activity plan of hot pot restaurant

1. Purpose

We already know the strategy of attacking competitors. By attacking competitive brands, we have a very good advantage in the newly opened store. However, for competitors who have been operating successfully for a period of time, our previous attack can not directly affect our turnover, so we need this supplementary plan in order to seize and narrow the market of some competitors and achieve the purpose of attacking competitors.

2. Preparation before grabbing

Before any activity is carried out, a single store should make a preliminary survey of its competitors in the business circle, and separate the main competitors from the secondary competitors. The survey of the main competitors includes: decoration positioning grade, food price positioning, competing competitors' selling points, service quality, hygiene, operation process, turnover, attendance rate, advertising strategy, promotion strategy, etc. Based on the analysis of the results of such market surveys, we will formulate our robbing plan.

third, because of different brands and regional differences, the headquarters only provides a few typical examples, and does not intend to make detailed implementation rules, focusing on spreading an idea, hoping that a single store will have its own detailed plans and strategies in implementation.

Fourth, the strategy of grabbing

<; I > The decoration orientation of a single store

1. The decoration style of a single store implements the headquarters standard, which not only has a distinct personality, but also highlights the cultural atmosphere. (High-grade shops include plaques, poems, calligraphy and paintings, reliefs, etc.) 2. Decorative materials and construction techniques should not be too rough.

3. A single store with a large scale and high grade is relatively competitive. A VIP room can be set up in the private room of a single store (gold or silver utensils can be considered) to attract established customers, and at the same time, it can play an advertising role and create influence in the industry.

4. Single stores with an area of more than 811㎡ may consider adding a performance platform: ① Folk music performance (guzheng, dulcimer, erhu, etc.); (2) Fashion models perform and singers sing to increase the atmosphere and stabilize the tourists.

< Second > Price positioning

Price is the most sensitive adjustment lever. We should position the price according to our own situation. Our pricing standard does not refer to the secondary competitors, but mainly refers to the main competitors of the same grade. The price is slightly lower than this kind of competitors, and we must never be higher than the competitors or sell the main products at special prices, and (other price differences are basically the same) we are superior to the competitors in terms of services or preferential measures.

< Third > Analyze the advantages and disadvantages of competitors.

we analyze the advantages and disadvantages of competitors in the business circle from two aspects: important factors and unimportant factors, such as environment, hygiene, dishes and services. Non-important factors mainly refer to supplementary and auxiliary measures, such as some non-significant preferential measures; Among many important factors, our competitors already have it (the difference in price is our appeal point), so our detailed rules must find the shortcomings of competitors in non-important factors (auxiliary factors), such as whether competitors have parking lots and car washing services; How many kinds of snacks are there, and whether there are foods that children and women like; Whether the group has vehicle transportation; Whether there are green plants in the store; Extension of service; Whether there is a congratulatory gift; The ingenuity of small gifts, etc.

in order to make our single-store manager have a concept and implementation ideas, the following is a brief introduction of the theory of "quadrant analysis model", hoping that the theory conveyed by the headquarters can enlighten our single-store manager.

advantages of repair area advantages: (of high importance) are advantages of single store, which need to be maintained.

opportunity zone maintenance zone repair zone: (of high importance) The performance of a single store in this respect is relatively poor, and it needs to be repaired and improved.

opportunity area: (low importance) single stores have a poor performance in this respect, which is ignored by consumers and competitors, including our single store. Our single store can tap this opportunity, understand the satisfaction of our customer base and attract potential customers.

maintenance area: (of low importance) the single store performs better in this respect, which is of little practical significance to the single store and does not require much effort.

The following are some examples of the application of the above theory:

1. Dining with books or CDs

Detailed rules: if you spend over ⅹⅹ yuan, give ⅹⅹ yuan of books or CDs.

This scheme will be very attractive to people in the era of knowledge and culture. No matter when reading or listening to CDs (printed with red door propaganda materials or greetings, etc.), we can always think of our single store, and we will mention our single store many times in the communication between customers and their friends, so as to attract other friends to become our customers. This way is very consistent with our single store and attract other friends to become our customers. This way is very consistent with the strong cultural atmosphere of our single store.

2. If the other side charges for rice, our rice will be free. If the competitors don't charge for rice, the rice in our single store should be made of high-quality imported rice, such as Thai fragrant rice and Northeast rice, to highlight our own characteristics.

3. The snacks in our store are diversified and new special varieties are added in time. If our competitors only provide one fruit platter every day, our single store will provide multiple fruit platters for customers to choose from.

4. A "cashier bag" can be made. The cashier bag is printed with the introduction of our single store and the telephone number for booking, which is used to install the cashier to find the change for replenishing the guests. It is both sanitary and convenient, and plays the role of promoting the single store.

5. If there are no entertainment facilities or venues in the dining hall or private room of competitors, then our single store can set up a performance platform in the hall and other suitable places for customer entertainment and program hosting.

6. If competitors have no appetizers or only one kind (pickles and pickles) before the meal, we can consider sending two or more kinds of appetizers (fennel beans, peanuts, pickled cucumbers, leeks, etc.) before the meal.

7. The opening of "luxury private rooms" as mentioned earlier is also an innovation in the opportunity zone.

and a series of methods to find opportunities to attack competitors, the premise must be that the disadvantages of the "repair area" have been fundamentally improved.