Chinese catering marketing: How many bosses are blindly following the trend

We talked about price reduction promotion in the last issue, which is just one of the catering marketing methods, and there are many other marketing activities, such as full reduction, group fight, spike and so on.

although it sounds attractive, many people are not comfortable to use it. Mainly reflected in two aspects: the effect of attracting customers is poor, and making money at a loss.

why is this?

For example, in Chinese Valentine's Day, which just passed, I asked many bosses why they did activities.

the bosses' answer is to rob customers and increase turnover.

In fact, this is only a superficial reason. Most bosses didn't dig deep into the reasons for doing marketing activities at that time. If you think carefully about "why do this activity", many people will feel that "everyone is doing it, and I can't fall behind".

so in most cases, when we want to do a marketing activity, we just subconsciously imitate others.

Let's take a look at what we mentioned earlier. The marketing activities include price reduction, full reduction, and grouping. So many marketing methods, which one do you want to imitate? Can you imitate it? Can the activities you imitate solve the current problems?

you are not sure which one to use and what the effect will be. So many people just feel good about themselves. Are customers fools if they don't take advantage of it?

There are many strategies for catering marketing activities now, but they are all technical things, and they don't tell us how to make a choice in the face of many strategies.

Today, we will focus on the ability to learn from countless marketing methods: anti-imitation ability, which is more important than imitation without a clue. You can still maintain a clear judgment ability when most people are still unconsciously imitating.

First, the ability to identify the effective premise of the activity

After Xibei kissed the fire at a discount in p>2116, many restaurants followed suit every Valentine's Day. The status quo of this novel marketing is that it takes a lot of energy and time to do it, and the effect is not bad just because it is seen that others are doing it.

They didn't ask these questions: What is the effective premise for doing this activity? Does the current restaurant situation meet these premises?

Take Siebel as an example. What are the prerequisites for Siebel's marketing success?

compared with small restaurants, the most important premise is geographical advantage and brand effect.

First of all, Xibei restaurants are mainly distributed in first-tier or provincial capital cities, and the number of audiences is more than that in second-and third-tier cities.

Secondly, the brand effect, Xibei chain scale, forms a huge battle group. All restaurants hold activities together, and the publicity is obvious.

this is not available in small catering enterprises. This means that we don't use a certain marketing method strategically to achieve a certain marketing purpose, but simply imitate other people's marketing methods.

In addition, why do we refer to many strategies and learn many theories and become dogmatic?

Because we don't think about what is the premise of an activity. This is why "subconscious imitation" and "theory on paper" exist.

The premise identification and judgment of an effective marketing activity at least includes the following two aspects.

1. The purpose of marketing activities

"Recently, an activity was conducted, and the repurchase rate of old customers in restaurants came up", but how do you know that the most important purpose at present is to improve the repurchase rate?

I've seen a restaurant before, giving full coupons to member customers. I asked the boss how he remembered to issue full coupons. The boss said that business is bad recently, and there are fewer customers. He wants to attract some old customers to support the venue.

The question arises. Why is business bad? Is the old customer not coming, or can't attract new customers?

we all know that the steps for customers to place an order are to eat-find a restaurant-compare-enter the store. For old customers, the second half is the decisive factor, because customers already know this restaurant, and they just need to compare it with other restaurants and spend money in the store.

However, this restaurant is surrounded by an office area. Unlike community restaurants, there is a large loss of customers, so the main purpose at present is not to increase the repurchase rate, but to transform new customers.

catering activities have their own purposes, such as attracting new customers, increasing repurchase rate and enhancing brand awareness, so we need to ask ourselves according to our current situation: what is my current business focus?

2. Marketing activities

There are many forms of activities now, and not every one is suitable for us.

For example, Xiaomi's hunger marketing attracts a large number of customers to rob through low-volume mobile phones, thus enhancing the brand effect. After this model became popular, even cake shops followed suit.

However, it is found that when the product lacks substitutes, it has a good effect on the promotion of brand awareness. If customers feel that there are obvious substitutes, they will reduce their goodwill towards the brand.

For example, a noodle restaurant on the roadside does hunger marketing. Are customers willing to wait in line? If it's Haidilao, it's different.

So, at present, there are so many marketing activities, such as: group fight, spike, full reduction, etc., you should ask yourself: Is this marketing activity suitable for you?

In short, under the current environment of "subconscious imitation" in the catering industry, we pay more attention to cultivating our "anti-imitation ability". Keep asking yourself: what is the premise of effective and established current marketing activities?

Second, reduce the tendency of self-certification

In addition to not knowing the premise of effective marketing activities, another reason for "subconscious imitation" is blind self-certification.

for example, as we mentioned in the last issue, the owner of the noodle restaurant downstairs in the company made a price reduction promotion. As soon as the activity stops, the customers are gone. The boss was very upset and asked him why he kept doing it. His answer is "everyone is doing it, and they have a good effect".

In fact, we all do this. Marketing activities that blindly follow the trend start to act before self-testing is effective. What is the reason?

because we saw others succeed, or read other people's theoretical strategies, we didn't use these theories for self-testing, or we were too lazy to test them, and directly used them to prove that our marketing activities were right and effective.

So the purpose of mastering a skill theory is not to prove itself, but to standardize our marketing activities and inspire us to think.

Third, the ability to make indirect inference by using data

Some people may ask, why indirect inference?

Let's put it this way, if you see that the sales of Lamian Noodles in the store are very low, only single digits. I'm afraid your conclusion is that customers don't like this Lamian Noodles.

and what I want to say is the reasonable conclusion you gave, not the real reason. Because we didn't make a micro analysis of the conclusion, we just took the macro data directly to make the result.

For example, in the past, after giving birth to a child, the puerperal women in a hospital often got a "puerperal fever" disease, and the mortality rate was extremely high. According to the research, all the midwives in this hospital are interns. Therefore, the regulations given by the hospital are that interns are not allowed to be responsible for delivery.

There is a question, all of them are people. Why do interns get puerperal fever easily when they are in charge of delivery? One doctor found that the real reason was that the intern didn't wash his hands when he was in charge of delivering the baby.

going back to the previous question, what is the specific reason for the low sales volume in Lamian Noodles? Maybe it's just because there are hemp peppers in it.

Fourth, the final summary

At present, there are many catering marketing activities that follow the trend, one after another, and another. We have consulted a lot of skill strategies, and no one has taught us when to use them and whether they are effective.

This paper mainly talks about keeping sober judgment ability when doing marketing activities, that is, "anti-imitation ability". It mainly includes three parts: the ability to identify the effective premise of activities, the ability to reduce the tendency of self-proof, and the ability to make indirect judgments on data.

Pay attention to Anan, and learn more about dry food and beverage operations together!

I'm a nan

Good ingredients with good methods

Make you "nan" to believe.