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Every catering owner has a confusion in his mind: Can the turnover rate of my store be higher, any higher? In fact, as long as you do these 6 basic skills well, it's no wonder that the turnover rate is not high.

As you can see, most restaurant operators outside chain groups generally adopt a wait-and-wait policy. They passively wait for customers to come.

This is the spider web strategy. Just through word of mouth among consumers, you slowly gather customer popularity over time. The process from opening a store to stable growth is often long and frustrating.

Jinke has been doing brand planning for so many years, so it is necessary to inform readers. You must know that in China's catering business, three months is a life-or-death line. If your new store does not show improvement in three months, the boss will probably know that the project was chosen wrong, or the location is too rubbish.

Under the epidemic situation, offline business will be closed at every turn. Don’t think about expansion at this time, and don’t imitate some bosses who cry for poverty and sell out. Take advantage of this period to organize the team to review the business and work hard. Practice internal strength.

Catering operators who have a lot of room for improvement in terms of product offerings, venue equipment, service skills, etc. If they want to break out of the fierce competition, they can only break away from the static wait in the past and instead constantly take the initiative. Since Jinke doesn't like nonsense articles, his writing is always concise and concise, so you need to read it carefully.

1. Think of a good dish name

A good dish name should arouse the curiosity of guests to try it. For example:

Liming Xian digs cold bamboo shoots - cold bamboo shoots directly from the origin of specially selected ingredients.

Chun Yu Dou Li Pot──A vermicelli mushroom pot that describes the artistic conception. ?

Hercules Must-win Hotpot──Athletes hotpot that emphasizes the richness, nutrition and weight of ingredients.

Original pizza in Naples──Original pizza baked in an Italian wood-fired kiln and handmade guaranteed.

2. Master the peak hours

The operation of the catering industry actually has two inherent limitations:

First, the number of seats is fixed, and there is no way to arbitrarily Increase;

The second is that the meal time is concentrated, and it is almost impossible to change the habit.

In Japan, which has the most brutal competition in the service industry in the world, the catering industry is called "water merchants." What does this name mean?

One of the sayings is that customers are like a tide, pouring in in large numbers at a certain time, and immediately disappearing without a trace after the time has passed. It’s a vivid description, right?

The catering business relies on running water, and customers are just like running water.

In the catering industry, the key to victory or defeat lies in being able to grasp the fleeting peak hours and maximize production and service efficiency.

The short-term method is:

(1) Design quick special meals during peak hours

The kitchen has researched and developed several special dishes that are easy to prepare. Meals are marked on the wall and table in the most conspicuous way, and are recommended by the service staff to induce customers to focus on ordering with great value, fast delivery, frequent changes in dishes, etc.;

If you still have more than 100 items in your store, you need to reflect on it. Too many types of dishes will make it meaningless.

(2)? Plan a smooth operation process

The kitchen and service department must fully cooperate, but preparation in advance is related to success or failure. The kitchen first puts the processed ingredients into sets one by one to shorten the production time; after the customer service staff places the tableware on each table, they pour the tea and wait. The simple tasks of serving rice and adding soup are left to outside help. Tasks are grouped and seats are divided to prevent confusion and mutual interference.

McDonald’s, the originator of the fast food industry, has been able to successfully start a business and open stores around the world. Their “quick delivery” system is the main contributor. I recommend that readers watch the biographical film about the founder of McDonald’s, "The Entrepreneur". , after reading it, you will have a new understanding of catering, especially chain restaurants.

I think this restaurant movie is as classic as Stephen Chow's "The God of Cookery". He was very vivid in "planning a smooth work process" and it can be said that he taught me step by step.

(3)? Play fast music and remove comfortable chair cushions

The brisk music invigorates the mood, making the staff move quickly and the customers' meals speeding up. Many people make this mistake. The store clerk only knows to select the most popular playlists recently, regardless of whether they are suitable for the experience.

You must know that outstanding service brands have professional teams to select songs and even ask musicians to customize them. For example, Starbucks, Uniqlo, McDonald's, etc. are all masters. They can survive for such a long time only if they have basic skills. without.

Another way is to remove the cushions that are too comfortable during the golden hour. Don’t understand? Just look at the seats at Starbucks. They are either too high or too short, and they are very hard.

In a place that claims to provide customers with a "third space", in order to increase the turnover rate, the chairs can be made less humane than a bus. The purpose is to prevent guests from being occupied for a long time.

(4)? Make a ranking list of ordering rates

Compile your own list, everyone in the catering industry understands it. However, there is also a big trick here. That is the "evaluation cycle". The list needs to be changed. You have to learn from Meituan in this regard. Internet companies are all masters of human nature insight.

They have new lists for consumers to see every year, every month, and every day. You might as well make a "Customer Ordering Ranking List" for last month and post it at the entrance or in a conspicuous place. In addition to promoting signature dishes to customers, on the one hand, you can save the verbal recommendations of service staff, and on the other hand, you can also focus on ordering dishes. items to facilitate kitchen work.

Only 3 to 5 of the top best-selling dishes should be listed on the ranking list. Too many and too complex will blur the focus. Many restaurant owners have made a mistake in this regard. They mistake the "list" for the "menu" and want to show off all 20 dishes at home.

The purpose of the menu is to let customers choose, but the purpose of the list is not to let customers choose! Each dish needs to be accompanied by a clear and attractive photo. A single photo that can be clipped to the front page of the menu is the best; a large poster posted at the entrance or on the wall of the seat can also attract attention;

Display Upright pops on the table are often overlooked. Many caterers make mistakes and make a bunch of them on the table, but the customers pretend they don't see them. The principle is very simple. In the dark under the lamp, the things in front of you cannot be seen.

The rankings will be listed every month based on the statistical results of the actual ordering in the previous three months, and will be adjusted immediately if there are any changes. Do you understand? The ranking list is dynamic, and the essence of catering is to like the new and dislike the old. Therefore, every year, some bosses constantly renovate stores, change names, and change projects, just for the sake of freshness. Humans are animals, and it is instinct to pursue "moving" things. Still life is the most easily ignored.

3. Keep an eye on female customers

The employment number and income of women are already on par with men, and their spending power is even worse. Under the Chinese-style relationship between men and women, , the status of women in our country is not generally high. Economic development depends on "waste". Women's consumption is more than "holding up half the sky"? I almost want to buy the sky. From unmarried to married, women are in charge of finances and decide how to allocate the proportion of expenditures.

Eating out is no exception. Women with strong opinions and experience decisively lead the choice of restaurants and dishes.

Research surveys point out that women usually rely on intuition to make judgments. They will develop an intimate relationship with restaurants because of a sense of security; they will fully support the relationship to the end in order to make the relationship last long, spread the word of mouth, and encourage friends. The most common method is to have a companion come to support you.

Data show that 65% of women regard going to restaurants as a leisure activity, and the romantic atmosphere takes precedence over delicious food. The virtual scene of the Mediterranean coast of southern Europe, or the table decorations of white shells and tropical flowers, are enough to make them confused. Give catering operators a universally applicable indicator: as long as it can attract lively and beautiful young (mental age, not physical age) women to hang out in groups, this restaurant will definitely make a lot of money.

4. Make customers want to try expensive food another day

The Japanese are probably the best when it comes to "painlessly robbing customers". Some mid- to high-end restaurants in Japan offer value-for-money special set menus during lunch time - the main dish comes with soup and a drink. The price is close to that of popular canteens, which is very attractive to office workers.

The store claims to give back to consumers, but in fact there is a hidden purpose behind it:

It is difficult for office workers who just want to fill their stomachs to enjoy high-end cuisine in mid- to high-end restaurants every day. The store uses cheaper ingredients, such as live shrimps instead of frozen ones, but still uses the same cooking techniques to create affordable set meals to lure ordinary customers in for consumption.

Human nature is greedy, and office workers who finally cross the threshold will definitely have the ambition of "I want to have a formal meal someday" in their hearts. Dates, birthdays, treats, etc. are the times when they are realized.

Don’t let go of potential customers. Even a small shrimp with a long-term attitude can catch a big fish. The highest level of maintaining customers is "the contact cannot be broken and the relationship cannot be messed up." Don’t give up on every customer. Because, You give up, I give up.

5. Strengthen takeout and delivery

Under the epidemic, it is difficult to dine in, so the advantages of takeout are reflected. There are even many catering brands specializing in takeout.

Takeaway does not occupy seats and eliminates service, which is additional income for restaurants. There must be incentives to strengthen takeout, such as complimentary drinks or desserts, and waiting for immediate delivery;

Therefore, it is necessary to create a separate takeout menu with simplified types, and the lunch boxes and bags must be designed with elegant style and materials. Let customers be happy to carry it in their hands and provide free publicity for the restaurant.

In this regard, China’s catering industry has done a lot, but few have done it well. Because this is a craft, it needs to be handled by a specialized planning and design agency.

Food delivery has an astonishing effect of increasing sales by 30% in Japan. In Baodao, only bento shops are enthusiastic about promoting it. In mainland China, due to its large population base, there are many customers who want to be lazy and people who want to be diligent. Therefore, Takeout is developing relatively quickly.

Just like takeout, the menu for takeout must also be streamlined, limit distance, and limit time--without affecting the normal operation of the kitchen and service staff, the best time is about half an hour before noon. Another point that China's catering industry has currently ignored is the private sector, especially the large-scale private sector.

Due to the rapid development of food delivery platforms, many catering operators have "sold themselves" to food delivery platforms and waited to be cut and blood drawn every day. There is no less cooking in the restaurant and no less money on the platform. How to break it? Catering practitioners should learn from to B companies. How do they run their business? Run from family to family, there is no other shortcut. Why don't you try it? This can be arranged so that operators or senior employees visit nearby larger companies and institutions to secure large orders for meetings and meals.

6. Use value-added instead of discounts

The method of selling entire meal coupons can be seen everywhere now. You can collect cash in advance and retain regular customers, killing two birds with one stone. Discounting at the same price is its charm, but why not think the other way around - instead of discounting, give away products of equal value.

For example, for pasta with an original price of 200 yuan, only 160 yuan is charged for purchasing a meal coupon; if the original price is maintained and a salad worth 40 yuan is given as a gift, the customer feels that the benefits are the same. However, the store not only receives the amount higher, and the cost of the salad is much lower than 40 yuan.

In areas where competition is fierce, price cuts and discounts are common. Profits are already limited, so it is almost unprofitable, and the outcome of fighting each other is bound to be a lose-lose situation. China's catering industry should strive to improve quality, so that customers would rather choose the one with good value for money and "willing to be a little more expensive", and avoid the reputation of "cheap but not good".

Summary

Under the epidemic, everyone’s basic skills are tested. No matter which industry, you can’t do it for a long time by playing tricks. If you don’t have solid basic skills, you will be eliminated.

When you get through 2022 and welcome the spring of 2023, you will understand what "winners take all" means! During this period, please develop these 6 basic skills!