麻辣诱惑 营销分析.ppt

Spice Spirit Spice Spirit limited company is founded in 2002 in Beijing and up to now , there are 24 branches. In Tianjin, there are 3 branches. The Spice Spirit located in Joy City of Tianjin was opened in June 2012. This restaurant is located on the fourth floor of Joy City. Solutions: Deadline Location Property Lowest comsumption requirements Forbidden using in statutory holiday Forbidden using with other activities Problem 3: the ineffective cost performance Solutions: All the dishes in differnent portion of size, so that guest can take order based on their needs. Use the coupons so that the guest will come again and again. Empower the line employees, so that they can give discounts to the customers according to the situation. Problem 4: Slow speed of serving dishes Do some shopping in Joy City--Hungry--Spice Spirit--Sit down--Order dishes--10 minutes--15 mintues--even 20~30 minutes--Complaints How to improve this situation? Chefs: Improve the cooking speed Waiters: improve the speed of delivering orders to the kitchen They can offer some free snacks ↓ shorter waiting time and fewer complaints Problem 5: Limited target customers target customers: people who like hot and spicy flavor Solution: Develop different degree of hot and spicy Develop some bland dishes Thanks! * Introduction The information of the restaurant  Number of Tables: More than 150 Square feet:1000 square meter Layout: Fashion Core Product: Spicy food Average cost: RMB 80 Target customer groups Age: 20-35mostly Gender: Female Family life cycle: young, single mainly, married write-collars Income:3000-6000RMB Social Class: Middle class/Upper-middle class Psychographic: The person who likes shopping and fashion things Behavioral: The person who like pepper and enjoy sweating experience. Taste: Sichuan Style Spice Hot Selling mode: Sit-down Package snack Ingredients: Almost Seafood Menu item Price: 40~50 RMB per dish 10~20