Food and beverage takeout sales range from 200 to 8,000 orders per month. These methods must be mastered

As a senior takeout foodie, I also browse Meituan at noon every day. Confused about what to order. Personally, I don’t have any special requirements for food, as long as it’s delicious, so when I order takeout, I first look at the ratings and rankings, then the dishes, and finally the reviews. This is also the common operating procedure.

A boss once told me that once a customer ordered takeout and ordered Malatang. After receiving the meal, he found that his favorite noodles were not available because the waiter had forgotten them. After consultation over the phone, it was found that since it was Malatang, Kuanfen couldn't make it alone, and there was no way for the customer to apply for a refund in the background. This order would be considered a treat for the customer. But later I found out that I still received bad reviews.

Customer reviews are the lifeline of takeout merchants, but there are many factors that affect store rankings, such as sales volume, conversion rate, delivery service, etc. A high ranking of a takeaway shop is not necessarily because it is delicious, and a low ranking is not necessarily because it is unpalatable. However, the ranking of a store directly affects the sales of dishes. Today, I will share with you the following points on how to improve the ranking of the store.

1. Takeaway store decoration

1. Store avatar

The takeaway store avatar is the first impression that customers have of us. If the profile picture is not good, customers will simply ignore it. Because Meituan has at least 4 stores on one page, it is easy for us to compare the differences. For example, among the 4 stores below, which store will you order first?

If I have no problem with my aesthetics, I believe that most people will order the third one first, followed by the second one. The customer consumption scenarios of takeaway platforms are different from those of offline restaurants, and the selection cost is extremely low. If a store cannot attract customers' attention, it will be snatched away by other stores when customers swipe their screens. And how to choose an eye-catching avatar?

First of all, the composition should be simple, with no more than 3 main colors. The number of words should not be too many, about 4 is best. You don’t need to stuff the entire store name into the avatar, because your store name is next to the avatar.

The store avatar should be eye-catching and have strong visual impact. Avatars mostly use warm colors, because warm colors can increase appetite, and they also have good visual effects and strong saturation. Eye-catching avatars can capture the hearts of customers in a very short time and encourage them to enter the store.

Don’t use dishes as avatars. Unless your dishes are exquisite and can highlight the characteristics of the store, don't easily use dishes as avatars, because customers will find it very casual. For example, the store avatar in the picture below makes people feel very casual, and the picture is not that good-looking.

It is best to use simple visual highlights to highlight symbols. Because simple symbols are impressive and easy to remember by customers. For example, with the avatars of McDonald's, Dicos, and Haidilao, customers can tell what they are buying at a glance.

2. Store sign

The store sign is at the top, and customers’ attention span is very short, so the content should be straightforward and conspicuous, without beating around the bush. You can compare the two shop signs below, real screenshots, the upper part has not been trimmed.

It’s not that I have anything to do with the first porridge shop. The shop’s signboard is really good and full of details. The name of the store is enlarged in the middle, and the content is straightforward. At first glance, it looks like it makes porridge.

Store signboards can also be used for other purposes, such as writing a brightly colored "click to collect" directly on the store signboard, or for a chain store, you can write "franchise hotline". Set it according to your own needs, but the basic principle remains the same, it is straightforward.

3. In-store posters

In-store posters should be set up to focus on a main event, not too many, just one. What is the content of the activity? Clearly express the product, price, and points that attract customers. Excellent case: McDonald’s event is priced at 9.9 yuan per day. The product is McSpicy Chicken Wings. The time is also explained. The whole picture looks very small, but the amount of information is sufficient.

4. Product pictures

Product pictures should be clear, and the shooting angle should be consistent with the background tone.

For example, in some stores, the product background remains highly consistent, and the product shooting angle is slightly tilted from directly above.

If the angle, container, and background of each product are inconsistent, it will give the impression that it is pieced together. It may be copied from other places and does not represent the dish itself. It is difficult for customers to place orders.

5. Product description

Accurate ingredients and portions are better than subjective descriptions. Even when I go to buy tea, I always wonder what is the difference between a small cup and a large cup? Which one should I buy? Often there is a big difference between the actual object and your own subjective perception.

I found two products for you to compare. First of all, it is divided into two aspects. The cappuccino shows about 245 grams, and the pineapple kumquat milk green only shows 1 cup; the cappuccino shopkeeper’s description is also Be more attentive, bring enjoyment scenes, and stimulate customers' desire to experience; in addition, the ingredients are clearly stated in cappuccino.

After comparison, the product description gives customers a different intuitive feeling. If the customer cannot get accurate information, how much does it cost? Is it enough to eat? This reduces the chance of customers placing an order.

6. Menu category name

The menu category should have a uniform number of words, be clear and concise, and not be too long to save customers reading time. If the category name is too long, part of the content will not be displayed, or even only the content will be displayed. In this way, the menu classification will not be simple and fast for customers.

2. Improve service

High-scoring reviews are often not due to more positive reviews, but because of fewer negative reviews. Improve the quality of your service to gain favor from customers. It is not certain that you will receive good reviews, but there will also be no negative reviews. The quality of service is mainly reflected in two aspects: distribution service and after-sales service.

1. Delivery service

Many people will say that delivery is not a matter of Meituan riders? In fact, this is not the case. Delivery services should be measured from many aspects. For example, the packaging must be strict, especially for meals with soup. We must cover the lunch box tightly and add a layer of plastic wrap on the outer packaging to prevent leakage. And don’t miss out. Nowadays, customers have to buy tableware with money. Many office workers don’t bring tableware when ordering takeout.

There is also a boss who received a lot of bad reviews due to delivery problems, such as time overtime, food leakage, etc., so he also uses the WeChat mini program mall to send product mini programs to old customers who have added WeChat before. , customers place orders directly on it and then deliver it themselves. But I didn’t last long because I was too busy and didn’t have time.

He said that in the end he used third-party delivery on the mini program mall, which was pretty good. Because the third-party delivery time is set relatively rigidly, and the order quantity delivered at one time is also relatively small. The advantage of using a mini program mall is that you don’t need to pay extra commission to the food delivery platform; the customers are all old customers, which increases the repurchase rate of old customers.

Careful merchants can also add some small gifts to the takeout bags to increase customers' favor. For example, it doesn’t cost much to put a pen in the takeout delivered to office workers. It doesn’t cost much to wholesale some pens from Taobao; if the customer is a child, you can give a little yellow duck as a gift.

2. After-sales processing

Responsive to unexpected situations and food problems caused by external factors or our own factors, timely response is our attitude towards catering services. Because there are all kinds of customers, some have bad tempers and some have stubborn tempers, we cannot solve all problems, so what we have to do is to find out the cause of the problem and make improvements to avoid it happening again.

The best management method is to implement it on the responsible person. Many bosses use the handling of positive and negative reviews as an assessment indicator for the responsible person. The responsibility of the responsible person is to find out the cause of the problem. Is it a problem with the dishes or the side dishes? Is it a packaging problem or a delivery problem? Create solutions for specific causes.

If you want to achieve monthly takeout sales of 9999, the store ranking must go up, and the store ranking is closely related to store decoration and service quality. Good store ranking can improve customer conversion, and good service can bring praise to the store.

I am Nan

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Good ingredients and good methods

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