This seems to be a very superficial and childish problem, but in the restaurant operators, there are individual or unconsciously often make this kind of low-level mistakes. They tend to bury their heads in the sand and count their tickets when business is good, and market a little when business is bad.

Restaurant marketing is a continuous business behavior throughout the enterprise, and will never be a breakpoint, whether you admit it or not, accept it or not, marketing is always accompanied by the operation of your business and existence, just from the situation on the active marketing and passive marketing points, from the results of the successful marketing and failure of the marketing of the difference. Therefore, the marketing work no snooze time, whether in the off-season or peak season.

Two, do a good job of peak season and off-season marketing conversion.

Don't look at the Spring Festival season every day customers are full of complacency, may be a big year you sing every day after the empty city. Because of traditional Chinese customs, a near the Spring Festival, the consumer power of the whole society in a short period of time there is a spurt of market, large and small restaurants are almost full, and it is difficult to say that because of your marketing work to do how good. The real test of the effectiveness of marketing, but also to the off-season is not a drop, a year is not sustainable, stable operation, in the customer is not enjoy a high degree of satisfaction and reputation, in the peer enterprises is not a leading party.

"Peak season to take advantage of the off-season to take advantage of the situation", which should be the core idea of restaurant marketing. Taking advantage of, is to seize the largest sales, to obtain the maximum revenue; take the potential, is to obtain the high ground, for valuable things, including operating popularity, customer reputation, brand awareness, and so on, so as to establish long-term strategic advantage. This "potential" and "profit" relationship is completely inseparable, there is no off-season "potential" as a cushion, it is very difficult to get the peak season "profit! "; and there is no peak season "profit", but also can not support the restaurant in the off-season to obtain the required "potential". Often off-season marketing work well done restaurant, to the peak season without having to invest too much in marketing costs can also be very profitable, this is the water to the canal.

In the off-season, the restaurant marketing work can be summarized in three aspects: 1, the maintenance of old customers; 2, the development of new sources; 3, brand image shaping. To do a good job in these three areas of work, moderate marketing costs are essential, rather than just not strategically low operating costs. This stage should be relatively light on the yield, but more emphasis on attendance and customer satisfaction, and ultimately to achieve the peak season to take profit as well as the year's revenue targets.

Three, save for a rainy day, off-season marketing pull from the peak season.

Restaurant marketing activities is a systematic, planned, consistent business behavior, restaurant marketing should try to do before the market changes, especially in the case of market trends are clear. Chinese restaurants should be in the Spring Festival season before the start of the post-holiday off-season marketing program, and then take full advantage of the good popularity of the Spring Festival period, in advance of the off-season marketing to promote the work. Specific methods vary, and their effect is often twice the result with half the effort. If to slip into the off-season, the popularity of the time to carry out marketing promotion, marketing costs will be a little higher, the difficulty is also greater.

Four, recognize the market changes, respond calmly.

This needs to be based on the restaurant's market positioning, from the source composition, consumer motivation, as well as post-holiday catering market adjustment trends and other aspects of the correct judgment and analysis, and then put the limited marketing resources into the most effective target market.

For the medium and high-end restaurant marketing, the Spring Festival season when the most important customer groups are official (including the government and the military), business and other social groups of the group consumption, during this period of time a lot of restaurants on the general retail customers have no time to take care of, some slack. But after the Spring Festival for a period of time, the customer source structure of the restaurant market will change. As a result of the pre-holiday concentrated surprise consumption, the enthusiasm of the group consumption after the holiday will be reduced, the frequency of consumption is also significantly lower. Correspondingly, the share of family consumption and casual consumption has risen. During the holiday season, the wedding and birthday banquets and centennial banquets, which are submerged in many reunion banquets and celebratory banquets, will stand out in the off-season and become one of the pillar sources of income for many restaurants. Another segment of the market, such as conventions and exhibitions and tourist groups, almost comes to a standstill during the Chinese New Year, but will become a non-negligible part of the restaurant market after the holiday.

In response to these market changes, the restaurant should be adjusted according to its own positioning of the marketing means to achieve targeted, simple and effective. For example, mid-range restaurants can launch a more affordable family packages, white-collar lunch to attract families and white-collar workers to spend; the launch of the "affordable liquor supermarket," which reduces the cost of alcohol consumption of guests, and effectively overcome the contradiction of the guests to bring their own alcohol; planning a more detailed and thoughtful wedding and birthday banquets, centennial banquets marketing plan, to more Preferential gift program to attract the booking of wedding and birthday banquets, 100-day banquet consumption, and so on. Of course, for the medium and high-end restaurant group consumption is still the mainstream, that part of the source should also have the corresponding marketing initiatives, must not lose sight of the other.

Fifth, the depth of the maintenance of VIP customers.

In marketing theory, there is a famous 2:8 law, that is, 80% of sales are often brought by 20% of the customers. It goes without saying that these 20% of customers are a restaurant's most important breadwinners. The restaurant should sort out the customers in the past year, find out what these 20% of customers are, formulate a special VIP customer maintenance program, by a well-trained team of specialists to implement these programs without fail. Customer maintenance is of course a long-term work, but in the off-season is more important.