I often go out to eat and unconsciously comment on the restaurant.

It seems that if I were the boss, the business would be more than this.

Sometimes a way of thinking becomes inertia, and the reason for poor business can be seen at a glance.

As the founder/owner of a physical restaurant,

should have been troubled by the flow of people to some extent.

Those whose business is not doing well want people,

those whose business is just okay want to turn things over, and those whose business is doing well want to create chain brands.

But for small and medium-sized restaurants,

business is good and bad, traffic is irregular,

return customers are few, and customer sources are unstable,

These situations are always a persistent problem.

The reason why it is difficult to find business is very important.

Every step starts from the customer entering the store, to finishing the meal and then to repurchase.

Since we want to analyze, let’s start with entering the store.

Environmental factors

Door entrance-logo, store name, font, main color, lighting

Entering the store-overall style, tables, walls, lighting,< /p>

Seating - comfort, space, tableware

I passed a high-end organic vegetarian restaurant yesterday,

the door style is new Chinese style,

The retro dark cheongsam worn by guests at the door has a cartoon little yellow duck as its logo.

The overall style was ruined by a logo.

Looking at the style of the doorman, I think the per capita consumption of this store is at least 100,

But the logo gives people a fast food style like Shunwangji or Laoxiangji.

The door is well chosen and you don’t think twice when entering the store.

The restaurant name is simple with few strokes.

The finals are in the mouth, such as Wahaha. (a)

The cuisine/category is written at the end.

Give very clear direction so you can see what you are selling at a glance.

Just like the one I saw before, "Brother Some sell breakfast, lunch and dinner together.

This kind of positioning is very confusing. Although there are many choices, customers are confused.

Think about whether your signs and billboards make customers want to enter your store?

Do they like the store environment?

Does the billboard at the door clearly indicate the dishes and their prices?

Does your welcome enhance the atmosphere when entering the store?

The above summarizes the environmental problems that lead to poor business.

Dish analysis

If your customers generally spend too much time ordering,

you should consider the dish.

Think about five points repeatedly:

Menu, dishes, presentation, portions, and profit distribution.

I have been to many restaurants, and my favorite is the album style.

The most annoying thing is that the categories are mixed without prioritization. I don’t know what to order after looking at them for a long time.

Be sure to select a customer’s favorite dish.

You must also do more research on which dishes impress customers the most.

The profit distribution of dishes must be divided into traffic-draining products, flagship products, and high-profit products.

User groups

Stores with a small proportion of repeat purchases, few repeat customers, and limited customer sources,

think about the following questions repeatedly:

These How old is a person?

How much is the per capita consumption?

Where do customers come from and how do they know about the store?

Is it natural traffic or promotion?

Are these people here for a certain dish or for the decoration style?

Is this your first time here or an old customer?

Doing user surveys on existing traffic is the most practical way to find out existing problems in your store.

Store staff

From greeters to waiters, lobby managers to head chefs.

They are all important factors that affect the atmosphere of the entire store.

I have the impression that there is a noodle shop.

The store is about 600 square meters.

This restaurant is very unique.

The welcome at the door They are young people, both men and women.

The food delivery person and the waiters are all mother-level.

After ordering the noodles, the aunty waiter will remind you kindly,

< p>There is an independent small food station where you can add your own ingredients.

There is everything from green onion to coriander.

This is not to tell you mechanically,

but to remind you like a family member.

Including the service, they will also be very enthusiastic, ask questions repeatedly, and chat with you.

Although some customers don’t like to be disturbed,

but according to the positioning of their restaurant, which is homemade hand-made noodles,

the entire service system follows the positioning. ,

So that’s a plus.

No matter the size of the store, the waiter is the soul.

It must undergo systematic planning and professional training.

Solution

Give customers a reason

Last night I went to a high-end Sichuan restaurant that specializes in tofu pudding.

The tofu pudding was tender and delicious. It’s very unique,

You can hardly find such authentic Sichuan-style bean curd in the whole city.

The characteristics of a store are an important reason for customers to enter the store and make purchases.

One sentence to remember you

Extract one slogan,

One sentence is worth ten thousand sentences.

“A fish restaurant”

“Service is not Banu’s specialty, tripe and mushroom soup are”

“Italians in Shanghai like "Dine here"

One sentence shows what it sells, who it sells to, and what its features are.

It will take a few days,

Gather a few young people with ideas to conduct several rounds of brainstorming.

Simplify the complex

There are many dishes on the menu, making it difficult for customers to make a choice.

There are many dishes, large purchases, and large losses.

At this time we have to do subtraction.

Dishes with extremely low order rates,

dishes with low gross profit and difficult to store,

dishes that are difficult to rough process,

< p>Both need to be deleted and improved.

After deleting it, only a few dozen items were left.

They are basically dishes that are easy to order, easy to purchase, and easy to store.

It is equally important to choose the dishes and the menu.

Main dishes, attracting dishes, special dishes,

The menu should have clear priorities and reasonable layout.

Just like news software, it’s clear which items are important.

This gives customers a choice and guidance,

ordering is hassle-free and comfortable.

Select diversion dishes

As mentioned above, the selection of dishes must not only simplify the complexities,

but also present the diversion dishes to customers,

At least 1-3 points each for traffic, main products, and special features will be much enriched.

It also reduces the customer’s choice troubles.

The diversion dishes can be made as single items or as a set meal.

Choose three low-priced vegetables according to local conditions and make a combination.

Vegetables are basically a must-order item every time you order.

This gives customers a feeling of getting a bargain.

Even if it is cheap, it must be of high quality and quantity, otherwise customers will feel cheated.

Dishes that attract traffic can also be hard dishes,

such as Dongpo Pork for 1 yuan, short crispy pork for 5 yuan, scan the QR code to receive ice noodles, etc.

Pay attention to takeout channels

If a store’s business is not doing well,

takeout is definitely the first choice.

Takeaway bags, tableware, and gifts,

these costs will not be much higher, but they can bring unexpected results.

But for general restaurants that are not doing well,

the first is high commissions and thin profits when joining a takeout platform,

secondly, it is just ruzh u The new store has limited traffic and ranks low.

The way to reduce takeout costs is through mini programs.

Find a small program factory with a good reputation,

for example, a small program mall development website such as "Deyoudian",

set up a restaurant takeaway template.

In this way, the traffic port is opened in WeChat,

and then through the online traffic portal, using taste and features to attract,

Online traffic can feed back to offline.

If the business is good, there will naturally be a lot of experience sharing.

But if the business is not good, everyone will have their own problems.

The catering entity is not operating well,

Everyone feels uncomfortable and anxious.

But be careful not to seek medical treatment in a hurry.

You still have to take it step by step.