Ok, the lesson officially begins. In the last issue, I mainly explained the visual effect of digital psychology and the tactile effect of experiential psychology. In this issue, I mainly talk about listening and the illusion of taking advantage.
Choose the right music, you are also a hypnotist.
When you step into a high-end western restaurant, you will hear elegant classical music. When you spend money in a fast food restaurant, you will often hear brisk pop music. You may think that the music played in the restaurant is used to cover up the noise and add atmosphere, but the function of these music is far more than that. Music psychology research shows that the intensity of music will stimulate people's inferior colliculus, thus promoting emotional transformation; The rhythm of music will cause nerve conduction and physiological movement behavior through the emotional ups and downs produced by the lower mound (this is why you shake your legs); The main frequency of music will affect the operation of nerve fibers and cerebral cortex. In other words, seemingly simple music has been affecting your psychological and physical behavior.
Usually, you will find that western restaurants will play soothing classical pure music. According to the psychological research of Leicester University, when classical music is played in restaurants, consumers will feel richer, which will encourage consumers to spend more. Fast food restaurants such as McCann will play lighter music, and these fast-paced concerts will make people eat faster, thus increasing the turnover rate.
Of course, there are also extreme "hypnosis" methods. According to my own experience, I once had a barbecue buffet with my friends. Halfway through the meal, the restaurant BGM changed its style and began to play a series of forgiveness songs such as "You finally became someone else's mistress". Finally, after listening to three or four songs in a row, we are really not in the mood to continue eating. When we got up and walked to the door, we found many consumers waiting in line. We suddenly understood that the purpose of this vulgar BGM is to drive people away. Although it's disgusting, I have to say that the effect of overturning Taiwan is obvious.
Therefore, playing appropriate music is of great benefit to the benefit of the restaurant. However, BGM in San Xiao is still rarely used, and the transaction rate is very high. However, it is estimated that these consumers have greeted your family.
It is best to take advantage.
This is very simple and rude. No one doesn't like to take advantage, unless you are a local tyrant who doesn't buy expensive goods. For example, a simple chestnut, McCann's French fries, a single order 10 yuan, a spicy chicken leg burger 16 yuan, combined into a set meal, as long as 2 1 yuan, French fries will be marked at half price. Consumers will think smugly that I only spent 5 yuan on French fries, but ignore that I actually made McCann more money.
It's easy to ignore that French fries are marked at half price. Putting the "established fact" of price reduction in front of consumers will produce psychological activities of "taking advantage". Without this part of guidance, consumers' psychological activities will even turn into "ordering French fries will be taken advantage of".
Secondly, the product mix is also particular, so we should pay attention to complementarity. The combination of high profit and low profit, the combination of hot-selling products and unpopular dishes, maintain a dynamic balance and promote the sales of various products.
With this combination strategy, we can easily use the psychological illusion of consumers that "I take advantage" to promote consumption and generate more profits.
Summary: At this point, the whole content of the small class of catering psychology is over. If you can use these skills flexibly, the restaurant will definitely improve, not to mention doubling the profit. One last word of caution, BGM. Otherwise, don't say that I taught you to have a bad temper and smash the store ~
PS: Please pay attention to the next lesson and try not to delay ~
If not, which boss's secret must have been discovered by me?