Don't think O2O can save your restaurant, your computer quality is the most important

Catering enterprises with its strong rigid demand and grounding gas, often by the new development of things to be fooled. I think O2O this kind of marketing model is also the case, many bosses see the success of carving ye beef is also engaged in internet marketing, but neglected the support behind the marketing: good products. The boss wants to let the customer's heart follow you, must first do the most basic things, such as food, such as restaurant environment, after all, as the saying goes, the iron also needs its own hard.

O2O is the Onlinetooffline, also will be offline to sell the entity services and the Internet together, let the Internet become the front line of the transaction. This line of services can be used to line up showmanship, consumers can use the line to filter services, there are transactions can be online settlement. Now there are a lot of traditional businesses under the line themselves have started through micro-Bo and other channels to achieve O2O marketing promotion.

Whether it is to buy, comment on the site, interactive community, or Internet media, operating sites, restaurant official website and so on, these can have O2O this nature of the platform, complete from the line to the line of a business chain. Just like buying a net is just one of the ways to O2O the promotion channel, group buy itself can not fully represent O2O, of course, if the use of group buying network to promote the operation is very simple, to the major group purchase network application can be, but to grasp the core competitiveness of the two major points "low discount" and "High service" on it. In general, these are tools that do not address the core issues of catering operations.

1, restaurant products, services, environmental problems

Catering management includes products, services, environment three major elements. The different forms of the three combinations form the whole business model. In the overall market competition, depending on the location of your choice to open the business model, or you define a good model to choose the location of the store.

Product is the choice of dishes, product categories, product mix as a determinant of the success or failure of food and beverage, to continue to research and development, continuous innovation, and constantly lead in the fierce market to win the advantage.

Service is the key factor of catering business, want to dominate the market, first of all, let the customer's heart follow you, and then let the customer's purse follow you. Can let the customer's heart and purse all follow you to walk the premise is to provide the quality service. Guest consumption needs to be valued and respected in emotional and psychological sense of pride and satisfaction, but this needs food and environmental support, otherwise it will be greatly reduced.

The environment is the basic factor of catering operation, in many marketing elements, only the environment is the food and beverage can control the factors, customer requirements for the environment are different, some requirements of quiet, some warm, some requirements of tradition, some requirements of fashion, catering through the design of the environment to show their cultural theme. Regardless of decoration environment or decoration environment must be close to customers, so that customers feel relaxed, can let customers relax.

Like the use of social media better carving ye beef brisket and other brands are not the perfect combination of three to obtain consumer recognition, as for O2O mode, electric business model, micro-BO, micro-letter and so just tools and catalysts.

2, positioning, price, characteristics are not uniform, cost-effective than consumer expectations

Whether the restaurant has the characteristics, the quality is stable, whether the service has the characteristic, is the restaurant relies on the success one. Restaurant food dishes, taboo drift, saying well: only dead fish drift. To create the characteristics of dishes, should not be a dead alley. As a Chinese restaurant, vegetable production one bogey monotonous general, McDonald's type of simplification, not suitable for China's food culture: two bogey school many schools and the whole, even if the guests spend more eye disorder, quality is difficult to stabilize. Production department to ask for more storage, the preparation of trouble, the loss is correspondingly increased.

Positioning, price, characteristics are not uniform, cost-effective than consumer expectations, completely ignoring the consumer psychology and consumer demand, not with the changes in the market environment and relative adjustment, so that the price of dishes does not fully reflect the differences in price, can not adapt to different consumer motives of the needs of customers. These managers are not aware of the price of the dish to formulate appropriate or not, coronal many promotional means the most important one, the most effective one.

3, the new marketing tools acclimatized

In the face of the Internet, O2O social marketing, micro-letters, micro-BO, buy, comment on the site, and so on, these fashion marketing, restaurant operators are embodied in the acclimatized. Always want to do more complex things in a simple way. The boss of the result is not wrong, one-sided emphasis on the results and do not know the basic process of failure to end.

Restaurant operators must see the Internet to bring food and beverage is only a based on the Internet and information, through the chain, refinement, brand-oriented, marketing innovation, management innovation and service innovation as the content of the "catering marketing Revolution" is imperative, Its success or failure has become a matter of the fate of each catering business and even China's catering industry competition pattern. So the domestic catering industry has been on the road to change, and with the improvement of the information level of the whole nation, the level of industry informatization keeps improving; from a separate order or financial management point meal breakthrough information, to the purchase and sale of production integration, from the traditional advertising and word-of-mouth development to use the comment network and other new media for network marketing; From the traditional newspapers and periodicals television broadcasting and other media to promote the use of industry search, group buying and micro-bo, SNS and other attractions to attract customers, guide consumption, mold corporate reputation.

Group buying and micro-bo, SNS and other common marketing is not omnipotent, buy can not help a company to solve all the marketing problems, group buying in turn is a catering business or life service industry to do the first step of network marketing, through Weibo and SNS real interpersonal relationship to create a stronger reputation. This can really bring a lot of new users to a business, how to convert and retain, this is our food industry in the next step of the most attention to the issue.

4, no characteristics of the followers, lack of systematic planning

Catering O2O can not ignore their own characteristics, in fact, the appearance of the network and give people the impression is the most powerful portrayal of food and beverage enterprises, comprehensive writing style, font, pictures, technology and a series of factors, can express the approachable catering business image, or traditional authentic image, or unconventional image, or advanced technology image and so on.

Most of the catering enterprises themselves do not have a systematic, complete network marketing planning, there are more people just curious and then please professional Network Marketing Staff to guide the maze, finished on the side, or the company's own boss lack of network marketing knowledge, Sometimes you just have to go to your subordinates to do it or outsource it to some irresponsible company, in the end often outweigh the gains, people have a snake bite three years shy of the psychological, so the last can only be all the funds are wasted, so the corporate boss of the network marketing awareness will often affect the development of an enterprise, The boss's system of network marketing planning is the most important.

So catering enterprises want to get better brand promotion in network marketing needs to solve the above problems, do the system of network integration marketing, so that enterprises and consumers to form interaction, the network without Borders, the target consumers also need to expand, especially for Shanghai, Beijing, such a large number of people in the city, The foreign population will also become the main word-of-mouth spread of the crowd, innovation, interactive and comprehensive communication can promote the store, brand benign sustainable development, and form a good reputation and high loyalty.