Catering planning

Food and beverage planning 1 preface

The catering industry has entered an era of strong competition, and the market competition is fierce. How to open the market terminal? How to improve brand awareness? How to seize the largest share of the catering market? How to lead a market?

At present, Wuhai catering industry has a good development trend and great development potential. Under such a good background, we will make every effort to build the brand value of "Taste Zhai" and create publicity hotspots, mainly planning distinctive publicity means and promotion activities.

In order to shape the overall brand image of Pinweizhai, arouse widespread media attention and let Wuhai people know that the most authentic Xinjiang cuisine is in Pinweizhai. Catering marketing planning is a major that studies competition and changing market environment. How to identify, analyze, choose and make use of market opportunities, explore the best form and the most reasonable way of hotel production and sales, and achieve the maximum economic benefits with the least labor consumption.

Marketing plan analysis

I. Target market analysis

Situation analysis

Strength (advantage)

1. Chef, absolutely authentic Xinjiang flavor.

2. Lot, located next to No.1 Middle School, with concentrated huxing and sufficient parking spaces.

3. Weaknesses (disadvantages) of new decoration 1. Unknown, the smell of wine is afraid of the depth of the alley. 2. It is difficult to attract customers without an independent restaurant that forms a dining street. 3. The decoration style is inconsistent with your own food style, and there is no obvious logo.

Opportunity (opportunity)

1. The market environment is good and the cakes in the catering market are huge.

2. Wuhai catering market has no leader-Xinjiang food threat (1). At present, there are many specialty restaurants in the market with regular customers, and the market is relatively mature.

2. xinjiang cuisine is a new cuisine in Wuhai. Whether Wuhai people can be widely recognized is a great challenge.

Blank market is both an opportunity and a challenge. How to make this new cuisine into the mainstream cuisine in Wuhai or the favorite cuisine of some customers is the focus to be considered at present. Pinweizhai's customers are mainly working-class people and surrounding staff, but many of them are public funds, which requires us to take into account the consumption level of those working-class people on the basis of upgrading our grades.

Second, the pricing strategy

1, meals can basically maintain the original price, but considering the price of meals related to some festivals, you can use discounts (recommended) or give away beer.

2. For high-priced meals, it is recommended to combine reduction with no reduction.

3. The price of each festival package (explained below) should not be too high, and the per capita consumption should be controlled at 30-50 yuan.

4. The price of other drinks and other services can be flexibly changed according to the actual situation of Pinweizhai, and the lowest price can be reached before and after the festival (but it depends on the hotel's net profit).

Third, marketing strategy.

1. Make special holiday packages, which can be divided into three categories according to the actual situation: affordable, medium and high. There are meals for two and meals for three. The theme should reflect the lively atmosphere, and beer can be given away (the price does not need to be too high).

2. For family members' birthdays, they can enjoy a 20-10% discount when dining in the hotel with valid documents (household registration book and ID card) (according to the actual decision of the restaurant). Suggest recommending them a holiday package.

3. Give some related small gifts after dinner (the name, telephone number and address of the restaurant should be printed on it).

4. The activity time is arranged two to three days before and after the festival.

Fourth, promotion strategy.

1. Place outdoor advertisements near the entrance of the hotel (outdoor advertisements are mainly in the form of ink paintings and banners).

2. Street banners are combined with newspaper advertisements.

3, you can try mobile phone short message advertising, the focus of mass sending is the old customers of the original hotel, pay attention to the use of appropriate language, mainly introduce the latest activities of the hotel.

4. Image processing must be consistent with marketing content.

5. Flyer advertising is ok, but the quality of flyers must be high.

Note: You can select the above advertisements at the same time. Promotion focuses on urban areas and can also be extended to surrounding counties and cities. The minimum advertising audience should be 1/5 of the total population of Wuhai.

Verb (abbreviation for verb) Other related strategies

Specify some incentive policies for waiters and related staff to arouse their work enthusiasm (this part can be refined later); Put some special music in the hall; The speed of serving must be fast; The layout of the hall does not need to be too luxurious, but it should have its own characteristics and reflect the feeling of Xinjiang.

Catering Planning Chapter II Activity Theme:

Grateful to the distinguished guests, × warm consumption activities

Purpose and significance of the activity:

First, through this activity, on the one hand, let customers experience the changes of xx, on the other hand, attract more customers and let them feel the difference of XX. In order to better promote the restaurant brand.

Secondly, since Christmas, New Year's Day and other festivals will come one after another, this Thanksgiving activity should echo the next festivals and lay a good foundation for the next better development.

Activity content:

First, the Thanksgiving Day scene layout

1. Red lanterns are hung in four storefronts (not on the first floor of Dongsi Store), big lanterns are hung at the door, inflatable arches are set up, and theme banners are hung.

2. Add a dish display board. Hanging food display boards in lobby and corridor rooms will give customers a visual impact.

Second, the specific implementation plan

Publicity time:11.20 ~ ~11.26

Activity time: 1 1.27

Publicity method:

1, put up a poster at the gate to briefly introduce the method and content of this activity.

2. Make publicity color pages, on the one hand, distribute them to dining customers, on the other hand, distribute them in places with large traffic, achieving double effects.

Option 1:

1, send a lollipop or a small gift to the children who enter the door, and send a holiday speech.

2. Customers who spend over 100 yuan can have the opportunity to tie balloons (balloons are prepared in advance). There are several cold dishes in the balloon, and you can get this dish (mainly with low price) if you win the prize. Customers who spend all over 200 yuan can also have the opportunity to tie balloons.

Scheme analysis:

The scheme has low investment cost and many interactive elements, which can make customers feel the festive atmosphere. Because Thanksgiving is not as important and famous as Christmas and Spring Festival in Kaifeng, the main purpose of the scheme is to change customers' impression.

Option 2:

Give lottery cards to guests who spend more than 300 yuan, and leave the contact information of customers on the lottery card. The prizes are some beautiful small gifts; You can also ask the front office manager who are the customers who spend a lot and spend a lot on average. Because of the contact information of customers, you can send a message in the name of the company to greet and promote xx's new dishes before holidays or when the weather changes suddenly. (This scheme is not limited to this festival, but can be continued. )

Scheme analysis:

The scheme will reduce the gross profit in the early stage, with a large number of customers, and the work of screening out regular customers is heavy. But it can catch a considerable number of customers, save unnecessary advertising expenses, let customers know about xx's new products for the first time, and realize the promotion of xx service.

Option 3:

Thanksgiving will introduce new dishes and special dishes, and improve food with the help of Thanksgiving publicity. Send a small bowl of glutinous rice balls or a heater after dinner, and send a 10 yuan voucher after paying the bill.

Scheme analysis: Using the stunt of Thanksgiving, new dishes can be quickly accepted by the public. In addition, although the number of jiaozi presented is small, after the oral introduction of the waiter, customers can feel the difference and warmth of Thanksgiving, which is beneficial to xx's reputation.

Responsibilities and preparations of each department:

Purchasing department: responsible for purchasing the required items.

Planning department: responsible for the specific planning and arrangement of festival activities.

Front Office: The front office manager actively assists the planning department in store layout and coordination among employees. Waiters unify holiday greetings and smiles, and actively introduce the details of holiday activities and new dishes to customers.

Activity budget:

Arch rent: four storefronts 150 yuan/day ***600 yuan.

Ear warmer (gift): 1.5 yuan /200 ***600 yuan.

Lantern (small) 1.2 yuan /400 ***480 yuan.

5000 publicity pages ***700 yuan.

Food exhibition board 70*90 60 yuan/168 * * 10080 yuan.

Lantern (1.2m) 50 yuan /20 *** 1000 Yuan.

Poster+Show 50 yuan /4 ***200 yuan

Overall scheme analysis:

Because not much has been done before xx activity, although the scale of this activity is very small, it can make consumers have a strong sense of memory, cause good word-of-mouth publicity, and improve their popularity and reputation. Moreover, various systems have just been introduced, and it can play a great role to take advantage of holiday opportunities to strictly grasp services.

The third part of catering planning, publicity and positioning

With the increasingly fierce competition in the catering industry in our city, the era of personalized development of catering in our city has arrived. Gone are the days when relying on one or two kinds of catering products to earn high profits in the market. Only by positioning your own restaurant as personalized catering can you be in an invincible position among many peers.

What is the "personality" of catering? It should be like a beauty who is both internal and external, with the face of an angel, the figure of a devil and the beauty of mind. If a restaurant only has a formal personality, but cooks a pot of rotten dishes, its personality is pale; If the food is first-class, but the decoration of the shop is just like picking up some tables and chairs on the roadside, it is also a pity.

As the old saying goes, "One scoop of water is only enough for 3,000". Such an elegant and atmospheric Chinese-Western compound restaurant is undoubtedly the best place for white-collar workers and young talents in our city to love and enjoy life. Therefore, if Chinese and western restaurants are packaged into a "love restaurant" full of personality, not only can we make full use of existing resources and save unnecessary waste, but we can also make people see at a glance, fall in love at first sight and never forget anything, and get the maximum publicity effect with the minimum publicity cost in the information age.

Therefore, we have tailored the theme of "the most romantic love restaurant" for Chinese and western compound restaurants. It is suggested that merchants launch various colorful planning activities around this theme in future publicity activities. Now it is only one month before Valentine's Day next month, which is a good opportunity to launch publicity activities.

Second, the publicity background

Compared with this year's Spring Festival, Valentine's Day has taken the lead in arousing the appetite of merchants and consumers, with beautiful roses and delicious food. When people close their eyes, they are already looking forward to how to spend the romantic time of Valentine's Day. Merchants are more strategic and ready to go, especially western restaurants, bars, cafes, teahouses and so on. , has been aimed at this big cake. It is difficult to impress consumers just by fighting price wars and offering simple preferential rewards. If you want to stand out, you have to find another way. As far as the unique atmosphere of Chinese and western restaurants is concerned, you might as well try to organize a warm and romantic party to attract people's attention. Of course, successful event planning is inseparable from strong media support. Now the preliminary plan of this activity is provided for your reference:

Third, the way of publicity.

1, activity theme: Meeting. . Deep affection.

2. Participants: powerful matchmaking agencies in this city and couples or temporary couples recruited by TV advertisements.

3. Activity flow: (for reference only)

The first wave: love at first sight

Mainly for single men and women registered in major matchmaking agencies in our city. Single men and women will give the prepared cards (with the recipient's name anonymously written on them) to the host, who will read them out one by one and give them to the recipient. Finally, the top three who received the most cards were summarized to perform programs for everyone. Through this activity, the person who receives the card can ask who sent the card, and on the premise of mutual willingness, they can temporarily sign up for the matching plan together.

The second wave: tacit understanding test

Mainly for married guests, the host asked dozens of questions, such as "What's your favorite color" and "What do you do when you are in a bad mood", and then the couples wrote the answers on their boards. In the end, the most tacit couple can get a small gift.

The third wave: Who is the blooming heart for?

In the face of a bouquet of blue enchantress roses and a bottle of collector's edition wine provided by all the guests in the on-site auction, the winning bidder will receive a special gift (to be determined), which represents the wholehearted and everlasting witness of true love, and the top 5 participants closest to the winning bidder will receive a bouquet of flowers for free.

The fourth wave: true confession

After the above series of interactive activities, a lyric session encouraged the guests who participated in the blind date to speak boldly, improved the success rate of on-site rapid dispatch, and emphasized that the most touching confession would win the grand prize.

Through the promotion and media promotion of this activity, more people will understand, fall in love with and witness the romance and sweetness of city life.

Fourth, the advertising plan

1。 The goal of advertising is to make the music restaurant the first choice for fashionable men and women to enjoy romantic time, especially on Valentine's Day night, so as to cater to the interactive activities of couples and push the atmosphere to a climax.

2。 Advertising time:

Promotion period: 65438+ 10 13-2 13 (the columns of "City Express" and "Whole Food Beauty" solicit couples, contact powerful matchmaking agencies for cooperation, and initially attract social attention).

Activity duration: February 14.

Low season: February1May-February 18. The program "City Express" tracks couples who have successfully dated on Valentine's Day, and lets them go back to the Chinese and Western restaurants where they first met, interview their inner feelings, and render the wonderful effect of warm love in the first-class environment (you can contact friendly guests).

3。 The focus of the advertisement is to emphasize the unique romantic sentiment and strive to build its first brand image in the western restaurant in our city.

4。 The combination of print advertisement and TV advertisement.

5。 Media cost of TV advertisement;

Promotion period: 65438+ 10 month12 month 13 city express 10 one-minute topic: 700× 10=7000.

65438+1October1March-February 12 "The Beauty of Whole Foods" 30 seconds a month Advertisement: 5000 yuan/month.

Progress: The TV station of our city tracked and reported "Today's Life City Express", and the TV host hosted it on the spot.

30 seconds of today's life report costs 40 seconds, 4000 yuan.

Fading period: Give a four-minute live party in The Beauty of Total Solar Eclipse as a summary of the activity.

The details will be discussed with your store.

International Women's Day is a festival to celebrate women's great contributions and achievements in the economic, political and social fields on March 8 every year. In order to increase the festive atmosphere, let everyone know how to care for women, learn from women, praise women and be proud of their dedication, we launched the "Beautiful Women's Day, Li Yong Xi Meet" activity:

I. Activity time: March 8, xxx.

2. Venue: Li Yong Food City, Li Yong Seafood City, Li Yong Food Seafood Plaza, and Farr Spring in Li Yong.

Third, the theme of the event: Beautiful Women's Day, Li Yong Xi meets.

Four. Activities:

Activity 1: According to their actual situation, each store will mainly promote three to five spring beauty dishes during the activity and display them on the booth.

Activity 2: On March 8th, for the top 38 female customers who come to our store for consumption, each store can give small gifts, nourishing soup, etc. Free of charge according to the conditions of your own store, and every store should be registered and keep financial records.

Activity 3: Use SMS platform to send information about Li Yong catering activities on March 8th Women's Day, and maintain old customers stably. Text message: "Beautiful Women's Day, Li Yong Xi meets! In this warm festival, on March 8th, Li Yong Restaurant will have a delicious meal with you! Various health and beauty packages are presented wonderfully. "

Activity 4: Banners are hung at the gate of each store, which reads: "Beautiful Women's Day, Li Yong Xi met"

I am the biggest and happiest woman in Hongtaro. Visitors will send photos, micro-videos or photos of her husband's work during the interaction (whether it is the silhouette of his cooking, the back of washing dishes or the figure with children, as long as it is the photos of her husband doing housework, washing clothes, mopping the floor and cleaning the house. ) Go to the circle of friends and send screenshots to WeChat (wts_6688) or Wangtianshu Scenic Area in Weibo and @ Xishuangbanna, and go to the event award office (near Wangtianlou) through the staff. (3) During the activity of taking mom to see the Sky Tree, the parent-child activity of taking mom to see the Sky Tree was launched to make mom happier and more beautiful. Go hiking in the tropical rain forest with my mother, challenge the thrilling crown corridor or glass covered bridge, take photos for my mother in the scenic spot, leave a beautiful and happy moment, make a wish for my mother, write down what I want to say to my mother most, help my mother carry a bag and so on. After posting on WeChat Weibo, you can get a beautiful gift in the activity reward office after verification by the staff. Every day, 2 lucky families are selected through WeChat site, and a set (three-piece set) of parent-child cultural shirts in the scenic spot is presented. V. Matters needing attention

(4) During the rainforest feast, Weimeiya Rainforest Restaurant in Wangtianshu Scenic Area launched a preferential reservation activity, and guests who reserve a table of 10 (standard 400 yuan/table or above) every day can enjoy a 20% discount. In addition, the Rainforest Restaurant will also offer buffet service, 30 yuan/person, and a variety of dishes to choose from, so that you can enjoy a happy holiday with delicious food here! 1. Each store will train its employees on relevant knowledge, and guests will take the initiative to prompt them when dining that day and send them holiday wishes.

2. On the day of the event, coupon activities and loyalty card activities were carried out normally.

Verb (abbreviation of verb) related requirements

1. The planning department is responsible for making banners and sending them to the store before March 7th.

2. Each store should report the list of new customers to the company's planning department on March 9, so that the planning department can pay a return visit to the customers in time to understand the activities of each store.