Creative planning of new store opening theme activities.

In order to ensure the orderly and effective development of things or work, it is usually necessary to plan in advance, and a good plan will definitely pay attention to the participation and interaction of the audience. So do you know how to write a standard plan? The following is my collection of creative planning (portfolio) of new store opening theme activities, which is for reference only and I hope it will help you.

Creative planning of new store opening (assembly) theme activity 1 1. Purpose of the activity

1. Gather popularity through opening activities, attract pedestrians to wait and see, form word-of-mouth publicity, achieve the effect of communication, and further expand the popularity and reputation of Jiajiazhi brand within a certain range.

2. Attract consumers into the store through activities, and strive to promote the purchase of consumers who patronize the store for the first time.

Second, publicity strategy.

1. Hang large outdoor advertisements or lamp post and light box advertisements on main streets, usually short-term advertisements, near new stores, mainly for opening. It is more appropriate to announce the opening time and surprise activities around 10 days before and after the opening.

2. One week before opening:

① Distribute DM leaflets to residents in commercial concentrated areas, key blocks or residential quarters, mainly to convey the opening information and the contents of opening surprise activities, and stimulate consumers to participate and buy _;

(2) If conditions permit, you can find local powerful newspaper media to cooperate and publicize with leaflets;

(3) If funds permit, publicity should be carried out through the media and television.

3, three days before the opening:

Strengthen publicity, release opening information through SMS platform, place floating balloons around the business circle, hang opening celebration banners and banners on the adjacent streets and main roads of new stores, create an opening atmosphere, strengthen the stimulation to passers-by, and do a good job in preheating for the official opening.

4. On the opening day, publicity can be carried out in the main streets nearby to attract the attention of pedestrians and release opening information and activities.

5. One week after opening: Continue the enthusiasm when opening, and launch a new promotion plan according to local consumption habits to ensure passenger flow and sales.

Third, the activity project settings

1, opening ceremony.

2. Promotional activities.

Fourth, the activity site layout

1. Arch at the entrance of the new store, floating balloons, banners and vertical banners with appropriate specifications (hanging on the upper floor of the building where the new store is located).

2. A red carpet is laid along the street in front of the new store, with the length of x meters.

3. Place flowers for the opening ceremony on the left and right sides of the new store gate.

4. On the opening day, ensure that the new store has enough employees. Employees will wear well-known uniforms and stand on both sides of the door or at the entrance of the new store to greet the guests, follow them into the store, help them introduce and pack, and strive for one-on-one tracking (X days before opening).

5, audio, microphone equipment and debugging.

Verb (abbreviation of verb) opening ceremony process

Before X point: Now the layout is completed and the sound debugging is completed.

Ex-X: All the activists are here.

X-point to X-point: All participants, including the heads of various departments of the company, were present to coordinate the scene and enhance the popularity of the opening scene.

From point X to point X: drumming, playing military bands, attracting passers-by and creating popularity index.

X point to X point: the ceremony officially begins. General manager Lu briefly announced the opening ceremony and the lion dance performance. At the same time, leaders and guests can visit Jubao Store and begin to perform the traditional China program "Lion Dance Performance" with applause. In the performance, the lion gave a sentence (indicating that everyone knows the treasure shop and has a good business).

From X to X: After the event, the new store will open as usual, and continue to carry out on-site product sales, sales promotion activities (calling out promotional activities from time to time), preferential introduction of membership cards and other activities. In order to continue the shopping craze when Jubao Store opened, the promotion activities can be extended by X days, aiming at increasing the rate of entering the store and promoting sales.

Things to be prepared before the activity of intransitive verbs begins (in place x days before the activity begins)

1. Contact the arch, balloon and banner production company, communicate the release content, release time and price, and negotiate and sign the contract.

2. Design and production of DM leaflets, posters and other publicity materials.

3. If you need to publish an advertisement, contact the local outdoor media or TV, newspaper and media companies to communicate the content and price, and sign a contract.

4. Draw up the opening promotion plan, prepare opening gifts and prepare promotional gifts.

5. Contact the local lion dance performance team, communicate the performance time and price, and negotiate the signing.

8. Preparation of ribbon-cutting props (red ribbon, tray, scissors, white gloves).

6. Prepare the red carpet (rent or buy), purchase flower baskets for the opening of the new store and ensure that they arrive at the store normally on the opening day.

7, the host, leadership speech, media draft preparation.

8. Prepare the customer information card and file the customer information (for users who newly apply for membership cards during the opening period).

Creative planning of new store opening (assembly) theme activities II. Planning background

(A) the market analysis of large shopping malls

A survey report recently published by the world-renowned McKinsey Business Consulting Company pointed out: "After China's entry into WTO, China's retail industry will be the hardest hit in the economic field. Due to the lack of modern and advanced retail management mode and overall planning and operation, the losses of various shopping malls developed and operated by Chinese developers are as high as 60%; With Wal-Mart, Carrefour and other world retail giants rushing to China, the retail competition in China has entered a white-hot situation. Many large shopping malls have run aground and are in trouble. " Take Kunming as an example: the once famous "New Oriental Women's Square" no longer exists, the "glory" once sought after by consumers and the media is left out in the cold, and the "Tianheng Times Famous Store" with a temporary scenery is unsustainable. Kunbai Fire Line "changed face", Southwest Commercial Building was reshuffled and integrated, Sheng Xing took over Wuhua Building, Hualian entered the Holy City of Peace, and Meichen Department Store was also gearing up. All this shows that the traditional business model must be in line with international standards, and must accept advanced management concepts and conduct all-round and professional operations; On the other hand, our long-term professional and systematic targeted market research on Kunming's target consumer market further proves that only by grasping the fashion frontier trends at any time, leading the fashion trend in Kunming and fully understanding the needs of target groups can enterprises stand on the Kunming market and be favored and respected by consumers.

The competition in large shopping malls is fierce, and various celebrations are often used by many businesses. In the long run, many activities are ignored by consumers, which makes many commercial activities greatly discounted. Especially at the opening ceremony, we must pursue an eye-catching concept from the beginning, so as to improve its popularity and reputation in the shortest time.

If fashion spring wants to stand out in this fierce commercial competition, it is necessary to do enough articles at the opening ceremony first. To this end, it is necessary to put A: the geographical advantage of fashion spring shopping center-the bustling section of the middle section of Qingnian Road; B: Product advantages-fashion trends, well-known brands and various activities are closely combined to achieve a good publicity effect of surprise.

(2) the ultimate goal of the activity

Through the opening celebration activities with great novelty, characteristics, influence and attraction, we can accelerate the popularity, reputation and loyalty of fashion spring and accumulate good brand assets for the positioning of "fashion spring-fashion trend".

(C) Activities constitute a trilogy

1, pre-opening warm-up song: media application, press conference;

2. A warm song at the opening ceremony: the content of the event was completely unveiled on the opening day;

3, cheerful music after the opening:

Content: "Dress-up Festival" is held once every three months, and every time it is refurbished and colorful, and a series of illustrated follow-up articles on "Fashion Frontier" have been published in Yunnan's powerful media for a long time.

Moderator: Fashion Spring Shopping Center

Entrepreneurship: an exciting era

Second, the content of the activity

(1) Holding a press conference

(2) Opening Ceremony Opening Ceremony

(3) lion dance and dragon dance performances

Street dance performance

(5) Live fashion show

(vi) Dress Festival

(7) Shopping activities with prizes

(8) On-site answer lottery

(9) Fashion show

Third, the website layout

1. Cover the archway in fashion and spring with red cloth;

2. Tie a two-story rainbow door with colored balloons at the entrance of the mall;

3, 6 floating in the air, 6 cloth labels marked with eye-catching advertising words;

4. Build a T-shaped platform with a canopy. T-stage is covered with red carpet, with computer photos of slogans and patterns painted on the side.

5. Circle the range of activities around the T-shaped platform with a cloth belt, and the advertising language is printed on the cloth belt;

6. Four large flower baskets with novel, unique and fashionable shapes are placed near the entrance of the shopping mall, and advertising slogans are attached to the flower baskets;

7. Place special large flower balls (made of flowers) with a diameter of about 1 m on both sides of the entrance of the shopping mall and support them with shelves;

8. Put a big Christmas tree beside each flower ball and decorate it with bright ribbons. The Christmas tree will shine in the sun. Two fashionable spring people in Santa Claus costumes stood in front of the Christmas tree to welcome guests.

9. Arrange 3-6 ladies in fashionable clothes to meet the guests at the entrance of the mall.

Fourth, the specific arrangement of activities.

(1) Hold a press conference (warm-up song before opening)

1. Time: within one week before opening.

2. Venue: Fashion Spring Conference Room

3. Content: Announce the opening ceremony and activity arrangement of Fashion Spring Shopping Center, the preparation of competition festival, and answer questions from reporters; At the same time, color printing advertisements were placed in Spring City Evening News and Urban Times Fashion Edition 1/2.

4. Purpose: To publicize and strengthen the new image and new concept of "Fashion Spring Shopping Center" leading the fashion trend through the publicity reports of strong mainstream media.

5. Site layout

(1) A concise and lively background board marked with the words "Fashion Spring Conference" and the Fashion Spring Emblem. The picture is dominated by the most fashionable and beautiful clothes in fashion spring;

(2) Put some flowerpots on the conference table;

(3) Stick a small banner at each end of the table with the slogan "Fashion Spring" and "Leading the Trend".

6. Press conference expenses

(1) Relevant business leaders and authoritative experts (3-6 people, fashion and spring traders, invited, at their own expense)

Zhang Dewen * * * Deputy Minister of Propaganda Department of Yunnan Provincial Party Committee, Director of Information Office of the provincial government, and spokesperson (suggestion)

(2) Journalists in the province (29, encouraging Times traders)

3 people in Yunnan TV Station× 400 yuan/person = 1200 yuan.

3 people in Kunming TV Station× 400 yuan/person = 1200 yuan.

Yunnan Daily 1 person× 400 yuan/person =400 yuan

Yunnan Economic Daily 1 person× 400 yuan/person =400 yuan

Spring City Evening News 1 person× 400 yuan/person =400 yuan

Yunnan Information Daily 1 person× 400 yuan/person =400 yuan.

Life News 1 person× 400 yuan/person =400 yuan

Metropolitan Times 1 person× 400 yuan/person =400 yuan

National Times 1 person× 400 yuan/person =400 yuan

Kunming Daily 1 person× 400 yuan/person =400 yuan

Dianchi Morning News 1 person× 400 yuan/person =400 yuan

Mass consumption newspaper 1 person× 400 yuan/person =400 yuan.

Yunnan Science and Technology News 1 person× 400 yuan/person =400 yuan

Travel newspaper 1 person× 400 yuan/person =400 yuan.

Yunnan People's Broadcasting Satellite Station 1 person× 400 yuan/person =400 yuan.

Yunnan Economic Broadcasting Station 1 person× 400 yuan/person =400 yuan

Kunming National Broadcasting Station 1 person× 400 yuan/person =400 yuan.

8 people from 5 news organizations of the Central Committee in Yunnan ×400 yuan/person = 3,200 yuan.

The related gifts are 50 yuan per person, totaling 1050 yuan.

(3) Material preparation (fashion spring assisted, stimulating the operation of the times)

50 speeches by industry leaders, 50 speeches by fashion spring leaders, 50 speeches by business elites, 50 related materials of fashion spring, and 30 press releases in three categories (political news, economic news and special news).

90 copies, the host is responsible for writing, printing, copying, summarizing and binding 1 copy.

7. Effect of the programme

Through this conference, we will further expand the popularity, reputation, market audience and brand image of Fashion Spring.

(ii) Opening ceremony

1, time: (9: 30-10: 30)

2. Contents:

(1) The host announced the celebration and introduced the guests one by one;

(2) After the host announced the opening ceremony, 1-2 guests took off the red cloth covering fashion spring, which instantly surprised the true face of fashion spring and immediately produced a sensational effect;

(3) Industry executives, business elites and heads of shopping malls delivered speeches respectively.

(3) Lion Dance and Dragon Dance (10: 30 ――10: 45)

1, location: on the square in front of the shopping center.

2. Content: After the unveiling ceremony, the performance team was invited to perform traditional China programs with applause. At the scene, the opening guests were invited to make the finishing touch for the four lions. At the same time, the four lions in the performance presented words (auspicious words spit out from their mouths, which were designed to stimulate the creativity of the times), rendering the auspicious atmosphere of the opening ceremony and attracting more consumers' attention.

Street dance performance

(10: 4512: 3015: 00 will be held simultaneously with the fashion show)

1, location: on the square in front of the shopping center.

2. Content: Invite the famous hip-hop performance team in Yunnan Province to perform avant-garde and fashionable hip-hop.

3. Purpose: To publicize the image that fashion spring leads fashion trends, spreads youthful vitality and attracts more consumers' attention through energetic fashion street dance performances.

(5) Live fashion show (10: 4512: 3015: 00)

1, location: T-shaped platform of the square.

2. Content: Invited 10 famous male and female models from all over the country, Southwest China and Yunnan Province to perform fashion shows in fashionable spring clothes.

3. Purpose: To quickly enhance the popularity of fashion spring by celebrity effect, and to show the concept of fashion spring leading the fashion trend and elegant taste by the youthful and beautiful image of the model.

(6) Assembly Festival (14: 00-14: 40)

1, location: Fashion Spring Square.

2. Content: Invited 30 fashionable women from Kunming to participate (selected and evaluated by the organizing committee before the opening ceremony), and the guests scored on the spot. The top 10 contestants were selected, and the champion presented fashion clothes worth 8,000 yuan and a 1 platinum card to Jazz forever; The runner-up presented a fashion dress worth 5,000 yuan and a knight's white gold and silver card; The third runner-up presented a fashion dress worth 3000 yuan and a jazz platinum bronze card; The five winners received fashion and a VIP card worth 1000 yuan.

3. Objective: To attract Kunming fashion women to participate in this activity on a large scale, aiming to spread the word-of-mouth of fashion style and the taste of fashion spring among consumers through the personal experience of the participants.

(7) Shopping with prizes (all day)

1, content:

(1) 1 person who has shopped all over 500 yuan in Fashion Spring Mall will receive a fashion dress worth 8,000 yuan;

(4) Anyone who shopped in the Fashion Spring Mall for the 50th place in 500 yuan will be rewarded with a fashion dress worth 6,000 yuan;

(5) The100th person who shopped in 500 yuan in Fashion Spring Mall got a fashion dress worth 4,000 yuan;

(6) Every person who shopped in 500 yuan in Fashion Spring Mall150th will be rewarded with a fashion dress worth 20xx yuan;

(7) For the 200th person who shopped in 500 yuan in Fashion Spring Mall, a fashion dress with a value of 1 1,000 yuan will be awarded;

This activity can be changed for a long time in the future according to the specific situation. )

2. Objective: To attract consumers to buy enthusiastically through high rewards, and at the same time, high rewards can also have a sensational effect.

(8) Answer lottery (interspersed at 13: 30-2: 00)

1, content:

(1) Within one week before the opening of the business, 1/2 color printing advertisements were published in the fashion pages of two media with large circulation and wide spread, and five topics were published in the advertisements to inform readers that the answers could be found at the event site on the opening day;

(2) On the opening day, the advertised newspaper will answer the questions on the spot, and those who are completely correct can participate in the on-site lottery;

(3) Award setting: Put a number of ping-pong balls into a cardboard box with the words "Time", "Fashion", "Spring" (group/kloc-0), "Fashion", "Spring" (group 2) and "Fashion Spring" (group 3) written on it. Those who touch any word will be rewarded with fashion clothes worth 500 yuan (limited to 5 pieces), those who touch two words will be rewarded with fashion clothes worth 1000 yuan (limited to 3 pieces), and those who touch four words will be rewarded with fashion clothes worth 5,000 yuan (limited to 1 piece).

2. Objective: To attract consumers' participation through the high reward of interesting answering activities, which has excellent communication effect on improving the popularity of fashion spring.

(9) Fashion Show (20: 00-22: 00)

1. Venue: Kunming Concert Hall or Art Theatre or another choice.

2. Contents:

(1) Hold a fashion conference with the theme of "Fashion Spring, Fashion Frontiers, Leading Fashion Trends";

(2) Invite powerful media to participate in the publicity, including the news media of the central government in Yunnan and the mainstream media in Yunnan;

(3) announce the winners of the competition festival that day;

(4) Those who shop in 500 yuan on that day and the winners of the event will be admitted free of charge with the tickets of Fashion Spring Fashion Show;

(5) Invite 20-40 well-known male and female models to perform fashion shows with the winners.

3. Purpose: Infiltrate consumers through fashion shows. Fashion spring is the forefront of "leading the fashion trend" in Kunming.

Verb (abbreviation of verb) Synchronous media strategy

In order to spread the fashion features of Fashion Spring and the grand occasion of the opening ceremony more widely and attract more people to participate in the opening ceremony, a week before the opening ceremony, the fashion color pages of Spring City Evening News and Metropolitan Times were selected to publicize the products and the opening ceremony activities, so as to attract the general public and consumers' special attention to Fashion Spring in advance. (Media expenses are calculated separately)

1, before opening:

(1) times: six issues, three issues of Spring City Evening News, Metropolitan Times, 1/2 color printing advertisements;

(2) Contents: Inform consumers of the opening time of fashion spring, the main contents of the day's activities, knowledge answers, and competition rules.

2. After opening:

(1) times: four times, spring city evening news, city times 1/2 color printing advertisements;

(2) Contents: Announce the winners' list, the shopping prize and the lucky draw for answering questions, and announce the business situation of Fashion Spring on the first day 1-3, so as to highlight the grand occasion of the successful opening of Fashion Spring and make Fashion Spring widely recognized by the market and consumers.

VI. Activity Budget (omitted)

VII. Planning reasons

1, the ultimate goal

People in the exciting times think that if fashion spring wants to occupy the leading position in Kunming fashion frontier for a long time, it must combine its own advantages with professional planning in the exciting times to create "the core competitiveness of fashion spring". Only by using common wisdom can we put an end to the embarrassing situation of "anticlimactic" and "short-lived". Only by knowing, understanding and analyzing market information at any time, combining with its own characteristics and advantages, improving its own shortcomings and deficiencies, bringing forth new ideas, bringing forth new ideas and pushing the best products, can fashion spring have five degrees (popularity, reputation, positioning, popularity and loyalty); Fashion spring can be in an invincible position in Kunming's consumer market and try to monopolize it.

2. Ultimate care

(1) In the wonderful times, we will conduct professional directional investigation and research on China clothing market and Kunming clothing market every month to provide the latest and fastest consumption trends in the industry to Fashion Spring, and provide decision-making basis for Fashion Spring in terms of supply organization and sales expansion;

(2) In the exciting times, we will evaluate the product structure, marketing, promotion strategy and activity planning of Fashion Spring once every six months with competitors in the same city, warn the business style of Fashion Spring, and propose solutions;

(3) Wonderful times provide help and strategies for the internal policy, external policy, enterprise mechanism, team combination, personnel training and cultural environment of Fashion Spring Shopping Center;

(4) Forecast the target market, sales volume and sales volume of the fashionable spring in the exciting times;

(5) Provide the investigation report of consumption potential of Kunming clothing market irregularly during the wonderful period, so as to formulate targeted marketing strategies in fashionable spring;

(6) Encourage experts from the times and industries to conduct special research on the international fashion market. In the name of fashion spring, the two sides have long published a special article on "Fashion Clothing, Fashion Frontier" in the media to guide the white-collar workers in Spring City to make correct consumption;

(7) hold a fashionable Spring Festival every three months;

(8) According to the changes in market conditions, assist Fashion Spring to adjust its marketing integration strategy in time, and formulate detailed promotion plans and coping strategies for Fashion Spring.

Creative planning of new store opening (assembly) theme activities III. Plan the opening ceremony

After all the preliminary work is ready, entrepreneurs should start planning the opening ceremony, make preparations in advance, and make various plans to avoid being caught off guard by unexpected situations when opening.

1, do a good job in public relations publicity before the restaurant opens.

The public relations publicity of the restaurant is mainly external publicity, the main purpose of which is to improve the visibility and reputation of the restaurant, attract customers to eat and hold banquets. Generally speaking, the following public relations propaganda work should be done before the restaurant officially opens 1-2 months.

(1) Use the media to promote public relations.

If conditions permit, the publicity content should be designed in advance, including the name, address, operating flavor and product characteristics of the restaurant. , create a unique creative, concise text, easy to listen to and remember the propaganda words or advertising words.

(2) Use the restaurant frontispiece to advertise.

Before the formal opening of the restaurant 1 ~ 2 months, the frontispiece decoration of the restaurant, the production of large billboards in front of the door, the design and production of large light boxes and the lighting treatment in front of the door will be completed, so that the enterprise can attract the attention of all walks of life and people from all walks of life with its unique front environment and lighting beautification publicity effect, thus expanding the popularity of the restaurant in the location market and point market and attracting customers widely.

(three) the use of brochures for publicity

5- 10 days before the formal opening of the restaurant, the elegant dining environment, famous dishes and introductions of the restaurant must be printed into beautifully arranged and illustrated brochures according to the results of menu design and menu test, and distributed to the target customers in the regional market to inform them of the opening time, preferential measures and preferential period, so as to win customers and improve the visibility of the restaurant.

2. Prepare for the opening ceremony.

The opening ceremony can be said to be the first public opportunity for entrepreneurs to show the restaurant to the public, so we should make good use of it. Specifically, we should make preparations in the following aspects.

(1) Book flowers and other decorations for the ceremony one week in advance.

(2) Formulate the opening schedule. People need to know when they will come and when they will leave.

(3) Prepare attached advertising materials (brochures, business cards, price lists, or other distribution materials with restaurant names, addresses, telephone numbers and slogans). Make sure the printer knows the delivery deadline. Printed matter had better be ready two weeks before opening.

(4) The following things should also be handled well. For example, a register for guests to sign and leave their contact address can be used as a reference for mailing and selling goods in the future.

3. Invite enough friends and relatives to ensure the opening customers and attendance rate of the restaurant.

If the restaurant is short of customers and deserted on the opening day, it will inevitably have an adverse impact on future business. However, if customers are attracted by price concessions on the opening day, it is easy for customers to form a gap in price perception after opening, which may cause instability for customers. Therefore, the formal opening of restaurants should focus on normal business customers and divide customers into two categories: voluntary self-funded customers and inviting relatives and friends.

4. Render the atmosphere before the opening of the restaurant to attract customers' attention.

Generally speaking, the following four aspects must be completed on the official opening day of the restaurant.

Banners and colorful flags were displayed in front of (1) to form a warm atmosphere for opening. At this time, a number of large slogans should be printed at appropriate places in front of the door and upstairs, and various colored flags should be inserted side by side in front of the door and on both sides of customers' access to strengthen the opening atmosphere.

(2) To publicize the opening congratulations flower basket, it is necessary to contact the relevant units in the local market in advance, and after obtaining the consent, put the long flower baskets of these units to congratulate the opening of the restaurant neatly on both sides in front of the restaurant. Each flower basket has a red banner and congratulatory message to congratulate the unit, which has attracted extensive attention from customers.

(3) Publicity of the indoor environment and atmosphere of the restaurant. When the restaurant officially opens, it is necessary to set up a ceremonial welcoming team at the entrance of the restaurant, wearing cheongsam and ribbons to greet customers warmly and politely. The front of the restaurant is hung with banners to welcome customers, forming a warm atmosphere indoors.

(4) Music and firecracker atmosphere propaganda. When it officially opens, it is necessary to play warm and unrestrained welcome songs, beat gongs and drums and set off firecrackers to form a warm opening atmosphere and attract customers' extensive attention.

All the above are important ways to strengthen the environmental atmosphere and attract customers' attention, which must be taken seriously.

Second, the promotion methods available for restaurant opening

1, comprehensive promotion

All staff promotion means that all logistics personnel and front-line employees should establish a sense of promotion, especially during the opening of the restaurant. The ideological connotation of all-staff promotion is that catering products and services should be actively promoted as long as they face promotion opportunities.

2. Show promotions

Display promotion is a very effective form of promotion. It mainly uses visual effects to arouse customers' desire for consumption, thus attracting customers to eat in restaurants and stimulating customers to increase their dishes.

3. Preferential promotion

Many restaurants attract popularity, promote sales and make the opening ceremony a complete success through price discounts and concessions during the opening period.

It is a common means for restaurants to promote sales in the form of concessions when opening. It is very effective to make effective use of this promotion form. The methods and skills of using customer psychological preference to promote sales mainly include:

(1) preferential price promotion

That is, during the opening period, we will attract customers and gather popularity with greater price concessions.

(2) Gift promotion

During the opening period, you can give some small gifts and gifts with restaurant information to friends and customers from all walks of life who come to join us, which will not only win the favor of customers, but also play a certain role in publicity.

(3) coupon promotion

A coupon is a proof. The operator prepares and sends it to the target customers before the opening of the restaurant, and the cardholder can enjoy preferential treatment when using the specific dishes he consumes during the opening.