What is the general choice fit

: This article is about 5,311 words, and the brain burning time is 18 minutes. It was written by Li Sandao, a journalist who plays chopsticks.

product fit is one of the basic thoughts of product managers. The word can be divided into several aspects: first, product fit with market; second, product fit with brand; third, product fit with store consumption scene; fourth, product fit with customers, etc., and any point is a necessary consideration for products.

product managers think that product fit is generally used in standard enterprises, but for non-standard catering industry, few people will think about this issue.

Although the word "don't think, don't consider, or even don't know about product fit" may not have much impact on business, it is interesting that those catering giants and multinational catering companies are advocates of product fit instead. It seems that only in these brands can we find the beauty of product fit.

what can the thinking of product fit do for restaurant enterprises? Chopsticks Play Thinking (www.kwthink.cn) thinks that whether a restaurant's products can be "delicious with eyes closed", "want to eat with eyes open" and "want to eat with eyes closed" depends on the product fit.

it can be said objectively that it is particularly important for a restaurant enterprise to keep thinking about product fit, no matter what stage it is in.

products are related to the brand, and the product fit should be based on the brand first.

In Chinese definition, the fit refers to "judging the degree of phenomena. If one situation is the same in different occasions where the phenomenon under study appears, then the same situation is the phenomenon under study. The higher the fit, the closer it is."

from the above explanation, it can be seen that product fit is simply to sort out the matching degree between things to reduce cognitive obstacles.

Take the existing catering brands as an example. For example, Xibei is a northwest dish, and Xibei Youmian Village is a big northwest noodle shop. Another example is Haidilao, which is well known to all. Haidilao is a well-known hot pot restaurant. If a shop is hung with the signboard of Haidilao, customers will find that it is a dessert shop when they go in, and there will be obstacles due to cognitive conflicts. Of course, this is also a metaphor.

Just like some stores, they obviously look like teahouses, but when they go in, they find that they are bars. For another example, it looks like western food, but it turns out to be a teahouse ...

From another perspective, a brand is called XX Roast, and consumers certainly go to eat roast duck. If the store not only sells roast duck, but also takes roast chicken, stewed chicken and roast duck as one of its signature dishes, and also mainly promotes desserts, customers' cognition of coming to eat roast duck will be confused. In general, our products are designed in new brands, and what customers have to do is to stay away from them as far as possible.

It doesn't mean that a restaurant named roast duck can't mix and match other dishes, but that brands should distinguish between primary and secondary. Each brand has its own personality, and each brand will let passers-by instantly reflect the brand's personality, such as what is the brand's signature dish, what is its cuisine, what is its style, what to eat when going in for consumption, and what kind of dishes to order. These are all "initial cognition" conveyed by the brand to potential consumers and consumers.

the brand's personality lies not only in the signboard, but also in the dining atmosphere, restaurant scene, meal presentation and service level of the restaurant. If the dining atmosphere, meal presentation and service level of a certain store look very low, and the signboard looks like fast food, at this time, the per capita unit price of the store will not be raised. No matter how good and ingenious the merchants say their ingredients are, as long as they exceed the price of regular fast food, customers will basically feel too expensive.

brands should know their own personality, convey correct customer cognition to customers and express it in the right way, which is one step of product fit, because brands have genes, and products should follow the genes of brands.

products are in the menu, and the product fit is considered from the composition logic of the menu.

In chopsticks thinking, thinking about brand personality is to build a framework, with which brands can fill in products.

1), find the center of gravity

From the brand personality, we can find the center of gravity of the product. Simply speaking, the center of gravity of the product is the personality of the product system. Take Xijiade shrimp dumplings as an example, one of the centers of gravity of the brand has two: dumplings and shrimps.

If you find the center of gravity, you have to use it, otherwise the center of gravity will be out of balance.

focus on dumplings and shrimps. This is a red sea, and it's nothing surprising. What the brand should consider is: how to stand out in the red sea? The problem is that everyone is poor. How do you win Bai Fumei's heart?

after finding the center of gravity, it is more important to increase the center of gravity, and then produce gravity, which is the focus of finding the center of gravity of the product.

the route is like this: everyone is cooking dumplings, some people use quick freezing, and some people are wrapping them at the door. So, can I wrap them in the open stall? Everyone is using shrimps, some people use quick-frozen shrimps, and some people use fresh shrimps. The focus of shrimps is large, abundant and fresh ... This is one of the feelings that Xijiade can convey to customers.

we have found the center of gravity, and we have to use it. At this time, we have reached the second stage.

2), fill in the main force

After confirming that one product is the big shrimp dumplings that are now packaged in the open file, there is only one main product. Is that enough? Is not enough.

So, Xijiade decided on leek, egg, shrimp dumplings, shrimp dumplings with three delicacies, etc. Besides shrimp, other dumplings have to follow the fundamentals of bright stalls, fresh ingredients and visible packages, so there are celery fresh meat dumplings, Su Sanxian and other products that also pursue freshness.

why must there be more than one main product? For example, when a customer comes to spend for the first time, the merchant considers the re-purchase. However, the re-purchase cannot be served by the same and consumed products, and it must be empowered by other main products with the same personality but different choices. Only in this way can the frequency of re-purchase be increased and the consumption gap be shortened.

to put it simply, if there are only 1 brand-name products, and the customer feels good, he will continue to come next time, but because he has already consumed them, the customer may lose his curiosity, and he may delay coming. If there are 4 brand-name products, even if he consumes two at a time, as long as he is satisfied, the customer will feel that there are still two products that have not been tried, so he should go at once.

3) People's behaviors and diversification lead to more and more diversified demands, and the same thinking will also be reflected in the diet. The staple food of the dumpling shop is dumplings, which need not be discussed too much. Besides dumplings, some matching products are needed. Xijiade found steamed red-spotted fish, sauce neck bone, cold okra and so on, which are also fresh.

the difference between the main products and the deputy products lies in that one is a must, and the other is to fill the demand for "trying points" beyond the must, so it is not only fresh, but also small in quantity and low in price.

generally speaking, with the center of gravity, the main products and the by-products, the completeness of the brand product structure is basically achieved, and some small and beautiful brands have set the menu in this way, but from the perspective of some old brands and big brands, their product structure is not so simple. So after pulling the deputy, we have to find a vacancy.

4) Fill in the vacancy

For example, a regular Chinese restaurant basically needs rice, soup, assorted dishes, pure dishes and vegetarian dishes, including dishes with partial vegetarian dishes and dishes with partial meat dishes. This is the basic idea. But this overall layout, some brands depend on what chefs know, some brands depend on what customers want to eat, and others depend on the overall tonality.

Take Chen Mapo Tofu, a time-honored Chinese restaurant, as an example. From the name of the restaurant, it can be seen that its specialty is Mapo Tofu, so one of the categories of the brand's menu is Mapo Tofu as a specialty. In order to emphasize the cognition of tofu, it has added a series of tofu dishes, and on the whole menu label, "Mapo" and "Tofu" have been strengthened respectively, such as Mapo pork hands, fish-flavored tofu and other dishes.

It is worth noting that Chen Mapo's tofu not only has signature dishes, but also special dishes, followed by hot dishes and cold dishes with a partial meat. These two categories may be used to match tofu; The restaurant also introduced a vegetarian dish category, which is used to match meat dishes, followed by steamed vegetables and Haihe fresh, to improve the per capita unit price, raise profits and show off craftsmanship; Then there are soups and snacks, which are regarded as the value-added dishes of a Chinese restaurant ...

A restaurant can have more or less dishes, which can be designed. When designing the menu, the restaurant should think about whether each dish can be matched with another dish, in which category, and whether it is necessary to exist. Then, what kind of category does this category come from, and whether it has the function of subdivision and non-existence ...

After a series of thoughts and processes from top to bottom, such as finding brand tonality, finding center of gravity and filling vacancies, the products and menus of a restaurant can be finalized.

from top to bottom, from theory to landing, the product fit is deepened.

From brand characterization to menu formation, this is the only way for restaurants to operate in the early stage.

Although the logic is clear, when it actually landed, most catering bosses were still at a loss. For example, in the product category, are signature dishes and specialty dishes necessary? How necessary is it to sell snacks in restaurants? It also includes the problem of new products in the actual operation process. If the ingredients/dishes are all new, how to judge them? What is the standard?

a brand with Sichuan restaurant as its name, should we make some Hunan dishes by the way? Can the Cantonese Restaurant sell some "genetically similar" Jiangsu and Zhejiang dishes by the way? These are also related to product fit.

1), tonality problem

tonality is divided into two aspects: one is the image that the brand focuses on creating/spreading, and the other is the customer's cognition of the brand.

For example, if a restaurant's overall dishes are Cantonese, can it add some Jiangsu and Zhejiang dishes?

If the restaurant's dominant tonality label is Cantonese cuisine, it will be unprofessional to add Jiangsu and Zhejiang cuisine at this time. If the restaurant removes the label of Cantonese cuisine and focuses on light flavors, it can add Jiangsu and Zhejiang cuisine, because it is unnecessary to consider Cantonese cuisine at this time.

Let's think further. How can this restaurant, which sells Cantonese cuisine and 11% Jiangsu and Zhejiang cuisine, add some Sichuan and Hunan cuisine?

Similarly, at this time, we have to consider the relationship between Sichuan cuisine and Cantonese cuisine. At this time, we can't focus on light food, but we can change it to home cooking. If the brand has chefs and teams who are familiar with the eight major cuisines, then the brand can be upgraded to a "Chinese restaurant" after a number of cuisines are complete.

2), scene problem

Tonality is a relatively imaginary thinking, and imaginary things must be done, so we should return to the scene from tonality to further think. Looking back, there is no tonality without scenes. Objectively speaking, the scene is the foothold of tonality.

The scene is an atmosphere and a memorable sense of picture. Each sense of picture has its own characteristics, and the emphasis is on coordination or not.

For example, if the brand wants to convey a professional and ingenious feeling, at this time, there must be two series of signature dishes and special dishes. Signature dishes are necessary to speed up ordering, which is ingenious; Although some people think that specialty dishes are the second must besides specialty dishes, they are more important than specialty dishes. From the presentation of specialty dishes, consumers can better see the standard of this restaurant, which is professional.

Looking further, in some restaurants with fast food scenes, it is basically enough to have signature dishes. Adding a special dish in a fast food restaurant is somewhat superfluous. At the same time, it does not mean that fast food brands can't have signature dishes and special dishes at the same time, because in the market, some fast food brands don't even list signature dishes, while others don't even have signature dishes. Some brands replace them with "must order". The market is a matter of different opinions, which all depend on the final actual scene ...

3), the problem of dishes

Why should we think about tonality and scenes before returning to dishes?

On the whole, dishes are placed on the scene, and multiple scenes constitute the memory point of the brand, that is, tonality, so that consumers' cognition of the brand is basically formed.

although the dishes are in a lower position in the brand, the most important, direct, practical and tangible connection between customers and brands is the "product", also known as dishes.

First of all, if the whole product is made of high-quality ingredients and careful cooking methods, at this time, if you want to launch new products, you should follow this idea. Regular snacks such as French fries/pancakes/fried dumplings will not work because their food tonality and brand tonality are different; Some conventional dishes, such as braised pork rice, are not suitable for restaurants, unless there is a breakthrough in the production and there are differences at the same time.

In thinking about whether snacks should be served, we should consider whether the main course/main course has completed the basic ordering requirements. Generally speaking, snacks are basically an indispensable category in restaurants that are mainly consumed by many people and leisure restaurants.

The brand should be clear about the purpose of making snacks. If it is to increase the per capita unit price, it is necessary to consider the weight of other main dishes. For example, in order to match, we have to consider the actual experience of each meal. For example, it is ok for consumers to order shredded pork with green pepper and then match steamed bread, but it is a bit too much to match French fries and pumpkin pie. It is not just a cultural issue ...

Brands also have to think about which snacks should be put in the menu to match with meals, which snacks should be taken out separately for afternoon tea, and when customers order, which snacks should be the leading role or supporting role? These are the key issues.

Conclusion

Compared with some people, it is not difficult to make products, add new products or even open a restaurant. Because it is always simple to do something, just do it, but it is the most difficult to think about why and what is the purpose of doing it.

For example, in a small shop that used to only sell fried chicken, the boss wants to add a kind of French fries. From the perspective of operation, it is very simple to add a kind of French fries, which is natural. However, how to judge whether French fries can be added in frying, why can French fries be added, and finally whether it is better to sell French fries or chips in frying? This is all about the product fit.

in the knowledge of products, fit is only a small subdivision, but it is also very important. If the fit between products and brands is chaotic, then the brand's