How do catering enterprises locate consumers
The methods for catering enterprises to locate consumers are as follows:
1. Market segmentation: Positioning a "family of three" There is a "beautiful fried chicken" fast food restaurant in China Square, the popular front line of Guangzhou. Since it was opened to the general public, in order to attract the consumer market of a family of three, a small activity room has been set up next to the restaurant with "climbing slides" and riding a small wooden horse. In this way, it not only meets the children's psychological needs of being active and fun, but also meets the needs of young parents for emotional communication with their children during holidays.
2. Market segmentation: Positioning "Chinese and Western weddings and wedding banquets"
For example, Shanghai New Jinjiang Hotel and Japan Waldepei Weiting Wedding Service Company have joined forces to launch a cross-century Chinese and Western style wedding and wedding banquet one-stop service. They provide a brand-new concept for traditional wedding and wedding reception services, that is, guests can easily fulfill their dreams of life by choosing the wedding style and wedding reception standards.
According to the survey of Shanghai wedding market by Xinjinjiang, there are more than 81,111 newlyweds in Shanghai every year, of which more than 91% hold wedding banquets when they get married. At the same time, more and more young people are beginning to pursue high-standard and high-grade comprehensive wedding services. In addition to saving time, it is more important to hold a wedding with a certain level and connotation.
For this reason, the per capita standard of 111-6 sets of wedding banquet menus in 351 yuan introduced by New Jinjiang, accompanied by generous preferential rewards. Weiting Company has launched a variety of wedding services, including the bride's pre-marital skin care plan to the float on the wedding day, tracking camera and so on. At the same time, the new Jinjiang also launched a variety of special services such as wedding anniversary banquets and full moon banquets, which satisfied the personality psychology of this consumer group with the luxury facilities and quality services of the five-star "state guesthouse".
3. Market segmentation: Positioning "working meals and weekend meals"
Since the end of the 21th century, Shanghai Jianke Hongqiao Hotel has established its own market positioning. First of all, we strive for a working lunch for the staff of the system office of the Construction Committee of the University of Science and Technology Building, and launched a working package for lunch in 25 yuan and 31 yuan from Monday to Friday. Secondly, 61 yuan and 81 yuan packages are launched for a family of three on weekends for citizens in surrounding areas, with two sets of menus, A and B, to choose from. One set of 81 yuan's menu is: Sanwei Cold Dishes, Boiled Grass Shrimp ((3 Liang), Golden Garlic Bone (6 pieces), Stewed Eggs with Clams in Yaozhu, Home-made Tofu, Eggplant in Typhoon Shelter, West Lake Beef Soup, Special Pumpkin Buns and Fruit Plate. In addition, the hotel's special dish, Shenyang Fish Head, has won the love of people from all walks of life, and the satisfaction rate of guests is very high. Because the hotel is close to Xujiahui business district, it is also attractive to tourists who go shopping and run shops, and the market has become even bigger. After the market positioning is accurate, the hotel's catering is booming soon. Many private rooms and the hall with an area of nearly 211 square meters are often full of seats, or even turn tables. In the evening, private rooms must be booked two days in advance.
4. Market segmentation: Positioning "female consumers"
In the past, the main consumers of restaurants were men, and restaurants became an important place for men to communicate, while women were usually just decorations on the dining table. Nowadays, the times are different. Female consumers make frequent appearances at the dinner table, and more and more women pay the bill at the dinner table. This has not only become a new fashion of consumption, but also a new growth point of consumption economy. As a result, discerning merchants began to aim at this market and try to figure out women's consumption psychology, showing very feminine characteristics in the design of catering products.
In Guangzhou and Shanghai, some catering enterprises took the lead in displaying the signboard of "Women's Soup". The so-called "female soup" tastes light, fresh and delicious. Among them, there are "sinking fish and falling geese" (the main raw materials are raw fish, black-bone chicken, lean meat, meta meat, American ginseng, ginseng, etc.); "stewed duck with cordyceps sinensis" for nourishing yin and tonifying kidney, benefiting qi and relieving fever; "Stewed chicken with fresh ginseng and bird's nest" for clearing away heat, moistening skin and nourishing beauty; Yin beauty, "Stewed Chicken with Bamboo Silk in Sea Coconut" for nourishing blood and benefiting qi, etc. They are very popular with ladies because they are good for health and beauty. Some hot pot restaurants have also developed and launched "ladies' hot pot" catering to women's eating habits. The soup base is no longer all spicy and Sichuan flavor, but the soup base cooked with nourishing herbs, such as Huaishan old duck soup, Chuanshao Baizhi fish head soup, sweet and sour vegetable soup and so on. New varieties suitable for women's delicate taste, such as sauerkraut, tribute pills and fish balls, have also been added to the raw materials; Even a small dish of sauce, now with a little sweet and sour, has become very feminine.
In response to this "ladies' fashion", there are all kinds of soft drinks, among which all kinds of freshly squeezed juices are the most popular among ladies. Such as watermelon juice, freshly squeezed coconut juice, carrot juice, etc., its natural fragrance, pleasing color and pleasant taste often make women love it and enjoy drinking it; Series carbonated drinks, mineral water, milk drinks, etc., are also the first choice of many ladies. Even many brands of beer have diluted the concentration of alcohol and added various fruit flavors. This kind of fruity beer combines pure natural fruit juice with high-quality beer, and the alcohol concentration is generally only 1-2.5 degrees, which is more alcohol than ordinary fruit juice, but it has a little bit of beer's * * *, which is very suitable for modern women to seek elegance and flavor at banquets.
catering enterprises must conduct in-depth analysis and clear positioning of the target consumer groups when building brands. The catering market is different from other markets, that is, the taste differentiation is obvious. Consumer groups are also widely distributed, with different characteristics, tastes and consumption habits in all regions. At the same time, the demand of consumers at different consumption levels is different, and the demand for brands is very different. Therefore, if your target consumer group is positioned more clearly, the brand positioning will be more clear, and it will better meet the needs of the target consumer group. For catering enterprises, to do a good job in positioning consumers in the catering industry, the process can be roughly carried out according to the following steps. 1. Targeted catering enterprises need to make targeted positioning according to the characteristics of different markets and different levels of consumer demand, understand the key interests of different groups of consumers, and target their interests. Case study: South Beauty is aimed at business people. The target consumer group of South Beauty is mainly aimed at business people. The consumption demand of business people first pays more attention to the environment, and pays more attention to the taste and atmosphere of the environment. In order to facilitate business banquets, "South Beauty" not only meets the needs of business people in terms of environment, dishes, price and service, but also chooses the "business building" near the business people as the terminal in the dining place. It is not only convenient for business banquets, but also provides an elegant dining environment at noon for some high-ranking white-collar workers. In the creation of dining environment, "South Beauty" greatly satisfies the elegant aesthetic taste of business people and their "face" during banquets. They pay great attention to the fashion sense of decoration and the dining environment of high-end Chinese restaurants with personality and artistic space. At the same time, compared with other restaurants in high-end office buildings, the price of "South Beauty" is lower, attracting many ordinary white-collar workers to patronize. This group of people is also a group with strong spending power. It is precisely for this consumer group that "South Beauty" has achieved market success. A clear market positioning is undoubtedly the key to the success of "South Beauty". From the very beginning, South Beauty targeted at business people. Under this positioning, dishes, services and dining environments that meet the consumption psychology of business people were derived, which effectively met the consumption needs of business people. How do catering enterprises conduct market positioning and segmentation
Section 1: Consumer market Section 2: Environmental analysis Section 3: Target marketing Section 4: Market segmentation Section 5: Market positioning How do catering enterprises carry out product innovation
1. Highlight cultural subjects
Nowadays, the culture of catering has penetrated into all aspects of business, from the design and layout of restaurants to the color, fragrance, taste, shape and container of dishes, all of which are a combination of culture. In the process of catering innovation, we should always take the promotion of cultural characteristics as the main direction of management, create a good and healthy cultural theme, and open up new ideas for catering management.
Since ancient times, China catering has been famous for its beautiful style and cultural characteristics. It should be said that catering management and innovation can not be separated from the basis of "gourmet" at first. Through the unification of color, fragrance and taste, people's appetite can be promoted, their physiology can be satisfied and their visual aesthetic enjoyment can be given. The harmonious unity of the changing beauty of utensils and delicious food is an important part of China's traditional catering art, and it is also a major aspect that can't be ignored in the innovation of catering management. It has become an important content to highlight individual characteristics in catering management. The beauty of modeling, texture, color and pattern of catering utensils has a great influence on the overall beauty of catering products. If they blend with each other, they will be icing on the cake and reach a new realm. And if they don't cooperate with each other, they are dwarfed.
The food environment is an important aspect in the aesthetic process of Chinese food culture. A good food environment can enhance the taste of food, how to achieve the beauty of great artistic conception, how to arrange and choose a suitable dining environment, how to arrange green plants in the four seasons of restaurants, how to set lamps in different restaurants, etc. These are the problems that modern food and beverage management must study. From ancient times to the present, with the development of the times, people's aesthetic tastes and needs have also changed greatly. The innovation of catering management cannot be confined to a certain form, as long as it is unique, healthy and civilized, the reception will produce good results and benefits. As long as culture is firmly infiltrated into all aspects of catering, or catering business always revolves around the theme of culture, it will win the hearts of the people and attract consumers.
2. Expanding business projects
The innovation of catering products requires operators to constantly study the changes in the catering market, establish new business concepts, change business policies, and dare to explore new ideas. For example, some enterprises give full play to the effect of brand and corporate culture, tap the potential of enterprises, and explore the development direction of diversified business. Hotel catering should not be limited to the original status quo, but can appropriately increase the flavor of dishes and develop flavor restaurants, characteristic restaurants and theme restaurants. In short, we should break away from the shackles of traditional business concepts and thinking patterns, proceed from reality and follow the development needs of the market.
catering business should dare to break through the traditional mode. We might as well break away from the convention and combine dining with other activities to produce a brand-new service concept, so that food can be integrated with various cultural forms, and entertainment, knowledge, health, nutrition, information, sports and other means can be combined to improve the participation, appreciation and entertainment of catering. This will not only improve the management level of catering, increase cultural content, but also increase the special projects of restaurants.
3. Adapt to target customers
Different catering products are suitable for different consumer groups. With the deepening of market segmentation, the innovation of catering business will also pay more attention to the narrow market level. Various theme restaurants, such as red chamber restaurant, beach restaurant, ladies' restaurant and sports restaurant, are constantly coming out, making the market colorful. Nowadays, many high-star hotels have opened high-end top restaurants to cater to high-end business guests and celebrities. In product development, special attention is paid to making high-standard dishes such as abalone, wings and ginseng. And many low-end restaurants, their business projects are mainly suitable for low-end consumer groups, developing some ordinary dishes, home-cooked dishes, fast food and so on.
In the catering business, different styles of restaurants create different cultural characteristics. On the one hand, we should consider the consumption characteristics and habits of local people, on the other hand, we should consider the acceptance of a certain consumer group, and we should not be too vulgar and low-grade in design and decoration, which seriously deviates from the development direction of modern catering. While embodying the characteristics of the times, it is also necessary to reflect the fashion of culture, so as to appreciate elegance and vulgarity and make it intriguing.
4. Leading the catering trend
As an important part of the tertiary industry, the catering industry is widely valued for its large market and rapid growth, and it is also the carrier for developed countries to export their capital and brands. The innovation of catering products will not only be the menu, but also lead the catering trend in terms of menu, environment, service and activities. In product innovation, dishes will follow the "five lightness" trend of international catering, develop light oil, light sugar, light salt, light fat and light seasoning, pay more attention to the catering environment, and set off the theme with the help of personnel's clothing, service etiquette and recreational activities with dining activities.
In the operation of catering industry, further develop catering mode, such as direct chain operation, and establish corporate brand image; Franchising, unified technical quality, * * * enjoy profits; Group management, through asset integration and strategic integration, carries out cross-enterprise cooperation and mergers and acquisitions, thus enhancing competitiveness. In the innovation of catering management, it is necessary to dare to break away from convention, do what others have not done, further develop characteristic management, make catering management style more diversified, and make more contributions to the prosperity and development of catering industry. How do catering enterprises carry out brand marketing? Answer
To be honest, I think word-of-mouth marketing is the best for catering. In addition, it will be better to analyze how catering enterprises carry out technological innovation in catering production
1.1 and establish a food innovation mechanism. The innovation of dishes should first be supervised by a certain management system. The R&D team of food design should formulate an executable innovation management system for catering enterprises, and
assist enterprises to establish an innovation management mechanism, such as using quantitative index model, economic responsibility system or various reward models to encourage relevant personnel to carry out product innovation.
1.2.
innovation of dish design. The innovation of dish design is based on the product development of consumers and enterprises, and the design conception, raw material selection and cooking methods of dish production are innovated.
With the enhancement of consumers' views on health, morality and ethics and the development trend of more rational consumption, catering enterprises should innovate in the selection of raw materials, cooking techniques and attitudes towards traditional dishes.
1.3
Innovation in the display form of food sales. The innovation of the display form of dish sales refers to the innovation of packaging, method, quantity and cooking of dish products displayed in front of customers. This kind of innovation is embodied in the following ways: the innovation of cultural packaging of dishes,
if the naming of dishes is related to seasonal festivals and major events, the dishes are named with historical allusions and the take-away form is used to expand the sales of dishes; According to the different number of people and objects, adjust the dish weight and seasoning ratio, etc.
2. catering service innovation
2.1 establish the concept of service innovation. Conceptual innovation is an innovation that transcends the original self-understanding, is difficult to achieve, and is also the most important innovation. The whole catering enterprise should
rationally establish innovative service concept with the changes of society and market.
2.2 pay attention to service training. Only through certain professional and technical training can waiters in catering enterprises provide customers with basic qualified services < P > But this kind of service can't make customers completely full.