The food is good, why is there no business?

Why is there no business if the food is good?

01. There has never been a unified standard for "deliciousness"

Tasty has never been a definite concept, because Chinese people The standards by which food is judged are constantly changing.

In the past, people’s evaluation of taste was mainly salty. Now with the development of the seasoning industry, more flavor types have been developed, which has also affected the public’s taste, from chicken essence to various types of MSG. The delicious flavor of seafood oyster sauce has gradually taken over the mainstream and has become the basic standard for taste evaluation.

In addition, local differences in food also make it difficult for people to have a unified standard for judging delicious food. Yunnan, Guizhou, Sichuan, Hunan and other places generally like spicy food, while the water towns in the south of the Yangtze River have created the light eating habits of southerners. Sweetness in the south and saltiness in the north have always been the main dividing line between the tastes of the north and south, so the battle between salty and sweet rice dumplings has never stopped.

For example, due to differences in the origin of raw materials, there are a wide variety of different pepper varieties in various places, and the spiciness is also divided into three, six or nine levels. At the same time, the numbing flavor is also evolving, and green Sichuan peppercorns and Sichuan peppercorns have become the key to category segmentation. With the differentiation of categories and the evolution of taste buds, various colorful spicy and leading varieties of hemp have emerged.

In addition, taste is a very private thing, and a family at the same dining table will also show different taste preferences; the same person will also show different preferences at different times.

Things that you thought were delicious five years ago will gradually lose their taste as your taste buds evolve; the taste memories that almost disappeared ten years ago may become attractive again as time and memory pass. attraction.

In a word, taste is a very subjective and abstract thing, and it is difficult to quantify it in a standard way.

02. "Eat well" rather than "delicious"

We have seen many brands conquering cities and territories through products. It seems that they are winning users with the "delicious strategy", but in fact What they win over customers is "eating well", not "delicious food".

Through the understanding of "eating well", it is not difficult to find that Haidilao's ultimate service, Banu's hairy belly craftsmanship, and Xibei's explosive product development are all trying their best to make customers "eat well". "Good", and satisfying customers is the foundation of catering.

Tasty is the cause, and eating well is the fruit. If there is a universal standard for customer satisfaction, it must be "eating well" rather than "delicious".

If delicious food is the obsession and pursuit of catering people, then eating well is the customer acquisition strategy of catering stores. To correctly understand the "eat well strategy", we have to understand it from the following aspects:

1. Good taste

Eating well is not the opposite of delicious food, delicious food remains the same It is the core standard of eating well. The difference is that this delicacy is not to cater to the public taste, but to create a niche taste to meet the taste needs of a small group of core customers.

For example, for hot and sour noodles, the core customer group is young women. Their taste appeal is to seek excitement, so the sour and spicy flavors are highlighted, and the noodles must be chewy and chewy. If this is achieved, it will basically satisfy them. Food demands.

I mentioned in the previous article that the strategy of hot products is to focus on single products and focus on the original crowd. When the brand scale expanded and entered a new stage of development, it focused on more people through more hot products, which is why Banu's new slogan of "not excessive service, paying attention to everything" was born.

Similarly, Xibei, which claims to "order with your eyes closed, everything is delicious", also uses a variety of popular products to attract different customer groups, rather than conquering everyone with a single product.

Nowadays, productism is prevalent in the catering industry, but achieving delicious food is only laying the foundation. There is still a long way to go before customers can eat well.

2. Good environment

The second dimension of eating well is the environment. The environment is an important factor that highlights the product. In the consumption philosophy of young people, the product is the lining and the environment is the face. Without a good environment, the quality cannot be reflected and the style cannot be set off, and the desire to consume will be greatly reduced.

Why theme restaurants are emerging one after another and Internet celebrity restaurants are so popular? This is all to cater to the eyeball economy and meet the social needs of young people for taking photos and sharing.

With the popularity of takeout, the differentiation between online and offline catering scenarios has become more and more obvious. Offline catering will become an important part of social interaction. In such a scenario, the environment is naturally indispensable. part.

3. Good service

In a catering team, the chef must consider how to make the product delicious, and the operation must consider how to make the user eat well. One key to a good meal is service.

When designing the product, the processing method and the production method have been integrated. The products are processed on-site and interact with customers. In this way, customers' awareness is strengthened and their favorability is deepened. Haidilao’s dancing noodles and Xiaolongkan’s hand-cooked noodles are all manifestations of product service.

More and more restaurants attach importance to bright kitchens and bright stoves, or develop products that allow users to DIY, in order to demonstrate the value of the product through performances and on-site services, so that the value of the product does not stop at the ingredients themselves.

4. Good brands

When customers make dining choices, they are always accustomed to thinking in terms of supplies and using brands to make choices.

For example, if you want to eat tripe hot pot, you will think of Banu; if you want to eat Korean barbecue, you will choose Jiutian. From category to brand, cognitive focus is achieved through specific associations. This is how brands mark themselves with coordinates through positioning.

Customers perceive your products and brand because of your unique points, forming brand impressions and memories. Deliciousness is only one of many characteristics that can be shaped. In addition, there are many ways to To build a brand. For example, Haidilao is characterized by good service, Mixue Bingcheng is characterized by high cost performance, and Xibei is characterized by delicious taste.

5. Good communication

The last test criterion for whether a product can satisfy customers is whether it can be spread by users.

Nowadays, the habit of young people eating is to eat first among their friends. Whether the product can become the material of Versailles for customers is also one of the criteria for testing the competitiveness of the product.

Whether the product is eye-catching, whether it looks great, whether the store environment is attractive enough, and whether the brand's tone can reflect one's own taste and style, these are all factors that determine customer satisfaction and The key to no is also the key to whether customers are willing to spread it.

Eating for young people is a social behavior in itself. What you eat is not important, but what kind of lifestyle you can convey is the most important.