How to run a restaurant?

The catering business is difficult to do. If you want to increase customer traffic, you also need this marketing method

It is difficult to operate a restaurant business now, and many owners want to organize an event to increase their popularity. But the question is, how to do the activity? They are afraid that the discounts are not enough and customers will not come; they are also afraid that the discounts are too big and they will lose money.

The epidemic has not passed yet. After the impact of the epidemic in the past few months, many restaurants have not persisted. Including some big brand chain stores, such as KFC, Xibei, Starbucks, etc., also suffered serious losses. As the epidemic situation improves, the catering industry has begun crazy promotions to increase customer flow. For restaurant owners who are still confused and overwhelmed, let me share with you how to use flash sales activities to increase customer flow.

1. Why do flash sales?

1. Increase product sales

Flash sale is a marketing tool that uses limited time, first-come, first-served customer psychology to stimulate customers to purchase. Now you can also use the linkage gameplay of flash sales + coupons to boost store sales.

2. Increase the customer flow of the store

Flash sales can use low-priced products to snatch customers from other stores and have the effect of attracting new customers. Customer turnover in the catering industry is very high, because customers will get tired of eating from only one restaurant every day, and most customers will switch to other restaurants. If other people’s restaurants keep having new dishes, or new stores opening all the time, then the possibility of this customer choosing us again is very small. Therefore, flash sale activities can also help us increase the retention of old customers. We must know that an old customer is much more valuable than a new customer.

2. How to do a flash sale?

1. Understand the five elements of flash sale activities

Second sale time; flash sale dishes; flash sale inventory; flash sale conditions; flash sale rules.

2. Understand the rhythm of flash sales

The rhythm of flash sales is very important. Grasping the rhythm of event promotions can maximize the effect of flash sales. Based on the effect of the first activity, you can plan the rhythm of the next activity in advance so that you know each activity well. Know what frequency of activity can motivate users, retain users, and increase the number of orders.

3. Adjust the activity process through activity data

The conduct of activities emphasizes data orientation, especially flash sale activities. For example, you need to pull the sales data of daily dishes to see which dish is selling well, whether it can be used as a traffic-draining dish, and which dish can be a hit. Only by familiarizing yourself with the dishes through data can you know what to expect and achieve the best of the best results.

4. Always pay attention to the situation of competing products

Our own ideas are always limited. We can refer to how merchants of the same competing products promote promotions. At the same time, by comparing with them, you can know your own shortcomings and advantages. For example, your dishes are more expensive, but the portions are larger than theirs. Only by leveraging your strengths and avoiding weaknesses can you do a good job in flash sale activities.

The breakfast war between KFC and McDonald's is like this. Last month, McDonald's launched the "Super Breakfast Month", with specials every day during breakfast time. The cheapest hamburger and soy milk combination only costs 6 yuan.

KFC also launched the "WOOW Breakfast Season", where new breakfast members can purchase burgers or porridge for 0 yuan.

3. How to do the flash sale event specifically?

1. Selection of products

The selection of products should be able to arouse the interest of users to pay attention to flash sales, but note that flash sales do not mean only providing low-priced products, but should be timely to attract users. Users purchase products with medium to high unit price, otherwise the positioning of the product in the minds of users will be greatly reduced.

For example, if the flash sale product is a drink, can it arouse customers’ interest in the flash sale? Flash sale products should be mid-to-high-end products, such as pickled fish, boiled fish, crayfish, etc. Of course, they should be determined according to the business characteristics of your own store. Here is just an example.

2. Product settings

Product settings are divided into price settings and specification settings.

Price setting: By setting the flash sale price and market price of the product, use low prices to attract customers. The contrast between the flash sale price and the market price stimulates users' greed for petty gains, thereby improving consumers' satisfaction with the snap-up experience. Spend.

Specification settings: including product name, product pictures, inventory, etc. The inventory settings should be determined according to your own expectations of the day's activities. If there are too few, there will be an instant flash sale. If the time is too short, the flash sale promotion effect will not be achieved. , and the customer experience is not good either.

Then create a promotional atmosphere through event slogans and event cover images. For example, KFC’s event cover image is better, with bright red as the theme color and an enlarged title, which is more eye-catching and deeply rooted in people’s hearts.

3. Activity rule settings

Activity rules should be introduced on the flash sale list page. For example, the introduction of KFC event page, event target: new members; event time 6.8-6.21. We have to decide based on our own activities, and we can also add a description like "Due to the strong intensity of the event, each person is limited to one time per day."

Four. How to implement flash sale activity?

After the flash sale activity is formulated, the first step is to warm up. Flash sale activities are marketing tools with a limited start time. You must do a good job of warming up and counting down the event. Especially when you choose a very good flash sale product, you must promote it two or three days in advance to increase user participation.

The promotion of flash sale activities can be done through online channels, such as WeChat groups, Moments and takeout platforms, which spread relatively quickly. You can also distribute flyers offline and place KT boards at the entrance of the restaurant to attract customer inquiries.

Through the above introduction, it seems quite troublesome. But don’t worry, here is a tool recommended for everyone, which is the Mini Program Mall. The above activity settings can be completed in the mini program mall, and the activity page can be directly shared to WeChat groups and Moments for publicity.

In addition, the mini program mall supports online orders and online transactions. Customers place orders through the mini program, and takeout delivery is also supported, which is convenient and fast. Nowadays, it is relatively simple to open a mini program mall. You can find a third-party platform and you can do it in a few minutes, such as Youdian, Youzan, Weimeng, etc.

The most important thing is that through the mini program mall, we can follow the progress of the activities in real time, such as how much inventory is left, how many orders are placed, and how much sales are. It is convenient for us to control the progress of the activity in real time and make adjustments.

It is not easy to run an event. It is necessary to clearly define the purpose of creating a flash sale event, grasp the progress of the flash sale event, make timely adjustments, and successfully complete the event to maximize the effect. What this article shares is just an overall process. Because there are thousands of people, each restaurant has its own style and characteristics. You must learn to be flexible and do flash sales activities according to your own situation to bring more customers to yourself.

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