How to make the restaurant brand bigger and stronger?

Over the years, how many entrepreneurs want to lay a Jiangshan in the catering industry can often backfire. In China, the catering industry has a 2 trillion scale each year, it can be said to be one of the largest industries, but not a turnover of tens of billions of enterprises. Even 1 billion of businesses are numbered. Why is the catering brand not big? What can China's catering brand do to make it bigger? Catering Brand: The model for the first "I want to open a restaurant, what do you say to do?" Li has just quit his job as a foreign manager and is going to open a catering business. About catering business positioning, this really makes her headache. She has been thinking about it for one months. Li originally also wanted a few positioning, she had a fancy "sip". She felt that the model is good, open in the business circle, the flow is also good, attendance and turnover rate is also high, the key is the model is good, simplifying the kitchen, reducing the dependence on chefs and waiters, more importantly, the Central kitchen will be the chain of development to provide strong support. Li think this good, sip positioning is a fashion small hotpot, but now imitation has difficulties, can not go beyond AH. Li take notice, but she was MBA training, so she simply put the success of the restaurant study a good case. Li summed up six models: 1. Chinese and Western fast food models such as KFC, Yonghe, such as Chinese and western fast food, dispersed in the city's business district, for commuters and leisure people to provide fast food and leisure services. What is a complete product? The complete product includes three levels: essential core products, support and service; See, Buy, Experience is the complete product. Take the western fast-food as an example, although the core product of Chinese cuisine is more suitable for Chinese appetite than foreign fast-food. You go to KFC, not only because KFC hamburger than other brands of delicious, but because at KFC, you can enjoy other fast food can not provide product services: KFC Complete Product = Hamburger + Bright clean environment + fast on time on the meal + the best temperature cola + smile + not to rush passengers. 2. Send fast food mode This mode does not open the shop, through the Internet or telephone booking, provide room service, the main representative is the Li Hua fast food. Li Hua fast food is the catering industry "no shop operators" forerunner, the current largest delivery of fast-food enterprises. Lihua to the fast-food factory model, initially with 3000 Yuan venture, now has 3,000 employees, and plans to go public. 3. Business and leisure models are closely focused on business and leisure people, to provide high-end catering services. South Beauty as the representative. Qiao Jiangnan, is committed to 30~45岁 between the business people to provide innovative Sichuan cuisine. 4. The community catering model focuses on catering services for community residents and friends gathering. such as Meizhou Dongpo and Beijing Guo Lin home-cooked dishes. Beijing Guo Lin Home cooking is a typical local restaurant brand in Beijing, focusing on local community services in Beijing, the main suitable for Beijing residents taste of home cooking, now there are more than 40 stores, annual turnover of 800 million. Community-oriented catering to the community-centric, focusing on the surrounding 3 km of resident services. This is the mainstream model of most Chinese restaurants, about 80% of the catering are mainly in this mode, they may focus on doing Sichuan cuisine, or Cantonese cuisine, or home-cooked food, or Hunan, or chafing dish. 5. Leisure theme model like Port of Lou, a tea sit like, to provide consumers with leisure space, with a special diet, consumers come here to experience some kind of theme of leisure, rather than other food "come to eat, eat and go." 6. Hot Pot mode is also one of the characteristics of cuisine, such as Sichuan cuisine, such as Shandong cuisine, like the Northwest pasta, is essentially a taste and diet style. But why do you pay so much attention to chafing dish? Because Hotpot is easy to chain copy. Once the standard mode is made in a single shop operation, it can be copied quickly. Sip, small fat sheep, seabed fishing are very good hotpot mode. Select a good model, Li found location and operation is also clear. The location is determined by the pattern. The pattern determines the catering brand positioning: Who the customer is, where the customer is, what kind of service the customer wants. The model also determines the resources and capabilities needed to open a store. Li's thinking process is also a process of formulating strategies. "Most of the catering business failure cases, in fact, is to choose a good site to seriously consider the business model, while doing the exploration, stones." This is basically paying tuition fees, entrepreneurial success rate is very low. Li heard the remark and gasped. Catering Brand: Experience for the mode of decision management, catering characteristics determines the brand appeal. "As with any commodity, the dining experience is critical, in addition to the pattern competition," Li learned. "Unique experience is the unique nature of service, even if the hot pot mode, you will also find that there is a sip of such characteristics, but also the characteristics of small sheep, as well as the east to shun Beijing, the sea-fishing surprises." SIP is very attractive to young people, small sheep may be attractive to family friends party, the east to shun may be a good experience for the friends who come to Beijing. Therefore, even if the provision of the same diet, each restaurant brand to make a unique experience. "So how do you make a difference in character?" Li asked. In the case of South Beauty, I gave 4 suggestions: 1. Diet taste is the basic carrier of food brand. It can be said that no good taste, even if the service is good, it is difficult to achieve long-term development. For example, in terms of food taste, the South beauty of the dishes than chain restaurants more attention to food taste, dishes in the color, aroma, taste relatively better than a chip. This requires the chef's knife work, selection and cooking more exquisite, compared to the chain of fast food, increased the taste and visual (food color matching) enjoyment. 2. The experience of the environment in the past decade, China's consumption of the upgrade, to a greater extent, reflected in consumer demand for experience. In the environmental atmosphere, South beauty than the general chain-like fast-food restaurants pay attention to the environment, the restaurant used the Western-style restaurant interior design, pay more attention to lighting, table furnishings and other environmental cooperation, so more a elegant, high style feeling. 3. Customer service for the general catering to speak, the commonly understood service is "tea serving" on it. In fact, the customer is now the basic requirements of service in the improvement, the waiter's every move to decide whether the next time customers will patronize. South Beauty emphasizes that "all employees, including the company's kitchen, cleaning, administration, logistics and other personnel, have a customer-centric basic awareness, customers from the first step into South beauty, to the customer left the southern beauty of the last moment, let each dining guest enjoy the unique professional intimate service and exceptional dining environment ... "While seabed fishing has gained competitive advantage by creating services that exceed customer expectations, this is a good service marketing." 4. Cultural experience is the core of the continuous spread of brand, catering brand competition is ultimately a cultural competition. The success of South Beauty lies in the successful establishment of the Sichuan cuisine experience which combines Chinese and Western culture. In the restaurant design, Qiao Jiangnan adopted the Western Restaurant layout, interior design, with Chinese-style technology equipment, and China's Sichuan characteristics of spicy, strange, red oil, fish incense dishes, the Sichuan flavor is integrated into the environment of Chinese and Western culture. This kind of "Chinese food West Eats" The unique place is the restaurant characteristic. Let customers in the quiet Western dining environment, slowly taste the characteristics of Sichuan cuisine. These Chinese-style Sichuan cuisine, in line with the western and elegant dining environment, so that customers in the heart to taste the dishes at the same time, experience the integration of Chinese and Western culture, this undoubtedly established a unique blend of Chinese and Western culture of Sichuan cuisine experience. Catering Brand: Marketing for the King in the strong-lined today, "the wine is not afraid of the alley deep" has become a past. For the restaurant brand, a store business is not difficult, all the shops are not easy to hot. Catering brand marketing, food and beverage management is the most important, Li more research more sweating. "In fact, from the beginning of the catering model positioning, to the later location, decoration and cultural experience, these are marketing." I said to Li. So, after opening the shop how to marketing it? To do a good job experience, is the marketing catering services, experience for the. Without a good experience, marketing will be feeble. Even if a marketing success, attract a lot of customers to the shop, but you can hardly attract them next time to patronize the store. This does not repeat business, will lead to the increase in marketing costs, long-term difficult to sustainable development. The catering industry's biggest unmet need is not taste, but service. This is precisely the chance of the success of the seabed fishing. Taste is only one of the reasons for the success of the seabed, and more importantly, its distinctive service. The seabed fishing boss Zhang Yong has said, the seabed fishing service characteristic is "surpasses the customer anticipation", moreover "exceeds" the service through the customer meal always. As a service for the purpose of service enterprises, the seabed fishing "always more than customer requirements" of the principle of service is indeed worth learning. What does seabed fishing do to experience? For example: The person who has been to this hotpot restaurant must be impressed: If you don't have a reservation, you go to dinner on the meal, and you almost have to queue up for half an hour or even an hour in a row. To other restaurants to eat in line waiting for a few minutes may be annoying, in the seabed fishing waiting period can surf the Internet, under the Checkers, Chess, go, playing poker, and some places even mahjong can play, melon seeds, fruit, beverages, snacks at any time. The apron and the hot towel have been one by one to the front of the table when the guests are seated. The waiter would also carefully pass the band and hairpin for the lady with long hair to avoid falling into the food; the guest with glassesWill get the mirror cloth, lest the hot gas blur the lens; the waiter saw you put the cell phone on the table, will quietly bring a small plastic bag good, to prevent greasy ... "only a sneeze, the waiter ordered the kitchen to do a bowl ginger sent to us to be moved to the bad." "This is experiential marketing. 2. Let the pricing attractive whether it is public money consumption or personal consumption, whether working-class or rich, in fact, the price is a certain degree of sensitivity. The sensitivity is "value for money" because any customer has a steelyard in mind. The principle of catering pricing is to find profit space in customer satisfaction. A restaurant, you have to price according to the purchasing power of your customers to provide catering services, this is the demand-oriented pricing method. This approach is based on the customer's needs, to see under what circumstances he can accept your price. For example, the customer to your catering services can accept the price is about 50 yuan/person, more than 50 yuan he will feel too expensive, next time it will be difficult to come, then you should be more than part of the gift of the customer, attracted him to spend the next time, like sending coupons. For some of the signature dishes, can be based on the off-season and the people when the introduction of preferential activities, to repay new and old customers. For some street diners often eat regular dishes, such as "Boiled fish", you can launch a "surprise price", which will attract customers, but also let customers feel that our food "cheap", to leave a good opinion of customers, which will win Word-of-mouth, increase repeat customers. 3. How to attract repeat customers to turn their heads back to repeat customers, reflects a restaurant catering service standards. Head back to become a repeat guest, first of all, in the catering shop to form a focus on the atmosphere of repeat customers, do a good job of customer files and other basic work. Secondly, in the service process design to take specific measures: a. Old customer incentives, the development of membership programs. Employees need motivation, and guests need incentives. In order to retain repeat customers, must be based on the actual situation of chain stores to introduce practical measures, food discount coupons are means. B. Solve guest problem. Food and beverage stores may be due to the reception of meetings or business season, repeat customers on the same day can not be ordered, and can not eat in the restaurant, which is a great injury to repeat customers. C. Try to meet the needs of head-back guests. D. Develop new customers, new dishes retain old customers. For the first time guests can recommend new dishes and specialty dishes, and then meticulous service. Old customers want to eat their usual favorite dishes, but not always "kind", but also need some constantly introduced innovative dishes to create a sense of freshness. 4. How to 3 km marketing for most restaurants, the main customers come from around 3 kilometers of community and shopping district. Therefore, 3 km marketing is in fact the most important marketing. Do not do 3 kilometers of marketing, any other means is empty talk. Do 3 kilometers of marketing, mainly to do 3 first: a. Food environment to do the first. Now consumers pay more and more attention to the consumption environment of catering, go to the hotel is not only to eat, more for the third space experience. We found that the diners were getting worse. This is the consumer service upgrade, grab this and it will become a mealMuseum growth Point. Competition is better than your opponents. B. Dish characteristics to do the first. Different dishes have their own market, but the major cuisines and the trans-boundary innovation category in the market share is different. For a community, there is also the competition for this category of food products. Dishes make characteristics, do 3 km unique, this is the characteristics of winning. C. Customer care to be the first. Restaurants are also part of the community and should interact with the community, not just an isolated organization. The excellent catering brand will interact with customers through the customer care system, and they will actively participate in the community and participate in the public service to support the size of the community. 5. How social media marketing social media marketing is a novelty, more and more people use these new media, making social media marketing become more and more important. As the urbanization intensifies, the population is becoming more and more dense, and there are more and more restaurants serving the residents, and many restaurants are submerged in every corner of the city. This has also increased the difficulty of catering marketing, more is less. The essence of social media marketing is to reduce the cost and reduce the cost of brand marketing. It can be used to create topics that attract attention. A. Limited price special dishes. For restaurant attractive signature dish can introduce a period of special dishes, attract new and old customers of the storm, let the good news in the circle of friends, including Micro Bo, micro-letter and catering lbs applications (such as the public Comment network). B. Gift-moving services. To attract customers to the store, the focus will be on the service to make innovation, service marketing is beyond the core of customer expectations, instant customer moved to the "tears." The success of seabed fishing is this, inadvertently beyond the customer's expectations of service, which no matter who will be moved. The customer is moved, will certainly take this kind of "pleasantly surprised" to share out, perhaps is the micro-Bo, perhaps is the micro-letter friend Circle, perhaps is in the public comment on the net to give a praise and so on, these is the socialization marketing. C. encourage customers to share. Encourage customers to share, must be to share valuable things. For example, the release of the "I'm in the bottom of the sea" photos, this will increase the exposure rate, but also to the social friends made a recommendation. Another example, in the micro-trust friends to share a variety of dishes beauty map, must attract a number of comments, the power of the crowd is super large, intangible will be catering brand and reputation in the social circle pushed out. For this kind of sharing, the restaurant can give food, accumulate points and so on, which formed a virtuous circle. Catering Brand: Chain for the Shield restaurant chain is the road of food brand, only the chain can really create a brand. Do not good chain, also can not build a strong restaurant brand. For entrepreneurs who are interested in building a strong brand, you need to start thinking about how to quickly brand a chain. Food brand good chain, need to do 5 models: Strategic model: That is, catering brands in the last 3 years of strategy and planning. Where are we going? North, south, or other areas require strategic design. Where to break through? Entrepreneurial difficult, difficult in the beginning of the choice of breakthrough, restaurant open shop is also so. Starting with the flagship store in Beijing, or starting from Chengdu, thisAre all in need of careful deployment. The layout and successful operation of the top 5 stores directly affect the development of the chain strategy. 2. Single shop mode. Chain, the purpose is to replicate the success of the single store model, standardization is only a chain of replication elements. The essence of restaurant chain is not only standardization, but "standard store mode", we want to copy is a single store mode. Since it is a single shop model, it must be a sustainable business model. Catering Shop Mode to consider the seven major elements: Brand shop target crowd, site selection, shop design (area, chain store brand image and interior decoration), marketing, specialty dishes and services, central kitchen, personnel and day-to-day operation management. 3. Financing model. How is the success pattern replicated all the way? This is to consider the design of the chain mode, is the direct battalion or join, depending on the funding preparation. If the chain headquarters can attract capital marriages, it will usually choose to direct the fast-running shop model, the advantage is high efficiency, easy to copy internal know-how, more efficient than the franchise shop. If the chain brand capital is scarce, it can only choose to join the model, to solve the expansion of capital problems, the importation of successful single shop mode. Sip and Little Sheep are the representatives of both models. 4. Talent model. The biggest development bottleneck in catering industry is the problem of talents. An excellent catering brand, need three kinds of talents: management personnel, kitchen talent and service personnel. For the hope of building a strong brand of chain enterprises to speak, from the outset, we should pay attention to the mechanism and methods of human resources replication. Enterprise Chain College is the best mode of talent manufacturing, on the one hand, training the classification of the personnel, on the one hand, let these students participate in the operation of the company, "Middle school, into the mold, help belt", the importation of enterprise culture. 5. Marketing mode. Chain brand in the marketing often encountered problems is that several stores can be hot customers, but opened several stores after the business passenger flow is not enough. This is the marketing problem. Marketing problems need to be solved by marketing model. On the one hand, less mistakes in site selection, the other is to have a systematic marketing model. Rome, Rome. Catering brand development needs long-term accumulation, once in the mode of breakthrough, the future should be immeasurable. China still lacks 10 billion of the catering brand, the future for entrepreneurs to imagine a lot of opportunities, this is a pending reclamation of virgin land.