6 templates of catering marketing planning scheme
When you are looking for catering marketing planning scheme, you may have encountered some problems and want to find some new ideas. Do you know how to make a catering marketing plan? Below I bring you the template of catering marketing planning scheme, I hope you can like it.
template of catering marketing planning scheme (1)
1. Purpose of activities
Through the analysis of the operating conditions and surrounding environment of this western restaurant, we must first make clear what problems we hope to solve through Qixi marketing activities. Is it to quickly enhance the popularity and brand image of western restaurants? Or is it mainly to promote sales? Different direct purposes will lead to differences in the theme and details of the event.
according to the analysis of the general industry situation, the catering industry is not worried about having no guests at home during the festival period. For the middle and high-end western restaurants, I think it is more important to create a good image and consumption atmosphere of the restaurant through the analysis of the target consumer groups (mainly 21-41-year-old groups) and the packaging of the event theme and the promotion in advance, so as to attract the attention of the target groups in advance. Simply put, it is how to better, more and more accurately grasp the target customer base before the festival to ensure the sales during the festival.
2. Refine opinions
Attracting more audiences' attention is the key to this marketing activity, and no matter what form the event is implemented, it must be very attractive; No matter where the venue is chosen, there must be a considerable flow of people; No matter how many people participate in the activity, it is most important to grasp the target audience.
strategy introduction
1), target audience analysis of western restaurants
Considering three questions, who will go to middle and high-end western restaurants for consumption? How do they spend? What are the expectations in the process of consumption?
Mid-to-high-end western restaurants have gradually become an ideal place for people to make friends, have business talks and get together. Besides consuming meals, consumers pay more attention to the environment and atmosphere. This group of people have established values, love life, have certain opinions and tastes, and they pay more attention to spiritual enjoyment besides the product itself.
according to the marketing background of Qixi Festival, we will target the middle and high-end people aged 21-41.
When they eat in a restaurant, they not only want delicious food, but also pay attention to value-added factors such as environment, atmosphere and culture.
Their consumption expectation is: Is the meal delicious? Does the restaurant have style? Is it fun? Is there any discount? What spiritual benefits did it bring to them?
2) How to attract them?
because the positioning of the festival makes it cultural, how can we hope the attention of the target group? During the activity, the high-end and unique image of the western restaurant was established with packaging full of Qixi cultural atmosphere; In order to meet the needs of the target audience, creative activity themes detonate the market; Visible discounts attract more target groups to join.
3) Differentiated highlights of marketing activities
Hold a bachelor party for single customers aged 21-41. Taking "Perfect Encounter, Expanding Friends Circle, Finding a Partner" as the gimmick, we will not only meet the needs of single people to make friends, but also attract more target groups with unique environmental atmosphere and creative highlights of activities to drive restaurant sales.
for couples aged 21-41, hold a couple party. Take the wedding anniversary and love anniversary as an opportunity to attract the target group to come to the store for consumption.
4), communication planning
The publicity posters of the activities are scattered, and the areas are located in office buildings, shopping malls and downtown areas, mainly targeting the target groups of 21-41 years old.
the advertising campaign of the day created momentum.
during the event, vouchers were distributed in abundance.
5) where is the profit of western restaurants?
① The form of consumption vouchers during the activity continues to lengthen the hot-selling cycle of western restaurants. Not only improve the daily sales of the restaurant, but also ensure its periodic high sales.
(2) increase the sales volume in the store with theme activities.
Part III Activity Planning
Theme Interpretation: Western restaurants, Valentine's Day and tasteful men and women seem to be three roles that are closely linked by nature. As a marketing activity of Chinese Valentine's Day for middle and high-end western restaurants, it is necessary to have both substantial profit-making promotions and promotional concepts that can meet the needs of target consumers psychologically and spiritually.
the theme concept of this activity is based on "breaking the traditional life and creating romantic surprises", which caters to the white-collar workers' yearning for romance, surprises, humanities and making friends in ordinary life. Therefore, the theme of "looking for a more beautiful you" is drawn up. One is to point out the basic elements such as the background and time of the activity literally, and the other is to meet the psychological desire of the target group as a gimmick, so as to achieve the purpose of attracting consumers' attention.
3. Activity positioning and tonality
Tonality: Style, culture and fashion are extensive
Positioning: a marketing activity with the widest influence, the largest number of people, the lowest participation threshold and the most topical culture, which is aimed at middle and high-end consumers aged 21-41.
4. Activity form
If the consumption reaches _ _ _ amount, the voucher will be refunded → the sales cycle of this western restaurant will be extended by intuitive profit-making promotion.
theme activities at night → set off the audience, create news topics and expand popularity. Template of catering marketing planning scheme (Part 2)
With the development of market economy, the competition in all walks of life has become extremely fierce, and the marketing concept has gradually developed from the original self-centered product concept, production concept and sales promotion concept to the marketing concept with customer demand as the main requirement. The ultimate goal of the catering industry struggle can be summarized as one sentence: create, increase and retain customers.
In the design and planning of the hotel restaurant, the hotel can make great efforts in the design of the store logo, the decoration style, furniture, layout and color lighting of the restaurant, so that it can play a promotional role, such as creating a bamboo restaurant with Dai style; Restaurants in old Shanghai in the 1931s; Western steak house with romantic and elegant artistic flavor; Chinese restaurants with the appearance of Qing palace costumes; Take yurts, small square tables and flower carpets as the theme image; Italian restaurants with red, white and green flags everywhere in the restaurant; Successful examples of image marketing such as Sichuan restaurant of Chinese tea.
with the progress of society, people's material needs and spiritual needs are developing in a high-level direction, and the specific consumption also fully reflects this diversified feature. Guests with different levels, different consumption psychology and habits have different consumption standards and services provided by hotels. This requires that the service personnel should not only serve according to the prescribed service methods and service specifications, but also provide more targeted services for the guests, so as to meet the extremely personalized psychological needs of the guests, such as: eating in a restaurant, the service personnel will help the guests order according to the number of people they like to eat; At the same time, recommend drinks according to the level of food consumption of guests; Pay great attention to the timing and temperature of serving during the dinner, and pay attention to the service details; Quick and accurate checkout, so that guests can not only experience warm service, but also deeply feel the good intentions and silent care of the hotel, so how can we not let the guests be moved? There is a very popular saying in modern marketing that "marketing is not only to satisfy customers, but more importantly to impress them". Only in this way can customers become "repeat customers".
smiling service is the most basic service etiquette and service standard for employees. Smile is a hospitality attitude, a product and an effective marketing tool. In the hotel industry, there is a saying that the food is not enough for service, and the attitude of service is not enough. The attitude here is to ask for service with a smile. Smiling service has two meanings in essence: smiling service not only represents the hotel's warm welcome attitude to guests, but also represents the service personnel's high sense of honor and responsibility for their own careers. Only when managers create a warm, harmonious and uplifting environment for employees will employees have a heartfelt smile. At the same time, it is also necessary to cultivate the spirit of "dedication and happiness" of employees.
there is an "81/21 rule" in hotel sales, that is, 81% of the turnover comes from repeated purchases or consumption by 21% of loyal customers, while the other 21% comes from those 81% of free customers. Therefore, we should vigorously develop the loyal customer base, that is, implement the membership system and issue VIP cards:
1) If you spend more than RMB _ _ _ _ _ _ in our hotel (catering and guest rooms), you will be issued a VIP gold card, enjoying a 4.5% discount on accommodation and a 9.5% discount on dining. Enjoy the preferential price of the agreement when spending in our alliance entertainment places;
2) Anyone who deposits more than RMB _ _ _ _ in cash in our hotel will receive a recharge membership card. In addition to enjoying the same preferential conditions as VIP guests, members can also enjoy monthly discounts, discounts, dishes and fashion gifts for members.
If the hotel is launched within 11 days or one month after opening, you can enjoy a 51% discount when staying in this hotel, and you can get preferential activities such as fashion gifts, and you can enjoy a 21% discount on dining or give a dish together.
the top 11 customers in guest rooms and restaurants are judged every month, and gifts, reasonable rebates or full free coupons for hotel rooms are given. Gifts and coupons can be about% of their consumption amount, and full consumption can be about% of their consumption amount. If you don't have a VIP card, you can give it away for free and enjoy preferential treatment in future consumption.
The above are some contents of the hotel catering marketing planning scheme. Please download and view more contents. If you are satisfied with our information, please pay attention and thank you for your support! Template of catering marketing planning scheme (Chapter 3)
I. Theme of the event
Thank you, Mom!
second, the activity time
__ _ _ _ _ _ _ _ _ _.
third, the main category
catering.
IV. Activity Contents
Activity 1: "Send a _ _ family photo"-the happiness of the whole family is a gift for mom!
during this activity, customers who have spent more than RMB _ _ _ will get a free photo card with a value of RMB _ _ _ with the valid shopping voucher of the day. Each person is limited to one.
collection place: south gate * * * special gift room for space enjoyment.
activity 2: "thank you, mom!" Family sale
Participating categories: women's wear, household goods (gifts), knitted underwear.
sale place: south gate * * * enjoy the space.
special sale time: _ _ _ _ _ _ _ _ _ _.
activity 3: "mom model show"-the most beautiful thing in the world is always mom!
location: west square.
time: 3: 11-4: 31 p.m. every day on _ _ _ _ _ _ _ _ _.
note: live interactive questions and answers will be interspersed during the catwalk, and there will be prizes for correct answers.
activity 4: "carnations for mom"-the flowers are full of children's hearts.
activity time: _ _ month _ _ day.
customers who shop on the same day can get a carnation with a single receipt (over _ _ yuan). Each person is limited to one.
collection place: south gate * * * special gift room for space enjoyment.
activity 4: "most like mother and daughter, mother and child" evaluation.
registration time: _ _ _ _, _ _ _.
registration place: ximen general service desk.
registration procedures: to register a mother or daughter, you need to hold a household registration book and 1 photos (more than 5 inches) of your mother or daughter's life.
Competition time: 3: 11 pm on _ _ _ _. Venue: West Square.
competition form: announced on the spot.
Award setting:
There are _ _ first prizes, and each prize is worth _ _ yuan.
there are _ _ second prizes, and each prize is worth _ _ yuan.
there are _ _ third prizes, and each prize is worth _ _ yuan.
V. Solemnly declare
During this activity, it is absolutely forbidden for the shopping guide to raise the price or accept the cashier without permission. Once the counter violating this regulation is found, the mall will impose a fine of _ yuan on the merchant!
for the above two kinds of violations, the whistleblower will be rewarded with _ _ yuan, and the violator will be rewarded with _ _ yuan.
VI. Notes on settlement issues
The original settlement method remains unchanged, and at the same time, the settlement process of "Carnation to Mother" activity on _ _ _ _ _ _ _ _ is as follows:
1. Customers will collect carnations at the gift-giving office with a single receipt (spending over _ _ yuan) on that day.
2. The staff verifies the legality of the receipt.
3. register by department (the top three departments of the mechanism receipt), that is, each department has a Flower Donation Registration Form, in which the sales code and the number of the shopping guide are registered.
4. Stamp the receipt of the mechanism with the gift badge (or words).
5. Give the customer a carnation.
6. On the first day of _ _ _ _ _, the gift giver will hand in the Flower Donation Registration Form of _ _ _ _ _ _ _ to the finance department.
7. according to the registered sales code, the finance department inquires about its suppliers and registers the supplier code in the designated position in the flower-giving registration form. Before 11: 11 on the same day, it will be sent to the heads of relevant departments.
8. The department head is responsible for checking the sales records with the shopping guide.
9. If you have any objection, please contact the staff of the Gift Office.
11, before 18: 31 on the same day, it is checked correctly, and the department manager signs and confirms that the Flower Donation Registration Form is returned to the financial floor accountant.
11. The floor accountant shall enter the supplier's fee according to the confirmed Flower Donation Registration Form, with RMB _ _ per item.
12. The floor accountant will file the Flower Donation Registration Form.
VII. Explanation of "Return"
1. Goods purchased by customers during this activity and any previous activities are not allowed to be returned without a bill.
2. Return: When customers shop during the activity, the mall will refund cash according to the actual payment amount on their shopping vouchers. If the customer has received the prize or gift in this activity, it must be returned together with the prize or gift. If it cannot be returned after use, the customer must pay the corresponding cash, which will be directly deducted from the refund, and the insufficient part will be made up by the customer. Template of catering marketing planning scheme (Chapter 4)
1. Do a good job in marketing conversion between peak season and off season
Don't be complacent when customers are full every day in the peak season of Spring Festival, and you may 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.