Part I
Nowadays, the catering industry is cross-covered by many online platforms. At the same time, with the popularity of the mobile Internet, the trend of de-platforming and de-centralization is becoming clearer and clearer, and many catering companies and new entrepreneurs are also bravely touching the network, wanting to rely on the O2O model of catering, the most direct form of landing is the takeaway business.
So, how in the world can the takeaway business make a splash?
Keeping customer centricity
Lao Han has always believed that whether it is sales or marketing, not user-centered are rogues. China's lack of centennial enterprises, a big reason is that there is no brand concept. For the catering takeaway, the business only focuses on the results of the takeaway without realizing that it should be a process, from obtaining information about the business to ordering and consuming, waiting for the delivery to the final consumer feedback process, which is by no means the delivery of a bottle of Coke can make up for.
This is the opportunity to build a relationship between the business and the consumer, but it is ignored, not fundamentally valued and maintained the concept of customer base, just for the sake of a takeaway and takeaway.
Regional positioning
Most catering practitioners will have such a concept, that is, they hope that they can capture all the consumers, but this is impossible, the consumer groups are different, the big and comprehensive positioning will only be lost, the cost increases but it is difficult to form a word of mouth. Precise positioning of the region is the first potential customer base positioning (occupation as the first consideration), and then according to the positioning of the development of your products, prices, packaging and so on.
As the boss (premise), must understand not what you have to do, but what others need what you have to have, which is the most likely to succeed!
Digging deep into the customer pain points
The catering industry is just need, but this does not mean that consumers do not have a pain point, faster and better + relationship is the catering consumer pain points. Some people say you this is not nonsense? That try to ask more, fast, good, save these points basically want to do can easily do, that for takeaway in addition to the current stage of subsidies to guide the consumer factors, to determine the success or failure is your fast + relationship. And under the breakdown, each consumer group on the more, fast, good, save + relationship of these words focus is not the same.
Therefore, do not just focus on the hands and feet to take those orders, the key is to do like a snake, seize the pain points of your customers, and then make systematic, targeted adjustments, what is missing to fill what! In this way, you do not have to hand in hand, the customer will not run.
Enhance the quality of the team
Takeaway is different from the traditional consumption in the store, the merchants and the users of the lack of reality exchange, not to mention the service link. Once a problem occurs, it is difficult for both sides to control, and the brand that has been formed with great difficulty is likely to be overturned. This requires that our practitioners must improve their personal qualities to ensure the ultimate product, especially in terms of quality, hygiene, packaging and so on. And delivery personnel as a sense of terminal in charge, because they can and consumers direct contact, then can use the short delivery time to establish a good relationship, this is very critical.
A lot of details are the key to the team embodiment, and what you have to do is to be different in the details, so that consumers have fun, touched, dandy, surprise and so on feeling, give them a reason to help you spread the propaganda it.
Build brand culture
The domestic food and beverage industry turned out to be in fact not too much attention to brand culture, and it can even be said that a lot of the industry is so. Therefore, a hundred years of business is really not much. But the old Han to say is that the objective conditions are changing, the industry is serving people, today's consumer psychology and consumption habits are no longer satisfied simply to just need to consume, they need cultural accompaniment and maintenance, more need to the value of the brand. For the catering people, the need for their own brand packaging, of course, the packaging here is not false nor a big fool, but to find a culture or a story, and their own brand perfect fit.
The smart businessman to guide consumers to spend, to realize that the sensibility of consumption is no longer impulsive consumption so simple, it has become reasonable, justified, the need for the concept of consumption. And this sensibility is by no means limited to your products, more often than not is the culture, is the power of the brand!
Part II
Macro operation strategy
First, to improve the ranking of the store on the platform
Dining o2o has basically matured after more than a year's baptism, and the third-party platform pattern of takeaways and mode is basically determined. The third-party platform is a way for catering merchants to increase their profits. Third-party platform is one of the important ways to improve the profit of catering merchants, and the sales of the merchant store in the third-party platform is the basis of the entire operating system, the most important factor in determining the sales is the store's ranking on the platform, the following is mainly from how to improve the store's rankings as a starting point to talk about the specific operational ideas. (There are many categories of platforms, the following is only the default ranking)
1, the system automatically ranked (can not be manually intervened)
Each takeaway platform has its own ranking rules, specifically the following elements: the most recent period of time (generally 5 to 7 days) of the whether it is a merchant, the sales volume (or sales growth rate), the strength of the activity, customer Evaluation, timely order rate, delivery time, customer complaints, and so on. It is a comprehensive indicator.
That is to say, the smoother the process from order taking, meal delivery, delivery, customer evaluation, the more the system is ranked.
2, artificial intervention ranking (now artificial intervention ranking behavior has been very little)
Third-party takeaway platforms will have some artificial intervention ranking, the specific by the platform side of the regional responsible for the operation.
Take Meituan Takeout as an example, Meituan Takeout's top 12 is adjusted by the regional responsible person, they adjust the principle of basically one: according to the platform merchant's category attributes to adjust, and then find out the category to do a merchant in the front. For example, there are Chinese food, Western food, Korean food, Japanese food, specialties, fruits and so on on Meituan Takeaway. Japanese food, specialties, fruits, etc., they will identify merchants from these categories (which they call head) in the front.
Of course from a PR perspective, there's also a lot of leeway if the relationship with the regional head is handled well, which is their purview.
3, the platform to promote the payment model
Now each platform after the burning money after the war are looking for their own mode of profitability, the merchants charge a service fee to provide value-added services, paid promotion is undoubtedly one of the most direct way.
Mito, hungry now in addition to the platform fee has been experimenting with paid rankings
Second, multi-platform operation
deep and detailed operation points (roughly speaking)
1, pay attention to increase the collection of users
user collection store Later, in the user later ordering collection store will always be in the forefront, can be through the collection of gifts or collection of special offers and other means to attract users to collect the store.
2, actively participate in the activities of the platform, optimize the various processes, reduce the number of bad reviews and returns, improve the level of service and user experience
3, optimize the cell phone store experience
Most of the platforms are now in the cell phone client to order before the preferential activities, so the cell phone client experience It is especially important.
4, appropriate increase in business hours
5, enrich the number of products, adjust the product structure
6, network marketing and promotion, the establishment of a fan base
Food forums, microblogging, micro letter and other new media promotion to encourage fans to share food, and the formation of interaction with the user, the establishment of a secondary communication feedback mechanism. communication and feedback mechanism, the formation of secondary communication and word-of-mouth communication.
7, offline promotion and marketing
Offline distribution of flyers is the most basic means, the general conversion rate of about four out of a thousand, which is the result of the statistics of the insiders of the Mission. You can also hold regular fan meetings, tastings and other activities to increase user stickiness and word-of-mouth communication.
8, you can set up a pop-up every day, through the attraction of pop-ups to customers can be diverted to other more profitable dishes to improve sales and turnover.
9, can do some articles on the dish settings, such as setting up beauty packages, goddess packages, anti haze packages, etc., so that customers can more directly feel the efficacy of the dish benefits. Can also tell the story behind each dish and so on
10, the understanding of competitors, analyze, draw on is also very important.
11, brush single is the o2o industry's unspoken rules, but now the various platforms on the brush single behavior check particularly strict, do not use.
Part III
Abstract: Now, whether it is a large, medium or small city, takeout is very popular. Generally, takeaways rely on flyers to publicize, and then through word-of-mouth marketing to achieve the purpose of receiving more and more orders. And now the development of the network and cell phones, more and more restaurants are beginning to provide takeaway services. So how should takeaway businessmen publicize? How to do the most effective fast food takeaway marketing program? Fast food takeaway management to pay attention to what?
Fast food takeaway management methods
First, fast food store size:
Takeaway fast food store area of about one hundred square meters, about ten employees (can be assigned out of the specialized delivery personnel), there are more than three chefs. There is broadband, support for Internet access, there is a specialized skilled use of computer personnel.
Second, the takeaway publicity advertising slogan: do not leave home, enjoy the delicious.
Third, the publicity content:
1, the classic takeaway items: breakfast, lunch, dinner.
2, special takeout items: late-night snacks special, party special, holiday special, birthday special
3, distinguished additional items: can hire party special chef and related food and food utensils, to assist in the preparation of the party meal
Fourth, publicity:
1, facing the crowd:
2, publicity places:
3, the specific form: (two days of activity time)
① Distribution of flyers:
① Distribute flyers will be printed flyers allocated to the hands of the staff by the staff to be distributed to the hands of individuals. The first step is to distribute the flyers to the staff and then distribute them to individuals. The staff set up a unit group, dormitory group, outdoor group. Among them, the unit group sent to the office, the dormitory group sent to the dormitory, the outdoor group sent to the hands of individuals.
② Posters: posted to the bulletin board and can be posted on the wall of the advertisement.
③ Sample display:During the distribution of flyers to the units, display the content of the printed picture version of the recipe and leave business cards.
④ Network platform:Publish the restaurant information on the intranet of the North College and the regional takeaway network, and provide preferential policies at the right time. (This promotional tool is for long-term use)
⑤ Questionnaires: Distribute questionnaires by the staff on campus and in the units, and give those who return the questionnaires a two-dollar voucher.
⑥ membership card: set up an activity point on campus and apply for a membership card while handing out flyers, which is filed in the computer.
V. Publicity Requirements:
① Funds: printing flyers, questionnaires costs, hiring staff costs, the use of the Internet platform costs, the cost of making menus, printing business cards costs, the cost of making vouchers, the cost of making posters.
② Venue: Rent the school premises to set up the activity point.
③ Personnel: assign five shopkeepers, hire three staff. Distribute leaflets group five people, posters and questionnaires one person, two people at the activity point.
④ items: prepare three tables, two chairs, a computer, three out of the car to buy, umbrellas, fast food restaurant seal.
Six, the publicity of the pre-preparation matters:
① the production of the contents of the text:
1) the content of the flyer:
a, the name of the fast-food restaurant; b, the advertisement slogan (large size words); c, fast-food restaurant introduction;
d, the characteristics of the menu and service items;
e, preferential activities;
f, website;g, member discount (20% off);
2) questionnaires:
3) posters:
4) dishes to organize and menus:
4) dish organization and menus:
4) dish organization and menu: printing of specialties sorted out in the picture information, menu Another production:
5) network information:
6) membership card:
7) vouchers:
② utilization of network platforms and applications:
③ site application: apply for the use of the site to the school and the unit, the activities before the start of the The tables, chairs, computers and other equipment moved to the venue (in the event of light rain and other emergencies using umbrellas).
Fast food takeaway management method
1, fast food varieties of choice
A kind of only one type of fast food varieties, either business rice, either business noodles, either business pasta; the other is the operation of a certain type of fast food varieties as the main part of some of the other two kinds of varieties as a supplement. All of the varieties add up to about 20 kinds is enough. If a fast food restaurant operating meals or noodles, while operating several soup dishes and provide some free side dishes.
2, fast food restaurant positioning and location
Fast food has always been convenient, fast, good value for money as the main characteristics of the public as the main object of service, so the positioning of any Chinese fast food must be popular, low-grade. Chinese fast food in addition to the variety of mass, its price is also mostly set at about 5 yuan. The location should be chosen in factories, office buildings, commercial areas, schools and other nearby working class or students concentrated, as well as stations, docks, traffic and other mobile population, so as to ensure that there are sufficient sources of customers.
3, the size of the fast-food restaurant and decoration
A fast-food restaurant should be decorated with a simple tone, bright colors, giving customers a sense of ease and pleasure; store tables and chairs can be used in Western fast-food restaurant card tables and chairs, so that both the sense of the times, but also limit the use of the store's limited space; the kitchen should be as much as possible to use stainless steel Kitchen should also try to use stainless steel and other materials made of kitchenware facilities, to give customers a clean and healthy impression.
4, fast food restaurant business management
Choose a good fast food varieties, choose a good fast food restaurant location, get a good fast food restaurant decoration and installation of fast food restaurant facilities, and then you find a few cooks and cooks to do the kitchen, find a few waitresses to do the front hall, so that they do their job every day, and finally, of course, is the boss to personally collect money. There are some considerations in business management. Cooks, waiters, the action must be skillful and fast, in order to meet the customers come to eat, eat and leave the demand. Fast food restaurant staff should be clear division of labor, but also to cooperate with each other, so as to achieve the overall effect of fast. Takeaway fast food store store, tables and chairs, tableware, kitchen utensils, etc. should be diligently cleaned, the staff should also pay attention to personal hygiene, in short, to maintain a clean and comfortable fast food store at all times the image