Business Strategies From Two Big Restaurants

As we all know, the catering industry is usually a direct consumer oriented terminal retailing enterprise. To some extent, the business prosperity of the catering industry directly depends on the business strategy and promotion method of the restaurant owner.

This is the reason we often talk about "having peers, not sharing benefits".

In August and September of 2005, I stayed in Harbin for a month as a result of consulting projects. During the period, I visited many of the two hot restaurants in Harbin's Daoli District, one of them was "daqinghua Dumpling King" on Xinyang Road, and the other was the "charcoal house" at Anxin Street.

After all, I studied the terminal promotion of enterprises, and I discovered some promotional tips for them over time.

When I went to the consumer to achieve a certain frequency, their promotional tips were gradually refined by me.

Today, as an ordinary diner and terminal marketing researcher, I share the sales promotion and analysis and Lenovo that I understand.

Tsinghua: dumplings are cheap and expensive.

Strictly speaking, when I was on a business trip in Harbin in 2002, I began to visit Tsinghua University, so far no more than ten times.

This is largely due to my preference for pasta, especially dumplings, as a northerner.

In August and September of this year, I went to patronize many times, and I slowly found their promotional tips.

Like many restaurants that feature a signature dish, this is a large dumpling in the northeast.

The best

But who else is eating dumplings instead of ordering dishes? So once you order dishes, even simple dishes, the price is good.

It is worth mentioning that: because the price of their dumplings is very delicious, they dump the price of dumplings on every table and under the glass of each table.

The price of dishes is not provided.

Cold dishes and stews need to be purchased at the window, while other dishes can be served directly through the waiter.

At this time, you will unconsciously lose the intuitive sensitivity to the price of dishes, and your mind is full of "dumplings delicious and very affordable" good impression.

So you start numbing crazy...

If you bring your guest today, you will immediately have a "sharp eyed" waiter to recommend you 60 yuan of "abalone steamed dumplings" and other high-end dishes.

And I can't help but recommend you actively.

What is interesting is that if you order dumplings directly without any other dishes, a waiter will remind you very quickly that "you can order first, and the dumplings are fast."

In fact, every time I go to dinner, I wait for the dishes. If the dumplings are served after the trunk road, who will be quicker?

Harbin's Tsinghua dumpling business strategy echoes Xi'an's Jia three Tang Tang baozi, which is a famous snack in Xi'an Gulou Street.

When I was in Xi'an in the last century when I was in University, their soup stuffed bun was 4 yuan a cage. When I came to Xi'an on the National Day this year, I found that their prices remained unchanged for more than 10 years.

It is indeed a touching thing, but the real cost of a few people is not much cheaper than a big meal at other decent restaurants.

Only then did I understand their skills.

Echoing the above two things, there is also a great number of gruel shops in Beijing. It is also very different. When you really spend your time, you find that the total cost of your porridge is not low, so it is no wonder that there are so many porridge shops in China.

Strategy analysis:

All three restaurants use a paralyzed way to achieve the effect of "going all in to the end", because their main business prices are often very low, highly attractive and paralyzed.

Under the illusion of these false appearances, you unconsciously set off the consumption craze which was originally suppressed by you.

Just imagine: if an enterprise has a low price of non main business, we usually think that he is resisted by market competition and even suspect that he has the suspicion of malicious bidding. But if the main business price is very low, he will often feel that he is very "affordable", which is people's consumption illusion.

Under the temptation of such delusion, we went to the pirate ship in a muddle.

In the end, we found that the first thing we saw was a special cover for temptation.

Promotion Association:

In the United States on the other side of the ocean, there are also two world-renowned companies that are tempting consumers by using the same skills.

In the old days, the Bobbi dolls in the United States had already started the strategy of "alive and sold". If you bought a Bobbi doll, the price would not be expensive, but once you bought the doll, you would become a "bottomless pit" because the Bobbi company usually told you very responsibly that you did not buy a "Dead Doll" but "raised" a spiritual "living doll". The doll should wear clothes, change clothes, have toys, love and get married.

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In the face of all these "derivative" needs, what should you do as the adoptive parents of this doll? There is no way to fully prove your kindness. You have to go on to Bobbi's company to buy clothes, toys, objects and marriage for the doll.

And it keeps on going around and enjoying it.

What happens? Before you know it, you suddenly realize that your follow-up consumer spending has already gone far beyond the "principal" price when you first adopted the doll.

Bobbi's "promotion" strategy has been applied to the extreme.

Coincidentally, it is also in the United States, "honest and honest" Mr. Sam Wharton played the "WAL-MART daily parity" sign, and after WAL-MART entered China, this idea also went deep into the hearts of the Chinese people, so as to make many Chinese consumers who pursue the best quality and low price go in droves.

However, anyone who knows the terminal retail market can see that by visiting WAL-MART stores, their so-called "daily parity" is limited to some products and brands that are highly pparent or highly rigid in the minds of ordinary residents, and the price of WAL-MART is not low or even cheaper than that of a few square meters.

If you don't believe it, you can make a careful comparison.

Now it's hard to say who actually used these tricks first.

But think about the Chinese family.

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Charcoal house: all the materials are free - the East is not bright and the west is bright.

Also in Harbin, compared with Tsinghua decoration features, charcoal house is slightly inferior.

Because the restaurant does not have much to show off from its appearance.

And the terrain is also very bad. The road at the entrance is very narrow and very poor. Parking is also very troublesome.

The only thing worth showing is that the charcoal pot used by them is more authentic than the "gas stainless steel pot" of many chafing dish shops.

But in fact, it can hardly be regarded as an obvious competitive advantage, because there is a same chafing dish shop next door to them less than 10 meters.

But unfortunately, the house next door slowly collapsed and somehow the business expanded to the door, and everyone could rain or shine.

Such a close distance between the two companies will appear here waiting for the queue, and no one there patronize.

Chinese people always love to "get together", where more people are going, and where people are less, they do not want to join in. "Matthew effect" is most obvious in the catering industry. Most people take it for granted that "since there are so many people here, the taste must be good; and if everyone does not go there, it will definitely not be possible."

I haven't been to this restaurant before, but later I either invited or asked for a total of 5 times.

Based on the habit of "being observant and diligent in thinking", I also slowly excavated their secrets.

Strategy analysis:

In fact, the biggest characteristic of Chinese people to eat hot pot is to pay attention to a "Huo Wang Wei Xian", or the popular saying is that the diners who come to eat hot pot are often "strong mouths" and taste very "heavy". Thus, most of the diners are still relatively small at the time of eating hot pot.

You probably have your own experience.

But the biggest disadvantage of many chafing dish shops is "charging small materials."

This is a subtle difference. When we dig deeper, we have to find that "knowledge" is actually in this little material.

In fact, everyone has an illusion when consuming. For example, when you order in a restaurant, even if you order a good dish, you won't feel bad because it is your own consumption after all.

But if you want to add vinegar or pepper, they also charge, so you will feel uncomfortable.

Even if you only take one yuan each, you will always feel uncomfortable. In economics, this is a "marginal marginal cost".

Therefore, if a hot pot store charges small materials, most diners will save the province. So, as you go deep into your meal, you can dip into it, and the less you eat, the less flavour you will get.

The charcoal fire house is fully aware of this delicate psychological change, so all the diners will be free of small charge throughout the entire process, and will be put directly out of the trolley and fully self-service.

Small varieties are also very complete: sesame oil, sesame paste, leek flower, fermented bean curd, coriander, hot pepper, chilli pepper, chilli oil and so on are all distributed according to needs.

People had a better impression of the charcoal pot than the ordinary "gas and stainless steel chafing dish", and unconsciously thought the former should be more authentic.

Since the implementation of "high communism and distribution according to needs", we feel that the flavor is even more sufficient.

So word of mouth was passed, rain or shine, and endless...

At this time, who cares about how much money the boss has added to each dish?

Promotion Association:

The owner of charcoal house has used his simple way to deduce a promotional wisdom of "the east does not brighten the west".

From marketing, it is actually "terminal retail product line matching and specific price operation skills".

When China Unicom launched CDMA just now, it used a bunch of green grapes to vigorously promote the low radiation and environmental protection of CDMA, but found that the market performance was still mediocre.

This means that the selling point is not right, and the sales promotion is not right.

Later, we learned that the biggest bottleneck is to let the original users of GSM network purchase the CDMA special mobile phone. This is obviously a bit reluctant.

It's like letting a tractor tractor farmer turn into a euro III car for environmental protection. Why can you make users buy a cell phone just for greedy environmental protection and low radiation?

Later, Unicom thought of "pay the phone bill, send the phone" - as long as you pay enough (pre stored) a certain amount of charges, the phone will be given to you, money or your money, but Unicom will help you save it first.

This suddenly subverted the mindset of people buying "mobile phones and paying the bills" in the past, so that people found that they did not need to pay the cost to go from the GN to the c net, and the latter was more healthy and environment-friendly. Why not?

The slight change of "buy and deliver" suddenly opened up a huge market for CDMA. Through the natural differentiation of this network and the promotional skills of "the east does not brighten the west", Yao Ming Unicom's "2 to 1" promotion has been counterbalanced.

Now, think back to Unicom, by setting a certain standard of pre deposit fees, and by negotiating some super low purchase orders with some famous mobile phone manufacturers such as Motorola, the cost of mobile phones on the surface has been recovered.

Then, compared to the continuous payment and use of a CDMA user, has a CDMA phone become the free "hot pot" material?

Confucius said: "eating habits are also", and the folk also said, "food is the food of the people". It can be seen that from ancient times to now, people tend to think most about food.

This should be called the phrase: "wisdom often occurs among the masses."

In fact, the vicissitude of the catering industry is the external embodiment of people's living conditions.

The hot scenes of the two restaurants show unusual promotional wisdom.

These promotional wisdom can also reflect the terminal marketing of many industries in the society.

Therefore, when I share with you today, I think you should also be able to see that these simple wisdom has already been applied to many fields. Maybe this is something we didn't expect.