It's only half a year since the restaurant opened.

Recently, several friends' new restaurants are opening, and they are all facing the same problem: how to do marketing publicity when opening, so that more consumers can know that this restaurant has opened? Among them, a friend learned from others and made a business opening discount, which was 1.8 fold on the first day of business opening, 2.8 fold on the second day, and so on. By the end of the week, it was already 7.8 fold; Another friend with sufficient financial strength called a bunch of beautiful women in luxury cars and invited a special lion dance team to make the opening day very lively. However, they are all worried about one question: what should we do after this wave of opening activities? What do you take to attract others to the store for consumption? How to tell the reason why guests go to the store for consumption? Just because of taking advantage? Or is it because the food in the store is attractive? What should I do next if I want to continue to expand publicity? This may not only be the doubts of my friends, but the doubts of most novice bosses.

Let's take a look at an example, that is, a restaurant called Huhaochi, which is about to open soon. It is a special restaurant that specializes in selling mutton. The owner, Chen Xiang, used to be a wandering singer, originally had a shop in the new city square in Chongqing, but due to environmental problems, last summer, the boss won a new place in Ximen.

When choosing a site, Chen Xiang had no idea, and invited me to his new site to help him have a look. I looked at the environment, and then got a preliminary understanding of basic information such as rent, and said, let's take it down. After all, as far as the break-even point is concerned, the daily flow of his old shop is far higher than that of this new shop, even several times higher, which is like a foolproof guarantee. In the past few days, Chen Xiang's new store has been put into trial operation internally, and there is no shortage of customers in the store every day. Last night, he told me that the new store will not be promoted for the time being, because there are still some places that are not well prepared, and too many guests will offend people. Therefore, just wait for a while and do some publicity after everything is straightened out. I said, he actually doesn't need too much extra publicity here. Why?

First of all, Chen Xiang has accumulated thousands of fixed consumers in the first store. All these people have eaten his products, recognized his products, or recognized him as the boss. Many of them can be regarded as die-hard consumers. Therefore, there are far more than 1,111 loyal consumers. He has transformed half of these old customers into new stores, so there is no need to worry about business here.

The purpose of taking Huhaochi as an example is to illustrate that two things need to be prepared for the opening of a new restaurant: one is that you have passed the previous taste test and have a certain customer base, such as 51-111 people, and it is best for these people not to be relatives and friends, but to be real product lovers; Second, either your product has a strong attraction for repeat customers.

if the above two aspects are not prepared, then the publicity made during the opening period is actually invalid publicity, and may even be very bad negative publicity. How to understand it? First of all, look at the ineffective publicity: suppose a restaurant opens and spends a lot of money to invite lion dance teams and luxury car beauty to help out. What can they bring? It is nothing more than the onlookers who can bring you excitement, and it is just the excitement of the event at that time.

but when the excitement is over? There are no onlookers, so what about other consumers who have not seen these activities? You still need to find and inform by other means. Therefore, from this perspective, the opening activities of many restaurants are ineffective propaganda, which cannot bring substantial target consumers to restaurants. Of course, if the opening activities are originally intended to attract onlookers and make the scene look better, this is understandable.

so what is negative publicity? Take those restaurants that offer ultra-low discounts, such as 1.8% discount and 2.8% discount, for example. They may have a good business in the early stage of opening, but what are the guests they attract? Just like group buying, almost all of these guests come for "bargain hunting" and will ignore the original advantages of your store. As a result, once you return to the normal price, they are likely to feel "uneconomical".

This is a typical consumer psychology. Under normal circumstances, when we go to a restaurant, there must be a reason that attracts me, either the taste of the food, the environment or the service. However, if we take a vigorous attitude towards the opening activities, it means that consumers will lock all their concerns in "taking advantage" in disguise, which will seriously affect consumers' cognition and then ignore other advantages in the store, thus forming a first impression.

You can think about it. If your first guests, or your first guests, have the first impression of your home as "bargain-hunting" rather than other advantages, then unless you keep giving this kind of bargain-hunting to consumers in your future business, once your price returns to the normal price, I'm sorry, consumers will feel that your home is no longer worth visiting. Then what? They will go after the next restaurant that can offer "cheap". That's why many new restaurants can't be thrown away after they are opened. In the south gate of Chongqing, there is a very wonderful situation, that is, restaurants on this street are posted with "opening offers" at the door at any time. Even some restaurants that have survived here for a while should have similar preferential activities. Are these bosses willing to do so? No, but being criticized is helpless, because if you don't do this, consumers may lose more than half in an instant.

This makes these businesses turn their opening activities into fixed activities, so that some friends have opened restaurants for more than half a year, and have never experienced what normal prices will be like. Why? Because they dare not try the risk of losing customers after selling at normal prices, from the perspective of long-term operation, such publicity can actually be regarded as negative publicity, because it has kidnapped the restaurant at a low price.

Of course, the so-called negative publicity is not just that. It may also involve that when publicity brings a lot of passengers, the reception capacity in the store is not strong, which leads to poor reception, or leads to confusion in products, which makes the advantages that might have brought other attractive advantages to consumers become no advantage at all. In the end? What is left in the store are all consumers with the mentality of "taking advantage", and these consumers themselves are not loyal: as long as the merchants next to them engage in activities with lower discounts, they may be attracted away.

after understanding this truth, we will look back at the restaurant's opening promotion, and our thinking will be clearer. There are many channels and methods on how to publicize. There is no unified answer to the question of "how to do it", and all businesses can make corresponding efforts according to their own conditions. After all, each boss's financial resources and connections are different, but "what situations should be avoided as far as possible" are basically the same.

so, what situations should we try to avoid? The most important thing to avoid is what I said above: Don't blindly do business promotion when your advantages are not clear. The bad result is that it is completely useless and costs a lot of money in vain; Either you bring some mobile consumers who don't understand your real advantages, but just feel that they have a cheap share.

as a novice boss who has just stepped into the catering industry, the first thing he should consider is not what channels to find to promote his store, but the question he should consider is: if guests come to my store, what should I take to keep them as repeat customers? After you are sure that your restaurant has a very strong advantage of staying customers, you should consider what channels to use for publicity. What's the use of a good publicity channel? Many new restaurants can't live for half a year, just because these two problems are reversed!