The restaurant that treats customers as gods finally closed down

Any catering person, especially a novice, has had the process of shaking his confidence in his dishes and even doubting whether his choice is correct when faced with customers' complaints, with almost no exception. Zege believes that restaurants that let the kitchen adjust its taste when customers vomit are basically hopeless.

what do you mean?

Food can't be measured by uniform standards. Some people like it, while others don't like it. For example, the spicy taste of Sichuan makes people love it for a day. In many places, people have never eaten Chili peppers in their lives, and even fear to avoid it. For example, sweet and sour series dishes, people who like sweets can eat them every day, but people who don't like them also avoid them. Therefore, no matter how awesome you think you have mastered a delicious food, it is impossible for everyone to like it.

this determines that after your restaurant opens, no matter how well your food is cooked, some people will not like it, or even directly complain that your food tastes bad. Of course, the difference lies in the proportion: a product that has done enough market research in the early stage may have a relatively small proportion of spit and dissatisfaction; However, if the previous market research is not done enough, or if a place is unfamiliar with ingredients, the proportion of spit and dissatisfaction may be larger.

1 what should I do as a boss when I meet a customer?

In the catering industry that pursues "the customer is God", the boss must expect everyone who enters the store to leave with satisfaction. Therefore, once you hear more dissatisfied opinions from the guests, you will inevitably panic and start to wonder if you made a mistake, or if you made a wrong choice from the very beginning, so you made a request to the kitchen at random, and the result became worse and worse, and finally it was neither fish nor fowl.

according to my experience and lessons in the catering industry over the years, all restaurants that let their kitchens adjust and modify their tastes when they encounter some complaints and opinions are basically difficult to survive in the market-of course, there are many restaurants that have been successful in adapting to the market, but compared with the overall proportion of the catering industry, the number of restaurants that have been successful because of the adjustment is almost negligible, because it is really too small.

I have always been very firmly opposed to "when in Rome, do as the Romans do" in the taste of food. If a taste needs to be modified in Rome, especially if it needs to be greatly modified, I will be paranoid that it will definitely fail. If I am faced with this situation, my choice must be to give up and quit this catering market, rather than the so-called adjustment to meet the needs of the market. Why? Because this kind of thinking is completely wrong!

if you agree with me that "no flavor will satisfy everyone", then you can understand: even if you adjust the flavor because some people complain, it only satisfies the appetite of others, or there are many other people who don't like your adjusted flavor and will continue to vomit. What should you do? And then continue to adjust your taste? Still no longer adjust? If you are unwilling to adjust later, what is the significance of the first adjustment?

therefore, it needs to be emphasized here that once you open a restaurant, your main job as a boss is not to cater to the market, not to try to satisfy the appetite of every consumer who enters the store, but to find and leave local consumers who like their own taste. Any taste that is not bad can find its audience, and it doesn't need too many people.

if you can find 1111 loyal repeat customers who like your own products in the location of your restaurant, your business will be very hot. Moreover, the so-called loyal repeat customers don't come to eat every day or every week, but they can come twice a month. Then the loyal repeat customers of 1111 people who are strangers to each other will bring you 2111 orders of business, which will be close to 71 orders every day if they are spread evenly for 31 days. If you only have 21 tables, you may have to turn over the table three times a day.

Therefore, don't take the small population in your area as an excuse for not doing well in business. Now, a slightly popular county has a population of more than 1 million, while the population of prefecture-level cities is basically around 1 million, and the population of provincial-level cities is more than 5 million, even many cities of tens of millions. Among these people, finding 1,111 loyal consumers who like their products is your goal as a novice in catering.

2 Not completely pinning their confidence on consumers

However, the vast majority of novice catering workers do not, but rely on their confidence on consumers. If consumers like him, they will be blindly confident. Once consumers complain, they may be pessimistic and shake their confidence immediately. Everyone wanted to catch it, and what happened? We can't catch anyone. Why? Because others liked your present taste very much, but the next time they come back to consume it, they find it has become another taste you think is better, but this repeat customer doesn't like it. What is the result?

if the restaurant loses repeat customers, it will either be a dead end, or it will never think about making money from the operation in the store, but just hope to achieve other purposes behind it, such as keeping the appearance of hot business in the store through crazy publicity and discount activities, and then realizing profit and cash by joining and other means.

if you don't take this road, but want to make a profit by operating products and create your own brand, you need to adjust your thinking to the normal mode, that is, keep absolute confidence in your own products, and then find loyal consumers who like this product and taste, and from the very beginning, you must be determined to "succeed or die", and don't easily command the kitchen to do as the Romans do.

of course, there is a premise, that is, I have repeatedly asked those friends who want to cooperate with us: before you formally decide to make this product, you must make a detailed and in-depth market evaluation, and you must take the product back to the local area to find someone to give you advice, evaluate its market acceptance and the proportion of possible repeat customers, so as to avoid making wrong market predictions because of your blind self-confidence. Without these preliminary market evaluation and research, all the above mentioned things will not be established.

3 Every insistence is a screening of guests

You may indeed lose a large number of guests, but in the end, those who stay must be loyal consumers who deeply agree with and love your products, and they will become your foundation and most loyal supporters. Once they form a taste inertia for your home, you can basically do their business for life without losing them easily.

Don't worry about those consumers who don't like your taste and lose it. No matter how awesome your taste is, someone will definitely dislike it. Don't worry that you don't have enough loyal repeat customers. Go to Baidu to find out the population size of your city. Can you find 1111 "delicious mouths" that like your taste? The passing rate of repeat customers in the catering industry is 31%, that is, every ten people who enter the store, even if your taste can make three people like it, how many people can you find to enter the store?

In fact, the proportion of 1,111 loyal repeat customers is far below the passing line of 31%. The concepts of the two are different. 31% repeat customers just say that your products are so good that the retention rate of customers who go to the store for consumption reaches 31%. And 1111 repeat customers are the number of repeat customers you want to complete in your city, and these repeat customers may be long-term accumulation, and they are composed of those 31% repeat customers.

many people don't even know where their 1111 guests are, but they want to make hundreds of thousands or even millions of people in the whole city like their own products and tastes. Isn't this an idiotic dream? Compared with trying to make consumers in the whole city like their products, we only need to find 1111 loyal repeat customers, which sounds easier and more realistic? I think people who have a little business sense should choose the latter, right?

So, as a novice in catering, when you meet a guest's complaint when you start business, don't always suspect that your product selection is wrong, and don't always go to the kitchen and ask the chef to make adjustments. What you need is to apologize to the dissatisfied guests, at the same time, keep your faith, keep your firm confidence in the products you choose, continue to make what you think is right, and then leave those consumers who really like the taste.