It has something to do with the operation of your store and the algorithm recommendation mechanism within Meituan. Sales volume = traffic × conversion rate. You need to analyze and compare whether the traffic of your store has decreased in the recent period. If so, It means that the exposure is not enough. Optimize keywords. If it does not mean that your conversion rate is low, it means that your takeout order volume has suddenly declined in a short period of time. This is an obvious signal that the operation trend has deteriorated. Many merchants may have sold 3,000 units last month, but this month the sales volume has been reduced by half. If merchants fail to pay attention and stop this decline in time, then the takeaway shop is not far away from death, and it will be difficult to think about coming back to life.

The decline in order volume cannot be simply attributed to the five words "decline in exposure". There are many possible reasons behind the decline in exposure. Prescribing the right medicine and blindly increasing promotion cannot substantially solve the problem and can only temporarily alleviate this trend. Below, the editor of a takeaway player will summarize for you the factors that may easily lead to a decline in order volume in operating stores, as well as the corresponding measures.

Internal reason: Due to improper store operation, the platform restricted the store’s traffic.

N reasons for the sudden decline in takeout orders and countermeasures

A large number of negative reviews

One-star negative reviews will have a great impact on the short-term sales of merchants.

As a store has been operating for a long time, it is inevitable that there will be a lot of bad reviews, sometimes due to chance; there may also be problems in the kitchen of one's own store one day, resulting in a decline in product quality; there are also cases where the weather is the reason. Reasons include too many timeout orders and other reasons.

There are two points of knowledge about negative reviews: first, the platform evaluates the proportion of negative reviews rather than the specific number of negative reviews; second, the impact of negative reviews is short-term, about 7 days.

N reasons for the sudden decline in takeout orders and countermeasures

Takeout players once made statistics. A store selling 50 orders a day received 2 negative reviews in one day. The exposure will drop by 10~20 from the next day. However, with the same number of negative reviews, for a store that normally sells 100 orders a day, receiving two negative reviews a day is within the normal range, and the impact will be small.

Countermeasures: Since it is based on the proportion of negative reviews, merchants should actively strive for more positive reviews to make up for the impact. The number of positive reviews is usually twice the number of negative reviews. And pay attention to strengthen management within 7 days to avoid negative reviews and control the impact within 7 days.

N reasons for the sudden decline in takeout orders and countermeasures

Closing stores at will

Many merchants may not know whether they can continue to operate normally, which is a key inspection of takeout platforms. An indicator of the store.

The direct impact of haphazard store closings is the decline of store rankings, which is especially a big blow to stores with a relatively high proportion of new customers. We say that the operating status of food delivery is inertial, and the store data collected by the food delivery platform every day is also dynamic and continuous. Once this trend is forced to stop by merchants manually closing stores, many basic data of the store will be pulled down a lot.

Take a merchant with a daily exposure of 3,500. If you manually close the store for one day, the average daily exposure in the last seven days will drop to 3,000, a drop of 15. Correspondingly, turnover and order volume also declined.

N reasons for the sudden decline in takeout orders and countermeasures

(The picture is a screenshot of the Kangaroo Academy video)

One of the ranking rules of the takeout platform, It is to examine the data trends of takeaway stores. The closer the date is to now, the greater the weight of sales. Closing stores at will will cause sales to drop to zero on a certain day. After the entire trend is destroyed, the ranking will naturally drop and orders will drop sharply after the store is reopened.

Some restaurants that are good for dine-in are busy. The takeout platform has not been open for a week. When they reopen, it is time to consider how to revitalize the dead stores.

Countermeasures: The root cause of many merchants closing stores at will is actually the lack of attention to the takeout business. Otherwise, if you look at basically all dine-in restaurants, whether they are high-end restaurants or street food, they have no breaks except for the Chinese New Year.

Because all bosses know that closing a store at will will be very harmful to users who come to the store for consumption, but when it comes to takeout, too many orders, employees asking for leave, not enough packaging boxes, etc. can all be reasons for closing the store. The boss needs to take some foreseeable measures for these possible problems.

For example, one of our clients runs a business catering for white-collar workers. The business is busy at noon from Monday to Friday, and he has no energy to take orders, and it is very deserted at night and weekends. If the business hours on the takeaway platform are only set for the evening market, the business hours will be too short and it will also affect the exposure. In response to this situation, we set a time period for the dishes, and removed 60 dishes from the shelves at noon to control the number of orders at noon. The product cannot attract customers to buy, so it needs to be improved from the product aspect