Promotion: Pay for meals at will.
This music bar is located in Feishan Street, Guiyang City, integrating food, music and painting. The boss is Liu Xiaojun, from Yuping. He said that he had previously opened restaurants and pubs in Lijiang, Yunnan, and his business was good. After meeting a girl in Guiyang, he wants to open a restaurant with the theme of caves in Guiyang. His idea was approved by two villagers in Yuping, so three people started a music dinner bar.
In order to attract customers during the opening period, the three partners came up with two sets of one-week promotion plans. The first set is 10% discount on the first day, and then 30% discount on the last day. The other set is "free payment", that is, during the activity, you can eat whatever you want and pay at will.
Mr. Liu, who once lived in Lijiang for many years, did not expect that the music restaurant opened in Guiyang lost 65,438+10,000 yuan in trial operation.
Finally, everyone agreed to adopt the "arbitrary payment" scheme and widely publicized it. The activity stipulates that during the opening experience, customers who enter the store can freely price their own consumption results and give as much as they want. They are not too worried about whether it will lead to malicious consumption behavior, but just hold the simple idea that human nature is good and believe that most consumers are rational.
This activity is really effective, attracting a large number of guests for the restaurant, with 30 to 40 tables of people entering the store for consumption every day.
Effect: Loss of 65,438+10,000 in 7 days.
On the opening day, the first customers seemed to be a family. They always order four or five dishes and a bottle of beer, which costs about 130 yuan. When the waiter asked them to settle the bill reasonably according to the quality of the dishes and services, the customers said they would settle the bill at a little discount according to their predetermined price. Finally, for good luck, the customer offered it to 68 yuan.
Opening the door won the lottery, and everyone's confidence suddenly doubled. However, this confidence did not last long. In the subsequent activities, some customers' consumption behavior did not reflect the basic goodwill. Some customers spend more than 800 yuan, and finally only pay 50 yuan, which is less than 1 discount; Some customers spent more than 600 yuan, and only paid more than 30 yuan when they finally checked out; As for spending one or two hundred yuan, there are not a few people who only pay one or twenty yuan. Some consumers even pay the price of each dish 1 yuan.
During the trial operation, customers can give as much as they want, and some customers even give only one yuan for a dish.
"If our food and service are not good, we also admit it. However, from their own feedback, they all think that the dishes are full of weight, authentic taste and good service attitude, but the checkout can't correspond to their evaluation. " Liu Xiaojun wry smile way.
From the trial operation of/kloc-0 on June 2 to the end of the National Day holiday, the catering cost provided by this restaurant only reached 1 10000 yuan, but the turnover received was only 10000 yuan, which seriously exceeded the income.
Liu Xiaojun still doesn't understand why this is the result. "No matter how bad it is, everyone has to pay the cost price." He said helplessly.
Because the activity not only failed to achieve the expected results, but also lost a lot of money, which led to mutual complaints between partners. One of the partners saw the terrible situation on the opening day and went straight back to Yuping and never came back.