寻找消费力｜烤匠麻辣烤鱼创始人冷艳君：复购比短期流量更重要

Core Insights - The article emphasizes the shift in consumer demand towards diverse and personalized experiences in the restaurant industry, necessitating a transformation in competition logic and operational strategies [1] - The focus is on leveraging consumer insights and innovative experiences to drive growth and enhance brand loyalty, moving from mere traffic acquisition to deepening user value [1] Company Performance - The company has opened three stores in Beijing, with the first store at the Harmony Mall performing exceptionally well, experiencing average weekend wait times of 7-10 hours and 3-5 hours during weekdays [4] - The performance in Beijing has exceeded expectations, with nearly 60% of customers being repeat visitors, attributed to a strong customer base built over 11 years in the Sichuan-Chongqing region [5] Customer Demographics - The primary customer base in Beijing consists mainly of young people, including couples and friends, but also includes a significant proportion of families and elderly customers, challenging the stereotype that spicy flavors appeal only to younger demographics [6] Product Strategy - The company maintains a "original flavor replication" strategy, ensuring that the menu and flavors in Beijing are identical to those in Sichuan-Chongqing, based on customer feedback [7] - The operating hours have been extended from 10 AM to 10 PM to 10 AM to 3 AM to cater to late-night dining demands, aligning with the characteristics of the spicy fish dish [7] Operational Adjustments - The company adapts its operational strategies based on direct observations and customer feedback, such as offering customizable ingredient options to meet diverse preferences [8] - The focus is on continuous improvement in product offerings, service quality, and dining environment, driven by customer insights [8] Industry Trends - The company views the current "traffic anxiety" in the restaurant industry as a challenge, advocating for a focus on brand differentiation and unique value rather than chasing short-term traffic [9] - The company plans to continue specializing in spicy fish dishes, enhancing the overall dining experience while maintaining its core product focus [10] Expansion Strategy - The company prioritizes quality over quantity in its expansion strategy, opting for a gradual approach based on suitable locations and market feedback, while maintaining a direct management model to ensure quality control [11] Future Outlook - The restaurant industry is entering a golden decade of brand development, with significant trends towards chain operations and market segmentation, emphasizing the need for businesses to understand customer needs and create unique experiences [12]