Tisch
What is the marketing management plan for off-season catering? After the Spring Festival, the catering industry will usher in the longest off-season in a year, which will basically last until April, during which it still needs to make a profit. However, how to deal with the marketing burden of "being left out in front of the door" after the holiday has long been a heavy burden on restaurant owners.
Catering off-season marketing management should pay attention to the following points:
First, do a good job in marketing conversion between peak season and off season.
Customers are full every day during the Spring Festival peak season, so don't be complacent. Maybe you will sing an empty plan every day after New Year's Day. Due to the traditional customs in China, as long as the Spring Festival is approaching, the consumption power of the whole society will explode in a short time, and almost every restaurant, large and small, is full. It's hard to say, because you have done a good job in marketing. The real test of marketing effect lies in whether the off-season plummets, whether it can continue to operate stably within one year, whether it enjoys high satisfaction and reputation among customers, and whether it belongs to the phalanx among peer enterprises.
The goals and strategies of successful restaurant marketing are clear, and they are implemented step by step as planned. One key point is how to change the marketing strategy between peak season and off season.
"Profit in peak season, gaining momentum in low season" should be the core concept of restaurant marketing. Profit-taking is the sales volume to be seized and the income to be obtained; Take advantage of the trend, that is, to gain the commanding heights and strive for valuable things, including merchant awareness, customer reputation, brand awareness, etc., so as to establish long-term strategic advantages. The relationship between "potential" and "benefit" is inseparable Without the "potential" in the off-season, it is difficult to get the "profit" in the peak season; Without the "profit" in the peak season, it is impossible to support the restaurant to obtain the "potential" needed in the off-season. It is natural that a restaurant with good marketing in the off-season can make a lot of profits in the peak season without investing too much marketing cost.
In the off-season, the focus of marketing work can be summarized as three aspects:
1, old customer maintenance;
2. Develop new customers;
3. Create brand image.
To do these three aspects well, moderate marketing costs are essential, rather than blindly reducing operating costs without strategies. At this stage, we should relatively despise the rate of return, but pay more attention to the attendance rate and customer satisfaction, and finally achieve the profit target in the peak season and the whole year.
Second, recognize the market changes and calmly respond.
This needs to be analyzed according to the market positioning of restaurants, from the composition of tourists, consumption motives, and the adjustment trend of the catering market after the holiday.
Make a correct judgment and analysis, and then put the limited marketing resources into the most effective target market.
For middle and high-end restaurants, the main customer groups in the Spring Festival season are official (including government and military), commercial and other social groups. During this period, many restaurants have no time to take care of ordinary individual customers, leaving them in the cold. However, after the Spring Festival, the customer structure of the catering market will change. Due to the concentrated surprise consumption before the holiday, the group consumption enthusiasm will be reduced after the holiday, and the consumption frequency will be significantly reduced. The corresponding share of household consumption and personal consumption has increased. During the holiday season, wedding birthday banquets and centennial banquets submerged in many group New Year's Eve dinners will become more prominent in the off-season and become one of the pillar sources of income for many restaurants. Another market, such as exhibitions and tour groups, almost stopped during the Spring Festival, but it will also become an indispensable part of the catering market after the holiday.
In view of these market changes, restaurants should adjust their marketing methods according to their own positioning, so as to be targeted, simple and effective. For example, mid-range restaurants can introduce more affordable family packages and white-collar lunches to attract the consumption of families and white-collar office workers; Introduce "cheap drinks supermarket" to reduce the consumption cost of guests' drinks and effectively overcome the contradiction of guests bringing their own drinks; Plan more detailed and thoughtful marketing plans for wedding banquets and centennial banquets, give more preferential items, attract the consumption of scheduled wedding banquets and centennial banquets, and so on. Of course, for high-end restaurants, group consumption is still the mainstream, so there should be corresponding marketing measures for this part of customers, and we can't lose sight of one thing and lose sight of another.
Third, grasp the small in the off-season *
In the off-season after the Spring Festival, there are also some small consumption hotspots, such as 3.8 Women's Day. Many units will organize female employees to have dinner to celebrate, and many female consumers will also get together with friends to enjoy food. There will also be some different exhibition business opportunities in various places, which will set off a big upsurge of catering consumption in the short term. Restaurants should make a good marketing plan as soon as possible, and carry out marketing promotion work in an orderly way, so as to gain good results in these off-seasons.
Four, with the off-season marketing activities, to maintain a moderate advertising.
During the peak season, your advertisements are often submerged in the ocean of advertisements. In the off-season, moderate marketing activities combined with moderate advertising will make your restaurant more eye-catching in the whole industry, and the effect of brand promotion will be better, and the effect of marketing activities will be better.
Five, chopping wood and sharpening the knife is correct.
In the off-season, marketing work should be done with both hands, and both hands should grasp the market, which is called "chopping wood"; The other hand practices internal skills, which is called "sharpening the knife". What I have described above is mainly some strategies to grasp the market. I have the following suggestions about practicing internal skills:
1. Summarize the gains and losses of peak season marketing, and constantly improve marketing ideas and methods;
2. Re-examine the established follow-up marketing work plan, and modify and improve it;
3. High-quality products and services are marketing, so in the off-season when business is not very busy, we will conduct systematic service and production skills training to continuously improve service quality;
4. Eliminate unqualified marketing personnel, recruit new marketing personnel and conduct comprehensive and intensive training;
5. Review the shortcomings of restaurants in brand display in the past, enrich the brand connotation, and strive to create a high-grade brand image. After the Spring Festival, the off-season situation of the catering industry is grim, so it is necessary to make a good marketing management plan so that our enterprises can win more benefits.
extreme
(1) Overview and tasks of the restaurant
The restaurant is divided into two floors, each floor is 70 square meters. The total number of dining tables on the first floor is 10, and there are 2 large boxes and 4 yurts (small boxes) on the second floor. The dining room can accommodate 140 people at the same time. Business hours are 10:00 am to 23:00 pm.
The catering services provided by the restaurant mainly include: western-style steak, mid-evening mass meal, western-style noodle (powder) food, western-style salad/platter, ice cream (couple ice cream), sushi, fried chicken burger and so on!
The restaurant's existing special services: membership system, couple package, birthday flowers, free boxes, boxes including KTV and so on!
(2) Market analysis
1, prospect analysis:
In the current consumer market, college students, as a special consumer group, have attracted more and more attention. Because college students are young and special, they have different consumption psychology and behavior from other consumer groups in society. On the one hand, they have strong consumer demand, on the other hand, they have not achieved economic independence, and their consumption is greatly restricted. Generally speaking, college students' consumption psychology is in a period of growth and perfection. Among many factors that affect their purchase, such as quality, price, brand and mood, they first consider the quality factor, but pay more attention to the influence of price and mood.
The dining environment in our restaurant is elegant, and more consideration is given to the emotional demands of diners, which is more in line with the consumption psychology of college students.
2
The survey results show that college students mainly spend 400~600 yuan on daily meals, of which dinner and love account for a large proportion. Our special service caters to this market demand.
In terms of price, we fully consider the consumption power of college students, and the price is fair, and we also launch various promotion strategies at an appropriate time. 2. Supply analysis
According to the survey, there are two western-style restaurants (mainly western-style fast food) around Nanxin University, and there are three Chinese restaurants with a certain scale. Among them, the environmental atmosphere of the big tomato Italian restaurant is similar to our idea of 6- 1, but the product is too simple and the price is higher.
It is worth mentioning that there is a lack of Chinese and western restaurants in the market, and the couple market is not fully developed, which has great development prospects; A Chinese-western restaurant (self-cultivation hall) prefers Chinese food, with small scale and poor environment; This gives our very 6- 1 fashionable restaurant a broader market prospect. 3. Demand analysis
Influenced by students' personal consumption level and habits, students' personal consumption frequency of western food is relatively low. According to our survey results, the western-style fast food restaurants near the school are not operating well, with less passenger flow and unsatisfactory income. Many students want to experience western food culture before graduation, which is a huge potential market. Therefore, in the coming period, the demand for western food is likely to increase further.
In addition, the college student couple market is also a huge potential market and one of the main target markets. Because college students in love account for a considerable proportion, the root
According to some school surveys, the proportion of college students who have been in love or are in love is 65%. According to incomplete statistics, students in love account for about 40% of the total number of students in the university town. The western restaurant with a good environment is one of the first choices for couples to "date". Because couples are eating.
Generally, when they choose rings, they have relatively high requirements for dining environment and have their own demand characteristics:
In the survey, 34.7% students choose to eat western food with couples.
(3) Market competition analysis 1, competitors
There are many ways to determine competitors. Here, restaurants with the same grade and similar products within a certain range are used as the basis for determining competitors.
There are only two western restaurants along Pancheng Road next to the school, but the concept of a very 6- 1 fashionable restaurant is above them in both restaurant environment and product quality. We visited these restaurants as customers, comprehensively considered the equipment, area and customer capacity of the restaurants, and chose three restaurants as competitors of the very 6- 1. (Chongqing Chili Village has just opened)
2. Very 6- 1 Compare with the products and storefront facilities of these three restaurants.
(d) SWOT analysis of restaurants (strengths, weaknesses, opportunities and threats)
(5) Marketing objectives
1, target market
According to the above analysis, the target market of the restaurant is mainly: individual students, couples, student groups, school associations and so on.
Students' personal market: mainly students with good family level who are interested in western food culture. 65.5% of the students in the survey are interested in experiencing western food culture.
Student group market: including birthday parties, classmates' parties, community dinners, class activities, etc.
Couple market: There are not many restaurants and shops with good environment and atmosphere in and around the school. The location advantage and price advantage of the restaurant can attract couples and students to eat. According to the survey, 34.7% students will choose to go with their partners when eating western food. (And with the increase of the number of couples, this number has a further growth trend. )
In-school associations: As the school is under construction, the facilities in the school are not perfect, and there are few places for students to organize activities. Therefore, some associations need a better environment to hold various activities.
2. Sales target
According to this year's market analysis, couples students and student groups are the main target markets, and the increase or decrease of personnel will not be too great. The main consumption is steak, hamburger, sushi and ice cream. Properly manage popular meals and pasta. The questionnaire shows that when students go to western restaurants for consumption, 53.3% of the food they choose is pie and 3 1.6% is hamburger.
(6) Restaurant marketing strategy (specific marketing plan) 1. Product strategy
(1) Improve the quality of catering and create special products.
(1) Ensure the hygiene and freshness of raw materials. Strictly control, especially the procurement and treatment of raw materials, and prohibit the use of unqualified raw materials or other ingredients.
② Make each dish in strict accordance with various production techniques and techniques to improve the taste. Train chefs regularly to improve their cooking skills.
(2) Pay attention to product structure
The purpose of product mix is to enhance the attractiveness of products and increase sales. Reasonably plan the combination of catering products and holidays.
Mainly steak and steak, supplemented by hamburgers. Elaborate couple packages, birthday packages, personal consumption packages, etc. , to form their own characteristics.
The specific ideas are as follows:
Product combination 1: Couple combination
Couples also have relatively high requirements for the dining environment: they usually choose places with elegant environment, romantic atmosphere and relatively high grade for dining. Especially on some special days,
They want more private space and don't want people to disturb them often; Secondly, there are higher requirements for the variety, style and taste of dishes. Therefore, a restaurant with a good environment is one of the first choices for couples to "date".
The specific operation of the business strategy is:
① Make full use of the partition seat by the window and the yurt on the balcony.
Very 6- 1 restaurant is very suitable for couples' requirements for dining environment in terms of overall structural design and decoration. The partition walls at the front and back, with moderate distance, give lovers enough two-person world! The exotic customs of Mongolian yurts have created enough interest for couples.
(2) Atmosphere and atmospheric manufacturing
Romantic and warm dining atmosphere, soft and warm lighting, relaxed and romantic music, and timely lighting a few candles, so that couples can enjoy a candlelight dinner. These are excellent ways to attract customers.
③ Couples who spend more than a certain amount (such as 50 yuan) on additional services (special services) will be given a rose!
Product portfolio 2: Birthday portfolio
The service concept of the restaurant is that customers are God! Therefore, how to make the students who celebrated their birthdays on June 6th-1 happy and meaningful in the annual birthday is one of the key issues that the restaurant should consider. After all, the reputation of customers is the promotion of restaurants!
Specific operation:
99 yuan package for birthday consumption (mainly 4-5 people, each spending 20 yuan).
Birthday consumption 198 yuan package series (mainly 10~ 12 people, and each person probably spends 20 yuan).
With this restaurant's birthday package, couples can use boxes for free, or the restaurant can provide additional products such as cakes and flowers at a discount.
Product portfolio 3: weekend specials
On Friday night, Saturday and Sunday, we will launch special products or provide special services.
Customers are mainly couples and classmates, but campus publicity should be done well in advance.
(3) Don't miss any possible festivals and constantly introduce new combinations.
Shishan Western Restaurant has done a good job, which can be used for reference. On New Year's Day (65438+ 10/), Lantern Festival (the fifteenth day of the first lunar month), Western Valentine's Day (February 1 4), Valentine's Day (March 7), Qixi Valentine's Day (the seventh day of the seventh lunar month), Mid-Autumn Festival (the fifteenth day of the eighth lunar month), Thanksgiving Day (/.
(4) Create a relaxed, warm and romantic atmosphere.
"Atmosphere" plays an important role in the elements of restaurant products. Atmosphere is a combination of service attitude, service technology, waiter image, restaurant building decoration, facilities and equipment layout, color, background music and other factors, which embodies a cultural taste. Therefore, it is very 6- 1 to fully create a relaxed, warm and romantic dining atmosphere under the advantage of the original elegant environment.
2. Price strategy
According to the cost and referring to the price of similar restaurants outside the school, make a slight adjustment.
The main price strategy is to introduce several special products every day as the main means to attract customers.
According to this pricing strategy, consumers can feel fresh every day. 3. Sales channel strategy
According to the campus characteristics of the restaurant, direct sales and first-class sales channels are adopted, with direct sales as the main form.
Direct selling: Try to satisfy new and old customers who eat in restaurants, form secondary and tertiary consumption, and form a part of stable customers.
First-class sales: choose a club or school activity, establish a relationship with it, and use vouchers as prizes. Or other forms to increase passenger flow.
Establish a telephone or SMS reservation system to provide food delivery service in time. 4. Promotion strategy
(1) Advertising (see marketing budget for details)
(2) Let customers fill in a customer satisfaction questionnaire once a week.
(7) Marketing budget (unit: yuan)
Content: school radio broadcast, print publicity, ground leaflets (including questionnaires), after-sales tracking service, etc.
School radio broadcast: 1500 yuan/term or 50 yuan/day.
Print publicity: mainly advertisements on bulletin boards! About 100~200 yuan/month ground leaflets: 0.08 yuan/sheet should be used appropriately when new products are on the market.
After-sales follow-up service: short message return visit to 50 yuan/month.
Estimate: Average monthly expenditure in 600 yuan.
The above schemes can be selectively matched according to the actual situation and needs!
(8) Forecast and analysis of costs and profits.
1, initial investment:
1. Decoration cost: 80,000 yuan (you can discuss with the landlord about * * * sharing).
Including walls, ceilings, lamps, box configurations, etc.
2. Equipment: 30,000
Including kitchen utensils, dining tables, audio equipment, etc.
* * * 1 10000.
2. Daily expenses:
1. Employee salary: 2000 yuan/month for three cooks.
Attendant two 800 yuan/month.
* * * 7600 yuan/month
2. Rent: 15000 yuan/month.
Water and electricity fee: 1000 yuan/month.
Purchase fee of raw materials: 4,000 yuan/month
* * * 20,000 yuan +600 yuan (advertising investment) = 20,600 yuan.
Total: 28,200 yuan/month, about 940 yuan/day.
Tisso
Market analysis: With the arrival of 20 14, the development of market economy and the change of national policies, the competition in the hotel industry has become extremely fierce, and the marketing concept has gradually developed from the original self-centered product concept, production concept and promotion concept to the marketing concept with customer demand as the main requirement. The ultimate goal of the catering industry can be summarized as one sentence: create, increase and retain customers.
II. Implementation time of marketing plan: to be determined
Third, the overall goal of marketing plan: According to the current development of hotel industry and the adjustment of national policies, our hotel should also adjust its marketing strategy with the times, change the original catering mode from government and company consumption to banquet reception, expand the popularity of Chuhan Hotel in the towns around the ancient town, and guide the catering consumption of residents in the surrounding towns, thus achieving certain economic and social benefits.
4. Detailed rules for the implementation of marketing plan:
1, hotel positioning:
To run a restaurant well, we should first give priority to the reasonable and scientific product positioning of the products we provide according to our own situation. That is to say, we intend to do the business of people at that level, whether it is high-end consumption or mass consumption or low-end food and clothing consumption, our experience
Whether the main body of the camp is based on personal consumption or banquet reception is the theme. Don't be greedy for perfection in the early stage, but minimize the cost to earn popularity. 2, food pricing:
According to the local and surrounding consumption situation and the price of similar hotels around the local area, it should be reduced appropriately in order to open the market quickly. It is necessary to formulate clear price grades such as minimum protection price, team price, individual price and membership price, so that all departments can implement comprehensive promotion according to their authority.
3. Taste and weight of dishes:
Since I'm a hotel caterer, of course I have to feed others. Nowadays, people are very particular about eating, which is very important for the chef behind the hotel. Nowadays, a cook is just like writing an article. A good article must first touch yourself. If a hotel wants to keep its guests, it must first feel their stomachs! Our chef should make his own characteristics, his own housekeeping dishes. In addition, the weight of the dish is also the most important. Don't pursue profits too much in the early stage. Even if the business is good or bad, let customers feel the benefits. We want customers to feel value for money from the dishes and prices. As the saying goes, "if you give your guests something delicious, they will give you something delicious"! 4. Daily specials:
Although this method is very common, it works well. Every Monday to Sunday, a special dish will be introduced to the guests every day, so that the guests who come to spend can feel the benefits.
5. Media and advertising:
A, print some leaflets and organize some employees to go to enterprises and institutions, residential areas, streets, etc. Publicity and distribution of leaflets;
B, hanging banners or posters in busy areas such as main intersections and residential areas in counties.
Pass posters, set up long-term billboards in the garden in front of the hotel building, and light up at night. C. Advertise in Guzhen Jindian Newspaper or Guzhen TV Station.
D. Post posters or slogans about the hotel on buses or taxis in Guzhen, so that passengers can see the words "Chuhan International Hotel" as soon as they get on the bus, and make it deeply rooted in people's hearts. 6, change the marketing strategy (key marketing department):
Regional branch, responsible for marketing. The key to changing marketing is to achieve the words "divide", "grab", "create" and "dimension".
Responsibilities: Responsible for marketing scope, regional marketing and specific work. Someone is in charge, someone is following, and someone is maintaining.
Grab: grab the customer information of other hotels, grab the catering and conference information of enterprises and institutions. Customer information is the lifeblood of our hotel operation, and detailed customer files are the key to the success of the hotel.
Innovation: innovate marketing methods and ideas, so that people have no me and people have my essence.
V: If you don't spend money, you will never make money. The marketing manager regularly invites customers to spend every month (eating, singing, foot bath, etc. ), and the marketing manager invites your customers to spend money in our hotel at least once a month, otherwise the marketing manager is dereliction of duty.
7. Preferential policies within the Food and Beverage Department: reception of individual banquets.
(1) Banquet reception (wedding reception, full moon, etc. ):
A. Customers who spend more than 65,438+02 tables in the Catering Department of Chuhan International Hotel during the promotion period of this scheme will be given 500 yuan cash coupons (for the next consumption only). If it is a wedding banquet, the hotel will also provide them with a wedding car for use in the morning.
B during the promotion of this scheme, the catering department of Chuhan International Hotel will consume 20 tables for the banquet.
For the guests staying in the hotel, the hotel will give 1 table with the same grade of dishes and 500 yuan cash coupons (for next consumption only). If it is a wedding banquet, the hotel will also provide them with a wedding car for use in the morning.
C. For customers who spend more than 30 tables in the catering department of Chuhan International Hotel during the promotion period of this scheme, the hotel will give away 2 tables of dishes of the same grade and 500 yuan cash coupons (only for the next consumption). For the wedding banquet, the hotel will also provide them with a wedding car for their use in the morning and a wedding room (single room) for free.
(2) Personal reception (individual guests, government and company personnel):
A, any unit or individual who goes to our store for consumption will be given a beautiful pre-meal fruit. B. In order to promote the consumption of zero-guest boxes, Chuhan International Hotel has specially introduced special dishes that are not repeated every day (Monday to Sunday) for guests to consume and bring corresponding benefits. C. During the promotion of this scheme, the customer's catering department in the box of Chuhan International Hotel will give away 2 bottles of Brave Tianya beer for free, the customer's catering department in the middle package will give away 4 bottles of Brave Tianya beer for free, and the customer's catering department in the big package will give away 6 bottles of Brave Tianya beer for free.
B. For guests who spend more than 600 yuan (after discount) in private rooms at one time and settle in cash, the hotel will give 100 yuan cash coupon (for next consumption only) and 1 KTV singing coupon.
D. During the promotion of the sub-plan, the hotel will give two cash coupons for 200 yuan (for next consumption only) and two KTV singing coupons to the guests whose private boxes are full of 800 yuan (after discount) and settled in cash.
E. According to the mood of the guests on the day (such as their birthdays) and during festivals, with the consent of the department head, we can send the special dishes of the day or our special dishes to the guests who come to spend for free.
8. Make full use of various opportunities and time for marketing planning. For example, each festival can formulate different forms of catering, preferential treatment and other activities according to the characteristics of each festival to lead consumption.