I. Catering (catering) is through immediate processing and production, commercial sales and service labor in one, to the consumer specializing in providing a variety of alcoholic beverages, food, consumption places and facilities for food production and operation industry. Europe and the United States "Standard Industrial Classification" definition, the catering industry is a food service organization.
Two, the concept of food and beverage there are two main: one is food and drink, the second refers to the provision of food and beverage industry or organization, to meet the dietary needs of diners, so as to obtain the corresponding service income. Due to the different eating habits and tastes of different groups of people in different regions and cultures, catering around the world shows diverse characteristics. Catering market will enter the era of brand consumption, China's catering industry will continue to play a positive role in expanding consumption and promoting employment with a growth rate of sixteen percent.
Three, for catering enterprises, the importance of brand power is self-evident. Catering market competition will be the final competition between brands, who has a stronger brand power, who can have a broader market, brand power to become the key to the catering enterprises to compete in the market.
Four, brand power is also the most critical factor in attracting consumers, with people's dining environment, experience, service and other aspects of the requirements of the higher and higher, many people like to choose to some of the fame, the brand loud restaurant dining. Because both can enjoy a good dining experience, but also very dignified, but also eat at ease. The reason why some catering companies have been able to achieve success, in addition to the product power is very strong, brand power can be called the key consumer elements.
Fifth, the brand is the logo of the organization's image, is the economic strength of the scale, can be intangible for tangible, has a powerful function. First of all, consumers through the brand elements (name, logo, color, etc.) and the core values provided by its identification products. Make it in the minds of consumers to form a certain degree of recognition. Thus forming a brand memory, brand associations, and stabilize the restaurant market.
Sixth, secondly, the brand is the carrier of the integrity of the quality of the guarantee to buy branded products can reduce the consumer in the body, financial, social, psychological and other multiple risks, enhance consumer satisfaction, thus forming brand loyalty. Finally, the brand is an important intangible asset of the enterprise, it itself can be traded or transferred as a commodity, lending. And as long as the operation is good, the brand has a strong value-added function.