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Hotel catering marketing planning scheme

Hotel catering marketing planning scheme

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. I have compiled a planning scheme for hotel catering marketing for you. Let's have a look.

With the increasing competition in commodity economy and society, 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 appeared from the longer-term development of catering enterprises? With the increasing competition in commodity economy and society, the marketing concept of tourism catering enterprises has gradually developed from the original self-centered product concept, production concept and sales concept to the marketing concept based on the needs of guests, and even appeared from the longer-term development of catering enterprises? Social marketing? Theory, that is, catering enterprises should not only focus on immediate economic interests, but also pay attention to their social benefits and establish their own overall image and long-term interests. 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.

catering marketing is not only a few fragmentary 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 and so on.

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. ? Wine is not afraid of the deep alley? The limitations of this old saying have 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 are characterized by fast spread, wide coverage and rich 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; And when businesses are now happily competing for it? Golden file? 、? Prime time? When the advertising war is going on, however, because the audience passively accepts the visual advertising stimulus too frequently, they expect too much from the products. Follow the map? After that, he suffered from some false advertisements, but he felt distrust of those catering products that advertised greatly. 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 are suitable for food festivals, special events, small package prices and other catering advertisements, and some coupons can also be published for readers to cut out and enjoy preferential catering services with coupons. 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. Something special for guests to take away as a souvenir? Mini menu? ; All kinds of pictures and texts, small and exquisite? Champagne lunch at the weekend? 、? Children's package? Such as introduction, etc., put them next to the elevator in the restaurant, at the door of the restaurant, or at the front desk for guests to read.

telemarketing is 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, urban 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-borrowing advertisements, are advertisements that use catering products and services to pay off debts, which are 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. You can provide relevant information in advance, or you can do it 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. It can also be jointly organized with TV stations, radio stations, newspapers, magazines and other media? Beauty recipes? 、? Holiday food? 、? Colorful life? 、? Diet and health? Such small columns 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 the 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.

full-time sales promotion: that is, 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 consists of part-time salespeople, such as catering director (or catering manager), banquet manager, restaurant manager, reservation clerk, usher and various service personnel, etc. 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 is composed of chefs and other personnel.

menu marketing is to promote 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, greeters dressed in red flowers and green leaves, welcoming guests with clear Sichuan accent, and young people wearing Chinese coats, carrying a big copper pot with a long spout, like a waterfall, Sichuan-style restaurants that make tea are all examples of successful restaurant image marketing. ;