< p > < strong > Marketing Plan < / strong > < / p > < p > 1, Restaurant Decoration Design < / p > < p > 1, Food and Beverage Image Design < / p > < p > Food and Beverage Brand should delimit a unified emblem and print it on their own menus, programs, advertisements and other promotional materials to highlight their image. < / p > < p > 2, cultural elements < / p > < p > the restaurant is arranged according to the location of the restaurant, and according to the business characteristics of the restaurant, folk handicrafts are displayed and decorated in the shop, and its seats and equipment also have certain characteristics. so that the restaurant has cultural characteristics. < / p > < p > II. Staff Marketing < / p > < p > everyone in the restaurant is a latent salesman, including restaurant managers, cooks, service staff and customers. Effective use of these potential salesmen will also bring profits to the restaurant. < / p > < p > 1, Restaurant Manager < / p > < p > traditional Restaurant President Bill Burns once said, "the general manager, sales manager and I of our restaurant stand in the lobby and door of the restaurant from 12:00 to 1 o'clock every day. Greet every guest and shake hands with them. As the manager of the restaurant, we should personally participate in customer service and deal with customer complaints. < / p > < p > 2, Chef < / p > < p > using the fame of chefs for publicity and marketing, it will also attract a group of guests. To important guests, chefs can serve their own special dishes and briefly explain the raw materials and cooking process. < / p > < p > 3, service staff < / p > < p > encourage customers to spend as much as possible, and this burden mainly falls on the waiters. In addition to providing quality service, waiters also have to induce guests to spend money. Among them, the service staff's oral advice to customers is the most effective, but some verbal suggestions do not work, such as "would you like a bottle of wine to accompany your meal?" it can be changed to another way, such as "our homemade Sautern white wine tastes good and matches the flounder fillet you ordered." It can be seen that the marketing language of service staff plays a vital role in marketing effect. It is necessary to train all staff (especially those who order menus) to master language skills and use suggested language to market products and services. < / p > < p > suggestion marketing should pay attention to: < / p > < p > (1) try to use selective questions instead of simply asking guests to use general questions answered by "yes" and "no". < / p > < p > (2) it is suggested that more descriptive language should be used in marketing to arouse guests' hobby and appetite. "an ice cream" is far less attractive than "an ice cream made of fresh California peaches". < / p > < p > (3) suggested marketing should grasp the opportunity, according to the guests' eating order and habits of marketing, will receive better results. < / p > < p > 4, customer < / p > < p > customer < / p > < p < / p > < p > Don Thomas, chairman of the board of Fuyuan Restaurant, once wrote in an article published in the magazine: "if you let your customers' complaints go uncorrected, then you will find that the number of customers in your restaurant will decrease day by day." < / p > < p > it can be seen that customer complaints can not be ignored in the marketing process, so customers should be given a remedial opportunity to provide free service or discounts to correct customers' prejudice against this product and service. make them come again and be happy to recommend your restaurant to others. < / p > < p > III, service skills and marketing plans < / p > < p > 1, knowledge-based services < / p > < p > there are newspapers, magazines and books available in the restaurant for guests to read and arrange elements in line with cultural themes, such as wallpaper, lighting, decorations and so on. < / p > < p > 2, additional service < / p > < p > such as giving a cake, giving a flower to the lady during the afternoon tea service, etc. < / p > < p > 4, Advertising < / p > < p > 1, roadside billboards < / p > < p > roadside billboards can convey the contents of advertisements to thousands of people who drive by. If these billboards are located on both sides of the road in the center of the city, there are many passers-by besides car owners and passengers. < / p > < p > 2, signs < / p > < p > signs should specify the name and address of the restaurant, tell customers about the services provided by the restaurant, and help to persuade latent customers to come to the restaurant. < / p > < p > 3, the sign at the door of the restaurant < / p > < p >, such as special dishes, special meals, holiday menus and adding new services, etc. Its production should also be consistent with the image of the restaurant. < / p > < p > 4. Food and beverage advertisements in elevators < / p > < p > the three sides of elevators are usually used to advertise restaurants, bars and places of entertainment, which is a good marketing method for customers. < / p > < p > 5. Marketing of internal promotional materials < / p > < p > in in-store catering marketing, the use of various promotional materials, prints and small gifts is essential. The common internal publicity materials are: < / p > < p > 1, regular flow program < / p > < p > the restaurant will print all kinds of food and beverage flows and entertainment flows this week and this month at the door of the restaurant or at the entrance of the elevator, the front desk to send and transmit information. This kind of program should be paid attention to: first, the printing quality should be consistent with the grade of the restaurant, not too bad; second, once the flow is determined, it cannot be changed or changed. In order to strengthen the marketing effect, we must write down the time, place and the phone number of the restaurant clearly on the program, and print the mark of the restaurant. < / p > < p > 2, small gifts < / p > < p > restaurants often give some small gifts to diners on some special festivals and mobile times, or even in daily operation, these small gifts should be carefully designed and given separately according to different objects. the effect will be more ideal. Common small gifts are: Shengxiao card, folding fans printed with restaurant advertisements and menus, small boxes of tea, cartoons, chocolates, flowers, cloth rings, refined chopsticks and so on. It is worth noting that small gifts should be unified with the image and grade of the restaurant, to be able to play a good, positive marketing, publicity effect. < / p > < p > 6. Marketing with price < / p > < p > 1, odd pricing method < / p > < p > according to the different psychology of customers, and carry out sales promotion, it will also guide and stimulate customer consumption. The odd pricing method is most commonly used in psychological pricing. < / p > < p > A survey of 242 restaurants in the United States found that 58 per cent of the menu prices ended with the Arabic numeral 9, 35 per cent ended with 5 and 6 per cent ended with 0. < / p > < p > the last digits of restaurant prices are not 1, 2, 3, 4, 6, 7. In economic-grade restaurants, the Mantissa of the price of dishes is often 9, while in some higher-grade restaurants, the number 5 often rises on the Mantissa of the price. < / p > < p > 2, discounts < / p > < p > discounts are generally intended to encourage guests to visit repeatedly and to buy and consume during the off-season. Therefore, after the consumption reaches a certain amount or number of times, a certain discount will be given. < / p > < p > in addition, restaurants implement marketing methods such as half-price discount and buy one get one free during off-season and non-business peak hours. < / p > < p > for a large number of accumulated products, this method can also be used for marketing. However, not all price reduction measures can bring more sales to restaurant products, on the contrary, it may even lead to food products in the market. A decline in status or image. So discount considers the following factors: < / p > < p > (1) whether price discount can promote the number of sales and increase sales; < / p > < p > (2) whether it is at the trough of operation; < / p > < p > (3) whether it is necessary to take other measures to improve sales; < / p > < p > (4) whether capital preservation and profit can be made after price discount. < / p > < p > VII. Marketing with menus < / p > < p > the marketing function of menus < / p > < p > is beyond doubt. In addition to fixed menus, there are other marketing menus, such as < / p > < p > 1, special menus < / p > < p > special marketing of some seasonal dishes, weekly specials and new varieties, etc., which can enrich and fix the menu and make regular customers have a new feeling. < / p > < p > 2, Children's menu < / p > < p > increase the marketing to children, the supply is in line with children; < / p > < p > 3, couples menu < / p > < p > provides a double set meal, the name of the dish is more romantic, and the dishes are more in line with the tastes of young people. < / p > < p > 4, middle-aged menu < / p > < p > according to the characteristics of physical exertion of middle-aged people, provide food that meets the calories they need, attract this part of guests who pay attention to beauty, and attach nutrition matching skills. This kind of menu is often taken away by guests, and the address of the restaurant and the telephone number of the reservation should be printed for marketing. < / p > < p > the restaurant should change the menu according to the details, but the menu must be changed according to: < / p > < p > (1) according to the cuisine of different regions; < / p > < p > (2) according to the special decoration and decoration; < / p > < p > (3) according to the special entertainment flow in the restaurant; < / p > < p > (4) according to the special methods of food manipulation and display. < / p > < p > 8. Window marketing in a restaurant < / p > < p > A model or picture of dishes on display in a restaurant window, including neat tables, photos at the party, or some fresh seafood on display, in order to attract customers and market their own food and beverage products. < / p > < p > Nine. Cooking on the spot < / p > < p > it is an effective form of on-site promotion to cook part of the dishes in the restaurant. It can play up the atmosphere, through the cooking process, let guests see the shape, see the color, smell, so as to promote their consumption, so that restaurants get more sales opportunities. On-site cooking should have a certain premise, especially a better exhaust device, so as not to affect other guests. < / p > < p > Ten, try for free < / p > < p > sometimes restaurants want to specially market a certain dish, they can use the method of letting customers try it. Use the car to push the dishes to the guest's table, let the guests taste it first, if you like, please point, this is not only a special marketing, but also reflects the good service. Large banquets often use the method of tasting to attract guests, first invite the host to taste the dishes on the banquet menu, obtain recognition, but also reassure guests, this is also a kind of discount, send a table free of charge. < / p > < p > Eleven, Celebrity effect < / p > < p > the restaurant invites local celebrities or news figures to come to the restaurant for dinner. And fully seize this opportunity, vigorously promote to news organizations, and take pictures of celebrities and sign autographs as souvenirs. Then hang these photos and signatures in the restaurant to increase the popularity of the restaurant and establish the image of the restaurant. < / p > < p > 12. Let guests get involved in marketing < / p > < p > Marketing can achieve good results and become a topic and leave a deep impression on guests only if they can intervene themselves. For example, when a special dish is launched, a vacant cooking method card is attached to the guest and asked to fill it in and return it to the restaurant. In this kind of quiz-like marketing, the right person gives away prizes, such as coupons, cash cards, etc., which further increases the chances for customers to spend again. < / p > < p > McDonald's in Japan has adopted the "emerging game", which has increased its monthly sales by 16%. The so-called "emerging game" means that bonuses ranging from 3000 yen, 2000 yen and 1000 yen are printed on the card, which is covered with a silver film. Customers only need to rub their nails lightly. This method increases the interaction between restaurants and customers. < / p > < p > XIII. Build credibility < / p > < p > the motto of McDonald's Burger Restaurant in Japan is: don't keep customers waiting for more than 30 seconds. Through scientific analysis, people in a conversation, want to get the other party's response, within the limit of 30 seconds, beyond this time, will feel anxious. Therefore, after ordering, the guest must be served within 30 seconds, otherwise, the guest will be impatient. McDonald's Burger Restaurant also thinks that it is their responsibility to provide customers with hygienic cooked food at any time. So when their hamburgers are not sold in lO minutes, they will throw away their hamburgers, while French fries are scheduled to be thrown away seven minutes later. Restaurants can establish a good reputation only by combining their own food and beverage products and services with the interests of customers. Good reputation can not only promote the progress of restaurants, but also win repeat customers, but also attract latent customers, thus increasing business revenue. < / p > < p > XIV, Special Promotion < / p > < p > 1, Holiday Marketing < / p > < p > Marketing is to seize various opportunities and even create opportunities to attract customers to buy, so as to increase sales. All kinds of festivals are rare marketing opportunities, and good restaurants should make holiday marketing plans every year, especially festivals, so as to make the marketing flow of festivals lively, creative and achieve better marketing results. For example: < / p > < p > (1) Spring Festival < / p > < p > this is a traditional Chinese national festival, and it is also a festival for foreign guests in China to appreciate the Chinese national culture. Use this festival to market traditional Chinese dumplings and dumplings, especially to promote rice cakes, dumplings and so on. At the same time, hold a new year watch, drink spring wine, thank God, opera performances and so on. < / p > < p > (2) Lantern Festival < / p > < p > on the fifteenth day of the first lunar month, guests can be organized inside and outside the store to watch lanterns, guess lantern riddles, dance lions, walk on stilts, row a dry boat, do Yangko, etc., and participate in the flow of national traditions to celebrate. Various kinds of Yuanxiao can be specially sold. < / p > < p > in addition, there are many traditional Chinese festivals, such as Ching Ming Festival, Mid-Autumn Festival, Qixi Festival, Dragon Boat Festival, Double-ninth Day and so on. < / p > < p > (3) Christmas < / p > < p > December 25, the first major festival in the West, people wear colorful clothes, give each other gifts and enjoy holiday meals. In restaurants, Christmas trees and deer are usually arranged, and gifts are given by Santa Claus. This festival is a good time for food and beverage marketing. It usually attracts customers in the form of Christmas buffet and set meal, and launches Christmas special dishes.