The business model of restaurant chain stores is actually something that every post in our life needs to adhere to. Choosing any industry has certain value, and the catering industry is also the industry that most people want to know. The following is the business model of restaurant chain stores.
The business model of restaurant chain stores 1 1. Word of mouth management.
If the catering industry wants to win a good reputation, it must be fully prepared in the aspects of restaurant service, serving speed, food quality, customer communication, settlement management and raw material storage.
In the era of developed network, there are many websites for diners to evaluate restaurants, and these websites are also important channels for diners to obtain restaurant information. A good example is fishing with the government. There are strict standards for serving speed. Once the specified time is exceeded, customers can eat for free. At the same time, there is also a special feedback area on the Internet.
Second, emotional management
Emotional marketing can get more loyal customers. For example, the common "free gift" is one of the most common emotional investment methods in restaurants. The "free gift" dishes are generally some side dishes or drinks, and the cost is relatively low, but it can maximize consumers' goodwill and recognition of the restaurant and increase the frequency of "repeat customers" again. Zheng Xin Chicken Chop has more than 1 10,000 stores in China. Buying chicken chops and delivering drinks is a manifestation of emotional management.
Third, taste management.
Some catering enterprises have many loyal customers, and the fundamental reason must be that the food in this restaurant tastes good. "Delicious" is the highest standard for judging restaurants and the most favorable premise for restaurant promotion.
Fourth, menu management.
Recommend guests who come to the restaurant for dinner and consumption through various forms of menus. Publicity and marketing can be carried out through various fixed menus with different forms and unique styles, such as chef's special dishes, weekly special dishes, new dishes this month, children's menus, middle-aged and elderly menus, couples' menus, weekend menus, food festival menus, etc. This is a way that accords with consumers' psychology.
Verb (abbreviation of verb) experience management
Experiential management can be said to be a brand-new marketing method, which mainly provides users with personal experience to achieve certain marketing effects, which not only accelerates the sales efficiency of products, but also helps to obtain good user reputation and establish the image of catering enterprises.
VI. Network Management
You can make publicity on the group purchase ordering website, Weibo and self-media to expand the restaurant's popularity and increase the number of diners. Operators should find the most suitable marketing model according to the actual situation of the restaurant when choosing the marketing model, so as to get twice the result with half the effort.
In addition to the above model, how to build the model is also an important link in business. Then let's learn about the method of establishing catering business model.
1, highlighting the key points: centralized packaging according to the main business items of the enterprise.
2. Variety Master Method: This is an ancient but vital catering mode, which is more suitable for old brands.
3. Rendering method of utensils: Based on utensils used for food processing or cooking, this is a very innovative new catering mode. The best example is Jiangxi crock soup. The special way of cooking soup without adding a drop of water and crock are the embodiment of this model.
4. Cultural (historical, regional) method: This is a common modeling method. With the help of local customs and local characteristics, the hotel's consumption mode and food structure will be re-integrated, so that customers can experience the charm of culture while spending in the hotel.
5, production method (cooking method) binding method: its focus is on the cooking method of dishes. For example, Steaming Kung Fu highlights the cooking mode of steaming.
6, style implantation method: to create a consumer atmosphere as a selling point, the environment is comfortable, the price is relatively high. The log cabin barbecue is very good in this respect. Through the successful creation of the Chinese third space, the atmosphere is very suitable for dining and discussion.
7. Maternal parasitism: Catering is a parasitic industry, mainly relying on retail, but this model is very dependent on customers. In places where people are concentrated, it will also be recognized by customers to establish an appropriate business model and parasitize it in supermarkets, shopping malls and hotels.
8. Crowd stratification method: divide customers into different levels according to their consumption level, and determine their own business model according to the number of people at each level. In each level, it can be divided into different levels again. The purpose of subdivision is to locate accurately when determining the mode.
Business model of restaurant chain 2 13 profit model scheme of restaurant operation;
First, the value of free.
Now many industries are doing free experience, free exchange and other services. Probably only the catering industry has been pursuing the old concept that "there is no free lunch in the world". Many bosses who are going to open stores are full of confidence in their products, but they are worried about how to find customers. In fact, free is the best publicity. If you have enough confidence in your product, are you afraid that customers will not come again next time?
Second, free dishes drive paid dishes.
Choose two profitable and delicious dishes from the store, but they are not the best dishes. Generally, there are many cold dishes, which makes customers feel that dining in your store is always "cheap".
Third, launch the main course.
A restaurant must have a main course. The main course should be priced lower, but it should be profitable and taste better. Make this main course a must-have when you enter the store.
Fourth, special dishes.
In addition to the main course, there must be special dishes, which is one of the indispensable marketing projects of restaurants. How?
(1) Set up five special dishes and sell them at cost.
(2) Food recommendation: set up a display board at the door of the store to show the 5 to 10 dishes that customers order the most.
5. Free for a specific time.
For example, you can enjoy a discount or discount when you eat at a specified time every day. Customers can enjoy free or preferential meals on their birthdays. Specific festivals can also engage in corresponding preferential activities for the corresponding people, such as free children's three-way trip on June 1, free Teachers' Day and so on.
Six, the use of online media for publicity.
1, the newly opened restaurant can get a 50% discount if customers forward it through WeChat circle of friends.
2. The customers bought by Meituan appreciate these comments and can give 10% discount.
3. If the customers who come here have online celebrities, customers can send videos on their own Tik Tok or autonomous driving platform more quickly, and it is free.
Restaurant owners should run their own media platforms, such as Tik Tok, and hope to shoot some creative content and upload videos.
5. Establish a customer WeChat group, and publish the contents including: videos purchased every day, details of launching activities, daily sales, daily passenger flow and other things that are beneficial to your restaurant.
Seven, you can use some routines-hire people to line up.
When many consumers go to the food court or shopping center for dinner, they will feel that so many people will not choose too bad, so they will not hesitate to choose a store where many people line up.
Eight, pricing-digital games
The prices of many restaurants will not be set as integers. We will see many products with prices of 9.9 yuan, 9.99 yuan and 10 yuan. It seems that there is only a penny difference, which gives people the impression that the former is more close to the people and will make consumers feel that the price of the product is only 1 digit. This is a very classic pricing strategy.
Nine. combined commodity
There are also many food and beverage outlets that offer extra products of several yuan. For example, the single order of 8 yuan spicy chicken steak with French fries is 16.5 yuan, and the set meal is 19 yuan. You'll think you can get a French fries if you spend 2.5 yuan. Do you think it is particularly cost-effective?
Attractive high face value
Nowadays, pure taste can no longer satisfy consumers' pursuit of diet, and "high face value" has become one of the important criteria for these young people to measure the pros and cons of a shop. And more photogenic, in line with the needs of contemporary people to take pictures and send friends.
Eleven, the coup for membership card.
If you want to keep customers, you must make them recharge.
How to recharge customers? If the customer eats more than 100, tell him to charge 500 yuan to avoid this order, so he will recharge. In fact, it is to recharge 500 yuan to send 100 yuan. It will give people a different understanding to express the meaning in another way.
Twelve. Privileges of members
There are benefits every month and special dishes for members every month. In this way, it can not only send SMS to recall, but also let new customers apply for membership cards.
Thirteen, points can be a coup for membership cards.
If you spend, you will accumulate points, and one yuan corresponds to one point. Pulling people can get more points, and each person accumulates 20 points. So when the customer unconsciously saves the points … and then tells the customer that the points can be used as money, of course, the premise is that the card should be stored in the card.
The competitive style of catering is gradually winning by system, and the setting of profit model is particularly important. The times began to promote market upgrading, forcing food enterprises to keep moving forward. Under the fierce competition, only those who can really understand the industry trends and do a good job in catering management can win.
Business model of restaurant chain stores. Future development trend of restaurant chain stores.
In the Internet age, we live in big data, and digitalization through chain store management system is very important for restaurant chain enterprises.
The greatest value of digitalization lies in the accumulation and analysis of consumer data, continuous iteration, product update, continuous optimization of consumer experience and continuous improvement of business processes. Therefore, it is no exaggeration to say that the core competitiveness of future catering chain enterprises must be based on how to deeply understand consumers, how to serve consumers efficiently, and how to get consumers' participation and feedback in time.
Development of digital management of restaurant chain stores;
101October 2 1 day, Meituan Takeaway released the digital development of the domestic catering industry.
The online digital operation of catering industry is still in its infancy. According to the take-out survey of Meituan, nearly 90% of the merchants think that online operation of catering industry should have professional skills and capabilities, but at present, the digitalization rate of catering merchants is generally lower than 10%.
Meituan believes that one of the crux of the current digital level of domestic catering is that most traditional catering enterprises do not have independent and professional online operation teams.
In traditional catering management, the design of dishes depends on experience, the location of stores depends on location, and the business analysis mainly depends on accounts, with almost no after-sales service.
Meituan take-out survey shows that in the actual operation of catering enterprises, less than 30% of merchants have set up full-time online operation teams and digital assessment indicators, and over 50% of merchants said they lack professional digital operation talents.
Based on this situation, Meituan Takeaway launched the "New Restaurant Owner" program. In the next three years, we will explore and cultivate 1 10,000 "new shopkeepers" who know both offline and online operations.
Compared with traditional restaurant shopkeepers, "new shopkeepers" embrace the digital trend, have a strong desire for digital management, master new technologies using digital tools, have online and offline operation capabilities and service capabilities, and gain new customers and new income through online operation.
The program was initiated by Meituan University, Meituan Takeaway College and Ministry of Human Resources and Social Security Education and Training Center. Specific training contents include: online operation courses and training and certification of "takeaway operators", such as store decoration, menu optimization, customer management and business data analysis.
Nowadays, in the era of digital economy, traditional restaurant chain stores no longer meet the needs of the times. They use the big data precipitated by the new retail system to grasp the new trend of consumer demand, constantly optimize products, channels and services, and realize diversified sales models, diversified channels and refined services. It is the future development trend. View from a height or a distance