Let dining O2O more unexpected space

The catering industry, which relies on repeat business, is in fact a fan economy from the very beginning, but it is a fan of the past, and now can be extended to the network. And the so-called mobile payment, discount discount, online booking, and so on, itself is a convenient tool of existence, and how to upgrade the "after", "the" customer's consumer experience will truly become the test of traditional dining key.

Wen/Zhang Shule

Published in the "Sales and Marketing" magazine Management Edition 2014 09

When absolutely taste duck neck, su zhe hui, xiang e sentiment, Dicos, ganso Food, MO Dike workshop and so on a lot of names and the internet involved in together, the industry in the minds of people, naturally will emerge O2O words. If the public comments on the network, the United States and Baidu Group of glutinous rice, such as the site on the list of restaurants are counted as O2O words, catering industry can almost say that the O2O, no wonder there are data show that 2013 China Catering O2O Market size has reached 62.28 billion yuan, is expected to 2015 China's catering O2O market size will reach about 120 billion yuan.

The data is very good-looking, but in fact, many traditional catering enterprises did not find the way to O2O, the so-called online, but also to do point brand marketing or issued promotional coupons.

Positioning: Meet the specific needs of "the"

Focusing on the "Internet Circle" of 3W Coffee, after years of positioning stumbled, seems to have found himself in the O2O era. As an experimental trial of complete Internet thinking, O2O is also in the front, according to 3W Coffee Management, its recent attempt to expand its business circle through micro-letter takeout, around the nearby IT companies and white-collar breakfast and tea needs, or product meetings and other conference needs.

But do not overlook the properties of the 3W coffee itself, that is, social catering, but only in a particular circle. In a city with a high concentration of Internet companies, perhaps its social marketing, which encounters it bosses and listens to the latest Internet sharing, can work, but it is not only hard to replicate to other cities, but it is still a minority in the north, and it is difficult to refer to the traditional catering industry that is not socially socialized, Carving ye beef by star economic explosion, and then desolate has been proved. and online ordering takeout, for those "three public" consumption tightening and face dry high-end dining, also not much reference value.

But one thing is to give the traditional restaurant a revelation, that is, positioning. To meet the needs of the Internet mainstream people, especially the mobile end of the "after", "the" population of the specific requirements (such as the work level of social needs). This is precisely the hope in the O2O era, a breakthrough catering enterprises must follow the location.

Experience: not just coupons

For the catering industry, O2O is by no means panacea. It is not possible for the catering industry to provide a general solution, can only be catering enterprises according to their own characteristics to find a point of integration.

Most catering enterprises O2O practice, all stay in the advertisement or promotion above. such as the taste of the duck neck O2O marketing, that is, micro-letter, micro-blog on the content marketing, through the "Find You Duck", "the absolute taste of the college entrance exam", "Guess Picture", "Duck", "the most delicious" and so on a series of micro-letter activities and games, as well as micro-blog celebrities participate in the "What kind of taste most representative of the flavor" Microblogging topic to attract attention. It's just a mobile version of traditional online marketing, not a real O2O. And many other catering enterprises, most of the O2O to provide users with a variety of coupons or special catering, at best, just the past on the street to distribute coupons mode on the Internet, improve the accuracy of it.

These are just to find the target audience part of the psychological needs, such as personality, cheap, but can not form a rigid demand. The real O2O should come back to experience, that is, how to make a lead group feel more at ease than you can experience.

Upgrades: unexpected services in a fan economy

There is a view that, in any case O2O, food and beverage enterprises will still be in the product to ensure "absolute taste", while according to the characteristics of the O2O audience to design a new "package." This is certainly true, but the key to O2O's breakthrough is not only that, but also the food-and-beverage business's own mess-new customers have not yet been attracted, and old customers are driven away by the trend. Moreover, it is not easy to upgrade their products.

In the existing food varieties, quality to maintain "micro-innovation", and in service efforts, is the most appropriate O2O path.

One old joke about services says: "In general, restaurants in hospitals are better than in the community, but one restaurant is in the community and the business is good, and the secret to success is simply that the store chief remembers 100 consumer names." ”

It is clear that the catering industry, which relies on repeat business, from the very beginning, is actually a fan of the economy, but the past is a fan, but now can expand to the network. And the so-called mobile payment, discount discount, online booking, and so on, itself is a convenient tool of existence, and how to upgrade the "after", "the" customer's consumer experience will truly become the test of traditional dining key.

It's hard to set a package of O2O solutions for the catering industry, but let's think of a scenario:

A tourist through the mobile phone app to find a few restaurants near the destination, perhaps some of the names of some of the stores, he used to hear, but this is not the key, the key is that one or two of the store's menu has his desire to taste the local dishes, and the restaurant just can enjoy the Riverview.

How to make a choice? One store can show how many empty seats are available, and you can choose a seat to ensure that you don't have to wait in line and really enjoy the scenery while dining.

Reservations, à la carte, advance payments are completed within the time of the fragmentation to the destination. When entering the store, the traveler did not have much anticipation. But when he told the receptionist the order number, the waiter came forward kindly, and, with respect to his surname, led him to his seat, and the traveller accidentally saw a beautifully seated card with his surname on his seat. Seated, the waiter checked the reservation menu with his handheld point-and-order device. While waiting for the dish, the waiter asks if you need to see the latest magazine or travel guide. The serving time is less than 10 minutes, and the taste is delicious ...

When he left, the waiter kindly told the traveller to take the seat card and continued to say with great respect: Mr. XX (madam), it is nice to meet you and look forward to seeing you later.

Perhaps the next time the traveler comes, the choice will be less complicated. What if we change the role of a traveler to a local resident?

ok! scene to this, it seems that in addition to the online ordering part, other than the traditional catering service requirements do not have much of a particular difference. But through the online virtual front desk service, making it more efficient and more convenient, the restaurant can also have more time to deal with some details (such as printing a booking card, early preparation of food to reduce waiting time), so that customers feel at home, This is the way to really make customers become fans because of unexpected quality, as the Community restaurant store chief remembers 100 customer names.