How to position catering enterprises and how to do catering brand positioning

Catering brand positioning refers to the commercial decision-making of the restaurant chain franchise on the basis of market positioning and product positioning, the cultural orientation and personality differences of the specific answering brand, which is the process of establishing a brand image related to the target market and the slow result of the disadvantages. In other words, brand positioning refers to determining an appropriate market position for a particular brand, so that the restaurant can occupy a special position in the hearts of consumers.

Brand positioning is the primary task of brand management, the foundation of brand building, and the premise of successful brand management. F&B brand positioning plays an immeasurable role in brand management and marketing. If you can't effectively position your brand to establish a unique brand personality and image that consumers can recognize, your own catering franchise will inevitably be submerged in other food and beverage stores with similar catering products, environmental decoration and services.

Catering brand positioning refers to the commercial decision-making of a specific brand on the basis of market positioning and product positioning, which is the process and result of establishing a brand image related to the target market. In other words, brand positioning refers to determining an appropriate market position for a particular brand, so that the restaurant can occupy a special position in the hearts of consumers.

Brand positioning is the primary task of brand management, the basis of brand building, and the premise of successful brand management. Catering brand positioning plays an immeasurable role in brand management and marketing. If you can't effectively position your brand to establish a unique brand personality and image that consumers can recognize, your own catering franchise will inevitably be submerged in other catering stores with similar catering products, environmental decoration and services.

The answer is: no!!

This is the most common mistake for start-ups, in fact, comrades who are ambitious to start a business often think that as long as their products and services are the best, low enough, someone must come to buy.

Something that seems obvious makes sense is often not. Take the catering industry as an example, if your positioning is mass consumption, therefore, it is not wrong to set a low price and choose a location for low- and middle-income people; However, if you feel that your current environment is not good enough, so, in order to provide consumers with the best value in your mind, spend a lot of money to decorate to the extent of a 3-star hotel, and the production is not bad, so it is expected that when the best is low, and the environment, service, and production have reached 5 stars, there will be a surplus of customers.

The answer is: no!!

Please keep in mind that confusion in positioning is the reason why many restaurants fail!

When you position the restaurant as mass consumption, your decoration must be popular, and it seems that the more popular the more appetizing the better, rather than blindly piling up the elements you think are good, because, if the restaurant is located for medium and low customers, if the decoration is luxurious, the waiters are polite and well-trained, it will 100% scare off consumers, or make people feel uncomfortable and unable to relax and eat.

As for the production, it's good to be on par with your pricing, and it's good to go a little bit out of the picture, otherwise you're going to face a big problem with your costs.

1-star positioning, it is necessary to achieve 1-star decoration, 1-star customers, 1-star ** and 1-star production!!

In the same way, the positioning of 3 stars should be 3 stars for decoration, 3 stars for customers, 3 stars for ** and 3 stars for production!!

It would be better if it could be more distinctive in terms of production and add half a star, but don't do 3-star decoration, 3-star service, 1-star **!

Because this strategy, which is called best value in marketing, is even taught in textbooks, it is easy for consumers to be confused and make marketing fall into an embarrassing situation. Of course, that's not the worst of all, the worst thing is that it will quickly drain your cash flow! And the meager profits, which cannot cover the high operating costs, will quickly make you go home.

Successful fast food restaurants are basically located in **, decorated by the public, produced averagely, with diverse choices and low prices! That's clear positioning. On the contrary, in Hong Kong, I have seen a restaurant with the worst business in Sham Shui Po District, and I went to eat it with friends for research, and it turned out that decoration = Western restaurant + children's restaurant, **= tea restaurant, service = tea restaurant, production = tea restaurant + Chinese restaurant + Western restaurant +**!!

Think about it, how would you feel if you are a consumer with such a positioning?