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原来外卖有这么多讲究!

时间:2018.08.14 来源:http://www.weidaoshang.cn

长久以来,商河网络公司中国人的就餐形式一直是以堂食和做饭为主,如今外卖已经悄然打破传统格局,逐步演变为第三种常规的就餐方式。在火热外卖市场的鼓舞之下,越来越多的创业者投身餐饮市场。
For a long time, Chinese dining has been dominated by dining and cooking, but now takeout has quietly broken the traditional pattern and gradually evolved into the third conventional way of dining. Encouraged by the hot takeaway market, more and more entrepreneurs are catering to the catering market.
互联网的发展使许多传统行业迎来了全面改革时期,互联网外卖的巨大市场不仅吸引了众多创业人员的目光,也赢得了很多传统餐饮行业者的青睐,许多传统线下餐厅纷纷涉足线上领域,加入互联网订餐平台,以实现全新营销渠道的开拓。然而,作为一种新的场景,线上订餐和线下开店需要不同的策略与思路,因此,对于线下门店的餐厅经营者而言,要想成功完成线上转型,也并非易事。
The development of the Internet has ushered in a period of comprehensive reform in many traditional industries. The huge market of Internet takeout has not only attracted the attention of many entrepreneurs, but also won the favor of many traditional restaurants. Many traditional offline restaurants have set foot in the online field and joined the Internet ordering platform to realize brand-new marketing. Channel development. However, as a new scenario, online ordering and offline store opening require different strategies and ideas, so for offline restaurant operators, it is not easy to successfully complete the online transformation.
首先,在加入外卖行业时,一定要充分考虑自身情况,虽然当前外卖行业相对火爆,但是并不适合于所有的餐厅,盲目跟风,很有可能得不偿失。外卖对于菜品形式、利润情况以及出餐速度都有一定的要求,并且要求餐厅一定要有相应的网络设备和人手安排,否则,不建议增加外卖业务,那么,到底什么样的餐厅适合涉足互联网外卖领域呢?

First of all, when joining the takeout industry, we must take full account of their own situation, although the current takeout industry is relatively popular, but not suitable for all restaurants, blindly follow the trend, it is likely to be worthwhile. Takeout has certain requirements for the form of dishes, profit and speed of meals, and requires restaurants to have appropriate network equipment and manpower arrangements, otherwise, do not recommend to increase the takeout business, then, what kind of restaurant is suitable for the field of Internet takeout?

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简单来说,就是该店所经营的菜品品类已经成功培养了一定的消费场景,也就是说,用户已经习惯于在餐厅以外的地方享用你们的产品。
Simply put, the range of dishes the store operates has successfully cultivated a certain consumption scenario, that is, users have become accustomed to enjoying your products outside the restaurant.
举个例子,比如星巴克,其多数用户已经对在办公室、会议室等餐厅以外的消费场景享用星巴克产品非常习惯,因此,对于星巴克而言,增加外卖业务可以说是一件民心所向的事情,成功也自然是意料之中的。
For example, Starbucks, where most users are already accustomed to enjoying Starbucks products outside of their offices, conference rooms and other restaurants, is a popular choice for Starbucks to increase its take-out business, and success is certainly expected.
值得一提的是,当前最适合做外卖的便是快餐小吃类产品,对于那些连主业都没有做好的正餐非连锁品牌,还是不要贸然尝试分散精力在外卖上面。
It is worth mentioning that the most suitable take-out is fast food snack products, for those who do not even have a good main business of dinner non-chain brands, or do not rush to try to diversify energy on take-out.
需要强调的是,外卖不是一个一本万利的生意,虽然不需要付出房租,但是高昂的配送成本同样不容我们忽视。如今,伴随着互联网企业的飞速增长,网上流量红利时期已经过去,外卖的营销成本是呈成上升趋势的,这样的市场情况注定了低毛利的菜品是无法加入外卖大军中的。有意增加外卖业务的餐厅经营者,请一定要确保你的收入在除去营销、人工以及配送成本之后还能有利可图。
It should be emphasized that takeout is not a profitable business, although there is no need to pay rent, but the high cost of distribution can not be ignored. Nowadays, with the rapid growth of Internet enterprises, the period of online traffic dividend has passed, and the marketing cost of take-out is on the rise. This market situation dooms that low-margin dishes can not join the take-out army. Restaurant operators who are interested in increasing take-out business must make sure that your income is profitable after removing marketing, labor, and distribution costs.
太过复杂的菜品会直接影响出餐效率,破坏用户消费体验,因此,这类产品通常是不适合做外卖,做外卖非常重要的一点就是容易操作。
Too complex dishes will directly affect the dining efficiency, destroy the user's consumption experience, so this kind of product is usually not suitable for take-out, do take-out is very important for easy operation.
同时,还需要注意的是,加入线上外卖行列,餐饮工作者一定要做好相关技术培训,将互联网思维和传统经营经验有效结合。同时,要对互联网的主要用户群体——80后、90后的消费习惯有一个充分的认识和了解,从而为自己清晰定位,走差异化路线,在对成本进行有效控制的情况下实现利润的最大化。
At the same time, also need to pay attention to, join the ranks of online takeout, catering workers must do a good job of technical training, the Internet thinking and traditional business experience effective combination. At the same time, we should have a full understanding and understanding of the consumption habits of the main user groups of the Internet - the post-80s and post-90s, so as to make a clear positioning for ourselves, take a differentiated route, and maximize profits under the effective control of costs.
需要强调的是,尽管互联网时代的到来给餐饮行业带来了翻天覆地的变化,但是做线上营销,我们不能过于注重线上的发展而忽略了产品自身,追根究底,互联网只是一种工具,作为餐饮行业,最为核心的问题还是要保证产品本身的品质。
It should be emphasized that, although the arrival of the Internet era has brought tremendous changes to the catering industry, but do online marketing, we can not pay too much attention to the development of the online and ignore the product itself, in the final analysis, the Internet is only a tool, as the catering industry, the core issue is still to ensure that products. Its quality.

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