外賣包裝怎么選？這對(duì)于很多餐飲外賣商家來(lái)說(shuō)，都是個(gè)值得重視的問(wèn)題。我們通過(guò)調(diào)研走訪市場(chǎng)上很多餐飲商家，總結(jié)了餐飲商家選擇外賣包裝時(shí)主要關(guān)注三個(gè)方面：

How to choose the delivery package? This is a problem worthy of attention for many catering takeout businesses. Through investigation and interview with many catering businesses in the market, we summarized three main aspects that catering businesses focus on when choosing takeout packaging:

實(shí)用功能。

Utility functions.

外賣包裝袋是用來(lái)盛裝食物的，那就要盡很大的可能保證食物的口味和堂食體驗(yàn)一樣，商家所選擇的包裝的保溫、透氣、防撒漏、密封性等性能如何，另外，高溫?zé)嵊徒佑|劣質(zhì)塑料產(chǎn)生對(duì)人體有害物質(zhì)，商家選擇的包裝是否安全、環(huán)保等，這些才是商家選擇外賣包裝的首要考慮的條件。只有從用戶角度考慮，保證菜品的質(zhì)量，提升就餐體驗(yàn)，才能讓用戶滿意、放心、才能增加回頭客，提升復(fù)購(gòu)率。

The takeout packaging bag is used to contain food, so it is necessary to ensure that the food taste is the same as the food experience. What are the performance of the packaging selected by the business, such as heat preservation, ventilation, leakage prevention and sealing? In addition, the high-temperature hot oil contacts with inferior plastic to produce harmful substances to human body. Whether the packaging selected by the business is safe and environmentally friendly is the primary consideration for the business to select the takeout packaging. Only from the perspective of users, to ensure the quality of dishes and improve the dining experience, can users be satisfied, assured, increase repeat customers and improve the repurchase rate.

成本。

Cost.

很多餐飲品牌連鎖都會(huì)有一套嚴(yán)格的成本預(yù)算體系，基本上控制在平均客單價(jià)5%以內(nèi)，若高于這個(gè)范圍就會(huì)增加外賣的成本負(fù)擔(dān)，商家的毛利潤(rùn)會(huì)受到很大影響。商家根據(jù)成本預(yù)算來(lái)盡可能提升用戶體驗(yàn)感，外賣包裝既不能一昧追求高檔或者簡(jiǎn)單包裝過(guò)分控制成本，包裝投入成本要“量體裁衣”，就是說(shuō)包裝的成本要和菜品的客單價(jià)相匹配。

Many food and beverage brand chains will have a strict cost budget system, which is basically controlled within 5% of the average customer unit price. If it is higher than this range, the cost burden of takeout will be increased, and the gross profit of merchants will be greatly affected. Businesses should improve the user experience as much as possible according to the cost budget. Delivery packaging should not blindly pursue high-end or simple packaging to control the cost too much. The packaging investment cost should be "tailored", that is, the packaging cost should match the customer unit price of the dishes.

顏值。

level of appearance.

合理的色彩搭配、時(shí)尚的包裝風(fēng)格、吸引人的外賣包裝造型、個(gè)性化的文案等，這些因素對(duì)提升消費(fèi)者體驗(yàn)有著極大的作用。目前市場(chǎng)上常見(jiàn)的外賣包裝的產(chǎn)品種類主要有以下幾種：餐飲外賣商家可以對(duì)市場(chǎng)上的外賣包裝有一個(gè)整體的認(rèn)識(shí)，這樣就可以根據(jù)客單價(jià)、菜品類型、店鋪定位、各類包裝材質(zhì)的特點(diǎn)以及價(jià)位，來(lái)選擇適合自己店鋪的打包袋。

Reasonable color matching, fashionable packaging style, attractive take away packaging modeling, personalized copywriting, etc. these factors play a great role in improving consumer experience. At present, the product types of common take away packaging in the market mainly include the following: Catering take away merchants can have an overall understanding of the take away packaging in the market, so that they can choose the packaging bags suitable for their own stores according to the customer unit price, the type of dishes, the positioning of the store, the characteristics and prices of various packaging materials.

外賣核心的當(dāng)然是食品本身，商家本身的菜品口味好是關(guān)鍵所在。在店鋪的不同發(fā)展階段適時(shí)地對(duì)外賣打包袋做出調(diào)整，塑造品牌形象，注重細(xì)節(jié)，這本身也是對(duì)店鋪的一種包裝。

Of course, the core of takeout is the food itself, and the key is the good taste of the merchants' own dishes. It is also a kind of packaging for the store to timely adjust the delivery bags at different development stages of the store, shape the brand image and pay attention to details.

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