New competition in the restaurant market

Essentially, this is a question of pros and cons between a large and comprehensive enterprise and a small and specialized unit. From a competitive point of view, supermarkets have more profit sources, while Boston relies mainly on food. Another advantage of supermarkets is that their procurement and distribution channels are better than ordinary restaurants, and their operating experience and means are usually dominant.

Under such circumstances, most of the CEConlines website users who participated in the discussion supported the supermarket to start a family package business like "Boston Market". But it is necessary to do market research first to solve the problem of who to serve (market segmentation).

Beijing's "lesah" suggests that supermarkets conduct surveys on local residents to understand their living habits, major dietary preferences, and summarize and classify the market according to different ages, jobs, and preferences. In terms of the form of the survey, "Ruo Wu" from Nanjing believes that it is not just a written survey, but should use the activities of "home shopping malls" and give preferential treatment activities to get as close to consumers as possible and understand their wishes. . On the basis of market research, various improvements of supermarket catering are carried out.

Choice of location for supermarket catering

"Dear Zhang Guoping" of a hotel in Shenzhen believes that supermarket catering sales should be located very close to the supermarket entrance. He said in the discussion: "Supermarkets must not only treat shoppers as the only potential customers, but should attract a large number of singles who can't handle lunch and dinner, people who can't make time to cook due to busyness or people who want to take a break from their busy schedules. Even families. They are reluctant to go to restaurants because of various considerations such as budget and time, and they are also reluctant to go to ordinary street shops because of hygiene and health considerations. To attract this part of potential customers, food and beverage sales in supermarkets cannot It is located deep in the supermarket.”

Shanghai’s “Ruipu” also believes that the location is very important. Like McDonald’s, the location is usually the side door on the first floor of the supermarket. It is more suitable for places that are too busy and customers have to pass by.

Utilize supermarket resources to provide more delicacies

By making full use of the advantages of distribution, variety and other aspects, supermarkets can provide customers with more choices.

Offering Family Packages "Boston Market" increases its traffic and profits by offering a full family lunch and dinner. "Wishin" of an investment company believes that supermarkets can take this as a lesson and copy the products of "Boston Market" to make them lose their advantage. And on the basis of the development of other convenient and fast products.

Improve the variety and taste of food Mr. Zhang suggested that the supermarkets use small pots to stir-fry the food, the taste will be better, and the food and beverage consumers can choose more varieties. Doing this shouldn't add a big cost to the supermarket. Because supermarkets have many advantages in distribution, and the varieties they operate have a variety of vegetables and meats, which are convenient and low-cost. Supermarket catering should also provide delicious soup. The variety of soup does not need to be too many, you can choose some homemade soup, it is best to use the bright file, steaming, can increase the appetite and appetite.

Providing various combinations of semi-finished products An advertising company in Chongqing, "Ren Xiaofeng", believes that due to the extremely rich supermarket products, various combinations can be used to launch different combined semi-finished products packages for different family structures. For example, a full set of semi-finished dinners are provided, and a cookbook is given as a gift; during holidays, a combination of holiday semi-finished products is provided; a scientific children's set meal is provided; semi-finished special dishes are provided; and so on.

Emphasize the concept of health Supermarkets can adopt differentiated strategies to emphasize the nutritional value of food and beverages. A company's "okherb" suggests that supermarkets increase the supply of nutritious family fast food, and can adopt a high-quality and low-cost approach (linked to other supermarket products for promotion) to attract lost customers and customers who want to eat nutritious meals. "aqiao_cute" of a Beijing-based Sensing Technology Co., Ltd. also agrees that the combination of food should be based on nutrition, such as opening up a vitamin-rich area, which is divided into Chinese food and Western food; a protein-rich area, which contains traces of fat and food. Fat free. "zejicj" of a market research company in Shanghai suggested that supermarkets invite experts from the Nutrition Association to formulate weekly recipes, develop corresponding half-cooked fresh products, and set a unified price for each serving. The key point is to focus on the promotion of nutritional content and the introduction of menus.

Thoughtful supporting services and publicity

In addition to offering a variety of cuisines, supermarkets can teach customers cooking skills. "He Yan" from a Zhuhai Enterprise Planning Co., Ltd. suggested hiring good chefs and gourmets to open up "Gourmet World and Cooking 5 Minutes" performances in supermarkets on a regular basis to teach various ingredients and production techniques. The "Plain King" of a technology company also believes that this method is feasible. By hiring experts in nutrition and diet, he provides scientific guidance on the practice of various family meal plans and food combinations, and informs consumers by distributing leaflets for the production of nutritious meals. , so that consumers are willing to buy food according to the guidance of the flyer.

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On-demand cooking is also available in supermarkets. A technology company's "Jacky_Liao" suggests that supermarkets can cook according to customers' needs. During the cooking period, customers can go to other commodity areas to consume and buy. An electrical appliance company in Shunde believes that it can allow customers to choose and cook from the existing 15,000-20,000 kinds of food, and can provide appropriate advice and guidance. There are also several microwave ovens that are free for customers. Supermarkets can also establish customer files, pay attention to the content of customers' diet; taste; mix and opinions are completely recorded, which will increase the return rate of customers.

In addition, supermarkets also need to provide customers with a clean and tidy dining and shopping environment, provide storage and custody of items, provide food delivery services, and so on.

Supermarkets need to promote themselves through various activities. "Bryan" suggested that supermarkets regularly hold "My Family's Recipe Contest", from which they can obtain endless materials. The "jackbostone" of a group in Shandong suggested to determine the lucky ones by consumption or lottery, so as to expand the influence of supermarkets. Supermarkets can also distribute brochures in the form of buying guides to guide consumption.

Supermarkets can cooperate with restaurants

Some users of the CEConlines website believe that supermarkets can partner with restaurants to run catering programs.

The first way is to introduce snack bars. Nanjing's "Ruowu" believes that if a supermarket thinks that it is unable to carry out two different operations at the same time, it can introduce a new specialized snack bar, and use the source of customers and venues as shares to operate cooperatively.

The second method is to join forces with competitors. "jackbostone" believes that supermarkets can combine with "Boston Market". He believes that supermarkets can integrate more abundant resources. The two may wish to form a strong alliance for mutual benefit. If everyone has family dinners, the competition in the market will also increase, which may make everyone lose money.

A third method is to join forces with restaurants around the supermarket. The “NF” of a Shanghai Co., Ltd. suggested that supermarkets cooperate with nearby small and medium-sized restaurants. The supermarket posted a family set menu at the main aisle of the fresh food area. And different cooking methods for consumers to choose from. Consumers can buy food according to this or go directly to the restaurant designated by the supermarket to pick up the meal. Through the combination with the surrounding small and medium restaurants, it can cater to customers with special needs.

In addition to providing a variety of delicacies, supermarkets can also teach customers cooking skills. "He Yan" from a Zhuhai Enterprise Planning Co., Ltd. suggested hiring good chefs and gourmets to open up "Gourmet World and Cooking 5 Minutes" performances in supermarkets on a regular basis to teach various ingredients and production techniques. The "Plain King" of a technology company also believes that this method is feasible. By hiring experts in nutrition and diet, he provides scientific guidance on the practice of various family meal plans and food combinations, and informs consumers by distributing leaflets for the production of nutritious meals. , so that consumers are willing to buy food according to the guidance of the flyer.

On-demand cooking is also available in supermarkets. A technology company's "Jacky_Liao" suggests that supermarkets can cook according to customers' needs. During the cooking period, customers can go to other commodity areas to consume and buy. An electrical appliance company in Shunde believes that it can allow customers to choose and cook from the existing 15,000-20,000 kinds of food, and can provide appropriate advice and guidance. There are also several microwave ovens that are free for customers. Supermarkets can also establish customer files, pay attention to the content of customers' diet; taste; mix and opinions are completely recorded, which will increase the return rate of customers.

In addition, supermarkets also need to provide customers with a clean and tidy dining and shopping environment, provide storage and custody of items, provide food delivery services, and so on.

The supermarket needs to promote itself through various activities. "Bryan" suggested that supermarkets regularly hold "My Family's Recipe Contest", from which they can obtain endless materials. The "jackbostone" of a group in Shandong suggested to determine the lucky ones by consumption or lottery, so as to expand the influence of supermarkets. Supermarkets can also distribute brochures in the form of buying guides to guide consumption.

Supermarkets can partner with restaurants

Some users of the CEConline website believe that supermarkets can partner with restaurants to operate catering programs.

The first way is to introduce snack bars. Nanjing's "Ruowu" believes that if a supermarket thinks that it is unable to carry out two different operations at the same time, it can introduce a new specialized snack bar, and use the source of customers and venues as shares to operate cooperatively.

The second method is to join forces with competitors. "jackbostone" believes that supermarkets can combine with "Boston Market". He believes that supermarkets can integrate more abundant resources. The two may wish to form a strong alliance for mutual benefit. If everyone has family dinners, the competition in the market will also increase, which may make everyone lose money.

The third way is to join forces with restaurants around the supermarket. The “NF” of a Shanghai Co., Ltd. suggested that supermarkets cooperate with nearby small and medium-sized restaurants. The supermarket posted a family set menu at the main aisle of the fresh food area. And different cooking methods for consumers to choose from. Consumers can buy food according to this or go directly to the restaurant designated by the supermarket to pick up the meal. Through the combination with the surrounding small and medium restaurants, it can cater to customers with special needs.

This article was organized by Marisa Wang. For more case studies and online discussions, visit the CEConlines website.