Although the development of the catering industry is fast now, we can see one or two restaurants everywhere on the street, but not all catering shops have good business, and many shops are closed and transferred after one or two months of operation. Of course, there are also some restaurants that have been very busy after opening, and they have brought huge income to the owner. Opening a restaurant is an investment, and investment will involve risks. Then, when we choose to invest in the catering industry, what do we need to know? What factors can make a restaurant's business boom after it opens?

Many restaurant owners have such a misunderstanding. Are the popular restaurant stores designed? Can the store be brought back to life if I find a design company?

The value of catering brand design coexists with excellent brand positioning, location selection, products, operations, and brand culture. It is a key factor in the popularity of stores, but it is not a direct factor. From a macro perspective, a good store is of course "Designed", but this design is not a superficial visual performance and spatial presentation, but a way to penetrate a series of brand core elements such as brand positioning and category culture.

To give a simple example, it is also selling fish head cakes. Why do we always think of Wangshun Pavilion first? It is also selling big yellow carp, why is Ah Wu’s unit price higher than yours? Selling Xinjiang cuisine on a street, why do customers always choose to buy quality Yili first? What factors can make a restaurant's business boom after it opens? We might as well take a look at those hot catering shops, what are the common characteristics of them.

ONE

Good location

A lot of people

The location of a restaurant basically determines the quality of a restaurant’s business. Some good locations are good for opening a restaurant, such as the area around the subway entrance, the entrance of the hospital or school, the prosperous commercial street, the food city, etc. The location generally has a very large flow of people. The flow of people is the flow of money. When there are more people, more people consume. Therefore, when restaurants are opened in good locations, the business of general shops is very good, and those opened in remote areas. Generally speaking, the business of catering shops in China will not be very good, and it will take a lot of effort and money to introduce customers into the shop later. Of course, for shops in good locations, the rents of general shops are also very high, which puts a lot of pressure on the operation of the shops.

TWO

Category differentiation

This is often the case in the catering industry. From a product point of view, a category is on fire and entrants flock to the game. For example, the pot category, beef hot pot category in the first few years, and the fish category in the past two years, followed by a large number of deaths, and finally There are only a few brands left. When the category gets hot, it will face subdivision. The category is on the rise, some brands focus on pickled cabbage fish, and some brands focus on lemon fish.

From a business perspective, if a category is popular in the market, a brand will find a unique brand positioning. For example, the hot pot category is popular, Haidilao focuses on service, and Banu focuses on gross belly.

In addition to the above differences, there is another difference that restaurant owners often ignore-visual and spatial differences. When products and positioning can't provide consumers with memory points, visual and spatial design can perfectly contribute to the flames.

Many local specialty restaurants face such problems. For example, beef ramen noodles are blooming everywhere in a city, and this category itself has a basic understanding in the minds of consumers, and it is difficult for some stores to use their best efforts to shake them. At this time, the spatial and visual differentiation can make your brand stand out from the local. This refreshing memory point can give consumers a great impact.

THREE

Brand memory point

The essence of a brand is to occupy the minds of consumers and reduce the cost of identification. Therefore, if a brand wants to have a memory point, it must first have a powerful core memory system.

In this core memory system, brand symbols, slogan and visual hammer are the key points.

Brand symbol: Brand symbol is a term in marketing and is also part of brand identity. So what is the relationship between brand symbol and logo? Brand logos often appear in the form of graphics or text, or graphics + text, and the graphics here are sometimes used as brand symbols. However, when a brand owns IP, IP replaces the logo graphic and becomes the brand symbol.

Brand symbols are the basic means of distinguishing products or services. These identifying elements form an organic structure and exert an influence on consumers. It is the basis for the formation of the brand concept. Successful brand symbols are an important asset of the corporate image and play a role in the interaction between the brand and consumers.

FOUR

Exquisite dishes

Has its own characteristics

In addition to the location of a hot restaurant, the food in the restaurant is also very important. The core of catering is the product. Every hot-selling store must have its own hot-selling product. The hot-selling product can leave enough memory points for diners and increase the repurchase rate, which is the foundation of the restaurant's profitability.

Only when the dishes are exquisitely made and distinctive can they attract customers to their stores for consumption, retain customers, and make consumers become regular customers in the store. When we usually go out to eat, we usually go to restaurants where we think the dishes taste good, or when we hear someone say that a certain restaurant cooks well, we go to that restaurant to have a taste. Although there are many restaurants nowadays, there are all types of restaurants, but not every store is delicious. Consumers have discerning eyes, and the business of delicious restaurants is generally not bad.

Summarize

There are many factors that affect the business of a restaurant, but the five factors of "store location, category differentiation, brand memory, brand integrity, and restaurant food quality" I think are the most important, and the restaurant owner needs to go Valued.