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How can catering make more money through service? Three elements of service thinking: insight, choice and design

How can catering make more money through service? Three elements of service thinking: insight, choice and design

2020-06-22 403
We often say that the catering industry is the service industry, which is beyond reproach in the past, but the question is: in the future of artificial intelligence, service robots and other gradually mature, will the catering industry still be the service industry? The deeper question is: is service really irreplaceable in the catering industry?
 
However, although its a little early to talk about service robots, after all, the current delivery robots / service robots are slightly "stupid". In chopsticks thinking, we really need to think about the nature and future of service before the service robots are really mature. We need to have a certain view on such issues as "whether service is really the unshakable infrastructure of catering industry".
 
However, it is hard to see the answers to the deep questions. For example, the unmanned restaurant in the early years was very popular with the industry and customers. Is it really important for service in the catering industry? Haidilao will definitely say that service is very important, but the fast food brands with a per capita price of less than 10 yuan under Haidilao will definitely say that service is not important.
 
This leads to the paradox of whether service is important or not. If service is really important, why can some brands "serve"? If service is not important, why do you think the catering industry is a service industry? With regard to the above contradictions, it seems that we have to go to customers and ask them, is service really the decisive factor of a restaurant? We also need to ask some restaurant owners what do you think of the service? Is service really an expense?
 
Anti common sense judgment: catering industry is not a service industry, service is optional in catering industry & nbsp;
In the past, the catering industry has been recognized as a service industry.
 
When customers enter the restaurant, they need the waiter to designate a place, and then help order, serve, consult and pay the bill. When you walk to the door and leave, the customer needs a welcome from the waiter. We cant do without the catering industry of waiters, which we naturally have a reason to call service industry.
 
However, with the development of the industry, we have also seen the invasion and popularization of technology to the catering industry. Nowadays, customers are used to checking the information of the restaurant online, making online reservation, etc. customers can also come to the store and sit down and scan the code and order the meal by themselves. In the process of service, the store can also be designated by the robot to deliver the meal, and the customers can touch the inductive loading at the door when they go out Set, the restaurant door can automatically open and play the words of welcome or farewell.
 
The question is: when intelligence solves the work of waiters, does it really mean that the catering industry doesnt need to provide services? Does it mean that the catering industry is not a service industry?
 
How to make more money through service? Three elements of service thinking: insight, choice and design
 
We can see that the most important service brand in the catering industry is Haidilao. Almost every waiter in Haidilao has the use of the store manager, and even has the consciousness of a partner. Without talking about the problem of whether Haidilao is delicious or not, it can be said that hot pot, which has no entry barrier, is a perfect match with high-quality service. In such a situation, the service has become Haidilao A big label of the city moat.
 
Haidilaos model has sounded an alarm for hotpot categories. What should other hotpot stores do without services and barriers? But this problem is hard to fail for the wise catering people. Based on the standardized products of hotpot category, catering people can naturally show their own magic power. Some of them enter the bureau from marketing, some from brand IP, and some from unique and different own products. This means that heavy service is not a must for hotpot category.
 
Haidilao mode also gives Haidilao a wake-up call, because the same heavy service cannot be copied to other categories or brands. From the perspective of the development speed of Haidilao and the distribution and characteristics of other brands, and based on the fact that Haidilao service is basically ephemeral, we can speculate that consumers may not need a second Haidilao, let alone a second brand with heavy service.
 
The more embarrassing reality is that there is a cost in Haidilaos service, and this cost must be transferred to the per capita customer unit price. From the event that Haidilaos recent price increase is blocked, consumers have zero tolerance for service price increase. But the question is, how should the overflowing service fees make consumers pay? If it is added to the product end, such as a few lotus root slices, consumers dont think that there is any technical content in the lotus root slices, let alone that they should pay for the service, or even that the lotus root slices contain the value of the service, which is the embarrassment of the price increase of Hailao service.
 
So we have a conjecture. If the mass catering cant charge the service fee, or even the service may not be worth money in the catering industry, can the catering industry really be regarded as the service industry?
 
What is the true face of the service of mass catering versus high-end catering?
From the perspective of chopsticks thinking, the embarrassment of public catering lies in that the store can not avoid waiters, but customers can not get much good service, and the store can not charge for the service at the same time.
 
For example, if the service is not good or the waiter quarrels with the customer, this kind of thing is the most common in public catering. The problem is that most stores only train the waiters dish name and table number, and then let him go to work, which leads to the waiters role as a basic laborer. Once the waiter quarrels with the customer, if the store has no reason to stand on the customers side, most waiters Basically, its gone.
 
This has led to three dilemmas: store embarrassment, waiter embarrassment and customer embarrassment. However, this problem is inevitable. Public catering relies on turning over the platform for profit. Stupid and cute delivery robots are unable to solve the efficiency problem of public catering delivery at present. Therefore, public catering relies heavily on waiters, but the number of reception is large, and the distance between tables and tables is small, leading to customer concentration and lack of waiters Lack of service power, which caused many factors of public catering service problems.
 
Unlike mass catering, high-end catering can make money through service fees. The service fee is actually three guarantees: first, to ensure the comfort of the environment; second, to ensure the high-quality experience of dining; third, to ensure that the waiters can effectively provide high-quality services.
 
For example, when a customer asks about a certain dish, the waiter can answer the question like a stream rather than say I ask the chef, which shows the basic quality of a restaurant. On the other hand, the service fee is also the transfer of restaurant cost. To ensure the experience of high-end catering, we have to make some sacrifices, such as opening the space between seats, etc., which inevitably sacrifices the number of customers that can be received by the store, and this cost is naturally transferred to the service fee.
 
If we combine the problems and contradictions of mass catering and high-end catering, and then remove the service part, we can find that the purpose of customers coming to the restaurant is just to have a good meal.
 
Based on the imperfection of restaurant experience, service is needed to supplement. The more imperfect the restaurant experience is, the more effective the service is. The relationship between them is proportional.
 
If the service is the product provided by the store, it means that the service can be removed
From the presentation of high-end catering, we can draw a conclusion that there are two profit points of a restaurant: one is product cost, the other is service cost (including room fee / wine opening fee and other miscellaneous fees). This means that service is actually a movable product in the catering industry.
 
There are service fees for high-end restaurants. The brand side can also make some adjustments to the service fees, or even remove the service fees directly. However, there are basically no service fees for public restaurants. It can also be seen that the service fees are not available in the catering industry (although from an ideal perspective, the boss certainly wants to collect the service fees, and the customer certainly does not want to pay the service fees).
 
So, can services really be removed?
 
McDonalds is trying to serve gradually in the near future. The first is that customers order food manually when they arrive at the store. Then they order food with digital signs. With digital signs, McDonalds stops ordering food manually. However, because some customers cant use the digital signage and its process is long, the store has to put the former ordering staff in front of the signage for guidance.
 
After that, McDonalds stopped the digital signboards and replaced the Alipay / WeChat scan code. When customers entered the store, they could see a "sweep code" card, with a table code on each table. At this time, the lobby of McDonalds stores only needs a store manager, plus one or two catering staff.
 
The catering staff is to help make drinks, then put the food together and call the customers to pick up the food. Although this action can be "solved", McDonalds didnt do it, so we can see that the core of the game of chess under McDonalds is to serve, not to work. In the past, one of the advantages of service is that it can be done manually at the same time.
 
The implication behind this is that service is a "food and beverage product" that can be manipulated and removed. We can be sure that service is not artificial, but an additional product based on certain product defects or brand thinking.
 
Even if service is optional, smart boss should think about making more money through service
Lets make a hypothesis that even if all the stores can be like McDonalds, let customers come to the store and sit down, order, pick up and pay for themselves. Then, we can be sure that if the service is removed, although the store saves a certain number of service costs, it also loses a certain opportunity to make money.
 
1) It is very important to realize that service is a profitable project
 
There are two products that can make money in the catering industry: one is clearly marked dishes, the other is services. For the money to be earned through service, high-end catering is more direct. They directly charge for service fees. For example, Haidilao can only add service fees to dishes.
 
Services exist because of product defects. We can divide them into two categories: active defects and unknown defects.
 
Some bosses like the names of exotic dishes, such as laver and egg soup. When they see the names, whether there are pictures or not, most customers need to consult the waiter. The service demand generated by consultation is a series of behaviors derived from product defects.
 
Another example is that the production of a certain dish in the restaurant is very slow, but the waiter doesnt tell the customer, which results in urging the dishes. This is also a service problem caused by the defects in the product design process, including the order of the front dish and the fruit after the meal. If the front dish arrives at the end, it will also cause service complaints.
 
At present, the service problems, service demands and even service complaints of restaurants can be classified as unnecessary behaviors derived from product defects / process defects.
 
So, if a restaurant can perfectly solve many defects, does it mean that the service can be removed? Its not hard to evaluate, that is, who is more important to calculate "the cost and trouble caused by the service" and "the customer connection and benefit brought by the service"?
&nbs


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