The essence of a good restaurant lies not in the number of dishes, but in the excellent products and the continuous optimization of user experience.
"I don't think sending group coupons online is called O2O." Teacher Diao believes that the real O2O should be Internet-style from the beginning of product positioning.
In his view, Apple has few product lines, and Microsoft has only two or three core products, but they have made the most profitable companies in the world. "Do not pursue more SKUs (retail industry terminology refers to the smallest inventory unit, and e-commerce industry usually defines single items as SKUs), but pursuing the ultimate user experience is one of the spirits of the Internet." Diaoye said that around the spirit of this product, Diaoye beef brisket only has 12 SKU.
A restaurant only has 12 dishes, which is less than McDonald's. At the beginning of its establishment, some people in the food industry thought it was a death wish, but the sculptor went his own way. The reason why so few SKUs are made is based on Mr. Diao's own consumption experience and theoretical support: a consumer is satisfied when he eats in a restaurant for the first time. If he comes back next time, the coincidence rate between ordering and the first time is as high as 80%, which is the result of people's subconscious path dependence. Teacher Diao likes two restaurants in Beijing very much, one is Ding Taifeng and the other is Dadong Roast Duck, but he only goes there three or four times a year. Therefore, Mr. Diao's target customer base for beef brisket is the middle class, who have a wide range of consumption and rarely visit a restaurant frequently. So even if there are few SKUs, just changing the menu once a quarter is enough to satisfy the freshness that old customers need to come back.
Teacher Diao believes that the essence of a good restaurant lies not in the number of dishes, but in the excellent products and the continuous optimization of user experience. On the Internet, the continuous upgrading and optimization of products have already penetrated into the consciousness of Internet people, from operating systems to mobile phone apps. However, the optimization process of Internet products is often to constantly fix bugs and upgrade versions. Playing restaurants with this product concept is cost, especially suitable for entrepreneurs who are picky about taste buds and have no practical experience in catering.
So, Mr Diao bought out the recipe of beef brisket from Dai Long, a Hong Kong god of food, at a price of 5 million yuan. He insists that Beijing is "eight blocks away" from Hong Kong as far as food is concerned. There are main courses, but appetizers, salads and desserts should not be vague. In order to choose materials, throw away eight ounces of arugula at the beginning; 10 pigeon eggs, only one is qualified. According to Diao, he once received black truffles from a supplier. Because the supplier didn't know much about the storage temperature, he found that the taste changed after receiving the goods, so he had to throw them all away, only losing 50 thousand yuan. Although "the cost is like sitting on a rocket", Diao Ye believes that this process of paying tuition fees has also chosen a better food supplier.
Generally, online games will have a "closed test" before going online, inviting players to play, find out bugs and correct them. This trick was borrowed by the sculptor from the restaurant. In addition to testing services, it is to optimize products. Teacher Diao believes that a meal from appetizer to main course to dessert is a system, and each dish does not exist alone. The process of sealing and testing is to find bugs. He gave an example. At first, Korean heavy fermented kimchi was added to the appetizer, but after the evaluation of various food experts, it was finally replaced by Sichuan kimchi, because Korean kimchi was too sour and spicy, which affected the relatively light rhythm of the salad behind. Sichuan kimchi is just right, appetizing and not stealing the brilliance of the following dishes.
Carved beef brisket was sealed and tested for half a year before its opening, and all kinds of stars, Weibo tuba and gourmets were invited to try it for free. From appetizers to desserts, they are constantly optimized in many flavors.
During the test period of half a year, Mr. Diao burned 10 million yuan, which is simply "fooling around" in the eyes of colleagues in the catering industry who pay attention to cost control. However, Mr. Diao has his own small abacus. During the sealing and testing period, the bug about the dishes was solved, and a better supplier was settled and selected.
In addition, good online products often pay special attention to the user experience. For example, the reason why WeChat makes users feel "comfortable" is because engineers "struggle" day and night on various small details such as menus, pages and buttons. For example, Mr. Diao eats a bowl with beef brisket noodles, which is the result of his efforts in details: the part that touches the mouth is thin and slippery, but the other parts are thick and rough, so that when people drink soup, the part that touches the lips will have a good touch, but the rough and heavy bowl will give people a sense of security. A thumb slot is opened in the noodle bowl at 8: 30, and the end is relatively stable, but 1: 00. However, this kind of bowl needs to be customized. Teacher Diao believes that such details determine the user experience, so this cost cannot be saved.
Marketing promotion: Use Weibo to detonate traffic.
On the one hand, Weibo is highly concerned, on the other hand, ordinary users are not allowed to enter during the internal test. The consumer desire triggered by this mystery broke out after the opening.
The core of Internet economy is traffic economy. With traffic, everything is available. In the e-commerce industry, there must be a repeat purchase rate with traffic. Teacher Diao believes that the logic of opening a restaurant is the same.
At present, the two restaurants of Diaoye Beef brisket are located in Chaoyang Joy City and Indigo respectively. The former is a mature business circle, while the latter is still in the incubation period. However, both stores are located on the dining floor of the shopping center. How to attract traffic? Master Diao's way is to detonate by Weibo. At this time, another value of the seal test is reflected: the value of communication.
The effect of flow is almost what the sculptor expected when he was playing in the restaurant. This inspiration comes from Facebook. At the beginning of facebook's business, it was not allowed to register an email address without the suffix of Harvard University. This is human psychology. The more you don't register, the more mysterious it is. So at that time, all the Ivy League students desperately wanted to squeeze in. When Facebook opened an Ivy League university, all the very Ivy League students also wanted to squeeze in. So Zuckerberg easily achieved his initial success.
During the sealing test, only invited people can come to eat the cut beef brisket. Invited people will often send Weibo or WeChat to talk about their consumption experiences. Since we are invited, we seldom eat others' mouths short and say no to others. As a result, various stars, talents and Weibo tuba helped to shout on the Weibo, which initially achieved the communication effect.
On the eve of the opening ceremony, Mr Diao used Weibo to play with a big one. For example, when Aoi sora was invited to the store, he was "bumped into" Weibo by Weibo Tuba. Aoi sora's confirmation on Weibo triggered 45,000 reposts from netizens and became a hot topic in Weibo that day.
But in the process of Weibo's hype, the carved beef brisket was also scolded. For example, the store rules that children under the age of 12 are not allowed to enter, which has caused great controversy. Criticism of the catering industry will also attract scolding, but Mr. Diao is still willing to help Weibo forward these scoldings. He firmly believes that his own direction traffic is king, and only when there is controversy can there be traffic.
"The most interesting thing about the Internet is fan culture. Often if a product is well done, it will form a' die-hard loyalty'. The more people scold a product, the stronger the loyalty. " Teacher Diao pointed out that Xiaomi's mobile phone has been scolded since the first day of its birth, and rice noodles always fight back. Once there are a certain number of fans, it is easy for critics to fight with fans, and the result of the fight is a surge in traffic and a big sale of products. Apple and Xiaomi mobile phones have proved this. Carved beef brisket has also cultivated some loyal fans in the process of spreading in Weibo.
On the one hand, Weibo is highly concerned, on the other hand, ordinary users are not allowed to enter during the internal test. The consumer desire caused by this mystery will erupt after the opening.
Interaction: Maintaining Old Customers with WeChat
Teacher Diao spends a lot of time staring at public comments, Weibo and WeChat every day. Users will get immediate feedback as long as they are dissatisfied with the dishes and services.
Although the popularity after the opening is expected, Mr. Diao, who has been immersed in the e-commerce industry for several years, clearly realizes that there is no point in having traffic and it is useless to any industry. Catering is an "infinitely improved" industry, and excellent products on the Internet are actively interacting with users and rapidly improving. Only by constantly upgrading and optimizing products and services according to users' needs can we have word of mouth and repeat purchase rate.
"The problems existing in the initial MIUI will be quickly followed up as long as the users are not satisfied." Teacher Diao believes that the key to Xiaomi's success is to interact with fans, quickly accept their suggestions and improve. Therefore, what is more important is the interaction between users and the transmission of their own voices back to the operation of the restaurant. Teacher Diao believes that this is the essence of O2O.
In traditional catering, once the menu is fixed, it rarely changes, which is not in line with the spirit of the Internet. "If fans think a dish is not delicious, it may soon disappear from the menu." Mr. Diao said that his beef brisket will change the menu every month, and the basis for changing or not changing it is to some extent the voice of fans.
In the entrepreneurship of Afu essential oil, Diao Ye tasted the sweetness by paying attention to user feedback. As the head of the company, Mr. Diao personally does "customer service" every day to deal with bad reviews, attaches importance to user evaluation, and makes user feedback a "dogma" for all employees of the company. Results Afu's dynamic score in Tmall was 50% higher than that of his peers. Teacher Diao believes that in the era of mobile internet, management does not need to be uploaded at all, and personal demonstration is enough. "I do my own customer service every day, and I read good reviews and bad reviews every day. If you have a bad review, you will curse, and if you have a good review, you will be rewarded. The most basic employees know what I want. "
In his second venture, Mr. Diao spent a lot of time staring at public comments, Weibo and WeChat every day. Users will get immediate feedback as long as they are dissatisfied with the dishes and services. For example, if fans think a dish is not delicious, they may change it to a new one. If fans are not satisfied during the meal, they can get a gift or a free meal with an official reply.
In Mr. Diao's view, Weibo is a platform for detonation and communication, that is, a traffic tool, and WeChat is used to maintain the repeat purchase rate of users. For example, the new dishes on the cut beef brisket will be sent to old users through WeChat, with pictures, words and taste descriptions. And this can't be posted in Weibo, in order to show the exclusivity of old users.
The VIP card of the carved sirloin was also built by WeChat. Users need to pay attention to WeChat official account, the carved beef brisket, and answer questions. You can get VIP status after passing. Carved sirloin has a special VIP menu, not for ordinary users. On the internet, this kind of play has become very common, such as some identity privileges of QQ.
Although it is free to apply for VIP identity, many users can't apply. A user in Weibo complained that his application was unsuccessful several times. It is understood that there may be such a question in the questionnaire for applying for WeChat VIP, "Do you like cheese?" If the answer is that you don't like it, you may lose points and eventually your application will be rejected.
Mr. Diao believes that every restaurant has its own target customer base. As the saying goes, it is difficult for a restaurant to cater to all users. Therefore, VIP customers should be the target customers that they can serve well, and need to generate repeat purchase rate. Therefore, the application questions are all designed around the characteristics of their own dishes, and cheese is often used in Diao Ye's beef brisket dishes. Users who don't like cheese may not like the taste of Diaoye sirloin. If users don't like the taste, it is difficult to generate repeated consumption, and the effect of WeChat maintenance will be greatly reduced.