After consulting the owner of a takeaway shop who sells 5000+ orders a month, every time others say that his business is good, he will feel inexplicable sadness in his heart.
Busy every day, a lot of orders, but no money. Therefore, when others boast that their store business is good, only they know how difficult it is, and they are embarrassed to tell others.
This is a situation that many bosses will encounter. Full reduction and discount are also done, but there is no single quantity and no money. Why is this happening?
The reason is that the store activities are single, and only full reduction or discount has been made. In addition, I don't know how to control the full reduction and discount.
Someone will ask me, does it not conflict to set full reduction and discount at the same time? Do only one of them affect the quantity?
In all activities, the effect of "1+1> 2" can only be achieved by mutual cooperation. The combination of full reduction and discount activities has the following effects: improving the rate of entering stores and placing orders; Increase profits; Avoid losing money. Today, we will talk about how to make a good combination of "full reduction+discount".
First, how to use full reduction
The three main functions of the full reduction activity are: improving the conversion rate of entering the store, improving the conversion rate of placing orders and ensuring profits. Nowadays, many businesses that don't pay attention to full reduction, although the passenger flow is ok, will definitely lose a large part of customers.
1. Improve the in-store conversion rate.
The concepts of in-store conversion rate and order conversion rate have been explained in the last issue, so I won't explain them too much here.
The main function of full reduction is to improve the conversion rate of entering the store, and 80% customers are attracted to the store by full reduction. The first 1 file set for full reduction is the most attractive to attract customers into the store, so it is called "drainage file".
The drainage file is drained by a large amount of full reduction. For example, under the same conditions, the conversion rate of "full 1 1 0" is greater than that of "full 15 minus 3". However, many customers are numb to such full reduction, because it will give customers a feeling of being routine.
For example, the first stall of a shop is set to "full 10 minus 10", but his staple food is all above 25 yuan, which really attracts many customers in the early stage, but it gives customers the impression that the full-minus routine is too obvious.
It is better to change "full 10 minus 10" to "full 23 minus 10". The discount amount hasn't changed. The discount of 10 yuan is already very powerful for customers, and there is no loss for merchants.
2. Improve the conversion rate of orders
Some people will say that I have set a large full reduction, but the conversion rate of orders is still very low. Mainly due to the full reduction and virtual height set by many businesses.
For example, the store is set to "30% less 10", but the staple food in the store is generally around 15 yuan. Sometimes, after ordering, customers find that they don't need to order another one, so they can't eat that much, and they have to pay 5 yuan more. Customers feel uncomfortable when they don't take advantage, so they will go to other homes to see.
Why don't we adjust the price of staple food to 25 yuan first, and then change "over 30 minus 10" to "over 25 minus 10"? In this way, not only will we get the same price as before, but also customers will feel that it is very cost-effective, and the discounted price is also within their expectations.
3. Set prices skillfully to increase profits
At present, when most take-away merchants do full reduction, they all adopt the method of raising prices first and then full reduction. But how much will it go up? How to fix the price?
Generally, the normal thinking is that we price the dishes first, and then set the full reduction amount, which often limits our full reduction. Why don't we use reverse thinking to design, first design the full reduction amount, and then price.
For example, if the cost price of a dish is 15 yuan, the full reduction amount is 5 yuan, and the profit wants to be controlled at around 30%, then our pricing should be around 30 yuan.
The full reduction in the take-away platform is generally around 30% off, which can not only attract customers, but also ensure that they do not lose money.
4. How to avoid malicious "bonus hunter"
Often customers will seize the loophole of full reduction, and through full reduction, the price will be kept very low, resulting in a loss. For example, a "full 20 minus 10", the customer will just arrive in 20 yuan, so we won't make any money at all.
There are two ways to avoid malicious "bonus hunter":
First, set an appropriate starting price. For example, for a full 15 minus 5, we can set 20 deliveries. In this way, raising the unit price of customers will ensure our interests.
Of course, this method is not suitable for the full reduction of high thresholds, such as "30 MINUS 20". We can't set the starting delivery price to 30. If the starting delivery price is too high, some customers will be scared and won't enter the store.
The second way is to use it with discounts. At present, all the discounts set in many merchants' stores can't be used at all. It is not that this method is useless and the effect is poor.
Now you can adopt another method, such as the following porridge shop, where the boss puts all the discounted goods in the front and the full-reduced goods in the last; The price difference between discounted goods and fully reduced goods is not big, and the discounted goods are slightly higher. Customers usually order a meal, even if they see the full reduction of goods in the back, but the price difference is not big, and they are too lazy to eliminate the hard-selected goods.
Second, how to use the discount
Full reduction is a sharp weapon to attract customers into the store, and discount is an artifact to stimulate customers to place orders.
Discount settings are mainly divided into three types: ultra-low-cost drainage, hot-selling staple food and profit.
Ultra-low-priced drainage funds, the general price is below 1 yuan, with ultra-low-priced goods to attract "wool party" bonus hunter.
Ultra-low-priced drainage products are generally snacks such as sausages and eggs. In addition, it is necessary to set the number of restricted copies, such as "2 restricted copies". It is also necessary to note clearly that it is not delivered at a single point and guide customers to order staple food. For example, as shown below, you can also guide customers to collect stores and increase the ranking of stores.
The selection of hot-selling goods is generally a best-selling staple food with cost performance. Generally, this kind of explosion is relatively high in cost and relatively low in profit.
In order to improve the unit price and profit, we can set a relatively high delivery threshold. For example, the discount price of a barbecue rice is 14.98 yuan, and the delivery price can be set to 15 yuan, so customers have to make up the bill.
Profit-making goods are generally combined meals. For example, the combination of hot-selling barbecue rice is "barbecue+rice", while the profit-making barbecue rice is "barbecue+sausage+eggs+rice", and the corresponding prices are: 14.98 yuan and 20 yuan. By adding different complementary food combinations, the richness of dishes can be improved, so as to increase the unit price of dishes and increase profits.
Third, the final summary
Full reduction is mainly used to attract customers into the store, and discount is mainly used to stimulate customers to place orders. They complement each other and have their own advantages. Only by cooperating with each other can the effect of "1+1> 2" be achieved. This paper talks about how to use full reduction and discount respectively. For more detailed skills of full reduction and discount, please refer to previous articles.
Pay attention to Anan and learn more dry food and beverage operations together!
I'm nan
Good ingredients with good methods
Let you "nan" to believe