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微信小程序如何帮助餐饮行业实现盈利?

时间:2019.03.25 来源:http://www.weidaoshang.cn

在互联网时代,所有行业的竞争无论是时间维度还是空间维度都是不断扩大的,餐饮业的运营肯定也是绕不开的。而由于微信小程序的出现,更是给餐饮业开放了另一个空间,特别是“附近的小程序”功能,让顾客还未到店就已经与餐厅产生关联,并在就餐和餐后依旧发挥作用。
In the Internet era, the competition of all industries is expanding in both time and space dimensions, and the operation of catering industry is bound to be inseparable. Because of the emergence of Wechat applet, it opens up another space for catering industry, especially the function of "nearby applet", which enables customers to connect with restaurants before they arrive, and still plays a role after meals and meals.
一、到店小程序已抢占先机

1. Shop arrival procedures have taken the lead

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很多餐饮老板认为,顾客进入餐厅后服务才算开始,顾客离店时服务自然也就终止,餐厅只要面对面服务好顾客就行了,所以餐饮老板们尤其关注选址、装修、灯光、出品、菜单这些店内可感知的因素。但是,顾客进店后的场景,只是众多经营环节中的一环。在顾客进店前,竞争就已经开始了。
Many restaurant owners believe that the service begins only after the customer enters the restaurant, and the service will naturally end when the customer leaves the restaurant. As long as the restaurant serves the customer face-to-face, the restaurant owners pay special attention to the perceptible factors such as location, decoration, lighting, product and menu. However, the scene after customers enter the store is only one part of many business links. Competition begins before customers enter the store.
微信附近的小程序和朋友圈广告能够很好地促进用户餐前的到店转化,用户打开附近的小程序即可发现周边餐馆;朋友圈本地推广能够精准辐射餐厅周边人群,将自然流量和用户引导到门店。
The small programs and circle of friends advertisements near Wechat can well promote the transformation of customers to the restaurant before meals. The users can find the surrounding restaurants by opening the small programs nearby. The local promotion of circle of friends can precisely radiate the crowd around the restaurant, and guide the natural flow and users to the stores.
二、就餐:用好会员系统盘活线下流量
2. Dining: Make good use of the off-line flow of the membership system
就餐环节,如何提升用户体验,把消费顾客转化成为会员?微信小程序提供自助点餐、在线买单功能,顾客通过小程序可以自助点餐,提升就餐体验的同时,还能节约时间,提高餐厅翻台率。而在餐后买单环节,系统能够自动判断顾客是否是会员,如果还不是会员,则触发消费即会员能力,吸引非会员转化为会员;如果已是会员,则自动触发消费有礼,发放相应会员权益到用户的账户中,鼓励会员再次消费。
In the dining section, how to enhance the user experience and transform the consumer into a member? Wechat applet provides the functions of self-service ordering and online billing. Customers can order their own meals through the applet, which can improve the dining experience, save time and improve the turnover rate of restaurants. In the post-meal billing link, the system can automatically determine whether the customer is a member or not. If not, it triggers consumption, that is, membership ability, and attracts non-members to convert into members. If already a member, it automatically triggers consumption courtesy, distributes the corresponding membership rights and interests to the user's account, and encourages members to consume again.
如今线上流量越来越贵,线下餐饮老板要把线下的流量管理起来,因为餐厅本身就带有流量属性,只要餐厅将自带的流量运营好,就能形成自有的流量洼地,沉淀自己的会员。

Nowadays, the online traffic is more and more expensive. The offline restaurant owner should manage the offline traffic, because the restaurant itself has the traffic attribute. As long as the restaurant operates its own traffic well, it can form its own flow depression and deposit its members.

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三、餐后:“小程序+公众号”唤醒沉睡客户
3. After dinner, "Small Procedures + Public Number" awakens Sleeping customers
顾客餐后离店,服务并未终止,餐后的关系营销才刚刚开始。餐厅最怕的就是好不容易吸引了很多新会员,但是他们却在领了会员卡之后再没来消费过,或者来了一两次就不来了,反而成为了沉睡会员。那么餐厅如何维系用户关系,鼓励用户再来?想要了解更多微信小程序运营知识,欢迎与小编交流。
Customers leave the restaurant after meals, the service is not terminated, and the relationship marketing after meals has just begun. The most terrible thing about restaurants is that they have attracted many new members, but they haven't come to consume after they get membership cards, or they don't come once or twice, instead they become sleeping members. So how can restaurants maintain user relationships and encourage users to come back? Want to know more about Wechat applet operation knowledge, welcome to communicate with Editor.

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