Part I Cafe Marketing Program

I. Name of the event

Christmas Carnival Party

II. Purpose of the event

1. To take advantage of the opportunity of the Christmas event, and establish a good relationship with customers.

2, through the activities of small gifts or lottery to achieve the role of advertising and marketing.

3. Increase the marketing of activity packages to enhance turnover.

4, so that all employees of all departments to participate in the planning and implementation of activities to improve the ability of all departments to collaborate, enhance the enthusiasm of employees to improve the working atmosphere.

Third, the date of the event

December 24, 2020 - December 25, 2020 at 8 pm.

IV. Venue

Aegean Café Chongqing Lianglukou Branch.

V. Activities

1. The chef will create a luxury Christmas set menu that night.

2. Guests can experience the barista and bartender making pre-dinner aperitifs for free.

3. Guests who arrive at the store that night will be eligible for the lucky draw launched by Aegean Coffee. Raffle qualification. Prizes are divided into a grand prize (TeclastP89smini7.9-inch tablet PC), two first prize (a bottle of wine 398), three second prize (chef selected Australia snowflake fruit wood steak a 168), five third prize (30 yuan voucher) and thanksgiving awards N (exquisite small gifts 1).

Six, the activities of the layout

Procurement of Christmas decorations on the entrance to the cafe, bar, booths, private rooms and hall decoration.

VII. Activity publicity

1, the distribution of leaflets and notification of pre-arrival guests.

2, to the cafe near the distribution of leaflets and publicity.

3, through WeChat, microblogging and forums to publicize.

VIII. Pre-preparation

1, in December 10th before the production of a good leaflet distribution, WeChat, microblogging and forums to start publicity.

2, in December 12 before the completion of the cafe decoration.

3, in December 20th before the completion of the Christmas required items and materials for stocking and semi-finished products.

4, in the morning of December 24th to complete the construction of the buffet table and buffet preparation.

5, the cafe all staff ready to work.

Part II Cafe Marketing Program

I. Origin: Cafe Qingdao Sunshine Department Store.

As a national brand chain store, the cafe integrates the modern business multi-functional breath, determined to achieve the cultural fashion of Western-style food brands with Chinese characteristics, to create a national business and leisure communication network. According to the current status quo, Café Qingdao Sunshine Department Store due to the poor implementation of the pre-opening market publicity, resulting in less traffic in the restaurant, social influence and brand reputation as a whole can not be reflected. Approaching winter, it is the hot stage of the catering market, the cafe should do a variety of activities as soon as possible to attract customers to attract sources, before the Spring Festival steady operation, to achieve the purpose of rapid profitability. Café planning "'Starbucks Coffee' Christmas activities, this activity to extend the scope of publicity, increase publicity efforts to carry out a purposeful implementation of the strategy for the expansion of the Café Shijiazhuang store's social visibility, brand reputation, consumer awareness to lay a solid foundation.

Second, the time of the event: xx December 10 - xx December 25

Third, the theme of the event: the success of communication begins with Starbucks

Fourth, the form of the organization: organizers: Qingdao Starbucks Sunshine Department Store

Fifth, the content of the activity:

(A), the true love of Starbucks - free coffee tasting activity program Time: December 10, xx - December 15, you can choose their own time during the peak flow of time Location: the square in front of the cafe Content: 15 to 19, the organizers in the Both sides of the coffee square in front of a console see picture, the console as a whole follows the theme of the cafe's corporate image, slogans. The square was crowded, many consumers scrambled to taste the mellow and rich cross-strait coffee at the operating table, sent four Miss Manners with clothing, wearing a ribbon, text content: Happy Christmas on the front side of the reverse side of the success of the communication began on both sides of the Responsible for, there are two people for the consumers on-site cooking coffee, tell consumers about the history of the culture of the cafe, and the other two to the consumers to send out promotional leaflets leaflet main content to inform consumers about the Christmas season, the cafe food discount measures. During the period, the cafe dishes preferential measures and exquisite gifts to give, consumers are invited to visit. Moral of the activity: Christmas is the most important day in the West, and in recent years in China, Christmas is also the city people increasingly revered 'important holidays, through free coffee, reflecting the cafe close into the consumer, with a very affinity for the performance of methods to enhance the integrity of the brand and the social effect, can bring consumers into the cafe in the deep realm, a large number of image display for the smooth convening of the event played a good role in promoting the activities. The first step is to make sure that you have the best possible experience in the field.

(B), Café Santa Claus gift-giving activities Time: December 23, 20xx - December 25 Location: Café restaurant Content: Christmas tree snowflakes quietly fall, the wind sends a drunken drunken voice, when the night spread over the sky, Christmas Eve singing, we once again in the singing Christmas Day meet. Christmas Day, when we meet again with songs and laughter. In order to cultivate the popularity index of the culture, we invited five Christmas goodwill ambassadors to give Christmas gifts to guests who spend money in the cafe. At the same time, the Christmas gifts were labeled with the Café's theme slogan or blessing. Example: Successful communication starts with Starbucks Starbucks Coffee wishes all guests a Merry Christmas! Qingdao was filled with Christmas colors in the early snow, and the cheerful singing of Christmas Goodwill Ambassadors sent Christmas blessings and warm Starbucks feelings to all guests. The moral of the activity: brand and consumer zero-distance contact, can leave an unforgettable impression, and play a role in promoting the coffee shop brand advertising effect.

(C), the cafe Chinese and foreign guests of the Christmas celebration program

Time: 20:00 on December 24, xx

Location: the cafe on the second floor to invite guests

Invitation content: the evening of December 24th, in the two sides of the cafe in the Chinese and foreign guests of the Christmas celebration activities. At that time, some international students of Qingdao University will gather together in the restaurant to **** celebrate their traditional festivals together. The whole hotel is dressed up in Christmas atmosphere, so that they have the feeling of returning to their hometowns, creating home enjoyment for them. In the meantime of joyful blessing, tasting the hometown food, listening to the melodious piano music, drifting in the orange lights and shadows, three minutes of disorientation, seven minutes of tenderness, feeling the romance of France, the subtlety of England, the exuberance of the United States... feeling the pleasurable enjoyment of the western food culture brought to the people, the Feel the superiority of value-added services. All personnel in the restaurant must wear ribbons. Moral: Through the participation of foreign guests triggered by the cafe Christmas activities of the climax, attracting widespread attention from the news media, the whole event atmosphere warm, elegant, advocate the concept of fashion consumption, cafe Western culture has been rendered, so that the live for the cafe to lay a solid foundation for the pre-publicity, highlighting the cafe's deep cultural heritage.

Six, the image of publicity products promotional placement strategy:

1, desk calendar: the Starbucks coffee western food in the selection of 12 classic coffee, each coffee design in each month, and do the corresponding discounted activities, in the Christmas season before the distribution of all finished. Consumers can hold the coffee color map to Starbucks Coffee consumption, enjoy part of the preferential policies, such as free point piano music, dishes discount consumption.

2, leaflets: the cafe Christmas activities to reflect the preferential measures, such as giving coffee souvenir gifts, free tasting part of the dishes, through the form of clip newspaper and the scene of the coffee tasting when the distribution, so that consumers feel the essence of the cafe dishes.