catering marketing promotion scheme

what are the cases of catering marketing promotion scheme? With the change of people's consumption concept and diet concept, the requirements for catering are getting higher and higher, and the catering industry also needs some new ideas to become stronger and attract customers. When you want to find a catering marketing promotion plan, it means that you want to change. The following are the cases of marketing promotion plan.

catering marketing promotion scheme 1

catering marketing promotion scheme:

First, do a good job in marketing conversion between peak season and off season

Don't be complacent when customers are full every day during the Spring Festival peak season. Maybe you will sing an empty plan every day after the New Year's Day. Due to the traditional customs in China, as soon as the Spring Festival approaches, the consumption power of the whole society will erupt in a short time, and almost every restaurant, large and small, is full, which is hard to say because of how well your marketing work is done. The real test of the effectiveness of marketing lies in whether it plummets in the off-season, whether it can operate continuously and stably in a year, whether it enjoys high satisfaction and reputation among customers, and whether it belongs to the leading phalanx among peer enterprises.

The goals and strategies of successful restaurant marketing are very clear, and they are all implemented step by step as planned. One thing is very crucial, that is, how to do a good job in the conversion of marketing strategy between peak season and off season.

"Profit in the peak season and gain momentum in the off-season" should be the core idea of restaurant marketing. Profit-taking is to seize the largest sales volume and obtain the largest income; Taking advantage of the situation is to gain the commanding heights and strive for valuable things, including business popularity, customer reputation, brand awareness, and so on, so as to establish long-term strategic advantages. The relationship between "potential" and "profit" is inseparable. Without the "potential" in the off-season, it is difficult to get the "profit" in the peak season; Without the "profit" in the peak season, it is impossible to support the restaurant to obtain the "potential" it needs in the off-season. Restaurants that do a good job in marketing in the off-season can make a lot of profits in the peak season without investing too much marketing cost, which is natural.

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 costs are essential, rather than blindly lowering operating costs without strategy. At this stage, we should relatively despise the rate of return, but pay more attention to the attendance rate and customer satisfaction, and finally realize the profit-making goal in the peak season and the whole year.

Second, recognize the market changes and calmly deal with

This requires making a correct judgment and analysis on the composition of customers, consumption motives and the adjustment trend of the post-holiday catering market according to the market positioning of restaurants, and then investing the limited marketing resources into the most effective target market.

For middle and high-end restaurants, the main customer groups during the Spring Festival peak season are official (including the government and the army), business and other social groups. During this period, many restaurants have no time to take care of ordinary individual customers and neglect them. However, after the Spring Festival for a period of time, the customer structure of the catering market will change. Due to the concentrated surprise consumption before the holiday, the enthusiasm of group consumption will be reduced after the holiday, and the frequency of consumption will also be significantly reduced. The corresponding share of household consumption and individual consumption has risen. During the holiday season, wedding birthday banquets and centenary banquets, which are submerged in many group annual banquets and celebration banquets, will become more prominent in the off-season and become one of the pillar sources of income for many restaurants. Another market, such as exhibitions and tourist groups, almost stopped during the Spring Festival, but it will also become an indispensable part of the catering market after the holiday.

Third, grasp the small climax in the off-season

In the off-season after the Spring Festival, there are also some small consumption hotspots, such as 3.8 Women's Day, many units will organize female employees to have a dinner to celebrate, and many female consumers will also meet with friends to enjoy food. There will also be some different exhibition business opportunities in different places. For example, the 2119 spring sugar and wine party will be held in Chengdu in March. At that time, hundreds of thousands of merchants from all over the country and even foreign countries will gather in Rongcheng, and many reception banquets will be arranged to welcome them, which will set off a big catering consumption boom in a short time. Restaurants should make marketing plans as early as possible, carry out marketing promotion work in an orderly manner, and strive to make good gains in these off-season tides.

Fourth, coordinate marketing activities in the off-season, and maintain moderate advertising

In the peak season, your advertisements are often submerged in the ocean of advertisements. In the off-season, moderate marketing activities combined with moderate advertising will make your restaurant more eye-catching in the whole industry, and the effect of brand promotion will be better, and the effect of marketing activities will be better.

Five, chopping wood and sharpening the knife are correct

In the off-season, marketing work should focus on both hands, focusing on the market at the same time, which is the so-called "chopping wood"; The other hand practices internal skills, which is called "sharpening the knife". What I have described above is mainly some strategies for grasping the market. I have the following suggestions for practicing internal strength:

1. Summarize the gains and losses of marketing in peak season and constantly improve the marketing ideas and methods;

2. Re-examine, revise and improve the established follow-up marketing work plan;

3. High-quality products and services are the best marketing, so in the off-season, when business is not very busy, systematic service and production skills training are carried out to continuously improve service quality;

4. Eliminate unqualified marketing personnel, recruit new marketing personnel and conduct comprehensive and intensive training;

5. Review the shortcomings of restaurants in brand display in the past, enrich the brand connotation, and strive to create a high-grade brand image.

After the Spring Festival, the off-season situation of the catering industry is grim, so it is necessary to make a good marketing management plan, so that your own enterprises can win more benefits. Catering Marketing Promotion Scheme 2

Catering Marketing Promotion Scheme:

1. Foreword

During the exploration and development of catering culture for thousands of years, the hardworking people in China have gradually formed four major cuisines with different styles, such as Guangdong, Shandong, Hunan and Sichuan, and foods with local characteristics. Beijing roast duck, a famous food in Beijing, is famous at home and abroad for its bright color, tender meat, mellow taste and fat but not greasy. Duck King Roast Duck is a new type of roast duck developed by modern roast duck chefs adhering to the traditional roast duck technology. The surface color of the roast duck is golden and shiny, the outside is crisp and fragrant, and the inside is tender. It has a special delicious taste and is the best among roast ducks.

The development trend of Xuanhua catering industry today can be summarized as follows: rapid development, expanding scale and prosperous market. However, prosperity at the same time means intensified competition. There are always restaurants that fall down and new ones stand up, but there are always a few that stand firm in the big waves and continue to grow and develop. As the representative of Beijing new roast duck in Xuanhua catering industry, "Duck King Roast Duck" should become a famous signboard.

Second, market/enterprise analysis

There is also fierce competition in Xuanhua catering market. All kinds of hotels and restaurants compete for Xuanhua's limited catering resources, which impacts diners' taste and vision.

To be successful, a hotel must meet the following conditions: (1) having its own characteristics; (2), comprehensive (quality) management; (3) Sufficient market operating funds; (4), innovation, innovation. These conditions are indispensable, otherwise, it is a flash in the pan. This is also the reason why many hotels and restaurants have opened their doors and quickly disappeared.

Oriental Duck King Restaurant is a new restaurant based on the original Oriental Food Court. After years of publicity and operation, Oriental Bath and Oriental Food Court have gained a certain popularity in Zhang and Xuan areas, especially in Xuanhua. If we can use the popularity of "Oriental" in Xuanhua to promote Oriental Duck King Restaurant, improve the quality of dishes (experts' comments are slightly poor) and strengthen personnel training and management, we will surely become a rising star in Xuanhua's catering industry.

Third, marketing planning

The purpose of catering service is to satisfy customers, and only when customers are satisfied can hotels make profits; To do a good job of quality service, it is inseparable from the efforts of employees within the enterprise; The success of internal staff marketing is based on comprehensive (quality) management, effective incentive mechanism and good corporate culture atmosphere.

Duck King Restaurant has been in business for two months, and now it is holding a preferential activity of "Rewarding Consumers' Care". Taking this opportunity, we should combine customer satisfaction marketing, internal staff marketing and cultural marketing as the focus of this activity.

1. The purpose of this activity: to increase the influence of the brand "Oriental Duck King Restaurant" and enhance its popularity and reputation; Enhance the "Oriental" image and enhance competitiveness; Strengthen employees' corporate loyalty and centripetal force; Improve employees' service awareness and work enthusiasm; Further enhance the "Oriental" corporate culture; Increase sales and profits; Lay a good foundation for the next better development.

2. Activity time: July 1-15, * * * for 15 days.

3. Number of participants: all employees in the East, customers dining, etc.

4. Customer satisfaction, employee satisfaction, management improvement, and cultural innovation

4. Specific plan planning

1. SP plan

1. "Smile service"

During the activity, all employees will smile and serve, and be meticulous and patient, so that customers can come back satisfied on impulse and improve their consumption value. The specific implementation is as follows:

A mobilization meeting will be held before July 5th, and a "service contest" will be held among waiters from June 6th to May 5th. A special page will be set up in the lobby, and the "service star of the day" will be awarded daily, and material rewards will be given.

2. Special price

(1) A special dish is launched every day, and the sample is not repeated every day.

(2) Give some dishes along with the customer's order, such as two side dishes if you spend RMB 111; Above 211 yuan, add 2 cold dishes; Above 511 yuan, add 4 cold dishes, etc.

(3) Discount, which is a magic weapon to rapidly increase consumption, is recommended to appropriately discount to stimulate consumption.

ii) internal marketing scheme

internal marketing is a management strategy, the core of which is to develop employees' customer awareness, and then to market the products and services to the external market. This requires two-way communication between employees, employees and enterprises, * * * to enjoy information, and to use effective incentives.

1. Strengthen warmth management within all employees, and require each employee to treat other employees as their own customers and serve them like customers. And in the future work, the internal staff marketing will be fixed.

2. essay competition

internal staff's essay: "my choice-the east" (written by all employees, one for bathing and one for catering. The purpose is to cultivate employees' love for the "Oriental" and let everyone work together to create "New Oriental"! )

Requirements: (1) The theme revolves around what happened in Oriental Duck King Restaurant and Oriental Bath, which can be work experience, feelings, messages, etc. (2) The genre is not limited. Prose, essays, narratives, argumentative essays and poems are all acceptable. (3) The deadline is July 3rd.

encourage all employees to contribute actively. In this essay activity, 1 first prizes were awarded, and the prize was 211 yuan; 2 second prizes, with a bonus of 111 yuan; Five third prizes, 51 yuan. And focus on the exhibition.

3. Cost-saving Competition

Through a series of activities, re-educate internal employees and provide their enthusiasm.

3) product marketing plan

1. While promoting special catering, we will promote couples' packages, business packages, family packages and filial piety packages. For example, the couple package can be launched in 38 yuan, 48 yuan, 58 yuan, etc.

2. Green family banquet: With the improvement of living standards, people's diet is not only to solve the problem of adequate food and clothing, but to eat "green" and "healthy". The introduction of green family banquet will undoubtedly be favored by consumers. In the use of raw materials, promote fresh green food; Cooking methods are combined with modern people's consumption fashion to make dishes flavor and nutritious; In the menu of family banquet, we should pay attention to the nutritional collocation of dishes and balance the diet to meet people's health requirements. It is strongly recommended that the kitchen be launched! ! !

iv) Cultural marketing plan

Promote the "Oriental" corporate culture to consumers and enhance the influence of Oriental enterprises in the target consumer groups.

Make environmental pictures of Duck King Restaurant, the production flow chart of roast duck and the spiritual slogan of the hotel (Oriental Duck King Restaurant reminds you: pay attention to eating health) on the bus body, so that customers can take "eating" as a kind of enjoyment and forget to return.

v. advertising marketing scheme

in the modern society with developed information, the media is undoubtedly the media that attracts the public's attention. According to the characteristics of different media with different media audiences, the market positioning and target customer positioning can be carried out reasonably, and the media can be selected reasonably to place advertisements, and the coverage rate cannot be pursued unilaterally, resulting in the waste of advertisements.

the combination of hard advertising and soft advertising, both soft and hard, has achieved better results. Use media integration to achieve small input and large output.

VI. Effect analysis

1. Make publicity and build momentum to make consumers have a strong sense of memory, cause good word-of-mouth publicity, and improve visibility and reputation.

2. The store is full of human feelings and thoughtful service, which can enhance the loyalty of the target consumers to the enterprise.

3. Through service competition, essay competition and cost-saving competition, employees' sense of belonging and centripetal force can be greatly enhanced, and their work enthusiasm can be improved.

4. Increase the turnover through promotion. The "Star of Service of the Day" was awarded and given material rewards.

5. Special price

(1) A special dish is launched every day, and the sample is not repeated every day.

(2) Give some dishes along with the customer's order, such as two side dishes if you spend RMB 111; Above 211 yuan, add 2 cold dishes; Above 511 yuan, add 4 cold dishes, etc.

(3) Discount, which is a magic weapon to rapidly increase consumption, is recommended to appropriately discount to stimulate consumption.