1. What else does your restaurant serve besides dinner? Where is the value you provide to your customers? (except for eating)
2. What is the obvious difference between you and your opponent? Can these characteristics be accepted by your target customers?
3. Who are your target customers? Who do you serve and who do you not serve? Why?
The current market is no longer a seller's market. Diners will choose their favorite restaurants and use their own money to judge who is superior and who is inferior. As a boss, we certainly hope that the more people come, no matter who he is, no matter what class he is, no matter his consumption habits, his beard and eyebrows will be caught. In the absence of competition, of course, this idea is ok. However, you face fierce competition. What you need to do is not to increase publicity costs and promotion measures, but to enhance your competitiveness and find out your core competitiveness. This core competitiveness is a tool for you to compete peacefully with Mao Hotel.
I don't approve of claiming to get rid of my opponent's friends. It's like shooting yourself in the foot. Because you didn't improve your competitive advantage, optimize your internal processes, product quality and characteristics, improve profits and reduce costs. It's about discrediting yourself. What if one day a more stubborn restaurant comes?
In the era of full market competition, differentiated marketing is very important, which we can see from the business strategies of various multinational companies. Give you some suggestions for your reference:
1, recognize yourself. Find a piece of paper, draw a cross and know yourself with SWOT tools. See /view/2470722.htm for details.
2. Know your opponent. Go to him for a few targeted meals and seriously feel the food, service and culture of this restaurant. Make a classified record when you come back.
Compare your record with his and find out the difference between them.
4. According to the differences, further analysis, looking for the root cause.
The above methods are used to understand each other's similarities and differences, so as to know ourselves and ourselves. Then how can we be invincible?
1, find your target customers. Students, white-collar workers, migrant workers, tourists or others.
2. Analyze your target customers. If your target customers are white-collar workers. It is necessary to analyze the characteristics of white-collar workers, such as:
First, the 9-to-5 schedule determines that their meal time is basically between noon 12 and evening 1, and dinner is between 6 pm and 8 pm. Many white-collar workers do not eat breakfast.
Second, white-collar workers are mostly between the ages of 25 and 45. Of course, this range is very large. It doesn't matter if you have time to subdivide it. What flavor do people of this age like? I am not from Hunan. Think for yourself.
3. What are the cultural characteristics of white-collar workers? Like the pursuit of high-quality life (petty bourgeoisie sentiment), like exquisite things, like things with visual impact, like lively and funny things, like popular things and so on;
4. What are the behavioral characteristics of white-collar workers? Like personality, spoiled, maverick, explosive, pursuing Excellence and detail, like socializing.
5. What are the work characteristics and life characteristics of white-collar workers? During working hours, my attention is highly concentrated, my mood is constantly tense, my work pressure is high, I often stay up late, I lack regular exercise, I often deal with electronic products, and my time is tight.
Sixth, the income situation. The income is not very high, but it represents the mainstream per capita income and can provide more sufficient consumption power and desire.
All right, we're done here. Now we can analyze the dietary characteristics of white-collar workers through the above six points. They may be:
1, irregular diet, there is a great possibility of overeating and partial eclipse;
2, generally like heavy taste, like stimulating and impactful food, but add light food intermittently;
3. Love elegant or interesting or exquisite dining environment;
4; Expect the dishes to be exquisite in appearance, fashionable and stylish;
5. The process of expecting a meal is not only a satiety process to meet physiological needs, but also a value-added part and a cultural part;
6. I hope that the transportation and booking process before and after meals will be smooth, barrier-free, efficient and convenient;
7. Be able to take care of your health while eating large pieces of food.
8. It doesn't matter if you spend more money as long as you can enjoy the food and service that is worth the money.
Well, these characteristics. Knowing this, we know what we can do to improve. Of course, some improvements are easy to make, others are not, but it doesn't matter. As long as you realize that a little progress at a time is also a great achievement, don't think about eating fat people. With these characteristics, we can expand our imagination and brainstorm solutions to find out which ones are most suitable for our own implementation. At the same time, the comparison between the advantages and disadvantages mentioned before comes in handy at this time. You can clearly see what the other person's routine is, and it's easy to tell at once. From a conservative point of view, let's see what changes can be made:
1. Design your diet system according to the characteristics of white-collar workers. Remember, the emphasis here is on the system, not what you are good at. What you cook depends not on your professional knowledge, but on the needs of your target customers.
2. Try to transform your dining environment to meet the aesthetics and group culture of your target customers.
3. Improve the taste and quality of dishes, and raise the price appropriately, even if the price is small.
4. What you want should have a nutritional ratio and provide a set meal plan. This part is actually value-added. Tell them that it is more important for you to eat healthily than for me to make money. You can have a user's catering file. Of course it costs money, but it is easy to do it through the internet. .
5. Establish a fast-track lunch to win more rest time for your target customers.
6, often give some small surprises, a marinated egg can increase the return rate of one year more than qq car, because marinated eggs are sustainable, qq car only sends it once.
7. Provide them with a small reservation secretary to help them make reservations. Regular diners can give them a simple menu, and they can order food in advance.
8. The bathroom is clean, which can best reflect the quality and level of a restaurant.
9. Make your marketing plan according to the working characteristics of white-collar workers, and make full use of the media that white-collar workers often use and pay attention to, such as Weibo (for example, a dish a day) and official blog (gourmet mood) to promote your meals.
10. Finding your culture is the most difficult, but also the most important. You should convey this to your target customers through the media in the last article, such as: serving you, thinking of you, I am your caring little babysitter, etc., to continuously influence and impress customers.
1 1 For example, do a good job in hygiene and improve the quality of service personnel. I won't say much about this, and I can't say a word or two clearly.
What is a brand? A brand is not a picture or a bunch of symbols, but represents the spirit, culture and beautiful customer expectations of this enterprise. For example, when you think of Toyota, you will think of family cars, economical cars, durable cars and leather cars; When you think of Buick, you will think of comfortable cars, luxury cars, spacious cars, elite cars and so on. It's easy to forget that a brand has no connotation.
Any century-old shop is a whole style and culture, not a half-baked highlight. Therefore, I suggest that you seriously look for problems and solutions from the system, instead of trying to be happy, which can't improve your core competitiveness and make you develop sustainably and scientifically.
When you have a stable customer base, you are no longer afraid of your competitors, because you know your customers better than your competitors, and you know what customers need, like and hate. You only do what makes customers happy. Other things about dishes, culture, internal management system, process, cost accounting, customer relationship management, staff training and counseling will not be said. In fact, these are also very important.
I answered so many questions, in fact, I wanted to tell you a way. It can help you to have a relatively effective way to solve the problems you face. Actually, typing is quite tiring. Let's stop here. I hope I can help you.