dry food business | how to break through 211,111 revenue! (There is no routine in this article)

After writing so many dry goods, a boss asked Nan: The restaurant business is not good, I don't know why, and I dare not use marketing skills indiscriminately, for fear that it will not suit the symptoms. What should I do?

Many bosses don't know why the restaurant business is bad, and most of them will offer discounts and promotions. Discount promotion is not ineffective, but there is no right medicine. After the event, business is bleak again. So as to form an infinite loop, and if the business is not good, it will be discounted.

why are there fewer customers? What is the reason? How to solve it? This is the soul of the catering boss. Find out the problem and prescribe the right medicine, so as to treat the symptoms and cure the root cause.

First, find the root cause

1. Know the customer first

Find out the cause of the problem, first of all, know our customer. For example:

Who are our customers and what are their characteristics and hobbies?

when and how often do you come?

where do they like to sit when they come to the store and why do they like to sit there?

what flavor and food do you like?

what did customers do when they entered the store, and why? If it can't be avoided, can it improve efficiency?

in addition to our own statistical observation of customer behavior, we can also use our spare time to conduct a questionnaire survey on customers. Anyone who participates in the questionnaire survey will be given a fruit bowl or a doll. In this way, it is much more efficient for customers to suggest what needs to be improved than for us to explore for ourselves.

when you know the customer and know their needs, the natural answer will come out. For example, whether to adjust the restaurant layout or improve the dishes, we can solve the problem in a targeted manner.

2. The location of the store is correct

Sometimes the location determines whether a restaurant can last for 1 months, 1 years or 11 years. Once the site selection fails, the probability of making money is only 31%.

regarding how to choose a site, you can find the answer from your competitors. If the business of other restaurants nearby is good, then the restaurant location is ok. If the business is poor, then you can consider moving your position.

if the store has been open for a long time and business is suddenly bad, we should look for reasons from other aspects. Is it because the new store opened next to it, which robbed the business, or because the road was built nearby, which led to less passenger flow?

3. Problems in restaurant management

I can only sigh when I watch people coming and going in other restaurants every day. We have to analyze what the reason is from our own problems.

restaurant signboards are the first step to attract customers, and many restaurant owners don't make good use of them. Store signs must be eye-catching and simple. For example, the signs of KFC and McDonald's must be big and eye-catching, otherwise how can they take down each other?

dishes are the core competitiveness of restaurants. Now in the same business district, the homogenization of restaurants is very serious. For example, when we went shopping the day before yesterday, there were four honey snow ice cities on a street, and there were a dozen other large and small drink shops together.

The competition in the catering industry is becoming more and more fierce. If the dishes don't have their own characteristics, or they haven't been introduced for a long time, customers will gradually lose interest. If the dishes in your restaurant are not very good, don't copy the dishes of your competitors, and the copied ones may not be as good as his. Because good dishes should be measured in many ways.

We should consider what tastes and dishes customers like and what prices they can accept. It is necessary to combine the characteristics of its own restaurant and regularly introduce new dishes to attract old customers and retain new customers.

4. Are the environment and facilities obsolete

Most people think that young people like tall restaurants now, but they are not. Nowadays, customers like diversification, some like novelty, and some like nostalgia.

Some people like the high-end rhyme of Starbucks, while others are attracted by the feelings of Wahaha milk tea.

the most important thing in cooking is to have its own characteristics, and what customers value most is the hygiene of a restaurant. Keep it clean, old and new. Old facilities should be replaced in time to avoid potential safety hazards.

5. Service quality

Service is the soul of a restaurant, and the quality of service can highlight the development prospect of a restaurant. The most heard sentence is that going to Haidilao for dinner is the service of experience. The taste and dishes of Haidilao are not much different from those of many hot pot restaurants, but more people choose Haidilao.

I once went to a hot pot restaurant for dinner (not well-known). When I first entered the restaurant, I felt that the catering owner also had intentions, and there were plates filled with mints at the checkout counter. But there were few mints on the plate, so I took two with my friend and received the cashier's contemptuous eyes. I didn't care so much. When I checked out after dinner, the plate was empty, and the waiter didn't add anything new from beginning to end.

It can be seen from this that many bosses have ideas and know how to run restaurants, but the quality of service is often easily overlooked.

Second, prescribe the right medicine

If you find the disease, you must make an effective rescue plan and implement it. How to ensure the full play of the efficacy?

1. Scheme positioning

First, what is the purpose of making the scheme? The purpose is to increase the number of customers and then consider how to do it.

For example, when a marketing activity is formulated, the target customer group should be clearly defined, and every customer should not be blindly involved in the activity, but should be accurately positioned to let the customers come.

Children's Day is aimed at family customers, Valentine's Day is aimed at couples, and Mother's Day and Father's Day are aimed at parents.

according to different customer groups, we make corresponding activities and give them a reason to participate in the activities, such as taking advantage, learning and making friends.

For example, in Chinese Valentine's Day, we wrote in the last issue that for singles, we can hold activities of spelling out orders and making friends in restaurants.

2. Inform customers of restaurant trends in time

Sometimes we have made improvements to the problems, but it still doesn't work because customers don't know and we haven't made effective publicity.

we can promote online and offline. There are mainly the following four types:

circle of friends. You can make an activity poster to share in the circle of friends to attract customers. In addition, you can add your own WeChat QR code to the poster and leave your contact information, which is also a good way to get customers.

member SMS notification, which sends SMS to member customers to inform them of the activities.

Take-out platform, new products on the shelves have new product labels, which can put new dishes on the top.

offline promotion, you can put event posters or distribute event flyers in online stores. You can also hold some offline tasting activities to increase exposure.

3. effect evaluation

after the implementation of the scheme, it is necessary to test the results and continue to make adjustments according to the specific effects. We can consider from three aspects: whether the number of customers, turnover and orders have increased compared with last month.

if the effect is not good, it means that the main reason has not been found, and it is necessary to continue to change the angle and make improvements. If the effect is good, don't be careless, keep it up.

three, wordy sentences

business is not good. First, find the right reason and make a plan to solve the problem better. This paper introduces five directions to find the cause of the problem, and three steps to implement the solution.

Pay attention to Anan, and learn more about dry food and beverage operations together!

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