Long good article! How a hotel can build its own restaurant brand
01
product price source intrinsic value
Price is the number one consideration for customers, but value is the fundamental reason customers will consider this product.
For example, a guest wants to eat hot pot today, because friends are going to have a party together, so excluding fast food, takeaway, etc., the choice of hot pot makes part of its value lie in its product, and part not only from the product.
Of course, the beautiful appearance of the hot pot restaurant, the taste of the bottom of the pot, the atmosphere suitable for gatherings, 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 product design, production technology, quality management and service. 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, high value; the purpose of product and value analysis is that merchants create “cheap and good products”.
02
Service is independent of product
In terms of service, does 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, speed of response, reliability, function, and effectiveness are the main value measurement points; while 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 a considerable part of the many value points valued by managers can only be realized by creating service value recognized by customers, the most typical of which is 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 divide accounting and scientific management. In terms of marketing, appropriate measures should be taken according to the characteristics of various products. For example, direct sales should be adopted for natural white products such as marine products. The distribution route should be as short as possible, and the cost should be as low as possible. Strengthen the custody of products and reduce distribution links.
Having your own supply chain can certainly greatly reduce costs . Good ingredients can add icing on the cake to your products, make them stand out, and create more value.
04
How to reflect the brand value
In terms of brand, brand value is reflected in several aspects: brand reputation, brand culture, brand concept, brand quality and brand service! These are done, the brand value will naturally be reflected. For example, McDonald’s global brand reputation, Xibei’s ingenious brand culture, Juewei Duck Neck guarantees the brand quality of the duck neck without discoloration, and Haidilao’s characteristic brand service…
In addition, in the process of constant competition with competitors, the sense of value of restaurants will also change. This change may be an upward trend or a continuous decrease.
The sense of catering brand value will be affected by the competitive environment. Because in the process of competition in catering shopping malls, catering brands often have more than one opponent, but have to compete with multiple brands; in addition, consumers’ perception of brands and differences caused by different attributes of consumers will affect the Changes in the sense of catering brand value have an impact.
05
The name of the restaurant is half your success
1. A maverick name
A nameless restaurant name can cause you to be overwhelmed quickly, such as Victory Restaurant, Welcome Hotel, Good Come Hotel. Take a look at Sichuan, the eternal battlefield in the catering industry. The name of each store has reached the point where it is not surprising. The Internet catering that has been killed recently is all the name that takes a big advantage.
After the name of the store is determined, not only the style of the restaurant should be consistent with it, but also the brand should be constantly strengthened in every detail of the restaurant. (It is recommended to find a professional brand design company similar to Dongte.) It is obviously called “Food in February”, but it is a magnificent decoration style, which is embarrassing.
06
Correspondence among consumers
The store name has two functions
Tell me what kind of food I am. For example, Yushutianxia and Yishuomai, the common format is: founder + main dish, birthplace + main dish, characteristic + main dish, which is also a relatively common format on the market.
Explain clearly what I am. For example, Miss Zhao doesn’t wait for a table. It’s a pleasure to meet you. The Paris red, blue and white series, this kind of restaurant implies a message that it is my environment fortress. You must know that eating environment is also a very important added value. So if you drive below the office building and plan to sell lunch, it’s called a century-old sauce Huji, the universe is invincible yellow braised chicken, Tieling super-stuffed dumplings and so on.
If you plan to open it in a commercial street or a luxury residential area, it’s called: Oasis, 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
Management waiters do not learn Haidilao, KFC and McDonald’s
Haidilao relies on high investment in logistics management to succeed. For example, for those shop assistants who have just entered the city, Haidilao is meticulous in teaching them how to take the bus and subway, how to buy things and how to protect their own safety. And teach good habits.
However, we know that the turnover rate of personnel in the catering industry is very high. It is good to have a template for training basic employees, but for high-end talents, if they run one after teaching one, the company will feel particularly disadvantaged. Even in Haidilao, the manager has switched jobs, and immediately went to the opposite side of the road to open a hot pot restaurant.
I think we can refer to the employee model of McDonald’s and KFC. They have invested a lot in equipment, and every equipment and production process have been super-standardized, greatly reducing their dependence on people. After all, the equipment will not change jobs. The more advanced the equipment is, the more parts it replaces labor, and the easier it is to implement standardized management.
For people, it starts with basic quality requirements, such as a high school diploma or above, local household registration, etc., and then when you start a job, because each work station has a very detailed operation manual, which is relatively simple and can be learned after one learn. You can’t keep this kind of waiter, it’s basically an hourly worker, but fortunately, the basic quality is high.
On the other hand, the extensive management of Chinese food is also determined by the characteristics of its own food. For example, Western food pays attention to quantification and the scientific use of equipment. When cooking food, it will be accurate to bake for a few minutes and how many grams of salt to put; Chinese food pays attention to feeling, often a little sugar. , the oil is 80% hot, and simmer for a while.
But it’s not that Chinese food can’t be quantified. Many chain Chinese restaurants have already done it, such as real kung fu. Since this part is not in line with my major, I only share the small experience of talking with many people, and do not go into too much detail.
08
Even the new products of the century-old store are the most attractive
Promotional offers are not the most attractive, and the update of dishes is the biggest reason for entering the store. The signature dishes are always there, and once people have eaten it, it is like an achievement unlocked, and the task is completed.
However, new dishes are hooks, which will tempt customers to come into the store repeatedly to try new dishes. New dishes are not a big and comprehensive classic dish. New dishes often attract the attention of some people or cater to trends.
Spring’s Longjing Fried Shrimp, fresh products from overseas, special limited mushrooms, new chef’s specialty dishes, hot topics dishes on the Internet, Valentine’s Day’s Valentine’s set meal, exclusive celebrity endorsements.
This kind of dish is not a dish, but an advertisement that can be eaten.
09
Appetite pictures are important
When I first entered Dongte Creative, I saw a colleague who was doing post-production retouching a picture, and there was a mosaic on the screen. I thought to myself, what is this? Later, he shrunk the picture and I saw it was a grain of rice. Highlight this grain of rice, shrink it again, and see it clearly, it is a whole plate of rice! It turns out that those appetizing advertisements are all made from such a grain of rice, can it not be attractive!
So you think the outdoor advertising of McDonald’s KFC is always full of appetite
And the food on the flyers of the roadside shops is always gray, and you don’t want to eat it when you see it.
You know, most of the restaurant information that customers get before entering the store is the picture. Whether the appetite of the picture is enough determines the probability of entering the store for consumption.
10
Appetizing text is the bottom line of propaganda
Now a restaurant has a WeChat account, and I have to update a few articles every day, but to be honest, there are too few and too few. I’m an ordinary customer. I click into your WeChat account. What I want to see is: a description of the dishes with all the colors and flavors, beautiful pictures of the feast, great close-ups of the environment, and less esoteric ingredients The story behind it, as well as event discount information.
I don’t want to hear that Wang Baoqiang was tricked by his wife into wearing a green hat for many years, and I don’t want to know what happened to Song Zhongji in your family. How do you feel after watching Ode to Joy? You are also very angry when something goes wrong with Baidu. It’s all your business. what!
Look, like this, even if you are chasing hot spots, if you can’t post ingredients, you will post discounts. For example, May 4th Youth Day and Mother’s Day have different ways of playing.
For example, you are a braised chicken with rice, you don’t have so many tricks, and you have to write every day. Then I suggest that you can start with chicken, from the variety of chicken to the way of raising chicken, from the way of cooking to different nutritional values, you can also collect table stories about eating yellow stewed chicken rice from the whole network, and write them all. Not well written?
11
The usage of boss image or chef advertisement
If you want to advertise as a boss or chef it’s basically to B not to c
Some catering companies can’t afford celebrities, so they use the boss or the chef as an endorsement. I think it’s okay, whether it’s effective or not, I can only say that it’s effective internally, so that the chef feels very face, in addition to getting salary, but also showing his face , who is not happy.
But consumers really don’t care how big your boss’s profile picture is, or whether your cook is from a family of restaurants, unless Fan Bingbing or Andy Lau jumped out and pointed at your cook and said that the dishes he cooked were super delicious, and that would work.
Many bosses like to post group photos of many celebrities in the store. The subtext is: You see that so many celebrities have come to eat, which shows that the dishes my family cooks are awesome. But I’m sorry, the photos are too amateur, not even Meitu Xiuxiu!
Think clearly that everything you put in the store should have a sense of design that doesn’t spoil the overall look of the restaurant.
12
High-end dining is a crude false proposition
There are only specialty catering, and there is no so-called high-end catering. In the eyes of the Chinese, eating is not a hunger, but a hedonic behavior in life. Therefore, people can eat beyond their own economic conditions, but they will choose according to their taste preferences.
13
Delicious food 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 bad service, dirty environment, then bad food will 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 chooses a restaurant, it is not WeChat, but Dianping and Meituan.
15
Don’t do what others do you do
Chaoshan Beef Hotpot has hundreds of restaurants as soon as it opens in Shanghai. It is not a high-frequency fast food, but a special restaurant. The price per customer is more than 100. It is amazing to eat it once a week. The result is not to hold a group to keep warm, but to die more than half.
So when doing catering, you should always look at what the trend is, have a clear understanding of the trend 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, a middle-aged man who is as lonely as snow, ordering a sheep scorpion pot by himself, adding two bottles of beer, and eating with relish. I also saw a white-collar man playing on his mobile phone while eating at Lawson 7-11. , Catering companies are pursuing “dinners”, after all, the consumption is large, but looking at the current situation of Japanese catering, single-person ramen, single-person hot pot, single-person barbecue, these are also becoming the trend of Chinese catering.
Let’s talk in depth, everyone wants to have a little personal space. To put it simply, when you want to eat, you focus on the food, and you don’t want to toast and eat vegetables.
17
Advertising is important
Catering advertising and marketing often see that when many restaurants are doing marketing, 90% of them use price cuts to attract customers. In fact, sometimes, a creative marketing plan may bring a lot of traffic. An interesting advertising slogan may Rescue a restaurant.
So how to write catering advertising copy to write it just right? Xiaobian will teach you a few tricks:
1. Imitation: Refine excellent slogans from other industries
The fastest way to learn is to imitate, and learning starts from imitation. Finding a good template, modifying it according to the characteristics of your restaurant, is also a good way to write a slogan. This method is especially suitable for beginners.
2. Targeted
Only write slogans to target customers. For example, when making halal food, the slogan can be written like this: [Muslim home, “Qing” comes from the grassland]
The object is directly targeted at people with related beliefs, and a kind of my shop is designed for you
3. Question form
This is a simple way to refine and improve word-making and sentence-making. Just add a demonstrative or adjective before the name of the product or service, industry name, and then add a question. For example: Is this a shop that only sells chicken soup?
By asking questions, attracting attention, the sales characteristics of the store are reflected in the interrogative sentences. Those who see the advertisement and want to drink chicken soup will naturally enter the store to consume.
4. Use the voice of the customer directly
What are the concerns of customers entering the store for consumption, and what are the expected services in their hearts? Write down their expectations and their voices, directly use it as an advantage of the restaurant, and then publicize it.
For example: [Wait for a long time for the food to be impatient? All dishes that are not served for more than 29 minutes are free of charge]
【There is no minimum consumption in this shop, you can eat it if you want】
These two advertising slogans are typical advertising slogans made for customers who wait too long for food or limit consumption.
5. Add digital restrictions to create a sense of scarce value
People have no resistance to rare items. Hurry up and advertise the scarcity of your product so customers will flock to it.
Such as: period [special offer ends on the 30th of this month!]
Number [Only 13 left!]
Number of people [First to the top 10!]
By limiting the period, number of people, and the number of products, we can create a sense of urgency and scarcity for promotions, thereby increasing customer motivation.
6. Find a new way to find the added value of the restaurant
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. And the customer’s psychology is: in which restaurant, what kind of experience can I get?
Such as: [Enjoy the night view for free, in this building, only in this store can you enjoy the most beautiful night view! 】
This is the advertising slogan of a restaurant in a shopping center. Under the fierce competition for food and beverages, only it provides customers with an imagination of “looking at the beautiful night scene when eating in that restaurant”.
This restaurant has grasped this point of bringing customers a different experience. With just one change, the entry rate has increased by 40%, the monthly turnover has increased by 520,000, and the annual turnover can be increased by 6.24 million. The cost is only 100 yuan for the indicated poster.
7. Sultry catering marketing copy
When a customer sits and consumes in a restaurant, if there is a touching story behind the restaurant, then this restaurant can touch the hearts of customers whether it is people, emotions or food, especially those who feel that they are human Especially customers who like petty bourgeoisie life.
8. How to carry out marketing that keeps pace with the times?
The Taiwanese catering industry makes good use of FaceBook and Line for marketing activities; video is used for online publicity, and images are used to tell stories; of course, social media marketing in mainland China 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, and the business has been like this for 20 years.
Why is Paulaner successful? Paulaner is selling an irreplaceable situation, a philosophy of selling situations.
Paulaner’s fresh beer, live bands, German cuisine, and German chefs are places that most people can’t see. Stories need to be created by people, which is precisely the key to Paulaner’s inability to replicate.
Five-sense marketing: fighting emotions, telling stories, and future marketing must do this. A marketing method that can satisfy the five senses of smell, sight, taste, hearing and touch. Experiential marketing is now the most popular model among consumers.