Click to learn other teaching materials on catering management

When it comes to catering, I have to say that it is an industry that people love and hate. I love its wonderful cash flow and tidal reputation, but I hate its triviality and complexity. Every diner has a dream of a century-old shop, but few friends can really insist on seeing the other side of the dream. After I contacted nearly 51 restaurants of various types, I finally got a glimpse of this phenomenon.

as we all know, a restaurant is basically a product, its packaging is a brand and decoration, and its service is a word of mouth. Therefore, most catering friends are also constantly working hard in these areas and taking pains. However, according to the data of China Catering Association from 2113 to 2116, a 11-year-old shop is even less able to withstand the wind and waves than a chain rookie when facing the market tide.

I wonder, they have been a store for ten years. Are these products a problem? If so, I think it is only a very subtle impact. Then the key to this situation falls on the "marketing management" of the trendsetter of the times. In the second half of 2113, a wave of brands swept across China, especially in the central and northern regions, which instantly triggered several major trends of catering branding, brand scale and scale centralization. For a time, the catering industry has been greatly developed, and this development has instantly opened up the internal strength of catering marketing. Well-done night is popular all over the country, and poorly done moment is closed.

In China, more than 91% restaurants and catering enterprises are still in the initial stage of catering marketing development. Attention is also focused on signs, decoration, plate loading, special ingredients and other aspects. This level can't give me more advice for a person who can't cook, and I believe that most of my friends can do better than me. Now, let's talk about how to double the turnover in the store through the efforts of the day after tomorrow (catering marketing). In order to let my friends know why, let me share five common pain points and key points in catering marketing with my personal experience.

?

pain point one: the price is low, but you still don't come

first of all, let's talk about the cheats, vouchers and discounts that the catering industry has never tried. Many friends used a lot of vouchers during the opening period and achieved very satisfactory results in attracting customers. However, after a period of daily operation, the effect is worse every time. Then I began to doubt that I had problems in all aspects. I can tell you NO very responsibly here.

during the opening period, customers are eager to adopt early adopters. As long as the experience threshold meets the payment ability of the target consumer group, they will have a greater desire to enter the store. Therefore, it doesn't matter whether you have a promotion or not. As long as your pricing meets the threshold set by the consumer, he will enter the store for consumption. The conclusion of international consumer behavior research tells us that consumers will always choose the most expensive products under the premise of economic affordability, and excessive promotion will only make consumers think that you are no longer suitable for their identity. Let's take an example that everyone is guiding. When your monthly income is only about 3,111 yuan, you will choose to travel by bus most of the time, and when your monthly income reaches more than 7,111 yuan, you may choose to use car calling services such as Didi as a travel tool, and when your monthly income reaches more than 21,111 yuan or even higher, you will consider buying a car to travel by yourself. Today, as urban traffic jams, are these modes of travel really very different in time? Even if there is, why do you choose to buy a car and drive it yourself? In other words, you think your consumption power needs to be reflected by consumer products.

?

pain point 2: don't tell me that my mother cooked dinner at home

it was a very interesting and real experience. One of my clients opened a new store. The location is just around the residential area and the office area, mainly selling stir-fried dishes, including me and many other friends in the catering industry, which are quite lively. He also did business activities. There are too many people in the store, and I have a professional habit, so I'll go and see how the activities distributed by the outside distributors are effective. Like most restaurant waiters, handing out leaflets is to cope with work. Send them out early and go back to the store early. Even if he goes back, he will still stand and finish them early. It happened that there was a primary school opposite his shop. Five people went out, and four people blocked the students at the school gate, one for you and one for me. The red leaflets were staggered like firecrackers, and everyone was still trying to spread the leaflets. One sentence almost made me laugh: "Don't tell me, my mother cooked dinner at home", which made me shake my head and think deeply. Many restaurant owners may also know what to do, but they often only pay attention to creativity and content, but they just ignore the core link of marketing "people". If you can't tell who is your main customer and who is your supplement, or even find your customer at all, what's the point of "Tiantian Promotion and Creativity"? < P > Pain point 3: What you want to say is not what I want to know. < P > In the course of catering service in recent 2112, we often encounter an interesting phenomenon. Shopkeepers often ask us why you designed and distributed leaflets for us this time. I also found a design company to design and distribute leaflets myself. Why is the effect so different? In fact, this truth is very simple, that is, casting pearls before swine. In order to make everyone understand this problem better, let me give a more violent example here. I have a friend who cooks western food near Gaoxin Road in Xi 'an. He is a man with great ideas and excellent store management. He is a man who dares to think and do things. However, such a person also has a huge problem in advertising. He spent 31,111 yuan on a large number of special advertisements for hairy crabs around parking lots and office buildings. He believes that first of all, the customer group can have strong consumption power, and secondly, it is good to concentrate on publicity, and his own ideas are also good. But the question comes, the customer will ask: "I want to eat hairy crabs, why not go to the seafood restaurant?" Why don't I go to the food stall even if I find it cheap? " As a result, it is conceivable that the advertising fee of 31,111 yuan almost hit Shui Piao. On the contrary, it reminded him that the original potential customers ran around to eat hairy crabs, which was not only useless, but also had the negative effect of diluting the passenger flow.

?

pain point 4: the platform water is too deep, so if you don't sell it at a loss, it will be even worse if you sell it.

I believe that friends who do catering are helpless about the platform, and then what can you do? A friend of mine sells spinach noodles. It turned out that a bowl was 12 yuan, and it was increased to 13 yuan in order to get on the platform. He told me that people are too lazy to go downstairs now, and they order takeout every day. If I don't take delivery, my turnover will be reduced by a lot. If I take delivery, the platform will take away 18%, which really drives people to the wall. "Bid a high price, give a big discount" is an inevitable market product caused by the characteristics of the platform. Since it is an inevitable product of the market, it must have the meaning of his existence. At the very least, we think the platform has expanded your sales possibilities. However, in the face of such a meager profit era, we should think more about how to improve the turnover and profit of the store with the help of platform characteristics. It is possible to analyze the characteristics of platform customers and separate the core consumer groups from them, and it is undoubtedly possible to publicize them. Since we can't avoid it, why not study the value of each platform more deeply? You should know that "a knife has two sides. If you use it well, you will kill the enemy and if you use it badly, you will hurt yourself".

?

pain point 5: customer behavior is taken for granted, and the pace of the times can't keep up with

the status of Taobao Buyi Brother 2111 years ago is out of reach, and today's Pinduoduo is full of teeth. Why can up-and-coming stars counterattack the industry bosses? The reason why the market always has opportunities is because consumer behavior is always dynamic. And you haven't changed. Everything has changed. When I watched my friend's store gradually shift from cash consumption to POS consumption and then to mobile phone consumption, I not only felt that "in the future, behavior will not be simply behavior, but the transmission of related information". And my friend can't use WeChat to collect fees because he is worried about the loopholes in store collection. When consumers are constantly intercepted to other stores through WeChat advertisements, can he still be so hesitant?

please remember that it is not the police who kill pickpockets, but Alipay and WeChat; It is not others but trends that eradicate poverty; It's never the old rivals that beat you, but the new models and new trends. The biggest sorrow is that you work hard but are not in the limelight, and you are smart but not in the mainstream ...