Catering enters the era of quality

Many catering people hold the idea that the cheaper they are, the more attractive they will be to customers. They only know how to make a fuss about the price. I don't know that customers nowadays pay more and more attention to quality, dining experience and service quality.

I believe that people who see this topic will think: catering in any era needs quality.

Yes, that's true, but in the past five years, due to the influence of internet media, the change of consumer groups and the fierce competition of many catering brands, the biggest highlight of the market is low prices and discounts. The cheaper it is, the more enthusiastic the queue is.

However, what is the result? Business fluctuates like bungee jumping. The stronger team can last for several months, while the weaker team and the general position are only a busy period of one or two months.

1 Consumer satisfaction is the most important.

At present, in the physical industry, the cash flow of the catering industry is the most impressive. Of course, the premise is that you can continue to develop and live a good life.

All along, the "three mountains" have been pressing the catering industry-rent, labor and price. Zege said three years ago that at present, the catering industry, the investment direction of first-tier cities, the restaurant with per capita consumption below 100 yuan is Red Sea. If you want to live more smoothly, then your turnover rate must be high, otherwise your daily turnover will only be enough for rent and food, and the rest will have to be taken out of your pocket.

Young people want to be cheap and residents want to be affordable, but after all, satisfaction is the most important thing.

Let's take a look at the following case comparison and understand everything.

The first situation: spend 30 yuan to eat a fast food/light meal, at least the environment is not dirty, the air conditioner is not turned on, the service is empty, and the dishes are self-help. As a result, all the dishes are semi-finished and you can eat enough, but the rice is either too rotten or too hard, and the taste is only known to yourself.

The second situation: you spend 60 yuan to eat a meal, the environment is relatively clean, the waiter likes to ignore it, and the hygiene is very poor. Although the food is freshly cooked, the taste is really pleasing. You are tired of eating it and want the staff to pour a glass of water, but no one cares.

The third situation: you spend 100 yuan for a meal, the environment is simple and fashionable, the staff is enthusiastic and the hygiene is good. Although there are not many products, the dishes are exquisite and distinctive, and the waiter will tell you how to eat this dish, which will taste better; During the whole meal, soft music and the little boy's smile remind you that the whole meal was very comfortable.

If it were you, which one would you choose if the economic conditions allowed?

In other words, you used to spend four times a week and eat 30 ~ 30 in a restaurant in 60 yuan, but your satisfaction declined because of your bad experience. What are you trying to make money for? Isn't it just to make yourself better?

So, you spend money twice a week, and go to restaurants in 100 ~ 150 yuan. You even go to a restaurant in 500 yuan with friends and family whose per capita consumption is 200 ~, but you are satisfied every time. You even take your family to spend again. You may apply to the manager for membership, hoping to enjoy more discounts.

Many investors or operators of dry catering are still intoxicated with the low-cost thinking of group buying in previous years, thinking that consumers will come as long as the price is low. Once the restaurant is low-priced, it means that the profit is reduced. What should I do? The production of semi-finished products has low technical requirements and fewer service personnel. Anyway, now you can directly scan the code to check out; Turn on the air conditioner when the guests come, just turn on the light half, and save everything that can be saved.

Brother Ze wants to ask these investors and operators:

Do you invite friends and family to eat in your own restaurant?

How many times a month do you eat in your own restaurant?

Put yourself in others' shoes. How was your experience? Can you score 80 points? If all the above answers are negative, then don't flatter yourself, your restaurant business will definitely get worse and worse.

In the second half of 20 16, Zege suggested in the circle of friends on WeChat that the middle and high-end consumption of catering has arrived, and the quality and value of restaurants need to be further improved. (Missed the best tip! ) 2 consumer group analysis

In China's first-and second-tier cities, there is really no shortage of rich people. The question is, what are their consumption needs? Is quality, enjoy the whole service process, enjoy higher quality products and dining experience.

Everyone is saying that "after 90 s and 00 s" will consume when they see low prices. Have you really analyzed it? In fact, their consumption concept is really not what you think.

Of course, their consumption behavior is very simple, such as a cup of milk tea from online celebrities, some sushi and mutton kebabs, or a glass of juice and a steak salad. They are simple and casual, as comfortable as possible. However, the consumption of a new generation of young people is really not cheap. Per capita consumption is around 80 yuan and even exceeds 100 yuan. They spend more than 3000 yuan on meals every month, not including breakfast for their parents and weekend meals for their boyfriends and girlfriends. ..

But what they want is to spend happily, have a fashionable and elegant place to sit, or just go shopping and solve the problem of eating. This is the consumption habit of "post-90s and post-00s".

For these young people, their consumption loyalty is very low; Unless it is convenient, it is next to the company or near home. Then, for restaurants, brand visual design and service are very important.

For example, regarding children, baby banquets and parent-child early education are the places where parents are most willing to spend money, and parents are also generous to their children. I often see some parent-child early education shops, where babies are having a good time and parents are waiting outside. At this time, did your restaurant take the initiative to communicate? Did you take the initiative to contact? However, it should be pointed out that restaurants below 60 yuan are really difficult to do business, because these parents all know that your products are not suitable for babies.

Let's talk about the elderly. At present, especially in first-and second-tier cities, there are a large number of people aged 40-50-60 in China. After retirement, they are classmates, colleagues, neighbors and friends, taking photos, traveling, dancing and singing together. What they care about is where they can sit at noon, have a meal, chat, drink tea and take photos; In fact, their consumption requirement is comfort. How can I be comfortable? You have no service, can you spend comfortably? Your products are all semi-finished products. Can you eat comfortably?

3 Quality and cost performance

Now talking about quality, I have to say that most people's minds are "cost-effective".

What kind of cost performance can satisfy consumers?

Everything that a restaurant shows to its guests, feels and experiences has a balance point in consumption value. If it is higher than the equilibrium point, it is worthwhile and cost-effective; Below the equilibrium point, the experience is poor and the satisfaction is reduced.

At this time, we are going to talk about not only products, but also the architecture system of the whole enterprise and the value embodiment that can be provided to consumers.

Brother Ze has said the word "great service" many times. Great service is not just service, but all the experiences that guests feel when they walk to the restaurant door-air, lighting, floor, music, greetings, line walking, seat comfort, cleanliness of tableware, attitude when ordering, pleasure of eating, details after eating, and surprises when paying the bill-all these are great services.

In the past two years, in first-and second-tier cities, there are many restaurants and clubs with per capita income above 500 yuan, and the business is bursting. Why? China people pay attention to face, good environment, tall buildings, river views and so on, but the most important thing is the product and service experience. Many restaurants are butler-style services, which are very professional and humanized in many details, and the etiquette smiles of employees are from the heart.

In fact, around us, there are also restaurants worth learning in the shopping malls, each of which is around 200 yuan. They focus on products and services. They are really attentive and meticulous. No matter how many guests are waiting in line at the door, employees still serve the guests at each table in an orderly way.

Why do these restaurants have a good reputation and why do consumers have a high rate of returning? Because of their quality, the whole dining experience is "cost-effective". Perhaps a table of four people spent more than 500 yuan, but it is "value" relative to the overall satisfaction, far exceeding the consumption amount. This is the quality and value that guests can feel!

Anyone who has heard of my sharing, or my apprentice, knows that I am more opposed to low-price discounts to attract consumers' attention. Because low prices will make you pay more attention to profits, and at this time, you can't do products and services well. It is conceivable that what is the result?

The catering industry itself is a service industry, and good basic training is the last word! In market research, it is often seen that some restaurant employees don't even use trays when serving, and a rag doesn't wipe several tables; Even in some restaurants, guests order red wine or bring their own red wine, and there are no wine glasses and decanters. What do you think are the advantages of your restaurant? Don't report the name of the last dish, let him change it with a clean small bowl, and a supercilious look will make you speechless; Go to dinner, as if the guest owed the waiter money. Is this because the company has not trained its employees well, or is it because bosses and executives simply don't pay attention to corporate culture and team building?

Diners, wake up! Look what your restaurant has become. How many repeat customers will you have if you make it cheaper? No matter how the market changes, the cognition of catering founders is very important!