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Nowadays, the catering industry is particularly profitable. What is the best to sell?

I'm going to open a restaurant. How should I plan the product line of the restaurant? Is it a big and comprehensive product route or a single product strategy? And the same is the implementation of the single product strategy. Why do fish explorers live better, while the tourists of Le Caesar have obvious signs of decline? What can be done to better meet the needs of consumers?

a brand's product line determines its ability to attract customers. Therefore, product line planning is very important. If the product line is too long and too wide, it will lead to the difficulty of supply chain management and the low efficiency of kitchen, and also affect the procurement of equipment and the moving line of kitchen; The most important thing is that if you do more, you will make more mistakes, and if you do everything, you will do nothing well-the products are not specialized and the customers have no recognition.

However, if the product line is too short and narrow, customers' needs can't be met-some old customers complain that "they often come here and feel that there is nothing to eat", while others will say, "You have good noodles here, but you feel very monotonous without side dishes."

then, the question comes: how to plan the width of the product line, and what is the basis for the decision? What is the length and depth of the product line? ? In the end, should we give enough choices to make consumers eat the same food, or should we take the ultimate single product strategy, just like Tai Er just making a pickled fish?

1? The width of the product line depends on what?

the width of product lines refers to the number of product lines. Ruxi Tea has only one big product line-tea. At the beginning of its business, Naixue's tea has planned two product lines-tea and soft European bags; Drinks are a product line, and so are soft European packages. Take Qiao Fenghuang, the brand I have run, as an example, the product line width of a restaurant is five-one rice noodle, two rice, three snacks, four desserts and five drinks.

for a start-up brand, what does the product line width depend on?

: The width of the core product line depends on the eating habits of consumers, the demand for collocation and the product competitiveness of enterprises. Simply put, the width of the product line depends on demand and competition? .

so, what is the collocation of consumers' dining habits?

When eating porridge, you must eat some dry food together. While eating spicy food, be sure to have some cool desserts/drinks to relieve spicy food.

As far as the brand of porridge is concerned, Qianfu Porridge Point, a brand that started from Dongguan and specializes in casserole porridge, also sells some traditional Cantonese refreshments, such as shrimp dumplings, chicken feet, fried dough sticks and radish cakes. In the dining habits of customers in southern China, only eating porridge is not a meal, but a meal with some dry goods. This is the definition of "how to eat" in a cultural system.

this is the consumer's demand for dining habits. Therefore, it is definitely unreasonable to make a single product line of porridge, while porridge+refreshments is a natural combination.

Let's take Qiao Phoenix as another example. As the first brand of beef powder in South China, Qiao Phoenix takes beef powder as the core, beef powder (main meal)+snacks (auxiliary meal)+drinks/desserts (enjoyment) as the core when designing the product line, which simulates the dining scene of customers. Cheap and quick-a bowl of beef powder; Eat just right-a bowl of beef powder+a snack; Social enjoyment-a bowl of beef powder+a snack+a dessert/drink.

so, the width of the product line must be based on the insight into the consumption habits of the target customers? . The three product lines of Qiao Fenghuang mainly consider the consumption habits of three consumer groups. Interestingly, according to the competitiveness of products, there are only two product lines that can really drive consumers' decision-making: beef powder and dessert.

The reason is that Qiao Fenghuang is superior in the competitiveness of beef powder and dessert products, and these two product lines have achieved absolute differentiation with their competitors. Although the click-through rate of snacks is very high, the homogenization is serious, so it is still a necessary supplement based on consumers' eating habits, rather than a strategic factor that drives consumers to choose you.

in principle, a strategic product line that can drive customers' consumption is enough? For start-ups, it is almost impossible to have the resources to control more than two product lines that can really influence consumers' decisions.

2? Length and depth of product line

The number of product categories in each product line is called the length of the product line. The depth of the product line refers to the taste and collocation of the product. Generally speaking, the length and depth of the product line can be regarded as an indicator, that is, the number of SKUs.

1 Choosing fewer brands makes it easier to clinch a deal

When it comes to the length of the product line, Chen Ning of Le Kaiser once mentioned a very classic assertion-customers don't need many choices, so keep the SKU minimal.

He also cited a scientific experiment to prove his claim-the famous jam selection experiment, which was led by Sheena Iyengar, a researcher at Stanford University. The experiment took the local grocery store as the experimental site, trying to understand how people made choices.

In the experiment, Iyengar's research assistant posed as a supplier of fruit sauce and set up two stalls for tasting in the gourmet shop.

The first tasting booth has six flavors to choose from: peach, black cherry, red gallon, orange, kiwi fruit and lemon cheese. The other booth has 24 flavors to choose from-besides the six flavors mentioned just now, there are 18 other flavors. At the two tasting booths, customers will get coupons after tasting, and they can buy a bottle of jam at a discounted price.

the survey results show that there are 24 kinds of stalls that attract more customers, but fewer people end up buying jam? . Customers crowded in front of the booth to try it, but most people had no choice because of too many flavors, and finally they didn't buy a bottle at all. Only 3% of the customers who tried to eat at the stalls with 24 flavors? Bought jam; And those who try to eat at the stalls with six flavors are more able to decide which flavor they are suitable for, about 3%? Some people finally bought jam.

The scientific principle behind Le Caesar's belief in extreme segmentation comes from here-too many choices will lead to paralysis of customer decision-making? . The capacity of human brain can only process less than 5~7 information options at the same time, and it is generally impossible to compare more than 7 information options horizontally at the same time, while the number of the most comfortable information chunks is 4.

There is nothing wrong with this truth. The basic principle mentioned by trout and Reese in Positioning is that the mind hates chaos. This is also the "segmentation category" and "single product strategy" that the catering industry has been calling for in the past two years.

It seems that there is an answer. The width of the product line is determined according to customers' matching needs and competitiveness, with one main product line and one pair as the core product line, plus several supplementary product lines. ? The length of the product line is no more than four.

this is true in theory, but there are great problems in practical application.

2 Choosing more brands is more attractive to customers

The jam experiment tells us that customers will be paralyzed in decision-making when faced with too many choices, so they simply don't choose. However, another important conclusion of this experiment has been ignored by everyone-that is, there are 24 kinds of jam-flavored stalls, which attract more people to watch.

that is to say, although customers actually pay for money, too many choices make customers give up buying. But more choices are more attractive to customers at first.

3? Attraction stage → decision-making stage

If the customer's choice is regarded as two steps, that is, the customer will first have a stage of being attracted before choosing, and then there will be a real decision-making buying stage.

1 where does the paralysis of customer choice occur?

Obviously, the paralysis of customers' choice occurred in the latter stage: in the scene of catering industry, customers have been attracted by many products and have already entered the store, and will only face the real purchase decision when they have sat down at the table to order food.

at this time, the customer has been booked by the store. Simply make the recommended dishes on the menu better. As long as the waiter's recommended words are slightly in place, customers are unlikely to leave.

So, in fact, there are two real needs of customers:

1. Before making real decisions, they need to feel that they have many choices;

2. In the real decision-making process, they need to make decisions easily.

and what really affects the restaurant business is often the first stage-are customers attracted? . Therefore, a restaurant must give people the impression that the products are rich and there are many choices, so as to catch customers' eyes in the attracting stage.

Then, after the customer has entered the store, in the specific ordering scene, it is necessary to help the customer make a decision-to recommend the signboard properly and reduce their choice anxiety. (Stall-type restaurants are another matter, because they don't enter the store when making decisions, so too many choices are likely to lead to loss. )

In a word, there must be many product lines and few choices.

I don't know how many catering people have been cheated by the single product strategy. The single product strategy of the Internet is feasible because on the Internet, an e-commerce platform can radiate the whole country through the express delivery system, so the customer group it faces is actually very large.

However, a restaurant often only radiates a few kilometers nearby. In this case, learning the single product strategy of the Internet rashly means knowing what is known but not knowing why.

2 under what conditions is the single product strategy feasible?

The single product strategy can only be established in the following two environments:

1. The base of passenger flow is large, people are dynamic, and there are more customers. For example, a tourist business circle, or a city's top shopping mall;;

2. The depth of the product is very good. Although it looks like a single product on the surface, it can evolve into different tastes, colors and collocations, and there are quite a few SKUs.

So, let's take grilled fish, a super single product, and Le Caesar's pizza. There are five or six kinds of fish and eighteen flavors of grilled fish, only one grilled fish, which adds up to nearly 1 SKUs. And its subsidiary product line barbecue is a supplement, and there are many choices.

However, Le Caesar's durian pizza is only divided into three kinds: Golden Pillow, Sultan King and Maoshan King, and the tastes of these three kinds are basically the same, far from the depth of the product, which is a terrible thing.

so, the single product strategy is not only a single product, but also a single product. . With the same single product strategy, the product structure of fish exploration is much more successful than that of Le Caesars. The main line and sub-line of the product are reasonably matched, and the product has a lot of depth, which neither dilutes the core brand assets nor causes consumers to be bored because of too few choices.

in fact, judging from the current market reaction, after two or three years of market intimacy, the brand that started with the single product strategy has a better life, while the customers of Le Caesar have obvious signs of decline.