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怎样打造一家火爆的餐饮旺店?

来源:https://www.gnlsm.com/

排队等位、提前预定……同一个商场里,为什么有的店门庭若市,有的店却是门可罗雀?
Wait in line and book in advance... Why are some stores crowded while others are empty in the same mall?
这就是旺店的魅力,能够让消费者愿意为之等候为之呐喊为之疯狂。今天就来说说旺店打造背后的秘密。
This is the charm of Wangdian, which can make consumers willing to wait for it, shout for it and go crazy. Today, let's talk about the secret behind the creation of Wangdian.
一家店如果因为某一个特点吸引消费者打卡光顾,那它就是网红店,比如前些年比较火的黄太吉、雕爷牛腩,还有这几年比较火的答案茶、摔碗酒等。网红店都是遵循长板理论,因为某一个突出的话题吸引消费者争相打卡,一旦新鲜感一过,吸引力不再,它的生命周期也就快到尽头了。
If a shop attracts consumers to punch in because of a certain feature, it is an online red shop, such as Huang Taiji and diaoye beef brisket, which are popular in previous years, as well as answer tea and bowl smashing wine, which are popular in recent years. Online Red stores follow the long board theory, because a prominent topic attracts consumers to punch in. Once the freshness passes, the attraction is no longer, and its life cycle is coming to an end.
一家店如果能始终保持很高的关注度,吸引消费者持续打卡,那它也就是旺店了。比如这几年长沙比较火的文和友、茶颜悦色,还有西安的袁家村、长安大排档,郑州的黄河大鲤鱼、阿利茄汁面等。
If a store can always maintain a high degree of attention and attract consumers to clock in continuously, it is a prosperous store. For example, Wen Heyou and tea Yan Yuese, which are popular in Changsha in recent years, Yuanjia village and Chang'an stall in Xi'an, Yellow River carp and alli eggplant juice noodles in Zhengzhou, etc.
旺店遵循的是木桶理论,没有短板、综合发展,再加上某一个突出的点,就能形成长盛不衰的吸引力。
Wangdian follows the barrel theory. Without short board and comprehensive development, plus a prominent point, it can form a lasting attraction.
旺店打造有迹可循吗?通过哪些方式能打造旺店?
Is there any trace to follow in building Wangdian? What ways can we build a prosperous store?
姑娘恋上面通过自身20年的发展与对餐饮行业的深度研究,通过三个维度来打造旺店的标准化模型。
Through its 20-year development and in-depth research on the catering industry, girl love has built a standardized model of prosperous stores through three dimensions.
01 产品力
01 product power
餐饮的核心是产品,旺店打造的核心是强化产品力。产品力就是要让顾客领略到产品的与众不同与独特魅力。产品力的塑造要从产品出品、菜单优化、产品特色的打造、爆品的塑造、以及围绕产品相关的服务流程和细节打造。
The core of catering is products, and the core of Wangdian is to strengthen the power of products. Product power is to let customers appreciate the distinctive and unique charm of products. Product power should be shaped from product production, menu optimization, product characteristics, explosive products, and service processes and details related to products.
姑娘恋上茄汁面选用新鲜优质番茄为原料,配上新疆优质番茄制成的番茄酱熬制熬成。既保留了番茄酸甜的口感,又最大限度的保留了食材的营养成分。众所周知,新疆因为温差大,日照长,降雨量少,是世界上Z好的番茄基地,也是世界上Z大的番茄园区之一,番茄独特的番茄红素,具有很强的消除自由基能力和抗氧化能力,研究表明,番茄红素在抗氧化、降低心血管疾病风险、减少遗传损伤和抑制肿瘤发生发展等方面有较为显著的作用。
The girl fell in love with eggplant juice noodles. She used fresh high-quality tomatoes as raw materials and boiled it with tomato sauce made of high-quality tomatoes in Xinjiang. It not only retains the sour and sweet taste of tomato, but also retains the nutritional components of food materials to the greatest extent. As we all know, Xinjiang is the best tomato base in the world and one of the largest tomato parks in the world because of its large temperature difference, long sunshine and low rainfall. Tomato's unique lycopene has a strong ability to eliminate free radicals and antioxidation. Research shows that lycopene plays an important role in antioxidation and reducing the risk of cardiovascular disease It plays a significant role in reducing genetic damage and inhibiting the occurrence and development of tumor.
产品结构的优化,科学的菜单规划、产品出品设计、产品卖点与价值点的挖掘、爆品的塑造、产品服务体系设计,这六项是产品力打造的关键。产品力的塑造能够让门店产品稳定,让门店具备持续输出爆品的能力,通过产品强化口碑,提升影响力。
The optimization of product structure, scientific menu planning, product design, the mining of product selling points and value points, the shaping of explosive products and the design of product service system are the key to the creation of product strength. The shaping of product power can make the store products stable, make the store have the ability to continuously output explosive products, strengthen the reputation of products and enhance the influence of the brand.
02 开店力
02 store opening force
一家旺店首先要自带吸客能力,无论是网红打卡店还是口碑神店,自身都散发着迷人的吸引力,让顾客愿意主动光顾。
First of all, a popular store should bring its own customer attraction ability. Whether it is an online popular punch in shop or a word-of-mouth shop, it exudes charming attraction and makes customers willing to take the initiative to patronize.
影响门店吸引力的因素很多,核心关键在于门店的选址、门店门头及外立面的设计、门店内部的环境塑造,以及门店的营销能力。
There are many factors that affect the attractiveness of stores. The core key lies in the location of stores, the design of store doorways and facades, the shaping of the internal environment of stores, and the marketing ability of stores.
好的选址能让门店快速吸引到精准客户的注意。比如唐猫庭院,因为有大雁塔商圈的巨大流量优势,才有它的火爆。
Good site selection can quickly attract the attention of accurate customers. For example, tangmao courtyard is popular because of its huge flow advantage of Dayan Pagoda business district.
门头及外立面的设计能够精准传达品牌信息,吸引和刺激到潜在的客户;
The design of the door head and facade can accurately convey the brand information and attract and stimulate potential customers;
内部环境的打造能够通过更好的氛围营造留住顾客,让他们成为门店的消费者;
The internal environment can create a better atmosphere to retain customers and make them become consumers of stores;
对外的营销能够吸引到更多人注意到门店,对内的营销目的是为了让更多人产生好感,下次还愿意再来。
External marketing can attract more people to pay attention to the store. The purpose of internal marketing is to make more people feel good about it. I'm willing to come again next time.
03 店长力
03 shopkeeper Li
店长力就是店面运营管理的能力。
Store manager's strength is the ability of store operation and management.
运营是打造旺店的关键。旺店运营的起点是标准化,终点是顾客的五觉感受。
Operation is the key to building a prosperous store. The starting point of Wangdian operation is standardization, and the end point is customers' five senses.
通过岗位分工的标准化、服务流程和技巧的标准化、现场危机处理的标准化,打造科学化的运营体系,做到定岗不定人,把人员的流动对运营质量造成的影响降到最低。
Through the standardization of post division, service process and skills, and on-site crisis management, create a scientific operation system, so as to set posts and people, and minimize the impact of personnel flow on operation quality.
通过现场精细化运营,一方面要达到提高翻台率、提高客单价、提高复购率的目的,另一方面要达到综合顾客体验的提升,实现顾客满意度的提升。
Through on-site fine operation, on the one hand, we should improve the turnover rate, customer unit price and repurchase rate, on the other hand, we should improve the comprehensive customer experience and finally achieve the improvement of customer satisfaction.
打造运营力的关键在于四个步骤:
The key to building operational power lies in four steps:
第一步是定岗定标准,形成岗位职责和运营手册。
The first step is to set posts and standards, and form post responsibilities and operation manual.
第二步是培训和落地,通过岗位培训、技能培训以及公司文化培训,从管理层到基层岗位层层推进,让门店上下分工明确,目标一致。
The second step is training and implementation. Through on-the-job training, skill training and corporate culture training, it is promoted from the management level to the grass-roots posts, so that the division of labor between the top and bottom of the store is clear and the goal is the same.
第三步是督导和考核,通过现场检查和考核监督标准落地执行。
The third step is supervision and assessment, which is implemented through on-site inspection and assessment.
第四步是奖惩机制,通过奖惩机制导入激励员工努力达标,推动运营系统的落地。
The fourth step is the reward and punishment mechanism. Through the introduction of the reward and punishment mechanism, encourage employees to strive to meet the standards and promote the implementation of the operation system.
此外,营销是打造旺店的不可或缺的工作。
In addition, marketing is an indispensable work to build a prosperous store.
营销力是通过线上及线下渠道,将门店内部营销和对外营销相结合,形成系统化、科学化的营销体系,让所有的营销工作都更加目标清晰,更容易实现落地转化。
Marketing power is to combine the internal marketing and external marketing of stores through online and offline channels to form a systematic and scientific marketing system, so as to make all marketing work more targeted and easier to achieve landing and transformation.
营销力的打造主要通过餐谏八大营销内容系统进行。包括:活动营销、产品营销、服务营销、口碑营销、会员营销、异业营销、社群营销、网络营销八个方面内容。
The building of marketing power is mainly carried out through the eight marketing content systems of meal advice. It includes eight aspects: activity marketing, product marketing, service marketing, word-of-mouth marketing, member marketing, different industry marketing, community marketing and network marketing.

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