In catering, many entrepreneurs have the same question: Do you want to focus on cooking a dish? This question is very meaningful. For example,

Banu focuses on hairy belly hot pot, and manager Tan focuses on chopped pepper fish head, and so on.

It seems that as long as the resources are concentrated on one dish, the performance can be improved. Do you want your brand to focus on one dish?

Epistemology determines methodology, and we must first know the advantages and disadvantages of this methodology. Know how to use this method. Under what conditions is this method suitable, you have decision criteria. Otherwise, it is easy to be cannon fodder. You should know whether your business should focus on one dish.

The first thing to know is,

1. What's the use of focusing on one dish?

From the perspective of consumer cognition,

In a vast market, product focus can make consumers more aware of the value behind your brand. When it comes to your brand, you can immediately tell what your specialty is and what its unique value is. Thereby reducing the decision-making cost of consumers.

From a psychological point of view,

In an era of information explosion, product focus can make your brand form a clearer memory point in the hearts of consumers. Compared with other homogeneous competitors, when consumers have related needs, the first thing that comes to mind is your brand. In other words, in terms of customer acquisition, competitors have priority over the same period last year. It can greatly improve the customer acquisition rate.

From the perspective of internal operation and external communication, the limited resources of enterprises can be more concentrated, thus forming a joint force.

In short, the essence of product focus is that brand is the next hook in consumers' minds. Or I will think of you first when you have related needs.

Its underlying logic is the process from extensive to refined value cognition of brand external expression.

The solution is to start from the consumer's cognitive side and find this hook first. Then force the enterprise to take this hook as the origin and reconstruct the value. 2. What are the risks and disadvantages of focusing on one dish?

First, focused products should have sufficient public cognitive foundation, roots, matrices and natural sense of value. It should be a good seed in itself.

This investment in packaging, promotion, marketing and other resources can get twice the result with half the effort. In order to support the single store profit model.

Everyone can understand product focus as cybersquatting, but the trademark is cybersquatting in the Trademark Office, grabbing one less, and the product focus is cybersquatting in the minds of consumers, grabbing one less. . Essentially, it is a game theory. In the extensive market format, whoever focuses first has an advantage, because the mind is preconceived.

Second, you can do it and sell it. You need to rely on a lot of advertisements to rape consumers' minds. If the input of resources does not reach the critical value, the pot of water will not boil.

Third, focusing on one dish is just a brand methodology. Can't cure all diseases.

Some categories are still in the primary and extensive market stage, and there are a lot of better market opportunities. Sometimes, excessive segmentation and focusing on one dish may narrow your market.

Because after focusing. Consumers will think of you when they think of this dish, and they will not choose if they don't want to eat it.

After you and your brand focus on a dish, the impression in the minds of consumers will solidify.

Fourth, if the street has been widely divided into various single-product stores, then you are still over-subdivided on this single product. Only by drilling into the alley can the big trucks run on the avenue.

For example, fish with Chinese sauerkraut-fish with Chinese sauerkraut in golden soup-perch with Chinese sauerkraut in golden soup-perch with Chinese sauerkraut in small pot-and so on. Grinding this hook so small can also pull a few customers.

I often laugh at this phenomenon, saying that after so many years of tossing, I finally pushed myself to a dead end, because there is a three-kilometer law in catering. The demand base and purchasing power of three kilometers around determine your single-store profit model.

To sum up simply, methodology is dead and people are alive. Only by truly understanding the shortcomings of a set of methods can we master this set of methods. Secondly, the key is to find whoever you want. If you misjudge the market opportunity and market competition pattern, no matter how good the method is, it will be useless.

3. Does it mean that products can grow as long as they pay attention to performance?

The answer is definitely not.

Put forward a plan, not because it makes sense, but because you see the future and want to understand what will happen after implementation. What will happen in the first step and the second step, and comprehensively analyze the advantages and disadvantages.

All schemes that have not been implemented and verified are based on the prediction and deduction of future scenarios after implementation. Product focus is a means to attract customers. The function of the hook is only to improve the customer acquisition rate. Solve the problem that consumers have a clear understanding of your value.

The simple explanation is that whether you focus on fish head or fried meat with Chili peppers, your products can make consumers feel more value for money than other competitors. If the product you focus on is not as good as the one next door. That's the attic in the sky. Therefore, behind the product focus is overwhelming resource investment. It's better to break a finger than to hurt one. From tableware, copywriting, posters, menus, advertisements, stories, ingredients, cooking methods, etc. All resources must be blessed.

Because this product undertakes strategic tasks and needs faith.

Thirdly, the competition of all enterprises is not the competition of a single value point. We don't rely on this dish, but the whole value chain. Whether you can retain customers depends on your products, environment, service, operation and marketing. This is related to your resource allocation weight.

4. How to focus on a dish?

Mentally, we must do mental research, because behind the product focus, a lot of resources are involved, and not any expert can make a decision.

Judging from the market competition pattern, it is not completely occupied by competitors. This is an analysis and judgment of the competition pattern.

Look for it from sales data. Should be in line with the enterprise's own resources and genes.

For example, we have a customer who cooks Quzhou cuisine in Ningbo. Call 39,

There are more than 300 kinds of Quzhou dishes in Ningbo, almost all of which are called Quzhou Local Restaurant, and everyone is the owner of imitation goods, and the business is not bad.

The best seed among the three heads and one claw is the fish head.

Moreover, the cognition of this big single product is not completely occupied by competitors.

At the same time, it is also a dish with the best sales data in brand stores. So next, change the category to Quzhou big fish head, and the advertising word is changed to "Eat Quzhou big fish head". You can go to No.39, sell it in a bright file and cook it in a small pot. All the copywriting, stacking, ingredients, menus, tableware, presentation methods and a whole set of POPs in the store are played on the fish head. Through the first line, the performance is nearly doubled after focusing. Gross profit also increased by five points.

5. Should all catering brands focus on one dish? . The answer is definitely not.

Brand value is divided into functional value, emotional value and social value.

This product focuses on cutting cakes in the stock market from the functional value level. Only suitable for those large categories with long product lines. And it is in a relatively extensive competition pattern. They have no competitive advantage.

If your brand has reached a stage.

For example, Haidilao, what he has to do is to widen the gap between competitors, highlight social attributes and provide social value.

Instead of focusing on product differentiation. So his slogan is, hey, Haidilao, don't resort to the product level, a good hot pot can speak for itself.

Secondly, if you belong to the category of low demand. You still have to subdivide, concentrate and cut cakes in niche markets, which is a dead end for yourself.

In this case, the correct way is to reactivate this category through innovation and expand the demand base of large categories.

The first reason to promote economic development is innovation, because you can't add up many carriages to get a railway.

To sum up, product focus is a hook to acquire customers from the cognitive level of consumers. From the perspective of enterprise management, it is the focus of resources.

6. Besides focusing on a dish, what other methodologies can improve performance growth?

A cross-strategic model table summarized on the basis of years of practice. But this model can explain all the cases in the catering industry.