Sample of Marketing Plan for Catering Industry 202 1

In the era of fierce competition, in order to gain more exposure and increase sales, every time a business holds an activity, it will make a careful marketing plan in advance to ensure that the activity can bring profits. The following is a "model catering marketing plan" compiled by me for your reference only. Welcome to read it.

Marketing planning template of catering industry 202 1 (1) 1. Hotel background

1, the hotel is a 4-star hotel with good location, good decoration and star service. If the food is guaranteed, you will like the benefits.

2. Every year from X to X is the peak season for customers and the peak season for tourism in this area. Hairy crabs are abundant at this time.

The number of tourists is less than half from Monday to Thursday, and it is full on Friday, Saturday and Sunday.

The age range of tourists is from 20 to 50 years old, and most of them are young people in Shanghai.

5. settled customers go to the boathouse for dinner instead of staying in the hotel.

6. The crabs eaten in the boathouse are all bathing crabs, not authentic hairy crabs. The consumption price of houseboat is higher than that of authentic hairy crabs in the hotel.

7. The intermediary pulls the guests to the boathouse to get the commission, and some leaders who have settled in the team also get the commission.

8. The psychology of eating in the boathouse: I feel that hairy crabs are more authentic regular customers, like the feeling of farmhouse music, and have a good relationship with the boathouse owner.

9. In recent years, eating in the boathouse has become the habit of many guests.

10, the hotel price is about 300, and the price is not high in tourism consumption.

1 1. Most people who come to our hotel are mainly companies and groups, and usually stay for one night at the opening ceremony. These companies usually meet with companies or marketers through travel agencies.

Second, the hotel analysis

1, the hotel is a four-star hotel. The advantage is that it is unique. It must be inevitable to settle in this place. After all, the tourist areas chosen for traveling and going out for meetings should have high-quality service and sleeping environment to ensure that they have enough energy.

With the arrival of tourist season, the occupancy rate will increase automatically. After all, the service is in place, the environment is good, the venue is large and so on. This is the first choice for tour groups or something.

The hairy crabs sold in the hotel are authentic and affordable. You can't do it anywhere else.

4. The hotel lacks the tourist atmosphere of farmhouse music. After all, four-star hotels and farmhouses are two different things.

5, the hotel's farm food can not reach the atmosphere of farmhouse music. Eating habits have caused the loss of a group of guests.

6. Customers usually stay in hotels for one day. Guests who are used to traveling are looking for special food and don't tell them the dishes.

Third, the planning purpose

1, improve the room occupancy rate 1-4.

2. Increase the number of in-house guests who choose to dine in our hotel.

3. Increase the sales of hotel hairy crabs.

Fourth, marketing strategy.

1 dish

① 65,438+0,000% tourists come to eat hairy crabs, so this dish must have its own characteristics. You must be careful when tasting hairy crabs in Hangzhou, and provide them for your reference. This reference needs to taste hairy crabs with vinegar. As a four-star hotel, it must be red vinegar. This is speculation. My suggestion is to change it to rice vinegar (transparent). According to my personal feeling, the red vinegar of hairy crabs can not only flavor but also increase the aesthetic feeling. But the taste is not as good as rice vinegar. If you want guests to eat more hairy crabs, it is recommended to change rice vinegar. You can try it yourself and compare it before making a decision. If guests want to eat hairy crabs, they must taste better than others, and that is the taste.

No matter how other people's crabs are, if they are eaten too much, they will be authentic and delicious, and then they will be seasoned vinegar. It's the point. The point is not to say that others are bad, but to do your own thing well. This is the premise.

(3) Other dishes ensure the quality and taste at the same time. As long as the food is better than others', there are no fools among the guests. It must be done.

2. Guest room (key)

① In order to improve the occupancy rate from Monday to Thursday, "Celebrating National Day and Mid-Autumn Festival" was launched. From June 65438+1 October1to the end of February 65438+February, all guests staying from Monday to Thursday will be given high food and beverage vouchers. One card at a time. Work out the price, and make sure they feel cost-effective. In addition, give everyone a hairy crab coupon.

(2) Guests staying from Friday to Sunday will be given a hairy crab coupon and a room (standard room) from Monday to Thursday. The time limit is June 65438+1 October1to the end of February 65438+February. (Not available when there is no room, you need to make an appointment in advance by ticket)

(3) The room cost is 20 yuan, and the catering profit is more than 50%. Therefore, no matter how it is promoted, it is a steady profit. After all, the room is empty at this time. This for-profit promotion activity aims to spread word of mouth to people who live in it and form the habit of living in it from Monday to Thursday.

With the coupon of hairy crabs, you can enter the hotel to taste hairy crabs, so that the truly authentic taste and the delicious food cooked by a good chef can attract customers. Whether you are an expert or not, you can tell the truth from the false. But this must let the chef ensure the delicious food. Otherwise, the other way around.

(5) vouchers should be printed with good taste, collectible value, commemorative value and price advantage. No matter whether you have money or not, as long as it is a coupon, it will be put in your wallet.

3. In-store

Post large posters and banners in the store, and be sure to let the guests know the promotion information.

(2) Restaurant environment and dishes (especially dishes). I published a booklet (key) and put it in the hotel room, with a book in each room.

Don't make this book a menu, so no one will read it. It is necessary to reflect the culture of the hotel and the environmental culture of the restaurant, and typeset with a fashionable eye. The content should be written without vegetables and classic stories (the story of vegetables). Just like a magazine, in fact, this magazine is to let everyone know what the restaurant in this hotel is like, how it is, what it has, a sense of culture, and something good to show off. The cost won't be high, but don't make recipes.

Step 4 publicize

(1) If the hotel has money, it can promote it in the city where the target tourists are located. The purpose of publicity is the promotion meeting held at this stage, but it should be aimed at the media, especially enterprises and travel agencies. The main price depends on your own situation. )

(2) Hold an activity, especially what happened in the eyes of Shanghainese, and find an activity organized in cooperation with the government or independently, such as the hairy crab tasting. The purpose is to let customers know how to distinguish bathing crabs from hairy crabs, distinguish genuine and non-genuine, look at the color and size, and taste the way. Shanghai media are invited to interview, taste and stay in hotels for free, including newspapers, magazines, TV and Internet. All provide computer online services. Tell them to send the manuscript in time. (save money and promote it. Including Sina, QQ, Sohu, etc. will reprint these articles. )

③ Cooperate with mobile. Anyone who enters this tourist area with a mobile phone will receive information about the hotel's activities, including telephone reservations, and the intersections of expressways must be covered. (It is also necessary to negotiate. Most bosses can watch mobile phones. )

Young people in Shanghai generally like surfing the Internet, so these activities are distributed in the forums of big websites. Just arrange people to distribute them. Some people in Witkey also released information. It will be posted on the forum anyway. Not only the activity information and promotion confidence, but also some cultures, especially the hairy crabs they care about. Must be integrated into their eating and drinking psychology. Young people can easily influence the decisions of some people in their company. )

Verb (abbreviation of verb) emphasizes especially.

(1) Promotions must be real promotions. Don't treat customers as fools. They know how to spend and how not to spend. Treat people sincerely and ensure that business will come.

(2) We should constantly study the customer's psychology, and find a breakthrough from the customer's life words and deeds, gestures, stop and observe. Many people have the same weakness, just as everyone likes delicious food. In-depth and meticulous analysis, find the similarities between * * *.

Model Marketing Plan for Catering Industry 202 1 (2) After the Spring Festival, Chinese food enterprises (mainly middle and high-end catering) will have the longest and lightest off-season in a year, which will basically last until April after the 15th of the Lunar New Year, and their business will gradually pick up. After the Spring Festival, the off-season situation will be more severe, mainly for two reasons: First, the once-in-a-century economic crisis evolved from the financial crisis is still spreading, and its impact on social consumption capacity will gradually deepen; Second, because this year's Spring Festival came earlier than in previous years, it virtually extended the off-season time. Therefore, although customers are crowded in the peak season of the Spring Festival, how to deal with the marketing burden of "snubbing the pommel horse in front of the door" after the holiday has been heavily weighed on the hearts of restaurant owners and bosses.

I have seen many opinions expressed by many experts, scholars or insiders on off-season marketing of restaurants before. Here, I would like to express my humble opinion based on my own catering experience and understanding of the industry, and please give your advice.

First, marketing is not equal to promotion.

This seems to be a superficial and naive question, but among restaurant operators, people often make such low-level mistakes unconsciously. They tend to bury their heads in counting votes when business is good and sell them when business is bad.

Restaurant marketing is a continuous operation throughout the enterprise, and it will never be a breakpoint. Whether you admit it or not, marketing always exists with the operation of your enterprise, but there are active marketing and passive marketing in the context, and there are differences between successful marketing and failed marketing in the result. Therefore, whether it is off-season or peak season, marketers have no time to take a nap.

Second, do a good job in marketing conversion between peak season and off season.

Customers are full every day during the Spring Festival peak season, so don't be complacent. 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 is approaching, 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. The real test of marketing effect lies in whether the off-season plummets, whether it can continue to operate stably within one year, whether it enjoys high satisfaction and reputation among customers, and whether it belongs to the leading phalanx among peer enterprises.

The goals and strategies of successful restaurant marketing are clear, and they are implemented step by step as planned. One key point is how to change the marketing strategy between peak season and off season.

"Profit in peak season, gaining momentum in low season" should be the core concept of restaurant marketing. Profit-taking is to seize the biggest sales and get the biggest profit; Take advantage of the trend, that is, to gain the commanding heights and strive for valuable things, including merchant awareness, customer reputation, brand awareness, etc., 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" needed in the off-season. It is natural that a restaurant with good marketing 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 as three aspects: 1, the maintenance of old customers; 2. Develop new customers; 3. Create brand image. To do these three aspects well, moderate marketing costs are essential, rather than blindly reducing operating costs without strategies. 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.

Third, take precautions, and the marketing pull in the off-season starts from the peak season.

Marketing activity is a systematic, planned and coherent business activity, and marketing work should be ahead of market changes as far as possible, especially in the case of clear market trends. Chinese restaurants should make a good off-season marketing plan after the Spring Festival before the peak season begins, and then make full use of the good popularity during the Spring Festival to carry out off-season marketing and promotion in advance. Specific methods are different, and the effect is often twice the result with half the effort. If you wait until you slip into the off-season, your popularity will be low, and the cost of marketing will be higher and more difficult.

Fourth, recognize the market changes and calmly respond.

This requires a correct judgment and analysis on the composition of tourists, consumption motives and the adjustment trend of post-holiday catering market according to the market positioning of restaurants, and then the limited marketing resources are put into the most effective target market.

For middle and high-end restaurants, the main customer groups in the Spring Festival season are official (including government and military), commercial and other social groups. During this period, many restaurants have no time to take care of ordinary individual customers, leaving them in the cold. However, after the Spring Festival, the customer structure of the catering market will change. Due to the concentrated surprise consumption before the holiday, the group consumption enthusiasm will be reduced after the holiday, and the consumption frequency will be significantly reduced. The corresponding share of household consumption and personal consumption has increased. During the holiday season, wedding birthday banquets and centennial banquets submerged in many group New Year's Eve dinners 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 stops during the Spring Festival, but it will also become an indispensable part of the post-holiday catering market.

In view of these market changes, restaurants should adjust their marketing methods according to their own positioning, so as to be targeted, simple and effective. For example, mid-range restaurants can introduce more affordable family packages and white-collar lunches to attract the consumption of families and white-collar office workers; Introduce "cheap drinks supermarket" to reduce the consumption cost of guests' drinks and effectively overcome the contradiction of guests bringing their own drinks; Plan more detailed and thoughtful marketing plans for wedding banquets and centennial banquets, give more preferential items, attract the consumption of scheduled wedding banquets and centennial banquets, and so on. Of course, for high-end restaurants, group consumption is still the mainstream, so there should be corresponding marketing measures for this part of customers, and we can't lose sight of one thing and lose sight of another.

Verb (abbreviation of verb) deeply maintains VIP customers.

There is a famous 2: 8 law in marketing theory, that is, 80% of sales are often brought by 20% of the most important customers. There is no doubt that these 20% customers are the most important food and clothing parents in the restaurant. Restaurants should sort out the customers in the past year, find out who these 20% customers are, and make a special VIP customer maintenance plan, which will be implemented by a well-trained team. Customer maintenance is certainly a long-term job, but it is particularly important in the off-season.

Sixth, innovation, give customers more new ideas and surprises.

After the busy peak season, restaurants can't rest for a while, because in the big market competition environment, enterprise management is also like sailing against the current, if you don't advance, you will retreat. After the festival, according to the changes of solar terms, consumption and marketing theme, the dishes, promotional materials and the atmosphere in the store should be adjusted in time. Many restaurants like to keep the festive layout of the Spring Festival until these decorations are old and shabby, which is an obvious feature of the lack of systematic marketing.

A restaurant that pays attention to brand image and is full of vitality will constantly bring forth new ideas in marketing themes and specific forms of expression, create freshness for customers and be more conducive to cultivating long-term loyal customers. After the Spring Festival, we should gradually add some new dishes, develop new recipes suitable for summer as soon as possible, and present them to customers when the market picks up in April. In the off-season, restaurants should try to create festivals to create momentum, not only to attract attention, but also to attract customers and enhance popularity. For example, spring thanksgiving activities, invitations to members or old customers, special consumption discounts, and a series of interactive game activities to give back to old customers; Invite the responsible persons of major travel agencies to focus on a unique networking activity, make friends and recommend the service measures of the restaurant to the tourism team; Cooperate with enterprises in other industries, such as department stores, specialty stores, 4S shops of high-end cars, bars and so on. This matches the positioning of the restaurant and provides special discounts for its customers, thus broadening the customer base and expanding its influence; Wait a minute.

Of course, it is not suitable to invest too much money in a large number of promotions in the off-season, so it will not pay off, just moderate.

Seven, grasp the off-season climax

In the off-season after the Spring Festival, there are also some small consumption hotspots, such as 3.8 Women's Day. Many units will organize female employees to have dinner to celebrate, and many female consumers will also get together with friends to enjoy food. There will also be some different exhibition business opportunities in different places. For example, 10, the 20xx spring sugar and wine party will be held in Chengdu. 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 a good marketing plan as early as possible, and carry out marketing promotion work in an orderly way, so as to gain good results in these off-season tides.

Eight, with the off-season marketing activities, maintain a moderate advertising.

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

Nine, joint marketing with other restaurants.

This seems a bit difficult, because as the saying goes, peers are enemies. But there are also many examples where peers are friends. Aren't Red Star and the two most famous catering enterprises in Rong Da and Chengdu the best examples? There is a good metaphor: a chopstick is broken gently, and ten chopsticks are tied together, which is nothing. If the restaurant can put aside the bad blood and seek a market, the cakes in this market may be bigger and more fragrant. If a restaurant engages in marketing activities, considering the relationship between input and output, the momentum will certainly not be too great, but if ten or twenty restaurants jointly engage in marketing activities, and everyone's strength is put together, the momentum will definitely be much greater, and the results of the activities will naturally be much better.

Therefore, in the peak season, they are very busy. In the off-season, restaurant owners should move around more, get in touch more, and maybe even have some sparks and form a temporary alliance partnership.

Ten, chopping wood and sharpening knives are correct.

In the off-season, marketing work should be done with both hands, and both hands should grasp the market, 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. I have the following suggestions about practicing internal skills:

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

2. Re-examine the established follow-up marketing work plan, and modify 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, systematic service and production skills training are carried out to continuously improve the service quality;

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

5. Review the shortcomings of restaurants in brand display in the past, enrich the brand connotation, and strive to create a high-grade brand image.

Model marketing plan for catering industry 202 1 (3) The area of take-away fast food restaurant is about 100 square meters, with about 0/0 staff (delivery can be assigned by special person) and more than 3 chefs. Have broadband, support internet access, and have professional and skilled computer users.

First, take-away advertising slogan

Stay indoors and enjoy delicious food.

Second, the propaganda content

1, classic takeaway items: breakfast, lunch, dinner.

2. Special take-away items: supper special, party special, holiday special, birthday special.

3, distinguished additional items: you can hire a party chef and related food and food utensils to help prepare party meals.

Third, the way of publicity.

1, facing the crowd: students and faculty, workers in factories and enterprises near the college.

2. Place of publicity: schools, staff dormitories, campuses and units.

3. Specific form: (activity time is two days)

(1) distributing leaflets: distributing printed leaflets to staff and distributing them to individuals. Personnel are set as unit group, dormitory group and outdoor group. Among them, the unit group sent to the office, the dormitory group sent to the dormitory, and the outdoor group sent individuals.

(2) Posting posters: posted on bulletin boards and walls where advertisements can be posted.

(3) Sample presentation: in the process of distributing leaflets to the company, display the contents of the printed picture menu and leave a business card.

(4) Network platform: Publish restaurant information in Peking University intranet and regional take-out network, and provide preferential policies in due course. (This promotion method is long-term use)

⑤ Questionnaire: The staff distributed questionnaires on campus and in the unit, and presented 2 yuan vouchers to those who returned the questionnaires.

⑥ Apply for membership card: Set up activity points on campus, hand out leaflets and apply for membership card, and file it on the computer.

Fourth, the need for publicity.

① Funds: printing leaflets and questionnaires, hiring staff, using the network platform, making menus, printing business cards, making vouchers, making posters, etc.

② Venue: Rent a school venue to set up an activity point.

③ Personnel: 5 shop assistants and 3 staff. There are five people in the leaflet distribution group, one posting posters and questionnaires, and two at the event site.

④ Articles: Prepare three tables, two chairs, a computer, three cars, umbrellas and fast food restaurant seals.

V. Preparations for publicity

(1) Production of text content:

1, leaflet content:

First, the name of the fast food restaurant.

B. advertising language (big words).

C. introduction of fast food restaurants.

D. special menus and service items.

E. preferential activities.

F. website.

G. member discount (20% discount).

H, contact information

2. Questionnaire survey:

3. Poster:

4. Arrangement of dishes and menus: Print pictures and materials arranged according to special dishes, and make menus separately;

5. Network information:

6. Membership card:

7. Coupons:

② Utilization and application of network platform:

③ Application for the venue: apply for the use of the venue from schools and units, and move desks, chairs, computers and other appliances to the venue before the activity begins (use umbrellas in case of light rain and other emergencies).

202 1 (4) With the arrival of 20xx, the development of market economy and the change of national policies, the competition in the hotel industry has become extremely fierce, and the marketing concept has gradually developed from the original self-centered product concept, production concept and promotion concept to the marketing concept with customer demand as the main requirement. The ultimate goal of the catering industry can be summarized as one sentence: create, increase and retain customers.

1. Implementation time of marketing plan: to be determined.

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

3. Detailed rules for the implementation of marketing plan:

1, hotel positioning:

To run a restaurant well, we should first give priority to the reasonable and scientific product positioning of the products we provide according to our own situation. In other words, what we have to do is the business of people at that level, whether it is high-end consumption, mass consumption or low-end food and clothing consumption. Our business theme focuses on personal consumption or banquet reception. Don't be greedy for perfection in the early stage. Only by minimizing the cost can you earn your popularity to the limit.

2, food pricing:

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

3. Taste and weight of dishes:

Since I'm a hotel caterer, of course I have to feed others. Nowadays, people are very particular about eating, which is very important for the chef behind the hotel. Nowadays, a cook is just like writing an article. A good article must first touch yourself. If a hotel wants to keep its guests, it must first feel their stomachs! Our chef should make his own characteristics, his own housekeeping dishes. In addition, the weight of the dish is also the most important. Don't pursue profits too much in the early stage. Even if the business is good or bad, let customers feel the benefits. We want customers to feel value for money from the dishes and prices. As the saying goes, "if you give your guests something delicious, they will give you something delicious"!

4. Daily specials:

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

5. Media and advertising:

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

B. Hang banners or posters at major intersections and residential areas in counties and districts.

Pass posters, set up long-term billboards in the garden in front of the hotel building, and light up at night.

C. Advertise in Guzhen Jindian Newspaper or Guzhen TV Station.

D. Post posters or slogans about the hotel on buses or taxis in Guzhen, so that passengers can see the words "Chuhan International Hotel" as soon as they get on the bus, and make it deeply rooted in people's hearts.

6, change the marketing strategy (key marketing department)

Regional branch, responsible for marketing. The key to changing marketing is to achieve the words "divide", "grab", "create" and "dimension".

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

Grab: grab the customer information of other hotels, grab the catering and conference information of enterprises and institutions. Customer information is the lifeblood of our hotel operation, and detailed customer files are the key to the success of the hotel.

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

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

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

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

A. During the promotion of this scheme, customers who spend more than xx tables in the catering department of Chuhan International Hotel will be given a cash coupon of xx yuan (for the next consumption only). If it is a wedding banquet, the hotel will also provide a wedding car for them to use in the morning for free.