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Your café positioning on the market is important to determine further ways of development. How to occupy a leading place in its niche? Today we will provide you with some tips and tricks of the right marketing strategy.
Thinking about opening a successful café, coffee shop or a restaurant? The essential component of your business plan should be a marketing plan. It contributes in defining the positioning of the café on the market and in producing a clear picture in the mind of the target audience. The picture is closely linked with the brand, its reputation, mission and values. Let’s consider the basic approaches which will help to make the right choice.
Every business needs to begin with marketing researches. Even if a brilliant idea comes to your mind, first you need to evaluate its potential relevance. Unfortunately, trends might not be the same as your dreams but that is no reason for despair. Think of the most famous dishes and products which have been initially rejected by the market and now are firmly established in it and became popular delights.
Classic marketing describes two essential ways of the correct café positioning:
1.Focus «on trends» — it means that the positioning of the café corresponds to the demands of the majority of potential clients.
You might still remember a sushi bar boom when everyone who didn’t taste delicacies from the Land of the Rising Sun, was considered a backward person. It took just several years before sushi-bars became ubiquitous in city infrastructure.
Today’s trends, in fact, don’t have any trends. No styles or concepts are imposed. Gourmets and amateurs appreciate their own identity, a punch line of the establishment. People aspire to differences and singularity which they can talk about to others, especially in the social networks where everyone is keen to promote his/her own brand.
Even an ordinary coffee shop might become a unique place. Interior design, beverages service, a unique atmosphere and pleasant surprises have memorable impact and encourage visiting the place again and again.
2.Focus «on dreams». The greatest achievements of Mankind started with wildest dreams; however, not all of them came true. Colgate dramatically failed, for instance, in an attempt to expand beyond its traditional businesses into new food areas. The idea to get the brand’s fans on a loop «have a meal — brush your teeth» appeared, to say the least, very naïve.
If you are able to pay heed to the market, to understand its needs, then a must-have notion won’t hang over you anymore. It relates to a bygone era of the tyranny of trends when certain products or brands were pushed around the market.
Today you’ve got the opportunity to understand the market needs and wants, and to do it quickly and with high accuracy. If you can provide it with what it wants, it will be perfect. But if you can give more to it, to exceed its expectations, to form a new demand, it will be just fabulous.
When our team has just started promoting electronic menu, we came out to real people who were owners and visitors of cafés and restaurants. We conducted several interviews asking questions which were interesting to answer to. Questions were built regarding interlocutors’ point of view.
«What do you think about the electronic menu, is it more beneficial than a paper one? Will it be paid off?»
«Would you like your prepared meals to be delivered more quickly?»
A restaurant owner or a visitor was happy to share his/her opinion and we were able to define the demand on electronic menu. Our goal wasn’t to change the market relevance. Instead, it was important for us to hear all kind of answers: positive, negative or neutral. So, we could figure out expectations of potential subscribers and users.
Provide people with what they need by showing the most appropriate solution to their problem. That way, you won’t have to push your product around the market. People won’t just buy it once but they will come back and buy it again and again.
Once you have defined the market needs, it’s time to deal with your marketing plan details:
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