Chain restaurant brand building method Food and Beverage restaurants should first seize resources

In the catering industry, ordinary brand restaurants and restaurants have to be decorated every year or two, otherwise they will be crushed by competitors with high investment in decoration. But this is not the case with well-known brands. Who has ever seen McDonald's change its decoration in three or two years? the customer is directed at the word "McDonald's".

The low-level competition in the catering industry is decoration and price, while the high-level competition is brand and service.

To be a franchise chain, forging a brand is the first priority.

So, for the lack of marketing ability of the catering industry, how to do the brand?

1. First of all, restaurants should seize resources.

If you want to be the focus of public attention, you must first put your products in the focus of public attention.

For restaurant chains, either you don't climb the mountain, or you climb the highest mountain. And the quickest way to succeed is to step on the shoulders of great men and on the shoulders of great men. What is a big shot? Social resources are big shots.

Chain restaurants should learn to make use of social resources.

The power of social resources is infinite, big enough to make an ordinary person famous overnight, but also to make an enterprise rich in money in an instant, the key is how to find the resources of your own brand and detonate it.

There are fewer and fewer opportunities to create miracles in China, and when we find a high-quality resource, we can only be like Marlboro seizing the cowboy, like the Red Eagle seizing the Victory Eagle, like the Red Golden Dragon seizing the Astronaut, like Yili and Mengniu seizing the Inner Mongolia Prairie, setting a brand button in the minds of consumers. And make full use of the corresponding consumer mental resources to gain market competitive advantage.

In China, there are a lot of resources scattered among the people, such as Sichuan spirits, Xinjiang grapes and herbs, Shanxi pasta, Inner Mongolia grasslands and beef and mutton, ginseng and velvet antler in Northeast China. Behind every resource, there is a huge potential for development.

Inner Mongolia "Little Sheep" grabs the resources of "Inner Mongolia mutton"; Chongqing "Little Swan" grabs the resources of "Chongqing hot pot"; Taiwan foam black tea "Xianzhulin" grabs the resources of the fairy tale "the Wizard of Oz"; "True Kung Fu" Chinese fast food grabs the resources of "Chinese Kung Fu"....

"Mengziyuan" is used to make Yunnan rice noodles. The birthplace of Yunnan rice noodles is Mengzi County, Yunnan Province. The well-known story of "the scholar's wife invented Yunnan rice noodles" also originated from Mengzi.

The first strategy of "Mongolia Ziyuan" is to seize the resource of "Yunnan".

As we all know, Yunnan is the most mysterious and ethnic region in China, known as "the south of colorful clouds". It has unique exotic customs, ethnic minority stories, ancient tea-horse roads, rich raw materials of animals and plants, and so on. have added endless charm to Yunnan.

To seize Yunnan, first of all, to seize her rich and colorful exotic customs, in the storefront image, the main image is composed of Ashima, banana trees, Diaojiaolou and other customs with Yunnan characteristics, to create a colorful impression of Yunnan.

To seize Yunnan, the second is to seize her rich sources of plant food. on the basis of the development of rice noodles, some foods unique to Yunnan are used as the dishes of chain stores, such as mushrooms in Yunnan, cakes on the ancient tea-horse road, and so on.

To seize Yunnan, it is all the more necessary to set up competition barriers in terms of names to prevent competitors from following up. Although "Meng Ziyuan" can express the authentic meaning of Yunnan rice noodles, the name is not easy to remember, and second, it can not obviously express the feeling of Yunnan. We suggest changing the name to "Tea-Horse Post Station", which not only emphasizes Yunnan, but also has a fashionable and modern feeling, but also can create the atmosphere of the ancient Tea-Horse Road.

With the name "Tea-Horse Post Station", the storefront image has the origin of the design, and the amorous feelings on the ancient Tea-Horse Road, simple and slightly primitive, with a stylish flavor in the primitive, become extremely strong.

two。 Chain catering should create "category first"

The most effective, productive and fast way to build a brand is to create a new product category and make your own brand the first brand in a new category.

To create a new brand, your core task is to be number one in a new category. For building a new brand, it is to create a new category.

"No competition is the best competition." once you become the first in a new category, in fact, you have no competitors in this category.

To create a new brand in a category that doesn't already exist, you only need to do two things:

First, you should create a brand in this way, to give people the impression that your brand is the first, leading, pioneering, or original.

You must promote this new category of goods.

At the beginning of its establishment, "Xianzhuilin" began to create its own category.

At that time, they considered that Chinese tea had a long history and it was not too much to call it a national drink. Tea is more suitable for Chinese tastes than McDonald's. However, there is no international chain group similar to McDonald's in the Chinese community, and it is possible to succeed in making tea.

The really rich are rarely involved in the tea industry with regard to their status, so there are no strong competitors in the industry. They are convinced that in an industry that is despised by many people, there are undoubtedly fewer strong competitors, and naturally, the chances of success are higher.

The boss of Xianzhulin also realized that there is a phenomenon in shopping malls, that is, "one commodity will only be left to one brand." That is, as the market often says, "only the first, not the second".

With the above analysis, the boss of "Xianzhoulin" took the lead in introducing Taiwan foam black tea to the mainland, and first positioned Xianzhulin as a tea brand of "culture, health and leisure". Then people remember the brand "Xianzhulin" through its distinctive features-decoration and food features. later, it succeeded in seizing the beach on Huaihai Road in Shanghai. through several years of development, "Xianzhulin" has 120 stores in the country. Quickly became the largest foam black tea group in the world.

Why can a restaurant brand with nothing do this?

Under the huge resources of tea in China, we have found the blank category market opportunity of "tea chain". When we are the first to seize this position, we will be in an uninhabited land and achieve rapid success.

3. Catering brands should also have core values.

A person should have his own core expertise, and a brand should also have its own core value. The core value of a brand is the essence of a brand, which represents the center of a brand and does not change with the change of time.

For example, Haier's core value is "sincerity", and the direct brand slogan is "sincerity forever". Similarly, its product research and development, star service, publicity and promotion are also the interpretation and extension of this concept.

Let's take a look at how "real kung fu" Chinese fast food refines its core values:

The initial core value of "True Kung Fu" is vague. Including senior managers in "True Kung Fu", the answers vary, including "delicious", "happy", "steamed" and "healthy".

When an enterprise is confused and confused about the core value of its own brand, this is a dangerous signal, which will lead to the accumulation of brand resources and the formation of brand construction.

The core value of the "True Kung Fu" brand must be determined before it can be integrated and reformed.

We compare and analyze the three sets of data obtained from the market survey-- the reasons why we like Chinese fast food, the reasons why we like western fast food, and the reasons why we like "real kung fu". It is found that "nutrition" is "real kung fu" in the generality of Chinese fast food categories. The only factor that forms brand differentiation and market pull in category development.

This reminds us of what we heard in corporate interviews that "our strong resource lies in our unique, steaming culture". This sentence is half right. "steaming" in Lingnan's diet and health culture is equivalent to "authentic and original, without getting angry". The word "steaming" is a big idea. For consumers, only when "steaming" equals "nutrition" can "real kung fu" land in their hearts.

As a result, the real brand core value of "True Kung Fu" surfaced-"more nutritious delicious Chinese fast food", and we refined it into a sentence-"steamed nutrition expert".

4. Create the brand symbol of chain catering

A shop is like a large plate full of products, and the decoration style of the store should show its unique image. Visual factors account for a large proportion of the elements that reflect the style of the store. This visual effect can be shown through the decoration style inside and outside the store, menu style, staff clothing and so on.

Restaurants should pay special attention to the visual effects of their own stores.

How can we make the visual effect of the restaurant "unforgettable"?

Today's consumers face countless advertisements and messages every day. Compared with 10 years ago, the effect of a brand picture has been diluted 100000 times.

In the market where advertising is infinitely diluted, the power of a brand is limited.

How can we make the limited brand resources produce unlimited visual effects?

In marketing, when your own strength is insufficient, you might as well borrow the strength of others, go to sea by boat, stand on the shoulders of giants, so as to make yourself strong.

Use brand symbols.

This is an era of simplifying cognition.

The greatest contribution of brand symbolization is that it can help consumers simplify their judgment of the brand and express all the innumerable information that the brand wants to express in one symbol. consumers think of the brand as long as they see this symbol. and think of the connotation behind the brand; this is the most cost-saving way for enterprises to communicate.

The original name of "True Kung Fu" was "double Seeds". After refining the core value of "steamed Nutrition expert", the brand name was changed to "True Kung Fu".

The next step is to find a brand symbol for True Kung Fu.

As Zhang Yimou said, "every Chinese has a martial arts dream, and every director is eager to make his own kung fu film." In the increasingly accelerated pace of life in the city, everyone is burdened with tremendous pressure of life, unpleasant things are happening every day, in their hearts eager to have superhuman ability, to be like a martial arts man, The Smiling、Proud Wanderer, happy life. There should be buddies on campus; make friends and be loyal; business is a big river and lake. Kung fu culture permeates every corner of China.

The mainstream value reflected in "Kung Fu Culture" is to conquer yourself and go beyond the limit!

Kung fu is the treasure of Chinese health-preserving culture for thousands of years; the identification symbol of China to the world; the mysterious situation of human life science; kung fu culture is easy to accept in life, suitable for all ages, and everyone is willing to accept it; kung fu, the fantasy of strong men, heroes, competitive aesthetics, and the association of strong physique.

Like McDonald's uncle McDonald's, KFC colonel KFC, Marlboro cowboy. "True Kung Fu" needs an image carrier that can fully reflect "Kung Fu culture".

In "real kung fu", he must be a hero with special skills; he is a gourmet who is famous all over the world for steaming kung fu; he is an idol of Chinese people all over the world; and he is an advocate of the unity of man and nature and the aesthetics of health.

As a result, a martial arts, physical fitness, awe-inspiring kung fu master image is about to emerge, his eyes are full of strength, his movements are full of tension. A vivid and vivid image sprang into the eye. Maximization embodies the essence of kung fu culture to strengthen the body and cultivate the will. It perfectly carries the "True Kung Fu", a global Chinese chain catering brand.

Bruce Lee is about to come out. In the hearts of the Chinese all over the world, he is the symbol of the national spirit and the kung fu emperor of China. As a result, a heroic image that resembles Brother long was born. He inherited the dignity of Bruce Lee, his movements and clothes are full of power in the folds, is the embodiment of Chinese kung fu, but also a healthy endorsement, he is the "Brother Dragon."

"True Kung Fu" then grabbed one of the best image resources.

Bruce Lee's "Kung Fu" image is used as a symbol in the "real kung fu" store image, interior decoration, store owner image, meal plates, posters and all publicity materials, and the visual image of "kung fu" is used to the extreme. It produces a strong visual impact and locks the eyes of every consumer who passes through the "real kung fu" chain.

5. Satisfy the brand culture experience of customers

For a chain restaurant, the management of food not only requires the quality of food to be good, but also a cultural cause. Restaurants should seriously think about what kind of cultural connotation their products can convey to customers. When developing a product, it is not enough to consider only the customer group, the product, the subjectivity of the brand and the foresight of the market, and the product should be given certain cultural connotations.

Why do people go to McDonald's, not only because its hamburger is delicious, but also because it represents happiness; why people go to a bar, not just because they want to drink in a bar, but because they want to enjoy the atmosphere and culture of the bar; why people want to go to Starbucks, not only to drink coffee, but also to experience the new coffee culture that cannot be experienced elsewhere.

Observing the trend of consumers in recent years, cultural consumers begin to be on an equal footing with economic consumers. Consumers like goods that can not only meet both perceptual and rational needs, but also provide unique consumer feelings.

"Xianzhuilin" caters to the cultural experience needs of consumers.

The mountain scenery created by "Xianzhuilin" captivates countless handsome men and beautiful women. You see, the big tree has luxuriant branches and leaves and covers the sky. Green vines hang from the trees, as if birds are singing on them. Under the tree log tables and chairs are exquisite and simple, naturally uncarved. Several areas are separated by hedges and hemp ropes. There is a well next to the door, and the bucket hanging from the pulley is the cool, sweet, refreshing water that has just been drawn from the well? Several swings are always swinging to and fro in front of the window facing the street, and the most fascinating thing is the figure of a beautiful young girl on the swing. There is a fragrance floating, and there is a string of laughter. What a fascinating nature!

They moved dozens of miles or hundreds of miles away from the wild into the bustling city, can it not inspire people? Can you stop people from lingering? From then on, people became regular customers of "Xianzhuilin", and people remembered it from then on.

Of course, chain catering brands can also be achieved through storytelling and "cultural marketing" in order to create a beautiful foreign cultural experience.

The interpretation of legends is a shortcut for catering brands to build brands.

In all belief mechanisms, there is a story about trust. In fact, we can compare creating a brand to telling a story. As we know, the basis of myth is to tell how human beings originated, and it satisfies people's inner desire for knowledge.

The story of "GouBuLi" steamed stuffed bun, the story of "Yunnan rice noodles", the story of a century-old brand of "Quanjude".

All these stories should tell the background and origin of the story, in order to lay a good foundation for the establishment of the company and brand, let people have a sense of trust and respect for the company and brand, and finally sprout a feeling of trust.

Each company is founded for its own unique reasons, its own founder and location. This is like telling a story to others, how to make the story more exciting, how to make the audience interested in the story, these are the core content that we should pay most attention to. By deducing these stories, you can easily let your customers know about your restaurant brand.

For catering brands, "cultural marketing" is as important as "interpreting brand stories".

In fact, the catering industry is an image industry, which has a deep origin with culture. Therefore, it is very important to maintain a distinctive image with differentiated cultural marketing.

The scope of "cultural marketing" is very extensive, including all the methods to promote the company's brand through the use of films, dramas, cartoons and other literary forms.

In 2005, the movie "Huo Yuanjia" starring Jet Li, the Emperor of Kung Fu, was very popular, and the fast food chain "Real Kung Fu" got on this express train and sponsored the film. once again, the image of "real kung fu" is deeply imprinted in the hearts of consumers.

In short, the shaping of catering chain brands should go to extremes, go to extremes and sell more goods. Catering brands must firmly seize a kind of social resources, either do not do it or be the first in the category, the style of product development should be extremely distinctive, seize a core value, attach great importance to the visual effects of brand symbols, and do cultural marketing to the extreme.

Only extreme catering brands can make consumers love more!