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西游争霸>精彩分享>新闻动态>逆袭差评逆袭差评

逆袭差评!看这些快餐大佬们如何夺回“消费者心中的高地”

  “XIANGXINWO,NIBUKENENGMANZUXIAOFEIZHEDESUOYOUXUQIU!CHAPINGJIHUSHIMEIYIJIACANYINQIYEDOUHUIYUDAODESHIQING,DANGNIFUWUHAODESHIHOU,TAMENJIUHUITIAOTINIDECHANPIN;NIDECHANPINTISHENGLE,TAMENYOUKENENGDUINIDEHUANJINGYOUGENGGAODEYAOQIU,TAMENSIHUYONGBUYANZU,MIANDUIBUJIANDUANDECHAPINGGAIZENMEBAN?JINTIANJIURANGWOMENLAIKANKANNEIXIEDAPAIMENRUHEMIANDUICHAPING。”

  JINNIANXINXIANCHULUDETemkin Experience Ratings(PINGFENJIYUXIAOFEIZHEFANKUI)KUAICANBANGDANLIMIAN,MAIDANGLAOHEHANBAOWANGLIANGJIAGONGSIYOUFEICHANG“WUGU”DEDIANLEDI。SHIHOU,MAIDANGLAODEFAYANRENZAIJIESHOUCAIFANGSHIBIAOQINGSHOUSHANGYANCIZHONGKEN:“WOMENZHENGZAINULIZUOYIGEGENGHAODEMAIDANGLAO,WOMENZHENGZAIZUOHENDUODEGAIBIANYUCHANGSHI,WOMENZAITIGONGQUANRIZAOCAN,ZAIJIANHUACAIDAN,ZAIGAISHANSHICAI,ZAISHENGJIDIANPUSHITAKANSHANGQUGENGYOUBIGE,WOMENXIANGXINMAIDANGLAOHUIYINGLAIHAODEJIEGUO(WOJUEDEYINHANTAICISHI:NANDAOZHEIXIEHAIBUGOUMA?GUKEYANJINGXIAMA!!!)。

  RANERSHISHISHI,ZUIJINDEMEIGUOKUAICANPINPAIJISHIHENNULI,CHUJINGQUEBINGBURONGLEGUAN:BUJINBEIDALIANGXINJINXIUXIANKUAICANPINPAI(chipotle,sweetgreen,panera breadDENGDENG)FENGKUANGQIANGDUOZHEGUKEYUSHENGYI,ZIJIDEYUANGONGYEFENFENKAISHIQIYI,SHUOGONGZUOMEIYOUJIAZHIGAN,BINGQIEGONGZIBIAOZHUNGUODI。

  HAOZAIYOUDABADEKUAICANPINPAIKEYIBAOZAIYIQIKU:ZONGDELAISHUOJIUSHIKFC,DAMEILELIANHEMAIDANGLAOYUHANBAOWANG,CHENGJIUBANGDANMOWEIDESHENQISIXIA。BENZHESUOYOUDENULIDOUBUGAIBEIGUFUDEJIAZHIXINTIAO,JINTIANWOJIULAIBANGTAMENPANDIANYIXIAZUIJINDEGONGZUOCHENGGUO,YIFANGBIANDAJIAHUOYOUQINGGULIHUOTUCAODAODI。

  麦当劳的策略:优惠套餐、尝试新品

  ZAIZHONGDUOWANHUIGUKEDETAOLUDANGZHONG,MAIDANGLAOZUIXIHUANLIANGGE,YIGESHITUIXINPIN,YIGESHITUIYOUHUITAOCAN,ZHAGENYUCHANPINHEJIAGESHANGDESHIHUI,YIZHIDOUSHIMAIDANGLAODEGUANJIANCI。

  QISHIZHEICIKUAICANXINGYEDEDONGDANGYOUDUOYANZHONG,KANMAIDANGLAOYOUDUOPINJIUZHIDAOLE——TAJURANZHENDEDONGLEGAISHANSHICAIDENIANTOUBINGQIEFUZHUXINGDONG:XIANSHIJIDAN,XIANZAIYOUKAISHIZAISHIDIANXIANNIUROUHANBAO。

  QISHIGAISHANSHICAISHIHENNANDEYIBUQI,YINWEITAYIWEIZHEYAOGENGHUANGONGYINGSHANG,ZHEIDUIYUMAIDANGLAOZHEIZHONGTILIANGDEPINPAIDEYINGXIANGJIHUSHIFANTIANFUDIDE。MAIDANGLAOMIANDUIRENMENDUIXIANNIUROUHANBAOGONGYINGLIANDEWENTIJIJINGFAWEN,HUIDAHENGANREN:(GAISHANSHICAI)ZHEIJIANSHIQINGJIRANSHIZAOWANYAOZUODE,BURUXIANZAIJIUKAISHI,XINDEGONGYINGSHANGWOMENHUIYIJIAYIJIAZHAO,YIGECHENGSHIYIGECHENGSHIDEZHAO,ZHIDAOHUOYUANCHONGZUWEIZHI。

  RUGUOSHUOGAISHANSHICAIZHEIJIANSHIHAITAIJIANJUXUYAOSHIJIAN,HUANHUANTAOCANDEWANFADUIYUMAIDANGLAOYAOQINGCHESHULUDEDUO。SHUOBAILEJIUSHI,SHENGYIBUHAOZUOZANJIANGJIAMAIMA,DANSHIYOUBUNENGZHIJIEJIANG,NEIJIUBABAOKUANSHADEPINGEZUHE,ZAIYONGCHAOZHIDETAOCANJIAGEMAI。BIRUSHUOJINNIANNIANCHUDELIANGMEIYUANTAOCAN,GUKEHUALIANGMEIYUANJIUKEYIZAIZHIDINGCHANPINZHONGRENXUANLIANGJIAN,SUIRANHENKUAIDEMAIDANGLAOJIUBAJIAGEDIAODAOLE5MEIYUAN(XIANGDUIYUGUKEHEMAIDANGLAODOUBIJIAOSHUSHIDEJIAWEI),DANSHIYEJIHAISHIYOUHENMINGXIANDESHANGZHANG,ZUIJINYIGEJIDUXIANSHIWEI5.2%DETONGDIANSHANGZHANG。

  汉堡王的策略:跟紧麦当劳的脚步

  BUKAIWANXIAODESHUO,HANBAOWANGDECELVEYIZHIDOUHAIBIJIAOCHENGGONG,TADECELVEJIUSHIGENSUIMAIDANGLAODEJIAOBU,WULUNSHIZAIMEIGUOSHICHANGHAISHIZHONGGUOSHICHANG。

  SUOYINI,ZAIMAIDANGLAOGANGGANGXUANBU2YUANTAOCANYOUHUIDEDIERTIAN,HANBAOWANGJIUTUICHULESIMEIYUANTAOCAN,BIMAIDANGLAOGENGHEN,ZAIHANBAOWANG,SIMEIYUANKEYIMAIDAOWUYANGBAOBEI:PEIGENZHISHIHANBAO,XIAOSHU,SIXIAOKUAIZHAJI,YIBEIYINLIAOHEYIGEQIAOKELIcookie,TAOCANZHISHIHUILINGRENFAZHI。YINERXIAOGUOYEHAIBUCUO,LIANHEZAOXIANYIDIANDEXINPINCELVE(REGOU),HANBAOWANGHUODELE4.4%DEXIAOSHOUESHANGZHANG。

  KFC的策略:整顿员工,升级装修

  HESHANGMIANLIANGJIAQINGKUANGYOUDIANBUTONG,KENDEJICHUXIANLEGUKEJIZHONGBAOYUANSHIWUPINZHIDEWENTI,BIRUYOUGEGUKEHUIQIANGLIEBIAOSHIMEIJIAKENDEJICHUPINBUYIYANG,HAIYOUDEGUKEZAIZHAJILICHIDAOLEYIXIEBUGAICHIDAODEDONGXI。

  KENENGSHIMIANDUIGUKEDEBAOYUANTAIDUOLE,KENDEJICONGQUNIANKAISHIFANRANXINGWU,JUEXINZHONGZHENSHANDESHISHANGXIAODEWEIFENG,QISHIBENLAIKENDEJIDEZHAJIBIXIANZAIDANGHONGDEHENDUOPINPAIGENGYOULISHIYUANYUAN,SHANDESHISHANGXIAODANGNIANYESHIKAOJIANCHICHUPINMEIWEIYICHANGDEZHAJICAIZUODAPINPAI。

  ZHENXINGJIHUABAOKUODUINEIHEDUIWAILIANGGEFANGMIAN,DUINEIBAKONGPINZHI,ZHONGXINXUNLIANYUANGONG;DUIWAIHUANXINZHUANGHUANG(ZENGJIASHANDESHISHANGXIAODELUCHU),ZENGQIANGSHIWUPINZHIDEDUIWAIXUANCHUAN。

  SUOYIQUNIANYINIAN,KENDEJIHUAFEICHAOGUO100,000XIAOSHIZHONGXINPEIXUNLECHAOGUO20,000MINGYUANGONG,CHAOGUO97%DEDIANZHANGJIESHOULEPEIXUN。KENDEJIMINGBAI,BAWOSHIWUPINZHIDEGUANJIANZAIYUYUANGONG,TAMENNENGFOUMINGXIBINGQIERENZHENZHIXINGPENGRENLIUCHENGHEGUIFANJUEDINGYIGEPINPAIDECHENGBAI。

  SUOYIZHEIXIENULISHIBIXUYAOBEIXIAOFEIZHEZHIDAODEYA,YUSHIKENDEJIYEHUALEDALIANGRENLIWULIZHONGXINZHUANGXIUDIANMIAN,RANGRENMENHUIYIQISHANDESHISHIDAIDEKENDEJIDEPINZHI;YEZUOLEBUSHAOGONGGUAN,SHENZHISHANGJIEMUZHANSHIZHAJIDEZHENGGEPENGRENLIUCHENG,WEIDESHIRANGGUKEXIANGXINKFCDEZHAJIHEhome cookingQISHISHIYIGEPINZHI。

  达美乐的策略:我是科技公司,我是科技公司,我是科技公司

  GUANYUDIAOCHAJIEGUO,DAMEILEDEFAYANRENXIANDEKUXUANZHUAIDEDUO,TABIAOSHIDAMEILESHITONGTILIANGGONGSILIMIANWEIYIYIGELIANXUQINIANTONGBIXIAOSHOUEZENGZHANGDEGONGSI,YESHIBEIDULIDIAOCHAGONGSIBIAOZHUWEIMEIWEIHAOPINGDEPISADIAN,TAJUEDEZHEIXIEJIEGUOGENGNENGSHUOMINGYIXIESHISHI。

  ERLINGWAIDESHISHISHI,DAMEILECONGLAIMEIKAOXINPIN,DAZHEZHEIXIEKUAICANPINPAICHANGYONGDEJILIANGZOUHONGGUO,TAMENDEFAZHANFANGXIANGWANQUANXIANGYIJIAMENSHENGGAOKEYANDEKEJIGONGSI。

  BIRUJINNIANSANYUEHESIYUE,DAMEILEFENBIECESHILEWURENWAIMAIJIQIRENHEWUXUANJIANZIDONGXIADANapp。JIQIREN(QISHISHIWURENQICHE)ZAIJIEDANZHUANGHAOPISAHOUZIDONGXINGSHIDAOZHIDINGDIDIANDENGHOUGUKE,MEICIKEYIYUNSONG10HEPISA,DIANLIANGKEZHICHENGXINGSHI20GONGLI,GUKESHURUYANZHENGMAJIUKEZIXINGQUCHUPISA。

  WUXUANJIANappGENGSHIZHIYULEWUSHUXUANZEKUNNANZHENGHUANZHE,GUKEDAKAIappJICHUXIANYIGE10MIAODEDAOJISHIQI,RUGUOBUQUXIAO,appJIUHUIZIDONGANZHAOGUKEDEXIAOFEIJILUHESUANXIAOFEIPIANHAO,BANGZHUGUKEZIDONGXIADAN,QUANCHENGWUXUGUKEZAIDONGYIXIASHOUZHITOU。

1、对创新的理解很重要

  DACANYINPINPAIYIBANDOUZIYOUYITAOYINGDUISHENGYIBUJINGQIDECELVE,ERJIHUSUOYOUDECELVEGUINADAOYIQI,DOUKEYIYONG“CHUANGXIN”ZHEIGECILAIGAIKUO,ZHISHIMEIGEPINPAIDUIYUCHUANGXINDELIJIEBUYIYANGBALE。MIANDUIYALISHI,ZHEIXIEPINPAIDEBUTONGTAIDUKEYIDAIJIWOMENFANSI。YISHIPINPAIBIXUBAOYOUCHIXUDECHUANGXINNENGLI,BIRUDAMEILE(SUIRANTADUIZHONGGUOSHICHANGXIANDEMEIYOUNEIMEYONGXIN),YIZHIBUDUANDECHUANGXINRANGTAMENBINGBUZAIYIWAIJIEDEMOUXIEHUSHENG,BINGQIEQUESHISHOUYILEPINPAIDECHENGZHANG。ERMAIDANGLAOHEKENDEJIDENGPINPAIFANERZAIKUAICANBIANGEDEJIEDIANXIANDEYOUDIANZHUANSHENGUOJI。

2、至少保持一个特色

  另外一点就是要持续保持自身的竞争力和特色,特色不用多,有一个即可。比如达美乐的突破点就是app便捷、送餐神速,它永远都可以凭借这个优势占据快餐的一席之地。其实肯德基最近的尝试正说明了它渐渐明白带有历史情怀的炸鸡口味是它曾经至关重要的竞争力,所以才决心挽回它。