La «pequeña empresa » está demasiado en la búsqueda de intereses inmediatos, y también es paso a paso; las grandes marcas son previsivas y sus logros son invencibles.
Huang Jihuang lanzó un nuevo producto para el mercado de comida para llevar: «tres puntos llenos», con tres minutos de comidas, con cocina en vivo;
Cumplir con el lanzamiento facetario – modo de catering a tiempo completo c24, establecer una nueva integración de la línea de productos, venta al por menor, en línea y fuera de línea;
Haidilao lanzó su propia bebida de marca, un nuevo producto de bebida de bacterias de ácido láctico, que se utiliza principalmente para hacer una olla caliente.
Las marcas están ocupadas expandiendo su cadena industrial, desde los productos hasta el retail, de fuera de línea a online, que pueden considerarse como todos los aspectos.
1. Características sobresalientes, centradas en las operaciones de envasado
The reason why the brand is impressed by the customer, can hear or see what it is, such a brand must be different.
Faced with the sudden emergence of new retail styles, the distinctive characteristics of the food packaging are also a kind of “staying†skills. For take-away products, the unique packaging can make a deep impression on customers.
Considering the consumer group of takeaways – the white-collar workers who go to work are usually takeaways for one person. It is necessary to capture the hearts of consumers from the packaging.
Fine packaging, meticulous experience, warm-hearted service tips, immediately add 5 points for the taste of the dishes.
Many food and beverage outlets are determined to break through the image from takeaway packaging and build their own brand packaging to highlight style and character.
It is worth noting that this is a good strategy for the same category of food and beverage, but in the face of differentiated competition, when all the take-away categories are seeking breakthroughs in take-away packaging, it is bound to give consumers a dazzling sense of freshness.
2, centrarse en el servicio, aumentar la experiencia del usuario
Traditional catering does not have a formed take-out service system. It uses the direct delivery of the clerk, the delivery time and the taste of the food are not easy to control, and the service experience of the delivery is less considered.
However, the era of take-away «Tmall» is coming. With the continuous reduction of diners, the second chain of catering – take-out, not only in the image, but also in the service, pay special attention to the experience of delivery, and enhance the user’s goodwill.
The image of the take-away packaging highlights the individuality and style, leaving an impression on the customer. Once the same kind of imitation, how should the catering company defend?
The breakthrough point is in service, and the user experience is irreproducible. On the one hand, the taste of the dishes, on the other hand, the more direct personal experience that the customer touches, which brand is impossible to copy and imitate.
From this point of view, the listing of Haidilao is a gratifying news, but also many business owners envy: the same is to do food, why can he go public? Catering people know that Haidilao wins with service. It adopts the amoeba management mode, which is accurate to everyone and serves every customer. The user experience is not only the taste of hot pot, but also the nuanced service. .
3. Marca derivada, diversificación del riesgo de capital
If a store relies on a single mainline product, it will soon be squeezed out by other brands. Looking at the old-fashioned food and beverage brands, you will find that the long-lasting secret is not only the signature dishes, but also the clever combination between the main and the side dishes. After all, we don’t just order a signature dish when we experience it.
Huang Genghuang founder Huang Geng can do his best for the new product «three-point full», three years of research, taste, packaging, technology and try again, so that today’s live cooking, standard 3-minute meal.
The same is true for meeting facets, founder Song Qi said that the business model of c24 has been in the exploration stage. Meet the face-to-face 24-hour product line, focusing on the product features of each period of operation, in order to change the customer’s old impression, retain customers, and form a new impression as the goal.
Japanese catering is recognized as the best, only because of the adherence to a standard «only one brand of catering companies is dangerous.» Although a single brand has the advantage of simplification and concentration, once a consumer rejects this unique brand, the company will be fatally hurt. The strategy of Japanese catering is to launch 1-2 new stores each year to form a diversified risk asset structure.
Multi-brand strategy has become a new battlefield. On the one hand, businesses can continue to innovate. On the other hand, multi-brands seem to be more in line with the stomachs of young consumers.
4. Tres elementos de la gestión de catering: calidad + servicio + experiencia
What is the secret of catering business? Every diners have their own answers.
Practice knowing the truth, blindly speaking and blindly doing can not be explored.
Observing the restaurants with good business, we can easily find that the combination of quality, service and experience is the foundation of a restaurant that is unbeaten, but it never stops at three elements.
Mass consumer products are the first. Once the products are identified, once the local tastes are met, the customer repurchase rate is not a problem. Kang Changxi, the founder of «Fang Datong Hu spicy soup» who intends to change its name to «Xiaoxige», once said to reporters that «the same shop is easy to die. To make food and beverages return to the essence, put clean in the first place, and then improve the service.» .»
Catering operations need to find out a set of their own style of play. Mature business methods can be used for reference. How to explore their own style of play can stand in an undefeated realm. Only those who are truly suitable for themselves and create their own characteristics can retain customers and form brand influence.
