How to find a balance between restaurant operations and avoiding wastage of diners has become a test question for the catering industry. For people in Zhengzhou who love noodles, big bowls of noodles and small bowls of noodles have become the preferred target of consumer complaints.
"Why is the small portion of braised noodles cheaper than the large portion of braised noodles only about two dollars, but the portion of noodles on the missing half, this is the business in the 'avoid waste' slogan to induce me to buy a large portion of the marketing means?"
With consumers' questions, Henan Business News reporter visited a number of noodle shops in Zhengzhou City. As consumers have reflected, where there is a "large and small" distinction between the noodle store, the difference between its noodle portion half or nearly half, the difference in price are 1-2 yuan.
The Ronghua neighborhood noodle store Qin Feng Shame Noodle, for example, charges 10 yuan for a small portion, 12 yuan for a large portion, and 14 yuan for a large portion of noodles with meat.
According to Zhang Xiuping, the owner, this practice is not to lure consumers to buy large portions in pursuit of so-called bargains, but rather to give them a greater sense of satisfaction after eating the noodles. If only to make money for the purpose, according to the overall accounting ratio to add, large diners in the choice of large portions will be similar to the "not affordable" mentality, so the noodle store launched a large portion of the large portion, plus two dollars added to the cost of wrapping up only.
"This is actually a marketing tool, and thin margins are almost the same." Zhang Xiuping said.
In this regard, marketing experts, Chen Guangming, head of the Golden Book Management Consulting Company, analyzed that the "size of the bowl of noodles" belongs to the product category extension marketing strategy, the small bowl of noodles plus 1 yuan or 2 yuan for the business is actually earning a small bowl of noodles or noodle money, but this allows him to make his products more than a category to meet different Meal size of diners, more than one diner will have the opportunity to consume his drinks, small dishes, the real money is not more than a little bit of noodles, but to attract a larger amount of food customers to consume the drinks, small dishes of money. Almost every plate of fried food in the restaurant has to be fried separately, 'small portions of food' for the restaurant's chef, the time and effort spent almost no reduction in the cost of food is far less than the value of the chef's time. In addition, from a series of services in the restaurant, the restaurant can receive the number of customers per day in general, there is little change in the waiter's salary costs, rent costs will not be reduced because of the reduction in the number of dishes."
Sheng Junjie example, 2 people come to dine, usually choose the table area of 4 people, a dish 5 minutes to count, before they point 2 dishes kitchen spend 10 minutes, now they point 3-4 small portions of food, the kitchen needs to spend 15-20 minutes. When the workload of the stove and the cooks goes up, the serving time slows down, the guests occupy the table longer, the turnover rate decreases, and the profit goes down. Calculated this way, if the small portions of food in strict accordance with the implementation of half price, it is estimated that many restaurants with average business will be in the red.