I often go out to eat and unconsciously evaluate the dining restaurant.

It seems that if the boss were me, the business would be more than that.

Sometimes a way of thinking becomes inertia,

The reason why business is not good can be seen at a glance.

As the founder/boss of physical catering,

should have been more or less troubled by the flow of people.

those who are in bad business want people,

those who are in good business want to overturn Taiwan,

those who are in good business want to create chain brands.

But for small and medium-sized hotels,

business is ups and downs, traffic is irregular,

repeat customers are few, and customers are unstable.

These situations are always a long-standing problem.

It's very important to find the right reason for the bad business.

From the moment the customer enters the store, to the moment the meal is finished, and then to the re-purchase.

since you want to analyze it, let's start with entering the store.

Environmental factors

Door head -logo, store name, font, main color and lighting

Entering the store-overall style, table, wall, lighting,

Seating-comfort, space and tableware

Yesterday, I passed an organic vegetarian high-end restaurant,

The door head style was new Chinese,

.

the whole style was ruined by a logo.

judging from the style of the door, I think this store spends at least 111 yuan per person,

but the logo gives people a feeling of fast food like Shunwangji and Laoxiang chicken.

the door is well chosen, and you don't think when you enter the store.

The name of the restaurant is simple with few strokes.

The vowel is open, such as Wahaha. (a)

The cuisine/category is written after it.

to give a very clear direction, you can see what you are selling at a glance.

Just like the "Brother X Grilled Fish and Lobster Huimian Noodles Fast Food" I saw before,

Most people really dare not choose such a name.

There are still brunches, lunches and dinners to be sold together.

This positioning is very confusing. Although there are many choices, customers are confused.

think about your signs and billboards. Do you want customers to enter the store?

do they like the storefront environment?

is the billboard at the door clear about the dishes and the price?

did your welcome guests bring the atmosphere into the store?

above, it summarizes the environmental problems that lead to bad business.

food analysis

if your customers generally spend too much time ordering food,

you should consider the problem of food.

think about five points repeatedly:

menu, dishes, plate setting, weight and profit distribution.

I have been to many restaurants, and my favorite is the picture book style.

I hate mixed categories, regardless of priority, and I don't know what to order for a long time.

Be sure to choose a customer's favorite dish, and

Do more research on what impressed customers the most.

the profit distribution of dishes must be divided into drainage products, main products and high-profit products.

The user groups

Stores with a small proportion of repeat purchases, few repeat customers and limited customers

Think over the following questions repeatedly:

How old are these people?

what is the per capita consumption?

where do customers come from and how do they know about the store?

is it natural flow or promotion?

are these people coming for a certain dish or for the decoration style?

is this your first visit or an old customer?

it is the most practical way to find out the existing problems in the store by conducting a user survey on the existing traffic.

store staff

from the greeter to the waiter, the lobby manager to the chef.

are all important factors that affect the atmosphere of the whole store.

There is a noodle restaurant in my mind.

The store is about 611 square meters.

This waiter is very distinctive.

The greeters at the door are young and young, both men and women.

Both the food delivery and the waiter are at the mother level.

After ordering the noodles, the aunt waiter will kindly remind you,

There is an independent small feeding table where you can feed yourself.

I don't tell you mechanically,

I remind you like a family member.

I will be very enthusiastic when including the service, asking questions repeatedly and chatting with you.

Although some customers don't like to be disturbed,

according to the positioning of their restaurant, it is homemade handmade noodles.

The whole service system follows the positioning,

so it is very rewarding.

No matter the size of the store, the waiter is the soul.

It must undergo systematic planning and professional training.

Solution

Give customers a reason

Last night, I went to a high-end Sichuan restaurant that specializes in tofu pudding.

Tofu pudding is tender and delicious, which is very distinctive.

There are almost no authentic Sichuan tofu pudding in the whole city.

the characteristics of a store are an important reason for customers to spend money in the store.

Remember one sentence.

Refine a slogan,

One sentence is worth 11,111 sentences.

"A fish restaurant"

"Service is not the characteristic of Banu, hairy belly and mushroom soup are"

"Italians in Shanghai like to eat here"

The sentence shows what to sell, to whom and what the characteristics are.

It will take a few days.

Gather a few young people with ideas for several rounds of brainstorming.

Simplify the complex

There are many dishes on the menu, which makes it difficult for customers to make a choice.

There are many dishes, and the purchase volume is large and the loss is large.

at this time, we need to do subtraction.

dishes with extremely low order rate,

dishes with low gross profit and difficult storage,

dishes with troublesome rough machining,

all need to be deleted and improved.

At the end of deletion, there are only dozens of products left.

Basically, they are dishes with high order, easy procurement and easy storage.

it's equally important to choose a menu.

Main dishes, drainage dishes and special dishes,

In the menu, the priority should be clear and the size should be reasonable.

just like news software, it's obvious which one is important.

this gives customers a choice and guidance, and

ordering food is not troublesome and comfortable.

Choose drainage dishes

It is said above that the choice of dishes should not only be simplified,

the drainage dishes should be presented to customers,

1-3 drainage dishes, main dishes and special features will enrich a lot, and

it will also reduce the troubles of customers' choice.

Drainage dishes can be made as single items or set meals.

Choose three vegetables with low purchase price according to local conditions to make a combination.

Vegetables are basically a must-have item every time you order.

This gives customers a feeling of making a bargain.

quality and quantity should be guaranteed even if it is cheap, otherwise customers will feel cheated.

Drainage dishes can also be hard dishes,

For example, 1 yuan Dongpo Meat, 5 yuan Crispy Meat, Scan Code Collar Ice Powder and so on.

Pay attention to the take-away channel

If a store has a bad business,

Take-away is definitely the first choice.

Take-away handbags, tableware and gifts,

These costs will not be much higher, but they can bring unexpected effects.

However, for restaurants with poor business in general,

one of the reasons for entering the take-away platform is high commission and low profit,

and the other is that the traffic of the new store in ruzh u is limited, which

ranks lower.

the way to reduce the cost of take-out is small programs.

find a small program factory with a good reputation,

develop a website for a small program mall such as "Deyou Store", and

set a template for food and beverage take-out.

In this way, the traffic port is opened in WeChat,

and then through the online traffic portal, using the taste and characteristics to attract,

online traffic can feed back offline.

There are naturally many experiences to share when business is good,

But when business is bad, each has its own problems.

The catering business is not good,

Everyone is in a hurry.

But don't go to the doctor in a hurry,

You have to do it step by step.