In contrast, more than ten years ago, catering was relatively simple. Finding a good location and making good products will basically make business prosperous and wealthy. And the profit was very high at that time, why? Because labor, rent, water and electricity are very cheap. Especially the employees, a colleague of my chef, said that their salary was 900 yuan per month, and at that time, their store's revenue was 600,000 yuan per month.
But now it is different, with a revenue of 600,000 yuan, a salary of one employee is at least 3,000 yuan, and the rent is increasing every year. If various expenses are not properly managed, there is a high possibility of losses. This is also one of the reasons why many hotels are constantly closure. Increasing competition and reducing passenger flow are forcing these unchanging catering to continue to change.
To the current catering, products are the most basic conditions for customers to enter the store. The product is delicious, but it only makes customers willing to give you the first money. One of the main reasons why many restaurants fail to open successfully is that customers cannot find a reason for their second visit. Because not only do you have the same product, but there may be three or four of the same products on the street, and the taste is pretty good.
The reason why customers enter the store for the second time is to return to the customer experience. The subsequent competition will no longer be just a product. What we are talking about here is no longer just a product. The product is still very important. If your product is not delicious, it will be useless no matter how much you talk about it. With the development of the supply chain now, including the rapid expansion of chain catering. Copying delicious products is no longer as difficult as before.
But the difficulty is three or four stores, the same product, how to let customers choose your store instead of other stores. The key is customer experience. In the past, it is called guest feelings, also called your impression in the customer's mind. The deeper you are, the higher you will be on the customer’s selection list.
Customer experience is no longer a simple service, but a customer's five senses experience. That is, the customer's feelings of seeing the eyes, hearing the ears, touching the hands, eating the mouth, and smelling the nose. Like , Haidilao, , everyone thinks that the service is good, but why can it be done well, your service will be complained by customers. The important point is that there is no service around the customer experience.
Simple example, some restaurants provide customers with hard chairs. Customers sit for a while and go to the next door to eat. Haidilao has soft chairs, and some places have large sofas and coffee tables to provide you with chat and play games. What's the difference? Is it really because Haidilao is relatively rich, and Haidilao’s employees are paid high?
