Is it useful for restaurants to set up WeChat groups?

Nowadays, any restaurant will add you to a WeChat group as long as you order food. There is basically no one talking in the group, and it is mainly robots that send out order coupons. Is it useful for restaurants to create WeChat groups?

Now, as long as you order food from any restaurant, they will basically add you to a WeChat group. First add the company WeChat account, then join the group, then get the coupons. After getting the coupons, you can enjoy discounts, and they will push coupons to you every week. I basically added McDonald's, KFC, Heytea, and Luckin Coffee near my home. There is basically no talking in the group, mainly the robot sends coupons one by one.

01 Is this kind of group useful?

For enterprises, the core purpose must be to increase store sales, that is to say, forming a group is one of the means to increase store sales.

Let’s break down the sales volume:

Sales volume = traffic × conversion rate × average order value × repurchase rate

For restaurants, traffic is particularly important, and a steady stream of free traffic is particularly important. How can we have a steady stream of free traffic?

Increase various contact points with nearby people. Restaurants basically serve people within a kilometer or so. The range is limited, so the number of people they serve is limited. Therefore, it is very important to attract as many people as possible within a limited range.

Which methods are better: WeChat groups, Moments, private messages, advertising, flyers, and elevator advertising? Basically, WeChat groups, Moments, and private messages are the only ones that work better. The effects of other methods are getting worse and worse.

This is why restaurants ask you to join their WeChat groups. Even if you quit the WeChat group, there are still private messages and Moments, so there is always a chance for you to think of me. Especially in restaurants, it is easy to be infected by emotions, which can turn into emotional consumption.

Therefore, restaurants don’t care whether the group is active or not. Activity is not the point. The point is that there is one more way to arouse users’ purchasing interests.

02 Give some suggestions

Since the purpose is to arouse purchases, the effect will be better if it can be more precise, such as by collecting users' past purchase records and accurately pushing them. For example, according to the local weather conditions, various preferential activities can be made in a targeted manner. For example, when the weather is cold, hot drink coupons are given, and when Children's Day comes, children's suit coupons are given, etc., to stimulate the emotional value of users again. The preferential chain in the group increases the lively atmosphere of the group and drives consumption again.

To sum up, outsiders think that creating groups is useless, but in fact they have not seen through the essence of it. The restaurant has no intention of making the group active at all, nor does it need to be active. As long as you like the coupons I send, it will encourage users to repurchase and fission, thereby increasing overall sales.