In recent years, with the development of economy, there are more and more restaurants. In order to better develop restaurants, we should do a good job in marketing planning. The following is the "Template of Marketing Planning Scheme for Catering Industry" compiled by me for your reference only. Welcome to read it. Template of marketing planning scheme for catering industry (1)
1. Purpose
We already know the strategy of cracking down on competitors. By cracking down on competitive brands, we have a very good advantage in newly opened stores. However, for competitors who have been operating successfully for a period of time, our previous crackdown cannot directly affect our turnover, so we need this supplementary scheme in order to seize and narrow the market of some competitors and achieve the purpose of cracking down on competitors.
2. Preparation before grabbing
Before any activity is carried out, a single store should make a preliminary survey of its competitors in the business circle, and separate the main competitors from the secondary competitors. The survey of the main competitors includes: decoration positioning grade, food price positioning, competing competitors' selling points, service quality, hygiene, operation process, turnover, attendance rate, advertising strategy, promotion strategy, etc. Based on the analysis of the results of such market surveys, we will formulate our robbing plan.
third, the strategy of grabbing
(1) the decoration orientation of a single store.
1. The decoration style of a single store implements the headquarters standard, which not only has a distinct personality, but also highlights the cultural atmosphere. (High-grade shops include plaques, poems, calligraphy and paintings, reliefs, etc.)
2. Decorative materials and construction techniques should not be too rough.
3. A single store with a large scale and high grade is relatively competitive. A VIP room can be set up in the private room of a single store (gold or silver utensils can be considered) to attract established customers, and at the same time, it can play an advertising role and create influence in the industry.
4. Single stores with an area of more than 811㎡ may consider adding a performance platform: ① Folk music performance (guzheng, dulcimer, erhu, etc.); (2) Fashion models perform and singers sing to increase the atmosphere and stabilize the tourists.
(2) price positioning.
price is the most sensitive adjustment lever, so we should position the price according to our own situation. Our pricing standard does not refer to the secondary competitors, but mainly refers to the main competitors of the same grade. The price is slightly lower than this kind of competitors, and we must never be higher than the competitors or sell the main products at special prices, and (other price differences are basically the same) we are superior to the competitors in terms of services or preferential measures.
(3) analyze the strengths and weaknesses of competitors.
we analyze the advantages and disadvantages of competitors in the business circle from two aspects: important factors and unimportant factors, such as environment, hygiene, dishes and services. Non-important factors mainly refer to supplementary and auxiliary measures, such as some non-significant preferential measures; Among many important factors, our competitors already have it (the difference in price is our appeal point), so our detailed rules must find the shortcomings of competitors in non-important factors (auxiliary factors), such as whether competitors have parking lots and car washing services; How many kinds of snacks are there, and whether there are foods that children and women like; Whether the group has vehicle transportation; Whether there are green plants in the store; Extension of service; Whether there is a congratulatory gift; The ingenuity of small gifts, etc.
in order to make our single-store manager have a concept and implementation ideas, the following is a brief introduction of the theory of "quadrant analysis model", hoping that the theory conveyed by the headquarters can enlighten our single-store manager.
advantages of repair area advantages: (of high importance) are advantages of single store, which need to be maintained.
opportunity zone maintenance zone repair zone: (of high importance) The performance of a single store in this respect is relatively poor, and it needs to be repaired and improved.
Opportunity area: (low importance) The single store has a poor performance in this respect.
Consumers and competitors, including our single store, have ignored it. Our single store can tap this opportunity, understand the satisfaction of our customer base and attract potential customers.
maintenance area: (of low importance) the single store performs better in this respect, which is of little practical significance to the single store and does not require much effort.
Here are some examples of the application of the above theory:
1. Giving books at meals or CD-ROM activities.
detailed rules: if you spend over xx yuan, you will be given books or CDs of xx yuan.
This scheme will be very attractive to people in the era of knowledge and culture. No matter when reading or listening to CDs (printed with red door propaganda materials or greetings, etc.), we can always think of our single store, and we will mention our single store many times in the communication between customers and their friends, so as to attract other friends to become our customers. This way is very consistent with our single store and attract other friends to become our customers. This way is very consistent with the strong cultural atmosphere of our single store.
2. If the other side charges for rice, our rice will be free. If the competitors don't charge for rice, the rice in our single store should be made of high-quality imported rice, such as Thai fragrant rice and Northeast rice, to highlight our own characteristics.
3. The snacks in our store are diversified and new special varieties are added in time. If our competitors only provide one fruit platter every day, our single store will provide multiple fruit platters for customers to choose from.
4. A "cashier bag" can be made. The cashier bag is printed with the introduction of our single store and the telephone number for booking, which is used to install the cashier to find the change for replenishing the guests. It is both sanitary and convenient, and plays the role of promoting the single store.
5. If there are no entertainment facilities or venues in the dining hall or private room of competitors, then our single store can set up a performance platform in the hall and other suitable places for customer entertainment and program hosting.
6. If competitors have no appetizers or only one kind (pickles and pickles) before the meal, we can consider sending two or more kinds of appetizers (fennel beans, peanuts, pickled cucumbers, leeks, etc.) before the meal.
7. The opening of "luxury private rooms" as mentioned earlier is also an innovation in the opportunity zone.
and a series of methods to find opportunities to attack competitors, the premise must be that the disadvantages of the "repair area" have been fundamentally improved.
(4) single store promotion.
the purpose of single-store publicity is to improve awareness and reputation, mainly through advertising, such as newspapers, television, radio, street signs, text messages and other advertising channels to achieve. Through public welfare activities, such as sponsorship, donations, condolences and other ways to improve the reputation of a single store. In addition, by improving customer satisfaction, we can also promote the brand of single store.
(5) find a selling point.
The selling point is mainly to absorb the details of customers. If a competitor's selling point has a great effect, a single store should immediately make a preliminary imitation. If the competitor does not innovate immediately, then his selling point will be diluted by us. At the same time, our single store has made some efforts in the way of price communication, which has become a headache for competitors. This method is passive, and the positive method is to find selling points according to the characteristics of the surrounding environment, such as low-price promotion of drinks, innovative dishes and innovation.
(6) establish a marketing team and develop marketing strategies through multiple channels.
1. Establish a marketing team. The manager of a single store should also be an excellent marketer, belonging to the marketing team, and all employees should be marketers of a single store to carry out all-staff marketing. Store manager, floor manager and executive manager play the main role and are also the core strength, grasping management internally and expanding the market externally. The marketing plan of the head office must be evaluated and predicted by the single-store marketing group when it is implemented in a single store, and it needs to be supplemented and innovated if necessary.
2. Establish a part-time marketing team. List, ranking list:
A, list good friends with certain social relations, through whom they often "take customers (or recommend) to spend".
B, you can contact the staff of entertainment and leisure places to issue invitation cards or discount cards, and give them appropriate commissions or dividends according to actual consumption.
of course, there are different ways to establish a part-time marketing team, mainly because a single store chooses its own suitable way according to the local market and the store's situation.
Channel marketing is not a new concept. The channels that a single store passes through are also the promotion methods and communication channels provided by the headquarters, which use three-dimensional publicity and promotion to achieve the purpose of grabbing the competitor's market.
(7) Regular sales promotion.
some competitors stick "eat 111, get 51 free" on the glass curtain wall in time, which is a perennial promotion method and publicity method. This promotion method reduces the gold content of the store's preferential measures in the hearts of customers, so we don't recommend this method, but make full use of holidays and other activity days to carry out promotion activities to crack down on competitors. Our Planning Manual has given a relatively comprehensive reminder in this regard, of course, local people in different ethnic areas.
(8) establish customer files.
the customer file table provided by the head office records the customer information in detail in a single store according to the contents of the table, and files it, and pays a regular return visit, and invites major customers to participate in the store's promotional activities and strengthen public relations.
IV. General Comment
No matter what kind of looting measures, effective evaluation must be made, so that it is easy to sum up and improve afterwards. It is not necessary to cover all aspects in every strike, but it must be focused and strategic. Template of marketing plan for catering industry (2)
1. Make up for the shortage with special dishes
During the "off-season", the turnover of most restaurants will decline to varying degrees. However, if we recognize the characteristics of off-season catering and launch targeted promotions, the "off-season will not be dull". Special dishes are the simplest, most direct and effective. Although the peak consumption season has passed, expensive dishes can only be eaten after the Spring Festival, but people always have to eat, and ordinary and affordable dishes will also attract some customers. Several special dishes every day can not only win people's hearts, but also maintain growth, reduce the profits of several dishes and make up for them through other products. Many restaurants' promotional activities are loss-making businesses, but by attracting popularity, driving other consumption, and doing enough articles, the hotel can maintain its capital preservation to successfully spend the off-season.
second, planning a food festival, bringing popularity
artificially creating festivals is another powerful measure for restaurants to cope with the off-season. Recently, celebrations and food festivals in major restaurants are quite frequent, which are good ways to boost popularity. For example, xx launched the theme "xx Food Festival" in the off-season, xx Hotel held "xx Seafood Food Festival" and xx Street held "xx Festival". The promotion of "buy two get one free" in disguised form is naturally much better than direct discount. These activities with different themes have made restaurants popular. The purpose of holding a food festival is to attract tourists and increase turnover, which is often a gimmick. With a core ingredient, it is deconstructed as a whole through the use of various cooking techniques, and presented in the form of a "all-sheep banquet" and "all-cow banquet", so that diners can feast their eyes on it and restaurants can enjoy both fame and fortune. Also, things are rare, and even ordinary ingredients will always be appreciated as long as they are supplied in limited quantities. According to consumers' mentality, some restaurants are biased in the city, and only limited to supply 11 copies of some special ingredients, while stocks last, which will hang consumers' appetite.
Third, digital promotion drives young consumers
In order to make diners come more often and become regular customers, operators also spend a lot of thoughts. During this period, in addition to the usual practices such as discount, vip card discount and fruit plate delivery, operators can also aim at new forces-aiming at the lifestyle of young consumers who often surf the Internet, engage in online promotion, such as online ordering food, electronic coupons, or bundling with banks to launch credit card discounts. Property and enterprises jointly launched online electronic coupons, which can be used as cash after being printed, catering to the consumption needs of many young people.
4. Renovation and renovation in the off-season, adding fashion elements
Many restaurants choose to renovate their storefronts in the off-season, which makes the hotel shorten the gap with other restaurants in terms of software and hardware, and get points for re-dressing, which is the best policy. Since mid-October, xx and others have carried out partial renovation of hotels, and some even completely renovated them, preparing to welcome the arrival of the peak season with a brand-new look. The person in charge of these restaurants believes that the catering competition is so fierce now, and consumers attach great importance to the environment. Only by continuously renovating restaurants can we continuously increase the popular elements in the catering industry and successfully complete the enterprise transformation, so as to make enterprises invincible.
V. Experience consumption, lack of perfection
In the off-season, the focus of marketing work can be summarized into three aspects:
1. Maintenance of old customers;
2. Development of new customers;
3. Shaping brand image. To do a good job in these three aspects, moderate marketing cost is essential. Restaurants can get customers' opinions through face-to-face communication with customers, telephone communication and filling out survey forms, and they can also invite friends to experience the restaurant as customers. Only by solving the problems existing in the restaurant, assisting with the current situation of the restaurant and being keen on marketing planning by local consumers, can the restaurant be heated up. A strong restaurant, which is sought after by consumers, will not have a big business gap all year round, but it will be more popular in winter.
six, skillfully borrow the cultural card
restaurants in the city have no obvious advantages in both products and ingredients. How can we maintain growth? So some people play the "cultural card", "the economy sets the stage, the culture sings" and use their brains in the food culture. At the beginning of the month, the owner of a restaurant, who mainly deals in chickens, accidentally got the upper part of the title of the restaurant for customers. At present, the boss quickly launched a reward of 11,111 yuan for the lower part, which attracted a lot of attention in the city. By the end of the month, the restaurant had received more than 311 participants. To be fair, the boss specially invited university professors to be judges. In this way, the topic is used to promote the hotel's special dishes and attract potential customers. Off-season marketing should not only aim at opponents, at themselves and products, at advertising and promotion, but also focus on the whole social environment. We should be good at grasping the focus of society, changing our strategies and actions quickly, and even losing no time to speculate ourselves. We will not only make money, but also make the reputation, popularity and other general benefits soar.