Continuing to help the recovery of catering, Meituan Food Delivery Butler helps more than 70,000 small and medium-sized merchants to digitally transform

　　Since the introduction of the "New Ten Measures", the city has become more and more mobile day by day, and the fireworks in the catering industry have returned.

During the epidemic, many catering merchants who suspended dine-in have gained income through online takeaway, which has improved their business resilience; the epidemic has gradually recovered, and more merchants have begun to insist on "dine-in + takeaway" to walk on two legs.

But for most merchants, online takeaway does not necessarily mean a good takeaway.

The "Research Report on Digitization of Chinese Catering Merchants" shows that nearly 90% of merchants believe that online catering operations require professional skills and capabilities. However, in actual operation, only 26.8% of merchants have set up a full-time online operation team.

　　In order to help more small and medium-sized merchants do a good job of takeout, in June 2021, Meituan Waimai launched the "Takeaway Butler Service", which provides one-on-one assistance to catering merchants affected by the epidemic by a takeaway operator with professional digital operation capabilities. The service covers six items including business diagnosis, store decoration, meal design, event planning, promotion and marketing, and operation optimization.

According to Meituan Waimai data, as of the end of 2022, more than 70,000 small and medium-sized merchants have obtained the takeaway butler service for free, and the average monthly income of a single store has increased by 30%, and the average monthly income has increased by more than 6,000 yuan.

Video: Continuing to help catering recover, Meituan Food Delivery Butler helps more than 70,000 small and medium-sized merchants to digitally transform

From small and medium merchants to time-honored brands, from clearing accounts to understanding operations

　　Small and medium-sized catering businesses often have limited manpower, and many bosses are responsible for accounting, purchasing, recruitment, etc. It is difficult to recruit professional operation personnel for takeaway.

Seeing the needs of this industry, Meituan Waimai established a professional service team with thousands of food delivery operators in cooperation with nearly 100 agent operation service companies across the country to provide free food delivery for small and medium-sized catering businesses affected by the epidemic. Butler service.

　　"Many merchants have been working in catering for many years, but they don't know how to sell online. What I have to do is to help them find the right position and enlarge their online competitiveness." Jiang Zeyu, the delivery manager of Meituan, is a typical overseas returnee. He once received a doctorate offer from Imperial College of Technology, but due to the epidemic and other reasons, he gave up the opportunity to study abroad and chose to help merchants do food delivery in his hometown.

With a professional background in science and engineering, Jiang Zeyu is good at using data analysis, mathematical modeling and other abilities to help merchants optimize their business strategies. In the past two years, he has helped thousands of catering merchants increase their income by hundreds of millions of yuan through food delivery.

　　Across the country, there are still many outstanding young people like Jiang Zeyu who choose to challenge the food delivery industry across borders.

Bai Jun, a guy from Shenyang, Liaoning, was once admitted to China Medical University with a score of 608. After graduation, he was optimistic about the prospects of the catering digital industry, so he came up with the idea of ​​combining his own advantages to help merchants do food delivery.

He said: "Takeaway is not as simple as handing the lunch box to the customer. You have to learn more and see more to help the merchants solve the problem." More than a hundred merchants have achieved growth against the trend.

　　Many small and medium-sized merchants who are just starting to do food delivery often feel at a loss in the initial stage.

Zhangji Youtiao (Ningbo Road store) in Shanghai was stumped by the "decoration" of the online store as soon as it went online for takeaway.

Mr. Ma, the boss, said: "I have been working on it for more than a month, and the pictures are always ugly, so I can only delay it again and again." Youtiao shoots and designs food pictures; optimizes the menu structure, and single items such as fried dough sticks and tender bean curd are also set up as a combination package, which is convenient for users to place orders...According to Mr. Ma, when he first started doing takeaways, even the delivery fees and commissions were spent. I can’t tell the difference, and I haven’t paid attention to the changes in the delivery fee of each order. I think the larger the delivery area, the better the business. “The Meituan takeaway steward suggested that I make an order within 3 kilometers first, because the unit price of our breakfast is not high. , the delivery fee accounts for too much of the expenditure, and the takeaway business will not make money.” The Meituan takeaway steward not only helped Mr. Ma settle the takeaway account, but also put forward targeted business optimization suggestions. In more than a month, Zhang Ji’s takeaway turnover nearly tripled.

The Meituan Food Delivery Butler came to provide operational advice for Xinxingyuan Dumpling Restaurant

　　Not only small and medium-sized merchants, but also many time-honored restaurants that have long focused on dine-in business also lack experience in online operations.

In July this year, Xinxingyuan Dumpling Restaurant, a century-old brand in Jilin City, began to accept free Meituan takeaway butler service.

Under the suggestion of the takeaway steward, Xinxingyuan launched a meal set meal for one person online to meet the needs of takeaway diners; added the label "Chinese dishes" to the store classification to increase the exposure of consumers' search; launched special marketing activities for new customers, Let your century-old dumplings be seen by more online users... After a month of operation, the takeout order volume of Xinxingyuan Dumpling Restaurant has more than doubled compared to before the use of the takeaway butler service. The effect of operation optimization is so obvious, let us see that this store has more development potential online.”

Online digitalization enhances the resilience of the catering industry and helps consumption recover

　　Over the past year or so, Meituan Waimai has continued to help small and medium-sized merchants affected by the epidemic improve their digital capabilities and strengthen the resilience of the industry by distributing free takeaway butlers.

At the beginning of May, when dine-in food was suspended in Beijing, Meituan Waimai immediately allocated 3,000 takeaway butler service quotas to the Beijing area to help small and medium-sized merchants lacking experience in takeaway to successfully carry out online operations for free.

At the end of May, dine-in food in Shanghai began to gradually recover. Meituan Waimai invested 40 million yuan to set up a "take-out resumption of work partner" team to help Shanghai catering merchants who are temporarily unable to do dine-in food increase their online business income as soon as possible and accelerate the recovery of the catering industry.

　　According to data from Meituan Waimai, the survival rate of merchants who have used Meituan Waimai butler service in 2021 is 39% higher than that of merchants who have not used the butler service.

In April this year, Meituan Waimai launched the "Prosperity Plan" for all catering merchants, hoping to continuously improve merchant experience, solve practical problems of merchants, and achieve symbiosis and co-prosperity between the platform and merchants through the four major mechanisms of communication, development, service, and joint construction.

The person in charge of Meituan Food Delivery said that in order to continue to promote the recovery of the catering industry, Meituan will increase its investment in takeaway butler services, provide free digital training services, help more merchants to do takeaway, and help the recovery of catering.