The text menu information is simple: the name and price of the dish. Whether it is consistent with the final product, customers need to imagine.
The picture menu is developing rapidly, and customers want to get more information from the pictures and introductions of dishes. Such as: ingredients, colors, containers, appearance and even nutrients. Picture mode satisfies customers' habit of reading pictures more easily, vividly and intuitively than reading words, and brings strong visual impact to customers.
The rise of "Ming Dang A la carte" is to meet customers' demand for more stereoscopic information such as freshness, quantity, hygiene, cooking transparency and smell, which is more intuitive and vivid. Dang Ming can choose materials and even cook on the spot, which is more in line with customers' psychological needs.
How will recipes develop? What will the menu look like? See what customers think! We conducted a questionnaire survey on 100 customers, and the results were unexpected:
54% customers don't want to order at the designated place, which is troublesome.
62% customers have requirements for the taste of dishes.
72% customers want to know and control the consumption amount at any time when ordering food to meet their own consumption budget.
83% customers don't want to order alone, but want to discuss with you when ordering.
87% customers find it difficult to find satisfactory dishes from the menu quickly.
When ordering, 95% customers want to know in time: special offers, discounts, discounts, consumption incentives and other preferential information.
96% customers are very concerned about the nutritional composition of dishes.
To sum up, customers' potential demand for recipes is reflected in two aspects:
Experiential electronic cookbooks 1. I hope cookbooks can provide the best way to find satisfactory dishes.
For example, find out such dishes according to personal preferences and the range of raw materials, and then choose from them. According to the word-of-mouth ranking (third-party evaluation) of click statistics, according to the famous dishes recommended by the restaurant, according to the list of special dishes, or according to the cost-effective package assembled by the restaurant in advance, and so on. These guiding choices can greatly simplify the route of ordering food for customers and improve the ordering efficiency and customer satisfaction.
Experiential electronic cookbooks II. I hope to get the best cost-effective balance in the process of ordering.
When customers consume, they are always making the best choice of cost-effective balance, that is, the reasonable demand for consumption. At the same time, this balanced choice is all concentrated in the ordering stage. For example, pay attention to the special promotion information, whether you can get discounts, whether it coincides with the consumption budget, whether you can provide consumption incentives, and even whether you can provide the feeling of ordering food in a private room.
A leap from recipes to marketing tools
The design of customer experience system and marketing process based on recipes really hit the nail on the head. This service is on the menu. If there is no suitable ordering route, no matter how good the food is, customers will still be confused. Marketing is also on the menu. If you don't make full preparations when ordering, you will definitely miss an important marketing opportunity. Grasping this core is to grasp the hearts of customers.
On the path of choosing food, there are six typical ways to order food on the market. The home page lists six channels: word-of-mouth food list, signature food, set meal, quick classified search, special price area and category order. You can choose dishes according to your needs. Choose one channel and then enter another channel, without interference and with clear purpose. The process of selecting dishes is also simple and clear: select the map, see the details, click finish, and solve it in three steps. These processes are completely designed according to customers' ordering habits, which are simpler than using mobile phones and will not cause fear of using electronic products. The accurate understanding of user experience and high-level interface design show that this method has made great efforts in the process of customer experience.
The pictures of dishes occupy almost half of the screen, and the colors are vivid and lifelike. Coupled with the animation effect, the fish can swim in the picture, and the soup is still steaming, and the effect is very attractive. For convenience and detail, the text introduction is scrolled. A variety of flavors to choose from. These pictures and introductions are managed by the restaurant itself, uploaded and modified at any time from the remote background of the Internet, and immediately displayed on the touch screen, which solves the real-time problem of dish updating.
Customers can always see their own ordering records and amount statistics when ordering food, which is a thoughtful design to avoid embarrassment for customers with consumption budgets.
It is worth mentioning that the coke screen implantable marketing module. For example, discount games, customers get a game code after ordering food, enter the game code to play golden eggs, playing cards and slot machines on the touch screen, and the prizes will be cashed immediately if there is a discount. Another example is the integral exchange module, in which the amount spent by customers at a time automatically becomes integral. Next time you come, you can check the points and participate in the exchange. The prizes are all products sold in the restaurant menu, which are very sticky and attract you to patronize. Marketing is done at the same time as ordering food, and Coke Screen has a good grasp of the marketing opportunity.
Simple, convenient and easy-to-use customer experience design, just grasp the marketing opportunity, bring the ease and happiness of dining, and highlight the "coke" concept of coke screen.
Solve the bottleneck of formula management
Menu management is another difficult problem for restaurants. Paper recipes have three bottlenecks: long production cycle, slow update and high cost. The trouble with opening files lies in the waste of materials. Hundreds of dishes are displayed in kind, which is not only time-consuming and laborious to make, but also the final result is dumped. Behind the effect is the increase in cost and the difficulty in maintenance.
Market demand is dynamic, and the design and sales of dishes should also change with the changes of the market. Formulas should be managed dynamically. The menu management mode obviously can't keep up with the pace of market changes.
By exploring the dynamic menu management mode and integrating soft touch screen technology (i.e. software/touch screen/Internet), Coke Screen systematically solved the difficult problem of dynamic menu management and formed a complete solution, which mainly broke through three bottlenecks:
Experiential electronic cookbooks 1. Cooking books can be uploaded/updated remotely at zero cost.
Set up pictures, prices, introductions, discounts and signature dishes through the remote Internet background, and upload them to restaurants and touch screens anytime and anywhere. Any networked computer can log in and operate for free. If it is multiple storefronts, upload it at one time, and all storefronts will be updated at the same time, saving time, effort and money.
Experiential electronic cookbooks II. Recipes can be managed on site and changed according to the settings.
For the contents that need to be changed at any time, such as sales/current price/special price, you can set them directly through the on-site center console and display them on the touch screen immediately. The operation is simple and varies with the setting.
Experiential electronic cookbooks. Innovation of processing methods of special dishes
Customized dishes and weighed dishes are two difficult problems in menu management. For customized dishes, enter the name, unit price, method and taste of customized dishes on the touch screen and send them to the cashier and kitchen wirelessly, even if the dishes are not on the menu. Weighing dishes is a great innovation of coke screen. After the customer orders, the waiter can fill in the weight on the touch screen, directly calculate the amount and send it to the cashier's bill. Coupled with the illustrated menu design, it can completely replace the Ming-dang ordering, and the Ming-dang ordering advocated by Coke Screen seems to have its reason.