Well, talking about the marketing strategy of catering industry With the development of human society, the modern catering industry needs to give consumers not only material satisfaction, but also spiritual enjoyment. The material and spiritual needs of consumers are mainly manifested in the following aspects: first, the pursuit of the beauty of things, that is, the pursuit of color, fragrance, taste, shape, container, sound, name, nutrition and cleanliness; The second is the demand for the quality of things, that is, low, medium and high-grade foods with consistent quality and price; The third is the demand for service attitude, and it is necessary to provide personalized service with human feelings.

Keywords: popularization, marketing, strategy,

In the 21th century, people will pay more attention to finding the "taste" of people alive, rather than becoming "robots" who only work and make money without knowing the true meaning of life. At present, with the increasingly fierce social competition, people urgently need to find leisure methods that can balance their tired bodies and minds in their lives while working hard. It can be expected that the pleasure of eating will become more and more popular. The diet view that emphasizes nutrition unilaterally and ignores physical and mental pleasure will be gradually eliminated, and the future human diet view should be a scientific and enjoyable food view. In The Theory of Food Civilization, written by Dr. Naoko Stonefur, a famous Japanese food culture expert, there are special chapters on the happiness of food. He believes that "it is a fact that the Japanese dining table is constantly evolving that the diet is gradually transitioning from the stage of eating to the stage of pursuing happiness."

The so-called "popular management" of hotel catering means relying on the advantages of the hotel's own hardware and software, providing catering products with high quality standards, good environment and corresponding services to the public with popular raw materials, superb cooking skills and low prices, thus making the hotel a management mode serving the vast majority of consumers in society. That is, the hotel takes the general public as its target market and provides them with catering varieties and corresponding services at acceptable prices. The price mentioned here does not mean that the absolute price is unlimited low, but that the price is lower than its product quality level and service standard.

first, the inevitability and feasibility of popular management

In recent years, the "popular management" put forward by hotel catering industry is a positive response to the changes in the hotel catering market

(1) the influence of domestic and international environmental factors.

In recent years, due to the impact of the Asian financial turmoil, the cost of tourism has increased, and the number of tourists from Asian countries has decreased significantly; At the same time, with the strengthening of anti-corruption and the reform of large and medium-sized state-owned enterprises in China, the group consumption dominated by public funds has declined. According to the statistical data of hotel industry associations in Beijing, Shanghai and Yunnan, since the second half of 1993, the consumption of public funds among overseas guests and domestic guests has greatly shrunk, accounting for only 21%-31% of the catering income, and the self-paid meals of residents and tourists account for 71%-81%. There is a similar phenomenon in higher-level star-rated hotels. The original product supply is far greater than the original market demand, which makes the hotel unable to operate according to the original policy. Managers of star-rated hotels must change their management concepts and actively adjust their market positioning; Stimulate desire, attract and meet the reasonable requirements of domestic consumers through product renewal, innovation of management mode and flexible economic leverage.

(II) Changes in policies and concepts

With the implementation of the national tourism plan in China, domestic tourism is booming, and consumer awareness is gradually maturing, especially with the implementation of the new working hours system and legal long holidays, the leisure market and holiday market suitable for working-class consumption are more active. Domestic customers with low and medium-grade mass consumption will become the main body of the market, and the consumption pattern that truly conforms to the broad masses of the people in China will become the mainstream. At the same time, expanding domestic demand is an important strategic decision of the party and the country, and it is also a long-term foothold for China's social and economic development in the future. Paying attention to food culture is a consistent tradition of Chinese people, so civilian and popular catering product management is of great significance to stimulating domestic demand and consumption. Catering is a major department of hotels, and it should also vigorously expand the domestic demand market to respond to the major changes in China's economic development.

The traditional China banquet always thinks that "food is for eating, not for watching", while the modern China banquet functions as "going to the banquet is not just to taste, but to be happy, to have fun, to catch up with the past, to join in the fun ... and even to have business talks". Therefore, learning from western food culture, how to make it delicious, beautiful and nutritious is also the goal pursued by modern catering industry in China.

(3) Industry competition has intensified.

At present, the competition in the domestic catering market is unprecedentedly fierce, and social restaurants are springing up like mushrooms after rain. They are large in scale, affordable, and have outstanding dishes, which are closer to the different levels of consumer demand of the people. Some are civilian food cities and hot pot cities, while others are developing to the highest level restaurants, such as the new Lai Chi Wan Hotel in Guangzhou, Nanhai Fishing Village, etc., and even mention "super five stars". As a result, the distinctive theme features have attracted many consumers and dispersed the customers of hotel catering. Although there are some constraints that can't be compared with social restaurants, it doesn't mean that hotels can only look at the ocean and sigh. On the contrary, as long as the concept goes first, give full play to the advantages of hotels and serve the common people with the original high-level products, restaurant environment and catering services. Then, it is entirely possible to recapture part of the market and even expand the market.

second, the strategy of popular management.

the most important thing in the popular management of restaurant catering is that the catering department should handle the relationship between high-grade and low-priced food on the premise of profit. Guaranteed profit increase after cost reduction. The specific performance is as follows: the implementation of bulk raw material procurement and processing leads to cost compression, and the price decreases accordingly to increase competitiveness, thus increasing customers, increasing turnover and ultimately increasing profits. So as to form a virtuous circle, small profits but quick turnover, and benefit from scale.

(a) to adapt to the public price.

In 2112, the National Bureau of Statistics of China, together with the British Market Research Bureau, Telmar Data Analysis Group of the United States and South China Market Research Company, conducted a sample survey on the consumption patterns of 51,111 residents in Beijing, Guangzhou, Shanghai, Tianjin, Chengdu, Shenyang and Jinan. The results are as follows:

24% of the residents have a monthly income of less than 1,111 yuan; 49% have a monthly income of 1,111 to 1,999 yuan; 33% have a monthly income of 2,111 to 2,511 yuan; 23% of them spend 1,111 to 1,511 yuan on food every month; 17% of them spend more than 1,611 yuan on food every month (including eating at home, dining in the canteen, eating in restaurants and buying snacks, etc.) < P > This shows that catering enterprises should set the price reasonably, neither too high to make ordinary customers afraid, nor too low to make hotel operations unprofitable. Therefore, it is very important to master the appropriate price.

in order to reduce costs, we should strengthen the following cost control: reduce labor costs. In the price competition with social restaurants, hotels are often at a disadvantage, but there are still many things that can be done: the cost of raw materials and accessories is still 21%-31% for most hotels. The key depends on the openness, scientificity and supervision of the procurement system and the materials system. There is a margin of 11%-21% for energy and water. For labor costs, first, compete for posts and implement full-load work; Second, the employment policy has been relaxed, allowing some low-cost laborers from other places and rural areas to be recruited. By saving the costs in these aspects, we can generate more net profits, which is extremely impressive. Of course, it is very important for hotels to objectively and scientifically analyze their own characteristics and the demand characteristics of each market segment when choosing the target market that they can enter. Generally speaking, the target market should be selected in the mid-range, not too low, and further subdivision and positioning are needed in the mid-range. For example, the mid-range wedding banquets of Shanghai Jinshajiang Hotel and Qianhe Hotel account for half of the total number of restaurants. The five-star New Jinjiang Hotel has launched the "Jiangsu-Zhejiang Home Cooking" with grade and moderate price, all of which originated from the successful positioning and attracted many consumers.

(2) Advocating the diversification of tastes

With the development of economy, people pay more attention to adding new contents to their diet. The desire to understand the food culture outside the foreign country and class will increase day by day. People are no longer satisfied with "relying on mountains to eat, relying on water to eat", hoping to understand the outside world and foreign food. Food culture in various countries will surely break the geographical boundaries and meet this need through assimilation or alienation. All kinds of flavor dishes will be gathered on the first floor with a restaurant, north and south snacks, and world famous foods will gather in one city and one street, which will become a new landscape of catering industry. Therefore, it is very important to explore and develop ethnic delicacies and push them to the world.

Xiaoshan: A large sum of money was spent to collect folk dishes.

folk dishes that are hard to appreciate in many people's eyes are now collected by a hotel in Zhejiang at a high price of 1 million yuan. Recipes with rich cultural connotations and high customer's point weight rate will receive a reward of 5111 yuan.

This activity carried out by Xiao Hotel, a subsidiary of Zhejiang Kaiyuan Tourism Group, has collected more than 211 folk dishes in less than two months since mid-August, 1999.

compared with delicacies, most of the collected folk dishes are common in materials and uncomplicated in procedures, but they have unique tastes and are quite popular with customers. Xiaoshan is rich in dried radish, and nearly 11 recipes prepared with dried radish as seasoning in folk dishes, almost every dish has a story.

At present, the "all-in-one-dish" or "all-in-one-dish" cuisine compatibility mode has also emerged, which is a development trend that cannot be ignored in order to adapt to the different opinions of consumers. The so-called "one dish, one hundred styles" means that chefs are required to make a dish that suits the tastes of consumers in different regions and countries. For example, pineapple with sweet and sour taste is a very popular dish in China. However, in Singapore, the taste is sweet and sour. The ingredients changed the characteristics in China, using red and green pepper as ingredients, and sugar flakes to provide sweetness. It's different in Britain again. There are differences between big cities and small cities. The ingredients of pineapple sweet meat in big cities are red and green green peppers and pineapple, and the taste acidity is obviously greater than the sweetness. The taste of this dish in small cities is sweeter than sour, and the ingredients are the same as those in big cities. But the juice is separated from the main ingredients, which is similar to mass production. When selling, just mix the juice with the main ingredients and mix well. In the United States, this dish is served with red and green peppers, onions, tomatoes and pineapples. The taste is mainly acid, supplemented by sweetness.

The emergence of a variety of dishes further illustrates the truth that "food has no definite taste, but it is delicious". In the past, we were just "treasures that suit our own mouth." Nowadays, a cook should take continuous development and change as the highest goal, and "to suit his mouth is precious". It is even more important for the chef to become an operator.

to sum up, it is inevitable that Chinese and western food will be combined, Chinese food will be cooked in the west, Chinese food will be eaten in the west, and western food will be eaten in the west.

(3) Reward consumers with quality services.

On one occasion, more than 21 guests came to Qiutao Hall, packed a "Japanese box" and brought a delicate big cake with them. Judging from the guests' speeches and their excited expressions, the waiter Xiao Wang came to the party for his birthday and paid close attention to the guests in secret. When the birthday girl among them made a wish and blew out the candle, the soft background music "Happy Birthday to you" suddenly sounded, and the surprise host and his guests shouted "Wow" in unison! Almost at the same time, he looked at the waiter with grateful eyes, smiled and nodded his thanks, which made Xiao Wang feel so moved. He thought: Just because she did such a little thing with her heart, she and so many guests reached the realm of empathy, which really made people feel deeply! More importantly, the "birthday girl" became an acquaintance with him from then on. Every time he had a business dinner or a friend's party, he always patronized the restaurant, and once he entered the restaurant, he called "Where is Xiao Wang? What about Xiao Wang? "

there is also a local entrepreneur who came to spend money at the beginning of the hotel's opening. Xiao Wang did several services and found that he had a habit of mixing white water with ice when drinking red wine. So he wrote it down silently. Whenever he sits down, Xiao Wang always prepares cold boiled water and ice cubes for him to drink. Over time, Xiao Wang's subtle and flexible service attracted his attention. He came more frequently, and he always found Xiao Wang before finding a seat. He said that he was used to Xiao Wang's service. It seems that a tacit understanding has been formed since then, and the customer has never stopped walking around this restaurant.

This shows that a person who really works hard can have some "repeat customers" of his own. The most important factor to attract this kind of guests to turn back is the subtle initiative of the service provider to consumers.

Third, the popular management mode

(1) Establish a popular food plaza to promote the trend of food culture.

Hotel catering can make use of its elegant dining environment and unique service brand to create food street and mass food plaza, which conforms to the inevitable trend of mass consumption and provides local flavor snacks to attract customers and drive the sales of famous dishes of major cuisines.

Small profits but quick turnover, increasing passenger flow is the deliberate pursuit of the public food court. Star-rated hotels offer hundreds of snacks and stir-fry. A family of three can eat them once for hundreds and eighty yuan. The price is clear and the price is appropriate, which is acceptable to ordinary wage earners. It is reported that 81% of the employees spend money in Prince Hotel in Dalian, and 61% of them come back. The Yindu Food Street of Guangdong Zhuhai Yindu Hotel and the Sihexuan Food Street of Beijing Jinglun Hotel have also achieved good results in the fierce market competition. This shows that the popular food court has the characteristics of large scale, rich variety, affordable price and fast service. As a form of popular management, it meets the needs of today's market. Teahouses and tea restaurants, which originated from social restaurants, are also worthy of reference in the popular management of hotel catering.

Daiya Hall serves snacks at a low price, but the requirements for chefs, utensils, environmental sanitation, dining atmosphere and service quality cannot be lowered, which is exactly what consumers who come to the restaurant for dinner pursue, thus attracting ordinary people to enter the restaurant, thus promoting high-end catering business. The daily business income of Liuzhou Hotel Snack Plaza is more than 31,111 yuan, and the daily income of Shanghai Youda Hotel Food Street is more than 21,111 yuan, all of which have played the role of attracting customers, driving middle and high-end snacks and banquets, greatly increasing the turnover and making catering a leading hotel operation.

(2) Pay attention to the family banquet market.

In expanding the consumption demand of catering business items at their own expense, various wedding banquets and birthday banquets account for a large proportion. For example, the wedding banquet in Shanghai Qianhe Hotel accounts for 71% of the catering revenue.

In the management of wedding banquets, all catering industries try their best to give full play to their own characteristics and advantages: create a festive atmosphere, expand extended projects and increase the gold content of wedding banquet services. For example, according to the characteristics of dishes, the names of dishes are compiled into auspicious words, and arranged into menus according to the order of life experiences. Every time the waiter serves a dish, he reports the name of the dish and says a few auspicious words, so that the host and the guest share happiness and everyone is happy. High-star hotels make full use of hotel facilities and provide services that are difficult for general catering enterprises to provide: for example, providing luxury wedding cars and laying red carpets for wedding banquets only when receiving important guests; Newcomers can spend their wedding night free of charge in the luxury suite of the hotel.

Although the wedding banquet is hot, it is not always smooth. It is a difficult contradiction for customers to demand both high-grade and low-price positions. The best way to solve this problem is to match it reasonably according to the price standard. If customers want lower prices, restaurants will provide lower-cost dishes. That is, the use of popular raw materials, health