1, market segment: positioning "a family of three"
There is a "beautiful fried chicken" fast food restaurant in China Square, the front line of Guangzhou's popularity. Since it was opened to the general public, in order to attract a consumer market of three, a small activity room has been set up next to the restaurant, equipped with activities props such as "climbing slides" and "riding a small wooden horse" for children to carry out activities and games. This not only meets the psychological needs of children to be active and fun, but also meets the needs of young parents to communicate emotionally with their children during holidays. 2. Market segmentation: positioning "Chinese and Western weddings, wedding banquets"
For example, Shanghai New Jinjiang Hotel and Japan Huade Peiweiting Wedding Service Company have joined forces to launch a one-stop service for cross-century Chinese and Western weddings and wedding banquets. They provide a brand-new concept for traditional wedding and wedding reception services, that is, guests can easily realize their life dreams by choosing wedding styles and wedding reception standards.
According to the survey of Shanghai wedding market by Xinjinjiang, there are more than 80,000 newlyweds in Shanghai every year, and more than 90% of them hold wedding banquets when they get married. At the same time, more and more young people began to pursue high-standard, high-grade comprehensive wedding service. In addition to saving time, it is more important to hold a wedding with a certain level and connotation.
To this end, the new Jinjiang introduced the standard of per capita 100-6 sets of wedding banquet menus in 350 yuan, with generous preferential rewards. Weiting Company has launched a variety of wedding services, including the bride's pre-marital skin care plan, floats on the wedding day, tracking cameras and so on. At the same time, the new Jinjiang also launched a variety of special services, such as wedding anniversary banquet and full moon banquet, which satisfied the personality psychology of this consumer group with the luxury facilities and quality services of the five-star "state guesthouse".
3. Market segmentation: positioning "working meals and weekend meals"
Since the end of the 20th century, Shanghai Jianke Hongqiao Hotel has established its own market positioning. First of all, we strive for a working lunch for the staff of the system office of the Construction Committee of the Science and Technology Building, and launch a working package for lunches in 25 yuan and 30 yuan from Monday to Friday. Secondly, for a family of three, 60 yuan and 80 yuan packages are launched on weekends for citizens in surrounding areas to choose from, and there are two sets of menus, A and B, to choose from. A set of 80 yuan's menu is: three kinds of cold dishes, boiled grass shrimp (3 liang), golden garlic bone (6 pieces), stewed egg with clam in scallop, home-made tofu, eggplant in typhoon shelter, West Lake beef soup, special pumpkin steamed stuffed bun and fruit plate. In addition, the hotel's specialty, Shenyang Fish Head, is deeply loved by people from all walks of life, and the guest satisfaction rate is very high. Because the hotel is close to Xujiahui business circle, it is also attractive to tourists who go shopping and run shops, and the market has become even bigger. After accurate market positioning, the hotel's catering soon became popular. Many private rooms and nearly 200 square meters of halls are often packed, and even tables are turned over. In the evening, private rooms must be booked two days in advance.
4. Market segmentation: positioning "female consumers"
In the past, the main consumer of restaurants was men, and restaurants became an important place for men to communicate, while women were usually just decorations on the table. Nowadays, times are different. Female consumers frequently appear on the dining table, and more and more women pay the bill at the dining table. This has not only become a new consumption fashion, but also a new growth point of consumption economy. As a result, discerning merchants began to aim at this market, try to figure out women's consumption psychology, and showed very feminine characteristics in the design of catering products.
In Guangzhou and Shanghai, some catering enterprises took the lead in playing the signboard of "women's soup". The so-called "female soup" tastes light, fresh and delicious. Among them, there are "sinking fish and falling geese" (the main raw materials are raw fish, black-bone chicken, lean meat, meta meat, American ginseng, ginseng and so on. ); "stewed duck with cordyceps sinensis" for nourishing yin and tonifying kidney, benefiting qi and reducing fever; "Stewed chicken with fresh ginseng and bird's nest" for clearing away heat, moistening skin and caring skin; Yin beauty, nourishing blood and benefiting qi, "stewed chicken with coconut and bamboo", etc. They are very popular with ladies because they are good for health and beauty. Some hot pot restaurants have also developed "ladies' hot pot" catering to women's eating habits. The soup base is no longer spicy and Sichuan flavor, but is made of nourishing herbs, such as Hu Aishan old duck soup, Sichuan-roasted white fish head soup, sweet and sour vegetable soup and so on. New varieties suitable for women's delicate tastes, such as sauerkraut, tribute pills, fish balls, etc., have also been added to the raw materials; Even a small dish of sauce, now with a little sweet and sour, has become very feminine.
Corresponding to this "ladies' fashion" are all kinds of soft drinks, among which all kinds of freshly squeezed juice are the most popular among ladies. Such as watermelon juice, freshly squeezed coconut juice, carrot juice, etc. Its natural fragrance, pleasant color and pleasant taste often make women love it and enjoy drinking it; Series carbonated drinks, mineral water, milk drinks, etc. It is also the first choice of many women. Even many brands of beer have diluted the concentration of alcohol and added various fruit flavors. This fruity beer combines pure natural fruit juice with high-quality beer, and its alcohol concentration is generally only 1-2.5 degrees, which is higher than that of ordinary fruit juice, but it has a little bit of beer's * * *, which is very suitable for modern women to seek both elegance and flavor at banquets and social occasions.
When building a brand, catering enterprises must make an in-depth analysis and clear positioning of the target consumer groups. The catering market is different from other markets in that the taste differentiation is obvious. Consumer groups are also widely distributed, and the characteristics, tastes and consumption habits of different regions are different. At the same time, consumers at different consumption levels have different needs, and the demand for brands is also very different. Therefore, if your target consumer group positioning is clearer, the brand positioning will be clearer, which will better meet the needs of the target consumer group. For catering enterprises, to do a good job in positioning consumers in the catering industry, the process can be roughly carried out according to the following steps. 1. Targeted catering enterprises need to make targeted positioning according to the characteristics of different markets and different levels of consumer demand, understand the key interests of different consumer groups, and target their interests. Case study: South Beauty is for business people. South Beauty's target consumer groups are mainly aimed at business people. The consumption demand of business people pays more attention to the environment, and pays more attention to the taste and atmosphere of the environment. In order to facilitate business banquets, "South Beauty" not only meets the needs of business people in terms of environment, dishes, prices and services, but also chooses the "business building" near the business people as the terminal at the dining place. It is not only convenient for business banquets, but also provides an elegant lunch environment for some senior white-collar workers. In the creation of dining environment, "South Beauty" greatly satisfies the elegant aesthetic taste of business people and the "face" when entertaining. They attach great importance to the fashion sense of decoration and the dining environment of high-end Chinese restaurants with individuality and artistic space. At the same time, compared with other restaurants in high-end office buildings, the price of "South Beauty" is lower, attracting many ordinary white-collar workers to patronize. This group of people is also a group with strong spending power. It is for this consumer group that "South Beauty" has achieved market success. Clear market positioning is undoubtedly the key to the success of South Beauty. From the beginning, South Beauty was positioned as a business person. Under this positioning, dishes, services and dining environment that meet the consumption psychology of business people are derived, which effectively meets the consumption needs of business people.
How do catering enterprises conduct market positioning and segmentation Section 1 Consumer market Section 2 Environmental analysis Section 3 Target marketing Section 4 Market segmentation Section 5 Market positioning
How can catering enterprises innovate products and highlight cultural themes?
Now the catering culture has penetrated into all aspects of business, from the design and layout of restaurants to the color, fragrance, taste, shape and container of dishes, which is a combination of cultures. In the process of catering innovation, we should always take the promotion of cultural characteristics as the main direction of management, create a good and healthy cultural theme, and open up new ideas for catering management.
Since ancient times, China catering has been famous for its beautiful style and cultural characteristics. It should be said that catering management and innovation can not be separated from the foundation of "food" from the beginning. Through the unity of color, fragrance and taste, it can promote people's appetite, satisfy people's physiology and give people visual aesthetic enjoyment. The harmonious unity of the changing beauty of utensils and delicious food is an important part of the traditional catering art in China, and it is also a major aspect that can not be ignored in the innovation of catering management. Highlighting individual characteristics has become an important content of catering management. The beauty of modeling, texture, color and pattern of tableware has great influence on the overall beauty of catering products. If the two blend with each other, they will be icing on the cake and reach a new realm. And if they don't cooperate with each other, they are dwarfed.
Food environment is an important aspect in the aesthetic process of China's food culture. A good eating environment can improve the taste of food, how to achieve the beauty of great artistic conception, how to arrange and choose a suitable dining environment, how to arrange green plants in the four seasons of restaurants, how to set lamps in different restaurants and so on. These are all problems that must be studied in modern food management. From ancient times to the present, with the development of the times, people's aesthetic tastes and needs have also changed greatly. The innovation of catering management cannot be limited to a certain form. As long as it is unique, healthy and civilized, reception will produce good results and benefits. As long as culture permeates all aspects of catering firmly, or catering management always revolves around the theme of culture, it will win people's hearts and attract consumers.
2. Expand business projects
The innovation of catering products requires operators to constantly study the changes in the catering market, establish new business concepts, change business policies and dare to explore new ideas. For example, some enterprises give full play to the effect of brand and corporate culture, tap the potential of enterprises, and explore the development direction of diversified management. Hotel catering should not be limited to the original status quo, but can appropriately increase the flavor of dishes and develop flavor restaurants, characteristic restaurants and theme restaurants. In short, we should get rid of the shackles of traditional business concepts and thinking patterns, proceed from reality and follow the development needs of the market.
Catering enterprises should dare to break through the traditional model. We might as well break away from convention, combine catering with other activities, create a brand-new service concept, integrate food with various cultural forms, and combine entertainment, knowledge, health, nutrition, information, sports and other means to improve the participation, appreciation and entertainment of catering. This can not only improve the management level of catering and increase the cultural content, but also increase the special items of restaurants and create a unique catering atmosphere.
3. Adapt to the target customers
Different catering products are suitable for different consumer groups. With the deepening of market segmentation, the innovation of catering business will also pay more attention to the narrow market level. Various theme restaurants, such as Red House Restaurant, Beach Restaurant, Ladies Restaurant, and Sports Restaurant, are constantly coming out, making the market colorful. Nowadays, many high-star hotels have opened high-end top restaurants to cater to high-end business guests and celebrities. In product development, special attention is paid to making high-standard dishes such as abalone, wings and ginseng. And many low-end restaurants, their business projects are mainly suitable for low-end consumer groups, developing some ordinary dishes, home-cooked dishes, fast food and so on.
In catering management, different styles of restaurants create different cultural characteristics. On the one hand, we should consider the consumption characteristics and habits of local people, on the other hand, we should consider the acceptance of a certain consumer group, and we should not be too vulgar and low-grade in design and decoration, which seriously deviates from the development direction of modern catering. While reflecting the characteristics of the times, we should also reflect the fashion of culture, so as to suit both refined and popular tastes and be intriguing.
4. Lead the catering trend
As an important part of the tertiary industry, the catering industry has attracted wide attention because of its large market and rapid growth, and it is also the carrier for developed countries to export capital and brands. The innovation of catering products will not only be menu, but also lead the catering trend in menu, environment, service and activities. In terms of product innovation, dishes will follow the "five light" trend of international catering, develop light oil, light sugar, light salt, light fat and light seasoning, pay more attention to the catering environment, and set off the theme with catering activities with the help of personnel clothing, service etiquette and entertainment activities.
In the operation of the catering industry, further develop catering models, such as direct chain stores, and establish corporate brand image; Franchising, unifying technical quality and sharing profits; Through asset integration and strategic integration, the Group conducts cross-enterprise cooperation and mergers and acquisitions, thus enhancing its competitiveness. In the innovation of catering management, we should dare to break the routine, do what others have not done, further develop characteristic management, make catering management style more diversified, and make more contributions to the prosperity and development of catering industry.
How do catering enterprises carry out brand marketing? To be honest, I think word-of-mouth marketing of catering is the best, and online marketing of group buying nearby will be better.
This paper analyzes how catering enterprises carry out technological innovation in catering production and establish a mechanism for dish innovation. The innovation of dishes must first be supervised by a certain management system. R&D food design team should establish an executable innovative management system for catering enterprises.
Assist enterprises to establish innovation management mechanism, such as using quantitative index model, economic responsibility system or various reward models to encourage 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 design conception, raw material selection and cooking method of dish production are innovated.
With the enhancement of consumers' health, morality and ethics, and the development trend of more rational consumption concept, catering enterprises should innovate in raw material selection, cooking technology and attitude towards traditional dishes.
1.3
Innovation in the form of dish sales display. The innovation of dish sales display forms refers to the innovation of dish products displayed in front of customers in packaging, methods, quantity, cooking and so on. This innovation is reflected in the following aspects: the innovation of cultural packaging of dishes,
For example, the naming of dishes is related to seasonal festivals and major events. The dishes are named after historical allusions, and the sales of dishes are expanded in the form of selling. Adjust the weight and seasoning ratio of vegetables according to the number of people and objects.
2. Catering service innovation
2. 1 Establish the concept of service innovation. Conceptual innovation is an innovation beyond the original self-knowledge, which is difficult to realize and the most important innovation. The whole catering enterprise should
With the changes of society and market, the innovative service concept should be established rationally.
2.2 Pay attention to service training. Waiters in catering enterprises can only provide customers with basic qualified services after certain professional and technical training.
However, this kind of service can't fully satisfy customers, because customers need personalized services based on standardized services, and their requirements for services are also rising. Therefore, catering enterprises should stimulate employees to provide through training.
The ability and creativity of personalized service enable independent waiters to provide personalized service to customers flexibly and regularly.
2.3 "hard service" innovation. Hard service refers to the hardware conditions used to provide services to customers.
Including the decoration of the customer service area of the restaurant, the facilities and equipment used by customers for dining, the appliances used by customer service and so on. Customers usually like novel, fashionable, noble and advanced hardware conditions.
Therefore, the innovation of hard service should strive to meet customers' preferences.
How do catering enterprises carry out crisis public relations training? Please ask professional teachers to conduct internal training on this topic.
When catering enterprises define consumer groups and locate customers, catering operators may wish to follow the following conditions.
First, the particularity of food consumption.
Customers' dietary consumption is different from other consumption behaviors and has its particularity. To locate customers, we must first understand the characteristics of customers' food consumption.
Second, customer catering consumption analysis
1) Analysis by customer age level
2) According to the customer's income level and occupation analysis
3) According to the psychological analysis of consumers
If you want to have a prosperous business, you must be able to attract enough customers and understand the psychology and needs of the target customers, so that your business strategy can be more targeted, and the premise of doing so is undoubtedly to obtain accurate customer orientation.
How to conduct consumer insight Since grasping the real needs of consumers through consumer insight has a strong market effect, what is a good consumer insight? First of all, it will definitely make the viewer feel involved and let the consumer tell me from the heart that it really knows me, which is so appropriate and right. That's the problem I face, that's the trouble I want to solve; Secondly, there is depth, not just floating surface. Just as Pepsi found a good consumer insight when it seized the market of Coca-Cola, the choice of the younger generation not only turned Coca-Cola's profound brand historical advantage into a disadvantage instantly, but also highlighted its own advantages and firmly grasped the hearts of young audiences. Consumer insight is a dynamic research, that is, dynamically tracking why consumers buy our products, why they agree to repeat consumption, and why a considerable proportion of consumers no longer buy our products. The process of excavation is not simple. If you don't have a pair of discerning eyes, you may inadvertently fall into the trap set by consumers. A foreign instant macaroni brand has done such a consumer survey. They found that when consumers buy them and heat them, they will add some onions. In order to better meet the needs of consumers, enterprises immediately added more onions to new products, but when they studied consumers more deeply, they found that consumers continued to add onions to their macaroni. What the hell is going on here? In fact, there is a profound consumer insight behind this phenomenon: housewives will feel guilty when preparing ready-to-eat macaroni for their families. In order to eliminate this guilt, adding some onions prepared by ourselves is not only a way for housewives to express their love for their families, but also a compensation for their psychological guilt caused by convenience, regardless of whether the macaroni itself smells like onions. It is worth noting that in-depth consumer insight can not only study the superficial behavior of consumers, but also have the ability to see problems through the surface. Its insight can resonate with the general public, rather than exaggerating its own perception. For example, in the brand marketing of alcohol, it is generally believed that China consumers drink alcohol to show heroism, convey friendship, or show off their identity and wealth. However, through the in-depth study of consumers' insight, we find that consumers' subconscious mind of drinking and getting drunk is actually naive, because childishness can bring countless benefits, and nonsense can safely test each other; Telling the truth after drinking can create a frank atmosphere and bring us closer. To do a good job of consumer insight in brand marketing, to a great extent, it needs continuous practical accumulation and practical experience, as well as knowledge and tools from various disciplines. In the past, sociology and social psychology were used as the analytical framework of consumer insight. Now consumer insight has developed to explore consumers' deep motives and psychological codes by means of culturology, anthropology and even psychoanalysis. Brand building and product marketing should always keep up with the development of the market, from the discovery of signs to popularity, from popularity to the final trend, which inevitably requires consumers to keep pace with the times and keep a keen sense and judgment on market changes and trends, thus ensuring the effectiveness of brand marketing. It can be said that no brand in the world has fully understood consumers and mastered and occupied the market well, because with the change of time, consumers' concepts, pursuits and values will also change. A targeted enterprise and a good marketing plan can ensure that brand marketing has a strong internal driving force in the future brand marketing promotion, guide consumption and detonate popularity.