We all know that stores and shopping malls often plan celebration activities, more to attract new customers, maintain the relationship between old customers and enhance the brand effect. So how to write the plan of the celebration activities? The following is the plan of celebration activities I have carefully arranged for you. Welcome to read it. For more related content, please pay attention to the planning book column! Part one: the activity plan of restaurant celebration

1. Preface

During the exploration and development of food culture for thousands of years, the hardworking people in China have gradually formed various Guangdong, Shandong, Hunan, Sichuan and other major cuisines with local flavor. Shandong cuisine is the largest cuisine in northern China, with a long history and wide influence. It is an important part of China's food culture. Traditional Shandong cuisine is famous at home and abroad for its salty, fresh, crisp, unique flavor and fine production. When Sichuan and Guangdong cuisines went northward on a large scale and northeast specialty cuisines swarmed into the customs, Shandong cuisine declined and its edge was restrained. At this time, XXX Fish Restaurant stands out in the market fight and becomes one of the representatives of the new Shandong cuisine.

today's catering industry, the development trend can be summarized as follows: rapid development, continuous expansion of scale and continuous prosperity of the market. However, prosperity at the same time means intensified competition. Every day, some restaurants fall down, and more restaurants stand up. However, there are always a few restaurants that gain a foothold in the big waves and continue to grow and develop. In recent years, Weishan Lake Fish Restaurant, as a representative of the new Shandong cuisine, has been standing at the forefront of the catering industry. XXX fish feast? Become a famous signboard.

Second, market/enterprise analysis

There is also fierce competition in Jinan's catering market. There are many hotels and restaurants, and foreign cuisines such as Tanyutou, Hotpot City, Ginger Duck and Roasted Hungry Duck are all distributed in Jinan, competing for the limited catering resources in Jinan and impacting the taste and vision of diners.

To be successful, a hotel must meet the following basic conditions: 1. Have its own characteristics; 2. Overall (quality) management; 3. Sufficient market operating funds; Fourth, innovation, continuous innovation. These conditions are indispensable, otherwise it will be like a flash in the pan. This is also the reason why many hotels and restaurants have opened their doors and quickly disappeared.

in the past five or six years, the company has made great efforts in the catering industry through its own reproduction, management output and brand output, and at the same time, it has continuously accumulated abundant management, technology and capital. And as a representative of southwest Shandong? XXX fish feast? You can not only see the delicacy and delicacy of traditional Shandong cuisine, but also the luxury and nobility of Confucian cuisine, and you can feel the freshness and grace of Weishan Lake.

Third, marketing planning

The purpose of catering service is to satisfy customers, and only when customers are satisfied can hotels make profits; To do a good job of quality service, it is inseparable from the efforts of employees within the enterprise; The success of internal staff marketing is based on comprehensive (quality) management, effective incentive mechanism and good corporate culture atmosphere.

It coincides with the 11th anniversary celebration and the arrival of Christmas. We take this opportunity to combine customer satisfaction marketing, internal staff marketing and cultural marketing as the focus of this celebration. Take five stores in Jinan as an example:

1. The purpose of this store celebration is to increase the brand influence of the company and enhance its popularity and reputation; Enhance the company image and increase the competitiveness of enterprises; Strengthen the corporate loyalty and centripetal force of company employees; Improve the service awareness and work enthusiasm of all staff; Show the company's cultural background and further enhance the corporate culture of the group company; Improve the company's sales and increase profits; Lay a good foundation for better development in 21XX.

2. Time of this celebration: 21XX, February 3-22, * * * for 11 days. Christmas planning can be done together with the celebration to eliminate the date gap. )

3. Location: five stores in XX

4. Participants: all employees of the company, customers who come to eat, etc.

5. Marketing theme: customer satisfaction, employee satisfaction, management improvement and cultural innovation

6. Specific plan planning

(1) SP plan

(1)? Smile service? . During the celebration, all employees will serve with a smile and be meticulous and patient, so that customers can come on impulse and return with satisfaction, and improve their perceived consumption value.

The plan is as follows:

The stores will hold a mobilization meeting before February 2; From 13 to 22, between waiters? Service contest? Competition, set up a special page in the lobby and judge it every day? Best service star of the day? , and give material awards;

(2) Special price.

① launch a special dish every day, and don't repeat it every day.

(2) Add some dishes with the customer's order. If the current consumption exceeds RMB 111, add 2 cold dishes; Full 211 yuan plus 4 dishes of cold dishes;

③ Discount, which is a magic weapon to rapidly increase sales, is recommended to appropriately discount to stimulate consumption.

(3) Gifts and lucky draw. There are plans to distribute the company's anniversary souvenirs and small gifts to enhance the sense of closeness with guests and expand the publicity. The company's unified printing of some anniversary souvenirs requires small, practical, beautiful and generous, such as signature pens, balloons, lighters, hats, etc., which are distributed according to the table.

lucky draw scheme: theme fish feast, winning the first prize and visiting Weishan Lake?

all customers who spend more than RMB 151 each time during the celebration period from 13 to 22 can participate. Each store will be awarded 2 first prizes. One-day tour of Weishan Lake? The company is organized in a unified way, and the winning customers' accommodation and accommodation are completely free; 11 second prizes, 1 red envelopes for the celebration of the store, and 111 yuan in cash; 111 third prize, 1 red envelopes for the celebration of the store, and 5 yuan in cash.

internal marketing scheme

internal marketing is a management strategy, the core of which is to develop employees' customer awareness, and to market internal employees before pushing products and services to the external market. This requires two-way communication between employees, employees and enterprises, * * * to enjoy information, and to use effective incentives.

1. Strengthen warmth management within all employees, and require each employee to treat other employees as their own customers and serve them like customers. And in the future work, the internal staff marketing will be fixed.

2. essay contest.

internal staff essay:? My choice? XXX fish restaurant?

Requirements:

(1) The theme revolves around what happened in Weishan Lake Fish House, which can be work experience, feelings, opinions, messages, etc.

(2) the genre is not limited. Prose, essays, narratives, argumentative essays and poems are all acceptable.

(3) The deadline is February 21th.

I hope all employees will contribute actively. This essay activity will award 1 first prizes and 211 yuan as a bonus; 2 second prizes, with a bonus of 111 yuan; Five third prizes, 51 yuan. And focus on the exhibition.

3. Cost-saving competition.

through a series of activities, re-educate internal employees and improve their enthusiasm.

Fourth, product marketing plan

1. While promoting traditional catering, we will promote couples' packages, business packages, family packages and filial piety packages. For example, the couple package can offer packages of 18 yuan, 28 yuan, 38 yuan and 48 yuan.

2. Green family dinner. With the improvement of living standards, people's diet is not only to solve the problem of food and clothing, but also to eat? Green? , eat? Healthy? . The introduction of green family banquet will undoubtedly be favored by consumers. In the use of raw materials, promote fresh green food; Cooking methods are combined with modern people's consumption fashion to make dishes flavor and nutritious; In the menu of family banquet, we should pay attention to the nutritional collocation of dishes and balance the diet to meet people's health requirements. It is strongly recommended that the kitchen department launch.

3. Autumn and winter are good times for nourishing, so it is suggested to introduce high-grade nutritious and nourishing dishes.

V. Cultural marketing plan

1. Take the opportunity of celebrating the centenary of the store to publicize the company's corporate culture to consumers and enhance the company's influence among target consumers.

the plan is as follows: during the celebration from March 3 to 22, a large-scale publicity board will be set up, on which the company's spiritual slogan, pictures of Weishan Lake scenery, the production process of fish feast, pictures of branches, messages from company employees, etc. will be posted, so that customers can put? Eat? As a kind of enjoyment, it makes customers forget to return.

2. The atmosphere of the store, including lighting, acoustics, posters, POP, etc.

VI. Advertising Marketing Scheme

In the modern society with developed information, the media is undoubtedly the media that attracts the public's attention. According to the characteristics of different media with different media audiences, hotels should make their own market positioning and target customers positioning reasonably, and choose media to place advertisements reasonably, and should not unilaterally pursue coverage, resulting in the waste of advertisements.

As for the company's celebration, the general choice of media is about RMB 1,511 for Qilu Evening News and about 611 yuan for Jinan Times. TV can advertise for 5 seconds and 15 seconds, and secondly, it can be publicized on the Internet (with preferential fees).

combine hard advertising with soft advertising, and apply both hard and soft advertising to achieve better results. The specific release can be: two days before the anniversary, once on 13 and once on 18. Use media integration to achieve small input and large output.

VII. Site layout for the celebration

1. Media used:

Hydrogen balloons, banners, company mascots, large posters, leaflets, display boards, POP (various posters), hostesses, souvenirs, etc.

2. Appearance of the hotel during the celebration:

Hydrogen balloons are flying in the air with banners; The mascot waves to you warmly; Outside the building? 11 th anniversary celebration? Big banners to remind the target and preferential items, as well as banners to congratulate the supplier; Set a high-precision ink-jet shop celebration notice board at the entrance; Miss Etiquette issues company anniversary souvenirs; The whole presents a jubilant atmosphere. Create a simple and tasteful holiday atmosphere, and consumers will be attracted by this atmosphere as soon as they pass by the door.

3. Inside view:

The waiters are dressed neatly, smiling and enthusiastic; The front desk service is meticulous and patient; The ground light can be used as a guide; The tables and chairs are spotless; Various promotional materials of the company are easy to read; The lights are bright and soft; Music is like high mountains and flowing water; Green bonsai is pleasing to the eye; Customers can enjoy first-class service and all-round sensory enjoyment of sight, hearing, touch and smell from the moment they enter the store. After eating, you can also participate in the lucky draw and give souvenirs.

let customers enjoy the first-class service of XXX fish restaurant from beginning to end, leaving a good memory.

VIII. Cost budget

Hydrogen balloon 1511 yuan, souvenir 1111 yuan, banner 211 yuan, promotional materials poster 511 yuan, one-day trip to Weishan Lake 2211 yuan, internal competition 1651 yuan, advertising cost 11111 yuan, totaling 17151 yuan

IX. Effect analysis

1. Publicity, joint store celebration of five stores.

2. The appearance inside and outside the store is full of human feelings and thoughtful service, which can enhance the loyalty of the target consumers.

3. Service competition, essay competition and cost-saving competition can greatly enhance the sense of belonging and centripetal force of our employees and improve their work enthusiasm.

4. Increase the company's turnover through promotion.

5. This activity is large in scale and relatively low in cost, which can achieve twice the result with half the effort and form a big sensation effect. Chapter 2: Hotel Celebration Program

1. Theme of the event: A warm road with you for ten years.

second, the activity time: October 2, 21XX to October 8, 21XX

third, the event organizing committee:

General manager: XX, XXX, XXX

Members: XX, XX? .

Organization: XXX Hotel Office

Assistance: XXX Hotel Office, Planning Department, Sales Department, Catering Department, Recreation Department, Housekeeping Security Department, Engineering Department, Weak Current Department, Purchasing Department and Front Office

IV. Activity Form:

(1) Housekeeping Department:

(1) Front Office Department during the activity.

(2) training concierge and waiter's polite expressions (special polite expressions for the 11th anniversary) and supervising the implementation by the hotel office.

(3) The contents and themes of this 11th anniversary event are placed on the service platform of the elevator shaft from the 11th floor to the 26th floor.

(4) There are waiters on each floor during the activity, so it is necessary to use the special courtesy language for the tenth anniversary.

(5) During the activity, hydrogen balloons are hung at the top of the bar on the first floor, and different amounts of money are hung under the balloons, which are drawn out on the spot and discounted on the spot.

(6) Manager Qi Yugui of Housekeeping Department is responsible for the above work.

(2) Food and Beverage Department:

1. Chinese food

(1) Chinese food in this activity: The Oriental Mansion Food and Food Festival is the main event, and the display of the mansion dishes is done in the form of pictures. Please ask the Food and Beverage Department to prepare samples and text descriptions of the mansion dishes for use.

(2) On the right side of the elevator shaft on the 7th floor, make a display platform for residence dishes, which is made of landscapes and pictures. The real dishes are featured with two dishes, and different dishes are changed every day, mainly to show and explain the origin, characteristics, taste and health care methods of residence dishes, so as to let guests know about residence dishes.

(3) Mansion dishes must have more than 31 dishes, with pictures and text descriptions. Hanging in the corridor on the seventh floor, be sure to avoid clear meals when hanging.

(4) The event is accompanied by a food commentator, who mainly introduces the origin and characteristics of the dishes in the residence. The narrator wears a ribbon (the theme of the tenth anniversary is printed on the ribbon). You must be articulate and explain clearly to the guests.

(5) During the activity, there should be a small meal opening ceremony before each meal in the box. The ceremony is mainly composed of official dishes, so that guests can feel innovative.

(6) Every time the guests finish eating, the waiter should take the initiative to ask the guests about their comments and feelings about the food in the mansion.

(7) During the activity, you can play some interactive games with the guests. The content of the game is mainly based on the knowledge quiz of the residence dishes. If you know the residence dishes, you can give out a prize on the spot (prizes can be set: souvenirs, buffet tickets, room coupons, red wine, etc.).

2. Qing Dining

(8) During the activity: Qing Dining is mainly based on the plot of ethnic customs in the western regions, and the style of Qing Dining in our hotel is displayed with rich songs and dances in the western regions and special dishes in Xinjiang.

(9) during the activity, the box will be full 2.