Catering member operation plan

First, make great efforts to retain members.

1, omni-channel membership conversion

Tiancai Shanglong's smart restaurant function, "service is membership", increases the number of converted members.

(1) Order to become a member.

Diners can be guided to register by ordering red envelopes, compulsory certification, medal boxes and other activities. , especially for accompanying guests. Traditional marketing can't turn accompanying guests into members. Through the marketing method of ordering food by mobile phone, more than 50% of customers entering the store can be easily converted into members.

In addition to the traditional H5 ordering method, ordering applets are being favored by catering businesses. It has the advantages of quick access to customer information, convenient access to WeChat drop-down, and smooth ordering experience, which can help businesses to convert members more efficiently and improve customer experience.

(2) Paying is membership.

By scanning the code on the mobile phone to order food, you can show various preferential ways of membership cards, attract customers to become members or store value through the price difference, and reach every buyer more easily than the cashier pays the bill, and the conversion rate is generally around 20%-30% of the buyers.

(3) Evaluation is membership.

The evaluation function can not only keep the customer satisfaction information, but also serve as the last step of transforming members. When the diners pay, they can jump to the evaluation interface. Evaluation of reward coupons or points can attract some non-members to register, become the last link before guests leave the store, and promote the transformation of members. Moreover, the evaluation of incentive coupons can drive re-purchase and increase the frequency of customer consumption.

2. Member fission marketing

You can use existing members to play fission games, such as bargaining activities, group activities, three-level distribution and so on. , which can be quickly split online to attract more potential customers for catering enterprises. With the help of membership fission marketing, on the one hand, online channels have improved brand exposure; On the other hand, in the process of members sharing fission, the drainage effect of different scenes is realized by setting up meal coupons, take-away coupons and shopping mall coupons. The Smart Restaurant Function of "Adding Color to the Dragon"

Fission marketing method 1: bargaining applet

It is suggested that any coupons can be used as bargaining goods, and star food coupons can be used for limited bargaining activities to create explosive products with good publicity effect; For example, the original price of 1 yuan is 68 yuan's pot bottom, and 20 people can bargain for it.

The operation instructions should not be too long, just 1 -2 days, and the coupon is recommended to be valid for 30 -60 days, which is easy for customers to forget to use. ?

Fission marketing method 2: three-level distribution

Third-level distribution rewards inviters through consumption and recharge, and encourages more users to actively promote and become members.

It is suggested to invite the person directly and automatically reward the amount according to 5% of the consumption amount; The second-level inviter will automatically reward the amount according to 2% of the consumption amount; Or give different coupons according to the number of people invited.

Operational recommendations This activity is applicable to the fission between customers, employees and customers.

Fission marketing method 3: fight together

Customers can initiate group activities in small programs, and can group electronic coupons and physical goods. Spreading through WeChat can play the role of fission and membership transformation.

Operation suggestion: semi-finished products or food stamps can be selected for the goods, and the number of people who make up the tour is generally set at 2-5, and the time for making up the tour should not be too long, 1-3 days is enough.

Operation tips support virtual goods (e-vouchers) and physical goods, and physical goods support mailing.

Second, repurchase marketing.

Catering enterprises can increase the consumption frequency of customers through marketing means such as "purchasing coupons online", "members' day activities", "small stored value" and "coupon evaluation".

1. Buy coupons online.

It is suggested to set up a combined voucher package, which contains a variety of vouchers and limits the usage scenarios and validity period.

Case sharing: A hot pot was launched in April to buy 30 coupons totaling 9 16 yuan, including take-out coupons, 5 coupons for in-hall food, fresh food coupons, 4 coupons for leisure time, and bottom materials coupons.

2. Members Day activities

Design monthly and Zhou Du membership activities, increase exclusive benefits of members, cultivate members' consumption habits, and increase customer consumption frequency.

It is suggested to choose one day every month as "member day" to provide discount coupons, take-away coupons and other preferential activities for new and old member stores to guide members to place orders.

Operation tips online and offline offers should be differentiated.

3. Small stored value

It is suggested to lower the threshold of stored value and improve consumer acceptance, such as 30 to 300, 60 to 500, 1000 to 150. ?

Step 4 evaluate coupons

The evaluation of incentive vouchers is a way to attach importance to interaction with members. In-store food coupons and take-away coupons can be designed to guide customers to repurchase in different scenarios.

The operation suggestion coupon is valid for 7- 15 days, not too long; Vouchers and food stamps are more effective.

Third, create a new retail store/restaurant.

1, Wuxiang Shopping Mall

Wuxiang Mall helps catering enterprises to build online stores from the media and sell raw materials and products around brands. Through the deep integration of online and offline, we can really get through members and realize the value-added and realization of member users.

In the next stage, the focus of membership marketing will shift from "getting customers widely" to "precision marketing". By focusing on membership stratification, RFM mode, private domain traffic, etc. , improve the stickiness of members and establish a "loyal member pool" for catering businesses. The above tools and methods are provided by Tiancai Shanglong. Reprinting is forbidden! Welcome to adopt, pay attention to and ask questions about all aspects of catering business, and discuss with us!