How do catering companies position consumers?

How do catering companies position consumers?

The methods for catering companies to position consumers are as follows:

1. Market segmentation: positioning "family of three" There is a "Beautiful Fried Chicken" fast food restaurant in Guangzhou's popular front China Plaza. Since it was opened to the general public, in order to attract the consumer market of families of three, a small activity room has been opened next to the restaurant with a "climbing slide" "Ride a wooden horse" and other activity props for children to carry out activities, play games, etc. In this way, it not only meets the psychological needs of children to be active and playful, but also meets the needs of young parents for emotional communication with their children during holidays.

2. Market segmentation: positioning "Chinese and Western weddings and wedding banquets"

For example, Shanghai New Jinjiang Hotel and Japan's Huade Pei Weiting Wedding Service Company have joined forces to launch a cross-century wedding service. One-stop service for Chinese and Western style weddings and wedding banquets. They provide a new concept for traditional wedding and wedding banquet services, that is, guests only need to select the style of the wedding and the standards of the wedding banquet, and they can easily realize their life dreams.

According to Xinjinjiang’s survey of the Shanghai wedding market, there are more than 80,000 newlyweds in Shanghai every year, of which more than 90% hold wedding banquets when they get married. At the same time, more and more young people are beginning to pursue high-standard, high-end supporting comprehensive wedding services. In addition to saving time, more importantly, they hope to hold weddings with a certain level and connotation.

To this end, Xinjinjiang has launched 6 sets of wedding banquet menus with a standard per capita price of 100 to 350 yuan, accompanied by generous discounts. Weiting Company has launched a variety of wedding services, including the bride's pre-wedding skin care plan to floats and tracking cameras on the wedding day. At the same time, Xinjinjiang also launched a variety of special services such as wedding anniversary banquets and full moon banquets, satisfying the individual psychology of this consumer group with five-star "state guesthouse" luxury facilities and high-quality services.

3. Market segmentation: positioning "working meals and weekend meals"

Since the end of the 20th century, Shanghai Jianke Hongqiao Hotel has established its own market positioning. First of all, we strive to provide working lunches for the staff of the Construction Committee System Office in Jianke Building, and launch work packages of 25 yuan and 30 yuan for lunch from Monday to Friday. Secondly, it launches packages of 60 yuan and 80 yuan for a family of three on weekends for citizens in surrounding areas, each with two sets of menus A and B to choose from. One set of 80 yuan menus is: three-flavor cold cuts, boiled grass shrimp (3 taels), golden garlic bones (6 pieces), scallops and clams stewed with eggs, home-style tofu, typhoon shelter eggplant, West Lake beef soup, special pumpkin dumplings, Fruit plate. In addition, the hotel's specialty dish, Shenyang Big Fish Head, is loved by people from all walks of life, and the guest satisfaction rate is very high. Since the hotel is close to the Xujiahui commercial district, it is also very attractive to tourists who go shopping and shop. We did it even bigger. After the market positioning was accurate, the hotel's catering quickly became prosperous. Many private rooms and nearly 200 square meters of lobby seats were often full, and even the tables were turned over. Evening private rooms had to be booked two days in advance. Booking.

4. Market segmentation: positioning "female consumers"

In the past, the main consumers of hotels were men, and restaurants became an important place for men to socialize, while women usually It's just a decoration on the dining table. Nowadays, the times have changed. Female consumers are frequently appearing at the social dining table. Women are paying more and more at the dining table. This has not only become a new consumption fashion, but also a new trend. As a result, discerning merchants began to target this market, try to figure out the consumer psychology of women, and show very feminine characteristics in the design of catering products.

In Guangzhou and Shanghai, Some catering companies took the lead in clearly displaying the slogan of "women's soup". The so-called "women's soup" is light, refreshing and delicious. Among them, "Chen Yu Luoyan" (the main raw materials are raw fish, black-bone chicken, etc.) Lean meat, raw meat, American ginseng, ginseng, etc.); "Cordyceps stewed teal" which nourishes yin and nourishes the kidneys, replenishes qi and relieves heat; "Stewed chicken with fresh ginseng and bird's nest" which clears away heat, moisturizes and nourishes the skin; nourishes yin, nourishes the skin and nourishes the blood. The Qi-boosting "Sea Coconut Stewed Bamboo Shredded Chicken" and more.

They are both nourishing and nourishing, so they are very popular among ladies. Some hot pot restaurants have also developed and launched "ladies' hot pot" that caters to women's eating habits. The soup base is no longer just the spicy Sichuan flavor, but instead uses nourishing medicinal materials, such as Huaishan old duck soup, Sichuan peony and white peony fish head soup, sour beet soup, etc. In terms of raw materials, new varieties such as sauerkraut, tribute balls, fish balls, etc., which are suitable for women's delicate tastes, have also been added; even a small plate of sauce now has a light sweet, sour and sweet taste, making it very feminine.

Echoing this "lady style" are various soft drink series, among which the most popular among women are various freshly squeezed juices. For example, watermelon juice, freshly squeezed coconut juice, carrot juice, etc., whose natural fragrance, pleasing color and pleasant taste often make women put it down and are happy to drink it; a series of carbonated drinks, mineral water, milk drinks, etc. are also the favorites of many women. First choice. Even various brands of beer have diluted the alcohol concentration and added various fruit flavors. This kind of fruity beer combines pure natural juice and high-quality beer. The alcohol concentration is generally only 1 to 2.5 degrees. It is more mellow than ordinary fruit juice, but has a little bit of beer flavor, which is very suitable for modern women. In banquet and entertainment occasions, both style and flavor are required.

Catering companies must conduct in-depth analysis and clear positioning of target consumer groups when building brands. The catering market is also different from other markets, that is, the differences in taste are obvious. The distribution of consumer groups is also very wide. From east to west, north and south, each region has different characteristics, tastes and consumption habits. At the same time, the needs of consumers at different consumption levels are also different, and the demand for brands is very different. Therefore, the clearer your target consumer group is positioned, the clearer the brand positioning will be, and the better it will be able to meet the needs of the target consumer group. For catering companies, in order to do a good job in consumer positioning in the catering industry, the process can be roughly carried out according to the following steps. 1. Target the customers’ needs when positioning the market, catering companies need to make targeted positioning based on the characteristics of different markets and different levels of consumer demand, understand the key interests and needs of different groups of consumers, and target their customers in a targeted manner. good. Case study: Beauty Jiangnan, targeting business people. The target consumer group of “Beautiful Jiangnan” is mainly aimed at business people. The consumption needs of business people first place more emphasis on the environment, the taste and atmosphere of the environment. In order to facilitate business banquets, "Beauty Jiangnan" not only specifically meets the needs of business people in terms of environment, dishes, prices, services, etc., but also chooses a "business building" close to business people in terms of dining location. as a terminal. Not only is it convenient for business banquets, but for some high-end white-collar workers, it also provides an elegant dining environment at noon. In terms of creating a dining environment, "Beautiful Jiangnan" greatly satisfies the elegant aesthetic taste of business people and fully satisfies their "face" during banquets. They attach great importance to the fashion sense of decoration and the integration of personality and artistic space. It has a high-end Chinese restaurant dining environment, and compared with other restaurants located in high-end office buildings, "Beauty Jiangnan" has lower prices, attracting many ordinary white-collar workers. This group of people is also a group of people with strong spending power. It is for this consumer group that "Beautiful Jiangnan" has achieved market success. Clear market positioning is undoubtedly the key to the success of "Beauty Jiangnan". South Beauty has targeted business people from the beginning. Under this positioning, it has derived dishes, services, and dining environments that are in line with the consumption psychology of business people, effectively satisfying the needs of business people. consumer demand of the population. How catering companies carry out market positioning and segmentation

Section 1 Consumer Market Section 2 Environmental Analysis Section 3 Target Marketing Section 4 Market Segmentation Section 5 Market Positioning How catering companies carry out product innovation

1. Highlight the cultural subject

In today's era, the cultural nature of catering has penetrated into all aspects of operations, from the design layout and decoration of the restaurant to the color, aroma, taste, shape and utensils of the dishes , both are a combination of cultures. In the process of catering innovation, the improvement of cultural characteristics should always be regarded as the main direction of management, to create a good and healthy cultural theme and open up new ideas for catering operations.

Since ancient times, Chinese catering has been famous for its beautiful style and cultural characteristics. It should be said that catering management and innovation are first and foremost inseparable from the foundation of "food". Through the unity of color, aroma and taste, it promotes people's appetite, satisfies people's physiological desires, and gives people visual aesthetic enjoyment. The harmonious unity of the changing beauty of utensils and food is an important part of traditional Chinese catering art. It is also a major aspect that cannot be ignored in catering business innovation. It has become an important part of highlighting individual characteristics in catering operations. The beautiful shape, texture, color and pattern of dining utensils have a greater impact on the overall beauty of catering products. When integrated with each other, they will be the icing on the cake and reach a new realm. And if they don't cooperate with each other, they pale in comparison.

The eating environment is an important aspect in the aesthetic process of our country's food culture. A good dining environment can enhance the interest of eating, how to achieve the beauty of the overall artistic conception, how to arrange and choose a suitable dining environment, and what the four seasons of the restaurant are like Arranging green plants, how to set different restaurant lamps, etc. are issues that must be studied in modern catering operations. From ancient times to the present, with the development of the times, people's aesthetic tastes and needs have also changed a lot. Innovation in catering business cannot be limited to a certain form, as long as it is unique, healthy and civilized, Wine will produce good effects and benefits. As long as culture is firmly infiltrated into all aspects of catering, or catering operations always revolve around culture, it will win the hearts of the people and attract a large number of consumers.

2. Expanding business projects

The innovation of catering products requires operators to continuously study changes in the catering market, establish new business concepts, change business policies, and dare to explore new ideas. For example, some companies give full play to the effects of their brands and corporate culture, tap into their corporate potential, and explore the development direction of diversified operations. Hotel catering should not be limited to the original status quo, but can appropriately increase the flavor of dishes and develop flavor restaurants, specialty restaurants, theme restaurants, etc. In short, we must break away from the constraints of traditional business concepts and thinking models, proceed from reality, and follow the development needs of the market.

Catering operations must dare to break through the traditional model. We might as well break the rules and combine dining with other activities to create a new service concept, integrating food into multiple cultural forms, combining entertainment and knowledge , health, nutrition, information, sports and other means to improve the participation, appreciation and entertainment of catering. This not only improves the business level of catering and increases cultural content, but also increases the restaurant’s special projects and creates a unique catering atmosphere. , improve the consumption level of catering, expand the social influence of restaurants, and bring good benefits.

3. Adapt to target customers

Different catering products are suitable for different consumer groups. With the deepening of market segmentation, catering business innovation will also focus more on a narrow market level. The emergence of various themed restaurants such as Red Mansion Restaurant, Beach Restaurant, Ladies Restaurant, Sports Restaurant, etc. are constantly emerging, making the market colorful. Nowadays, many high-star hotels have opened high-end top restaurants to cater to high-end business guests and celebrities. In product development, they pay special attention to the production of high-standard dishes such as abalone, fins, and ginseng; while many low-end restaurants, Its business projects are mainly suitable for low-end consumer groups, developing some ordinary dishes, home-cooked dishes, fast food, etc.

In catering operations, restaurants of different styles create different cultural characteristics. On the one hand, the consumption characteristics and habits and hobbies of local people must be taken into consideration. On the other hand, the acceptance of a certain consumer group must be taken into consideration. The design and decoration should not be too vulgar or low-level, which seriously deviates from the development direction of modern catering. While reflecting the characteristics of the times, it should also reflect the fashion of culture, be both elegant and popular, and be thought-provoking.

4. Leading the trend of catering

As an important part of the tertiary industry, the catering industry has received widespread attention due to its large market and rapid growth. It is also an important source of capital and investment for developed countries. The carrier of brand output. The innovation of catering products will not only be about dishes, but also continue to lead the catering trend in terms of dishes, recipes, environment, services, activities, etc.

In product innovation, dishes will follow the "Five Lights" trend of international food, develop light oil, light sugar, light salt, light fat, and light condiments, pay more attention to the food environment, and make more use of personnel, clothing, and services. Etiquette and cultural and entertainment activities carried out in conjunction with dining activities to highlight the theme.

In the operation of the catering industry, further develop catering models, such as direct chain operations to establish corporate brand images; franchise operations to unify technology and quality and enjoy profits; group operations to use assets Integration, strategic integration, cross-enterprise cooperation and mergers and acquisitions to enhance competitiveness. In the innovation of catering operations, we must dare to be unconventional, do things that others have not done, further develop unique operations, make catering operation styles more diversified, and make more contributions to the prosperity and development of the catering industry. The answer to how catering companies carry out brand marketing

To be honest, I think word-of-mouth marketing is the best for catering. In addition, online marketing such as group buying will provide a better analysis of how catering companies carry out technological innovations in catering production.

1.1 Establish a dish innovation mechanism. The innovation of dishes should first be supervised and completed through a certain management mechanism. The dish design and R&D team should develop an executable innovation management system for catering companies.

Assist companies to establish innovative management mechanisms. For example, they can use quantitative indicator models, economic responsibility systems or various reward models to motivate relevant parties. People innovate products.

1.2.

Innovation in dish design. The innovation of dish design is based on the product development of consumers and enterprises, and innovates the design concept, raw material selection, cooking methods, etc. of dish production.

With the development trend of consumers’ increasing concept of health, moral ethics and more rational consumption concept, catering companies should innovate in the selection of raw materials, dish production technology and attitude towards traditional dishes.

1.3

Innovation in the presentation of food sales. The innovation in the presentation form of dish sales refers to the innovation in the packaging, method, portion size and cooking of the dishes displayed in front of customers. The specific manifestations of this type of innovation include: Innovation in the cultural packaging of dishes,

For example, naming dishes is related to seasonal festivals and major events, using historical allusions to name dishes, and using takeaway format to expand dish sales; according to the number of diners and dining objects Different, adjust the portion size of the dishes and the ratio of seasonings, etc.

2. Catering service innovation

2.1 Establish the concept of service innovation. Conceptual innovation is a kind of innovation that is difficult to achieve and is the most important kind of innovation that transcends the original self-understanding. The entire catering enterprise should

rationally establish innovative service concepts in line with changes in society and the market.

2.2 Pay attention to service training. Waiters in catering companies can only provide customers with basic and qualified services after receiving certain professional and technical training

However, this kind of service cannot fully satisfy customers, because what customers need is personalized service based on standardized services. Customer service requirements are also rising. Therefore, catering companies should stimulate employees' ability and creativity to provide personalized services through training, so that waiters who work independently can provide customers with personalized services in a flexible and standardized manner.

2.3 “Hard service” innovation. Hard service refers to the hardware conditions used to provide services to customers,

including the decoration of the customer service area of ??the restaurant, the facilities and equipment used by customers to dine, the utensils used to serve customers, etc. Customers usually like novel, fashionable, noble, and advanced hardware conditions.

Therefore, innovation in hard services should strive to meet this preference of customers. How do catering companies conduct crisis public relations training?

Ask a professional teacher to provide in-house training on this topic. How do catering companies identify consumer groups?

When positioning customers, catering operators may wish to follow the following conditions.

1. The particularity of food consumption

Customers’ food consumption is different from other consumption behaviors and has its own particularities. To position customers, we must first understand the characteristics of customers’ food consumption.

2. Analysis of customer catering consumption

1) Analysis by customer age level

2) Analysis by customer income level and occupation

3) Analysis based on consumer psychology

If you want your business to thrive, you must be able to attract enough customers and understand the psychology and needs of target customers, so that the business strategy can be more targeted, and if you want to do this The prerequisite is undoubtedly to obtain accurate customer positioning. How to conduct consumer insights

Since grasping the real needs of consumers through consumer insights has a strong market effect, what is good consumer insight? First of all, it must make the viewer invest, and allow consumers to say from the heart that they really understand me. It is so appropriate and right. That is the problem I face and the trouble I want to solve; secondly, there is Depth, not just surface. Just like when Pepsi-Cola seized the market of Coca-Cola, it found a good consumer insight. The choice of the younger generation not only instantly turned Coca-Cola's profound brand historical advantage into a disadvantage, but also very beneficially highlighted its own advantages and firmly established Captured the hearts of young audiences. Consumer insights are a kind of dynamic research, that is, dynamic tracking of why consumers buy our products, why they agree to repeat purchases, why a considerable proportion of consumers no longer buy our products, and many other issues. The process of digging is not simple. If you don’t have a pair of discerning eyes, you are likely to fall into a trap unintentionally set by consumers. A foreign instant macaroni brand once conducted such a consumer study. They found that when consumers bought their products and heated them, they would add some onions in order to better meet the needs of consumers. , the company immediately added more onions to the new product, but when further consumer research was conducted it was found that consumers continued to add onions to their macaroni. What the hell is going on? In fact, there is a profound consumer insight hidden behind this phenomenon: when housewives prepare ready-to-eat macaroni for their families, they feel guilty that they have not fulfilled their duties as housewives. In order to eliminate this feeling of guilt, they add some onions prepared by themselves. , is not only a way for housewives to express their care for family members, but also a way to compensate for the psychological guilt caused by convenience. It has nothing to do with whether the macaroni itself has the taste of onions. It is worth noting that in-depth consumer insights cannot only study the superficial behaviors of consumers, but also have the ability to see through the surface. Its insights can gain the approval of the general public, rather than exaggerating one person's perceptions. For example, in alcohol brand marketing, it is usually believed that Chinese consumers drink to show pride, convey friendship, or show off status and wealth. However, through in-depth research on consumer insights, we found that consumers’ subconscious mind when drinking and getting drunk is actually infantilization, because infantilization can bring countless benefits. Talking nonsense can safely test the other party; speaking the truth after drinking can create an atmosphere of frankness. , shorten the distance with the other party, etc. To do a good job in consumer insight in brand marketing requires continuous practical accumulation and practical experience to a large extent, and requires the use of knowledge and tools from multiple disciplines. In the past, sociology and social psychology were mostly used as the analytical framework for consumer insights. Now consumer insights have developed to use cultural, anthropological, and even psychological psychoanalysis methods to explore consumers' deep motivations and mental codes. From the discovery of signs to popularity, from popularity to final trend, brand building and product marketing must keep up with the development of the market. This inevitably requires consumer insights to keep pace with the times and to be aware of changes and changes in the market. Maintain keen sense and judgment of market trends at all times to ensure the effectiveness of brand marketing. It can be said that no brand in the world can say that it has completely understood consumers, and has well grasped and occupied the market, because as time changes, consumers' concepts, pursuits, and values ??will also change.

Only by continuously deepening and exploring insights into consumers can a targeted enterprise and a good marketing plan ensure that brand marketing has a strong internal driving force, guide consumption and detonate popularity in future brand marketing promotions.