"New mode?" Yang Chengyi asked suspiciously. Pen | fun | pavilion www. ｂｉｑｕｇｅ。 ｉｎｆｏ

Yan Wenlong continued to tell the story. He told Yang Chengyi that the original customer positioning of Lotus Restaurant was very clear, mainly to serve the people in the surrounding communities, pay attention to cleanliness, cost-effective, and pursue good taste, which is also the way to success over the years.

However, with the demolition and rise of the surrounding communities, and with the completion of many nearby office buildings, the population structure around the area has changed greatly. The most obvious is the decrease in the total population of the community, the relocation of a large number of middle-aged families, and the further prominence of the characteristics of young people.

Therefore, Lotus Restaurant must conduct in-depth research on the customer group, re-select a target customer group as the main direction, find its own positioning, and then design the corresponding dishes and service methods.

At present, a large number of young people are rented in the nearby 5 km community, most of them are post-85s, aged between 22 and 30, graduated from university or master's degree, have stable jobs, and their income is not high but not low, and their spending power is strong.

Most of these young people are unmarried, cook little at home, like to party with friends, and like to go to restaurants.

In addition, there are many office workers in the surrounding office buildings who meet this characteristic.

Many of these young people like to stay at home. Stay at home, play games, or watch TV. There are also some people who are reluctant to go downstairs to eat at a restaurant because they are busy with work and have a short lunch break.

Yan Wenlong said: "We should grasp the 'lazy' psychology of this group of young people, and use their 'home' characteristics to solve their 'busy' distress." Leverage the food delivery business to solve customers' pain points. ”

When Yang Chengyi heard this, he immediately understood.

Taigang City is located on the southern coast, the rainy season in spring is relatively long, there are many typhoons in summer, and the high temperature is raging in summer, many young people are reluctant to go out. If they can deliver food to their doorstep, even if the taste is not so good, they will be very happy.

"Yes, yes, you're right. The takeaway business has great potential for young customers. Yang Chengyi nodded: "I thought about it before, but I felt that Yu Ying was already helping me follow up, and the business was so big, so I didn't think about it." ”

Yan Wenlong said: "The most important function of this takeaway O2O model is to expand your sales scope. Originally, you could only attract customers within a 1-kilometer radius, and the target audience might only be 3,000 people. But if you can target young people within five kilometers of you, the customer base could be 58,000. ”

"Especially those office buildings, the distance from our restaurants is not far away, but it is not close. What a pity to give up these customers, let's use offline food delivery to frame them all. ”

"So, you have to find a way to expand this takeaway O2O business, and even become your mainstream business in the future." Yan Wenlong said.

Yang Chengyi thought carefully about Yan Wenlong's proposal. He can intuitively feel that the total population of the nearby community is declining, while the number of young people is increasing, and there are young people everywhere.

Some people occasionally pass by their own restaurants and have a good impression after a meal, but they have never thought of taking the initiative to expand their business scope and stabilize these unstable customer sources.

He had to admit that it was a way out.

Yan Wenlong continued to say his plan. He believes that the radiation range of the lotus restaurant should be about 8 kilometers, this distance, using electric vehicles, the consumption time on the road is about 15 minutes, plus the time of preparing and picking up meals, so that customers can eat within half an hour of placing an order, and it does not affect the taste.

The reason why the range is not further controlled to 10 kilometers or 15 kilometers is that there are not so many office buildings in the further range, and second, there are already enough customers, and if there are too many customers and the capacity is insufficient, it will be too much to lose. The third is also to consider that the distance is too long, which will also increase the danger of the delivery staff and affect the efficiency of food delivery.

In terms of dishes, young people like to eat meat, so heavy dishes are usually more popular, so the oil should be heavier, but not too greasy.

Yan Wenlong suggested that the main chicken dishes, such as yellow stewed chicken, teriyaki chicken, curry chicken, stir-fried chicken, etc., mainly because the chicken is relatively cheap, with more oil, a little more sauce, and a heavy taste that is good for rice. Although unhealthy, this is the preference of office workers.

In terms of prices, the price of major food products should be controlled between 15 and 25 yuan. Less than 15 yuan will be suspected by customers of cutting corners, and the ingredients are unsafe. More than 25 yuan, it is a bit expensive as a light meal.

In addition, a delivery fee and lunch box fee of 5 yuan will be added for each meal. In this way, even if the highest price is not more than 30 yuan, it is within the acceptable range of the customer. For orders of more than five fast foods, the delivery fee can be reduced to 3 yuan per serving.

In the future, with the gradual increase in the number of customers, the customer base will gradually mature and stabilize, and the food delivery fee will be reduced to less than 3 yuan, which can match the psychological price of customers.

In addition, because many takeaway customers have not been to the store, there are concerns about the authenticity and hygiene of the lotus restaurant. Yan Wenlong suggested that the situation in the kitchen could be recorded by a monitoring system.

This allows customers to see the hygiene of the kitchen at all times, and at the same time it is a monitoring of the staff to ensure that they are working in accordance with hygienic practices at all times.

Once you have done the basics, you can use the O2O method. According to Yan Wenlong's vision, Lotus Restaurant can be made a public account and promoted in nearby communities and office buildings.

In this official account, you can introduce the main dishes of the restaurant, and you can see the menu introduction, pictures, and prices. Young people in the neighborhood are able to place orders anytime and anywhere through the official account, choose the dishes they need, leave their delivery address, and be able to settle and pay electronically.

Once the customer's order information is transferred to the restaurant via WeChat, it is processed immediately. And send it out as soon as it comes out of the pot.

In terms of lunch boxes, Yan Wenlong suggested using clean packaging materials, which can be explained to be microwaveable, which is the basic requirement.

In addition, designers should also be asked to design lunch boxes, adding elements such as cartoon characters, small animals or fruits, so that female customers can't put it down, so that the lunch box can also become a means to capture the hearts and minds of customers.

When Yang Chengyi heard this, he sighed: "The psychology of young people, as well as the details of young people's meals, you young people know better, without your help, I can't think of these things anyway." ”

Yan Wenlong said: "Therefore, researching customers and grasping customer needs is always the core link of business operations. This is the golden experience summed up by countless people, and it can't be wrong. ”

"There's young people in your shop." Yan Wenlong looked at Yang Chengyi's confused expression and explained, "I'm talking about Yu Ying, your waiter's little sister, and the knife worker who helps the cook." Their preferences, their way of life, their world, you have to pay attention to them. Talk to them when you have time. ”

Yan Wenlong continued: "Speaking of Yuying, the delivery team he represents is a core competitiveness of your restaurant in the future, and it needs to be managed and managed well. ”

Yang Chengyi snorted. He understands that in the future, with the expansion of the delivery business, Yu Ying alone will definitely be too busy, and more young people will be needed to join it. These young people must endure hardships and be able to endure the sun and rain.

Yan Wenlong told Yang Chengyi that the future offline delivery team needs to unify their clothing, not to wear tattered clothes, and to have a more professional image.

The QR code of the restaurant's official account should be printed on their clothes, hats, delivery boxes or lunch boxes, so that more people can scan them.

The delivery box of the offline team needs to be specially customized, and the lunch box can be fixed, taking into account the length of the back seat of the electric vehicle, the width of the delivery person's shoulder, and the overall weight, etc., to form the best delivery box design. The distribution box should be physically insulated, and a heating pad should be placed in the winter.

When the delivery team delivers food to customers, they can use standardized language to be polite, standardized, and thoughtful, which can make customers feel more at ease. Moreover, they shuttle through the nearby area, and they are also an advertising team, and in the face of inquiries, they must also be able to reply with standard language to achieve business promotion.

In order to improve the efficiency of food delivery, in addition to optimizing food delivery routes, Yan Wenlong also suggested adding some transit points. For example, set up storage points in each subdivision, similar to a convenience store in the lobby of a building.

The first delivery people are dedicated to delivering lunches to these transit points, not taking care of going upstairs, saving time, so that they can improve their efficiency and may deliver 60-80 orders per noon.

Once you arrive at these transit points, you can arrange for a nearby delivery person to deliver the fast food to each customer one by one.

The professional division of labor between primary food delivery and secondary food delivery can make people who deliver food at one time pay more attention to efficiency and improve the total amount. It can also make the secondary delivery person pay more attention to the delivery in the building or community. They tend to have a better relationship with security guards, are more familiar with building elevators, customer access control, company extensions, etc., and deliver food more accurately.

Yan Wenlong said: "After completing the connection between online ordering and offline delivery, you can also do one more thing to complete this closed loop, and that is to give coupons. ”

Yang Chengyi asked, "Coupons?" I've also sent it, and I've been doing it all the time, and the effect is average. ”

Yan Wenlong smiled and said, "I want you to use a mechanism of customer self-propagation to realize online coupon gifts." ”

According to Yan Wenlong's vision, every diner is a repeat customer and a small broadcaster. After each customer eats, as long as they share and forward the day's order and the praise of the dish, they can get coupons ranging from 3 yuan, 5 yuan, and 10 yuan.

With these coupons, customers can use the coupon to offset part of the price of their next order. For restaurants, although this affects profits, the information forwarded by customers will be seen by more people, 10,000 people will see it, this kind of publicity effect is very amazing, and it normally requires extremely high advertising costs to achieve.

The use of coupons satisfies the psychology of customers in pursuit of cheapness and affordability, and it is easier to get closer to customers. The reason why the price reduction method is not adopted is to protect the brand image, not only to protect the customers who consume at the regular price, but also to take care of the price-sensitive customers.