Off-season promotion scheme of hot pot restaurant

The bleak operation of hot pot in summer has become an obstacle to investing in hot pot or hot pot catering. The hot summer has become the jinx of Chongqing hot pot and hot pot catering. How to operate hot pot in summer? Where is the road?

1. Beer is free

Summer, hot summer. Cold beer, when I think about it, I feel like a volcano erupts and it rains heavily. My heart is cool with a creak. Ice beer in advance, unlimited supply. Some people may think that they will lose money, but it turns out that it is equivalent to a 21% discount on all singles. When I was the general manager of Qilong Hot Pot in Chongqing, including the direct stores in Chongqing, it was such a marketing strategy, which not only earned full popularity, but also earned a lot of money. With facts as the basis, you don't have to doubt.

finally, just hearing that beer is free is enough to attract people's attention. It's you, aren't you going?

2. strategy of adding fire to the fire

since everyone thinks that eating hot pot will get angry, we might as well add fire to the fire. This is also one of the marketing strategies. The actual operation method is "getting angry, you are more angry!" The theme marketing activity-"a pie falls from the sky, and the hot pot is free."

Activity rules:

A. Customers who come to eat every day will get a table free of charge.

B, if there are 68 tables in your restaurant, put 68 ping-pong balls in the lottery box. One of the balls is free.

C, during the peak operation period, for example, when the guest's seating rate is the highest at 8 pm, the seated guests will be charged.

D, get to the table and let the guests touch the prize. If they touch the free table tennis, the store will pay for all the expenses before the account is tied. Even if the guest spends 2111 yuan, as long as he is so lucky and courageous.

This strategy is to add fire to the fire, and create a beautiful yearning that people all want their own fire. The key point is to make this kind of atmosphere, and transfer people's other expectations of fire with an interactive atmosphere. At the same time, this marketing strategy is also in line with China people's gambling psychology of buying lottery tickets. If I am free of charge, I am lucky, just like winning the first prize in the lottery; If I don't win, then I don't care. Anyway, I spent it myself.

3. Other marketing strategies

A. Free ice cream. B. free herbal tea. C, free mung bean soup.

and other, but small-scale marketing activities are best not to be used alone. Cooperate with other large-scale promotional activities to increase customers' image of us.

2115-14-22 19:25:45

In April, the hot pot industry also ushered in the longest and weakest business off-season. The following are ten methods of marketing strategies for hot pot off-season for your bosses and store managers, for your reference only:

First, marketing is not equal to promotion

The marketing work of restaurants runs through the whole enterprise. Accept it or not, marketing always exists with the operation of your enterprise, but from the situation, there are active marketing and passive marketing, and from the result, there are differences between successful marketing and failed marketing. Therefore, there is no time to take a nap in marketing, whether in the off-season or in the peak season.

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

don't be complacent when you see that customers are full every day in the peak season of the Spring Festival. 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, 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 the 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. Source: /48326.html

Third, prepare for a rainy day. Marketing in the off-season starts in the peak season.

Marketing activities are a systematic, planned and coherent business behavior, and marketing work should be ahead of market changes as far as possible, especially when the market change trend is clear. Chinese restaurants should make a good marketing plan for the off-season after the Spring Festival before the peak season begins, and then make full use of the good popularity during the Spring Festival to carry out the off-season marketing promotion work in advance. Specific methods vary, and the effect is often twice the result with half the effort. If you wait until you slip into the off-season and your popularity is low, the cost of marketing will be higher and it will be more difficult.

Fourth, clearly understand the market changes and calmly deal with

This requires making correct judgments 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 the official (including the government and the military), business and other social groups. During this period, many restaurants have no time to take care of the general 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.

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 offer 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 birthday banquets and centennial banquets, and give more preferential items to attract the consumption of scheduled wedding birthday banquets and centennial banquets, and so on. Of course, group consumption is still the mainstream for middle and high-end restaurants, so there should be corresponding marketing measures for this part of customers, so we must not lose sight of one thing and lose sight of another.

V. Maintain VIP customers in depth

There is a famous 2: 8 law in marketing theory, that is, 81% of sales are often brought by 21% of the most important customers. There is no doubt that these 21% customers are the most important food and clothing parents in the restaurant. Restaurants should sort out the customers in the past year, find out who these 21% customers are, and work out special VIP customer maintenance plans, which will be implemented by well-trained and specialized teams to the letter. Customer maintenance is of course a long-term job, but it is particularly important in the off-season.

6. Innovating and changing, giving customers more new ideas and surprises

After a busy peak season, restaurants can't rest temporarily, because in the big market competition environment, enterprises are also like sailing against the current, if they don't advance, they will retreat. After the festival, we should make timely adjustments to dishes, promotional materials and the atmosphere in the store according to the changes in solar terms, consumption and marketing themes. Many restaurants like to keep the festive arrangement of the Spring Festival until these decorations are old and shabby, which is the obvious feature of lack of systematic marketing.

A restaurant that pays attention to brand image and is full of vitality will constantly bring forth new ideas in terms of marketing themes and specific forms of expression, and constantly create a sense of freshness for customers, which is more conducive to cultivating long-term loyal customers. After the Spring Festival, some new dishes should be added one after another, and new recipes suitable for summer season should be developed as soon as possible, and presented to customers when the market picks up in April. In the off-season, restaurants should try to create festivals to attract attention, attract customers and enhance popularity. For example, spring thanksgiving activities are carried out, invitations are sent to members or old customers, special consumption discounts are given to them, and a series of interactive game activities are carried out to give back to old customers; Invite the relevant responsible persons of major travel agencies to focus on a unique networking activity, make friends, and recommend the restaurant's service measures for the travel team; Cooperate with enterprises in other industries, such as department stores, specialty stores, 4S shops of high-end cars, bars, etc., which match the positioning of restaurants, to provide special discounts to their customers, so as to broaden their customers and expand their influence; Wait a minute.

of course, it's not appropriate to invest too much money in a large number of promotions in the off-season, so it's not worth the loss, just moderate.

seven, grasp the low tide 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 a dinner to celebrate, and many female consumers will also meet with friends to enjoy food together. 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.

eight, cooperate with the 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, the effect of brand promotion will be better, and the effect of marketing activities will be better.

IX. Joint marketing with other restaurants

It seems a bit difficult, because as the saying goes, peers are enemies. But there are also many examples in which peers are friends. Aren't Hongxing and Darong and the two most famous catering enterprises in Chengdu the best examples? There is a good metaphor: a chopstick is broken gently and ten chopsticks are tied together, so it's nothing. If restaurants can put aside their bad feelings and seek a market, the cakes in this market may be made bigger and more fragrant. If a restaurant engages in marketing activities, considering the relationship between input and output, the momentum will certainly not be too great, but if ten or twenty restaurants jointly engage in marketing activities, the momentum will definitely be much greater if everyone's strength is added together, and the results of the activities will naturally be much better.

So, in the peak season, they are busy. In the off-season, the restaurant bosses should move around more and contact more, and maybe they can meet some sparks and form a temporary alliance partnership.

Ten, chopping wood and sharpening the knife are correct

In the off-season, the marketing work should focus on both hands, and on the market, that is, the so-called "chopping wood"; The other hand practices internal skills, which is called "sharpening the knife".

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 business is not very busy, we will carry out 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.