The owner of a Japanese restaurant called "Eat All", Rokuro Yamada, ran into trouble soon after opening, when hundreds of employees went on strike. The media reported the incident, and Yamada's business was almost in a state of desperation.　　　This ludicrous and inexplicable move not only aroused the curiosity of customers and changed their perceptions, but also attracted a lot of coverage by the news agencies, and immediately became a hot news story in Osaka City, which led to a boom in business.　　Yamada realized the benefits of "advertising". But he didn't want to spend money. How could he advertise without spending money? One day, he rented a dozen cows, dressed them in red and green clothes with the name of the store written on them, and loaded their backs with onions, peppers, potatoes, chickens, ducks, fish and other raw materials, and led them by himself, leading the cows and waving them through the streets of Osaka. Thousands of citizens and pedestrians were attracted by this unique "propaganda" and stopped to watch, and the media once again sensationalized the event.　　According to the newspaper's statistics, Rokuro Yamada had to pay at least 10 million yen in advertising costs for the number of words that appeared in the two articles on "Eat All Meals". This amount was one-seventh of his first year's revenue. In the fourth year, the restaurant became the No. 1 restaurant in Osaka, with sales of 1.8 billion yen.　　"Thinking backwards" is "reverse thinking". It requires people to break the routine, think out of the box, think things in reverse, surprise and attack, so that the enterprise can get rid of the crisis and realize transcendence.　　Many of our catering enterprises are keen to publish advertising in the media but the effect is not good, the reasons are three: First, catering is a special product, is the unity of the color, smell and taste, do the print ads such as newspapers and magazines, inappropriate; do the TV ads intuitive, but so a wobbly past, can not see what really. Secondly, it is not ideal to do the advertisement of dishes; to do the overall image of the hotel advertisement that is, the brand advertisement of our hotel brand has not really formed. Even the "Quanjude" and "dog indifferent", from the world-famous brand there is still a gap. Third, can never be ignored is that catering is a special product, it and department stores, home appliances are not the same, if you advertise out, really come to more customers, you really can not cope.　　Therefore, we see that foreign food rarely advertise in the media. Rather, it really combines the characteristics of the catering industry, cleverly do "catering advertising".　　First, the clever use of "signs". Such as "vertical" signboards, than the door and the signboard in front of the door to attract customers, Coca-Cola in the highway on both sides of the cover is also similar to the product of the cylindrical specialized stores, very eye-catching. Again, such as "characters, animals" signs, such as KFC front "kind uncle", because the image is clear and greatly attract people's attention. Others, such as "neon", light box signs, "hanging, wall-mounted" signs, etc., as long as the design is right, the advertising effect will be very good.　　Second, the clever use of "storefront advertising". Adopt a unified font, use a unified color, design a unified pattern, make some advertising materials, can highlight and deepen the image of the restaurant. In addition, the beautiful food advertising paintings will stimulate people's nerves, stimulate people's appetite.　　Third, the use of "food advertising". The display of food itself is a very effective form of marketing. It uses the visual effect, mobilizes people's other sense organs, can stimulate the customer's desire to buy, attract guests into the restaurant and stimulate guests to order additional food.