How to position consumers in catering enterprises

The methods of positioning consumers in catering enterprises are as follows:

1, market segmentation: positioning of the "family of three"

There is a "more beautiful fried chicken" fast-food restaurant in China Plaza of the popular front in Guangzhou. Fast-food restaurants, since the opening to the general public, in order to attract the family of three this consumer market, especially in the restaurant next to open up a small activity room, equipped with "climbing slide" "ride the wooden horse" and other activities such as props for the children's activities, games and so on. In this way, not only to meet the children's dynamic, playful psychological needs, but also to meet the young parents in the holiday with children in the need for emotional exchange.

2, market segmentation: positioning "Chinese and Western weddings, wedding banquets"

Such as the New Jin Jiang Hotel in Shanghai and Japan's Huade Pei Wei Ting Wedding Services Company to join forces, the launch of the cross-century Chinese and Western style weddings, wedding banquets, one-stop service. They provide a new concept for the traditional wedding, wedding banquet services, that is, guests only need to choose the style of wedding and wedding banquet standards, it will be able to easily round the dream of life.

According to New Jinjiang's survey of Shanghai's wedding market, there are more than 80,000 newlyweds in Shanghai every year, of which, about 90% of them hold wedding banquets when they get married. At the same time, more and more young people are beginning to pursue a high standard, high-grade supporting integrated wedding services, in addition to saving time, but more importantly, they want to hold a certain level and connotation of the wedding.

To this end, the new Jinjiang launched a per capita standard of 100 a 350 yuan of six sets of wedding banquets to choose a list, and accompanied by thick preferential incentives. Only Ting company launched a variety of series of wedding services, including the bride's pre-wedding skincare program until the wedding day of the colorful car, tracking video, and so on. At the same time, the new Jinjiang also launched a variety of anniversary banquets and full-moon banquets and other special services to five-star "State Guesthouse" luxury facilities and quality services to meet the individuality of this consumer group psychology.

3, market segmentation: the positioning of the "working meal and rest meal"

From the end of the 20th century, Shanghai Jianke Hongqiao Hotel has established its own market positioning. First of all, the working lunch for the office staff of the construction committee system in the building of the building of the building, launched a Monday to Friday lunch of 25 yuan and 30 yuan of the work package. Secondly, it is for the neighboring area people's two days off for a family of three to launch 60 yuan and 80 yuan package, each has A, B two sets of options to choose from. One set of 80 RMB menu is: three-flavored cold dishes, white-burned grass shrimp (3 taels), gold medal garlic bone (6 bones), scallop and clam stewed egg, homemade tofu, typhoon shelter eggplant, West Lake beef soup, special pumpkin dumplings, and fruit plate. In addition, the guesthouse's specialty, Shenyang Big Fish Head, is y loved by people from all walks of life and has a high guest satisfaction rate. As the hotel is close to Xujiahui commercial district, it is also attractive to the tourists who stroll and run stores, and the market is made bigger. After accurate market positioning, the hotel's food and beverage soon red-hot, many private rooms and nearly 200 square meters of area of the hall seating is often full, and even turn the table, the evening room must be booked two days in advance.

4, market segmentation: positioning "female consumers"

In the past, the main consumer of the hotel is male, the restaurant has become an important place for men to socialize, and women are usually only on the table of the embellishment. But now the times are different, female consumers dashing in the dinner table frequent appearance, the table lady bill more and more, which not only became a new consumer fashion, but also into a new consumer economic growth point. Thus, the discerning businessmen began to target this market, speculate on the psychology of female consumption, in the design of food and beverage products show a very feminine characteristics.

In Guangzhou and Shanghai Tang, some catering enterprises took the lead in showing the signboard of "female soup". The so-called "women's soup", light flavor, fresh and delicious. Among them, there are "Sinking Fish and Falling Geese" (the main ingredients of which are raw fish, chicken, lean meat, yuan meat, American ginseng, ginseng, etc.), "Cordyceps Stewed Water Duck" which nourishes yin and tonifies the kidneys, and benefits the qi to relieve heat, and "Fresh Ginseng Bird's Nest" which cleanses heat and moisturizes the skin and nourishes and nourishes the skin. "Fresh Ginseng Bird's Nest Stewed Chicken"; "Sea Coconut Stewed Bamboo Chicken" which nourishes the yin and nourishes the skin, replenishes the blood and strengthens the qi, etc. They both nourish the body and nourish the skin. They are both tonic and nourishing, so they are quite popular with the ladies. Some hot pot restaurants have also been developed, launched to cater to women's eating habits of the "ladies hot pot". Soup base is no longer a clear and spicy Sichuan flavor, but instead of using tonic herbs boiled soup base, such as Huaishan duck soup, Sichuan peony dahurian dahurian fish head soup, sweet and sour vegetable soup and so on. In the raw materials have also increased the pickles, pills, fish balls and other new varieties of delicate taste for women; even a small dish of sauce, now also with some light sweet and sour flavor, become very feminine.

With this "women's wind" echoed the various types of soft drinks series, the most popular among women is a variety of freshly squeezed fruit juice. Such as watermelon juice, freshly squeezed coconut juice, carrot juice, etc., its natural aroma, pleasing color, pleasant taste, often make the lady love and happy to drink; series of carbonated drinks, mineral water, milk beverages, etc., is also the first choice of many women. Even a variety of brands of beer have lightened the concentration of alcohol, but also added a variety of fruit flavors. This fruit-flavored beer, pure natural fruit juice and high-quality beer fusion as a whole, the alcohol concentration is generally only 1-2.5 degrees, more alcohol than ordinary fruit juice, but also a little bit of beer ***, is very suitable for modern women in the banquet social occasions both for style and flavor needs.

Catering enterprises in the branding must be a deep analysis of the target consumer groups and clear positioning. Catering market and other markets are also different, that is, the taste of the differentiation is obvious. The distribution of consumer groups is also very wide, east and west, north and south, each region has different characteristics, tastes, consumption habits are not the same; at the same time, different levels of consumer demand is not the same, for the brand demand there is a big difference. Therefore, if your target consumer group positioning the clearer, the clearer the brand positioning, but also more to meet the needs of the target consumer group. For catering enterprises, to do a good job in the catering industry consumer positioning, the process can be roughly according to the following steps. 1. Targeted to cast their favor Catering enterprises in the market positioning, according to the characteristics of different markets, different levels of consumer demand for targeted positioning, understand the key interests of different groups of consumers where the demand, targeted to cast their favor. Case study: South Beauty, for business people "South Beauty" target consumer group is mainly for business people. The business crowd's consumption demand is firstly more important to the environment, more important to the taste of the environment, the atmosphere. In order to facilitate business banquets, South Beauty not only meets the needs of the business crowd in terms of environment, cuisine, price and service, but also chooses to serve its customers in "business buildings" close to the business crowd as a terminal. Not only is it convenient for business banquets, but for some high-class white-collar workers, it also provides an elegant dining environment at noon. In the creation of the dining environment, "South Beauty" greatly satisfies the elegant aesthetic interests of the business crowd, as well as full to meet their "face" in the banquet, they pay great attention to the sense of fashion decoration, and personality and art space in one of the upscale Chinese restaurants. They pay great attention to the fashionable decoration, personality and artistic space in one of the high-grade Chinese restaurants, and the dining environment, and compared with other restaurants opened in high-grade office buildings, "South Beauty" price is lower, attracting a lot of ordinary white-collar patronage. This group of people is also a group of people with strong spending power, and it is for this group of consumers that "South Beauty" has gained market success. Clear market positioning is undoubtedly the key to the success of "South Beauty", South Beauty from the outset will be targeted at the business crowd, under this positioning, derived from the business crowd in line with the consumer psychology of the dishes, services, dining environment, to effectively meet the business crowd's consumption needs.

How to carry out market positioning and segmentation of catering enterprises

Section 1: Consumer market, Section 2: Environmental analysis, Section 3: Target marketing, Section 4: Market segregation, Section 5: Market positioning

How to carry out product innovation in catering enterprises

1, highlighting the main body of the culture

In today's era, the culture of the catering business has penetrated into the operation of every aspect of the restaurant's design and layout, decoration to the color, aroma, taste, shape, ware, and so on, which is the best way to meet the needs of business people. In the process of catering innovation, should always be to enhance the cultural characteristics as the main direction of the operation, to create a good, healthy cultural theme, to open up new ideas for catering operations.

Since ancient times, Chinese catering has been known for its beauty and cultural characteristics. It should be said that the catering business and innovation can not be separated from the "food" as the basis for the unity of color, aroma and taste, to promote people's appetite, to meet the human physiology ***, to give people the visual aesthetic enjoyment. Changes in the beauty of the apparatus and the harmonization of food, is an important part of the traditional Chinese culinary art, but also the main aspects of the catering business innovation can not be ignored, it has become an important element of the catering business to highlight the characteristics of the personality. Catering utensils of the shape of the United States, the texture of the United States, the color of the United States, the texture of the United States of the overall beauty of the catering products have a greater impact on the integration of each other, it will be the icing on the cake to achieve a new realm. And if they do not cooperate with each other, they are dwarfed.

Catering environment is an important aspect of the aesthetic process of China's food culture, a good catering environment can enhance the interest of food, how to achieve the beauty of the big idea, how to arrange and choose the appropriate dining environment, the restaurant's four seasons of how to arrange the green plants, how to set up different dining room fixtures, etc., this is the modern catering business must study the problem. From ancient times to the present, with the development of the times, people's aesthetic interests and needs of different, but also has undergone great changes, catering business innovation can not be confined to a certain form, as long as there is a unique style, healthy and civilized, wine will produce good results and benefits. As long as the culture firmly penetrated in all aspects of catering, or catering operations are always around the culture of this main theme, it will be y popular and attract the majority of consumers.

2, expanding the business program

Catering product innovation, operators need to constantly study the changes in the catering market, set up a new business philosophy, change the business approach, and dare to develop new ideas. Such as enterprises to give full play to the effect of brand and corporate culture, digging deep into the potential of the enterprise, to open up the direction of the development of diversified operations. Hotel catering should not be limited to the original status quo, can be appropriate to increase the flavor of the dishes, the development of flavor restaurants, specialty restaurants, theme restaurants and so on. In short, to break out of the traditional business concepts and modes of thinking of the bondage, from the actual starting point, follow the development needs of the market.

Dining business to dare to break through the traditional model, we may wish to break the routine, dining and other activities combined to produce a new service concept, so that the food melt a variety of cultural forms in one, combined with entertainment, knowledge, health, nutrition, information, sports and other means of improving the participation of food and beverage, ornamental and recreational, so as to not only improve the operating grade of the food and beverage, to increase cultural content, but also can increase the restaurant's special projects, create a unique dining atmosphere, improve the level of consumption of food and beverage, expand the restaurant's social impact, bring good benefits.

3, to adapt to the target customers

Different catering products for different consumer groups. With the deepening of market segmentation, catering business innovation will also pay more attention to the narrow market level, the emergence of a variety of themed restaurants such as the Red House restaurant, beach restaurant, ladies restaurant, sports restaurant and so on continue to come out to dress up the market colorful. Nowadays, many high-star restaurants have opened high-grade top restaurants to cater to those high-grade business guests, celebrities, in product development, pay special attention to the production of abalone, shark's fin, ginseng and other high-specification dishes; and many of the low-grade restaurant, its business program is mainly suitable for the low-grade consumer groups, the development of a number of ordinary dishes, home-cooked food, fast food and so on.

In the catering business, different styles of restaurants to create different cultural characteristics, on the one hand, to take into account the consumption characteristics of the local people and habitual hobbies, on the other hand, to take into account the degree of acceptance of a certain consumer group, in the design and decoration can not be too vulgar, low-ranking interest, a serious departure from the direction of the development of the modern catering. While reflecting the characteristics of the times, but also to reflect the fashion of culture, to achieve elegance and vulgarity **** appreciation, intriguing.

4, leading the catering trend

Catering as an important part of the tertiary industry, with its large market, fast-growing characteristics are widely valued, but also developed countries to foreign capital and brand export carrier. The innovation of catering products will not only be about dishes, but also in terms of dishes, recipes, environment, services and activities, which will continue to lead the catering trend. In product innovation, dishes will follow the international diet of "five light" trend, to develop light oil, light sugar, light salt, light fat, light condiments, more attention to the dietary environment more with the help of personnel dress, service etiquette and with the dining activities carried out by the cultural and recreational activities to emphasize the theme.

In the operation of the catering industry, further development of catering models, such as direct chain management, set up a corporate brand image; franchising, unified technical quality, **** enjoy profits; group management, through asset integration, strategic integration, cross-business cooperation and mergers and acquisitions, so as to enhance competitiveness. In the catering business innovation, is to dare not to fall into the ordinary, do what others have not done, and further develop the characteristics of the business, so that the catering business style is more diversified, for the catering industry to make more contributions to the prosperity of the development of the catering industry.

How do catering enterprises carry out brand marketing answers

Honestly, I think that catering is still the best word-of-mouth marketing, coupled with group purchasing near what the network marketing will be better

Analysis of catering enterprises how to carry out catering production technology innovation

1.1 Establishment of dish innovation mechanism. Cuisine innovation should first be supervised through a certain management mechanism to complete. The dish design and development team should formulate a set of executable innovation management system for the catering enterprise,

Assist the enterprise to establish innovation management mechanism, such as the use of quantitative index model, economic responsibility system or a variety of incentive models to motivate the relevant personnel to carry out product innovation.

1.2.

Innovation of dish design. The innovation of dish design is based on the product development of consumers and enterprises, and the innovation of the design concept, raw material selection, cooking methods, etc.

With the development of consumers and enterprises, the innovation of dish design is based on the product development of consumers and enterprises.

With the enhancement of consumers' concept of health, morality and ethics, and the development trend of more rational consumption, catering enterprises should innovate in the selection of raw materials, food production process, and the attitude towards traditional dishes.

1.3

Innovation in the form of dish sales presentation. Innovation in the form of dish sales presentation refers to the innovation of packaging, method, portion and cooking of dishes presented to customers. Such innovations include: innovation of cultural packaging of dishes,

such as naming of dishes related to seasonal festivals and major events, naming of dishes using historical allusions, expanding sales of dishes using takeaway forms; adjusting the portion of dishes and seasoning ratios according to the number of people and different dining objects, etc.

2.

2. Catering service innovation

2.1 Establish the concept of service innovation. Conceptual innovation is the original understanding of their own beyond, difficult to achieve a kind of innovation, but also the most important kind of innovation. The whole catering business should

rationally with the changes in society and the market and set up innovative service concepts.

2.2 Emphasis on service training. Catering enterprise waiters only through a certain professional and technical training, to provide customers with basic qualified service

But this service can not make customers fully satisfied, because customers need to standardize the service based on personalized service customer service requirements are also rising. Therefore, catering enterprises to stimulate the staff through training to provide

personalized service capabilities and creativity, so that the independent and autonomous work of the waiter can provide customers with personalized service in a flexible and standardized manner.

2.3 "hard service" innovation. Hard service refers to the hard conditions used to provide services to customers,

including the decoration of the restaurant's customer service area, the facilities and equipment used by customers to eat, the utensils used to serve customers and so on. Customers usually like new, stylish, noble, advanced hard conditions,

so the innovation of hard services should strive to meet this customer preference.

How to conduct crisis communication training for catering enterprises?

Please ask a professional teacher for this topic of internal training.

How to clarify the consumer groups in the catering enterprises

And customer positioning, catering operators may wish to follow the following conditions.

First, the special nature of dietary consumption

The customer's dietary consumption is different from other consumer behavior, there is its specificity. To carry out customer orientation, we must first understand the characteristics of customer food consumption.

Second, the customer food and beverage consumption analysis

(a) by customer age level analysis

(b) by customer income level and occupation analysis

(c) by the psychological analysis of consumption

Want to do business, we need to be able to attract enough customers, to understand the psychology of the target customers and their needs so that the business strategy to be more targeted, and want to do this is undoubtedly the premise of obtaining accurate information, and want to be more targeted. The premise of doing so is to obtain accurate customer orientation.

How to conduct consumer insights

Since consumer insights can have a powerful marketing effect in capturing the real needs of consumers, what makes a good consumer insight? First of all, it must be able to make the viewer invested, can make consumers from the heart to say it really understand me, said too close, yes, that's the problem I face, that's the trouble I want to solve; Secondly, there is depth, not just surface. Just like Pepsi found a good consumer insight when it seized the market of Coca-Cola, the choice of the young generation, not only will Coca-Cola's deep brand history advantage instantly reversed into a disadvantage, but also very favorable to highlight their own advantages, firmly grasped the heart of the young audience. Consumer insight is a kind of dynamic research, that is to say, dynamic tracking of why consumers buy our products, why they agree to repeat consumption, why a significant proportion of consumers no longer buy our products, and so on, and so on, many issues of in-depth excavation. The process of digging is not simple, if there is no pair of discerning eyes, it is likely to fall into the trap laid by the consumers unintentionally. A foreign instant macaroni brand once did such a consumer research, they found that when consumers buy their products back to the heat, will add some onions, in order to better meet this consumer demand, the enterprise immediately added more onions in the new product, and when again in-depth consumer research but found that consumers still continue to add onions in their macaroni. What's going on here? In fact, behind this phenomenon lies a deep consumer insight: housewives prepare instant macaroni for their family members, there is a sense of guilt that they have not fulfilled their duties as a housewife, in order to eliminate this sense of guilt, adding a little bit of their own onion is not only a way for housewives to express their care for their family members, but also a way of compensating for the psychological guilt caused by the desire for convenience, and with macaroni It has nothing to do with whether or not the macaroni itself comes with an onion flavor. It is worth noting that in-depth consumer insights can not only study the surface behavior of consumers, but also have the ability to see through the surface, its insights can get the general public **** Ming, rather than to exaggerate the perception of one person. For example, in the brand marketing of alcohol, it is often assumed that Chinese consumers drink alcohol to show off their bravado, convey friendship, or show off their status and wealth. However, through in-depth research of consumer insights, we found that the subconscious mind of consumers who drink to get drunk is actually infantilized, because infantilization can bring countless benefits, nonsense can be safe to test the other side; spit out the truth after drinking can create an atmosphere of honesty and bring the other side closer to each other, and so on. To do a good job of consumer insights in brand marketing, to a large extent, it is necessary to continue to accumulate practice and practical experience, and it is necessary to use the knowledge and tools of a variety of disciplines. In the past, sociology and social psychology were mostly used as the analytical framework of consumer insights, but now consumer insights have been developed to use cultural, anthropological, and even psychological psychoanalytic methods to explore the deep motives and mental codes of consumers. From the discovery of the first signs to popularity, from popularity to the ultimate formation of trends, brand building and product marketing should always keep up with the development of the market, which inevitably requires that consumer insights should also keep pace with the times and maintain a keen sense of feeling and judgment of the market and market trends, so as to ensure that the effectiveness of brand marketing. It can be said that no brand in the world can say that it has a complete understanding of the consumer, and well mastered and occupied the market, because with the change of time, the consumer's concepts, pursuits, values will also change. A targeted enterprise and a good marketing plan only continue to deepen and constantly explore the consumer insights, in order to ensure that the brand marketing has a strong internal drive, in the future brand marketing promotion to guide consumption, detonation of popularity.