How to run a restaurant?

Customer Operations - How can restaurants increase customer repurchase? (Recommended for collection)

In the last issue, we made a detailed analysis from 8 aspects on how to improve the takeout ranking. In this issue, we share how to maintain good customers.

The latest "China Catering Big Data" shows that before 2018, the main driving force for the development of my country's takeout industry was the growth in the number of customers. In 2019, the growth rate dropped to single digits for the first time.

In 2019, the average annual consumption order per customer increased to 32.5 orders, and the annual growth rate of customer consumption frequency reached 22.6%, exceeding the growth rate of the number of customers for two consecutive years.

It shows that it is increasingly important to maintain old customers, increase consumption frequency and repurchase. Restaurant owners are also paying more and more attention to private traffic. Private traffic is the traffic that directly reaches customer groups and stimulates customers to place orders by creating groups, adding WeChat, etc.

If you want to learn how to maintain your own private domain traffic, take a look at the following tips!

1. Community traffic diversion

Currently, private domain traffic operation tools for catering companies mainly include personal WeChat, WeChat groups, and mini programs. Today, we mainly use "WeChat + Mini Program" as the main object to study private domain traffic.

1. Offline store traffic diversion

At present, most of the basic traffic of the catering community comes from offline stores. If you are in fast food such as McDonald's,

Dicos If you have ordered food in a restaurant, you must have heard "Sir/Madam, do you have a membership card?". Then the waiter will explain the use of the membership card and recommend you to apply for it, so that the customer information is retained.

When paying, you can leave customer information by asking more questions. Sometimes we can also guide customers to add WeChat. Attract customers through prizes and benefits, add them to WeChat, and join the group. For example, Happy Cakes will push fan activities, lottery activities, and experience courses in the group from time to time.

2. Online customer diversion

For restaurants, online customers mainly rely on takeout platforms. What many bosses do now is to attach a small card to the takeout meal box with the store’s contact number and WeChat QR code. Take a screenshot of the positive comments, add WeChat, and receive a red envelope. In this way, customers are imported from the company’s traffic pool to our own traffic pool.

3. Social fission

Encourage fans in the group to attract new ones, such as Happy Cakes, post in the group and get strawberry cheese + croissants for more than 200 people in the group, and the number of people in the group exceeds 200 People give away gifts in the form of red envelope draws. And it was introduced into offline stores and picked up at the store, which gave our store a good publicity.

2. Retention of the community

1. Create a personal brand image

Nickname and avatar are important places to display our brand. We can directly use our The store name can be used as a nickname, and the avatar can also use our store logo, or you can use your own personal photo or personalized avatar.

Creating a personal brand needs to be personified and give people a sense of intimacy. The circle of friends is crucial to building a personal image. How to use the circle of good friends?

Moments should spread valuable things, and what customers need is valuable. For example, in the hot summer, you can post in your circle of friends like this: "Is anyone like me, you want to eat some sour and appetizing cold dishes when the weather is hot?" and add photos of our exquisite cold dishes below.

According to the needs of customers in different periods, we push corresponding content to trigger buzz from the customer's perspective. Avoid rigid advertisements that will not cause objections and have good publicity.

2. Develop group rules

After establishing the group, establish a set of group rules. First, clarify the purpose of establishing this community, including distributing benefits, disseminating knowledge, sharing experiences, etc. Catering groups are generally fan welfare groups. The group rules should be informed to fans. For safety reasons, please do not add WeChat privately. If necessary, you can contact the group owner; words and deeds in the group will not violate the law, and no advertising will be posted.

The release of group rules establishes a good order for the normal operation of a community and gives customers a good experience. In addition, fans who enter the group can be reminded to modify their notes, for example, in the form of "name + community name" to facilitate customer management.

3. Clear division of labor

It is very difficult for only one person to maintain a community, so store employees must be brought into the group to divide the labor.

One person is responsible for responding to customer inquiries; one person manages the order in the group and promptly stops random advertisements; the other one or two people act as trolls to activate the atmosphere in the group.

4. Publish activities

Publish activities in the group from time to time, which can be lottery activities or likes in the circle of friends. For example, in the Happy Cakes Like event, the 88th customer who liked the cake on the 51st Festival received a cake card worth 129 yuan.

Because many customers will block some business groups and friend circles, such activities can be easily avoided. Not only can it increase customer activity, but it can also promote the products in the store.

3. Transformation of the community

1. Guide customers to enter the store for consumption

The activities we send within the community are all completed online, so Without face-to-face communication with customers, it is difficult to grasp the psychology of customers. For example, the cake coupons and physical gift packages mentioned above can all be explained as self-pickup in the store.

Consumption in the store has two major benefits: bringing customers closer to the restaurant and increasing in-store additional consumption.

Dicos’ coupons and free tasting coupons can be picked up at the store. On the one hand, it increases its brand effect. On the other hand, after ordering, the waiter will ask, "Do you need anything else?" For an extra 2 yuan, you can get an extra cup of Coke", thereby increasing the unit price per customer.

2. Online activities

Online activities are not just "free gifts". We can use the mini program mall to set up group buying, flash sales, full discounts and other activities to directly sell products Share to WeChat groups and Moments.

The mini program mall is based on WeChat, with a large customer base, easy communication, and supports online transactions. For example, Haidilao, Xibei, etc. have opened their own mini program malls. Mini programs are an indispensable tool for opening up innovative channels for takeout when the catering industry is struggling during the epidemic. As for how to use mini programs, we will discuss it in detail in the next issue.

Customers will become tired if one form of activity is used, but a combination of multiple promotional activities will have a better effect on increasing customer activity. We can plan group buying and flash sales activities every week, and select some hot-selling dishes for group buying or flash sales. The prices are relatively affordable, stimulating customers to place orders quickly.

4. Summary

The 80/20 rule is that 20% of a restaurant’s customers bring 80% of its profits. If a store wants to make long-term profits, it needs to maintain its old customers. This article mainly takes private domain traffic as the starting point and introduces how to operate private domain traffic from the four aspects of traffic diversion, retention, conversion, and fission.

If you want to learn more about catering business, please continue to follow me. Nan will update it as soon as possible.

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