How to do a good job in restaurant promotions

Refer to this:

With the increasing competition in the commodity economy and society, the marketing concept of tourism and catering enterprises has also changed from the original self-centered product concept, production concept and sales promotion concept. The concept has gradually developed into a marketing concept based on guest needs. There has even been a "social marketing" theory that focuses on the longer-term development of catering enterprises. That is, catering enterprises should not only focus on immediate economic benefits, but should also Pay attention to its social benefits and establish the overall image and long-term interests of the catering enterprise itself.

As an important part of tourism companies, tourism catering companies are naturally affected. Various marketing methods are emerging one after another, and the marketing war is likely to intensify.

The so-called catering marketing not only refers to simple catering promotion, advertising, publicity, public relations, etc., it also includes a series of relevant activities carried out by catering operators to satisfy guests and achieve catering business goals. Planned, organized and extensive catering products and service activities.

It is not just some piecemeal catering promotion activities, but a complete process. Catering marketing is carried out in a constantly evolving marketing environment. Therefore, in order to adapt to changes in the marketing environment and seize opportunities, marketers should formulate corresponding marketing plans.

First of all, the business direction of the catering enterprise should be determined, and market research should be conducted to determine the business direction; then conduct in-depth market segmentation, analyze competitors and situations, and determine marketing goals; then study and decide on product services, Sales channels, prices and marketing strategies;

As well as specific implementation plans and financial budgets, and through a period of implementation, based on information feedback, timely adjustments to the business direction and marketing strategies, and finally reach the guests (people ), price, performance, product, package, promotion and many other factors.

Generally speaking, catering companies can consider the following aspects and adopt corresponding marketing methods, such as advertising marketing, publicity marketing, menu marketing, personnel marketing, restaurant image marketing, telephone marketing, public relations marketing and Special marketing campaigns. The following article further elaborates on the above aspects. Advertising marketing is a marketing tool used to promote or promote to the catering public or potential guests in a specific catering market by purchasing the space or time of a certain promotional medium. It is a commonly used marketing method in the catering industry. The limitations of the old saying "The aroma of wine is not afraid of the depth of the alley" has been recognized by more and more people. Therefore, advertising is an indispensable and important means in catering marketing.

Catering advertisements can generally be divided into the following types:

TV advertisements

It is characterized by fast communication speed, wide coverage, colorful expression methods, and sound. The combination of images, text, colors and dynamics can be described as a highly infectious form of advertising. However, this method is expensive and time-consuming to produce. It is also limited and affected by factors such as time, broadcast channel, and storage. Information can only be communicated passively in one direction. Generally, 7:30 to 10:30 in the evening is considered the best time for advertising, but the cost is also quite high; and when businesses are now happily competing for "prime time" and "prime time", During the advertising war, the audience passively accepted too many visual advertising stimuli and had too high expectations for the product. Once they "follow the pictures" in real consumption, they suffered from some false advertisements. On the contrary, There is a sense of distrust in catering products that are heavily advertised; there are also cases where untimely or shoddy advertisements cause people to feel bored and rebellious, which is contrary to the original intention of advertising.

Radio advertising is a form of catering advertising suitable for local or surrounding consumer groups. Its characteristics are: lower cost, higher efficiency and strong popularity. Generally, the audience can be stimulated to participate through hotline on-demand, invited guest dialogues, song-demand stations, etc., thereby enhancing the advertising effect.

However, this method also has many shortcomings, such as: the means of communication are limited by technology; it is not informative and visible; the method of expression is single; and it is passively receptive, etc.

Newspaper and magazine advertisements

This type of advertisement is suitable for catering advertisements such as food festivals, special events, small package prices, etc. You can also publish some coupons for readers to cut out and redeem the coupons. Enjoy dining discounts. This method has the advantage of information and low cost, but it has poor image, slow dissemination speed and small advertising scope.

For example, the restaurant's internal promotional materials can print some exquisite regular catering activity catalogs to introduce various catering and entertainment activities this week or this month; they include the type, level, location, phone number, and Exquisite brochures with the number of seats in the restaurant, restaurant service methods, meal opening times, introduction of various special dishes, etc.; specially made "mini menus" that guests can take away as souvenirs; various small and exquisite "weekends" with pictures and texts Introductions such as "Champagne Lunch" and "Children's Set Meal" should be placed next to the elevator of the restaurant, at the door of the restaurant, or at the front desk for guests to pick up.

Telemarketing

It is a two-way communication between catering marketers and guests over the phone. This sales method only communicates through sound, so you need to pay special attention to using your own hearing, and make a general understanding and judgment of the guests' requirements, intentions, emotions, etc. in a short period of time to promote your own catering products and Strive to be precise when serving, highlight key points, and keep accurate phone records. During the conversation, the tone of voice should be tactful, pleasant, and polite. At the same time, do not forget to agree on the interview, further confirm the time, location and other details, and finally thank the guests. This method has great limitations, and general details are difficult to finalize.

Mail advertising is a form of advertising that is directly mailed to consumers by mailing commercial letters, brochures, restaurant press releases, postcards, etc. from hotels and restaurants. It is more suitable for some special catering activities, the launch of new products, the opening of new restaurants, and activities such as attracting some large local companies, enterprises and institutions, resident hotel agencies and old customers. This method is more flexible, less competitive, feels friendly, and easy to measure work performance; however, it is more expensive and time-consuming.

Advertisements on other printed matter and publications

For example, catering advertisements that can be published in telephone directories, travel guides, urban maps, tourist attraction tickets, etc. Outdoor advertising: Food and beverage advertisements made through outdoor road signs, buildings, vehicles, light boxes, etc. For example, various neon signs, light box advertisements, roof signs, wall advertisements, bulletin boards, etc. made in the commercial center area, along the main traffic routes, stations, docks, airports, squares and other areas where pedestrians gather more; highways, etc. Advertising signs on both sides of the road; advertisements on the inside and outside of vehicles such as cars and trains; advertisements set up at catering facilities; even advertising shirts, lighters, etc. can all become carriers of advertising. Its characteristics are: low cost and long advertising duration. This method is very suitable for image advertising of catering facilities, etc. However, it should be noted that the focus of the advertisement should highlight the characteristics of the catering products, and the geographical location and image of the advertising carrier should give people a novel and unique feeling.

Other advertising

For example, loan advertising, which is a kind of advertising that uses catering products and services to pay off debts. It is usually a method used when advertising expenses are insufficient; it is used by credit card companies Free advertising for customers; notice boards at the entrance of hotels or restaurants; in-store elevators can also be used as three-sided advertising walls; various tent-style cards in in-store restaurants with information about food festivals, desserts, drinks, latest dishes, etc. Promotional marketing This is information about food and beverage products and services provided to people in the form of paid or unpaid news reports, messages, etc., generally through radio broadcasts, television, newspaper articles, word-of-mouth, signboards or other media. It is easier to win the trust of consumers than advertising.

Marketers in the catering industry should be good at seizing the opportunity to capture newsworthy events held by the catering industry and provide information to the media. Any major banquets, press conferences, entertainment activities, and food festivals hosted by the restaurant etc., media representatives should be invited to participate.

Relevant information can be provided in advance, or in the form of a written notification, or in the form of a self-produced press release.

Generally, relevant department personnel should be responsible for writing manuscripts, taking news photos, etc. We can also co-organize small columns such as "Beauty Recipes", "Festival Food", "Colorful Life", "Food and Health" and other media with TV stations, radio stations, newspapers, magazines and other media, which can not only expand the hotel's positive influence in society, Improve the reputation of your department or restaurant, and promote your business features and various sales activities. Personal selling

Personal selling can generally be divided into the following situations:

Personal selling:

General catering industry can set up special sales personnel to carry out catering Product marketing work, but they are required to be proficient in the catering business, understand the market conditions, and be familiar with the operation of the hotel's catering facilities and equipment, so that guests can get positive reservations and commitments from them.

All staff sales:

That is, all hotel employees are actual or potential salespeople.

The first level is composed of full-time personnel such as marketing directors, catering sales agents, sales managers, sales personnel, etc.;

The second level is composed of part-time sales personnel, such as Catering director (or catering manager), banquet manager, restaurant manager, reservation clerk, greeter and various service staff, etc. Managers can greet guests at the door of the restaurant before each meal; patrol during the meal and solve various complaints and problems on the spot; sincerely thank the guests after the meal and ask for their views and opinions on the dishes, drinks and services; service staff Through their warm and courteous attitude, superb service skills, and appropriate language arts, they conduct sound or silent sales to guests;

The third level is composed of chefs and other personnel. Menu marketing is to promote food and beverages to guests who come to the restaurant to eat and drink through various forms of menus. Through various forms and unique styles of fixed menus, rotating menus, special menus, today's specials, chef's specials, weekly specials, new dishes of the month, children's menus, middle-aged and elderly menus, couples' menus, etc. Menu, weekend menu, food festival menu, etc. for promotion and marketing.

Various menus can also choose different textures according to the situation, and design covers with different artistic conceptions and tastes. The format and size can be flexibly changed, and can be made into paper pad type and table card type respectively. , poster type, hanging type, tent type, etc.; the colors may be gorgeous, or elegant, the styles may be luxurious, or exquisite and delicate, all of which can make guests fall in love with them while admiring and playing with them, and invisibly create a desire to buy, and then put them into action. . These menus actually serve as silent advertising. Restaurant image marketing

Design and plan the image of the restaurant, such as the design of the store emblem, selection of restaurant themes, restaurant decoration style, furniture, layout, color lighting, etc., to make it effective The function of promotion.

For example, a Shanghai restaurant that can create the atmosphere of old Shanghai in the 1930s; a Vietnamese-style Bajiao Villa; a Dai-style bamboo house restaurant; a Western steakhouse with a romantic and elegant artistic atmosphere; a Taishi chair with mahogany (or imitation mahogany) furniture, A high-end Chinese restaurant that appears in the costumes of the Qing Dynasty; a Mongolian restaurant with a yurt, a small square table, and a floral carpet as its theme image, exuding a rough and wild game atmosphere; a handwritten menu on the small blackboard at the entrance of the restaurant to attract customers with an ancient charm , Italian restaurants with three bright national flag colors of red, white and green can be seen everywhere in the restaurant; greeters carrying small red lanterns and wearing red flower and green leaf coats greet guests with clear Sichuan accent and Chinese coats The younger generation carries a large copper pot with a long spout, and the Sichuan-style restaurant where people can make tea like a waterfall, are all examples of successful restaurant image marketing.

Differentiated chain operations Globalization and localization of catering industry marketing

With China's accession to the WTO, "domesticization of the international market and internationalization of the domestic market" have been objectively placed in front of Chinese enterprises. Enterprises and products are becoming more and more homogeneous. In this special market environment, how can the catering industry meet the different personalized needs of consumers? The author believes that in the global competition of marketing in the catering industry, the essence is the localization of characteristics and the competition of local characteristics.

In recent years, Wuhan's catering industry has been full of vitality. A number of "new brands" have emerged. "Time-honored brands" have gradually "sunset", and a new round of catering competition has begun. As a prologue, this is a competition of comprehensive strength of talents such as brand, personality, dish innovation, and service innovation. At present, the catering industry in Wuhan is showing the following trend: strong popularity, low consumption; heavy clustering, light dislocation: "disorderly growth".

The formation of Little Blue Whale’s implementation of differentiated chain operation strategy

Differentiated chain operation is actually a manifestation of “customer-centered operation” and the differences in consumer demand for products , far greater than the identity of product supply. Many well-known enterprise groups at home and abroad, such as Procter & Gamble and Haier, have become stronger and bigger through differentiated and personalized management as a brand extension.

Little Blue Whale learns from Procter & Gamble, Haier, Marriott, and Shanghai Jinjiang to implement differentiated chain operations. First, it innovates the globalization and localization of service marketing, and second, it homogenizes the fierce catering market. The third is to combine the characteristics of Chinese food itself, and to solve the mystery of how long Chinese food is.

Because Little Blue Whale was the first catering company to introduce standardized chains in Wuhan, and opened its first chain store in 1995, its healthy features, cultural atmosphere, management concepts, and development model have received market and partial investment. With the recognition of merchants, it has developed 20 stores in just 8 years, including 6 stores in Wuhan alone.

Without innovation, there will be no development, and without innovation, there will be no competitiveness. Of course, differentiated chain does not mean irregular chain. The connotation of Little Blue Whale's differentiated chain is: "three changes and four unchanged". What changes is what customers feel personally, including dishes, service processes and store layout. The dishes will change with the "theme" of the hotel, no longer "one dish in one hundred stores", but each with its own main characteristics; the design of the service process will also change with the changes of the theme dishes, conveying a personality that is difficult to imitate. ; The changes in the environment layout only focus on the service characteristics of the dishes to create a good dining atmosphere for customers. The "four constants" are: the concept of "eating healthily" remains unchanged; the franchise chain specifications and standards remain unchanged; the management standards remain unchanged; and the image recognition system remains unchanged.

The practice of differentiated chain operation of Little Blue Whale

In December 2001, Little Blue Whale launched the "Jingchu Renjia" brand on the basis of the original Jiyuqiao chain store. The official launch of "Chu Renjia" is the first exploration of Little Blue Whale's implementation of differentiated management as the first sub-brand. As a tourist and cultural area, Wuchang has many places of interest and cultural landscapes, but there are no restaurants purely serving Hubei cuisine. Many outsiders come to Hubei for inspection tours, but they do not recommend Hubei restaurants to their guests. Many people do not know what authentic Hubei cuisine is. , don’t know how to introduce Hubei cuisine. Relying on the profound heritage of Chu culture, Little Blue Whale has launched a new brand of tourist culture restaurant "Jingchu Renjia" with Chu style and Chu charm.

"Jingchu Renjia" is different from other Little Blue Whale stores with its unique personality, which is reflected in the rich Chu cultural atmosphere, such as: totem decorative architectural style symbolizing the Chu country, decorative pendants, copperware, ornaments, dragon and phoenix tables, Guan Gong, and bronze statues , the twin towers of Zhaobi in Chu State, etc. Each private room has different allusions and culture; the dishes are characterized by: Jingchu local dishes, historical and cultural dishes, alpine wild vegetables, official dishes, folk dishes, New Year dishes , large bowl dishes and other series. These personalized operations echo the tourism positioning of Wuchang District, welcoming friends from other provinces, cities, and foreign guests. The business situation is gradually getting better than before the implementation of personalized operations. This move also strengthens our confidence in further implementing comprehensive differentiated chain stores in Wuhan.

Liu Guoliang: Chairman and General Manager of Wuhan Little Blue Whale Healthy Food Management Company, Deputy Secretary-General of the Wuhan CPPCC, Vice-President of the Wuhan Federation of Industry and Commerce, President of the Wuhan Catering Industry Association, and Director of the China Culinary Association .