How to bring the "Fish head king" catering back to life!

Guoshun case library has a case of the Fish Head King, see how Teacher Yuan put a Fish Head King catering that is on the verge of closure, so that it is instantly red,Not worried about the source of customers, and is full every day?

So, what is the clever trick given by Teacher Yuan? Why did Mr. Li achieve such success? Let's review the case of "Fishhead King" and understand this "extraordinary" solution.

The main products of the "Chef Lee" restaurant opened by Li Peihe and Li are "Fish Head King" and Lao Yu Duck, as well as as 45 other dishes. As soon as Teacher Yuan listened to the menu, he found the biggest problem faced by Li Head Office: there are no star products, and the dishes are too complicated! "There are two lords in the family who must die", "Fish head king" and "old duck", which one do you ask the waiter to recommend to the customer? Which do you want consumers to remember? At that time, Teacher Yuan also relentlessly asserted: If this continues, Li Zong's shop will definitely close within a year!

From being predicted to close the door to the time business is booming, what happened in just a few months?

Because "Fish Head King" is a must-order dish at every table in the store, accounting for 20% of the total turnover, Teacher Yuan asked Mr. Li to cut off the old duck and focus on being the "Fish Head King"!

However, the threshold for making fish heads is very low, and any chef can do it. Mr. Li's previous failure in starting a business was because there were many people imitating his fish head! Li always does "fish head", the category is selected correctly, but there is still a lack of firewall!

What is a "firewall"? Firewalls are not possible in people's perceptions.

Therefore, Teacher Yuan created a unique "fish head king" from the aspects of origin, quality and scarcity: only selected fish heads that have grown in Qiandao Lake for more than five years, only sold 30 pieces a day, and must be booked two days in advance!

Three characteristics of Fishhead King marketing:

The first feature is: "star products" (1) "focus" product category: fish head

(2) Set up "four" firewalls: A. breeding period: "five years"; B. Origin: "Qiandao Lake"; C. Limited quantity: "only 30 per day" ;D. Limited reservation (manufacturing scarcity).

(3) Brand: The representative catering that mentions "eating fish heads" is the brand "Chef Lee".

The second feature: "The dishes are too complicated"

(1) Cut off the old duck: a mountain does not allow two tigers, do not distract customers (the star products packaged out of the explosive product - red flowers with green leaves).

(2) Turnover ratio distribution: "Fish Head King" is made into a fist product, and the turnover ratio accounts for at least 1/3 of the total turnover. ——" ''Fish head' products do deep digging, product grading profit maximization"!

(3) Resource optimization: The main promotion of explosive products "Fish Head King", employee energy, other resources concentration - conducive to increasing the turnover of the store!.

The third feature: "Stabilize the team and increase turnover at the same time".

(1) Performance: Through the "reward mechanism" to give employees unlimited enthusiasm, while greatly increasing turnover - goal-oriented.

(2) Team management: The more enterprises can drive employees to make money, the simpler the management team.

Such a team of employees will definitely: A, good service! B. Strong work enthusiasm! C. Employees will take the initiative to work overtime!

"Fish head king" Li Zong took the plan given to him by Teacher Yuan, and the case had not yet been broadcast, and it had been successfully landed. Business is very hot, every night after 11 o'clock there are customers queuing, the turnover rate is extremely high, repeat customers are full, there is also no one upstairs and next to other restaurants, and Li Zong's hotel box has to be booked three days in advance! Even because there are too many diners grabbing parking spaces, the police have come to maintain order.

Once such a "fish head king" is launched, it has become a local business card, and consumers will choose "fish head king" when eating fish head.

The success of "Fish Head King", in fact, like the Taier sauerkraut fish, is to do innovation in a point that many bosses do not pay much attention to - only do more than five years of qiandao Lake high-quality fish heads, different from other home fish heads, so that they can not imitate, so that consumers can remember at once! Whoever first proposed this concept left a deep mark on people's minds. This is what we often call "moat or firewall" in our business model, seizing people's minds and changing people's cognition!