Nowadays, all walks of life are talking about "value"!

No, it cannot be said now. Since ancient times, people have never allowed things without value to exist.

The catering industry is no exception!

Catering people must understand the two essences of restaurant business, one is traffic, and the other is business model, or profit model.

Traffic is the customer, and the business model is the model that converts customers into profits.

The first button of the business model is "value". To start a business and open a restaurant, you must first understand this "value". A restaurant without value will not exist for a long time.

Then again, as long as the first button is buttoned correctly and the value positioning is determined, the remaining buttons cannot be wrong.

If the profit model is perfect, the entire restaurant will come alive.

What is value positioning?

Is it to determine the meaning and function of our restaurant’s existence and to satisfy our hunger?

Thirst quenching?

Lyrical?

Decompressed?

Emotional?

business?

Casual?

Making friends... these are all values, it depends on how we define "value".

A few days ago, an entrepreneur from Chongqing wanted to open a small noodle shop. I said you must first make a good positioning.

He was very surprised, "What is positioning?" I said it doesn't matter if you don't know positioning. At least you have to know the existence value of your small noodle shop. This is called "value positioning"!

Similar cases are not uncommon. Many entrepreneurs only know how to open a restaurant but do not know the value of the restaurant. This is a very dangerous behavior.

Before opening a restaurant, ask yourself what the value of this restaurant is, and the direction will be much clearer.

After the Chongqing entrepreneur understood this, he said: It is just a small noodle shop that is cheap, affordable, and filling the stomach, but there is no other way to do it.

This is also a value positioning, but this value positioning is too general, inaccurate, and has no differentiation. Small noodle restaurants in the streets and alleys of Chongqing all have this value. If you want to survive, you have to rely on luck!

Value positioning is very important and necessary. Catering people must understand value positioning. This is a required course.

Value positioning is divided into three steps: customer segmentation, demand mining, and value proposition.

Customer Segmentation In today’s catering business, customers must be segmented. Trying to catch them all in one go and make everyone’s money is a fool’s errand.

Nowadays, the market is becoming more and more segmented, and the dishes are becoming more and more focused. Sichuan people eat spicy food, and Hunan people eat spicy food. If you use spicy Sichuan food to please Hunan people who don’t eat Sichuan pepper, you are probably asking for trouble.

In the past, there was a market for Sichuan-Hunan fusion cuisine, but now if you try a Sichuan-Hunan fusion restaurant, it is a dead end.

Zhang San likes to eat Western food, and Li Si likes to eat hot pot. If you want to open a Western hot pot to attract all the customers, the result will definitely be for all three parties.

People who eat Sichuan food have the characteristics of eating Sichuan food, and those who eat Hunan food have the personality of eating Hunan food. Zhang San has his own group, and Li Si also has his own customer group characteristics.

Catering people must understand this objective existence, segment customers one by one, and select customer groups to understand the service targets and lay the foundation for positioning.

Changsha Wenheyou is definitely a super Internet celebrity store, and even Jack Ma has visited it. But not everyone knows that it is popular and popular. Even among Changsha locals, many people still ignore Wenheyou.

Why?

If they are not the target customers, Wen Heyou will not please them.