What if the canteen business is not good?

What if the canteen business is not good?

What if the canteen business is not good? For business friends, I may encounter bad business. When it's bad, it starts to be decadent. I don't know how to run, even confused. I want to attract customers back through promotion. Here's what to do if the canteen business is not good.

What if the canteen business is not good? 1 1. Don't think about making money, be willing.

When business is bad, it's easy to make money in a hurry, but Okubo said that the worse business is, the less anxious you are to make money. It is difficult for most catering people to do this. If you do this, you will win half psychologically! He said that it is easy to lose the essence of the catering industry just by pursuing economic interests, which is the fundamental reason why many restaurants are in trouble.

When business is not good, the most easy cycle to fall into is: just thinking about replacing good raw materials with inferior raw materials, thinking about how to sell the dishes with the smallest weight to the highest price, thinking about how to streamline staff and reduce services. This practice is indeed "throttling", but it directly stifles "open source".

It is precisely the restaurant that still has hope of survival that directly pushes the death situation down. On the contrary, the restaurant that wants to reverse the decline of business is often the boss's strong psychological endurance: the more it declines, the more willing it is to invest, the better the product, and the more emphasis on quality. Even if he has guests, let him promise to come again next time.

2. Eliminate the aura of "bad business"

The better the business, the more customers trust you-this is a silent "endorsement". Bad business has a halo. Only by completely eliminating the aura of "bad business" can restaurants come back to life. What is the aura of "bad business"?

For example, it is cold in winter and hot in summer, the front door is unsanitary, the waiter is listless, the lights are dim, the dining chair is untidy, the desktop is messy, the kitchen is messy, and the communication between the waiter and the customer is cold ... all these are enough to prevent customers from entering the store. In addition, the most important thing is that the contact points with customers (menus, posters, posters) are full of promotional advertisements and discount information. The sooner these "urgent ideas" are passed on to customers, the worse their feelings will be.

3. Don't cut the price, but "raise the price" to save the store.

Business is not good, the first choice of the catering boss is: reduce the price! Okubo Ichihiko said: He has studied countless dead restaurants and all died in this article! On the contrary, almost all the shops that have come back to life have chosen to keep prices or raise prices! Many restaurants with poor business are bound by gross profit margin, which is completely step-by-step competition and falls into the whirlpool of low-price competition.

Because of the need to control gross profit, they can't guarantee the quality of food. Poor food quality leads to worse business and gradually enters a vicious circle. Only by raising prices can we get rid of low-level competition. At the same time of raising the price, we will introduce better products, let customers come to our homes, get rid of the inherent impression and look at each other with new eyes. Nothing is more important than making customers feel the shock of the dishes.

What if the canteen business is not good? What should I do if the restaurant business is not good? Doing these four points well is enough.

The business of a restaurant mainly depends on four points: passenger flow, entrance rate, experience rate and return rate. If your restaurant can't even do one of them well, you basically lose the ability to compete with others.

flow of passengers

The so-called passenger flow refers to the number of people who pass by the store in a certain period of time based on the store address.

Note: Passenger flow refers to those customers who do not belong to our target consumption.

Influencing factors: weather, location, marketing, activities, etc.

Passenger flow, the most important thing is location. If the position is not good, the following is only an auxiliary method, and the position is still the first.

Lifting scheme

The first trick: create the characteristics of dishes and make "star" dishes.

As the old saying goes, "Eat the whole sky with one stroke". How rich is the food culture in China? Sichuan, Shandong, Guangdong, Zhejiang, Fujian, Anhui and Hunan are the eight major cuisines. Any one has its own characteristics and can make a big fuss. Even if you are in the same cuisine as your competitors, you should consider winning by special dishes. The food is not good enough, so don't fall into the price war easily. Characteristics are always the best competitiveness.

The second measure: upgrade the decoration style of the restaurant.

The restaurant has been opened, and the geographical location cannot be changed, but we can spend some time on some details of the decoration and do a good job of "scene marketing" to impress consumers from the details.

For example, to improve the lighting of restaurants, many restaurants not only arrange warm yellow chandeliers at the top of the table, but also ensure the brightness of the light concentrated on the top of the seats. In this way, customers can not only focus on the food, but also make the dishes look more delicious.

In addition, fast-paced background music can be played in the restaurant. Fast-paced music can potentially make restaurant customers eat faster, thus improving the transaction rate.

The third measure: adjust the opening time.

Reasonable arrangement of existing manpower, do a good job of employee scheduling; So as to supplement the blank of breakfast and make full use of breakfast time.

The fourth measure: increase the marketing means of stores.

Nowadays, the catering practitioners' understanding of "marketing" only stays at the stages of discount, profit-making, preferential treatment, full delivery, etc., or just plays a price war, injuring one thousand enemies and injuring 800 enemies. In fact, the means of marketing are far more than these, far less "expensive".

Online and offline discount promotions, holiday promotions, horizontal alliances or bundled promotions with products/social hotspots are all marketing methods that can significantly increase store traffic. In this era when the Internet is in power and O2O is prevalent, if you want to enhance the popularity of restaurants, bring in passengers, and then increase turnover, you must dare to think and do it, and you can't stick to the old routine.

The fifth measure: use propaganda tools.

It is suggested that the store should print some leaflets, which can be distributed in front of the store by interception before the peak period, or arrange employees to distribute them in a blanket within 5 kilometers of the store during the low peak period in Fiona Fang to increase publicity.

Increasing turnover is also a good opportunity for brand promotion. Don't be limited to customers near the store, we should expand publicity and let more people know that there is such a restaurant and such delicious food to eat in the store. We get not only the turnover, but also the support of a huge consumer market!

The sixth measure: use WeChat to order food and bind customers.

By using the functions of WeChat, such as snapping up, group buying, lottery, games, etc. Customers can use WeChat to print photos for free to gain popularity, permanently bind customers and realize secondary marketing.

Entry rate

The entry rate refers to the total number of people entering the store. Enter the store rate = number of people entering the store/passenger flow X 100%. The rate of entering the store can directly reflect the atmosphere of the store. If it is well built, the admission rate will be higher. If the building is average, the rate of entering the store will naturally be lower.

Influencing factors: brand influence, store image, store atmosphere, window, gold display area.

The most important thing about the rate of entering the store is that snacks, dishes and decoration styles are consistent. For example, consumers don't go to cafes to eat snacks.

Lifting scheme

First, publicity and promotion

An inevitable link in the operation of food and beverage outlets is timely publicity and promotion, which can attract passers-by by by putting billboards at the door, pasting signature food in the store and pasting current specials, new products and gifts at the door. Although these are very traditional ways, they are practical and timely promotional activities can also bring many customers to restaurants.

Second, tell everyone "what do you sell" in the fastest way.

In this era, it is really important to tell consumers what you are selling quickly, just as you can elaborate on paper, but it is not as useful as consumers' quick perception of what you are selling.

Because consumers will not give themselves time to "taste" you, what they want is 3 seconds to quickly judge your "positioning" and then make a choice.

You are vague and still hide half of her face behind her guitar. Sorry, after a while, you figured it out, and if you want to catch up with this consumer's cognition, it will be too late, and all the customers will go to another house for dinner!

Third, adjust the store background music.

Choose to play different music in different time periods, with special emphasis on the control of music when lighting, which many bosses and store managers have not noticed.

Fourth, the color control of the store

This aspect is mainly adjusted by display. When you make a presentation, you should have a theme and a main color.

Five, seasonal food sales

For example, in summer, the air conditioner in the store is on, and an ice powder or lemon ice water is sent to the store; In winter, there is heating, hot tea and drinks, and customers can see these services at the door.

Experience rate

It is the probability that customers experience new dishes when eating in the store, and the experience rate = the number of people who experience/the total number of people who enter the store.

Influencing factors: sales skills, presentation, service, employees' familiarity with products, marketing plan, etc.

Lifting scheme

First, combined with the sales situation in the region, focus on promoting the preferences of local customers (tastes, dishes, etc. ) to enhance customer interest.

Second, by enhancing employees' sales skills, when there are marketing activities in the store, we should make a short and effective sales phrase, so that employees can enhance customers' desire to order food through this sentence.

Third, constantly tell employees that we must strengthen the customer's order rate, because the order rate determines the return rate, so that sales staff can actively and enthusiastically guide and encourage customers to eat.

Fourth, strengthen the training of new employees. Every week, the store manager must give employees a short training. Every month, the regional manager should train the store managers in his own area. Every quarter, the boss should give a comprehensive training to the whole sales system.

Fifth, strengthen the cooperation of the whole sales team, and use team fighting in the restaurant, with two people as a team. When Party A sells, Party B must assist, and when Party B sells, Party A must assist, and establish a daily team PK system. The team with the worst performance will be fined.

Six, the marketing activities issued by the company, the manager must organize employees to learn, and ensure that everyone can 100% clear about the whole marketing activities. In the sales process, marketing activities can be properly used to improve the customer experience rate.

Second glance rate

The so-called return rate refers to the proportion of customers spending again in the store. Through this data, we can intuitively reflect the proportion of store performance. Now many restaurants are promoting VIP. If a store attaches importance to the development of VIP, the return rate will generally be high.

Influencing factors: in-meal service of employees, taste of dishes, location of stores, etc.

There are thousands of words to turn around, and the most important thing is the taste of the dishes.

Lifting scheme

First, the sale is fair and just, and customers are treated equally.

We should have the idea that all people who spend money in restaurants, rich or poor, are our customers and should be treated fairly and equally.

Because businessmen have the mission of supplying goods, no matter how much you like or dislike a person, the business should be fair. When you treat all customers equally, customers will flock to your restaurant because your business is fair and just.

Second, pay attention to the attitude towards customers.

Every customer is an independent individual and has an independent personality. You must respect him. At work, sometimes we may have friction with customers because of different opinions. At this time, you need to pay more attention to your manners and respect your customers.

Your attitude may be the starting point of establishing a good relationship between you, or it may be the fuse of war between you and your customers. In short, under no circumstances should you lose your manners. If you are sincere, your customers will leave a good impression on you and come to your restaurant again.

Third, be honest and treat guests honestly.

You must be honest in doing business, and you can't cheat customers for a long time in the course of restaurant operation. Sometimes you can fool customers for a while, but not for a lifetime.

In reality, not many people will be cheated. Customers are the smartest and fairest. As long as he feels cheated in your restaurant, he will avoid it in the future, and he will tell people he knows about being cheated. In this way, the reputation of the restaurant will stink. Don't cheat customers.

Fourth, remind customers not to miss the promotion activities of the restaurant.

Tell the guests when this special restaurant discount will expire, and there will be no such discount in the future; Or a product is suitable for this season, and then it will take another year.

5. Don't make customers feel sorry.

There are many things to pay attention to in work, but this one must not be ignored. We must constantly check the degree to which our restaurants satisfy customers from all angles. Have customers had any regrets here?

conclusion

Only by continuous introspection and inspection can we continuously improve the quality of service and win more customers. Only a restaurant that does not make customers feel extremely sorry when operating is a truly successful restaurant and a restaurant with both fame and fortune.

What if the canteen business is not good? Three reasons for traditional business difficulties:

1, the channel is high-dimensional and the price is not competitive.

The biggest disadvantage of traditional commerce and e-commerce in competition is price, and e-commerce is lower than us. This is because the traditional business is five-dimensional, from enterprises, to general agents, to regional agents, to distributors, to terminal outlets. Is it necessary to make money at every level, and e-commerce directly connects with enterprises. Of course, the price is lower than ours, so the price problem cannot be solved, and traditional business is definitely not easy to do.

2. The relationship is weak, and the store lacks stickiness to customers.

Why do McDonald's and Starbucks offer "the second cup is half price"? Because the cost of developing a new customer will be much higher than the secondary development of old customers, even if the sales are 50% off, businesses can still make money. Most of the business in traditional stores is a one-time transaction, which is not sticky at all. The restaurant next to the railway station is a good illustration of traditional enterprises. The restaurants next to the railway station are generally small in appearance, but most of them have the habit of slaughtering customers. China has a population of 654.38+03 billion, and it is enough for one person to slaughter once. This is the problem of traditional offline stores.

3. Limited products limit the sales radius of stores.

There are too few things in traditional stores, which can't fully meet the needs of consumers. The reason why KA stores, Gome Suning and other home appliance stores can become consumer centers is also related to their complete products.

The higher the cost, the lower the passenger flow and the higher the rent.

With the rapid development of e-commerce industry, the passenger flow of offline stores has been greatly reduced, and both shopping malls and business districts are facing the same situation. The huge shopping plaza system created Wang Jianlin, the richest man in China, but made many businessmen suffer. In some county-level cities, there are several wanda plaza, and sometimes there are more merchants than consumers.

5, low efficiency, capital/personnel/management efficiency.

In traditional business, in order to ensure the safe inventory of stores, businessmen reduce the efficiency of the use of funds; Salespeople do nothing when their business is cold and cheerless, and get paid for nothing, which reduces the efficiency of human resources use; In management, many businessmen do not use IT-based systems, and they still have a very extensive management model, which reduces the efficiency of operation.

Improve traditional business according to the above five points, because the real experience of products can only be done in stores, especially some expensive products with complex functions and some products that need to be combined with services. Stores can make consumers understand products more truly, so e-commerce can't replace this;