Zibo BBQ has gone out of the differentiated route. Different from the northeast barbecue, Zibo barbecue has its own uniqueness: "skewers+cookies+shallots" for the soul to eat. Barbecue is still the same barbecue, but when barbecue is combined with shallots and biscuits with unique Shandong flavor, the characteristics of Zibo barbecue are already distinct enough. Coupled with the unique ceremonial sense of "one table, one furnace and one burrito" in the external image, Zibo barbecue has a strong visual impact.
Short video and "planting grass" are the combustion improvers for barbecue with fire in Zibo. Zibo barbecue "out of the circle" depends on short video communication and "planting grass" platform. The creator of the short video recorded the unique visual impact and touching fireworks of Zibo barbecue with the lens, while the people who "planted grass" gave the barbecue a deeper meaning through emotional words. Some people describe Zibo barbecue as life, oven as temperature, biscuits as tolerance and shallots as boldness. When barbecue is no longer just a barbecue, emotion will drive more people to pay attention to Zibo barbecue.
Zibo's barbecue is in line with the public's "go and go" mood. Food is also a life, but also a reflection of social emotions. With the increasing population mobility between cities, it is the choice of many young people to give themselves a trip that can start immediately. College students were the first to promote barbecue in Zibo. I don't know when it started, and it became a popular social form for them to take the high-speed train to Zibo for barbecue on weekends. With the topic of "college students going to Zibo for barbecue" rushing to hot search, this kind of heat has also ushered in a fission-like communication effect. ? Diners are enjoying a barbecue in Zibo, Shandong Province on March 3 1 day. Source: vision china.
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Zibo barbecue is actually another example of catering brands driving city value.
China people's summary of leisure life is nothing more than "eat, drink and be merry", among which "eat" is particularly particular. Many times, food is very easy for the public to "label" a city. You can imagine how impressed you would be with Shaxian without "Shaxian Snacks". In recent years, the "upstart catering" snail powder has further enhanced the influence of Liuzhou.
Food is becoming a "meeting ceremony" for some cities to quickly attract popularity. Hot pot and Sichuan cuisine in Chengdu, with their casual lifestyle and spicy taste, make the word "Bashi" out of the circle and become the yearning of many people; In Nanjing, from "duck blood vermicelli soup" to "Jinling soup filling bag", many people are nostalgic; Not to mention Guangdong, coupled with Cantonese cuisine and Cantonese people's unique morning tea lifestyle, Guangdong has become a destination that many people yearn for. As netizens concluded: cities that know food know more about life, and cities that love food will heal the most.
The industry-driven effect of food is also very obvious. Take the familiar Shaxian snack as an example. Its slogan used to be "one yuan into the store, two yuan to eat well, three yuan to eat well", and now it has developed into a local pillar industry, moving from the mountainous areas of Fujian to the whole country and even the world, with an annual turnover of nearly 50 billion yuan. Snacks have also promoted the development of related industries, such as the construction of snack ingredient planting bases, the establishment of many cooperatives such as poultry breeding and condiment production, the development of food processing enterprises, and so on.
Food is also the fist product of the integration of literature and tourism. A city with delicious food can be said to be the "Buff addition" of the cultural tourism industry. In recent years, Changsha has become a "new network celebrity" in the national cultural tourism market, and food has contributed a lot. In the territory of cultural tourism, in the early years, Changsha was more responsible for the "transit station" of traditional tourist destinations such as Zhangjiajie and Xiangxi in the province, but with the rise of Changsha catering brands, people's enthusiasm for traveling to Changsha has become higher. The main task of many tourists to Changsha is to drink "Modern China Tea Shop", eat "Wenheyou Crayfish" and eat special snacks such as stinky tofu. Changsha has become a popular city of "night economy". ? Changsha Pozi Street Source: vision china
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More and more places regard cooking as the starting point of industrial development and the starting point of the integration of culture and tourism.
Taking Lishui Jinyun sesame seed cake as an example, it is reported that at the beginning of 20 14, Jinyun set up a leading group for brand building of Jinyun sesame seed cake, which is responsible for the overall promotion of the sesame seed cake industry. From then on, Jinyun sesame seed cake has its own LOGO, unified registered trademark, store standard, production technology, raw material standard, business standard and training content. The annual output value of Jinyun sesame seed cake increased from less than 200 million yuan in 20 14 to 2.7 billion yuan in 20021year. ? Jinyun sesame seed cake source: Jinyun released
Of course, for many local restaurants, there is a process from quantitative change to qualitative change from becoming popular to "going out of the circle". In a short time, Zibo barbecue is worth learning.
Brand building is the result of dripping water wears away stones. On the one hand, the "out-of-the-box" of Zibo barbecue originated from the local efforts for many years. Whether it's the singer's recommendation at the concert or the recommendation of Zibo's barbecue in the hit documentary A Series of Life, the full-screen barrage of "longing for food" has planted the seeds of "longing for food" among young people. On the other hand, Zibo BBQ is good at "planting grass" online. The biggest feature of Planting Grass is the expression of KOL's individual feelings, that is, the creator gives the audience a strong sense of substitution through his own subjective experience.
The short video era needs interaction and needs to play with stalks. Traditional catering publicity tends to spread in one direction, but from the "out of the circle" of Zibo barbecue, we can see that interaction is becoming the mainstream of food image communication. When different creators create videos according to their own styles, netizens often interact with creators, and creators will further strengthen their ties with netizens.
Food is the carrier, and urban character is often the ultimate core. What really touches people is not only the food itself, but also the people in the city behind. Just after the topic of "College Students Going to Zibo for Barbecue" became popular, Zibo opened a weekend round-trip train from Jinan to Zibo, which responded to the hot spots on the one hand and enhanced the popularity through the train on the other. When netizens complained that there were too many local tourists in Zibo and there were not enough buses, they added 2 1 barbecue lines, which went directly from the railway station to various barbecue shops. Let netizens feel that Zibo is holding the temperament of "friendly Shandong".
From word of mouth to brand, it is more important to pursue the ultimate service ability. Just like after the barbecue in Zibo, a well-known up boss took to the streets of Zibo and visited 10 vendors, and found that all the rice he bought was short of weight, thus deepening the brand reputation and influence of Zibo's "integrity". Over the years, behind the "rollover" of some urban food brands and tourism brands is the backwardness of the price system and management system.
In all fairness, Zibo barbecue faces many challenges if it wants to go further. Only by paying attention to quality and service from the source can we continue our influence and brand power, which is the key to the future success of Zibo BBQ.
There is a saying on the Internet: "Let others fall in love with your city, let them fall in love with your taste first", which shows the importance of food for city brand building and influence enhancement. If a city wants to attract more people to travel or work here, it should think more about how to establish a unique food industry.