Tus nqi siab dua, skimpier feem, apps - cov khoom noj ceev tau hloov pauv

Fast-food chains tab tom ua si rau tus nqi ntawm lawv cov burgers, pizzas thiab tacos raws li kev nce nyiaj txiag txhawb cov peev nyiaj - tab sis cia siab tias tus nqi siab dua, feem ntau skimpier thiab ntau qhov kev cuam tshuam ntxias tib neeg kom kos npe rau cov khoom plig zoo li cov tuam txhab rov xav txog lawv cov tswv yim muaj nqis.

Hais txog tus nqi nce, Domino's Pizza ua ntej lub xyoo no tau tsa tus nqi ntawm nws Mix & Match kev xa khoom los ntawm $ 5.99 txog $ 6.99, thiab ua rau nws $ 7.99 lub teb chaws nqa tawm tsuas yog rau kev txiav txim digital. Burger King tshem tawm Whopper los ntawm nws cov zaub mov muaj nqis thiab txiav nws 10-thooj nuggets rau yim daim. Thawj thawj zaug, Yelp tau hais tias cov neeg siv khoom tau hais txog "kev poob qis" hauv lawv cov kev tshuaj xyuas hauv tsev noj mov, feem ntau ntawm cov chaw pabcuam pheej yig xws li cov dev kub, hamburgers thiab pizzas.

Michael Schaefer, tus thawj coj thoob ntiaj teb rau zaub mov thiab dej haus ntawm tus kws tshawb fawb kev lag luam Euromonitor International hais tias "Peb tau pom cov tuam txhab tweaking lawv cov zaub mov muaj nqis thoob plaws lub rooj tsavxwm," "Peb tab tom pom cov khoom tsawg dua, txo tus nqi nce, cov khoom me me."

Cov kev hloov pauv tau qhia txog tshooj kawg hauv kev hloov pauv tsis tu ncua ntawm cov khoom lag luam ib txwm muaj uas tau dhau los ua qhov tseem ceeb ntawm ntau cov khoom noj ceev ceev. Nyob rau hauv lub xyoo txij li thaum McDonald's tau poob nws nrov Dollar Menu thiab Subway tsoo lub brakes ntawm nws $ 5 Footlong phiaj los nqis tes, cov kws txawj hais tias kev lag luam tau sim txo nws txoj kev cia siab rau xws li promotions uas noj mus rau hauv profit margins.

Thiab raws li cov tuam txhab ntsib cov nqi nce ntxiv rau cov khoom xyaw thiab kev ua haujlwm, kev thawb kom rov xav txog cov tswv yim muaj txiaj ntsig tau ua rau qhov kev kub ntxhov tshiab.

Txawm hais tias lawv ntsiag to nce nqi lossis hloov cov khoom noj khoom haus, cov kws tshaj lij hais tias cov tuam txhab khoom noj ceev tau nce ntxiv cov tswv yim muaj txiaj ntsig nyob ib puag ncig cov apps hauv xov tooj thiab cov khoom plig uas yuav cia lawv muab cov khoom ntiag tug, thaum ua nyiaj ntau dua ntawm txhua tus neeg siv khoom.

Hauv McDonald's, Piv txwv li, cov neeg siv khoom tuaj yeem tau txais kev txiav txim pub dawb ntawm cov fries loj thiab 1,500 cov ntsiab lus ntxiv rau rub tawm nws lub app thiab kos npe rau nws qhov khoom plig.

Hauv kev hu xov tooj nyiaj tau los lub hli dhau los, McDonald's cov thawj coj tau hais tias qhov kev pab cuam tau txais cov neeg siv khoom tuaj xyuas ntau zaus thiab sau tseg lwm qhov txiaj ntsig nws tuaj yeem nqa tau - lub peev xwm thaum kawg muab kev sib cog lus tus kheej ntau dua.

Kev nce qib hauv tebchaws, los ntawm qhov sib piv, muab cov luv nqi txawm tias cov neeg uas yuav tau them ntau dua, hais tias McDonald's CEO Chris Kempczinski.

Nws hais tias "Muaj ntau qhov pov tseg hauv qhov ntawd," nws hais.

Ntawm cov chains muab khoom plig cov kev pab cuam yog Chipotle, Chik-fil-A, Dunkin 'Donuts, Papa Johns, Wendy's thiab Burger King, uas cia cov tswv cuab khwv tau "crowns" nrog kev yuav khoom uas tuaj yeem txhiv tau rau cov khoom noj.

Kev muab tus kheej tuaj yeem yog qhov yeej-yeej los ntawm kev muab cov neeg siv khoom luv nqi ntawm cov khoom uas lawv xav tau tiag tiag, thaum tseem cia cov tuam txhab tuav cov nyiaj tau los, hais tias Francois Acerra, tus thawj coj ntawm kev tshawb fawb thiab cov neeg siv khoom tshuaj ntsuam xyuas rau Revenue Management Solutions, lub tsev noj mov cov ntaub ntawv txheeb xyuas lub tuam txhab.

"Cov tuam txhab tuaj yeem hais tias 'Auj, nws yog vim kev nce nqi,' tab sis kuv xav tias cov khoom lag luam tau sim txav deb ntawm cov nqi qis rau ib ntus," Acerra tau hais. "Cov tuam txhab lag luam txaus siab muab tus nqi rau cov neeg siv khoom kom ntev li ntev tau lawv tuaj yeem siv cov qhua tuaj noj mov keeb kwm kom ua kom cov neeg siv khoom muaj txiaj ntsig ntau tshaj plaws hauv lub neej ntev."

Apps pab cov tuam txhab ua li ntawd. Muab hais tias tib neeg tshawb xyuas lawv cov xov tooj ntau npaum li cas, ib qho app ntawm ib tus neeg lub vijtsam hauv tsev yog "zoo li daim ntawv tshaj tawm uas tseem muab," said Adam Blacker, tus thawj coj ntawm cov ntsiab lus thiab kev sib txuas lus rau Apptopia, lub tuam txhab tshuaj xyuas cov ntaub ntawv.

"Tus nqi uas peb saib nws, qhov tseem ceeb uas nws tuav hauv koj, tsuas yog pom lub logo txhua hnub tuaj yeem muaj txiaj ntsig," nws hais.  

Apps tseem tuaj yeem muab cov ntaub ntawv hais txog dab tsi thiab thaum twg cov neeg siv khoom xaj thiab cov kev tshaj tawm uas lawv teb rau, pab cov tuam txhab kho cov tswv yim ntawm kev ceeb toom rau kev sib tham.

Txawm li cas los xij, cov kev pabcuam khoom plig tseem yog qhov chaw tshiab thiab tsim kho rau ntau lub tuam txhab. Lub sijhawm no, ib txoj hauv kev uas cov tuam txhab muab cov phiaj xwm ntau dua yog muab cov neeg ua haujlwm hauv zos yooj yim.

McDonald's cov thawj coj tau hais tias cov saw hlau yuav khiav kev tshaj tawm hauv tebchaws, xws li nws cov ntawv qhia $ 1, $ 2, $ 3, tab sis cov cheeb tsam ntawd tuaj yeem xaiv cov khoom lag luam twg los muab. Papa John cov thawj coj kuj tau sau tseg tias lawv cov tsev noj mov yuav tsum tau kho cov kev sib cog lus.

"Kev txo nqi hauv San Francisco txawv dua li qhov luv nqi hauv Atlanta thiab Ohio," CEO Rob Lynch tau hais thaum lub tuam txhab cov nyiaj tau los hu.

Tab sis txawm tias lawv tau ua ntau lub hom phiaj nyob rau xyoo tom ntej, cov kws tshaj lij hais tias cov khoom noj ceev ceev yuav tseem yuav tsum tau muab cov kev pom zoo rau cov neeg siv khoom.

Schaefer ntawm Euromonitor tau hais tias "Lawv yuav zoo li txawv me ntsis li xyoo dhau los, tab sis yuav muaj ib qho chaw rau qhov pom tau zoo, cov khoom siv qis, uas ua rau muaj tsheb khiav thiab cov nyiaj tau los ntau dua," said Schaefer ntawm Euromonitor.