This catering tip is worth millions
Methods for catering companies to establish who you are:
Can you clearly explain who you are in one sentence? Or use one Who do words represent? Customers pursue simplicity. Let’s see how well-known companies do it:
Coca-Cola - Coke category McDonald’s - American fast food
Wrigley’s - Chewing gum KFC - Fried chicken
Kodak-Film Lenovo-Computer
Bundy-Band-Aid Dell-Direct Selling Computer
Galanz-Microwave EMS-Express
Nike- Sneakers FedEx - Overnight delivery
Colgate-Mothproof Lengsuanling-Anti-allergic
Positioning Step 1: Find within the category
Category It is the foundation of the brand. If the category dies, the brand will die. For example, if the film category dies, the Kodak brand will die; if the traditional non-smartphone category dies, the Nokia brand will die. Therefore, when building a brand, you can first determine the category. Make subdivisions, subtractions, and differences within categories. For example, if you want to position the hot pot category:
By grade: high, medium, low-end, or luxury store, flavor shop, mass store, self-service store, etc.;
By function: Special hot pot, fast food hot pot, takeaway hot pot, small hot pot, nourishing hot pot, etc.;
According to source: Sichuan hot pot, Mongolian hot pot, palace hot pot, old hot pot, etc.
In addition, when determining which category to choose, it is very practical:
1. Look at the size of the market and the intensity of competition
A method suitable for catering start-ups, choose There are many opponents, but the opponents are weak. Don’t choose the quadrant with many and strong opponents, because more opponents means that the market has strong demand, while weak opponents means that there is no leader in the market and there is room for innovation and mental space.
For example, grilled fish used to be a late-night snack in food stalls and had many competitors. However, most of the competitors are self-employed and have no chain management ideas. Customer consumption demand has also escalated. In such a market, where there are many competitors, In the weak market, Tanyu and Jiangbianchengwai have seized the market opportunity of grilled fish.
2. Degree of standardization
Catering start-ups are suitable for products that are heavily seasoned and easy to assemble, such as KFC semi-finished products, sauce packets, and even aunties and waiters can operate them. This realizes the future. Kitchen, taste standards are unified.
3. Taste adaptability
Catering start-ups are suitable for choosing those with a wide range of taste adaptability. A wide taste adaptability means high consumption frequency, while a narrow taste adaptability means your customer acquisition cost. The higher the emotional value, the higher the premium space. What is of high emotional value? 1. Such as Japanese food, Korean food, Western food, etc. outside China; 2. Food from the sea such as arctic clams and salmon; 3. New category durian hot pot; 4. Fashionable and healthy.
Widely adaptable flavors and low emotional value are more suitable for catering start-ups. Generally speaking, competitors in this range are not strong and the investment is not too much. If you have the opportunity to create the first place in the category, just like Mao Zedong Just like fighting a war, first establish a regional base market.
Positioning step 2: Find it in the scene
The scene of the business banquet should be high-end and respectable, such as the Beijing banquet; the scene of the couple's gathering should be warm, romantic and petty bourgeoisie. Such as Sajiao and Wangpin; it is also a good choice for a family of three to go out and find a parent-child restaurant where the children can play comfortably and the parents can eat in a relaxed manner.
Positioning step 3: seize the first position
This first refers to the first category, but it can be used flexibly in space and time windows. For example, Banu seizes the positioning Maodu Productism Hot Pot, but it has not yet covered second- and third-tier cities;
Duansheli allows you to focus on your competitors
1. Determine how you are different from your competitors. You can choose 1-2 points from multiple dimensions to make the difference in catering.
For product differentiation, if you make hotpot with Banu, I will make fish-headed frog, and if you make fish-headed frog, I will make durian hotpot. You can also do the following product differentiation analysis. Tool IP differentiation, price differentiation, such as Taiwanese beef noodles for 1,000 yuan a bowl, Taoyuan Military Village high-priced buns and soy milk
Channel differentiation, such as coffee factory stores, school takeaways, and airplane meals
Differentiation of services
For example, Haidilao, foot soaking service for watching movies, etc.
Differentiation of promotions
It is also a recharge. Others recharge 300 and get 300. I Recharge 300 and get 1,500 yuan
The hotpot restaurant is located in a shopping mall. The usage rule of 1,800 yuan is that you can only use 60 yuan per consumption, which can only be used for drinks and cold dishes. Bajie, please think carefully about why?
Second, with such great efforts in communication and the third-level distribution of customers turning customers into partners, the store quickly recovered its costs. You need to think about the purpose of his activity, why it is successful, and why it is possible to change the activity of using coupons, or the activity of eating hot pot and giving away drinks, to capture the psychology of consumers and trigger recharge?
Of course, the differences with competitors can be made more detailed. You may want to look at how Haidilao focuses on the hot pot category and analyzes its competitors. The purpose of differentiation is worse than different. References to successful cases:
2. What aspects of competitors need to be studied? ① Characteristics and effects of competitors’ products or services ② Competitors’ selling point strategies ③ Competitors’ advertising strategies ④Competitor's price and quality ⑤Competitor's service system
3. What can you gain by analyzing your opponent
Find the value point of your opponent in the minds of consumers by analyzing your opponent;
Find the opponent's weaknesses by analyzing the opponent;
Find the consumer demand and provide a certificate of trust by analyzing the opponent;
Certificate knowledge science: Do not do modern society Huang Po sells melons, why should you prove that you are good? - Idol, authority, customer reviews, queues at the door, customer reputation, etc. The four successful rules for certificates of trust: ① Be concise, concise, and concise. Remember "single and precise" ② Be focused, focused, and focused ③ Repeat, repeat, repeat ④ Be consistent, consistent, and consistent like Haidilao's Letter of trust is service, the waiter embodies service, and communication embodies service. Use various resource tools to implant trust into customers' minds: Brand name: A good brand name is half the battle. There are three principles for naming. 1
Disengagement allows you to focus on the target group
1. Who are the target customers?
Basic level: gender, age, identity, etc.
Scene level: what are the frequent online consumption scenarios, and what are the offline consumption scenarios? How about, where do you get used to going with your best friends, lovers, colleagues, etc. The key to the scenario is to understand when customers buy, where they buy, with whom they buy, how they buy, how much they buy at one time, and the frequency of consumption.
Demand level:
2. The purpose of locating customers
The main purpose is to find out who your customers are, what their preferences are, and how they come to your home Then combine the customer's interests to give customers a reason to come to your home, such as the following successful case:
The reason why customers use Didi is more convenient for travel, the reason why they use Ele.me is to use it when they are hungry, and to use Go Wherever the reason is to travel, use it.
For example, if you want to attract traffic, through customer analysis you can understand where customers usually go before coming to your store, so that you can attract traffic in a targeted manner to form cross-industry alliances. You can also understand customers through customer analysis. Where do you go after your meal? Integrate these merchants to help them issue coupons and capture the added value of increased interest of target customers in a targeted manner. Such cooperation is not blind and can even be used for advertising cooperation.
3. Customer positioning tool list
4. Only by locking in the target group can you increase sales
To do business, you must have a stable flow of old customers and new customers to be warm. sales, so many people are asking how to increase marketing sales. Now I will give you a set of magic weapons based on my experience: Second, they have also designed DIY baking courses suitable for mothers, which will bring many full-time mothers and some Those who want to learn baking can come and learn from Monday to Thursday. Target different target groups through different time periods, and through decomposition, the revenue for each time period is well designed.