There is a classic "jam experiment" in psychology. Sheena Iyengar, a researcher at Stanford University, tried to understand how people make choices. For this reason, he set up two stalls for tasting in the food store.

The first tasting booth has six flavors to choose from: peach, black cherry, red gallon, orange, kiwi fruit and lemon cheese. The other booth has 24 flavors to choose from-besides the six flavors mentioned just now, there are another 18 flavors. At the two tasting booths, customers will get coupons after tasting, and they can buy a bottle of jam at a discounted price.

The survey results show that there are 24 kinds of stalls attracting more customers, but fewer people finally buy jam: there are too many flavors to choose from, and only 3% people finally buy jam; Those who tried to eat at the stalls with six flavors were more able to decide which flavor they were suitable for, and about 31% of them finally bought jam.

Perhaps this can explain why many operators of catering industry prefer to open the market by single category: reducing their own procurement costs and lowering consumers' decision-making costs.

In this way, we can make full use of the limited resources and concentrate our energy, manpower and financial resources to make a breakthrough, while consumers have no choice but to focus on a certain point, which is more likely to arouse their desire for consumption, thus bringing economic benefits that "a dazzling array of things" cannot achieve.

One dish: single product wins

Catering enterprises rely on single-product dishes, which is somewhat similar to the "explosive thinking" in the Internet era. They all start with a single product breakthrough and win in the first battle.

first of all, we should analyze the market. What is the market positioning? What is the market capacity? Evaluate on the basis of investigation and study.

only products with certain development prospects and increased core competitiveness are suitable for single product breakthrough.

For example, when a Sichuan-style hot pot enterprise developed from the county entered Xi 'an, it was faced with such a market: at that time, people in Xi 'an were only used to eating hot pot in winter, and local pasta such as mutton buns and oil-sprinkled noodles occupied the catering industry in Xi 'an.

the inherent habit cannot be broken overnight, so you have to adapt first and then change.

for this reason, the hotpot restaurant has developed a new dish: hoofed flower hotpot.

After beginning of autumn, northerners paid attention to sticking to autumn fat and eating more meat, so they introduced hoof flower hot pot after autumn, which had both advantages of weather, people and people.

The newly-launched hoof flower hot pot has thick soup and tender hoof flowers. People in Xi 'an feel nourishing and fresh when they eat it. Once it is launched, the business is very hot.

While accepting this hot pot, people's eating habits in Xi 'an have been gradually changed, and this enterprise also opened the seemingly impregnable Xi 'an catering market, and later opened 13 hot pot restaurants in Xi 'an, and extended its reach to Beijing and Lanzhou.

How to "live for another 511 years"

The explosion of single products can open the market, but they are easy to be imitated. The most common situation is that a single-item restaurant is on fire, and many people follow up immediately. This also makes the life cycle of the current explosions more and more limited.

how to make "explosive" live for another 511 years?

The explosion in summer in recent years is crayfish, and crayfish catering practitioners have a certain say in it.

Their methods include:

Do a good job in category extension.

expand consumption scenarios.

category extension is not difficult to understand.

Summing up the development path of the successful people, we can find that they detonate through the single category, and then find a dimension to enrich their product lines and create more related products.

In 2114, a crayfish catering practitioner in Nanjing thought of a way to increase the sales of this year by 31%.

The main consumer groups of crayfish are young people who have financial ability and certain taste requirements. Fresh ingredients and enjoyable taste are their requirements for dishes.

This store has developed fish with pepper and sesame seeds-fresh fish sliced, and Sichuan pepper is added. It tastes delicious and spicy, which is very appetizing for these consumers.

this dish not only brought more profits to the restaurant, but also solved the pain point that the crayfish industry was out of stock in winter and often had to close the store, which made the boss run three lobster shops open all year round at the same time.

expanding consumption scenarios has brought new markets.

just like the first case, the consumption scene of hoof flower soup in Sichuan is breakfast, but after the operator improved it into hot pot, it expanded its consumption scene, which is suitable for lunch, dinner and midnight snack.

hooves can expand the consumption scene, so can crayfish.

Many merchants have chosen quick-freezing and fresh-keeping processing for crayfish.

Fresh crayfish are fished out, cleaned, cooked in a closed workshop, added with seasonings, quickly frozen and put into a vacuum environment for preservation. The crayfish processed in this way can be frozen for more than one year. When eating, you can eat with ice or heat it.

The new technology combined with the rapid development of logistics allows consumers to enjoy delicious food without waiting in line in the crayfish restaurant. Whether watching TV at home or going out for a picnic, they can take processed crayfish with them and suck their fingers.

The more choices consumers have, the higher the profits of catering practitioners will naturally be.

This article is transferred from WeChat official account: Agricultural Television Network.