Takeout business - how to do a "full discount + discount" activity (recommended to collect!)
A Nan has talked about a lot of takeout promotions in previous issues, among which the most The two most important ones are full discounts and discounts.
I consulted the owner of a takeaway shop that sells 5,00 orders a month. Every time someone says that his business is doing well, he feels an inexplicable sadness in his heart.
I was busy every day, with a lot of orders, but I didn’t make any money. So when others praise your store for doing well, only you know how difficult it is, and you are too embarrassed to tell others.
This is a situation that many bosses will encounter. They also offer full discounts and discounts, but there is no order volume and no profit. Why does this happen?
The reason is that the store has a single activity and only provides full discounts or discounts. In addition, it is not clear how to control the intensity of full discounts and discounts.
Some people will ask me, does it not conflict with setting full discounts and discounts at the same time? Will doing only one of them affect the order quantity?
In all activities, only by cooperating with each other can the effect of "1+1>2" be achieved. The combination of full discounts and discount activities will have the following effects: increase the store's entry rate and order rate; increase profits; and avoid losing money. Today we will talk about how to master the combination of "full discount + discount".
1. How to use full discounts
The three main functions of full discount activities are: increasing the conversion rate of entering the store, increasing the conversion rate of placing orders, and ensuring profits. Nowadays, many businesses that do not pay attention to full discounts will definitely lose a large number of customers even though their customer traffic is okay.
1. Improve store entry conversion rate
The concepts of store entry conversion rate and order conversion rate have been explained in the previous issue, so I won’t explain them too much here.
The most important role of full discounts is to increase the conversion rate of entering the store. 80% of customers are attracted to the store by full discounts. The first level of the full discount setting is the most able to attract customers into the store, so it is called the "drainage level".
The traffic diversion stall uses large discounts to attract traffic. For example, under the same conditions, "11 off 10 off" is higher than "3 off 15 off" in store conversion rate. However, many customers have become numb to such full discounts, because this will give customers the feeling of being tricked.
For example, the first stall of a store has "10 off every 10 yuan", but the staple food in his store is all over 25 yuan. This did attract a lot of customers in the early stage, but it gave the customer the impression that it was a discount on every 10 yuan. The routine is too obvious.
It is better to change "10 off for every 10" to "10 off for every 23". The discount amount has not changed. The 10 yuan discount is already very impressive for customers, and there is no loss for merchants.
2. Improve the order conversion rate
Some people will say that I have set up a large discount, but the order conversion rate is still very low. The main reason is that many merchants set a false high by reducing the full amount.
For example: The store has set up "10 off for purchases over 30 yuan", but the staple food in the store is generally around 15 yuan. Sometimes after customers finish ordering, they find that they don't need to order another portion and can't eat that much. Pay an extra 5 bucks. Customers feel unhappy if they don't get an advantage and will look elsewhere.
We might as well adjust the price of staple food to 25 yuan first, and then change "10 off for purchases over 30 yuan" to "10 off for purchases over 25 yuan." In this way, not only will the price we receive remain the same as before, but it will also make customers feel that it is a good deal, and the discounted price will be within their expectations.
3. Set prices cleverly to increase profits
Nowadays, when most takeout merchants do full discounts, they first increase the price and then fully reduce the price. But by how much? How to set the price?
The normal thinking is that we price the dishes first and then set the full discount amount, which often limits the intensity of our full discounts. Why not use reverse thinking to design, first design the full discount amount, and then set the price.
For example, the cost of a dish is 15 yuan, the full discount is 5 yuan, and the profit wants to be controlled at around 30%, then our price should be around 30 yuan.
The full discount on food delivery platforms is generally around 30% off, which can attract customers and ensure that you do not lose money.
4. How to avoid malicious "snatching"
Customers often seize the loophole of full discounts and drive prices very low through full discounts, resulting in losses. For example, if you click "10 off if you spend 20 or more", the customer will get exactly 20 yuan, so we won't make any money at all.
To avoid malicious "snatching", there are two methods you can adopt:
First, set an appropriate starting price. For example, for a full discount of 5 off every 15, we can set a minimum bonus of 20. This increase in unit price guarantees our interests.
Of course, this method is not suitable for high-threshold discounts, such as "20 off for purchases over 30". We cannot set the starting price to 30. If the starting price is too high, some customers will be scared. , not entering the store.
The second method is to use it with discounts. Nowadays, many merchants have set up discounts in their stores, and the full discount cannot be used at all. It’s not that this method is useless or less effective.
Now you can use another method. For example, in the porridge shop below, the boss ranks all the discounted products at the front and the products with full discounts at the end; the prices of discounted products and fully discounted products are Not much difference, discounted products are slightly higher. After customers usually order a meal, even if they see fully discounted products later, the prices are not much different, and they are too lazy to eliminate the products they have worked so hard to select.
2. How to use discounts
Full discounts are a powerful tool to attract customers into the store, and discounts are an artifact to stimulate customers to place orders.
Discount settings are mainly divided into three types: ultra-low price attracting money, hot-selling staple food money, and profit money.
Ultra-low price attracting models, generally priced below 1 yuan, use ultra-low price products to attract "wool fans" to harvest wool.
Ultra-low-priced products that attract traffic are usually snacks such as sausages and eggs. In addition, you need to set a purchase limit for copies, such as "limit 2 copies." Also make it clear that single orders will not be delivered and guide customers to order staple food. For example, the picture below can also guide customers to collect stores and increase store rankings.
The selection of hot-selling products is generally a staple food that is best-selling and cost-effective. Generally, this kind of popular style has relatively high costs and relatively small profits.
In order to increase the unit price and profit, we can set a relatively high delivery threshold. For example, the discounted price of a portion of barbecue rice is 14.98 yuan, and the starting delivery price can be set to 15 yuan, so that customers have to collect the order.
Profitable products are usually combo meals. For example, the best-selling barbecue rice combination is "barbecue + rice", while the profit version of barbecue rice is "barbecue + grilled sausage + egg + rice", and the corresponding price For: 14.98 yuan and 20 yuan. By adding different complementary food combinations, the richness of the dishes is enhanced, thereby increasing the unit price of the dishes and increasing profits.
3. Final summary
Full discounts are mainly used to attract customers into the store, and discounts are mainly used to stimulate customers to place orders. The two are complementary and each has its own advantages. Only by working together can the effect of "1+1>2" be achieved. This article talks about how to use full discounts and discounts respectively. If you want to know more detailed full discounts and discount techniques, you can refer to previous articles.
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