Catering enterprise membership marketing

Catering Enterprises Implement the membership system to integrate products, services, interests, communication, emotions, and other factors by improving customer loyalty, provide a unique product and service combination with high cognitive value for member customers, so as to establish a long-term relationship with customers based on their feelings and trust. Membership marketing of catering enterprises is the best embodiment of the "20/80 Law" of enterprise operation: 20% of catering enterprises consume customers to create 80% of the enterprise's profits.

It is precisely because of the great advantages of catering enterprises in implementing membership marketing that many catering enterprises are launching membership marketing. However, the actual situation is that many catering enterprises only stick to membership marketing, and 90% of membership marketing is based on special offers, discounts, points discounts, and other activities, such "membership marketing" can only be regarded as a disguised price reduction, but it is only a very simple promotion method. It lacks the depth and content richness of membership marketing, it is impossible to establish long-term trust relationships with customers. It cannot really achieve the effect of maintaining customer loyalty, rather than membership marketing.

In view of the above problems in implementing membership marketing for catering enterprises, we will discuss how catering enterprises should conduct membership marketing and what precautions should they pay when conducting membership marketing?

I. great advantages of catering enterprises in implementing membership marketing

1. catering enterprises can use the membership system to establish a long-term stable consumer market;
2. Membership can cultivate brand loyal customers of a large number of catering enterprises;
3. Implementing the membership system can enhance interaction between Catering Enterprises and member customers;
4. catering enterprises can discover and guide customers' consumption demands by understanding the feedback of member customers;
5. Membership can improve the innovative development capability and service quality of catering dishes;
6. catering enterprises can directly obtain the first-hand information for consumption in the catering market through understanding the member information;
7. Membership policies can maintain old customers, develop new customers, and retain regular customers.

Ii. Necessity for catering enterprises to implement membership marketing

The management of member customers by catering enterprises is the key to implementing membership marketing for catering enterprises, including the establishment of membership database for catering enterprises, member data analysis and mining, classification, and real-time update, membership cards are issued and Member points are exchanged. Non-peer enterprises, or even peer enterprises, exchange and share membership points, and perform secondary marketing for members.

1. Customer Loyalty can not only bring high profits to catering enterprises, but also reduce marketing costs of catering enterprises;
2. maintain that the marketing expense of a consumer is only 1/5 of that of a new consumer;
3. the chance for a catering company to sell new dishes to member customers is 50%, while the chance of selling new dishes to a new customer is only 15%;
4. Customer Loyalty decreased by 5%, while the profit of catering enterprises decreased by 25%;
5. If a catering company increases the annual Customer Relationship retention rate by 5 percentage points, the profit of the catering company may increase by 65%;
6. 40% of new customers of catering enterprises are recommended from member customers (old customers.

Iii. Steps for catering enterprises to implement membership marketing

To implement membership marketing, catering enterprises must strengthen their understanding and understanding of membership marketing. In particular, policy makers must have a membership marketing awareness. At the same time, they must first design a better membership management system, and then implement and execute effectively and continuously.

1. Design a membership-based customer management system suitable for catering enterprises;
2. Develop member customers and record the consumption records of member customers;
3. Analyze the consumption data of member customers through related software, classify Member customers, and carry out marketing activities for member customers of different categories;
4. Analyze the input-output ratio of member marketing activities to improve the deficiencies in member marketing activities.

Iv. considerations for implementing membership marketing for catering enterprises

Catering Enterprises Implement the membership system to integrate products, services, interests, communication, emotions, and other factors by improving customer loyalty, provide a unique product and service combination with high cognitive value for member customers, so as to establish a long-term relationship with customers based on their feelings and trust. However, the membership marketing of many catering enterprises only stays on the surface. 90% of membership marketing is based on special offers, discounts, points discounts, and other activities, such "membership marketing" can only be regarded as a disguised price reduction, but it is only a very simple promotion method. It lacks the depth and content richness of membership marketing, it is impossible to establish long-term trust relationships with customers. It cannot really achieve the effect of maintaining customer loyalty, rather than membership marketing. Therefore, catering enterprises should pay attention to the following aspects when implementing membership marketing:

1. Analyze the consumption information data of member customers to understand the consumption preferences of different member customers and lay a solid foundation for the enterprise's personalized and humanized services;
2. Pay attention to regularly communicating feelings with restaurant member customers, such as monthly phone greetings, birthday invitations of member customers, and small gift gifts;
3. The Food and Beverage Enterprises must pay absolute attention to the feedback from member customers and handle the feedback in a timely manner, reflecting the absolute importance of catering enterprises to member customers;
4. member customers are the best disseminators of the brand image of catering enterprises. Therefore, catering enterprises should pay special attention to their products and services;
5. membership-based customer marketing is also a differentiated marketing strategy, which allows member customers to feel the value differences they enjoy with ordinary customers, thereby enhancing their loyalty.

Catering enterprise membership marketing