Restaurant operations can not be separated from the restaurant marketing plan, the following two restaurant marketing plan, I hope to help you develop a restaurant marketing plan for their restaurant. Restaurant marketing plan reference a: "good want to home" fast food restaurant marketing plan a... The marketing plan executive summary and essentials. Trademark / pricing / important promotional tools / target market 1. In the trademark of this element, we need to locate a suitable trademark for our fast food restaurant, not too strict, to let everyone have the warmth of home to eat. For example, positioning to the students of the "good want to home" fast food restaurant. 2. pricing issues, the restaurant industry is a more popular service industry, so the pricing must not be too high, because there are many other restaurants of the same grade, so the price should be set at the same position as the rest of the restaurant, or if your purchase price is really cheap, you can use the low-cost strategy to seize market share, but if you do not have the same price, you can use the low-cost strategy. Strategy to seize market share, but if it is the food in your restaurant is really different from the rest of the region's food, then you can use the differentiation strategy, from the difference in the product to occupy a certain market share. 3. promotional tools, at the time of the opening, you can use some preferential policies to attract customers, so that customers notice this newly opened restaurant. For example, with ID card, home away from home students can enjoy free delivery of special soup. 4. target market, open a fast food near the school, the target market is the surrounding student population. II. The current marketing situation 1.Market situation: According to incomplete statistics, the national catering industry in the total market share of 30-40% of the proportion of China is a big country to eat, for eating has an incomparable interest, so all kinds of food and beverage outlets are emerging. Resulting in a large market share. 2. Competition: In such a large market share, the competition must be quite fierce, and now in the Chinese market can occupy a certain market share is a few multinational chain of food and beverage companies. The market share of many domestic chain enterprises in China's catering industry is less than 2/3 of the share of foreign enterprises. 3. Macro-environmental conditions: In this big problem, it is roughly divided into 2 small problems: firstly, the consumer group, in this problem, within the scope of the established, with the use of market research means to understand the region by the What is the favorite or more preferred food. Then further tactics are taken. Secondly, the demand situation, this issue is mainly to study the consumption level of this region, and consumption habits, as well as the demand for catering industry supply of some factors. The average cost of living for students is 700 per month, while food expenses account for an average of 400, and the chances of not eating in the cafeteria and choosing to eat in the dining hall are about once every two weeks. Most of the students in our school are out-of-town students, they can't conveniently go home to improve their food, so they are willing to choose the restaurant to adjust their life. III. Service Strategy Students want to exercise their ability through part-time jobs to earn some living expenses, and part-time jobs near the school are better for them to arrange their time, so they can hire student waiters at a cheap price. Students serving students can make students feel more intimate, and the quality of students is generally higher, change in training and education. Restaurant marketing plan reference two: restaurant marketing plan (a) brand image of an enterprise to do big, do well, the first thing should have of course, is the quality of products, unity and enterprising team and a good corporate culture. But only these are not enough, the enterprise to market the product, must establish a good brand image. "Fountain Soya Bean Milk" has been settled in the island for several years, as a 24-hour business, to the breakfast noodle as the main business items of fast food restaurants, its popularity has been relatively high. "Fountain Catering" and "Fountain Soymilk" are relatively close in name, and it is easy to make people think that they are chain stores of the same store. In the pre-opening period, we can make use of the popularity of "Fountain Soya Bean Milk" to establish the brand image of our store easily. And "Mecca Bridge" as a new food and beverage program, we must step up publicity and promotion, using all special and conventional publicity methods. Once in the minds of consumers set up a brand image, the brand effect will follow. To establish the brand of the two stores, it is necessary to start from the characteristics of the two stores. First of all, "Fountain Catering", although we can take advantage of "Fountain Soymilk" popularity, but after all, is not the same store, whether in the business project, business philosophy or workflow are very different. "Fountain Catering" is not simply to breakfast, pastry-based, but also includes fried dishes, drinks, barbecue and boxed lunches, etc., *** five categories of projects. In the business philosophy, we are in the middle and low-grade price dishes, mainly for the middle and low income consumer groups, to "flavor, taste, human taste and more sales" to run the restaurant. In the workflow, we broke the previous form of menu ordering, but the use of the bar in front of the food order, the customer with the purchase of food tickets to the open file to pick up the form of food, a great saving of manpower and material resources, so that the store in good order. The opening of "Fountain Catering" will face some challenges. In Taitung, there are large and medium-sized fast food restaurants such as "Jishuilai" and "Xinshang Fast Food" competing with us. Compared with these restaurants, we have both advantages and disadvantages. The advantage is that we have a variety of varieties, and rent and other costs are relatively inexpensive; while the disadvantage is that our geographical location has limitations, and the store area is small. Therefore, "Fountain Catering" to compete with these stores, in addition to lower prices, but also in the service to highlight our advantages. The same price of food, of course, consumers will choose to eat in the environment and good service. In the publicity we should use "small restaurant prices, big hotel service" to impress people. In the store set up a few humanized facilities, such as water fountains, newspaper racks, children's dining chairs, etc. can enhance the image of the hotel. In the service to do everything for the sake of consumers, can not say "no" to consumers. Haier, Nokia and other internationally renowned brands is because of all the interests of consumers, "people-oriented" plus thoughtful after-sales service, to win the favor of the majority of consumers. Therefore, in ensuring the quality of food at the same time, quality service is the key. Because of the limitations of the area of "Fountain Catering" determines the number of tables and chairs in the store is not too many. At the peak of the flow of customers, far more than the number of seats in the time period, there will be a lack of tables and chairs, so that the customers who wanted to eat in the store because they could not find a seat and left the situation. To solve this problem, it is recommended that during this time period, servers be assigned to provide seat-finding services for customers who have already purchased a meal. Take the initiative to ask the end of the meal customers have a few, whether they have found a suitable seat, and enthusiastically arrange for the guests to be seated, will make customers have a sense of cordiality, feel the thoughtfulness of our service, they will be very willing to come back again, and at the same time, also solve the utilization rate of tables and chairs. This point, "McDonald's", "KFC" and "Yoshinoya" is doing very well, you can learn from. Let's talk about McCarthy's Bridge. Taitung lot of Western food is mainly located in the wedding photography street "Haoshilai Steakhouse", "Red House Steakhouse", located in Weihai Road "Island Café Western Restaurant", "Ai Fei Lai Western Restaurant" and "Alexander Café" located next to the Taitung Post and Telecommunication Bureau are the main ones. Located in the wedding photography street of the western restaurant to steak as the main business items, the price is very cheap, but also positioned in the low-end consumer groups; located in the Weihai Road is a more comprehensive business projects, positioned in the middle and high-grade consumer groups on the western restaurant; and "Alexander Café" is to coffee drinks, the price is also The "Alexander Café" is mainly for coffee drinks, and the price is relatively high. These stores are farther away from "McCabe Bridge" and have their own focus in terms of business items, so they do not pose a direct threat. However, as a Western restaurant, McCabbage has some disadvantages in terms of location. First of all, there is no parking lot in front of our store on the East-West Expressway, which is inconvenient for customers who come to dine by car. Secondly, our store and the Taidong commercial circle in the north of the road is only connected by a street bridge, and the distance from the commercial street is far away, to a certain extent, affecting the number of customers who come to dine. However, we have an absolute advantage, that is, our "McArdle Bridge" is not a common sense of the western restaurant, we have their own characteristics, that is, "western hall in the food". This is the only restaurant on the island that can use Chinese food in a Western restaurant, as long as we publicize it, this feature is enough to attract both the Western restaurant to eat in an elegant environment and not accustomed to eating Western food crowd to come to patronize. Therefore, in addition to the dishes we have to work hard, publicity must also do a good job. In addition, the price is not high is also "Mecca Bridge" a selling point. We are positioned in the low-end consumer groups, in the publicity to highlight the "everyone can afford to eat authentic Western food", to attract never dare to enter the Western restaurant of the low-income groups into the store. Suggested in the second floor of a quiet environment to set up a few higher grade seat, specializing in entertaining members and many times patronized by the old customers, in the table on the sign marking out the words "members of the zone", the area set up books and newspapers column. When the waiter to lead the seat, if the customer wants to sit in the members of the dining area, the waiter can be introduced to the customer, said: "Sorry, that is the members of the area, is for the purchase of a membership card for customers to dine in the area." The customer will ask: "What are the benefits or perks of your membership? How much does a membership card cost?" The waiter will be able to sell the "McCabe Bridge Membership Card" through the introduction of these questions.