Restaurant anniversary planning [3]

We all know that every enterprise will plan an anniversary celebration after its first anniversary. In addition to celebrating the anniversary, it is more to attract new customers, maintain the relationship between old customers and enhance the brand effect. Then, how can catering enterprises plan feasible cultural plans for catering enterprises in combination with anniversary activities? Make your anniversary celebration more distinctive, attract customers' attention and use it as marketing promotion? The following blog will provide you with an example of restaurant celebration planning scheme as a reference and discuss it together.

An example of a restaurant's celebration planning scheme;

Since 1992, 65438+2 and 18, XXX fish restaurant has risen in Jinan catering market. Eleven years of ups and downs have witnessed the growth of XXX Fish Village from a difficult start to a group company with more than 20 franchise chains, 1000 employees, various formats and assets exceeding 100 million.

Now, the company is about to celebrate the anniversary of its establishment 1 1. Facing the fierce competition and changeable catering market, as the representative of new Shandong cuisine, how should we plan the 1 1 anniversary celebration?

One. foreword

The industrious people of China have gradually formed different styles of Guangdong, Shandong, Hunan, Sichuan and other major cuisines and local snacks in the exploration and development of food culture for thousands of years. Shandong cuisine is the largest cuisine in northern China, with a long history and wide influence. It is an important part of China's food culture. Traditional Shandong cuisine is famous at home and abroad for its salty, fresh, crisp, unique taste and fine production. When Sichuan cuisine and Cantonese cuisine went northward in a big way, and the northeast specialties flocked to the customs, Shandong cuisine declined and its advantages were suppressed. At this time, XXX Fish Village stood out from the market and became one of the representatives of new Shandong cuisine.

Today's catering industry, the development trend can be summarized as: the development is very rapid, the scale is constantly expanding, and the market is booming. However, prosperity also means fierce competition. Every day, some restaurants fall down and more restaurants stand up. However, there are always a few restaurants that have gained a foothold in the big waves and have continued to grow and develop. In recent years, Weishan Lake Fish Restaurant, as a representative of new Shandong cuisine, has been standing at the forefront of the catering industry, and "XXX Fish Banquet" has also become a famous signboard.

Second, the market/enterprise analysis

The catering market in Jinan is also very competitive. There are many hotels and restaurants. Foreign delicacies such as Tan Fish Head, Hot Pot City, Ginger Duck and Roasted Hungry Duck are all distributed in Jinan, competing for the limited catering resources in Jinan and impacting the taste and vision of diners.

If a hotel wants to be successful, it must meet the following basic conditions: 1, with its own characteristics; 2. Total (quality) management; 3. Sufficient market operating funds; The fourth is innovation and continuous innovation. These conditions are indispensable, otherwise it will be like a flash in the pan. This is also the reason why many hotels and restaurants open their doors and disappear quickly.

In the past five or six years, the company has made great efforts in the catering industry through its own reproduction, management output and brand output, and has continuously accumulated rich management, technology and capital. As the representative of southwest Shandong, "XXX Fish Banquet" can not only see the delicacy and delicacy of traditional Shandong cuisine, but also have the luxury and nobility of Confucian cuisine, and feel the freshness and elegance of Weishan Lake.

Third, marketing planning

The purpose of catering service is to satisfy customers. Only when customers are satisfied can the hotel make a profit. To do a good job of quality service, it is inseparable from the efforts of employees within the enterprise; The success of internal staff marketing is based on comprehensive (quality) management, effective incentive mechanism and good corporate culture atmosphere.

This coincides with the 1 1 anniversary celebration and the arrival of Christmas. We take this opportunity to combine customer satisfaction marketing, internal staff marketing and cultural marketing as the focus of this celebration. Take five shopping malls in Jinan as an example:

1. This celebration aims to increase the brand influence of the company and enhance its popularity and reputation; Enhance the company image and increase the competitiveness of enterprises; Enhance the corporate loyalty and centripetal force of company employees; Improve the service consciousness and work enthusiasm of all employees; Show the company's cultural background and further enhance the corporate culture of the group company; Increase the company's sales and profits; Lay a good foundation for better development in 2004.

2. The celebration time: 65438+February 2003, 65438+March 22, a total of 10 days. Christmas planning can be carried out together with celebrations to eliminate the date gap. )

3. Location: Wujiadian, Jinan.

4. Participants: all employees of the company, customers who come to eat, etc.

5. Marketing theme: customer satisfaction, employee satisfaction, management improvement and cultural innovation.

6, the specific plan

(1)SP scheme

(1) "Smile Service". During the celebration, all employees will serve with a smile, be meticulous and patient, let customers come on impulse and return with satisfaction, and improve customers' perceived consumption value.

The plan is as follows:

65438+February 65438+Before February, each store held a mobilization meeting; /kloc-from 0/3 to 22, a "service contest" will be held among waiters, a special page will be set up in the lobby, "service star of the day" will be awarded every day, and material prizes will be distributed;

2 specials.

(1) Introduce a special dish every day, and don't repeat it every day.

(2) Add some dishes according to customers' requirements. If the current consumption reaches 65,438+000 yuan, add 2 cold dishes; Full of 200 yuan plus 4 plates of cold dishes;

(3) Discount, which is a magic weapon to rapidly increase sales. Suggest appropriate discounts to stimulate consumption.

(3) Gifts and lucky draw. Distribute the company's anniversary souvenirs and small gifts in a planned way to enhance the intimacy with guests and expand publicity. Some commemorative souvenirs printed by the company are small, practical and elegant, such as signature pens, balloons, lighters and hats. , according to the table for distribution.

Lottery Scheme: Theme-"Fish Banquet, Grand Prize, Visit Weishan Lake"

Customers who spend more than 150 yuan on the day of the celebration from 13 to 22 can participate. Each store has two first prizes of "One-day Tour of Weishan Lake", which are organized by the company in a unified way, and the accommodation and meals of the winning customers are completely free; The second prize is 1 1 piece, red envelope 1 piece and cash 100 yuan; Third prize 100, anniversary red envelope 1, cash 5 yuan.

Second, the internal marketing plan

Internal marketing is a management strategy, the core of which is to cultivate employees' customer awareness and market internal employees before pushing products and services to the external market. This requires two-way communication and information sharing between employees and between employees and enterprises, and effective incentive measures are adopted.

1. Strengthen the internal warmth management of all employees, and require each employee to treat other employees as their own customers and serve them like customers. In the future work, the marketing methods of internal employees will also be fixed.

2. essay contest.

Internal staff essay: "My choice-XXX Fish Restaurant"

Requirements:

(1) The theme revolves around what happened in Weishan Lake Fish House, which can be work experience, feelings, opinions, messages, etc.

2 genre is not limited. Prose, essays, narratives, argumentative essays and poems are all acceptable.

(3) The deadline is 65438+February 20th.

I hope all the staff will actively contribute. The first prize of 1 will be awarded in this essay activity, and the prize will be 200 yuan; 2 second prizes, bonus 100 yuan; Five third prizes, 50 yuan. Focus on the exhibition.

3. Cost-saving competition.

Through a series of activities, re-educate internal employees and improve their enthusiasm.

Third, the product marketing plan

1. While promoting traditional catering, we also promote couples' packages, business packages, family packages and filial piety packages. For example, the couple package can be launched with 18 yuan, 28 yuan, 38 yuan and 48 yuan packages.

2. Green family dinner. With the improvement of living standards, people should not only solve the problem of food and clothing, but also eat "green" and "healthy". The introduction of green family banquet will undoubtedly be favored by consumers. In the use of raw materials, promote fresh green food; The combination of cooking methods and modern people's consumption fashion makes the dishes rich in flavor and nutrition; In the menu of family banquet, we should pay attention to the nutritional collocation and balanced diet of dishes to meet people's health requirements. It is strongly recommended that the kitchen department launch.

3. Autumn and winter are good seasons for nourishing. It is suggested to introduce high-grade nutritious dishes.

Fourth, cultural marketing plan.

1, take 1 1 anniversary as an opportunity to publicize the company's corporate culture to consumers and enhance the company's influence among target consumers.

The plan is as follows: during the celebration from June 3 to June 22, 65438, a large-scale publicity board will be set up, with the company's spiritual slogan, Weishan Lake scenery pictures, fish feast production process, branch pictures, company employees' messages, etc. Will be posted, so that customers can take "eating" as a kind of enjoyment and forget their roots.

2. The atmosphere of the store, including lighting, sound, posters, POP, etc.

Verb (abbreviation of verb) advertising marketing plan

In the modern society with advanced information, the media is undoubtedly the media that attracts public attention. According to the characteristics of different media audiences, hotels should make their own market positioning and target customer orientation reasonably, and choose media to place advertisements reasonably, and should not unilaterally pursue coverage, resulting in the waste of advertisements.

As for company celebrations, Qilu Evening News10.5 million yuan or so and Jinan Times 600 yuan or so are generally chosen as the media. Television can advertise for 5 seconds 1.5 seconds, and secondly, it can publicize on the Internet (at a discount).

Combining hard advertising with soft advertising can achieve better results. The specific release can be: two days before the anniversary, 13, 18. Using media integration to realize small input and large output.

extreme

"Enjoy a 28% discount, and then use the membership card to enjoy a 28% discount."

1. Activity time: 1 October 8th 201,1,0: 00-10/October 7th 201,/kloc-0.

2. During the validity period of the activity, member customers can spend money in commercial branches on sunny days with their membership cards and enjoy discounts.

3. Scope of use: all hotels, restaurants and kitchens in sunny days;

Option 2: Theme (giving gifts and cash today) Guest 50 yuan can buy "100 yuan16th anniversary dining voucher".

1, activity time: 20 11,0: 00—1October 7th, 201,1650. Use time: 20 1 1 year, 10, starting from 10.

2. Sales area: all hotels, restaurants and kitchens in sunny days;

3. Scope of use: sunny restaurants and kitchens (special instructions: hotels cannot use them);

4. Rules of use: each table is limited to one, which is equivalent to cash use. (except banquets);

5. Guests can spend money in branch restaurants and kitchens with this voucher, and can use other foods, seafood, cigarettes and drinks except banquets, and holidays are not restricted;

6. Issue vouchers invoices for guests. If it is overdue, the customer will not be invoiced for consumption.

7. This coupon will not be cashed without change;

8. Discount method: use the coupon first and then discount it (this coupon is used in full);

9. This "100 yuan anniversary dining voucher" cannot be used on the day of purchase;

10. Provide invoices when selling, but not when consuming;

Option 3: Theme (buy 179 membership card and get 179 for free)

1. Activity time: 20 1, 1, 0: 00-20 1,1,3/kloc.

2. Guests buy membership cards with 179 yuan cash and give away 179 yuan gift package (room coupon 179 yuan). The face value is: 50 yuan 1, 30 yuan 2, 20 yuan 3 and 9 yuan1;

3. Sales area: restaurants and kitchens, 179 yuan buys cards and sends them 179 yuan gift packages, and 80 yuan vouchers are no longer sent; Hotel front desk 179 yuan will give you a gift if you buy a card 179 yuan Gift Package, and you can get a 18% discount on the housing. You will no longer enjoy buying a card in 99 yuan for the first time;

4. Voucher validity: 20 1 1 year/February 2 -20 1 1 year/February 20.

5. Scope of use:

50 yuan Store (Xiaogan Store, Luo Yu Store, Ezhou Store, Jingzhou Store)

30 yuan Store (Qianjin Store, Yellow Crane Tower Store, Pacific Store, Changhong Store, Huangpi Store)

20 yuan Store (Jiefang Store, Huangshi Store, Suizhou Store)

9 yuan Branch (Baofeng Branch)

Quantity used: limited to one per room;

Scheme 4: Theme (a table with a value of 1999 yuan 16 is waiting for you).

1. Activity time: 20 1, 1, 0: 00-20 1,1,3/kloc.

2. Lottery time: 10, 18 and 1 18 are two lottery time;

3. If the customer information is incomplete, please do not participate in the lucky draw.

Tizo

I time: 20xx year 15 February 65438.

Second, the invitees and dining arrangements.

(1) Leaders of the four major teams in the city (8 people+drivers) and counterparts directly under the city (people), and the list of persons to be invited is as follows:

XX is responsible for the corresponding contact reception.

(2) The guest units and the units to be invited are as follows:

County counterparts 1, 12 people (about 36 people, including drivers)

Contact and receive by XX and XX accordingly.

2. There are 6 peer units in this city (about 12 people).

XX is responsible for the corresponding contact and reception.

2) Four travel agency representatives (about 8 people):

XX is responsible for the corresponding contact and reception.

3. There are 5 peers in the area (about 15).

XX is responsible for the corresponding contact and reception.

4. Representatives of supplier units and individuals

The finance department is responsible for the corresponding liaison and reception work.

5. Employee representatives who have worked in the hotel.

Contact and receive by XX and XX accordingly.

6, all previous old leaders and retired veteran comrades.

Contact and receive before XX.

About 50 hotel guests will arrive at noon 15.

(3) Meal arrangement

1, 15 at noon 12:00- 13:30, in the festive hall on the first floor of the catering department (buffet, about 60 people).

2. Banquet (about 120 people) in the evening 18:00- 19:30 in the conference hall on the second floor of the catering department (main table 15 people, small hot pot; Auxiliary table 1 1, including etiquette and staff).

3. 15 arrange snacks in the lobby on the first floor of xinxin hotel from 20: 00 to 22: 30 that night (about 15 table).

4. Breakfast on16 is from 8: 00 to 9: 30, in the festival hall on the first floor of the food and beverage department (buffet, about 60 people).

Three. In order to ensure the successful completion of the reception of the celebration activities, the specific responsibilities and division of labor are as follows:

(1) comprehensive group

Team leader: XX (general manager)

Deputy Head: Deputy General Manager

Team members: department managers (6 people)

Work tasks:

1, specifically responsible for the formulation of the whole celebration plan during the activity (person in charge).

2, coordinate the relationship between each group and each department, responsible for checking the completion of each group's preparatory work and the quality of work, and promptly supervise the completion (Deputy General Manager X).

3. Supervise and check the service skills, gfd and courtesy of all departments. Service personnel are required to dress neatly, wear light makeup, use polite language, and reflect the spirit of enthusiasm, hospitality and celebration (XX is responsible for each).

4. Be responsible for overall planning and guiding activities.

② Meeting reception group

Team leader: Deputy General Manager X.

Team members: marketing manager, deputy manager and all marketers.

Work tasks:

1. Responsible for guest registration, guiding and contacting guests for dinner, participating in discussions and watching literary evenings (XX, XX is responsible).

2. The number of people in charge of each meal, the list of main and auxiliary tables for the dinner on June 5438+05, the seating arrangement, the drinks, banners and banquet flowers used during the reception (responsible by XX and XX).

3. Responsible for the unified procurement of items needed for celebration activities, the receipt and custody of gifts donated by guests, the distribution of anniversary souvenirs, and the check and confirmation of reception expenses (the finance department is responsible).

③ Etiquette group

Team leader: Deputy Manager of Marketing Department

Team member: Etiquette team leader

1, responsible for the training and organization of the welcome etiquette team.

2. 8: 00 am-15: 30 am, arrange six etiquette personnel to wait around the newspaper office (wearing new red national costumes) and guide the guests into the room.

3. 15:30 to guide the guests into the meeting place.

4. Dining time leads to eating in a restaurant.

5. At 20:00 pm, guide the guests to the lobby on the first floor of the hotel to watch the performance.

④ Guest room group

Team leader: Housekeeping Manager

Team members: room supervisor and business center clerk.

Work tasks:

1, responsible for arranging rooms for hotel guests (Li is responsible).

2. Lead the flowers and fruits in the guest room, sign the welcome water, take photos and arrange the forum (XX, XX is responsible).

3. Responsible for the atmosphere layout, environmental sanitation and flower layout, hanging colorful flags, banners and lighting layout of the hotel courtyard. And welcome guests in a beautiful environment. (XX, XX is responsible)

4. Complete other tasks assigned by the working group.

5] catering department

Team Leader: Manager of Food and Beverage Department

Team member: Deputy Manager of Food and Beverage Department.

1, responsible for making meal plans and reporting buffet and banquet menus to leaders for approval before the celebration. The dishes are mainly based on local characteristics, using local wines. (Responsible by the manager)

2. Check the hygiene and site layout of the dining area (including banquet banners, welcome water signs, stereos, microphones, lecture seats, coat racks, flowers and plants, lights, etc.). ) conform to the standards, do a good job of food insulation, let the guests eat hot dishes and hot meals, supervise and inspect the waiter to prepare dining utensils, drinks and serving in time, and ensure that the guests start eating on time (implemented by the deputy manager).

3. Do other services well.

[6] literary and artistic activity group

Team Leader: Marketing Manager

Deputy Head: Head of Etiquette Group

Members: XX, XX

Work tasks:

1, responsible for the preparation of all performances of the celebration party;

2. Responsible for the layout of the performance venue, assist in setting up the stage, and divide the seating chart of the leading guests;

3. Be responsible for making programs and organizing guests to enter.

（7）

Team leader: manager of engineering department

Deputy Head: Minister of Engineering Department

Members: All personnel of the Engineering Department and the Security Department.

Work tasks:

1, responsible for public security, traffic order and the safety and smoothness of power supply and communication facilities;

2. Responsible for the traffic guidance and vehicle standard management at the celebration site;

3, responsible for the preparation of emergency plan;

4. Responsible for natural salute and fireworks;

5. Assist to complete the atmosphere decoration in the hospital and the stage layout of the party.

6. Responsible for completing other tasks assigned by the celebration preparation group.