In order to ensure the smooth progress of things or work, it is often necessary to make a plan in advance, which is a detailed process of solving a problem or a project or a topic. So have you understood the plan? The following are 6 catering marketing schemes I have compiled for your reference, hoping to help friends in need. 1

two soft spots of catering brand marketing planning

seven soft spots of catering brand marketing planning, we introduced two points in the last issue, namely, unclear brand core value and weak brand awareness. In this issue, Hongzhi Ruida Hebei Marketing Planning Consultant introduces you to the following two points

1. Lack of lasting quality < P > First, after the success of brand building, Xueduo catering enterprises are eager to pursue high yield, high efficiency and low cost, and reduce costs and increase production by reducing working procedures or replacing raw materials, resulting in a decline in product quality; At the same time, with the expansion of scale, the service quality and catering environment are far worse than before, and they gradually give up consumers themselves. Second, the management "software" of catering enterprises can't keep up with it, and the lack of quality assurance system leads to unstable quality, and the quality of dishes is good and bad, which affects the sales volume and market share. Some catering enterprises smashed their signboards and were eliminated by the market because of an accidental quality accident. Similar incidents are common in catering enterprises.

2. corporate image building is poor.

brand image is a kind of psychological schema generated by customers, and it has already become the most important indicator when consumers consume, but if the brand is not clear, how can consumers immediately identify it? The shaping of the brand image of Chinese enterprises is not consistent with the characteristics that consumers pay attention to in product characteristics, and it is still very weak in terms of beautiful, fashionable, elegant and diverse modeling. Secondly, there are fatal weaknesses in brand naming design, pattern design and advertising communication. Once the impact and radiation of the brand image are created, the brand will be vividly presented to people's eyes, and the connotation of the product will be increased from all aspects to sublimate the image of the product, so that consumers will feel the existence of the brand among a lot of information, which is the result of the image. If the brand does not have a clear image, it will definitely be submerged in the market. Catering marketing scheme 2

1. Do a good job in marketing conversion between peak season and off season

Don't be complacent when you see that customers are full every day during the Spring Festival peak season. Maybe you will sing an empty plan every day after the New Year's Day. Due to the traditional customs in China, as soon as the Spring Festival approaches, the consumption power of the whole society will erupt in a short time, and almost every restaurant, large and small, is full, which is hard to say because of how well your marketing work is done. The real test of the effectiveness of marketing lies in whether it plummets in the off-season, whether it can operate continuously and stably in a year, whether it enjoys high satisfaction and reputation among customers, and whether it belongs to the leading phalanx among peer enterprises.

The goals and strategies of successful restaurant marketing are very clear, and they are all implemented step by step as planned. One thing is very crucial, that is, how to do a good job in the conversion of marketing strategy between peak season and off season.

"Profit in the peak season and gain momentum in the off-season" should be the core idea of restaurant marketing. Profit, is to seize the biggest sales, get the biggest income. Taking advantage of the situation is to gain the commanding heights and strive for valuable things, including business popularity, customer reputation, brand awareness, and so on, so as to establish long-term strategic advantages. The relationship between "potential" and "profit" is inseparable. Without the "potential" in the off-season as a foreshadowing, 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" it needs in the off-season. Restaurants that do a good job in marketing in the off-season can make a lot of profits in the peak season without investing too much marketing cost, which is natural.

In the off-season, the focus of marketing work can be summarized into three aspects:

1. Maintenance of old customers.

2. Development of new customers.

3. Shaping brand image. To do a good job in these three aspects, moderate marketing costs are essential, rather than blindly lowering operating costs without strategy. At this stage, we should relatively despise the rate of return, but pay more attention to the attendance rate and customer satisfaction, and finally realize the profit-making goal in the peak season and the whole year.

Second, recognize the market changes and calmly deal with

This requires making a correct judgment and analysis on the composition of customers, consumption motives and the adjustment trend of the post-holiday catering market according to the market positioning of restaurants, and then investing the limited marketing resources into the most effective target market.

For middle and high-end restaurants, the main customer groups during the Spring Festival peak season are official (including the government and the army), business and other social groups. During this period, many restaurants have no time to take care of ordinary individual customers and neglect them. However, after the Spring Festival for a period of time, the customer structure of the catering market will change. Due to the concentrated surprise consumption before the holiday, the enthusiasm of group consumption will be reduced after the holiday, and the frequency of consumption will also be significantly reduced. The corresponding share of household consumption and individual consumption has risen. During the holiday season, wedding birthday banquets and centenary banquets, which are submerged in many group annual banquets and celebration banquets, will become more prominent in the off-season and become one of the pillar sources of income for many restaurants. However, another market, such as exhibitions and tourist groups, almost stopped during the Spring Festival, but it will also become an indispensable part of the catering market after the holiday.

Third, grasp the small climax in the off-season

In the off-season after the Spring Festival, there are also some small consumption hotspots, such as Women's Day on March 8, many units will organize female employees to have dinner to celebrate, and many female consumers will also meet with friends to enjoy delicious food. There will also be some different exhibition business opportunities in different places. For example, the 21xx spring sugar and wine party will be held in Chengdu in March. At that time, hundreds of thousands of merchants from all over the country and even foreign countries will gather in Rongcheng, and many reception banquets will be arranged to welcome them, which will set off a big catering consumption boom in a short time. Restaurants should make marketing plans as early as possible, carry out marketing promotion work in an orderly manner, and strive to make good gains in these off-season tides.

Fourth, coordinate marketing activities in the off-season, and maintain moderate advertising

In 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 are correct

in the off-season, marketing work should focus on both hands, focusing on the market at the same time, which is called "chopping wood". The other hand practices internal skills, which is called "sharpening the knife". The above is mainly about some strategies to grasp the market, and I have the following suggestions on practicing internal strength:

1. Summarize the gains and losses of marketing in peak season, and constantly improve the marketing ideas and methods.

2. Re-examine the established follow-up marketing work plan, and revise and improve it.

3. High-quality products and services are the best marketing, so in the off-season, when the business is not very busy, we will carry out systematic service and production skills training to continuously improve the service quality.

4. Eliminate unqualified marketers, recruit new marketers 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 your own enterprises can win more benefits. Food and beverage marketing scheme 3

1. Making bar doorways

Professionals create perfect doorways for Qixi Valentine's Day. With the lighting effect, it definitely attracts the attention of passers-by. The required supplies are as follows.

a model of the Queqiao Bridge, a pair of models of the Cowherd and the Weaver Girl, a spotlight, 2 pa lights, 6 meters of red carpet, and 2 bubble machines.

Second, the props and costumes are full-featured.

Five sets of angel costumes are rented, and the dresser plays the role of Cupid, and stands at the gate of the bar to welcome all the couples and VIPs that night. Unified party language: Welcome to Angel House! .

A 111m-long pink signature wall is added to the glass in front of the bar, and a designated person holds a marker pen to wait for the lovers to sign as a souvenir.

Search online for photos of intimate moments of lovers, and make small photos and paste them all over Carol's bar so that guests can fully appreciate the romance and sweetness of Valentine's Day.

The floor service personnel wear luminous love headgear to increase the highlights of the whole audience.

the 15-meter crystal catwalk is built in the shape of a cross (blue light bottom vertically and pink light bottom horizontally). Increase the three-dimensional sense of color vision)

Love prop car layout, according to the wedding car method, put it in the parking space at the entrance of Carol Bar, and put the theme LOGO of the Qixi Valentine's Party in Carol Bar on the top with kt board. Two cars are recommended.

Retro lantern ceiling, with the words CARO Tanabata Valentine's Day party on the bottom, and lanterns hanging directly above the DJ table.

Third, the game lottery, auction and gift distribution links are diversified.

The game links are soul mates. There is a registration session before the party. Play games at halftime. The DJ is going to prepare a relaxing RMB background music. Limited to four places, there are four chairs on the big stage, and four boxes with the same locks above the chairs contain the same prizes. Only one correct key can open each lock. There are four same keys in a basin in the host's hand. Each lock can open the corresponding box to see who has the best luck. Everyone can only choose one box to open. If you don't guess correctly, you will register on the spot.

compared with the prizes in the previous bar, the prizes in the lucky draw must be of high grade and meaningful. I hope the management will consider it carefully. One first prize, two second prizes and three third prizes shall be established in the lucky draw.

Gift giving, give a little meaningful Valentine's Day theme gift. Refer to the Taobao address behind for details.

The auction uses a pair of diamond rings left over from the bar's Valentine's Day auction last year.

Fourth, the atmosphere of the guests in the performance exploded.

We invited 15 temperament models from professional occasions, 11 in swimsuits and 5 in angel costumes. Divide the whole party into two catwalks.

The performing arts department designs programs according to the Valentine's Day theme, and the programs should not be repetitive and innovative.

please carefully and repeatedly consider the music of the whole audience, and carefully choose the music that runs through the whole audience and stays in the later period. Food and beverage marketing plan 4

1. 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 X-Jie Group (X-Jie 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 the surrounding environment

Although the overall consumption level of our district is not high, our store has a unique location. Our store is located next to National Highway 111, with superior location and extremely convenient transportation, which is close to several universities such as Commercial College, Polytechnic College and Electromechanical College, so there are many vehicles in the past, and the floating 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. Analysis of competitors

There are no hotels with similar grades around our store, but only a few small restaurants. Although they do not have the strength to compete with us in business ability, they attract a large number of nearby residents and students with low-grade food with good quality and low price. 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 X Jie Group, which is a well-known 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 have doubts about our catering products and fully believe that we provide high-quality products, and we should fully consider it in our planning.

(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, the integration of customer relations camp