Opening activity plan of small hot pot restaurant

As an integral part of marketing planning, opening activities have become an export that guides the sales boom. How to write the opening promotion plan of small hot pot restaurant? I would like to provide you with some opening plans for small hot pot restaurants, hoping to help you.

The opening activity plan of small hot pot restaurant inherits the century-old famous brand hot pot stunt, and the big store trains Chongqing special hot pot dry pot soup pot to guide the whole process, and makes money without joining.

Learn to make hot pot and open hot pot restaurant, and finally realize how to make more money in your hot pot restaurant. Then, the opening planning of hot pot restaurant is very important.

The premise of implementing this plan must be that the store is completed (see * * * * for the specific decoration style), the facilities are in place and can operate normally (posts and personnel are created), and the local fire control, health, industry and commerce, municipal administration, urban management, sanitation and other units are in place and coordinated. The principle of catering consumption-the principle of nearby consumption.

1. The specific implementation period of this business opening plan is: * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * *.

2. The publicity theme of this opening plan: Eat China famous hot pot? * * * * Hot pot? Give you a double surprise (1) opening discount; Double: good gifts are constantly sent).

3. Projects and budgets required for project implementation.

Main contents of the scheme

(1) Planning and preparation before opening.

1. The opening preparatory committee is composed of preparation and guidance personnel outside the company, and it is required to complete a series of related matters, such as the recruitment and training of personnel, the procurement, commissioning and installation of goods, facilities and equipment, and the later opening, such as coordinating the relationship with local functional departments and understanding the local advertising industry, three days before the implementation of this plan.

2. Study and be familiar with this scheme together with the franchisee * * * to ensure the smooth implementation and execution of this scheme.

3. Take the first three days of official opening as the trial business period, and do not advertise for these three days, which are mainly used for testing internal operations.

4. Formally determine the opening date and try to avoid opening on weekends.

(2) the creation of the atmosphere in the store, the foil in the early stage of opening.

The napkins, chopstick sets, ordering cards, coupons (meal coupons), DM sheets, POP flags, * * * * special balloons, special lanterns, old photos and related photos of the auditorium of 1 and VI are designed, manufactured and supervised by the company for each franchise store.

2. Shop layout: according to the actual site conditions of each shop, hang POP flags, special lanterns and ribbons on the roof beams; Old photos are hung on the wall, and old photos, famous paintings, wood carvings and special Chinese knots are hung on the pillars. Pay attention to neatness and quantity.

3. Background music: The restaurant plays some festive music (folk music, classical music, folk songs, etc.). ), and it is forbidden to play modern popular fast-paced songs and dance music (such as disco music). ).

The staff in the shop stood on the platform, dressed neatly. During the opening period, employees will line up outside the store in turn according to the operation requirements (9:00 a.m. and 16:00 p.m.) (routine inspection, corporate slogan, applause, dance practice, business arrangement before work, etc.). ).

Opening planning scheme of a hot pot restaurant in Chongqing

(C) the creation of the atmosphere outside the store

1. If it meets the classification requirements of the company's franchise stores, there should be a statue of * * * outside the store.

There are two * * ****POP flags hanging on the door.

3. There is a special lantern hanging under the door, and each lantern is printed with? ****? Special fonts.

4. Place an air arch in front. The diameter of the arch depends on the local conditions. The contents on the memorial archway are: China famous hot pot? Chongqing * * * hot pot? The national chain store * * was grandly opened. An air column was placed next to the arch, and two vertical banners were hung on each balloon. Content: Warmly celebrate the opening of * * * hot pot national chain store; If the consumption exceeds 100 yuan, a coupon of * * yuan will be given (one positive and one negative).

(1) The external wall shall be hung vertically, and the building where the restaurant is located (the exhibition surface of the building) shall be arranged as far as possible.

1, * * unit, congratulations on the grand opening of * * * * hot pot restaurant.

2, * * unit, I wish * * * hot pot * * store a prosperous business.

3, * * unit, I wish * * * hot pot * * shop a prosperous business.

4, * * unit, good luck to * * * * hot pot shop.

5, * * unit, I wish * * * * hot pot * * shop rich in financial resources.

Note: The vertical width should be red background, yellow font or white font.

6, find a conspicuous position to make a cloth, content: National * * stores celebrate the grand opening of * * stores! Grand opening reward: eat 100 yuan (food), send * * yuan (coupon), eat * * * hot pot, and continue to give gifts. Activity time: * * year * month * day-* * year * month * day.

Note: Discount, giving away dishes, issuing VIP cards or free drinks are also acceptable. No other publicity details. The right to interpret the event belongs to the store.

7. There must be at least 20 open flowers, and they must be real flowers.

8. Spread a red carpet at the door.

9. At the local main intersections, mainly turntables, there are four floats at the entrance and exit of the city. The vertical content of the float is: eat Chongqing's famous hot pot-* * * hot pot, and give gifts constantly; Guest opening reward 100 (dishes) and * * yuan (coupons) can be placed repeatedly.

10, 200m in front of and behind the store, insert a knife flag, what is printed on it? * * * * Hot pot? 、? National green catering enterprise? 、? Chongqing famous hot pot? 、? Excellent enterprises in China? .

(4) advertising

1, the media must also invest in publicity (soft text+advertising can be used). Such as TV subtitles and newspapers.

2. With a newspaper, choose a local newspaper with a large circulation and make an advertisement attached to the newspaper. The area is the area where the local stores are located and the surrounding area. The time for choosing subscribers is the second day before the opening, the first day of the opening and the second day of the opening.

3. Distribute DM forms in areas with large local traffic and high population quality, such as large shopping malls, residential areas, high-end facades, writing rooms and government departments. Release requirements:

(1) Delivery time:11:00-12: 30; 17:00- 18:00, at this time, it is mostly the commuting time of office workers, mostly the commuting time of government and administrative departments.

(2) Distribution population: people aged 20-50 who wear clothes and seem to have relatively strong economic strength.

(3) posture and language, left hand DM single, slightly bent, smiling, polite language? Welcome to Bajiang Hotpot Restaurant. Send DM single shot to the target object with the right hand.

(4) Dress and wear a belt. You can choose employees in the store or temporarily hire nearby college and middle school students.

(5) Note: If the other party does not pick up the DM sheet, it cannot be forcibly stuffed into the other party's hand. Pay attention to picking up the DM sheets scattered nearby to avoid leaving a bad impression. The quantity is 10000-20000 copies per day, and about 30000-60000 copies in three days.

(6) Advertising balloon distribution (giving away): Choose middle and high-grade tea houses, bars and cafes, and the number depends on the surrounding conditions of the store.

(7) Distribution of advertising napkins: Advertising napkins are distributed during meals, that is, between11:30-12: 30. The distribution places are some high-end fast food restaurants next to the government and administrative departments, because most of the people inside are government officials and senior staff of modern enterprises after the 9-to-5 reform. At the same time, advertising napkins will be distributed to the front of the street, but be careful not to distribute them to other restaurants and noodle restaurants.

Note: DM sheets attached to newspapers are in the generous size of 16K, while DM sheets distributed on the street are distributed together with advertising napkins.

(8) Waist Drum Team (or other programs with local people's style): A team of 60 people, two of our guests were sent to the front, holding banners, which read:? Chongqing * * * * Hot Pot Restaurant will be rewarded when it opens. Eat 100 yuan (food) and send yuan (coupon)? . Another banner reads:? During the opening ceremony, gifts continued+address+reservation phone number? (you can walk at the end of the team), there are three waist drum teams tentatively, one three days after opening, and the route is selected in densely populated areas or main streets; The time is 10:30- 13:00 in the morning (cooperate to distribute DM bills along the way).

(9) The content of the short message:? Eat * * * * hot pot, giving you a double surprise: warmly celebrate the opening of Chongqing * * * * hot pot restaurant, and give RMB (coupon) when you eat 100 yuan (food); Gifts keep coming, so please make a reservation by phone.

(10) TV Subtitles: You can refer to the contents of SMS advertisements, add address information, welcome, etc.

(1 1) local traffic station.

Opening planning scheme of a hot pot restaurant in Chongqing

(5) Detailed Rules for Opening Promotion

(1) The consumption amount of single-table dishes is located in 50-99 yuan, and * * * * 50 yuan meal coupons and 1 cards.

(2) Consumption amount of single table dishes 100- 149 yuan, and 1 yuan meal coupons and ordinary playing cards, 1 umbrella, 1 cup (ordinary).

(3) Consumption amount of single table dishes 150- 199 yuan, and 1 yuan meal coupons and 1 ordinary poker, 1 umbrella and 1 cup (ordinary).

(4) A single table of dishes costs 200-249 yuan, and 200 yuan meal coupons and ordinary poker 1 piece, * * * * 1 umbrella, and 2 cups of * * * (ordinary).

By analogy, if the customer has the requirement of poker quantity, he can add an appropriate amount of gifts, and so on. Note: The instructions of meal replacement vouchers should be clear, and alcohol consumption is not included.

Note: each table will be given 1, 1 handbag, 1 Chinese knot.

2. Please refer to the detailed rules for the use of meal replacement vouchers for consumption.

3. The right to interpret the event belongs to the store.

There are also the following promotion details for reference:

1. Giving cash coupons is related to the round-trip transportation expenses of diners.

2. During the activity, the dining staff will drink all kinds of nourishing wine for free.

Everyone who eats during the activity enjoys it? Discount.

The significance of this promotion: eating 100 yuan (food) and giving 100 yuan (meal coupon) is actually equivalent to a 15% discount, but it gives guests the feeling that they can eat it again for free once, which is easy to accept and more attractive, and the gift can also play a role in local publicity.

(6) Opening ceremony

If you can invite local celebrities or officials, you can choose a grand opening ceremony and find a etiquette company to take charge.

Investigation and analysis on the background of the second scheme of promotion activities for the opening of small hot pot restaurants

Analysis of geographical location and target consumers of chafing dish city;

Whether the geographical location of the hot pot city is facing the street, the location of the parking lot, the flow of people, the surrounding environment of the store, whether there are universities, institutions, enterprises and institutions, and how to know the competition situation from the only information, the target population of the hot pot city is mainly the surrounding residents and enterprises and institutions.

Analysis on the Core Competitiveness of Hotpot City

If there is a similar hot pot city around, the core competitiveness of the store is not in the hot pot products (of course, it does not mean the quality, taste and taste of hot pot, remember that this is the foundation of hot pot city, not as the core competitiveness). In the future marketing plan, our store can explore other differences and core competitive advantages of other competitors after being familiar with the surrounding competitive environment.

If there is no similar hot pot city around, you can rest assured that hot pot will be widely publicized as a bright spot to attract more consumers.

Analysis on the promotion target of chafing dish city;

What is the purpose of opening? The opening of our store was a great success. , but there is no clear real promotion goal. According to the analysis of promotion tasks and the practice of opening in the industry, we should have the following promotion objectives: (1) to expand the popularity of hot pot city;

Expand the influence of hot pot city on Jinhu area;

Attract more consumers to spend money in the store during the promotion period, and at the same time achieve the purpose of promoting this hot pot city;

In view of the above three opening promotion goals, this planning scheme will focus on the third goal and have direct effect.

Printing leaflets of publicity materials;

The difference between gifts (calves) and drinks is filled;

On the first day of business, the celebration fee.

Rainbow door mobile advertising (body advertising, influential truck advertising, bicycle advertising, walking in the street wearing advertising shirts, etc. )

Shop layout (X display stand, Yi Labao, stop sign, etc. Optional)

Shop manners (wristbands, hostesses, etc.). )

Tv ads and SMS ads (optional)

Promotion target of VIP card opening

Attract more consumers to taste our hot pot during the promotion period.

Opening promotion strategy (scheme annex: printed contents of leaflets)

(A low-cost strategy to attract customers:

On the first day of business, 100 yuan hot pot is free! (Only three tables, without? 100 yuan beer is free? Participate in activities together).

Three days before the opening, 100 yuan beer is free to drink! (Only three tables, the activity cannot be repeated).

Three days before the opening? Did we help you pack dinner today? Theme publicity activities. (Only one table is allowed, and it needs to be controlled within the 200 yuan of each table. To distribute a large number of leaflets, set up consultation points and registration points (and draw lucky families on the spot).

From the fourth day of opening, in order to stimulate consumers to continue spending in the store, in addition to continuing to implement? 100 yuan beer is free? Activities (three times a day off-balance-sheet), and determine the preferential relationship with wine merchants to promote drinks, and implement (beer 1 yuan 1 bottle, enough for XX bottles to send hot pot) how to give specific products can be freely determined. (Implementation principle: Give full consideration to seasonality and regionality, and minimize the expenses for the next four days through negotiation).

(2) Do diners send them politely every other day? Strategies to attract repeat customers:

1. Customers who come to our store for consumption during the opening period will get a copy of our nutritious milk (16 boxed Yili or Mengniu) the day after consumption and print it out? So-and-so hot pot city, pay more attention to your dinner and your breakfast? Promote the theme slogan. (Within three days after the opening of the event, there will be eight tables per day, and each table will be limited to one table, and it will be controlled within 28 people).

2. Get a VIP membership card and send a VIP membership card of this hot pot city to the above lucky customers and customers who get gifts. By registering the name of the membership card, the customer file will be established for future promotion activities.

Specific implementation plan for opening promotion (matters, specific time schedule)

(a) the key work arrangements during the probation period

Ensure that all employees are in place and familiar with their work;

Require intensive training for all waiters, especially the front desk consultants, to understand all the contents of the opening activities; Ensure that all leaflets have been printed before XX, and begin to enter the distribution stage; It is recommended to distribute at least 5000 leaflets within three days of opening? 6,000 copies)

Ensure that the presented gifts are in place, and designate personnel to be responsible for the storage and presentation of the gifts.

Ensure sufficient supply of kitchen materials during the opening period, mark the materials with particularly large supply and demand, contact the seller and supply them at any time;

Check the hygiene situation in the store and give advice to customers who enter the store during the probation period, so as to get the praise of every customer who spends during the probation period.

On the evening of 26th, it is necessary to check whether all the materials and personnel needed for opening the business have been arranged properly, whether the flower baskets needed for opening the business the next day have been booked, whether the flower drum team has been contacted, and so on.

②(XX days? XX days) Three days before the official business period, the implementation plan of the promotion strategy.

1, first day of business:

(1) Make sure that all the people invited to the opening ceremony are present, including administrative staff and friends and relatives who come to congratulate, and more people must be gathered before the opening.

(2) On that day, at least two staff members distributed leaflets to passing guests continuously.

(3) When the auspicious moment arrives, the ancient painting team will perform a congratulatory performance, and then lift the prepared gong and put it in the center of the door. The general manager or representative will immediately ring the gong to announce the official opening of XX Hot Pot City. As soon as the gong rings, the salute will ring at once. Everyone applauded each other and greeted each other into the store. At this time, the ancient painting team continued to play a congratulatory song.

(4) After that, the professional service personnel begin to receive the first batch of guests according to the pre-trained workflow, and the lobby manager (or designated person in charge) must always be on the scene to solve various emergencies.

(5) When opening, ensure that the administrative staff are seated, and the leaders of Hotpot City will personally accompany them for dinner and toast, and thank them for coming;

(6) Designated personnel are responsible? Did we help you pack dinner today? Theme activities of lucky families, and make detailed records. Because this will be the beginning of word-of-mouth after this hot pot city. Your service is far more important than your food delivery.

(7) Earnestly make the number of places that each table enjoys preferential treatment, control the expenses on site, and make a record of giving away.

(8) After closing in the evening, the general manager needs to call the heads of all links to summarize today's situation, point out the problems existing in today's business situation, and encourage everyone to do better tomorrow and arrange their work reasonably.

2. The second day of business.

(1) You can enter the business state as soon as you open the door. According to the forecast, there will be more guests handing out leaflets today, so you must make adequate preparations in the first three days, and don't let your popularity drop. Friends' parties are still very important, but for the sake of cost, you don't need to rely on friends to win popularity like on the first day.

(2) Today's? Did we help you pack dinner today? Lucky families with theme activities must have good service and delicious meals as they did yesterday.

(3) There is a task that needs special attention today, which is to deliver yesterday's 10 pieces of milk to the door. The process of giving gifts is very particular, and it must be the on-site service of trained service personnel. Pay attention to a few small details when looking at the house: first, the milk delivery staff must wear the work clothes of the hot pot city; Second, giving milk is not a random gift, it needs to have a gift list, which needs the customer's signature to confirm;

Third, give the customer a reward card when delivering milk, telling the customer that he has become 20% VIP customer of this hot pot restaurant, and welcome him to visit next time. Doing these three points well can ensure that the passenger flow after the promotion period is at a normal level and there is no problem.

(4) Others shall be conducted according to normal business processes, and the lobby manager (or designated person in charge) shall be prepared to solve unexpected accidents at any time.

On the third day of opening

On the third day of opening, leaflets will continue to be distributed. However, the people handing out leaflets today are different from before. At the same time, we should tell the potential customers passing by: Today is the last day of the lucky draw, and welcome you to our hot pot city for a lucky family draw. In order to attract more customers, take part in activities.

Today, you need to give gifts for the next day. After consumption, you must sign for the gifts and give back.

Today's? Did we help you pack dinner today? For lucky families with theme activities, the general manager needs to come out and take photos with the lucky families as a souvenir, and ask the guests to agree to put the photos in the cultural corridor of Hotpot City or near the staff culture.

All flyers for the first three days must be distributed today.

After closing at night, make a three-day summary, analyze success or failure, and strengthen improvement.

(three) four days before the official business, formulate the implementation plan of the promotion strategy.

1, the fourth day of opening

(1) Starting from today, all leaflets will be replaced with the second promotion plan, and people will continue to distribute them. (At present, it is important to note that when printing leaflets, the colors of the two leaflets must not be the same, because many customers who got the same leaflets two days ago will throw them away directly, which is no longer attractive. )

(2) Starting today? Did we help you pack dinner today? The theme activity is over, but the milk delivery activity is not over yet. We should give milk according to the activities stipulated in the leaflet. And the same day, someone will deliver the goods to your door personally, and repeat the activities to the end.

2. The fifth, sixth and seventh days of business.

(1) The workflow on the fifth and sixth days basically follows the daily workflow on the fourth day.

(2) On the sixth day, the distribution of leaflets can be reduced according to the actual situation, but it is still necessary for someone to distribute leaflets at the door from time to time;

(3) On the seventh day, the information of customers who have given milk can be collated and counted. You can make good use of these customer resources in the future.

Key points and matters needing attention in the implementation of this planning scheme

( 1)? Did we help you pack dinner today? Theme activities must be well served. The focus of this theme activity is not attracting popularity, but customer experience. The setting of this activity was originally intended to create word of mouth among customers. In this activity, we should pay special attention to the service attitude and the quality and taste of dishes. In addition, in order to meet the employer's marketing budget, the number of participants in this activity has been deleted. The original plan was to have three tables a day three days before the opening. However, the employer is requested to seriously consider increasing or decreasing the investment in this activity from its own liquidity and investment situation.

(2)? Hundred yuan hot pot is free? For activities, employers can increase the number of tables or the date of activities according to their own cost price. The original proposal was that it could be increased to three days.

(3)? 100 yuan beer is free? Activities, because it is late summer, the most suitable time to drink beer. Then beer became the most attractive place in Hotpot City. At this time, employers are not advised to cut the number or date of activities. Employers can negotiate with beer suppliers to get lower beer prices, thus ensuring the smooth implementation of activities and attracting passengers.

(d) The focus of implementing the strategy of attracting repeat customers is the professionalism of gift delivery personnel. Gift givers must have a professional attitude and courtesy to serve customers first, so as to leave the best impression on customers. What customers care about is not a piece of milk, but the real service delivered by this piece of milk and the reputation of hot pot restaurants. So pass? Did we help you pack dinner today? And the thoughtful service of professional gift givers, the reputation of hot pot city will soon be created, forming a virtuous circle.

Suggestions on marketing strategy after opening promotion activities

According to the normal situation, after the promotion period, the service staff will inevitably have a certain degree of fatigue, and it is necessary to adjust the mentality and work attitude of the staff in time.

After the hot pot city enters the normal operation track, it needs to keep some fresh promotional activities to keep customers fresh about the hot pot restaurant.

It is suggested to build your own core hot pot products and make hot pots with different values from others, but don't leave the range of hot pots accepted by ordinary people.

It is suggested to make a reasonable price positioning and carefully analyze the surrounding competitive environment, especially the price situation. Then the price positioning of hot pot city is reasonable.

Since chafing dish city is located in a residential area, assuming that the customers of chafing dish city are residents of the residential area, the future marketing activities can interact with residents more, and it is easier for residents to recognize chafing dish city.

Attachment: General contents of printed leaflets:

First Edition (Title) Today, did we help you pack dinner? Congratulations on the grand opening of XX Hotpot City.

Since 20XX, x month, x day? 20XX 10, three days before the opening of this hot pot city, I was pleasantly surprised to tell you that today, your family's New Year's Eve dinner is on us. Welcome to our hot pot city and enjoy your first hot pot trip before this winter comes. There are 1 lucky families in this activity every day, and lucky families are selected to participate by signing up for the lottery.

While this activity is going on, this hot pot city will also be held? Hundred yuan hot pot is free? And then what? 100 yuan beer is free? Activities, more surprises waiting for you.

Triple surprise: Is this hot pot city held? We pay attention not only to your dinner, but also to your breakfast? Activities. During the opening period, all customers who spend money in the hot pot city will get a lucky draw and a nutritious milk from the hot pot city the next day.

The above activities cannot be repeated, and this activity will be held for three consecutive days.

The second edition (title) 100 yuan beer is free to drink.

? The second wave of promotion heat wave for the opening of XX Hot Pot City

From 20XX to 20XX, all customers who come to eat in Hotpot City can have the opportunity to enjoy Hotpot City? 100 yuan beer is free? Activities. The number of places in this activity is limited, first come, first served.

Activity analysis:

The activity is limited to three tables per day, and each table can consume drinks *** 100 RMB.

Lucky customers who participate in this activity can directly upgrade to VIP members of this hot pot city and get VIP membership cards. You can enjoy a 20% discount when you use this card in our store in the future.

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