Consumers in different regions will show different consumption habits by changing their consumption habits and guiding their consumption concepts. In order to change consumption habits, operators must guide consumption concepts. 1, define the restaurant positioning. In summer, the restaurant business is not very good. We need to analyze the restaurant positioning first. Jufulou can be positioned as a hot pot restaurant, a restaurant dealing in mutton series dishes, a special hot pot restaurant, a popular hot pot restaurant, or simply a restaurant. From this point of view, it is the key to operate characteristic products thoroughly. 2. Consumer Guide Jufulou's current fist product is instant-boiled mutton. If you want to continue to operate this special product and attract customers in summer, you must take the initiative to make some consumer guide. For example, according to some Chinese medicine theories, it is better for people with physique to eat instant-boiled mutton in summer. Of course, this depends on media propaganda and has a real basis. However, publicity is not simply the use of promotional means, such as how much to eat, price discounts, etc., but to highlight what benefits the product can bring to consumers. For example, the century-old hot pot brand Donglaishun has a surprisingly good business in summer. Instead of attracting guests through traditional discounts, they advocate eating mutton in summer. "Summer people are prone to sweating and fatigue. They like to eat cold drinks and blow air conditioners. They consume a lot of oxygen, and the consumption is actually larger than other seasons. In the theory of Chinese medicine, mutton belongs to nourishing yin food. It is said that yin and yang should be balanced, nourishing yin in spring and summer, strengthening yang in autumn and winter, and eating mutton in summer can achieve the effect of supplementing physical strength. Moreover, mutton is warm and contains 15 kinds of amino acids, so it will not get angry no matter what season it is eaten. " In addition, Donglaishun also pays special attention to cooking methods. They think: "The hot pot of instant-boiled mutton in summer should be lighter. If washed with clear water, the effect will be better. It is also a good choice to add some cool sugar cane and melon to neutralize the taste. " 3. Make hot pot features If the restaurant was originally decorated according to the style of hot pot restaurant, you can also consider developing a series of hot pot products to make hot pot features. To develop some hot pots suitable for summer, we can start with the bottom materials, such as a cool and warm pot bottom, which tastes warm but not dry; You can also study and develop some special hot pots to meet the needs of consumers of different ages, such as ice cream hot pots; Can also be based on the characteristics of local tourist groups, the introduction of fragrant and refreshing hot pot, such as clear soup pot bottom; Also, there are many fruits and vegetables in summer, such as healthy and fashionable vegetable hot pot, nourishing and detoxifying fungus hot pot, creative fruit hot pot and so on. In summer, due to the hot climate, many people will feel loss of appetite. If you can taste all kinds of delicious hot pot dishes in Jufulou, consumers' appetite will definitely open up. Customers will naturally flock to us. In order to carry out effective marketing activities, it is necessary to investigate whether there are other hot pot restaurants in the local area while clarifying the positioning and business direction of the restaurant. What's their score? How's business? What is the market positioning? What is the price positioning? So as to test whether your restaurant's product mix needs to be "deep" or "wide", and then you can carry out marketing activities step by step. 1. How to run a cooking column of Consumer Guide well is worth studying. Usually, simply advertising in the media has no obvious effect. It is suggested that restaurants set up cooking programs on local TV stations, such as scientific cooking methods of mutton dishes, or introduce instant-boiled mutton in the form of food columns in local newspapers to introduce how to eat hot pot in summer. Through these public service advertisements, the restaurant's popularity and reputation will be further expanded, and on the other hand, consumers will be guided to have a more scientific understanding of instant-boiled mutton. In short, the purpose is to make consumers understand imperceptibly that eating mutton hot pot in summer is good for health. 2. Pay attention to customer management. Pay attention to customer management in marketing activities, and regularly visit enterprises, institutions and business people who often come to Jufulou. Ask these old customers, discuss with them, and persuade them to taste the magic of summer instant-boiled mutton or other special hot pot through publicity and guidance. We should strive for perfection in service and be more humane. 3. Be good at leveraging marketing. It can be shared and promoted with some local related enterprises, such as joint promotion with well-known local supermarket chains. Make beautiful posters and a page of publicity. Consumers who spend more than RMB in the supermarket can enjoy the discount of Jufulou with vouchers or coupons; Similarly, customers who spend more than RMB in Jufulou can get VIP cards in supermarkets for free.