Both sides of dine-in and takeaway are busy, “Meituan Takeaway Resumption Partner” helps thousands of Shanghai catering merchantsFly into the homes of ordinary people
On July 5, Shanghai opened its dine-in restaurants in an orderly manner for a week. The reporter learned that many restaurants have gradually returned to the “lively busyness of the past”. Just this past weekend, many restaurants had long-lost waiting times during the peak dining period, and the delivery guy kept shuttling in front of the restaurant… After three months of dine-in suspension, Shanghai catering merchants are using dine-in, More channels such as take-out have opened up the market and made every effort to regain the “spring” lost due to the epidemic.
Shihaodian is a Hong Kong-style tea restaurant located in Jing’an District. With its delicate and delicious dishes and refreshments, such as pineapple sweet and sour pork, honey-sauce barbecued pork, fried glutinous rice chicken, etc., it has conquered the discerning taste buds of Shanghai people and has also become a weekend gathering for many citizens. , a good place for daily recreation. At present, the turnover of dine-in restaurants has recovered to nearly 70% before the epidemic, and the takeaway income has remained stable compared with the previous month. The boss, Mr. Shi, feels that these days are full of energy.
Mr. Shi, the owner of “Eat Good,” recalled that the ratio of dine-in and take-out was regarding 4:1 before the epidemic. At that time, take-out was mainly taken online by the way, without much thought, let alone online. What is the difference between take-out and dine-in? Dine-in restaurants were closed, and restaurant revenue plummeted. Since the location is located in the core business district, the monthly rent and labor costs of the store are more than 200,000 yuan. Mr. Shi admitted that the pressure is very great. In early June, “Shihaodian” resumed online takeout, and takeout has almost become the only sales channel. Mr. Shi had to start paying attention and thinking regarding how to make takeaways well. In his view, although takeaway income is limited, at least part of the operating costs can be shared.
“I started to do takeout seriously, only to realize that many ideas of dine-in do not work, and many business methods and skills have to be learned from scratch. At the beginning, the order quantity might not come up.” Mr. Shi was a little anxious at the time, and there was a matching takeaway business manager. Introduced the support policy of “Takeaway Resumption Partners” launched by Meituan. According to him, there are special people who come to meet one-on-one to help out the take-out resumption plan. Through online operation data analysis, from take-out menu optimization to marketing activity suggestions, the “take-out resumption partners” teach themselves how to do take-out, online Business picked up quickly. Mr. Shi said: “After that, the store’s exposure rate and in-store conversion rate have increased significantly, and the number of takeaway orders has doubled compared to the beginning of June. At present, the repurchase rate of new customers has reached one-third. It used to be mainly lunch, but now there are more orders for dinner.”
In Mr. Shi’s view, a good tea restaurant should not only have delicious food, but also provide social functions. “Hong Kong-style restaurants are not just as simple as providing food. In tea restaurants, acquaintances sit together and chat is the most comfortable. This relaxed and happy feeling will make people return to customers. So as long as dine-in is open, the old The guests will be back soon.” After a week of dine-in resumption, Mr. Shi said he had regained the familiar sense of busyness. After experiencing the epidemic, he not only wanted to insist on improving the service and experience of dine-in, but also wanted to use sales channels such as takeaway and community group purchases as important sales increments, so as to give his restaurant a “double insurance” for long-term operation.
Different from “Shihaodian”, which has a group of “returning customers”, Xiaohua Lobster was temporarily closed due to the epidemic following only three days of opening in Shanghai. To the surprise of the boss, Mr. Su, one week following the resumption of dine-in in Shanghai, the dine-in business of Xiaohua Lobster has increased significantly. Although there is no retaliatory consumption, it is not much different from before the epidemic. At the same time, the number of takeaway orders Also slightly improved. The boss, Mr. Su, believes that food delivery is not just a sales channel. “In fact, the greatest value of food delivery platforms to store operations is traffic exposure, and online exposure can also drive offline dine-in consumption.”
On May 31, Meituan Waimai announced that it would invest 40 million yuan to set up a team of “takeaway resumption partners” to help Shanghai catering merchants who are temporarily unable to do dine-in to increase their online business income as soon as possible. According to the statistics of Meituan Takeaway, as of the end of June, more than 1,000 Shanghai catering merchants have obtained the free takeaway butler service provided by the “Meituan Takeaway Resumption Partner”. The takeaway steward provides targeted suggestions for the problems faced by different businesses in the process of resuming work, and provides professional support from the aspects of online store decoration, takeaway meal development, menu design optimization, and marketing activity planning. In the past month, the number of out-of-home orders of merchants receiving the help of the takeaway butler service has increased by more than 60% on average compared to before the epidemic, and online revenue has increased significantly.
Xinmin Evening News reporter Yang Shuo
