What is catering

Catering is through immediate processing and production, commercial sales and service labor in one, to provide consumers with a variety of alcoholic beverages, food, consumption places and facilities dedicated to food production and operation industry. Catering is a traditional service industry in China's tertiary industry, experienced a reform and opening up the start, quantitative expansion, scale chain development and brand enhancement strategy of four stages, has made rapid progress.

Concept of catering

There are two main concepts of catering: one is food and drink, and the other refers to the industry or organization that provides food and drink to meet the dietary needs of diners, so as to obtain the corresponding service income. Due to the different eating habits and tastes of different people in different regions and cultures, catering around the world shows diverse characteristics.

The catering market will enter the era of branded consumption, and China's catering industry will continue to play a positive role in expanding consumption and promoting employment with a 16 percent growth rate.

For catering enterprises, the importance of brand power is self-evident. Catering market competition will eventually be the competition between the brand, who has a stronger brand power, who can have a broader market, brand power has become the key to the catering enterprises to compete in the market.

Brand power is also the most critical factor in attracting consumers, with people's dining environment, experience, service and other aspects of the requirements of the higher and higher, many people like to choose to some of the fame, the brand loud restaurant dining. Because both can enjoy a good dining experience, but also very dignified, but also eat at ease. The reason why some catering companies have been able to achieve success, in addition to the product power is very strong, brand power can be called the key consumer elements.

The brand is the symbol of the organization's image, is the economic strength of the scale, can be invisible into tangible, has a powerful function. First of all, consumers identify products through brand elements (name, logo, color, etc.) and the core values they provide. Make it in the minds of consumers to form a certain degree of recognition. Thus forming a brand memory, brand association, and stabilize the catering market. Secondly, the brand is the carrier of the integrity of the quality of the guarantee, the purchase of branded products can reduce the consumer in the physical, financial, social, psychological and other multiple risks, enhance consumer satisfaction, thus forming brand loyalty. Finally, the brand is an important intangible asset of the enterprise, it itself can be traded or transferred as a commodity, lending. And as long as the management is good, the brand has a strong value-added function.

So the foundation of building a brand is to establish the concept of brand marketing. Catering enterprises only to find the need and meet the changing needs of consumers, it is possible to design products in accordance with consumer demand, accounting costs, set prices, so as to establish consumer trust and loyalty to their own products, and the real brand marketing to meet the needs of consumers and society as a whole, not only including the needs of the target consumers, but also contains the needs of society. Only under the guidance of this marketing concept, in order to meet the consumer at the same time, enterprises also strive to meet the needs of society, such as the need for spiritual civilization, ecological needs, sustainable development needs, the need for harmony, etc., catering brand can be recognized by consumers and society, in order to achieve the economic and social value of enterprises, and to truly establish a brand management and development road.

This puts forward rational requirements for operators, changes in the market pattern, so that the competition is more intense, operators must also continue to adjust the idea of highlighting the characteristics of the customer's needs to meet the needs of their products and services more adapted to the needs of the market. In this case, the managers were able to grasp this changing trend, and won the favor of the majority of consumers with suitable products, reasonable price, comfortable environment, and quality service, and achieved success in the market. This positioning strategy based on potential competitive advantages also reflects a strong market orientation.