A very important aspect of store competition is to achieve a breakthrough in customer acquisition in the business circle. Having a good "front" customer acquisition capability is a necessary means for a store to stand out from the competition in the business circle. The strong door force allows you to be quickly "recognized" in many stores, and the strong welcome force makes customers unable to refuse when hesitating.

The dining table is the first battlefield of the restaurant, and the facade is the second battlefield. After you have worked hard for a long time to improve the customer experience at the table, you must not forget how to win and retain new guests!

ONE

Find yourself in the customer acquisition scene

Shape yourself

The most important thing in the creation of the scene is the facade of the restaurant, which contains the following elements:

1. Logo elements: brand name, category name, brand chart, star product, credential, and slogan

2. Menu & promotional materials: main products, timed new products, pricing labels, promotional menus. The details to be considered include quantity, position and angle, and brightness tones.

The richer the doorway information, the more touch points consumers have in the consumer journey, but it is not that all the above information is applicable to all categories and models. Missing and over-designing may have a negative impact on the consumer experience.

For example, fast food categories need to quickly show customers their product categories and characteristics; dinner categories need more "flexible" "indirect" displays, such as description files, products, cooking process shaping, and more comfortable For tea drinks, due to the small size of their stores, more powerful visual elements are needed to highlight the encirclement and provide a sense of existence in front of consumers.

Looking at the current catering market, there are a total of four categories of customer acquisition scenarios: finished products, ready-to-eat foods that are easy to display, and attract consumers through appearance, smell, color, etc.;

Cooking type, which can highlight professional operation and efficient production, especially suitable for categories with unique or infectious cooking methods;

Process type, display of raw materials and production equipment, emphasizing the unique production process of the product;

Comprehensive, the above methods are combined to display more complex and layered information

After summarizing and summarizing their own categories, as well as analyzing and comparing with similar competing products in the market and business circles, the operators choose the focus of the scenes that suit them.

TWO

Create a super customer acquisition scene

Comprehensively improve the welcoming ability

To create a successful customer acquisition scenario, businesses should work hard in five aspects: door, stall, menu, product, and welcoming guests. The criteria for judging success can be based on "strong inducement, professionalism, high efficiency, The five dimensions of "richness and cost-effectiveness" are considered.

Of the five aspects, four are related to physical space. Teacher Hong Jizhou said that they often suggest using the stall as the source of adjustments to the entire customer acquisition scene, because it will be a more comprehensive store display, which will include dishes, information, atmosphere, etc., in other words, After the overall positioning and strategy of the store are determined, the stalls can be built into the "front line" of customer acquisition scenarios.

If we apply the standards mentioned above, what kind of stall can be called a "super stall"? It can arouse customers' interest, and at the same time, it has a certain open design, which is convenient for customer interaction (strong induction); the space is kept clean and clean, without obstruction of the line of sight, and can even create a certain sense of ritual (professional sense); Routes and sight lines are also convenient for employees to cooperate (high efficiency); stalls can contain information such as ingredients, dishes, craftsmanship, text introductions, short film screenings, etc., so that consumers can better understand the store's characteristics (richness).

The remaining "welcome guests" is a more difficult business operation. In fact, most businesses can realize the importance of welcoming guests, but they don't know much about the specific details and the use of tools. Among the customers who have consulted with spoon in the past, the merchant's arrangement for welcoming guests often stays on the queue to pick up the number.

Among chain brands, Xibei, who has "heavily guarded" at the door, is considered a prominent case. With 3 waiters and 2 management personnel, Xibei requires employees in this position to be bold, capable and unfamiliar. People interact; enthusiasm, meticulous, infectious, spreading a sense of joy; good at observing words and colors, and timely insight into customer needs; good at chatting, can break the ice on any topic.

There are five steps in their customer acquisition work:

1. Look for customers, observe the passing customers, especially be sensitive to new customers and family customers (core consumer groups), and be able to respond quickly, such as using some children's toys to do what they like.

2. Lock customers, promptly provide menus, pencils, number papers, etc., use these straightforward tools to keep customers "busy".

3. Retain customers, provide snacks, toys, games, etc., first of all reduce boredom and anxiety in the waiting process.

4. Yueke takes a step further from retaining customers and allows customers to "reap" something during the waiting process by informing the waiting time and pleasant conversations.

5. After receiving customers, the waiter holding the sign will take the customer to the seat at the first time and hand it over to the colleague who serves at the table.

Generally speaking, 40% customer retention rate has been quite successful, and well-known brands like Xibei that focus on welcoming guests can often reach 70%-80%.

Although not all brands need such a strong "firepower" in the welcoming post, they still need to choose a suitable welcoming method according to their customer group type and needs, store category and area, such as providing self-service for waiting customers Refreshment and beverage counters, such as scanning codes on mobile phones to allow customers to arrange numbers; some small fast food restaurants, although they do not need to set up obvious welcome posts on the surface, the reasonable layout of the movement lines improves the efficiency of the meal. Speed up the turn-over time to make the store look neat and comfortable even when there are too many people. It is also a gesture of welcoming guests.