With the rise of social media, online celebrity dining has attracted more and more attention in recent years. These Internet celebrity restaurants usually have unique decoration styles, tastes or service methods, attracting a large number of consumers to experience them. However, more and more online celebrity restaurants have to close down due to various reasons, which has aroused people's attention and thinking about online celebrity restaurants. Why are these online celebrity restaurants not doing so soon? This article will discuss this issue.
1. Lack of sustainable competitiveness
As we all know, one of the characteristics of Internet celebrity restaurants is their unique decoration style and special dishes. Once these characteristics are imitated, they lose their uniqueness. As time goes by, new restaurants will continue to emerge in the market, and these new restaurants will also have novel decoration styles and tastes to attract consumers' attention. For those Internet celebrity restaurants without sustained competitiveness, they will gradually lose their competitiveness in the market, their business will gradually shrink, and even go bankrupt.
2. Lack of brand culture and management
Internet celebrity restaurants are often excellent in marketing, but they usually lack brand culture and long-term management planning. Many Internet celebrity restaurants are just a whim, without in-depth brand positioning and construction, and without a sound management team and planning. In the early stage of entrepreneurship, entrepreneurs of online celebrity restaurants usually invest a lot in decoration, dishes, etc., but invest little in human resources and management. In this way, once a business problem is encountered, it is difficult to solve it through the strength of the team. At the same time, without long-term management planning and brand culture, it is difficult for online celebrity restaurants to establish a stable customer base and brand awareness.
3. Blindly following the trend and over-expanding
Some Internet celebrity restaurants blindly follow the trend and over-expand due to lack of uniqueness and competitiveness. These Internet celebrity restaurants often blindly imitate the practices of other successful Internet celebrity restaurants, without their own characteristics and highlights, and without considering the market demand and the sustainability of the business model. This kind of blind follow-up and over-expansion will lead to high operating costs of enterprises, poor capital turnover, difficulty in maintaining normal operations, and eventually lead to bankruptcy.
4. Price wars and market saturation
As more and more online celebrity restaurants enter the market, market saturation is gradually emerging. In order to compete for market share, some online celebrity restaurants will adopt a price war strategy to lower prices to attract consumers. In this way, although it can increase sales in the short term, it will also lead to a decline in corporate profits and make it difficult to maintain normal operations. In addition, the price war will also trigger the response of other companies, and the market competition will become more and more fierce. Some online celebrity restaurants cannot bear the pressure of competition and will choose to close down.
5. Brain drain and recruiting difficulties
Since online celebrity restaurants are usually entrepreneurs’ personal projects, team building and talent training are often not given enough attention. With the development of enterprises, brain drain and recruitment difficulties will become important problems in the operation of online celebrity restaurants. Without a stable workforce, it is difficult for companies to guarantee service quality and customer satisfaction. At the same time, due to the high labor costs in the catering industry, recruitment difficulties will also lead to rising labor costs and increased operational difficulties.
6. Impact of the epidemic and external factors
The outbreak and impact of the epidemic is one of the important factors affecting the survival of Internet celebrity restaurants in recent years. During the epidemic, the catering industry suffered a huge impact, and online celebrity restaurants were also affected to varying degrees. Due to the restrictions of the epidemic and people's concern about safety and health, the sales and operating conditions of Internet celebrity restaurants have been greatly affected, resulting in some enterprises being unable to continue their operations and closing down. In addition to the epidemic, other external factors may also affect the operation of online celebrity restaurants, such as changes in policies and regulations, market changes, natural disasters, etc.
So how to solve the problems faced by Internet celebrity restaurants?
In the face of various problems of Internet celebrity restaurants, how can we improve the viability of the enterprise? The following are some possible solutions:
1. Focus on product quality and word-of-mouth marketing
If you want to survive in the catering market, you must first ensure the quality and taste of your products. Internet celebrity restaurants should pay attention to food hygiene and quality, and ensure that every dish meets the taste and expectations of consumers, so as to win word-of-mouth and repeat customers. At the same time, online celebrity restaurants should also pay attention to word-of-mouth marketing, actively respond to consumer feedback and opinions, and establish brand image and word-of-mouth advantages.
2. Avoid blindly following the trend and over-expansion
In order to maintain the long-term development of the enterprise, online celebrity restaurants should avoid the risks of blindly following the trend and over-expanding. Enterprises should pay attention to market research and analysis, understand consumer needs and market trends, and formulate their own business strategies and business models. In the process of operation, enterprises should also pay attention to risk control and cost management, and maintain a stable operation situation.
3. Improve service quality and customer experience
In addition to product quality and taste, service quality and customer experience are also one of the important factors for the survival of online celebrity restaurants. Enterprises should pay attention to employee training and management, improve service attitude and skill level, and create high-quality service experience. At the same time, enterprises should also pay attention to store design and decoration, improve customer experience and consumption experience, and increase consumer satisfaction and loyalty.
4. Focus on team building and talent training
Internet celebrity restaurants need to focus on team building and talent training, and establish a stable workforce and talent pool. Enterprises should pay attention to the career development and benefits of employees, improve employees' sense of belonging and loyalty, and reduce the rate of brain drain. At the same time, enterprises should also pay attention to personnel training and training, improve employees' skills and management capabilities, and enhance the competitiveness and viability of enterprises.
V. Actively respond to the external environment and changes
In the context of the external environment and constant changes, online celebrity restaurants need to actively respond to various challenges and risks. Enterprises should pay attention to changes in policies and regulations and market trends, and adjust their business strategies and business models in a timely manner. At the same time, enterprises should also pay attention to technological innovation and digital transformation, improve their efficiency and competitiveness, and enhance their ability to resist risks.
The survival and development of online celebrity restaurants are facing many challenges and difficulties, but as long as they can focus on product quality and word-of-mouth marketing, avoid blindly following suit and over-expansion, improve service quality and customer experience, focus on team building and talent training, and actively respond to external Environment and changes, etc., can survive and develop in the fierce market competition.