Theme restaurants are blooming everywhere in the streets, attracting people of many ages, but the hot scenes of theme restaurants come and go quickly. What is the reason for such a big contrast before and after the theme restaurant? What should the marketing of theme restaurants do?
In theme restaurants, any form or mode of marketing strategy should focus on winning customers. The author thinks that the marketing activities of theme restaurants can be divided into three levels according to different marketing priorities: theme product marketing, theme brand marketing and theme culture camp. Theme products refer to the physical products and intangible services designed and provided by restaurants around the established theme, which can meet people's needs. It includes three levels, namely, the core part (physical products and services), the form part (style, characteristics, quality and reputation) and the extension part (preferential conditions, promotion methods, payment terms, etc.). ). The focus of theme product marketing is to realize the differentiation of theme products, and to sell as many products as possible by improving the original theme products, developing new theme products or extending the value of theme products, so as to obtain higher sales or profits. Therefore, it is very important to realize product differentiation.
The so-called product differentiation means that restaurants design and produce products superior to similar products in terms of function, quality, price, appearance and service mode by virtue of their own management advantages, service advantages and technical advantages. It emphasizes that restaurants must design and provide unique products or services for guests according to the theme and create unique value for guests. The ways to implement product differentiation strategy in theme restaurants include product quality differentiation, product function differentiation, product appearance differentiation, service content differentiation, service process differentiation, service environment differentiation and so on. Theme brand marketing focuses on restaurant brands with theme products as the carrier. It no longer only focuses on product sales, but focuses on the establishment and development of theme brands. The shaping of theme brand is helpful to establish customer preferences, improve the market control power of restaurants and the market penetration of new products. A brand that is deeply rooted in people's hearts means not only fixed and continuous purchases, but also higher prices and profits.
From the perspective of competition, theme brand marketing has risen to brand competition, which is a higher level of competition, manifested in the further expansion and maintenance of customer interests. At this stage, the theme restaurant should plan the theme brand image.
Brand image planning refers to the phased planning and management of long-term brand development, which can be divided into brand awareness management planning and brand reputation management planning. At the initial stage of brand establishment, theme restaurants should pay attention to brand awareness management planning, that is, they should pay attention to distinctive theme brands in terms of product characteristics, service processes, service forms, service details, clothing selection, and event organization planning. At the same time, relying on the power badge of mass media, such as extraordinary promotion, comprehensive advertising and the geographical location closest to the target customers, potential customers can understand and remember their own signs and special products. For example, the Atlantic theme hotel operated by Sun International Resort Company specially hired 30 experts to meet guests' inquiries about the mysterious Atlantic at any time, and set up some thrilling and novel entertainment projects to enable guests to form a sense of identity with the Atlantic brand in entertainment, thus successfully establishing the Atlantic theme brand. After gaining high popularity, the restaurant should turn its energy to the next planning stage-brand word-of-mouth planning, that is, through interpersonal communication means, such as word-of-mouth communication and personnel promotion, let customers form a good view or impression on the brand. Therefore, restaurants should be strict with themselves, strengthen the management of high-quality crabs, and constantly create a good reputation; We should combine mass media and interpersonal communication to speed up the spread of word of mouth. Theme culture is a deep-seated thing to guide consumers' buying behavior, which consciously or unconsciously affects people's consumption behavior and content in restaurants. The theme culture takes the theme product as the carrier, and it is expressed through the cultural atmosphere formed by etiquette, system, behavior mode, consumption procedure, color and sound. Therefore, the theme culture is a complex multi-level synthesis. As a higher-level theme marketing method, the focus of theme culture marketing is no longer a specific product or brand, but the culture contained in the theme. Its fundamental purpose is to satisfy people's inner desires and needs through well-designed theme products and appropriate theme promotion activities on the basis of understanding the influence of a certain culture on customers' consumption behavior, so that customers and restaurant operators can achieve a sound mind, and customers get not only a material benefit, but also a cultural exchange and spiritual pleasure in the consumption process.
Theme restaurant is not only a place for catering consumption, but also a commercial selling point with rich cultural connotation, which contains rich theme cultural characteristics.
The core problem of theme culture marketing is how restaurants can achieve cultural harmony with customers, so as to enter the hearts of customers, which is actually a question of cultural affinity. Restaurants can improve cultural affinity in the following three ways:
(1) Dig deep into the cultural connotation of the theme. The theme itself is a culture. Choosing a theme means choosing to run a culture. The implementation of cultural marketing strategy requires that this culture should not only be embodied in the product or service itself, but also in the whole process of restaurant value chain. Therefore, on the basis of product differentiation, restaurants should pay attention to the cultivation of deeper cultural connotations, explore culture and design culture scientifically and artistically, and actively infiltrate culture in various processes such as market research and prediction, market positioning, product development, pricing, channel selection, promotion and service provision. So as to improve the cultural content and establish a brand-new interest relationship among restaurants, customers and the public with culture as the medium.
(2) Theme brand culture. On the basis of persuading to build a theme brand, restaurants must also be good at using the power of culture to infiltrate and create momentum, such as setting up a good social image through enthusiastic public welfare undertakings, issuing public service advertisements, actively participating in environmental and ecological protection, developing green products, advocating green services and other measures, and gaining public trust and recognition with cultural appeal and affinity for noble culture.
(3) Innovation of internal marketing culture. Culture depends on the service activities of restaurant staff to extradite and spread. In this sense, employees are one of the important carriers of theme culture. Therefore, the restaurant only serves the internal staff and uses the power of culture.
Only by influencing and influencing employees and establishing the cultural marketing consciousness of all employees can restaurants effectively open up external markets and provide reliable backing. Theme restaurants are the product of the times. As a new catering business format, theme restaurant will be further developed in the future. But there is no doubt that distinctive theme features and strong cultural connotation will be the eternal pursuit of theme restaurants. Theme restaurants should rationally use the marketing strategies of theme products, theme brands and theme culture to create living conditions and development advantages.