Three templates of catering marketing scheme

# Planning # Introduction China has a vast territory, many ethnic groups and different folk customs. Based on geography, climate, customs, people's feelings, economy and other factors, it has shaped diverse cultural characters, formed unique eating habits and wonderful cooking methods. The following is a template of catering marketing plan, welcome to read!

article 1

what is the marketing management plan for off-season catering? After the Spring Festival, the catering industry will usher in the longest off-season in a year, which will basically last until April, during which it still needs to make a profit. However, how to deal with the marketing burden of "being cold in front of the door" after the holiday has already weighed heavily on the hearts of restaurant owners.

The following points should be paid attention to in the marketing management of catering in off-season:

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

Don't be complacent when customers are full every day in the peak season of Spring Festival. You may 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 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 the sales volume to be seized and the income to be obtained; 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 brand image.

to do well in these three aspects, moderate marketing costs are essential, instead of 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.

Second, recognize the market changes and calmly deal with

This requires making a correct judgment 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 the restaurant, 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.

Third, grasp the small *

In the off-season after the Spring Festival, there are also some small consumption hotspots, such as 3.8 Women's Day, many units will organize female employees to have a dinner to celebrate, and many female consumers will also meet with friends to enjoy food together. There will also be some different exhibition business opportunities in different places, which will set off a big catering consumption boom in the short term. Restaurants should make marketing plans as early as possible, carry out marketing promotion work in an orderly way, and strive to make good gains in these off-seasons.

Fourth, coordinate marketing activities in the off-season, and maintain moderate advertising

In the peak season, your advertisements are often submerged in the ocean of advertisements. In the off-season, moderate marketing activities combined with moderate advertising will make your restaurant more eye-catching in the whole industry, and the effect of brand promotion will be better, and the effect of marketing activities will be better.

Five, chopping wood and sharpening the knife are correct

In the off-season, marketing work should focus on both hands, focusing on the market at the same time, which is the so-called "chopping wood"; The other hand practices internal skills, which is called "sharpening the knife". What I have described above is mainly some strategies for grasping the market. I have the following suggestions for practicing internal strength:

1. Summarize the gains and losses of marketing in peak season and constantly improve the marketing ideas and methods;

2. Re-examine the established follow-up marketing work plan, and revise and improve it;

3. High-quality products and services are marketing, so in the off-season, when business is not very busy, systematic service and production skills training are carried out to continuously improve service quality;

4. Eliminate unqualified marketing personnel, recruit new marketing personnel and conduct comprehensive and intensive training;

5. Review the shortcomings of restaurants in brand display in the past, enrich the brand connotation, and strive to create a high-grade brand image. After the Spring Festival, the off-season situation of the catering industry is grim, so we should make a good marketing management plan, so that our enterprises can win more benefits.

Part II

(I) General situation and tasks of the dining room

The dining room is divided into two floors, 7 square meters each, with 1 tables on the first floor, 2 large boxes on the second floor and 4 yurts (small boxes). The dining room can accommodate 14 people at the same time. Business hours are from 1: am to 23: pm.

The food services provided by the restaurant mainly include: Western-style steak, mid-evening mass meals, Western-style noodles (powder), Western-style salads/assorted dishes, ice cream (lovers' ice cream), sushi, fried chicken hamburgers and so on!

the restaurant's existing special services: membership system, couple package, birthday flowers, free box, box including KTV, etc!

(2) Market analysis

1. Prospect analysis:

In the current consumer market, college students, as a special consumer group, are getting more and more attention. Because college students are young and special, they have different consumption psychology and behavior from other consumer groups in society. On the one hand, they have a strong consumer demand, on the other hand, they have not yet achieved economic independence, and their consumption is greatly restricted. On the whole, college students' consumption psychology is in a period of growth and perfection. Among many factors that affect their purchase, such as quality, price, brand and mood, they first consider the quality factor, but pay more attention to the influence of price and mood.

The dining environment in our restaurant is elegant, and the emotional demands of diners are considered more, which is more in line with the consumption psychology of college students.

2

According to the survey results, college students mainly spend 4-6 yuan on daily meals, among which dinner and love expenses account for a large proportion, and our special services cater to this market demand.

In terms of price, we fully consider the consumption power of college students, and the price is fair, and we also launch various promotion strategies at an appropriate time. 2. supply analysis

according to the survey, there are 2 western-style restaurants (mainly western-style fast food) around Nanxin University, and 3 Chinese restaurants with a certain scale, among which the environmental atmosphere of the Italian restaurant with big tomatoes is similar to our idea of "Very 6-1", but the products are too simple and the prices are higher.

It is worth mentioning that there is a lack of Chinese and Western restaurants in the market, and the couple market has not been fully developed, which has great development prospects; A Chinese-western restaurant (Slim-cultivating Pavilion) prefers Chinese food, with a small scale and poor environment; This makes our very 6-1 fashion restaurant have a broader market prospect. 3. Demand analysis

Influenced by students' personal consumption level and habits, students' personal consumption frequency of western food is relatively low. Judging from our investigation results, the western-style fast food restaurant near the school is not in good operating condition, with low passenger flow and unsatisfactory income. Many students want to experience western food culture before graduation, which is a huge potential market. Therefore, the demand for western food is likely to increase further in the following period of time.

In addition, the college student couple market is also a huge potential market and one of the main target markets. Because the students who fall in love account for a considerable proportion of college students, according to the survey of some schools, the proportion of college students who have talked about or are falling in love reaches 65%. According to incomplete statistics, the number of students in love accounts for about 4% of the total number of students in the university town. The western restaurant with a good environment is one of the first choices for couples to "date". Because couples generally have higher requirements on the dining environment when they choose a restaurant, it has its own demand characteristics:

In the survey, 34.7% students will choose to eat western food with couples.

(3) Analysis of market competition 1. Competing objects

There are many ways to determine the competing objects. Here, restaurants with the same grade and similar products in a certain range are used as the basis for determining the competing objects.

There are only two western restaurants in the area along Pancheng Road next to the school, but the idea of a very 6-1 fashionable restaurant is above them in terms of restaurant environment and product quality. We visited these restaurants as customers, and considered the equipment, area and customer capacity of the restaurants, and we chose three restaurants as the competitors of "Very 6-1". (Chongqing chili pepper Village has just opened)

2. Very 6-1 Comparison with the products and storefront facilities of these three restaurants

(4) SWOT analysis of restaurants (analysis of strengths, weaknesses, opportunities and threats)

(5) Marketing objectives

1. Target market

According to the above analysis, the target market of restaurants is mainly: individual students.

Students' personal market: mainly students with good family level who are interested in western food culture. 65.5% of the students in the survey are interested in experiencing western food culture.

student group market: including birthday party, classmate party, club dinner, class activities, etc.

lovers' market: there are not many restaurants with good environment and atmosphere in and around the school. The location advantage and price advantage of the restaurant can attract couples and students to eat. According to the survey, 34.7% students will choose to go with their partners when they eat western food. (And with the increase of the number of couples, this number has a further growth trend. )

Intra-school Association: As the school is under construction, the facilities in the school are not perfect, and there are fewer places for students to organize activities. Therefore, some associations need a better environment to hold various activities.

2. Sales target

In view of the market analysis this year, couples students and student groups are the main target markets, and the increase or decrease of personnel will not be too great. The consumption is mainly steak, hamburgers, sushi and ice cream. Properly manage popular meals and pasta. According to the questionnaire, students go to western restaurants for consumption, and among the foods they choose, 53.3% are pai, and 31.6% are hamburgers.

(6) restaurant marketing strategy (specific marketing plan) 1. product strategy

(1) improve the quality of catering and create characteristic products

① ensure the hygiene and freshness of raw materials. Strictly control, especially the procurement and treatment of raw materials, and prohibit the use of unqualified raw materials or other ingredients.

② Make every dish in strict accordance with various production techniques and processes to improve the taste. Train chefs regularly to improve their cooking skills.

(2) Attach importance to product mix

The purpose of product mix is to enhance the attractiveness of products and increase sales. Reasonably plan the combination of catering products and holidays.

Pailei and Pailei are the main types, supplemented by Hamburg. Carefully make couples packages, birthday packages, personal consumption packages, etc., to form their own characteristics.

There are the following combinations:

Product combination 1: Couple combination

Couples also have relatively high requirements for dining environment: they generally choose places with elegant environment, romantic atmosphere and relatively high grade for dining. Especially on some special days,

they want more private space and don't want people to disturb them frequently; Secondly, there are also higher requirements for the variety, style and taste of dishes. Therefore, a restaurant with a good environment is one of the first choices for couples to "date".

The specific operation of the business strategy is as follows:

① Make full use of the partition seat near the window and the yurt on the balcony

The design and decoration of the whole structure of the very 6-1 restaurant are very suitable for the requirements of couples for the dining environment. The partition walls at the front and back, with a moderate distance, give couples enough two-person world! The exotic customs of Mongolian yurts create enough interest for couples.

② Atmosphere and atmosphere creation

Romantic and warm dining atmosphere, soft and warm lighting, relaxed and romantic music, and lighting some candles for couples at the right time to enjoy a candlelight dinner. These are excellent ways to attract customers.

③ Additional services (special services) Give a rose to couples who spend more than a certain amount (such as 5 yuan)!

product mix 2: birthday mix

The service concept of the restaurant is that customers are God! Therefore, how to make the students who celebrate their birthdays on June 1st happy and meaningful in their annual birthdays is one of the key issues that restaurants should consider. After all, the reputation of customers is the promotion of restaurants!

Specific operation:

99 yuan package for birthday consumption is an example (mainly for 4-5 people, and each person spends 2 yuan)

198 yuan package for birthday consumption (mainly for 1-12 people, and each person spends 2 yuan)

With this restaurant's birthday package, couples can use the box for free, or the restaurant can provide additional products such as cakes and flowers at a discount.

product portfolio 3: weekend specials

during the three time periods of Friday night, Saturday and Sunday, we will launch special products or provide special services.

customers mainly