Small catering marketing planning scheme

Small catering marketing planning scheme

In order to ensure the effectiveness of our efforts, we often need to make plans in advance, and the plans are written plans with strong operability. How should the plan be made? The following is my small catering marketing plan. Welcome to reading. I hope you will like it.

Small catering marketing planning scheme 1 1. Activity purpose:

Through the food festival activities, the food culture of Lianfeng Hotel will be promoted, the visibility of the hotel in the local catering session will be expanded, and the hotel grade will be upgraded.

At the same time, through the food festival, the chef of the hotel can constantly improve the quality of dishes and cooking skills at the request of many consumers, and provide guests with high-quality specialty dishes and excellent services, thus winning more consumer groups and improving the comprehensive benefits of the hotel.

Second, the activity time:

xxx

Three. Activities:

1, Opening Ceremony: The opening ceremony of the Food Festival will be held at 8: 30am on May 30th, xxxx. The Dragon and Lion Team and the Gong and Drum Team of Yonggang Group will perform the opening ceremony, and relevant personnel will take the stage to speak. Invite the host of xxxx TV program to host, and invite the following people to participate:

(1) Invite relevant leaders of municipal and town governments, relevant ministries and commissions, catering associations and other relevant units to participate.

(2) Invite Jiangsu Yonggang Group to help the above leaders attend the event.

(3) Invite relevant media units in the city to conduct on-site news gathering and reporting.

2. Gourmet tasting: After the opening ceremony, relevant personnel will be invited to taste lobster dinner in the banquet hall on the fourth floor of Lianfeng Hotel, and related activities will be held during the meal, which will be hosted by the TV host. The specific activities are as follows:

(1) Lobster knowledge quiz.

(2) Explain all kinds of lobster dishes on the wine table (please ask the chef to explain).

(3) cultural performances.

3. Exhibition: During the event, lobster dishes will be publicized on the big screen at the entrance of the hotel, and dishes will be displayed and explained in the banquet hall on the first floor.

4. Reward activities: During the lobster food festival, a series of preferential activities were held, and various publicity platforms were used to publicize the reward activities. The specific activities are as follows:

(1) Lobster price concessions:

② Consumer beer delivery activities:

(3) Lottery activity: A lottery can be held when the consumption is over RMB, and the winning rate is 100%. There are 45 first prize winners, and the prize is "a trip to the hometown-a one-day trip to Xuyi". There are 50 second prize winners, and the prize is 100 yuan coupons and gifts. The rest are third prizes, and the prize is 50 yuan coupons.

(4) Scoring activity: Invite consumers to score the dishes ordered, and make a ranking list for a certain period of time according to the scoring results and recommend it to consumers.

The fourth is the environmental layout.

On the opening day, a small performance stage will be built in the square, with the background wall as the theme and vertical microphones, stereos and other facilities placed. The green belt around the square is surrounded by colorful flags. During the event, two hydrogen balloons and propaganda slogans were hung on the square. Pull up the theme banner at the entrance of the hotel. The hall is decorated with a 5-meter-long platform for displaying lobster dishes.

Verb (abbreviation of verb) propaganda and reporting

1, write slogans: write a lot of food festival slogans and slogans.

2. Media publicity: The comprehensive channel and consumer channel of xxxx TV station carry out publicity reports and advertisements, and invite Ying Si to record the food festival. The relevant pages of xxxx Daily will be advertised for a week, and advertisements can be placed on the mainstream websites of xxxx.

3. Internal publicity: Jiangsu Yonggang Group carries out publicity in internal publications and websites, and at the same time sends internal short messages to inform the cadres and workers.

4, the big screen outside the hotel for publicity, and audio commentary can be played.

Short-term advertisements are placed on obvious billboards in urban areas.

Activity organization of intransitive verbs

1, Lianfeng Hotel is responsible for the overall operation process of the whole food festival. It is coordinated by Yungang Group Office and Cultural Office.

2. Yungang Group Office is responsible for the invitation, reception and vehicle arrangement of participants in the opening ceremony.

3. The reporting team of the cultural department is responsible for drafting publicity slogans, slogans and publicity programs. The engineering department of the Group is responsible for the rehearsals and performances of the Dragon and Lion Team and the Gong and Drum Team, and prepares relevant cultural programs.

4. The comprehensive management office of the company is responsible for the on-site security work on the day of the celebration.

Seven. cost budgeting

1, media advertising expenses:

2. All expenses of the lucky draw:

3. Website layout and poster production cost:

Small-scale catering marketing planning scheme 2 I. Purpose

We already know the strategy to attack our competitors. By cracking down on competing brands, we have a very good advantage in the newly opened stores. However, for competitors who have been operating successfully for some time, our previous crackdown cannot directly affect our turnover. Therefore, we need this supplementary plan in order to seize and narrow the market of some competitors and achieve the purpose of cracking down on competitors.

Second, the preparation work before looting

Before any activity, a single store should conduct a preliminary investigation of competitors in the business circle and separate the main competitors from the secondary competitors. The investigation contents of main competitors include: decoration positioning grade, food price positioning, competitive selling point, service quality, hygiene, operation process, turnover, attendance rate, advertising strategy, promotion strategy, etc. Based on the analysis of these market survey results, we will make our robbery plan.

Third, predatory strategy.

(A) the decoration positioning of a single store.

1, the decoration style of a single store is subject to the headquarters standard, which not only has a distinct personality, but also highlights the cultural atmosphere. High-end shops include plaques, poems, calligraphy and paintings, reliefs, etc. )

2, in the decoration materials and construction technology should not be too rough.

3. Single stores with large scale and high grade are relatively competitive. A VIP room can be set up in the private room of a single store (consider gold or silver) to attract established customers, and at the same time, it can play an advertising role and create influence in the industry.

4. A single store with an area greater than 800㎡ may consider adding a performance stage: ① Folk music performances (guzheng, dulcimer, erhu, etc.). ); (2) Fashion model performance and singer singing to increase the atmosphere and stabilize tourists.

2 price positioning.

Price is the most sensitive adjustment lever, so we should position the price according to our own situation. Our pricing standards do not refer to secondary competitors, but mainly refer to major competitors of the same grade. The price is slightly lower than that of such competitors. We must never be higher than our competitors or sell our main products at special prices, and (other price differences are basically the same) we are superior to our competitors in terms of services or preferential measures.

(3) Analyze the advantages and disadvantages of competitors.

This paper analyzes the advantages and disadvantages of competitors in the business circle from two aspects: important factors and unimportant factors (such as environment, hygiene, dishes and services). Non-important factors mainly refer to supplementary and auxiliary measures, such as some non-major preferential measures; Among many important factors, our competitors already have it (the price difference is our complaint point), so our detailed rules must find the shortcomings of competitors in non-important factors (auxiliary factors), such as whether competitors have parking lots and car washing services; How many kinds of snacks are there, and whether there are foods that children and women like; Whether the group has vehicle transportation; Whether there are green plants in the store; Extend the service period; Whether there is a gift; The ingenuity of small gifts, etc.

In order to make our single store manager have a concept and implementation ideas, the following is a brief introduction of a "quadrant analysis model" theory, hoping that the theory conveyed by the headquarters can inspire our single store manager.

Superiority area of repair area Superiority area: (of high importance) is a single store advantage and needs to be maintained.

Opportunity Zone Maintenance Zone Repair Zone: (of high importance) The performance of a single store in this respect is relatively poor and needs to be repaired and improved.

Opportunity zone: (of low importance) single stores do not perform well in this respect,

Consumers and competitors, including our single store, have ignored this point. Our single store can explore this opportunity, understand the customer satisfaction and attract potential customers.

Maintenance field: (less important) single store performs well in this respect, which is of little practical significance to single store and does not require much effort.

The following are some application examples of the above theory:

1, give books or CDs for meals.

Detailed rules: If you spend more than xx yuan, you will be given books or CDs of xx yuan.

This scheme will be very attractive to people in the era of knowledge and culture. No matter when reading or listening to CDs (printed with red door propaganda materials or greetings, etc. ), we can always think of our single store, and we will mention our single store many times in the communication between customers and their friends to attract other friends to become our customers. This way is very consistent with our single store and attracts other friends to become our customers. This way is very consistent with the strong cultural atmosphere of our single store.

If the other party charges for rice, our rice will be free. If competitors don't charge for rice, we should use high-quality imported rice in our single store, such as Thai fragrant rice and Northeast rice, to highlight our own characteristics.

3. The variety of snacks in the store is rich, and new special varieties are added in time. If competitors only provide one fruit platter every day, then our single store will provide a variety of fruit platters for customers to choose from.

4. You can make a "cashier bag". The cashier bag is printed with the introduction and reservation telephone number of our single store, which is used to install the cashier to find the change for the guests. It is sanitary and convenient, and plays a role in promoting single stores.

If there are no entertainment facilities or venues in competitors' restaurants or private rooms, our single store can set up performance platforms in the lobby and other places suitable for customers' entertainment and program hosting.

6. If competitors don't have appetizers or only one kind (pickles, pickles) before meals, then we can consider sending two or more appetizers (fennel beans, peanuts, pickled cucumbers, leeks, etc.). ) before dinner.

7. The opening of the aforementioned "luxury private rooms" is also an innovation in the opportunity zone.

And a series of methods to find opportunities to attack competitors, the premise must be that the disadvantages of the "repair area" have been fundamentally changed.

④ Promotion of single store.

The purpose of single-store publicity is to improve the popularity and reputation, mainly through advertising channels such as newspapers, television, radio, street signs, text messages and so on. Improve the reputation of a single store through public welfare activities, such as sponsorship, donation and condolences. In addition, by improving customer satisfaction, we can also promote the brand of single store.

⑤ Looking for a selling point.

The main selling point is the ability to absorb the details of customers. If a competitor's selling point has a great effect, a single store should imitate it immediately. If the competitor doesn't innovate immediately, then his selling point will be diluted by us. At the same time, our single store has made some efforts in the way of price communication, which has become a headache for competitors. This method is passive, and the positive method is to find selling points according to the characteristics of the surrounding environment, such as low-priced promotional drinks, innovative dishes, innovative services and customer service facilities.

(six) the establishment of marketing team, multi-channel marketing strategy.

1. Establish a marketing team. The manager of a single store should also be an excellent marketer, belonging to the marketing team, and all employees should be the marketers of a single store to conduct all-staff marketing. The store manager, floor manager and administrative manager play the main role and are also the core strength, grasping management internally and expanding the market externally. The marketing plan of the head office must be evaluated and predicted by the single-store marketing group when it is implemented in a single store, and it needs to be supplemented and innovated when necessary.

2. Establish a part-time marketing team. List and ranking list:

A, list good friends with certain social relations, through whom they often "take customers (or recommend) to spend".

B, you can contact the staff of entertainment and leisure places to send invitation cards or discount cards, and give appropriate commissions or dividends according to the actual consumption situation.

Of course, there are different ways to establish a part-time marketing team, mainly because a single store chooses its own suitable way according to the local market and store conditions.

Channel marketing is not a new concept. The channel that a single store passes through is also the promotion method and communication channel provided by the headquarters, and the purpose of grabbing the competitor's market is achieved by using three-dimensional publicity and promotion.

(7) Regular promotion.

Some competitors posted "eat 100, get 50 free" on the glass curtain wall in time, which is a perennial promotion method and publicity method. This kind of promotion reduces the gold content of store preferential measures in customers' minds, so we don't recommend this way, but make full use of holidays and other activity days to carry out promotion activities and crack down on competitors. Our planning manual has given a comprehensive reminder in this regard, of course, in different ethnic areas.

(eight) to establish customer files.

According to the customer file table provided by the headquarters, individual stores record customer information in detail according to the contents in the table, archive it, and visit it regularly, and invite major customers to participate in the store's promotion activities and strengthen public relations.

Fourth, general comments.

No matter what kind of looting measures, effective evaluation should be carried out to facilitate summary and improvement afterwards. Every blow may not be comprehensive, but it must be targeted and strategic.

Small-scale catering marketing planning scheme 3 I. Market environment analysis:

1. Problems in the operation of our store

(1) The target customer group positioning is inaccurate and too narrow.

Generally speaking, the hotel industry in our city is generally in a poor operating condition. As long as there are too many hotels, the supply is in short supply, the management methods are similar, there is no characteristic, or the positioning is too high, which is unacceptable to consumers. In addition, there are some problems in the service quality of some hotels, which affect consumers' confidence in hotel consumption.

There are also some problems in the operation of our store. Last year's business was not good, we should reflect on the positioning of the target market. We should fully tap our own advantages and broaden the market. The target market positioning of our hotel is unreasonable, which is the main reason for the poor efficiency. Jinqiao District, where our store is located, is a community with low consumption level, and most residents are ordinary employees. Our shop mainly deals in Cantonese cuisine and seafood, and the price is relatively high, which is unacceptable to most residents. However, the hardware level and service quality of our store are first-class in this respect. We have always positioned high-end hotels in the market, facing high-end consumer groups, and it is impossible to attract residents in this area.

(2) the news propaganda is not strong enough, which causes a great sensation in the market and the market awareness is small.

Although our store belongs to X Jie Group (X Jie Group is a famous enterprise in our city), the society doesn't know much about our store. When our store opened, we never advertised except for short-term news propaganda, which led to the low popularity of our hotel.

2. Analysis of the surrounding environment

Although the overall consumption level in our district is not high, the location of our store is very distinctive. Our shop is located next to 10 1 national highway, with excellent geographical position and convenient transportation. It is adjacent to several universities, such as Business College, Polytechnic College and Electromechanical College, so there were many vehicles in the past, and floating guests were a potential consumer group. Although college students have no income, they are not low-consumption groups. Business schools alone have more than 1 10,000 students. If we can provide products suitable for students and attract them to our store at low prices, it will be a huge market.

3. Analysis of competitors

There are no similar hotels around our store, only many small restaurants. Although they don't have the strength to compete with us in business ability, they attract a large number of nearby residents and students with low-grade food. On the whole, their business situation is very good. Although our facilities and services are good, due to the market positioning error, the actual operating situation is not ideal, and it is at a disadvantage compared with hotels of the same grade in the market.

4. Advantage analysis of our store

(1) Our store is a subsidiary of X Jie Group, a famous enterprise in our city. There is no doubt about the strength of its company. Therefore, when carefully planning, we should also make full use of our brand effect and fully explore the great connotation of its brand, so that consumers will not doubt our catering products and fully believe in the quality products we provide. We should pay full attention to this in our plans to attract consumers.

(2) Our store has good hardware facilities, abundant funds, its own parking lot and a large area of available space. This can be used to attract past drivers and develop some promotional items to attract students.

Opportunities: ① The strong strength of this enterprise provides conditions for our development. ② Convenient transportation and huge potential customers. Good hardware and existing high-quality employees provide us with broad adjustment and development space.

Second, the target market analysis:

The target market is the most promising consumer combination group. Defining the target market can not only avoid the waste of influence, but also make the advertisement targeted. Advertising without a target market is tantamount to "blind people riding blind horses."

The target market should have the following characteristics: not only consumers who are interested in hotel products and have the ability to pay, but also consumers within the hotel's ability. Hotels should determine the target market as clearly as possible, and analyze the target customers in detail, so as to make better use of the opportunities represented by this information, so as to make customers more satisfied and eventually increase sales. Customer resources have become the source of hotel profits, and the consumption behavior of existing customers is predictable, the service cost is low, their price sensitivity is not as high as that of new customers, and they can also provide free word-of-mouth publicity. Maintain customer loyalty, so that competitors can not compete for this part of the market share, while maintaining the stability of hotel staff. Therefore, integrating customer relationship marketing and maintaining customer loyalty can bring the following benefits to hotels:

1. Get more customer share from existing customers. Loyal customers are willing to buy more hotel products and services. The expenditure of loyal customers is two to four times that of leisure consumption, and with the growth of loyal customers' age, economic income or their own business, their demand will further increase.

2. Reduce sales costs. Hotels need a lot of expenses to attract new customers, such as all kinds of advertising investment, promotion expenses and time cost of getting to know customers. However, the cost of maintaining a long-term relationship with existing customers is decreasing year by year. Although in the early stage of establishing a relationship, customers may have many problems with the products or services provided by the hotel, which requires the hotel to make some investment, with the progress of the relationship between the two parties, customers are more and more familiar with the products or services of the hotel, and the hotel is also very familiar with the special needs of customers, so the cost of maintaining the relationship becomes very limited.

3. Win word-of-mouth publicity. For some complex products or services provided by the hotel, new customers will feel more risky when making decisions, so they often consult existing customers of the hotel. The advice of old customers with high satisfaction and loyalty is often decisive, and their strong recommendation is often more effective than various forms of advertising. In this way, the hotel not only saves the sales cost of attracting new customers, but also increases the sales revenue, thus improving the hotel's profit.

4, the improvement of employee loyalty. This is the indirect effect of customer relationship marketing. If a hotel has a considerable number of stable customers, it will also form a long-term harmonious relationship between the hotel and its employees. In the process of providing services to those satisfied and loyal customers, employees realize their own value, and the improvement of employee satisfaction leads to the improvement of hotel service quality, thus further enhancing customer satisfaction and forming a virtuous circle.

According to our previous analysis and the current market situation, we should focus on the general public, nearby college students and past drivers, and then attract some middle-and high-income consumer groups on a secondary basis. They have the following * * *:

1) Average income level or spending power, paying attention to benefits and cleanliness, spending in hotels is generally for entertaining relatives and friends or improving life on holidays.

2) They don't have regular high spending power, but they occasionally have the desire to improve their lives.

3) Pay attention to safety and hygiene, and need a more comfortable dining environment. Students prefer fashionable dining environment.

Third, the general marketing strategy:

1, "High-end hotel serving the people"-unique culture is a magic weapon to attract consumers. We have a cultural orientation for the hotel. Although we position the hotel as a low-income group and a nearby college student, this does not mean that the hotel's taste and product quality are reduced. We should provide customers with high-quality catering products and high-quality services at low prices, and we must never exchange low prices for low prices, which is also respect for customers.

2. Carry out three-dimensional publicity to highlight the characteristics of this hotel and let consumers have a perceptual knowledge of X Jie Hotel. Let consumers realize that we provide him with a place to enjoy life. You can attract customers in newspapers according to the environment and location of the hotel. Let customers get a kind of "noble" satisfaction psychologically.

3. Use powerful advertisements, such as newspapers, to create a "sensational effect" as a powerful sales, thus attracting the attention of a large number of consumers and establishing popularity.

Small catering marketing planning scheme 4 1. 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 operate continuously and stably within one year, whether it enjoys high satisfaction and reputation among customers, and whether it belongs to the leading phalanx of 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 is to seize the biggest sales volume and get the biggest profit. 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. Development of 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 requires a correct judgment and analysis based on the market positioning of restaurants, from the composition of tourists, consumption motives, and the adjustment trend of the post-holiday catering market, and then put 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 the government (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.

Third, grasp the off-season climax

In the off-season after the Spring Festival, there are also some small consumption hotspots, such as Women's Day on March 8, 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. For example, the 2009 spring sugar and wine party will be held in Chengdu in March. By then, hundreds of thousands of merchants from all over the country and even abroad will gather in Rongcheng and arrange several reception banquets, which will set off a big upsurge of catering consumption in a short time. 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-season tides.

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 the best marketing, so in the off-season, when the business is not very busy, we will carry out systematic service and production skills training to continuously improve the service quality.

4. Eliminate unqualified marketing personnel, recruit new marketing personnel and conduct comprehensive and centralized 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.

;