What is the general selection fit?

: This article is about 5,300 words and takes 18 minutes to burn your brain. It was published by Chopsticks Thinking reporter Li Sandao.

Product fit is one of the basic thinking of product managers. This term can be divided into several aspects: first, the fit between the product and the market, second, the fit between the product and the brand, and third, the fit between the product and the market. The fourth is the fit between the product and the product, the fit between the product and the customer group, etc. No matter which point is the necessary consideration for the product.

When product managers think about product fit, it is generally used in standard product companies. For the non-standard catering industry, few people think about this issue.

Although not thinking, not considering, or even knowing the term product fit may not have much impact on business, but what is interesting is that those catering giants and multinational catering companies are actually products Advocates of fit, it seems that only in these brands can we find the beauty of product fit.

What can thinking about product fit do for catering companies? Chopstick Wan Thinking (www.kwthink.cn) believes that the products of a restaurant store can be "ordered with eyes closed, everyone is delicious", "selected with eyes open, everyone wants to eat", "selected blindfolded" , I’m willing to eat whatever I order.” These are issues of product fit.

It can be objectively said that no matter what stage a catering company is at, it is particularly important to continue to think about product fit.

When it comes to products and brands, product fit must first be based on the brand.

In the Chinese definition, fit refers to “a method of identifying the degree of a phenomenon. If it is studied Among the different situations where the phenomenon occurs, there is one situation that is absolutely the same, then this completely different situation is the phenomenon under study. The higher the degree of fit, the closer it is. ”

From the above explanation, it can be seen that product fit is simply to clarify the degree of matching between things to reduce cognitive barriers.

Take existing catering brands as examples. For example, Xibei sounds like Northwest cuisine, and Xibei Noodle Village sounds like a large Northwest noodle shop. Another example is Haidilao, which everyone knows. Haidilao is a well-known hot pot restaurant. If a store has a Haidilao sign, and customers go in and find that it is a dessert shop, a cognitive conflict will create a barrier. Of course this is also a metaphor.

Just like some stores, it looks like a teahouse, but when you go in, you find it is a bar; another example, it looks like Western food, but you find it is a teahouse...

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From another perspective, a certain brand is called XX Roast. Of course, consumers go there to eat roast duck. If the store not only sells roast duck, but also roast chicken, stewed chicken, and roast duck as one of its signature dishes, and also promotes it. Dessert, at this time the customer's perception of coming to eat roast duck is confused. Generally, products are designed in brands, and all customers have to do is stay away from them as much as possible.

It’s not that a restaurant named Roast Duck can’t mix and match other dishes, but it means that brands must prioritize. Each brand has its own character, and each brand will make passers-by react instantly. The personality of the brand, such as what the brand’s signature dishes are, what the cuisine is, what the style is, and then what you should eat and what kind of dishes you want to order when you go in. These are what the brand conveys to potential consumers and consumers. It is a "first recognition" and also a consumer's memory point for the brand.

The personality of a brand is not limited to the signboard, but also lies in the restaurant’s dining atmosphere, restaurant scene, dining presentation, service level, etc. If the dining atmosphere, dining presentation, service level, etc. of a certain store seem to be It's very low-level, and the signboard looks like fast food. At this time, the per-customer price of the store cannot be raised. No matter how good and creative the merchants say their ingredients are, as long as the price exceeds the price of regular fast food, customers will basically think it is too expensive. !

The brand must know its own personality, convey the correct customer perception to customers, and express it in the correct way. This is one step of product fit, because the brand has genes, and the product must follow the brand. genes go.

Products are on the menu, and we think about product fit from the composition logic of the menu

According to Chopstick Wan Thinking, thinking about brand personality is building a framework. With the framework, the brand strategy You can fill it with products.

1) Find the center of gravity

The center of gravity of the product can be found from the personality of the brand. Simply put, the center of gravity of the product is the personality of the product system. Take Xijiade Shrimp Dumplings as an example. There are two focuses of the brand: one is dumplings, and the other is shrimps.

Once you have found the center of gravity, you must use it, otherwise the center of gravity will be unbalanced.

Focusing on dumplings and shrimps, this is a red ocean. There is nothing surprising. What brands need to consider is: how to stand out in the red ocean? The problem is that everyone is poor and white, how do you win the heart of Bai Fumei?

After finding the center of gravity, the more important thing is how to increase the center of gravity and then generate the gravity of the center of gravity. This is the key point of finding the center of gravity of the product.

The path is like this: everyone is making dumplings, some use quick-frozen dumplings, and some make them freshly made at the door. So, can I make them freshly made at the open stall? Everyone is using shrimp, some use quick-frozen, some use fresh products. The focus of shrimp is large, abundant and fresh... This is one of the feelings that Xijiade can convey to customers.

After finding the center of gravity, you still have to use it. This is the second stage.

2) Fill in the main product

After confirming that one of the products is the large shrimp dumplings made in the open stall, the main product is only this one, is it enough? Not enough.

Therefore, Xijiade decided on leek, egg, shrimp and shrimp dumplings, shrimp and three delicacies dumplings, etc. In addition to shrimp, other dumplings must also follow the basic principles of open stalls, fresh ingredients, and visible freshness. , so there are products such as celery and fresh meat dumplings and vegetarian three delicacies that also pursue freshness.

Why must there be multiple main products? To use an analogy, when a customer comes to make a purchase once, the merchant considers repeat purchases. However, repeat purchases cannot be served by the same products that have already been consumed. They must be empowered by other main products with the same personality but different choices. Only in this way can the frequency of repurchase consumption be increased and the consumption gap shortened.

To put it simply, assuming there is only one signature product and the customer thinks it is good, he will continue to come next time. However, because he has already consumed it, the customer has lost curiosity and he may delay coming. If the signature product There are 4 products, so even if one consumes 2 at a time, as long as the satisfaction level is reached, the customer will feel that there are still two products that have not been tried, and they should hurry up.

3), pull the deputy

People’s multiple and diverse behaviors lead to multiple and diverse needs, and the same thinking will also apply to In the diet, the staple food of the dumpling shop is dumplings. This does not need to be discussed too much. In addition to dumplings, we also need some matching products. Xijiade found steamed red grouper, soy sauce neck bones, cold okra, etc. that also have fresh attributes.

The difference between the main product and the secondary product is: one is a must-order, and the other is to fill the demand for "try points" in addition to the must-order products. Therefore, it is not only fresh, but also a small amount, Low price etc.

Generally speaking, once you have a focus, a main product, and by-products, the completeness of the brand's product structure is basically achieved. Some small but beautiful brands have decided on their menus like this. But looking at some old and big brands, their product structures are not that simple. So after recruiting the deputy, you still have to find a vacancy.

4) Fill the gaps

For example, a regular Chinese restaurant basically requires rice, soup, matching dishes, pure dishes, and pure vegetarian dishes, including vegetarian dishes and partial dishes. Meat dishes, etc., this is the basic idea. But for this overall layout, some brands depend on what the chef knows, some brands depend on what the customer wants to eat, and other brands depend on the overall tonality.

Take Chen Mapo Tofu, a time-honored Chinese restaurant, as an example. It can be seen from the name of the restaurant that its signature dish is Mapo Tofu, so the brand is one of the most popular dishes on the menu. One category is to use Mapo Tofu as its signature dish. In order to emphasize the recognition of tofu, it has launched a series of tofu dishes. On the entire menu label, "Ma Po" and "Tofu" are respectively strengthened, such as Mapo Pork Knuckle, Fish-flavored tofu and other dishes.

It is worth noting that Chen Mapo Tofu not only has signature dishes, but also special dishes, and then meat-oriented hot dishes and cold dishes. These two categories may be used to match the tofu; The restaurant also has a vegetarian dish category, which is used to match meat dishes, and then two categories: steamed vegetables and Haihe fresh dishes, which are used to increase the per capita unit price, increase profits, and show off craftsmanship; and then there are soups and snacks. This category can be regarded as a value-added dish for a Chinese restaurant...

A restaurant can have more or less dishes. These can all be designed. The restaurant is designing the menu. When eating, you should think about: Can each dish be paired with another dish? Which category does it belong to? Is it necessary to exist? Then to which category this category comes from, whether it has the role of segmentation and existence...

From top to bottom, find the brand tonality, find the center of gravity, and fill the gaps. After a series of thoughts and processes, a restaurant’s products and menu can be finalized.

From top-down to bottom-up, use theoretical to practical thinking to deepen product fit

From brand qualification to menu shaping, this is a must in the early stage of restaurant operation. Through the road.

Although the logic is very clear, when it comes to actual implementation, most restaurant owners are still confused. For example, in the product category, are signature dishes and special dishes mandatory? How necessary is it for restaurants to sell snacks? It also includes the problem of new products encountered in the actual operation process. If the ingredients/dishes are all new, then how to judge? What are the standards?

Should a restaurant with a Sichuan restaurant brand also cook some Hunan cuisine? Can Cantonese restaurants sell some "genetically similar" Jiangsu and Zhejiang dishes? It's all about product fit, too.

1) Tonality problem

Tonality is divided into two aspects: one is the image that the brand focuses on creating/disseminating, and the other is the customer's perception of the brand.

For example, if the entire menu of a restaurant is Cantonese cuisine, can it add some Jiangsu and Zhejiang cuisine?

If the restaurant’s dominant label is Cantonese cuisine, then adding Jiangsu and Zhejiang cuisine will make the restaurant appear unprofessional. If the restaurant removes the label of Cantonese cuisine and focuses on light and other flavors, then it can be added Jiangsu and Zhejiang cuisine, because the tonality at this time does not need to consider Cantonese cuisine.

Let’s think about it further: how can this restaurant, which sells Cantonese cuisine and 10% Jiangsu and Zhejiang cuisine, add some Sichuan and Hunan cuisine?

Similarly, at this time, we have to consider the relationship between Sichuan and Hunan cuisine and Cantonese cuisine. At this time, we can no longer focus on light food, but can change it to home cooking. If the brand has a chef and team who are very familiar with the eight major cuisines, Get started, at this time, after multiple cuisines are complete, the brand can be upgraded to a "Chinese restaurant".

2) Scenario issues

Tonality is a relatively imaginary way of thinking, and imaginary things must be done realistically, so it is necessary to return to the scene from the tonality for further thinking. . Looking back, there is no tone without scenes. To put it objectively, the scene is the foothold of the tone.

A scene is an atmosphere and a memorable image. Each image has its own characteristics. What matters is coordination.

For example, if the brand wants to convey a sense of professionalism and craftsmanship, then it must have two series: signature dishes and special dishes. The signature dishes are must-orders and are used to enhance the brand. The speed of ordering is a sign of ingenuity; although some people think that special dishes are the second must-order after signature dishes, its importance is stronger than signature dishes. From the presentation of special dishes, consumers can better understand Beyond the standard of this restaurant, this is professionalism.

Let’s take a closer look. In some restaurants in the fast food scene, it is basically enough to have signature dishes. Adding a special dish in a fast food restaurant is a bit superfluous. At the same time, it does not mean that fast food brands cannot There are both signature dishes and special dishes, because in the market, some fast food brands don’t even list signature dishes, while some fast food brands don’t even have signature dishes, and some brands replace them with “must order” categories, so , the market is a matter of opinion, all depends on the final actual scenario...

3). Dishes issue

Why should we think about tonality and How can the scene return to the dishes?

Looking at the whole, the dishes are placed on the scene, and multiple scenes form the brand's memory point, that is, the tone. In this way, consumers' perception of the brand is basically formed.

Although dishes occupy a lower position in the brand, the most important, direct, practical and tangible relationship between customers and the brand is the "product", also known as dishes.

First look at the overall product. If the overall product is made with relatively high-quality ingredients and careful cooking methods, then if you want to launch a new product, you should also follow this idea, such as French fries/pancakes. / Regular snacks such as fried dumplings are not served if they can, because the tonality of the dishes is not consistent with the brand; some conventional dishes such as braised pork rice are not suitable to appear in restaurants, unless there is a breakthrough in the product and there are The difference.

When considering whether snacks should be served, what is considered is whether the main course/main course meets the basic ordering requirements. Generally speaking, snacks are basically served in restaurants that are mainly for multi-person consumption and leisure restaurants. Indispensable category.

The brand owner must be clear about the purpose of making snacks. If it is to increase the price per customer, it must consider the portions of other main dishes; if it is to make a pairing, it must consider the actual experience of each meal during the meal. , for example, asking consumers to order shredded pork with green pepper and paired with steamed buns is fine, but pairing it with French fries and pumpkin pie is a bit too much, which is not just a cultural issue...

Brands also have to think about which snacks Should they be placed on the menu to match the food? Which snacks should be taken out separately for afternoon tea? When customers order, should the snacks be the protagonist or the supporting role? These are key questions.

Conclusion

For some people, it is not difficult to make a product, it is not difficult to add new products, and it is even easy to open a restaurant. Because it is always easy to do something, just do it, but thinking about why you want to do it and what is the purpose of doing it is the most difficult.

To give an analogy, the owner of a small shop that originally only sold fried chicken wanted to add a new type of French fries. From an operational perspective, adding a new type of French fries It's very simple, it's natural, but how to judge whether French fries can be added to fried food, and then why new French fries can be added, and finally whether it is better to sell French fries or potato nuggets in fried food? It’s all about product fit.

In product knowledge, fit is only a small subdivision, but it is also crucial.

If the fit between products and products, and between products and brands is messy, it will be difficult for the brand’s scenes and tones to form unique customer memory points.

Whether thinking about product fit from the bottom up or from the top down, the process is roughly like this. The boss must first think clearly: what kind of brand I am, what tone and brand I want to express What's the point?

Then switch to the customer's perspective to re-examine the brand, and think about what kind of brand am I in the customer's perception? What kind of behavior do customers want to accomplish when they come to me? Are you here to fill your stomach or enjoy delicious food? Or are you here to spend some time eating and relaxing?

The first two big considerations are to find out the tone and basic scene of the brand. After determining the tone and scene, you can fill it with products. When thinking about the product, there are just a few points: The first is the product mix, such as three dishes and one soup, which must be complete; the second is the product mix, which requires hot soy milk and fried dough sticks. If the yogurt is paired with fried dough sticks, there will be a big problem; the third is the product function, which is to make large dishes for a single customer. Just order one, or do you make small bowls so each customer can taste multiple dishes together?

To sum up, if it is used to interpret product fit in the catering industry, it is that when any customer enters the restaurant, he picks up the menu, closes his eyes, and points to two dishes at random. After opening his eyes, he will order these two dishes.

Take Burger King as an example. No matter how it launches new products, after the customer enters the restaurant, he can order a burger or a set meal, whether it is a burger and French fries, or French fries and Coke, or even Pairing milk tea with chicken nuggets, no matter which combination, customers will naturally think and experience when they order it, including during the meal. This is excellent product fit.

The above is the content related to the general selection fit, and it is about the sharing of delicious food. After reading what fit means, I hope this helps!