Contents and methods of catering market positioning

Positioning the catering market is a complex process, and its work content and methods can be roughly summarized as the following steps:

(1) Target market consumer group positioning

Catering market positioning starts with the selection and determination of target market consumer groups, that is, customer source objects and structures. The basic methods to position consumer groups in the target market are:

(1) Conduct market research. Understand the number, scale, type, grade structure, consumption level, payment ability, market competition status and degree of the local market.

(2) Analyze the degree of market accessibility and penetrability. Including the size of the optional target market, customer type, customer source level, market share, development potential, number of receptions that the company can win, and the occupancy rate of various restaurants, etc.

(3) Analyze the market demand of the target market consumer groups, including the consumption environment of catering companies, product flavor, product quality, product price, acceptable price fluctuation range, per capita consumption and payment ability, etc.

(4)Finally select and determine the consumer groups in the target market and complete the market customer source positioning. This positioning must ultimately be implemented in the predicted occupancy and number of guests of the company's different restaurants, including hotel catering Chinese restaurants, Western restaurants, flavor restaurants, banquet halls, coffee shops, restaurants and other independent catering companies' mass casual restaurants. , various private rooms, elegant restaurants, etc.

(2) Trademark and image positioning of catering enterprises

After selecting and determining its main target market for catering market positioning, the key is to determine and consolidate the company's products and services among the public and target position in the minds of market customers. In order to leave a unique and deep impression on the public and customers in terms of the company's name, trademark, visual appearance, interior decoration environment, product quality, etc., it is necessary to do a good job in the trademark and image positioning of the catering company. A trademark is a sign that distinguishes the products of this company from those of another company. The image is a relatively unique and stable impression formed by the company's popularity and reputation among the public and target market consumer groups. The work contents for positioning the trademark image of catering companies are:

(1) The name of the company's trademark should be loud, concise, bright, easy to hear and easy to remember. Corporate logos, signboards, corporate standard characters, standard colors, etc. must be carefully designed together with the corporate name and trademarks to jointly shape the restaurant's image and reputation.

(2) The appearance of the enterprise's exterior building and its facade decoration should be based on the requirements of image design, so that the decoration is beautiful and generous, the image is elegant and unique, and it can leave a deep impression on guests.

(3) The consumption environment of each restaurant in the enterprise must have a distinctive decoration design and decorative art treatment with a distinctive theme and outstanding personality, which will have a strong attraction to the guests in the target market and leave a deep impression on them. and good memories.

(4) The product quality and service quality of each restaurant of the company must be able to attract, stimulate and retain consumer groups in the target market, and leave a good impression on them, making them repeat customers and old customers.

(3) Menu product structure and price positioning

Catering companies develop markets with their own products. The menu is a concentrated expression of the catering market positioning. Once the menu is formulated, the selected customer sources, types, levels, product flavors, colors and varieties, product prices, etc. have been determined. On the other hand, reasonable formulation of menus, correct selection of dish structure, and reasonable formulation of product prices are part of the work of modern catering market positioning. The specific methods to do a good job in menu product structure and price positioning are:

(1) Differentiate the consumer needs of different target markets and formulate different types of menus. Such as a la carte menu, banquet menu, buffet menu, set menu, cycle menu, team, conference menu, etc.

(2) According to different menus, reasonably determine the flavors and varieties, so that the menu can stimulate customers' consumption needs and stimulate customer consumption. To this end, the menu should be complete with cold dishes, hot dishes, pasta, soups, and appropriate vegetables, meat, seafood, fish, eggs, and other dishes. The proportion of high-end, mid-range, and low-end dishes as well as their prices and gross profits can be reasonably controlled to attract and retain consumer groups in the target market.

(3) The appearance design of the menu should be coordinated with the restaurant type and operation method, which is conducive to establishing the restaurant image.

(4) The menus of various restaurants must be updated and adjusted in a timely manner according to the needs of target market guests, seasonal changes and market competition, so as to maintain the catering market positioning and continuous adaptation to changes in market demand. .

(4) Standard positioning of product quality and service quality

Product quality and service quality are the key to retaining target market consumer groups and maintaining high restaurant attendance and sales revenue. key. Only by positioning the standards of product quality and service quality so that the public and customers in the target market recognize your quality standards can you attract and retain customers. The work contents and basic methods for standard positioning of product quality and service quality are as follows:

(1) Product quality standard positioning method. The specific methods for positioning product quality standards are: ① The product name, design and variety are clear and well-structured, and are consistent with the consumer needs of the target market customers. ②The material standards for the main ingredients, ingredients, and seasonings of each product are reasonably formulated, and the raw materials are of excellent quality. ③The portion size of each product is fixed, and guests cannot be shortchanged or shortchanged. ④The product processing process quality control means are sound, the color, aroma, taste and shape standards are clear, and the quality assurance level is high. ⑤ The price and gross profit of each product should be reasonable and adaptable to the consumption level and payment ability of the customers in the target market. It can retain customers and stabilize the customer base.

(2) Standard positioning method of service quality. The specific methods for positioning service quality standards are: ① Develop general quality standards for restaurant services and strictly implement them. Specifically, it includes restaurant service attitude, dress and appearance, etiquette and courtesy, service language, professional ethics, cleanliness, body movements, guest complaint handling standards, etc. ② Develop service procedures and operating standards for each post, and supervise their implementation step by step. Including the operating standards for various positions such as reception, table service, food delivery, and drinks in the restaurant. ③ Supervise and inspect step by step, correct deviations in a timely manner, ensure the specific implementation of quality standard positioning, and ensure the provision of high-quality services.