The first tasting booth had six flavors to choose from: peach, black cherry, redcurrant, orange, kiwi, and lemon curd. And the other stall had 24 flavors to choose from - in addition to the six just mentioned, there were another 18. At both sampling booths, customers were given coupons to buy a bottle of jam at a discounted price after tasting.
The survey results showed that the booth with 24 flavors attracted more customers, but fewer people ended up buying the jam: only 3% ended up buying the jam because there were too many flavors to choose from, while those who went to the 6-flavor booth were better able to decide which flavor was right for them, and about 30% ended up buying the jam.
Perhaps this explains why many restaurant operators prefer to rely on a single category to open up the market: to reduce their own purchasing costs, and even lower the cost of decision-making for consumers.
In this way, the more limited resources can be utilized in place, focusing on efforts, manpower, financial resources to break through a point, and consumers do not have a choice, focus on a point, more likely to cause consumer desire, thus bringing "a wide range of" can not reach the economic benefits.
A dish: single product win
Dining enterprises rely on a single category of dishes to play, and the Internet era of "explosive thinking" is somewhat similar to the single product breakthroughs from the beginning of a battle to win.
Specific practices should first market analysis, market positioning is what? How big is the market capacity? Evaluation on the basis of research and study.
Only products with certain development prospects, can increase the core competitiveness of the product, is suitable for breakthrough as a single product.
For example, when a Sichuan hot pot enterprise developed from the county to enter Xi'an, faced with such a market: at that time, Xi'an people are only accustomed to eating hot pot in the winter, Xi'an catering industry is occupied by the mutton buns, oil splash noodles and other local noodle dishes.
Inherent habits can not be broken overnight, can only first adapt, and then change.
To this end, the hot pot restaurant developed a new dish: hoof flower hot pot.
After the fall, the northern people pay attention to the autumn fat, eat more meat, so the launch of the hoof and flower hot pot after the fall, both the timing, people and the two advantages.
The newly launched hoof hot pot has a thick soup, soft and tender hoof, Xi'an people eat up the feeling of nourishing ingredients, eating fresh, once launched, business is very hot.
In the acceptance of this hot pot at the same time, Xi'an people eat hot pot habits are slowly changing, and the business also opened up the seemingly solid Xi'an catering market, and then more successively in Xi'an opened 13 hot pot restaurants, and will reach out to Beijing and Lanzhou.
How to "live another 500 years"
Single product explosion can open the market, but they are very easy to encounter "imitation". The most common situation is that a single category of restaurant fire, immediately there are many people to follow. This also makes the current pop-ups, the life cycle is more and more limited.
How to make the "explosive" live another five hundred years?
In recent years, the summer explosion when the crawfish, crawfish catering practitioners have some say in this.
Their approach includes:
Do a good job of category extension.
Extend the consumer scene.
Category extension is a no-brainer.
Summarizing the development path of the successful ones, it can be found that they are detonated by a single category, and then find a dimension to enrich their product line and create more related products.
In 2014, a crawfish caterer in Nanjing figured out a way to increase sales for the year by 30%.
The main consumer groups of crawfish are some young people who have financial ability and certain requirements for taste, and fresh ingredients and addictive flavors are their requirements for the dishes.
The store for the target consumer group, the development of pepper and hemp fish - fresh fish thinly sliced, add Sichuan pepper, eat fresh and spicy addictive, very much to the appetite of this part of the consumer.
This dish not only brings more profits to the restaurant, but also solves the pain point of the crayfish industry in the winter without goods, often have to close the store, so that the owner at the same time to run three lobster stores open all year round.
Expanding the consumer scene brings new markets.
As in the first case, hoof soup in Sichuan is the consumption scene for breakfast, and the operator improved it into hot pot, it expands its consumption scene for lunch, dinner, and late-night snacks.
Hoof beats can extend the consumption scene, crawfish can also.
Many businesses have chosen to fast-frozen fresh processing of crayfish.
Fresh crayfish fished up, cleaned, and boiled in a closed workshop to add seasoning, and then frozen in a hurry, put into a vacuum environment to preserve freshness. Crayfish processed in this way can be frozen and preserved for more than a year. When consumed, you can eat with ice, but also can be heated.
The new technology with the rapid development of logistics, so that consumers do not have to queue up in the crayfish museum, but also to taste the delicious, whether at home watching TV, or go out for a picnic, you can take the processed crayfish, sucking fingers and chewing.
Consumers have more choices, catering practitioners are naturally more profitable.
This article is reprinted from the public number: agricultural vision network
.