First, target the crowd

Although Tanabata is a symbolic day of love, not all customers will participate in it, so as a restaurant, you must know where your target customers are, what age group they are, generally speaking, the younger generation. Then, according to the characteristics of these people, you must have a general understanding and analysis of what you like.

1. Target consumer groups:

Class A consumer groups: unmarried young people aged 21-25 and students under the age of 21, who are the main consumers of Valentine's Day consumption. They are passionate, romantic and fashionable, like fantasy, and can accept new things quickly. They are a fashionable class who will never get tired of seeking novelty and change. The characteristic is that the consumption capacity of this group is not high, but the base is large, so the overall consumption is also very large, and it is the main participant in the activity, and we must never give up.

consumer group B: people over 51 years old. Although they are not as receptive to new things as young people, they account for 5% of the whole consumer group due to the influence of Valentine's Day atmosphere every year, which shows that their fashionable mentality still exists and they are easily assimilated. If their children can help them and media advertisements are in place, such consumer groups may become a "blue chip stock" and depreciate. However, because of the traditional humanistic characteristics of this local group in Kunming, it takes a process for them to participate in Valentine's Day activities, so it is not important to consider them.

class c consumer groups: consumer groups aged 25-35 (people over 35 are not considered as the burden group). Some of these groups are in the initial stage or rising stage of their careers, while others have already succeeded in their careers. Due to the influence of personality, age, preference, income, environment, habits, values and other reasons, such groups have the most mature consumption behavior and the most complicated consumption habits, which are not conducive to market promotion. However, they are the main force affecting Class B consumer groups, and they also have rich wealth resources, and their consumption power is extraordinary. They must never give up.

2. Positioning of target consumer groups:

Focus on promoting Class A consumer groups and Class C consumer groups, and promote the active participation of Class B consumer groups. Class A consumer group has the strongest consumption consciousness and the greatest demand, and is the main target market. Moreover, the consumption habits are immature and easily influenced by advertisements, so they are the main targets of advertising. Although the demand of Class B consumer groups is small, if the purchase behavior is stimulated, the consumption will be large, which is also a big market, and its social influence will be particularly beneficial to the brand building of the company. Class C consumer groups also have high consumer demand, but their consumption level is much higher than that of Class A consumers. They are a nostalgic group, so they are doomed to be easily influenced by Class A consumer groups and celebrate Valentine's Day with the pace of Class A consumer groups. Therefore, we can strongly stimulate the purchase behavior of group A to drive their consumption behavior.

in this way, we can sum up the strategy of event publicity: mainly publicize the concept and image of the event for Class A consumer groups, and secondly, mention the demand points of Class B and Class C groups.

Second, clarify the significance of the theme of Tanabata

No matter what kind of planning, we must have a core theme, render the theme and adopt different strategies, so that the whole promotion can be well spread around a core. As a Chinese Valentine's Day, restaurant planners must learn to understand the origin, representative significance and so on of Tanabata.

Qixi is a traditional festival in China, formerly known as Begging for Clevership Festival. Qixi Begging for Cleverness originated in the Han Dynasty. In the Miscellanies of Xijing written by Ge Hong in the Eastern Jin Dynasty, it is recorded that "women in the Han Dynasty often wear seven-hole needles in the Kaijin Building on July 7th, and everyone is Xi Zhi", which is the earliest record of begging for cleverness that we have seen in ancient literature. In recent years, Tanabata has been honored as "China Valentine's Day" and has become a must-have festival for young men and women in love.

Third, the restaurant scene layout, suitable for the atmosphere of Tanabata

China people's personality is relatively subtle, and their hearts are flowing out gracefully, and they talk to each other through festivals, so Tanabata has a sentimental mood. On the basis of the first two steps, we must choose the matching environment layout and background music, which should be romantic, integrated with the theme of Qixi Festival, romantic songs and convey a kind of love. The environment should not be too noisy, but we should feel that it is a very leisurely and wonderful dating and dining place.

1. Create the scene atmosphere

A Restaurant periphery layout

①. Design of Qixi Queqiao → Add the restaurant cultural atmosphere

Creative imagine the entrance of the large Qixi Queqiao at the entrance of the restaurant, and add the humanistic style and festival uniqueness of the restaurant by taking advantage of the cultural customs of the traditional Qixi Xiangqiao Club. In order to attract consumers' attention, and strongly invite well-known local photography agencies to join in, leaving the most beautiful figure of Tanabata for every consumer who enters the store.

② Creative layout of Cowherd and Weaver Girl → Create more publicity topics

Combining with the entrance of Queqiao on Qixi Festival, the layout of Cowherd and Weaver Girl's characteristic modeling figures not only intuitively increases the style and culture of the restaurant from the external environment, but also provides an opportunity for consumers to take photos as a souvenir, so as to pass on photos as an effective way for the restaurant's word-of-mouth publicity.

layout of ambient atmosphere in hall b

① layout of Chinese lanterns on Chinese Valentine's Day

Chinese lanterns are set in the lobby and main aisle of this restaurant hotel to increase the humanistic style in the hall.

② Layout of modeling and publicity flag

Picture and content of the banner are uniformly imagined and publicized according to the marketing theme of Tanabata, and are arranged in an orderly way with creative modeling for event promotion and atmosphere creation.

Fourth, the imagination of special dishes on Chinese Valentine's Day

Western Valentine's Day is favored by people with the mutual love of chocolates, flowers, sweets and other gifts, and it is popular all over the world with the export of western strong culture. China's Tanabata is the seventh day of the seventh lunar month, which is the harvest season of fruits and vegetables. The natural food with the bright moon is just an excellent opportunity to beg the fairy girls in the sky to give them intelligent hearts and dexterous hands, to make their knitting women skilled, and to beg for the marriage of love and marriage.

When launching Chinese Valentine's Day-related dishes, it is better to show and convey an atmosphere of love in both the color and the name of the dishes, which can help those timid suitors express their psychological love. Dishes should look beautiful, sound moving and taste delicious. It's best to combine Chinese and western dishes, which not only has the fashion and romance of Valentine's Day in the West, but also has the joy of the harvest of Valentine's Day in China and the happy yearning for life.

cold dishes: fly with me (chicken wings with stewed goose wings)

wishing tree (cold spinach)

hot dishes: cowherd and weaver girl (black pepper and cowboy bones are too soft)

talented person and beautiful woman (grilled shrimp with crab seed sauce)

lifelong companion (boiled bullfrog with grandma chicken)

golden lily (fried with fresh corn).