How to promote sales in catering industry

catering, still blindly imitating others to promote sales? You're just taking the old road of others' death.

The owner of the noodle shop downstairs complained, "The customer is a fine man, and then he runs away after harvesting the wool."

why do you say that?

The noodle shop owner had a good business. Although the location was not a bustling area, the flow of people was quite large. Later, however, several restaurants opened one after another next door, all vying for price reduction and promotion, which gradually became a tradition.

customers will be robbed by other restaurants without price reduction promotion. Many bosses will encounter this situation, watching others do promotions to grab customers, not steaming steamed bread to fight for breath, and they have to do it themselves.

in the end, you have to live by promotion activities. As soon as the original price is restored, customers will run away, let alone fantasize about raising prices.

even some people don't know it, but think that the promotion is really effective. Actually, it's not. I slowly found myself working hard and didn't make much money.

why is this the result? There are three main reasons

1. I don't know why to do price reduction promotion

2. I don't know when to use price reduction promotion to get the best effect

3. I don't know that price reduction promotion has negative effects. How to reduce the negative effects

Some people will say that price reduction promotion is not just to grab customers. In fact, all marketing purposes are for the long-term development and profitability of restaurants. If it's just for a temporary hot illusion, it's putting the cart before the horse.

then the price reduction promotion can't be used?

not really. listen to me on how to do a good job in price reduction and promotion.

1. Why do price reduction promotions have negative effects?

We often encounter two situations:

The first one is what we mentioned earlier. Once the original price is restored, there will be no customers.

in the second case, the effect of increasing the number of customers is getting worse and worse because of frequent use of price reduction promotions.

For example, when shopping online, many discount activities will be ignored by us, but when we see a store that rarely promotes sales, we can't help but take a look. What's more, the catering industry, even if the price is cheaper, will be tired of eating every day.

why is this problem?

in view of the above two situations, it comes down to two reasons: stimulus adaptation and stimulus dependence.

For example, price reduction promotion is like a stimulant. After the first injection, we feel very excited, but after two or three times, we will adapt and feel less excited. This is to stimulate adaptation.

and if you stop using stimulants, then customers will leave without any excitement, which is stimulus dependence.

if we know these two reasons, we can find a solution to a great extent.

For example, you will wonder why McDonald's is so extravagant that it offers discounts almost every day.

First of all, McDonald's aims at stimulating dependence, and the promotion period is calculated in weeks, which is to make customers more dependent on themselves; Secondly, for the problem of stimulating adaptation, the products promoted every day are different.

For example, as shown in the figure below, promotion is made every day, seven days a week, and the single product hamburger, chicken wings, set meal golden powder bucket and Big Mac are set in three sets, and the methods are changed every day to increase customers' freshness of the products.

second, under what circumstances is the effect better?

price reduction promotion can only make people try to spend, but it can't solve the purchase motivation. In other words, price reduction promotion is an external stimulus, which has nothing to do with the product.

For example, it's very sunny in summer, so it's rare for a boy to take an umbrella, let alone ask him to buy one, unless the merchant says that 9.9 yuan is a postage guarantee, he may try to buy one in rainy days.

Boys just have no motivation to buy umbrellas. Therefore, many marketing problems can't be completed only by price reduction and promotion. So when facing the problem, we must first analyze what this problem is and whether the price reduction promotion can solve this problem.

under what circumstances do you use price reduction promotion?

1. Customers have consumption motives, but there are obstacles to consumption

Let's give an example. Do you think fried chicken and hamburgers with high calorie are healthy?

even some children know that fast food with high calorie is unhealthy. But why do so many people contribute RMB to KFC and McDonald's?

Just because of what we mentioned above, McDonald's discount promotion every day is to reduce customers' guilt and reduce consumption obstacles. As girls often say, I'm losing weight recently, and it's okay to eat once in a while.

2. Customers have consumption motives, but it is difficult to buy for the first time.

When a new dish is introduced in a restaurant, no one will be the first to try the unknown dish. At this time, price reduction and promotion can play a role.

in this case, the premise is that the bosses should have confidence in their own dishes, ensure that customers can accept them and continue to consume them easily. Then the price reduction promotion can play a role.

Take my own example. I was very resistant to stinky tofu before, and I never ate stinky tofu before I graduated from college. The first time I ate stinky tofu was when I was shopping with my friends. A new store was opened with a 5% discount. My friends bought too much at once and couldn't finish it. I couldn't help digest it. I think it's really good after eating, and I will buy some every time I go there in the future.

3. Snatching customers at special moments

Special moments are annual festivals, such as Chinese Valentine's Day, National Day and Mid-Autumn Festival. Everyone is doing activities, and we can't fall behind, otherwise the bosses can only keep empty stores alone.

The promotion of price reduction in festivals gives customers a reason to reduce prices. After the holiday, the price recovery is also justified.

4. When a dish needs self-sacrifice to drain other products,

I have to mention McDonald's here. The products that are promoted at reduced prices every day are single items or a set meal. I will never do a 5% discount promotion. If there is, I believe that the ability of ordinary people can bring them down in one day.

to promote sales with a single product or package is to sacrifice oneself and drain other products. After all, when customers come into the store to eat, they should not only order a spicy chicken wing, but also be able to eat.

third, how to reduce the negative effects?

first of all, ask a question: why do customers choose us for price reduction promotion?

First of all, for example, someone did an experiment of playing with building blocks before, and divided a group of children into two groups. 1 yuan was rewarded for each level completed by the children in the first group. The second group, no reward.

after playing for a while, tell the children that they can play freely. The first group of children stopped playing with building blocks, either reading books or playing other games; The children in the second group are still playing with building blocks.

This experiment tells us that everything has its motivation, and different motivations lead to different results. If children want to continue playing, the solution is to change the motivation of children playing with building blocks in the first place.

to answer the previous question, do price reduction promotion, and the motivation for customers to choose us is low price.

to return to the ultimate goal and reduce the negative effect of price reduction promotion, the way is to attribute the low-price discount to another thing, not to the purchase of products.

There are the following aspects:

1. Attribution of special status

For example, in Dicos, you need to spend 1 yuan as a privileged member to enjoy various low-price discounts.

There is another kind of points. For example, in Haidilao, you can enjoy the Black Sea privilege only if you have more than 12, points.

This gives the customer a special identity, and the customer indirectly enjoys the promotion discount, which will reduce the negative effect on the motivation to buy products.

2. Attribution of special behavior

is to get the promotion price by making customers do some special behavior. For example, we often use the circle of friends to collect praises, continuously forward posters for three days, and draw prizes.

3. Attribution of special time

This is the holiday promotion mentioned above, such as anniversary, National Day, May Day, etc.

4. Channel attribution

For example, a group's third-party platform, on which we do price reduction promotion, is not available in offline stores. Customers will feel that it is because they were cheap before and placed orders on a third-party platform, which will reduce the negative effects.

Fourth, the final conclusion

In catering, price reduction promotion can only alleviate the problem of "no customers" in a short time, because the fundamental problem has not been solved, which leads to the aggravation of the problem and the effect is getting worse and worse. Therefore, before doing the promotion, we should consider clearly what our problem is, whether the price reduction promotion can be solved, and finally choose the right way to do the price reduction promotion.

Pay attention to Anan, and learn more about dry food and beverage operations together!

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