Simply put, positioning is a formula: brand name (or restaurant name) = _ _ _ _ _ _. The content filled in the blank at the back is the location of this trademark or restaurant. This space is filled in by the customer. Of course, it is not the client who uses the pen, but the heart.
When providing positioning planning services for catering enterprises, we often judge whether a restaurant has positioning through customer testing. For example, if we randomly find ten customers, we will name the restaurant and then ask the customers what they think.
According to the customer's answer, there are often three conclusions.
The first conclusion is that the restaurant has a clear positioning. If ten customers say the same word in unison, congratulations to the restaurant. The positioning is clear. This restaurant is either already a brand or has the potential to become a brand. As long as you stick to it, you will soon become a brand.
The second conclusion is that the positioning is not clear. Ten customers were asked, and there were seven or eight answers. Then, the positioning of this restaurant is unclear, so we should focus on an answer as soon as possible, otherwise this restaurant will be more dangerous in the future.
The third conclusion is that there is no positioning. I asked ten customers, and everyone was at a loss and didn't know how to answer. Therefore, this restaurant has no positioning. If the profit model of this restaurant is still true, then this restaurant is now very dangerous.
Give two examples of non-catering industry first, and then give two examples of catering industry.
Suppose I ask ten people, "What do you think when I say the word' Gree'?"
"air conditioning." Almost ten together.
Gree's positioning is air conditioning, so Gree is the leading brand of air conditioning. Gree is the first thing people think of when they buy air conditioners.
Suppose I ask ten people, "What do you think of when I say the word' Haier'?"
"Washing machine, refrigerator, color TV, air conditioner, computer, mobile phone ..." Almost ten mouths and ten voices.
Haier's positioning is not clear, so Haier is not a brand, but a well-known trademark. Haier once had a positioning, and this positioning was the refrigerator. At that time, Haier was the leading brand of refrigerators. It's a pity that Haier destroyed the positioning and made it useless. Haier may be big, but it is big but not strong.
Take the catering industry as an example.
What do you think of when I say "fishing in the sea"?
"Hot pot."
When I say, "Grandma's house, what do you think?"
"?"
Haidilao is positioned as a hot pot, so Haidilao is the leading brand of hot pot.
Grandma's family has no positioning, so grandma's family is not a brand, but a well-known trademark.
We know what positioning is, so why do we need positioning?
Haidilao dug himself a well called "hot pot". Therefore, Haidilao can drink the water from this bucket of Haidilao or the water from this well of hot pot. The water here refers to the consumer groups. The well of hot pot is filled with hot pot consumers-the water is produced by Haidilao and countless other hot pot restaurants.
Grandma has no well, so she can only drink water from her own bucket.
There will always be more water in a well than in a bucket, not only because the well is always bigger than the bucket and stores more water than the bucket, but also because the well has its source and the water keeps flowing.
The purpose of positioning is to dig a well for yourself, and the purpose of making a brand is to seize the most water from the well.
When we eat Haidilao, we will go to Haidilao, and when we eat hot pot, we may also go to Haidilao-at this time, Haidilao will exploit the labor achievements of countless other brands of hot pot restaurants.
We only go when we eat at grandma's house.
I hope this answer can help you! Welcome to ask Tiancai Shanglong questions about the information scheme of catering industry and the use of catering software!