The relationship between salespeople and customers is figuratively compared to falling in love. In fact, the process of creating a famous brand is also a process? Falling in love? This process. Being able to fall in love with every customer successfully shows that your brand has been very successful.
Judging from the definition of brand and the logic diagram above, to build a well-known brand, we must communicate with customers from three levels. Falling in love? .
The customer is very picky and attaches great importance to it? Appearance? Just like a girl chooses multiple suitors. Restaurant brands should be famous, not by boasting, once? The name is not true? , it will be easily abandoned by customers. The foundation of building a famous brand is to ensure that our products are the best in quality, color, fragrance and uniqueness. With the fierce competition in the market, major restaurants are very standardized in the quality, color and flavor of their dishes, and should highlight their true colors. Only by proceeding from differentiation and continuous innovation can they provide customers with unexpected results and attract customers? Curiosity? To meet the growing dietary requirements of customers.
But the pursuit of the uniqueness of catering should not be blind and aimless. Unique can be innovative or proprietary, and the latter is more influential, such as? Beijing roast duck? Waiting for the China store. It is true that comprehensive Chinese restaurants pay more attention to comprehensive strength, but the core product system should also be established. Is the particularity of catering product consumption obvious? Hard-won and fleeting? The quality of catering products is the foundation of brand building. ? Three feet of ice was not made in a day?
Customers need to be satisfied? Food? In addition to our taste, we also strongly demand comprehensive service.
Many well-known restaurants have experienced a similar situation: after the guests order, they wait for a long time, but they don't see the food. After reporting to the waiter, all they get is? sorry Even arrogant. ? Shops bully customers? This phenomenon is not uncommon in any domestic industry, for example, some time ago, internationally renowned teams? Real Madrid? Travel to China, some hotels are even more guaranteed. Foreign guests? what's up Serve wholeheartedly? And refused to China people's consumption. How can this unfair service convince customers? Therefore, Chinese restaurants should establish comprehensive services, such as standardized service behavior and polite language, while avoiding formalization and being practical, so as to make waiters more humanized without lacking standardized dignity. Whether from Hong Kong or from internationally renowned catering brands, they are committed to how to provide customers with the most sincere, caring and humanized service.
Elements of famous brand: in the final analysis, famous brand is the loyalty to product brand that exists in consumers' hearts, but the formation of famous brand can not be realized overnight. In the catering market, consumers' eloquent loyalty to catering products is usually low, and the consumption of catering products will inevitably encounter obstacles such as stubborn eating habits formed by consumers for many years, and it is increasingly difficult to create and protect famous brands of catering products. So it's hard to use the elements of famous brand catering products? First class food, first class service? To sum it up briefly. From a higher, more abstract and dynamic level, the elements of famous brand catering products can be summarized as emotional investment. It is the best embodiment of the brand to make the hotel the most trustworthy customer, become the customer's eating habits and get the unanimous approval of customers.
Through the analysis of the above factors, to build a catering brand, we must form the core elements of the brand from the aspects of products, services and feelings, and constantly strengthen its positioning in the eyes of customers.
▲ How can enterprises build famous brands of Chinese catering in China?
Huang Weiwei, a famous economist of the National People's Congress, believes that mastering customer needs is the core competitiveness? In fact, it is to meet the material and spiritual needs of customers to the maximum extent. However, the needs of customers are changing with each passing day. How to deal with the continuous operation of enterprises, meet the needs of customers and even guide the needs of customers is the effectiveness of famous brands.
The construction of catering brands should be different from that of general consumer brands. The products of catering brands are the process of serving customers from production to consumption, especially serving customers is the main way that runs through and has far-reaching influence. Restaurant brands form a closed loop from communication, cognition, practice, recognition and re-communication, thus quickly building a well-known Chinese restaurant in China.
The cultivation of famous brands is a continuous cycle and development process, which requires time accumulation. Therefore, it is suggested that catering enterprises should consider using spiral cycle to reflect the basic idea of brand building in brand building.
▲ Brand communication: let customers know your advantages.
The days when the fragrance of wine is not afraid of the depth of the alley have passed, and the market competition pursues personalized publicity. To build a brand, the first step is to package yourself and spread it quickly for the target customers. Communication can be based on the purpose of communication, the content of communication, the object of communication, the opportunity of communication and so on.
Judging from the current brand communication channels of catering enterprises, there are generally the following shortcomings: the communication channels are single, the brand communication methods are implicit, and the combination of publicity and personality needed by the brand is lacking.
Based on brand? DCPA cycle? Requirements, catering enterprises should increase brand communication. It is suggested to adopt the communication strategy of integrated marketing and fully mobilize all positive and favorable factors to implement the brand communication of catering enterprises. Including media publicity, public relations activities, promotion, direct sales, terminal management, commodity display, point-of-sale advertising, packaging and other image consistency and extensibility. The main communication methods are: storefront communication scheme, VIP customer communication, soft public relations, moderate advertising, gift promotion scheme and so on. Continuously spread the concept and advantages of catering enterprise hotels.
▲ Brand awareness: make customers familiar with your advantages.
Without spreading the effect, you will only get high-cost activities. Brand awareness is a profound understanding of catering enterprises based on brand communication. In this regard, the hotel needs some means to make customers familiar with the core competence of the hotel in the shortest time and better understand the brand connotation of the hotel.
Brand communication is just a way for target customers to get to know each other. Regardless of whether customers can achieve cognition, we should also know the effect of customers after brand communication and understand their needs to the greatest extent.
After the above brand communication channels are established, catering enterprises must pay attention to the management after brand communication. For example, during and after the implementation of each brand communication mode, targeted surveys and customer satisfaction surveys are carried out to understand whether the brand communication of catering enterprises is consistent with customer needs. In order to improve the way and content of brand communication and clarify the needs of customers.
▲ Brand practice: let customers experience it personally.
The core content of brand building is brand practice, which conveys brand connotation through the most direct way: dishes and services, so that customers can increase their memory of brand connotation after trying distinctive services. Therefore, at this stage, we must focus on the main connotation of the brand, such as the innovation, exquisiteness and novelty of the dishes, so that customers can personally experience the innovative, delicious and novel enjoyment brought by the hotel environment, atmosphere and service during the eating and drinking process.
Brand communication is not a car cannon, nor is it groundless. Catering enterprises should combine the contents and ideas of brand communication, develop special dishes, hold themed banquets for customers to try, such as the food festival of catering enterprises, or plan themed business plans according to the requirements of festivals, so that target customers, such as white-collar workers, business owners and families, can enjoy a rich festive atmosphere and feel the special food of catering enterprises. It is an important process of brand building to let customers experience and feel personally.
▲ Brand identity: customer management, so that customers are no longer alone.
Brand identity is the degree of customer's recognition of catering characteristics after brand cognition and brand practice. Once this stage can be recognized by customers, then the brand communication effect will begin to stay in the hearts of customers. The main work in the stage of brand identity is to take emotional input, remember every customer as much as possible, remember their preferences, provide the most considerate after-dinner service, and convince customers of the connotation spread by the brand.
After brand practice, there will be three forks, one very much agrees, the other very disagrees and the other is ambiguous. In the content of brand recognition, catering enterprises should pay attention to customer management. VIP should establish VIP management, regularly send food information of catering enterprises, care about VIP customers and even guide their eating habits. It is also necessary to establish effective methods for ordinary customers. Establish customer management software to record, analyze, induce and deepen ambiguous diners, thus establishing customer loyalty.
Should we pay attention to the brand recognition stage? DPCA cycle? The principle of brand building, combined with brand communication, has entered a new round of circulation.
Generally speaking, brand building needs a long-term DPCA cycle, and only by purposeful, phased and targeted brand management can the famous brands of China catering enterprises be built.