How will big data transform the catering industry?
Two years ago, ordering food with IPDA was a new thing for the catering industry. But two years later, this novelty is just a drop in the ocean. Recently, McDonald's actually launched its own hamburger project in the China market, providing consumers with 24 kinds of ingredients, allowing them to match themselves on a large mat of half a square meter, and then paying by credit card. I have eaten Uncle McDonald's hamburger in China for 25 years, and I have never done it before.
McDonald's is just an example. Under the fiery concepts of mobile Internet and internet plus, we never think that the familiar consumption scene of catering is actually cool. Because before I went to the restaurant, I could only use UnionPay to swipe my card, but now various more convenient payments such as WeChat and Alipay have been gradually stifled. In the past, when we went out to eat, we had to go to the restaurant honestly, even when we were busy, but now we can easily order a takeaway with our mobile phone, or book a table in advance with our mobile phone, and order the food by the way. When we get to the restaurant, the table is already full.
The digital transformation of the catering industry has generally arrived. But behind these digital experiences, there is still a lot of room-the use of big data.
Now the data has penetrated into every industry. The mining and application of massive data by enterprises indicates that a new growth port has been opened. What exactly is big data? Take the clothing industry as an example. A multi-billion-scale enterprise has at least millions of consumers. If we can master the data of these consumers one by one through the system and make a good analysis, clothing enterprises can well understand the consumption needs of consumers in different regions, so that enterprises can conduct more targeted research and development in production, put personalized products on the market more accurately and serve consumers better.
Compared with the clothing industry, even the same dish in different stores of the same catering brand may taste different, so catering is not a standard consumer product. Some people may suspect that catering is an industry with strong leisure consumption. How significant can big data mining be?
We may wish to reverse the application of big data in the catering industry from the development track of other industries. To collect big data, we must first generate customer account information. This account information can record the guest's evaluation of restaurant products and services; It can record consumers' special consumption preferences, spending power and even their waiting time and meal time. These data can provide a basis for restaurants to recommend reasonable recipes to their guests.
Specifically, you may be exposed to the following consumption scenarios. For example, when a restaurant introduces a new beef dish, the system will automatically push the information to the mobile phones of consumers who like beef. For example, if a restaurant finds its own dish particularly popular and wants to develop it into an industrialized product and enter the family, then the system can accurately find the consumers who like this dish for feedback and consumption testing, and even these consumers are likely to be the first seed users of this new product in the future.
In short, the significance of the application of big data in the catering industry lies in saving costs, improving management, improving customers and performance, and improving the service experience of consumers for catering enterprises.
But one thing is worth noting. The so-called big data, now for the catering industry, only exposed the black. At present, many catering enterprises collect data from membership management system, but collecting information is only the first step, and there are a lot of data analysis. And this piece, most catering companies don't know how to do it. In addition, to make these data really work, it needs a stage of refined operation, and it may take a long period to see the effect. At this point, even a mature restaurant chain like McDonald's admits to the author that its application of big data is still in its infancy.
But we might as well think boldly. One day, you are hungry on your way home from work, and you are about to call for a spicy bacon pizza to take home for a full meal, but the operator in the restaurant may tell you, "Madam, may I suggest you try another pizza? Because the background monitored that you had a sore throat two days ago, you went to the hospital. " And if you are hesitating about ordering pizza, the operator may remind you again: "Madam, you have ordered cheese pizza several times before. Do you want to continue to order cheese pizza or try our new taste recently? " When you give your home address after placing an order, the operator may remind you: "Madam, according to the positioning information displayed on your mobile phone, your nearest store is about 300 meters away. If you choose to pick it up at the store, you will receive the pizza half an hour before our delivery time. "
This consumption scene seems a bit "scary", but the future is not impossible.
That's what Bian Xiao shared with you about how big data will change the catering industry. For more information, you can pay attention to Global Ivy and share more dry goods.