Six common problems in catering management

Before the emergence of mobile internet, perhaps marketing was not important for catering enterprises. But now catering enterprises can't be big without marketing propaganda.

After 20 12, a series of new catering brands have basically become popular with Internet dividends. Baozu meat buns, a little flag, Pijiamen guests, etc. All use the internet to export their own brands.

Marketing publicity has become an inevitable factor for catering enterprises. With the help of marketing propaganda, catering enterprises can achieve geometric growth.

The reality is that the old catering thinking always despises marketing and attaches importance to promotion. Unwilling to blend in with consumers will inevitably affect brand output.

Products are limited to? Food?

When I used to be a restaurant, the products were limited to? Food? In fact, the concept of catering products is not limited to? Food? . ? Service? Consumption scene? Consumption characteristics? The importance of intangible products, such as? Food? In itself.

Compared with the past, today's consumer groups are mostly experiential consumption, not? Food? But? Culture? Waiting for the invisible. New catering is to grasp the psychology of users and create unique IP and derivative products through various means.

Why are there endless queues in front of some theme restaurants even if the dishes taste ordinary? Because consumers are not only consuming food, but also consuming culture.

Li taste

Maybe 20 years ago, you opened a restaurant, which was cheap and delicious, and it was king. There were really not many catering concepts and marketing methods at that time.

Do traditional diners still abide by that creed? Wine is not afraid of the deep alley? Think about it: we don't worry about becoming bigger and stronger when we make good taste. However, I found that the turnover rate of the stores that were much worse than myself was several times that of myself. Because now, the concept of catering is not limited to? Smell? .

Many catering projects are not particularly outstanding in taste, but they can do well in many regional markets. Seemingly? Smell? Isn't it the fate of catering enterprises, and traditional catering people are still persistent? Smell? Now it's just one of the dining elements. It is often the blind spot of traditional catering enterprises to only pursue management and marketing propaganda without paying attention to taste.

Iteration speed is slow.

Traditional catering pursues authentic and authentic tastes, so the motivation to upgrade the original dishes is low.

However, one of the characteristics of catering in the Internet age is its fast iteration speed and innovation in raw materials and production methods. So that the dishes continue to spiral. So that consumers can keep fresh and have vitality.

Soldiers are cunning. Shopping malls are like battlefields. You can't win without change. Take advantage of the trend and improvise to go further.

Cooking? Gao Daquan? Deep-rooted ideas

Traditional catering, like comprehensive dishes, solemn decoration. For example, a Sichuan restaurant must include all kinds of Sichuan dishes, and it takes a long time for customers to read the names of the dishes.

But now it's time to pay attention to single items, and customers are beginning to like them? Small but fine, small and beautiful? Brand. High and low stools Chongqing facets rely on focusing on specific categories. Do small things? It's also very successful.

On the contrary, traditional catering always contains as many dishes as possible, which is not conducive to brand discrimination against consumers.

I don't know who my customers are.

It takes one year to find customers and three years to form word of mouth, which is the basic routine of traditional catering industry. In order to meet the needs of consumers, old diners look around for patterns and products, and constantly change their strategies with their popularity. In fact, they have not determined their target population in essence.

Today's consumer groups are much more complicated than before. In the current catering environment, we should not only define the target customers, but also segment them as much as possible. For example, one-person food, targeted service for single men and women, is very popular now.