Model marketing plan for catering industry 221

In the era of fierce competition, in order to gain more exposure and increase sales, merchants will make a careful marketing plan in advance every time they hold an event to ensure that the event can bring profits. The following is a "model catering marketing plan" compiled by me for everyone, for reference only, and you are welcome to read it. Model marketing plan for catering industry 221 (1)

1. Hotel background

1. The hotel is a 4-star hotel with good location, decoration and star service. If the food is guaranteed, you will love an affordable one.

2. Every year from X to X is the peak season for customers, and it is also the peak season for tourism in this region. At this time, hairy crabs are abundant.

3. The number of tourists is less than half from Monday to Thursday, and it is full on Friday, Saturday and Sunday.

4. The age groups of tourists range from more than 2 to more than 5, with the most young people in Shanghai.

5. The settled customers go to the boathouse to eat instead of staying at the hotel.

6. The crabs eaten in the boathouse are all bathing crabs, not authentic hairy crabs. The consumer price of the boathouse is higher than the authentic hairy crab price of the hotel.

7. The intermediary pulls the guests to the boathouse to get the commission, and some leaders who have settled in the team also receive the commission.

8. The psychology of eating in the boathouse: regular customers who think hairy crabs are more authentic, like the feeling of farmhouse music, and keep a good relationship with the boathouse owner.

9. It has become a habit for many guests to eat in the boathouse for several years.

1. The hotel price is around 3, which is not high in tourism consumption.

11. Most people who come to our hotel are mainly companies and groups, and usually stay for one night at the opening meeting. These companies usually come through travel agencies or meet with companies or marketers.

second, hotel analysis

1. The advantage of a 4-star hotel is that it is the only one. It is definitely inevitable to come to this place to settle in. After all, the tourist areas chosen for traveling and going out for meetings should have high-quality service and sleeping environment to ensure their sufficient energy.

2. With the arrival of the tourist season, the occupancy rate will automatically increase. After all, the service is in place, the environment is good, the venue is large and so on. This is the first choice for tour groups or something.

3. The hairy crabs sold in the hotel are authentic and affordable. It can't be done elsewhere.

4. The hotel lacks the tourist atmosphere of farmhouse music. After all, a four-star hotel and farmhouse music are two different things.

5. The farmhouse food in the hotel can't reach the atmosphere of farmhouse music. The habit of eating has caused the loss of a group of guests.

6. Customers usually stay in the hotel for one day. Guests who are used to traveling are looking for special features to eat, and they are not told about the dishes.

Third, the planning purpose

1. Improve the room occupancy rate from Monday to Thursday.

2. Increase the number of in-house guests who choose to eat in our hotel

3. Improve the sales of hairy crabs in the hotel.

Fourth, marketing strategy

1. Dishes

① 1% of the tourists here come for hairy crabs, so this dish must be distinctive. Be careful when tasting hairy crabs in Hangzhou, and provide it for your reference. What you need to taste for this reference is the vinegar with hairy crabs. As a four-star hotel, it must be red vinegar. This is a guess. My suggestion is to change it to rice vinegar (transparent). According to my personal feeling, the red vinegar of hairy crabs can not only flavor but also increase the aesthetics. But the taste is not as good as rice vinegar. If you want guests to eat more hairy crabs, it is recommended to change rice vinegar. You can try it yourself, compare it and make a decision. If guests want to eat hairy crabs, they must be better than others, and that is taste.

② No matter how other people's crabs are, they are authentic and delicious after eating too much, and then make good seasoning vinegar. Is the point, the point is not to say that others are not good, but to do your own thing well. This is the premise.

(3) Other dishes ensure the quality and taste. As long as the food is better than others', there is no fool in the guest. This must be done.

2. Guest room (key)

① In order to increase the occupancy rate from Monday to Thursday, the "Celebrate the National Day and the Mid-Autumn Festival" was launched. From October 1st to the end of December, all guests who stayed from Monday to Thursday were given high food and beverage vouchers. Limit one card at a time. Work out the price, and be sure to make them feel cost-effective. ) In addition, give each person a hairy crab coupon.

② All guests who check in from Friday to Sunday will be given a hairy crab coupon, and one room (standard room) will be given from Monday to Thursday, and the limited time is from October 1st to the end of December. (You don't enjoy it when you don't have a room, you can make an appointment in advance by ticket)

③ The cost of rooms is just 2 yuan, and the profit of catering is above 5%. Therefore, no matter how the promotion is, it is a steady profit. After all, the room is empty at this time. The purpose of this profit-making promotion is to spread the word of mouth to the people who live in, and to form the habit of staying from Monday to Thursday.

④ You can enter the hotel to taste hairy crabs with the voucher, so that the truly authentic taste and the delicious food cooked by a good chef can attract customers. No matter whether you are an expert or not, you can tell the difference between the authentic and the non-authentic. But this must make the chef ensure that the food is delicious. Otherwise, it is reversed.

⑤ The coupons should be printed with good taste, which has collection value, commemorative value and price advantage. No matter whether it is rich or not, as long as it is a coupon, it will be put in the wallet.

3. In-store

① When posting large posters and banners in the store, be sure to let the guests know the promotion information.

② I published a booklet (key points) on the restaurant environment and dishes (especially dishes) and put it in the hotel rooms, one in each room.

This book should not be made into a menu form, so that no one will read it. It should reflect the culture of the hotel and the environment and culture of the restaurant, and be typeset with a fashionable eye. The content should be dishes and classic stories (the story of dishes). Just like a magazine, in fact, this magazine is to let everyone know what the restaurant in this hotel is like, how it is, what it has, cultural sense, and good things to show off. (The cost won't be high, but don't make a menu.)

4. Publicity

① If the hotel has money, it can carry out publicity in the city of the target tourists. The purpose of publicity is the promotion held at this stage, but the media should be targeted, especially enterprises and travel agencies. (The main price depends on your own situation)

② Hold an activity, especially what happened in this area in the eyes of Shanghainese, and find an activity held in cooperation with the government or independently, such as a hairy crab tasting meeting, in order to let customers know how to distinguish bathing crabs from hairy crabs, distinguish authentic ones from non-authentic ones, look at the color and size, and taste practices. Invite Shanghai media to interview, taste and stay in the hotel for free, including newspapers, magazines, TV and Internet. All provide computer online services. Let them send the manuscript in time. (save money and big publicity. Including Sina, QQ, Sohu and so on will reprint these articles. )

③ Cooperate with mobile. Anyone who enters this tourist area with a mobile phone will receive this information about hotel activities, including reservation phone numbers, and the intersection of expressways must be covered. (It is also necessary to negotiate. Most bosses will look at their mobile phones. )

④ Young people in Shanghai generally like surfing the Internet, so these activities are posted in the forums of large websites, so just arrange people to send them. Witkey also has someone to post information. Anyway, it will be posted at the forum. It is not only the activity information and promotion confidence, but also some culture, especially the hairy crabs they care about. They must be integrated into their eating and drinking psychology. It's easy for young people to influence the decisions of some people in their company. )

V. Special emphasis

① The promotion must be a real promotion. Don't treat customers as fools. They know how to spend and how not to spend. Treat people sincerely, and ensure that the business will be pulled over.

② We should constantly study the customer psychology, observe from the words, deeds, actions and stops of customer life, and find a breakthrough. Many people have the same weaknesses, just as everyone likes delicious food. In-depth and detailed analysis, find * * * similarities. Model marketing plan for catering industry 221 (2)

After the Spring Festival, Chinese food enterprises (mainly middle and high-end restaurants) will have the longest and weakest off-season in a year, and basically it will last until April after the 15th of the New Year, and their business will gradually pick up. After the Spring Festival, the off-season situation will be more severe, mainly due to two reasons: First, the once-in-a-century economic crisis, which evolved from the financial crisis, is still spreading, and its impact on social consumption power will gradually deepen; Second, because this year's Spring Festival came earlier than in previous years, it virtually extended the off-season time. Therefore, although the customers in the Spring Festival peak season are full of people, how to deal with the marketing burden of "snubbing the pommel horse in front of the door" after the holiday has already weighed heavily on the hearts of restaurant owners and bosses.

Previously, I have read a lot of opinions expressed by many experts, scholars or people in the industry on off-season marketing of restaurants. Here, I would like to express some opinions based on my catering experience and my understanding of the industry, so please give me your advice.

1. Marketing is not equal to promotion

This seems to be a superficial and naive question, but some restaurant operators often make such low-level mistakes unconsciously. They tend to bury their heads in counting tickets when business is good and only market them when business is bad.

The marketing work of restaurants is a continuous business operation that runs through the enterprise, and it will never be a breakpoint. Whether you admit it or not, marketing always exists with the operation of your enterprise, but there are active marketing and passive marketing in terms of situation, and there are differences between successful marketing and failed marketing in terms of results. Therefore, there is no time to take a nap in marketing, whether in the off-season or in the peak season.

second, do a good job in the marketing conversion between peak season and off season

don't be complacent when you see that customers are full every day in the peak season of the Spring Festival. Maybe you will sing an empty plan every day after the New Year's Day. Due to the traditional customs in China, as soon as the Spring Festival approaches, the consumption power of the whole society will erupt in a short time, and almost every restaurant, large and small, is full, which is hard to say because of how well your marketing work is done. The real test of the effectiveness of marketing lies in whether it plummets in the off-season, whether it can operate continuously and stably in a year, whether it enjoys high satisfaction and reputation among customers, and whether it belongs to the leading phalanx among peer enterprises.

The goals and strategies of successful restaurant marketing are very clear, and they are all implemented step by step as planned. One thing is very crucial, that is, how to do a good job in the conversion of marketing strategy between peak season and off season.

"Profit in the peak season and gain momentum in the off-season" should be the core idea of restaurant marketing. Profit-taking is to seize the largest sales volume and obtain the largest income; Taking advantage of the situation is to gain the commanding heights and strive for valuable things, including business popularity, customer reputation, brand awareness, and so on, so as to establish long-term strategic advantages. The relationship between "potential" and "profit" is inseparable. Without the "potential" in the off-season, it is difficult to get the "profit" in the peak season; Without the "profit" in the peak season, it is impossible to support the restaurant to obtain the "potential" it needs in the off-season. Restaurants that do a good job in marketing in the off-season can make a lot of profits in the peak season without investing too much marketing cost, which is natural.

In the off-season, the focus of marketing work can be summarized into three aspects: 1. Maintenance of old customers; 2. Development of new customers; 3. Shaping the brand image. To do a good job in these three aspects, moderate marketing costs are essential, rather than blindly lowering operating costs without strategy. At this stage, we should relatively despise the rate of return, but pay more attention to the attendance rate and customer satisfaction, and finally realize the profit-making goal in the peak season and the whole year.

3. Take precautions, and start marketing in the off-season from the peak season.

Marketing activity is a systematic, planned and coherent business behavior, and marketing work should be ahead of market changes as far as possible, especially when the market change trend is clear. Chinese restaurants should make a good marketing plan for the off-season after the Spring Festival before the peak season begins, and then make full use of the good popularity during the Spring Festival to carry out the off-season marketing promotion work in advance. Specific methods vary, and the effect is often twice the result with half the effort. If you wait until you slip into the off-season and your popularity is low, the cost of marketing will be higher and it will be more difficult.

Fourth, clearly understand the market changes and calmly deal with

This requires making correct judgments and analysis on the composition of customers, consumption motives and the adjustment trend of the post-holiday catering market according to the market positioning of restaurants, and then investing the limited marketing resources into the most effective target market.

For middle and high-end restaurants, the main customer groups during the Spring Festival peak season are official (including the government and the army), business and other social groups. During this period, many restaurants have no time to take care of ordinary individual customers and neglect them. However, after the Spring Festival for a period of time, the customer structure of the catering market will change. Due to the concentrated surprise consumption before the holiday, the enthusiasm of group consumption will be reduced after the holiday, and the frequency of consumption will also be significantly reduced. The corresponding share of household consumption and individual consumption has risen. During the holiday season, wedding birthday banquets and centenary banquets, which are submerged in many group annual banquets and celebration banquets, will become more prominent in the off-season and become one of the pillar sources of income for many restaurants. Another market, such as exhibitions and tourist groups, almost stopped during the Spring Festival, but it will also become an indispensable part of the catering market after the holiday.

in view of these market changes, restaurants should adjust their marketing methods according to their own positioning, so as to be targeted, simple and effective. For example, mid-range restaurants can launch more affordable family packages and white-collar lunches to attract the consumption of families and white-collar office workers; Introduce "cheap drinks supermarket" to reduce the consumption cost of guests' drinks and effectively overcome the contradiction of guests bringing their own drinks; Plan more detailed and thoughtful marketing plans for wedding birthday banquets and centennial banquets, and give more preferential items to attract the consumption of scheduled wedding birthday banquets and centennial banquets, and so on. Of course, group consumption is still the mainstream for middle and high-end restaurants, so there should be corresponding marketing measures for this part of customers, so we must not lose sight of one thing and lose sight of another.

V. Maintain VIP customers in depth

There is a famous 2: 8 law in marketing theory, that is, 8% of sales are often brought by 2% of the most important customers. Undoubtedly, these 2% customers are the most important food and clothing parents of the restaurant. Restaurants should sort out the customers in the past year, find out who these 2% customers are, and work out special VIP customer maintenance plans, which will be implemented to the letter by well-trained special teams. Customer maintenance is of course a long-term job, but it is particularly important in the off-season.

6. Innovating and changing, giving customers more new ideas and surprises

After a busy peak season, restaurants can't rest temporarily, because in