There is a popular saying in the rice circle: the villain is handsome, and the three views follow his defeat. That's right, in the world of young people, the value of appearance is justice.

In fact, being harsh on appearance is not the privilege of young people. American psychologist Lochins once put forward the "first effect", which is what we often call the first impression. Most people will respond based on the first impression. Things are judged.

For a restaurant, the first impression is the door.

Senior catering people know that the door is not only a signboard, but also a valuable advertising space for the brand; in the consumption scene of a physical store, the door first touches the minds of consumers, so it is responsible for the establishment of cognition and brand communication. Important role.

There is a good saying that if you don't change the door, you change the boss. Nowadays catering has entered the brand era. Mentou, as the carrier of the brand, is very important. If entrepreneurs lack a correct understanding of Mentou, they will fall into a vortex of insignificance or self-confidence if they are not careful. , The hard work for several months was put to waste.

What issues should be paid attention to in the design of the catering door? This article will give you some answers.

ONE

Do "subtraction" to be targeted

A few days ago, when I used Douyin, a vlog owner’s point of view triggered my thinking. He said: "In the era of information explosion, the information at the door should be simplified enough." This strategy may be correct for big brands, because big brands Already have a certain market scale and consumer awareness, you don’t need to repeat them on the door, but for a brand that is still growing, the door may need to make appropriate "additions" to give customers a choice of yours. reason.

1. Display category

The root of the profitability of catering stores is to sell what they want to sell to those who want to eat. Although brands are representative of categories, today’s catering market has gradually matured. Under the premise that there are many representatives of a category, when the brand still has market blind spots, the door still needs to make a category display to inform consumers what you are selling. . For example, the recent hot snack brand Lu Dajie in Changsha, highlighting the category of halogen powder, is clear and clear.

2. Show brand selling points

The so-called people do not have me, people have me superior, and the category has no representative, establish the correct perception for consumers; when the category has representatives, use a differentiated approach to give consumers a reason to choose.

For example, the Beijing restaurant brand "Niu Tang Ge", in the beef soup category is in the stage of "has a category, no brand", it has a brand selling point of slow-boiled beef soup, and the beef soup is slowly boiled over a small fire. Who doesn't want to try it.

3. Show the brand credential

Credentials are like finding reliable bank deposits, which can provide consumers with psychological guarantees. With a credential, you can increase customer trust in the brand. The beginning of the battle of trust is the door.

Brands can increase consumers' trust in the brand by implanting brand endorsements, sales, and spokespersons at the door. For example, Jiguangxiangxiangji reflects the brand's creation time in the form of graphics on the door, and the 47-year brand endorsement is sufficiently convincing.

TWO

Good door never hides in the city

Some time ago, there were overwhelming Internet celebrity doors on Douyin. They were either hidden behind the fire hydrant or integrated with the wall; in the same way, they also appeared in luxury cafes such as LV, which seemed very interesting and popular. , But it is recommended that Xiaobai not blindly plagiarize. After all, those who go to LV to have afternoon tea are spending time in the pastime, and those who come to eat in the restaurant are all fighting with time.

First of all, a good door should be intuitive and easy to understand. The first is to avoid the use of rare and traditional characters to reduce the recognition time; the second is to be eye-catching enough to not only attract the attention of passers-by, but also to allow the first-time consumers to quickly lock the location of the store; second, the door should be well illuminated. Transformation, don’t bury, let the store drown in the night.

I have personally experienced looking for a bar in a restaurant before, and it feels like playing in a room to escape. You never know which one comes first or the trash can. When your appetite is halved and your patience is exhausted, you will be brave by the waiter. , Found the entrance of the bar.

Let diners come happily and leave satisfied, which will increase the goodwill of customers towards the store. By creating a pleasant consumption experience, accumulating reputation for the brand, and completing the brand communication through the accumulation of word of mouth, such a virtuous circle, is it not fragrant?

Hong Kong’s tea uses an extremely aging and recognizable brand color as the theme color of the door. The four characters of Hong Kong’s tea are intuitive and easy to recognize. Although this is a little lacking in design from the perspective of many beginners, But it is this kind of gate that can break the siege in a competitive commercial street, show off the crowd, and can be quickly remembered by consumers. When the customer sweats profusely again, the door of the tea in the palace will definitely appear in the mind of the diners.

THREE

Avoid "popularity"

Searching the door design on the Internet often pops up some "fishing" articles. Most of these articles are composed of pictures of the door openings of some foreign coffee shops and clothing stores. At first glance, they look beautiful, so try to bankrupt your family.

In the same way, can we use the doctrine of the eye-catching door on the street? The answer is of course "no"! First of all, a good door must be adapted to local conditions.

1. The door should be in line with the brand positioning

The so-called brand positioning is to let the brand have a distinct and independent "image" in the vast catering market, so that the target customers can quickly find the brand. Therefore, the door must be in line with the brand positioning, so that consumers can understand the dining atmosphere and per capita consumption of the restaurant from the door, and save their time for thinking and consideration. In other words, it can be accurately targeted by the target customer group.

A good door must have the function of efficient drainage. According to industry insiders, a good door can allow consumers to make decisions within 7 seconds. Therefore, the design of the door head must be in line with the brand positioning, and do not shut out the target customer group.

The data shows that by the end of 2019, the number of Chinese catering stores reached 9.918,800. The competition in the catering market is extremely fierce. Some catering owners hope to differentiate themselves through the unconventional of the door. Appropriate design can give customers a refreshing feeling, but they have tried hard. Meng, people feel that they can't afford to spend, but will shut out customers.

If the Shaxian snacks with a target customer group of 15 yuan become such a door, who will enter the store?

2. The door must conform to the business model

There are still many entrepreneurs who have doubts. Why do single-store outlets spend so much effort and chain-brand doors the same?

In brand consulting companies, the most frequently heard question is whether you want to be a single store or a chain, because the door of a single store should highlight the characteristics of the store, and the chain stores are almost the same frequency in the country. Adaptability in any scenario, the reasons are:

1Create a sense of trust

The repeated appearance of the same door will leave consumers with an intuitive impression of multiple stores, large scale, and strong strength, thereby forming a distinct brand identity, and it is easier to generate memory and a sense of trust, and this market effect feeds back Brand is the continuous improvement of brand voice.

2 Effectively reduce the cost of copying

For franchisees, time is the cost. The standardization of the design of the door head can save a lot of time, and under the premise of a large number of purchases, the cost of the door head will be reduced. The franchisee will install and debug according to unified standards, which improves efficiency .

If the catering Xiaobai chooses a reliable franchise brand, it can reduce the difficulty of entering the market to a certain extent, and also reduce the waste of venture capital.

to sum up

"A brand door reveals two problems, the cognitive problem and the brand strategy problem." As an important part of the store management, the most important thing is to interact with consumers. The customer’s consumption is logically reversed, rather than behind closed doors, so that the door can become an investment that can attract money. If you are selecting a franchise brand, don’t be constrained by the design of the door of the chain brand, because these have been repeatedly tested by the market. The design will make your business more effective.