Analyzing the operation of the restaurant is like a funnel, asking questions layer by layer for screening and analysis, and finally finding a solution. The competitive pressure in the catering industry is approaching. Turnover and store popularity are poor, which shows that there are problems in restaurant operation, but some catering owners often only know that business is poor, but they don't know where the specific problems are.
During the National Day, online diagnosis of Zhonghao creative consultation was opened in a limited time, and we also learned a lot of troubles from the restaurant owner. Among many problems, we find that some catering bosses' problems are repetitive, mostly around marketing, drainage, repurchase, customer unit price and so on. Therefore, we have selected five representative questions to discuss with you how to prescribe the right medicine.
Question 1
In the decoration of my cake shop, the opening is just around the corner. I really want to hear the detailed answers to the three questions in the above picture. The detailed explanation of the opening marketing is the same.
Compared with other marketing activities, opening activities are the most complicated and involve the most things. I have studied opening marketing activities, setting up holiday marketing activities, anniversary marketing and new product marketing.
First of all, it should be clear that the purpose of open marketing is to increase popularity, gather popularity and strengthen community relations.
Some catering bosses think that opening marketing is an activity to open up popularity, but in fact, opening marketing is a circular process of implementation, collection, feedback, adjustment, re-implementation and re-adjustment, and the subsequent influence is also very important.
Before opening, it is particularly important for businesses to do a good job in business circle background investigation, competitor survey, target consumer survey and media advertising.
It is often said in the circle that "the core consumer groups are within 1.5km". Investigating the age, occupation and other related information of the core population in this range is helpful to better plan marketing activities.
For example, there is a dessert shop. Before opening, I found that there was a school nearby, so I customized some toys to give to the teachers and children of the school. If children like it, they will naturally take it home for their parents to see, so as to achieve the purpose of publicity.
Secondly, before the restaurant opens, offline people also need to visit, and online media also need to do desk research, including the analysis of rival marketing activities.
Opening marketing involves a lot of content, which requires careful planning by catering bosses, and it is not easy to complete. If you want to know more, you can reply to "store marketing" to get the answer to the voice course.
Question 2
How to drain the single product store
Restaurant management should grasp two cores-Racine and Re-purchase. During the activity, a boss asked how to drain the single store. With this question, we can discuss the innovation of single store.
The drainage of a single store, its single product itself is both advantages and disadvantages. Being a single product store should redefine the single product itself, give full play to the creativity of the single product itself, and get exposure.
However, we can see that when the market has begun to produce aesthetic fatigue for the same single product, even if the store explosion can be drained, the single product store is a single product, and where can it be drained?
After that, I will pick up the stick, which is probably the combination innovation of single products.
Question 3
The activities of the restaurant promoted the growth of some members, but the profit was not long. Some members only come once or twice. How to improve the loyalty of members?
Generally, there are three kinds of members: disloyalty, low loyalty and high loyalty. We do membership marketing mainly to cultivate customer loyalty and turn low-value customers into high-value customers. Membership marketing is not only to become a member, but to manage members at different levels. According to different membership levels, the benefits are different. Here, it can be graded according to membership loyalty, consumption times and so on.
For disloyal customers, it is the stage when we need to cultivate their loyalty through brands. At this time, users need to know more about the brand and attract them into the store experience.
For customers who want to focus on cultivating loyalty, the focus of this stage is the maintenance of relationships. For example, interact more, solve complaints in time and maintain good communication.
For example, the parent-child experience camp of Xibei members is a bridge to maintain the previous relationship with members.
Question 4
The operating cost of restaurants has increased, and if you want to raise prices but are afraid of losing customers, how should you increase the unit price of customers?
There are certain skills to raise the price of restaurants, such as increasing the discount while using new products to raise the price, and gradually improving the customer's acceptance of the price increase.
But the most important thing is to enhance the added value of products. For example, improving the dining environment, optimizing the packaging design and upgrading the service experience. Through such added value, we can upgrade our products, expand the differentiated advantages, enhance the consumer experience and make up for customers' dissatisfaction with the price increase.
Question 5
The hot pot restaurant, which has been operating for more than a year, has opened a shopping mall of10.5 million square meters and 900 meters in the business circle. The business has fallen sharply and the number of customers has been seriously lost. How to promote marketing at this time?
To promote marketing, first ask yourself two questions:
"Who is my marketing for?"
"How to make guests remember me?"
Many restaurants will face this embarrassing problem: when business is bad, they want to do marketing, but they don't know who to do it for, have no customer contact information, don't know who the frequent customers are, and don't know who the lost customers are.
Restaurant owners must first know where the lost customer base may go. Whether there are specific competitors, so as to make targeted adjustments. In addition, the above-mentioned membership marketing is well done, which actually helps to find lost customers.
Secondly, there is a new shopping mall nearby, and customers will definitely try it. That is to say, the attraction of the original restaurant will be greatly reduced unless you can make customers remember you.
Therefore, the promotion and marketing at this time should grasp the differentiation of the restaurant itself, either "new" to others or "excellent" to others, with the focus on good reputation.
If you want to open the market around the restaurant and let people around you remember your store, then your store must have a unique and impressive feature.
Restaurant products also need to be constantly updated to grasp customers' expectations and let customers feel the vitality of the restaurant.