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餐吧开展吃饭任意付钱活动吸引顾客 7天亏10万
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Topic: 餐吧开展吃饭任意付钱活动吸引顾客 7天亏10万 (Read 314 times)
easy68
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餐吧开展吃饭任意付钱活动吸引顾客 7天亏10万
October 12, 2016, 06:27:02 AM
#1
贵阳一新开的互联网音乐餐吧,为了吸引消费者,策划了一场名为“任意给”的促销活动,凡进店消费的人想给多少给多少,结果7天时间亏了近10万元。不过,有不少市民并不领情,认为这是店家自我炒作。
促销:吃饭任意付钱
这家音乐餐吧位于贵阳市飞山街,集饮食、音乐、绘画等于一体。老板叫刘晓军,玉屏人。他说,之前他在云南丽江开过餐吧和酒馆,生意不错,认识一个贵阳的女孩后,就想在贵阳开一家以喀斯特溶洞为主题的餐吧。他的想法得到玉屏2位老乡的赞成,于是3人开起了音乐餐吧。
为了在开业期间吸引顾客,3个合伙人想出了两套为期一周的促销方案,第一套是第一天打一折,以后类推到最后一天打7折,另外一套是“任意付”,也就是在活动期间,菜随便点随便吃,钱随意付。
最终,大家同意采用“任意付”方案,并广泛对外宣传。活动规定,开业体验期间,凡进入店内消费的顾客,可以对自己的消费结果进行自由定价,想给多少给多少。对于是否会由此引发恶意消费行为,他们并没有过多顾虑,只是抱着人性本善的朴实想法,相信绝大部分消费者是理性的。
这个活动确实起到了效果,为餐吧引来了大批客人,每天有三四十桌人进店消费。
效果:7天亏了10万
开业当天迎来的第一组顾客,看起来好像是一家子,他们总共点了四五个菜、一瓶啤酒,消费金额130元左右。当服务员叫他们根据菜品和服务质量合理结账时,顾客表示还是按他们预定的价格结算,打点折就行,最后图吉利,顾客主动给了68元。
开门撞头彩,大家一下子信心倍增。但这种信心并没有维持多久,在随后的活动中,有些顾客的消费行为并没有体现基本的善意。有的顾客消费800多,最后结账只付了50元,1折不到;有的顾客消费了600多元,最后结账时只付了30多元;至于消费一两百元,只付一二十元的,也不在少数,更有的消费者甚至只是象征性的按每个菜1元钱的价格结账。
“如果我们的菜品和服务不好,我们也认了。但从他们自身反馈的情况来看,都认为菜品分量充足、口味地道,服务态度也好,但就是结账不能对应他们的评价。”刘晓军苦笑道。
从10月2日试营业到国庆假期结束,这家餐吧提供消费的菜品和酒水仅成本就达11万元,但收到的营业额仅万余元,严重入不敷出。
刘晓军直到现在都搞不懂,为什么会是这个结果,“再不好,大家应该会付成本价吧。”他无奈地说。
由于活动不但没有达到预期效果,还亏了一大笔钱,导致合伙人之间相互埋怨,其中一个合伙人看到开业当天的惨状,直接回玉屏没再回来。
市民:自我炒作
尽管不少人从中得了实惠,但不少市民对此表示是商家自我炒作,有市民甚至怀疑去吃的哪些人,都有可能是商家请去的。
对此,刘晓军解释说,搞这个促销活动货真价实,他甚至拿出记账本给记者看。记者在记账本上看到,消费和实收的数据差距确实不小,其中一桌消费248元,实收为15.5元。“本来是抱着让利的想法,让市民对菜品以及服务上提一些建议,没想到大家都是奔着免费的午餐来的。”
由于有免费的午餐,一些市民还反复来吃。附近一餐馆老师第一天带朋友来吃,点了400多元的菜,只付了88元,第二天又带着10多名员工来吃,这次点了1400多元的菜,最后只付了200多块钱。
刘晓军说,大家喜欢吃便宜的东西,他理解,但活动结束后,这些人就不来了。
10月9日下午4点,记者在该餐吧看到,从收银员到服务员,大家都在玩手机。领班张雪琴说,前两天很忙,今天没促销活动了,从早上到现在一个进店消费的人都没有。
来源:贵州都市报
balalabab
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Re: 餐吧开展吃饭任意付钱活动吸引顾客 7天亏10万
October 12, 2016, 07:12:22 AM
#2
在中国举办这种活动,祖上三代都能吃穷。
dingmei1
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Re: 餐吧开展吃饭任意付钱活动吸引顾客 7天亏10万
October 12, 2016, 07:13:58 AM
#3
做生意绝对不要把顾客想的太好
flyboy580
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Re: 餐吧开展吃饭任意付钱活动吸引顾客 7天亏10万
October 12, 2016, 11:02:51 AM
#4
商家本来就做好亏本的心理准备了不是么
shuaigea
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Re: 餐吧开展吃饭任意付钱活动吸引顾客 7天亏10万
October 12, 2016, 12:11:42 PM
#5
既然敢喊的出这个口号,就要想好这个后果。
gooshtea
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Re: 餐吧开展吃饭任意付钱活动吸引顾客 7天亏10万
October 12, 2016, 12:38:12 PM
#6
中国人穷惯了,最大限度占便宜几乎成了深入骨髓的
balalabab
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Re: 餐吧开展吃饭任意付钱活动吸引顾客 7天亏10万
October 13, 2016, 11:46:08 AM
#7
既然促销就是任意付就不要事后抱怨,钱都花出去了再抱怨也没用
Sandrage
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Re: 餐吧开展吃饭任意付钱活动吸引顾客 7天亏10万
October 13, 2016, 11:47:05 AM
#8
这不能说是亏,营销费用,之前要想到。
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