Shulou(Shulou.com)06/03 Report--

With the gradual improvement of people's living standards, the business model of the catering industry tends to be more and more popular. In the diet of daily life, it begins to change from the pursuit of satiety to the state of eating well. It will also require the transition from paying attention to the taste of the food itself to paying attention to the restaurant culture.

Therefore, improving the dining experience of users has become the key point in the competition in the catering industry, and the emergence of community + Mini Program has greatly promoted the arrival of the era of intelligent catering business with dining experience as the core.

Data in recent years show that the income of the catering industry has been on the rise, from 2.3 trillion yuan in 2012 to 3.5 trillion yuan in 2016, equivalent to 1/3 of China's real estate industry.

Thus it can be seen that China's catering industry is developing well in all industries and occupies an important position. In addition, the superior state of the industry as a whole has not spread to every restaurant, and in the rising situation of the industry as a whole, many restaurants have still been eliminated.

Behind this situation, there is another bad news: only 20% of restaurants are profitable, and the remaining 80% are not as good as we can see from the statistics. 80% of these restaurants are facing loss or even semi-closure.

One of the most important problems is that it is difficult for customers to obtain drainage. Today, we aim at the operational difficulties of the catering industry, combined with the functions of Mini Program, to talk about how the catering industry to break through in the Mini Program era, hoping to give you a little inspiration.

New customer reduction: a necessary artifact for low-cost customers

When a casserole restaurant launches an order using Mini Program for the first time, it can reduce the welfare by 2 yuan, whether it is an in-store order or takeout. Stimulate the consumption of new users, actively turn every user who enters Mini Program into a store customer, and open the first step of a strong connection between users and stores. And the target customer is clear, only for new users, the activity cost is not high, and the overall customer acquisition cost can be controlled.

Coupons: increase consumption frequency and customer unit price

Weisheng Mini Program supports a variety of forms to obtain coupons, users take the initiative to receive, share dishes, designated distribution in the background, and so on. Stores can set up coupons according to the actual situation: full discount coupons or discount coupons, collection of or within 7 days of other self-set validity period, platform-wide general or designated dishes to use. Thus effectively improve the user repurchase rate and customer unit price, increase the overall turnover of the store.

Holiday discount: take advantage of the opportunity to promote the new posture of unlocking marketing

The combination of restaurant marketing activities and festivals with their own hot spots can help restaurants better establish a brand image. Through Mini Program homepage broadcast pictures, marketing posters and other release activities, we can enlarge the discount information, attract users' attention, stimulate them to enter Mini Program for consumption, and achieve the effect of promotion and sales growth.

Takeout help: improve profitability and get rid of the constraints of third-party platforms

With the continuous development of the Internet and the catering industry, takeout has become one of the mainstream lifestyles of people. Mini Program supports customers to place orders online and choose delivery or pick-up at the store, which helps catering merchants avoid third-party platforms, saves costs and helps to establish their own customer resource base.

Short message promotion: accurate marketing, reaching the consumer terminal in seconds

A western restaurant uses Weisheng SMS promotion function to quickly spread the store trends such as preferential promotions and new products on the shelves, and at the same time increase the publicity of the catering brand. The preset SMS template can be sent in large quantities with one click, with low delay, tease customers' consumer psychology with the most concise and direct language, attract customers to enter Mini Program to place orders, and improve the conversion rate.

Offline drainage: precipitate customers to online stores to improve the possibility of next consumption

A grilled fish restaurant has laid a Mini Program QR code on each table, and customers can order and pay by scanning the code, eliminating the trouble of waiting in line. Through the combination of the QR code and the dining table, each table is built into an exclusive traffic entrance, the weak connection between the store and the customer is transformed into a strong connection with the customer online, and the work efficiency and customer experience of the store are effectively improved.

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