Marketing programs Summary Food and Beverage Marketing programs if you want to do a marketing campaign well, it is very difficult without suitable marketing means. The following is my meticulous collection and arrangement of catering marketing plan, below I will share with you, to enjoy it. < / p > < p > < strong > Marketing Plan 1 < / strong > < / p > < p > 1, Project name < / p > < p > Green characteristic Catering < / p > < p > II, Entrepreneurial goal < / p > < p > develop green characteristic catering brands with "_ x" as registered trademark, and make use of reasonable and effective management and investment to establish a green catering limited chain company with rich cultural characteristics. < / p > < p > Cultural restaurants have become a fashion for catering operators to build restaurants, mainly because consumers also like to eat in this environment. Make consumers relax in the process of eating and have a feeling of going home, know some local historical knowledge, custom and culture is its advantage. This kind of restaurant will not be eliminated in the near future. Of course, we must also look at the level and depth of the cultural excavation of the restaurant. < / p > < p > Modern catering is a labor-intensive enterprise, how to save labor cost is bound to become the foundation of enterprise profit and core competitiveness. < / p > < p > III. Market status < / p > < p > with the rapid development of the domestic economy and the continuous improvement of people's living standards, people continue to put forward higher requirements for the quality of life. In the catering industry, people are tired of restaurant dishes with high cholesterol and a lot of seasonings, while they are fond of light, warm, green house dishes. < / p > < p > 1, brand restaurant < / p > < p > _ and other brand restaurants have become synonymous with "state-owned enterprises". They are on the verge of being eliminated because of their lack of progress and low management. < / p > < p > 2, Hotel Restaurant < / p > < p > because of its "high threshold" public image and book-style business style, it has shut out most consumers. < / p > < p > 3, folk and cultural restaurants < / p > < p > because of its unique storefront design and novel dishes, coupled with reasonable prices, it has become the main restaurant for public consumption. The representatives of them are: folk custom-Tao ran Ju, Chongqing vegetable root incense; culture-vegetable incense source, Da Rong he, private dishes, Rong apricot, Wen Xing, Man Tingfang and so on. To sum up, if we want to succeed quickly, we must take the road of folk culture restaurant. < / p > < p > with the steady and rapid economic growth, the income level of urban and rural residents has increased significantly, and the catering market has shown a strong momentum of development. At present, in China's catering market, Chinese-style dinner is the main food, while Western-style dinner is gradually on the rise, but the scale is still small; fast food is mainly Western-style fast food, KFC, McDonald's, Pizza Hut and so on, which are the main forces in the market. Chinese fast food has developed vigorously, but it is still unable to compete with "foreign fast food". Compared with the successful marketing mode of specialization, branding and chain of foreign fast food. < / p > < p > the development of Chinese food and beverage is obviously a little worse. How to occupy that part of the market is the problem we need to solve. As people pay more attention to their own health and food safety. After the exposure of problems such as foreign fast food fried, high-energy food and obesity caused by long-term consumption. Food safety has become a hot topic? < / p > < p > how to give consumers a safe diet has become the theme of the future development of the catering industry. It can be predicted that the use of environmental protection, health, safety concepts, advocating green consumption will be the development trend of the catering industry in the future. < / p > < p > the proposal of green characteristic catering is actually a progress of social civilization and a new concept of catering culture. In the next few years, the business model of China's catering industry will be diversified, the process of internationalization will be accelerated, and the cultural catering with green characteristics will become a fashion, which undoubtedly brings an opportunity to invest in the green catering industry. < / p > < p > IV, Market Research < / p > < p > fourth, Market Research < / p > < p > Market Research < / p > < p > fourth, Market Research < / p > < p > Market Research < / p > < p > fourth, market research < / p > < p > 4. Market research < / p > < p > Market Research < / p > < p > 4. Market research < / p > < p > Market Research < / p > < p > Market Research < / p > < p > fourth, market research < / p > < p > Market Research < / p > < p > Market Research < / p > < p > < p Huanyu Group is responsible for the specific project. < / p > < p > in the face of the opening of many private restaurants, only the dishes that are creative and in line with the diet psychology of the people today can have a competitive advantage. To highlight the unique family flavor of dishes, healthy materials with green themes, and moderate prices to attract the attention of the public. < / p > < p > 5, Food and Beverage characteristics < / p > < p > the environment highlights the tender theme. First of all, the decoration makes people feel like entering a warm and elegant family, surrounded by small bridge and flowing water and trees, with a separate room inside, with home decoration as the design theme, with some books and desks, and works of art such as musical instruments, calligraphy and paintings as well as musical instruments and paintings if conditions permit. < / p > < p > promote the green food culture, the dish container is unique, and set up the dish research and development room which is mainly responsible for the central kitchen of Huanyu Group, which produces two innovative dishes every week and changes the recipe once a quarter, so that the product is not owned by anyone. < / p > < p > dishes take culture as the demand, strange and fresh raw materials as allusions, and the R & D room innovates dishes with the same decoration style, green environmental protection, nourishing and nourishing, and excellent color, taste and taste. Once again sort out a set of four seasons special nourishing package (beauty, health, ecology) cuisine. < / p > < p > VI. Positioning of the target market < / p > < p > Green catering industry acceptable to high-income earners. < / p > < p > VII, Market Strategy < / p > < p > Product standardization, scientific management and chain operation. And introduce the double triangle management system method. The _ group is responsible for the implementation. < / p > < p > 8, restaurant design < / p > < p > 1, the whole restaurant design reflects the private cultural style, the color is slightly lighter than walnut color. Private culture covers the whole restaurant. < / p > < p > 2, although it is a cultural green restaurant, guest equipment, especially toilet equipment (wash basin, toilet seat, hand dryer, toilet paper,) strive for high grade. < / p > < p > 3, dining chairs, tables, bowls, plates, spoons, chopsticks racks, dish containers, clothing covers, chopsticks covers, curtains, tablecloths, mouth cloths, clothing, welcome tables, water plates, etc. must be customized, and there are restaurant signs. < / p > < p > 4. As guests more and more like to eat in private rooms, all hotel tables are in private rooms. Wooden flooring is used on the ground, and the house is equipped with an internal telephone. Deluxe rooms must be equipped with televisions, sofas and other equipment. < / p > < p > 5, the home kitchen is set in the private room, semi-enclosed. Live production by my sister-in-law. < / p > < p > 6. The toilet is covered with non-slip floor tiles, and the area should not be too small. Staff toilets are separated from guest toilets. < / p > < p > 7, the whole restaurant contains: sales reception area (big tea table, sofa), bar (there is enough space for drinks), cashier warehouse, office, utility room, changing room, power distribution room. < / p > < p > 8, the door plaque adopts wooden signboard (bronzed word). < / p > < p > 9, the door or vestibule is provided with "_ x sequence or Fu". < / p > < p > 10. There are pictures of private food culture in the aisle of private rooms, and there are allusions about the provenance of our specialties in private rooms. < / p > < p > 11, recipes are specially designed, our famous dishes use color photos, and every page of the recipe is printed with "drinking order". < / p > < p > < strong > Marketing Plan 2 < / strong > < / p > < p > 1. Purpose: < / p > < p > enhance the awareness and brand image of restaurants < / p > < p > II. Theme: < / p > < p > theme 1: < / p > < p > < p > the theme concept of this event is "break the traditional life and create romantic surprises". Cater to the white-collar workers' yearning for romance, surprise, humanity and making friends in ordinary life, so draw up the theme of "suddenly meet a more beautiful you". One is to point out the background and time of the activity literally, and the other is to use the title to meet the psychological desire of the target group as a gimmick, so as to achieve the purpose of attracting consumers' attention, with the characteristics of being catchy, cultural and conducive to communication. < / p > < p > theme 2: < / p > < p > < p > "year of Romantic aftertaste" is the theme < / p > < p > third, activity plan strategy: < / p > < p > according to Qixi Festival's holiday marketing background, we target this time's target audience at the middle and high-end people aged 20-40; when they enter the restaurant, in addition to hoping for delicious food, they also pay attention to environment, atmosphere, culture and other value-added factors; their consumption expectation is: is the meal delicious? Is there any style in the restaurant? Is it fun? Is there a discount? What spiritual benefits have been brought to them? < / p > < p > IV. Activity time: < / p > < p > 8.17-8.19 < / p > < p > V, activity location: < / p > < p > tentatively scheduled inside and outside the restaurant < / p > < p > VI, activity orientation and tone < / p > < p > 1, orientation: the influence is the most extensive at one time, attracting the most people, the participation threshold is the lowest, and the topic is cultural. Qixi Festival marketing campaign for 20-40-year-old middle and high-end consumers. 2, tonality: style, culture and fashion are extensive < / p > < p > 7, activity form < / p > < p > 8.14-8.15 consumption reaches _ amount, rebate voucher → to intuitively benefit promotion lengthens the hot selling cycle of the restaurant. Qixi Festival's evening theme activity → detonated the audience on August 16th, creating news topics and expanding popularity. < / p > < p > VIII, activity content < / p > < p > take Qixi Festival's theme activities for the same day as the main line, with the early coupon promotion as the auxiliary, to hold a three-day "suddenly meet a more beautiful you" theme marketing campaign, aiming at 8.16. Hold "suddenly meet you" single dating party, and "Romantic aftertaste year" couple dating party. 20-40-year-old single group-"suddenly meet a more beautiful you" large-scale single dating party: all single people can participate in the city's large single dating party held by the 8.16 restaurant. With a high level of friends, humanistic and romantic restaurant atmosphere, very creative and interesting activities, to provide you with the most comfortable and romantic platform and space to find the perfect partner. Those who succeed in making friends on the day of the event can enjoy a 50% discount on catering. (the specific discount is determined by the restaurant side depending on the situation) 20-40-year-old couples, couples group-"through Qixi Festival Night." Romantic aftertaste year "couple theme party: as long as you have a partner around you, you can attend the couple theme party held in the restaurant on 8.16. All couples and couples who spend money in the catering restaurant on the same day of Qixi Festival can get a 50% discount on catering. Customers who celebrate their wedding anniversary on August 16th, as long as you dare to tell your romantic love story. All can enjoy a free couple package provided by the restaurant. < / p > < p > IX, the scene atmosphere creates < / p > < p > A, the outside layout of the restaurant < / p > < p > ①, the Qixi Festival magpie bridge styling layout → adds the restaurant cultural characteristic atmosphere in the catering restaurant entrance creative design large Qixi Festival magpie bridge entrance, through the traditional Qixi Festival fragrant bridge meeting culture custom adds this catering restaurant humanities style and the festival uniqueness. In order to attract the attention of consumers, and invite well-known local photography agencies to join us, leaving the most beautiful figure of Qixi Festival for every consumer who enters the store. ②, Cowherd and Weaver Girl Creative layout → to create more publicity topics combined with Qixi Festival Magpie Bridge entrance, layout of Cowherd and Weaver Girl characteristic character models, not only intuitively increase the style and culture of the catering restaurant from the peripheral environment, but also provide an opportunity for consumers to take photos as an effective way of word-of-mouth promotion of the restaurant. ③, Antique propaganda Pillar → points out the theme of the activity abandons the traditional Chinese pillar, designs the antique promotional post according to Qixi Festival's marketing theme creativity, and pastes the slogan "through Qixi Night; meet a more Beautiful you" activity theme slogan, which plays the role of event promotion and atmosphere creation. < / p > < p > B, the ambient atmosphere of the hall < / p > < p > ①, Qixi Festival Chinese lanterns are arranged in the dining hall and the main aisle to add Chinese lanterns to the hall. ②, shape publicity flag layout according to Qixi Festival marketing theme unified design publicity flag picture and content, and creative modeling orderly layout, used for activity promotion and atmosphere building. ③, photo collection desk modeling layout according to the actual site setting photography photo collection desk (initially set as the front desk), its active theme modeling layout, such as check-in board, modeling veil, X exhibition shelf and so on. ④, regional stage modeling layout according to the actual restaurant site for regional planning and design, stage creative modeling design, layout. ⑤, light and shadow art equipment layout according to the actual restaurant venue layout of the lighting equipment, light and shadow performance equipment and so on. < / p > < p > 10. Qixi Festival's activity arrangement and flow on that day < / p > < p > A, (singles area) < / p > < p > Qixi Festival's beautiful night photo-invite well-known local photography agencies to join us at the magpie bridge entrance of the catering restaurant. Take photos. First, the admission of Qixi Festival's activities can quickly gather popularity and create publicity topics; second, the photos taken with the unique information of the catering restaurant can be used as an effective carrier of word-of-mouth publicity among the target consumer groups. Enjoy the characteristic literature and art feast-on the day of the Qixi Festival theme event, a cultural performance integrated with the restaurant culture was installed to quickly improve the enthusiasm of the participants. 7-minute romantic heartbeat-is the main part of the singles dating party in this district. In the name of "7-minute romantic heartbeat", all customers present have 7 minutes of "finding a partner" against the dim lighting style of the catering restaurant. This part is full of surprises, challenges, and fun. Qixi Festival met perfectly at night-the melodious music performance for 15 minutes set off the atmosphere for the whole event. < / p > < p > B, couples area < / p > < p > Qixi Festival night romantic photo-invite well-known local photography agencies to join us to take photos of every couple who enter the restaurant at the entrance of the magpie bridge. First, the admission of Qixi Festival's activities can quickly gather popularity and create publicity topics; second, the photos taken with the unique information of the catering restaurant can be used as an effective carrier of word-of-mouth publicity among the target consumer groups. Looking for five perfect love-the whole city is looking for five couples who got married on the same day of Qixi Festival, tell their own romantic love story on the day of the event, and can enjoy the Qixi Festival perfect couple package specially provided by the catering restaurant for free. This link is the main part of the couple party. < / p > < p > Qixi Festival night romantic aftertaste-as long as you are a couple on the day of the event, as long as you have a partner, you can get a 50% discount on spending in this catering restaurant. All couples who get married on Qixi Festival's day can enjoy the perfect couple package provided by the catering restaurant for free, romantic wedding anniversary, perfect love story, sharing and blessing. < / p > < p > 11, publicity < / p > < p > poster propaganda theme: "suddenly meet a more beautiful you" promotion copy: "you are used to being busy, do you want to find a place?"