In recent years, China's catering industry has developed very rapidly. According to relevant statistics, the growth rate of catering industry is more than 11 percentage points higher than that of other industries. It can be said that China is welcoming a period of great development of the food and beverage industry, with huge market potential and very broad prospects. But on the other hand, catering demand is complex and changeable, and its consumption taste and psychology may change with the change of social environment. Catering enterprises must see clearly the development trend of the catering market and choose appropriate marketing methods according to their own conditions and environmental conditions, so as to be successful in the fierce market competition. The author thinks that the future development of catering marketing will mainly follow the following ten directions.

First, take the road of high-quality and efficient fast food

With the acceleration of urban life and the improvement of residents' income level, the demand for fast food in society is increasing day by day, and fast food restaurants with high quality, low price and high efficiency will be welcomed by the majority of residents. Mr. Qian Xuesen, a famous scientist in China, once suggested that fast food centers should be established in some big cities in China to meet the dietary needs of the masses with high efficiency and low cost of scale operation, accelerate the pace of socialization of housework and promote the economic development of our country. In fact, there are many restaurants and various catering enterprises all over China, which have obtained good economic benefits by operating fast food business. Please look at the following examples.

Jiaxing Wufangzhai challenges foreign fast food. Absorbing nutrition from the brand awareness, strict technology and management of foreign fast food, and getting rid of the traditional management mode of front store and back factory, a modern factory covering an area of 71 mu was built by self-financing in 1995, and the output of zongzi rose to 15 million that year. By June 8, 1996, the actual sales of zongzi were 15 million. In half a year, it completed the sales and profits of the previous year and began to export to Japan and other places.

There are more than 11,111 hot pot restaurants in Chongqing, and the competition is fierce. Among them, the fool hotpot restaurant is in a favorable position in the competition because of its low price and the advantages of scale operation. The three chain stores receive tens of thousands of customers every day. Although the profits from a single customer are meager, the total profits are still considerable through small profits but quick turnover.

Changzhou Wujin Hotel is a two-star hotel, aiming at the general public's pursuit of cheap and affordable when traveling, organizing fast food to be sold in the market. Last May, the fast food business reached more than 71,111 yuan, and for the first time, the monthly catering income exceeded one million yuan.

There have been enterprises specializing in the production of steamed buns in Nanjing, which use modern machinery and equipment for mass production, and there are 611 steamed buns in a cage, which greatly improves the production efficiency, provides inexpensive staple foods for the people and facilitates their lives. In addition, there are fast food companies that specialize in producing all kinds of fast food and have a certain scale.

The productivity of China's catering industry is still relatively low. It is necessary to develop fast food companies and engage in intensive management to improve the production efficiency of the catering industry and liberate many families from the complicated work of three meals a day.

The United States has a high production efficiency in catering food processing because it has a large number of large companies that attach importance to scale operation. For example, Tyson Food Company is the largest poultry meat processing factory in the world, which can process 26 million chickens every week! Its sales account for 81% of the total sales of fast food restaurants in the United States < P > Secondly, it emphasizes the mood and atmosphere of the marketing environment < P > Consumers in modern society often have many emotional elements when spending, and are easily influenced by the environmental atmosphere. In diet, they don't pay much attention to the taste of food, but they pay great attention to the environment and atmosphere when eating. The environment for eating is "scene-oriented" and "emotional", so as to better meet their perceptual needs. Therefore, quite a few restaurants have made great efforts to decorate the environment and create an atmosphere, trying to create a variety of unique and attractive emotional appeal. Or novel and chic, or warm and romantic, or quiet and elegant, or lively and exciting, or magnificent, or small and exquisite. Some show urban scenery, while others show off rural customs. There are sergeant styles, western styles, and even more Chinese and western styles. From the gourmet environment to the romantic names of shops and dishes, you can set off the eternal elegance and a warm feeling of harmony when you eat too much. The interior of the restaurant can also have some strange ideas. For example, tulips, red roses, etc. are used to replace the number of tables. The signboard at the door that is open and under preparation is cold and heartless. If it is changed to' our shop opens at 9: 11 a.m., please wait' and' close at 11: 11 p.m. today, see you at 9: 11 a.m. tomorrow, please forgive me', it will be more cordial. Therefore, fast food restaurants and some big hotels with good environmental atmosphere have been welcomed by people.

In recent years, many enterprises have appeared in various places, such as Avanti Restaurant, Daijia Restaurant, Miao Bamboo House, Aquatic Fishing Village, Ethnic Restaurant, Frontier Style Garden, Ethnic Song and Dance Food City and so on, which are mainly engaged in ethnic cuisine. For example, whenever a national holiday comes, Jianguo Hotel in Beijing hangs the national flag of this country in the restaurant and cooks the dishes of this country. And highlight the local customs of this country in decoration, which has received good results. Shanghai Jinjiang Hotel tries to highlight its own characteristics in the design of the restaurant, abandons the practice of following the trend by imitation, and determines the reconstruction plan of the Bashu banquet. In the environmental layout, we try our best to highlight the artistic conception of Bashu, and at the same time, the waiters dressed in Sichuan folk batik cheongsam greet us lightly, pointing out the customs of Bashu and the road to abundance for the guests. The restaurants such as Baojingkou, Caotang, Wolong Village, Dongpo Pavilion and Shancheng have their own characteristics, attracting many foreigners to eat. All these explain the importance of mood and atmosphere in catering marketing.

with the improvement of people's living standards, consumers have put forward higher and higher requirements for the catering industry, which not only requires full food and good quality, but also requires good psychological enjoyment.

Thirdly, people will pay more attention to ecological agriculture, green food and health care environment.

With people's increasing concern about environmental pollution, ecological balance and their own health, pollution-free and pollution-free green food and health care food have been welcomed by consumers. Many catering enterprises have adapted to this requirement and launched their own health care green recipes, increased health care facilities and created a health care environment.

In recent years, many people of insight at home and abroad have put forward a brand-new explanation for the concept of health. Many catering enterprises have launched a series of promotional measures accordingly. For example, promoting healthy recipes, introducing health information (such as providing magazines related to health and sports, or attaching health clubs and yoga classrooms, or showing foreign sports films, holding workshops on healthy recipes, etc.), providing health facilities (such as setting up massagers, fitness machines and oxygen supply), and providing a healthy environment (such as non-smoking restaurants, etc.), so as to adapt to the changes in people's concepts and their requirements.

In recent years, the health care function of medicated diet has been recognized by more and more people. There are more and more medicinal food restaurants. Vegetables and fruits rich in fiber, pollution-free and nutritious wild vegetables, account for an increasing proportion in restaurant dishes, while high-fat and high-protein foods, which used to be the main course and big dish of restaurants, retreat to a secondary position. Because according to scientific analysis, high-fiber food can reduce cholesterol, reduce cancer incidence and control blood sugar concentration; However, the wild vegetables that have never been valued by restaurants are safe and reliable because of their delicious taste, no pollution, and rich in trace elements such as carotene, ascorbic acid and riboflavin, which are beneficial to health, and have good medicinal value. According to the analysis, shepherd's purse in wild vegetables has the functions of harmonizing spleen, promoting diuresis, stopping bleeding and improving eyesight, Lycium barbarum has the functions of nourishing liver and kidney, benefiting essence and strengthening yang, Malantou has the functions of clearing away lung-heat, diminishing inflammation, stopping bleeding and cooling blood, and Chrysanthemum brain has the functions of dispersing wind and cooling heat, calming liver and improving eyesight. In Nanjing, wild vegetables have become an important part of the public's dining table, and restaurants have also adapted to the changes in consumer demand, and have launched a variety of carefully crafted wild vegetables and seasonal vegetables.

Fourth, pay attention to personalized, characteristic and visualized services

With the improvement of people's living standards, consumer demand will become increasingly personalized, which requires enterprises to pay attention to people's specific requirements, provide targeted services according to specific consumption scenarios, consumption time and consumers, and accordingly shape a corporate image that meets customer requirements. Such as lovers' restaurant, fans' restaurant, Xiaozhan restaurant and divorce restaurant. From the psychological point of view of modern consumers, many people consume not only the commodity itself, but also its fame and image, because the image has a certain symbolic value, which can satisfy people's pursuit of status, make people feel proud, or give people a talk or an experience.

Fifth, pay attention to people's emotional life, social activities and other needs

Emotional life is one of people's basic needs. In recent years, a so-called' sensational' marketing method has emerged in society, which is to stimulate and mobilize people's feelings through various measures and activities to achieve the purpose of promotion. Many catering enterprises also promote sales by setting up service items such as couples' boxes, couples' teahouses, couples' packages and couples' barbecues. Or strengthen family reunion, friends' gathering, parents' and children's affection, brothers' and sisters' affection, hometown affection and classmates' affection to mobilize people's consumption desire. Gift giving service. Birthday gifts, quiz prizes and fresh flowers are all implemented in many restaurants. In propaganda, we also emphasize the characteristics of emotional services and try our best to highlight our own consumption environment suitable for all kinds of emotional life. Eating out market is the foundation of the food and beverage industry, and an important reason for eating out is that people need to seek a better environment, more thoughtful service, more formal places and richer food choices based on the needs of entertainment, such as weddings, funerals, business talks, emotional exchanges, and friends' gatherings. In foreign catering enterprises, cocktail parties and buffets are often held to provide social opportunities for customers. Some restaurants have special tables for single guests, which provide an opportunity for unaccompanied business tourists to get to know each other with hotel staff and their guests. This method is especially effective for those who travel there regularly.