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Hot calligraphy cakes, lipstick desserts... it is no longer a new thing for a Douyin brand to become popular. As a caterer, do you also want to try Douyin to borrow the east wind, take advantage of Douyin’s dividends, and make your own store popular?

In this regard, the editor summarized 10 "eye-catching" Douyin content modes.

01

Choose a store name that is creative and has its own communication points

The last store on Douyin was very popular. The boss took a different approach and directly named his store "store". In order to introduce the store name, the boss set up a suspenseful copy:

I heard that you have a very delicious store that you want to introduce to me. What is it called?

What is the name of a shop? Yes, it’s called shop, shop, shop, shop!

The name of the store is the same as the name of the person. When you choose the name of the store, you need to put a little thought into it.

After searching the store names on Douyin, I found that some are literary, some are secondary, some are a combination of elements, and some are aesthetic... The summary is that the name is creative. A crucial point under creativity is to have characteristics that can be remembered by people. Only in this way can your name be widely spread.

For another example, there is a piece of copywriting on Douyin that says, "After the name of the store, the boss must be a person with a story." In the video, sensational texts such as "Flowers bloom and fade, people come and go" are posted on the long stairs, paired with the song "The Us Later", and follow the camera slowly moving, full of literary style, and received 400,000 likes.

A unique and creative store name will bring its own communication point, so caterers should make full use of this in Douyin marketing.

02

Incorporate interesting formats into dishes to give customers a sense of participation

Special dish formats have strong eye-catching capabilities and are naturally highly contagious. Interesting forms are embedded into the dishes to give customers a sense of participation and form spontaneous communication.

For example, DIY test-tube milk tea that is very popular on Douyin, and an edible lipstick chocolate. There is also milk tea hot pot, which combines two popular forms of hot pot and milk tea to satisfy customers' curiosity.

Shuangwanjiu is another popular one on Douyin. Wanwanjiu comes from Xi’an’s unique folk culture.

Shuangwanjiu not only brought Yongxingfang, but also doubled the number of tourists in Xi'an. This is the power of hot spots.

This kind of novel and interesting food content just caters to the fun-loving psychology of young consumers, so many people are willing to imitate it, so it spreads quickly and attracts traffic.

03

Create a special restaurant environment

When class enters a restaurant, the environment can give people the most direct feeling. Restaurateurs can create a distinctive restaurant environment through unique themes. Many owners have transformed their restaurants into dormitories, classrooms, etc., creating a nostalgic internet celebrity style.

A boss on Douyin made a surprise move and opened a restaurant on the Ferris wheel, perfectly combining afternoon tea with the romantic petty bourgeois environment of the Ferris wheel, creating a hot spot for communication.

04

Attract consumers with new ways of eating

A new thing will always attract curious people and make people unable to help but try it. Therefore, restaurant owners can innovate some distinctive and new ways of eating to attract consumers.

Haidilao is a successful case. After someone uploaded a new way to eat Haidilao tomato beef rice and it became popular, more and more ways to eat Haidilao were developed. Many young people go to the store specifically to order "Douyin set meal".

New ways to eat various foods on Douyin are constantly being developed, such as new ways to eat crayfish, new ways to eat KFC, new ways to eat hamburgers, etc.

05

Package the appearance and talents of the boss and clerk into selling points

If the restaurant owner or clerk has a unique skill, then you can package this into a selling point.

For example, the popular "Chongqing Hot Pot Sister" Zhang Yinghui, a video of her vigorous dancing in a Huishan City hot pot restaurant suddenly became popular on Douyin. The like rate was very high and the spread rate was very high. Many customers came here, making the hot pot restaurant popular, and she became a restaurant owner.

At the same time, shop assistants can show off their unique skills, talents, and good looks. For example, Xibei employee Zhao Chenguang, whose Douyin account is "Guang Ge", made a Douyin video of himself making noodles, which received more than 600,000 likes.

The restaurant can develop a PK project by assigning employees special responsibilities: whichever department or person has the most likes and views during the process of maintaining the short video will receive corresponding rewards.

Lively people can better promote the effect. The method of finding one person to build a brand store is a popular method on Douyin. The boss who is good at knife skills can show off his knife skills, and the boss who is good at cooking can show the skill of turning the pot. In short, the more skills, the more interesting it is.

06

Use sitcoms to interpret content

Douyin is a platform suitable for continuously using sitcoms to interpret content. This is due to the nature of short video content, and continuous content is more conducive to developing a valuable personality brand.

Plot reversal is a common shooting technique on Douyin. Reversal is to graft together two stories in opposite states. For example, sitting across from each other and having dinner together, the affectionate, talented and beautiful person turns out to be someone else's girlfriend. For example, a super invincible luxury set meal with countless ingredients is served to others in the end. For example, I ordered a lot of signature dishes that were not available in the restaurant, but in the end I only ordered the simplest vegetable and radish soup.

07

Use food scenes that break people’s usual perceptions

Food scenes can break people’s usual perceptions and form a communication hot spot.

For example, the 1-meter lobster banquet and Lishuji Healthy Hot Pot received millions of likes by sharing the grand scenes of the production, becoming a hit. Xiaoyu's home-cooked food is cooked in the largest pot on the Internet, and the family version of the food scene gives people a shocking viewing experience.

08

Share secret recipes to satisfy the curiosity of netizens

Sharing secret recipes is not only practical but also satisfies the curious psychological needs of netizens.

The most common one is food teaching, making a dish or demonstrating a food tip, so that the viewers feel rewarded and can discover knowledge points, which will attract more attention and viewing.

09

Create scarcity through price, service, etc. to create a unique selling point

The silliest restaurant, the hottest Japanese food shop, the cheapest sugar water, the richest pancake... create a unique selling point by creating scarcity.

To focus on this aspect, you can focus on price, service, and sentiment. For example, the most positive boss in Shenzhen focuses on charity, the most down-to-earth boss in Chengdu - Grandpa Danbao Cake next door in Taikoo Li focuses on sentiments, the "silliest" restaurant - Yuhuaqi Vegetarian Free Restaurant, etc.

10

Use the entertainment aspect of the challenge to attract attention

Challenges have strong entertainment attributes, such as the popular 10-second free order challenge on the Internet, and the long jump free order activity. This cost is very low, the spread speed is fast, the conversion is high, and it is extremely attractive.

There are also the Big Eater Challenge that is common on Douyin, Banu’s challenge game on the correct posture for eating hairy belly, etc.

Conclusion

If catering brands want to become "Internet celebrities" in the minds of diners, they must show their advantages. With the above 10 content models, catering owners can combine their own characteristics to explore the Internet celebrity communication attributes that suit them.

Douyin is a huge “traffic pool”, why don’t caterers take advantage of it?