for the catering industry, online marketing can only promote, add fuel to the flames, enhance brand image and brand influence, and finally the purpose is for soup consumers to experience in physical stores and get a good feeling. At present, many small and medium-sized catering enterprises are disappointed after testing online marketing. The brand planning agency of Zero International Network summarizes the following points:

1. Short-term promotion. Many catering enterprises only try their best to promote online marketing, without making a long-term plan for online marketing. Generally, the promotion is only one month or half a year. Due to the particularity of the catering industry and the limitations of small and medium-sized enterprises, enterprises can't compare with large enterprises, and it is difficult to achieve greater results in a short time without huge investment. Moreover, consumers generally don't pay much attention to unknown brands. Therefore, the precipitation of the brand needs a long-term promotion and planning.

2. The promotion method is single. Generally, the promotion methods are public comment websites or the most group-bought coupons, etc. There are few other means of publicity, and the promotion methods are relatively simple. Therefore, it is difficult to form a word of mouth on the Internet without the promotion of high popularity.

3. unclear positioning. Nowadays, food and beverage outlets are generally mixed. As long as you can do everything, it is difficult to form a clear impression on the audience's mind. As a catering brand, Little Sheep has become a national brand, with Little Sheep in the north and Little Swan in the south. Especially after the jubilant fire spread all over the country, Little Sheep has become more vivid and perfect, giving consumers a better memory. Quanjude in the background, I think people who go to Beijing want to see the elegant old-fashioned roast duck brand, and a roast duck restaurant can actually sit at the top of the national roast duck brand, relying on brand culture to win a better word-of-mouth spread.

4. Lack of systematic planning. The vast majority of catering enterprises do not have a systematic and complete network marketing plan, and more people are just curious and then ask professional network marketers to come over and give directions, and then put them aside, or the bosses of the enterprises themselves lack the knowledge of network marketing, and sometimes they just let go and ask their subordinates to handle it with full authority or outsource it to some irresponsible companies, and in the end, it is often not worth the candle. Everyone has the psychology of being bitten by a snake for three years. Therefore, in the end, all the funds can only be wasted, so the online marketing awareness of business owners will often affect the development of an enterprise, and the boss's systematic network marketing plan is the most important.

Therefore, catering enterprises need to solve the above problems if they want to get better brand promotion in online marketing, and do systematic online integrated marketing, so that enterprises and consumers can form interaction. The network has no boundaries, and the target consumers also need to expand. Especially for cities with large traffic such as Shanghai and Beijing, migrants will also become the main crowd of word-of-mouth communication. After innovative and interactive comprehensive communication, they can promote the benign and sustainable development of stores and brands, and form a good word-of-mouth and high loyalty.