A friend of me is doing the catering industry. Because there are too many members of the shop now, there is no good management before.
2 thoughts on “How to carry out membership management in the catering industry?”
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The process of doing member system management in the catering industry:
1. In the starting stage
The mainstream channels such as micro members, points members, payment members, review members, and storage members to achieve the overall base of members. After completing the basic membership fund pool, after being able to collect data information information of precision members (names, gender, birthday, telephone), two portraits (consumer portraits and attribute portraits) are completed. For some restaurants, it is not the best way to storage value at first.
2. Growth stage
The premise for membership management is the support of information system. Use 3-6 months to select a suitable member management system, and use various marketing activities to do a large number of membership. Like Tiancai Shanglong Member Management System, you can take the order of ordering and scan the code to scan the code. Ordering to become a member, a coupon to become a member ... Then use the system to analyze the consumer behavior of members to form label management. Such a huge member flow pool is slowly accumulated ...
3,,,,,, the The mature stage
is like a relatively large catering company, Haidilao, KFC, Sibei ... After more than 3 years of membership operation, it has reached the mature stage.
The practical method of doing membership marketing management in the catering industry:
This to promote membership work by motivating employees. For employees, membership management is often the same as group buying. It is an unexpected work and an increase in burden. However, some commission incentives for employees are basically not a problem for membership accumulation at the beginning.
As Chinese catering enters the stage of corporate competition, members will inevitably become a must -have tool and competition for catering companies and their important. Welcome to discuss it. Plan in advance and harvest dividends.
The future catering industry will consist of two parts: online and offline: the core of online catering rely on single products and takeaway logic; the core of offline catering is to experience the economy. Then, let's talk about important member marketing trilogy.
1. Welfare, membership first experience. From a psychological perspective, when a customer dives in a restaurant for the first time, if he is more satisfied in all aspects, he is likely to patronize again. Furthermore, when the customer consumes for the first time, the restaurant must do one thing: that is, to screen the customer, and the merchant must screen out the customer with consumer potential as the key promotion object. For those consumers who "pass by" by chance, maybe maybe, maybe consumers who "pass by", maybe consumers who "pass by", may Sending him a member card will not have the effect of promoting secondary consumption. Besides, card production also involves the cost of work?
"Payment is Member" achieved the above goals through a delicate psychological incentive. Use Alipay to pay for the first time, a return voucher, and the next time you spend a lot of available consumption. If the members want to exchange their own benefits, the only way is to "re -consumption". The purpose of stimulating consumption is achieved.
. Stimulation, members slowly develop. After a period of operation, the restaurant found that the return guest was constantly losing. Later investigations found that many customers had a sense of consumption in this restaurant. But those customers didn't come? How long hasn't it come? The restaurant owner feels particularly blank.
Inned payment is the member system. After the customer's information is entered, the members can be paid and divided into levels. Through statistical consumption frequency, those members who are about to be lost are found. Avoid the loss of customers. The system can also count customers who are about to celebrate their birthdays. The restaurant has sufficient time to prepare surprises for members. A small blessing text message can also increase customer stickiness. Due to the obvious "identity difference treatment" due to the appearance of the member system, guests "excited" and eliminated consumption burnout.
. Loyalty, membership cycle of members. The so -called customer life cycle refers to the process of birth, growth, maturity, aging, and death like a customer for merchants. For catering companies, the life cycle of customers directly determines the life cycle of catering companies.
The core users of membership marketing are old customers. Old customers mainly pay attention to their "special treatment". The restaurant learns on the membership group to analyze the preferences of a member and understand what he likes to eat, such as waiting for him Send that dish on your birthday, then you will bring a mysterious feeling and respect for customers, and even say that you have a sense of belonging to the restaurant. As a result, the humanization and brand image of the restaurant have a good effect.