Hi everyone, I’m Ke Jiusi.
With the rise of the mobile Internet, the Internet celebrity restaurant has become a new landmark for young people to check in. The restaurant and the Internet celebrity are a natural combination of offline venues, because the restaurant needs online traffic, and the nature of the Internet celebrity , Is the flow!
Teacher Li, a student of Mr. Ke, has an Internet celebrity restaurant in Taikoo Li Chengdu . This restaurant has recently become famous and set a record of queuing for an average of 3 hours and 250-300 tables per day. On May 25, 2019, the single-day queuing record of 3079 tables in Chinese restaurants was refreshed.
What kind of business secrets are hidden behind this project? Teacher Ke will reveal the secrets to everyone today!
is unbelievable, but this happened. How to increase the restaurant's passenger flow is actually a lot of ways!
masters 100% of the traffic entrance of the takeaway platform
This trick can detonate restaurant traffic at zero cost. However, in reality, most takeaway platforms don’t understand what traffic is recommended. So, I watched the online traffic be snatched away by some "high IQ" restaurants.
So how can we get as much traffic from these entrances as possible? Let your shop get more exposure?
Let’s take a takeaway as an example. The main factors that affect the ranking of a merchant are: transaction volume, activities, service quality, conversion rate, delivery, thousands of people, and the main category of the store.(How to refine the operation of these indicators?)
GMV (total transaction):
This is a very important factor that affects the ranking. Transaction amount = order quantity multiplied by the average order price. So everyone should pay attention to increasing the transaction volume.
Explosive product turnover:
You can increase the number of transactions by launching in-store explosives or matching packages. This operation can generally increase the volume of explosive products quickly.
Main business hours:
You can follow your own main business category and operate during the main business period, and must be in place to increase the transaction volume of the main business period. For example, many seafood barbecue businesses and businesses that specialize in supper scenes will rank higher in the supper time, so supper merchants need to grasp the supper time and increase transactions.
Close to user needs:
It should be noted here that users have different needs during weekends and normal times. For example, breakfast in second-tier cities is definitely different. Peak period. Everyone is slower on weekdays, and other packages should be coordinated during this time period.
Increase the conversion rate:
The conversion rate directly affects the ranking of the store.The ratio of the number of user clicks to the number of purchases is called the conversion rate. The probability that a user selects your store in the entire category is called the conversion rate in the same industry.
Tips to increase conversion rate:
Expose in the physical store that you have Meituan takeaway, so that regular customers can order takeaway when it’s inconvenient to get to the store;
attracts users by showcasing Click to enter the store, the following points are very important ↓↓↓
Coup 1, to avoid negative reviews
friends who do catering know that a bad review has too much influence on the ranking of a restaurant It’s too big. 99 good reviews can’t replace a bad review. Therefore, once a customer gives a bad review, the store needs to communicate with the customer in a timely manner to obtain the customer’s understanding, and actively improve the quality of their service, and try to get the customer to cancel the bad review. Comment, so that your ranking will not be squeezed down.
Coup 2, pay attention to every evaluation
Merchants need to pay attention to every online evaluation, because every evaluation may affect a potential consumer's purchase decision, positive response, sincere attitude , How can you make money.
Coup 3, reduce the number of abnormal orders
In many cases, there will be platform failures, or insufficient delivery capacity, or the merchant’s business is too good, and the take-out time is too long. At this time, we must actively follow up with abnormal orders. , To apologize to customers and obtain forgiveness from customers, so that the service score of the merchant can be improved. If you leave it alone, you may experience a ranking decline. Once the ranking declines, your restaurant exposure will decline, which directly affects your customer flow quantity.
Coup 4,There are store features to increase the number of repeat customers
Stores frequently purchased by users will be displayed to users first. Therefore, businesses should pay attention to the characteristics of their stores in their operations to increase the number of repeat customers.
Coup 5, the ranking advantage of new merchants
After new merchants settle in, they can open new stores in the background for weighting and get 7-day ranking priority privileges. This is a benefit for new businesses and a gift for welcoming new businesses.
cashback method
This method is currently being used by many restaurants. The restaurant business is good, and it focuses on repeat customers to increase the billing rate. You can send a 50 yuan cash voucher. Does this increase the probability of customers coming home for the second time?
However, when the customer spends more than 300 yuan, we can give away a 100 yuan consumption voucher, or tell the customer that if you top up twice the amount, which is 600 yuan, this time you spend It can be free of charge.
There is another way, that is, when the customer accumulates the amount of consumption, we can give a gift of the corresponding amount. This trick has been tried repeatedly.
live streaming + short video drainage
This is the latest drainage method and a must-have marketing technique for Internet celebrity restaurants. First of all, we do this:
span span Launch an event,Invite local gourmet celebrities and celebrities with more than 500,000 fans to try dishes for free, and then invite them to shoot short videos and send them to major platforms. Note that before each video is sent, you must add a location so that the restaurant can harvest Huge exposure.Then it is live broadcast. It is recommended that restaurant operators or chefs can spend 1-2 hours every night, live streaming through major platforms, join the community, and then play community games.
The group owner (restaurant owner) issued a red envelope in the group and grabbed the red envelope ending in 8. This lucky guy can come to the store the next day and receive a grilled fish worth 68 yuan for free. If you invite When 3 friends come to the store together, they will also give you 100 bottles of beer.
Actually, this is an entertainment marketing model. It’s not about the discounts offered by the merchants, but if there are such activities, everyone will definitely be willing to come and eat. Come to your home naturally.
In this way, through the four drainage channels of food delivery platform, live broadcast, short video, and community, this restaurant in Chengdu is full of customers every day. Learning training
No matter how many marketing planning agencies you have found, no matter how many methods you have used
as long as it doesn’t work, as long as your problem has not been solved
then, you must contact me , I will design a high-level, landing, and effective marketing plan for you to ensure that all the problems you encounter are solved in the shortest time
Business model cheats
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