The catering industry is often one of the markets that the Internet giants and entrepreneurial teams scramble to preempt.

In view of the huge market size, people's rigid demand and high consumption frequency and other characteristics, the catering industry is often the internet giants and entrepreneurial teams scramble to seize one of the market, now, catering industry by a number of network platforms across the cross coverage. At the same time, with the popularity of mobile internet, to the platform, to the central trend is becoming clearer, many catering enterprises and new entrepreneurs are also brave to net, want to rely on O2O mode to do catering, during the internet thinking, systematization, standardization, fan mode, membership system, large data and so on vocabulary full of eyeballs and eardrum, experts Jiangshan , passionate writing, but O2O for many small and medium-sized catering businesses, feeling seems to understand, but do it a bit at a loss, it seems a bit laborious.

The value of the Internet to the merchant only lies in the impression that "promote, raise the popularity, buy with the customer" and so on, yes, but the combination of normal operation with the merchant is weaker. Along with micro Bo, micro-letter of the Wind fire, in many micro-marketing gurus summoned, the focus of the business from the PC side gradually began to focus on the mobile end, there is a general impression: Many bosses on the internet is still a shallow feeling, let alone mobile internet.

Admittedly, Huang Taigi, carving the beef brisket and other cases of the rise and publicity, some make a friend some of the blood boiling, but have not really tasted the sweetness before, the doubt and the lack of motivation of the situation belongs to the normal phenomenon. Objectively speaking, doing a good job of O2O is indeed a systematic project, want to do it overnight, not too realistic. As we all know, people's working life style is changing, this will inevitably affect the business innovation, in the future, catering industry and the big Internet would be closer. Rather than envy, it is better to retreat and networking, MO wait until o2o really mature, all kinds of theory and conventional methods flying, before doing, because this means the loss of market opportunities.

Small and medium-sized catering businesses do O2O, do not have to immediately back on the heavy systemic baggage, may wish to do some light quantitative start, while doing learning, quick trial and error, side of the summary edge to refine the development of their own valuable experience and lessons, to achieve rapid iteration, through the real income again to strengthen the power of O2O upgrade.

Follow "thinking first", second ' thought ', again ' thinking ', and then ' practice ' of the logical route, catering businesses should think twice before doing, according to different business foundation conditions, good practice, "bad" has "bad" approach, O2O is afraid to do, taboo only stay in the cerebral cortex.

O2O Premise: User thinking

Any boss will deeply understand that the size of business are relying on the market recognition and Word-of-mouth, so, customers can not afford to offend. and O2O require business to further adjust their thinking, adhere to the "customer-centric" thinking, and strive to more grasp the customer name, taste preferences and other real situation, and no longer only as the "renminbi"!

Many dishes, good taste, clean and tidy environment and intimate service is a customer for a catering business evaluation of the basic indicators, these are catering to provide the basis. O2O for businesses and customers to build a link between information and communication bridges, businesses can quickly obtain feedback from customers, continuous optimization, in order to improve the quality of business, and constantly provide more than customers expect the dishes or services, to create more surprises for everyone.

O2O Entry: Customer Portal

Tradesman thought should be completely abandoned, in addition to customers to shop outside, businesses should take the initiative to establish a connection with the customer way. Platform interface, domain name or two-dimensional code, are customers to find the entrance to the merchant, as for the link to micro-bo, micro-letter, micro-Web site or app, not too tangled, as long as the ability to aggregate information and customers can meet the initial needs of businesses.

Based on the "fragmentation, community and use habits," and so on, businesses should be from the line and line different channels, start to deploy customers more points of entrance, convenient for customers easy to find you, this is the basic conditions of O2O.

O2O Promotion: Customer Search

Each restaurant basically service around 2 kilometers of customers, where the customer, we should appear where. Because, eat for each person is absolute just need, the merchant does O2O does not represent completely abandons the traditional medium tool. On the one hand, where people congregate, such as: Around the mall, office, the Community issued publicity page (printing two-dimensional code), on the other hand, with the help of micro-letter, hand Q "Nearby people", easy to Believe "friend map" and micro bo "around the people" approach, to "lure", sincere invitation, direct search for customers.

O2O strategy: internal and external repair

No matter the deep lock house, or friends dinner, family or business party, in order to rob the mouth of customers, follow the idea of customers, businesses can implement "go out, pull in" the combination of strategy. In the case of cost permitting, through "concessions, new products, membership points system, free tasting, buy gifts, such as combination of techniques, the introduction of real can impress customers policy or member activities, the introduction to the shop, with a good environment and services, or according to the external delivery (assuming that the premise: suitable for takeout), packaged vegetables, door-to-door service delivery to customers.

O2O Operations: Improving innovation

Under normal circumstances, the kitchen is a business powerhouse, no entry, in fact, for customers are very concerned about the heart is not clean, especially with the delivery of services business, if you can, suggest a public display of the kitchen image, in order to establish customer confidence, so that we eat more assured.

For the catering business, usually have their own main dishes and specialties, at the same time, will not take the initiative to launch some new dishes. In the delivery of food information, do not "on the vegetable" approach to customers, you can consider the origin of the dish, the origin of vegetables, food products, dietary nutrition, different theme packages and other catering culture to dig deep connotation, in order to continue to attract customers attention and goodwill. Once, in with the youth restaurant under the easy feast of a district Executive chef chat process, through its explanation we tasted the various nutrition collocation and pay attention to, the author is more willing to eat, is willing to absorb the "nutritional ingredients" of the dishes.

In terms of innovation, for example: as the pace of work and life accelerates, many families are deliberately trying to cook different dishes, most of the time, look at the menu, and then go to the market to buy food, if the business consider the introduction of home cooking semi-finished ingredients or seasonings, with a simple recipe. Since then, not only to remove the market to buy food trouble, but also can learn the skills of cooking, for customers, is also a good choice, is a double.

O2O Personnel: Rolling development

To do O2O, the boss first understand the network, to learn about publicity and promotion of common sense, the proposal to personally experience a period of time, and then arrange the staff to do, to control and monitor the effect, otherwise, the leader does not know how to do, how can you grasp the direction of the staff?

If conditions are not allowed, simply start, business in order Processing, on-site catering and other personnel arrangements, do not need to make a fuss, hastily launched, lightweight rolling development of personnel, can consider the initial recruitment of 1-2 people familiar with the use of the network, in the non-meal time, focus on promotion and orders, while in the dining session, responsible for orders or distribution Match customer development and distribution incentive mechanisms and incentives to enhance employee motivation.

O2O Upgrades: Proprietary data

O2O the beginning of lightweight start, the business should have customer data thinking, in view of the initial, the integrity of the data need not have too high requirements. However, in the O2O business development of a certain stage, the merchant should have its own exclusive network platform, hundred master the authenticity of data and management rights, without interference from any third party, the initiative to establish their own customer database for O2O upgrade ready.

To a certain extent, O2O will transform the traditional catering industry, the real catering O2O is the product of online fusion. For small and medium-sized catering businesses, a small scale to try to start, customers understand dishes and promotional activities, no longer to the shop can know. If customers have the need to freely choose which way to consume, business and customer contact no longer subject to time and space constraints, more unimpeded interaction!

Wen/taylor0007