How to find customers when making group meals

Abstract: Group dining enterprises need to innovate constantly in four aspects: operation mode, marketing mode, service mode and business mode, and move from the background to the front, so as to better adapt to the changes of customers and consumers' needs. To do well in these aspects, there are no customers for group meals. Group meals can be divided into on-site production and catering due to different production places: industrial parks, enterprises, factories, state organs, institutions, schools, hospitals, etc. are generally mainly on-site production; Office buildings, large-scale conferences, large-scale events, flights, etc. are generally based on distribution, so customers can be tapped from these industries. Let's learn more about them together. How to find customers for group meals

1. First, find out the types of customers for group meals

1. Group meals of various companies

A company is an organizational form of an enterprise, and it is a joint group formed to run industry and commerce. The company is the mainstream market for business group meals. Objectively speaking, the requirements are higher, more standardized and more formed? It is a company group meal, mainly for business office buildings.

2. All kinds of enterprise group meals

An enterprise is an entity engaged in economic activities such as production, exchange and consumption. Group meals (business) of various enterprises occupy an important position in the composition of group meals market.

3. Group meals in public institutions

Public institutions refer to culture, education and health that have no operating income, are paid by the state funds and are not subject to economic accounting? Unit. Group meals in public institutions are an area that cannot be ignored in the group meals market.

4. Group meals in government offices and units

Government offices refer to units or institutions that handle things. Group meals in government agencies and units are also an area that cannot be ignored in the group meals market.

5. Group meals in various schools

Group meals in various universities, middle schools and primary schools constitute the so-called "student nutritious meals". The school group meal market is a market that must be done well because of the repeated application of national policies, and it is a group meal market with huge share and unlimited potential.

6. Group meals in various hospitals

A hospital refers to an institution or place where the sick and wounded receive medical assistance. Hospital group meals include not only group meals for doctors, nurses, staff and handymen, but also group meals for patients. It is a group food market with special needs.

7. Military logistics group meals

The military is a special group. Today, with the reform of military group meals, the process of socialization will be further accelerated. Of course, there are some differences between group meals in the army and general group meals, such as food supply for field work and military training, and confidentiality issues.

8. Meals for various meetings and groups

A meeting is a gathering of more than three people to discuss and follow a certain agenda. There are many kinds of meetings, such as fair, trade fair, press conference, sports meeting, job fair and concert? Meeting meals are called meeting group meals, that is, meeting group meals, which are uncertain, large in batch and uninterrupted. The characteristics of.

9. All kinds of activities, group meals

Activities refer to actions with a certain purpose, including all kinds of competitions, games and competitions? Activity meal is called activity group meal. The activity group meal has the characteristics of organization, advance and logic.

second, understand the market prospect of group meals

1. At the level of customer requirements, first of all, group meal customers put forward higher requirements for hygiene standards, ingredients and services. At the same time, more enterprises are willing to choose brand products with food safety, traceability, popularity and reputation as ingredients. Customers hope that group meal enterprises will establish perfect emergency measures, and when food safety problems arise, group meal enterprises will come forward to solve them as soon as possible to protect the vital interests of group meal consumers.

2. At present, the group meal consumers in China are mainly concentrated in first-and second-tier cities, with students and white-collar workers accounting for the highest proportion. The pursuit of healthy quality of group meals by these people is obviously higher than the price, food quantity and other factors, which reflects the upgrading needs of group meal consumers in terms of meal label, health, consumption scenarios and services.

3. Thirdly, from the perspective of group meal enterprises, group meal enterprises are facing a more changeable competition pattern at both ends of supply and demand, which requires them to make more innovations in supply chain, operation mode and service system, and show greater strength in talent training and recruitment.

3. Attracting customers by industry innovation

1. In terms of innovation of operation mode, the escalating demand of group meal customers has stimulated group meal enterprises to step up innovation of operation mode. In 216, from the decoration and layout of the group meal venue, the on-site service mode, to the payment and settlement of the group meal, the group meal is moving towards diversification, refinement and compounding, and the gap with social catering is getting smaller and smaller, which brings a better experience for the group meal users in terms of products, services and after-sales.

2. In terms of marketing model innovation, when all industries have entered the era of comprehensive internet and new media, group meals also need to follow the trend. In the face of the younger group meal users, the marketing model that conforms to the characteristics of these groups can attract their attention. Therefore, the group meal industry is eliminating the traditional marketing model and gradually turning to omni-channel and all-network communication. Group meal enterprises export enterprise values and product information through WeChat subscription number, service number and Weibo, speed up the feedback to consumer demand, increase online services and improve offline services. These practices make old customers more sticky and gain the growth of new customers.

3. In terms of service model innovation, a group of newly emerging group meal enterprises are using digital professional skills to make traditional staff meal and welfare management more intelligent and automated. Group dining enterprises are also integrating a large number of high-quality socialized merchant resources. With abundant supply chain resources, they provide diversified dining services for corporate customers through take-out and in-store service modes, which comprehensively enhances the dining experience of corporate employees.

4. In terms of business model innovation, the group meal industry has changed from internal bidding and tendering to market-oriented operation, and the competition is more open and transparent. At the same time, the group meal industry has shifted from partial fees to service value-added mode, from single sale of group meals to the expansion of service categories, providing project fees for dining solutions, and constantly expanding the types and coverage of group meals.

Group meals development scale and corresponding customers

Although the group meals market is large, the regional development is unbalanced, which is mainly manifested in the close relationship with economic development and openness. The group meals in municipalities directly under the central government, provincial capital cities, southeast cities and coastal cities are developed, while the central and western cities are relatively backward; Group meal customers cover almost all organizational units, including industrial parks, enterprises, factories, state organs, institutions, schools, hospitals, the military, etc. According to the different consumption standards of customers, group meals in China can be divided into high-end market, mid-end market and low-end market. The comparison of various types of markets is as follows:

1. High-end: the consumption standard, the single consumption price is above 15 yuan, the cost is 1 yuan, and the consumer groups are mainly some enterprise groups with better benefits. Customer demand preference order, food safety, food nutrition, consumption efficiency, consumption environment, emergency preparedness, supplier management and service experience and qualification, consumption price, small market scale, high degree of market standardization and high threshold;

2. Mid-range: the single consumption price is above 12 yuan (the cost is 8 yuan), the main customers, some multinational companies, domestic enterprises, government agencies, institutions, etc., and the order of customer demand preference is food safety, food nutrition, consumption efficiency, consumption price, consumption environment, emergency preparedness, supplier management and service experience and qualification; Medium market scale, high degree of market standardization and high threshold;

3. Low-end: one-time consumption in 8 yuan (the cost is 6 yuan). The main customers are domestic small and medium-sized enterprises, some Taiwanese-funded and Korean-funded enterprises mainly engaged in OEM, and domestic enterprises; Customer demand preference order: food safety, consumption price, consumption efficiency, food nutrition, consumption environment, supplier management and service experience and qualification; The market scale is medium, the degree of market standardization is low, and the threshold is low.