0 1, "delicious" has never been a unified standard.

Delicious food has never been a definite concept, because China people's standards for judging food have been changing.

In the past, people mainly judged the taste by salty taste. Now, with the development of seasoning industry, more flavor types have been developed, which also affects the taste of the public. From chicken essence monosodium glutamate to all kinds of seafood oyster sauce, umami has gradually occupied the mainstream and become the basic standard of taste evaluation.

In addition, the differences in diet between different places make it difficult for people to have a unified standard when judging delicious food. Yunnan, Guizhou, Sichuan and Hunan generally like to eat spicy food, while the water towns in the south of the Yangtze River have created the light eating habits of southerners. The south is sweet and the north is salty, which has always been the main watershed between the north and the south, so the controversy about salty and sweet zongzi has never stopped.

For example, because of the differences in the origin of raw materials, there are different varieties of peppers in different places, and the spicy taste is also divided into three or six grades. At the same time, hemp flavor is constantly evolving, and green pepper and pepper have also become the key to subdividing categories. With the differentiation of categories and the evolution of taste buds, colorful spicy and coquettish flavors are derived.

In addition, taste is a very private thing, and the family at the same table will also show different taste preferences; The same person will show different preferences at different times.

Five years ago, delicious things would gradually lose their taste with the evolution of taste buds; Taste memory, which almost disappeared ten years ago, may be attractive again with the flow of time and memory.

In a word, delicacy is a very subjective and abstract thing, which is difficult to standardize and quantify.

02, is "eat well" rather than "delicious"

We have seen many brands attack the city through products, which seems to win users with "delicious strategy". In fact, it is "eating well" rather than "delicious" that they conquer customers.

Through the understanding of "eat well", it is not difficult to find that the ultimate service of Haidilao, the hairy belly technology of Banu and the research and development of explosive products of Xibei are all trying to make customers "eat well", and satisfying customers is the foundation of catering.

Delicious is the cause, and eating well is the fruit. If there is a universal standard to satisfy customers, it must be "eat well" rather than "delicious".

If food is the obsession and pursuit of catering people, then eating well is the customer acquisition strategy of catering stores. To correctly understand the "eat well strategy", we must understand it from the following aspects:

1 delicious

Eating well is not the antonym of eating well. Eating well is still the core criterion of eating well. The difference is that this kind of delicious food is not to cater to the tastes of the public, but to make a minority taste and meet the taste needs of a small number of core customers.

For example, hot and sour powder, the core customer group is young women, their taste appeal is to seek excitement, so it highlights the sour taste and spicy taste, and the powder should be chewy and chewy, which basically meets the delicious appeal.

As I said in the previous article, the explosive strategy is to focus on the original crowd. When the brand scale expands and enters a new development stage, it pays attention to more people through more explosive products, which leads to Barnu's new slogan "Don't over-serve, pay attention to everything".

Similarly, Siebel, with the slogan "Close your eyes, everything is delicious", attracts different customers through various explosive products, instead of conquering everyone with one single product.

Nowadays, productism prevails in catering industry, but it only lays a good foundation for customers to eat well, and there is still a long way to go.

2. Good environment

The second dimension of eating well is the environment. Environment is an important factor to set off products. In the young people's consumption concept, the product is the lining and the environment is the face. Without a good environment, grades can't be reflected, styles can't be contrasted, and consumption desire will be greatly reduced.

Why theme restaurants emerge one after another, and online celebrity restaurants are highly sought after, all to cater to the eyeball economy and meet the social needs of young people taking photos and sharing.

With the prevalence of take-away, the differentiation of online and offline catering scenes is becoming more and more obvious, and offline catering will become an important part of social interaction. In such a scene, the environment is naturally an indispensable part.

3. legal serve

In a catering team, chefs should consider how to make products delicious, and operations should consider how to make users eat well. The key to eating well is service.

In product design, processing methods and production methods have been integrated, and products are processed on site and interact with customers. This strengthens the customer's cognition and deepens the customer's goodwill. The dancing face of Haidilao and the wonton of Xiaolongkan are the embodiment of products and services.

More and more restaurants pay attention to the bright kitchen or develop products that allow users to DIY, so as to highlight the value of products through performances and on-site services, so that the value of products does not only stay in the ingredients themselves.

4. Good brand

Customers are always used to thinking about articles and making choices with brands when making food and beverage choices.

For example, if you want to eat hairy belly hot pot, you will think of Banu, and if you want to eat Korean barbecue, you will choose Jiutian. From category to brand, cognitive focus is realized through specific association, which is how brands mark their own coordinates through positioning.

Customers perceive your products and brands because of your distinctive features, forming brand impressions and memories. Delicious is just one of many plastic properties. Besides, there are many ways to build a brand. For example, Haidilao is characterized by good service, Honey Snow Ice City is characterized by high cost performance, and Xibei is characterized by good taste.

5. Good communication

The final test of whether a product can make customers eat well is whether it can be spread by users.

Nowadays, the habit of young people eating is to eat in a circle of friends first. Whether the product can become the material of Versailles is also one of the criteria to test the competitiveness of the product.

Whether the product is eye-catching, whether the face value is ridiculously high, whether the in-store environment is attractive enough, and whether the tonality of the brand can show its own taste and style are the keys to whether the customer is satisfied and whether the customer is willing to spread it.

Young people's diet is a social behavior. It doesn't matter what they eat, but what kind of lifestyle they can convey is the most important.