Design and Management of Halls

Chapter I Personalized Consumption; The Source of the Rise of Theme Restaurants

Section I. Analysis of the Connotation of Theme Restaurants

With the development of the society, it is more and more difficult for customers to grasp the mind. In the fifties and sixties, ten customers had only one voice, and in the nineties, one customer had ten different voices. Personalization, diversification of consumer trends so that everyone wants to show their unique personality and taste through products or services. Therefore, for restaurants, the ultimate battlefield of their business activities should be the customer's mind, with personalized products or services to approach and cater to customers. And the emergence of theme restaurants, is to cater to the increasingly changing customer demand for food and beverage consumption, it is customized, personalized, distinctive products and services to move the restaurant selected by the many God played a great charm.

1 theme of the restaurant's connotation of the analysis

Generally regarded as the theme of the restaurant is through a series of around one or more historical or other attraction mark, to provide customers with food and drink needs of the basic place. Its most important feature is to give the general restaurant to some kind of theme, around the established theme to create the business atmosphere of the restaurant. All the products, services, colors, shapes and activities in the restaurant serve the theme. So that the theme becomes easy for customers to recognize the characteristics of the restaurant and the stimulus to produce consumption.

In short, the theme is the title. A theme is 'a recurring theme or a variety of variations constructed on that theme'; a time, a place, a state of mind can evolve into a detailed, memorable and escapist themed environment.

The relationship between a theme restaurant and a specialty restaurant; a theme restaurant must be a specialty restaurant, but a specialty restaurant is not necessarily a theme restaurant.

2 the essence of the theme restaurant

The essence of the theme restaurant is the difference and culture

Theme restaurant's advantage lies in the emphasis on the difference-standardization based on the differentiation, that is, the restaurant in the fierce competition, through the shaping of a distinctive image, so that their own products and services are differentiated from their competitors, better than their own competitors, which in turn makes customers favor their own products and services. This difference should be comprehensive for the restaurant, including not only the dishes and pastries, tables and chairs and plates and other type of de difference, but also includes the smile service individual care of the intangible differences, including not only the amount of facilities and equipment, superiority and inferiority, new and old and other material attributes of the difference, but also includes advertising and promotion, marketing planning and other sales environment of the difference. Therefore, for the theme restaurant, the focus of business should be placed on standardization above the differentiation, should strive to seek a variety of different differences - theme. Restaurants in the market segmentation, the restaurant should not be greedy for the whole because of the strange consumer demand to be met by a variety of distinctive restaurants. The larger the market positioning, the more difficult to form a theme, the more difficult to have a stable and fixed customer groups. Restaurants should realize that the market this fast cake is not the restaurant can eat alone to make clear their share of the piece, and to ensure that this piece can get their hands on, but also to hold steady.

It is worth mentioning that once a restaurant forms

a certain type of theme, it is not absolute exclusion of other sources. Just stepped into the well-off society of China, the demand for the theme is not so obsessive and meticulous, especially a certain scale of the theme of the restaurant, should be a live a few stores to attract the theme of the main source of customers, at the same time appropriate penetration into the expansion of a number of other market segments.

The essence of the theme restaurant is culture; the theme itself is not high and low, the essence of the theme is culture. Cultural elegance and vulgar, cultural new and old. The culture of the Chinese and Western, and the theme of the attraction and the price of the product has nothing to do with the key lies in the uniqueness of the culture, uniqueness and counterpart.

(1) professional cultural needs.

The so-called specialization on the requirements of the theme itself is the cultural connotation and process technology requirements. Really make the theme popular not just dishes, but from dishes to, atmosphere to service are centered around a carefully selected theme. Experts point out that the theme restaurant is not to eat about eating, but around a theme, operating a culture. With a certain color of cultural salon color, have the same interest, cultivation of people will often meet in a theme bar, the so-called taste diversion. This requires the theme bar has a strong professional color.

(2) image of the cultural requirements

Theme restaurant's image is the atmosphere, the atmosphere of this service output is reflected in the personnel. A successful theme restaurant, from the manager to the service staff must love and familiar with their own theme. Another is its own image, that is, from a cultural point of view, can give consumers how much real feeling. Theme restaurants throughout the layout of the layout, music selection service design and so on. All is an art. Contact with the theme of the two essential characteristics of the restaurant, the restaurant in the creation of the theme, must reflect a certain difference and relative cultural, which is the real meaning of the theme of vitality. The essence of survival is the difference, the road to development is cultural.