The essence of a good restaurant lies not in the number of dishes, but in the excellent products and the continuous optimization of user experience.
"I don't think it is called O2O to send group purchase coupons online." Mr. Diao believes that the real O2O should be Internet-style from the beginning of product positioning.
In his view, Apple has almost no product line, and Microsoft has only two or three core products, but they have made the most profitable companies in the world. "Don't pursue more SKUs (retail industry terminology means the smallest inventory unit, and e-commerce industry usually defines a single product as SKU), but pursuing the ultimate user experience is one of the spirits of the Internet." Diaoye said that around the spirit of this product, Diaoye beef brisket only has 12 SKUs.
A restaurant only has 12 dishes, which is less than McDonald's. At the beginning of its establishment, some people in the food industry thought it was a death wish, but the sculptor went his own way. The reason why so few SKUs are made is based on Mr. Diao's own consumption experience and theoretical support: a consumer is satisfied when he eats in a restaurant for the first time. If he comes back next time, the coincidence rate between ordering and ordering for the first time is as high as 80%, which is the result of people's subconscious path dependence. Mr. Diao likes two restaurants in Beijing very much, one is Ding Taifeng and the other is Dadong Roast Duck, but he only goes there three or four times a year. Therefore, Mr. Diao's target customer group for beef brisket is the middle class, whose consumption range is relatively wide and they seldom patronize restaurants. Therefore, even if there are few SKUs, as long as the menu is changed every quarter, it is enough to satisfy the freshness that old customers need to come back.
Mr. Diao believes that the essence of a good restaurant lies not in the number of dishes, but in the excellent products and the continuous optimization of user experience. On the Internet, from the operating system to the app on the mobile phone, the continuous upgrading and optimization of products have already penetrated into the consciousness of Internet users. The optimization process of internet products is often to constantly fix bugs and upgrade versions. Playing restaurants with this product concept is cost, which is especially suitable for entrepreneurs who are picky about taste buds and have no practical experience in catering.
Therefore, Mr. Diao bought the recipe of beef brisket from Dai Long, a Hong Kong god of food, for 5 million yuan. He insisted that as far as food is concerned, Beijing is "eight blocks away" from Hong Kong. The main course is available, but appetizers, salads and desserts should not be vague. In order to choose ingredients, throw away eight or two in a catty of arugula at first; Of the 65,438+00 pigeon eggs, only one is qualified. According to Mr Diao, he once received black truffles from a supplier. Because the supplier didn't know the storage temperature, he found the taste changed after receiving the goods, so he had to throw them all away, and he only lost 50 thousand yuan. Although "the cost is like sitting on a rocket", Diao Ye believes that this process of paying tuition has also chosen a better food supplier.
Generally speaking, online games will have a "closed test" before going online, inviting players to play games, find out bugs and correct them. This trick was borrowed by the sculptor from the restaurant. In addition to testing services, it is to optimize products. Mr. Diao believes that a meal from appetizer to main course to dessert is a system, and each dish does not exist alone. The process of sealing and testing is to find bugs. He gave an example. At first, Korean heavy fermented kimchi was added to the appetizer, but it was eventually replaced by Sichuan kimchi after the evaluation of various food experts, because Korean kimchi was too sour and spicy, which affected the relatively light rhythm of the salad behind. Sichuan kimchi is just right, appetizing and not stealing the brilliance of the following dishes.
The finely crafted beef brisket was sealed and tested for half a year before opening, and a group of stars, Weibo tubas and gourmets were invited to taste it for free. From appetizers to desserts, all these are constantly optimized in many flavors.
During the half-year test period, Mr. Diao burned more than 654.38+million yuan, which is simply "disorderly" in the eyes of the catering industry peers who pay attention to cost control. However, Mr. Diao has his own small abacus. During the sealing and testing period, the bug about the dishes was solved, and a better supplier was settled and selected.
In addition, good products on the Internet often pay special attention to the user experience. For example, WeChat makes users feel "comfortable" because engineers "struggle" around the clock on various small details such as menus, pages and buttons. For example, Mr. Diao's bowl with beef brisket noodles is the result of Mr. Diao's efforts in details: the part that touches the mouth is very thin and smooth, but the other parts are thick and relatively rough, so when people drink soup, the part that touches the lips will have a good touch, but the rough and heavy bowl will give people a sense of security. The noodle bowl has a thumb slot at 8: 30, which is more stable at the end, but at 1: 00. However, this kind of bowl needs to be customized. Mr. Diao believes that such details determine the user experience, so this fee cannot be saved.
Marketing promotion: Use Weibo to detonate traffic.
On the one hand, Weibo is highly concerned, on the other hand, ordinary users are not allowed to enter during the internal test. The consumer desire triggered by this mystery broke out after the opening.
The core of Internet economy is traffic economy. With traffic, everything is available. In the e-commerce industry, there must be a repurchase rate if there is traffic. Mr. Diao believes that the same is true of the logic of opening a restaurant.
At present, the two restaurants of Diaoye beef brisket are located in Chaoyang Joy City and Indigo respectively. The former is a mature business circle, while the latter is still in the incubation period. However, both stores are located on the dining floor of the shopping center. How to attract traffic? Master Diao's way is to detonate through Weibo. At this time, another value of the seal test is reflected: the value of communication.
The effect of flow is almost what the sculptor expected when he played the seal test in the restaurant. This inspiration comes from Facebook. At the beginning of facebook's business, email addresses without Harvard suffix were not allowed to register at all. This is human psychology. The less you register, the more mysterious it becomes. Therefore, at that time, all students from Ivy League schools desperately wanted to squeeze in. When Facebook opened an Ivy League school, all students from very Ivy League schools also wanted to squeeze in. Therefore, Zuckerberg easily achieved his initial success.
During the sealing and testing, only invited people can come to eat the cut beef brisket. When invited, people often send Weibo or WeChat to talk about their consumption experience. Since they are invited, they seldom eat others' mouths short and don't say good after eating. As a result, stars, talents, and various Weibo tubas helped to publicize on the Weibo, which initially achieved the communication effect.
On the eve of the opening ceremony, Mr Diao used Weibo to play with a big one. For example, when Aoi sora was invited to the store, he was "bumped into" Weibo by Weibo. Aoi sora's confirmation on Weibo triggered 45,000 reposts from netizens and became a hot topic in Weibo that day.
However, in the process of Weibo's hype, the beef brisket was also scolded. For example, the store stipulates that children under 12 are not allowed to enter, which has caused great controversy. Criticism of the catering industry will also attract scolding, but Mr. Diao is still willing to help Weibo forward these scoldings. He firmly believes that his own direction flow is king, and only when there is controversy can there be flow.
"The most interesting thing about the Internet is fan culture. Usually, when a product is done well, it will form a' die-hard loyalty'. The more people scold a product, the stronger the loyalty will be. " Mr. Diao pointed out that Xiaomi mobile phone has been scolded since the first day of its birth, and rice noodles always fight back. Once there are a certain number of fans, those who criticize will easily form a battle with fans, and the result of the battle is a surge in traffic and a big sale of products. Apple and Xiaomi mobile phones have proved this. Picked beef brisket has also cultivated some loyal fans in the process of spreading in Weibo.
On the one hand, Weibo is highly concerned, on the other hand, ordinary users are not allowed to enter during the internal test. The consumer desire triggered by this mystery will erupt after the opening.
Interaction: Maintaining Old Customers with WeChat
Mr Diao spends a lot of time staring at public comments, Weibo and WeChat every day. As long as users are not satisfied with the dishes and services, they will get immediate feedback.
Although the popularity after the opening is expected, Mr. Diao, who has been immersed in the e-commerce industry for several years, clearly realizes that having traffic is meaningless and useless to any industry. Catering is an "infinite improvement" industry, and excellent products on the Internet are actively interacting with users and improving rapidly. Only by constantly upgrading and optimizing products and services according to users' needs can we have word of mouth and repurchase rate.
"The problems existing in the initial MIUI will be quickly followed up as long as the users are not satisfied." Diao Yibing believes that the key to Xiaomi's success is to interact with fans and quickly accept their suggestions and improve them. Therefore, the interaction between users and the operation of transmitting their voices back to the restaurant are more important. Mr Diao believes that this is the essence of O2O.
In traditional catering, once the menu is determined, it rarely changes, which is not in line with the spirit of the Internet. "If fans think a dish is not delicious, it may soon disappear from the menu." Diao Ye said that Diao Ye's beef brisket will change the menu every month, and the basis for changing or not changing it is to some extent the voice of fans.
In the entrepreneurship of Afu essential oil, Diao Ye tasted the sweetness by paying attention to user feedback. As the top leader of the company, Diao Ye personally does "customer service" every day to deal with bad reviews and attaches importance to user evaluation, which makes user feedback a "dogma" for all employees of the company. Therefore, Afu's dynamic score in Tmall is 50% higher than that of his peers. Mr. Diao believes that in the era of mobile internet, management does not need to be uploaded at all, and personal demonstration is enough. "I do my own customer service every day, and I read good reviews and bad reviews every day. If you have a bad review, you will curse, and if you have a good review, you will be rewarded. The most basic employees know what I want. "
In his second venture, Diao Yibing spent a lot of time staring at public comments, Weibo and WeChat every day. As long as users are not satisfied with the dishes and services, they will get immediate feedback. For example, if fans think a dish is not delicious, they may change it to a new dish. If fans are not satisfied during the meal, they can get a gift or a free meal with an official reply.
In Mr. Diao's view, Weibo is a platform for detonation and communication, that is, a traffic tool, while WeChat is used to maintain users' repurchase rate. For example, the new dishes on the finely carved beef brisket will be sent to old users through WeChat, with pictures, words and taste descriptions. And this can't be posted in Weibo, in order to show the exclusivity of old users.
The VIP card of Diaoye sirloin was also built by WeChat. Users need to pay attention to WeChat official account, the hanging uncle's beef brisket, and answer questions. After passing, they can get VIP status. There is a special VIP menu in the carved sirloin, not for ordinary users. On the internet, this kind of play is very common, such as some identity privileges of QQ.
Although it is free to apply for VIP status, many users cannot apply. A user in Weibo complained that his application was unsuccessful several times. It is understood that there may be such a question in the questionnaire for applying for WeChat VIP, "Do you like cheese?" If the answer is that you don't like it, you may be punished, which will eventually lead to the rejection of your application.
Mr. Diao believes that every restaurant has its own target customer base. As the saying goes, it is difficult for a restaurant to cater to all users. Therefore, VIP customers should be the target customers that they can serve well and need to generate repurchase rate. Therefore, the application questions are designed around the characteristics of their own dishes, and cheese is often used in the dishes of Diao Ye's beef brisket. Users who don't like cheese may not like the taste of Diaoye sirloin. If users don't like the taste, it will be difficult to generate repeated consumption, and the effect of WeChat maintenance will be greatly reduced.