Three articles on restaurant anniversary event planning plans

Article 1

We all know that every company will plan anniversary celebrations for the first anniversary of its opening. In addition to celebrating, anniversary celebrations are more about attracting new customers and maintaining old ones. Customer customer relations and enhance brand effect. So, how can a catering company combine anniversary celebration activities to plan a practical cultural plan for the catering company? Make its anniversary store more distinctive, attract customers' attention, and use it for marketing and promotion? The following blog is for We provide an example of a restaurant’s store celebration event planning plan as a reference and discuss it together.

An example of a restaurant’s store celebration event planning plan:

Since XXX Fish Restaurant emerged in Jinan’s catering market on December 18, 1992, it has gone through ups and downs in the past ten years. One year has witnessed the difficult start of XXX Fish House to a group company with more than 20 chain franchise stores in and outside the province, more than 1,000 employees, multiple business formats, and assets of over 100 million.

Now, the company is about to celebrate its eleventh anniversary. Facing the fiercely competitive and ever-changing catering market, how does a representative of New Shandong Cuisine plan for its eleventh anniversary?

1. Foreword

China’s hard-working people, through thousands of years of exploration and development of food culture, have gradually formed various major cuisines and cuisines such as Cantonese, Shandong, Hunan, and Sichuan. Special snacks with local flavor. Shandong cuisine is the largest cuisine in northern China. It has a long history and wide influence. It is an important part of Chinese food culture. Traditional Shandong cuisine is famous at home and abroad for its salty, fresh, crisp and tender taste, unique flavor and exquisite production. While Sichuan and Cantonese cuisines are moving northward and Northeastern specialties are flocking to China, Shandong cuisine is subtle and restrained. At this time, XXX Fish House stood out in the market competition and became one of the representatives of the new Shandong cuisine.

Today’s catering industry, the development trend can be summarized as follows: very rapid development, continuous expansion of scale, and continuous prosperity of the market. However, prosperity also means intensified competition. Every day, some catering shops fall down and more restaurants stand up, but there are always a few that gain a firm foothold and continue to grow and develop in the waves. In recent years, as a representative of the new Shandong cuisine, Weishan Lake Fish Restaurant has been standing at the forefront of the catering industry, and its "XXX Whole Fish Banquet" has become a well-known signature.

2. Market/Enterprise Analysis

Jinan’s catering market also has fierce competition. There are many self-produced hotels and hotels, as well as foreign cuisines such as Tan Yutou, Hot Pot City, Chain franchise stores such as Jiang Zai Ya and Shao Hungry Zai are all distributed in Jinan, competing for Jinan's limited catering resources and impacting the taste and vision of diners.

To be successful, a hotel must meet the following basic conditions: 1. Have its own characteristics; 2. Comprehensive (quality) management; 3. Sufficient market operating funds; 4. 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 opened and disappeared quickly.

In the past five or six years, the company has shown its talents in the catering industry through its own reproduction, management output, and brand output. At the same time, it has continuously accumulated strong management, technology, and capital. As a representative of southwestern Shandong, the "XXX Whole Fish Feast" can not only see the precision and delicacy of traditional Shandong cuisine, but also the luxury and nobility of Confucian cuisine, and even feel the freshness and grace of Weishan Lake.

3. Marketing Planning

The purpose of catering services is to satisfy customers. Only when customers are satisfied can the hotel make profits; to provide high-quality services, it is inseparable from internal employees of the company. efforts; the success of internal employee marketing is based on comprehensive (quality) management, effective incentive mechanisms and a good corporate culture atmosphere.

This coincides with the eleventh store anniversary and the arrival of Christmas. Taking this opportunity, we combine customer satisfaction marketing, internal employee marketing and cultural marketing as the focus of this store celebration activity.

Take five stores in Jinan City as an example:

1. The purpose of this store celebration: to increase the company’s brand influence, enhance the company’s visibility and reputation; enhance the company’s image, increase its competitiveness; strengthen the company’s Employees' corporate loyalty and centripetal force; improve the service awareness and work enthusiasm of all employees; demonstrate the company's cultural heritage and further enhance the corporate culture of the group company; increase the company's sales and increase profits; lay a good foundation for better development in 2004.

2. This store celebration event will be held from December 13th to 22nd, 2003, totaling 10 days. (Christmas planning can be done together with store celebrations to eliminate date gaps.)

3. Location: five stores in Jinan City

4. Participants: all employees of the company, come Dining customers, etc.

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

6. Specific program planning

(1) SP Plan

(1) "Service with a smile". During the store celebration, all employees will serve with a smile, be attentive and patient, so that customers can come with pleasure and return with satisfaction, thereby improving customers' perceived consumption value.

The plan is as follows:

Each store will hold a mobilization meeting before December 12th; from the 13th to the 22nd, a "service competition" will be held among the waiters, and a special section will be set up in the lobby. The "Service Star of the Day" will be selected on a daily basis and a material award will be given;

(2) Special offer.

① A special dish will be launched every day, and there will be no duplicates every day.

② Some dishes will be added to the dishes ordered by the customer. If the current purchase exceeds 100 yuan, 2 additional dishes of cold dishes will be given; if the purchase exceeds 200 yuan, 4 dishes of cold dishes will be given as a bonus;

③ Discounts are a magic weapon to quickly increase sales. It is recommended that appropriate discounts be used to stimulate consumption.

(3) Gifts and lucky draws. There are plans to distribute company anniversary souvenirs and small gifts to enhance the sense of intimacy with guests and expand publicity. The company uniformly prints some store anniversary souvenirs that are small, practical, beautiful and generous, such as signature pens, balloons, lighters, hats, etc. with the store anniversary logo, and distribute them by table.

Lottery plan: Theme - "Taste the whole fish feast, win big prizes, visit Weishan Lake"

During the store celebration period from the 13th to the 22nd, any purchase of 150 or more on that day All customers with RMB 100 and above can participate. There are 2 first prizes for each store, and the reward is a "One-day trip to Weishan Lake". The company organizes it uniformly, and the winning customers have free food, accommodation, and travel; 11 second prizes, a store celebration red envelope and 100 yuan in cash; third prize Prizes will be awarded to 100 people, one store celebration red envelope and 5 yuan in cash.

2. Internal Marketing Plan

Internal marketing is a management strategy. The core is to develop employees’ customer awareness. Before promoting products and services to the external market, first educate internal employees Do marketing. This requires two-way communication between employees and employees, employees and the company, sharing of information, and the use of effective incentives.

1. Strengthen warmth management within all employees, requiring every employee to treat other employees they face as their own customers and serve them like customers. And in future work, internal employee marketing will be fixed.

2. Essay competition.

Internal staff essay writing: "My choice - XXX Fish House"

Requirements:

(1) The theme revolves around what happened at the Weishan Lake Fish House Things can be work experiences, feelings, opinions, messages, etc.

(2) No restriction on genre. Prose, essay, narrative, argumentative essay, and poetry are all acceptable.

(3) The deadline is December 20.

We hope that all employees will actively contribute. This essay competition will award 1 first prize winner with a bonus of 200 yuan; 2 second prize winners with a bonus of 100 yuan; 5 third prize winners with a bonus of 50 yuan. and conduct centralized exhibitions.

3. Cost saving competition.

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

3. Product Marketing Plan

1. While promoting traditional catering, we will also promote couple packages, business packages, family packages, filial piety packages, etc. For example: Couple packages can be launched at 18 yuan, 28 yuan, 38 yuan, 48 yuan, etc.

2. Green family banquet. With the improvement of living standards, people's diet is not only for food and clothing, but also for eating "green" and "healthy". The launch of green family banquet will undoubtedly be favored by consumers. In terms of the use of raw materials, we strongly promote fresh and green foods; in terms of cooking methods, we combine them with modern consumer trends to make the dishes flavorful and nutritious; in the recipes for family banquets, we pay attention to the nutritional combination of dishes, balance the diet, and satisfy people's health. Require. Highly recommended for Kitchen Department launch.

3. Autumn and winter are a good time for nourishment, and it is recommended to introduce high-end nutritious and nourishing dishes.

IV. Cultural Marketing Plan

1. Take advantage of the store’s 11th anniversary celebration to promote the company’s corporate culture to consumers and enhance the company’s influence among target consumers.

The plan is as follows: During the store celebrations from the 13th to the 22nd, a large publicity board will be set up on which to post the company’s spiritual slogan, Weishan Lake scenery pictures, the production process of the fish banquet, pictures and information of each branch company, the company Messages from employees, etc., make customers regard "eating" as a kind of enjoyment, making them happy and forget to return.

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

5. Advertising and Marketing Plan

In a modern society with advanced information, the media is undoubtedly the medium that attracts the public’s attention. According to the characteristics of different media audiences in different media, hotels should reasonably position their own market and target customers, and reasonably choose media to place advertisements. They should not pursue one-sided coverage and cause a waste of advertising.

As for the company’s store celebration this time, the general media choices are “Qilu Evening News”, which costs about 1,500 yuan, and “Jinan Times”, which costs about 600 yuan. TV can run 5-second or 15-second advertisements. Secondly, You can also promote it on the Internet (fees are discounted).

Combine hard advertising and soft advertising, and use both soft and hard advertising to achieve better results. The specific releases can be: once two days before the store anniversary, once on the 13th, and once on the 18th. Use media integration to achieve large output with small investment.

Part 2

"Use membership card to enjoy 12% off and then 12% off"

1. Event time: October 8, 2011 0:00- - Ending at 24:00 on November 7, 2011;

2. During the validity period of the event, member customers can use their membership cards to enjoy discounts at any branch of Yanyangtian Trading Co., Ltd.

3. Scope of use: All hotels, restaurants, and kitchens under Yanyangtian;

Option 2: Theme (gift and cash today). Guests can buy "100 yuan 16th anniversary dining coupon" for 50 yuan.

1. Activity time: 0:00 on October 1, 2011 - 24:00 on November 7, 2011; use time begins on October 8, 2011

2. Sales area: all hotels, restaurants and kitchens under Yanyangtian;

3. Scope of use: Yanyangtian restaurants and small kitchens (Special note: hotels cannot be used);

4. Usage rules: Each table is limited to one ticket, which is equivalent to cash use.

(Except banquets);

5. Guests can use this coupon to go to branch restaurants and kitchens for consumption. Except for banquets, other food, seafood, cigarettes, drinks, etc. can be used, and there are no restrictions on holidays;

6. When the coupon is sold, an invoice will be issued to the guest. If it expires, no invoice will be issued;

7. This coupon will not be cashed without change;

8. The discount method is: use the coupon first and then get a discount (this coupon is used in full);

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

10. Invoices will be provided when selling coupons, but no invoices will be provided when consuming them;

Option 3: Theme (buy 179 and get 179 free when buying a membership card)

1. Event time: October 2011 From 0:00 on the 1st to 24:00 on October 31, 2011;

2. Guests who purchase a membership card for 179 yuan in cash will receive a 179 yuan gift package (179 yuan room voucher) with a face value of: 50 1 card for 30 yuan, 3 cards for 20 yuan, 1 card for 9 yuan;

3. Sales area: Restaurants and small chefs. Purchase a card for 179 yuan to get a 179 yuan gift package, and no longer send 80 yuan in cash. Coupon; if you purchase a card for 179 yuan at the front desk of the hotel, you will get a 179 yuan gift package, and you can get a 12% discount on housing, and you will no longer enjoy the first stay when you purchase the card for 99 yuan;

4. The gift package coupon is valid for use: October 2, 2011 Day - December 20, 2011

5. Scope of use:

50 yuan store (Xiaogan store, Luoyu store, Ezhou store, Jingzhou store)

30 yuan stores (Qianqian store, Huanghelou store, Pacific store, Changhong store, Huangpi store)

20 yuan stores (Jiefang store, Huangshi store, Suizhou store)

9 yuan store (Baofeng store)

Quantity: limited to one per room;

Option 4: Theme (16 free group annual banquets worth 1,999 yuan are waiting for you)

1. Event time: 0:00 on October 1, 2011 - 24:00 on October 31, 2011;

2. Lottery time: October 18 and November 8th as the two lottery dates;

3. Customers with incomplete information will not participate in the lottery

Part 3

1. Time: December 15, 20xx Day

2. Invitation objects and dining arrangements

(1) Leaders of the four municipal teams (8 people) and family members (persons) from the municipal counterparts. The list of proposed personnel is as follows :

XX will be responsible for corresponding contact reception.

(2) Guest units to accompany us, the proposed units are as follows:

1. 12 companies from each county (about 36 people, including drivers)

By XX , XX corresponds to contact and reception.

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

XX is responsible for corresponding contact and reception.

2) 4 travel agency representatives (about 8 people):

XX will be responsible for corresponding contact and reception.

3. 5 colleagues in the area (about 15 people)

XX is responsible for corresponding contact and reception

4. Supplier units and personal representatives

The Finance Department is responsible for corresponding contact and reception.

5. Employee representatives who have worked in the hotel

XX and XX will contact and receive them accordingly.

6. Representatives of previous senior leaders and retired comrades

XX will contact and receive them accordingly.

There were about 50 guests staying in the hotel, arriving at 12:00 noon on the 15th.

(3) Dining arrangements

1. From 12:00 to 13:30 noon on the 15th, in the Festive Hall on the first floor of the catering department (buffet, about 60 people).

2. A banquet (about 120 people) will be held from 18:00 to 19:30 on the evening of the 15th in the conference hall on the second floor of the catering department (15 people at the main table, small hot pot; 11 sub-tables, including etiquette, work personnel).

3. On the evening of the 15th, the cultural evening will be held from 20:00 to 22:30 in the lobby on the first floor of Xinxin Hotel. Snacks will be arranged (about 15 tables).

4. Breakfast on the 16th is from 8:00-9:30 in the Festive Hall on the first floor of the catering department (buffet, about 60 people).

3. In order to ensure the smooth completion of the celebration reception work, the specific responsibilities and division of labor are as follows:

(1) Comprehensive Team

Team leader: XX (General Manager )

Deputy team leader: Deputy General Manager

Team members: managers of each department (6 people)

Work tasks:

1 , be specifically responsible for the formulation of the entire celebration plan during the event (responsible).

2. Coordinate the relationship between various groups and departments, be responsible for checking the completion status and work quality of each group's preparation work, and supervise its completion in a timely manner (Deputy General Manager X is responsible).

3. Supervise and inspect the service skills, appearance, courtesy and etiquette of each department. Service personnel are required to dress neatly and wear light makeup, use polite language, and reflect a warm, hospitable and festive spirit (XX is responsible for each) .

4. Responsible for the overall planning and command of activities.

(2) Conference reception group

Team leader: Deputy General Manager p>

Work tasks:

1. Responsible for guest registration, leading and contacting guests to invite them to have meals, participate in discussions, and watch cultural evenings (XX, XX are responsible).

2. Responsible for implementing the number of people at each meal, the list of main and sub-tables for the 15th dinner, seating arrangements, drinks, banners, and banquet flowers used during the reception (XX, XX are responsible).

3. Responsible for the unified purchase of items required during the celebration, signing and keeping of gifts donated by guests, issuing store celebration souvenirs, and checking and confirming reception expenses (the Finance Department is responsible).

(3) Etiquette Group

Team Leader: Deputy Manager of Marketing Department

Team Member: Etiquette Group Leader

1. Responsible Training and organization of the welcome etiquette team.

2. From 8:00 to 15:30 in the morning of the celebration, 6 etiquette personnel (wearing new red national costumes) will be arranged to wait at the registration desk to lead the guests into the room.

3. Lead the guests into the venue at 15:30.

4. Lead to the restaurant during meal time.

5. At 20:00 in the evening, go to the lobby on the first floor of the hotel to lead the guests to their seats to watch the performance.

(4) Guest Room Team

Team Leader: Guest Room Manager

Team Members: Guest Room Supervisor, Business Center Clerk

Work Tasks:

1. Responsible for arranging guest rooms in the hotel (Li Xiuyue is responsible).

2. Lead the guests’ rooms with flowers, fruits, welcome signs, photography, and symposium venue layout (XX and XX are responsible).

3. Responsible for the atmosphere of the hotel, environmental sanitation and flower placement, hanging colorful flags, banners and lighting arrangements, etc., to welcome guests in a beautiful environment. (XX, XX are responsible)

4. Complete other tasks assigned by the working group.

(5) Catering Team

Team Leader: Catering Department Manager

Team Member: Deputy Manager of Catering Department

1. Responsible for formulation Meal plan, and submit the buffet and banquet menus to the leaders for approval before the celebration. The dishes are mainly based on local characteristics and use local wine.

(Responsible by the manager)

2. Check the hygiene and layout of the dining venue (including banquet banners, welcome signs, speakers, microphones, speaking seats, coat racks, flowers and plants, lights, etc.) Whether it meets the standards, keep the food warm, let the guests eat hot dishes and meals, supervise and check the waiters to prepare tableware, drinks, and serve the dishes in time, and ensure that the guests start their meals on time (implemented by the deputy manager).

3. Do other service work well.

(6) Literary Activities Group

Team Leader: Marketing Manager

Deputy Team Leader: Etiquette Group Supervisor

Members: XX , XX

Job tasks:

1. Responsible for the preparation of all performances for the celebration evening party;

2. Responsible for the arrangement and layout of the performance venue, assisting Set up the stage, divide the seating plan for leading guests, etc.;

3. Responsible for the production of program lists and organize the admission of guests.

(7) Logistics Security Team

Team Leader: Engineering Department Manager

Deputy Team Leader: Engineering Department Director

Members: Engineering All staff of the Department and Security Department

Work tasks:

1. Responsible for security, traffic order, and the safe and smooth flow of power supply and communication facilities;

2 , Responsible for traffic smoothing and standardized vehicle management at the celebration site;

3. Responsible for the preparation of emergency plans;

4. Responsible for setting off salutes and fireworks;

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

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