No matter how the ratio of dine-in and take-out is distributed in the restaurant, even if the proportion of dine-in business in the store is particularly high, the take-out business must be taken seriously, and the systematic operation of the online business can be realized with

No matter how the ratio of dine-in and take-out is distributed in the restaurant, even if the proportion of dine-in business in the store is particularly high, the take-out business must be taken seriously, and the systematic operation of the online business can be realized with the help of take-out platform tools.

The epidemic has repeatedly struck, and the dine-in business has fluctuated greatly. In order to strengthen epidemic prevention and control in areas affected by the epidemic, dine-in food may be prohibited and only take-out is allowed. In order to increase the store's ability to resist risks, business modules must be diversified to avoid being passively beaten.

Online stores are the same as offline stores. They are a display of the store's image. If you want to attract customers to the store, you need to pay attention to too many details and elements, such as exposure, visits (store entry rate), order rate, and repeat purchases. Rate, these four data are closely related, and they all affect the sales volume (order rate) of takeaway stores.

There are many factors that affect the order rate, such as activity intensity, dish labels, dish pictures, customer reviews, dish categories and names, dish specifications, dish descriptions, menu sorting, store decoration, etc.

The description of takeaway dishes is a supplementary description of the name of the dish and the picture of the dish. There are not many words. Although it is just some short text, it is well described and is also a good way of advertising.

A large amount of exposure and traffic attracts users to browse the store. If the description of the dishes is too pale, it will affect the decision-making time, dampen the enthusiasm for purchasing, and directly reduce the order conversion rate.

How to write a description of a takeaway dish? How to optimize the description of takeaway dishes? Nine practical optimization suggestions are shared with everyone. There is always a way that suits you.

01

Use words to vividly express the unique production process

Don’t simply use grams to express the portion of the dish. It is difficult for customers to form an accurate understanding of the portion of the dish. If they think the portion is insufficient, it is easy to receive negative reviews.

Different dishes need to be described in different languages. It will be more intuitive and clear to use slices, blocks, pieces, etc. to convey portion information.

For example, pizza pie sizes are divided into 9 inches, 12 inches, and 14 inches; for example, the topping of a crayfish pizza has xx crayfish; for example, a beef salad has xx slices of beef, etc.; for example, fried chicken snacks are divided into large sizes In addition to small and medium sizes, it can also directly indicate the quantity of chicken nuggets.

02

Mark the place of origin of ingredients to enhance the sense of value of the dish

The origin of standard ingredients, especially ingredients with greater regional attributes, will be more compelling when reflected in the dish description and give customers a superior sense of value.

Therefore, on the premise of considering the reasonable cost of raw materials, we can prefer to purchase regional ingredients with more obvious consumer value.

For example, Australian steak, Italian tomato sauce, Greek olive oil, Thai fragrant rice, etc. This origin information is more likely to gain favor from customers.

Even if there are no foreign ingredients, you can still choose good ingredients from a certain region in China. In addition, the feeding methods, breeding cycles, and parts of the meat ingredients are marked, which can also highlight the high quality of the ingredients.

03

uses words to vividly express the unique production process

store customers can see the process of making dishes through the (semi-) open kitchen, making customers feel more at ease with the dishes and have high expectations for the dishes. In takeout shops, the presentation of the dish production process is equally important.

Therefore, when taking pictures of dishes, you should not only have big pictures of the dishes, but also take some close-up clips of the production process to reflect the unique production process.

For example, the dough is fermented for xx hours, the sauce is simmered for xx hours, the Neapolitan pizza is baked in 90 seconds, the bottom of the pie is cut by hand, the fried chicken ingredients are marinated with spices for how long, the steak is grilled over an open fire, etc., these can all reflect cooking. The sense of value of "difference" in manufacturing technology.

04

Use words that are easy to trigger associations to describe the taste of dishes

Use taste words that are easy to trigger associations to describe the taste of different dishes, which can stimulate customers' appetite, trigger emotional resonance , and accelerate order conversion.

For example, tender and juicy, spicy, sweet and spicy, sweet and sour, moderately salty and sweet, chewy, soft, crispy, sauce-flavored, soft, creamy, crispy, etc. These adjectives are full of temptation and are very useful if used well. Add points.

There is no need to pile up too many adjectives. It is enough for different dishes to reflect certain characteristics. Coupled with exquisite pictures of the dishes, it is particularly easy to trigger consumers to place orders.

05

Certain dishes can be specially marked with eating methods, combinations or groups of people.

Some specific dishes can be specially marked with eating methods, combinations or suitable for groups of people. More refined divisions can more quickly and accurately match the needs of different users and reduce decision-making time.

For example, the gold medal mashed potato pizza is recommended for women or children, the ×× flavor fried chicken is recommended for the best taste when paired with ×× sauce, and the ×× salad dressing tastes best when eaten immediately after being stirred.

In addition, if there are some dishes with special taste that consumers may not be used to eating, they can be specially marked, such as blue cheese, black truffle, arugula, black garlic, etc.

06

explains issues that may be misunderstood by users.

can optimize dish descriptions through the evaluation of existing consumer groups, and mark and explain issues that may easily cause misunderstandings, so that customers can understand before placing an order.

For example, the flavors of the complimentary dishes are random, for example, this product is an a la carte dish and does not include gifts, for example, the products in the set meal cannot be replaced, for example, sauces are not delivered a la carte, etc.

If merchants do not explain these small issues clearly and customers are dissatisfied and give negative reviews, it will lower the store's comprehensive rating ranking and affect the consumption conversion of other customers.

07

Mark out information on ingredients and accessories that may cause allergies

If the color, aroma, and flavor of the dish cannot be well described, or the name of the dish does not reflect the ingredients, or there are many ingredients involved, the ingredient information can also be extracted from the dish description. Although it is not attractive enough to increase the order rate, if the user is allergic to a certain ingredient, he can see it at a glance.

Various allergens, such as nuts, egg products, dairy products, seafood, aquatic products, fruits, cereals, etc., are briefly described in the dish description.

In addition, the dish introduction on the takeout platform is actually more suitable for filling in the dish information module. The dish description cannot be simply used to arrange the ingredients.

08

Stores with a young customer base can choose humorous and exaggerated writing styles

Takeaway stores whose main customer base is biased towards young consumers can be more out-of-the-box in terms of gameplay. They can be literary, funny, and exaggerated. In short, they must establish a relationship with customers. Interaction and resonance, you can’t enjoy yourself. The writing method of

can keep pace with the times, regularly update the pictures of the dishes, and write the descriptions of the dishes by combining hot words on the Internet.

You can escape, but don’t do it. You must have a sense of boundaries and sensitivity, and the text must be appropriate.

09

Label the nutritional value and calorie information of the dishes

Customers are not only paying attention to the taste and price of the dishes, but also pay more and more attention to whether the dishes are nutritious and healthy. Therefore, it is necessary to label the nutritional value and calorie information of the dishes.

However, this article does not apply to all takeout stores, but if your main customer group portraits are concentrated on urban beauties, college ladies, fitness experts, etc., it is strongly recommended to add this information, especially stores that focus on healthy eating (such as light food restaurants) ).

Marks the weight, nutritional content, calories and other information of the ingredients. The information is accurate and has reference value. It will make the merchants more trustworthy and the customers can eat with more confidence, which will lead to a better repurchase rate.

Good food description,

allows customers to master a lot of information about the store's dishes,

reduces communication barriers , dispels customer doubts, shortens decision-making time,

enables fast ordering, Increase store sales.

If your takeaway shop still has room for optimization and improvement in the dish description, you might as well take action.