Do catering to focus on a dish

Do catering, many entrepreneurs have a **** the same question: is not all to focus on a dish. This question makes a lot of sense. For example,

Banu focus on tripe hot pot, altar Zong focus on chopped pepper fish head, and so on and so forth.

It seems that as long as you focus your resources on one dish, your performance will grow. Their own brand in the end to focus on a dish?

The epistemology determines the methodology, and the first thing you need to know is the pros and cons of the methodology. Only then know how to use this methodology. Under what conditions is suitable to use this method, you have decision-making criteria. Otherwise it is easy to be cannon fodder. To know whether your business should go to focus a dish.

First of all, we need to know,

1. Focus on a dish in the end what is the use?

From the point of view of consumer perception to analyze,

In a sloppy market, product focus allows consumers to your brand behind the value of the cognition is clearer, talking about your brand immediately can clearly say what your signature dish is, what is the unique value. This reduces the cost of decision-making for consumers.

From the point of view of the mind analysis,

In an era of information explosion, product focus, can make your brand in the minds of consumers to form a clearer memory point, compared to other homogenization of the competitors, when the consumer produces a relevant demand, the brain first thought of your brand. That is, in the level of customer acquisition compared to competitors to occupy priority. It's a great way to improve your customer acquisition rate.

From the point of view of internal operation and external communication, the limited resources of the enterprise can be more focused, so as to form a synergy.

Summarized in one sentence, the essence of product focus is that the brand in the minds of consumers under a hook. Or produce relevant needs will first think of you.

It's underlying logic, is the brand's external expression of the value of cognition, from rough to fine a process,

Method is to cut from the cognitive end of the consumer, the first to find this hook. And then forced the enterprise to this hook for the origin, value reconstruction 2. that focus on a dish what are the risks and disadvantages?

First, the focus of this product to have enough public awareness of the foundation, to have roots, mother, to naturally have a sense of value. It has to be a good seed in itself.

So that you put in the back of all the packaging, promotion, marketing and a series of resources to support twice the effort. In order to support the single store profit model.

We can understand the product focus as a trademark, just trademark is to go to the Trademark Office to seize, grab a less one, the product focus is to go to the consumer's mind to grab, grab a also less one. In essence, it is a game theory, in a rough market industry, who first focus who has the advantage, because the mind is the first to enter.

Second, will do but also will sell. Need to rely on a lot of advertising to rape the consumer's mind. If the resource investment does not reach a critical mass, the pot of water will not boil.

Third, focusing on one dish is just one methodology for building a brand. It's not a cure-all.

Some categories are still at the stage of the primary rough market, there are many better market opportunities, sometimes overly segmented to focus on a dish, it is likely to do their own market to narrow.

Because after focusing. When consumers think of this dish will think of you, at the same time do not want to eat this dish when you will not choose

You, and your brand focus on a dish after the impression of the consumer's mind has been solidified.

Fourth, if the street has been widely divided into a variety of single product stores, you are still in this single product over segmentation. It is to drill into the alley, the avenue in order to run a big truck.

For example, pickled fish ---- gold soup pickled fish ---- gold soup pickled sea bass ---- small pot gold soup pickled sea bass ----- and so on. You sharpen this hook so small, you can hook a few customers.

This phenomenon I have often laughed at, tossing and turning for years, finally stuffed themselves into a dead end, because dining is a three-kilometer law. The surrounding three kilometers of the demand base and purchasing power, determines the profitability model of your single store.

Simply summarize, methodology is dead, people are alive. Only really know the shortcomings of a set of methods, you are considered to have mastered this set of methods. Secondly, seek who will seek, the key is to break. If you misjudged the market opportunity and the market competition pattern, then the good method is useless.

3. Is it true that as long as the product focus on the performance can grow?

The answer is certainly not.

Proposed a program, not because the program has "reason", because the future, projected it after the implementation of what will happen. What happens in step one, what happens in step two, and a full analysis of the pros and cons.

All of the programs that have not yet been implemented and validated are based on future scenarios and projections after implementation. Product focus is a customer acquisition hook. The hook is simply to improve customer acquisition. The solution is clear consumer perception of your value.

Simple explanation, that is, you do not care whether you focus on fish head or chili pepper stir fry, you do out of the product, compared to other competitors, can make consumers get a better value perception. If you focus after the product made out is not as good as the next door. That is the air loft. So the product focus is behind the overwhelming investment of resources. It is better to hurt their ten fingers than to break their one finger. From, tableware, copywriting, posters, menus, advertisements, stories, ingredients, cooking styles, and so on, all the resources have to be added up,

Because this product bears a strategic mission that requires faith.

Once again, all competition in business is not about a single value point. It's not that it's all about this one dish, it's still the whole value chain that's being fought over. Can you retain customers, or rely on your products, environment, service, operations, marketing, etc., behind the scenes involves the weight of your resource allocation.

4. How to focus on a dish?

From the mind to find, be sure to do mind research, because behind the product focus involves a large amount of resource input, not just an expert pat on the head can make decisions.

From the market competition pattern to find, not completely occupied by competitors, this to go to analyze and judge the competition pattern,

From the sales data to find. To be consistent with the enterprise's own resources and genes.

As an example, we have a customer that makes Quzhou dishes in Ningbo. Called thirty-nine ways,

There are more than three hundred Quzhou dishes in the whole of Ningbo, and almost all of them are called Quzhou local dishes restaurants, and all of them are imitating the category bosses, and all of them are doing well.

And the best seed in the three heads and one claw is the fish head.

And the perception of this big single product, not completely occupied by competitors,

At the same time is still the best sales data in the brand store a dish, so the next, the category product to Quzhou fish head, advertising slogan changed to, eat Quzhou fish head, go to thirty-nine Road, open file to take the point of sale, a small pot now burned, all the copywriting, stacking, ingredients, menus, tableware, presentation, store a complete set of pop, and the way to the door, the way to the door, and the way to the door. The whole set of pop in the store, all hit on the fish head. After the first line of focus, the performance nearly doubled. Gross profit also increased by five points.

5. Are all restaurant brands to focus on one dish? The answer is certainly not.

The value of a brand is divided into functional value, emotional value, social value.

The product focus is to cut the cake in a stock market from the functional value level. It is only suitable for large categories with long product lines. And is relatively crude competition pattern. And they do not have their own competitive advantage of small brands.

If your brand has reached a stage.

For example, Haidilao, what he needs to do is to pull away from the competitors' gaping, highlighting social attributes and providing social value.

Instead of going for differentiation to product focus. So his advertising slogan is called, together high, seabed fishing, rather than appealing to the product level, good hot pot will speak for itself.

Secondly, if you are in a niche single product category where demand is waning. You also go to segmentation, focus, cut the cake in a niche market, is to bring themselves to a dead end.

The right thing to do in this situation is to reactivate the category through innovation, and increase the demand base of the category.

The first cause of economic development is innovation, because you can't get a railroad by adding up how many wagons.

To summarize, product focus from the consumer perception level is a hook for customer acquisition. From the perspective of business operations, it is a focus of resources.

6. In addition to focusing on one dish, what other methodologies can improve performance growth?

We summarized a cross-strategy model table based on years of practice. But this set of models can explain all the cases in the restaurant industry.