The road I have taken the most in my life is the routine of the catering industry.

In essence, marketing should still study consumers' consumption psychology. How to play marketing routines to make customers more willing to choose your store?

Here are 8 marketing routines to teach you how to play catering marketing:

1. The more people line up, the more people eat.

Most consumers have herd mentality, especially when some customers are unfamiliar with shopping malls and businesses, they will choose restaurants with more queues to reduce the risk of eating (bad taste). They will feel that there are so many people to choose from, and it won't be too bad.

The practical application of general restaurants is as follows:

(1) Now some businesses are taking advantage of this mentality to hire people to queue up and create popularity. This is not a long-term solution, but we still have to return to the product itself.

(2) When making products, it is also a bad idea to deliberately slow down the production speed and let the stores form an equal position, which is easy to consume the patience of customers.

(3) Try to keep people in the equipotential area and create a lively atmosphere, such as printing photos, playing games, free manicure, sticking mobile phones, catching dolls, etc.

2. Simplify the menu and reduce the pressure of customers' choice.

Nowadays, consumers are most afraid of too many choices, so they have to work hard on the menu:

First, simplify the menu. Grasp the initiative and release the best products for customers to choose directly, instead of listing a lot of things for customers to choose what they like. You know, customers may not even know what they want.

Secondly, make a boutique recommendation. Be sure to promote the main dishes and products, so that customers can see your products instead of your store. This is the explosion theory.

Third, it is to make a set meal. The package combination allows customers to purchase with one click, which eliminates the difficulty of customer selection, saves time, and also makes customers spend more money and increase the unit price.

3. Break the whole into parts and crush the psychological price defense line of consumers.

Many people may understand the truth of daily necessities pricing in supermarkets. Daily necessities in supermarkets are usually marked with 9.9 yuan, 19.9 yuan and 28.9 yuan, instead of integers like 10, 20 and 30. The difference between 9.9 and 10 is only ten cents, but it will give people the feeling that it is less than 10, and it will be cheaper.

In fact, catering pricing can also refer to this practice. Usually restaurants are used to pricing by integer, because it is more convenient for customers to pay, and there will be no trouble in changing. But now that mobile payment tools have become more and more popular, more people will choose WeChat or Alipay to pay, so there is no problem of change. Then the Bayi bowl of noodles with nine yuan naturally sounds more attractive than the noodles with ten yuan.

4. Slow turnover and quick turnover

In many restaurants, in order to improve the turnover rate, customers pull the table as soon as they open the front door. There are many people in the restaurant, so it is no problem to do so when it is serious.

But when the restaurant is not full, it is necessary to clear the table slowly, which will increase the turnover rate. Because customers will give themselves psychological hints when they see the plates on the table next to them. I've eaten a lot. It's almost time to go.

Therefore, the existence of an empty plate is a psychological warning, giving customers a subtle hint. At the same time, in the eyes of outsiders, more plates on the table will also give people a feeling that business is good and taste should be good, which can attract customers to eat.

Of course, it doesn't mean that the slower the table is, the better. There are many advantages and disadvantages involved, and the strategy should be adjusted according to the situation in the specific operation process.

5. Use music to improve the transaction rate

Why KFC's music is cheerful, brisk and modern, while western restaurant's music is elegant and soothing, which is actually one of the marketing skills.

Research shows that when relaxing music is played, consumers will stay in restaurants for longer. The unit price of western restaurant customers is high. If you want to create better service, such a good concert will make customers intoxicated and have a better experience.

When music with a slightly faster rhythm is played, consumers will spend much less time in restaurants. Therefore, fast food restaurants generally use light music and modern music, which is to mobilize the rhythm of customers' eating and urge customers to leave quickly. If you look closely, you will find that the music played by famous fast food restaurants is different from the music played in free time, just because they serve different purposes.

6. Use digital payment to reduce the sensitivity of customer consumption.

Another technique that can make customers less price-sensitive is to minimize cash payments.

Research shows that when customers pay in cash, they are more likely to feel distressed than swiping their mobile phones or bank cards. After all, for WeChat or bank cards, consumption is just a number. If it's advanced, that's the real grandpa Mao.

Therefore, some changes should be made in payment methods, such as replacing cash transactions with mobile payment, actively scanning customer payment with a code scanning gun instead of letting customers scan code payment, and replacing mobile payment with membership card consumption, all in order to reduce customers' sensitivity to consumption.

7. Commodity combination effect, customers pay the bill.

Aoi sora photo electronic 49 yuan, Aoi sora photo paper version 125 yuan, Aoi sora photo electronic version+paper version 125 yuan.

What would you choose to buy?

Of course, it is the third type. The electronic version and the paper version can be sold at the same price.

In fact, what the merchants want to sell most is the electronic version and paper version of Aoi sora photos. Add a paper version for your comparison, which makes you feel that the former is more cost-effective.

This method is widely used in KFC and McDonald's.

For example:

French fries 8 yuan, spicy chicken legs as long as 16.5 yuan, set meal as long as 19 yuan. You'd think you could spend 2.5 yuan to eat a portion of French fries.

8. Using the heartache effect of saving money, prepaid cards are sold three times more.

When people buy things, they will measure the benefits of the items they are about to get and the pain of losing money.

In related experiments, when people buy high-priced goods, the insula related to physical pain will also react, showing the feeling of "saving money and heartache" when buying high-priced goods, which may be very similar to real pain.

So how to reduce this "saving money heartache"?

1. Encourage consumers to use credit cards and use virtual credit cards instead of money to reduce this pain.

For example, the original activity was to recharge 100 in 500 yuan, and it would be much better to recharge 100 with a credit card.

2. Improve the added value brought by purchasing items to improve the fun of purchasing items.

For example, when paying the bill in a restaurant, there is a warm copy on the service desk: it is a happy thing to pay for the person you love.

Customers feel that after spending money, I am not only filling my stomach, but also a way to express my love, and the pain of customers will be reduced.

-End-