For us now, eating is no longer a simple matter of filling our stomachs. We have higher requirements in many aspects of eating. It is in such a big environment that various types of online celebrity restaurants take advantage of the trend, and how to create a online celebrity food?

As the saying goes, food is the most important thing for the people. In recent years, eating this thing is no longer a simple way to fill one's stomach and satisfy one's greed, but a manifestation of identity and the pursuit of a higher quality of life. It has become a daily life for young people to chase online celebrity restaurants and online celebrity food. I believe that there are many girlfriends around you who are under the banner of "eating goods" and have not planted less grass in online celebrity restaurant. They often go to the restaurant to encourage you to eat, but they don't eat much by themselves, and they are extremely thin when taking pictures.

are you a foodie? Have you eaten all the following online celebrity foods from 2117 to the recent fire?

First, the online celebrity food that has been on fire in recent years

1. The prototype of the dirty bag that has been eaten into a painted cat

is in Japan, and it is already an old bread category, called chocolate can be praised. After eating, the mouth and hands will be stained with chocolate and become "dirty", hence the name "dirty bag", and online celebrity is full of momentum! Thick chocolate powder is wrapped around the horn of Kesong, and then covered with a layer of chocolate sauce. It is moist and chewy inside, and it is full of chocolate flavor in one bite, crisp outside and tender inside!

When the dirty bag caught fire, even the stars joined the ranks of getting dirty. The host Du Haitao showed the appearance of eating dirty bags in Weibo.

2. "Hi Tea"

"Hi Tea HEYTEA" was founded in 2112, and its popularity was in the past two years. In 2115, because the original trademark "Huangcha" could not be registered, it was renamed "Xicha".

how popular is tea?

when it was called imperial tea, there were more than 2,111 kinds of fake imperial teas in less than a year after opening its first store in Shenzhen. After the Spring Festival in 2117, Xicha opened its first store in Shanghai, instantly detonating hundreds of people queuing for hours, and selling nearly 4,111 cups every day, which is already the fiftieth store of Nie Yunchen, the founder of Xicha.

His shop has become a local phenomenon and a popular culture. Many people often queue up for more than an hour to drink a cup of tea in his shop.

3. Take a bite of shi's "Baba melon seeds"

This product became popular with the broadcast of the debate variety show "Qipa Shuo" produced by Mi Wei Media in Ma Dong. It is said that 31 tons of about 1.2 billion Baba melon seeds were sold in six months. Xu made a high-profile call for TA at the scene of "Qi Pa Shuo", but Degang Guo couldn't stop.

its product slogan "take a bite of shi to calm down" is a popular word among young people nowadays, which is directly aimed at the young people's market.

Miwei Store, a subsidiary of Miwei Media, has launched many kinds of snacks, such as Baba melon seeds, "Haowei" series of popcorn, French fries and so on, which are essentially realized by using big IP. These products have spent a lot of thought on packaging design, and with the help of variety shows and celebrities, they are sold at a much higher price than similar products, and the sales volume is also very good. How is the taste? It is not very good to evaluate. As for the connection between melon seeds and Baba, where is it? Experience it for yourself.

4. "Taier Fish with Pickled Sauerkraut"

Taier Fish with Pickled Sauerkraut is a restaurant brand born in Guangzhou in 2115. Although it was established for a short time, its expansion speed is like a bamboo. The author is in Shenzhen, and I have never heard of this brand, but I have been Amway by my friends many times, which shows that my reputation is good. And I don't know when the shopping mall next to my home has opened this online celebrity restaurant, so I tried it once.

Personally, I think their pickled fish is above average, but it's not as delicious as the sky. However, I was deeply impressed with this store because of its individual "crowding out customers" clauses.

For example, the clause of "No reception in our shop on Friday":

Those who only play with their mobile phones when eating; More than four people from the same trade enter the store; Say that our fish is not delicious; Wechat red envelopes can only be robbed; The temper is even worse than that of the manager.

none of these five types of guests are accepted.

The main visual design of storefront decoration is comic style, which has strong visual impact. Unique way of serving-when serving pickled fish, the younger brother will shout loudly: Here comes your pickled fish! This unique experience has made me fascinated by this store.

There are quite a few online celebrity foods listed above, such as turkey noodles, blue Pepsi-Cola, self-heating hot pot, towel rolls, and Bao's meat floss and Beckham. If you are curious and haven't eaten yet, it's better to search first and then try it.

Weep your turkey noodles

There are many friends who eat food around me. I am often planted with grass in some online celebrity restaurants. Except some of them are run by stars and have halo effect, I find that they all have their own characteristics. The popularity of these foods is not simply to follow the trend, but that they do have some extraordinary things.

Second, the characteristics of online celebrity food

1. There are memory points

The memory points here are not only high in value, but can be remembered or described by you at once. Of course, it is good to have a high face value, but ugliness is not necessarily an eye-catching trait. Just like now, the description of atypical male stars is not "handsome", but "ugly handsome".

The taste of the dirty bag may not be so special, but its memory is very good-it pastes your face when you eat it, and it can be directly seen by others. At the same time, "dirty" was originally the natural enemy of food, but here is the name of food. This contrast has captured the minds of consumers and made dirty bags a special existence.

As mentioned above, it is also a memory point to shout when serving fish with Chinese sauerkraut. The name of Baba melon seeds and slogan are also memory points.

products are just like people, no matter whether they are beautiful, ugly, fat, tall or short, they are easy to remember with a distinctive feature. What they fear most is mediocrity, and they can't say what is good or bad.

2. Outstanding brand premium ability

The cheapest online celebrity food listed in the first part is dirty bread. I don't know if dirty bread is more expensive than other breads. However, the unit price of the other three online celebrity foods is not low.

The per capita price of hi-tea is around 22-23 yuan, which is much higher than that of "COCO" which is around 11 yuan and a little bit around 14 yuan. Needless to say, Baba melon seeds, ordinary melon seeds with a canned package immediately turned gorgeous, 69 yuan two boxes. Usually, a few kilos of melon seeds are considered as super good quality in the sky. Two boxes of melon seeds add up to 441g to sell this price, which means eating feelings.

At that time, when I was eating Taier fish with Chinese sauerkraut, I ordered a large portion, and another brown sugar Zanba and a bowl of noodles. There were three people, each of whom was about 83 yuan. Although it is a large portion, the plate for holding fish is indeed large enough, but the weight is average, and this price is more expensive than ordinary pickled fish.

Don't underestimate the purchasing power of consumers and the liquidity of fans' loyalty. What you sell is a brand premium. Maybe the more expensive it is, the more people will buy it.

3. It's common to queue up

"It's so expensive and so many people queue up, it must be delicious."

Whether you are a street snack or a store in a shopping mall, the biggest feature of online celebrity food is queuing. At that time, it was very exaggerated to queue up for 7 hours to drink the tea. When it is very hot, the queue is about 2 hours, but it is also very long.

I've experienced Taier pickled fish, and it's never a time when there is no queue in its store. Perhaps because there is a rule that "more than four people in the same trade enter the store", it is even more popular.

The dirty bags and Baba melon seeds were once sold out of stock.

4. Good marketing and high exposure

There is almost no news about tea-loving, one time saying it is delicious, and the other saying it hires people to queue up. You rarely see it being hard and wide, but you have spent a lot of time on social media and cross-border cooperation.

For example, the cooperation between Xicha and W Hotel has launched a series of jointly designed products, such as handbags, luggage tags, gift boxes and wine mixers. In addition, during the cooperation period, you can get two cups of hi-tea by staying in any room of Guangzhou W Hotel and calling the inspiration line.

And Guan Wei, who likes tea, is very good at finding some topics related to young people to interact with. After the interaction, he will also give away various peripheral products: bags, postcards, calendars and so on.

third, how to create explosive online celebrity food?

1. Product is king, not seeking many categories, but delicious is the last word

For food, delicious is the foundation of everything. I don't know when, there was such a trend, and the products were terrible to eat, but as long as there is Internet thinking and high value, it seems that a concept of packaging can earn a lot of money.

for example, Huang taiji pancake, which was once valued at 41 million yuan, was a sensation. It is said that no one who has eaten it thinks it is delicious, which is far worse than the pancake fruit on the street.

whether it is food or other products, good products are king.

The milk tea that likes tea is not delicious. What's the use of calling yourself the initiator of cheese milk tea?

Word-of-mouth effect is limited, reaching the extreme, and it may be useless to spend any marketing expenses. When it is time to test the product, consumers will not be soft-hearted, and bad taste is bad. How long does a product without repeat customers last?

Looking at categories seems to give consumers more choices, but sometimes it is not necessarily a good thing. Because Chinese food is difficult to standardize, the more categories, the more difficult it is to operate, so many online celebrity foods usually focus on a single item explosion.

Taier pickled fish's signature dish, even though there is only one kind of pickled fish, is also a flower in the polishing of the product, and one pickled fish has eight different spicy degrees. No matter what products you make, many SKUs or single items, it is worth polishing, and products are the most powerful support.

2. In the era when beauty is justice, the design fee should be spent

Peng Ying, a famous serial entrepreneur, once said:

In a big city like Beijing, Guangzhou and Shenzhen, the design fee is basically the CEO's taste, and the design fee is above 211,111, which basically depends on the designer's taste.

In the era when beauty is justice, we often tease our sisters that "everything is right when they are beautiful". We all know that we should look at a person not only on the outside, but also on the inside. But appearance is the first level to attract others' attention. Food can't talk, and when the value goes up, people will have a chance to taste it.

Huang taiji pancakes mentioned above, although a little put the cart before the horse, are not very tasty, but the store design is very compelling. It is true that there are no repeat customers, and it is definitely no problem to attract people who come for the first time.

Now it seems that everyone is aware of the importance of face value. The relatively red online celebrity food hardly sees anything that doesn't pass the mark. Xicha has opened one theme store after another, and the design of the store itself is a landscape. Even if it is not for a cup of tea, the store that likes tea has already become a holy place for selfies. Needless to say, every season, its cup cover and paper bag will be redesigned according to the theme of new products every season.

the face value is high, and the circle of friends is once again spread. Why not?

3. Outstanding brand personification is the icing on the cake

Brand personification is not a forced setting of a mascot, an identity and a slogan. These are superficial efforts. The real brand personalization is to master the ability to tell stories, and the stories told are fascinating.

Tai Er has a particularly good place. It moves out of the role of boss and tells the origin of the name "Tai Er"-

Tai Er started in a small shop with no entrance, and is often called stupid and stupid by guests who can't find an entrance. The second boss thinks that there is no way. As long as he can be the second pickled fish in the universe, the name of Tai Er is spread.

The word "two" is derogatory and useful. The boss looks like two because he wants to cook delicious pickled fish, but it is not really "two".

Baba Guazi and Xicha show their brand personality through product packaging design. Xicha is a stick figure who drinks tea. He is very playful and lovely. Baba melon seeds are even more brilliant, and people who eat Baba melon seeds have become a part of the brand-wonderful products need you to control them.

4. Stick to the principle and don't "please" consumers

The characteristics mean distinguishing from other products and having a clear brand recognition. Even though many people make milk-covered tea, you insist on not using creamer and milk-covered powder, and you also have characteristics. In today's rampant use of food additives, brands that insist on using natural raw materials and ingredients deserve a better brand reputation.

Principles mean having a set of systems that are recognized by themselves and will not be easily broken because of external changes. Is it true that Taier's series of principles of expelling customers from pickled fish have business to stop?

not really.

for example: why can't four or more people receive it? Because:

"Many people eat and play on people, and they don't remember what they eat in their mouths at all. At most, there are no more than four people, just a few confidants and friends, and you don't have to steal the show to really taste the delicious pickled fish. In addition, the tables, chairs, lights and even dishes in Taier Store are designed for no more than four people to eat, and many people have a bad experience. "

including the terms of not adding spicy food to reduce spicy food, not taking out food, not joining in, etc., are all for the sake of quality control, restaurant operation and brand. It is a kind of sincerity to do what you can to provide the best experience for your guests.

those terms that seem to be unappreciative to consumers are worth adhering to if they are for the sake of product quality.

5. Pay attention to the power of marketing

There are too many marketing methods, and some of these online celebrity foods mentioned rely on word-of-mouth marketing; Some rely on new media marketing; Some seem not to do marketing at all; Some just rely on marketing to win, such as: Huang Taiji pancakes.

Take Xicha as an example: As mentioned above, it is very successful in new media marketing, but offline marketing is also unambiguous. Before the opening of the Shanghai branch, many well-known media and platforms in Shanghai were smashed. Buy one and get one free three days before opening, and then carry out secondary communication with the help of the herd effect of queuing and the spontaneous photo printing of consumers.

including Taier's refusal to accept more than four people from the same industry to enter the store, raising the threshold for obtaining, which is also a marketing tool from another angle. The principle of selling only 111 fish a day is also to create a sense of scarcity, and there is a special word to describe this marketing method-hunger marketing.

of course, the premise of all this is that the products must pass the customs, otherwise you will have no chance to play hunger marketing. There are some snacks with excellent products. Because of years of brand accumulation, they have remained prosperous for many years by word of mouth. For example, the resurrected Menghua Street Chaos and A Welsh Onion Sesame Cake were enlarged into online celebrity snacks through the Internet, and even queued up until their legs were soft.

products are the most powerful support for brands, and marketing magnifies the influence of brands. It would be a pity if there are excellent products, but no one cares because of poor marketing. In this era when the fragrance of wine is afraid of the depth of the alley, the importance of marketing is self-evident.

6. Consolidate the long board of products and set up barriers

When it comes to service, we have to mention Haidilao. People have made a lot of efforts to make "service" surpass products and become the first key word to occupy users' minds. At this time, service will become the longboard of Haidilao. Have you ever thought about whether your product can go on fire forever? What is your product longboard?

Tea shops like Xicha are actually very easy to imitate, so the founders have spent a lot of time and energy in deepening the supply chain.

"Not only insist on direct mining in tea gardens, but also be happy.