How to improve the turnover of catering industry

There are many factors that affect the increase of restaurant turnover. Why is the marketing effect of traditional members not good? Because it used to be a one-way mode, it only did the card selling link, lacking two-way interaction, and the improvement effect was limited. So now we should start with repurchase, satisfaction, increasing contact and interaction with customers, expand the membership base, and let more customers experience the charm of your restaurant. Correct marketing methods can increase customers' repurchase or customer unit price, because members have better management and influence than non-members, which can be understood from the following two angles.

The first angle, restaurant management angle: turnover = number of tables opened x unit price of customers.

Every customer transaction

Generally, the unit price of customers is determined when the restaurant is positioned in the early stage, so it is actually difficult and unrealistic to increase the unit price of customers greatly. You can slightly increase the unit price of customers by reducing the total amount and giving the total amount. ?

For example, a Chinese restaurant whose family lives around 50 yuan suddenly raised its price to 100 yuan per capita. First of all, old customers can't recognize it. Secondly, when your price changes greatly, the main consumer groups of restaurants will also change, which may have changed from ordinary people's consumption to business dinners. Therefore, it is not recommended that restaurants significantly increase the unit price of customers in a short period of time.

Since it is unrealistic to increase the unit price of passengers by a large margin, we should start with increasing the number of stations. There are two factors that affect the number of open sites.

How many stops were there?

1, the first factor is passenger flow, which generally includes new and old customers. We can transform passenger flow into members through membership management, and precipitate into loyal members through precise marketing and hierarchical management. ?

There is a process of passenger flow transformation. First, exposure will attract first-time customers, and the conversion rate A mainly depends on the attraction of exposure activities. After the first passenger flow produces the first consumption experience, it is multiplied by the conversion rate b to form its repeated consumption passenger flow. The conversion rate b mainly depends on the satisfaction of customers' first consumption, as well as the surrounding competition intensity and wake-up policy, and finally precipitates into repeated consumption passenger flow.

Passenger flow: exposure →A→ First consumption passenger flow →B→ Repeated consumption passenger flow.

Passenger flow coming in for the first time = exposure (number of people who see the store information) x conversion rate a; The conversion rate mainly depends on the attractiveness of exposure information: preferential strength, presentation effect, etc.

Repeated consumption passenger flow = initial consumption passenger flow x conversion rate b; Conversion rate B mainly depends on customer satisfaction, competition intensity and wake-up policy.

QSC is the most important factor that affects whether guests buy again, which is the basic strength of our restaurant. Products, services and cleanliness must be excellent in order to give the first passenger a good dining experience. Unexpected experience is the secret to increase customer stickiness. By designing membership rights, grading system and personalized service, members can feel different treatment and better attract them to buy again.

2. The second influencing factor is turnover rate. Many restaurants have low turnover during the peak period. In case of such a problem, we should start with improving the operation efficiency of the front office, shorten some ineffective service hours, improve the operation efficiency through self-service ordering and self-service payment (Tiancai Shanglong's' Intelligent Ordering Cashier System'), and at the same time reduce the work intensity of waiters, better serve guests and improve the dining experience of diners.

The second angle, the angle of member operation: turnover = customer structure x consumption frequency x customer unit price.

Consumption frequency

Look at the consumption frequency first. If a guest spends 8-9 times a year normally, you can increase it by 2-3 times through membership marketing activities, increasing by about 20%. Of course, the effect depends on how big the customer structure base is.

Customer structure?

Customer structure is what we often call consumer groups. We do membership management in order to keep the customer structure within a stable numerical range and ensure the formation of a stable passenger flow into the store. Therefore, if you want to increase the turnover through membership operation, you must start with the customer structure, so that the base of members can reach a certain height, and then the effect will be very obvious when the consumption frequency increases. The era of traditional stored-value cards has passed, and whoever can seize customers will be the ultimate winner. The above functions are based on Tiancai Shanglong's "CRM membership management system". All aspects of catering business, please click on the avatar to ask us questions and discuss with us!