Analysis on the service marketing of time-honored restaurants
Abstract: Among the time-honored restaurants in China, the living conditions of many catering enterprises are not satisfactory, but Donglaishun, which has a history of one hundred years, has been developing and growing. From the perspective of service marketing, based on the analysis and research of Donglaishun, this paper hopes to provide some suggestions for some time-honored catering enterprises with problems in management methods and management methods.
Keywords: Donglaishun; Time-honored brand; Service; Marketing
I. Introduction to Donglaishun
Donglaishun was founded in 193, with a history of one hundred years. Donglaishun is a famous old Muslim restaurant designated for foreign-related tourism in Beijing, and a first-class restaurant unit in Beijing. It is famous at home and abroad for its traditional mutton hotpot. Donglaishun focuses on brand-based, catering-based, professional chain as the main line, industrialization experience development as the chain, inherits the fine tradition of honesty and hard work, and constantly innovates to establish a group company with halal characteristics and chain franchise.
second, Donglaishun's service marketing strategy
(I) innovation of catering products
In order to survive and develop in the fierce competition with modern brands, Donglaishun timely adjusted its product strategy and innovated its products according to the changes in market demand.
1. Development of new catering products
In addition to inheriting and developing the experience summarized by predecessors, Donglaishun should constantly develop new products around core products to meet people's diversified needs. For customers when eating? Nutritional catering, seeking new and early adopters? With a good attitude, Donglaishun actively develops new dishes and products that can satisfy consumers' tastes while adhering to traditional characteristics. For example, laver mutton rolls combined with Japanese purple vegetable rolls have renovated the practice of mutton, with beautiful appearance and unique taste.
2, product technology innovation
On the premise of ensuring the distinctive flavor of catering products, Donglaishun introduced advanced technology and equipment in some links, and quantified, standardized, automated and continuous some processing processes, so as to improve the speed and standardization of catering products. It can not only avoid the disadvantage of long and slow Chinese food production process, but more importantly, it can deepen consumers' positioning of mainstream products and lay the groundwork for enhancing consumer loyalty. Donglaishun headquarters has formulated a series of standards and rules. In terms of food standards, eight characteristics of instant-boiled mutton are summarized, namely, fine selection of ingredients, exquisite workmanship, fragrant seasoning, prosperous hot pot, fresh soup at the bottom, crisp sugar and garlic, fine collocation and complete auxiliary materials. At the same time, as the eight elements of rinse food, it is strictly quantified, and there are strict standards for the specific parts of meat, the thickness of knives, the design of dishes and the analysis of color and nutrition.
(2) Chain operation, scale operation
In the catering industry, Chain wind? It blows harder and harder. Chain has become a default economic development trend, and the benefits of economic chain are becoming increasingly obvious. The formation of a new idea of franchise chain has brought unlimited business opportunities to Donglaishun. However, in order to avoid the blindness of franchise chain operation, Donglaishun has formulated the strategy of expanding regional occupation of provincial capital, moderate development and multi-level chain development. On the level of chain development, Donglaishun adopted a new strategy, from the original headquarters? Single store development for some areas to implement headquarters? Regional division? The marketing management of a single store. In order to give full play to the scale advantage of the chain, the company has further moved closer to regionalization and networking in the marketing of distribution centers. As for the main ingredients of Donglaishun chain store, Donglaishun takes the chain store? Unified distribution? 、? Uniform quality? 、? Unified logo? 、? Uniform clothing? 、? Unified publicity? 、? Unified training? The six unification policies make Donglaishun able to preserve its original flavor in all places. Rely on local chain stores to expand the local retail market, and each store will develop and operate varieties on behalf of the headquarters, so that the operating scale of Donglaishun will continue to expand and the operating income will continue to increase.
(III) Service process innovation
Donglaishun carries out service process innovation according to customers' new demands for services, that is, it adjusts and innovates service processes and norms according to customers' constantly changing and upgrading demands to meet consumers' demands. For example, for family gatherings, Donglaishun service staff will provide different services according to people of different ages. For the customers who come to Donglaishun for dinner for the first time, the service staff will advise them to order dishes with different prices according to their different consumption levels. For the time-honored specialty dishes, they should also introduce the eating method and the profound cultural background behind the dishes to the customers, so that they can feel that they have gained something.
(4) Attach importance to staff training, establish a good enterprise management mechanism
Strengthen staff's service consciousness, and all staff should realize that polite hospitality is the core of catering service and an important factor to win customers. Donglaishun improves employees' service skills through training, and emphasizes the personalization of the whole enterprise culture and service, so that customers can truly feel the cultural background of Donglaishun through the services of these employees, and better show the image of the enterprise in line with rich history and culture. In order to ensure the service of chain stores, the company established Donglaishun Training Center to train practical technicians, service personnel and management personnel for chain enterprises.
3. Enlightenment of Donglaishun on the operation of time-honored catering enterprises
Donglaishun's successful experience in service marketing is worth learning from other time-honored hotels. In terms of service, Donglaishun has formulated a series of service specifications, which have strict requirements in service content, service mode, service time and service scope to meet the requirements of modern market competition. However, the attitude of waiters in some time-honored catering enterprises in China is more serious and respectful. For these time-honored enterprises, corresponding standards should be formulated in terms of service to standardize catering services, and the quality standards that catering enterprises should meet in all aspects of contact with customers should be stipulated, such as unifying every service detail of service personnel, such as pulling chairs and lighting cigarettes, so as to improve service quality and win customers' recognition.
in marketing? Donglaishun? Adopting modern marketing concepts and marketing strategies, on the one hand, Donglaishun introduced chain operation to create a new brand chain development model, which strengthened Donglaishun and made the brand more brilliant. At the same time, Donglaishun strictly controls chain stores in terms of operation norms, product promotion and site selection, and severely cracks down on counterfeit stores to protect the legitimate interests of franchisees. Donglaishun? Cloning of the gene has been achieved in different parts of the country. However, most time-honored enterprises are used to looking at the changing market with traditional ideas, and participating in the fierce market competition with the business mode of profiteering formed under the conditions of commodity shortage and seller's market for a long time. Under the conditions of abundant commodities, buyer's market and meager profit, they lack modern market-oriented marketing concepts and corresponding marketing strategies. For these time-honored catering enterprises, we should strengthen the awareness of trademarks and business know-how, complete the registration and registration of service trademarks and product trademarks as soon as possible, sum up the business experience of the enterprises as soon as possible, and strive to standardize and standardize them, so as to form corresponding operating rules for management. At the same time, we can give priority to regional promotion and gradually develop national or even transnational chain operation. At the initial stage of implementing chain operation, we will implement regional operation and then move towards national or transnational chain operation when conditions are ripe.
On the other hand, in terms of product innovation, Donglaishun pursues new ideas not only in product practices but also in product technology. While managing the specialty dishes in the store, Donglaishun introduced a series of new dishes in combination with the needs of today's consumers. Not only has the market appeal and market share, but it will also stand out among the catering enterprises. The introduction of advanced technology and equipment has improved the speed and standardization of catering products. However, in order to simply pursue product characteristics, most time-honored brands do not pay attention to product innovation and development, and they have been consistent for decades or even hundreds of years, which cannot meet the diversified needs of consumers. In addition, time-honored restaurants have been operated by hand for a long time, and there is no clear quality and technical standard, so it is hard for future generations to find its true meaning. These time-honored enterprises should pay attention to the scientificity and nutrition of products according to the changes of consumers' tastes, and develop new products moderately, especially deep processing on core products. At the same time, time-honored enterprises should actively adopt advanced technology and equipment and constantly increase their technical content. Transform traditional processing equipment and production technology, and introduce industrialized production methods. Promote the industrial upgrading of time-honored enterprises and give full play to their brand advantages in market competition.