There are many takeaway promotions that Anan has talked about in previous issues, and 2 of the most important ones are full reductions and discounts.
Consulting with the owner of a takeaway store that sells 5,000+ units a month, every time someone says that his business is good, he has an inexplicable heartache inside.
Daily busy, single volume is not a lot, but did not earn money. So when other people praise their home store business is good, only they know how hard it is, and they are embarrassed to say it to others.
This is a lot of bosses will encounter the situation, full reduction and discounts are also done, but no single volume, do not make money. Why is this situation?
The reason is that the store activity is single, only do the full reduction or discount, in addition to full reduction and discount strength do not know how to control.
Some people will ask me, full reduction and discounts at the same time set does not conflict? Only one of them will affect the volume of orders?
All activities, cooperate with each other in order to achieve the effect of "1 +1 > 2". The effect of the combination of full reduction and discount activities is to: increase the store's rate of entry, order rate; increase profits; avoid losing money. Today we will talk about how to play a good "full reduction + discount" this set of combinations.
One, how to use the full reduction
The three main effects of the full reduction activity are: to improve the conversion rate into the store, to improve the conversion rate of the order, to ensure that the profit. Now a lot of merchants who do not focus on full reduction, although the traffic is still okay, but will certainly lose a large part of the customer.
1. Enhance the conversion rate into the store
The concept of the conversion rate into the store and the conversion rate of the next order, the last issue has been explained, not to do too much explanation here.
The main role of the full reduction is to improve the conversion rate into the store, 80% of the customers are attracted into the store by the full reduction. Full reduction set the first gear is the most able to attract customers into the store, so it is called "diversion gear".
The attraction file is the use of large amount of full reduction to attract traffic, for example: under the same conditions, "full of 11 minus 10" than "full of 15 minus 3" in the store conversion rate. However, many customers have been numb to such a full reduction, because this will give customers a sense of being set up.
For example, a store set the first gear "full 10 minus 10", but his family's staple food in the 25 yuan or more, so that the early stage does attract a lot of customers, but to the customer's feeling of full reduction set is too obvious.
It would be better to change "10 off 10" to "23 off 10". The amount of discount does not change, 10 yuan discount, for the customer has been very powerful, for the business does not lose anything.
2. Enhance the conversion rate of the order
Some people will say, I set up a large amount of full reduction, but the conversion rate of the order is still very low. The main thing is that many merchants set the full reduction of false high.
For example: the store set up "full 30 minus 10", but the store staple food is generally about 15 yuan, customers sometimes point after the realization that they do not need to order a copy, can not eat so much, and pay more 5 dollars. Customers feel bad when they don't take advantage of the bargain, so they check out other places.
We might as well adjust the price of the entree to 25 yuan, and then change "full 30 minus 10" to "full 25 minus 10". Not only will we get the same price as before, but we'll also make our customers feel like they're getting a good deal and that the discounted price is within their expectations.
3. Smart price, improve profits
Now most of the takeaway merchants do full reduction, are used first price increase and then full reduction. But how much to go up? How to set the price?
General normal thinking is that we first price the dishes, and then set the full reduction amount, which often limits the strength of our full reduction. How about we use reverse thinking to design, first design the full reduction amount, and then pricing.
For example, if the cost of a dish is 15 yuan, the full reduction amount is 5 yuan, and the profit wants to be controlled at about 30%, then we should price it at about 30 yuan.
In the takeaway platform full reduction is usually about 70% off, which can attract customers, but also to ensure that they do not lose.
4. How to avoid malicious "woolgathering"
Often customers will seize the loophole of the full reduction, through the full reduction, the price is very low, resulting in a loss of money. For example, a "full 20 minus 10", the customer will just point to 20 yuan, so we do not make money.
To avoid malicious "woolgathering", there are 2 ways to use:
First, set the appropriate starting price. For example, a full reduction of 15 minus 5, we can set 20 to send. This increases the unit price, and we are guaranteed a profit.
Of course, this approach is not suitable for high-threshold full reduction, such as "full 30 minus 20", we can not set the starting price of 30, the starting price is too high, some customers will be scared, do not enter the store.
The second way is to use with discounts. Now many merchants store all set discounts, full reduction simply can not be used. Not that this approach is not useful, less effective.
Now you can use another approach, such as the following congee store, the owner of all the discounted goods in front of the full-reduced goods placed in the last; discounted goods and full-reduced goods discounted price difference is not great, discounted goods a little higher. Customers usually order food, even to the back to see full-reduced goods, but the price difference is not big, but also too lazy to put the hard work of choosing a good product to be eliminated.
Two, how to use the discount
Full reduction is to attract customers into the store's tools, discounts is to stimulate customers to order the magic weapon.
Discount settings are mainly divided into three types: ultra-low price attraction models, hot staple models, profit models.
Ultra-low price attraction paragraph, the general price is below 1 yuan, with ultra-low price goods to attract "wool party" woolgathering.
Super low-priced attraction paragraph goods are generally like grilled sausage, eggs and other snacks. In addition to setting a limit on the number of copies, such as "limit 2 copies". Also note clear single point is not delivered, to guide customers to point staple food. For example, in the picture below, you can also guide customers to collect the store to increase the store ranking.
The selection of hot models of goods, generally best-selling, and cost-effective staple food. Generally this kind of pop-up, the cost is relatively high, and the profit is relatively small.
In order to increase the unit price and profit, we can set a relatively high starting delivery threshold. For example, a roast pork rice discount price is 14.98 yuan, the starting delivery price can be set to 15 yuan, so that customers will have to go to the order.
Profit paragraph goods are generally a combination of meals, such as hot models of roast meat rice combination is "roast meat + rice", while the profit paragraph of roast meat rice is "roast meat + grilled sausage + egg + rice", the corresponding price of: 14.98 yuan and 20 yuan. By adding different complementary food combinations, the richness of the dish is enhanced, thus increasing the unit price of the dish and boosting profits.
Three, the final summary
Full reduction is mainly used to attract customers into the store, discounts are mainly used to stimulate customers to order. Both complement each other, each has its own advantages, cooperate with each other in order to achieve the effect of "1 +1 > 2". In this article, we talked about how to use discounts and discounts, want to know more detailed discounts, discounts skills, you can refer to previous articles.
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