Beijing Qianmen Quanjude Roast Duck Shop is the origin store (old store) of Beijing Quanjude Roast Duck Group, founded in 1864, famous at home and abroad for its traditional roast duck in the hanging oven, and is a famous old shop in the capital. 1993, Quanjude set up a joint-stock company, and Qianmen store entered into the joint-stock company, and its business income in that year was 45 million yuan, and as of December 16, 2001, the yearly business income of the Qianmen store had reached 90 million yuan. By December 16, 2001, the annual business income of Qianmen Store had reached 90 million yuan, and the enterprise spent 8 years to double its business income under the condition that there was no major change in hardware. For some new industries, this progress may not be much, but for a state-owned system of restaurant enterprises subject to many restrictions, is a great leap. Shen Fang, general manager of Qianmen Store, said the catering industry is a labor-intensive industry, and every penny of profit is made by chefs who cut out one knife at a time and waiters who speak one sentence at a time, which is not easy. 8 years ago, the Qianmen Quanjude Store relied on professional technology, scientific management, dish innovation and honest marketing in the 2600-square-meter restaurant to create a brilliant near-peak:
The store's 900 dining places, the average annual sales revenue of each dining place is about $4.5 billion, and the average annual sales revenue of each dining place is about $4.5 billion. Average annual sales revenue of 100,000 yuan per seat; 400 employees in the store, an average of 22.5 million yuan per employee to achieve annual sales revenue? In the entire catering industry in a leading position; has created a catering single-store daily sales of 67.7 million yuan of the country's highest record. Its business strategy is - attack service. The so-called "offensive service" is to require the waiter for different types of customers, to provide different service countermeasures. Beijing Qianmen Quanjude Roast Duck Shop in accordance with the four different types of temperament, summarized the following specific service measures:
1. Polycythemia Vera - lively type: this type of customer is generally expressed as lively and active, responsive and sociable, but the interest is volatile, and extroverted. They often take the initiative to talk with the restaurant staff, and soon become familiar with and make friends, but this friendship is often variable and not solid; they are often too hasty in ordering food, after which they may change their minds and return the food; they like to taste the new, fresh, but soon tired of it; their imagination and associative force is rich, by the name of the dish, the shape of the dish, the utensils and the dining environment has a greater impact, but sometimes not enough attention! The company's products and services are also available in a wide range of colors and shapes.
Service countermeasures: waiters, where possible, to take the initiative to talk with this type of consumers, but there should not be too much repetition, otherwise they will be impatient. To provide them with more information on new dishes, but let them take the initiative to choose, encountered their request for a refund, should try to meet their requirements.
2. Mucus - quiet type: this type of customer is generally quiet, stable, strong restraint, seldom lose their temper, reticent; they are not flexible enough, not good at shifting attention, like quiet, familiar dining environment, not easy to be affected by the waiter on-site promotions, all kinds of dishes like to carefully compare, slow decision.
Service countermeasures: lead service, should try to arrange for them to sit in a more secluded place, ordering service, try to provide them with some familiar dishes, but also their wishes, do not prematurely express the waiter's own advice, give them enough time to choose, do not urge, do not talk to them too much or show too much enthusiasm, to grasp the service of the "degree". "Degree".
3. Cholestatic-excitable: this type of customer is generally manifested as enthusiastic, cheerful, straightforward, energetic, impulsive, impetuous, with a strong extroversion; they order food quickly, rarely too much consideration, easy to accept the waiter's advice, like to taste the new dishes; more careless, easy to lose the items brought.
Service countermeasures: when ordering service, try to recommend new dishes, to take the initiative to carry out on-site promotions, but do not argue with them, in case of conflict should be avoided; in the serving, checkout as quickly as possible, after the meal to remind them not to forget the items brought.
4. Depression - sensitive: this type of customer is generally silent, unsociable, difficult to adapt to the new environment, new things; lack of vitality, emotional instability; sensitive and suspicious, careful words and deeds, inner complexity, less exposed.
Service countermeasures: Try to arrange a secluded place when you get a seat, and if you need to adjust the seat temporarily, you must explain the reason so as not to cause their speculation and dissatisfaction. The service should pay attention to respect them, the service language should be clear, and the conversation with them should be appropriate. When they need service, they should be warmly received.
[Hint] One of the secrets of the success of the Quanjude roast duck : segmentation of dining customers in the restaurant industry to provide products and carriers of the process is different from the other product sales of the most important characteristic, is the restaurant products have a strong timeliness. Requirements for products in a short period of time, maximize customer satisfaction and maximize profits. It should be emphasized that the current customer demand for restaurant products has not only refers to the product itself, but from the beginning of entering the restaurant door to the end of the entire process of dining: customers see the restaurant facilities, smell the smell, taste the dishes, experience the service, as well as the overall impression of the restaurant's psychological perception and so on, are all part of the product category. Restaurant products in these areas whether the customer can be accepted, is the key to successful sales of restaurant products. Quanjude Qianmen Store is a century-old restaurant, the core product is hanging oven roast duck, due to the high popularity of the core product, resulting in an increase in competitors, and now, there are countless restaurants selling roast duck in Beijing, and the price is very low, so that the competitiveness of the old store's core product is reduced. In this case, the old store in adhere to the core product "old", "authentic", "original flavor" under the premise, from the transformation of other aspects of the product to improve their core competitiveness. Competitiveness. General manager Shen put in the restaurant area remains unchanged, in the case of hardware facilities renovation inherited traditional culture, the old store into the people's minds, "authentic Quanjude old store"; in the service, to create "attack type service", in order to subdivided dining customers as an entry point, to the market as the test standard, to create the "attack type service", in order to subdivided customers as a starting point. With the market as the test standard, to create a lot of innovative dishes welcomed by customers.