Great article! How the hotel builds its own restaurant brand
01
Intrinsic value of product price source
Price is the primary issue that customers consider, but value is the fundamental reason why customers will consider this product.
For example, a customer wants to eat hot pot today, because friends want to get together, so fast food, takeaway, etc. are excluded. The choice of hot pot makes its value partly due to its products, and partly not only from the products.
Of course, the beautiful appearance of the hot pot restaurant, the taste of the bottom of the pot, the atmosphere suitable for parties, and the reasonable price are undoubtedly the conditions that consumers are more willing to buy, and these characteristic factors of the product are directly determined by the design, production technology, quality management and service of the product. To achieve, even so, these still reflect the value of the product.
For customers, everyone hopes that the products they choose are of good quality and low price, that is, of high value; the purpose of product and value analysis is for merchants to create “cheap and good products.”
02
Services are independent of products
In terms of service, does the service value need to be attached to the product itself? the answer is negative. What attracts us more about Haidilao is its unique service.
For customers, service visibility, easy access, response speed, reliability, functionality, and effectiveness are the main value measurement points; for managers, profitability, feasibility, production efficiency, brand reputation, customer satisfaction, Loyalty is the main value measurement point of service. The connection between the two lies in the fact that quite a few of the value points valued by managers need to be realized by creating service value recognized by customers, the most typical being customer satisfaction.
03
The competition of catering is the competition of supply chain
In terms of raw materials, raw materials are the basic components of products, and there are many varieties and specifications, which require us to carry out division accounting and scientific management. In terms of marketing, appropriate measures should be taken according to the characteristics of various products. For example, marine products and other natural white products should be sold directly. The distribution route should be as short as possible, and the cost should be as low as possible. Strengthen the storage of products and reduce the distribution process.
Having your own supply chain can certainly greatly reduce costs . Good ingredients can add to the icing on the cake of your products, making them stand out and creating more value.
04
How to reflect the brand value
In terms of brand, brand value is reflected in: brand reputation, brand culture, brand concept, brand quality, and brand service! When these are done well, the brand value will naturally be reflected. For example, the global brand reputation of McDonald’s, the ingenious brand culture of Xibei, the brand quality of Juewei duck neck that guarantees that the duck neck does not change color, and the unique brand service of Haidilao…
In addition, in the process of continuous competition with competitors, the sense of value of restaurants will also change accordingly. This change may be an upward trend, or it may be continuously reduced.
The sense of value of a catering brand will be affected by the competitive environment. Because in the process of competition in the catering market, there is often more than one competitor of a catering brand, but to compete with multiple brands; in addition, consumers’ awareness of brands and differences caused by different attributes of consumers will affect Changes in the sense of value of catering brands have an impact.
05
The name of the restaurant determines half of your success
1. Maverick name
A restaurant name without personality will cause you to be overwhelmed quickly, such as Victory Restaurant, Welcome Hotel, and Haozai Restaurant. Take a look at Sichuan, the eternal battlefield in the catering industry, the name of each restaurant has reached the point where the words are not surprising. The Internet restaurants that have popped up recently all take advantage of their names.
After the store name is determined, not only the style of the restaurant must be consistent with it, but also the brand must be continuously strengthened in every detail of the restaurant. (It is recommended to find a professional brand design company like Dongte) It is called “Shi Eryue”, but it is decorated in a magnificent style when entering, which is embarrassing.
06
Correspondence between consumers
The store name has two functions
Tell me what kind of food I am. For example, Yu squid world, Yi Shaomai, the common format is: founder + main dish, origin + main dish, characteristics + main dish, which is also a relatively common format on the market.
Explain clearly what I am. For example, Ms. Zhao is not waiting for a seat. I am very glad to meet you. The Paris red, blue and white series, this kind of restaurant implies a message, that is, my environment is a fortress. You must know that eating environment is also an important added value. So if you open under the office building and plan to sell lunch, then call it Centennial Sauce Huji, Cosmos Invincible Braised Chicken, Tieling Super Dumplings and the like.
If you plan to open in a commercial street or a luxury residential area, then name it: Osiwei, Mountain and River View, Leaning Tower of Pisa, etc.
Of course, these are not absolute. The catering industry is multi-level and chaotic. The above is only for reference.
07
Do not learn from Haidilao, KFC and McDonald’s in managing waiters
Haidilao relies on the high investment in logistics management to succeed. For example, for those shop assistants who have just entered the city, Haidilao is meticulous enough to teach them how to take the bus and subway, how to shop, and how to protect themselves. And teach good living habits.
But we know that the personnel turnover rate in the catering industry is very high. It is good to have a template for training basic employees, but for high-end talents, the company feels particularly at a loss if they run away as soon as they are taught. Even Haidilao has seen the store manager change jobs, and immediately went across the road to open a hot pot restaurant.
I think we can refer to the employee models of McDonald’s and KFC. They have invested a lot in equipment, and every equipment and production process has been super standardized, greatly reducing their dependence on people. After all, equipment will not change jobs. The more advanced the equipment, the more parts that can replace labor, and the easier it is to implement standardized management.
For people, it starts with the basic quality requirements, such as high school diploma or above, local household registration, etc., and then when you start to work, because each position has a very detailed operation manual, which is relatively simple, you can learn it quickly. You can’t keep this kind of waiter. They are basically hourly workers, but fortunately, they have a high basic quality.
On the other hand, the extensive management of Chinese food is also determined by the characteristics of its own catering. For example, Western food pays attention to quantification and scientific use of equipment. When making food, it will be accurate to a few minutes of baking and how many grams of salt to put in; Chinese food pays attention to the feeling, often with a little sugar , burn the oil to 80% heat, and simmer for a while.
But it’s not that Chinese food cannot be quantified. Many chain Chinese restaurants have already done it, such as real kung fu. This is partly due to the incompatibility with my major, so I only share the small experience of chatting with many people, without going into too much detail.
08
Even new products from century-old stores are the most attractive
The promotional offers are not the most attractive, but the update of the dishes is the biggest reason to enter the store. The signature dishes are always there. Once you eat it, it is like unlocking an achievement, and the task is completed.
But new dishes are hooks, which will lure customers into the store to try them again and again. New dishes are not a large and complete classic dish. New dishes are often dishes that attract some people’s attention or cater to trends.
Longjing stir-fried shrimp in spring, fresh air transported from overseas, limited special mushrooms, special dishes of new chefs, topical dishes following Internet hotspots, Valentine’s set menus for Valentine’s Day, and celebrity-endorsed exclusives.
This kind of dish is not a dish, but an advertisement for eating.
09
Appetite pictures are important
When I first joined Dongte Creative, I saw a post-production colleague editing a picture, and there was a mosaic on the screen. I thought to myself what the hell it was. Later, when he shrunk the picture, I saw it was a grain of rice, and he was working on it. Put a highlight on this grain of rice, and then zoom out, and you can see clearly that it is a whole plate of rice! It turns out that those advertisements full of appetite are made by such a grain of rice, can it not be attractive!
So you think McDonald’s and KFC’s outdoor ads are always appetizing
And the food on the leaflets of roadside shops is always gray, and I don’t want to eat it after seeing it.
You should know that most of the restaurant information that customers get before entering the store is a picture. Whether the appetite of the map is enough determines the probability of entering the store for consumption.
10
Text with appetite is the bottom line of publicity
Now a restaurant has a WeChat ID, and I have to update a few articles every day, but to be honest, there are too few and too few articles written with appetite. It’s not nice to scold a few words. I’m an ordinary customer. When I click into your WeChat account, what I want to see are: descriptions of dishes with all colors and flavors, pictures of beautiful feasts, close-ups of awesome environments, and not-so-esoteric ingredients The story behind it, as well as event promotion information.
I don’t want to hear that Wang Baoqiang was cheated by his wife and wore a green hat for many years, and I don’t want to know what happened to your Song Zhongji, how you feel after watching Ode to Joy, and you are also very angry when something happened to Baidu. It’s all about your restaurant business. what!
Look, like this, even if you are chasing hot spots, you can’t post ingredients, so you can post discounts, and if you can’t reach them, don’t follow them. For example, the May 4th Youth Day and Mother’s Day have different ways of playing.
For example, if you are a stewed chicken and rice, there are not so many tricks, and you have to write every day. Then I suggest that you can start writing from chicken, from the breed of chicken to the way of raising chicken, from the different cooking methods to the difference in nutritional value, you can also collect the table stories that happened when eating yellow stewed chicken and rice on the whole network, write all Can’t finish writing?
11
Usage of boss image or chef advertisement
If you want to use the boss or chef to advertise, it is basically to B not to C
Some catering companies can’t afford celebrities, so they use bosses or chefs as endorsements. Is it okay? , who is not happy.
But consumers really don’t care how big your boss’s avatar is, or whether your cook is from a restaurant family, unless Fan Bingbing or Andy Lau jumps out and points at your cook and says his dishes are super delicious, then that will work.
Many bosses like to post a group photo of many celebrities in the store. The subtext is: You see so many celebrities have come to eat, which means that the dishes made by my family are amazing. But I’m sorry, the photos are too amateurish, I don’t even use Meitu Xiuxiu!
If you want to be clear, everything you post in the store should have a sense of design and will not damage the overall style of the restaurant.
12
High-end dining is a crude false proposition
There are only specialty restaurants, and no so-called high-end restaurants. In the eyes of Chinese people, eating is not enough to satisfy one’s hunger, but an act of pleasure in life, so people can go beyond their own economic conditions to eat, but they will choose according to their taste preferences.
13
Deliciousness is the basic premise of survival
When many restaurants closed down, the service was good, the environment was good, the food was not expensive, and the location was not bad. In the final analysis, there is only one reason: it is not delicious.
If good food can mask poor service and a messy environment, then bad food can ruin everything. Therefore, please focus on the research and development of dishes.
14
Maintain your web portal
Putting more effort into running your own Dianping page is much more important than WeChat. After all, when a diner wants to choose a restaurant, he does not use WeChat, but reads Dianping and Meituan.
15
Don’t do what other people do
Chaoshan Beef Hot Pot, opened hundreds of stores in Shanghai as soon as it opened. It is not a high-frequency fast food, but a special restaurant. The result is not to hold a group to keep warm, but to die more than half.
Therefore, when doing catering, you should always check what the trend is, have a clear understanding of the trends of the entire industry, and don’t blindly follow the trend.
16
Single consumption is the new trend
I have seen many times in Little Sheep that a middle-aged man who is as lonely as snow orders a lamb scorpion pot and two bottles of beer. , Catering companies are all pursuing “dinner gatherings”. After all, the consumption is large, but looking at the current status of Japanese catering, single-person ramen, single-person hot pot, and single-person barbecue are also becoming trends in Chinese catering.
Let’s get serious, everyone wants some personal space. To put it bluntly, when you want to eat, you should focus on the food, and don’t want to toast and add vegetables.
17
Advertising is very important
Catering advertising marketing often sees that when many restaurants do marketing, 90% of them use price cuts to attract customers. In fact, sometimes, a creative marketing plan may bring a lot of traffic, and an interesting slogan may bring Save a restaurant.
So how to write catering advertisement copy, can it be written just right? The editor will teach you a few tricks:
1. Imitation: Refining excellent slogans from other industries
The fastest way to learn is to imitate, and learning also begins with imitation. Finding a good template and modifying it according to the characteristics of your own restaurant is also a good way to write slogans. This method is especially suitable for novices.
2. Targeted
Only write advertisements for target customers. For example, for halal food, the slogan can be written like this: [Muslim House, “Qing” comes from the grassland]
The object is directly targeted at people with relevant beliefs, and a kind of “my store” is created to serve you
3. Interrogative form
This is a simple method of refining and improving the wording and making sentences. It only needs to add indicator words or adjectives before the product or service name and industry name, and then add interrogative sentences. Such as: Is this a shop that only sells chicken soup?
Attract attention through questions, and the sales characteristics of the store are reflected in the question sentences. Those who see the advertisement and want to drink chicken soup will naturally enter the store for consumption.
4. Use the voice of the customer directly
What are the concerns of customers when they enter the store, and what do they expect from the service? Write down their expectations and voices, and directly use them as an advantage of the restaurant, and then publicize them.
Such as: [I have no patience to wait for the food for half a day? All dishes that have not been served for more than 29 minutes are all free]
[There is no minimum consumption in this store, you can eat whatever you want]
These two slogans are typical slogans made in response to the resistance of customers who wait too long to eat or limit consumption.
5. Add digital restrictions to create a sense of scarce value
People have no resistance to rare items. Make it a point to advertise the scarcity of your product so customers will flock to it.
Such as: during the period【Special offer until the 30th of this month!】
Number【Only 13 left!】
Number of people [up to the first 10 people!]
Create a sense of urgency and scarcity for promotional activities by limiting the period, number of people, and number of products, thereby increasing customer motivation.
6. Find another way to find the added value of restaurants
At present, almost all restaurants rely on products to attract, provide differentiated products, use food, taste, and “product experience” to create differentiation and attract customers. The psychology of customers is: in which restaurant, what kind of experience can I get?
Such as: 【Enjoy the night view for free, in this building, only in our store can you enjoy the most beautiful night view!】
This is the slogan of a restaurant in a shopping mall. Under the fierce catering competition, it is the only one that can provide customers with an imagination of “looking at the beautiful night scene while dining in that restaurant”.
This restaurant has grasped the point of bringing customers a different experience. With just one change, the rate of entering the store has increased by 40%, the monthly turnover has increased by 520,000, and the annual turnover can increase by 6.24 million. The cost is only 100 yuan for the instruction poster.
7. Provocative catering marketing copywriting
When a customer sits in a restaurant and consumes, if there is a touching story behind the restaurant, then this restaurant can touch the hearts of customers whether it is people, love, or food, especially those who feel that they are humane. Especially customers who like petty bourgeois life.
8. How to carry out marketing that keeps pace with the times?
Taiwan’s catering industry makes good use of FaceBook and Line for marketing activities; video for online promotion, using images to tell stories; of course, mainland China’s social media marketing is also very good;
However, the success of a brand comes from the brand story and culture; marketing from “telling a good story” is the key to success.
Shanghai Paulaner, the favorite restaurant for foreigners in Shanghai. Only sell culture and tell stories. The daily turnover of a single store is 300,000-400,000, which has been the same for 20 years.
Why is Paulaner successful? Paulaner sells an irreplaceable situation, a philosophy of selling situations.
Paulaner’s fresh brewed beer, live bands, German cuisine, and German chefs are places that most people cannot see. Stories need to be created by people, which is precisely the key to Paulaner’s inability to be copied.
Five-sense marketing: Strike emotions, tell stories, and future marketing will have to do this. Marketing techniques that can satisfy the five senses of smell, sight, taste, hearing and touch. Experiential marketing is now the most popular model among consumers.