Promotion means: from point to area, break down one by one

Target groups: schools, Internet cafes, shops in business districts, office buildings and surrounding residents

Business orientation: characteristic management, sticking to the masses

Promotion strategy:

1. Although this article has nothing to do with promotion, it is very important for the promotion effect. Everyone in the catering industry knows that even if the promotion is good, the food in the restaurant will not be suitable and unique, and there will not be many repeat customers, let alone cultivating potential customers. Therefore, accurate positioning is the premise. The catering industry itself is one of the most competitive industries. Only by grasping the principle of dislocation competition, seeking business characteristics, identifying the clients, and designing food varieties and arranging dining environment according to the consumption habits, tastes and preferences of the clients can we establish business characteristics. In addition, the market positioning should be dynamic, and it should be adjusted in time according to market changes, constantly introducing new styles, new varieties, new services and new features.

3. If there is a school near your store, it is a good consumer group, and the big pot rice in the school will never be as delicious as the food in the fast food restaurant outside, which is the knowledge of the students. I don't know whether it's primary or secondary school or university, so I'll say it separately. If it is a primary or secondary school, you can set up a small dining table for students, reasonably match the meals, make a leaflet and send it to the students and parents at the school gate (the meals should be nutritionally matched, and it is best to have instructions next to each set meal, so as to reassure parents and make students happy). If it is a university or technical secondary school, besides distributing leaflets, students from several schools can be recruited as waiters (there are still many work-study programs in universities now), which will not only make fast food restaurants have youthful vitality, attract peers to eat, but also bring students around them through these clerks. Providing take-away service for school students allows students who work part-time and study part-time to deliver take-away, and promotes the take-away of fast food restaurants at school. Your store will give them a commission according to the promoted take-away quantity. You can also provide free food ordering service for school teachers, which can be done by students. As long as you have motivation, you will create ability. Believe in the ability of these students, and they will bring you unexpected gains. Also, it is best to add sausages, mala Tang, barbecue and other snacks that students like. Although they are small, the profits are still quite large.

4. For consumers in Internet cafes, because they spend most of their time online, they are very stingy with their meal time. It is difficult for them to eat at the normal meal time, and most of them think of eating when they are hungry. Therefore, in addition to distributing leaflets, fast food restaurants should adopt flexible ways to attract customers from Internet cafes. First, extend the business hours of fast food restaurants; The second is to provide free food delivery service; Third, fast food restaurants should have a website to provide online ordering service (it is best to match the photos of the signature dishes of fast food online). The above three items are aimed at customers who surf the Internet. This alone is not enough, but also depends on the promotion power of the administrators of Internet cafes. On the one hand, it is necessary to have a good relationship with the owners of Internet cafes, and on the other hand, it is necessary to reach a mutually beneficial alliance with Internet cafes. If take-away food is provided for the Internet cafe administrator free of charge, customers who eat through the recommendation of the Internet cafe administrator can get a discount (of course, some discount cards of fast food restaurants should be sent to the Internet cafe administrator first), and the Internet cafe administrator can get cash back or take a friend to eat for free. You can also distribute free mouse pads, disposable paper cups and other items printed with the website of fast food restaurants and ordering telephone numbers to Internet cafes, so that customers who surf the Internet can easily find the address and ordering telephone numbers of fast food restaurants and think of your fast food restaurants when they are hungry. Based on mutual benefit, fast food restaurants can advertise for Internet cafes for free in their stores, and Internet cafes can of course advertise for fast food restaurants in Internet cafes for free, killing two birds with one stone, and everyone is happy.

5. Your store is in the business district, and there should be many shops in it. Everyone is busy doing business, and time is money, so home delivery should be the main way. In terms of promotion, leaflets must be distributed, and more efforts should be made in the change of dishes and preferential activities. In the initial stage of promotion, we may take the activity of buy one get one free, so as to attract customers' attention, let them truly experience the delicious food and excellent service of fast food restaurants, and then cultivate them into regular customers. You can also try to provide fresh vegetables delivery service for shop owners and shop assistants according to the demand, that is, for customers who want to cook in their own shops, fast food restaurants deliver washed and cut vegetables to their doors (adding labor costs to the original vegetable price), and customers can directly cook after they get the vegetables, which is convenient and saves time, and fast food restaurants can also make profits from them and win customers' sources.

6. Although the office building is far away from fast food restaurants, it can also make a big fuss about promotion. Leaflets can be made into simple small cards, which are easy to carry and place. It is best to print practical common telephone numbers or bus lines, train schedules and other practical contents on the back of the cards. It can also cater to white-collar workers and choose some interesting contents such as fashion topics, classic jokes and beauty recipes, so as to keep the cards in customers' hands for a long time and achieve the greatest publicity effect. Because the office building is far away from the fast food restaurant, it is obviously unrealistic for white-collar workers to know the dining environment and the variety of dishes in the fast food restaurant at the first time. In addition, most office buildings are computerized, which depends on the website of the fast food restaurant. In addition to photos of various dishes, dining environment, hygiene license and other photos of fast food restaurants, the website should also upload videos of live cooking in fast food restaurants, so that white-collar workers can have a clean and comfortable impression of fast food restaurants in the fastest time, and also let them order without worrying about the quality of food. In the food delivery service, according to the characteristics of white-collar workers who like new things, the food delivery clerk can be dressed as a clown or cartoon character, and the name and phone number of the fast food restaurant must be printed on the clothes. Different food delivery services will make customers remember your store more deeply, and this is an active fast food restaurant advertisement in itself.

in addition to the above promotion methods for specific consumer groups, I also think of some promotion methods for ordinary customers.

1. At present, almost every household uses a water dispenser. If there is a bottled water delivery nearby, you can put an advertisement of a fast food restaurant on the surface of the bottled water bucket (just stick an advertisement with a sticker on the bucket), which is low in cost and effective, much wider than the publicity range of leaflets, and can also cultivate a large number of potential customers.

2. We should make full use of holidays to deepen customers' feelings for fast food restaurants, such as sending customers a rose on Valentine's Day and a pair of couplets on Spring Festival. Gifts are light, and people are affectionate. Although they are all small gifts, they are a big affection for customers. Old customers will become more determined customers, and new customers will leave a good impression on fast food restaurants and become repeat customers in the near future.

3. The smell of wine is not afraid of the depth of the alley. As long as the fast food restaurant has its own characteristics, consumers' recognition and effective promotion, and "everyone has my own skills", it will be prosperous.