Everyone in the catering industry wants to do word-of-mouth communication. Everyone thinks it has the lowest cost, the strongest operability, and the most obvious effect. However, we catering people have two misunderstandings about word-of-mouth communication: "As long as you provide delicious (high-quality) food, customers will promote word of mouth for you"; "As long as there are good products and services, customers will promote word of mouth for you." Word of mouth"...

The fact is that only when your dishes and service have an "overwhelming" advantage, customers will take the initiative to spread the word for your restaurant. Just like the sharp knife products such as Ba Nu You Mao Du, Haidilao has the "extreme service" that is praised by everyone.

So, what should a small restaurant do to allow customers to open up their "Golden Mouth" to actively spread the word to the restaurant?

ONE

Grasp the four expressive desires of people,

Let customers take the initiative to help the restaurant spread word of mouth

If you want customers to actively spread word of mouth for a restaurant, we must first understand what customers want, and they will take the initiative to spread it to you when they have any desires.

Because when people speak, there is a certain "reason". Only when businesses capture the four expressive desires of people can customers willingly spread word-of-mouth to your restaurant.

1. Express your taste and look forward to being recognized

"The decoration of this store is really tall"

"The tableware in this restaurant is really good-looking, and the presentation is different!"

Such a sentence is a person telling his own current situation, it is a spontaneous sigh, and the person who hears or sees this sentence will not benefit from it.

The person who said this is only looking forward to the approval of the listener, the "like" of the reader, or some comments. In other words, it is the person who wants others to know what they are doing and recognize it.

If a person drinks coffee at Starbucks, he is more likely to take photos and share them. Because Starbucks is a gathering place for white-collar workers in the new era and a symbol of urban white-collar life. Here, customers will have a "natural" sense of superiority. They want to express their taste through sharing, shape the image of urban white-collar workers, and demonstrate their identity.

However, if he is eating snacks in Shaxian County, the possibility of taking photos and sharing is very small.

2. Have something to show off and look forward to being praised

"I went to XX restaurant for dinner at noon and posted a circle of friends";

"I cooked seafood porridge in Haidilao and it tasted great!";

What is the desire of those who say these things?

When a person posted "I cooked seafood porridge in Haidilao, it tastes great!" in a circle of friends, accompanied by a photo of this dish. If the person who read the post commented "It's amazing, I can cook it" or "It looks delicious", then the person who posted it will be very happy. Because this is what the poster wants. They talked about their own more in-depth recent developments, their own ideas and their own productions, which are worthy of flaunting "talking", and they hope to be praised by others.

Imagine that a restaurant has prepared a "welcome card" for customers who make reservations. The name and greetings of the customers who made the reservation on the day are written on it and placed on the table. Customers will be very happy when they see it and take a photo for others to see. The customer has the information "the restaurant specially prepared a card for me".

3. Everyone has a mentality of standing in line and wants to find resonance

"The advertising copy for this restaurant is very interesting."

"Suddenly received an apology letter from XX restaurant, what is going on".

Those who say these words are emotionally fluctuating because of a certain experience or discovery. The speaker expresses his fluctuating feelings, and the poster will be very happy if he can make the other person feel the same. Their desire is not to praise, but to want others to have the same touch or the same feelings. In other words, just want to resonate.

For example, if you put a welcome card on the table for a guest who has an appointment in a restaurant, compare the following two paragraphs, what will the customer's impression be different?

A: "Mr/Ms. XX, thank you for your reservation today. I wish you a happy meal."

B: "Mr/Ms. XX, thank you for your reservation today. The dish that you liked but sold out a few days ago is still available today."

A is a text that can be written to any customer, but B is not. Because the merchant remembers the last time the customer visited the store and mentioned something, the customer feels that the merchant "remembers me" and is enthusiastic. Humans are animals that want to resonate. When they are enthusiastic, they want to tell others and hope that the other person has the same mood as themselves. This also increases the possibility of generating word of mouth.

4. Want to help each other while "planting grass" for others

"The food in this restaurant is delicious! I recommend";

"The XX restaurant is under renovation and it is closed recently. You can choose another restaurant to eat out.";

Those who say these things are for the sake of the other person and want to help the other person. It is kind.

But we can also understand such posts from other perspectives. Especially when posting information to many people on social media such as Moments and Douyin, this kind of altruism will make the poster feel that he is in an advantageous position. There is also a feeling of "want to be praised" such as "I have sent a helpful message to everyone, which is really amazing."

Now that most people go out to eat, they will first open a review website to check restaurant rankings and tastes. Comments, stepping on mines, clearing mines, recommending, checking in, and raiders-style evaluations have become essential in people's lives.

Even Wang Sicong is no exception. Last year, he commented on a Japanese restaurant in Chengdu on Dianping.com that "I can only give one point for its price" and "it is the most unpalatable Japanese food I have eaten in the past year or two." Mine was cleared for the masses with 15,708 yuan. Netizens commented on "Wang Sicong has eaten so many expensive things, he said that it is not tasty, he must have his reason."

TWO

2 tips

Let your restaurant pass word of mouth among customers

1. Pay attention to the bathroom and let customers shout "Wow..." without hesitation

Where is the place that makes customers feel good and hates the most? Is it the dishes, the environment, or the service? It's the bathroom!

There is such a hot pot restaurant in Qingdao, Shandong, decorated in a girlish style. On the table inside, there are neatly placed cosmetics, girl's heart cotton swabs, and a variety of Japanese brand-name skin care products.

These cosmetics and skin care products will be updated from time to time, customers are looking forward to what the next big brand is; the decoration style of the bathroom will also be updated from time to time. What? It keeps arousing the curiosity of customers, and I want to visit the restaurant again next time.

In addition, the bathroom also has a maternity room. It meets all the normal needs of mothers with babies, and gives them a place to breastfeed and change diapers with peace of mind. Let customers turn the elegant hot pot into a reality. This was something that many female customers didn't dare to think about before, but here, you can have a beautiful meal and then go to the bathroom to make up, even with children you can be as elegant as you are.

This kind of restroom surprises customers and makes people happy. Not only does it give customers a way to show off with their friends, but it also triggers customers to take photos and share, and the customers unknowingly promote the restaurant's reputation.

2. Let the customer choose a small gift with a sense of age to take away

When other businesses are following the trend to do something, some businesses will create word-of-mouth to attract customers by slightly changing what all businesses are doing, or what all businesses will give.

There is a grilled fish shop, in order to allow customers who have come to consume to introduce new customers into the store, a batch of commemorative small toys that fit their own positioning have been customized.

Give customers a small gift with a sense of age after a meal or at the checkout, such as glass balls, sandbags, small tops, and underwater looping machines from the 70s, 80s, and 90s. Such small gifts are not common. Customers over 30 and 40 have memories of playing, so they will be missed. When they go back, they will happily show off to their peers or young people.

Items with a nostalgic nature are easy to move people's hearts, and it is easy for customers to find sympathy. The so-called nostalgia is to tell friends who know this thing, and hope to feel the same. But be aware that the timing of using it depends on the atmosphere in the store or the content of the event.

summary

Word-of-mouth marketing is one of the regular marketing methods of restaurants, and it is also one of the methods that give people the best impression and the most lasting impact. It often has the effect of four or two strokes and can establish a good brand effect.

The prerequisite for good word-of-mouth marketing is to find the desires of customers. The marketing techniques mentioned above are all developed from the four desires of people. As long as you are willing to work hard, no small restaurant can do it.