Catering Marketing Scheme Template [3]

# Planning # Introduction China has a vast territory, many nationalities 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 the template of catering marketing planning, welcome to read!

Tiji

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 left out in front of the door" after the holiday has long been on the mind of restaurant owners.

Catering off-season marketing management should pay attention to the following points:

First of all, do a good job in marketing conversion between peak season and off season.

Don't be complacent when customers are full every day during the Spring Festival peak season. Maybe you will sing an empty plan every day after New Year's Day. Due to the traditional customs in China, as long as the Spring Festival approaches, the consumption power of the whole society will explode in a short time, and almost every restaurant, large and small, is full. It's hard to say, because you have done a good job in marketing. Whether marketing plummets in the off-season, whether it can continue to operate stably within one year, whether it enjoys high satisfaction and reputation among customers, and whether it belongs to the phalanx among peer enterprises is the real test of marketing effectiveness.

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 change the marketing strategy between peak season and off season.

"Profit in peak season, gaining momentum in low season" should be the core concept of restaurant marketing. Profit-taking is the sales volume to be seized and the income to be obtained; Taking advantage of the trend is to gain the commanding heights and strive for valuable things, including business reputation, customer reputation, brand awareness and so on, so as to establish long-term strategic advantages. The relationship between "potential" and "benefit" 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. It is natural that restaurants that do marketing well in the off-season can make a lot of profits in the peak season without investing too much marketing cost.

In the off-season, the focus of marketing work can be summarized into three aspects:

1, maintain old customers;

2. Develop new customers;

3. Create brand image.

To do these three aspects well, moderate marketing cost is essential, rather than blindly reducing 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 achieve the profit target in the peak season and the whole year.

Second, recognize the market changes and calmly respond.

This needs to be analyzed according to the market positioning of restaurants, from the composition of tourists, consumption motives, and the adjustment trend of the catering market after the holiday.

Make a correct judgment and analysis, and then put the limited marketing resources into the most effective target market.

For mid-to-high-end restaurants, the main customer groups in the Spring Festival season are officials (including the government and the military), businesses and other social groups. During this period, many restaurants have no time to take care of ordinary individual customers and ignore them. However, within a period of time after the Spring Festival, 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 personal consumption has increased. During the festival, the wedding birthday banquet and centenary banquet 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 tour groups, almost stopped during the Spring Festival, but it will also become an indispensable part of the post-holiday catering market.

In view of these market changes, restaurants should adjust their marketing methods according to their own positioning to be targeted, simple and effective. For example, mid-range restaurants can offer 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 wedding birthday banquets and centennial banquets, and so on. Of course, for high-end restaurants, group consumption is still the mainstream, so there should be corresponding marketing measures for this part of customers, so we can't lose sight of one thing and lose sight of another.

Third, catch small in the off-season *

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 dinner to celebrate, and many female consumers will also get together with friends to enjoy delicious food. There will also be some different exhibition business opportunities in different places, which will set off a big upsurge of catering consumption in the short term. Restaurants should make marketing plans as soon as possible, carry out marketing promotion work in an orderly manner, and strive to achieve good returns in these off-seasons.

Fourth, cooperate with off-season marketing activities to maintain moderate advertising.

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

Five, chopping wood and sharpening the knife is correct.

In the off-season, marketing work should be done with both hands, which is called "chopping wood"; The other hand practices internal skills, which is called "sharpening the knife". What I have described above is mainly some strategies to grasp the market. Regarding the cultivation of internal strength, I have the following suggestions:

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

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

3. High-quality products and services are marketed, so when the business is not very busy in the off-season, we will carry out systematic service and production skills training 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 catering industry is grim, so we should make a good marketing management plan to make our enterprises win more benefits.

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① General situation and tasks of the restaurant

The dining room is divided into two floors, each floor is 70 square meters. The total number of dining tables on the first floor is 10, and there are 2 large boxes and 4 yurts (small boxes) on the second floor. The restaurant can accommodate 140 people at the same time. Business hours are 10:00 am to 23:00 pm.

The catering services provided by the restaurant mainly include: western-style steak, evening mass meal, western-style noodle (powder) dishes, western-style salad/platter, ice cream (couple ice cream), sushi, fried chicken burger and so on!

The restaurant's existing special services: membership system, couple package, birthday flowers, free box, box with KTV and so on!

② Market analysis

1, prospect analysis:

In the current consumer market, college students, as a special consumer group, have attracted more and more attention. Because of their young age and special status, college students have different consumption psychology and behavior from other consumer groups in society. On the one hand, they have strong consumer demand, on the other hand, they have not achieved economic independence, and their consumption is greatly restricted. Generally speaking, college students' consumption psychology is in the 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

The survey results show that college students mainly spend 400~600 yuan on daily meals, of which dinner and love account for a large proportion. Our special service caters to this market demand.

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

According to the survey, there are two western-style restaurants (mainly western-style fast food) and three Chinese restaurants of a certain scale around Nanxin University. Among them, the environmental atmosphere of Big Tomato Italian Western Restaurant is very similar to our idea of 6- 1, but the product is too simple and the price is 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 and western restaurant (Slim-Cultivating Hall) prefers Chinese food, which is small in scale and poor in environment. This makes our very 6- 1 fashionable 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. According to our survey results, the western-style fast food restaurants near the school are in poor operation, with low passenger flow and unsatisfactory income. Many students want to experience western food culture before graduation, which is a huge potential market. Therefore, in the next period of time, the demand for western food may further increase.

In addition, the college student couple market is also a huge potential market and one of the main target markets. Because college students occupy a considerable proportion in love, root

According to the survey of some schools, the proportion of college students who have been in love or are in love is 65%. According to incomplete statistics, the number of students in love accounts for about 40% 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 are eating.

When they choose rings, they have relatively high requirements for the dining environment, which has its own demand characteristics:

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

(III) Market competition analysis 1, competitors

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

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

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

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

⑤ Marketing objectives

Target market 1

According to the above analysis, the target market of the restaurant mainly includes: individual students, couples, student groups, school associations and so on.

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 parties, classmates' parties, community dinners, class activities, etc.

Couple market: There are not many restaurants and shops 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 eating western food. (And with the increase of the number of couples, this number has a further growth trend. )

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

2. Sales target

According to this year's market analysis, couples and student groups are the main target markets, and the increase or decrease of personnel will not be too great. The main consumption is steak, hamburger, sushi and ice cream. Properly manage popular meals and pasta. According to the questionnaire, students go to western restaurants for consumption. Among the foods they choose, 53.3% are pai and 365,438+0.6% are hamburgers.

(6) Restaurant marketing strategy (specific marketing plan) 1. Product strategy

(1) Improve the quality of catering and create special 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 each dish in strict accordance with various production techniques and techniques to improve the taste. Train chefs regularly to improve their cooking skills.

② Pay attention 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.

Mainly steak and steak, supplemented by hamburgers. Elaborate couple packages, birthday packages, personal consumption packages, etc. , to form their own characteristics.

The specific ideas are as follows:

Product combination 1: Couple combination

Couples also have relatively high requirements for the dining environment: they usually 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 often; Secondly, there are 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 business strategy is:

① Make full use of partitioned seats by the window and yurts on the balcony.

Very 6- 1 restaurant is very suitable for couples' requirements for dining environment in terms of overall structural design and decoration. The partition walls at the front and back, with moderate distance, give lovers enough two-person world! The exotic customs of Mongolian yurts have created enough interest for couples.

② Atmosphere and atmospheric manufacturing

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

③ Couples who spend a certain amount (such as 50 yuan or above) on extra services (special services) will be given a rose!

Product portfolio 2: Birthday portfolio

The service concept of the restaurant is that customers are God! Therefore, how to make students who celebrate their birthdays on June 6th-1 have a happy and meaningful annual birthday 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 (mainly 4-5 people, each spending 20 yuan).

Birthday consumption 198 yuan package series (mainly 10~ 12 people, each spending about 20 yuan).

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

Product portfolio 3: weekend specials

On Friday night, Saturday and Sunday, we will launch preferential products or provide special services.

Customers are mainly couples and classmates, but campus publicity should be done well in advance.

(3) Don't miss any possible festivals, and constantly introduce new combinations.

Shishan Western Restaurant is doing very well, which can be used for reference. On New Year's Day (65438+ 10/), Lantern Festival (the fifteenth day of the first lunar month), Western Valentine's Day (February 1 4), Valentine's Day (March 7), Qixi Valentine's Day (the seventh day of the seventh lunar month), Mid-Autumn Festival (the fifteenth day of the eighth lunar month) and Thanksgiving Day (/kl

(4) Create a relaxed, warm and romantic atmosphere.

"Atmosphere" plays an important role in the elements of restaurant products. Atmosphere is a combination of service attitude, service technology, waiter image, restaurant building decoration, facilities and equipment layout, color, background music and other factors, which embodies a cultural taste. Therefore, Feichang 6- 1 should fully create a relaxed, warm and romantic dining atmosphere under the advantage of the original elegant environment.

2. Price strategy

According to the cost and referring to the price of similar restaurants outside the school, make appropriate adjustments.

The main price strategy is to introduce several special products every day as the main means to attract customers.

According to this pricing strategy, consumers can feel fresh every day. 3. Sales channel strategy

According to the campus characteristics of restaurants, direct sales and first-class sales channels should be adopted, with the former as the main form.

Direct selling: Try to satisfy new and old customers who eat in restaurants, form secondary and tertiary consumption, and form a part of stable customers.

First-class sales: choose a club or school activity, establish a relationship with it, use vouchers as prizes, etc. , or other forms to increase passenger flow.

Establish a telephone or SMS reservation system to provide food delivery service in time. 4. Promotion strategy

(1) Advertising (see marketing budget for details)

(2) Ask customers to fill in a customer satisfaction questionnaire once a week.

(7) Marketing budget (unit: yuan)

Content: school broadcast, printed matter publicity, ground leaflets (including questionnaires), after-sales tracking service, etc.

School radio broadcast: 1500 yuan/semester or 50 yuan/day.

Print publicity: mainly advertising on the bulletin board! About 100~200 yuan/month ground leaflets: 0.08 yuan/sheet shall be used appropriately when new products are launched.

After-sales follow-up service: short message return visit to 50 yuan/month.

Estimated: Average monthly expenditure of 600 yuan.

The above schemes can be selectively coordinated according to the actual situation and demand!

(8) Forecast and analysis of costs and profits.

1, initial investment:

1. Decoration cost: 80,000 yuan (it can be shared with the landlord).

Including walls, ceilings, lamps, box configurations, etc.

2. Equipment: 30,000

Including kitchen utensils, dining tables, audio equipment, etc.

* * * 1 10000.

2. Daily expenses:

1. Employee salary: 2000 yuan/month for three cooks.

Attendant Grade II 800 yuan/month.

* * * 7600 yuan/month

2. Rent: 15000 yuan/month.

Water, electricity and gas fee: 1000 yuan/month.

Purchase fee of raw materials: 4,000 yuan/month

* * * 20,000 yuan +600 yuan (advertising investment) = 20,600 yuan.

Total: 28,200 yuan/month, about 940 yuan/day.

Tizo

Market analysis: With the arrival of 20 14, the development of market economy and the change of national policies, the competition in the hotel industry has become extremely fierce, and the marketing concept has gradually developed from the original self-centered product concept, production concept and promotion concept to the marketing concept with customer demand as the main requirement. The ultimate goal of the catering industry can be summarized as one sentence: create, increase and retain customers.

II. Implementation time of marketing plan: to be determined

Third, the overall goal of the marketing plan: according to the current development of the hotel industry and the adjustment of national policies, our hotel should also adjust its marketing strategy with the times, change the original catering mode from government and company consumption to banquet reception, expand the popularity of Chuhan Hotel in the towns around the ancient town, and guide the catering consumption of residents in the surrounding towns, thus achieving certain economic and social benefits.

4. Detailed rules for the implementation of marketing plan:

1, hotel positioning:

To run a restaurant well, we should first give priority to the reasonable and scientific product positioning of the products provided according to our own situation. In other words, we intend to do business at that level, whether it is high-end consumption or mass consumption or low-end food and clothing consumption, our experience.

Whether the main body of the camp pays attention to personal consumption or banquet reception is the theme. In the early stage, we should not be greedy for perfection, but should minimize costs to earn popularity. 2, food pricing:

According to the local and surrounding consumption situation and the price of similar hotel dishes around the local area, it is necessary to reduce them appropriately in order to open the market quickly. It is necessary to formulate clear price grades such as minimum protection price, team price, individual price and membership price, so that all departments can implement full promotion according to their authority.

3. Taste and weight of dishes:

Since you are a hotel caterer, of course you have to support others. Now people are very particular about eating, which is very important for the hotel kitchen. Nowadays, cooking by a chef is like writing an article. A good article must first touch yourself. If a hotel wants to keep its guests, it must first feel their stomachs! Our chef should make his own characteristics, his own housekeeping dishes. In addition, the weight of the dishes is also the most important. Don't pursue profits too much in the early stage. Even if the business is good or bad, we should let our customers feel the benefits. We should make customers feel value for money from the dishes and prices. As the saying goes, "If you provide your guests with delicious food, they will also provide you with delicious food"! 4. Daily specials:

Although this method is very common, it works well. Every Monday to Sunday, a special dish will be introduced to the guests every day, so that the guests who come to spend can feel the benefits.

5. Media and advertising:

A, print some leaflets and organize some employees to go to enterprises and institutions, residential areas, streets, etc. Publicity and distribution of leaflets;

B hang banners or posters at major intersections in counties, residential areas and other prosperous areas.

Pass posters, set up long-term billboards in the garden in front of the hotel building, and light up the lights at night. C. Advertise in Guzhen Jindian Newspaper or Guzhen TV Station.

D post posters or slogans about the hotel on buses or taxis in Guzhen, so that passengers can see the words "Chuhan International Hotel" when they get on the bus, and make it deeply rooted in people's hearts. 6, change the marketing strategy (key marketing department):

Regional division, responsible marketing. The key to changing marketing is that we should realize the words "divide", "grab", "create" and "dimension".

Responsibilities: Responsible for marketing scope, regional marketing and specific work. Someone is in charge, someone is following, and someone is maintaining.

Crawl: Crawl the customer information of other hotels and the dining and meeting information of enterprises and institutions. Customer information is the lifeblood of our hotel operation, and detailed customer files are the key to the success of the hotel.

Innovation: innovate marketing methods and concepts, so that people have no me and people have my essence.

V: If you don't spend money, you will never make money. The marketing manager regularly invites customers to spend every month (eating, singing, soaking feet, etc.). ), and the marketing manager invites your customers to spend money in our hotel at least once a month, otherwise the marketing manager will be dereliction of duty.

7. Preferential policies within the Food and Beverage Department: reception of individual banquets.

(1) Banquet reception (wedding reception, full moon, etc. ):

A. All customers who spend more than 65,438+02 tables in the catering department of Chuhan International Hotel during the promotion period of this scheme will receive 500 yuan cash coupons (for the next consumption only). If it is a wedding banquet, the hotel will also provide them with a wedding car for use that morning.

B during the promotion of this scheme, 20 tables will be consumed for the banquet in the catering department of Chuhan International Hotel.

For the guests staying in the hotel, the hotel will give 1 table with the same grade of dishes and 500 yuan cash coupons (only for the next consumption). If it is a wedding banquet, the hotel will also provide them with a wedding car for use that morning.

C. For customers who spend more than 30 tables in the catering department of Chuhan International Hotel during the promotion period of this scheme, the hotel will give away 2 tables of dishes of the same grade and 500 yuan cash coupons (for the next consumption only). For the wedding banquet, the hotel will also provide them with a wedding car for their use in the morning, and provide a wedding room (single room) free of charge.

(2) Personal reception (individual guests, government and company personnel):

A, all units or individuals who come to our store for consumption will be given a beautiful pre-meal fruit. B, in order to promote the consumption of the zero-guest box, Chuhan International Hotel specially launches a special dish every day (Monday to Sunday) for guests to consume without repetition and bring corresponding benefits. C. During the promotion period of this scheme, the customer's catering department in the box of Chuhan International Hotel will give away 2 bottles of Brave Tianya beer for free, the customer's catering department in the middle package will give away 4 bottles of Brave Tianya beer for free, and the customer's catering department in the big package will give away 6 bottles of Brave Tianya beer for free.

B. For those guests who spend more than 600 yuan (after discount) in private rooms and settle in cash, the hotel will provide them with 65,438+000 yuan cash coupons (for next consumption only) and 65,438+0 KTV singing coupons.

D. During the promotion period of this sub-plan, the hotel will give two 200 yuan cash coupons (for the next consumption only) and two KTV singing coupons to the guests who spend more than 800 yuan (after discount) in a private box and settle in cash.

E. According to the mood of the guests on the day (such as their birthdays) and during festivals, with the consent of the department head, we can send a special dish of the day or our special dish to the guests who come for consumption for free.

8. Make full use of various opportunities and time to carry out marketing planning creativity. For example, each festival can formulate different forms of catering, discounts and other activities according to the characteristics of each festival to lead consumption.