the strategy of cultivating restaurant staff's marketing awareness is catering staff marketing, which means that all restaurant staff cooperate with controllable factors such as food, price, channel, promotion (4P) and demand, cost, convenience and service (4C) to meet customers' needs in an optimal combination (that is, the integration of marketing means). To put it simply, catering marketing means that every employee in the restaurant who has direct contact with customers should regard himself as a salesman of the restaurant, and establish the image of the restaurant through words and manners in contact with customers (copywriting China provides you with: speeches, summary plans, official documents, guidance, soft writing, economics, documents, laws, corporate copywriting, news and perennial secretarial agents. ), expand the popularity of the restaurant, so that more customers can buy the dishes and services of the restaurant. All-staff marketing of catering can fully mobilize the enthusiasm and outstanding ability of every employee, participate in the daily operation of the restaurant, break the inherent shortcomings of the disconnection between sales and integration, and bring the advantages of human resources of the restaurant to the limit, thus improving the operating efficiency. Establish the idea of "service is sales promotion, and sales promotion is service", and bring the greeters, waiters, food orderers, wine waiters, foremen and supervisors of the restaurant into the whole sales process of the restaurant. The promotion of catering staff emphasizes the continuous and daily work, rather than the temporary and surprise tasks of a certain department or some people in the off-season and business depression. Full-staff sales promotion requires all departments and personnel of the hotel to establish the overall concept, take care of the overall situation, cooperate and support each other. Create the image of the restaurant through their different jobs, and work hard for the promotion goal of * * *.

1. What is catering marketing? Catering marketing refers to that every employee in a restaurant who has direct contact with customers should regard himself as a salesman of the restaurant. In contact with customers, he should establish the image of the restaurant through speech and behavior, expand the visibility of the restaurant, and make more customers buy the dishes and services of the restaurant. All-staff marketing is a scientific management concept that centers on the market and integrates restaurant resources and means. Many restaurants have achieved remarkable results after adopting it. At the same time, all employees should take the marketing department as the core, and the R&D, production, finance, administration, logistics and other departments should take the market as the center and the customer as the guide to carry out marketing management (the integration of marketing subjects). All employees pay attention to or participate in the analysis, planning and control of the whole marketing activities of the restaurant, try their best to create the maximum delivered value for customers, maximize customer satisfaction, and make the restaurant gain market competitiveness from it, so as to obtain long-term profits and long-term development. Under the guidance of the concept of all-staff marketing, dishes, prices, services, channels, promotion and other means have rich and profound significance.

The understanding of dishes should be based on meeting the needs of consumers, fully conducting market research for market analysis and selection, and introducing dishes with differentiated characteristics through the positioning of dishes. On the premise of meeting the basic functional needs of consumers, we will continue to add additional value. Marketing department is not only a food sales department, but also an important participant in food development, and the sales process has become the motivation for the deepening of food development. The formulation of price is no longer a simple calculation of cost plus profit, but fully considers the cost that consumers are willing to pay in order to obtain the value of dishes, and determines the price according to the positioning of market crowds, while taking into account the need to maintain an advantage in competition with competitors. Channel is not only a channel to deliver dishes to consumers, but also an important battlefield to occupy the market and intercept opponents. We will develop the former channel members from trading objects into integrated channel partners, form strategic partnerships with suppliers, and turn business behavior into market operation behavior. Vigorously improve network construction and actively develop the number of controllable terminals. Promotion is not simply advertising and promotion, but a combination of short-term marketing and long-term brand communication. Every word that every employee in the restaurant who comes into contact with customers says to customers belongs to personnel sales. Under the guidance of the concept of all-staff marketing, the relationship between departments is customer, and the establishment of "internal market" must maximize the satisfaction of "customers", especially the marketing department, on the premise of obeying the overall interests of the restaurant. At this time, 4C marketing theory (demand, cost, convenience and communication) can be used to guide the work of various departments.

2. How to carry out catering marketing for all staff 1. Establish the awareness of catering marketing for all staff

The first thing is to form a good understanding inside the restaurant, and not just regard sales as the business personnel's business, but should include all employees in the restaurant's sales system. For example, we can establish a benign employee flow mechanism in restaurants, encourage employees to realize job flow, put the most suitable people in the most suitable positions, and gradually eliminate the restaurant staff from the unsuitable people, so as to give full play to the advantages of employees and realize the survival of the fittest. At the same time, we can often organize various internal activities or seminars related to sales, truly integrate the whole restaurant into an organic whole, encourage everyone to pay more attention to the business development process of the restaurant, understand the situation of the whole industry and advanced models, and discuss it in combination with the actual situation of the restaurant, so as to take the pulse for the sales consultation of the restaurant.

2. Rational planning of departments and responsibilities

In the division of the internal structure of the restaurant, the obvious division of the business department and the logistics department should be avoided first, and it should be gradually integrated into a multi-department system! Planning, after-sales service and other departments closely related to sales will be gradually compiled together, collectively referred to as marketing department, under the unified leadership of marketing director or sales general manager, to achieve an assessment model linked to sales performance, and to maximize the enthusiasm of restaurants in relevant departments. At the same time, we can also creatively use the special department allocation mechanism.

Because there are fewer staff in the restaurant and the organizational system of the department is not comprehensive, the mode of part-time work can be implemented to improve the practical operation ability of the business-related departments, and the salary of the staff in the relevant departments can also be improved in disguise. Doing so can not only improve the planning department's grasp of the market, but also provide more effective solutions for future market services. It can also solve the psychological problem that there is a big wage gap between employees in the planning department and employees in the business department. At the same time, for the existing market, the sales volume has not been weakened, but has been professionally operated and invisibly strengthened.

3. Improve the professionalism of catering staff

To do any work, you have to be a professional before you can succeed. For all employees who participate in all-staff marketing, they also need to be professionals, and they will also succeed in such a marketing battle. As a restaurant employee, the professional knowledge you need to master includes the following aspects: first, the dishes, which must be firmly mastered by both employees in the business department and employees in other departments. Secondly, it is about industry policies and regulations, development trends, industry trends and other information. This information will directly affect the price of dishes and other aspects, and is the basis for restaurant strategy adjustment and adaptation.

At the same time, grasping the important information of the industry can also improve your professional level in the process of communicating with customers or peers. Thirdly, it is to master the professional knowledge of the channels where the restaurant dishes are located. Grasp the trend of channel change, understand the advanced channel operation mode, pay attention to the market operation of superior dishes and restaurants in the channel, and make improvements and adjustments according to the situation of their own restaurants. As a restaurant, creating opportunities and inviting experienced channel experts to do training, and at the same time enhancing the opportunities for relevant marketers to contact the market, are all favorable guarantees for improving the quality and ability of employees.