Original Focus on catering industry innovation Catering O2O 2023-10-17 20:09 Published in Guangdong Included in the collection #Price War3 #Catering 323 #Marketing 39 #Menu 2 #Product 5
In September, the flow of customers in restaurants across the country fell across the board, and in the process of visiting customers, O2O found that the vast majority of customers were very anxious, including some well-known national enterprises, always doing low prices without minimum but lower discounts.
I asked, why do you want to make packages, discounts?
They gave many examples, as long as 9.9 yuan, 8.8, 3.9, XX did what package in drainage, XX whose package heard that the drainage effect is very good!
Is there no other way to do business?
Under the price roll, everyone shakes their heads differently!
Do price wars work? In the first half of this year, when there was a famine in passenger flow, did the promotion discount work?
Hardly!
The passenger flow did not increase, but the profit fell!
Everyone is just anxious, feeling as if they don't make movements, as if they don't try their best?
Is it really a consumption downgrade?
Why do some restaurants continue to do well?
Where is the way out?
01
The way out lies in the product menu
of continuous innovation and research and development
If you want to continue to win the competition behind, you must continue to develop and innovate, there is no other way!
At present, the flow of restaurant customers basically comes from 6 major channels, the scene of customers in these 6 major channels is different, and the menu design in the 6 major channels is also different, it is necessary to innovate in the channel and design the customer value of different channels, rather than the price war.
Many of the catering companies we meet today do not know that there are 6 major channel menus, nor do they understand 6 major channel management.
Dine-in, takeaway, reviews, Douyin, super membership channels and online shopping malls are the six major channels of restaurants, and different channels should do refined menu management by channel and do a good job in innovative product design.
That is, based on the customer's omni-channel menu design management, is the core of the restaurant's business, from the menu can see the operation of a restaurant: product structure, gross profit proportion, circulation design, equipment investment, marketing power point...
02
Product value innovation
It's the value, not the price
For any restaurant company, value innovation is difficult, the competition is organizational ability, research and development innovation, and price reduction is the simplest.
Everything goes back to the menu, back to your customers, have you gone to do customer segmentation for your restaurant?
For example, what innovative products can family groups make to satisfy their gathering?
For example, girlfriend customers, what products do you want to meet their social satisfaction?
And everyone knows that the children's market is very important now, but are you really serious about developing children's products?
It's nothing more than dealing with it, getting a free children's package, thinking that customers will pay for free entry, and getting a roll-up bag with no sense of experience at the door, these are useless work.
All value innovation around the customer level is not done seriously, not invested energy, but trapped in past affairs and paths.
Many people only see the success of Xibei's professional children's meals, do not see the pain points of the children's market behind it, organize strategic forces, overwhelming investment, innovate in product value, and innovate in value delivery!
03
Through 6 major menu systems
Create the ultimate single-store profit model
Now everyone is blind! Many companies have used a dine-in menu to get the takeaway, Douyin, and Meituan channels, and the price and product conflicts are constant!
How can a regional restaurant chain achieve a 30% surge in customer flow after innovating children's meals?
How does a regional fast food chain optimize core dishes and dish innovation and increase profits by 8 points?
How can a national barbecue restaurant of more than 800 self-selected barbecue restaurants innovate menu value and channel menu innovation, and increase the average daily turnover by 3,000 yuan?
How does a leading brand of Hunan cuisine in Dongguan region, which directly operates more than 100 stores, increase the proportion of core dishes from 45% to more than 60%, optimize production line management and innovative menus, reduce more than 100 people, and innovate customer flow?
...
From October 25 to 26, 2023, Zhang Xingwang, former senior vice president of Xibei, was specially invited by Catering O2O, the pioneer of the "Super Menu" system theory in China, and opened the "High Repurchase and Maoli!" in Zhengzhou! Super Menu & Affiliate Marketing Camp".
Solve problems and traverse the brand development cycle:
1. Worries about declining performance
2. Worries about brand aging
3. Worries that profits are difficult to increase
4. There will be no periodic worries about introducing new products
5. Will not be a member, private domain traffic, new media drainage worries
You will get:
1. The three theoretical applications of enterprise menu upgrade and management ensure that catering enterprises can continue to cross the cycle.
2. Based on the principle of upgrading the menu design logic, build the basic strategic marketing system and matching basic organizational capabilities of enterprises to cope with the competition in the new environment
3. Build R&D organization capabilities and differentiated positioning capabilities that respond to rapid market changes, and continuously improve customer flow.
4. Build a new product launch system in the landing of menu applications.
5. Under the influence of Douyin and Meituan, ensure Maoli's new super menu design organization ability and digital channel drainage ability
6. Through the super menu management, the balance of production lines and orders can be optimized and continuously improved.
7. One-move strategic-level affiliate marketing and private domain capabilities: the organizational ability of super user marketing, such as repurchase, gross profit, and bill of lading
8. Original "6 Menus" theory - Douyin, Dianping, Xiaohongshu, dine-in, Meituan Ele.me, private domain membership menu, each menu pricing strategy and logic are different.
In-depth analysis of fifteen catering cases
Practical case 1: In the case of little price adjustment and declining passenger flow, how to adjust the menu structure to ensure that the gross profit margin is improved, the profit is increased, and the efficiency is greatly improved.
Large-scale case 2: KFC continues to go through multiple eras, what is the logic of the underlying menu management?
Trading case 3: Menu management reform, how will 40 store catering enterprises in a certain region hit a new high in more than 10 years under the epidemic in the first half of 2022, and how to implement new products in a shorter period of time, revitalize and make customers feel fashionable?
Case 4: Interpreting Banu's Change Acceleration: 7 Generations of Store and Menu Changes.
Case 5: What is the menu principle behind Xibei's professional children's meal helping Xibei grow customer flow again?
Case 6: Under the condition that the customer order remains unchanged, through the new design logic application of the super menu, Douyin sales have increased from 40% gross profit to 65% gross profit, avoiding fake drainage!
Dish trading case 7: Why don't other people's explosive products sell well in our menu?
Case 8: How does the Xibei menu application system transfer product value?
Case 9: In terms of menu management, how does Banu learn from Xibei and surpass Xibei in value transfer? What media innovations has Banu done in stores?
Case 10: How does a 40-store restaurant reconstruct the online public domain menu to form an explosive solution and increase the flow of store-to-store customers in a short period of time? 20,000 single TikTok sales in 7 days, and ensure that the benefits are not large, and the gross profit is maintained.
Trading case 11: A sauerkraut fish restaurant I designed the Douyin Meituan menu like this, make explosive products, and protect Mao profit!
Transaction case 12: A restaurant based on roast duck, I designed the menu Douyin Meituan dish to make explosive products and protect Mao profit!
Operation case 13: How a 40-store regional restaurant increased the average number of tables of customers visiting the store by more than 90 times through the design of super member products, and increased customer loyalty, increasing the repurchase of super members by 2 times, and many non-loyal members became loyal members, increasing customer stickiness.
Large-scale panoramic case 14: From operating stores to operating customer relations: Xibei super affiliate marketing system and Xibei new retail design principles.
Blockbuster practical landing large-scale panoramic case 15: how Changde local snacks opened more than 100 stores in fourth-tier cities, and the store performance increased by 20% in May 23 years after the epidemic.
"Some Students of the Catering O2O Society"