Throughout the ages, food, clothing, housing and transportation are indispensable substances for people. As the saying goes, food is the most important thing for people, and diet is very important to people. I have compiled a "model essay on catering marketing plan" for reference only, hoping to help everyone! Part one: model essay on catering marketing plan
In the new year and new trends, in the work of 21xx, we will focus on the core goal of profit, and strive to create the brand strategy of "full of love for xx, comfortable home" from the aspects of food production, service quality, cost control and marketing innovation, and create a new situation in hotel catering. The specific work is as follows:
First, take production as the "leader" Create the brand of "xx Gourmet, XX Gourmet" and create a good reputation that food is in XX.
The products on the first floor are mainly "fast", and the varieties of colors are constantly changed, and some local specialty snacks are launched in time, mainly with the starting point of "stabilizing the first floor". We will intensify our innovation in the production of dishes on the second and third floors. First, we will keep the dishes that are very popular with existing customers. At the same time, by holding food festivals and marketing activities of various festivals, new varieties of dishes are introduced. It is planned to hold a food festival in March-April, 21xx, which aims at distinctive tastes, affordable prices and close to mass consumption. From June to September, it is planned to introduce new cuisines to satisfy more customers' innovative tastes. At the end of 11, efforts will be made to cater to the tastes of business banquets, mutual invitation of units and various middle and high-end consumer customers with high quality, nutrition and characteristics. Strive for the greater market competitiveness of dishes, constantly improve the innovation system of dishes, further manage the development and research of dishes, supervise the quality and follow up the feedback, and open up a good social image of nutritious meals, reasonable meals and exquisite meals in xx, so as to win more customers.
second, training is the means of service, with grass-roots managers as the core, and efforts are made to build an excellent team with excellent service level. To cope with the fierce competition in the catering market.
service is the second core product of catering. In 21xx, we will carry out periodic cycle training around the theme of "full of love, comfortable home". Constantly consolidate all kinds of service knowledge through training, assessment and retraining. It is planned to work out ten items of high-quality catering services, that is, on the basis of service procedures, some more detailed personalized service contents will be summarized to form ten easy-to-understand items, and each floor will be required according to different actual conditions of this floor. The foreman and supervisor follow up the implementation, further refine and improve the overall service, and at the same time test the implementation effect through assessment. The service on the first floor is still based on the service policy of "fast", "accurate" and "smart", while highlighting the enthusiasm for old customers. Improve the dishes and service quality of food delivery service. On the second floor, we should focus on creating the atmosphere of the dining room, adding tablecloths and mouthpieces to make the color of the banquet hall more festive. We can consider making chair covers, highlighting the theme of the banquet on the dragon and phoenix terrace in the hall, and continuing to build the banquet brand from the details of restaurant layout. The box service on the third floor highlights individuality, especially for regular customers, we should strengthen emotional communication with guests, highlight the word "affection", retain customers with sincerity, enthusiasm and friendship, and at the same time establish a part-time marketing team of the catering department based on the third floor, and deploy outstanding employees and some managers from all floors to visit customers, listen to their opinions, narrow the distance with customers, develop new customers, and make use of the opportunity of serving in restaurants to get to know customers and formulate marketing.
third, reduce expenses, save costs, and strive for maximum profit space.
Cost control is the focus of this year's work. This year, the hotel stipulated that the gross profit margin of the kitchen was 57%, and the gross profit margin over the years was far from this figure. This year, we will strictly control the purchase of raw materials from the beginning, arrange special personnel to be responsible for acceptance and sign the bill, instead of the previous situation of each kitchen's individual acceptance, so as to control the cost of raw materials. In addition, we will strengthen management in the use of kitchen raw materials and put an end to waste.
constantly improve the department's energy management system and porcelain management system, control the take-out and use of low-quality consumables, establish property accounts on different floors, make full use of the existing warehouses on each floor, put all kinds of articles in classification code, avoid the situation of disorderly stacking in the past, prolong the service life of articles, and do our best to realize more profits of the department without harming the interests of guests, lowering the service level and affecting the restaurant environment.
under the correct leadership of the hotel leadership, our department will mobilize the enthusiasm of all the staff in the department and go all out to create better results. Part II: Model essay on catering marketing plan
Time flies, xx year is coming to an end and the new year is coming. Looking back on the past year, I am deeply touched. I am very grateful to xx Catering Management Company for once again giving me a cooperation opportunity full of self-challenge and charming prospects. This is a good working platform for me. It is a reflection of my working ability to bring out a group of high-tech and high-quality chefs. Only by working hard and producing good benefits can I repay the trust of the company leaders. I came to the company again in October, and now more than three months have passed. During this time, I made a comprehensive adjustment to the dishes. With the strong management training of the company and the concerted efforts of everyone and the support of the operation department, I completed the task of standardizing and unifying the existing dishes issued by the company years ago! Thank you for your cooperation. Here is a brief overview of my work ideas and arrangements for next year in two parts:
1. About stores and companies
1. Cooperate with the company's annual plan, make all the preparations for the listing of xx at the end of xx, and train the chef team in order to meet our peak season next year.
2. Effectively supervise and guide the operation of kitchen dishes in each store, and improve the execution in strict accordance with the standards stipulated by the company.
3. Through professional training and management, we have a reasonable reserve of our chef's technical strength, and reasonably introduce novel dishes suitable for the season. The design and development of dishes are the capital for our chefs and companies to adapt to the market demand and maintain strong competitiveness. The innovation of dishes is the eternal theme of the catering industry, so as to truly "converge at will" and develop new products from time to time to meet the market demand, creating greater development space and profits for enterprises.
4. Check the food quality of each store and central kitchen at least 12 times a month, and report the inspection work to the company leaders every week
5. Take the initiative to collect the opinions and information about the food from the grassroots of each store, and make corresponding adjustments in time
6. Prepare the listing of special dishes preserved in xx years before going out of the market. And add corresponding new varieties according to the trend of xx
II. About xx store
xx store will reopen with a brand-new look on March 18th, xx after being closed for half a year. In view of the special situation of xx Road, according to the decision of the company leaders, the products operated by this store will be different from other branches, and we will mainly focus on XXX \ XXX \ XXX-three pieces, supplemented by the original dishes with better sales in other stores. Attracting new customers with original dishes and retaining our old customers with new ones, the business of some stores in the afternoon market is very weak, but due to the special geographical location of changshou road, we will cooperate with the operation department to make the afternoon market well, such as launching simple, quick and rich packages and delivering meals to serve the employees of the company upstairs. As the core department of the whole restaurant, the kitchen will now make arrangements for the whole plan
1. Through the investigation of some stores that are roughly consistent with the geographical location, main surrounding consumer groups and business model of xxx Road Store, according to the general guidelines given by the leaders of the operation department and our actual situation, the composition of the whole menu, including the collocation of lunch packages, will be completed in mid-January, and then reported to the company leaders for review!
2. The kitchen staff will be set up at the end of xx. From the perspective of saving personnel costs, the kitchen staff will be composed of outstanding kitchen staff from major external positions and other stores! The salary of the external staff should be consistent with the existing A-level kitchen staff of the company as far as possible
3. After the menu is determined, all the dishes in the menu should be standardized and standardized, and the kitchen staff and the front office service staff should be trained comprehensively and systematically on the knowledge of dishes! Chapter 3: Model essay on catering marketing plan
1. Advertising strategy
A. Establish the restaurant's popularity and tell consumers the products and special services provided by the restaurant. In view of the current situation of our restaurant and the fact that our main customer base is white-collar workers, we have launched a series of activities with the theme of nutrition and health, taking into account the work pressure of white-collar workers and other factors. Specific content of the activity: First, carry out guessing activities, the topic is about nutrition and diet, such as what to eat to supplement vitamin C. What to eat is good for the eyes, what food can make people feel happy and decompress, and make the topic into a small note or something, similar to that in solve riddles on the lanterns. If you guess correctly, there will be prizes or dining discounts. Location, can be held outside the restaurant.
(Feasibility analysis of guessing activities: For example, a similar activity was attended by many people at that time. As long as people gathered in front of the restaurant, because most consumers would have herd mentality, more people would follow it, which could effectively improve the company's popularity. ) This activity lasts for 3 working days.
B. strengthen the image of the restaurant and increase consumers' recognition and affirmation to designated purchase.
Specific contents:
① Strengthen the advertising of the restaurant, cooperate with the staged promotion activities irregularly, grasp the appropriate time, and carry out the promotion activities in a timely and flexible manner, such as on certain festivals, or at times of great significance to the restaurant or customer groups. The advertising content mainly introduces the restaurant culture and restaurant features, including the brand/business philosophy and slogan/features/environment/service/current promotion activities of the restaurant.
② Expand advertising channels, print special DM, leaflets, MSN/QQ and other online channels for promotion, promote at stations that must pass through when going to and from work, and advertise in magazines that white-collar workers often read with coupons.
C. strengthen advertising and promotion activities for single products (single products) or new products. In view of a series of activities of healthy eating in this restaurant, we vigorously promoted it through various forms of advertising and promotion, and the publicity time lasted for one month. Make the concept of food health and nutrition in this restaurant deeply rooted in the body and mind. Create a good image of people-oriented restaurant.
2. 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 every dish in strict accordance with various production techniques and processes to improve the taste. Train chefs regularly to improve their cooking skills.
③ increase the variety of products and develop a variety of new dishes.
(2) The purpose of attaching importance to product mix is to enhance the attractiveness of products and increase sales.
reasonably plan the combination of catering products and holidays. With rice, Lamian Noodles, snacks as the mainstay, we carefully made nutrition packages, couples packages, family packages, personal consumption packages, etc., forming our own characteristics. There are the following kinds of packages:
Product mix 1: Nutrition package Since the target customers of this restaurant are white-collar workers, we have launched a nutrition package for the health problems of white-collar workers. According to relevant reports, poor lunch conditions are a very important factor that causes poor health of white-collar workers. Moreover, people are paying more and more attention to healthy eating recently, so we should seize this opportunity.
specific ideas: through the previous advertising, the concept of nutrition package is deeply rooted in people's hearts, and it is conducive to creating a good image of "people-oriented" for enterprises. The specific package combination can include vegetarian meal, fruit meal and so on, depending on the restaurant situation.
product combination 2: couples have relatively high requirements for dining environment: they generally choose places with elegant environment, romantic atmosphere and relatively high grade for dining. The restaurant is elegantly decorated, and the ambient colors are mainly bordeaux and light beige. The overall feeling is fashionable and simple, which provides a good scene for couples to date. This restaurant should give full play to its advantages in this respect. At the same time, when operating the market, we should pay attention to the consumption characteristics and requirements of couples, and take it as a starting point to form our own characteristic management mode.
The specific operation is as follows:
① Atmosphere and atmosphere create romantic and warm dining atmosphere, soft and warm lighting, relaxed and romantic music, and light a few candles for couples at the right time to enjoy a candlelight dinner. These are excellent ways to attract customers.
② Additional services (special services) Give a rose to couples who spend more than a certain amount (such as 51 yuan)! Product portfolio 3: Weekend specials are offered during the three time periods of Friday night, Saturday and Sunday, offering preferential products or special services. Customers are mainly couples and small colleagues, but they should do a good job in publicity and other activities in advance.
(3) Never let go of any possible festivals, and constantly introduce new combinations. This is a good point for Shishan Shui Western Restaurant, which can be used as a reference. On New Year's Day (October 1), Lantern Festival (the fifteenth day of the first lunar month), Western Valentine's Day (February 4), 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 (the last Thursday of October) and Christmas Day (February 25), some new products suitable for the festive atmosphere can be launched.
(4) create a relaxed, warm and romantic atmosphere.
As the main customers of this restaurant are white-collar workers, many of them have just left school, left home and just joined this society. They may not be able to fully accept some social customs, and they are still attached to the warmth of school and home. Therefore, creating a relaxed, warm and romantic atmosphere can bring them a warm feeling and make them more impressed by this restaurant. The atmosphere is a combination of service attitude, service technology, image of waiters, architectural decoration of restaurants, layout of facilities and equipment, colors, background music and other factors, which also reflects a cultural taste. Therefore, this restaurant should fully create a relaxed, warm and romantic dining atmosphere under the advantage of the original elegant environment.
3. Sales channel strategy.
according to the characteristics of restaurants, direct sales and primary sales channels should be adopted, with the former as the main form. Direct sales: try to satisfy new customers and old customers who eat in restaurants, form secondary and tertiary consumption, and form a part of stable customers.
first-class sales: select a company or a shopping mall activity, establish a relationship with it, use vouchers as prizes, etc., or other forms, so as to increase passenger flow. In addition, we can also carry out online ordering business. Now white-collar workers are generally busy with their work. In addition, the weather is hot recently, and they may not want to go out for dinner. Online ordering service provides them with certain convenience.