【3つに絞った】これからテイクアウト・ネット販売・デリバリーをするならこれを売れ!!

考えたこと

こんにちは
ここ1週間ぐらいでとても暑くなりましたね。

マスクしながらだと湿気のせいで汗がだらだら出てしまいます。
そんな中買い出しのために町を歩いていると、「申し訳程度にお弁当販売などテイクアウトをしている飲食店」を見ることが増えました。

どんな商品があるのかもわからなかったり、販売しているのはわかるんだけど誰に話しかければいいのかわからない店があったり

僕の家の周りが田舎なので常連客に向けて「販売していることがわかればいい」ぐらいなのかもしれないのですが、ちょっとそれは…と思う店が多かったので「これからテイクアウト・ネット販売・デリバリーをするならこれを売れ!!」ってものをまとめてみました。

売るべきものは以下の通りです。

  • 目玉商品
  • 付加価値の高い商品
  • サブスクリプション

ひとつひとつ解説します。


目玉商品をテイクアウトできるようにする

これは「店舗のコンセプトを体現する商品」です。
ただ人気商品であればいい、というわけではありません。

もちろん人気商品をメニューとしていれるのは問題ありません。
ABCで見たときに出品率が高い商品というものはそれだけで売れる可能性が高いでしょう。

ですがテイクアウトの場合、「コンセプト」が伝わりにくいというのが問題でしょう。

イタリアンの店でイタリア風のお弁当を売ったり、居酒屋でお弁当を作るのは別にいいでしょう。

ですが、もともと店舗で食事をしてもらうことをベースとしてきた店舗だと、来店してもらわなければ最大のパフォーマンスを見せることはできないのです。

しっかりと流入やコンセプトを伝える方法、販売経路や商材を整えてからだと話は別ですが、「もともと店舗でやっていた店が始めた」ぐらいですと、不足していることがとても多いと思います。

パッケージに店舗名の記載もなかったり、「これたまたま見つけて買ったけど店の名前もわかんないしなぁ」ってなってしまうことがあると思います。
というか僕はたまたま買ってそうなりました。

そこで「目玉商品」というのは名刺代わりになります。
おいしい〇〇を売っているあの店って感じですね。

目玉商品は必ずしも一風変わったものである必要はありません。
目玉商品を考える際に陥りがちなのは「他でやっていないようなちょっと手の込んだ料理じゃないと」という思い込みです。

確かに工夫をする必要はあります。
ですが、無理に目新しいものにする必要はありません。

「家庭では作れないようなちょっと手の込んだもの」でかまいません。
「イメージをしやすいインパクト」を意識してテイクアウトの商品を考えてみてください。


付加価値の高い商品をデリバリーするべき

すごく簡単なことなんですが、「早い、安い、うまい」みたいなことですね。

このときできれば「低単価良品質」「高くても唯一無二の品」のどちらかを狙うべきだと思います。

店舗の置かれた立地などの環境や販売形態にもよります。
ビジネス街で出す商品と、住宅街で出す商品は変えるべきでしょう。また、人口として男女比も変えるべきです。

その中でやってはいけないのは「大手の真似をした商品を同じぐらいの価格で出すこと」です。
小さなお店が大手企業の真似をしたところで売れるようにはなりません。

例えば「この町はラーメン屋が多いからパスタで勝負しよう!!」という戦略は確かにわかります。
ですが、街にラーメン屋が多い、ということは「その街はラーメンの需要がすごく高い」ということになります。

そこで需要の穴をつくような商品を出すのも良いかもしれません。
ですが、そこで成果を出すには「そのお店の持てる最大の資本や人員を投入する」があるでしょう。

最大の需要がある商品を変えるためには、需要自体を動かすしかありません。
その市場を変えるには、大きな資本力もしくは人員を持って宣伝をしたり、店舗を作ったり、大きく割引をする必要があるでしょう。

需要の少ないところで戦うには、小さな店の資本力では勝つことはできません。
需要のある商品を設定し、「取り除く」「増やす」「減らす」「付け加える」などをして差別化を図るべきです。

例えば、ラーメンの需要が高い街があるのだとしたら、なに系のラーメン屋が多いのかを調べるべきです。
そこで、「違った種類、もしくは違ったサービスのラーメン」を開発するべきです。

家系ラーメンが多いなら、博多系もしくは、家系でもライスかトッピングがサービスするとかですね。

大きな差別化はする必要ありません。
ちょっとした差別化を重ねて、付加価値を高めればいいのです。

他にも、あるロールケーキのお店は3,000円で「手作りの高品質の商品」をデパートに卸売りしたら売れなかった。
だけど、自社で販売して10,000円に値上げして「手作り最高品質の最高級商品」として売り出したところ大ヒットしました。
メディアにも取り上げられ、結果として百貨店のカタログギフトにも載せられる商品となったのです。

このように、「当たり前の商品に何個も付加価値を付ける」と大きな差別化を生む可能性があるのです。

特にデリバリーで難しいのは、「付加価値をつけたとしても伝わりにくい」ことにあります。
値段なのか、味なのか小さな付加価値をデリバリーでも考えて足していくべきです。


ネット通販のサブスクリプション

最近は「サブスクリプション」全盛と言えるでしょう。
飲食業界にもその波は来ています。

例えば、ラーメン毎日1杯無料で月額8,600円とか、月額3000円で1日1杯コーヒー無料とかですね。

最近の海外サイトだと「ネット通販のサブスクリプション」をよく見るようになりました。
よく見るものだと「月1回の配送で10種の食料品」とかですね。日本のお菓子の販売サイトをよく見ます。

また、日本でも飲食系のサブスクリプションを提供しているサービスが増えてきました。
サブスクリプションの大きなメリットは「収入が安定するため、リスクを減らすことができる」というところにあります。

ある程度の解約率をあらかじめ考えておけば、収支のバランスを取りやすいですね。

また、定期的に来店される人がいることで新商品などの訴求をしやすくなります。

ただし、一回に回収できる金額が少なく、宣伝の仕方やサービス内容をよく吟味しないと魅力的なサービスを作ることができません。
そのため、「情報の収集」「サービスの修正」を常に行う必要があります。

サブスクリプションの導入に必要なこと

まずはサービスのIT化をする必要があります。単純に「IT化しないとアプリとか使えないじゃん」という話だけではありません。

サブスクリプションに必要なのは

  • フィードバック
  • 組織設定
  • 経営方針

の3つを常に考えていくことです。

広告宣伝に関して、いまはインターネットの発達によって他のサービスとの比較が非常に容易になっています。そのため、「差別化が難しい」という現状があります。

それをフィードバックを常に行うことで、改善することができるようになります。
そのフィードバックの材料を保持、収集、運用するためにIT化を進める必要があるのです。

サブスクリプションの情報の使い方

一番は「顧客がどれだけ満足できるか」という方向でデータを運用する必要があります。
これに関してはサブスクリプションだろうが他のサービスでも共通なのですが、「顧客の期待をどれだけ超えることができるのか」がとても重要だということです。

  • どれだけの頻度で利用するのか
  • どのくらいのクオリティなのか
  • 更新頻度は多いのか

という点を特に気にする必要があるでしょう。

1回に1,000円かかるはずのものを月間10,000円で利用し放題だと、10回以上利用すれば顧客としては元が取れる計算になります。
ですが、そのサービスが例えば美容院が提供しているものだった場合、月に10回も利用することはないでしょう。

そして何か月も内容が変わらないサービスも、いつかは飽きられてしまうでしょう。

金額に対してどれだけの頻度で利用できるのか、どのくらいお得感を感じるのかそしてどの程度の頻度で内容を更新していくのか、変動させていくのかという点をサブスクリプションのサービスを導入する前に、あらかじめ決めておいた方がよいでしょう。


いかがでしょうか

「これからテイクアウト・ネット販売・デリバリーをするならこれを売れ!!」わかってもらえたでしょうか?
大きく分けると

  • 目玉商品
  • 付加価値の高い商品
  • サブスクリプション

も3つを開発していく必要があるという話でした。

注意しなければいけないのは、飲食店開業許可以外に許可が必要だということです。

おかずを売るならそうざい業許可、冷凍品売るならその許可などですね。

そこのところも勉強する、そして最寄りの保健所とちゃんと相談をしてください。

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    Adwords. Well I am adding this RSS to my email and could look out for a lot more of your respective interesting content.
    Make sure you update this again very soon..

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