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How to join the catering market positioning
In the catering industry, there is a saying: "the catering industry, the annual closure rate is higher than 20%". How to escape this 20% chance, so that countless restaurant bosses hurt their hearts. And with the continuous development of the catering industry, the catering market is becoming more and more mature, catering scale is also getting bigger and bigger, more and more catering enterprises began to start chain stores, catering chain stores must do a series of preparatory work before opening, and catering stores open as important, if the opening did not go through a series of planning for serious market research, positioning analysis, location selection, etc., which often leads to a chain of operations in trouble! The opening of a restaurant chain is just as important as the opening of the restaurant. Therefore, the planning and positioning of the opening of the restaurant chain is a very important part of the restaurant chain operation. In this regard, the author (China Catering Business) has organized a special content about how to market positioning when joining the meal, hoping to bring help to entrepreneurs. Product positioning should be accurate chain restaurant market positioning is the premise of business existence, it can win the trust of consumers and make them become followers of the enterprise. Only when the positioning of the restaurant in the consumer to form a sense of trust, confidence and influence, the enterprise's products can leave an impression on consumers. The most important step in the marketing of a restaurant chain is to identify which segment of the population is the main target customer. A change in positioning brings about a change in strategy. Thinking the way a 50 year old thinks will never attract a 20 year old customer. With target customer positioning, it is possible to differentiate a restaurant's product or service from its competitors in the target market in terms of content, delivery method and infrastructure. Product development series with a representative product, restaurant chains just have an image of the product, but this is not enough, but also need to have run the amount of products. Catering stores run the amount of products, is based on the product positioning of the restaurant, and the launch of the series of products. In the developed consumer culture, personalized consumption of more and more strong era, can no longer use the stereotypes of traditional concepts to look at the problem, the old ways can only mean that the success of the farther and farther away. Starbucks is not satisfied after having the representative coffee of espresso, it found that the coffee culture has entered the era of enjoying coffee according to personal taste. Consumers are now looking for coffee that they like, that suits their taste, and that fits their personality. Therefore, Starbucks has developed a series of coffee products. Ordering coffee at Starbucks is like ordering food at a Western restaurant, with a variety of choices such as lattes, decaffeinated coffee, low-fat milk coffee, coffee with added cream, and so on. The catering industry is a seasonal influence of the industry, so to seize the seasonal factors in a timely manner to launch seasonal products, businessmen should change the product program from time to time or according to the seasonal changes in the product categories, and do a good job in advance of the off-season preparations, so that there are a variety of suitable products throughout the year. Not only that, the restaurant should also introduce "today's menu", and constantly changing "today's menu", through the "today's menu" to introduce new products, so that consumers constantly have a sense of freshness. Of course, what we call "product development series", not that the more varieties of products the better, but to be "more expensive than expensive". Continuous development of new products always go to the same restaurant to eat, and then delicious things are also very easy to get tired of eating. A product every day to maintain the same taste is important, but in the use of innovative products to maintain the old customers at the same time, to attract new customers is also very important. Chinese people's biggest characteristic is easy to "like the new and hate the old", do not see, all walks of life, beverages, movies, celebrities, clothing, only to continue to come up with new, new to the good, in order to capture the hearts of consumers, long-term retention of them. Coupled with the consumption level of Chinese consumers is still relatively primary, the lack of brand loyalty, is still in the brand consumption of the "emotional stage", in a competitive environment, deliberately seeking new and unique is to make their products and brands thrive the main approach. Successful brands to "constantly launch their own new things". Only change is always new, is the way to win for a long time, is to maintain the evergreen way. Chain restaurants to use the fresh feeling to make customers become long-term and loyal customers, you can use the continuous development of representative products, seasonal products, a variety of price points of products or packages and other methods to realize the "new to convince people". Xianzonglin" in Taiwan has a product research and development base, employing tea experts and food science field of senior personnel to carry out product development and research. Continuous introduction of fresh flavors of products is "Zorin" to maintain the vitality of an important factor. In "Xianzonglin", the menu has to be adjusted every six months, and the range of adjustment is 20%-40%." Xianzonglin" not only hope that the taste of the product authentic, but also hope that the innovation, "the product does not die, the customer more than", is their high degree of understanding of product innovation and taste authentic. Good service positioning chain restaurants to grasp the specific customer preferences, to provide their favorite dishes, focus on personalized service for customers in order to have a competitive edge. A restaurant, do not expect to attract all customers. People have different tastes and different visions. Some people value the design, some value the taste of the product, and some value the price. Narrowing down the target customers, capturing the core customers of the restaurant and developing a service concept centered on these customers is the way to win. Starbucks does not take all coffee drinkers as target customers, but rather takes people who are willing to drink high-end coffee, people who attach great importance to themselves, and fussy gourmets as the target customer group of the coffee shop. Once this segment of the population finds a restaurant that suits them, they will go there no matter how far away it is and will become repeat customers. Moreover, the restaurant should also create a good atmosphere. Even the same dishes can feel very different depending on the environment and the target audience. As much as possible, create a sensual and beautiful atmosphere for customers so that they will come back again and again because of that unforgettable and beautiful story. Chain restaurant product development, there are two keys, one is to "new, strange, special", that is to say, to have their own characteristics; the other is to be "always new", product development should focus on serialization, and can continue to innovate, "flowing water does not rot, a door door door not a door-hinge", only to maintain a sense of freshness, and constantly stimulate the consumer's eyeballs, the consumer can always tend to be you. The author (China Catering Business) expert point of view: the development of a catering business is often a city from a number of stores to start, the first to achieve local success; but this is only a necessary condition for cross-regional expansion, is by no means a sufficient condition. Catering consumption in any city has its uniqueness, and there are obvious differences in residents' tastes, consumption level, working and living styles, and the planning and layout of urban commercial properties. The most basic condition of chain is unity, standardization, no difference, the same consumer demand, the same cooking and service standards, the same business management methods, and all this depends on the basic positioning. Your restaurant can be different and serve a niche; however, once a chain is in place, it must be the same everywhere. Even if KFC offers meals in China, such as doughnuts, skinny congee with egg, and Old Beijing chicken rolls, differently than in foreign markets, every KFC is the same within the vast market area of China.