Although Tanabata is a symbolic day of love, not all customers will participate in it, so as a restaurant, you must know where your target customers are, what age group they are, and generally speaking, they are the younger generation, so you must have a general understanding and analysis of their characteristics and favorite things.

1, target consumer group:

Class A consumers: unmarried young people aged 20-25, students under 20. These consumers are the main consumers of Valentine's Day. They are passionate, romantic and fashionable, like fantasy, and can accept new things quickly. They are a fashion class that never tires of innovation and change. The characteristic is that this group's consumption power is not high, but the base is large, so the overall consumption is also very large, and it is the main participant of the activity, and we must never give up.

Class B consumer groups: People over 50 years old, although not as receptive to new things as young people, have accounted for 5% of the whole consumer groups due to the influence of Valentine's Day atmosphere every year, indicating that their fashion mentality still exists and is easily assimilated. If their children can add fuel to the flames and media advertisements are put in place, such consumer groups may become "blue chips" with great depreciation potential. However, due to the traditional humanistic characteristics of this local group in Kunming, it takes a process for them to participate in Valentine's Day activities, so consideration is not important.

Class C consumer groups: consumers aged 25-35 (over 35 years old is not considered as a burden group). Some of these groups are in the beginning or rising period of their careers, while others have already succeeded in their careers. Due to the influence of personality, age, preference, income, environment, habits and values, the consumption behavior of this group is the most mature and the consumption habits are the most complicated, which is not conducive to market promotion. However, they are the main force that affects B-type consumer groups, and they also have rich wealth resources, and their spending power is extraordinary. They must never give up.

2, the target consumer group positioning:

Focus on promoting Class A and Class C consumer groups, and promote the active participation of Class B consumer groups. Class A consumer groups have the strongest consumption consciousness and the greatest demand, and are the main target markets. Moreover, consumption habits are immature and easily influenced by advertisements, so they are the main targets of advertisements. Although the demand of Class B consumer groups is small, if the purchase behavior is stimulated, the consumption will be large, which is also a big market, and its social influence will be particularly beneficial to the brand building of the company. Class C consumers also have higher consumption demand, but their consumption level is much higher than that of Class A consumers. They are a nostalgic group, so they are destined to be easily influenced by A-level consumer groups and follow the footsteps of A-level consumer groups for Valentine's Day. Therefore, we can strongly stimulate the purchase behavior of group A to drive their consumption behavior.

In this way, we can sum up the strategy of activity promotion: mainly aiming at the concept and image of A-class consumer groups, and then mentioning the demand points of B-class and C-class groups.

Second, clarify the significance of the Qixi theme

No matter what kind of planning, we must have a core theme, render the theme and adopt different strategies to make the whole promotion around a core. As a Valentine's Day in China, restaurant planners must understand the origin and representative significance of Tanabata.

Tanabata is a traditional festival in China, formerly known as Begging for Clevership Festival. Qixi Qiqiao originated in the Han Dynasty. Ge Hong's Miscellaneous Notes on Xijing in the Eastern Jin Dynasty records that "women in the Han Dynasty often wear seven-hole needles on July 7 in the building, and everyone wears them", which is the earliest record of begging for cleverness in ancient literature we have seen. In recent years, Tanabata, known as "China Valentine's Day", has become a necessary festival for young men and women in love.

Third, the restaurant scene layout is suitable for the Qixi atmosphere.

China people's personality is more subtle, and their feelings are elegant. Through festivals, we talk to each other, so Tanabata has a sentimental mood. On the basis of the first two steps, we must choose the matching environment layout and background music, which should be romantic, integrated with the theme of Chinese Valentine's Day, and romantic songs convey a kind of love. The environment should not be too noisy, but it should feel like a very leisurely and beautiful place for dating and dining.

1, the atmosphere.

Restaurant peripheral layout

① Design of Chinese Valentine's Day Queqiao → Add the cultural atmosphere of the restaurant.

At the entrance of the catering hotel, creatively imagine the entrance of the large-scale Qixi Bridge, and increase the humanistic customs and festival uniqueness of the catering hotel through the cultural customs of the traditional Qixi Bridge Festival. In order to attract consumers' attention, well-known local photography agencies are strongly invited to join in, leaving the most beautiful figure of Tanabata for every consumer who enters the store.

② Creative layout of Cowherd and Weaver Girl → Create more publicity topics.

Combining with the entrance of Chinese Valentine's Day Queqiao Bridge, the characteristic figures of Cowherd and Weaver Girl are arranged, which not only intuitively increases the style and culture of the restaurant from the external environment, but also provides consumers with the opportunity to take photos as a souvenir, and transmits the photos as an effective way of restaurant word-of-mouth publicity.

Ambient atmospheric layout of Hall B

(1), Qixi Lantern Festival layout

Chinese lanterns are placed in the lobby and main aisle of this restaurant, which adds to the humanistic style of the hall.

(2), modelling propaganda flag layout

According to the marketing theme of Chinese Valentine's Day, the picture and content of the national flag are imagined and publicized in a unified way, and arranged in an orderly way with creative modeling for the promotion of activities and the creation of atmosphere.

Fourth, the imagination of Qixi specialty dishes

Valentine's Day in the west is favored by people with the mutual love of chocolate, flowers, candy and other gifts, and it is popular all over the world with the export of western strong culture. Tanabata in China is the seventh day of the seventh lunar month, which is the harvest season of fruits and vegetables. The natural food with the bright moon is just an excellent opportunity to beg the fairy girls in the sky to give them intelligent hearts and dexterous hands, so that their weaver girls can be skilled and beg for the marriage of love and marriage.

Tanabata-related dishes, whether they are dishes or names, should show and convey an atmosphere of love. It is better to help those timid pursuers express their psychological love. The dishes should look beautiful, sound moving and taste delicious. It is best to combine Chinese and Western dishes, which have both the fashion and romance of Western Valentine's Day, and the joy of China's Valentine's Day harvest and the yearning for happiness in life.

Cold dishes: fly with me (stewed goose wings with chicken wings)

Wishing tree (cold spinach)

Hot dishes: Cowherd and Weaver Girl (black pepper beef bones are too soft)

Talent and Beauty (Roasted Shrimp with Crab Seed Sauce)

Accompanied by a lifetime (chicken grandma boiled bullfrog)

Jinyu Lily (Fried Lily with Fresh Corn)

The love of the tracker (stewed China wood frog with papaya boat)

Red bean lovers (red bean cake)

Fruit: moonlight in the lotus pond (fruit platter)

Staple food: deep feeling (slag river noodles)