# Planning # Introduction In recent years, with the rise of the take-away catering service industry, the competition among platforms has gradually become fierce. The following is a sorted marketing plan for food and beverage takeout, for reference only!

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1. scale of fast food restaurant:

the area of take-away fast food restaurant is about 111 square meters, with about 11 shop assistants (special delivery personnel can be assigned) and more than three chefs. Have broadband, support internet access, and have a professional skilled computer user.

second, take-away advertising slogan: stay at home and enjoy delicious food.

3. Publicity content:

1. Classic takeaway items: breakfast, lunch and dinner.

2. Special take-out items: supper special, party special, holiday special, birthday special

3. Honorable additional items: you can hire a special chef for the party and related food and utensils to help prepare for the party meal

4. Publicity methods:

1. Facing the crowd: students and faculty, employees of factories and enterprises near the college

The staff are set up as unit group, dormitory group and outdoor group. Among them, the unit group is sent to the office, the dormitory group is sent to the dormitory, and the outdoor group is sent to the individual.

② Posting posters: paste them on bulletin boards and walls where advertisements can be posted.

③ sample display: in the process of distributing leaflets to the company, display the contents of the printed picture version of the menu and leave a business card.

④ network platform: publish restaurant information on the intranet of the north university and the regional take-out network, and provide preferential policies in a timely manner. (This promotion means long-term use)

⑤ Questionnaire: The staff will distribute the questionnaire on campus and in the unit, and give two yuan vouchers to those who return the questionnaire.

⑥ apply for membership card: set up activity points on campus, apply for membership card while handing out leaflets, and file it on the computer.

5. publicity needs:

① funds: expenses for printing leaflets and questionnaires, hiring staff, using online platforms, making menus, printing business cards, making vouchers and making posters.

② venue: rent the school venue to set up the activity point.

③ personnel: assign five shop assistants and employ three staff members. There are five people in the leaflet distribution group, one person posting posters and questionnaires, and two people in the activity site.

④ items: prepare three tables, two chairs, one computer, three cars to be bought outside, umbrellas and seals of fast food restaurants.

VI. Preparations for publicity:

① Production of various text contents:

1) Leaflet contents:

a. Name of fast food restaurant; B, advertising language (large words); C. introduction to fast food restaurants;

d, featured menus and service items; E. preferential activities; F. Website;

g, member discount (21% discount); H, contact information

2) Questionnaire:

3) Poster:

4) Arrangement of dishes and menu: Print the picture information of special dishes, and make the menu separately:

5) Network information:

6) Membership card:

7) Voucher:

② Utilization and application of network platform.

management methods of fast food take-out

1. Selection of fast food varieties

One kind only deals in one kind of fast food varieties, either meals, noodles or pasta; The other is mainly engaged in a certain kind of fast food varieties, supplemented by some other two kinds of varieties. All the varieties add up to about 21 at most. If a fast food restaurant deals in meals or pasta, it also deals in several soup dishes and provides some free side dishes.

2. Positioning and location of fast food restaurants

Fast food has always been characterized by convenience, high quality and low price, and its main service target is the public, so the positioning of any Chinese fast food must be popular, middle and low. In addition to the popularity of Chinese fast food, its price is mostly set around 5 yuan. The location should be chosen in factories, office buildings, busy commercial areas, schools and other places where working-class people or students are concentrated, as well as places with large floating population such as stations, docks and traffic arteries, so as to ensure sufficient tourists.

3. Scale and decoration of fast food restaurant

The decoration of a fast food restaurant should adopt simple style and bright color to give customers a relaxed and pleasant feeling; The tables and chairs in the store can use the card-type tables and chairs of western fast food restaurants, which not only has a sense of the times, but also can make full use of the limited space in the store; The kitchen should also try to use kitchen utensils made of stainless steel and other materials to give customers a clean and hygienic impression.

4. Management of fast food restaurants

Choose the varieties and locations of fast food restaurants, do a good job in the decoration and installation of fast food restaurants, and then you can find a few chefs and cooks to do the kitchen, and a few waiters to do the front hall, so that they can do their jobs well every day. Finally, of course, the boss will collect the money himself. Some matters needing attention in business management. Chefs, waiters and waitresses must move skillfully and quickly to meet the needs of customers to eat when they come and leave after eating. All the staff of fast food restaurants should have a clear division of labor and cooperate with each other, so as to achieve the overall quick effect. The shops, tables and chairs, tableware, kitchen utensils, etc. of take-away fast food restaurants should be cleaned diligently, and the staff should pay attention to personal hygiene. In short, the image of fast food restaurants should be kept clean and comfortable at all times

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Nowadays, the catering industry is covered by many network platforms. At the same time, with the popularity of the mobile Internet, the trend of deplatform and decentralization has become increasingly clear. Many catering enterprises and new entrepreneurs are also brave enough to touch the Internet. If they want to rely on online to offline for catering, the most direct landing form is take-away business.

so, how can the take-away business flourish?

customer-centric

Lao Han always thinks that no matter whether it is sales or marketing, people who are not user-centric are hooligans. The lack of century-old enterprises in China is largely due to the lack of brand concept. For food and beverage take-out, merchants only pay attention to the results of take-out without realizing that it should be a process, from obtaining business information to ordering food consumption, waiting for delivery to the final consumption feedback, which can never be made up by sending a bottle of coke.

This is an opportunity for businesses and consumers to establish a relationship, but it has been ignored, and the concept of customer base has not been fundamentally valued and maintained, just for one-time take-out.

accurate regional positioning

most catering practitioners will have the idea that they hope to capture all consumers, but this is impossible. Consumer groups are different, and a large and comprehensive positioning will only take care of one thing and lose another, but it is difficult to form a word of mouth with increased costs. The accurate positioning of the region is first and foremost the positioning of potential customers (occupation is the first consideration), and then make your products, prices, packaging, etc. according to this positioning.

As a boss (premise), you must understand that it is not what you have to do, but what others need. This is the easiest way to succeed!

dig deep into the pain points of customers

the catering industry is just needed, but this does not mean that consumers have no pain points. How fast and how good the relationship is is the pain point of catering consumers. Some people say that this is not nonsense? It is easy to do more, faster, better and less. For take-away, besides relying on subsidies to guide consumption factors at this stage, it is your fast+relationship that determines success or failure. Under the subdivision, each consumer group pays different attention to the words "more, faster, better, province+relationship".

Therefore, don't just take those lists in a hurry. The key is to catch your customers' pain points and make systematic and targeted adjustments to make up for what is missing! In this way, you don't have to be in a hurry, and customers won't run away.

improving team quality

takeaway is different from traditional in-store consumption, and there is no real communication between merchants and users, and there is no service link. Once a problem occurs, it is difficult for both parties to control it, and the brand that has been formed hard is likely to be overturned once. This requires our employees to improve their personal qualities and ensure the perfection of products, especially in quality, hygiene and packaging. As the person in charge of the terminal in a sense, the delivery staff can directly contact with consumers, so it is very important to establish a good relationship with the short delivery time.

Many details are the key to team expression, and what you need to do is to be different in the details, so that consumers can feel interesting, moved, infatuated and surprised, and give them a reason to help you spread the publicity.

building brand culture

in fact, the domestic catering industry did not pay much attention to brand culture, and it can even be said that many industries did. Therefore, there are really not many enterprises in a hundred years. But what Lao Han wants to say is that the objective conditions are changing, and the industry is serving people. Nowadays, consumers' consumption psychology and habits are no longer satisfied with simply spending for just need. They need the foil and maintenance of culture and the value of brands. For catering people, it is necessary to package their own brands. Of course, the packaging here is not false or a big flicker, but to find a culture or a story that fits perfectly with their own brands.

Smart merchants should guide consumers to consume, and realize that perceptual consumption is no longer as simple as impulsive consumption, but has become a reasonable, just and needed consumption concept. And this sensibility is not limited to your products, but more often it is culture and the power of the brand!