restaurants are the most important and easily overlooked elements of catering business. We believe that an excellent catering brand must have countless excellent stores, and the relationship between the brand power of catering enterprises and the stores with excellent profits complements each other.

Returning to the store will be the biggest note for the catering industry in the next 11 years.

adhere to the mentality of "returning to the essence". After combing the industry topics in 2117, we think that the profit of stores is the premise of building an excellent catering brand.

From June, we will launch a series of articles on "Returning to Stores" continuously until July 21th. As the largest online education institution in the catering industry, Spoon Class will hold the first annual "Thinking Power" forum in Shanghai in 2117 to discuss in depth what elements an excellent store profit model should have. Looking forward to your arrival!

Author | Gao Yunfeng

Editor | Dong Qing

Do you feel that when you order a plate of jiaozi and sit down to eat it, the phrase "There is a big shrimp in jiaozi, which is delicious when it is hot" comes out of the waiter's mouth, and you feel a sense of value off the charts. Similarly, when you go to Xibei for dinner, it is impossible to have all the dishes that suit your appetite. After hearing the words "Everything is delicious with your eyes closed", you will feel at ease in an instant.

that's what intangible services mean when they become tangible.

Not only the catering industry, but also hotels, retail and technology industries are doing this. They are trying to design a service state that consumers can't perceive into an impressive experience, so as to achieve a better service experience, which is actually a disguised brand promotion.

For example, when staying in a hotel, if the waiter leaves you a warm card after cleaning your room, it will feel much more perfect than just being neater. Or Apple shows the design concept and production process of its own software interface, and you will be more willing to pay for it because you can completely see the birth process of an icon or transparent design ideas.