Why do kung fu and 72nd street both like to push packages?

Good package design can not only effectively improve customer unit price, but also play a great role in attracting, retaining and promoting customers to place orders. And that’s exactly why big fast food chains like kungfu and 72nd street like to offer packages.


So how do you design a package?

Many restaurants have low profit, a large part of the reason is that the customer price of the restaurant is too low, resulting in the restaurant has no profit. To solve this problem, restaurants can raise prices. But for many restaurants, it is too difficult to raise prices, and may lead to customer loss.

If this is the case, the restaurant can change the way, to take the custom meal way, perhaps have a good effect. And that’s exactly why big fast food chains like kungfu and 72nd street like to offer packages.

So, what are the elements of a good package design?

01 the price should be affordable

The so-called package is to sell multiple products to customers in a package, so the price is naturally lower than the original price of the product, otherwise the package is meaningless.

So the question is, if the package is less than the original price of the product, how to reduce the price? What’s the difference with a sale?

It has to do with the combination of packages.

Generally speaking, in the design of the package combination, the restaurant’s drainage products and high premium products should be combined in a package. The drainage products have high sales volume but low profit, while the products with high premium have high gross profit but difficult to increase sales volume. The combination of the two can form a complementary situation.

A high premium product is one where the customer feels expensive but the cost is low and the profit is high. Such as chicken soup, ribs soup and so on. These look tall, in fact, the cost is not high, and do a good taste is very good.

Take a simple example. A noodle restaurant where I used to eat a lot has achieved good results by selling packages.

This noodle shop is reasonably priced, tastes good and sells well, but its gross profit is not high. And the noodle shop has a soup section that, while tasty, may be priced higher, and is not a necessity for diners, and sales have been poor.

Later, the owner of the noodle shop designed a set meal, including noodles and ribs soup, plus an appetizer, and made a certain reduction.

After the launch of the set meal, the customer came into the store to see the set meal, found that after ordering a noodles, if add a few yuan, you can get an original price of 10 yuan of ribs soup and small vegetables, feel more cost-effective, have ordered the set meal. Although the restaurant reduced the price, but the profit is still much higher than a single order of noodles, and soup and vegetables are ready-made, and do not need more artificial.

As a result, the unit price and profit of the noodle shop have gone up, and the customers feel that they have eaten more abundant food at a lower price. Everyone is happy.

02 pricing has a sense of hierarchy

The restaurant’s customers are diverse, and each customer’s needs are different. Some customers like food, in order to eat a heart can spend a lot of money, and some customers pursue economic benefits, life everywhere pinch pennies.

In order to meet the needs of different customers, the package design should also take into account the needs of a variety of customers.

Generally speaking, when designing the package, it can be divided into three levels: the economic package with the staple food as the main food, the super value product with the staple food and high premium products, and the luxury package with the staple food and most high-end products.

For the pursuit of affordable customers, generally choose economic package; For customers who like delicious food, value products are more in line with their needs. The luxury package with high price has its own value despite the low sales volume. On the one hand, it can provide customers with more choices; on the other hand, it can make customers feel that the other two packages are more economical and affordable through the comparison of its super high price.

Conform to eating habits

Set meal design, but also to follow everyone’s eating habits. For example, many consumers are familiar with the combination of soybean milk and youtiao, wonton and xiaolongbao, noodles and side dishes, soup (drinks) and so on are very common combination.

In addition, there are some combinations in line with the concept of consumer diet, such as meat and vegetable collocation, vegetables and soup, low calorie and so on, which should be paid attention to when designing the set meal.

If the restaurant conditions, set meal design should take into account the balanced nutrition, now consumers pursue a healthy diet, if can design this type of set meal, I believe that many consumers can also get the favor.

“Language

Every store faces different situations, set meal design naturally also to change, of course, can not be separated from the original intention of the set meal design, that is to bring benefits to customers, to increase profits for the restaurant.

These two seemingly contradictory, in fact, is not a conflict, set meal design is good, the restaurant turnover increases, the profit has increased naturally; Although the customer consumption went up, but because the set meal is more abundant, the customer will feel real benefit naturally.

If your restaurant set meal design can not meet these two points, then it shows that the set meal needs to be improved, might as well compare?