first, holiday catering marketing ideas

holiday catering marketing has been widespread in major hotels and catering enterprises across the country, such as social activities around the Spring Festival and Christmas. Banquets from various groups, Valentine's Day packages, Zongzi on the Dragon Boat Festival and moon cakes on the Mid-Autumn Festival have made catering enterprises particularly prosperous. Guangzhou White Swan Hotel has been doing marketing planning for Children's Day for many years, and has formed a holiday brand in Guangzhou. They decided on the theme "White Swan in My Heart". On Children's Day, the hotel provides pens, colors and paper for children who sign up for the society, asking children to draw pictures around the theme, hiring experts to be judges, designing an award ceremony and cultivating future guests. This idea is very clever, attracting a large number of children every year, not only establishing the brand of catering, but also expanding the influence of the whole hotel.

2. Make preparations before the holiday

The formation and development of the holiday market brings great business opportunities to the catering industry. How to seize the opportunity, expand the connotation and extension of holiday management, and how to follow the rules of holiday market are the topics studied by the majority of hotel catering operators.

according to the style and characteristics of holidays, the restaurant catering department should try its best to create a happy holiday atmosphere. From the characteristics of holidays, the Spring Festival, "May Day" and "Eleventh" three long holidays also have different characteristics. Spring Festival is a traditional festive festival, while May Day and November Day are leisure holidays. We should grasp this feature when operating. During the Spring Festival, it is necessary to highlight the festive atmosphere, increase the entertainment of dining by means of lottery, gifts, etc. "May Day" and "Eleventh Day" should highlight the leisure atmosphere, and increase the leisure from the adjustment and innovation of dishes and banquets and the promotion of food cultural services to attract consumption.

third, fast food is popular

holiday catering is a market dominated by ordinary people, which is characterized by a large number of people and a large flow. Most consumers still want to eat in cheap restaurants. Light meals, snacks, food stalls, set meals, fast food, buffet and other forms are the mainstream of holiday catering. Because of the short time and low price, as long as they are clean, hygienic, delicious and affordable, they will be recognized by consumers. Today, more and more ordinary people have become frequent visitors to star-rated hotels, and the popular convenient dining has also become the main variety of star-rated hotels. Although holiday catering also has high-end consumers, it is not dominant, and it is indeed a small part compared with the crowds of people. The economic endurance of ordinary consumers determines that the operation of middle and low-grade convenience foods is naturally the leading direction in the holiday economy.

Fourth, strengthen marketing planning

The take-out of family banquet originated in Shanghai, and now this trend has spread from Shanghai and Beijing to some large and medium-sized cities, which has won obvious economic benefits for enterprises. In order to promote family banquets and take-out of finished and semi-finished products of main and non-staple foods, merchants make great promotions. In order to package the "Master Xian's New Year's Dinner", Tianjin Jixian Restaurant specially produced a program "Dinner on the Eve of the Spring Festival" on TV, ordered songs and gave gifts in the highly rated "Golden Melody of Every Eye" column, and also participated in the special program "Life Prism" for the Spring Festival, making the "Master Xian's New Year's Dinner" a household name. The marriage of postal express and catering has also become a major news in the catering market in the Spring Festival of 2115. Yongjiang Hotel, a four-star hotel in Nanning, Guangxi, has made a strange move by signing a New Year's Eve dinner delivery agreement with the Municipal Post Office. With one phone call, citizens can sit at home and wait for the postman to deliver more than 21 kinds of sealed meals. More than 1,611 residents have enjoyed the postal express New Year's Eve dinner service.

according to the characteristics of holidays, the marketing method of holiday promotion is also effective. During the festival, special marketing can be carried out, such as launching traditional famous dishes and famous dishes; Launch innovative dishes and banquets with distinctive features; Introduce some famous and inexpensive popular dishes with outstanding characteristics; Develop set meals and convenient foods suitable for holiday consumption; Launch weddings and birthday banquets with the characteristics of this enterprise. In addition, family marketing, entertainment marketing and cultural marketing can also play a role in holiday management. During the Spring Festival, Beijing Huatian Catering Group Company launched special dishes, innovative dishes and family banquets with different characteristics. In particular, the innovative dishes won in the 4th Huatian Cup Innovation Competition and the 1st Beijing Muslim Competition were highlighted, such as "Whole Sheep Mat" in Hongbin Building, "Series Casseroles" in Casserole House, "Three-head Banquet" in Huaiyangchun, "Chrysanthemum Banquet" in Quyuan Restaurant and "Snack Banquet" in Huatian Snacks.

5. Pursuing green catering has become fashionable

Before 1981s, polished rice, white flour, big fish and big meat were the dreams of ordinary people on holidays. However, with the development of economy and people's constant pursuit of novel and unique ways, holiday catering activities have added more and more new contents, and people are calling for safe and healthy food. A new concept of healthy consumption has emerged in holiday catering. Today's holiday consumers pay more attention to and yearn for "nutritious, hygienic, convenient, affordable and healthy" food. Wuhan Little Blue Whale Chain Store reduced the proportion of chicken, duck and fish in the variety of Spring Festival family banquets, and introduced a series of wild mushroom dishes such as "Dragon King Flower Mushroom" to match with abalone, wings, ginseng and belly dishes with nourishing and nutritious functions, which were welcomed by customers. Therefore, restaurants and restaurants must explore new food space according to people's new dietary needs.

VI. Strive to create a festive atmosphere

In view of the current holiday management characteristics and the ever-changing catering market, different enterprises will formulate their own countermeasures to meet the climax of holiday management. Every enterprise has its own advantages and characteristics. In pre-holiday planning, enterprises should give full play to their own advantages according to their own actual conditions. Only by formulating and implementing distinctive holiday marketing strategies can they continuously expand their market share in the fierce competition of holiday management.

catering enterprises should pay attention to creating a festive atmosphere for customers, highlighting the styles and characteristics of different festivals, and also reflecting the styles and characteristics of different ethnic festivals. The Golden Week should be considered from the perspective of tourists. In a word, holidays should range from the store layout to the waiter's greeting, giving holiday gifts, and then providing customers with a variety of convenient services, such as tourist traffic maps, bus route maps, medical supplies, needles and knives, etc. At the same time, there is a public supervision telephone, which really promotes customers to the position of "God".

VII. Catering promotion activities

In order to enliven the catering business, enliven the dining atmosphere, and increase the attraction of restaurants and food to attract customers, restaurants can hold various activities, such as gift promotion and food display promotion.

1. "Special activities" are called "EVENT" in catering promotion. According to the characteristics and hobbies of target customers, restaurants hold a variety of activities on different occasions.

(1) The opportunity to promote special activities of festivals

Festivals are a time when people are willing to celebrate and entertain, and a good opportunity for catering staff to hold special promotion activities. To promote food and beverage sales in festivals, restaurants need to be decorated to set off the festive atmosphere. In addition, catering managers should organize marketing activities in combination with the festival traditions of ethnic customs in various regions to make the activities colorful and make customers feel fresh.

Various activities can be held in various festivals throughout the year, such as Spring Festival, Christmas, National Day, Valentine's Day, Mid-Autumn Festival, Easter, etc.

(2) promotional activities during the light hours. In order to increase the number of customers and increase the seat turnover rate during the light hours, restaurants can hold various promotional activities during this period. Some restaurants call the promotional activities during the light hours "happy hours" activities, and during this period, they conduct "buy one get one free" sales activities for drinks.

(3) seasonal sales promotion activities, restaurants carry out various sales promotion in different seasons, which can be planned according to customers' eating habits in different seasons and fresh raw materials listed in different seasons. The most common seasonal sales promotion is the promotion of seasonal dishes.

2. Category of special sales promotion activities

(1) Performance type

For customers' entertainment, restaurants often employ professional art groups and artists to perform, and they can choose karaoke, jazz music, light music, piano playing, folk songs and so on.

(2) Art-oriented

Calligraphy performances, exhibitions of traditional Chinese paintings, antique exhibitions, etc. also attract guests.

(3) Entertainment

In order to enliven the atmosphere of restaurants, restaurants often hold some entertainment activities, such as quiz, lottery and games.

(4) Affordable

It is usually very attractive for restaurants to make use of customers' psychology of pursuing benefits to offer discounts and free gifts.

due to the development of holiday economy, we must not regard holiday economy as a short-term business opportunity, but as a long-term development opportunity. With the development of China's economy and the improvement of people's living standards, holidays will only get longer and longer, and holiday consumption will naturally increase. In the United States, spending on Christmas and Thanksgiving alone accounts for 41% of the whole year. It can be expected that the holiday catering industry in China has broad development prospects.