What kind of restaurant can be remembered by customers? Let me listen to the editor to chat with you!

ONE

Memory point is the only way for a brand to succeed

As a catering brand, a company that takes the needs of customers as the criterion, and a company that directly faces the vast number of consumers. The most important thing at this time is naturally to find ways to let others know you and recognize you. In many cases, these two goals are complementary. When others recognize your brand, they will naturally remember your brand name.

In the fiercely competitive catering market, the branding of catering is becoming more and more obvious, ranging from chain restaurants to small street shops, starting to build their own brands. In fact, many restaurants in China have closed down, not all because the dishes are not delicious enough, and some restaurants are closed because customers can’t remember their names and cannot form word-of-mouth communication.

On the contrary, the brand names of those successful catering brands are basically well-known. Such as Haidilao, Xibei Younian Village, etc., these successful catering brands can call out the name of the restaurant even if they have not been to their restaurants. It can be seen that whether you can leave memories for customers is the only way to a successful brand.

So how to make customers remember your restaurant brand? In fact, there are many specific practical methods, which are nothing more than products, marketing, name, consumer experience and other aspects. Indeed, in the current era of information explosion, more and more catering brands appear in front of consumers. There are too many to dazzle consumers. There are fewer and fewer brands that can be remembered. Then, let’s discuss how to make consumers remember your restaurant from several major aspects.

TWO

Pick a good name for the restaurant

If your goal in catering is to open a small restaurant that can support yourself, then it doesn’t matter what name you choose, and you don’t even need to have your own name. For example, the nameless bun shops and noodle restaurants in the streets and alleys, some even have signatures. no. Others have signatures, and most of them have common names, such as "Hangzhou Xiaolongbao", "Shanxi Knife Sliced Noodles" and so on.

However, if you are a little bit ambitious and want to create a restaurant brand, you need to have a name of your own. Nowadays, it is no longer what it used to be. Many traditional bosses disagree with the brand and name, thinking that as long as their taste is prepared, they will naturally attract customers.

As everyone knows, in today's information explosion, this concept has become obsolete. Now is the age when the fragrance of wine is also afraid of deep alleys. So, is there anything special about naming? First of all, choose a name that is simple and clear. This simplicity not only refers to easy to read and easy to read, don’t use rare words, but also to have a simple and clear meaning. For example, the Hunan-Hubei sentiment that was very popular in the last century, although the words are easy to read, but the meaning is not clear, so people can't understand what it is.

The names now adopt simple and clear rules. For example, the names of Naixue's tea and Zhangji Roujiamo are very simple and clear, and let people know what it is at a glance. At the same time, the simple and clear name is catchy and easy to remember after reading it a few times.

Secondly, the name of a restaurant must not only pay attention to the main points of easy-to-understand and catchy, but more importantly, it must highlight the restaurant’s selling points and show the restaurant’s business projects and operating style. For example, in Xibei Noodle Village, Noodles is its biggest selling point and its brand characteristics. It is directly displayed in the brand name, giving people a strong memory point, and people unnaturally I want to taste what noodles are and how they taste.

THREE

Focus on categories and increase customer awareness

The essence of a brand is to distinguish and be different, especially when there are so many restaurants nowadays, the distinction between brands is the most important thing. The reason why the brand is born is to distinguish, which requires a difference. Nowadays, restaurant management pays attention to a process of focusing on category and single product.

This is to distinguish one's own brand from other brands to the greatest extent. So the essence of the brand is to represent a different category, namely category. The reason why large and comprehensive restaurants are not popular now is that their characteristics are not obvious enough and can do everything, but nothing can be the best in the industry. As a result, we can see that many restaurants will have their own specialty products, and even today, many restaurants only have their own specialty products.

This is the result of constant focus on the category and the product itself. All successful brands represent a category, and this concept is deeply embedded in the minds of consumers. For example, if you think of which air conditioner is doing well, you will naturally think of Gree. For example, if a coffee shop does a good job, the name of Starbucks will naturally appear in the mind. This is how a brand has successfully made itself synonymous with category.

FOUR

Use marketing to increase customer experience

Food and beverage brands always have strong marketing attributes. Because catering is a fast-moving category, it needs to keep customers mentioning themselves over and over again. Only in this way can customers instinctively think of themselves when they go out to eat. Popularity is the top priority of a restaurant brand. Restaurants that are not popular are often not far from closing.

Therefore, in addition to the basic operations such as good products, good services, and good decoration of the environment, we also need to promote our own brand. There are many marketing methods. Specifically speaking, marketing through stories, such as the boss’s family history, turning points in the entrepreneurial process, and so on. Or through the marketing of our own meals, such as how good the raw materials we use in our meals, how advanced and mature the craftsmanship we use, and so on.

In addition to these basic marketing methods, many catering brands also follow the trend for marketing. For example, once a restaurant brand liked to market itself as tall and tall. Starbucks did a good job before this point.

Nowadays, catering brands like to carry out younger marketing, such as KFC grandfather who has aroused heated discussion becomes KFC uncle.

FIVE

Learn to occupy a seat and occupy the minds of customers

Branding to increase customer memory is nothing more than deepening customer impressions, allowing customers to quickly make choices when dining, and learning to occupy seats can help brands quickly achieve high-dimensionality and leave a deep impression on customers' minds.

For food and beverage brands, good food is important, but in addition to good food, customers need to leave other brand symbols or brand impressions. Because the standards of delicious food are very different, the concept is very vague, and this concept is relatively incapable of comprehensive consideration, so delicious food cannot make customers remember.

On some holidays, some Haidilao stores have more than 1,000 seats, which surprised many catering counterparts. Why are there so many delicious hot pots on the market, but many people choose Haidilao? Answer: Good service!

Haidilao is the first to combine service and brand to create an omnipotent service image, such as nail art, toy delivery, child care and so on. Because Haidilao took the lead in occupying the service position, many later brands could not compete with Haidilao in service. When Haidilao upgrades its service to a standard that is difficult for the entire industry to achieve, it becomes the memory point of customers for Haidilao.

To give another example, the types of breakfast in our country are very rich, and the breakfast stalls are basically the same, it is difficult to have a memorable brand. When it comes to Taoyuan Military Village, I believe many people know that this is a restaurant selling soy milk and fried dough sticks. But it is not soy milk fritters that make people remember it, but the desktop homesickness scene it creates.

The scene in Taoyuan Military Village not only increased the memory points of customers, but also increased the purchasing power of customers. There is still no shortage of customers for the 35 yuan per capita breakfast in Taoyuan military village. This shows that apart from its own dishes, the brand culture behind Taoyuan military village has become a key factor for customers to pay for the brand.

In the future, whether the image of a catering brand can be created successfully, and whether customers can find memory points, which are very closely related to products, names, marketing, scenes, and space. A brand should make a brand image before it is established, and find the most suitable point for the brand image to work hard to ensure that it will not be submerged in the red sea of catering.