How to do a good job in marketing of restaurants in the off-season of catering?

First,? 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 phalanx among peer enterprises.

The goals and strategies of successful catering marketing are clear and 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 idea of catering marketing. Profit-taking means winning more sales and getting more profits; 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 "potential" that catering needs in the off-season. It is natural that restaurants that are well-marketed 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.

Second, plan ahead, 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. China restaurants should make a good marketing plan for the off-season after the Spring Festival before the peak season, 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.

Third,? Recognize the market changes and relax.

This requires a correct judgment and analysis based on the market positioning of catering, from the aspects of customer composition, consumption motivation and the adjustment trend of catering market after the holiday, and then put limited marketing resources into an effective target market.

For middle and high-end restaurants, the main customer groups in the Spring Festival peak 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 and neglect them. 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.

In view of these market changes, catering should adjust its marketing methods according to its own positioning, so as to be targeted, simple and effective. For example, mid-range catering can introduce more affordable family packages and white-collar lunches to attract the consumption of families and white-collar office workers; Launch "specially limited activities" to reduce the consumption cost of guests and effectively attract more customers to spend; Plan more detailed and thoughtful marketing plans for appointments, parties and birthday parties, give more favorable items to attract scheduled consumption 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.

Fourth, carry out in-depth maintenance for VIP customers

There is a famous 2: 8 law in marketing theory, that is, 80% of sales are often brought by 20% of important customers. There is no doubt that these 20% customers are important parents. Catering 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 carried out by a well-trained professional team to the letter. Customer maintenance is certainly a long-term job, but it is particularly important in the off-season.

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

After the busy peak season, catering can not rest for the time being, 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, we should adjust the products, promotional materials and the atmosphere in the store according to the changes in solar terms, consumption and marketing themes. 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, create freshness for customers, and be more conducive to cultivating long-term loyal customers. After the Spring Festival, we should add some new products one after another, develop new meals suitable for summer as soon as possible, and present them to customers when the market picks up in April. In the off-season, catering should try to create festivals to create momentum, which can not only attract attention, but also 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 relevant responsible persons of major travel agencies to focus on a unique networking activity, make friends and recommend catering services 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 is in line with the catering positioning, providing special discounts to their customers, thus broadening their customers and expanding their 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.

Sixth, 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, the 44th China (Guangzhou) International Art Fair was held in Guangzhou in March 20 16. By then, hundreds of thousands of merchants from all over the country and even abroad will gather in Guangzhou and arrange a number of welcome banquets, which will set off a catering consumption boom in a short time. Catering should make a good marketing plan as early as possible and carry out marketing promotion in an orderly manner, so as to gain good results in these off-season tides.

Seven, with the off-season marketing activities, to 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 catering industry more eye-catching, the effect of brand promotion will be better, and the effect of marketing activities will be better.

Eight, joint marketing with other catering.

This seems a bit difficult, because as the saying goes, peers are enemies. However, there are also many examples where peers are friends. Aren't Red Star, Rong Da and Chengdu two famous catering enterprises better examples? There is a good metaphor: a chopstick is broken gently, and ten chopsticks are tied together, which is nothing.

If we can put aside the bad blood between restaurants and find 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. However, if ten or twenty restaurants jointly engage in marketing activities, 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, catering bosses should move around more and get in touch more, and maybe they can touch some sparks and form a temporary alliance partnership.

Nine, 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 better marketing, so in the off-season, when business is not very busy, systematic service and production skills training are carried out to continuously improve service quality;

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

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

Extended data:

Marketing is not the same as promotion.

This seems to be a very superficial and naive question, but among catering 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.

Catering 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 terms of situation, and there are differences between successful marketing and failed marketing in terms of results. Therefore, whether it is off-season or peak season, marketers have no time to take a nap.