With the rapid development of economy, the catering industry usually holds some promotional activities in order to attract and entertain customers. We plan the activities well, which is conducive to promoting the development of food and beverage outlets. The following is the "Marketing Scheme Planning of Restaurant Activities" compiled by me for your reference only. Welcome to read it. Marketing plan of restaurant activities (I)
I. Analysis of market environment
1. Problems existing in our store's operation.
(1) The positioning of target customers is not accurate and too narrow.
On the whole, the hotel industry in our city is generally in a bad state of operation, as long as there are too many hotels, the supply exceeds the demand, and the operating methods are similar, without their own characteristics, or the positioning is too high, which makes it difficult for consumers to accept. In addition, there are some problems in the service quality of some hotels, which affects consumers' confidence in spending in hotels.
There are also some problems in our store's operation. Last year's operation was not good, so we should reflect on the positioning of the target market. We should fully tap our own advantages and broaden the market. Our hotel's target market positioning is unreasonable, which is the main reason for poor efficiency. Jinqiao District, where our store is located, is a district with low consumption level, and most of the residents are ordinary employees. Our shop mainly deals in Cantonese cuisine and seafood, and the price is relatively high, which is unacceptable for most residents. However, the hardware level and service quality of our store are superior in this area. We have always positioned the middle and high-end hotels in the market, facing the middle and high-end consumer groups, and it cannot be attractive to the residents in this area.
(2) the news propaganda is not strong enough to cause a big sensation in the market, and the market awareness is small.
Although our store belongs to xx Group (xx Group is a famous enterprise in our city), the society doesn't know much about our store. Our store has never advertised except for short-term news propaganda when it opened, which leads to the low popularity of our hotel.
2. Analysis of surrounding environment.
although the overall consumption level in our district is not high, our store has a unique location. Our store is located next to xx National Road, with superior location and extremely convenient transportation. There are many vehicles in the past, so mobile guests are a potential consumer group. Although college students have no income, they are not a low-consumption group. There are more than 11,111 students in business schools alone. If we can provide products suitable for students and attract them to our store at a low price, it will be a huge market.
3. competitor analysis.
There are no hotels with similar grades around our store, but only a few small restaurants. Although they don't have the strength to compete with us in business ability, they attract a large number of nearby residents and students with low-grade food. On the whole, their business situation is good. Although our facilities and services are good, due to the error of market positioning, the actual operating conditions are not ideal, and we are at a disadvantage compared with hotels of the same grade in the market.
4. Analysis of our store's advantages.
(1) Our store is a subsidiary of xx Group, which is a famous enterprise in our city. There is no doubt about the strength of its company. Therefore, when planning carefully, we should also make full use of our brand effect and fully explore the great connotation of its brand, so that consumers will not doubt our catering products and fully believe that we provide high-quality products. We should pay full attention to this in our planning to attract consumers.
(2) Our store has good hardware facilities, abundant funds, its own parking lot and a large area of available space. This can be used to attract past drivers and to develop some promotional items to attract students.
opportunity: ① the strong strength of this enterprise provides conditions for our development; ② Convenient transportation and huge potential customers; Good hardware and existing high-quality staff provide us with a broad space for adjustment and development.
second, target market analysis
the target market is the most promising consumer combination group. Defining the target market can not only avoid the waste of influence, but also make advertisements targeted. Advertising without a target market is tantamount to "blind people riding blind horses."
the target market should have the following characteristics: consumers who are interested in hotel products and have the ability to pay, as well as consumers within the hotel's ability. Hotels should determine the target market as clearly as possible and make a detailed analysis of the target customers in order to make better use of the opportunities represented by this information, so as to make customers more satisfied and eventually increase sales. Customer resources have become the source of hotel profits, and the existing customers' consumption behavior is predictable, the service cost is low, and they are not as sensitive to the price as new customers, and they can also provide free word-of-mouth publicity. Maintain customer loyalty, so that competitors can not compete for this part of the market share, while maintaining the stability of the hotel staff. Therefore, integrating customer relationship marketing and maintaining customer loyalty can bring the following benefits to the hotel:
1. Get more customer shares from existing customers. Loyal customers are willing to buy more hotel products and services. The spending of loyal customers is two to four times that of casual consumption, and with the growth of loyal customers' age, economic income or the growth of their own business, their demand will further increase.
2. Reduce sales costs. Hotels need a lot of expenses to attract new customers, such as all kinds of advertising investment, promotion expenses and time cost of getting to know customers, etc., but the cost of maintaining long-term relations with existing customers is decreasing year by year. Although in the early stage of establishing a relationship, customers may have many problems with the products or services provided by the hotel, which requires the hotel to make some investment, with the progress of the relationship between the two parties, customers are more and more familiar with the products or services of the hotel, and the hotel is also very aware of the special needs of customers, so the required relationship maintenance costs become very limited.
3. Win word-of-mouth publicity. For some complex products or services provided by the hotel, new customers will feel more risky when making decisions, so they often consult existing customers of the hotel. The advice of old customers with high satisfaction and loyalty is often decisive, and their strong recommendation is often more effective than various forms of advertising. In this way, the hotel not only saves the sales cost of attracting new customers, but also increases the sales income, thus improving the hotel's profit.
4. Improving employee loyalty. This is the indirect effect of customer relationship marketing. If a hotel has a considerable number of stable customers, it will also form a long-term harmonious relationship between the hotel and its employees. In the process of providing services to those satisfied and loyal customers, employees realize their own value, and the improvement of employee satisfaction leads to the improvement of hotel service quality, which further enhances customer satisfaction and forms a virtuous circle.
according to our previous analysis and the current market situation, we should focus on the general public, nearby college students and past drivers, and then attract some middle-and high-income consumer groups on a secondary basis. They have the following * * * characteristics:
1) Their income level or spending power is average, and they pay attention to material benefits and cleanliness. Spending in hotels is generally to entertain relatives and friends or improve their lives on holidays.
2) They don't have high spending power regularly, but they have the desire to improve their lives occasionally.
3) Pay attention to safety and hygiene, and need a more comfortable dining environment. Students prefer a stylish dining environment.
Third, the general marketing strategy
1. "High-end hotels for the people"-unique culture is a magic weapon to attract consumers. We position the hotel culturally. Although we position the hotel for low-and middle-income people and nearby college students, it doesn't mean lowering the taste and product quality of the hotel. We should provide customers with high-quality catering products and quality services at low prices, and never exchange low quality for low price, which is also a respect for customers. Let the consumer realize that what we provide him is a place where he can enjoy life. Can be aimed at the hotel's environment and location in the newspaper to attract consumers' patronage. Let customers get a kind of "noble" satisfaction psychologically.
3. use strong advertisements, such as newspapers, in order to cause a "sensational effect" as a strong sales, thus attracting a large number of consumers' attention and establishing popularity. Marketing plan of restaurant activities (II) < P > I. Laying a good foundation for operation < P > The foundation of restaurant operation can be summarized as "one center" and "two basic points".
1. "One Center" operated by restaurants. The center of restaurant management is the market and the target customers. Restaurants must pay attention to the market, be market-oriented, and work around the market. Taking the market as the center of the restaurant is to follow the market rules, do a good job in market research and understand the market demand. It is not possible to operate by subjective speculation, but to adjust the business strategy in time with the market changes and carry out restaurant business activities purposefully.
2. The "two basic points" of restaurant management. There is always competition in the market economy, and sometimes the competition is very cruel. In order to win in the fierce competition, restaurants must first practice their internal strength and manage and coordinate all aspects of the work within the enterprise, so as to enhance their operating strength and remain invincible in the unpredictable market. To do this, we must make great efforts to cultivate and bring up a high-quality staff and establish a correct business philosophy. These are two basic points of restaurant management. The production and consumption of restaurant services occur at the same time, and the contact between guests and employees who provide services is multi-faceted and extensive. Without first-class employees, there will be no first-class service; Without satisfied employees, there will be no satisfied guests. Employees are the most valuable wealth and resource of the restaurant. Cultivating and bringing up a staff with good quality, rich knowledge, skilled skills, standardized etiquette, honest business ethics and enthusiastic working attitude is the most fundamental work of restaurant management. Restaurant is a traditional service industry, and the service should be customer-oriented, so that customers can feel at home and satisfied everywhere when they come to the restaurant. To do this, we must fully implement the business philosophy of "guests first" in the restaurant, establish the working concept of "making customers satisfied as the first responsibility", consider and serve customers in all directions, and lay a good business foundation from the ideological construction.
Second, the management should have innovative thinking. The more the society develops and the market is subdivided, the more specialized the restaurant management should be.
In recent years, the phenomenon that the products of restaurants are the same, the same, and one hundred stores are unique has become more prominent in China, which has led to intensified competition among restaurants, leading to rising costs and declining benefits. The diversification of consumer demand requires that restaurant products must also be diversified. Restaurant hardware can't blindly compare luxury, style, big and complete, but should be based on designing different styles, tastes, atmosphere and cultural characteristics with limited investment. Restaurant software should also be "new" (personalized, featured and visualized) on the basis of "old" (standardization, standardization and programming). Restaurants will be ruthlessly eliminated by the market if they don't carry out this kind of innovation and transformation work. Restaurant innovation should be carried out according to customers' requirements, fully solicit customers' opinions and listen to various reflections. For old customers, we should actively seek improvement opinions and improve our work in time, so that old customers can constantly feel new services and new changes and enhance their loyalty to products. For new customers, it is necessary to strengthen the promotion of the functional characteristics of the restaurant and highlight the differences from other restaurants. To retain customers, products must have changes, innovations and breakthroughs. If restaurants want to show distinctive differences, the easiest breakthrough is culture. The regional characteristics of culture are particularly obvious. Most of the guests staying in are from different places, and the higher the distance between the guests and the restaurant, the greater the cultural differences. Restaurants can highlight the local characteristics in terms of building shape, interior decoration, clothing of service personnel, service form, food culture, background music and entertainment activities, and attract customers to choose their own restaurants for consumption. The restaurant provides life service, and the general psychology of the guests is always innovative, different and changeable, and they are often willing to accept various cultures in different places. If you blindly cater to the original lifestyle of the guests in the service, you may not be able to achieve the ideal effect. Because the guests come from all directions, the stylized model can't adapt to all the guests, and sometimes the guests may think that this kind of catering is a poor service. Of course, innovative services can't be imposed on others. We should provide guests with a variety of choices, respect their choices and provide personalized services.
Third, do a good job in internal marketing of restaurants
Internal marketing of restaurants is the promotion of all employees in restaurants, which is the continuation and extension of restaurant marketing and a form of saving marketing costs.
first of all, internal promotion is aimed at the guests who have already checked in or the old customers, and stabilizing the existing customers means stabilizing the existing market share. Secondly, internal promotion does not need full-time staff, which is easy and convenient compared with external promotion activities. From the general manager to the waiter, from the front desk to the background, everyone can participate, and all the restaurant staff are voluntary salesmen. As long as the enthusiasm and initiative of all staff are mobilized and some methods and skills are properly mastered, the restaurant will form a strong internal sales force. Secondly, internal promotion does not require special funds. Unlike advertising, public relations, etc., it needs special funds, but at the same time, it loses no time to sell to customers properly, just by changing more flexible methods, language skills and forms. This is the lowest cost and the fastest way to promote sales. In addition, internal promotion is not subject to any restrictions, and promotion can be launched anytime and anywhere during the service process, which is very convenient. Therefore, internal promotion is a very effective marketing. It is an extension of external promotion. The guarantee of internal promotion is the quality of service. Only high-quality service will satisfy the guests, and they will be willing to accept the inducement of internal promotion, increase consumption and spend again. In addition, establishing and perfecting a set of incentive internal promotion mechanism is the institutional guarantee for doing internal promotion well and establishing the marketing consciousness of all employees.
1. The atmosphere of the holiday restaurant. To a great extent, people consume the whole service of the restaurant, not just the food. Therefore, we should make corresponding arrangements in the atmosphere of the whole restaurant.
dining table. Put a bottle of gorgeous flower arrangement or potted flowers on the dining table, such as rose, cuckoo, Milan, etc. Its gorgeous colors and fragrant fragrance can make people's brains in a leisurely environment and increase consumers' appetite.
stereo. The specific sound effects in the restaurant can produce a unique atmosphere. In the restaurant, small landscapes are arranged, and the tinkling sound of rocks dripping into the spring makes people feel like walking along the stream by the spring. The restaurant plays some flowing background light music, such as clayderman's piano music. Can make the dining mood of catering consumers particularly pleasant.
lights. The intensity of restaurant lighting and the illumination of light color have an important influence on the dining mood of catering consumers. Fair restaurant lighting can not only arouse consumers' desire to see, but also make consumers happy to eat in a visually comfortable restaurant environment.
hue. Different colors can lead to different associative artistic conception of catering consumers and produce different psychological feelings. If the restaurant's color selection is properly deployed and eye-catching, it will have a negative impact on catering consumption.