How do brands in food industry do marketing promotion?

We use the hot pot brand Haidilao to illustrate how brands in the food industry do marketing promotion.

First, differentiated positioning.

Some hot pot restaurants specialize in nine-second hairy belly, that is, fresh hairy belly delivered by air, which can be eaten in a boiling pot for nine seconds; Some hot pot restaurants mainly eat hot pot while watching Sichuan change its face; Some hot pot restaurants are Chaoshan beef hot pot, and one cow only serves 9 tables. Some hot pots are made of pork tripe and chicken soup, which are delicious and healthy ... Haidilao is unique and famous for its meticulous service. Choosing this unique positioning has greatly enhanced its popularity.

Second, with the help of online marketing.

The rise of short videos like Tik Tok and Ato Kuai has attracted the attention of many young people. Therefore, many people saw the newly invented sea fishing method in Tik Tok and went to the sea fishing site to try it. I have to say that this "online celebrity eating method" is another contribution to the performance of Haidilao. Now that you are in Haidilao, the clerk will take the initiative to ask you if you need to experience the eating methods of online celebrities.

Third, the emotional marketing method.

Before Haidilao, regulations were issued in Taiwan Province Province, allowing customers to bring their own dishes. The news suddenly became a tipping point. Therefore, many people take advantage of the loophole and bring their own food only to consume the bottom of the pot in the store. Not long after, Haidilao announced that it had to suspend this regulation because of some diners. Netizens are a group of people who are distressed by Haidilao and accuse those who take advantage of diners. As a result, Haidilao made a good marketing in terms of emotion.

Fourth, the crisis response law.

Before a store in Beijing broke the hygienic standard of Haidilao, Haidilao closed the store, set up a camera and announced it in the restaurant. Customers can also visit the kitchen at any time. This wave turned the corner and won praise from the industry.