1. What is a theme restaurant? A theme restaurant is a dining place marked by one or more themes. I hope that people can enter the desired theme situation through observation and association, such as "going to the other side of the world to see", relive a certain period of history and understand a strange culture. Theme restaurants actually take a certain culture as a carrier to guide consumers to carry out personalized catering consumption. Second, the principle of theme restaurant planning (1) Cultural orientation principle The theme itself has no distinction between high and low, and the essence of the theme is culture. Culture is a very broad concept, and the culture operated by theme restaurants does not require restaurants to display all cultures, so the culture in a general concept will weaken the competitiveness and attraction of the theme. Therefore, whether the theme in theme catering can achieve the expected effect depends on the following points: 1. Relative Specificity of Theme Culture In a fiercely competitive buyer's market, restaurants should realize that this "cake" in the market can't be monopolized by a certain enterprise, clarify which piece they are assigned to, and ensure that this "cake" can be obtained and firmly held. Therefore, when looking for and determining the cultural connotation of theme catering, we should be "calm", manage only one culture and highlight only one characteristic. 2. The theme culture is different. The catering culture endowed by the restaurant must have distinct differences, and it is forbidden to repeat and follow the crowd. Otherwise, it is easy to make "characteristics" go to the opposite side and become featureless. Wave after wave of "following the trend" in the real market has made imitators one after another become "eliminators" in the market. 3. Correspondence between theme culture and hotel resources Hotels should correctly analyze their own advantages and disadvantages, give full play to the comprehensive advantages of various resources of enterprises, foster strengths and avoid weaknesses, and fully identify the interface between enterprise resources and theme culture. This will not only give full play to the advantages of existing resources, but also form a theme that is difficult for other hotels to imitate for a while, so as to ensure the long-term stability of this catering theme and gradually form a monopoly advantage. (II) The principle of cost control The main capital of market-based theme management is differentiated cultural themes. Every differentiation created by restaurants not only increases the income for guests, but also increases the cost of restaurants. Therefore, in the theme-seeking stage, hotels should fully consider the relationship between differentiated costs and differentiated profits. Generally, when the product price of low-price strategy is much lower than that of differentiated strategy, guests may take a fancy to the price and lose interest in differentiation. In this way, restaurants should seek a balance between differentiation and cost, and cannot blindly expand the degree of differentiation. When the expansion of differentiation will lead to a substantial increase in costs and leave competitors with "targets", restaurants cannot expand differentiation. (3) Based on the principle of demand, when establishing the theme, restaurants should always consider the problem from the standpoint of the guests and be their "allies" instead of standing on their opposite side. Restaurants should first investigate and analyze all the needs of potential guests from the standpoint of guests, and determine the customers they should attract according to the actual situation of the restaurant. On this basis, the selected target customers are followed up for the second time, especially the cultural requirements, economic payment ability and sufficiency of consumption time are analyzed in detail, and the catering theme to be operated is determined according to the analysis results. (4) The principle of dynamic planning Once the theme catering is successfully positioned, it must not be complacent and stagnant. Theme planning should always accompany the whole process of catering management, otherwise it will cause the ruthless spit of fashion youth due to lack of vitality. Therefore, restaurants should look for new theme selling points from the perspective of dynamic development, rationally adjust the theme according to the life cycle of theme products and the development trend of catering industry, and promote the development of theme catering by developing new products, planning new activities and introducing new culture. Three. Matters needing attention in building theme restaurants (1) Accurate positioning of 1 is the most important issue from the overall macro environment. To find the most promising position, we must conduct a lot of surveys in advance to understand the latest market trends, and it is best to predict new demand in advance. At the same time, we should also understand the ideological and cultural uniqueness of this place. Every successful case has a culture that reflects its own characteristics, personality and mental outlook. Its orientation is based on natural environment, national historical origin, humanistic environment, characteristics of the times, politics, economy and other macro-environments. Only by understanding the culture and background of the local catering industry can we find an accurate theme positioning. 2. Starting from consumers' preferences, in fact, consumers' economic status and personal preferences are very different, and their "theme" of going to restaurants is not the same. Restaurant operators should have a clear understanding of which level of consumers they serve in advance, so as to make a sober evaluation of the market prospects and avoid too much deviation in the setting of "theme", which will lead to difficulties in future operations. Moreover, it is not appropriate to rush into the same type of "theme", but to study the market gap and make differentiated positioning. (2) Creating a Good Dining Atmosphere Psychology believes that people's understanding of external things begins with feelings, which are the basis of all other psychological activities. When consumers enter a restaurant, they first perceive everything around them with various sensory organs, seeing with their eyes, listening with their ears and smelling with their noses. After gaining a lot of perceptual knowledge, they rise to rational knowledge, evaluate what they perceive through thinking, and it is only an instant to experience whether they can get a good impression. The atmosphere should also conform to the theme of the restaurant. (3) Grasp the essence of catering-rice 1, and increase the eating and aesthetic experience of meals. Theme restaurant is essentially a restaurant, and the food has always been a very important aspect for customers. In the empirical study, the contribution rate of meal experience to the customer experience value of theme restaurants reached 9.7%. China is a big food country, and customers have higher requirements for the taste, nutrition and safety of meals. Of course, theme restaurants also attach great importance to customers' needs in this respect, and meet customers' needs in terms of food taste, food collocation and food safety, and meet customers' expected dining experience requirements. Restaurants can not only provide customers with visual, taste and other sensory experiences by using the color, aroma, shape and collocation of food, but also combine food experience with aesthetic experience. It can also provide customers with touching experiences from raw material preparation, cooking and processing, utensils combination to meal naming and serving order, so that customers can feel the cultural connotation of the experience theme, thus increasing their feelings and evaluation of beauty. 2. Do as the Romans do. Delicious dishes will be more popular if they are more suitable for local tastes. For example, the popularity of Southeast Asian cuisine in Shanghai is a sign. Vietnamese food is very distinctive, with French flavor. The improved sour and spicy taste and Kaga flavor are also suitable for young people in big cities. The "Thai Chinese Food" introduced by Shanghai Banana Leaf Restaurant after adjusting to local tastes is very popular.