Product is the most important dimension of catering, and it is also the key to catering marketing, because it can affect customers' experience, influence customers' judgment of brand value, and is also an important content for customers to talk about and spread the word about the store.

How should catering product marketing be done?

How to create excellent product competitiveness?

1. Product production is the key to attracting customers. The key to whether a product can attract customers to buy lies in whether it can attract customers' attention.

There are two ways to attract customers' attention, one is appearance and the other is form. We are usually accustomed to refer to them as products.

The production of a product includes its ingredients, appearance, price, food packaging, etc. These combined functions constitute the production of the product.

Products can be distinguished through production.

So if we want to build a good product, we have to start from these factors.

For example, regarding the prices of dishes, the market competition is fierce now. In order to grab customers, many merchants often offer huge discounts and large quantities of ultra-low discount dishes. In the end, they do not make much money, causing other peers to also fall into low prices.

compete.

This bad situation arises because the bosses made a mistake: what customers like is not cheap dishes, but taking advantage of them.

Therefore, the price advantage should not be a simple competition for low prices, but a marketing method of competing on prices.

In order to gain a price advantage, bosses need to make the dishes "appear" cheap, which requires the use of reasonable marketing methods such as the design of fully discounted stalls and limited-time discount dishes to attract traffic.

Another example is the appearance advantage of the dishes. Nowadays, for customers, there are actually only two parts that really come into contact with the services provided by takeaway shops: the taste of the food, and the visual appearance of the takeaway shop and the takeout box.

If done well visually, it can also attract many loyal customers, especially in business districts where there are more female customers.

So how to create an appearance advantage?

It is not difficult to improve the appearance of the dishes. Bosses can choose to add some brightly colored and regular-shaped side dishes, such as corn kernels and carrot slices.

They add color to the dish without affecting the overall taste.

For some dishes that are inherently poor in appearance, such as stir-fries, porridge, and spicy hotpots, bosses can use takeout boxes to add visual highlights to the dishes.

2. Use takeout packaging to reflect product value. What is a good takeout packaging?

When we choose takeout packaging, we should consider four aspects: product, temperature, efficiency, and experience.

1) From the product dimension, we will find that many of the negative reviews of takeaways in many stores now come from the takeaway packaging, which is either leaked, broken, or scattered. The one-star negative reviews are still heard.

Therefore, when we look at the packaging, we must first check whether it meets the characteristics of the product: fried food cannot be sealed with plastic, soup/noodles, etc. need to be separated, etc.

2) When choosing takeout packaging from the temperature dimension, we must consider whether the temperature of the category can be guaranteed to be safe and not deformed, whether it can be heated or refrigerated, etc.

3) Efficiency dimension. For example, some takeout shops use multi-compartment lunch boxes, which have been gradually eliminated by branded takeout merchants. The boxes themselves are very cheap, but they are troublesome to put on the plate and have low efficiency.

4) From the experience dimension, it depends on whether it is in line with consumers’ usage habits. Some merchants choose plastic packaging, but it is difficult to tear open, and it is easy to get oil stains on hands, making the consumer experience particularly poor.

3. Create product advantages through price. Restaurant owners should be familiar with "price wars". Almost most restaurants will use low-price promotions to attract customers when they open.

However, low-price promotions are only temporary discounts, and it is difficult to form a lasting influence. To build price as a product competitive advantage, we must think through two dimensions: one is to form a cost leadership strategy through scale advantages, and the other is to form a cost leadership strategy through scale advantages.

Product positioning creates traffic-draining products.

If you are a chain brand and have the advantage of store scale, then you can have a greater advantage in cost, so you can take the low-price route and maximize the cost-effectiveness.

For example, Mixue Bingcheng and Wallace rely on the cost leadership brought by the number and scale of their stores to create cost-effective products, thus gaining market recognition.

Another example is the low-priced traffic-draining products launched by many stores. The products themselves do not make any money, and even cause strategic losses. However, the low-priced products drive the sales of high-value products, and finally achieve overall profitability.