A cook must be knowledgeable.

Introduction: As we all know, dishes are the core competitiveness of hotels, so what about the producers of core competitiveness? Chef, do you know what the selling point is and how to sell it? Here are some knowledge and selling points that I have compiled for you as a chef. I hope I can help you!

Some chefs always complain that there are no suitable positions when they are dismissed or choose to change jobs, but this is only a superficial idea. Let's see why those colleagues who keep getting promoted and raised can enjoy different treatment. In fact, it is not because they have superb cooking skills, but because they have mastered the prescription of the right medicine, that is, knowing what dishes to sell can bring greater economic benefits to the hotels they serve.

1. What style of food do you cook?

Conform to local eating habits

China is vast in territory and abundant in resources, with different local conditions and customs. Chefs must have a thorough and comprehensive understanding of the location of the hotel, including local customs, eating habits, what they like to eat, what they don't like, and what their taste characteristics are, and then plan their own dishes as a whole.

Nowadays, chefs are very mobile. If you want to gain a foothold in a different place, you must understand the local customs and eating habits, and you can't copy the dishes mechanically, which is doomed to failure. For example, chefs from Zhejiang go to hotels in Sichuan to cook. If they copy the original Zhejiang cuisine, the market will not be too big. However, if you use Zhejiang cuisine to cook local favorite ingredients, or use local cooking methods to cook Zhejiang ingredients, and integrate local flavor into the dishes, so as to localize the taste and produce Zhejiang cuisine, such dishes can only gain market in the location of the hotel.

2. What flavor of food do you cook?

Unify with hotel positioning.

Hotel positioning is dominant, and the design of dishes must conform to its style.

For example, a friend who is a chef in Wang Xing, who is the head chef of a booming restaurant, has a good reputation in the local industry, and was poached by a newly opened hotel owner with a high salary one day. The hotel owner thought that he could sit back and relax by inviting the chef of Wangdian, but after operating for a period of time, he found that the situation was not optimistic.

So, the boss and chef Wang sat together to analyze the reasons and felt that there was no problem with the dishes, services and marketing. So what's the problem? Ask the guests, and they can't tell what's wrong with the food, but the business is not improving. In a chat, chef Wang told me about it and asked me to help him analyze the reasons.

Chef Wang's original shop is a large seafood city, and the new shop is a leisure farm. The dishes brought by Chef Wang are all the dishes that follow the seafood city. After understanding the situation, let him change dishes immediately, greatly increase farmers' local dishes and cut seafood dishes. Later, business improved.

The low-level mistake made by chef Wang is actually that the positioning of dishes and hotels is not uniform. Imagine what consumers will eat when they go to leisure farms, of course, it is farmhouse food. No matter how excellent your seafood dishes are, even impeccable, guests will not patronize them. Guests who want to eat seafood will definitely go to the seafood city for consumption, so the positioning of the hotel determines your dishes.

3. What price did you cook?

Should be suitable for consumers.

Due to the different economic development in different places, there is also a big gap in consumption level, which also determines the price of dishes. Therefore, when a chef decides what to sell, the local consumption level is a major factor that cannot be ignored.

If the overall local consumption level is around 50 yuan per capita, and when you order food, the per capita consumption base in the store is higher than this consumption level, then the hotel will certainly not live long. On the other hand, you must have cooked the wrong food, and the cooked food is definitely not easy to sell. Therefore, the pricing of dishes must be cautious, otherwise no one will consume the best dishes you cook.

Case:

In a hotel, the boss ordered seafood as the main course. So when setting the dishes, the chef of the hotel arranged a large number of seafood dishes, which not only met the requirements of the boss, but also met the decoration style of the hotel. But after the operation, the benefit is not very ideal. The chef is puzzled. I don't know why.

In fact, he neglected a major factor in hotel management? Price. Although the local consumption level is not very high, consumers like seafood dishes very much. Moreover, he chose high-grade seafood raw materials, the price is obviously high, but there are not many acceptable consumers, so the benefits have not been able to go up. After guidance, the chef deleted some high-grade seafood dishes and added many middle and low-grade seafood dishes. After adjusting the proportion for a period of time, the operational efficiency has been significantly improved.

4. What kind of food do you cook?

The combination of innovation and tradition

Homogenization of dishes is very common in the catering industry. A dish that is popular in one hotel today may be sold in other hotels tomorrow. Such an efficient replication capability will amaze other industries. Therefore, in order to maintain the leading position in the same market, chefs must be required to speed up the innovation of dishes, and the introduction of new ingredients and new technologies is naturally needless to say.

Now people pay more attention to green dishes, so the innovation of dishes should also develop in this direction, but it can't be divorced from tradition. For example, eating large pieces of Dongpo meat, a famous dish in Zhejiang, obviously does not conform to the way of keeping in good health of contemporary people. The clever chef improved and innovated this dish, that is, cut the original large piece of meat into four pieces with uniform size, put broccoli and white rice next to each piece of meat, and then put it in place, which not only improved the grade of the dish, but also made the nutrition more reasonable.

how much is it?

Everyone knows that hotels sell vegetables, but how to sell them is a topic worth discussing, especially the producers of vegetables. Chef.

Generally speaking, as long as the chefs do careful market research and follow the principles of customs, positioning, price and innovation mentioned above, they will basically pave the way for dish marketing. But many chefs think that setting dishes is their own business, and how to market them is the responsibility of the front office and the sales department.

In fact, this is a misunderstanding, and chefs should participate in the marketing process of dishes. Why do you say that? In hotel management, if the hotel management is not good, the boss's first thought is that the chef's food is not good, so there is a phenomenon of frequent change of chefs. Therefore, it is necessary for chefs to participate in the marketing of dishes, which is responsible for the enterprise, for themselves and for the dishes carefully developed by themselves.

1. Who will do the first-line marketing?

The waiter is the main force.

A hotel is like a factory. The chef is the developer and manufacturer of products (dishes), and the waiter is the food salesman. So how can waiters sell the chef's products more effectively? In fact, every dish has a selling point, or the choice of ingredients, or cooking techniques, or taste, or shape, or eating, or nutrition and so on. This requires the chef to accurately tell the waiter the selling point.

Take Dongpo meat mentioned above as an example. After the chef's improvement and innovation, the taste remains the same, but the shape, nutrition and production methods have changed. Although diners are very familiar with traditional Dongpo meat, waiters must emphasize the uniqueness of Dongpo meat in our store when promoting sales, so that guests can taste the new Dongpo meat. If the chef doesn't tell the waiter the selling point of this dish, then the waiter can't start selling it. A good cook should know how to sell his food better through the mouth of the waiter.

2. How to price the dishes?

Adopt different pricing strategies with competitors.

Price is an important factor in how to sell, and cost accounting is a compulsory course for chefs. When determining the price of dishes, the chef should communicate and coordinate with the financial department, because a reasonable pricing strategy is a way for hotels to win customers.

Case:

There are several hotels of the same size near a hotel, but only one is very popular. Before the opening, the chef had a deep understanding of the hotel and tasted it many times, and found that the dishes were not special and the price was not cheap. But judging from the customers who often go to that hotel to spend money, they all agree that the price of that hotel is affordable and cheap. So I went to the store again, and after careful analysis, I found that the price of home cooking and general cooking in that hotel was set on the low side, but the price of seafood was set on the high side. Most of the guests who spend money order a few home-cooked dishes, and they feel that the price is cheap, and gradually they have a good reputation.

Analysis: If the hotel adopts the same pricing strategy after opening, it will definitely have no advantage and it is impossible to grab customers from that hotel. So what should we do? Finally, I decided to take the opposite strategy in the pricing of dishes, that is, set the price of seafood dishes lower than that of the local market, raise the price of those dishes in that restaurant slightly, and then adjust the proportion of these two dishes appropriately. So after the opening, the business has been booming, even surpassing that hotel.

Take the opposite pricing strategy for that hotel, adjust the proportion of dishes, and let guests feel that the price of a whole table is the same as that hotel when spending. When the guests order, the waiter especially consciously promotes seafood dishes, causing the guests to pay attention to the price of seafood dishes. In this way, guests will naturally compare with other stores, and as a result, they will feel that our food is more affordable than other stores. Therefore, price strategy is the key to how to sell.

3. How to maintain long-term competitiveness?

Culture sells vegetables and builds its own distinctive brand.

Cultural selling vegetables is the long-term plan and foundation of enterprises, including hotel material culture, service culture and dish culture. For example, when it comes to abalone, everyone will think of aunt abalone. Isn't there anyone in the world who can cook abalone better than Master Yang Guanyi? Disappeared only because Master Yang Guanyi turned his abalone into a culture. Others, such as Quanjude's roast duck and the West Lake vinegar fish outside the building, are all examples of cultural selling vegetables.

Once the dish culture is formed, it has its own uniqueness. If Quanjude takes vinegar fish and roast duck out of the building today, it is conceivable that there will be no market for these two dishes. Of course, the formation of this culture needs long-term cultivation and accumulation, and it cannot be formed in one day. However, as the developer and producer of dishes, chefs play a major role in the formation of hotel cuisine culture.

One of the means to form dish culture is actually the process of selling dishes. Chefs should select several dishes that are well received by hotel guests, so that waiters can consciously recommend them to guests and get their approval, and even spread them to target customers in the form of advertisements. It is better to combine some local allusions when developing these dishes, which is more conducive to the sales of dishes and the formation of dish culture. If you don't know how to sell this dish, there is definitely no culture of this dish.

Some people say that it doesn't matter what you sell in the modern market, what matters is how you sell it. In catering enterprises, what to sell is as important as how to sell it. A cook who knows what to cook according to different markets is a good cook, but a cook who knows how to sell vegetables is a better cook.

Summary: Now catering bosses are demanding more and more chefs. Besides cooking, they should also know how to prepare for opening a shop and even know how to market it. In this era of publicity, chefs will have more opportunities to contact marketing management. To be a valuable chef, cooking marketing is indispensable.

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