It is not difficult for friends who often eat outside to find that the catering industry will always try to try Internet products. People are more willing to use practical Internet tools in a relaxed environment. From the earliest reviews, to the current queue, ordering on WeChat, WeChat Alipay payment, Weibo and friends circle shared. All catering companies face some problems. How to combine WeChat into physical stores? To explain the status and skills of using WeChat in the catering industry. Is the application of WeChat in the catering industry as beautiful as we imagine? (1) The current status of WeChat public account in the catering industry 76%of the catering industry opened the subscription number, of which 62.1% In survey data, 5,000 samples selected in randomly selected were randomly selected samples Among them, more than 70 % of the restaurants opened the subscription service number. At the same time, in order to better help users distinguish the brand, 62.1%of the public account has completed the certification process. In terms of growth, the number of growth in January is significantly higher than that in February.
89%of the catering industry uses WeChat third -party products. Only 11%of themselves develop In these public accounts, 65%of the public account uses the development model The resources of WeChat public account. However, in the industry, nearly 90 % of the development models of the Catering WeChat public account are provided by third -party service providers, which also means that although the diversification of the current development model has been favored by the industry, the industry is more inclined to put this part of this part The technical operation is handed over to the third party. It in the WeChat public account of the catering bank, only 36%of the menu, 64%do not have WeChat custom menu comparative development models, the basic menu of WeChat public account does not seem to be valued, 64%of 64%, 64% Public account lack of page menu. However, as the most basic page with users, if you want to use WeChat public account to truly connect services with users, the menu function needs to further improve the utilization rate. The public account in the current number of fans in the catering industry WeChat currently exceeds 80% In terms of the number of fans, the current public account with a public account of below 1,000 is more than 80%. There is a large gap in the general average level. But this also shows that the cross -border fusion of the catering and WeChat public account still has huge room for rise. How to guide users' habits to move online will also be the focus of competition in various merchants in the catering industry. On online customer service, direct phone call, dishes are temporarily the main demand for WeChat development models in the catering industry From the functional module, the public account of each catering and beverage is generally completed with one -click navigation and one -click telephone function, and the dishes The display rate is also as high as 98%. Generally speaking, the use rate of online customer service and service reviews is obviously lower than other functions. The experience of this part of the public account on user personalized interaction still needs to be improved. It's push content of the catering industry, most accounts are twice a week In content push, most of the public account chose the frequency of push twice or once a day, fully maintained its own own own’s own’s own. Exposure. In terms of push time, they are basically concentrated in the working hours of office workers in order to better send relevant information to the directional user's meals to increase the promotional effect. In the content of the information pushed by the catering industry, the discounts of the dishes account for 19.8%, and the promotional activities account for 20.1% For the first time the public account pays attention to the push, the discounts, promotion activities, and micro -website are the most important. Push information. From the perspective of group distribution content, most of the public account adopts the form of network thermal text, common sense of life, and supplemented by content in -store activities and preferential introduction. Get full display.
It 40.1%in the WeChat marketing activity rate of the catering industry said that it has not carried out WeChat fan interactive activities In terms of WeChat activities Promotion methods account for 58%. In terms of activity frequency, 40.1%of the public account stated that it has not held activities for WeChat fans. At the same time, 57.2%of users are dissatisfied with the WeChat fan activities held, which seems to be the reason for the current number of fans of the WeChat WeChat public account.
The read rate of WeChat public account in the catering industry is generally low, and the reading rate of 90%in a single article does not exceed 100 . The number of reading forwarding is also lower than WeChat. On average, a single reading volume is generally concentrated below 100, while the forwarding volume is generally below 50. A 76.6%of the public account of the catering industry. The daily rising fans does not exceed 10
The poor reading forwarding situation also limits the increase in the WeChat public account, 76.6%of the public account per public Japanese fans rose no more than 10. Judging from the above situation, the promotion role of the current catering WeChat public account has not received the attention of the store. Compared with the average level of WeChat, the rise space is huge. 38%of the catering restaurant consumption is below 5 orders per week of course, currently users still use WeChat public accounts to order food and other habits and other habits still have not reached the level of maturity. More than 30 % of the catering restaurants consume through WeChat with WeChat less than 5 orders per week, and the consumption potential based on WeChat also needs to be tapped. (2) WeChat public account promotion guide for the catering industry . The store 1. The conspicuous position of the store is placed on the two -dimensional code: , Yi Labao, etc., but not just put one QR code, but to tell the user what they can get after scanning the QR code, they need to give users a reason to pay attention, and even all staff must be verbally verbally Remind users, for example, you can have: ① Group purchase package that cannot be bought elsewhere ② Special offer ③ Send drinks, dishes or pot bottom ④ or one of the most. Popular dishes can only order users who pay attention to the public account, and even order through the WeChat platform ⑤ You can enjoy discounts, full reduction, vouchers and other discounts such as ordering and paying through WeChat In addition to using service differentiation and attracting users' attention, in order to cultivate users to use WeChat public account to complete the habit of ordering and consumption. The conspicuous position of the store placed a QR code 2. Combining with intelligent hardware:
① router, only the public account can enjoy WiFi service ② photo printer Only pay attention to the public account can print photos. If you are afraid of too much cost, you can print 1-3 cards for free . The method of pushing the ground is the most traditional, but now no one is watching the pass from the pass, so it is necessary to use the relevant WeChat activities to attract users to pay attention to the public account and participate in the activities instead of the instead of introducing a few recipes and preferential activities Your purpose is to attract users and understand the store through WeChat. It can build your own venue. Whether outside the store or concentrated squares, you can attract users' attention through online and offline activities, games, printed photos, etc., as well as posters that attract eye -catching, and even beautiful women. . Online The activity can combine third -party platforms, such as sending red envelopes and various lottery games, which can not only activate old users, but also allow them to share some new users in the circle of friends. The purpose of making group purchase on other platforms is to attract target customers from the heart -based platform at a low price, and retain them instead of selling things. Go back to preparation, especially suitable for new stores. The centralized recommendation platforms such as centralized recommendations can be used as a way to attract new users. After allowing users to pay attention to the public account, they have completed the "decentralization" and "flattening" ", Completely remove the intermediary, let users communicate directly with the store, and reduce intermediate costs. rn四、其他rn◢1，建立会员体系rn会员卡所有这些优惠，都要求用户必须得开通会员卡才可以获得，而且提醒用户，开通会员后再消费，不但Can be discounted, and you can get points. It points can be exchanged for dishes and coupons, and you can also play some online games to enhance your interaction with users. Mostly encouraging the storage value most users are actually unwilling to store the value, because they are afraid of being bound by merchants, and they can use user consumption to target the frequent invitations to the storage value, and do not just give some discounts. Do not just give some discounts. It is also launched dishes or other services that can only be ordered by storage members (such as birthday gift packages, priority selection of private rooms, etc.) to enjoy the superiority of storage members. 打2, create special activities in the store The interactive games such as shaking, WeChat on the wall, so that the guests in the store are involved, which can limit one week to play this and become the characteristics of the store. In addition, make full use of WeChat's social attributes, so that customers in the store are fully interacted, all of which can be further expanded through the WeChat platform. 红3, red envelope In the above methods, we specially take the red envelope to focus on it. I believe that everyone is heard about the popularity of the red envelope this year. After witnessing the hot activities of the Chinese New Year this year, the industry predicted that the most likely to subvert the red envelopes, and the catering industry also ranked among them. The red envelope is an advertising carrier. In this year's New Year activities, discount coupons, coupons, group purchase coupons, and gift vouchers can be installed in the red envelope and shake it out. Thinking back to the year, the WeChat public account officially launched the card voucher function for the certified public account, which was also prepared for the New Year's red envelope.
If in the industry guess, when users want to eat, turn on the mobile phone and shake, and the red envelopes of the surrounding restaurants will be shaken out. Group purchase coupons are destination consumption, red envelopes are random consumption, and the latter is easier to increase the total consumption. For the average catering industry, 1-1.5km is the core of marketing. 80%of customers come from this scope. Equipped with WeChat shake red envelopes can make marketing easier and more community. The consumer consumption scenario is like this: When you want to eat, first take out your mobile phone and shake out the nearby red envelopes or identifying road signs, elevator advertising sounds, and then spend on the hotel. At the checkout, the waiter will get a small consumer ticket, and use the mobile phone to scan the QR code on the small ticket to complete the payment and become a member of the hotel. At the same time, you can get points or other discounts on small tickets, and there can be discounts for the next consumption. For consumers, it is also in line with the current trend of mobile payment with WeChat. For merchants, this convenient and direct marketing method will undoubtedly become the most effective expansion weapon in the future of the catering industry.
How to build your own private domain traffic, how to use social software to market (top)
n00:00 / 06: 4870% shortcut keys to describe space: Play / pause ESC: Exit full screen ↑: increase volume 10% ↓: decreases by 10% →: Single fast forward 5 seconds studio Here you can drag no longer appear in the player settings to reopen the small window shortcut key description
How do a restaurant do dining marketing? The main purpose of catering marketing is to attract new customers and promote the second consumption of old customers to enter the store. We can pass the anniversary celebration, legal holidays, popular online activities, such as some challenges on Douyin. Short video marketing: attract customers to consumption through popular network activities on the Internet, and at the same time increase store exposure with short video methods, attract customers to consume. Cope marketing: Catering entrepreneurs attract customers through some autonomous activities (anniversary, legal holidays). The event can issue leaflets through offline, publish event information on online, send old customers (SMS, WeChat). The dividend marketing: You can recruit dividend shareholders through shareholders' dividend systems from the restaurant restaurant management software to carry out marketing fission users. The dividend shareholders can only enjoy the dividends of their customers, and they can also be used as consumer in the store. A activity fission: You can expand new users through the marketing activity function of the restaurant catering software, and itinerary fission marketing. The functional software function: [Management of the store manager] Quickly view and manage the state manager status. Through the WeChat mini -program interface, use marketing tools to promote the long fission source of the store to solve the problem of fewer customers and customers. [Member Management] Customer status is clear at a glance, understand the needs of customers, always master the customer's consumption situation, customer birthday greetings, important festivals, discount reminders, and accepting feedback from customers. [Online ordering] Innovatively designed the business process and operation scenarios of self -lifting, takeaway, cater to customer dining consumption methods, and increase the channels for merchants. [Activity Management] Merchants edit the marketing templates, real -time management store marketing activities, and can also be sent to WeChat channel promotion to respond to need. [dishes management] Set up one -click operation of the dishes anytime, anywhere, which is convenient and fast. [Cooking cash register] Innovatively designed the business process and operation scenarios of real -time menu, code scanning and ordering, settlement of cash register, and reducing the cost of ordering and cashier labor costs during the peak period. In addition, the order has a glance at the affiliate. [Flowing bills] Clearly record each transaction bill, and you can also screen inquiry trading bills according to time
It is not difficult for friends who often eat outside to find that the catering industry will always try to try Internet products. People are more willing to use practical Internet tools in a relaxed environment. From the earliest reviews, to the current queue, ordering on WeChat, WeChat Alipay payment, Weibo and friends circle shared. All catering companies face some problems. How to combine WeChat into physical stores? To explain the status and skills of using WeChat in the catering industry. Is the application of WeChat in the catering industry as beautiful as we imagine?
(1) The current status of WeChat public account in the catering industry
76%of the catering industry opened the subscription number, of which 62.1%
In survey data, 5,000 samples selected in randomly selected were randomly selected samples Among them, more than 70 % of the restaurants opened the subscription service number. At the same time, in order to better help users distinguish the brand, 62.1%of the public account has completed the certification process. In terms of growth, the number of growth in January is significantly higher than that in February.
89%of the catering industry uses WeChat third -party products. Only 11%of themselves develop
In these public accounts, 65%of the public account uses the development model The resources of WeChat public account. However, in the industry, nearly 90 % of the development models of the Catering WeChat public account are provided by third -party service providers, which also means that although the diversification of the current development model has been favored by the industry, the industry is more inclined to put this part of this part The technical operation is handed over to the third party.
It in the WeChat public account of the catering bank, only 36%of the menu, 64%do not have WeChat custom menu
comparative development models, the basic menu of WeChat public account does not seem to be valued, 64%of 64%, 64% Public account lack of page menu. However, as the most basic page with users, if you want to use WeChat public account to truly connect services with users, the menu function needs to further improve the utilization rate.
The public account in the current number of fans in the catering industry WeChat currently exceeds 80%
In terms of the number of fans, the current public account with a public account of below 1,000 is more than 80%. There is a large gap in the general average level. But this also shows that the cross -border fusion of the catering and WeChat public account still has huge room for rise. How to guide users' habits to move online will also be the focus of competition in various merchants in the catering industry.
On online customer service, direct phone call, dishes are temporarily the main demand for WeChat development models in the catering industry
From the functional module, the public account of each catering and beverage is generally completed with one -click navigation and one -click telephone function, and the dishes The display rate is also as high as 98%. Generally speaking, the use rate of online customer service and service reviews is obviously lower than other functions. The experience of this part of the public account on user personalized interaction still needs to be improved.
It's push content of the catering industry, most accounts are twice a week
In content push, most of the public account chose the frequency of push twice or once a day, fully maintained its own own own’s own’s own. Exposure. In terms of push time, they are basically concentrated in the working hours of office workers in order to better send relevant information to the directional user's meals to increase the promotional effect.
In the content of the information pushed by the catering industry, the discounts of the dishes account for 19.8%, and the promotional activities account for 20.1%
For the first time the public account pays attention to the push, the discounts, promotion activities, and micro -website are the most important. Push information. From the perspective of group distribution content, most of the public account adopts the form of network thermal text, common sense of life, and supplemented by content in -store activities and preferential introduction. Get full display.
It 40.1%in the WeChat marketing activity rate of the catering industry said that it has not carried out WeChat fan interactive activities
In terms of WeChat activities Promotion methods account for 58%. In terms of activity frequency, 40.1%of the public account stated that it has not held activities for WeChat fans. At the same time, 57.2%of users are dissatisfied with the WeChat fan activities held, which seems to be the reason for the current number of fans of the WeChat WeChat public account.
The read rate of WeChat public account in the catering industry is generally low, and the reading rate of 90%in a single article does not exceed 100
. The number of reading forwarding is also lower than WeChat. On average, a single reading volume is generally concentrated below 100, while the forwarding volume is generally below 50.
A 76.6%of the public account of the catering industry. The daily rising fans does not exceed 10
The poor reading forwarding situation also limits the increase in the WeChat public account, 76.6%of the public account per public Japanese fans rose no more than 10. Judging from the above situation, the promotion role of the current catering WeChat public account has not received the attention of the store. Compared with the average level of WeChat, the rise space is huge.
38%of the catering restaurant consumption is below 5 orders per week
of course, currently users still use WeChat public accounts to order food and other habits and other habits still have not reached the level of maturity. More than 30 % of the catering restaurants consume through WeChat with WeChat less than 5 orders per week, and the consumption potential based on WeChat also needs to be tapped.
(2) WeChat public account promotion guide for the catering industry
. The store
1. The conspicuous position of the store is placed on the two -dimensional code:
, Yi Labao, etc., but not just put one QR code, but to tell the user what they can get after scanning the QR code, they need to give users a reason to pay attention, and even all staff must be verbally verbally Remind users, for example, you can have:
① Group purchase package that cannot be bought elsewhere
② Special offer
③ Send drinks, dishes or pot bottom
④ or one of the most. Popular dishes can only order users who pay attention to the public account, and even order through the WeChat platform
⑤ You can enjoy discounts, full reduction, vouchers and other discounts such as ordering and paying through WeChat In addition to using service differentiation and attracting users' attention, in order to cultivate users to use WeChat public account to complete the habit of ordering and consumption.
The conspicuous position of the store placed a QR code
2. Combining with intelligent hardware:
① router, only the public account can enjoy WiFi service
② photo printer Only pay attention to the public account can print photos. If you are afraid of too much cost, you can print 1-3 cards for free
. The method of pushing the ground is the most traditional, but now no one is watching the pass from the pass, so it is necessary to use the relevant WeChat activities to attract users to pay attention to the public account and participate in the activities instead of the instead of introducing a few recipes and preferential activities Your purpose is to attract users and understand the store through WeChat.
It can build your own venue. Whether outside the store or concentrated squares, you can attract users' attention through online and offline activities, games, printed photos, etc., as well as posters that attract eye -catching, and even beautiful women.
. Online
The activity can combine third -party platforms, such as sending red envelopes and various lottery games, which can not only activate old users, but also allow them to share some new users in the circle of friends.
The purpose of making group purchase on other platforms is to attract target customers from the heart -based platform at a low price, and retain them instead of selling things. Go back to preparation, especially suitable for new stores.
The centralized recommendation platforms such as centralized recommendations can be used as a way to attract new users. After allowing users to pay attention to the public account, they have completed the "decentralization" and "flattening" ", Completely remove the intermediary, let users communicate directly with the store, and reduce intermediate costs. rn四、其他rn◢1，建立会员体系rn会员卡所有这些优惠，都要求用户必须得开通会员卡才可以获得，而且提醒用户，开通会员后再消费，不但Can be discounted, and you can get points.
It points can be exchanged for dishes and coupons, and you can also play some online games to enhance your interaction with users.
Mostly encouraging the storage value most users are actually unwilling to store the value, because they are afraid of being bound by merchants, and they can use user consumption to target the frequent invitations to the storage value, and do not just give some discounts. Do not just give some discounts. It is also launched dishes or other services that can only be ordered by storage members (such as birthday gift packages, priority selection of private rooms, etc.) to enjoy the superiority of storage members.
打2, create special activities in the store
The interactive games such as shaking, WeChat on the wall, so that the guests in the store are involved, which can limit one week to play this and become the characteristics of the store. In addition, make full use of WeChat's social attributes, so that customers in the store are fully interacted, all of which can be further expanded through the WeChat platform.
红3, red envelope
In the above methods, we specially take the red envelope to focus on it. I believe that everyone is heard about the popularity of the red envelope this year. After witnessing the hot activities of the Chinese New Year this year, the industry predicted that the most likely to subvert the red envelopes, and the catering industry also ranked among them.
The red envelope is an advertising carrier. In this year's New Year activities, discount coupons, coupons, group purchase coupons, and gift vouchers can be installed in the red envelope and shake it out. Thinking back to the year, the WeChat public account officially launched the card voucher function for the certified public account, which was also prepared for the New Year's red envelope.
If in the industry guess, when users want to eat, turn on the mobile phone and shake, and the red envelopes of the surrounding restaurants will be shaken out. Group purchase coupons are destination consumption, red envelopes are random consumption, and the latter is easier to increase the total consumption. For the average catering industry, 1-1.5km is the core of marketing. 80%of customers come from this scope. Equipped with WeChat shake red envelopes can make marketing easier and more community.
The consumer consumption scenario is like this: When you want to eat, first take out your mobile phone and shake out the nearby red envelopes or identifying road signs, elevator advertising sounds, and then spend on the hotel. At the checkout, the waiter will get a small consumer ticket, and use the mobile phone to scan the QR code on the small ticket to complete the payment and become a member of the hotel. At the same time, you can get points or other discounts on small tickets, and there can be discounts for the next consumption. For consumers, it is also in line with the current trend of mobile payment with WeChat. For merchants, this convenient and direct marketing method will undoubtedly become the most effective expansion weapon in the future of the catering industry.
How to build your own private domain traffic, how to use social software to market (top)
n00:00 / 06: 4870% shortcut keys to describe space: Play / pause ESC: Exit full screen ↑: increase volume 10% ↓: decreases by 10% →: Single fast forward 5 seconds studio Here you can drag no longer appear in the player settings to reopen the small window shortcut key description
How do a restaurant do dining marketing? The main purpose of catering marketing is to attract new customers and promote the second consumption of old customers to enter the store. We can pass the anniversary celebration, legal holidays, popular online activities, such as some challenges on Douyin.
Short video marketing: attract customers to consumption through popular network activities on the Internet, and at the same time increase store exposure with short video methods, attract customers to consume.
Cope marketing: Catering entrepreneurs attract customers through some autonomous activities (anniversary, legal holidays). The event can issue leaflets through offline, publish event information on online, send old customers (SMS, WeChat).
The dividend marketing: You can recruit dividend shareholders through shareholders' dividend systems from the restaurant restaurant management software to carry out marketing fission users. The dividend shareholders can only enjoy the dividends of their customers, and they can also be used as consumer in the store.
A activity fission: You can expand new users through the marketing activity function of the restaurant catering software, and itinerary fission marketing.
The functional software function:
[Management of the store manager] Quickly view and manage the state manager status. Through the WeChat mini -program interface, use marketing tools to promote the long fission source of the store to solve the problem of fewer customers and customers.
[Member Management] Customer status is clear at a glance, understand the needs of customers, always master the customer's consumption situation, customer birthday greetings, important festivals, discount reminders, and accepting feedback from customers.
[Online ordering] Innovatively designed the business process and operation scenarios of self -lifting, takeaway, cater to customer dining consumption methods, and increase the channels for merchants.
[Activity Management] Merchants edit the marketing templates, real -time management store marketing activities, and can also be sent to WeChat channel promotion to respond to need.
[dishes management] Set up one -click operation of the dishes anytime, anywhere, which is convenient and fast.
[Cooking cash register] Innovatively designed the business process and operation scenarios of real -time menu, code scanning and ordering, settlement of cash register, and reducing the cost of ordering and cashier labor costs during the peak period. In addition, the order has a glance at the affiliate.
[Flowing bills] Clearly record each transaction bill, and you can also screen inquiry trading bills according to time