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Today's answer to the hotel owner's question: What is the market positioning of food and beverage? How to match the market positioning of catering with the overall market positioning of the hotel? How to do a good job in the market positioning of catering?
As an important part of the hotel industry, hotel catering is directly related to the image and competitiveness of the hotel. Catering market positioning refers to determining one's own status and image in the minds of guests through its own unique image and differentiated market strategy. The following aspects should be considered for brand and market positioning:
1. Hotel catering should clarify its target customer groups and formulate corresponding brand images according to their needs and preferences.
First of all, for high-end luxury hotels, their customer base is often high-income, quality-oriented people. Therefore, hotel catering can be positioned to provide high-quality, luxurious experience services to meet the needs of this group of people for high-quality catering. By providing exquisite tableware, elegant dining environment, high-quality ingredients and meticulous service, the catering brand of high-end luxury hotels can attract more high-income people to come and spend, and enhance the hotel's popularity and reputation.
Secondly, for express hotels, their customer base is mainly business travelers and consumers with limited budgets. This segment of the population is usually more focused on fast and convenient dining options, so express hotels' catering brands can be positioned to provide simple, practical and cost-effective catering services.
In addition, some boutique hotels plan two or more restaurants in order to pursue differentiation and personalization. In addition to all-day dining restaurants and Chinese restaurants, specialty restaurants are also added to attract more specialty dining lovers. Some of the hotel's specialty restaurants offer French, Japanese or Mediterranean restaurants to meet the individual needs of their customers by offering unique dishes and dining experiences. This kind of situation where the catering matches the positioning of the hotel can not only enhance the brand image and popularity of the hotel, but also attract more target customer groups and improve the profitability of the hotel.
By identifying the target customer group and formulating the corresponding brand image according to their needs and preferences, hotel catering can attract more target customer groups and enhance the competitiveness and profitability of the hotel. At the same time, hotel catering can also meet the personalized needs of customers and improve customer satisfaction and loyalty by providing a variety of menu choices and special dining experiences.
2. Emphasize the characteristics andAdvantages are a crucial part of hotel dining.
Hotel restaurant features and benefits can be achieved in a variety of ways, one of which is by offering unique dishes or unique dining experiences.
For example, restaurants that sell local Hainan specialties highlight their local flavors and use of raw materials, appealing to tourists looking for fresh, unique flavors, as well as consumers interested in Hainan's local culture.
Hainan cuisine is known for its unique flavor and texture, such as Hainanese chicken rice, coconut chicken, Qingbuliang, etc., which are not only delicious and delicious, but also have strong local characteristics, which can bring consumers a unique dining experience.
In addition, restaurants can further differentiate their features and strengths by providing personalized service, creating a comfortable dining environment, and introducing innovative dining concepts.
For example, restaurants can offer customized menus that are tailored to consumers' tastes and preferences. Or the restaurant can create a relaxed and pleasant dining atmosphere, so that consumers can feel the warmth and comfort of home while dining.
At the same time, the hotel can also provide a variety of catering services, such as buffets, theme dinners, private customization, etc., so that tourists can enjoy the food at the same time, but also feel the hotel's professional service and intimate care. In conclusion, highlighting features and advantages is the key to differentiating the restaurant and hospitality catering industry in the market. By offering unique dishes, personalized service, and innovative dining concepts, restaurants and hotels can attract more consumers and stand out from the competition.
3. Convey values and cultural resonance
The market positioning should also convey the values and culture of the hotel's food and beverage, so that guests can have a deeper cognitive and emotional resonance with it. This is especially important in the hospitality sector. Hotel catering is not only a service to meet the basic dietary needs of guests, but also a kind of life attitude, cultural experience and spiritual enjoyment.
Therefore, the brand positioning of hotel catering should be carefully planned to fully demonstrate the unique values and cultural charm of the hotel, so as to create emotional resonance and connection with guests.
Sunshine One 1 Hotel Sanya Haitang Bay is a typical example. The hotel is a luxury brand of Starwood Capital, which not only embodies the concept of environmental protection in terms of architectural design, decoration style, environmental atmosphere, etc., but also innovates in catering services.
The hotel's catering is based on the theme of creating organic food and farm picking, providing guests with a healthy, green and natural eating experience. Not only can you eat food from the hotel's private farm in the hotel restaurant, but you can also taste authentic Hainan farmhouse flavor ingredients in the pastoral ecological restaurant - a small courtyard private kitchen. This kind of catering positioning not only highly matches the overall environmental protection positioning of the hotel, but also attracts many guests who pay attention to environmental protection and pursue a healthy life.
Sanya Haitang Bay Sunshine One 1 Hotel Restaurant Cuisine).
Sanya Haitang Bay Sunshine One 1 Hotel Add Restaurant).
Through such brand positioning, Sunshine One Hotel Haitang Bay not only provides guests with an unforgettable accommodation and dining experience, but also conveys a life attitude and values. Guests can not only enjoy high-quality service and food, but also feel the hotel's unwavering commitment to environmental protection and sustainable development. This value and cultural resonance creates a deeper emotional connection between guests and the hotel, laying a solid foundation for the long-term development of the hotel brand.
Therefore, the positioning of hotel catering should not only focus on the products and services themselves, but also deeply explore and convey the values and cultural concepts behind the brand. Only in this way can you truly attract and impress the hearts of your guests and build lasting brand loyalty.
Fourth, highlight the differentiation with competing hotels
In a highly competitive market environment, differentiation from competing hotels is especially important in order to stand out. If the services and facilities are relatively similar to most hotels, it is difficult to form a clear differentiation between hotels. In order to stand out from the competition, hotels need to find their own unique selling points to attract more customers.
One way to differentiate is to offer unique dishes. Hotels can attract diners by hiring well-known chefs, bringing in specialty ingredients, or creating creative dishes.
For example, if the hotel has a specialty menu with a focus on local seafood, emphasizing the freshness of the ingredients and the uniqueness of the cooking. This unique dish not only allows customers to feel the characteristics of the hotel while enjoying the food, but also increases the reputation and popularity of the hotel. In addition to unique dishes, innovative dining experiences are also key to differentiation.
Hotels can experiment with traditional food and beverage services with modern technology to create a unique dining experience. For example, by using virtual reality to make customers feel like they are in an underwater world or a tropical rainforest, this unique dining experience will impress customers and make them want to choose this type of hotel again. For example, the Ocean Restaurant at InterContinental Sanya Haitang Bay has attracted more family guests.
InterContinental Sanya Haitang Bay Tianfa Hotel Ocean Restaurant).
In addition, personalized service is also an important means of differentiation. The hotel can pay attention to the individual needs of customers and provide customized services. For example, for customers with special dietary needs, the hotel can provide special dishes such as gluten-free and lactose-free; For customers who require special care, the hotel can provide dedicated rooms and services. This personalized service will make customers feel cared for and respected by the hotel, which will increase customer loyalty and satisfaction with the hotel.
However, it is not easy to achieve these differentiation strategies. Hotels need to invest a lot of resources and effort in developing unique dishes, innovative dining experiences, and personalized service.
In addition, there are hotels that differentiate themselves by partnering with other brands. For example, some hotels choose to partner with well-known F&B brands to introduce their unique, innovative F&B experiences. This cooperation method not only allows the hotel to quickly obtain unique catering resources and experience, but also reduces the hotel's own R&D costs and risks. At the same time, cooperation with other brands can also increase the hotel's popularity and attract more customers to come and experience.
To sum up, you can do a good job in positioning the F&B market by building a F&B brand image, providing unique dishes, innovative dining experiences, personalized service, conveying values, and highlighting the differentiation from competing hotels, so as to attract more customers and enhance market competitiveness.
By Northstar Hospitality Asset Management.