Today's catering industry has gradually entered a new catering era after experiencing basic supply and demand, category segmentation and characteristic management, and Internet trading connection platform. The overall situation of the urban white-collar dinner take-away market has been set, and the internet channel for social meals has sunk to fourth-tier cities. Mobile payment, table scanning code, automatic carry-forward billing, etc. It has gradually become the standard of food and beverage outlets, and social meals have also undergone tremendous changes because they are the battlefields of Internet giants and enterprise service software companies.
However, due to the low entry threshold of the catering industry, different market positioning corresponds to people with different purchasing power and consumption preferences, which tests the marketing skills and operating efficiency of offline stores. There are still a lot of bleak business situations, and the requirements for consumer experience are getting higher and higher. Branding and chain operation aggravate the reshuffle of catering market, which requires meticulous and systematic marketing solutions. Whoever can better serve the pain points of catering stores and practitioners will have a service platform for catering enterprises with a large number of customers.
First, under the pattern of "three highs and one low" in the catering industry, retail catering and sales data have become just needed.
The catering industry generally has the problems of high rent, high labor cost, high cost of ingredients and low gross profit. In recent years, "three highs and one low" has become the theme of many catering summits. According to relevant data, the rent of general restaurants accounts for 15-20% of operating income, and the labor cost generally accounts for about 12-20%. In addition to the cost of ingredients, there are fixed costs such as water, electricity and gas. In 2065,438+06, the average gross profit of the top 100 restaurants in China remained below 5%, and the turnover rate of stores was 65,438+00.
Fierce market competition means that the traditional extensive management mode relying on the boss's experience and intuition is out of date! From the perspective of operating efficiency, fixed cost expenditure requires restaurants to improve "floor efficiency", and the increase of variable cost requires restaurants and catering centers to improve "human efficiency"; If we look at the cash flow of the store itself, the core problem lies in how to "open source" and "reduce expenditure". The author calls "horizontal effect and man-made effect" and "increasing revenue and reducing expenditure" Ren Du Er pulse.
If entrepreneurs want to get through the second pulse of Ren Du, they should start to solve how restaurants can expand new customers, increase the repeat rate of old customers, increase the number of catering consumption or the unit price of meals, and save labor costs by optimizing the internal management process of restaurants or improving the work efficiency of individual service personnel. Due to the different operating conditions of different stores, there is no formula that can be copied. For example, the restaurant in your store has a large investment, but the corresponding popularity and offline traffic are more sufficient to ensure profitability; Some shops reduce their workload, but increase it, which is not conducive to the stability and management of employees. What specific management improvement measures should be taken, everything should be based on the digitalization of catering retail.
Connecting user consumption big data with merchant management data flow is the core problem to be solved in the information solution in the new catering era. The author found that there are relatively many to B projects and companies for social meals in the market, some of which are Internet platforms such as word of mouth, comments from US delegations, and orders-taking software provided by merchants. Some traditional catering ERP systems have been transformed into CRM software. With the intensification of catering retailing, catering businesses pay more and more attention to catering order, customer acquisition and full link management. Intelligent marketing operators like Yunzong have a prominent position in the industrial chain of smart catering industry.
2. What will "intelligent marketing operators" bring to restaurants, shops and business centers?
At present, both Internet platforms and CRM software vendors are eagerly discussing "new catering", and offline stores are also looking forward to new catering. The new catering solution not only includes the basic technologies of "internet plus Catering" (catering informatization) and "AI+ Catering" (smart catering), but also is based on the continuous iteration of cloud services and big data, so intelligent marketing operators are the most important promoters of "new catering" and bring new changes to the catering industry:
1. Social meals include restaurants and business centers, and consumption patterns include take-out and ordering food. In first-and second-tier cities, consumers use mobile phones frequently, and the experience of new catering always needs to be improved, not just superficial transactions. Some sub-scenarios need data especially.
2. Consumer big data services that open up the Internet platform are more intelligent. The traditional in-store ERP system does not dynamically compare the incoming traffic, the portrait of consumers is vague, and the contact with users is weak, so it is difficult to promote business activities and track the effect. Alibaba Word of Mouth opened the function of "scanning code as a member" to intelligent marketing operators such as Yunzong for secondary development. In the process of merchant service, users can automatically deduct money by scanning the code to order food without the waiter taking the menu or paying the bill at the service desk. In addition, intelligent marketing operators can automatically generate data retained by in-store consumer members as a basis for improving business. For example, users can eat more for men, women can recommend more desserts, and there are tips to help businesses improve service quality.
3.SaaS software's "one-click marketing" tool and threshold-free operation are becoming more and more important. The products made by some Internet companies have many functions and complicated paths, which makes many waiters clumsy to use, and requires the boss to arrange training repeatedly to master them, which easily leads to the product being ineffective. Specific to the restaurant scene, the catering solution provided by intelligent marketing operators helps the restaurant to synchronize the ordering, ordering, dining and code scanning payment of the restaurant "front room" with the kitchen distribution and display system of the back kitchen in real time during the peak dining period; Merchants can see the number of people entering the store and consumption data in real time through the Internet member management and marketing platform to realize marketing visualization. The system can automatically analyze and match promotional coupons or plan other marketing activities.
It can be seen that intelligent marketing operators have broken through the limitation that the data between B-end merchants and C-end users of catering management software can not be obtained through interactive analysis, fully absorbed mobile payment as the technical basis, and adopted table-side scanning code at the user traffic entrance to build a complete set of customer acquisition, marketing and background management schemes for merchants, and can make marketing accurate and AI-oriented through the opening of data. Cloud customers rely on the massive users and transaction data of Ant Financial to improve the marketing algorithm.
Third, the catering industry needs the ability of "self-operation" most. Where is the breakthrough direction of intelligent marketing operators?
Intelligent marketing operators should not only "give people fish" (provide SaaS software as a service), but also "give people fish". The so-called "self-operation" is to empower the core competence of intelligent marketing to offline catering stores and commercial centers, shorten the time for catering bosses to become experts in the industry, and reduce the cost of trial and error, just like after Kung Fu opened the second pulse of Ren Du, Xingye was stunted, which is the realm pursued by intelligent marketing itself. In order to realize the "self-operation" ability of merchants, intelligent marketing operators need to make breakthroughs in three aspects:
First of all, it is necessary to solve the problems of refreshing, promoting and repurchasing restaurants, help businesses increase the frequency of users' spending in stores, and turn new customers into old ones. At present, most food and beverage outlets adopt a two-pronged approach of "takeaway+dining". Alibaba's word-of-mouth investment in ordering software, Meituan's comments vigorously promote the construction of smart restaurants, and the automatic scanning and payment of unmanned vending machines operate online 24 hours a day, making restaurants break through the past space-time nature and reconstruct the people and goods yard. Operators serve a large number of restaurants and businesses nationwide by integrating platform user traffic, mobile payment tools, consumption of big data, electronic invoices, take-away distribution and even supply chains and financial resources.
Secondly, it is necessary to combine the catering business logic and solidify it in the form of products, so that different business stages can come in handy and realize "one-click marketing". The author believes that "Zhihu" depends on cloud computing, and data acquisition and identification is the premise of precision marketing. In addition to open source data, intelligent marketing operators also need to structure in-store business processes, in-store crowds, business members and other data to achieve visual marketing. For example, cloud vertical and horizontal customer CRM provides intelligent marketing tools for merchants. There are "in-store business diagnosis", "marketing laboratory" and "marketing calculator" to help businesses track and feedback every marketing activity, daily operation and membership data in real time.
Finally, it is necessary to adapt to diversified catering formats and take into account other consumer marketing needs. Intelligent marketing operators should open all the data streams of social catering such as restaurants and commercial centers to better serve offline business districts and shopping malls for "cross-marketing" and mixed operation. For users, the presented interface and operation path should be standardized and unified as much as possible, otherwise the isolation of various system data will affect the user experience. Only by docking with Internet platforms such as word of mouth can the strategic value of operators to businesses be truly released.
The competition in the catering industry is all-round competition in terms of flow, service experience, supply chain, retail terminals and scenes. In the future, only by opening up the "full link" business data of catering businesses from online to offline, from outside to inside, from front hall to kitchen, from before consumption, during consumption and after consumption can "smart catering" be realized.