Today I want to share a reflection on the new business to be implanted in the hospitality industry and I hope that it will help new entrepreneurs.
In recent months I receive daily emails from all parts of the world where readers ask me my opinion about a new business that are riding, a new idea related to hospitality and tourism and many also about new technological applications and social networks related to the sector. I have to confess that I love getting these emails and I try to answer them all as soon as possible.
Although it is clear that the moment we are in the restaurant industry, especially in Spain, it's complicated, with a very alarming decline in domestic consumption and a trend axfisiante “cheaper” o low cost, the fact remains that one of the sectors where there is more real entrepreneurship in hospitality. We can see how in all cities have closed restaurants, but they are also opening new, which it does not happen in other sectors.
Luckily many of them are working and realizing that go to the market to compete exclusively on price is a losing battle because it is a very vulnerable market where there are rarely any winners.
We're all psyched on the need to adjust our costs of all kinds, the personal, stocks, lease, supply, etc., that today no longer have any value, because we've all had to do for “inertia”, It has not need anyone to tell us, It is therefore a necessary measure, but not definitive.
My recommendation to many of these emails is based on a concept that I believe deeply, and each time more, differentiating, understood as a strategy for your customers perceive your business as a sole, authentic and different, getting an emotional loyalty that goes far beyond being a good customer to make it your best customer, your best seller and your best defense.
The customer today is a lot of offers but nothing different, at the end the decision is based on the price, if you manage to differentiate your market will get to sell at a better price than others even in the worst moments. We must not forget that “value” is not only a consequence of this differentiation.
La clave de la diferenciación en la industria de los restaurantes no está en ser los mejores en todo, sino en ser diferentes y que el cliente lo perciba como una ventaja competitiva que influya directamente en su decisión.
La diferenciación en un proyecto de hostelería puede contener aspectos globales o individuales, como el producto, la marca, el precio, el servicio añadido, la localización, el conocimiento del mercado, la innovación, la calidad, la atención al cliente, etc., por ello es muy importante analizar y conocer desde el principio tus variables diferenciadoras y potenciarlas al máximo.
Por último me gustaría destacar que uno de los factores que con más fuerza está influyendo en esa diferenciación en los últimos tiempos son las estrategias en redes sociales que algunos restaurantes ya están implementando a través del SMR (Social Medía Restauranting) y que están haciendo que los usuarios lo perciban como un valor diferenciador y los elija en su decisión final.