The unique concept of the carving of the brisket restaurant is reflected in:
1, focusing on the carving of the brisket details
2, smart marketing strategy: the use of microblogging, microblogging, physical stores to achieve the closed loop of the O2O marketing model
3, to create a "durian-type" brand, only to please the
4, to maintain a high turnover rate
First, the product is king: to seek the road attitude will be the ultimate dishes
1, to seek the road attitude to do a bowl of beef brisket
Taobao focus on e-commerce, WeChat focus on social networking, the pocket shopping focus on shopping guide, Vipshop focus on special sales, Baidu focus on search, the success of the Internet business can not be separated from the focus of any Internet business can not meet all the needs of the people who have been in the market for a long time. The only way to provide consumers with better service and better products is to focus on the market.
2, a cook, a dish, carving master brisket "keep a philosophy"
Carving master brisket only provide 12 dishes, a chef only do a dish, in order to maintain the high replica of the dishes.
(Diversification is not without merit.
(Diversification is not without its merits.) When one area starts to go downhill, a company can immediately seek development in another area. If a company bases its diversification on the same core competencies, it can create synergies and provide customers with a rich variety of products and services to enhance customer stickiness.
However, blind diversification has its drawbacks.
First is the loss of economic scale. Although diversification can reduce the risk of business operation to a certain extent, it is at the expense of economies of scale, and will make the enterprise's technology and capital, in the competition at a disadvantage.
Secondly, it is the increase of operation and management costs. Diversification requires enterprise managers to develop a good diversified business strategy to ensure the optimal allocation of resources and the coordinated development of various industries. However, the more diversified the enterprise is, the larger its institutional setup will be, and the more complex the problems between the various business departments will be, which will lead to an increase in the management costs of the enterprise.)
3, to create a centralized kitchen to provide the quality of dishes
Low-cost strategy must not be at the expense of product quality and service. For business managers, to enhance the competitive advantage of corporate products, we must be willing to invest in improving product quality, and only in this way can we ensure that the market will always be in the initiative and leading position.
4, a food to do meticulous
eg: Taobao from the details, pay close attention to eBay user forums in the complaints, eBay users complain about what, Taobao will go to the site to improve what
Second, the operation strategy: the Internet thinking to do catering
1, the customer dining experience first
1), dining
2), 12 exquisite dishes, tea;
3), special Burmese chopsticks as a gift;
4), before the opening of the first half of the "closed test", continuous improvement, upgrading.
2, carving master beef brisket dishes to let users scream
Business managers want to really create a product to let users scream, to start from the following two aspects
1), the demand to catch accurate. Meet user needs, and can poke the user's pain point, itch point or excitement
Pain point: what problems exist in the user, what problems urgently need to be solved
Itch point: the most can provoke the user's psychological changes in the thing
Excitement point: can bring stimulation to the user's aspect
2), the product to do the best
3, free is to better
For Internet companies, "free" is not really free, but to rely on free to attract users, the formation of word of mouth, and then charge through value-added services or other products. For example, the free tea, appetizers, chopsticks, rice, etc. of Eagle's Beef Brisket not only makes diners love Eagle's Beef Brisket more, but also makes its brand image y rooted in people's hearts.
Many of Google's businesses are also free, and these freebies have captured the market for Google, thus increasing its advertising business.
4, rapid iteration to improve the quality of dishes
Eagle Beef Brisket's menu has only 12 dishes and is updated every month, "If fans think a dish is not good, the dish will disappear from the menu"
The deciding factor in the process of constant and rapid iteration of the product is the user LeTV also established an organization for this purpose - user experience center, the task is to put the user feedback from these channels in a variety of issues listed in the priority, and then according to this information to constantly improve their products, quickly complete the update of their products.
Internet companies should launch their own products in a timely manner, and constantly collect user needs, according to the user's needs to constantly improve their products, so as to complete the rapid upgrading of products and realize the growth of enterprises.
5, do not earn the money of the customer, earn the money of the fans
Internet economy = fan economy
①, carving master brisket let the fans involved in the management of the business, carving master brisket dishes change to a certain extent by the fans to decide.
②. Eagle Brisket offers VIP privileges to its fans. Fans of Eagle's Brisket can get VIP status by following Eagle's Brisket's microblog to participate in the quiz.
Third, the marketing program, successful marketing from the momentum
1, borrowing popularity: the product and the star connected
Eagle brisket from Dai Long bought brisket cooking recipe, so as to accumulate a certain degree of popularity for the Eagle brisket. Dai Lung, the "God of Food", is the best actor among chefs, and is the prototype of Stephen Chow's "God of Food", as well as having starred in movies such as "The King of Comedy" and "Lucky Dragon", etc. The most important thing is that Dai Lung is a household name in the restaurant industry, and his popularity is very high.
A lot of people were invited to sample the food during the closed beta process. These stars will share their dining experience through Weibo. Meng also deliberately spent 1 million yuan to buy a very luxurious caravan and replaced every part of the interior with the logo of the carver's brisket. The car was used to transport celebrities to Eagle's Brisket to try out the food.
Reasons for associating the product with celebrities to build popularity:
1), Celebrities can have a major impact on groupies.
2), the star helps product visualization
2, seize the hot spot: hot spot marketing to enhance the popularity
Seize the hot spot: refers to the enterprise in time to seize the attention of the social news, events, and the star effect of the characters, etc., combined with the enterprise or the product in the dissemination of a certain height to carry out a series of related activities.
The use of hot marketing, usually the following four ways:
First, the use of regular hot marketing. Such as some predictable festivals, holidays, special times, seasons, events may trigger discussions.
Second, using unanticipated topics and events for hotspot marketing. Such as current news, entertainment lace, a certain style of language, nonsensical fun and so on.
Third, the use of consumer attention to hot marketing. For example, you can find the user needs through market research, and then make a series of judgments on the data, and then imported into the marketing activities, the use of consumer word-of-mouth marketing of the product.
Fourth, marketing with the help of celebrity effect. Such as in the Jingdong with the help of the "Men's Gang" in the clothing, successful clothing sales into the mass market and so on.
The first step is to find hotspots, screen hotspots, create hotspots.
The second step is to combine the product personality to fit the hotspot, catering to the needs of the public.
The third step is to choose the appropriate way of expression.
3, 10 million to play closed beta, play out the big traffic
Eagle Beef Brisket spent 10 million yuan before the opening of the closed beta for most of the year. During the closed beta period, Eagle Brisket invited a lot of people to come and try out the food, and these people who tried out the food were microbloggers or food personalities and celebrities.
The purpose of the closed beta test:
1) A meal is a system from appetizers to main dishes to desserts, and each dish does not exist separately. The process of the closed beta test is to find out the bugs in it and fix them, so as to play a good product optimization effect. At the same time, in the process of closed beta testing can also continue to improve and enhance their services.
2), play the purpose of publicity
3), the selection of suppliers
4), increase the sense of mystery, the appetite of diners high.
Sealed test in the marketing role of two kinds:
1), publicity and promotion, the general enterprise in the process of sealed test looking for people with appeal, these people in the process of sealed test will affect a large number of people around them, which is undoubtedly for the product listing played a publicity and promotion of the role of publicity and promotion than to spend a lot of money to do the effect of advertising is much better.
2), create a sense of mystery, the enterprise in the process of closed beta to create momentum, and the open date of the product on the market secret, which makes the user of the product is full of mystery, this sense of mystery will attract a lot of users.
To be successful, closed beta marketing needs to grasp the following basic principles, first of all, the invited users or customers must be influential, such as celebrities, industry elites, etc., the only way to play an accelerating role in the promotion of the product.
Secondly, we should be good at creating momentum, and in the process of closed beta testing, we should utilize the hotspots and other ways to create momentum in order to attract the interest of users or customers.
4, storytelling: carving the brisket without a thing without a story
Story marketing: refers to the enterprise to use the interpretation of the enterprise-related events, the characters legendary experience, historical and cultural stories or fabricated legend story, stimulate the interest of consumers and **** Ming, improve the consumer recognition of the brand's key attributes of the marketing and communication methods. By changing the content and mode of communication, storytelling communication is more likely to arouse the emotional ****sing of enterprises and consumers.
Don't tell stories for the sake of storytelling, but tell stories for the sake of effective communication. In storytelling, it is important to grasp a clear theme, and to increase the plot appropriately. In addition, the presentation of the story should not only be attractive enough, but should also match the brand's appeal. This can achieve the purpose of effective marketing.
Fourth, the operation of the best art: and faceted and grinding, unique restaurant jianghu
1, a combination of the advantages of the three modes of business, to achieve rapid development
2, eat carving master brisket is a kind of gastronomic adventure
3, carving master brisket is only to please the people who like their own
4, to create the sense of presence of the customer
5, the ad hoc CTO: the service is unique
5, ad hoc CTO: service is unique
5, ad hoc CTO: service is unique
V. Focus on turnover
1, carving master brisket does not open more than 300 square meters
First, if the restaurant is more than 300 square meters, the rhythm of the meal will be disrupted, the communication between the front hall and the back kitchen will be out of control, and can not be served to the customer in order.
Secondly, controlling the size can improve the operational efficiency of the restaurant, i.e. increase the turnover rate
2. Selecting customers: no children under 12 years old
There are no dishes specially designed for children in Eagle's Beef Brisket's menu; they will also be noisy and loud in the restaurant, affecting the other customers' meals.
3. Draw on the French meal sharing system to improve dining efficiency
4. Take the table turnover rate to the extreme
Table turnover rate: the average number of times each table is used in a restaurant in a day.
1), reduce customer waiting time. One of the things that most affects the turnover rate is the time it takes to serve food.
2) Refuse the "wine putty".
For restaurants, alcohol can bring a certain amount of profit, but at the same time will limit the turnover rate to a large extent.
3), the use of beautiful but uncomfortable stools in the store.
Six, branding
1, borrowing momentum: borrowing the God of Food Dai Long plastic brand
What are the ways to borrow momentum?
One is to borrow momentum from the company's brand. For a new brand, it seems very weak, but if there is a strong company behind the support, then the brand's assets may be greatly appreciated.
The second is to hot current events. Certain events have continuity and will continue to bring positive social impact, if the brand is directly linked to the event through naming or other means, then the social impact of each event, to a certain extent, is also for the brand to do promotion.
The third is to borrow momentum from famous people. The brand wants to grow quickly, get the help of famous people, the brand growth speed will be greatly accelerated. Here the famous people can be movie stars, can be dignitaries, but also can be the game people, animation people, and so on.
2, the brand should be able to trigger emotional **** Ming
Luo Yonghao's hammer cell phone, Vancl's emotional card, the crack of the emotional **** Ming.
3, do durian type brand
4, split the brain to find the blank spot
5, do the shopping mall in the "dugout" brand
7, O2O mode, through the online and offline sales brisket
1, less is more, 12 dishes to do the exquisite and perfect
2, the brand should be able to trigger the emotion **** song.
Less is more in the way of product design:
First, it is necessary to abandon things that have nothing to do with the main business. Many products are initially built based on a function, however, in the process of constantly building products, more features will be constantly added, because product builders believe that these features can help users solve more problems and provide a better experience. However, what users need most is a product that can meet their needs, not a product with many features, which is easy for users to dislike.
Second, discard the features that are not needed in the product.
2, microblogging marketing trigger consumer desire
To use microblogging to do a good job of marketing, you need to start from the following four aspects:
1), to win the trust of fans. Enterprises should constantly maintain interaction with fans, so that fans feel that you are sincere and enthusiastic. To often retweet and comment on fans' microblogging, and to help them in time when they encounter problems. This is how you can form a close relationship with your fans. When the enterprise releases marketing information, they are happy to retweet for you.
2), lower the threshold for participation in microblogging activities. Many fans are interested in the various activities organized by the business, but because of the complexity of the activities, resulting in a great reduction in the enthusiasm of the fans, which is quite unfavorable to improve the participation of fans. Microblogging is considered a communication tool with a human touch, so under the premise of guaranteeing the promotion effect, microblogging activities should be as simple and easy as possible. Lowering the threshold means that the cost of fan participation is minimized, thus ensuring a smooth campaign.
3) Use suspense to stimulate fans' interest. Creating suspense often attracts the attention of fans and their participation. In the preset suspense, first of all, we should be clear about what information fans are most interested in, and then after a certain skill to set up the suspense, so as to achieve a good marketing effect.
4), with prizes to stimulate the user's desire to buy. The use of real discounts is often effective in attracting fans, and prize promotions are one of the common ways.
3, the use of microblogging to maintain the old users
4, online and offline one can be branded
Business operators to do a good job of O2O, you need to start from the following three aspects.
First, ensure product quality. The quality of the product determines the life of the enterprise, is the quality assurance of the enterprise. Any brand to get everyone's favor, the most fundamental still have to look at the quality of the product. Good, hard, stable quality is the cornerstone of the product.
Secondly, improve the offline product service. the key point of O2O is that the platform attracts consumers through the online way, but the real service or product must be experienced by the consumers to go offline, which puts forward higher requirements for offline service. Most of the O2O mode enterprises pay little attention to the quality of offline service and only act as a bridge, which is not conducive to the formation of O2O mode. Therefore, enterprises should strive to improve their own services in order to form a good O2O closed loop.
Finally, to do a good job of online payment, O2O marketing mode can continue to be effective key link is the online prepaid. O2O not only has the online product display to bring a fast and smooth information experience, but also has a physical store offline to experience the product to bring the solid peace of mind.
The Theory of Degradation
The era of the first generation of Internet elite network entrepreneurship has passed, in today's era, entrepreneurship should be down-to-earth, rather than over-ambitious, and always towards high-end industries, because not everyone has the ability to start a successful business in high-end industries. Put energy into the low-end industry, and with the concept of mobile Internet to embrace the traditional industry, more likely to achieve entrepreneurial success.
Book Review:
From Aves Essential Oil, Beaver Nail, Xue Pan Kebabs, to Eagle Beef Brisket, I do admire Meng's ability as an entrepreneur. However, the book is logical and not tight, and several features of the brisket have been mentioned many times before and after.
The book has a lot of business success stories, but also some of the ideas in the creation of the carving master brisket, marketing gimmicks, and other dry goods, you can learn to read.
The real dining experience is published in the know-how: /question/20906120/answer/115727180?from=profile_answer_card/question/20906120/answer/115727180?from=profile_ answer_card What is the dining experience like at Carved Beef Brisket? - Answers from users - 知乎