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With the intensification of social competition in commodity economy, the marketing concept of tourism catering enterprises has gradually developed from the original self-centered product concept, production concept and sales promotion concept to the marketing concept based on the needs of guests, and even the "social marketing" theory focusing on the longer-term development of catering enterprises has emerged, that is, catering enterprises should not only focus on immediate economic interests, but also pay attention to their social benefits and establish catering enterprises themselves.
as an important part of tourism enterprises, tourism catering enterprises are naturally affected, and various marketing methods emerge one after another, and the marketing war is becoming more and more fierce.
The so-called catering marketing not only refers to simple catering promotion, advertising, publicity, public relations, etc., but also includes a series of planned, organized and extensive catering products and service activities launched by catering operators to satisfy guests and achieve catering business objectives.
it's not just a few piecemeal catering promotion activities, but also a complete process. Catering marketing is carried out in a constantly developing marketing environment. Therefore, in order to adapt to the changes in the marketing environment and seize the opportunity, marketers should make corresponding marketing plans.
First of all, we should determine the business direction of catering enterprises and conduct market research to determine the business direction; Then, market segmentation is carried out in depth, competitors and situation are analyzed, and marketing objectives are determined; Immediately study and decide products and services, sales channels, prices and marketing strategies;
and the specific implementation of the planned financial budget, and through a period of implementation, and then according to the information feedback, timely adjust the business direction and marketing strategy, and finally achieve the best combination of many factors such as people, price, performance, product, package, promotion, etc.
generally speaking, catering enterprises can consider the following aspects and adopt corresponding marketing methods, such as advertising marketing, publicity marketing, menu marketing, personnel marketing, restaurant image marketing, telephone marketing, public relations marketing and special marketing activities. The following article will further elaborate on the above aspects. Advertising marketing is a marketing tool to promote or publicize the catering public or potential guests in a specific catering market by purchasing the space or time of a certain propaganda medium. It is a common marketing tool in the catering industry. The limitation of the old saying "A good wine is not afraid of a deep alley" has been recognized by more and more people. Therefore, in catering marketing, advertising is an indispensable and important means.
Generally speaking, catering advertisements can be divided into the following categories:
TV advertisements
It is characterized by fast communication speed, wide coverage and colorful means of expression, which can be combined with audio, video, text, color and movement, and can be described as an advertising form with strong appeal. However, this method is expensive and time-consuming to make. At the same time, it is limited and influenced by factors such as time, broadcast channel and storage, and information can only be passively communicated in one direction. Generally, from 7: 31 to 11: 31 in the evening, it is considered to be the best time for advertising, but the cost is also quite high; Moreover, when the current merchants are busy competing for "prime time" and "prime time" for advertising wars, the audience has too high expectations for products because they passively accept visual advertising stimulation too frequently. Once they "follow the map" in real consumption, they suffer from some false advertisements, but they have distrust of those catering products that advertise heavily. Some people are bored and rebellious because of untimely or shoddy advertisements, which runs counter to the original intention of advertisements.
radio advertising is a catering advertising form suitable for local or surrounding consumer groups. Its characteristics are: low cost, high efficiency and strong popularity. Generally, we can stimulate the audience's participation by means of hotline on demand, inviting guests to talk and ordering songs, so as to enhance the advertising effect. However, there are also many defects in this way, such as: the means of communication are limited by technology; Do not have data and visibility; Single expression technique; And its passive acceptance and so on.
advertisements in newspapers and magazines
These advertisements are suitable for catering advertisements such as food festivals, special events, small package prices, etc., and some coupons can also be published, so that readers can cut them out and enjoy preferential catering services. This method has the advantages of information and low cost, but it has poor image, slow communication speed and small advertising scope.
For example, the promotional materials in the restaurant can print some exquisite catalogues of regular catering activities to introduce various catering and entertainment activities this week or this month; There are exquisite brochures on the types, grades, locations, telephone numbers, the number of meals in the restaurant, the service mode of the restaurant, the opening time and the introduction of various special dishes. Specially made some "mini menus" that guests can take away as souvenirs; A variety of illustrated, small and exquisite introductions such as "weekend champagne lunch" and "children's set meal" are placed next to the elevator of the restaurant, at the door of the restaurant, or at the front desk for guests to read.
telemarketing
refers to the two-way communication between catering marketers and guests by telephone. This sales promotion method only communicates through voice, so we need to pay special attention to using our own hearing, make a general understanding and judgment on the requirements, intentions, emotions and other aspects of the guests in a very short time, try our best to be accurate and focused when selling our catering products and services, and make accurate telephone records at the same time. The pronunciation and intonation of the conversation should be euphemistic, pleasant and polite. At the same time, don't forget the details such as the agreed interview and the time and place for further confirmation. Finally, thank the guests. This method has great limitations, and the general details are not easy to finalize.
Mail advertising is an advertising form that directly mails commercial letters, brochures, restaurant news articles, postcards, etc. from restaurants to consumers. It is more suitable for some special catering activities, the launch of new products, the opening of new restaurants, and attracting some large local companies, enterprises and institutions, resident hotel institutions and old customers. This method is more flexible, less competitive, gives people a cordial feeling, and is also convenient for measuring work performance; But the cost is high, and it is time-consuming and labor-intensive.
advertisements in other printed materials and publications
such as catering advertisements that can be published in telephone directories, travel guides, city maps, tickets for tourist attractions, etc. Outdoor advertisements are catering advertisements made through outdoor road signs, buildings, vehicles, light boxes, etc. Such as neon signs, light box advertisements, roof signs, wall advertisements, bulletin boards, etc., which are made in the central business district, on both sides of major traffic routes, in stations, docks, airports, squares and other areas where pedestrians gather more; Advertising signs on both sides of roads such as expressway; Advertisements on the inner and outer bodies of vehicles such as automobiles and trains; Advertisements set at the scene of catering facilities, etc. Even advertising shirts and lighters can be the carriers of advertisements. Its characteristics are: low cost and long advertising duration. This method is very suitable for image advertising of catering facilities, but it should be noted that the focus of its advertising should highlight the characteristics of catering products, the geographical location and image of the advertising carrier, and it should give people a novel and unique feeling.
other advertisements
such as contract advertisement, that is, an advertisement that uses catering products and services to pay off debts, is generally used when advertising expenses are scarce; Free advertisements provided by credit card companies for customers; A signboard at the entrance of a hotel or restaurant; The elevator in the store can also become an advertising wall on three sides; Tent-style desk cards of all kinds of information about food festivals, desserts, drinks, latest dishes and so on in the restaurant. Publicity and marketing this is in the form of paid or unpaid news reports, news, etc., generally through radio broadcasts, television, newspaper articles, word of mouth, signs or other media, to provide people with information about food products and services. Compared with advertising, it is easier to win the trust of consumers.
Marketing staff of catering industry should be good at grasping the opportunity, capturing some newsworthy activities held by catering industry, and providing information to the media. Media representatives should be invited to participate in all major banquets, press conferences, recreational activities and food festivals hosted by restaurants.
relevant information can be provided in advance, or in the form of written notification or self-made news articles.
generally, the relevant personnel of the department should be responsible for the writing of the manuscript, the shooting of news photos and other matters. You can also jointly hold small columns such as "Beauty Diet", "Holiday Food", "Colorful Life" and "Diet and Health" with TV stations, radio stations, newspapers, magazines and other media, which can not only expand the positive influence of the hotel in society, improve the reputation of the department or restaurant, but also publicize its own business characteristics and various sales activities. Personal sales promotion
Personal sales promotion can be divided into the following situations:
Personal sales promotion:
Generally, the catering industry can set up special sales personnel to carry out the marketing of catering products, but they are required to be proficient in catering business, understand the market situation and be familiar with the operation of various catering facilities and equipment in the hotel, and guests can get positive reservations and promises from them.
All-staff sales promotion:
That is to say, all hotel employees are actual or potential sales promotion personnel.
The first level is composed of full-time personnel such as marketing director, catering sales agent, sales manager and sales staff.
The second level is composed of part-time salespeople, such as catering director (or catering manager), banquet manager, restaurant manager, reservation clerk, usher and various service personnel. Managers can greet guests at the restaurant door before each meal; Patrol during meals and solve all kinds of complaints and difficult problems on the spot; After the meal, I sincerely thanked the guests and asked them for their views and opinions on the dishes, drinks and services. The service personnel promote the guests with sound or silence through their warm and polite attitude, skillful and superb service skills and appropriate language art;
The third level consists of chefs and other personnel. Menu marketing is the promotion of food and beverage to the guests who come to the restaurant for consumption through various forms of menus. Publicity and marketing can be carried out through various fixed menus, circulating menus, special menus, today's specials, chefs' specials, weekly specials, new dishes this month, children's menus, middle-aged and elderly menus, couples' menus, weekend menus, food festival menus and so on.
different textures can be selected for various menus according to the situation, and covers with different artistic conception and tastes can be designed. The format and size can be flexibly changed, and they can be made into paper pad type, desk card type, poster type, hanging type, tent type and so on. Colorful, elegant, luxurious or exquisite, can make guests fondle admiringly, and invisibly generate a desire to buy and put it into action. These menus actually serve as wordless advertisements. Restaurant image marketing
Design and plan the image of the restaurant, such as the design of store logo, the choice of restaurant theme, the decoration style of the restaurant, furniture, layout and color lighting, so as to make it play a promotional role. For example, it can create a Shanghai restaurant with an old Shanghai atmosphere in the 1931 s; Banana villa with Vietnamese style; Dai-style bamboo restaurant; Romantic, elegant and artistic western-style steak house; High-end Chinese restaurants with mahogany (or imitation mahogany) furniture, plush chairs and Qing palace costumes; Mongolian restaurant with yurts, small square tables and flowered carpets as the theme image, which exudes a rough and wild game atmosphere; On the blackboard at the entrance of the restaurant, the handwritten menu is used to attract customers, and the Italian restaurants with three bright national flags of red, white and green can be seen everywhere in the restaurant; Handheld small red lanterns, ushers in red flowers and green leaves, welcoming guests with a clear Sichuan accent, and young people wearing Chinese coats, holding a big copper pot with a long spout, like a waterfall, Sichuan-style restaurants that make tea every other person, all belong to successful examples of restaurant image marketing.
Globalization and localization of differentiated chain catering marketing
With China's accession to the WTO, "internationalization of international market and domestic market" has been objectively put forward. Enterprises and products are becoming more and more homogeneous. In this special market environment, how can the catering industry meet the different individual needs of consumers? The author believes that in the global competition of catering industry marketing, its essence is the localization of characteristics and the competition of local characteristics.
In recent years, the catering industry in Wuhan is full of vitality. A number of "new brands" have sprung up, and the "old brands" have gradually become "sunset in the West Mountain". A new round of catering competition has begun, which is a contest of comprehensive strength of talents such as brand, personality, dish innovation and service innovation. At present, the catering industry in Wuhan presents the following trends: popular and low consumption; Heavy pile, light dislocation: "disorderly super-life."
The formation of the strategic thinking of implementing differentiated chain operation in Little Blue Whale
Differentiated chain operation is actually the embodiment of "customer-centered operation", and the difference of consumers' demand for products is far greater than the identity of product supply. Many famous enterprise groups at home and abroad, such as Procter & Gamble, Haier, etc., have become stronger and bigger through differentiated personality management as a brand extension.
Little Blue Whale learns from Procter & Gamble, Haier, marriott and Jinjiang, and implements differentiated chain operation. First, it innovates the globalization and localization of service marketing; second, it calmly analyzes the fierce homogenization competition in the catering market; third, it combines the characteristics of Chinese food itself, and even more, it wants to solve the mystery that Chinese food is not long.
As Little Blue Whale is the first catering enterprise in Wuhan to introduce standardized chain stores, it opened its first chain store in 195. Its health characteristics, cultural atmosphere, management concept and development model have been recognized by the market and some investors. In just 8 years, it has developed 21 stores, including 6 stores in Wuhan alone.
there is no development without innovation, and there is no competitiveness without innovation. Of course, differentiated chain does not mean random chain. The connotation of differentiated chain of Little Blue Whale is "three changes and four unchanged", which changes what customers feel personally, including dishes, service processes and store layout. Cuisine will change with the "theme" of the hotel, instead of "one hundred restaurants and one dish", each has its own main characteristics; The design of service process will also change with the change of theme dishes, conveying a personality that is difficult to imitate; The change in environmental layout is only around the service characteristics of dishes, creating a good dining atmosphere for customers. "Four invariants" means that the concept of "eating health" remains unchanged; The standard of franchise chain remains unchanged; Management norms remain unchanged; The image recognition system remains unchanged.
The practice of differentiated chain operation of Little Blue Whale
In February, 2111, Little Blue Whale launched the brand of "Jingchu Renjia" on the basis of the original Jiyuqiao chain store. The official launch of "Jingchu Renjia" was the first exploration of Little Blue Whale's differentiated operation. Wuchang, as a tourist and cultural area, has many places of interest and cultural landscapes, but it is not a pure restaurant in hubei cuisine. Many foreigners go to Hubei for sightseeing, but they don't recommend Hubei restaurants to their guests. Many people don't know what a real hubei cuisine is and how to introduce hubei cuisine. Relying on the deep foundation of Chu culture, Little Blue Whale has launched a new brand of Jingchu Renjia, a tourist culture restaurant with the characteristics of Chu style and Chu rhyme. "Jingchu family" is unique