Recently, a variety show called "Chinese Restaurant" once again set off a heated discussion among the audience, many stars gathered together to open a Chinese restaurant, and launched a "PK" with local restaurants, the stars in the show not only have to cook in person, but also be responsible for the operation alone, so that the audience can see the other side of the star in the catering industry.
It can be said that the catering industry has always attracted much attention, and with the addition of celebrities, more and more "star catering" brands have entered the public's field of vision, attracting the attention of many fans and consumers. The joining of celebrities has undoubtedly added a beautiful landscape to these catering brands, making the already delicious dishes more attractive, and also making many fans sigh: "It turns out that celebrities have opened so many stores, and they accidentally become victims of 'following the trend'." ”
However, recently, some negative news about celebrity catering has been frequently exposed, which makes people wonder whether celebrity catering is a "tangible asset" or a "bottomless pit"? What do celebrities think of the restaurant industry? Can they really do a good job in the "business" of catering? Today, let's unveil the "ups and downs" behind celebrity catering, and see what kind of "rivers and lakes" the celebrities' catering business is.
1. The star "boss" frequently appears in the restaurant, the franchisee is damaged, and the brand is in trouble
In recent years, with the rise of short video platforms, many celebrities have begun to try to "dig gold" in the catering industry, and "star + catering" has gradually become a new model of "IP" marketing, attracting the attention of many consumers. It can be said that the joining of celebrities has undoubtedly brought "full traffic" to these catering brands, making the brand stand out from many competitors and becoming an "Internet celebrity" brand in one fell swoop.
However, at the same time that consumers are "blinded" by the aura of celebrities, some negative news about celebrity restaurants has gradually come to light, making people full of doubts about the future of these "star catering" brands. It turns out that in order to better "hype" their catering brands, some celebrity "bosses" often "show up" in the store, get in close contact with consumers, and even "go into battle" to serve customers in person.
This practice has undoubtedly brought great help to the publicity and promotion of the brand, made consumers have a deeper impression, and also enhanced the "repurchase rate" of customers. However, with the "frequent appearances" of celebrities, more and more fans and fanatical "followers" began to flock to the restaurant, making the already "hot" restaurant "full", and even "full".
It can be said that the joining of celebrities not only brings "rolling dividends" to catering brands, but also makes brands face "hot pot-like" challenges, which require "sharp eyes" to deal with various emergencies. Once there is a "mistake" in the operation of the brand, it is likely to bring a "heavy blow" to the franchisee, and even plunge the entire brand into a "crisis of trust".
Recently, there is a variety show called "Flavor World" has once again set off heated discussions, and the star "bosses" in the show have "unspoken rules" of their employees in order to better "experience" their own catering brands, which has made many netizens doubt the "internal management" of these "star catering" brands, and also made franchisees full of doubts about the future of the brand.
It can be said that the joining of celebrities can certainly bring great help to the publicity and promotion of the brand, and can also attract more consumers to patronize, however, the success or failure of the brand does not only depend on the "popularity" and "popularity" of the star, but also requires the brand to have "excellent" strength and "careful management" in order to be able to gain a "steady" foothold in the market.
Second, the catering business of celebrities is mostly fueled by short video platforms, but with the change of wind direction, brands are facing difficulties
Recently, a variety show called "Chinese Restaurant" has become "popular" again, and the star "bosses" in the show need to cook in person, provide delicious Chinese food for local customers, and also "handle" the operation of the entire restaurant, so that the audience can see the "alternative style" of stars in the catering industry.
It can be said that this variety show once again set off a heated discussion among the audience about celebrity catering, and also made more people have a strong interest in the catering industry. In fact, in recent years, many celebrities' catering businesses have attracted much attention, and their catering brands are mostly "Internet celebrity" stores on the "short video platform", attracting a large number of "foodies" and "fans" to check in.
It can be said that the short video platform has given these star catering brands a "new growth environment", and also made the brand's popularity "rapidly improved", and after becoming an "Internet celebrity" brand, it has also ushered in "full popularity" and "hot business". However, with the passage of time, the "aura" of many "Internet celebrity" brands has gradually "dimmed", which has also made the catering business of these celebrities face "unprecedented" challenges.
It turns out that the "traffic dividend" of the short video platform can certainly bring a short-term "explosive period" to the brand, attracting a large number of "onlookers" and "word-of-mouth communication", however, once the "wind direction" changes, these "Internet celebrity" brands are likely to "return to the pre-liberation period overnight", and the business will appear "Waterloo".
Recently, there was a variety show called "Eat Up the Food of the Whole Universe" that once again set off a heated discussion, the host of the show Huang Lei and the "foodies" together "encircled" the "Internet celebrity" food in various places, and also carried out a "collective boycott" of celebrity catering, thinking that these "Internet celebrity" brands are just "eating by face" and are not really "delicious".
It can be said that consumers' concepts and tastes are undergoing "subtle" changes, they no longer "blindly follow the trend" for food, pay more attention to "quality" and "cost performance", and also begin to have a "cautious" attitude towards star catering, no longer "blinded" by "bright appearance", but to "speak by taste".
It can be said that the catering business of celebrities can certainly attract more consumer attention with the help of short video platforms, however, in order to really do a good job in the "business" of catering, it is necessary to have "ingenuity" food and an attitude of "careful management", so as to win the recognition of "word of mouth" and make the brand "prosperous" in the market.
3. After the star "boss" withdrew from the catering brand, the franchisee suffered losses, and consumers began to pay attention to cost performance
It can be said that the joining of celebrities can certainly bring great "traffic" and "exposure" to the catering brand, so that the brand can "become popular" in the market, however, once there is a problem with the "operation" of the brand, the joining of the star may also become a "double-edged sword", bringing "unexpected" "crisis" to the brand.
Recently, there have been "problems" in the catering business of many celebrities, and they have also "withdrawn" from their catering brands, which undoubtedly sounded the "alarm bell" for consumers and franchisees, and also made everyone begin to have a "more rational" view of celebrity catering.
It turns out that the joining of celebrities can certainly make the brand "popular" in a short period of time, and also make the brand's popularity "rapidly improved", however, the "long-term development" of the brand needs more "internal elements" to support, including the attitude of "careful management" and the quality of "excellent" products and services.
Once the brand only "relies on" the halo of the star and ignores these "internal elements", it is likely to "retreat step by step" in the fierce market competition, and also bring "real" "harm" to consumers and franchisees.
It can be said that the joining of stars is only a "factor" of the brand's "success", and in order to be "undefeated" in the market, the brand needs to have a clear "positioning" and "development concept", and also needs more "intentions" and "persistence" to "win" the "trust" of consumers.
It can be said that the catering business of celebrities can certainly attract more consumer attention with the help of short video platforms, however, in order to really do a good job in the "business" of catering, it is necessary to have "ingenuity" food and an attitude of "careful management", so as to win the recognition of "word of mouth" and make the brand "prosperous" in the market.
Fourth, celebrities such as Huang Xiaoming and Chen He have encountered problems in their investment in the catering industry, and the brand business is bleak
It can be said that the catering industry has always attracted much attention, and with the addition of celebrities, more and more "star catering" brands have entered the public's field of vision, attracting the attention of many fans and consumers. The joining of celebrities has undoubtedly added a beautiful "landscape" to these catering brands, making the already delicious dishes more attractive, and also making many fans sigh: "It turns out that celebrities have opened so many stores, and they accidentally become victims of 'following the trend'." ”
However, recently, some "negative news" about celebrity catering have been frequently exposed, which makes people start to think about whether celebrity catering is a "tangible asset" or a "bottomless pit"? What do celebrities think of the restaurant industry? Can they really do a good job in the "business" of catering? Today, let's unveil the "ups and downs" behind celebrity catering, and see what kind of "rivers and lakes" the celebrities' catering business is.
It can be said that in recent years, many celebrities' catering businesses have attracted much attention, and their catering brands are mostly "Internet celebrity" stores on the "short video platform", attracting a large number of "foodies" and "fans" to check in.
It can be said that the short video platform has given these star catering brands a "new growth environment", and also made the brand's popularity "rapidly improved", and after becoming an "Internet celebrity" brand, it has also ushered in "full popularity" and "hot business".
However, with the passage of time, the "aura" of many "Internet celebrity" brands has gradually "dimmed", which has also made the catering business of these celebrities face "unprecedented" challenges.
It turns out that the "traffic dividend" of the short video platform can certainly bring a short-term "explosive period" to the brand, attracting a large number of "onlookers" and "word-of-mouth communication", however, once the "wind direction" changes, these "Internet celebrity" brands are likely to "return to the pre-liberation period overnight", and the business will appear "Waterloo".
It can be said that consumers' concepts and tastes are undergoing "subtle" changes, they are no longer "blindly following" food, but pay more attention to "quality" and "cost performance", and have begun to have a "cautious" attitude towards star catering, and are no longer confused by "glamorous appearance"!