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Catering marketing methods

1 New service marketing-offering special services to old customers

At present, the catering industry has launched service marketing in a targeted manner, that is, a marketing method specifically aimed at old hotel customers. Bai Jianhua, the kitchen manager of Chenxin Waipoqiao Hotel, told the reporter that the hotel has specially prepared customer membership services for old customers. As long as customers show their valid ID cards and deposit a certain amount of money (21,111 yuan as the minimum starting point) in the hotel member office, they can get a member account and become a VIP member of the hotel. In the member area, the waiter is equipped with a server similar to a walkie-talkie. Dining guests can press the button on the table to "call" the waiter at any time if they have something to do and enjoy the "silent service". In addition, the hotel has also set up a special meal reservation phone for its members, and a special person is responsible for answering it. This phone is connected to the computer with the member's file. When the member's reservation phone rings, the computer screen will directly display the member's file content, such as name, gender, hobbies, favorite dishes, etc., which is convenient for the hotel to provide perfect service to customers.

2 restaurant image marketing-design and planning of restaurant image

hotels can make efforts in the design of store logo, the choice of restaurant theme, the decorative style of restaurant, furniture, layout, color lighting and so on, so as to make it play a promotional role. For example, it can create a banana villa with a small Vietnamese style in Shanghai with an old Shanghai atmosphere in the 1931 s; Dai-style bamboo restaurant; Romantic, elegant and artistic western-style steak house: a high-end Chinese restaurant with mahogany (or imitation mahogany) furniture, plush chairs and Qing palace costumes; Mongolian restaurant with yurts, small square tables and flower carpets as the theme image, which exudes rough and game flavor; On the blackboard in front of the restaurant, customers are served with handwritten menus to show ancient charm. There are three bright Italian restaurants with red, white and green national flags everywhere in the restaurant. Hand-held small red lanterns, greeters dressed in red flowers and green leaves, greet diners with clear Sichuan cavity, and young people wearing Chinese coats carry a large copper pot with a long spout, which is like a waterfall. Sichuan style restaurant of Chinese tea is a successful example of restaurant image marketing.

3 Media break marketing promotes restaurants

Catering marketers can use the media for marketing in two ways. The first kind directly invites media personnel to participate in hotel activities. At the time of activities, marketers should invite media representatives to participate. You can provide relevant information about restaurant activities in advance, or inform the media in the form of written notification or self-made news articles, so as to make use of the media to promote the hotel. Second, cooperate with the media. Hotels can jointly organize small columns such as "Beauty Diet", "Festive 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 hotels in society, improve the reputation of departments or restaurants, but also publicize their own business characteristics and various sales activities.

4. Make rational use of in-house sales promotion

Generally, personal sales promotion can be divided into two situations, namely, personal sales promotion and full sales promotion. The general catering industry can set up special salesmen to market catering products, and can also use the strength of all employees in the hotel to market the hotel. For special salespeople, 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. The whole marketing staff is divided into two levels. 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 diners at the restaurant door before each meal; Patrol during meals and solve all kinds of complaints and difficult problems on the spot; Sincerely thank the diners after the meal, and ask their opinions on the dishes, drinks and services; Service personnel, through their warm and polite attitude, skillful and superb service skills, and appropriate language art, make sound or silent sales promotion to diners.

5 using various forms of menus to sell to diners

When catering enterprises choose this method, they can pay attention to it from three aspects. First, the types of menus should be as colorful as possible. We can design fixed menu, circular menu, special menu, today's special, chef's special, weekly special, this month's new dishes, children's menu, middle-aged and elderly menu, couple's menu, weekend menu, food festival menu, etc. for publicity and marketing. Second, the format and size are flexible. Various menus can choose different textures according to the situation, design covers with different artistic conception and tastes, and the format and size can be changed flexibly, and can be made into paper pad type, desk card type, poster type, hanging type, tent type and so on. Third, consider color. The color of the menu is gorgeous, elegant, luxurious or exquisite.