catering O2O (wechat id: coffeeo2o) unlocks new catering and new mode!

The most traveled road in my life is the routine of the catering industry.

The essence of marketing is to study consumers' consumption psychology. How to play marketing routines to make customers more willing to choose your store?

Here are eight marketing routines to teach you how to play with catering marketing:

1. The more people wait in line, the more people eat

Most consumers have herd mentality, especially when some customers are not familiar with shopping malls and businesses, they will choose restaurants with more queues to reduce the risk of eating (the taste is not good). They will think that with so many people choosing, it will not be too bad.

The practical application of general restaurants is as follows:

(1) Now some merchants use this psychology to hire people to queue up and create popularity. This is not a long-term solution, but it still needs to return to the product itself.

(2) When making products, it is also the worst policy to deliberately slow down the production speed and make stores equal, which is easy to consume customers' patience.

(3) Try to keep people in the equipotential area to create a lively atmosphere, such as printing photos, playing games, getting free manicures, pasting mobile phones, catching dolls, etc.

2. Simplify the menu to reduce the pressure of customers' choice

What consumers are most afraid of now is that they have too many choices, so they have to work hard on the menu:

First, simplify the menu. Grasp the initiative, release the best products and let customers choose directly, instead of listing a lot of things for customers to choose what they like. You know, customers may not even know what they want.

secondly, make quality recommendation. We must promote the main dishes and products, and let customers come to your product instead of your store. This is the explosion theory.

again, it is to make a set meal. Package combination allows customers to buy with one click, which eliminates the difficulty of customers' choice, saves time, and also allows customers to spend more money and increase the unit price.

3. Break the whole into parts and defeat the consumer's psychological price defense line

Many people may understand the truth of commodity pricing in supermarkets. Daily necessities in supermarkets are usually priced at 9.9 yuan, 19.9 yuan and 28.9 yuan, instead of integers such as 11, 21 and 31. The difference between 9.9 and 11 is only 11 cents, but it will give people the feeling that it is less than 11 yuan, which will make them feel cheaper.

In fact, this practice can also be used for reference in catering pricing. Usually, restaurants are used to pricing by integers, because it is more convenient for customers to pay and there will be no trouble in changing. But now that mobile payment tools have become more and more popular, more people will choose WeChat or Alipay to pay, so there is no problem of change. Then the nine-dollar Bayi bowl of noodles naturally sounds more tempting than the ten-dollar noodles.

4. Slow closing and quick turnover

In order to improve the turnover rate, customers in many restaurants immediately clear the table after opening in the front. There are many people in the restaurant, and it is no problem to do so when the waiting is serious.

But when the restaurant is not full, it is better to clear the table slowly, which will improve the turnover rate. Because when customers see the plates on the table next to them, they will have a psychological hint of themselves. I have eaten a lot and it's almost time to go.

Therefore, the existence of empty plates is a psychological warning, giving customers a subtle hint. At the same time, in the eyes of outsiders, there are more plates on the table, which will also give people a feeling that business is good and the taste should be very good, which can attract customers to eat.

Of course, it doesn't mean that the slower you clear the table, the better. There are many pros and cons involved, and you should adjust your strategy according to the situation in the specific operation process.

5. Use music to improve the turnover rate

Why is the music in KFC more cheerful, light and modern, while the music in western restaurants is more elegant and soothing, which is actually one of the marketing skills?

Research shows that when relaxing music is played, consumers will stay in restaurants for longer. The unit price of western restaurant customers is high, and if you want to create better service, such a good concert will make customers intoxicated and have a better experience.

when music with a slightly faster rhythm is played, consumers will spend much less time in restaurants. Therefore, fast food restaurants generally use more light and modern music, which is to mobilize the rhythm of customers' eating and urge customers to leave quickly. If you look carefully, you will find that the music played in those famous fast food restaurants is different from the music played in free time, just because they have to serve different purposes.

6. Use digital payment to reduce customer's consumption sensitivity

Another way to make customers less sensitive to price is to minimize cash payment.

research shows that when customers pay the bill in cash, they will feel distressed more easily than swiping their mobile phones or bank cards. After all, for WeChat or bank cards, consumption is just a number. If it is advanced, it is a real grandfather Mao.

Therefore, it is necessary to make changes in payment methods, such as replacing cash transactions with mobile payment, actively scanning customers' payment with code scanning gun instead of letting customers scan code payment, and replacing mobile payment with membership card consumption, all in order to reduce customers' sensitivity to consumption.

7. Commodity combination effect, customers pay money

Aoi sora Photo Electronic 49 yuan, Aoi sora Photo Paper Edition 125 yuan, Aoi sora Photo Electronic Edition+Paper Edition 125 yuan.

what would you choose to buy?

of course, it's the third one. You can sell both electronic and paper versions at the same price.

in fact, what the merchants want to sell most is the electronic version of Aoi sora photo plus the paper version. The paper version is added to give you a comparison, so that you feel that the former is more cost-effective.

KFC and McDonald's use this method more.

For example:

French fries 8 yuan, spicy chicken leg burger is RMB 6.5 for a single order, and the set meal is only RMB 19 for a single order. You'll think that you can eat a French fries for 2.5 yuan.

8. By taking advantage of the heartache effect of saving money, prepaid cards are sold three times more

When people buy things, they will measure the benefits of the items they are about to gain and the pain of losing money at the same time.

In related experiments, when people buy high-priced goods, the insula related to physiological pain also reacts, showing that the feeling of "saving money and heartache" when buying high-priced goods may be very similar to the real pain.

so how to reduce this "heartache"?

1. Encourage consumers to use credit cards and use virtual credit cards instead of money to reduce this pain.

For example, the original activity was to recharge 511 yuan to get a free 111, and the effect will be much better if you change it to a credit card to recharge 511 to get a free 111.

2. increase the added value of the purchased goods to improve the pleasure of purchasing goods.

if you pay the bill in a restaurant, there is a warm copy on the service desk: it is a happy thing to pay for the person you love.

customers feel that after spending this money, I am not only filling my stomach, but also a way to express my love, so that customers' purchase pain will be reduced.

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