Food is the most important thing for people, and eating is indispensable in our life. However, the competition in the catering industry is also very fierce. How can we stand out from the numerous restaurants? The following is the "model essay of catering marketing plan" compiled by me for everyone, for reference only, and you are welcome to read it. Fan Wenyi, a catering marketing plan

1. Publicity and positioning

With the increasing competition in the catering industry in our city, the era of individualized development of catering in our city has come, and the era of earning high profits in the market by relying on first-and second-class catering varieties is gone forever. Only by positioning our own restaurants as personalized catering can we be invincible among many peers.

what is the "personality" of catering? It should be like a beautiful woman with both inside and outside, with not only the face of an angel and the figure of a devil, but also the beauty of mind. If a restaurant has only a formal personality, but a pot of rotten dishes is cooked, its personality is pale; If the food is first-class, but the decoration of the store is just like picking up a few tables and chairs by the roadside, it is also a pity.

As an ancient saying goes, "Only one scoop of water is enough for three thousand", the Chinese-Western compound restaurant with such elegant atmosphere is undoubtedly the best place for white-collar workers and young talents in our city to love and enjoy their lives. Therefore, if the Chinese-western restaurant is packaged into a "love restaurant" full of personality, it can not only make the best use of the existing resources and save unnecessary waste, but also make people clear at a glance, fall in love at first sight and never forget anything in the information age full of all kinds of information, so as to obtain the maximum publicity effect with the minimum publicity cost.

Therefore, we specially tailored the propaganda theme of "the most romantic love restaurant" for Chinese and Western compound restaurants. It is suggested that merchants launch various colorful planning activities around this theme in future publicity activities. Now it's only one month before Valentine's Day next month, so it's a good opportunity to launch a publicity campaign.

Second, publicity background

Compared with this year's Spring Festival, Valentine's Day has taken the lead in arousing the appetite of merchants and consumers, with beautiful roses and delicious meals. When people close their eyes, they are already looking forward to how to spend this romantic time on Valentine's Day, and merchants are even more strategizing and ready to go, especially western restaurants, bars, cafes, tea houses, etc. have already aimed at this big cake and just fought price wars. It is difficult to impress consumers with these similar marketing strategies, such as simply offering discounts. If you want to stand out, you have to find a new way. As far as the unique atmosphere of Chinese and Western restaurants is concerned, you might as well try to organize a warm and romantic party to attract everyone's attention. Of course, successful event planning can't be separated from strong media support

III. Publicity methods

1. Theme of the event: Meeting xx is meaningful

2. Participants of the event: couples or temporary couples recruited by powerful matchmaking agencies and TV advertisements in our city,

3. Activity flow:

The first wave: Love at first sight

is mainly aimed at singles who have registered in major matchmaking agencies in our city. Finally, the top three who received the most cards were summarized to perform programs for everyone. Through this activity, the person who received the card can ask to know who sent the card, and on the premise that both parties are willing, they can temporarily sign up for the matching program together.

The second wave: tacit understanding test

Mainly aimed at married guests, the host asked dozens of questions, such as "What's your favorite color" and what do you do when you are in a bad mood ",and then the couples wrote the answers on their own boards. In the end, those who have the same answer are the most tacit couples, and they can get a small gift.

the third wave: for whom the heart is in full bloom

In the face of a bouquet of blue enchantress roses and a bottle of rare edition wine provided by all the guests in the live auction, the successful bidder will receive a special gift (to be determined), which means wholeheartedly, forever and ever, witnessing true love, and the top 5 participants who are closest to the successful bid will receive a bouquet of flowers for free.

the fourth wave: confession of true feelings

a lyrical link after the above series of interactive activities encourages the guests who take part in the matchmaking date to speak bravely, improve the success rate of the on-site quick dispatch, and emphasize that the most touching confession will win the grand prize.

Through the promotion of this activity and media campaign, more people will know, fall in love and witness the romance and sweetness of urban life.

IV. Advertising plan

1. The goal of advertising is to make the music restaurant the first choice for fashionable men and women to enjoy romantic time, especially on Valentine's Day night, so as to cater to the interactive activities of couples and push the atmosphere to a climax.

2. Time of advertising:

Promotion period of the activity: xx-xx (xx column collects couples and contacts powerful matchmaking agencies for cooperation, which initially arouses social concern)

Progress period of the activity: xx-xx

Fading period of the activity: xx-XX. Xx program tracks couples who have successfully dated on Valentine's Day, and lets them go back to the Chinese-Western compound restaurant where they first met, interview their inner feelings and render the wonderful effect of first-class environment warming their love (you can contact friendly guests).

3. the focus of advertising: emphasize the unique romantic mood, and strive to create the first brand image of its western restaurant in our city.

4. Performance of advertising: combination of print and TV publicity, catering marketing plan, model essay II

1. Market positioning

Looking at the current catering market, the competition is fierce, and all stores are trying their best to achieve the marketing purpose. Therefore, it is urgent for us to make marketing plans immediately and fully implement sales strategies and tactics to create higher benefits for the hotel.

this hotel does not occupy a considerable advantage in terms of geographical location. It is neither in the bustling downtown nor in the upscale business district, but it can be used. There are no decent hotels or restaurants in the development zone, and there are major factories and enterprises around the hotel. This shows that the hotel has great potential for development, but it cannot be separated from its core strength, that is, its products must take a characteristic route. Now the hotel mainly deals in donkey meat and some Cantonese dishes. First of all, we should understand the market demand and the consumption habits and taste requirements of surrounding customers, and adjust the production route according to the first-hand information we have. Secondly, we should immediately set out to set up a strong marketing team and cultivate a professional service team.

Second, market analysis

Looking at the eight major cuisines in China, they have their own styles and characteristics. According to the market demand and social development, they have now extended to 12 or even more cuisines, so as to meet different people from different levels. First, we should clearly understand the local catering needs, and then we should check the production routes, and we must not be too miscellaneous, too many, and at most there should be no more than three cuisines, middle and high grade, special dishes and special dishes. High-end dishes are for the business banquets of some enterprises, while specialty dishes attract people from all walks of life, and the final local dishes are for the local residents. Therefore, we have to draw a conclusion that the proportion of cuisines occupying the market is 31% for high-end dishes, 11% for specialty dishes and 61% for local dishes. After accurate product positioning, don't stagnate, constantly update products, innovate dishes and eliminate the fittest. In order to better meet the needs of customers, we should make a big fuss about the production. < P > Third, the professionalism of service < P > In addition to hardware facilities, software is particularly important in a hotel. The so-called software refers to service and production. How can we build a professional and well-trained service team? First of all, we should pay attention to the recruitment process. In the service industry, the appearance and image are important, but we must not ignore the inherent quality and plasticity of employees. Secondly, we should also make great efforts in training, theoretically speaking, but practically speaking, it is more important to pay attention to the quality education and professional ethics training of employees. It is necessary to select the backbone organizations of enterprises to study abroad, enhance professional knowledge and team spirit, cultivate all-staff marketing, formulate a reasonable employee reward mechanism, and promote the enthusiasm of employees, thus improving the interests of hotels. Most of them are now engaged in the service industry. In view of the great mobility and instability of post-91s jobs, we should pay attention to employees' spiritual encouragement and hobbies. We should not ask for too many people, but we must be precise. We should thoroughly remove some barriers that hinder the core of the enterprise, and the enterprise should develop, so don't talk about feelings and relatives, otherwise it will be a great disaster.

Fourth, the establishment of marketing team

Absorb a group of smart and capable talents from all walks of life and concentrate on training. From the importance of service industry to professional ethics, gfd to professional knowledge, we should clearly understand their personal hobbies and special interests for the development and training at different levels. The professionalism of marketers is very important. They are not required to do it, but they must say it. We should keep abreast of domestic and international news and nutrition and health science. Let customers feel that this team is very professional and knows a lot. In fact, marketing not only sells goods, but more importantly, how to sell themselves to customers. Once customers accept people, goods will naturally be accepted. Establish a good relationship with customers, keep a certain distance, clearly understand each customer's consumption habits and psychology, do a good job in customer files, visit some important customers from time to time, learn from customers' opinions and organize meetings for effective rectification, formulate novel marketing plans, and track services.

V. Specific marketing strategies

1. Promote the hotel by using the media (TV/newspaper/magazine/network), starting with the hotel's environment, service and production;

2. Make a small gift with the hotel logo as a napkin box/Rubik's cube/tea box/umbrella;

3. Make "Moon Soup" and send it to the parturient for free. Go to the obstetrics and gynecology departments of major hospitals in this city to find out that the parturient will send the Moon Soup for free for three consecutive days, and attach our set menu. On the one hand, it will enhance the hotel publicity, on the other hand, it will improve the banquet reservation. For example, it is suggested that the maternal baby banquet can be considered in our hotel.

4. Introduce a free birthday package that I can eat with my ID card;

5. Formulate corresponding preferential policies according to different festivals;

6. For other banquets, exquisite photo collections can be made for customers free of charge;

7. Make a prepaid card and sell it to customers. If it is not capped, it will cost 2,111 yuan, which is equivalent to a 21% discount on the whole meal.

8. You can eat eight tables and get one free (the average of eight tables);

9. In order to improve the attendance rate in the afternoon market, 21 yuan-51 yuan cash vouchers can be issued in places with many people in major downtown areas. With this voucher, the corresponding amount can be used for lunch, only at noon, and only one can be used for each table;

11. If the accumulated meal expenses exceed the specified amount, you can get corresponding grand prizes, such as computers, digital cameras, electric cars and televisions; Microwave oven.

VI. Summary

To sum up the above, we need a professional executive team to complete it. We should pay attention to the construction of corporate culture and the packaging of enterprises. As big as a door-to-door advertisement, as small as a business card or a reservation card, we should carefully design it, with more characteristics and cultural colors in it, so that every customer can deeply understand our intentions. We have invested in our customers, and customers will naturally repay us. Finally, we should do a good job of saving money. This is also a crucial task, which should be grasped from all aspects, always based on the principle of people-oriented and mutual benefit, because employees are the greatest wealth of enterprises. Fan Wensan, a catering marketing plan

Because many people's time values have not been fully established, they do not easily accept new marketing methods. This will restrict the realization of online marketing. From the consumer's point of view, some drawbacks in the immature market economy still haunt people. It is always too rational or distrustful of new things, which requires people to further recognize modern marketing methods; American economists have put forward the concept of "attention economy", and 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 business 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, and the innovative content and form enable online marketing to quickly affect tens of millions of huge online users. Covering 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 first news of portal website to link, reprint, recommend, participate and comment in open and large-scale explicit forms. You can also make the content of catering network marketing become the center of the topic through the hidden forms such as hanging links and providing downloads through xxx, 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 helps 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 search for attractive substitute products.