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Creating sales points for the restaurant business by: Asst. Prof. Wittawat Rungruang   

     Eating out Today, it seems to be a normal activity for all Thai people, making the restaurant business one of the most popular businesses for SMEs of every era. But have you ever noticed that Many times we will see restaurants that are located in close proximity to each other. Some of them are so packed with customers that you have to line up to get a queue card. to wait to use the service Meanwhile, at a nearby store, looking into it, you could see only empty tables and chairs and employees in the store. Hardly able to find any customers. What is the reason why some shops are closed? But some shops can't sell it.

               Perhaps the answer lies in knowing how to create a selling point for a restaurant, or what according to marketing theory is called a "Unique Selling Point". First of all, the restaurant owner must understand that Today, competition in the restaurant business in each area is quite intense. Each shopping center has dozens to hundreds of restaurants. Sometimes there are only 4-5 Japanese restaurants nearby, another 5-6 Thai restaurants, and 2-3 barbecue style restaurants. But when customers are hungry, they can go to just one restaurant and they'll be full.

               When customers have many choices In addition, the food prices of the same type of restaurant The store's grade is similar. The price is not much different. Any restaurant that has a clear selling point that is different from other restaurants has a better chance of being chosen by customers.

               Normally, creating a selling point for a restaurant business can be done in two main ways: creating a selling point from the products or food sold and creating a selling point from the atmosphere of the restaurant. Because today, when customers choose a restaurant, they usually choose from the taste and type of food and the interesting atmosphere of the restaurant.

               Let's try to understand how to create selling points from the product first. Of course, restaurants must sell food. In most restaurants' menus, there are hundreds of items for customers to choose from. Every restaurant will say that their food is delicious, but that's still not a selling point. To make their restaurant's food a selling point that differentiates it from competitors. The restaurant must develop a menu that stands out and is talked about by customers. It doesn't have to be many, just 4-5 items or at most no more than 10 items will be enough. If these dishes are more delicious than other restaurants or have The unique taste that cannot be found in other shops will be the selling point of the shop that customers will tell friends and relatives to try it by word of mouth.

               Like MK Suki, which has been overwhelmingly successful, its selling point is the unique Suki sauce. Hua Pla Chong Nonsi is also known for its famous menu, Hua Pla Chong Hot Pot. Sermmit Restaurant is a famous restaurant in the past because it is the origin of the restaurant's signature recipe for volcanic baked chicken. Or a brewery-style restaurant like Tawandang German Brewery uses the restaurant's own draft beer for its famous menu items such as pork knuckle. Crispy fried It's the selling point of the store.

               In addition to creating a selling point from the product The store can create a selling point from the atmosphere in the store by using the decoration and surroundings of the store as a selling point. For example, a restaurant located on a beautiful beach may use a viewpoint on the beach where you can sit and eat while watching the sunset as a selling point. store Cowboy-style restaurants like Chokchai Steakhouse are designed like western barns. The inside is decorated in a cowboy style. There are country style songs. With waiters in cowboy outfits It is a selling point that attracts many customers.

               In the Philippines, there is a resort-style restaurant located on the outskirts of the city. He created a selling point by setting up a garden-style restaurant amidst nature. By setting up an outdoor dining table. They relied on the shade of trees to block the sun and built a large artificial waterfall on one side. which in addition to helping to cool the air He also designed the waterfall to flow through an artificial stream beneath every dining table. Make customers feel like they are eating in the middle of nature, a forest, surrounded by trees, hearing the sound and seeing a waterfall. Sit with your feet in the cool waterfall and let the water flow through. While enjoying the food served in a bamboo basket covered with fresh banana leaves. The curry bowl is also made from coconut shells. This creates a fresh and close to nature atmosphere that makes customers feel comfortable and happy. The unique atmosphere of this restaurant has helped make this restaurant so famous among Filipinos and foreign tourists that the Philippine Tourism Board has listed this restaurant as one of the recommended tourist attractions for both domestic and international tourists.

               Enough to understand the guidelines for creating a restaurant's selling point, right? I believe in the taste of food. Our Thai people are second to none. If each restaurant knows how to use their special menus to create a selling point or create a new atmosphere to attract customers, then Employees in the store definitely don't have to sit and slap mosquitoes while waiting for customers.

Thammasat Electronic Commerce Center
Faculty of Commerce and Accountancy Thammasat University, Tha Phrachan, Bangkok 10200
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