Internet celebrity restaurants are like Yanxi Palace Raiders Gao Guifei: popular fast, die early? The secret recipe for death is here!

In recent years, online celebrity restaurants have been surging. With the rise of the Internet boom, Internet celebrity restaurants have also become popular. Internet celebrity restaurants from all walks of life have idol halos, and their popularity is overwhelming. Some celebrities are blessed, and some are built with romantic love stories. Brands, the scene of long queues in front of the store really opened my eyes. Out of curiosity, in order to find out, the author also went to "Nice to Meet You" and "Hey Tea" and other online celebrity shops to experience the queue. Recently, I revisited the old place, but found that the "Nice to Meet You" store has disappeared. " "Hey Tea" also no longer has the long queues it used to have.

Recently, "Strategy of Yanxi Palace" has become popular. Could it be that "draft, bedtime, and cold palace" is the fate of Internet celebrity restaurants?

According to authoritative statistics: In 2017, the monthly closure rate of the national catering industry was as high as 10%, and the annual compound closure rate exceeded 100%. In Beijing, Shanghai, Guangzhou and Shenzhen, 160,000 restaurants closed within half a year. In the past three years of 2015, known as the "first year of Internet celebrity restaurants", almost no Internet celebrity restaurants can escape the fate of "one shot, one instant death"!

"Steel queuing to check in, online celebrity shops with flowing water", how did the Internet celebrity shops suddenly become popular, and how did they fall silent? How can these Internet celebrity restaurants break the fate of "short life" and become a century-old Internet celebrity restaurant? Red old shop?

After careful observation, the author found that Internet celebrity restaurants generally have the following characteristics:

One, the name literary

To become an Internet celebrity, first of all, the name of the restaurant must be literary, such as "Nice to meet you", "Miss X is in Chengdu", "Miss X is not waiting for a seat", "So-and-so's little happiness", "XX meet" and so on. It looks like a female classmate with a story. It is said that "Miss Zhao does not wait for a table" This restaurant is the wedding anniversary gift given by the poet Naduo to his wife Zhao Ruohong, isn't it very romantic?

Second, the environment is compelling

Everyone’s income level has increased these days. The new generation born in the 90s and 00s have lived a relatively prosperous life since they were young. This group of people cares more about fashion trends, and is more independent and pursues the display of self-worth. Everyone is no longer satisfied with the pursuit of food. , and take great care of the dining atmosphere, at this time the environment is particularly important. For example, get a small courtyard house at the end of an alley, put some flowers and plants together with petty bourgeoisie music, it will be full of style, or use black technology such as scanning code to order food, VR, robots, drones and so on to create a seamless space. A restaurant full of technology. In short, create a fancy and cool environment suitable for posting on Moments.

Three, the dishes are beautiful

Some people say that checking in online celebrity restaurants should follow the "Self-Cultivation of Internet Celebrity Restaurant Diners"-"The most important thing is to line up, take pictures, retouch pictures, post on Moments, and eat, that's second."

Therefore, the creativity and beauty of the dishes cannot be lost. This is the lifeblood of an online celebrity shop. It has a poetic and picturesque name.

Fourth, creative marketing

The reason why online celebrity shops can become popular overnight is due to creative marketing.

As the saying goes, a restaurant that doesn't know how to market cannot become an Internet celebrity.

Huang Taiji's youthful and interesting copywriting, eye-catching luxury car delivery and the most beautiful proprietress are full of hits;

Uncle Tesi’s hunger marketing, which is popular in the cake industry, is limited to one per person, and the long queue is its biggest advertisement;

Of course, young people's social communication with viral attributes pushes them to the peak of traffic.

As the saying goes, success is Xiao He, and failure is Xiao He. Internet celebrity restaurants can quickly become popular based on the above-mentioned exquisite packaging, but they also quickly collapsed because they paid too much attention to the superficial packaging and ignored the essential demands of more consumers.

So how to build a century-old Internet celebrity store and become a "long-term Internet celebrity"?

1. Return to the core of the product - the taste of dishes is king

The core competitiveness of restaurants still lies in "eating". A restaurant with good looks and a sense of design may be popular for a while, but it still depends on "quality" to be popular for a lifetime. The restaurant should spend more energy on the taste of the dishes, the innovation of the dishes, and the richness of the product line.

Two, enhance the experience

To run a restaurant, you must also have user thinking, consider it from the perspective of consumers, and improve its user experience in an all-round way. Internet celebrity restaurants often become popular overnight, and "wild gourmets" from all walks of life flock to check in, resulting in long queues during meal times. Although queuing is also a way to attract attention, it has to be said that long queuing discourages many potential customers who want to try. For example, the author. It’s much better to order food by scanning codes, which is popular in China now, so every time I sit down in a restaurant, I look for QR codes to scan and feel the joy of “choosing concubines”. Now, there are quite a few similar products, such as Meituan Dianping and Alipay Koubei, which provide software and hardware integrated machines, and Xunlian Lingxi Ordering, which is lighter and does not require hardware investment, are all very good choices.

3. Precision Marketing for Members

Internet celebrity restaurants rely on their Internet celebrity effects to attract many new customers in a short period of time, but few repeat customers. Using light-weight products such as Xunlian Lingxi Ordering, consumers can scan the QR code to become a member, and merchants can carry out precise marketing based on membership tags and various behavior data. The crowd sends coupons for Sichuan cuisine restaurants, and those who love durian pizza can see it on the first screen, and provide customized customer care to user groups of different life stages and values. Isn’t it amazing and caring?

Fourth, improve operational efficiency

Most of the bosses of Internet celebrity restaurants are cross-border catering professionals. They are good at creative marketing, packaging, and catering with traffic thinking, but they know little about restaurant supply chain and operation management. A good SaaS smart catering system can help cross-border restaurant staff to implement intelligent management of the restaurant. Of course, restaurant managers should also learn more, invest more energy in the basic operation of the restaurant, and establish business barriers.

epilogue

Becoming an Internet celebrity has become popular overnight, and it has also made many restaurant owners happy overnight, but it is not so easy to become a "long-term Internet celebrity". In recent years, the collapse of Internet celebrities makes people feel regretful. In fact, they all have the ability to correct the problem and change the future direction. The author believes that the future belongs to catering professionals who are constantly learning and improving, who can make use of their strengths and avoid weaknesses, and keep pace with the times. I hope everyone can become Wei Yingluo in "Story of Yanxi Palace", upgrade and fight monsters all the way, and become the final winner!

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