Fast food marketing plan (1)

First, do a good job in the marketing conversion between peak season and off season

Don't be complacent when 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-taking is to seize the largest sales volume and obtain the largest 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, 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. 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 3.8 Women's Day, many units will organize female employees to have a dinner to celebrate, and many female consumers will also meet with friends to enjoy food. There will also be some different exhibition business opportunities in different places. For example, the 2119 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 the so-called "chopping wood"; The other hand practices internal skills, which is called "sharpening the knife". What I have described above is mainly some strategies for grasping the market. I have the following suggestions for 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, revise and improve the established follow-up marketing work plan;

3. High-quality products and services are the best marketing, so in the off-season, when business is not very busy, systematic service and production skills training are carried out 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 your own enterprises can win more benefits.

fast food marketing plan (II)

First, lay a good foundation for management

The foundation of restaurant management 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 professional the restaurant management should be.

In recent years, the phenomenon that the products of restaurants in China are identical, identical and unique is more prominent, which leads 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 star rating, the farther away the guests are from the restaurant, and 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 the best form to save 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.

Fast food marketing plan (III)

I: * * Actual operating data of the hotel's food and beverage department from October to May:

Project January, February, March, April and May

Catering turnover 228451 281626 217731 236718 223611 117125 yuan

Hotel profit+- Hotel profit:-588,511 yuan

catering balance turnover: 451,111 yuan (hospital target) gross profit margin of 41%.

operating balance to break even:

451,111 yuan (target turnover)-235,425 yuan (actual turnover) = 214,575 yuan (monthly difference)

average/daily difference: 214,575 yuan/day =7152 yuan/day.

target turnover: 451,111 yuan/month, average daily turnover: 451,111 yuan ÷31 days = 15,111 yuan/day (target)

Summary of the above data: the marketing plan aims to double the existing turnover and the gross profit margin is 41%. Achieve a real balance of payments within three months, and establish a healthy development brand of * * Hotel.

2: * * The biggest weaknesses in the management of hotels are:

1. Remote geographical location;

2. The professional level of business management is not ideal;

3. We have entered the misunderstanding of price competition:

(1) This business strategy is not in line with the hotel's three-star business direction. We don't think it is necessary to compete with the middle and low-grade individual catering industry in price. In fact, it is difficult for Samsung hotels to beat the individual catering industry in price.

(2) Although low-priced sales can bring a certain number of tourists (mainly residents around the hotel), it can't make the hotel profitable, because the renovation depreciation of the new hotel is a relatively large expense!

4. I don't have a deep understanding of the management of modern hotel industry:

The current hotel management has risen from the past competition in price, decoration grade, dishes, social relations and services to the competition in corporate brand culture. As for the advantages of the above five items, they are the foundation that the hotel must have to survive and develop.

5. The positioning of target customers is not accurate and too narrow.

(1) Hotel reception services mainly focus on hospital customers, factory customers and related social relationships;

(2) The wrong preconceived sense of management: I think it is difficult for hotels to have foreign customers because of their remote geographical location and unsatisfactory surrounding environment.

(3) management methods of waiting for customers

6. Corporate culture of * * hotel has not been established:

(1) Hotel culture is the values, hotel spirit and management philosophy shared by hotel employees, which is a kind of content that permeates all activities of the enterprise and is the soul of the enterprise. Hotel is a labor-intensive and emotional-intensive industry, and hotel products are essentially services provided by hotel employees. In the catering service of * * hotel, I believe that some service management and waiter services can't keep up with the needs of hotel survival.

(2) With the development of the hotel industry, hotel culture is produced in the fierce hotel competition. Hotel competition is first product competition, then service competition, and finally cultural competition. Cultural competition is the competition in the final sense, and it is a higher level and higher grade competition. Cultural marketing requires hotels to train employees from the perspective of hotel culture while building material culture, integrate culture into services, and let guests feel the charm of culture. Hotel operators should let every employee know about hotel culture.