The catering industry’s marketing plan has the following main points:

1. Focus on dish innovation

2. Build service competitiveness: service upgrade

The following is a specific case analysis:

1. Pay attention to dish innovation:

Work hard on dish innovation, Its purpose is not to let customers feel that your dishes are static, and at the same time, the innovation of dishes can effectively form differentiation. Innovation is the soul of catering, and many successful catering brands focus on innovation in their dishes.

Case analysis: South Beauty’s food packaging and innovation

Not only does South Beauty spare no efforts in the environment, but it is also unique in the innovation and packaging of its food. A major feature of its dishes is that through innovation, it integrates many "fashionable" and "modern" elements into traditional Sichuan cuisine, which "magically" turns ordinary Sichuan cuisine into "high-quality Sichuan cuisine."

In fact, it is not about magic, but about being diligent.

When designing and developing any new dish, Beauty Jiangnan fully considers it from the standpoint of how to better meet consumer needs. It is said that when South Beauty develops a dish, it must take into account seven factors: color, aroma, taste, shape, utensils, price, and temperature. After repeated deliberation, it finally forms a quantifiable and easy-to-operate standard process. Launched in all branches.

For example, South Beauty has a dish called "Jiang Stone Rolled Fat Beef". It seems to be a relatively ordinary dish, but it has a certain amount of fun incorporated into it. The dish "Jiang Shi Gun Fat Beef" is made by the waiter for the guests on the spot in the restaurant, and there is also a commentary. The waiter explains the making process while making it, which makes people feel very vivid. It adds a lot of fun to customers dining on site.

At this time, can you say that it only sells the taste of the product?

The other famous "Stone Cooked Tofu Pudding" in South Beauty is also more interesting, even very "petty bourgeoisie" ” is also made on-site for guests through waiters. When making the dish, the waiter first pours fresh soy milk into a glass cup, and then lets the soy milk solidify into tofu curd. Guests can see the whole process, which makes people feel novel and interesting. This dish has also become a frequent order for many customers who eat at South Beauty. One of the dishes.

For catering companies, although the foundation of products lies in quality and deliciousness, necessary packaging and innovation are still very important.

In South Beauty, whether it is Sichuan cuisine or any other more common cuisine, do you think the taste can really be much better? Maybe not.

In addition to guaranteeing taste, what we sell is a unique kind of fun and atmosphere. More importantly, various dishes are packaged in innovative ways, and any cuisine is branded with the "Beautiful Jiangnan" brand. .

Beautiful Jiangnan’s product packaging reflects the most direct factor of product value. It uses high-end packaging to highlight the value of the product. Therefore, any cuisine can be sold at a high-end price.

Business cannot always rely on luck. Actively absorbing the experience of others, combining its own brand and product characteristics, and winning the status and grade it deserves for its products are the strong guarantee for the stable and long-term development of the enterprise.

In terms of dish innovation, Ye Maozhong Marketing Planning believes that one principle can be fully grasped: good-looking, fun, and easy to learn; good-looking and fun lies in making the dishes "lively" through certain innovative means, allowing guests to experience the taste of the dishes. The fun of dining can be felt at all levels, such as visual and sensory aspects; and the desire to learn lies in the formation of standardization, so that it is suitable for promotion.

2. Building service competitiveness: service upgrade

Haier’s high-quality services are well known to everyone. Some even say that if Haier did not have a service brand, it might become an ordinary brand. It can be seen that the service importance for a brand today.

Today, the homogeneity of products is becoming more and more serious. Everyone is trying their best to innovate on products, and product innovation is becoming more and more difficult. At this time, building a service brand can better highlight the brand. value.

However, many companies often ignore the important factor of service, or their services are not systematic and perfect.

Catering brand improvement services usually start from the aspects of people, objects (products), systems, etc.:

About people-the improvement of the image of waiters:

In many cases The human factor in the industry is very important, especially in the service industry, where the performance of people plays a key role.

In the entire catering consumption process, the most common people that consumers interact with are restaurant waiters. Therefore, the quality of waiters directly affects customer satisfaction, and therefore the quality of waiters has become the core of building chain catering companies. A very important factor in competitiveness.

The quality of waiters is reflected in two aspects: external image and mental outlook.

The first is the external image, which is mainly reflected in uniform and neat clothing. Basically, catering companies of a certain scale require employees to wear uniform clothing, and the choice of clothing is well integrated with corporate culture and brand positioning, catering environment, and consumption levels.

Due to the external appearance of clothing, it can intuitively reflect the style of the restaurant. Therefore, the most important thing about the clothing of waiters in catering companies is to effectively harmonize with the entire brand style.

For catering companies such as Ajisen Ramen and South Beauty, the clothes worn by their waiters reflect a white-collar feel, which is a good foil and highlights the brand positioning and style.

The second is the mental outlook of the waiter. The temperament displayed by the waiter can also reflect the style and positioning of the restaurant to a certain extent, so the mental outlook presented by the waiter is also very important.

As for how to improve the enthusiasm of waiters, we can learn from the practices of Starbucks or Haidilao. The company turns every employee into a "boss", and everyone holds certain shares. Certain exercise rights are like the waiters at Haidilao who can give customers fruit bowls or seasonal dishes at will without asking the foreman. This approach allows every waiter to treat guests enthusiastically with the mentality of a restaurant manager, and also allows consumers to experience timely service, and ultimately develop a good impression of the brand.

About things - distinctive services

An important purpose of customers visiting is to enjoy the characteristics of the restaurant store, and in addition to the special products (dishes), different services are provided to customers. In addition to taste experience and psychological satisfaction, unique services also constitute part of the unique competitiveness of catering companies.

Case Study: Hooters Restaurant Specialty Service

Owl Restaurants is a very unique catering company in the United States. It was founded by Robert Brooks in 1983. With its distinctive services, It soon became popular in the United States.

Today, Hooters restaurants can be seen in 47 states in the United States. Not only popular in the United States, Hooters Restaurant has also gone global, with more than 500 chain stores around the world.

What makes Owl Restaurant popular and even talked about is its service characteristics. The biggest feature is the dress of the waiters.

The waiters at Hooters Restaurant uniformly wear white vests, orange sports shorts, white sports socks and white thick-soled sneakers, and these so-called "Hooters Girls" are all young and beautiful girls. composed of.

Robert Brooks’ inspiration for Owl’s special service comes from the cheerleading uniforms of a football team called Dolphin. The uniforms of this football team’s cheerleaders are white stretch vests and orange-red sports jerseys. pants. Inspired by this cheerleading team, Robert Brooks transplanted its boldness and enthusiasm to catering services, eventually forming the characteristics of Hooters Restaurant and even becoming a symbol of bold American culture.

As Robert Brooks said in an interview with a magazine: "Beautiful women, cold beer, food, these things will never go out of style." Indeed, high-quality food consists of beautiful and Presented by the charming Hooters Girl, customers have a different dining experience from ordinary restaurants.

The Hooters girl service has become the unique scenery of Hooters Restaurant and a key factor in the popularity of Hooters Restaurants around the world.

Owl Restaurant embodies the "bold" special service, and boldness also means enthusiasm. This special service has become the most attractive "signature" of Owl Restaurant, making Owl Restaurant unique. And it has been welcomed by many consumers.

About the system - service process to ensure service quality:

Service is not the embodiment of a single link or point, but a process of integrated construction of the entire system.

How can catering companies design a service standard system based on their own characteristics, including: grooming, unified speech skills, body language, etc., and ultimately achieve service quality through training and continuous proficiency and improvement in practice? Standardization is very important, and it is also one of the most basic requirements to meet customer needs.

In terms of standardized services, Western fast food such as McDonald's and KFC are undoubtedly worth learning from. Nowadays, the service awareness of domestic catering companies is also constantly improving, and a large number of companies have emerged that rely on services to reflect their brand characteristics and enhance market competitiveness, such as Haidilao as we mentioned in the appeal.

Case Study: Haidilao Service

Haidilao comes from Jianyang, Sichuan. It was founded in 1994 and mainly operates Sichuan style hot pot. In just over ten years, Haidilao has achieved rapid development. Today, Haidilao can be seen in major cities across the country such as Beijing, Xi'an, Zhengzhou, and Shanghai.

When it comes to Haidilao, the most talked about thing is the service of this hot pot restaurant. Service has become a core competitiveness of Haidilao in attracting consumers and a key factor in Haidilao's sustainable development.

Haidilao's service is not only reflected in a small link, but also forms a complete service system from the time the customer enters to the time they leave after dining.

The reason why Haidilao's service impresses consumers is that it solves common problems in other similar hot pot restaurants through service, such as during peak dining hours. , many hot pot restaurants need to queue up to wait for a seat, while the general hot pot restaurants just let customers "wait" there and rarely provide relevant services, which will inevitably lead to the loss of some impatient customers.

Haidilao is different. It will provide some warm and welcoming services while customers are waiting, such as providing customers with free watermelons, apples, peanuts, fried shrimp chips, etc. There are also snacks, soy milk, lemonade, mint water and other drinks. At the same time, customers can also surf the Internet for free while waiting, and even ladies can get their nails repaired for free while waiting.

Because of this, many customers are even happy to queue up and wait for a seat at Haidilao. This has also virtually formed a service sign of Haidilao, thus effectively retaining customers.

It seems like a very small thing, but at this time, customers can feel the difference of Haidilao, which prevents the loss of waiting customers and effectively increases Haidilao's turnover.

In addition to the waiting service, Haidilao also reflects the details of service everywhere during ordering and dining. For example, during the ordering process, many customers may order a lot of dishes to save face, especially when inviting friends to dinner. In a general restaurant, the more dishes the guests order, the better. However, Haidilao’s waiters will not treat the guests very well. Providing kind reminders makes customers feel warm and decent, makes customers feel that the store has their own interests in mind, and increases their favorable impression of Haidilao.

At the same time, Haidilao will also provide more meticulous and thoughtful services during the meal, such as changing hot towels for customers many times, providing hairpins for ladies to prevent hair loss, and providing mobile phone cases for customers. Preventing mobile phones from getting wet, providing customers with dining aprons, etc. are all small details, but these details combine to form a service system.

In addition, Haidilao has established a special place for children to play in the store. This allows parents who come to dine with children to concentrate on dining without worrying about their children ruining the dining atmosphere or even undersea Lao's waiters can also play with these children, feed them food, and act as temporary "nannies" for these children.

In the bathroom, Haidilao has a dedicated person who will hand over paper towels immediately after guests wash their hands, making them feel as if they are in a star-rated hotel. This is different from many hot pot restaurants, and the customer experience is naturally different.

Also, after the meal, Haidilao, like other restaurants, will serve a fruit plate. However, if the guest requests another one, Haidilao’s waiters will warmly serve it. You send it.

Although some services will increase Haidilao’s operating costs a little, the effort is worth it. Compared with the stable customer source, the ever-expanding loyal consumer group and the brand’s reputation, this kind of The input-output is very cost-effective, which is the cleverness of Haidilao.

Haidilao’s service runs through everything from the moment the customer comes in and waits until the meal is finished. Although many restaurants have provided the same services as Haidilao in a certain link, they have not formed a systematic and institutionalized system. Therefore, Haidilao's services will become more prominent, and this is also the service provided by catering companies. What needs to be learned and learned from.

Haidilao’s high-quality service has become one of its core competitiveness and one of Haidilao’s distinctive signatures. More importantly, Haidilao has established a complete and complete service system, which has left a deep impression on customers. When it comes to Haidilao, many people will say that the service is good. Haidilao's service brand has won recognition from customers and formed a word-of-mouth effect, which has added points to the brand.

3. Let the environment become the strongest sales force

Therefore, catering companies must work hard on the dining atmosphere and environment based on the needs and interests of the target consumer groups to reflect the Brand connotation leaves a good reputation in the minds of consumers that "a good brand can speak for itself".

Judging from the development trend of Chinese catering environment, fashion and Western food have become a development trend.

This kind of fashionable catering largely meets the needs and emotional support of young customers for a dining environment, while Western food represents exquisiteness, cleanliness and tidiness

The "Westernization" of Chinese catering , "Fashionable" environment is the result of industry optimization, and it is also the future development trend. Because it satisfies many young consumer groups with higher spending power, it has become the key to success for many Chinese food brands nowadays, such as Doulao Gongfang, South Beauty, 789 Concept Hotpot, etc.;

It can be said that the environment has become These catering brands have the strongest sales power.

Comprehensive review:

The concept of core competitiveness was first proposed by the famous American management scholars Prahad and Hamel.

They believe that as the world continues to develop and change, market competition intensifies, product life cycles shorten, and global economic integration intensifies, the success of enterprises is no longer determined by temporary or accidental product development. It no longer depends on a "smart idea" market strategy, but the key lies in whether the company has its own core competitiveness.

The reason why core competitiveness is "core" is that it is unique to the enterprise. That is to say, even if other brands want to imitate, they cannot imitate the essence. This requires enterprises to understand the core competitiveness. Competitiveness is constantly strengthened or upgraded, making it unsurpassable for competitors.

Building core competitiveness is the key for enterprises to stand out in the competitive market.

For catering brands, building core competitiveness can start from three aspects, namely dishes, services and environment.

Product competitiveness is the first key. With distinctive dishes, others can easily remember you. Special dishes are like a strong magnetic field effect, effectively attracting consumers. For example, when it comes to fish head hotpot, many consumers will immediately think of Tan Yutou's characteristic fish hotpot, and then form a deep memory and attraction for the Tan Yutou brand.

The second is to build service competitiveness. Today, when everyone's products are similar and product innovation is becoming more and more difficult, building a service brand can better highlight the added value of the brand.

The third step is to build environmental competitiveness. The environment is also a sales force, which can be fully reflected from the Western-style environment created by catering companies such as 789 and South Beauty.

Products, services, and environment are all indispensable. If you can form superior competitiveness in products, services, and environment, you will undoubtedly enhance your brand's market competitiveness and achieve market success.