Let's summarize the marketing routines of 1 1 and teach you how to play catering marketing:

1 as the price anchor.

Psychological research shows that people are easily dominated by first impressions or information when making judgments about someone or something. For example, if you sell a bowl of porridge, and your price is directly set at 12, then customers will subconsciously compare it with porridge that costs four or five dollars outside, and your price will appear higher.

If you set a comparative price yourself, set the one with high gross profit as 12, and then choose several ones with slightly opaque prices, and set the price higher, such as 15 or 18. In this way, when customers see the porridge of 15 yuan and 18 yuan for the first time and then look back at the porridge of 12 yuan, they won't feel too expensive.

Here, 15 yuan and 18 yuan porridge are not the main products, but they exist mainly to make 12 yuan porridge sell better.

Therefore, in order to make customers accept the price of their products better, many restaurants will make some products with higher prices and form price anchors, just to better promote the sales of their main dishes.

The more people line up for dinner, the more popular they are.

Everyone has herd mentality, especially in the face of some stores that they have never consumed. As long as people line up, they will subconsciously feel that so many people like it, which should be good. I must have a try.

Similarly, when faced with many choices, most people will choose restaurants with large queues to reduce the risk of eating (such as poor taste). They will think that with so many people to choose from, it won't be too bad.

Therefore, if you open a shop, you can make use of consumers' psychology to make a fuss, for example, slowing down and increasing the queue when making products, which is called hunger marketing.

Find people to line up and create a queuing atmosphere. This is no longer news in many online celebrity shops and tea shops. Seriously create equal areas and create an active atmosphere, such as providing free manicure, polishing and other services, playing small games and giving away snacks. To attract more people to line up.

Simplify the menu and reduce the pressure of customers' choice.

Nowadays, consumers are most afraid of too many choices, so they have to work hard on the menu:

First, simplify the menu. Grasp the initiative, release the best products and let customers choose directly, instead of listing many things for customers to choose what they like. You know, customers may not even know what they want. Secondly, make a boutique recommendation. We must promote the main dishes and products so that customers can see your products instead of your store. This is the explosion theory.

Break the whole into parts and crush consumers' psychological price defense line

Many people may know the truth about the pricing of daily necessities in supermarkets. Daily necessities in supermarkets are usually marked with 9.9 yuan, 19.9 yuan and 28.9 yuan instead of integers such as 10, 20 and 30. The difference between 9.9 and 10 is only ten cents, but it will give people the feeling that it is less than 10, and it will be cheaper.

5 Slow closing and quick turnover

In many restaurants, in order to improve the turnover rate, customers pull the table immediately after opening the front door. This is no problem when there are many people in the restaurant and the waiting is serious.

However, when the restaurant is not full, it is necessary to clean the table slowly, which will increase the turnover rate. Because when customers see the plates on the table next to them, they will give themselves psychological hints. I've eaten a lot. It's almost time to go.

Therefore, the existence of an empty disk is a psychological warning and gives customers a subtle hint. At the same time, in the eyes of outsiders, more plates on the table will also give people a feeling that business is good and taste should be good, which can attract customers to eat.

6 improve the turnover rate with music

Why KFC's music is cheerful, brisk and modern, while western restaurant's music is elegant and soothing, which is actually one of the marketing skills.

Research shows that when relaxing music is played, consumers will stay in restaurants for longer. The unit price of western restaurants is high. If you want to create better service, such a good concert will make customers intoxicated and have a better experience.

When music with a slightly faster rhythm is played, consumers will spend much less time in restaurants. Therefore, fast food restaurants generally use more light music and modern music, which is to mobilize the rhythm of customers' eating and urge customers to leave quickly. If you look closely, you will find that the music played by those famous fast food restaurants is different from the music played in free time, just because they have to serve different purposes.

7 Use consumers' physical perception to improve the transaction rate.

Generally speaking, fast food, fashionable catering and other restaurants with high turnover rate sell comprehensive cost performance. The consumer's requirements for the environment will not be too high, as long as the overall dining experience meets his dining expectations.

Therefore, the chairs in fast fashion restaurants are generally carefully designed, which makes people feel comfortable after sitting for a short time, but not so comfortable after sitting for a long time. The purpose is to let you leave as soon as possible and then make room for others.

8 Multi-purpose digital payment reduces the sensitivity of customer consumption.

Another trick to make customers less price-sensitive is to minimize cash payments.

Research shows that when customers pay in cash, they will feel distressed more easily than swiping their mobile phones or bank cards. After all, for WeChat or bank cards, consumption is just a number. If it is advanced, it is a real grandpa Mao.

Therefore, changes should be made in payment methods, such as replacing cash transactions with mobile payment, actively scanning customers' payment with a code scanning gun instead of letting customers scan the code, and replacing mobile payment with membership card consumption, all in order to reduce customers' sensitivity to consumption. The price symbol on the menu is small.

Psychological research shows that consumers will be influenced by priming effect. Priming effect refers to the response of the previous perceptual stimulus to the next perceptual stimulus that will be affected.

For example, when you use the $ and $ symbols on the menu, you will easily cause complex emotions in consumption, and you will also have self-centered or selfish behavior. You will also calculate the price unconsciously in the process of ordering food, and you will "take your time".

It is said that the taste of catering is king, but now with the increasingly fierce competition in the catering industry, customers' attention is becoming more and more dispersed, and relying solely on taste is far from enough. No matter how good it tastes, it still depends on marketing to promote it. As the saying goes, the smell of wine is afraid of the deep alley.