Catering has entered the era of quality

Many caterers open restaurants with the idea that "the cheaper they are, the more customers they will attract", and they only know how to make a fuss about price; little do they know that today's customers They are paying more and more attention to quality, paying more and more attention to dining experience, service quality, etc.

I believe anyone who sees this topic will think: Catering in any era requires quality.

Yes, that is true, but in the past five years, due to the influence of Internet media, changes in consumer groups, and fierce competition from many catering brands, the largest in the market has The highlight is—low prices and low discounts. The cheaper it is, the more excited you are to queue up.

But what is the result? The business is like bungee jumping, with terrifying ups and downs. Those with stronger teams can last for a few months, while those with weaker teams and average location selection can only have a busy period of one or two months. .

1 Consumer satisfaction is the most important

At present, among the physical industries, the cash flow of the catering industry is the most considerable. Of course, the premise is that you can continue to develop and also Live well.

For a long time, the "three mountains" have been suppressing the catering industry - rent, labor, and commodity prices. Brother Ze said three years ago that in the current catering industry, the investment direction of first-tier cities and restaurants with per capita consumption of less than 100 yuan is the Red Sea. If you want to live a smoother life, your table turnover rate must be very high. , otherwise, your daily turnover will only be enough for rent and ingredients, and the rest will have to be taken out of your own pocket.

Young people want cheap prices, and residents also want affordable consumption, but in the end satisfaction is the most important thing.

Let’s take a look at the case comparison below to understand everything.

The first situation: You spend 30 yuan to eat a fast food/simple meal. The environment is at least not dirty, the air conditioning is not good, there is no service, and it is a self-service operation. As a result, the dishes are semi-finished and you can eat enough. , but the rice is either too rotten or too hard, and only you know the taste.

Second scenario: You spend 60 yuan for a meal, the environment is relatively clean, the waiter is indifferent, and the hygiene is very bad. Although the dishes are freshly made, the taste is really not complimentable, and you still eat it. I was so angry that I asked the staff to get me a glass of water, but no one paid attention.

The third situation: You spend 100 yuan for a meal, the environment is simple and fashionable, the staff is enthusiastic, the hygiene is good, although the products are not many, they are exquisite and distinctive, the dishes are served, and the waiter tells you that this The way the dish should be eaten will make it taste better; during the whole meal, the soft music and the little boy's smile make you remember it, and the whole meal is comfortable.

If it were you, which one would you choose if your financial conditions still allowed?

In other words, you originally consumed 30 yuan four times a week~ 60 yuan restaurant, but due to a bad experience, satisfaction dropped. Why do you work hard to make money? Isn’t it to make yourself live a better life?

So, you now spend twice a week, both at restaurants with an average cost of 100 to 150 yuan per person, even with friends and family Eat at a restaurant where the per capita consumption is 200 to 500 yuan, but you will be satisfied every time. You will even take your family to eat there again, and you may even apply to the store manager for membership, hoping to enjoy more benefits.

Many investors or operators in the catering industry are still obsessed with the low-price thinking of group buying in previous years, thinking that as long as the price is low, consumers will come. Once the restaurant prices are low, it means reduced profits, so what should we do? The production of semi-finished products does not require high technology, and there are fewer service staff. Anyway, now you can directly scan the QR code to order and pay; when guests come, turn on the air conditioner. Just turn on the lights half way, save whatever you can.

Brother Ze would like to ask these investors and operators:

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

Do you have dinner in your own restaurant every month? How many times have you eaten at a restaurant?

Put yourself in my shoes, how was your experience? Can you score 80 points? If the answer to the above is no, then don’t flatter yourself, your restaurant business will definitely improve. It's getting worse.

In the second half of 2016, Brother Ze reminded in WeChat Moments that mid-to-high-end consumption of catering has arrived, and the quality and value of restaurants need to be further improved. (You missed the best tip!) Analysis of 2 consumer groups

In China's first- and second-tier cities, there is really no shortage of wealthy people. The question is, what are their consumer needs? It is quality and enjoyment. Enjoy higher quality products and dining experience throughout the entire service process.

It is said that "post-90s and post-00s" will consume when they see low prices. Have you really analyzed it? In fact, their consumption philosophy is really not what you imagine.

Of course, their consumption behavior is very simple, a cup of Internet celebrity milk tea, a few sushi and skewers, or a glass of juice, a steak salad. They are simple and casual, and they consume whatever they feel comfortable with. It’s really not cheap either. The per capita cost is about 80 yuan or even more than 100 yuan. Their monthly consumption on food is more than 3,000 yuan, not including breakfast provided by parents and weekend arrangements by boyfriend and girlfriend. .

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

For these young people, their consumer loyalty is very low; unless it is convenient, it is next to the company or near home. So, 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. No matter how frugal parents are, they are also very generous with their children. I often see some parent-child early education shops, where babies are playing and parents are waiting outside. At this time, did your restaurant take the initiative to communicate? Did it take the initiative to contact you? However, it needs to be pointed out that it is really difficult for restaurants with a per capita price of less than 60 yuan to do this part of the business, because these parents all know, Your product is not suitable for babies.

Let’s talk about the elderly. At present, there are a large number of people born in their 40s, 50s, and 60s across the country, especially in first- and second-tier cities. After retirement, they make appointments with classmates, colleagues, neighbors and friends to take pictures, travel, dance and sing. What they focus on is where they can sit for lunch, have a meal, chat, drink tea and take photos; in fact, their consumption requirements are comfort. How can you feel comfortable? If you don’t have service, can you feel comfortable consuming? Your products are all semi-finished products, can you feel comfortable eating?

3 Quality and cost-effectiveness

Now that we have talked about quality, I have to say that most people think of "cost-effectiveness".

What kind of cost-effectiveness can satisfy consumers?

Everything a restaurant presents to guests to see, feel, and experience is in the value of their consumption. A balance point. If it is higher than the balance point, it means value for money and high cost performance; if it is lower than the balance point, the experience will be poor and satisfaction will decrease.

At this time, what we want to talk about is not just products, but more about the architecture of the entire enterprise and the value it can provide to consumers.

Brother Ze has mentioned the word "great service" many times. Great service is not just service, but the greeting at the door when guests walk to the door of the restaurant, and all the experiences they feel after entering the restaurant - the air, lights, floors, music, greetings, walking lines, and the comfort of the seats The quality, the cleanliness of the tableware, the attitude when ordering, the pleasure during the meal, the details after the meal, the surprise when paying...-all of these are part of the great service.

In the past two years, in first- and second-tier cities, there are many restaurants and clubs with a per capita income of more than 500 yuan, and business is booming. Why? Chinese people originally pay attention to face and a good environment. They can see high-rise buildings and can Seeing the river view and so on, but the most important thing is the product and service experience. Many restaurants provide butler-style service, which is very professional and humane in many details. The etiquette and smiles of the employees are all from the heart.

Actually, there are restaurants in shopping malls around us that are worth learning from. The average price per person is about 200 yuan. They focus on products and services and are indeed very attentive and meticulous. No matter how many customers are queuing at the door, the staff Still serving guests at every table in an orderly and attentive manner.

Why do these restaurants have a good reputation and why do consumers have a high rate of return? It is because of their quality and the entire dining experience is "cost-effective". A table of 4 people may have spent more than 500 yuan, but when comparing the price with the overall satisfaction, it is "value" that far exceeds the amount consumed. This is quality, the value that guests can feel!

Any catering person who has listened to my sharing, or is my apprentice, knows that I am opposed to low prices and discounts to attract consumers' attention. Because low prices will make you care more about profits, and at this time, you will not be able to provide good products and services.

It is conceivable, what is the result?

The catering industry itself is a service industry, and it is the last word to have good basic skills training! During market research, we often see some restaurant employees who, during service operations, They don't even use trays, they wipe several tables with a rag, but they don't clean them; there are even some restaurants where guests order red wine or bring their own red wine, but there are no red wine glasses or decanters. You say your restaurant is good, but what makes it so good? What's the last dish? , don’t tell you the name of the dish, just ask him to get a clean small bowl and change it. A roll of his eyes can make you speechless; when you go to eat, it seems that the guest owes the waiter money. Is this because the company has not trained its employees well, or is it that the boss and senior management simply don’t pay attention to corporate culture and team building?

Food and beverage owners, wake up! Take a look at what your restaurants are like. No matter how cheap you are, how many repeat customers will there be? No matter how the market changes, the cognition of catering founders is very important!