In the past few years, themed restaurants have really become popular. Poop themes, hellokitty, classroom themes, animation themes, etc., have attracted the attention of a large number of consumers. The reason for the popularity is simple. Even though the form of many themed restaurants is greater than the content, However, it is very novel for young people.

This is the charm of the consumption scene.

ONE

Scenes become a must-learn homework in catering

The same is true for the once-prosperous Internet celebrity shops. The taste of the dishes can be average, but the image must be high, which makes people have the desire to make friends. The current consumer’s criteria for judging the quality of a restaurant is based on the past. The deliciousness of the dishes themselves has gradually transformed into a comprehensive experience during the dining process, which is an inevitable result of the consumption upgrade era.

Regardless of taste, when the dishes themselves are no longer so attractive to consumers, in order to stimulate the consumer desires of customers, create a suitable atmosphere to highlight the entire brand or single product, and this The appropriate atmosphere does not only refer to the dining space and dining environment, such as brand values, emotional elements or impressions can be fully integrated into the scene.

The world we live in is made up of countless scenes. It's just that sometimes we don't realize the scene we are in, or we only pay attention to one aspect and ignore the others. After the rise of consumer groups born in the 80s and 90s, consumer awareness has been continuously upgraded. Consumers' sensitivity to the price of dishes has gradually decreased, while their sensitivity to value has increased, and the requirements for consumer experience have become higher and higher. This experience is the force of the scene The place.

Since the catering industry got on the express train of the Internet, catering practitioners must break through the limitations of traditional thinking if they want to break through and break through the dilemma of traditional catering operations. Shift the focus from the company's own products to consumers. Companies are not to launch products that meet their own tastes, but to launch products that meet consumer tastes. Everything is customer-centric, which is the essence of Internet thinking.

Of course, this is not to say that the dishes are not important. The dishes are well done, this is essential. But why do some restaurant dishes do well but not popular? This may be the lack of attractiveness of the restaurant itself. There are always one or two aspects of successful dining that you like or impress you. And this kind of pleasing or impressive is more and more inclined to scene creation.

In constant reflection, catering businesses will eventually realize that the unsatisfactory place lies in the creation of the scene. A successful catering must be closer to consumers' living habits and service methods, so that consumers can have an atmosphere, sentiment, and feeling when eating. This increases the added value beyond meals. It also enables the brand to have more premium capabilities.

Among the emerging catering brands, a considerable number of catering brands focus on shaping the experience of the scene, cultivating a part of the population, and in-depth analysis of their lifestyles and taste preferences around specific groups of people, in order to shape the offline scenes of the core population's preferences. But it should also be noted that the ability to create scenes has its limits. In scene shaping, we need to select customer groups, and then strengthen the scene shaping for the customer groups.

TWO

Get the scene to get people's hearts

Consumption of meals is a consumer experience. Now any restaurant that can give a good experience can be popular. For example, many themed restaurants are restaurants that rely on scenes to make money. Guimanlong can be regarded as such a theme restaurant. It's just that its theme is "history". Guimanlong takes "reappearing the prosperity of the Southern Song Dynasty" as the overall development context of the brand. Therefore, each store will select a relevant characteristic of the Southern Song Dynasty to interpret and interpret it. For example, the first store in Shanghai focuses on the "Southern Song Dynasty Royal Street" style, with the design idea of restoring the ancient charm of the south of the Yangtze River, and uses the built-in method of exterior scenery to create the prosperous scenery of the thousand-year-old Hangzhou Southern Song Dynasty Royal Street in the store. This is the scene occupancy.

Each store of "Peach Blossom Villa" and "West Lake Boat Banquet" has its own theme, and the atmosphere of each store is different, but they are in the same line. They all revolved around the theme of "innocent Jiangnan wind, reappearing Hangzhou City in the Southern Song Dynasty". For example, Gui Manlong’s Deji store in Nanjing has the theme of "Standing Hangzhou", the twelve-meter-high ceiling, the suspended West Lake, and ten Dongyang wood carvings of the "Ten Views of West Lake", etc., these elements restore a " The city is viewed from the Chenghuang Pavilion, and hundreds of thousands of lights return to the prosperous Hangzhou scene. Gui Manlong first played the banner of "recreating the scenery of Hangzhou" and successfully occupied the position.

From the design and decoration to the details of the shop, Gui Manlong gives the popular Hangbang restaurant a nostalgic and humanistic atmosphere, and it has always been closely linked to the style and connotation of humanistic Hangzhou. The restaurant reproduces the ultimate beauty of the ancient Hangzhou Peach Blossom Villa in 1155, such as pavilions, small bridges, flowing water, canoe and so on. Not only that, while customers enjoy food, there are craftsmen and folk-customers who walk through the store, singing girls playing the piano, and performing tea ceremony at the table, which can be described as an all-round three-dimensional display of Hangzhou scenery. In this way, when people mention the scenery of Hangzhou in the future, they will think of Guimanlong. This is the advantage of scene occupancy.

In addition to the structure of the scene, the dishes of a restaurant are also the most important thing. Only when the dishes and the scene cooperate with each other can they bring a complete experience to consumers. Guimanlong specializes in distinctive Hangbang dishes, which are divided into traditional Hangbang dishes and creative Jiangnan dishes. The boss has made many thoughtful innovations on the basis of traditional Hangzhou cuisine, and each store in Shanghai and Nanjing has its own exclusive dishes.

Not only that, the dishes also pay great attention to the visual presentation, from the presentation to the color matching, which stimulates customers from the senses and allows customers to share on social networks convincingly. Although the quality and appearance are both high-level, Guimanlong is positioned as a Hangbang dish that is highly accepted by the public, suitable for family dining, and the per capita consumption is only about 80 yuan. This is an acceptable category for mass consumption. In terms of raw materials, Guimanlong’s core dishes insist on source procurement to ensure the overall quality.

In addition, Gui Manlong's exploration of scene-oriented restaurants is not limited to the scenery of Hangzhou. Guimanlong also owns a new Chinese-style restaurant and tavern "Chonger Jiuchang" under its sub-brand. For the first time, Chonger Winery tried to combine Western-style bartending techniques with Chinese national liquor, aiming to create a Chinese-style izakaya with value and connotation.

In Chonger Winery, in addition to the reappearance of the street scene in the Southern Song Dynasty, the elements of wine are also reflected everywhere, and traces can be seen from the presentation of the details of the store. Because of the outstanding wine, compared with Guimanlong, the design of Chonger Winery and the development of wine types are very different. In addition, in terms of dishes, Chonger Winery has also made corresponding upgrades. About 80% of the dishes are different from Guimanlong.

THREE

Does your restaurant have scene power?

Food and beverage consumption has entered the "scene age". Consumers have high requirements for dining environment and quality, and dining is no longer for the sake of food, but has become a comprehensive experience that integrates social interaction, entertainment and pastime. Nowadays, there are many types of catering. "The smell of wine is also afraid of the deep alleys." Catering competition is no longer simply a situation that depends on quality and others. Catering brands that meet scene marketing will take the initiative to send themselves to the door and attract customers first. Customers, then through good quality and retain more customers.

Take Starbucks, the leading coffee brand, as an example. As the dominant coffee market in China, Starbucks holds a "Coffee Culture Festival" every fall, which is very popular among coffee lovers. The annual coffee culture festival will have its own theme, such as "a cup of love". In a month, every coffee lover can find his own coffee in Starbucks from a cup of "love" to coffee immersion journey Experience.

During the holiday season, most of Starbucks stores across the country will jointly hold a coffee immersion tour, inviting tens of thousands of coffee lovers as "coffee tasters" to the store to explore the "journey of a coffee berry" with Starbucks coffee masters. The coffee taster can not only taste Starbucks China's first single-origin series coffee beans in Starbucks stores, but also have the opportunity to experience the mellow and smoothness of the elegant hand-made coffee, and get the exclusive coffee taster electronic badge.

The Starbucks Coffee Culture Festival has become an annual coffee event for coffee lovers. Whether you are a coffee beginner or a coffee lover, you can find your favorite shows and enjoy them. This is the charm of scene marketing, through thematic marketing design to attract new customers and maintain old customers.

In fact, scene marketing usually has its own specific demands. For example, in the environment of catering stores, scene marketing often has unique personalities due to the uniqueness of the scene. This requires businesses to work hard to develop scene characteristics that belong to their own brands, and it is not easy to copy and copy. Even if the hot pot restaurant looks pretty much the same, the advertisements are different. For example, Sichuan hot pot is more spicy and beef hot pot is more tender.

With the continuous development of scientific and technological means, the intelligentization of mobile terminals, the interaction in scene marketing has become more and more obvious. The priority of service is increasing. This is an interactive method. An excellent customer service team and an excellent brand image spokesperson can immerse people in it and recognize your brand. At the same time, scene marketing is no longer a lonely self-appreciation of a media and an industry, it needs to integrate multiple resources and develop in a multi-pronged way.

For example, Internet + catering, which can provide sufficient combat power for the development of scene catering. The scene becomes a scene because it is three-dimensional rather than flat. It can mobilize all human sensory organs to participate in it. The senses here may be cell phones or human senses. For example, Le Caesar's durian newspaper, the newspaper was originally used for reading, it is a visual product. As a result, the durian flavor is added, and the olfactory part is increased, which is more three-dimensional and vivid and impressive. In short, demand affects behavior, and scenes are increasingly becoming the focus of catering.