How does Haidilao do word of mouth marketing?

Founded in 1994, Haidilao is a large-scale cross-provincial direct-sales catering brand hot pot restaurant that mainly operates Sichuan-style hot pot and integrates the characteristics of hot pot from all over the world. There are directly operated chain restaurants in Jianyang, Beijing, Shanghai, Shenyang, Tianjin, Shijiazhuang, Xi'an, Zhengzhou, Nanjing, Guangzhou, Shenzhen, Hefei, Wuhan and other cities.

1. The service attitude is very good.

Because there are many diners and there are often queues, the restaurant provides free manicures, shoes, and hand care for customers who are waiting; Complimentary drinks, snacks and fruits. And the waiters come from all over the world, you can find fellow service, and the attitude is very enthusiastic. The service is considerate, and there will even be a special person in the bathroom, including turning on the faucet, squeezing hand sanitizer, handing paper towels, etc.

2. The taste is authentic and the characteristics are outstanding.

Haidilao hot pot has more than 10 kinds of pot bases, such as: butter hot pot, mandarin duck hot pot, tomato hot pot, mushroom soup pot, etc. **Slightly different by region.

Most stores have self-service seasoning stations, with about 20 kinds of seasonings, you can mix them according to your own taste preferences; In addition, there are free fruits, which vary according to the season, such as: cherry tomatoes, cantaloupe, watermelon, etc.; There will also be millet porridge or white fungus soup.

3. Good quality and low price.

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Haidilao does service, and customers feel good and promote themselves.

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The current status of Haidilao's marketing: a variety of marketing strategies have been adopted, including online, offline and social** promotion. Haidilao's offline stores are located in very good locations, and the store opening speed is very fast, and there are businesses in major cities across the country.

Haidilao's online promotion is also quite popular, allowing customers to order on the store and pick up takeaway hot pot at the store. Haidilao has also partnered with some well-known bloggers and influencers to attract more customers. Haidilao is a very successful example and has achieved good results in marketing.

In addition to the above marketing strategies, Haidilao has also noticed the importance of membership and customer experience. Haidilao has implemented a major program called the All-Around Customer Experience Program, which focuses on improving customer satisfaction and overall customer experience. In addition to providing high-quality food and services, Haidilao will also launch some special services, such as pick-up and drop-off services, as well as convenient ways to make reservations, queue up, pay bills, etc.

In addition, Haidilao is constantly updating its menu by exploring new hot pot cultures to ensure that its brand remains fresh and attractive. Overall, Haidilao's marketing status quo Huque is quite successful, not only using a variety of marketing strategies, but also working to improve the customer experience. Haidilao can be used as a reference and learning to improve customer satisfaction and brand reputation of other brands.

1. Sentimental marketing:

Everyone needs to care and be cared for, and this care is based on the belief that all men are created equal" Daniel Zhang, the founder of Haidilao, has successfully made Haidilao have an irreproducible business model by fully stimulating the enthusiasm of every employee to treat Haidilao as a writer. Haidilao has created a model of China's catering service industry, from corporate management to brand building, it reflects its unobtrusive sentimental marketing.

Haidilao not only creates a relationship of trust between employees and enterprises, bosses and employees, and enterprises and customers. Haidilao's cultural concept emphasizes caring for employees and giving them a sense of belonging like home. Haidilao's employee benefits not only include comfortable food, clothing, housing and transportation, but also family leave, children's school allowance, and a good promotion rating system.

2. Service Marketing:

The high-quality services that consumers can enjoy in Haidilao include: valet parking, free car wiping; The waiting area provides free services such as shoe shine and nail art; Provide aprons, mobile phone bags, glasses cloth, rubber bands and hairpins, cushions, toys, cosmetics and other items according to different groups of people; Each table is equipped with a waiter, with sauces and dishes; Familiarize yourself with the customer's name; Waiters can use their power to change dishes, deliver food, discount, or free orders for customers.

Lock-up management of the headquarters

The headquarters has given the store manager greater autonomy to operate, such as the hiring, termination, promotion, discount, personalized service of store employees, etc., but the headquarters has unified control of system risks, provided core resources and optional services for the store, and realized "lock management".

Store assessment and food safety risk management. The headquarters evaluates the stores on a quarterly basis, and only takes customer satisfaction and employee effort as KPL indicators, and does not assess store operation or financial indicators.

The assessment results are divided into three grades: A, B, and C, which represent excellent, good, and unqualified, respectively; Once it is rated C, the store manager is not allowed to open a new store in the next quarter, and once there is a total accident of the Food Safety and Management Bureau, the store will be directly rated as C. Through this assessment mechanism, the development of the store and the control of risks are balanced.

Control core management functions. The headquarters effectively controls the core links of store management, including expansion strategy, food safety, information technology and chain management, etc., to ensure standardization and large-scale growth.