With the continuous development of society, people's living standards have also been continuously improved, the requirements for food consumption is increasingly diversified. From the initial demand for "food" to the pursuit of "food", and then upgraded to the "environment" and "feelings" of the pursuit of "food", the music dining room, the music dining room, the music dining room, the music dining room, the music dining room, the music dining room and the music dining room. "The pursuit of music bar marketing is gradually familiar. However, many music bar due to the lack of effective marketing and business strategy, so failed to achieve long-term stable development, and even face the crisis of closure.
Drunken Peach Blossom Music Dining Bar is located in Chengdu City, and since its opening in 2018, Drunken Peach Blossom Music Dining Bar has had four years of operating history. As a comprehensive food and beverage industry, compared with general restaurants, music restaurants have good food and good environment, but also face fierce market competition.
One, business status
Drunken Peach Blossom Music Dining Bar created by Guangzhou Drunken Peach Blossom Music Dining Bar Co. fused with music, food, performance and other elements, a form of recreation, entertainment, party and other forms, to provide consumers with a full range of consumer experience, to meet the strong desire of urban people on the ideal oasis and literary sentiment.
Unlike traditional restaurants, Drunken Peach Music Dining Bar not only provides customers with food, but also music and performances, which can provide customers with a bar atmosphere. And can be catered in which to consume, enjoy cost-effective drinks specialty restaurant. Consumption, in-store consumption per capita of about 50-70 yuan; dish selection, the dining bar grounded in the choice of Sichuan cuisine, the desert camel grilled chicken, peach blossom gluttonous frogs, crispy golden rolls and so on, are the dining bar specialties.
With the development of the times, theme restaurants with new ideas are the new trend in the context of increasingly diversified consumer demand. For drunken peach blossom music restaurant, it has a distinctive theme, specific cultural connotations and specific consumer groups, has a better development prospects. But it is also because of the uniqueness of the theme restaurant, so the marketing strategy and ordinary restaurants are also different.
Drunken Peach Blossom Music Restaurant Bar marketing strategy is to implement the purpose of the hope that through marketing, to increase the bar's market share, in the hearts of consumers to establish a good brand image. in the marketing strategy selection in the bar, more is the use of the franchise marketing strategy, the bar's own marketing efforts to be further enhanced.
Two, existing problems
First, the product strategy. Consumers' long-term spending power will promote the rise in profits of the bar, but at present most consumers can accept the single consumption amount is still below 45 yuan. In this case, the bar wants to win the competition, the product pricing can not be too high, so the bar wants to get a higher profit margin, you need to consider the cost of the product, you need to work on the cost of the product, operating costs and marketing costs.
In addition, drunken peach blossom music dining bar for consumers to provide the main products include dishes, drinks, services and so on. Consumers can have a variety of activities such as gatherings, reunions, parties and dates in the bar. Drunken Peach Music Dining Bar's products are subdivided, in terms of dishes, the bar's specialties include: Drunken Peach Dry Pot Rabbit, Drunken Peach Signature Roasted Chicken, Drunken Peach Secret Crayfish, Drunken Peach Specialties, Peach Blossom Island Ginger Rabbit, and so on.
Service-wise, the bar focuses on specialties such as store decoration environment, music performances and waiters dressed in Chinese costumes. Due to its own size, strength and industry characteristics and other factors, the bar can not provide personalized products for different consumers in a timely manner, more in accordance with the arrangements of the headquarters, resulting in the bar products and services are not distinctive enough, compared with other similar types of bars, does not have a clear competitive advantage.
Drunken Peach Blossom Music Bar product development problems are mainly manifested in two aspects. On the one hand, there is room for improvement in product development. At present, the drunken peach blossom music dining bar products both Sichuan cuisine, hot pot and barbecue, in addition to the introduction of Thai flavors of hot pot, although the headquarters will be in different seasons to launch seasonal new products, but the bar of the best-selling dishes, most of the bar is still in the opening of the dishes, such as the desert camel barbecue chicken, peach blossom gluttonous frogs, crispy silk rolls, and so on.
On the other hand, the packaging of the products is not presented beautifully enough and lacks character. At present, most of the dishes in Drunken Peach Blossom Music Dining Bar are presented in accordance with the style of similar dishes in the market, for example, Seafood Café, the arrangement of dishes is the same as the style of other Thai hot pot restaurants, and is even less than the set of fish, raw such as the summer flowers, and other Thai hot pot brands of dishes. Other part of the dishes presented to customers in front of the dishes "value" is not high, the characteristics are not distinctive.
Product and service quality problems. There are still some customers who are dissatisfied with the service of Drunken Peach Music Dining Bar, 20.9% of customers are dissatisfied with the service of individual waiters, and 15.42% of customers think that they have never enjoyed quality service in the bar; in addition, in terms of customers' opinions or suggestions about the bar, 41 people think that the bar should increase the portion size of the dishes.
Secondly, pricing strategyissue. Drunken Peach Blossom Music Dining Bar has not been scientifically refined for the market, so the dining bar also has certain deficiencies in pricing. Such as different seasons uniform price. Drunken peach blossom music dining bar dishes have Chinese food, hot pot and barbecue, part of the dishes of raw materials will be affected by the season, for example, winter crayfish due to raw materials and production of dishes is relatively difficult to produce in the summer, but the price is the same Secondly, there is no full understanding of the customer, in order to take the difference.
Third, the channel strategy problem. Drunken Peach Music Dining Bar's main marketing channels are offline stores, other channels such as Meituan, Dianping and other online channels are also involved, but these are far from enough for the highly competitive market. Therefore, the drunken peach blossom music dining bar should do a good job in the offline and existing online marketing channels on the basis of the full use of their own resources, to develop new channels to carry out marketing activities.
One is that there are deficiencies in the store marketing of the bar. Drunken Peach Blossom Music Dining Bar's storefront marketing is mainly used offline flyers, in addition to the store's opening stage, the rest of the time, very few flyers issued, and some customers responded to the bar at night, the lighting is slightly dim.
The second is the lack of sharing channels. Although the drunken peach blossom music dining bar has opened branches in many cities, but has not yet formed a scale, resulting in many consumers do not understand the drunken peach blossom music dining bar brand. Third, not fully utilize the e-commerce channel. Although the drunken peach blossom music bar has been stationed in the Meituan, Dianping and word of mouth and other online platforms, but the online products are limited, and did not open the takeaway business, the drunken peach blossom music bar has not created its own online official website.
Fourth, the problem of promotion strategy. Restricted by the slow update of the headquarters and the lack of their own research and development capabilities, the Drunken Peach Music Dining Bar's product update speed is slow. Dining bar to music, drinks as its characteristic selling point, innovation is not enough, in attracting customers to repeat consumption of the ability to be improved; in terms of promotional channels, to the traditional store promotions, holiday promotions, publicity and promotion of the role of the gradual weakening.
Three, marketing strategy optimization
First, optimize the product cost. Since the drunken peach blossom music restaurant bar is a chain restaurant, so the drunken peach blossom music restaurant bar in the cost control also has certain advantages, coupled with the current purchase of more abundant channels, so that the drunken peach blossom music restaurant bar also has a certain bargaining power, the cost of the product there is still a certain decline in space.
But it should be noted that the drunken peach blossom music bar in the control of product costs, but also need to pay enough attention to the quality of the product. Do not unilaterally pursue cost reduction, but should fully consider the balance between cost and quality. In addition, the drunken peach blossom music bar can also be placed in the bar some related souvenirs, such as musical instruments, records, books, etc., through the sale of souvenirs can be to a certain extent to help the bar to obtain profits.
Secondly, continuous product innovation. Streamlining and updating of products, timely attention to the sales of single products in the store, timely elimination of low sales, unnecessary products. At the same time the research and development of new products should be targeted, on the basis of the development of dishes, can be based on the music characteristics of the restaurant bar, the combination of food and music souvenirs; for highly educated consumer groups, you can target the development of a higher unit price, with a higher-grade and health value of the product mix.
Family groups, you can develop family portrait set meals, etc., in order to the good value for money; and for dating and leisure needs of young and middle-aged people, you can work in the barbecue, hot pot and other meals, for the Chengdu consumer spending habits and consumer demand, develop a distinctive product mix; to play the "music bar", the combination of food and music souvenirs; for the highly educated consumer groups, you can target the development of higher unit prices, with higher-grade and health value of product mix. For the middle-aged and young people with dating and leisure needs, we can work on the barbecue and hot pot meals, and develop distinctive product combinations according to the consumption habits and needs of Chengdu consumers; we can play the "net red" card well, and actively research and develop net red products.
Improving the quality of products and services. Drunken Peach Blossom Music Dining Bar's existing packaging is printed on the routinely used kraft paper with its own brand logo. The dining bar can choose relatively high grade corrugated boxes for some of its products or use porcelain or iron tableware, and it can make further innovations on cups or straws, for example, designing tableware with the Peach Blossom logo; it can also combine with Chengdu's local characteristics, by printing on the The bags can also be printed with mascots in line with Chengdu's local characteristics.
Additionally, it is important to cultivate a sense of service among employees. The employees are required to maintain a sense of service at all times, to be good at observing and understanding what customers need, and to better serve different customers. In the actual management, drunken peach blossom music dining bar can establish a perfect complaint handling management mechanism, customer checkout time to understand the customer's dining experience, for the service is not good place, do timely correction and feedback, and strive to provide customers with quality service.
Summary
Food safety is an important factor in determining the life and death of a catering business, and catering hygiene directly determines whether or not the drunken peach blossom music bar can operate in the long term. Therefore, in the process of operation, the drunken peach blossom music restaurant should pay enough attention to the food safety problem, the food safety problem as the drunken peach blossom music dining bar product strategy in one of the important strategies.
In addition, in order to ensure that the drunken peach blossom music bar marketing strategy is carried out efficiently, the drunken peach blossom music bar should establish a perfect internal management system to improve the overall quality of the staff. Select the right people and train them, especially the knowledge and methods of relationship marketing training, so that they establish a sense of service and concept; develop a perfect salary system, the system should reflect the principle of fairness, openness and transparency, so that employees are willing to proactively go to do a good job for the customer service.