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數位行銷觀點【受重創的餐飲業該如何撐過疫情?外送與外帶是餐飲業的未來?給餐飲業的生存與數位行銷建議】

疫情是餐飲業的末日?

2020年是悲慘的一年,從2月開始的肺炎疫情讓許多行業受到巨幅影響,除了旅遊相關行業面臨雪崩式的重創以外,當疫情越發嚴重,民眾拒絕出門用餐,連餐廳都不可避免的面臨巨幅的業績下滑,許多商家乾脆熄燈暫停營業。

許多餐廳老闆都在問:「怎麼辦?現金流撐不久了。」然而,巨大的危機也許正是老闆們沒看到的巨大商機。

其實不只老闆們在問「怎麼辦?」,相對的以往習慣買便當維生的大量上班族、外食族,也都有同樣的問題。不能出門、一公尺的社交距離確實降低了人們「上館子」的意願,卻不能真正的消滅消費者對吃飯的需求。

這些需求,是一片巨大的市場。這片市場的巨大,從外送平台的飛速成長就能看得出來。並不是一定要加入外送平台,重點是讓自己的食物能夠送到消費者手中,而這件事情幾乎所有的餐廳都做得到。

給餐飲業的疫情生存建議-三個步驟逆轉戰局

讓自己的食物送到消費者手中沒有這麼難,台灣的許多小吃店已經施行多年了。要做到很簡單,只需要四個要素:傳單、菜單、電話、摩托車。

過去數年中,有許多小吃店提供附近地區的「外送服務」,只要一個附有餐廳電話號碼的菜單,還有一台電話接單,加上一個會騎摩托車的員工充當外送員(反正疫情期間生意不好外場人力比較空閒),就能夠建立起自己的簡單UberEat。

1.規劃一個外送/外帶菜單吧!(能夠特價最好)

疫情期間大家不願聚會,受到最大影響的不是便當店、小吃店,而是賣合菜的街邊店。其實把菜單稍微改一改,一系列物超所值的定食套餐,不僅可以維持營業額,甚至會讓你的消費者更愛你。

2.跟員工談一談請他們幫忙外送吧!

真正的共體時艱,不是轉嫁疫情的營業損失在勞工的無薪假上,而是老闆帶頭找出解決的辦法。雖然外送不是員工原本該做的業務,但好好跟員工談一談,相信大多數人會願意跟著餐廳改變運作模式的。

3.廣告灑下去!讓大家知道你提供外送服務

這是最重要的一點。前面兩者已有許多餐廳著手進行,但他們可能都少做了這個步驟——廣告。如果不透過廣告跟大家溝通,消費者怎麼知道你提供新服務了呢?難道總要等消費者「剛好路過」店門口,自己發現嗎?
無論是傳單廣告、EDM或是設定地區的社群廣告,現代社會中已有太多跟消費者溝通的方法。製作一個吸引人的廣告素材,朝消費者用力地灑下去,告訴他們你的餐廳可以外送的同時,也重新喚起他們對你餐點的渴望。

適者生存,而存活下來的必將更強大

任誰都知道危機就是轉機,然而真正面對危機時多數人的選擇都是退縮。疫情當前,許多店家專注於減少支出、控制損失。然而在這個外送的全新市場裡,存在著競爭,也存在著無限的機會。

還有多少人沒吃過你的餐點?有多少名店正在歇業?這波疫情難道不是你躍入消費者視野的最好機會?消費者的飲食市場並未萎縮,只是轉入外送這片新天地。疫情只是外送競爭的前哨戰,加速消費者轉往線上的催化劑。而外送市場,導向的是打破物理藩籬推動更大規模競爭的新時代。

新時代的大浪來了,不快點上船不行。驚濤駭浪中也許正是你店家一鳴驚人的大好機會。

26 Replies to “數位行銷觀點【受重創的餐飲業該如何撐過疫情?外送與外帶是餐飲業的未來?給餐飲業的生存與數位行銷建議】”

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