5 pieces about restaurant marketing plan

A marketing plan is a plan aimed at sales, and it also refers to the overall planning of various sales promotion activities in order to achieve the expected sales target before marketing and service. Next, I will bring you the marketing plan of the restaurant. I hope you will like it. Chapter 1

1. Preface

During the exploration and development of food culture for thousands of years, the hardworking people in China have gradually formed four major cuisines with different styles, such as Guangdong, Shandong, Hunan and Sichuan, and foods with local characteristics. Beijing roast duck, a famous food in Beijing, is famous at home and abroad for its bright color, tender meat, mellow taste and fat but not greasy. Duck King Roast Duck is a new type of roast duck developed by modern roast duck chefs adhering to the traditional roast duck technology. The surface color of the roast duck is golden and shiny, the outside is crisp and fragrant, and the inside is tender. It has a special delicious taste and is the best among roast ducks.

The development trend of Xuanhua catering industry today can be summarized as follows: rapid development, expanding scale and prosperous market. However, prosperity at the same time means intensified competition. There are always restaurants that fall down and new ones stand up, but there are always a few that stand firm in the big waves and continue to grow and develop. As the representative of Beijing new roast duck in Xuanhua catering industry, "Duck King Roast Duck" should become a famous signboard.

Second, market/enterprise analysis

There is also fierce competition in Xuanhua catering market. All kinds of hotels and restaurants compete for Xuanhua's limited catering resources, which impacts diners' taste and vision.

To be successful, a hotel must meet the following conditions:

(1), having its own characteristics.

(2) comprehensive (quality) management.

(3) Sufficient market operating funds.

(4), innovation, constantly bring forth the old and bring forth the new.

these conditions are indispensable, otherwise, it will be a flash in the pan. This is also the reason why many hotels and restaurants have opened their doors and quickly disappeared.

Oriental Duck King Restaurant is a new restaurant based on the original Oriental Food Court. After years of publicity and operation, Oriental Bath and Oriental Food Court have gained a certain popularity in Zhang and Xuan areas, especially in Xuanhua. If we can use the popularity of "Oriental" in Xuanhua to promote Oriental Duck King Restaurant, improve the quality of dishes (experts' comments are slightly poor) and strengthen personnel training and management, we will surely become a rising star in Xuanhua's catering industry.

third, marketing planning

the purpose of catering service is to satisfy customers, and only when customers are satisfied can hotels make profits. To do a good job of quality service, it is inseparable from the efforts of employees within the enterprise. The success of internal staff marketing is based on comprehensive (quality) management, effective incentive mechanism and good corporate culture atmosphere.

Duck King Restaurant has been in business for two months, and now it is holding a preferential activity of "Rewarding Consumers' Care". Taking this opportunity, we should combine customer satisfaction marketing, internal staff marketing and cultural marketing as the focus of this activity.

1. The purpose of this activity is to increase the influence of the brand "Oriental Duck King Restaurant" and enhance its popularity and reputation. Enhance the "Oriental" image and enhance competitiveness. Strengthen employees' corporate loyalty and centripetal force. Improve employees' service awareness and work enthusiasm. Further enhance the "Oriental" corporate culture. Increase sales and profits. Lay a good foundation for the next better development.

2. Activity time: July 1-15, * * * for 15 days.

3. Number of participants: all employees in the East, customers dining, etc.

4. Customer satisfaction, employee satisfaction, management improvement, and cultural innovation

4. Specific plan planning

(1) SP plan

1. "Smile service"

During the activity, all employees will smile and serve, and be meticulous and patient, so that customers can come back satisfied on impulse and improve their perceived consumption value. The specific implementation is as follows:

A mobilization meeting will be held before July 5th, and a "service contest" will be held among waiters from June 6th to May 5th. A special page will be set up in the lobby, and the "service star of the day" will be awarded daily, and material rewards will be given.

2. Special price

(1) A special dish is launched every day, and the sample is not repeated every day.

(2) Give some dishes along with the customer's order, such as two side dishes if you spend RMB 111. Above 211 yuan, add 2 cold dishes. Above 511 yuan, add 4 cold dishes, etc.

(3) Discount, which is a magic weapon to rapidly increase consumption, is recommended to appropriately discount to stimulate consumption.

ii) internal marketing scheme

internal marketing is a management strategy, the core of which is to develop employees' customer awareness, and then to market the products and services to the external market. This requires two-way communication between employees, employees and enterprises, * * * to enjoy information, and to use effective incentives.

1. Strengthen warmth management within all employees, and require each employee to treat other employees as their own customers and serve them like customers. And in the future work, the internal staff marketing will be fixed.

2. essay competition

internal staff's essay: "my choice-the east" (written by all employees, one for bathing and one for catering. The purpose is to cultivate employees' love for the "Oriental" and let everyone work together to create "New Oriental"! )

Requirements: (1) The theme revolves around what happened in Oriental Duck King Restaurant and Oriental Bath, which can be work experience, feelings, messages, etc. (2) The genre is not limited. Prose, essays, narratives, argumentative essays and poems are all acceptable. (3) The deadline is July 3rd.

encourage all employees to contribute actively. In this essay activity, 1 first prizes were awarded and 211 yuan was awarded. 2 second prizes, with a bonus of 111 yuan. Five third prizes, 51 yuan. And focus on the exhibition.

3. Cost-saving Competition

Through a series of activities, re-educate internal employees and provide their enthusiasm.

(3) product marketing plan

1. While promoting special catering, we will promote couples' packages, business packages, family packages and filial piety packages. For example, the couple package can be launched in 38 yuan, 48 yuan, 58 yuan, etc.

2. Green family banquet: With the improvement of living standards, people's diet is not only to solve the problem of adequate food and clothing, but to eat "green" and "healthy". The introduction of green family banquet will undoubtedly be favored by consumers. In the use of raw materials, promote fresh green food. Cooking methods combined with modern consumption fashion, so that the dishes flavor and nutrition. In the menu of family banquet, we should pay attention to the nutritional collocation of dishes and balance the diet to meet people's health requirements. It is strongly recommended that the kitchen be launched!

(4) Cultural marketing plan

Promote the "Oriental" corporate culture to consumers and enhance the influence of oriental enterprises in the target consumer groups.

Make environmental pictures of Duck King Restaurant, the production flow chart of roast duck and the spiritual slogan of the hotel (Oriental Duck King Restaurant reminds you: pay attention to eating health) on the bus body, so that customers can take "eating" as a kind of enjoyment and forget to return.

v. advertising marketing scheme

in the modern society with developed information, the media is undoubtedly the media that attracts the public's attention. According to the characteristics of different media with different media audiences, the market positioning and target customer positioning can be carried out reasonably, and the media can be selected reasonably to place advertisements, and the coverage rate cannot be pursued unilaterally, resulting in the waste of advertisements.

the combination of hard advertising and soft advertising, both soft and hard, has achieved better results. Use media integration to achieve small input and large output.

VI. Effect analysis

1. Make publicity and build momentum to make consumers have a strong sense of memory, cause good word-of-mouth publicity, and improve visibility and reputation.

2. The store is full of human feelings and thoughtful service, which can enhance the loyalty of the target consumers to the enterprise.

3. Through service competition, essay competition and cost-saving competition, employees' sense of belonging and centripetal force can be greatly enhanced, and their work enthusiasm can be improved.

4. Increase the turnover through promotion.

the "service star of the day" was awarded and given material rewards.

2. Special price

(1) A special dish is launched every day, and the sample is not repeated every day.

(2) Give some dishes along with the customer's order, such as two side dishes if you spend RMB 111. Above 211 yuan, add 2 cold dishes. Above 511 yuan, add 4 cold dishes, etc.

(3) Discount, which is a magic weapon to rapidly increase consumption, is recommended to appropriately discount to stimulate consumption. Chapter 2

About Restaurant Marketing Planning Scheme Because many people's time values have not been fully established, they do not easily accept new marketing methods, which will restrict the realization of online marketing methods. As far as consumers are concerned, some drawbacks in the immature market economy make people still have a lingering fear, and they are always too rational or have a sense of distrust of new things, which requires people to further recognize modern marketing methods. American economists have put forward the concept of "attention economy". They believe that in the information society, information is already a virtual economic resource, and the most scarce thing is people's attention. It can be said that in the network economy environment where commercial information explodes, the essence of catering network marketing is to attract consumers' attention. How to create conditions to realize the desire to buy and seize consumers has become the key to the success of catering network marketing.

first, the content of catering network marketing strategy

specifically, it is to set the agenda of catering hot topics in a planned way through the content of online marketing. The innovative content and form enable online marketing to quickly affect tens of millions of huge online users and cover the largest number of users in a short time, resulting in a sensational effect. The application of catering network marketing strategy can make use of the top news of portal website to link, reprint, recommend, participate and comment in an open and large-scale explicit form, and can also make the content of catering network marketing become the center of the topic through personal blog, MSN, friend recommendation, small website hanging links, providing downloads and other implicit forms, thus adding a sensational effect to advertisements.

second, the advantages of catering network marketing

1. interactivity

catering network marketing has certain advantages compared with traditional catering marketing methods. The most prominent feature is strong interactivity. The so-called technical interaction is the use of multimedia technology to create a new type of online marketing with complex visual effects and interactive functions. The fundamental significance of online media is that it subverts the strict boundary between traditional media communicators and audiences, changes one-way communication into personalized two-way communication, and gives the communicators and audiences the freedom to change roles. Network marketing fully considers the audience's willingness and motivation to process information, so that the audience can receive information under the spontaneous psychological drive, rather than being forced to instill it like traditional information. The audience is no longer passively accepting information, but actively mastering and controlling information and participating in the content and dissemination of information. The research shows that the interactivity of the website will affect the audience's preference, psychological attraction and degree, and also affect the user's trust in the website. The interactivity of online marketing can enhance the goodwill and participation of consumption.

2. timeliness

catering network marketing is helpful for catering enterprises to make marketing budgets and save catering marketing expenses. By using network marketing, customers can inquire by themselves only by inputting the information of catering products into the computer system and surfing the Internet, and there is no need to spend a lot of money on product introduction and other printing, which greatly reduces the marketing expenses of catering enterprises. Network marketing also helps to save time and reduce the steps in the marketing process. Catering enterprises can directly put these pictures of meals and service environment online for customers to inquire, and the electronic version of the instructions can be updated at any time. Catering network marketing can provide customers with a lot of intuitive information, so that the relationship and mutual influence between catering enterprises and customers can be strengthened. At the same time, the catering marketing process has no time limit and can be carried out all the time. After the marketing information of catering enterprises goes online, the electronic "information waiter" can always work. Consumers make decisions to buy catering products through online information.

3. Substitution selectivity

With the rapid development of online marketing tools, customers can use these tools to quickly obtain a lot of information about catering products or services, and the time and money spent searching for attractive substitute products will be greatly reduced. That is to say, the cost of currency and time form is greatly reduced and the substitution selectivity is greatly improved. Therefore, catering enterprises must make a fuss about the emotional cost and the uncertain cost of switching suppliers, so as to increase the total switching cost.

to carry out online marketing, it is necessary to accurately locate the target market. From the market location of network marketing, at present, the regional distribution of Internet users in China is dominated by big cities, medium-sized cities and economically developed coastal areas, and in the case of backward information infrastructure in China, the regional distribution pattern of Internet users will still be dominated by large and medium-sized cities for a long time to come. So at present, big cities and coastal economically developed areas can choose catering network strategy.

Third, the specific application strategy of catering network marketing

Catering network marketing can push information to the audience through the homepage advertisement of the portal website, use search engines, advertisements, E-mail, MSN, blogs and other forms to pull netizens to the information, and also use the company's own website to launch a series of activities. Participate and discuss in the forum of the target audience, and also conduct on-site network activities through the tools of online chat (MSN) and video. In short, it is necessary to fully integrate network resources and use all available methods and means to carry out catering network marketing, so that the target audience can see information and participate in activities at any time in the network. At the same time, it pays attention to the integration of network marketing and traditional media. Based on the characteristics of wide spread of online media, not limited by region and time, flexible information dissemination and relatively low production cost, more and more catering enterprises combine traditional advertising with online marketing, publish information through traditional mass media, and organize and participate in online media.

1. Two-way communication to provide value-added services

Pay attention to two-way information communication with customers to provide value-added services. Making full use of various experience marketing methods to spread brands on the Internet can not only spread the favorite experiences of catering consumers in a wide range, attract target consumers and achieve the purpose of product sales, but also establish a special emotional bond and communication channel with catering consumers by giving them humanized and emotional experiences. Therefore, when carrying out online marketing creativity, we must think from the perspective and mentality of diners, and consider how to let consumers actively get the information they want in the fastest and smoothest environment, and leave a pleasant sensory and spiritual experience.

Establish a network platform, and catering enterprises design an online marketing project "MSN Enthusiasts" that interacts with netizens to invite netizens to join the hotel MSN, so as to deliver preferential information to netizens in time, such as launching a brand-new promotion plan on holidays, inviting netizens to go online, which will lead to online.