how important is word-of-mouth in catering? When we are going to a restaurant, what do you want to know about it first? Geographical location? The taste of the dishes? Dining environment? Or something else?

In fact, most people's first thought is to open an online platform, or find friends to get to know and see other people's comments on this restaurant, which is actually word of mouth. It can be seen that the reputation of a store determines whether it can attract new users. In today's business environment, word of mouth is the brand. If a brand wants to break through, it needs to build a reputation.

guxiaoxia: why do you want to build a reputation?

in the traditional advertising era, the brand is more about spreading the product features and its own value to users in one direction through advertisements and stories, and users are more passively told of the brand's goodness. Nowadays, before going to a restaurant, users often learn about other users' ratings and evaluations through platforms such as public comments and little red books. Users' understanding channels of brand information are from single to multiple, from passive perception of advertisements to active understanding.

nowadays, the more brands there are, the more choices consumers have. A good story can attract users, but it is not a reason to keep customers for a long time, and it can't make a lasting brand. Therefore, brand is not a story, nor a slogan, but an aggregation of experiences that users can perceive, and word of mouth is the result of experience sharing and dissemination. A brand with a good reputation can attract users. If you want to stand out from many brands, you need to create a super reputation. Now the focus of catering should shift from focusing on products and marketing to focusing on experience and word of mouth.

guxiaoxia: so, who will help the brand spread word of mouth?

word of mouth comes from the praise of the masses, not the brand's boasting. When more and more users recognize your brand, word of mouth will be formed. For example, the first thing people think of when they talk about sauce and bones is bone chivalry. Now, the relationship between users and brands is not limited to buying and using goods or receiving services, and some users also play the role of brand builders.

Take the super user of the brand Bone Sauce Hot Pot as an example, it will be such an image:

leading experience. Strong ability to accept new things, often punching in new catering brands, knowledgeable about new products and new catering services, and also have many ideas about new things.

rich scenes. I often have dinner, have eaten in different regions, and have rich nightlife scenes. I often list sauce bones as a snack option. Brands should build an experience around such super users, and attract their followers (potential users) by creating memory points that attract them.

Young consumer groups

At present, many catering brands want to attract young people, so the question is coming. Do you know the consumption habits of young people? Are you ready to interact with young people? Are you ready to create with users? Let them create word of mouth together, in fact, more is the result of super users interacting with you and creating with you.

At present, more and more catering brands have realized that to be a brand, it is necessary to do word of mouth. And if you want users to help spread word of mouth, brands must first understand themselves.

In the process of cooperation with partners, Gu Xiaoxia explores the word-of-mouth that the brand may spread through the form of * * *. We also expect that in the future, catering brands can focus on people and then have a better experience.