Story background:
The protagonist of today’s case is the owner of a restaurant, surnamed He, born in the 1980s from the countryside. When I was a child, my family was poor. I didn’t study for a few years before going out to work. Within a few years of working in a water plant, I became a worker in a clothing factory. A beautiful woman got married, and the two of them lived together like this. After working for another two or three years, my wife couldn't sit still after being laid off, so she discussed opening a fast food restaurant with Boss He. At that time, Boss He also felt that he did not want to work for others all his life, so he nodded and agreed.
The couple jointly operated the first fast food restaurant. The customers were mainly factory workers. The business was good at the beginning. Unfortunately, the good times did not last long. As some factories encountered operating difficulties, the number of customers in the restaurant was greatly reduced. Later, because they could not make ends meet, Boss He I had no choice but to change hands of the hotel.
Although the first business venture failed, Boss He and his wife felt that it was not completely meaningless. They learned a lot, and at the same time they were not resigned to it. They got up wherever they fell. Boss He refused to accept this death. Reason, starting a business is difficult, then solve the problems one by one, and won’t you succeed in the end? With this in mind, the couple borrowed money everywhere and opened a restaurant near the community.
Once you have experience, it will be much easier to do things. Boss He does everything personally and strictly controls everything from purchasing ingredients to serving them on the table. This restaurant specializes in Jianghu cuisine, and the chefs hired are all relatives who are good at their own crafts. The dishes can be said to be delicious, delicious, but restaurants are popping up nearby. You can't kick away all your competitors, so you have to defeat them. How to seize customer resources from them?
Boss He and his wife have been thinking about marketing methods for a long time. Later, they really figured out how to do it and came up with the " spicy chicken free of charge" campaign. In fact, the method adopted by Boss He is the "free model" in our column. How did he hold the event? Let's continue reading.
activity plan:
Let’s put it this way. If you open such a 200-square-meter restaurant, with 150 passengers per day and per capita consumption of 40 yuan, the daily turnover is 6,000 yuan. The hotel’s gross profit margin is calculated as 50%. Then every month I can earn 90,000 yuan. In one year, I can earn a total of 880,000 yuan. After deducting the rent, water, electricity, labor and other costs, I will have at most 900,000 yuan in hand at the end.
This is still the most ideal situation. If you really dig it down, you can’t reach this number. So the question is, we are also opening a restaurant. Why is the gap between people so big? As the saying goes, business relies on ideas. What kind of idea does Boss He have? In fact, his activity is very simple. The signature spicy chicken worth 88 yuan is free to eat, and the guests will not be charged a penny.
Many people have said, is this a business or a charity? The boss was so stimulated that he even gave away free dishes during an event. He would lose all his money within a few days. In fact, Boss He not only did not lose money, but also made a lot of money, earning 1.66 million a year. How did he make money? Don't go away, the next analysis will be more exciting. Profit analysis of
: The "little tricks" adopted in the case of
are a very small part of the marketing wisdom included in this column. If you are having difficulties in business now, if you lack customers, if your products cannot be sold, you might as well collect them in this column. Find out if there is an industry suitable for you and see how smart people do business.
As we all know, discounts alone are not attractive when running events these days. Customers have seen too many and won’t accept this at all, so Boss He simply stopped the price war and made it free! The signature dish of this restaurant is spicy chicken. The traffic-draining product set up by Boss He is 2 pounds of spicy chicken. The original price is 88 yuan. Now you can eat it for free. Do you think customers will refuse? Definitely not. If you don’t take advantage of it, it will be in vain.
But we often say that if you don’t want to lose money, there is a threshold for free, so if you want to eat spicy chicken for free, customers must hold a free coupon. Where can you get this coupon? When customers make purchases in designated clothing stores, barber shops, beauty salons, pedicure shops and other places, after spending a certain amount of money, the store will give them a coupon for a free tasting of spicy chicken.
Everyone should have thought of it. Boss He prepared 500 free coupons in advance, reached cooperation with these merchants, and asked them to help him promote himself without spending a penny. The method of "cross-industry alliance" was adopted here. As for why the merchants I am willing to cooperate with Boss He. More detailed operations and content can be seen in our column.
Customers who get free coupons will definitely come to the restaurant to eat spicy chicken, but the boss also sets a condition, that is, they must be accompanied by 3 people. Customers usually eat in groups when eating out. For them, this requirement It’s a low threshold, what’s the cost of recruiting a few friends and relatives? So why does the boss ask for it?
Let’s calculate the cost first. A pot of spicy chicken worth 88 yuan only costs 36 yuan, and 500 servings costs 18,000 yuan. Does the boss really want to give away nearly 20,000 yuan for nothing? It is indeed a free gift, but we will definitely make a profit in the process. First of all, 3 people will not be full after eating 2 pounds of spicy chicken. The guests will definitely add more side dishes. After eating, they feel thirsty and too spicy. Will they order more drinks? As long as the guests generate additional consumption, we can cover the cost of delivering the goods, and the hotel can also earn popularity and exposure.
Of course, if you only rely on free products to attract traffic, you will definitely not make much money. The important thing is the subsequent activities of locking in customers and intercepting traffic. After the guests have finished their meal, the clerk will also tell the guests: Now you can recharge 99 yuan to apply for a membership card, take a photo and send it to Moments, and you can also get a free coupon for spicy chicken and 200 bottles of drinks. Is the boss of
really going to lose all his money by giving him this gift? Businessmen do not engage in loss-making transactions. Boss He adopted the "split method" in this link. If you want to know more detailed content and operations, you can click on our column to check it out.
Of course, the activity (industry) cases cited here are only a small part of the methods. There are more strategies, opportunities and "routines" about physical store management in my column. And summarized hundreds of the most cutting-edge money-making industries and new categories. If you are interested, you can click to see if there are any projects suitable for you.
