Why is there no business for good food?
11. There is never a unified standard for "delicious".
Delicious is never a definite concept, because the standards for judging food by Chinese people have been changing.
In the past, people used to judge the taste mainly by salty flavor. Now, with the development of seasoning industry, more flavor types have been developed, which also affects the taste of the public. From chicken essence monosodium glutamate to various seafood oyster sauce, fresh flavor has gradually occupied the mainstream and become the basic standard for taste evaluation.
In addition, the local differences in diet also make it difficult for people to have a unified standard in judging delicious food. Yunnan, Guizhou, Sichuan and Hunan are generally fond of spicy food, while the water towns in the south of the Yangtze River have created the light eating habits of southerners. Sweet in the south and salty in the north have always been the main watershed of taste in the north and south, so the dispute over salty and sweet zongzi has never stopped.
for example, because of the differences in the origin of raw materials, there are different kinds of peppers in different places, and the spicy taste is also divided into three or six. At the same time, hemp flavor is also evolving, and green pepper and pepper have also become the key to category segmentation. With the differentiation of categories and the evolution of taste buds, a variety of colorful spicy and coquettish hemp have been derived.
In addition, taste is a very private thing, and families at the same table will show different taste preferences. The same person will show different preferences at different times.
Things that were delicious five years ago will gradually lose their flavor as their taste buds evolve; The taste memory that almost disappeared ten years ago, with the flow of time and memory, may exude charming attraction again.
In a word, the delicious taste is a very subjective and abstract thing, and it is difficult to standardize and quantify it.
12, it is "eat well" rather than "delicious"
We see that many brands attack the city by products, seemingly winning users with "delicious strategy". In fact, they conquer customers with "eat well" rather than "delicious".
through the understanding of "eating well", it is not difficult to find that the ultimate service of Haidilao, the hairy belly technology of Banu and the explosive product development of Xibei are all trying to make customers "eat well", and satisfying customers is exactly the foundation of catering.
Delicious is the cause, and eating well is the fruit. If there is a universally applicable standard to satisfy customers, it must be "eating well" rather than "delicious".
if delicious food is the obsession and pursuit of catering people, then eating well is the customer acquisition strategy of catering stores. To correctly understand the strategy of "eating well", we have to understand it from the following aspects:
1. Good taste
Eating well is not the opposite of eating well, and eating well is still the core standard of eating well. The difference is that this delicious food is not to cater to the public's taste, but to make a minority taste and meet the taste needs of a small wave of core customers.
for example, hot and sour powder, the core customer group is young women, and their taste appeal is to seek excitement, so the sour taste and spicy taste should be highlighted, and the powder should be chewy and chewy, so that the delicious appeal can be basically satisfied.
as I said in the previous article, the explosive product strategy is to focus, explode single products and focus on the original crowd. When the brand scale expanded and entered a new stage of development, it focused on more people through more explosive products, which led to Barnu's new slogan "Don't over-serve, pay attention to everything".
Similarly, Siebel, with the slogan "Close your eyes, everything is delicious", attracts different customers through a variety of explosive products, instead of conquering everyone with a single product.
Nowadays, productism prevails in the catering industry, but it only lays a solid foundation to make customers eat well, and there is still a long way to go.
2. Good environment
The second dimension of eating well is the environment. Environment is an important factor to set off products. In the young people's consumption concept, products are the lining, and the environment is the face. Without a good environment, grades can't be reflected, styles can't be set off, and the desire for consumption will be greatly reduced.
Why are theme restaurants emerging one after another, and online celebrity restaurants are highly sought after, all in order to cater to the eyeball economy and meet the social needs of young people for taking photos and sharing.
With the prevalence of take-away, the online and offline scenes of catering are becoming more and more obvious, and offline catering will become an important part of social interaction. In such scenes, the environment is naturally an indispensable part.
3. Good service
In a catering team, the chef should consider how to make the products delicious, and the operation should consider how to make the users eat well. The key to eating well is service.
In the design of products, the processing mode and the production mode have been integrated, and the products are processed on the spot and interacted with customers, so as to strengthen customers' cognition and deepen their goodwill. The dancing face of Haidilao and the wonton soup of Xiaolongkan are all manifestations of product service.
More and more restaurants pay attention to the bright kitchen or develop products that allow users to DIY, in order to show the value of products through performances and on-site services, so that the value of products is not limited to the ingredients themselves.
4. Good brands
When making dining choices, customers are always used to thinking about articles and making choices with brands.
For example, if you want to eat beef omasum hotpot, you will think of Banu, and if you want to eat Korean barbecue, you will choose Jiutianjia. From category to brand, through specific association, cognitive focus is realized, which is how brands mark their coordinates through positioning.
customers perceive your products and brands because of your distinctive features, and form brand impressions and memories. Delicious food is just one of many moldable characteristics, besides, there are many ways to mold brands. For example, Haidilao is characterized by good service, Honey Snow Ice City is characterized by high cost performance, and Siebel is characterized by delicious taste.
5. Good communication
The last test criterion of whether a product can make customers eat well is whether it can be spread by users.
Nowadays, young people's eating habit is to eat first in the circle of friends. Whether the product can become the material of Versailles is also one of the criteria to test the competitiveness of the product.
whether the product is eye-catching, whether the value of the product is off the charts, whether the environment in the store is attractive enough, and whether the tonality of the brand can show its own taste and style are the keys to customer satisfaction and whether the customer is willing to spread it.
Young people's eating is a kind of social behavior. It doesn't matter what they eat, but what lifestyle they can convey is the most important thing.