0 1, "delicious" has never been a unified standard.

Delicious is never a definite concept, because the standard of judging food by Chinese people has been changing.

In the past, people mainly judged the taste by salty taste. Now, with the development of seasoning industry, more flavor types have been developed, which also affects the taste of the public. From chicken essence monosodium glutamate to all kinds of seafood oyster sauce, fresh flavor gradually occupies the mainstream and becomes the basic standard of taste evaluation.

In addition, the differences in diet in different places make it difficult for people to have a unified standard for judging food. Yunnan, Guizhou, Sichuan and Hunan generally like to eat spicy food, while the water towns in the south of the Yangtze River have created the light eating habits of southerners. The south is sweet and the north is salty, which has always been the main watershed between the north and the south, so the controversy about salty and sweet zongzi has never stopped.

For example, because of the differences in the origin of raw materials, there are different varieties of peppers in different places, and the spicy taste is also divided into three or six. At the same time, hemp flavor is also evolving, and green pepper and pepper have also become the key to category segmentation. With the differentiation of categories and the evolution of taste buds, a variety of spicy and coquettish colors have been derived.

In addition, taste is a very private thing, and the family at the same table will also show different taste preferences; The same person will show different preferences at different times.

Things that were delicious five years ago will gradually lose their taste with the evolution of taste buds; Taste memory, which almost disappeared ten years ago, may be attractive again with the flow of time and memory.

In short, delicious food is a very subjective and abstract thing, which is difficult to standardize and quantify.

02, is "eat well" rather than "delicious"

We have seen many brands attack the city through their products, seemingly winning users with "delicious strategies". In fact, what they conquer customers is "eating well" rather than "delicious".

Through the understanding of "eat well", it is not difficult to find that the ultimate service of Haidilao, the hairy belly technology of Banu and the explosive product development of Xibei are all aimed at making customers "eat well" and satisfying customers is the foundation of catering.

Delicious is the cause, and eating well is the fruit. If there is a universally applicable standard to satisfy customers, it must be "eat well", not "delicious".

If delicious food is the obsession and pursuit of catering people, then eating well is the customer acquisition strategy of restaurants. To correctly understand the "eat well strategy", we have to understand it from the following aspects:

1, delicious

Eating well is not the antonym of eating well. The core criterion of eating well or eating well. The difference is that this kind of food is not to cater to the public's taste, but to make a minority taste and meet the taste needs of a small wave of core customers.

For example, hot and sour powder, the core customer base is young women, and their taste appeal is to seek excitement, so it highlights the sour taste and spicy taste. The powder should be chewy and chewy, which basically meets the delicious appeal.

As I said in my last article, the strategy of explosive products is to focus on the original crowd. When the brand scale expands and enters a new stage of development, and more people are focused on through more explosive products, the new slogan of Banu "Don't over-serve, pay attention to everything" comes into being.

Similarly, Siebel, with the slogan "Close your eyes, everything is delicious", attracts different customers through various explosive products, instead of conquering everyone with single products.

Nowadays, productism prevails in the catering industry, but there is still a long way to go to lay a good foundation for customers to eat well.

2. Good environment

The second dimension of eating well is the environment. Environment is an important factor to set off products. In the young people's consumption concept, the product is the lining and the environment is the face. Without a good environment, grades can't be reflected, styles can't be set off, and consumer desires will be greatly reduced.

Why theme restaurants emerge one after another, and online celebrity restaurants are highly sought after, all to cater to the eyeball economy and meet the social needs of young people taking photos and sharing.

With the prevalence of take-away, the differentiation of online and offline catering scenes is becoming more and more obvious, and offline catering will become an important part of social interaction. In such a scene, the environment is naturally an indispensable part.

3. legal serve

In a catering team, the chef should consider how to make the products delicious, and the operation should consider how to make users eat well. The key to eating well is service.

In the design of products, processing methods and production methods have been integrated, products are processed on site and interact with customers. This strengthens the customer's cognition and deepens the customer's goodwill. The dancing face of Haidilao and the wonton of Xiaolongkan are the embodiment of products and services.

More and more restaurants pay attention to chefs or develop products that allow users to do DIY, with a view to highlighting the value of products through performances and on-site services, so that the value of products does not just stay in the ingredients themselves.

4. Good brand

When making food and beverage choices, customers are always used to thinking about articles and making choices with brands.

For example, if you want to eat hairy belly hot pot, you will think of Banu, and if you want to eat Korean barbecue, you will choose Jiutian home. From category to brand, cognitive focus is realized through specific association, which is how brands mark coordinates through positioning.

Customers perceive your products and brands because of your characteristics, forming brand impressions and memories. Delicious is just one of many plastic properties. Besides, there are many ways to build a brand. For example, Haidilao is characterized by good service, Honey Snow Ice City is characterized by high cost performance, and Xibei is characterized by good taste.

5. Good communication

Whether a product can make customers eat well, the last test standard is whether it can be spread by users.

Nowadays, the habit of young people eating is to eat first in the circle of friends. Whether the product can become the material of Versailles is also one of the criteria to test the competitiveness of the product.

Whether the product is eye-catching, whether the face value is out of the list, whether the in-store environment is attractive enough, and whether the tonality of the brand can show its own taste and style are the keys to whether the customer is satisfied or not and whether the customer is willing to spread it.

It is a social behavior for young people to eat. It doesn't matter what they eat, but what kind of lifestyle they can convey is the most important.