How to run a restaurant

Doing catering, 3 steps can do a good job of positioning, do not spend 10 years fumbling (old-timer's advice)

Harima salvage has long been a benchmark in the industry, a lot of people do catering to learn from Harima salvage. meals drinking industry insiders said a sentence: "the catering industry, the annual probability of closure is higher than 20%." Haidilao is how to avoid this 20% probability?

It is because Haidilao has its own precise positioning. With the positioning, there is a direction of development, we know where to force, to build on the strengths and avoid the weaknesses, to form their own style characteristics.

And for catering newcomers, many do not know how to give their own restaurant positioning, or positioning does not have their own style, more popular; for catering old people, a lot of positioning has been unable to keep up with the times, can not meet the needs of customers, want to change the course and suffering from no door.

In the wide variety of catering industry, you have to choose which cuisine, which scale, which mode of operation, which geographic location and so on, all need to be considered.

So getting the positioning right is not a simple matter. Next, we were from the restaurant positioning, product positioning, service positioning 3 aspects, to fully analyze how to do a good job of their own positioning.

One, what is restaurant positioning?

What is restaurant positioning? For example, when we first enter a restaurant to eat, there will be 3 questions in mind, to this store to eat what? What are the specialties? Why?

And the positioning of the restaurant is to let the customer know the answer to these 3 questions. Because positioning isn't something we need, it's something customers need.

For example, if you go to Haidilao to eat, people will say that their consumption is "service". This is the positioning of Haidilao, customers know that they eat hot pot, but what they really need is service. Why do you say that?

Because in the food and beverage industry, service is the most impressive. In the case of serious homogenization of the hot pot market, and moreover, when Haidilao just started, the hot pot is not authentic. If you want to stand out, you need to make your own characteristics, and can meet the needs of the public customers.

Products and services have to take up the same bar, the dishes can not, from the service.

On one occasion, Zhang Yong, the owner of Haidilao, asked his neighbor to taste his own hot pot and seek advice, the neighbor said: "The hot pot taste really shortcomings of things, they can not say, it seems to be the lack of a Szechuan-style hot sauce." Then Zhang Yong personally ran through the seasoning market, found this Sichuan spicy sauce, and again invited the neighbor to taste.

This is the attitude of Haidilao's service, and the owner of each store will personally serve the customers and really maximize the service, so that it can give the customers a deep impression.

Two, restaurant positioning

1. customer groups

Customer groups of different age groups, the concept of consumption and consumption methods are different. Before doing restaurant positioning, we also need to consider which age group of customers their restaurant is suitable for. For example, fast food restaurants are more suitable for young people, and health restaurants are more suitable for middle-aged and old people.

The dietary needs and spending power of restaurant consumers also change with age. High-income customers pay more attention to high-grade, high-quality dishes; mass customers, more focus on cost-effective, tasty and affordable.

2. Positioning according to consumer psychology

Each customer chooses a restaurant for a different reason, some because of value, some because of convenience, some because of affordability.

There are a lot of young people who are attracted by the high value of three and a half coffee, high value and small package gives people a pure and flawless feeling, full of high style.

There are also many customers who pay for the cost-effective Honey Snow Ice City in the tea beverage industry, and some pay for the high-end brand Starbucks. The former took advantage of the customer's inexpensive psychology, the latter took advantage of the customer's pursuit of comfort and high-end psychology.

Many office workers with insufficient time will choose fast food brands, Texaco, KFC, etc., because of convenience.

So we need to be clear about the customer groups suitable for their own restaurants, and then speculate on the consumer psychology of the customer groups, to make adjustments. For customers looking for convenience we improve their dining efficiency, for the pursuit of novelty, pay attention to the value of the customer, we will improve the appearance of their products or packaging.

3. Positioning according to regional culture

Each region's dining habits and food culture are different, for example, most of the South like to eat rice, most of the North eat noodles. So it is necessary to combine different regional markets to create their own brand to meet customer needs.

Three, product positioning

1. According to the customer favoritepositioning

Products are the core of a restaurant, and we tend to find that good restaurant products are Not bad. Hot pot catering, Haidilao has occupied the "service" this positioning, and Barnu another way, from the "product" to start. Barnu launched its own value proposition "product first", focusing on consumers who like "tripe, duck blood".

So the first basis for product positioning is: customer preferences. Different people have different preferences, which can be divided into: spicy food, seafood, barbecue, hot pot, sweet and sour and so on.

For example, in pasta, ketchup noodles have a large number of fans, many people love to eat. So Ali's Ketchup Noodle uses ketchup noodle for product positioning and focuses on ketchup noodle.

2. Positioning according to food culture

Another basis for product positioning is regional cultural characteristics. For example, people in Sichuan and Hunan prefer to eat spicy food; most of the Shanghai dishes are sweetened with sugar and wine, and the taste is more on the sweet side.

Now we eat hot pot in Shanghai, we will find that it is not so spicy, is because the business combined with regional dietary characteristics to make changes.

3. Product innovation

In the case of ensuring product quality, we also need to carry out continuous innovation of the product. Only by pushing the boundaries of innovation can we ensure that our restaurants are differentiated and attractive.

For example, Wahaha, before slowly faded into oblivion, only belong to our childhood memories. Now also into the tea industry, do the milk tea. Do not make changes, I am afraid that slowly disappeared in our vision, can only become memories.

Three, service positioning

A good positioning is to reflect the differentiation, service is also so. The role of service positioning is to focus on service, to give customers a different consumer experience to enhance the popularity of the restaurant.

Good service is to make customers experience sincerity and attentiveness. How to do good service is not to say that sweet-talking, hardworking people can do a good job, but also contains the waiter's clothes wearing, tableware placement and service details.

For example, KFC's children's package will give some children's toys, so customers bring their children to eat are happy, in addition to the early years there are children's play area, there are special waiters to lead the children to do the game, but with the main body of the customer to change to the teenagers, the play area is also gradually disappeared. This is the differentiated service experience.

Four, and then two words

Doing a good job of catering, positioning is the first step. And do a good job of positioning from the product and service, can not just seek novelty; can not just to get a moment of popularity, and ignore the real needs of customers .

Now a large number of net red restaurant is so, for example, to experience the main "water goods restaurant" (not wrong, the restaurant name is called water goods), and "carving master beef brisket" and by Jay Chou sued the court "J warrior". Some have closed down, some are struggling to stay afloat.

Customers just eat a meal, do catering is more focused on the hard power, not these false. I hope we find our own position, do a qualified catering people.

Concerned about Nan, together with the study of more catering operations dry goods!

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