Net-a-Go restaurant "fake queue" is just a short-term shrewd.

Original title: Net-a-Go restaurant "fake queuing" is only short-term shrewdness
hiring people to queue is only short-term shrewdness, the catering industry to add value, to build on the basis of quality upgrade.
people have joked, as long as the dessert into durian flavor, pancake fruit with cheese, you can harvest a net red food brush burst friends circle. To this day, in fact, we have to add that dozens more people have to be hired to line up.
recent time, queuing has suddenly become a key word in the restaurant industry. Milk tea shop queue, cake shop queue, in Beijing's CBD area, I can always see downstairs milk tea shop there are countless white-collar queues. I've always wondered, why are there always people in line? Don't these white-collar workers need to go to work?
June 5, a milk tea shop and pastry shop that was once hotly fried were blown up by the media or suspected of hiring people in line to answer my question. According to the media reports, a year-on-year queue of a milk tea shop hired hundreds of people fake queue, "the composition of personnel is very exquisite, there are students, youth, white-collar workers, and can not come together, to be batched to, in general, fake queue 10 days, popularity will naturally be driven up."
red dining, once seemed to be the hope of saving the restaurant industry. The traditional restaurant industry is facing a difficult transformation, with thin profits and internet shocks hitting many restaurants. From the point of view of capital, the Internet transformation of the catering industry has not been successful, whether it is once famous for a pancake or some meat sandwich, are facing excessive conceptualization of the disease.
the number of red restaurants on the Internet is very simple: first build a brand, through the brand premium to achieve profit margins. This kind of play, the real kung fu is not in taste, but in how to build momentum marketing, how to make the brand become scarce. Hiring people to line up is exactly what this thinking is all about. Twenty-four-hour queues, day and night, are in fact a kind of behavioral art for display, taking on the role of word-of-mouth communication online, while queuing itself reinforces the scarcity of brands and adds a scarce brand premium to consumer behavior.
the essence of consumer upgrading is not the upgrading of quality service itself, but the filling of consumer goods with more added value. Hiring people in line has become a rare way to show scarcity in the idea of infusing added value. It's more like an internet company's online marketing thinking, but now it's being put offline by restaurants in an exaggerated and persistent way.
but in a sense, it's just short-term shrewdness. Because past experience has proved that the catering industry to increase added value, is to be based on quality upgrading, otherwise, no more eyeball effect is only a short-term bubble.
past few years, celebrities opened restaurants, once became a trend, hoping to use the star's IP halo for food and beverage added brand value. But in the past two years, a large number of star restaurants that have not worked quality have closed down, or out of the food quality scandal, which is enough to prove that for the restaurant industry, brand marketing is not a 10-10s.
, hiring people to queue is a kind of shop shrewdness, but it should be asked, by queuing to bring the reputation of the Internet red, how long can it last? (Hu Han)