How do restaurants recommend dishes to customers

In catering business, with good dishes, you have to be able to let customers know that your dishes are good, so recommending dishes is also a technology!

recently, it has been thought that many new catering brands will fall into the "self-satisfaction" of expressing everything in the product introduction, which will cause consumers to be confused. How to recommend your products to customers?

step one: who am I? What is my selling point?

keywords-mining and refining;

when we start refining the selling points of our products, let's go back to the starting point and think, who am I? We may be good at learning from other catering brands, but it is easy to go astray without thinking about who I am, because others' is not yours.

clarify yourself, and then think about what is the selling point? There are many ways to do this. For example, we can think about what is our own inheritance and innovation, that is, we mainly grasp the two aspects of "background mining" and "innovation value".

simply disassemble it.

"background mining" mainly refers to excavating the inheritance, culture, spirit, taste and technique behind the category, finding the part that is valuable to consumers, and strengthening or refining it into the endorsement of product value (instead of being separated and existing alone).

"innovative value" is to think about how our brand is different from other brands in the same category. This is not a fabrication, but a real existence. Such as ingredients, cooking techniques, taste, eating methods and so on. Through these differentiated value points, we can extend selling points and export value to customers.

the first step is actually to find yourself and go back to the origin of consumer demand. The output of the selling point is not how hot the wording is, but what kind of real and sensible consumption value we can bring to consumers.

Step 2: Consider speaking through the menu

Keywords: must see, guide;

Menu is the channel for consumers to get in touch with the brand directly and quickly. It can be illustrated with pictures and clear priorities. For conveying selling points and recommending dishes, it is a good method to make good use of the menu first.

The menu is not a simple product list, its function is to guide consumers to order, and at the same time, it can achieve better recommendation. The menu carries such a task. The "speaking" of the menu often needs to consider its own brand, product, combination, order (main and auxiliary), specific description and other aspects to achieve holistic and efficient recommendation.

For example, "basic goodwill" (ingredients, preparation method, health, etc.) and "signboard recommendation" (what is the home-made product and whether it is clearly displayed) can be established and improved.

tell me more about the menu. For different application scenarios, how to apply online and offline menus? This needs to be differentiated and integrated according to the specific situation. It is worth noting that the online ordering system is difficult to distinguish between primary and secondary by page, size and graphics at present, and it is more responsible for convenient functions. Then for old customers, it can be more efficient to order through QR code; However, for customers who spend for the first time, guiding by manual recommendation+physical menu will better reach the needs of consumers and increase the brand stickiness brought by services.

another phenomenon that needs attention is that after many catering brands open online platforms, there will be a phenomenon that the traditional menus of physical stores will be directly synchronized to the take-away platform. This phenomenon often leads to the inefficiency of online points and the decline of customer experience. In the menu design of online platform, we must rethink what consumption scenes are (within the delivery range, belonging to the target customer group), whether it is a meal for one person, a meal for two people, or a group meal. We need to set the menu of online platform in a targeted way combining consumption scenes, inertia and demand.

Step 3: Assisting with posters and other tools

Keywords: commonly used and well used;

Product poster is another basic expression for recommendation, which is also widely used (similar ways are not mentioned here).

For the poster, we have to think about a question. Why did we make this poster? Is the recommended product related to the brand? Is its differentiation and value visible to consumers? Then how to recommend this product.

Poster is an expression, behind which is the planning and design of the brand, connecting the two ends of communication-merchants and consumers.

For example, Siebel made a relatively successful round of product innovation and recommendation, in which Siebel launched a poster related to bovine bones. The picture shows a big man in Inner Mongolia, dressed in Inner Mongolia clothes, holding up the big bones of Mongolian cattle. This poster actually conveys the origin/supply chain behind Xibei's new products-regional cultural characteristics attract consumers, supply chain advantages convince consumers, and products are directly displayed to consumers.

how to convey more accurate and effective content in the simplest way possible and explain it through a poster? We often make posters and put a lot of effort into the form of posters, but we are very weak in content, which actually causes a waste. Therefore, it is not easy to use it well, and it needs in-depth insight.

further, in the process of product poster planning, we should focus on the product or the scene, and make a choice according to the brand's own situation. There is a simple consideration, that is, what is the most touching point of the product? If this point can impress yourself, it may also impress users. For example, we say that the poster of soup is the most touching when the soup is boiling and steaming, and it also brings a warm feeling to customers; Another example is barbecue. Putting it on an iron plate, the process from raw to cooked is the most impactful. Different brands have different ways to find the expression that can most impress consumers and even empathize with them.