Internet becomes a double-edged sword of catering marketing website

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In the Beijing Chaoyang District Hui Xin Dongjie Prosperous road on the new spicy Road shuttle fish Pavilion Door, put more than 40 plastic stool. These stools are scattered on the sidewalk in the shade of trees, and usually sit on more than 20 diners who are patiently waiting for a meal. See these consumers in the hot summer still willing to wait in line, you will have this feeling: business is too good! Since the hospitality has been served, the restaurant may not need to advertise at all.

"Business is good, organizing activities, publicity is also essential." Shohai, the boss of the four or five new chili road chains in Beijing, said, "but it would be a mistake to think that brand catering companies are now being promoted by sending out leaflets." Times have changed, the Internet is particularly important for our business, if the current catering enterprises who are indifferent to the network, it must be close to the door. ”

5 years ago, if the food and beverage companies mentioned the Internet, more than 90% of the enterprises will scoff, who do not believe that these showy can bring impact on business. But now, whether in Beijing or in Shanghai, as long as the owner of the brand catering business understand that the Internet word-of-mouth is vital to the enterprise.

The role of five-star "gourmet"

If you want to use the Food Network, "five-star" Netizen's role can not be ignored.

Li Gang is a painter, because of long stay in Lijiang, Yunnan, he has a passion for Yunnan dishes. When he arrived in Beijing, he decided to give up painting and start his own business as a Yunnan restaurant.

At that time, Beijing's "Yunnan dishes" concept has long been, in addition to the painter Fang opened the "Tea Horse Road" reputation is very loud, other such as "colorful Yunnan", "middle eight floor" and other Yunnan restaurants have accumulated a certain popularity, want to catch up, business is not good to do.

Just as Li Gang was depressed because of business, his wife, who worked in a foreign company, suddenly gave him a reminder: "Why don't you try to find a way on the internet?" Our company mister every to dinner when all the first online look, to see the most popular restaurant is which home. ”

In a word, Li Gang had a rude awakening. Li Gang, who never loved the Internet, began to surf the internet. He spent several weeks studying a professional gourmet website called "Fire" in netizens--a popular comment network--and finally came up with a good idea.

Originally, let the public comment network "Fire" up, is the Netizen spontaneous upload of a large number of restaurant information and dinner after the mixed food comment post. Some avid food users even posted thousands of posts on the Internet, rated as five-star members of the site. These five-star netizens are popular with many fans on the internet. They send a post, often can cause hundreds of thread.

Li Gang is looking for these "five-star" gourmet. He found the public comment network, expressed the hope that about these five-star netizens to his "one sitting a look" Lijiang Theme restaurant free dinner. Although it is not easy to make an e-mail about these "Shing", Li Gang is about 20.

"You do not think that these gourmets are portly, I also took a surprise that day, the food so keen that there are many beautiful girls, wearing elegant, high quality, comments are very professional." Li Gang couldn't help but sigh.

After eating, these experts to comment on the post posted to the Internet, causing a lot of other netizens thread. Li Gang's goal was achieved, "every five-star gourmet brought me a dozens of-table fan." ”

The "mirror" of the old brand

For old-brand, negative net post has the influence must pay attention to.

Li Gang's Yunnan restaurant is not open for a long time, in order to stand out in the competition, need to use the Internet to build popularity, but some old name is very loud, there are a large number of repeat customers, these old brands also use attention network?

"Dare not pay attention to it?" Sun Ligong, Vice general manager of Beijing Gourmet Pot city, said, "I have a habit of browsing for a few hours every day on the internet for food or food." ”

Sun Ligong recalls that as early as three or four years ago, he began to surf the internet. On the Internet, he is most concerned about is the customer of other brands of hot pot shop what new experience, if the experience is very different, he will personally go to that shop to eat once, feel, learn.

Early this year, the taste of the home in Beijing opened a more than 3,000 square meters of four-storey Hotpot city, investment renovation spent tens of millions of yuan.

"With such a huge amount of input, do you think I can go through the network feedback every day?" "Sun Ligong said.

The opening of the huge investment new store has revealed the problem online. In the public comments on the internet, a netizen cast a note to eat hot pot feel the shop is very cold, after eating hotpot almost cold. This post on the internet to get a lot of netizens identity, winning a lot of threads.

This can put Sun Ligong nasty, he pondered for a long time, finally understand the reason. As a result of the cuisine of the hot pot Unified use induction cooker heating, rather than gas heating, eat hot pot without smoky, so than other hot pot shop feel cold. From this, he came up with the solution: first, the hot pot city to increase heating; second, the evening to increase the cabaret, to distract customers. Due to the timely response, this omission did not cause much impact.

"Now I am busy again, but also to the Secretary of the day about our posts hit down, although we are old and old, in the face of the times do not learn ah!" "Sun Ligong said.