Teach you step-by-step how to create popular Internet celebrity food

For us today, eating is no longer a simple matter of filling our stomachs. We have higher requirements in many aspects of eating. It is in such an environment that various types of Internet celebrity restaurants have emerged. How to create an Internet celebrity food?

As the saying goes, food is the most important thing for the people. In recent years, eating is no longer a simple matter of filling the stomach and satisfying greed, but has become a kind of identity and the pursuit of a higher life. Performance of quality. It has become a daily routine for young people to pursue Internet celebrity restaurants and Internet celebrity food. I believe that there are many best friends around you who claim to be "foodies" and go to many famous restaurants. They often go to the restaurants together to encourage you to eat, but they don't eat much themselves and look unusually thin when taking photos. friends.

Are you a foodie? Have you tried any of the following Internet celebrity foods from 2017 to recent times?

1. Internet celebrity foods that have become popular in recent years

1. Eat the "dirty buns" that look like colorful-faced cats

The prototype of dirty buns is in Japan. It is already an old bread category, called chocolate croissant. After eating, your mouth and hands will be stained with chocolate and become "dirty", hence the name "dirty bag", and it is very popular among Internet celebrities! The croissant horns are wrapped in thick chocolate powder, and then topped with a layer of chocolate sauce. The inside is moist and chewy, and it is filled with the rich aroma of chocolate in one bite, crispy on the outside and tender on the inside!

When dirty dumplings became popular, even celebrities joined the ranks of getting dirty. Host Du Haitao posted on Weibo about eating dirty dumplings.

2. The queue for "HEYTEA" is so long that it collapses

"HEYTEA" is a brand founded in 2012, and it has only become popular in the past two years. In 2015, because the original trademark "Imperial Tea" could not be registered, the name was changed to "HiTea".

How popular is Heytea?

When it was still called Imperial Tea, within a year of opening its first store in Shenzhen, there were more than 2,000 imitations of Imperial Tea. After the Spring Festival in 2017, Heytea opened its first store in Shanghai, instantly triggering hundreds of people queuing for hours, and selling nearly 4,000 cups every day. This is already the fiftieth store of Heytea founder Nie Yunchen.

The shop he opened has become a local phenomenon and a popular culture. Many people often queue for more than an hour just to drink a cup of tea in his shop.

3. Eat "Papa Melon Seeds" to calm down

This product is a popular debate show "Qi Pa Shuo" produced by Ma Dong's Miwei Media. It is said that 30 tons of about 1.2 billion dada melon seeds were sold in 6 months. Ma Dong made a high-profile call for him on the scene of "Qi Pa Shuo", and Guo Degang couldn't stop eating it.

Its product slogan "Eat to calm down" is a buzzword among young people nowadays, and it is directly aimed at the young people's market.

The "Miwei Commissary" owned by Miwei Media has launched many snacks such as Papa melon seeds, "Awesome" series of popcorn, French fries and other snacks. It is essentially using big IP for commercial monetization. A lot of thought has been put into the packaging design of these products, and with the help of variety shows and celebrities, the prices are much higher than similar products, and the sales volume is also very good. It is not easy to evaluate the taste. As for the connection between melon seeds and daddy? Experience it yourself.

4. "Tai'er Pickled Fish" whose sauerkraut is more delicious than fish

Tai'er Pickled Fish is a catering brand born in Guangzhou in 2015. Although it was established only a short time ago, it is expanding The speed is overwhelming. The author is in Shenzhen and has never heard of this brand, but it has been recommended to me many times by friends around me, which shows that it has a good reputation. Moreover, the shopping mall next to my home opened this internet celebrity restaurant at some point, so I went to try it out.

Personally, I think their pickled fish is above average, not outrageously delicious. But I was deeply impressed by this store because of its several unique "customer-driving" clauses.

For example, the terms of "We will not accept five people in our store":

People who only play with their mobile phones while eating; people who enter the store with more than four people; people who say that our fish is not delicious; WeChat red envelopes He only grabs but doesn't show off; he has a temper even worse than that of the store manager.

These five types of guests will not be accepted.

The main visual design of the store decoration is comic style, which has a strong visual impact. Unique way of serving food - when the pickled fish is served, the waiter will shout loudly: Your pickled fish is here! This unique experience made me a fan of this store.

There are many Internet celebrity foods listed above, such as: spicy turkey noodles, blue Pepsi Cola, self-heating hot pot, towel rolls, and Master Bao’s pork floss and clams, etc. If you are curious and haven’t tried it yet, you might as well search for it and then try it.

Spicy Turkey Noodles

I have many foodie friends around me, so I am often recommended to some Internet celebrity restaurants, except that some are opened by celebrities and have a halo effect. , and found that they are all very distinctive without exception. The popularity of these foods is not simply due to following the trend, but because they do have something special about them.

2. Characteristics of Internet celebrity food

1. It has a memory point

The memory point here is not only good appearance, but also the ability to be instantly remembered. You remember or describe. Of course it is good to be good-looking, but being ugly is not necessarily an eye-catching trait. Just like now, when describing male celebrities with atypical looks, they don’t use “handsome” but “ugly, handsome, ugly and handsome”.

The taste of dirty buns may not be that special, but its memory point is very good - it will make your face sticky when you eat it, and it can be directly seen by others. At the same time, "dirty" is originally the natural enemy of food, but here it is the name of the food. This cute contrast captures the minds of consumers and turns dirty buns into something special.

The Taier Pickled Fish with Sautéed Fish mentioned earlier is also a memory point when it is served. The name and slogan of Baba Melon Seeds are also memory points.

Products are just like people. No matter they are beautiful, ugly, fat, thin, tall or short, they are easy to remember if they have a distinctive feature. What they fear most is mediocrity, and they cannot tell what is good or bad about it.

2. Brand premium ability is outstanding

Among the Internet celebrity foods I listed in the first part, the cheapest is dirty buns. Is dirty buns more expensive than other breads? have no idea. But for the other three Internet celebrity foods, the unit price per customer is not low.

The per capita price of Heytea is about 22-23 yuan, which is much higher than the per capita price of "COCO" which is about 10 yuan and the per capita price of "COCO" which is about 14 yuan. Not to mention the dada melon seeds. Ordinary melon seeds can be packaged in cans and instantly turn into a gorgeous product, priced at 69 yuan for two boxes. Usually, melon seeds costing more than RMB 10 per pound are considered to be of extremely high quality. Two boxes of melon seeds totaling 440g are sold at this price, so I think it’s a sentimental thing to eat.

When I was eating Taier pickled fish, I ordered a large portion, and also ordered a brown sugar glutinous rice cake and a bowl of noodles. For three people, the average per person was about 83 yuan. Although it is a large portion, the plate containing the fish is indeed large enough, but the portion is average, and the price is more expensive than ordinary pickled fish.

Don’t underestimate the purchasing power of current consumers and the monetization ability of fan loyalty. What is sold is a brand premium. Maybe the more expensive it is, the more people will buy it.

3. Queuing is common

“It must be delicious if it’s so expensive and there are so many people queuing up.”

It doesn’t matter whether you are a street snack or a store in a shopping mall. , one of the biggest features of Internet celebrity food is queuing. At that time, it was reported on the Internet that people had to queue for 7 hours to get Hey Tea, which was also an exaggeration. When it's very popular, the queue takes about 2 hours, but it's still very long.

Having personally experienced Taier Pickled Fish, there is never a time when there is no queue at this store. Perhaps because of the rule of not accepting customers if more than four people enter the store together, Taier has become even more popular.

The dirty buns and dada melon seeds were once sold out.

4. Good marketing and high exposure

News about Heytea has almost never stopped. Sometimes they say it tastes good, and sometimes they say it hires people to queue up. You are very happy. I rarely see it doing hard advertising, but it invests a lot in social media and cross-border cooperation.

For example: the cooperation between Heytea and W Hotel, they launched a series of jointly designed products, including handbags, luggage tags, gift boxes, and cocktail mixers. In addition, during the cooperation period, if you stay in any room of Guangzhou W Hotel and call the inspiration hotline, you can get two cups of Hey Tea.

And Heytea’s official WeChat account is very good at finding topics related to young people for interaction. After the interaction, various peripheral products will be given away: bags, postcards, calendars, etc.

3. How to create popular internet celebrity food?

1. Product is king, don’t ask for many categories, deliciousness is the last word

For food, deliciousness is the foundation of everything. I don’t know when, there was a trend where the product was terrible to eat, but as long as you have Internet thinking, good looks, and a concept of packaging, you can make a lot of money.

For example: Huang Taiji Pancake, once valued at 40 million, became a sensation. It is said that no one who has eaten it thinks it is delicious, and it tastes far worse than the pancakes and fruits on the street.

Whether it is food or other products, good products are the key.

HiTea’s milk tea is not delicious, so what’s the use of claiming to be the originator of cheese milk tea?

The word-of-mouth effect has limitations. When it reaches its extreme, no matter how much marketing money is spent, it may be useless. When it is time to test the product, consumers will not be merciful. If it tastes bad, it tastes bad. How long does a product with no repeat customers last?

More categories may seem to give consumers more choices, but sometimes this may not be a good thing. Because Chinese food is difficult to standardize, and the more categories there are, the more difficult it is to operate, so many Internet celebrity foods usually focus on one single product that is popular.

Taier Pickled Fish’s signature dish, even though there is only one pickled fish category, the product is polished and polished. A serving of pickled fish can be made with eight different spiciness levels. No matter what product you are making, whether it is multiple SKUs or a single product, it is worth polishing. The product is the most powerful support for everything.

2. In the era of justice, design fees must be spent willingly

The famous serial entrepreneur Peng Ying once said:

If there are places like Beijing, Shanghai, Guangzhou and Shenzhen in China, In big cities, design fees below 200,000 are basically based on the CEO's taste, while design fees above 200,000 are basically based on the designer's taste.

In an era when Yan is justice, we often tease girls that "anything is right for beautiful girls." We all know that when looking at a person, we should not only look at the appearance, but also look at the inside. But appearance is the first thing to attract others' attention. Food cannot speak for itself. Only when the appearance improves can people have a chance to taste it.

Although the Huang Taiji pancake mentioned above is a bit put the cart before the horse and does not taste very good, the store design is very stylish. While it’s true that there are no repeat customers, it’s certainly no problem to attract first-timers.

Now everyone seems to realize the importance of appearance. There are almost no popular Internet celebrity foods that are not good enough. Heytea has opened one theme store after another. The design of the store itself is a scenery. Even if you are not here to have a cup of Heytea, Heytea's stores have already become a selfie paradise. Not to mention, every season its cup sleeves and take-out paper bags will be redesigned to follow the theme of each new product.

With good looks, it will be spread again and again in the circle of friends, so why not do it?

3. Outstanding brand personification is the icing on the cake

Brand personification does not mean forcibly setting a mascot, an identity, or a slogan. These are all superficial efforts. True brand personification is to master the ability to tell stories, and the stories told are fascinating.

There is one thing that Taier does particularly well. It plays the role of boss and tells the origin of the name "Taier"——

Taier started in a family without a door. The small shop was often scolded by customers who couldn't find the entrance for being too stupid and too stupid. The second boss felt that there was no way to open it. As long as he could make the second pickled fish in the universe, the name Taier spread.

"二" is used as a derogatory compliment. The boss appears to be "two" because he wants to make delicious pickled fish, but it is not really "two".

Papa Melon Seeds and Heytea show their brand personality through product packaging design. Heytea is a simple character drinking tea, very playful and cute. Papa Melon Seeds is even more clever, turning the people who eat Papa Melon Seeds into part of the brand - weird products require a weird you to control them.

4. Adhere to principles and do not "please" consumers

Features mean that they are distinguished from other products and have clear brand recognition. Even though many people make milk-topped tea, if you insist on not using creamer or milk-topped powder, you are still unique. Today, with the widespread use of food additives, brands that insist on using natural raw materials and ingredients deserve a better brand reputation.

Principles mean having a self-identified system that will not be easily broken due to changes in the outside world. Taier's pickled fish has a series of rules to drive away customers. Is it true that there is no business?

No.

For example: Why can’t we accommodate more than four people? Because:

“When there are many people, the drama of eating is all about people, and they don’t remember what is in their mouths at all. And there should be no more than four people at most, just a few close friends, so you don’t have to steal the show, so you can truly appreciate it. The delicious pickled fish. In addition, the tables, chairs, lighting, and even the dishes in Taier’s restaurant are designed for no more than four people. If there are more people, the experience will not be good.”

Including the dishes. Terms such as adding more or less spicy food, no takeout, no franchise, etc. are all based on quality control, restaurant operations and brand considerations. Doing your best to do what you can to provide the best experience for guests is a kind of sincerity.

Those terms that seem unpalatable to consumers are worth insisting on if it is for the quality of the product.

5. Pay attention to the power of marketing

There are too many ways to market. Some of the Internet celebrity foods mentioned rely on word-of-mouth marketing; some rely on new media marketing; some seem completely No marketing; some rely on marketing to win, such as Huang Taiji pancakes.

Take Heytea as an example: As mentioned earlier, it is very successful in new media marketing, and of course offline marketing is equally unambiguous. Before Shanghai Point even opened, it had already smashed many well-known media and platforms in Shanghai. Buy one get one free three days before the opening, and then use the herd effect of queuing and consumers' spontaneous photos to spread the word.

Including Taier not accepting more than four people from the same party into the store, raising the threshold for acquisition, which is also a marketing tool from another perspective. The principle of selling only 100 fish a day is also to create a sense of scarcity. There is a term specifically used to describe this marketing method - hunger marketing.

Of course, the premise of all this is that the product must pass the test, otherwise you will have no chance of using hunger marketing. There are some snacks with excellent products. Because of their years of brand accumulation, they have remained popular for many years relying on word-of-mouth. For example: the resurrected Menghua Street Chaos and Ah Da Onion Sesame Pancakes have become Internet celebrity snacks through the amplification of the Internet, and even the queues are so long that the legs are weak.

Products are the most powerful support for a brand, and marketing amplifies the brand's influence. Wouldn't it be a pity if you have a great product but no one cares about it because of poor marketing? In this era where the smell of wine is also feared by the depth of the alley, the importance of marketing is self-evident.

6. Consolidate product strengths and establish barriers

When it comes to service, we have to mention Haidilao. They make "service" surpass products and become the number one occupying users' minds. A lot of effort was put into keywords. At this time, service has become Haidilao’s longboard. Have you ever thought about whether your product can be popular forever? What is your product longboard?

Milk tea shops like Heytea are actually very easy to imitate, so the founders spent a lot of time and energy digging into the supply chain.

“Not only insists on direct sourcing from tea gardens, Heytea will also customize tea and cultivate tea according to market demand. From planting soil to planting methods, we will carry out personalized transformation according to consumer needs, such as Golden Phoenix and Four Seasons. Spring, Yanhong, Luyan, and Yunxiang tea bases that did not exist in the market were independently developed by Heytea after spending 2-3 years. In April 2017, Heytea launched ERP at the back end of the supply chain. system to open up the information flow in the supply chain and maximize efficiency.

”

High efficiency and low cost have established a healthy profit model, customized flavors according to consumer needs, and enhanced the stickiness between consumers and the brand. These are the barriers of Heytea.

Not only can you learn "Haidilao", but you may not be able to learn Heytea. Many brands are working hard to consolidate their strong points. For example, Le Caesar, which has many local talents in Shenzhen, has been an Internet celebrity for 4 years. Is the ice cream brand Alexandra committed to the standardization process of catering?

4. How long can the vitality of Internet celebrity food be maintained?

It is said that Internet celebrity stores cannot survive more than three years. Years.

"Miss Zhao, Diaoye Beef Brisket, Huang Taiji, exactly three years; Nice to Meet You, Little Pig Pig, Parallel Imports, two years; A Cage of Small Lucky, one year; Remicone Dark Cloud Ice Cream, half a year. Look, faster and faster. ”

No matter what product there is, it has a life cycle, but it seems that once it is labeled as an “Internet celebrity”, it is particularly short-lived. Business is not a standardized thing, and even copying other people’s methods may not necessarily make you popular. In the early stages of brand development, Internet celebrity stores often rely on a single long-term strategy to become popular, or single products become popular, or marketing techniques.

However, as consumers return to rationality and competitors increase. , the brand potential will be diluted, and the key to survival at this time comes back to the most basic business issues, whether there is good product experience, service efficiency, and even the establishment of food safety and talent systems.

How long can these former or currently popular internet celebrity brands stay popular? Let time give us the answer.

This article was originally published by @Fancy on Everyone is a Product Manager, without permission. Reprinting is prohibited

The title picture is from Unsplash, based on the CC0 license