The operation of a restaurant can't be separated from the restaurant marketing planning. The following two restaurant marketing planning schemes hope to help you to formulate a restaurant marketing planning scheme suitable for your own restaurant. Restaurant marketing planning scheme reference 1: "homesick" fast-food restaurant marketing planning scheme 1. Summary and essentials of the implementation of marketing planning book. Trademark/Pricing/Important Promotional Means/Target Market 1. In terms of trademark, we need to locate a trademark suitable for our fast food restaurant, not too strict, so that everyone can have the warmth of going home for dinner. For example, the "homesick" fast food restaurant targeted at students. 2. Pricing, the catering industry is a popular service industry, so the pricing must not be too high, because there are many restaurants of the same grade, so you should set the price at the same position as other restaurants, or if your purchase price is really cheap, you can adopt the low-cost strategy to seize market share, but if the food in your restaurant is really different from that in other parts of the region, then you can use the differentiation strategy to occupy a certain market share from the product differences. 3. Promotion means: at the time of opening, some preferential policies can be used to attract customers and make them pay attention to this newly opened restaurant. For example, with ID cards, students in different places at home can enjoy free special soup. 4. Target market, if you open a fast food near the school, the target market is the surrounding student groups. 2. Current marketing situation 1. Market situation: According to incomplete statistics, the catering industry in China accounts for 31-41% of the total market share. China is a big country with great interest in eating, so various food and beverage outlets emerge one after another. Resulting in a large market share. 2. Competition: In such a large market share, the competition is definitely fierce. Now, there are several multinational chain catering enterprises that can occupy a certain market share in China market. The market share of many domestic chain enterprises in China's catering industry is less than 2/3 of that of foreign enterprises. There are fast food restaurants around the school, but there is no fast food restaurant with the characteristic theme of homesickness. 3. Macro-environmental situation: In this big problem, it can be roughly divided into two small problems: first, the consumer groups. On this issue, within the established scope, we know what the food we like or prefer in this area by means of market research. Then take further tactics. Secondly, the demand situation, this problem is mainly to study the consumption level, consumption habits and some factors of demand supply for catering industry in this area. Students' living expenses average 711 yuan per month, while food expenses account for 411 yuan on average. The opportunity to choose a restaurant instead of a canteen is about once every two weeks. Most students in our school are foreign students. They can't easily go home to improve their food, so they are willing to choose a restaurant to adjust their lives. 3. Service Strategy Students hope to exercise their abilities through part-time jobs and earn a certain amount of living expenses. Part-time jobs near the school are better for them to arrange their time, so they can hire a student waiter at a low price. Students serving students can make students feel more cordial, and their quality is generally higher, which is different from training and education. Restaurant Marketing Planning Scheme Reference 2: Hotel Marketing Planning Scheme (I) Brand Image The first thing an enterprise should have is of course excellent quality products, a united and enterprising team and a good corporate culture. But these are not enough. Enterprises must establish a good brand image if they want to market their products. "Futian Soybean Milk" has been settled in the island city for several years. As a fast food restaurant that is open 24 hours a day and mainly engaged in breakfast pastry, its popularity has been relatively high. "Futian Restaurant" and "Futian Soybean Milk" are similar in name, which easily leads people to think that they are chain stores of the same store. In the early stage of opening, we can easily establish our brand image with the help of the popularity of "Futian Soybean Milk". As a new catering project, "Maika Bridge" must be promoted by all special and conventional publicity methods. Once the brand image is established in the hearts of consumers, the brand effect will follow. To establish the brands of the two stores, we must start with the characteristics of the two stores. Let's talk about "Futian Restaurant" first. Although we can rely on the popularity of "Futian Soybean Milk", it is not the same store after all, and it is completely different in terms of business projects, business philosophy and workflow. "Futian Catering" is not only based on breakfast and pasta, but also includes five categories of cooking, wine, barbecue and box lunch. In terms of business philosophy, we mainly focus on middle and low-grade dishes, mainly for middle and low-income consumer groups, and operate the hotel with "flavor, taste, human touch and small profits but quick turnover". In the workflow, we broke the previous form of ordering food from the menu, but adopted the form of ordering food in front of the bar, and customers went to the Ming stall to pick up their meals with the purchase receipt, which greatly saved manpower and material resources and made the store orderly. The opening of Futian Restaurant will face some challenges. In Taitung, there are large and medium-sized fast food restaurants such as "Jishilai" and "Xinshang Fast Food" competing with us. Compared with these stores, we have advantages and disadvantages. The advantage lies in our variety, and the rent and other costs are relatively cheap; The disadvantage is that our geographical location is limited and the store area is small. Therefore, in order to compete with these stores, "Futian Restaurant" should not only reduce the price, but also highlight our advantages in service. For the same price of food, consumers will of course choose to eat in shops with good environment and service. In publicity, we should impress people with "the price of small restaurants and the service of big hotels". Setting up several humanized facilities in the store, such as drinking fountains, book and newspaper racks and children's dining chairs, can enhance the image of the hotel. Do everything for the sake of consumers in service, and don't say "no" to consumers. Haier, Nokia and other internationally renowned brands have won the favor of consumers because of all the interests of consumers, "people-oriented" and thoughtful after-sales service. Therefore, while ensuring the quality of dishes, quality service is the key. Due to the limitation of "Futian Restaurant" area, the number of tables and chairs in the store is not too large. When the passenger flow is at the peak and far exceeds the number of seats, there will be insufficient tables and chairs, which will make customers who originally wanted to eat in the store leave because they can't find seats. In order to solve this problem, it is suggested to arrange waiters to provide seat-finding services for customers who have already bought meals during this time period. Taking the initiative to ask how many customers have served the meal, whether they have found suitable seats, and enthusiastically arranging the guests to sit down will make the customers feel friendly and feel our thoughtful service, and they will be willing to patronize again, and at the same time solve the utilization rate of tables and chairs. In this regard, McDonald's, KFC and Yoshinoya have done a good job and can learn from them. Let's talk about "Myka Bridge" again. Western food in Taitung mainly consists of Haoshilai Steakhouse and Hongwu Steakhouse located in Wedding Photography Street, Shangdao Coffee Western Restaurant and Aifeilai Western Restaurant located in Weihai Road, and Alexander Cafe located next to Taitung Post Office. The western restaurant located in the wedding photography street is mainly engaged in steak, which is very cheap and is also positioned in the middle and low-grade consumer groups; Located on Weihai Road, it is a western restaurant with relatively comprehensive business projects and positioned in the middle and high-end consumer groups; The "Alexander Cafe" is mainly based on coffee drinks, and the price is relatively high. These stores are far away from "Maika Bridge", and each has its own emphasis on business projects, so they do not directly pose a threat. However, as a western restaurant, "Maika Bridge" has certain disadvantages in geographical location. First of all, there is an east-west expressway in front of our door, and there is no parking lot, which is very inconvenient for customers who come to eat by car. Secondly, our store is only connected with the Taitung business circle in the north of Lubei by overpass, and it is far away from the commercial street, which affects the number of customers who come to eat to some extent. However, we have an absolute advantage, that is, our "Maika Bridge" is not a western restaurant in the ordinary sense, and we have our own characteristics, that is, "eating in the west hall". This is the only restaurant in the island city that can use Chinese food in western restaurants. As long as our publicity is in place, this feature is enough to attract people who want to eat in western restaurants with elegant environment but are not used to western food. Therefore, in addition to working hard on dishes, we must also do a good job in publicity. In addition, the low price is also a selling point of "Maika Bridge". We are positioned in the middle and low-grade consumer groups, and we should emphasize "authentic western food that everyone can afford" in publicity to attract low-and middle-income people who never dare to enter western restaurants to spend money in the store. It is suggested to set up a few high-grade private rooms in a quiet place on the second floor to entertain members and frequent customers, mark the words "member area" on the table card, and set up books and newspapers in the area. When the waiter takes the seat, if the customer wants to eat in the member area, the waiter can introduce to the customer, "Sorry, that's the member area, which is a special area for customers who buy membership cards." Guests will ask, "What are the benefits or treatment for your members? How much is a membership card? " And so on, the waiter can promote the "Myka Bridge Membership Card" through introduction.