and your food characteristics are twisted. "