What is Meituan’s agency operation? Which businesses are suitable?

Nowadays, most white-collar workers rely on ordering takeout for their meals. Delivery guys can be seen everywhere on the streets, and some of them are still delivering food in the middle of the night. In recent years, the catering industry has maintained a rapid development, the scale of the catering market has continued to expand, and it has become an important force in the domestic consumer market.

It is understood that in the first three quarters of 2019, the transaction volume of my country's takeout industry was 120 billion yuan, 143 billion yuan, and 179 billion yuan, respectively, with a month-on-month increase of 25.2% in the third quarter. The volume of takeout orders also continues to rise, and the takeout market still has huge growth potential.

With the continuous development of the food delivery market, the development focus of food delivery platforms has gradually shifted from increasing user growth to tapping into existing user base, and food delivery operations have entered people's field of vision as an emerging industry. ‍

01. What is Meituan’s food delivery agency operation?

It is understood that

There are more than 2 million merchants on Meituan Takeout, and many of them do not know how to operate, so the Meituan Takeout agency operation industry was born. Q

In short, food delivery agency operation is to help food delivery merchants to conduct online operations and help them increase the number of orders and sales.

For many people who don’t understand food delivery platforms, food delivery agency companies have professional teams that can provide food delivery stores with a full range of systematic and standardized high-quality services, from store evaluation, business district analysis, store decoration, daily operations, evaluation management, store monitoring to menu structure design, event planning, and customer management. Draw a portrait of the user's consumption behavior and use various marketing plans to improve store conversion rate, store exposure, increase repurchase rate, improve store profits and rankings, etc.

02. Which businesses are suitable for food delivery operations?

Many businesses are considering whether to operate food delivery services on behalf of others. In fact, not all stores are suitable for takeout delivery operations.

1) Lack of operational capabilities and inability to take care of both online and offline operations

Some stores adopt the model of dine-in + take-out. The dine-in business is very good, but the take-out orders are not increasing. Because merchants are busy with offline management and ignore online operations, at this time, food delivery agency companies can help merchants convert old offline customers into online consumers, so that both online and offline operations can flourish.

2) Different platform rules, no marketing activities

Some merchants don’t fully understand the rules of the food delivery platform, which leads to improper setting of marketing activities, resulting in store losses. For this type of merchants, food delivery agents have a better understanding of platform rules and will set up various marketing activities based on the platform rules and the specific circumstances of the store, thereby increasing the store's order volume and ensuring store profits.

3) The product is good, but the store sales are not increasing

Some stores have very good products, but their sales just can’t increase. Faced with this kind of situation, the food delivery agency will create user portraits based on the scope of the business district and the amount of consumption, accurately locate consumer users, lock in the consumer group, and then optimize and improve the store to increase sales.

4) Low store exposure and low ranking

Obviously the store has a good reputation, but it has very little exposure. It cannot make it to the homepage, occupy a hot spot, or open up the market. At this time, the food delivery agent will optimize the store from all aspects, accurately position the store, and rationally utilize Meituan’s traffic entrance to open up the market and improve rankings.

5)……

end

Take-out is different from dine-in, and the online and offline markets have two different sets of strategies. Most traditional catering companies lack the ability to carry out refined operations online. In addition, their own energy is limited, so it is difficult to take into account both online and offline at the same time. Therefore, the agency operation of online food delivery is actually a good choice for restaurant companies that are good at offline operations.