You can refer to this case:

Wang Lijun, the founder of Charming Chef Restaurant Co., Ltd. (hereinafter referred to as Charming Chef Restaurant), is a "lively" person. He is a chef, but he has many ideas and can "toss" things. Recently, he realized his dream of opening a shop and opened a "Charming Chef" in Tiantongyuan Community of Beijing. Since it opened in early September, the business has been booming, with an average of more than three times a day.

To make the restaurant a fire in the community, Wang Lijun has three tricks to win: taking the elderly group in the community as the breakthrough point and impressing them with the theme of "filial piety culture"; Using "Qiandao Lake stew" as a bright stall not only shows the characteristics of Jiangnan cuisine, but also improves the speed of dish delivery; Let high-end hotel dishes successfully airborne to residential areas, and the sales are hot.

Marketing planning for restaurant opening: Playing the "filial piety" card

Wang Lijun said that opening a store must have a theme, whether it is a big store or a small one. The theme of the restaurant is "filial piety culture", which is determined by the location. As the store is located in the residential area, the "left-behind elderly" in the residential area has become a breakthrough. This group is a fast communication channel and an effective communication target. First of all, young people go to work during the day, and they usually don't touch each other, while old people often meet to chat at home. Through their word of mouth, more people can know the name of the restaurant as soon as possible. Secondly, meals in large communities are mostly treated by the children of the elderly. As for where to eat, the reputation and opinions of the elderly are the first choice for family dinners.

the theme has been determined, and several marketing measures after opening the store are closely related to this theme.

Planning 1 All the elderly people will get prizes

Just past the Mid-Autumn Festival, Charming Chef Restaurant launched a lucky draw for the elderly. The activity time is from September 31th to October 26th (Chung Yeung Festival) at 8: 11pm sharp. Anyone who brings an elderly person over 61 to the Charming Chef Restaurant for dinner during the activity will draw one lottery ticket for each table over 199 yuan, and two lottery tickets for each table over 398 yuan, and so on. The lottery ticket is divided into two parts: the positive ticket is kept by the customer, and the negative ticket is printed with the customer's address, telephone number, ID number, etc., which is written clearly by the customer and put into the lottery box in the front hall. A lucky draw ceremony will be held at 8: 19 pm on October 26th. Six elderly people who dine on the spot will draw out the lucky old people in this activity that night, including 11 "Happiness as the East China Sea Award", 21 "Longevity as the South Mountain Award" and 31 lucky old people (the six old people who take part in drawing the prize number this time will get a beautiful gift). 111% of the old people who take part in this lucky draw will receive a "healthy and happy" award (a special dish of the restaurant "Hangzhou salted duck") if they don't win the prizes of "Happiness as the East Sea" and "Longevity as the South Mountain".

Plan to open a running water banquet for the elderly on the Double Ninth Festival in 2999

From October 7 to October 26 (Double Ninth Festival), six tables of elderly people over 61 will be invited to the store for free meals every day during these ten days. The hotel should contact the neighborhood committee in advance, and the neighborhood committee will notify the elderly over 61 to arrange them side by side in good order. Six tables a day, ten days is 61 tables, and ***611 elderly people. As a result, it will inevitably cause a sensation among the elderly groups in the community. The cost of each table is about 211-311 yuan, but it must be made to the standard of one table in 811 yuan. The cooking process should be more careful than usual, and attention should be paid to health care when matching dishes, which is suitable for the elderly.

Plan 3 to get a 11% discount on the dishes for the elderly

Charming Chef Restaurant is declared as "no discount store", and all dishes are not discounted, except for the elderly over 61 years old. If one elderly person in a table is over 61 years old, the whole table can enjoy a discount of 11%. In order to make the elderly who are inconvenient to move enjoy the delicious food of the hotel, the take-out of Charming Chef Restaurant does not need to be packed in a box, and the products are exactly the same as those of the hotel and sent directly to the guests' homes. At present, free food delivery activities can only be enjoyed by the elderly over 61 years old.

two tricks to speed up the delivery of food

With the launch of these activities, restaurants have gained a reputation among "left-behind elderly people". Now people are waiting in line for seats every day, which requires restaurants to deliver food quickly and turn over tables. In order to solve this contradiction, Wang Lijun has thought of two ways: one is to launch stewed dishes in Qiandao Lake, and the other is to formulate standards for the delivery speed.

Make the stew special

Charming Chef has set up a special stall in the lobby to make Qiandao Lake stew, which not only saves the time for cooking, but also becomes a major theme feature of the restaurant. After stewing the dishes in advance, put them into a stainless steel basin, put them on an induction cooker to keep warm, order one and serve them when heated. Because the stalls are conspicuous, basically every table should have one or two points, and it can be served in a few minutes, so it is rare for guests to have empty tables and other dishes when eating here. "Qiandao Lake stew" can also highlight the characteristics of the south of the Yangtze River, such as roasted bamboo shoots with meat, stewed large intestine with dried bean curd, stewed mutton with radish, salted fresh, etc. Although they are all stews, they are completely different from the big northeast stew that northern guests are used to, fresh and delicious, and the materials are rare. These dishes in Ming stalls are not on the menu, because the dishes are updated quickly, so guests should eat them often. For example, this "Thousand Island Lake One Pot Fresh" is a new mix and match stew with the listing in lake crab, which is very popular.