How to make a western restaurant marketing plan? Here is the western restaurant marketing plan I recommend for you. Welcome to refer to it! Western restaurant marketing plan book
Western restaurant Tanabata marketing plan book
Chinese Valentine's Day is the most romantic festival among the traditional festivals in China. On such a day, the promotion activities of restaurants should take love as the theme.
1. Concept:
1. Express love and convey love
2. "If you love her, bring her"
Set up a platform around the western restaurant, invite several couples to perform on stage, and show them in the form of "Fugui restaurant+ribs" (at least ten) starting with the name of your store, so as to promote their own brand. Whoever says more will be rewarded with a kiss and a rose (delivered in person) or something else. (Mainly the person who controls the atmosphere)
2. Staff wearing ancient costumes are distributed in densely populated areas. Wearing ancient costumes brings joy to everyone, arouses everyone's curiosity, and increases the popularity of the restaurant.
3. Pull banners, such as "Express love and convey love". xx restaurant brings you a surprise of love
4. Magazine and newspaper publication: (Because it is a high-end restaurant, celebrities don't need to say much) The only bad thing about this store is: Show that kind of intimacy impulse in that environment.
5. Cash back. Now many enterprises begin to implement the promotion strategy of cash back. As long as consumers buy the specified products, they can get cash back at the place of purchase immediately. Cash back can make consumers feel that this is a real cash discount and can be arbitrarily controlled by consumers; Instead of being limited by time, place and product brand when purchasing goods like coupons, this promotion method is more popular with consumers and the promotion effect is more obvious
6. Introduce discount coupons, increase dishes, provide value-added services and carry out entertainment activities; Introduce a couple package with a rose;
Light music can be played during the meal, and you can also set up a song-ordering channel.
After-meal lottery activities can be held, and the prizes are women-oriented prizes such as heart-shaped balloons and small dolls, or warm notes for kissing and hugging. It is mainly to reduce costs. It is simple and romantic.
7. (If possible) In the form of airplane smoke or TV.
8. Interior decoration. Pink is better than elegance. Marketing Plan for Western Restaurant II
Marketing Plan for Heaven and Earth Western Restaurant I. Restaurant Profile:
Huangshi Heaven and Earth Chinese and Western Catering Co., Ltd. was established in 2114, located at No.64 Jiaotong Road. In the early stage, the company mainly focused on teahouse, and in the later stage, the company gradually changed from a single teahouse service to a western restaurant service industry.
what is the company's name? Sincerity to faith, perfection to beauty? To build an efficient, professional and fast service platform for the service creed, and constantly optimize and improve the service level. Companies use faith, pursuit and persistence to open a new voyage, ride the wind and waves, go forward bravely, and sail to their ideals and goals; At the new starting point of development, the company insists on adhering to? Benefit first, steady operation and coordinated development? Business philosophy.
At present, this restaurant is a theme western restaurant with unique style, and the box can accommodate more than 211 guests at the same time. The elegant dining atmosphere is refreshing, and it collects famous dishes and delicacies from all over the world, bringing together different flavors from various countries to make customers memorable. Due to its good development, the restaurant opened a branch in a pedestrian street with a wide flow of people.
but generally speaking, the layout of restaurants is based on western food, and all kinds of facilities in the store are arranged according to the style of western restaurants. The distribution of employees is also a top-down hierarchical management. The business hours of the restaurant are from 9: 11 to 1:11, but the business hours will be slightly delayed in the evening of large holidays. Generally speaking, the restaurant has always established a good corporate image from its opening to the present.
2. Market and competition analysis:
(1) Comparative analysis
Although the restaurant has opened two stores in Huangshi, there are obvious differences between them. This restaurant, located at the head of Jiaotong Road, operated well at first, but with the passage of time, the change of the times and the opening of new spots, the competitiveness of this restaurant has obviously dropped a lot.
The reasons are as follows: 1. The facilities in this store are relatively backward and the environmental quality is declining. 2. Due to the frequent changes of staff, the taste of food in restaurants often changes, and it is difficult to maintain loyal customers; 3. Word-of-mouth effect; 4. The management of managers is not in place.
because the new store combines the development of the times and draws lessons from other restaurants and old stores, it creates its own set of good business models, which makes the enterprise invincible. In this way, even two stores of the same company have great differences in their own comparison, which is very unfavorable to the development of the company.
because the final result is that the enterprise can't expand its restaurant business scope as expected, but it has opened a new store, which makes the old store unable to survive. Therefore, the restaurant should first find its own internal differences, solve the problems of internal differences in time, formulate overall management methods, and manage two stores at the same time, rather than favoring one store. In this way, the two integrated stores can be like one store, but the difference is that it has stronger market competitiveness.
(II) Comparative analysis of competition with other restaurants
With the development and changes of the times, there are more and more western restaurants. With a good reputation and several years' development, the western restaurant in heaven and earth can be said to be very competitive in Huangshi. Except Xiuyuhong Tea House, other tea restaurants are not to mention. However, it is not easy to defeat Xiuyuhong Tea House according to the current development of heaven and earth.
The following are various comparative analyses between Xiuyuhong Tea House and Heaven and Earth:
1. Early start-up, wide business scope and clear purpose.
Xiuyu Tea House was first established in Huangshi in 195. Since 1998, Xiuyu has boldly stepped out of Huangshi and embarked on the innovative road of national chain operation. So far, Xiuyuhong Tea House has branches all over Hubei. Wuhan 19 stores (Luoshi North Road Store, Guanggu Tiandi Store, Xinjiali Store, Baofeng Road Store, Guangbutun Store, Yintai Department Store, Pinmao Store, moore city Store, Xuangong Store, World Trade Plaza Store, Chuhe Hanjie Store, Nanhu Store, Simenkou Store, Zhongjiacun Store, Hanshang 21th Century Store, Lotte City Store, Jiangxing Road Store, and atm Trend Department Store Wuhuanfeng Store. 2 Huangshi stores (Huangshi Store and Grand Shanghai Plaza Store); 1 Jingzhou (Beijing Road, Shashi); 1 Xianning (Xianning Compound Store); 1 Xiantao (Xiantao flagship store); 4 Nanchang, Jiangxi (Fuhe North Road Store, Zhongshan Road Store, Children's Palace Store, Shengli Road Store); There are five shops in Jiujiang (Xunyang Road Store, Xinqiao Head Store, Lushan South Store, Lushan North Store and Simatou Store), with nearly 1,111 employees and a total area of over 11,111 square meters. Most of them have been bought out by the company, which is due to the keen vision and full courage of the company's founders.
with the unique pioneering and developing ability of a booming private enterprise and? Service-oriented, quality first and environment first? Our business philosophy is spread all over the country. Xiuyu red tea house has always been based on? Health, quality and fashion? As the direction of development, this is also the direction of the development of leisure industry today. Xiuyu Tea House believes that this industry will become another emerging industry after the it industry.
With the continuous expansion of Xiuyuhong Tea House, Xiuyuhong Tea House pays more attention to the recruitment, training and reuse of internal talents. Xiuyu red tea house holds it? We provide time and dreams? Our business goal is to promise every guest and employee that we will not only provide time and dreams for guests with better service, better products and more elegant environment, but also provide time and dreams for employees with broader prospects, more reasonable treatment and more scientific management, so as to better return to society.
2. The price is reasonable (good quality and low price)
It has been proved that the two western restaurants are comparable in the taste of food. However, when comparing the menus of Tianranjian and Xiuyuhong Tea House, Xiuyu's price advantage is obvious, because similar things are more expensive than Xiuyu's. Although the difference of a few dollars seems small, everything is a few dollars more expensive, so after a meal, the customers who spend in heaven and earth are more than 21 yuan or even higher than those who spend in Xiuyu.
And every holiday, there will be a holiday menu in heaven and earth. Although there will be various packages related to the holiday, the essence is to make money with the help of the holiday. First of all, the price of holiday menu is more expensive than that of non-holiday leave; Secondly, we can promote the cuisines that are usually not well sold in the store through holiday activities, improve the sales level of various cuisines and reduce losses.
Xiuyu didn't change the menu during holidays, but attracted more customers with the traditional menu. In this way, Xiuyu undoubtedly has the upper hand for most consumers' pursuit of good quality and low price.
3. Service quality
Service is no stranger to this catering industry with high contact service, but it is the core content of the catering industry. Although both of them have grasped the social and cultural environment, added Chinese catering to the completely western-style mode, and finally created a western restaurant that conforms to China people's habits, both of them have their own advantages in internal service.
For two restaurants with two floors, when you first enter the store, when you walk into Xiuyuhong Tea House, the welcoming staff of the store will warmly welcome the customers, and then know the location of the whole restaurant through the walkie-talkie and arrange suitable seats for the customers according to the specific situation, so as to bring the customers to the seats. Then the person in charge of ordering will enthusiastically send the tea introduction menu to complete the subsequent series of matters.
such an organized service will make customers feel that the restaurant is well managed, with high-grade restaurant and excellent service quality, which will inevitably give the restaurant a good first impression evaluation. The staff of Tianrenren Western Restaurant are all concentrated on the second floor. Although customers will enjoy the service like Xiuyu when they walk from the first floor to the second floor, there may not be much difference between the services of the two restaurants for old customers, but in order to attract new customers and improve customers' first impression of the restaurant, Tianrenren Western Restaurant wants to compete with Xiuyu in service again, and can't ignore the service on the first floor.
quality service should be in the whole process of the restaurant, not just at a certain level. However, in terms of customer service, the service between heaven and earth is slightly better than Xiuyu. Because the service between heaven and earth captures the problems that occur when customers consume and the psychological characteristics of consumers, for example, he actively adds drinking water to customers at a high rate, instead of letting customers ask for water themselves. Such active service will make customers feel the service and make a good evaluation, and finally optimize the quality of service from the details.
4. Management system
They are quite different in management system. In the hierarchical management among employees, the management between heaven and earth seems to be more rigorous. Hold a staff meeting before work to let employees record today's precautions and review the problems that occurred in yesterday's work; Strict work system in the work; Carry out all kinds of health work after work and summarize the situation in today's work.
On the whole, Xiuyu's management system seems to be more suitable for the development of the company. Because from the perspective of employee flow, Xiuyu's employees are relatively stable, which is of great help to the development of the restaurant industry. However, there is a great turnover of employees < P > between heaven and earth, and there is a great turnover of waiters and dish delivery staff. This leads to the restaurant serving customers with new employees for a long time, and new employees often have such and such problems, which will have a certain impact on the excellent service of the restaurant; Moreover, a large number of new employees will also make the restaurant look immature, which will more or less make the overall service and overall impression of the restaurant greatly reduced, and the competition with similar restaurants will be inferior. Western restaurant marketing plan III
Summary:
With the further development of economy and culture, coffee, as a leisure consumption, is increasingly favored by middle and high classes. Jinan coffee market developed late, but developed rapidly. Chunqiu Coffee Western Restaurant is located in Jinan Hanlin Hotel, No.63 Jingshi Road. No matter its own strength or geographical location, coffee western restaurant has a certain competitive advantage, but its management effect is not satisfactory.
there are two main reasons for this, one is that its management is not standardized and its positioning is not clear, and the other is that the development of surrounding markets is not strong enough to adopt effective marketing strategies. In this regard, we will make a comprehensive analysis of the Spring and Autumn Coffee Western Restaurant itself and its surrounding environment, and formulate corresponding marketing strategies for different time and different consumer groups, in order to gain the awareness of the target consumer groups in a short period of time, make the business performance significantly improved, and gradually establish its own brand image among the consumer groups and cultivate the brand loyalty of the consumer groups.
1. background analysis
1. macro analysis
a. geographical environment:
Jinan, as a provincial capital city, has a special market position. It is the political, economic and cultural center of Shandong Province, with a good economic foundation and cultural background. There are many well-known enterprises and many foreign companies in the city, forming a certain scale of white-collar consumer groups.
B. Population structure:
The permanent non-agricultural population in Jinan is 2.6 million, with a large floating population. There are more than 21 colleges and universities in Jinan, and the total student population accounts for a large proportion of the total population.
C. Traffic Status:
By the end of xx, the city's highway mileage was 9,833.1 kilometers. At present, Jinan has Jiqing expressway to the east, Jingfu expressway, Beijing-Shanghai-expressway to the south and north, and Jiliao expressway to the west, and Jinan is surrounded by expressway around the city. National highways 114, 115, 221, 318, 319 and 16 provincial highways cross Jinan.
Jinan has formed a high-grade highway network with expressway as the core, and has taken the lead in realizing that all provincial capital cities and municipal governments are connected by expressway. Jinan has established its position as the highway network center of the province and the hub of expressway. In xx, with the gradual completion and opening to traffic of key projects such as Ji-He Expressway, Ji-Lai Expressway and Dabei Ring Expressway, the access depth of Jinan Highway and the highway collection and distribution capacity will be further improved.
d, composition of average income and expenditure: the number of employees in enterprises and institutions in Jinan city accounts for a large proportion of the total number of employees in urban units in the city, and the per capita income of employees on the job is obviously on the rise, and the consumption power of consumer groups is enhanced. <