Every catering boss has a puzzle in his heart: can the transaction rate of my store be higher? In fact, as long as these six basic skills are well done, it is strange that the turnover rate is not high.

As you can see, most restaurants outside the chain group generally adopt the policy of waiting for guests, and they passively wait for customers to come to their doors.

This is spider web warfare. Only by word of mouth among consumers, the process from opening a store to steady growth is often long and helpless.

Jinke has been doing brand planning for so many years that it is necessary to inform readers. You know, cooking in China for three months is the line between life and death. If your new store doesn't improve for three months, the boss will probably know whether the project is wrong or the location is too rubbish.

Under the epidemic, offline business will be banned at any time. At this time, don't try to expand, and don't cry like some big bosses. During this time, organize the team to recover and hone internal strength.

The catering industry has a lot of room to play in terms of commodity dishes, facilities and service skills. If you want to break through the predicament from the fierce competition, you can only jump out of the previous static waiting and keep taking the initiative. Because Jinke doesn't like talking about articles, his writing has always been concise, so you need to read it carefully.

First, think of a good dish name.

A good dish name should arouse the curiosity of the guests. For example:

Digging cold bamboo shoots at dawn-cold bamboo shoots sent directly from the origin of selected ingredients.

Spring Rain Hat Pot ── A mushroom pot depicting artistic conception with vermicelli. ?

Hercules must win the pot-an athlete's hot pot that emphasizes rich ingredients, nutrition and weight.

Authentic pizza in Naples-original pizza baked in Italian firewood kiln and made by hand.

Second, grasp the peak hours.

In fact, the catering industry has two inherent limitations:

First, the number of seats is fixed and there is no way to increase it at will;

Second, eating time is concentrated, and habits are almost impossible to change.

In Japan, where the global service industry is the most competitive, the catering industry is called "water merchants selling". What does this name mean?

There is a saying that customers, like the tide, flood in at a certain time and then disappear without a trace. Isn't this very vivid?

Catering business depends on running water, and customers are like running water.

In the catering industry, the key to success lies in whether we can grasp the fleeting peak period and give full play to the highest efficiency of production and service.

In a short time the shortcut is:

( 1)? Design fast and special meals during rush hours.

Several special meals with simple preparation are developed by the kitchen, marked on the wall and table in the most conspicuous way, and recommended by the service staff to induce customers to choose centrally, such as overpriced food, faster delivery, and frequent changes in patterns.

If there are still 100 kinds of things in your shop, you need to reflect. Too many kinds of dishes are meaningless.

(2)? Plan a smooth operation process

The kitchen and the service department should cooperate fully, but preparation in advance is related to success or failure. The kitchen will first match the processed ingredients one by one to shorten the production time; The waiter at the guest table sets the table table by table, then pours the tea and waits. The simple work of serving and adding soup is handed over to the outfield for help, and the tasks are divided into groups and seats to prevent confusion and interference.

McDonald's, the originator of the fast food industry, can start a successful business and open stores all over the world. Their "fast food" system is indispensable. Readers are advised to watch the biographical film The Great Entrepreneur by the founder of McDonald's. After reading it, you will have a new understanding of catering, especially chain catering.

In my opinion, this food movie is as classic as Stephen Chow's The Gourmet. Among them, the "smooth operation flow" is very vivid and can be said to be taught by hand.

(3)? Play fast music and take off the comfortable chair cushions.

Music with light melody improves the mood, makes employees move quickly and customers eat faster. In this regard, many people have made a mistake. The clerk only knows to choose the latest pop song list, whether it is suitable for the experience or not.

You know, excellent service brands have professional teams to choose songs, and even ask musicians to tailor them, such as Starbucks, Uniqlo and McDonald's. , are all masters. Their basic skills contribute to their longevity.

Another way is to take off the cushions that are too comfortable during prime time. Don't you understand? Just look at the seats in Starbucks. They are either too high or too short and too hard.

A place that claims to give customers a "third space" can make chairs less humane than buses for the sake of turnover. The purpose is to prevent guests from occupying it for a long time.

(4)? Rank the order rate

Make a list for yourself, and all catering practitioners understand it. However, there are also a lot of tricks. That's the "evaluation cycle", and the list needs to be changed. You should learn from Meituan. Internet companies are experts in understanding human nature.

They have a new list of consumers every year, every month and every day. You might as well make a "ranking list of customers' ordering rate" last month and post it at the door or in an obvious place to promote the special dishes to customers. On the one hand, it saves the verbal recommendation of the service staff, on the other hand, it also concentrates on ordering food to facilitate the kitchen work.

As long as three or five top-selling dishes are listed on the list, too many and too many will blur the key points. At this point, many catering bosses have made a mistake. They mistook the "list" for the "menu" and wanted to take all 20 dishes off the shelves.

The purpose of the menu is to let customers choose, but the purpose of the list is not to let customers choose! Each dish needs to be accompanied by clear and attractive photos, and a single page that can be sandwiched on the front page of the menu is the best; Large posters posted at the entrance or on the seat wall can also attract attention;

Vertical POPs placed on the dining table are often overlooked, which is a mistake made by many catering people, and a bunch of them are made on the dining table. As a result, customers ignored them. The principle is simple. When the light is dim, what is in front of you is invisible.

Every month, the ranking will be listed according to the statistical results of the actual orders placed in the previous three months, and will be adjusted if there is any change. You got it? The list is dynamic, and the essence of catering is to like the new and hate the old. So every year, only the boss keeps decorating the store, changing the name and changing the project, just for freshness. People are animals, pursuing "motion" is instinct, and still life is the easiest to be ignored.

Third, keep an eye on female customers.

Women's employment and income are equal to those of men, but their spending power is worse. Under the Chinese-style relationship between men and women, the status of women in China is not generally high. Economic development depends on "waste". Is female consumption more than "holding up half the sky"? I almost want to buy the sky. From unmarried to married, women are in charge of finance and decide how to allocate the proportion of expenditure.

Eating out is no exception. Independent and experienced women decisively dominate the choice of restaurants and dishes.

Studies show that women usually rely on intuition to make judgments, and they will develop intimate relationships with restaurants because of their sense of security; In order to support the relationship for a long time, word of mouth and gathering friends are the most commonly used methods.

The data shows that 65% of women regard restaurants as leisure activities, and romance takes precedence over food. Virtual scenes along the Mediterranean coast in southern Europe, or table decorations with white shells and tropical flowers, are enough to confuse them. Give the catering industry a universally applicable indicator: as long as it can attract lively and cheerful young women (psychological age, not physiological age) to wander in groups, this restaurant is absolutely rich.

Fourth, make customers want to try expensive ones another day.

In terms of "painless slaughter", the Japanese should be the most powerful. Some middle-class and high-end restaurants in Japan offer a special set meal at lunch time-main course, with soup and drinks. The price is close to the public canteen, which is very attractive to office workers. The store claims to give back to consumers, but there is a hidden purpose behind it:

Office workers who just want to fill their stomachs routinely every day can hardly enjoy high-end food in high-end restaurants. Shopkeepers use cheaper materials, such as frozen live shrimp, but they still use the same cooking method to make cheap packaging to lure ordinary customers to spend.

The office workers who are greedy and finally step into the threshold will surely ignite the lofty ambition of "I will come to have a formal dinner one day". A date, birthday, treat, etc. It's time to realize.

Don't let go of potential customers, even if small shrimps catch big fish. The highest level of maintaining customers is "contact can't be broken, relationship can't be chaotic", and don't give up every customer. Because you give up, I give up.

Fifth, strengthen take-away distribution.

Under the epidemic situation, it is difficult to make food in the lobby, so the advantages of take-out are reflected, and even many catering brands specializing in take-out have appeared.

Take-out takes up no seats, and the service is free, which is extra income for restaurants. There should be incentives to strengthen takeout, such as sending drinks or desserts and standing;

Therefore, we must make another take-away menu, the variety should be simple, the lunch box and bag should be designed with elegant style and exquisite materials, so that customers are willing to hold it in their hands and promote it for the restaurant free of charge.

In this regard, the catering industry in China has done a lot, but it is not doing well. Because this is a craft, you have to ask a special planning and design agency to do it.

Delivery in Japan has an amazing effect of improving performance by 30%. In Bao Dao, only lunch shops are enthusiastically publicized. Because of the large population base in mainland China, there are many customers who want to be lazy and many little brothers who want to be diligent, so the development of takeaway is relatively fast.

Like take-away, the food delivery menu must be simplified, and the distance and time should be limited-it will not affect the normal operation of the kitchen and service staff, and it is best to be around half an hour before noon. Another point is that the private domain, especially the bulk private domain, is neglected by the domestic catering industry at present.

Because of the rapid development of the take-away platform, many catering operators have "sold" themselves to the take-away platform, waiting to be cut and blood drawn every day. The restaurant is not short of food, and the platform is not short of money. How to break it? Catering practitioners should learn from to B enterprises. How do they run their business? There is no other shortcut to run from one house to another. Why don't you try? Operators or senior employees can be arranged to visit large companies and institutions nearby and strive for large orders such as meetings and catering.

6. Replace discount with added value.

Now you can see the way to sell full meal coupons everywhere. Take cash in advance, keep old customers, kill two birds with one stone. Discounting the price is its charm, but why not think the other way around-instead of discounting, it is better to give away the equivalent goods.

For example, the original price of spaghetti in 200 yuan is only 160 yuan; If you give a salad worth 40 yuan at the original price, customers will feel the same benefits. But not only does the store charge more, but the cost of salad is much lower than that in 40 yuan.

In areas with fierce competition, price reduction and discount are not uncommon. Profits are limited, almost unprofitable, and the end of fighting each other is bound to be both sides. The catering industry in China should strive to improve the quality, so that customers would rather choose a side that is "a little more expensive" than bear the stigma of "cheap and no good goods".

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Under the epidemic situation, test everyone's basic skills. No matter what kind of business, you can't do it for long by playing tricks. Basic skills are not solid and will only be eliminated.

When you get through 2022 and welcome the spring flowers in 2023, you will understand what "the left is king, and the winner takes all!" In the meantime, please lay a solid foundation for these six basic skills!