Recently, there are many catering industries, and I have come into contact with many catering brands. During the research, I observed two ways to create catering brand recognition and shared them with you. Category segmentation and super items.

? Category subdivision

Under the big category track, it will be subdivided into new tracks, such as the brand of barbecue category, and many stores are also called * * * barbecue shops or * * * skewers, but we will find that in Chongqing, there are Jiucun Braised Braised Flowers, and in Beijing and Shanghai, there are mutton skewers and other dumplings, including the Oriental jiaozi King who occupied the dumpling category in the northern region, but there are also subdivided categories chain Xijiade Shrimp.

super item

? It is also an effective differentiation strategy, such as cooking smoke and stir-frying beef from Changsha and fried meat with Chili by chef Fei. In fact, before customers enter the door, especially for new customers, the super-core items on the door must be a must for new customers.

from the point of view of unpopular strategy, customers are examiners after entering the door, and they will definitely take the test of this core dish first after coming in. If this dish has a good reputation, it will usher in a lot of repurchase and good communication reputation. For merchants, if the categories are subdivided, they will be more focused on operations and services, even including their own restaurant environment.

? In fact, Sun Tzu's Art of War also talked about a more important military thought, concentrating superior forces. When we study it carefully, we will also find that most battles in the world are often fought in local areas. Chairman Mao, including our country, also mentioned in his military works that we should concentrate six times, five times, or four times, or at least three times, the enemy's troops, and at an appropriate time, first surround a brigade (or regiment) that annihilates the enemy.

in the positioning theory system, the logic is also explained, that is, the brand needs to occupy a space of sub-categories in consumers' minds, and the ranking needs to be high enough.

of course, it doesn't mean that your restaurant can only sell a limited number of products after category segmentation or super single product creation. In the whole process of brand management, it is necessary to look at the development rhythm of restaurants and the competitive environment of brands. We can have a good talk about this part in the future.

at the beginning of the establishment of our catering brand, we actually reduced customers' cognitive cost of our own brand through category segmentation or super items, and at the same time saw our uniqueness. This is really important!