Opening a restaurant, there is a very "incredible" phenomenon, so that countless restaurant owners headache brain, is obviously cheap food prices, but the customer is too expensive, resulting in not come to consume; on the contrary, some restaurant prices are obviously more expensive than their own, but let the customer feel cheap, so that continued to consume.

The reason for this phenomenon is not the customer against you, not you were "poor God possessed", but your restaurant did not bring consumers "cheap sense".

The so-called "sense of cheapness", that is, the customer in the psychological feeling that your meals are very cheap, and then be able to consume more quickly, and produce a good feeling.

Creating a "sense of cheapness" doesn't mean lowering the price, because sometimes even if you lower the price, you can't make customers feel cheap. "Cheap sense" comes from the customer's consumer psychology, so we can start from the following ideas to break the customer's psychological defense, so that customers feel that your products are very cheap.

1

Give the customer a "windfall"

When the customer feels "value for money", he will When the customer feels that "value for money", he will feel that your things are very cheap.

So, we have to bring the customer "unexpected benefits", that is, let the customer get more than expected consumer experience, so he will feel that your things are worthwhile.

Life kind of common, is to give away dishes, give away drinks, after-dinner lottery and other "extra gift" means, but to give customers unexpected gains, more should start from the process of dining experience.

Can add surprises in the dishes, such as a restaurant, steamed dumplings under the steamer, but also hidden gazpacho, so that customers are very happy;

Can also increase the added value of the dishes, such as the "vomit" of the milky buns, both to eat and play, increasing the customer's dining experience.

2

Menu price hints

Human beings most of the time is through the contrast to judge things, I believe that many people have such an experience: sitting in a slow car, if the side of the side of the car has a faster car passes by, there will be a moment to feel that they are sitting in the car in the backwards! ...... perception of the price is the same, we can do a good job by comparing the price hints and lining, can make customers feel more cost-effective.

As an example, a hot pot restaurant, the waiter often feedback that: "boss, many guests say, our family beef is expensive", this price can not be cheaper.

In fact, by adjusting the menu can be solved, the method is to add two more products on the menu, after the change is:

Ordinary fat beef 28 yuan, snowflake fat beef 35 yuan, extreme fat beef 40 yuan.

Results later found that no more guests reflect the beef expensive, and turnover has also improved, because the guests ordering, will not point the worst, but also less expensive point of the most expensive, so most of the people are pointing to the 35 yuan snowflake fat cow.

The following method is very suitable for kebabs, spicy hot such as by a lot of single product composed of dishes of the restaurant.

This is the menu of a barbecue restaurant in Beijing that has a daily queue, and at a glance it's all in single digits, so doesn't it give you the urge to let go and order whatever you want? Eating skewers, some beer, and then a shabu shabu ...... checkout look, per capita one hundred ......

Barbecue restaurant menu

What's going on? For one thing, as I said above, we looked at the cheap unconsciously more than a few strings; secondly, take a close look at the menu barbecue column, the price is basically the lower price of the dishes at the end of the head, the price of the high hidden in the middle, did not look at it, it is really very cheap.

Additionally, probably for the convenience of the customer (and facilitate more money) tissue box is also posted on the menu, with the one just slightly different, the store gross profit of high dishes, the boss are given to the red label ......

3

Shape the value

Or that, the customer feels expensive may not be because your product is not worth it, but you did not make him feel worth it. So we need to shape value for all our products.

1, even if it's a freebie, ultimately it's going to be free to the customer, but again, it's important to shape its value, to price it clearly, and not make the user guess how much it's worth.

If you do not shape, just a bunch of freebies on display, then the same for customers is worthless. For example, the opening of a new store to the store consumption can be free to taste 30 yuan worth of Haagen-Dazs ice cream ball. For example, takeout, booking is a free cup of sour plum soup worth 12 yuan.

2, discount promotion method, mark up the price, the division's famous limited time/limited number of promotions, is also a common tactic to shape the value and attract customers.

We are going to talk about how to make this common technique more effective.

First, let's explain the logic behind promotions. We go to the mall to see a table, the original price of 100 yuan, now 20% off for 80 yuan. If the business is marked 80 yuan, then our first impression of him is that the table is worth 80 yuan, and if the business is written "store redecoration, the original price of 100 yuan table, 20% off sale, only 3 left! This gives people a completely different feeling, we may not be so anxious to buy the table, but because we feel that we have made 20 dollars, we will rush to buy home.

Note that this contains three key points: division, limited time/limited quantity, and special offer; how are these words interpreted? Chen Yong, founder of Six Elements, explains it this way:

1. The teacher has a name:

Customers need a reason for the offer, or else they can't explain why the good goods should be discounted, and the customers will be worried that this batch of discounted goods is not the second-best or last-best goods before the price is lowered, so it is necessary to do the activities of the teacher has a name.

How to make a name for yourself:

Anniversary, awards, weekly/monthly sales to reach a new high, customer referrals to reach a new high, etc., which sales, referrals to reach a new high than the anniversary of the award to promote the role of the customer order is greater, because the sales volume is a good endorsement, the subtext is that everyone is buying me, you do not hurry to order.

2. Preferential activities:

Taking advantage of the cheap is human nature or just need, two identical stores, goods are almost the same, one hanging outside an anniversary store celebration, one does not, you know you will go to which store.

How to do preferential activities:

The most superficial understanding of the preferential is to reduce the price, discount, send additional products, in fact, the package, reserved front row seats, reserved places are also preferential, there are more forms, we can recall their own in other merchants that experience.

3. Limited time/limited quantity:

Doing activities must be limited time/limited quantity, or else the purpose of trying to get customers to order will be difficult to achieve, because if it is not limited time/limited quantity, it means that this offer is long-term.

The customer has no reason to order now if the offer is long-term. Just like why many people don't sleep in the zero morning of double 11, rush to order, because only double 11 have this kind of discount, in addition, if you don't take advantage of the zero order, there will be no goods, so people buy buy buy buy, and then will also send a circle of friends to bask in the sun.

How to limit the time/limit:

The purpose of the limited time is to create a sense of urgency, so be sure to control, the duration of the activity needs to be taken into account the customer's decision-making cycle for the purchase of this type of goods as well as the price of the customer unit, it is not recommended that an activity to last a few weeks, the preferential activities for a long time, the customer will be indifferent to the cut-off date must be from the start of the activity time is short, if possible, the cut-off date must be from the start of the activity time is short. The deadline must be short from the start of the event, if possible, play a limited time spike is also possible.

4

Picture Suggestion Method

This is the menu of Salia, a Japanese Italian restaurant, which was recommended to me by a friend because it was "delicious and inexpensive".

In fact, in the peer group, a grilled rice is $16, pizza is about $20, it is very cheap, but their menu still does not spare your senses, everywhere highlights their own affordable, how can I say?

Looking at the pictures of their dishes, you'll notice that the plates are full of food, which visually gives people a feeling of "very large portions", which makes it easier for people to feel that it's "cheap".

In reality, the plate is not as big as it seems when you look at the menu. But because it's cheaper, we're tempted to order more, so you'll be able to eat as much as you want at Salia's, and there's no strong contrast between the "buyer's show" and the "seller's show" to make people question the portion sizes, which is something that many of us have been doing for years now. This is something that a lot of "reduce portion size to keep the price down" businesses don't do.

Looking at the picture of Salia's drink, "One drink, one person only, $8". I'm sure we can all see the point of this, that is, if you drink a drink in the store, you can get a free refill for $8 per person.

With the price of the main menu above, you can also "drink" you do not feel that one person 8 yuan how expensive;

In addition, in this small picture, the store but put 12 cups of drinks, on the one hand, highlighting the store drinks category, on the other hand, is to imply that the customer, this 8 yuan can be drunk! It's definitely worth it.

And after personal experience, even in summer, a meal down, basically a person can only drink 1-2 cups, more 3-4 cups, less than one-third of the cups on the map. These drinks and basically brewed drinks, which is the profit, I believe you bosses know better than me.

5

Reducing customer "payment pain"

Customers in the payment, is the most sensitive to the price of the time, if at this time they feel that the price is expensive, then you will certainly be The price is very high, and the price is very high, and the price is very high. Therefore, the restaurant can use some means to reduce the customer's "payment pain".

The so-called "payment of pain", that is, you can feel a kind of "pain" when you spend money, the vernacular a little bit is to spend money to make your heart ache.

We can use some means to divert the attention of customers in the money, or so that they do not feel the money to spend more, in order to reduce the customer's "payment pain".

For example, after the checkout through the gift, to divert the attention of customers in the money; and then for example, the price of many dishes, the back of the 80 cents or 90 cents of the zero, the purpose is to let the customer do not feel that the money spent more.

Additionally, the use of mobile payment means, compared with cash payment can reduce the customer's payment pain, because you can not see the real money.

6

Flexible use of "psychological hints"

We receive external hints all the time in our lives, such as TV commercials on the shopping psychology of the hints, for example, before reading a book. If you know in advance that it is written by your favorite author, you will be more attentive to it.

Psychological suggestion is the most common psychological phenomenon in people's daily lives, anyone will be more or less affected by psychological suggestion, so the restaurant can also make full use of psychological suggestion, to bring customers a "cheap" psychological suggestion.

Psychological hints can be carried out from two aspects, one is their own price is low, the second is the value of the product is high.

In the aspect of low price, you can through the menu, leaflets, business cards, and even wallpaper labeled "civilian price" "more affordable" and other words, but also through an advertising slogan, such as "Mass consumption aristocratic", to repeatedly emphasize that their dishes are very cheap, so as to give customers a "cheap" psychological implication.

Similarly, restaurants can repeatedly emphasize the high value of their products, so that customers feel that the value for money. You can start from the advantages of ingredients, you can start from the cooking method, you can directly speak with their own great achievements, in short, it is necessary to constantly tell customers: our products are very good.

"Affordable" is always the first demand of consumers, food and beverage stores if you can not bring consumers a "sense of cheapness", will not be able to long continue to get profit.