Off-season Marketing Strategy of Hotpot Restaurant (I)
First, create the unique taste of soup.
Based on the most basic original soup, we strive to find all kinds of suitable raw materials to blend in, and constantly try to create a new taste soup suitable for the bottom of the pot, opening the gap with competitors.
Second, look for special ingredients.
On the premise of understanding the characteristics of all the existing soup heads, we should find and introduce special ingredients suitable for these soup heads to create differences that are not found in the same industry.
Third, plan flexible marketing strategies for off-season.
The hot pot season is in winter and summer, and the off-season is in the alternating period of March, April, June and September. As long as manufacturers can plan interesting marketing activities in the off-season and package their products into an eye-catching goal, they can not only continue their excellent operation in the peak season, but also take a big step ahead of the industry in the off-season.
Fourth, improve services.
The service process of hot pot industry is 1 to 2 times longer than that of ordinary restaurants. In contrast, perfect service is particularly important.
Hot pot equipment is good, I choose Ling Wei, which is trustworthy.
Specific promotion methods
First, develop hot pot varieties suitable for summer consumption and create selling points.
Hot pot restaurant has developed ice cream hot pot and light hot pot, which gives customers more choices. At the same time, new hot pot varieties can also create new selling points and publicity points for restaurants and attract a wider range of consumers to participate in consumption.
Second, a series of snacks and cold dishes suitable for summer consumption are introduced.
Under the premise of ensuring profits and even costs, low-priced sales will make customers feel affordable, thus driving the rise of popularity.
Third, in summer, freshly squeezed juice and fruit bowls are introduced.
Summer and autumn are popular seasons for fruits and vegetables. We should introduce a series of freshly squeezed fruit juice and fruit bowls, and even consider putting fruits and vegetables in the pot, thus changing the consumption concept that hot pot is easy to get angry.
Fourth, extend and develop around the main products.
Extend the development around the main products and launch a series of products suitable for summer consumption. For example, the main product is live fish hot pot, and some special dishes based on fish can be introduced as a supplement to the existing products of hot pot.
Off-season Marketing Strategy of Hotpot Restaurant (Ⅱ)
Make a fuss about student consumption groups
Hot summer is the season for students to have a holiday. In some large and medium-sized cities, the strong consumption power of this consumer group can not be ignored. Marketing activities are designed around the consumer psychological needs of this consumer group, and promotions are carried out in different periods according to their characteristics.
Take advantage of WeChat takeaway package and spike purchase
This summer is definitely another hot day. Although every hot pot restaurant has strong refrigeration equipment, the sultry weather makes diners feel hot and often stops at the thought of hot pot. If the hot pot package is distributed in the store, diners can have a delicious hot pot under their own air conditioning without going out. Why not? Details of the plan:
1. Prepare 3 hot pot packages, 4 people in 98 yuan package, 8 people 168 yuan package, 268 yuan package, which is convenient for diners to choose.
2. All dishes should be equipped with transparent lunch boxes, chopsticks, small bowls and disposable tablecloths to save customers trouble.
3. Add a spike to the WeChat ordering system, and take out a feature every day (such as Fat Bull 28, spike price 8 yuan, 100 set in the background, snap up regularly, grab screenshots or text messages to the store or send them with the package, so that customers can stick to it every day.
Hot pot restaurant provides unlimited chilled beer.
Hot pot restaurants can put beer ice in place in advance, and some people may think that they will lose money. It turned out to be equivalent to a 20% discount for all singles. A hot pot restaurant in Chongqing even launched a marketing strategy of free unlimited supply of cold beer in summer, which not only earned enough popularity, but also earned a lot of money.
Free daily consumption strategy of hot pot restaurant
Since everyone thinks that eating hot pot will get angry, we might as well add fuel to the fire. This is also one of the marketing strategies. The actual operation method is "If you get angry, you will get angry even more!" Theme marketing campaign-"Pies fall from the sky and hot pot is free".
Activity rules:
Customers who come to eat every day will get a table for free.
2. If your restaurant has 68 tables, put 68 ping-pong balls in the lottery box. One of the balls is empty.
3. At the peak of operation, for example, when 8: 00 pm is the highest attendance rate, the seated guests will be charged.
4. Sit at the table and let the guests touch the prize. If you touch the free table tennis, the store will pay for the consumption before the account is bound. Even if the guest spends 2000 yuan, as long as he is lucky and courageous.
This strategy is to add fuel to the fire and create a beautiful yearning that people all want to add fuel to the fire. The key point is to create this kind of atmosphere and transfer people's other expectations of fire with an interactive atmosphere. At the same time, this marketing strategy is also in line with China people's gambling psychology of buying lottery tickets. If I am free, I am lucky, just like winning the first prize in the lottery; If I don't win, I don't care. I spent it myself anyway.
Changes of Decorative Colors in Hotpot Restaurant
Most hot pot restaurants are basically red and warm colors of rhubarb in decoration, which is easy to give people the feeling of being hot in summer.
1. Employees' clothes can be changed into cool colors such as green and blue under the premise of VI system.
2. Cooperate with related summer theme marketing activities, and hang some Persistent organicpollutants with "Antarctic Ice" as the background.
3. Under the premise of generally not affecting the lighting effect, you can appropriately change the lighting of the store, especially the lighting that generates heat and is more dazzling, such as spotlights.
4. Increase the green plants in the store. Conditional can be set up outside the store or at the entrance of the water curtain wall.
Create a "cool" feeling for customers.
1. The music in the store was changed to light music such as saxophone and piano.
2. The tone of greeting guests and waiters can be lowered.
Pay attention to consumers' environmental feelings
The most important thing in summer dining environment is cool. Cool means that the indoor temperature is obviously lower than the outdoor temperature; Cool means indoor air circulation, free breathing and no smell of wet oil. Being able to create such a dining environment, not to mention whether your food is delicious or not, has added highlights to your store operation, and customers have a good impression and word of mouth has spread, increasing the number of customers for your summer operation. To create a comfortable and cool dining environment, you must turn on the air conditioner half an hour in advance when boarding the plane normally. It is forbidden to wait for the guests to enter the door, or even ask for passive service before turning on the air conditioner.