Do a good job catering O2O: Food update, service and management, Internet Marketing mode, and constantly try the wrong

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"The more you talk, the easier it is to forget your intentions. In the catering O2O field entrepreneurial sand water, will be related to the topic and discussion back to the source: what is the internal strength of food? What's Wei Gong? What can food and beverage o2o do? Sand that the Internet and research in this field from the media can not be "exclusive" mentality, traditional food and beverage people can not be bewitched by the concept, Carved ye beef brisket, Huang Taigi and other emerging cases disorderly. Simply put, "internet people need traditional thinking, and traditional industry people need internet thinking", the combination of the two catering industry, catering O2O will emerge. 】

I have written a series of articles about catering O2O, but the more I dare to write them now. On the one hand, there are more people in this field, want to say is other people said, on the other hand, because now sand water engaged in this aspect of entrepreneurship, with the food and beverage people all over the country to contact more, received more information, only to find that the perspective of the Internet and traditional food and beverage practice between the serious asymmetry, You dare not swim to the fish before you tell the truth. Of course, the article in the sand water compared to other writing catering O2O friends, or more grounded gas point, because I have been the advocates of practice, from the masses to the masses. Here are some recent thoughts on catering O2O.

What is the internal strength of food and beverage?

1. Vegetable Taste and product update

When it comes to food and beverage, it must be said that the taste of dishes and production of the update iteration, to prevent the old users because of eating tired of "kind" and leave. Taste no doubt, this is the core of the product. But how to achieve a good public love of taste, there is more learning. In this regard, the restaurant founder and chef is a full product manager, also need to do market research, collect demand, determine ingredients and ingredients, and then cook and a small range of testing, collect feedback and then continue fine-tuning, so cycle until satisfied before the launch of the market.

With the recent fire of another use of Internet brands to do food and beverage "West Master Meat Sandwich" story, because the three founders are bat origin, so the product model is not unfamiliar. However, in the months of sand in the catering industry, the owners, managers and chefs of the catering industry are also contacted, and their production of the new recipes does conform to the process.

Here, sand also has a case to share. Summer has come, and soon is the big row and the snack season. In Changsha, the taste shrimp is suitable for the young and old snack essential dishes. The streets can be said to have a taste of shrimp flavor. One of my catering friends, and also the founder of the celadon Flavor Square 1310, Chen always wanted to launch his own taste shrimp in the summer, but wanted to introduce new flavor, so he made a unique breed. Then, for a couple of nights, he took one of our votes. Friends and his other friends go to him to eat shrimp, then reviews the flavor and discuss the selling point, and then make a fresh copy according to the feedback, then eat and then improve. Make a phone call during the day to talk about the latest developments and new ideas, even the new name is what we think of when we taste on the table. This is the food and beverage production process, is not the same as Internet products?

2. Restaurant service and management level

The restaurant service is good, this is not to say all know the nonsense. Like the taste of the dishes, the service is also one of the most concerned about the customers who eat. But the quality of restaurant service behind the test is the management level of the restaurant, this is similar to the production of vegetables, are the need for restaurant managers and founders need to focus on the place, is really hidden in the user dining experience behind the core elements.

Why is the seabed so hot, so many people learn? In addition to its products produced quality, the most relish to let people widely spread or service. There are so many classic stories and jokes about the seabed fishing service that we all know about it. However, when the seabed fishing really realized the integration of human and standardized management, a lot of people can only sigh also a seabed fishing. What's behind this is actually a kind of helplessness. Behind the success of the seabed has a series of rules and regulations and management process to support, and really implemented in place. Visual inspection of many restaurant enterprises, may also be learning, but also have their own rules and regulations and management process, but is not to do so well, why? In fact, behind the human factor. Because the catering industry's relatively low academic qualifications, learning ability is not high, the understanding is not strong, the implementation of a limited number of reasons, resulting in a lot of good food and beverage management concept can not be implemented in place, from the kitchen to the front office of the various service links can not be effective control, resulting in a These are worthy of the catering people seriously.

To say a recent example, the evening of April 30, sandy water ate three meal, all with the food and beverage production requirements and restaurant services. The first wave: 5 o'clock in the afternoon, and Chongqing and Hunan local restaurants and cafes were invited to the Wuxin Open Yasuko Coconut Restaurant, experience the original Thai food-for friends from afar to show the essence of Thai cuisine, is to learn from. Second wave: At night 8 o'clock, went to the celadon Taste Square 1310 restaurants, met a well-known Hunan restaurant group general manager as well as China Hotel management ten big man---indeed for food and beverage production and management exchange sharing, unfortunately, the essence of the scene to share has been, it is regrettable. The third wave: At night 11:30, with Celadon Taste Square 1310 founder Chen, Hunan TV "food Line China" producer and support people Xiao Zhi, as well as Celadon 4 core management to go to the so-called Changsha best Hotpot restaurant experience its service level, Detailed inspection from the door-guide-sit-la carte-call services-deliberately difficult to experience the lower limit of service-pay-off shop service, and so on the whole process, but also on the table on their own management issues for analysis and introspection, I also on the dining O2O some observation experience to share.

Therefore, for the cultivation of food skills, taste and service is a direct impact on the customer dining experience of the two core elements, and this is the corresponding to the production of the way and management level. As for the way of production, I believe that the thousands of-year catering tradition has already formed a unique experience system, combined with the idea of using the Internet to make products widely popular, in fact, this is no longer a problem. In contrast, the most critical, but also Chinese food needs to learn and breakthrough place is labeled and flow of food management, and has a higher level of the store and chef to carry out. Worryingly, how restaurant management will be a long-term problem for the restaurant, sand in the food and beverage people around the country chatting with a deep feeling.

Second, what is the Wei Gong of catering?

If the internal strength of food and beverage is taste and service, the catering Wei Gong defined by sand water is marketing. Internal strength to shape quality, Wei Gong achievement reputation. For catering enterprises, choose a good location, design a comfortable or themed dining environment, including restaurant consumption per capita price ... These are the core points of restaurant positioning.

We all know that the location is very important, but the lot of resources are scarce, but also the vast majority of restaurants can not control, but most of the well-known restaurants will choose a lot of good passenger traffic in the golden position. Outside the lot is the restaurant environment design and consumer price confirmation. The different environment design and the consumer price will correspond to the different topic as well as the crowd, this is the market subdivision and the target Customer group Choice Important link, also is the restaurant itself to be able to decide.

However, in addition, there is a very important link is to achieve the target customer and restaurant positioning matching, and the middle of a very important link is the selection and implementation of marketing channels. In the traditional way, the launch of the new product is marketing, promotional activities are marketing, Flyer poster Publicity is marketing, membership development is marketing; in the present way, is also the food and beverage o2o do things, such as coupons, group buying, booking, electronic membership card, micro-public number service, the use of the Internet to build the way to do catering are marketing. and internet marketing is a very important role, it can span the limits of the area, breaking the "wine is also afraid of alley deep" charm, so that the non-core section of the boutique delicious restaurant can be widely known, popular.

Even if the way of marketing is different, but the eternal point is that the catering enterprises want to be able to through the reliable marketing channels or marketing methods of their own restaurant dishes and services recommended, so that more customers into the shop to experience, and then form a high conversion rate of repeat customers and good word-of-mouth effect. This is also the basic goal of catering business marketing.

Because of the changing times, the way of catering marketing has changed a lot. In particular, the rapid development of mobile Internet, the internet to the traditional industry penetration is very accelerated, fast to let many traditional industry people are terrified, in the unknown Ching has not had time to learn to begin to embrace, mixed. Sand, as the observer and hands-on practitioner of this trend, has been preaching and has been learning and thinking about what food O2O can bring to traditional catering businesses.

Third, food and beverage O2O can do?

Catering O2O is simply divided into two categories. A class is the Internet catering, that is, from the online (network) to the line (restaurant entities) guide customers, the United States, the public comments, Baidu glutinous rice, hungry mody is to do this thing. The other is catering to the Internet, that is, the offline catering entity shop customers to develop into online users, such as many restaurants are doing the micro-letter public account, or like the strength of KFC, South Beauty Restaurant Enterprises have built the app, to provide users with the latest products, concessions, activities and online orders and other services.

For the above two types of catering O2O service forms, I believe we are not unfamiliar. As a food and beverage, it will be even more unfamiliar, because every day can be bought by the salesperson to visit several times, also experienced the power of group buying, and today's catering booking services are also in practice. And since the establishment of micro-letter public number or micro-credit marketing training or the construction of the app must also be a lot of people recommended or marketed, the actual effect of sand water closed eyes can guess, the answer is certainly unsatisfactory.

After all, food O2O is a concept that the Internet people combine with the development of mobile Internet, and it is not so mature at present, it is in the groping period of chaos. So, sand suggested that you put aside this concept, from the Internet marketing and its own actual conditions, to think and analyze how to use the Internet to carry out the user development and Word-of-mouth transmission, this is the traditional catering people should be serious to learn and understand, as for the implementation and practice, we have the opportunity to explore.

"From the line to the line to guide customers can indeed bring" popularity, but it is worth thinking about whether profits. For catering enterprises, such a practice is difficult to continue, because there is a Third-party network platform exists, catering enterprises difficult to understand and manage the customer's various data, depth to meet the needs of the need to talk about. And since the construction of the app, it is larger, more powerful catering enterprises can do. Some operators believe that the O2O business model of catering industry still needs a process. The restrictive factors include: catering enterprises lack of understanding of the Internet, the cost of investment in the Internet, the relationship between traditional procurement and interest income ... May be a major obstacle to the Internet. 】

Talking about the catering industry's internet marketing, this is a new cross-border attempt. Although the right to speak is currently occupied and publicized by the Internet, the Internet people and the media who study the field must never have a "conceited" mentality. Traditional food and beverage people can not be bewitched by the concept, is similar to the carving of beef brisket, Huang Taigi of the emerging cases shocked to a sense of chaos. Here, I highly recommend the traditional industry friends read a reading of Vanke President Yu Liang at the end of April in the "2014 Green Company Annual meeting," The transcript of the speech. In the face of the legendary subversion of the Internet, he has rational and objective thinking, sand is very agreeable. He said--

"We think there are three points, 1th, to the new business, we only have to open up, to embrace it we can really understand, and only really understand, we know what is the right distance, not that we feel that any new trend will destroy everything, will change everything, but you need to embrace it first to understand it, To know where the distance is, this is our 1th observation of the conclusion of the thinking. ”

"The 2nd, more important than change, is that you have to find the unchanging behind, the first change behind the unchanged things, these unchanging things are what, not everything has changed, is all things will be affected, but you must find the same thing is what, can do it, go on, or just drift. ”

The 3rd is that when the curtain of the new era is unveiled, traditional enterprises should do, not away from their own fields, but to find new partners, using new tools, the original business to do better, there are many legends, said Vanke we do not want to do real estate, diverted to do other, do the Internet, do biotechnology, What we really think about is that we need to learn these things, we need to know these things, we need to arm ourselves with new ideas, we have only one goal, to do the traditional business well, to do the original business well, instead of changing to do something else. ”

Finally, Yu-Liang's two-point conclusion is:

First, we should be good to customers, the ultimate good. Many traditional companies are not aware of this. For catering enterprises, before we may just think that the taste of the dishes to do the best, should give customers the services, such as on call, responsive, fast food, warm tips and other services to do it, but these are the customers think you have to do or even do, the customer is not because of these and feel hello. However, if you do not do these basic details, the customer is likely to leave you.

Now, the demand for catering enterprises is to do their own original products and services at the same time, but also to provide customers with more than expected value-added services, which is also the seabed fishing in practice and proved to be a very successful way. Provide snacks to customers in the process of waiting for the seat, to provide entertainment chess card, for girls to provide manicure service, etc., in the course of the meal for infants to provide baby car, sincere smile service let customers eat happy, customers go when the need to pack and eat the leftover watermelon but directly sent a complete ...

These are good for the customer, is really the ultimate good. And the ultimate behind, is beyond customer expectations of service. And, because these extreme services form an excellent dining experience on the seabed, formed an overwhelming reputation, so that their customers spontaneously in the circle of friends and social networks to carry out, word-of-mouth effect like snowball rolling more and more, Word-of-mouth transmission speed as fast as the virus spread, which led to more customers into the store consumption, Also increases the probability of repeat customers. In this process, we will also find that, on the basis of good dishes taste, the ultimate customer service eventually formed the bottom of the word of mouth, which is the best product and service interpretation of marketing, catering enterprises must cultivate good internal strength.

Second, to upgrade from a practising manager to a business partner, we are only working for the boss, we are not just for investors to work, we are working for themselves, but also for the company to do for themselves, we believe that the best investment, is to invest in their own business, we give a mechanism to allow you to invest in their own business, so that the common growth platform, thus back-to-back. This point is that the difference between workers and shareholders is not only the status, but also the main or mentality. It also determines whether the person who really does the execution has the mindset to provide a good or even more than expected service to the customer. The purpose of this is also to enhance the enthusiasm and execution of the whole team, to provide better service to customers, whether to use this way, or other means can be discussed. In a word, the right one is good.

Finally, sand that the catering O2O is a kind of trans-boundary integration of the restaurant's products, service and internet marketing mode. Through the Internet channel and marketing innovation, the restaurant's products and services through the Internet publicity, especially to carry out the innovation of catering mode, to guide customer participation, so that customers participate spontaneously in the restaurant word-of-mouth dissemination process. In this sense, easier is also a systematic project, but it is more important to try to gain the success of the emerging user community. "Hangzhou grandmother Home Again out of new: subversion of human eating habits," a article on the food and beverage and response to market changes in the mode of innovation is the best internal strength, but how to use the Internet marketing is also necessary to be a link.

Because the catering O2O is still on the road, the transformation of traditional catering is also on the road. Between the tradition and the Avantgarde, the fusion period of confusion is a necessary process. Sand here also advised you to traditional dining friends do not be intimidated by the Internet, and not be fooled by some people, only learn new things, embrace new changes, understand the gap, positive response is the truth. Everything starts with a good taste of dishes and restaurant services, and strive to make more than the user expected service, from the promotion of the restaurant's own management level. At the same time, to learn and understand the Internet marketing model, and constantly try, try to make mistakes, this has no shortcut to speak. However, Internet marketing is always the creative + implementation of the work, frankly no absolute success. Then, successful products and services can be done. In short, we are all on the road, and we are groping.

"China Food and Beverage Industry Development Report (2014), released by the Chinese Culinary Association, predicts that the size of the Chinese catering O2O will exceed 200 million by 2015," he said. The report revealed that the mobile end will become the food O2O strategic development direction, the northward O2O Enterprise will face the growth ceiling, the three or four line city may become the next target, the small and medium-sized City Catering industry O2O The market to contain the huge opportunity. 】