Restaurants learn these 6 strokes to conquer customers

"Everything has a way", to capture the hearts of consumers through marketing, there are ways. Here are 6 ways to hit the hearts of consumers, take away.

1 marketing psychology of the first style: small target strategy

This strategy is very necessary in the restaurant marketing. For example, a restaurant that has done very well in other regions to open its first store in Beijing, even if the previous reputation and word of mouth is very good, it is difficult for people in the Beijing area to have a concept of this new brand.

In this case, the customer's first reaction is: this brand has not heard of, whether it is good to eat can not be determined, and then wait and see; this store what price, can with my consumption level fit? What can I eat in this store? I don't want to eat the store that I always go to at the end of the street.

To let customers understand the cognition you, but also need to be progressive. This requires a "small step" at the beginning, that is, from some small point of contact with the customer.

Psychologists did an experiment: two groups of people cut wheat, group A cut from the east, group B cut from the west, in the middle of a red flag, to see who first cut to the red flag there. The only difference was that group A had a green flag in front of them every three meters as a small target, and group B did not.

The game went as expected, with Group A winning.

Setting small goals is an effective way to achieve big goals.

So many restaurants reach out to customers by giving away new products at the door, publicizing retail products through food market events, and establishing connections through other platforms or channels, gradually bringing them closer to each other through these small touches.

Richmond Coffee's fission has a similar effect.

Why did it seem like overnight people switched from a Starbucks green cup to a Rexall blue cup? Appear around you, spread the most Ruixing, marketing is in the circle of friends, the elevator room, and other places to sweep the message of a free cup. Fission marketing is quietly going on, through a small cup of free coffee delivered to the door, people's habits are beginning to turn.

Psychology suggests that people are generally reluctant to accept more difficult requests because they are hard to achieve. But if a big goal is cut into smaller ones, it feels easier to achieve. Inspiration

In the process of getting customers to recognize and accept a brand, if you want to build trust with each other, you can start by approaching them with some small gestures, products and entrances. Once the first step is taken, slowly they will get used to and rely on the brand, thus creating stickiness.2 Marketing psychology second style: labeling the customer group

Brand positioning and the next marketing strategy is closely related to the catering brand are increasingly focusing on good brand positioning, set a good target customer group portrait, such as white-collar workers, between the ages of 25-38 years old, women, etc.

This is the first time that we have seen a branding strategy for a restaurant.

But when it comes to the customer base, we still need a more labeled setup to attract a certain type of more precise people. For example, loser ladies, fitness enthusiasts, literary youths, foraging foodies, chicken fans, single aristocrats, phoenix men and so on.

Only such a category of labels can be noticed by customers. People will be attracted because of the label. Many will even try to fit in and change themselves because they aspire to such labeled types of people.

For example, if you go to a place where business people and sophisticated Phoenix women are often seen, customers will be infected by this, and they will also experience and enjoy the sophistication of life, as well as boosting their own confidence and setting up goals to work towards.

Revelation

The environmental atmosphere brought about by the label can subconsciously give customers a good feeling, and will gradually give the brand a kind of tone, gathering a complete circle, and then infecting more people from the circle.

3 Marketing Psychology Third: Expectation Effect

I don't know if you have such an experience, a friend of a place around the dishes blowing sky-high, however, after you went to feel worse than imagined; or you look at a public number of a restaurant to introduce the extraordinarily beautiful, enticing products, but went to the seller's show is simply a comparison of the show and buyer's show. But really, are these stores really that bad?

No comparison hurts. Because of the expected, the customer on the product and the store itself has a subconscious grade implied, their own has done its positioning and prediction, so really go to the store will be and their own heart of the benchmark line to do the comparison.

Foreign personnel did an interesting experiment, they will be the same coffee in two different vessels, people will generally think that the high grade of the vessel within the coffee taste better. This is actually a kind of psychological suggestion.

Also, for example, the new brand of the domestic flower house group flower house fresh flavor, in the process of operating this creative western restaurant they found some interesting phenomena:

Customers will generally think that Michelin star chef should be foreigners, if the publicity of the Chinese Michelin chef will not feel authentic. If the restaurant dishes are introduced as creative Western food + Hunan cuisine flavors, people who want to eat authentic Hunan or authentic Western food will taste the dishes with their inherent impression, and will also feel that it is not authentic; and if it is only said that it is a fusion dish, people will feel very good after tasting it.

Expectations affect people's judgment of the product. Of course, the premise is that the product must also be good, otherwise, there will be

a situation: the service is very upscale, the presentation is very exquisite, but the product taste is too ordinary, there will be a sense of loss, feel that the taste is not worthy of such exquisite service and products.

Revelation

Guiding customers to come to the publicity can be, but do not over-marketing, or customers with the higher the expectations, the greater the disappointment. Still practicing their own internal strength and then do publicity, otherwise it can only be the consumption of internal resources rather than marketing.

4 marketing psychology fourth: the principle of social acceptance

The principle of social acceptance is actually the so-called herd mentality.

People have the habit of referring to the choices of those around them as a way to correct their own choices. This is why many times the minority will follow the majority.

For example, if the average diner goes to a shopping mall and chooses to dine at the mall, and there are a lot of people at the entrance of one restaurant but almost no one at the one next to it, most of the people will have the psychological implication that the one next to it is probably not good.

So, in order to let more people choose their own, in addition to queuing, reviews and other old methods, many restaurants now also choose to through the jittery, fast hand and other short video platform "pulling" customers.

Correspondingly, there are food KOLs, food netizens, etc. These people tend to live the life that most people aspire to, even if it's not real, but at least on the Internet. Consumers use them as a guide, following their lead to discover favorite restaurants.

Of course, if the restaurant and the opinion leader are in tune with each other and resonate with each other, they will undoubtedly be more persuasive.

The takeaway

"People will talk" can be capitalized on, and the restaurant industry is one of the most important industries for word-of-mouth because it's an all-encompassing experience for the senses. First learn to make at least a small part of the people agree with you, and then gradually let the brand reputation to expand.

5 marketing psychology fifth: customer decision-making psychology

Too few choices will make consumers lose the sense of freshness, difficult to produce a sense of satisfaction. And too much choice may not be a good thing.

Customers to the restaurant when ordering, said more than one sentence: there is nothing to recommend?

Faced with pages of menus, customers can't figure out what the restaurant's mainstay is, or what it does best, and that's a lot of trouble. No one wants to spend half an hour ordering before spending an hour eating.

Too many choices, too much thinking will bring the customer burden.

Foreign countries have done a psychological experiment: to provide consumers with the opportunity to try expensive jams, and at the same time to send everyone a discount coupon, so that they can buy the jam at a price lower than the market price. One group of sampling products have 6 kinds of jam, the other group has 24 kinds of jam.

The results of the experiment showed that 30% of the consumers who sampled the group that was offered 6 jams chose to buy them, while only 3% of the group that was offered 24 jams ended up buying them.

This leads to the conclusion that low decision costs can lead to high turnover rates.

Choice is painful, and fewer choices mean lower decision costs. In the selling of retail goods such as food, it is advisable not to leave the choice to the consumer.

Taking hot pot as an example, Haidilao has transitioned from the earliest service to the fun social attribute, which is their label; Banu proposes that mao mou mushroom soup is their specialty; Gluttony positions itself as a cost-effective small hot pot; and Nine pots and one hall proposes to be a pickled fish pot base that you can drink.

Do differentiation of the highlights of the refining, consumers may be because of this same product and contact with the brand, and ultimately contact with other products. But if the various types of ingredients in front of them, and they are not aware of the differentiation, they will not be based on their own every moment of preference and feeling to make a choice.

When we make choices, especially when we choose more than three products, we don't usually choose the most expensive or the cheapest product, but rather the one that meets both cost and basic needs. Therefore, the restaurant needs to find a way to highlight this product that meets some of each condition.

For example, some restaurants want to promote the steak product 328 yuan package, they made a cheap price for this package, the product of the general steak package, and a price expensive and cost-effective steak package, and then according to the customer's psychological initiative to guide them to choose this main push this product.

Revelation

To sway the customer's choice is a very difficult thing, how to let the customer to make the choice you want to guide him to do, and let him think that this choice is what he did? Such psychological marketing is well worth studying.

6 Marketing Psychology #6: Never start from scratch

After the meal, it is often necessary to retain the customer through some small benefits or offers, so that they still have the possibility of continuing to visit the store.

For example, many milk tea stores will take a full 10 chapters to give 1 cup of milk tea concessions to attract customers to come back next time, and the first cup of milk tea is not just set 1 chapter, but a one-time cover 2 ~ 3, so that customers feel close to the set of 10 chapters, so they will be more motivated.

The same goes for offers or coupons, which must be closer to the price customers pay in order to motivate them to act.

Many restaurants are also applying this psychological principle, such as will be too no two members, the minimum recharge of 1,000 yuan, if the customer's first consumption of three or four hundred yuan of the guest list, the waiter will remind can be recharged to 1,000 yuan for membership, not only to get three discounts or dishes complimentary coupons when the meal offset, but also to the member's price to enjoy the cost-effective super high dishes.

Thinking from the customer's point of view, three to four hundred dollars of consumption has been very close to the recharge of the 1000 yuan price, at best, and then eat a couple of things, the food is very satisfied with all aspects of the sure to come back. In that case, the recharge can still have so many discounts, it must be more cost-effective.

Hollywood has also adopted such a membership card recharge mode, 300 yuan low-priced membership card sales are quite high, because customers usually buy the amount of forty or fifty dollars, plus recharge gifts worth forty or fifty of the actual sales of the product, the value of the total value of one-third of the amount of the recharge, so that the customer feels that the recharge amount is a short-term can be consumed, the goal is very easy to reach, but also enjoy the discount, the customer will also enjoy the benefits of the recharge amount. Naturally almost all will choose to handle.