Now, all walks of life are talking about "value"!
No, it can't be said that it is now. Since ancient times, people have never allowed worthless things to exist.
the catering industry is no exception!
Diners must understand the two essences of restaurant business, one is flow and the other is business model, or profit model.
Traffic is customers, and business model is a model to turn customers into profits.
The first button of business model is "value". To start a business and open a restaurant, we must first understand this "value". A restaurant without value will not last long.
On the other hand, as long as the first button is buckled correctly and the value orientation is fixed, the remaining buttons are not wrong. If the profit model is perfect, the whole restaurant will live.
what is value orientation?
Is it the meaning and function of our restaurant? Quenching thirst? Lyrical? Decompressed? Emotional? Business? Leisure? Making friends ... These are all values, depending on how we position "value".
A few days ago, an entrepreneur in Chongqing wanted to build a small noodle restaurant. I said you should first make a good positioning.
He was very surprised. "What is positioning?"
it doesn't matter if I say I don't know the positioning, at least you should know the existence value of your small noodle restaurant, which is called "value positioning"!
Similar cases are not uncommon. Many entrepreneurs only know how to open a restaurant and don't know the value of going to this restaurant. This is a very dangerous behavior. Before opening a restaurant, ask yourself what the value of this restaurant is, and the direction will be much clearer.
After understanding this, the Chongqing entrepreneur said: It's just a small noodle restaurant, which is cheap, affordable and full of food, and can't play any tricks.
This is also a kind of value orientation, but this value orientation is too general, inaccurate, and there is no differentiation. Small noodle restaurants in Chongqing streets and alleys have this value. If you want to survive, you should rely on luck!
Value orientation is very important and necessary. It is a compulsory course for catering people to understand value orientation.
Value positioning is divided into three steps: customer segmentation, demand mining and value proposition.
customer segmentation
now that catering is being done, customers must be segmented, trying to catch them all and make everyone's money, which is an idiotic dream.
Now the market is more and more subdivided, and the dishes are more and more focused. Sichuanese eat spicy food, while Hunan people eat spicy food. If you use spicy Sichuan food to please Hunan people who don't eat pepper, it's mostly self-defeating.
In the past, there was a market for cooking Sichuan-Hunan fusion food, but now there is another Sichuan-Hunan fusion restaurant, that is, running on the road to death.
Zhang San likes to eat western food, and Li Si likes to eat hot pot. If you want to open a western hot pot to catch all the customers, the result must be that all three parties are involved.
People who eat Sichuan cuisine have the characteristics of eating Sichuan cuisine, while those who eat Hunan cuisine have the characteristics of eating Hunan cuisine. Zhang San has his own group, and Li Si also has his own customer group characteristics.
catering people should understand this objective existence, subdivide customers one by one, and select customer groups to understand the service targets, thus laying the foundation for positioning.
Wenheyou in Changsha is definitely a super online celebrity store. Ma Yun visits us at home, but not everyone knows that red is red and fire is fire. Even local people in Changsha still ignore Wenheyou. Why? Not the target customer, Wen Heyou will not please.
In 2111, Wenbin set up a chain store in Pozi Street, Changsha. Although the business was enviable, Wenbin, who had brand awareness, began to subdivide customers early. What kind of customers should he serve? Finally, focus on the young people after 81 s and 91 s.
self-consumption of post-81s and post-91s is the main force of the whole catering industry, with strong consumption capacity and high frequency. The key point is that this target group does not simply satisfy the level of satiety and thirst quenching, and its demand is diversified, which has risen to various value demands.
please note that this customer segmentation has characteristics: large base, strong consumption power, high frequency and diversified value demand. Wenheyou has made full use of the characteristics of customer groups in mining demand and value proposition.
customer segmentation is the only initiative that the market gives to diners. After using it, if you want to repent, you have to start all over again.
demand mining
each customer segment has its own characteristics, such as the pursuit of cost performance, feelings, leisure experience, culture, business or social interaction.
a bowl of Chongqing noodles is cheap, affordable and full-filled, which is the demand point of most consumers. Small noodle restaurants in streets and alleys also have this function. If you want to do better business, you have to be cheaper, more affordable and have more weight! Obviously, this is an infinite loop. The more you pursue it, the faster it will close down. However, it's different when you meet a small noodle. Besides being cheap, affordable and full of food, it also digs out new demand points of its customers, such as cleanliness, convenience, exquisiteness, decency and literary style, and its advertising slogan "Doing a little thing well can change the world"!
The demand of any customer group must be diverse. The demand for food is the core point of catering, but the demand based on the core point is the catalyst of profit model.
If Wen Heyou only focuses on taste and skill, he can't become a super symbol, but at most he will become the king of taste in an alley. When he walks out of that alley, guests will doubt whether the taste is authentic. However, Wen Heyou's demand has gone beyond the depth of ordinary restaurants. The post-81 s and post-91 s customers not only pursue the function of food itself, but also pursue socialization, leisure, individuality and culture!
Few people go to Pozi Street just to fill their stomachs. There are many shops to fill their stomachs, and the taste is not too bad. But the demand is very different when they taste food for leisure and for socializing.
I don't go to A's shop to eat, not because their taste is not good, but because I can't meet the leisure needs!
You must go to Wenheyou, and you have already ignored its taste. It doesn't matter whether it's delicious or not. What's important is that the old Changsha street culture it presents is exactly what customers need.
Value proposition
Value positioning is a kind of value proposition after all. This proposition should be powerful, able to occupy customers' minds and have you in customers' classified accounts.
I once served in a Chinese restaurant, with the slogan "Great Jiangnan North is delicious", focusing on business dinners. The value proposition is that "business banquets don't need to be laborious, and there are delicious things in the north and south"!
this Chinese restaurant has all kinds of delicious food, regardless of cuisine or local characteristics.
However, this is just a slogan, just a slogan, aiming to embody its value proposition, "Do a good business banquet and eat this piece and we will solve it"!
wenheyou's vision is "to be a Disney in the catering industry", taking the restoration of local market culture as its value proposition, and integrating the value needs of the city, merchants and customers to create a "super wenheyou".
Wenheyou can't and can't be copied, but at least let the catering people understand that well-made catering brands have their own value propositions.
Undoubtedly, value orientation is the first button of a restaurant's business model. If you button the first button well, you can't go wrong with the second and third buttons. In catering, learn to ask three questions: Who are your customers? What are the needs you are digging for? What value proposition did you put forward? At least make sure we don't buckle the first button of the business model wrong.