Catering enterprises cannot simply "internet plus"
It is equivalent to selling things online, but integrating Internet thinking into all aspects of the catering industry. Professor Huang believes that the characteristics of internet thinking include: replacing scarcity with abundance in resources, replacing one-way with interaction in communication behavior, and replacing pipeline with platform in communication channels. ② For catering enterprises, traditional time-honored brands are not particularly attractive to young consumers, but they pay more attention to and participate in hot topics on the Internet and are willing to share their experiences. This is exactly what catering enterprises grasp when marketing new media. 20/kloc-in September, 2004, Princess Sirindhorn of Thailand invited guests on her 60th birthday because she liked Sichuan food, and appointed Dongpo of Meizhou as the sole catering service provider. This is the first time that catering enterprises in China have gone abroad, and Dongpo of Meizhou has become the first time-honored brand to make a foreign state banquet. Since then, Meizhou Dongpo realized the business opportunities and quickly launched advertising marketing activities with the help of WeChat media. Based on the story background of Stephen Chow's film "The God of Food", the carved beef brisket invited Weibo big V, stars and media to the store for free tasting, and invited the topic figure Aoi sora to cheer, which successfully opened up the brand awareness.
(B) frequent interaction with customers, strong social communication effect
Huang Taiji Pancake has 6.5438+0.4 million fans in Sina Weibo. He attaches importance to communication with fans, tries to reply to their comments and @, and often carries out many offline activities to strengthen communication with fans through lectures. Wangxiangyuan only maintained the continuous attention of users in the "shake" activity of WeChat. 20 15 Spring Festival Evening of the Year of the Sheep, when WeChat wagging red envelopes became a hot topic, Wangxiangyuan launched a series of kaige card coupons, all of which were based on Wangxiangyuan's main dishes in winter, giving discounts or gifts. Since the Spring Festival is the peak season of the catering industry, customers are also very enthusiastic about participating in store consumption, and WeChat "shake" has increased the interaction frequency between brands and users. After that, Wangxiangyuan launched the "Crazy Eating for Love" campaign, which was jointly promoted with well-known WeChat official accounts such as "Pocket Beijing", "Beijing Chihuo" and "beijing beijing", and newly issued exclusive coupons for 50 yuan. Card coupons can only be obtained by "shaking" in the store or forwarding through social media, which invisibly strengthens the spontaneous socialization of users.
(3) The promotion form is novel and interesting, and the sales conversion rate is high.
In the process of new media marketing, it is an important content of new media marketing for catering enterprises to make promotion produce practical benefits when there is a certain topic fever. Meizhou Dongpo combines topic marketing to promote sales, at the same time, when customers
When I came to Dongpo Store in Meizhou,
Open WeChat "Shake" to get a card coupon, and exchange it for the same sausage of Thai Princess State Banquet with the value of 12 yuan for free. Since the launch of the WeChat "Shake" campaign for more than 20 days, the campaign * * * has issued nearly 80,000 WeChat card vouchers, and finally redeemed more than 60,000, with a card voucher write-off rate of 80%. Local gas restaurants in Beijing have also played new tricks in promotion. In the "shake" activity of WeChat, many interesting card coupons were set up, such as "jam coupons", "full of Beijing flavor", "like a duck to water" and "more eye-catching than eye-catching", which were novel and interesting in design and attracted consumers to participate in marketing activities.
Featured services and products
In the final consumption link of catering enterprises,
The decoration and service of the store will directly affect the completion of customers' purchase behavior, so featured services and products become the key points to retain customers and help to create topics for discussion and sharing on social media. Each store of Huangtaiji pancakes is about 10 square meter. The interior decoration of the store is combined with the style of Hong Kong-style restaurant, and the novelty items from all over the world, such as Apollo Moon Cup from the National Astronomical Museum, Lucky Cat from Japan, Einstein doll from new york, etc., increase the interest of the store. On Children's Day, the waiter in the store will play cartoon characters to deliver food, and customers wearing red scarves can get pancake fruit for free. Carved beef brisket is a "light luxury meal" brand that focuses on Chinese new creative cuisine. The waiters in the shop are masked with black gauze, which adds a mysterious atmosphere when eating. After the customer is seated, the clerk will bring four cups of good tea, followed by West Lake Longjing, Frozen Top Oolong, Jasmine Fragrance and Yunnan Pu 'er, and remind the guests to taste from left to right. In addition to providing quality services, the products of catering enterprises also have their own characteristics. The famous local fried rice in local restaurants is made of black rice, but it is made in the shape of honeycomb briquette. After serving the table, the waiter will pour yellow wine and light it, saying "I wish you all a rich life" greetings next to the jumping flames. The form is novel and unique, attracting customers to publish and spread on social media.