With the rapid development of the catering industry, it is obviously impossible to attract consumers only by the taste of dishes. The more developed the catering industry, the more picky the diners are. Opening or closing is not decided by them, but depends on market competition. In order to meet the changing needs of diners, the patterns of food are constantly being renovated, and the forms of restaurant design are also diverse. Consumers need the theme and characteristics of restaurant design. Theme restaurant is an innovation for merchants to gain customers' attention and reputation in the fierce competition. In cities such as Shenzhen, Beijing, Guangzhou and Shanghai, some distinctive theme restaurant designs have quietly appeared. The theme restaurant has conquered the increasingly picky consumers with its new catering concept of fashion, personality and culture and unique decoration.
Reasons for the popularity of theme restaurants
Theme restaurants, as the name implies, are restaurants with themes. Compared with ordinary restaurants, theme restaurants often aim at specific consumer groups, not only providing food, but also providing services with a special culture as the theme. Restaurants can be decorated around this theme in the environment, and even dishes can be matched with it to create a special atmosphere, so that customers can find a new feeling of dining in a certain situational experience. Generally speaking, the closer a restaurant is to customers' hearts, the greater the chance of success. The emergence of theme restaurants caters to customers' ever-changing catering consumption needs, and it has touched many people with customized, personalized and characteristic products and services. God? Under the influence of its great charm, customers surrendered and enjoyed themselves.
The design of Shenzhen Wolf Restaurant features wolves. When you walk in the door, it's like walking into a wolf's den. When all the customers came in for dinner, the waiter asked? How many wolves? The names of all dishes are related to the characteristics and hobbies of wolves, and even toothpicks are called? Mace? ; There is a GPC restaurant with the theme of F 1 in Shanghai. Is there one in Hangzhou? Teresa Teng theme restaurant? The store is full of commemorative items, such as cheongsam and shoes worn by Teresa Teng and vivid photos; The educated youth restaurant on Guangyuan Road in Guangzhou, the rural decoration of the educated youth era makes diners relive the old days, the waiters are all dressed in military uniforms, and the private rooms are also named after a village, which makes people suddenly fall into the educated youth era of going to the countryside; Judging from the endless stream of people in the restaurant, we know that theme restaurants are very popular in the market.
Regional differentiation is the reason why theme restaurants are popular.
? Eat? It has been the biggest theme of life since ancient times. After people have gone through the stage from full to good eating, eating is gradually evolving into a cultural consumption. When tasting delicious food, people begin to pay attention to the cultural atmosphere and individuality of the dining environment. The difference between theme restaurants and ordinary restaurants is that their products and services are superior to their competitors. Unique facilities and equipment, elaborate dishes and cakes, and the unique dress of waiters are favorable weapons for theme restaurants.
Theme restaurants are very popular in Europe and America. Compared with ordinary restaurants, the dining environment of theme restaurants is impressive. It creates a warm, mysterious, nostalgic or warm atmosphere for customers with diverse themes. Customers who come to eat can not only taste delicious food, but also experience a certain cultural atmosphere, so customers can easily integrate with the restaurant. Unique restaurant forms and dining environment distinguish theme restaurants from general restaurants, which can effectively avoid direct competition with general restaurants, and its advantages are definitely obvious.
Three treasures of theme restaurant marketing
How to run a theme restaurant in an invincible position? Play with fashion, personality and culture. These are the three trump cards for running a theme restaurant. If you master one of the trump cards, the business can go on.
1, play with personality
Playing with individuality is to highlight the unique and ingenious creativity of the restaurant, which leads to who else. Irreplaceable ideas, such as changing the movie name into a menu. Do customers listen to different lyric classic movies and TV songs while eating in movie restaurants? Spark love? 、? Wild mandarin ducks? 、? In the mood for love? What a pleasant thing. Imitate the luxury intercontinental train of the last century in Shamian North Street, Guangzhou? Train restaurant? Dining in the restaurant, the quiet and elegant in the restaurant is like a lifetime ago compared with the excitement outside the window.
Case: A tea restaurant in Zhujiang New Town was built on Shamian Island. Railway station? Pearl River New Town? Berthing? Holding a luxury cruise ship in his hand, is this from Malaysia? Boat restaurant? . The restaurant is decorated with a simulated luxury cruise ship. Ship cab? On the first floor, it is a restaurant that can accommodate hundreds of people. The waiters are all dressed as sailors. The tablecloths in the hall are all blue and white. The back of the chair is also engraved with the pattern of the rudder. Coupled with unique navigation equipment, such as bridge and rudder, lifebuoy, oil lamp and compass, it looks like a cruise ship waiting to sail. Most of the food here has a marine flavor? Deal? . Its main business is Malaysian cuisine, while western food is mainly seafood. Its unique appearance and strong Southeast Asian flavor attract many elegant guests and some young couples who love boats and enjoy the river view.
2. The trend of playing the trend is that restaurants can cater to the needs of fashion people and walk at the forefront of fashion trends. Nowadays, with the popularity of "Ha ha ha Ri" in China, Japanese comics have become teenagers' favorite reading materials. Case 1: The decoration of Guangzhou Sky City Restaurant has some Japanese style, which matches the comics there. In the restaurant, there are comic books at your fingertips near every location. They are original and genuine Japanese comics, so customers can fully appreciate the elegance of another world. Besides comics, there are many magazines and DVDs, most of which are TV dramas, original westerns and cartoons from Hong Kong, Japan and South Korea. The special couple booth allows couples to watch romantic Korean dramas together sweetly, and also provides the latest trend information in Japan and South Korea.
Case 2: Beijing Sports City Restaurant 1999 The Sports City Restaurant on the third floor of Beijing Gloria Hotel opened on 1999. Now it looks very fashionable and predictable, and it is still at the forefront of the trend. Every decoration of the sports city restaurant is related to sports, and the walls are suddenly full of life? NBA star? Statues, basketball nets hanging in the air, 1/2 international standard basketball courts appeared in front of us, and the lights projected from the ceiling were dazzling and colorful. This is the dream factory of basketball. What's more worth mentioning is that more than 50 TVs are distributed in every corner, playing all kinds of sports programs in real time, and more than 300 wonderful sports pictures and various sports sculptures decorate this place into an eternal sport? Sports kingdom? . The sports city bar blends with music in a unique atmosphere, and a string of wonderful notes of jazz, rock and Latin flows in the air, just like an exquisite buffet dinner, which becomes a leisure foil to taste sports.
3, playing culture Now everything is willing to chase culture, and restaurants are no exception. A good cultural card will definitely make the restaurant unique.
Case: Beijing? Walker tribe? Beijing? Walker tribe? Combining theme restaurants, secret soup pots, amorous gifts and art homes, various art salons, managers' clubs, designers' forums, media seminars and high-level gatherings of foreign companies were held one after another, which became the focus of the media for a while. Customers can enjoy the royal nourishing soup pot made of 20 kinds of precious medicinal materials, the global flavor set meal, exquisite Chinese and western cakes and other delicacies. At the same time, they can also enjoy Australian aboriginal customs gifts, African cultural gifts, Russian historical gifts, Dongba art and religious gifts, Tibetan tantric snow gifts, Dunhuang grottoes collection gifts, Changsha ancient kiln pottery gifts, and Shaanxi folk local gifts. Dozens of designers tailor-made art homes are patchwork, making people feel at home. Walker tribe? It's like swimming in a flowing cultural lake and watching the customs on both sides. All the furnishings in the hall are in the bag. Story-filled items decorate the theme restaurant of the Walker tribe like a medieval cultural corridor.
Case: Wenny Cafe Wenny Cafe, which combines classical culture, is an integrated hall composed of China landscape painting, calligraphy and Japanese bamboo tube dripping design. There are thousands of books neatly placed on the bookshelf, and you can find famous books, especially modern literature books. When you are happy, you can also play Go freely in the hall. This kind of restaurant is very popular with intellectuals and elegant people.
In China's catering industry, which has gathered many catering business formats, its adoption? Theme restaurant? More and more restaurants operate in this way. The more developed the catering service industry is and the more intense the competition is, the richer the forms of theme restaurants will be. From the design of the restaurant, to the dress of the waiter, to the main dishes, it is consistent with the theme style of the restaurant. Theme restaurants make people no longer simply pursue the elegance of the environment and the tactfulness of music, but move towards a more direct and emotional level. The design of restaurants with the theme of wolves, toilets, boats, movies, cars or prisons has fully demonstrated the human side and won the favor of consumers.
Advantages and disadvantages of theme restaurants
Theme restaurants have their advantages and disadvantages. The advantage is that it has a theme environment and can become famous in a short time; The disadvantage is that this sensational effect comes and goes quickly, and guests may be curious at first, but after the novelty, business will turn cold; Although some restaurants are branded as theme restaurants, it is not the case when they go in. The so-called theme has become a decoration; Some restaurants are greedy for perfection and have a great market position, but it is difficult to form their own themes, so it is difficult to have stable customers. It can be said that it is not difficult to run a theme restaurant, but it is difficult to be a theme restaurant all your life. There are also several theme restaurants that once made a sensation, but now some businesses are bleak and some have left. ? Your Che Xuan? The boss likes beautiful cars. He opened a car-themed restaurant with enthusiasm for more than a year, and eventually he will hand it over to others. The famous one that opened in Shanghai a few years ago. Rainforest restaurant? Also defeated.