How to set up the meal discount event
In today's fiercely competitive catering market, full discount activities have become an important means to attract customers and increase sales. How to scientifically set up full discount activities that can not only stimulate consumption but also ensure profits is a skill that catering operators must master. This article will combine the hot topics and hot content on the Internet in the past 10 days to provide you with a structured guide for setting up full discount activities.
1. Core elements of setting up full reduction activities
Based on recent hot discussions in the catering industry, we found that the following key elements must be considered when setting up full discount activities:
| elements | Description | Reference value |
|---|---|---|
| Full reduction threshold | Set a reasonable starting point for consumption amount | It is recommended that 1.5-2 times the per capita consumption |
| Discount strength | The discount ratio should be attractive but not excessive | 15%-30% discount range |
| Activity time | Choose a time period with low customer traffic | Afternoon tea time or late night snack time on weekdays |
| Participating categories | Choose products with higher profits to participate | High-margin products such as drinks and snacks |
2. Case analysis of recent popular discount activities
By analyzing the most discussed food and beverage discount activities on social media in the past 10 days, we found that the following successful cases are worth learning from:
| brand | Activity content | performance data |
|---|---|---|
| An internet celebrity milk tea shop | 8 off for orders over 30, only 2-5pm | Sales increased by 45%, new customers increased by 28% |
| Fast food chain brand | Ladder discounts: 10 off for purchases over 50, 25 off for purchases over 100 | The unit price per customer increased by 32%, and the repurchase rate increased |
| Hotpot chain store | Exclusive for members: 50 off for orders over 200 | Member registration volume increased by 65% |
3. Golden rules for setting up full discount activities
1.psychological price principle: Set full discount thresholds based on consumers’ psychological expectations, such as price anchors such as 29, 49, and 99.
2.profit guarantee principle: Ensure that the gross profit margin of at least 50% can still be maintained after the event, and the upper limit of the discount can be determined through cost accounting.
3.time period differentiation principle: Set different intensity in different time periods, for example, the intensity on weekdays is greater than that on weekends.
4.Ladder preferential principle: Set up multiple levels of full discounts to encourage customers to spend higher amounts.
4. Common misunderstandings in setting up full discount activities
According to recent hot issues discussed in the catering industry, the following misunderstandings need to be avoided:
| Misunderstanding | Correct approach |
|---|---|
| Offers are too generous | Control within a reasonable profit range |
| Activity time is too long | Limit time to create a sense of urgency |
| Participating in too many categories | Selected products participate |
| lack of differentiation | Design different activities for different customer groups |
5. Effect evaluation indicators of full reduction activities
After the activity is implemented, you need to focus on the following key indicators to evaluate the effect:
| indicator | Evaluation criteria |
|---|---|
| sales growth rate | Active period vs non-active period |
| Changes in unit price | Changes in average consumption amount |
| Proportion of new customers | The proportion of new customers in the total customer base |
| Repurchase rate | Return rate of event customers |
6. Full discount activity strategy combined with digital marketing
Recent hot topics show that successful discount campaigns are often closely integrated with digital marketing:
1.Social media warm-up: Publish event notices on Douyin, Xiaohongshu and other platforms 3-5 days in advance.
2.Limited time sale design: Set additional discounts for the top XX people to create a scarcity effect.
3.User fission mechanism: Invite friends to share the discounts and expand the influence of the event.
4.Data analysis and optimization: Adjust campaign intensity and timing based on real-time sales data.
Through the above structured analysis, catering operators can scientifically set up full discount activities to attract customers while ensuring operating profits. Remember, a successful full discount campaign is not a simple price war, but a precise marketing strategy.
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