No, not yet. Since ancient times, people have never allowed worthless things to exist.

The catering industry is no exception!

Diners must understand the two essences of restaurant management, one is flow, the other is business model, or profit model.

Traffic is customers, and business model is a model to turn customers into profits.

The first button of the business model is "value". To open a restaurant, we must first understand this "value". A worthless restaurant won't last long.

Then again, as long as the first button is buckled correctly and the value orientation is fixed, the rest buttons are all right. If the profit model is perfect, the whole restaurant will live.

What is value orientation?

Is to determine the significance and function of our restaurant. Quench thirst? Lyric? Decompressed? Emotional? Business? Leisure? Making friends ... these are all values, depending on how we position "value".

A few days ago, an entrepreneur in Chongqing wanted to make a small noodle restaurant. I said you should position yourself first.

He was very surprised. "What is positioning?"

It doesn't matter if I say I don't know the positioning, at least you should know the existence value of your small noodle restaurant, which is called "value positioning"!

Similar cases are not uncommon. Many entrepreneurs only know how to open a restaurant and don't know the value of going to this restaurant. This is a very dangerous behavior. Before opening a restaurant, ask yourself what the value of this restaurant is, and the direction will be much clearer.

Knowing this, the Chongqing entrepreneur said: It's just a small noodle restaurant, cheap and affordable, full of food, and can't play any tricks.

This is also a value orientation, but this value orientation is too general, inaccurate and indistinguishable. Small noodle restaurants in the streets and alleys of Chongqing have this kind of value. If you want to survive, you have to rely on luck!

Value orientation is very important and necessary. Understanding value orientation is a compulsory course for catering people.

Value positioning is divided into three steps: customer segmentation, demand mining and value proposition.

Customer segmentation

Now catering, customers must be subdivided, trying to catch them all and make everyone's money, which is an idiotic dream.

Now the market is more and more subdivided, and the dishes are more and more focused. Sichuan people eat spicy food, while Hunan people eat spicy food. If you use spicy Sichuan food to please Hunan people who don't eat Chili, it is mostly self-defeating.

There used to be a market for Sichuan-Hunan fusion dishes, but now another Sichuan-Hunan fusion restaurant is going to die.

Zhang San likes western food, while Li Si likes hot pot. If you want to open a western-style hot pot and arrest all the customers, the result must be that all three parties are involved.

People who eat Sichuan cuisine have the characteristics of eating Sichuan cuisine, and people who eat Hunan cuisine have the characteristics of eating Hunan cuisine. Zhang San has his own group, and Li Si also has his own customer group characteristics.

Diners should understand this objective existence, subdivide customers one by one, choose customer groups and understand service objects, which lays the foundation for positioning.

Changsha Wenheyou is definitely a super network celebrity store. Ma Yun patronizes us, but not everyone knows that red is red and fire is fire. Even the locals in Changsha still turn a blind eye to the tour of Wenhe River. Why? Not the target customer, Wen Heyou will not please.

20 10, Wen Bin opened a chain store in pozi street, Changsha. Although the business is enviable, Wen Bin, which is brand-conscious, started to subdivide its customers very early. What kind of customers should he serve? Finally, focus on the young people after 80 s and 90 s.

Self-consumption of post-80s and post-90s is the main force in the whole catering industry, with strong consumption power and high frequency. The key point is that this target group is not simply satisfied with the level of satiety and thirst quenching, but its needs are diversified and have risen to various value demands.

Please note that this customer segmentation has characteristics: large base, strong consumption power, high frequency of use and diversified value demand. Wenheyou makes full use of the characteristics of customer groups in mining demand and value proposition.

Segmentation of customers is the only initiative given to catering people by the market. After using it, if you want to repent, you have to start all over again.

Demand mining

Each subdivided customer group has its own characteristics, such as the pursuit of cost performance, feelings, leisure experience, culture, business or social interaction.

A bowl of Chongqing noodles, cheap and affordable, is the demand point of most consumers. Small noodle restaurants in the streets also have this function. If you want to do business better, you have to be cheaper, more affordable and more weighty! Obviously, this is an infinite loop. The more you pursue it, the faster it will go bankrupt. However, it's different when you meet a small face. Besides being cheap, affordable and full of food, it also digs out new demand points of customers, which are clean, convenient, exquisite, decent and literary. Its advertising slogan is "Doing a little thing well can change the world"!

The demand of any customer group must be diversified, and the demand for food is the core point of catering, but the demand based on the core point is the catalyst of profit model.

If Wen Heyou only pays attention to taste and skill, he can't become a super symbol, but at most he will become the king of taste in an alley. When he walks out of that alley, the guests will doubt whether the taste is authentic. However, the demand for literary friends has exceeded the depth of ordinary restaurants. The post-80s and post-90s customers not only pursue the function of food itself, but also pursue socialization, leisure, individuality and culture!

Few people just go to Pozi Street to fill their stomachs. There are many shops that can fill your stomach, and the taste will not be too bad. However, the demand for food is very different, because it is for leisure and social interaction.

Don't go to A's shop to eat, not because their taste is bad, but because they can't meet their leisure needs!

You must go to Wenheyou, you have ignored its taste. It doesn't matter whether it's delicious or not. What is important is that the culture of Changsha Old Street it presents is exactly what customers need.

value proposition

After all, value orientation is a kind of value proposition. It should be powerful, occupy customers' minds, and have you in customers' classified accounts.

Once served in a Chinese restaurant, the slogan was "Great South and North are delicious", and it was the main business banquet. The value proposition is "business banquets don't have to be laborious, and there are delicious foods in the north and south"!

This Chinese restaurant has all kinds of delicious food, whether it's cuisine or local characteristics.

However, this is just a slogan, just a slogan, the purpose is to reflect its value proposition, "do a good business banquet, eat this piece and we will solve it"!

Wenheyou's vision is to be "Disney in the catering industry", with the value proposition of restoring local market culture, integrating the value needs of cities, merchants and customers, and creating "super Wenheyou".

Wenheyou can't be copied, but at least let the catering people understand that a well-made catering brand has its own value proposition.

Undoubtedly, value orientation is the first button of a restaurant's business model. If you button the first button, the second and third buttons will not go wrong. In catering, learn to ask three questions: Who are your customers? What are the needs you are digging for? What value proposition did you put forward? At least make sure we don't buckle the first button of the business model wrong.