In my city, there is one? Leave a casserole string with saliva? The environment is poor, crowded and noisy, the waiters are very busy and ignore the customers. But when it comes to meals, it is crowded and jostled. The scene is comparable to the vegetable market at eight or nine o'clock every day. How hot is it?

I'm curious, there must be something extraordinary about this store, so I visited it on a night that was not too busy with good expectations, but after eating it, it gave me a bad feeling. Later, someone was jealous and opened a national famous one near it? Hot spicy dip along the road? Chuanchuanxiang in the fifth district of steel pipe factory? In the end, they all lost to Maicheng. Only it stands still, and it is still greeted every day, and business is booming.

I once saw a boss in Zhihu who had the same problem. The boss is a senior intellectual, and has ten years of catering experience. Once he went to the county where his friend is located, he saw a hot pot restaurant with a very hot business, which is the following one.

After eating, he came to a conclusion from a professional point of view:

1. The storefront decoration is unreasonable and outdated, with no obvious theme and characteristics.

2. The waiter's service consciousness is not strong, and gfd's mental outlook and service process are all flawed.

3. The dishes produced are chaotic and not exquisite, the seasoning table is dirty and messy, and the high-grade dishes are not designed. The tableware has gaps

4. The overall taste is greasy and spicy, and there are often slight changes without standards, and there is nothing special people can remember.

5. There is no innovation in marketing.

no brand! No location! With the sensitivity of catering people, he thinks it is a business opportunity. Now he is in the era of consumption upgrading, so he and his friends opened a company with a total investment of 2.4 million meters away from Chongqing? Product ancient and modern? Hot pot. The decoration is a Hong Kong-style decoration, which exceeds the competitors in the city by more than one stall, with an area of 1,511 square meters ... and a detailed and systematic plan has been made. From top to bottom, a very detailed plan has been made in terms of positioning, decoration, taste, service, experience, production, marketing and other aspects, and it has been implemented.

after three months of excitement, the store is now in a state of half death. Finally, he reluctantly concluded that catering is hard work, and you may not be able to open a restaurant if you can be a good mayor. Even if you do all your work as perfectly as a textbook, your business may not be good.

At first, I didn't quite understand why these fly restaurants were so popular. After experiencing my own failure to open a shop and reading countless cases of failure and success, I seem to have realized something.

the boss said? The taste of Chongqing? No brand, no positioning, in my opinion, it happened to be him who misunderstood the brand and positioning. The taste of Chongqing? There is a positioning. In a small county, its positioning is the general public, who happens to be the largest crowd base. These people don't pay much attention to the environment and service, and the waiter doesn't pour me tea? If it doesn't exist, I'll just do it myself. Don't bother others with such a trivial matter. They pay more attention to cost performance, enjoy themselves, eat meat with big mouths and drink in big bowls.

and? Product ancient and modern? The high-end atmosphere of the store is high-grade, giving people a sense of distance. Even if his pricing and? The taste of Chongqing? It's hard to fight if you are consistent. We ordinary people can't enjoy that. It's like I'm from the countryside. When I was a child, I went to my relatives' house in the city and looked at it. It was clean and tidy, and the windows and glasses were spotless, making me sit or stand. I wonder if you can understand that feeling. The taste of Chongqing? No brand? No. We often understand the brand as logo, brand name and brand slogan, which are just the manifestations of the brand, but they cannot represent the brand. Brand is a general cognition of consumers about shops and products. The best brand is as kind as an old friend and often appears around you. And? The taste of Chongqing? As an old shop, the people here, from snacks to big ones, fully meet the above characteristics.

When locals say that they eat hot pot, what comes to mind first? The taste of Chongqing? , occupying the first step of consumers' mind in trout's Positioning, is the first choice for consumers.

as for the taste, it can't be used as an indicator to judge the business quality of a store, because it's difficult to adjust, just like the one I mentioned earlier? Leave a casserole string with saliva? When I went to eat for the second time, I thought it was actually quite good. In addition, taste memory or taste habits are real. Even if a taste is really not so delicious, if you focus on snacks, you will get used to it.

I visited many shops with good business when I opened my own shop. At that time, I thought that as long as I corrected the bad things in these shops, my shop business would certainly be good. Wrong! What I really want to learn is the success of others, because consumers don't care about those bad places.

nothing happens overnight, especially in the catering industry. Those fly restaurants may be only slightly better than the surrounding businesses at first, but after a long period of natural selection, they have cultivated many old customers. Therefore, the underlying logic behind the popularity of fly restaurants is accurate positioning (his target customers are groups that don't care so much about the environment and services) and the great energy given to them by time, and the competition barrier formed by time is the most insurmountable.

in the catering industry? Die in March? , the winner? A narrow escape? Under the industry law, those bosses who can persist for more than ten or twenty years are more like warriors who fought bloody battles in the dark night. They fought hard and dared not stop. Finally, I don't know how long it took. The dawn was slightly exposed, and the sky was a fish-belly grey. Looking around, there were few left standing, with Lei Lei's body at their feet. They finally survived until dawn.

I never believe that a fly restaurant is dirty and the service is not good from the very beginning, unless the boss is insane! The survival of the fly restaurant is also survived by cruel competition and the survival of the fittest, which has its underlying logic.

It's only now that the rapid spread through the Internet has been known by more people. We China people are born to join in the fun, so it's inevitable for a while? Luoyang paper is expensive? Many bosses have gone with the wind. The essence of business is that consumers benefit. If the boss is not awake at this time and knows it, he thinks that the fire is caused by his own taste, and then he will raise the price at random, cut corners and be arrogant. When the time comes, he will go to the altar first.

water can carry a boat and overturn it, you know.