Three planning schemes for restaurant anniversary activities

Part I

We all know that every enterprise will plan an anniversary celebration after its first anniversary. Besides celebrating, the anniversary celebration is more to attract new customers, maintain the relationship between old customers and enhance the brand effect. Then, how can catering enterprises plan a practical cultural plan for catering enterprises in combination with anniversary activities? Make your anniversary celebration more distinctive, attract customers' attention, and use it as a marketing promotion? The following blog will provide you with an example of a restaurant's celebration planning scheme as a reference and discuss it together.

An example of a restaurant's celebration planning scheme:

Since February 8, 1992, XXX Fish Restaurant rose from Jinan catering market. Eleven years have witnessed that XXX Fish Restaurant has grown from a difficult start to a group company with more than 21 franchise chain stores, more than 1,111 employees, various formats and assets exceeding 111 million.

Now, the company is about to celebrate its 11th anniversary. Facing the fierce and changeable catering market, as a representative of the new Shandong cuisine, how can we plan the 11th anniversary celebration?

1. Foreword

During the exploration and development of food culture for thousands of years, the hard-working people in China have gradually formed various Guangdong, Shandong, Hunan and Sichuan cuisines and local snacks. Shandong cuisine is the largest cuisine in northern China, with a long history and wide influence. It is an important part of China's food culture. Traditional Shandong cuisine is famous at home and abroad for its salty, fresh, crisp, unique flavor and fine production. When Sichuan and Guangdong cuisines went northward on a large scale and northeast specialty cuisines swarmed into the customs, Shandong cuisine declined and its edge was restrained. At this time, XXX Fish Restaurant stands out in the market fight and becomes one of the representatives of the new Shandong cuisine.

The development trend of today's catering industry can be summarized as: rapid development, expanding scale and prosperous market. However, prosperity at the same time means intensified competition. Every day, some restaurants fall down, and more restaurants stand up. However, there are always a few restaurants that gain a foothold in the big waves and continue to grow and develop. In recent years, Weishan Lake Fish Restaurant, as a representative of the new Shandong cuisine, has been standing at the forefront of the catering industry, and "XXX Fish Banquet" has become a famous signboard.

Second, market/enterprise analysis

There is also fierce competition in Jinan's catering market. There are many hotels and restaurants, and foreign cuisines such as Tan Fish Head, Hot Pot City, Ginger Duck and Roasted Hungry Duck are all distributed in Jinan, competing for limited catering resources in Jinan and impacting diners' taste and vision.

To be successful, a hotel must meet the following basic conditions: 1. Have its own characteristics; 2. Overall (quality) management; 3. Sufficient market operating funds; Fourth, innovation, continuous innovation. These conditions are indispensable, otherwise it will be like a flash in the pan. This is also the reason why many hotels and restaurants have opened their doors and quickly disappeared.

In the past five or six years, the company has made great efforts in the catering industry through its own reproduction, management output and brand output, and at the same time, it has continuously accumulated abundant management, technology and capital. As the representative of southwest Shandong, "XXX Fish Banquet" can not only see the delicacy and delicacy of traditional Shandong cuisine, but also have the luxury and nobility of Confucian cuisine, and feel the freshness and grace of Weishan Lake.

Third, marketing planning

The purpose of catering service is to satisfy customers, and only when customers are satisfied can hotels make profits; To do a good job of quality service, it is inseparable from the efforts of employees within the enterprise; The success of internal staff marketing is based on comprehensive (quality) management, effective incentive mechanism and good corporate culture atmosphere.

It coincides with the 11th anniversary celebration and the arrival of Christmas. We take this opportunity to combine customer satisfaction marketing, internal staff marketing and cultural marketing as the focus of this celebration. Take five stores in Jinan as an example:

1. The purpose of this store celebration is to increase the brand influence of the company and enhance its popularity and reputation; Enhance the company image and increase the competitiveness of enterprises; Strengthen the corporate loyalty and centripetal force of company employees; Improve the service awareness and work enthusiasm of all staff; Show the company's cultural background and further enhance the corporate culture of the group company; Improve the company's sales and increase profits; Lay a good foundation for better development in 2114.

2. Time of this celebration: February 3-22, 2113, * * * for 11 days. Christmas planning can be done together with the celebration to eliminate the date gap. )

3. Location: five stores in Jinan

4. Participants: all employees of the company, customers who come to eat, etc.

5. Marketing theme: customer satisfaction, employee satisfaction, management improvement, cultural innovation

6. Specific scheme planning

During the celebration, all employees will serve with a smile and be meticulous and patient, so that customers can come on impulse and return with satisfaction, and improve their perceived consumption value.

The plan is as follows:

Each store will hold a mobilization meeting before February 2; From 13 to 22, a "service contest" was held among waiters, and a special page was set up in the lobby, and the "service star of the day" was awarded every day, and material prizes were given;

(2) Special price.

① Introduce a special dish every day, without repeating the sample every day.

(2) Give some dishes along with the dishes ordered by customers. If the consumption reaches RMB 111, give 2 cold dishes; Full 211 yuan plus 4 dishes of cold dishes;

③ Discount, which is a magic weapon to rapidly increase sales, is recommended to appropriately discount to stimulate consumption.

(3) Gifts and lucky draw. There are plans to distribute the company's anniversary souvenirs and small gifts to enhance the sense of closeness with guests and expand the publicity. The company's unified printing of some anniversary souvenirs requires small, practical, beautiful and generous, such as signature pens, balloons, lighters, hats, etc., which are distributed according to the table.

lucky draw scheme: theme-"whole fish banquet, winning the first prize, visiting Weishan Lake"

All customers who spend more than RMB 151 each time during the celebration from March 3 to 22 can participate. Each store has two first prizes for "One-day Tour of Weishan Lake", which is organized by the company in a unified way, and the winning customers' accommodation and accommodation are completely free; 11 second prizes, 1 red envelopes for the celebration of the store, and 111 yuan in cash; 111 third prize, 1 red envelopes for the celebration of the store, and 5 yuan in cash.

II. Internal marketing scheme

Internal marketing is a management strategy, the core of which is to develop employees' customer awareness, and to market internal employees before pushing products and services to the external market. This requires two-way communication between employees, employees and enterprises, * * * to enjoy information, and to use effective incentives.

1. Strengthen warmth management within all employees, and require each employee to treat other employees as their own customers and serve them like customers. And in the future work, the internal staff marketing will be fixed.

2. essay contest.

Internal staff essay: "My choice-XXX Fish House"

Requirements:

(1) The subject matter is what happened in Weishan Lake Fish House, which can be work experience, feelings, opinions, messages, etc.

(2) The genre is not limited. Prose, essays, narratives, argumentative essays and poems are all acceptable.

(3) The deadline is February 21th.

I hope all employees will contribute actively. This essay activity will award 1 first prizes and 211 yuan as a bonus; 2 second prizes, with a bonus of 111 yuan; Five third prizes, 51 yuan. And focus on the exhibition.

3. Cost saving competition.

Through a series of activities, re-educate internal employees and improve their enthusiasm.

Third, product marketing plan

1. While promoting traditional catering, we will promote couples' packages, business packages, family packages and filial piety packages. For example, the couple package can offer packages of 18 yuan, 28 yuan, 38 yuan and 48 yuan.

2. Green family dinner. With the improvement of living standards, people's diet is not only to solve the problem of food and clothing, but also to eat "green" and "healthy". The introduction of green family banquet will undoubtedly be favored by consumers. In the use of raw materials, promote fresh green food; Cooking methods are combined with modern people's consumption fashion to make dishes flavor and nutritious; In the menu of family banquet, we should pay attention to the nutritional collocation of dishes and balance the diet to meet people's health requirements. It is strongly recommended that the kitchen department launch.

3. Autumn and winter are good times for nourishing, so it is recommended to introduce high-grade nutritious and nourishing dishes.

IV. Cultural marketing plan

1. Take the opportunity of celebrating the centenary of the store to publicize the company's corporate culture to consumers and enhance the company's influence among target consumers.

The plan is as follows: During the celebration from 13 to 22, a large-scale publicity board will be set up, which will post the company's spiritual slogan, pictures of Weishan Lake scenery, the production process of fish feast, pictures of branches, messages from company employees, etc., so that customers can take "eating" as a kind of enjoyment and forget to return.

2. The atmosphere of the store, including lighting, acoustics, posters, POP, etc.

V. Advertising Marketing Scheme

In the modern society with advanced information, the media is undoubtedly the media that attracts the public's attention. According to the characteristics of different media with different media audiences, hotels should make their own market positioning and target customers positioning reasonably, and choose media to place advertisements reasonably, and should not unilaterally pursue coverage, resulting in the waste of advertisements.

As for the company's store celebration, the general choice of media is about RMB 1,511 for Qilu Evening News and about 611 yuan for Jinan Times. TV can advertise for 5 seconds and 15 seconds, and secondly, it can be publicized on the Internet (with preferential fees).

combine hard advertising with soft advertising, and apply both hard and soft advertising to achieve better results. The specific release can be: two days before the anniversary, once on 13 and once on 18. Use media integration to achieve small input and large output.

Part II

"Enjoy a 28% discount and then a 28% discount for spending with a membership card"

1. Activity time: 1: 11 on October 8, 2111-24: 11 on October 7, 2111;

2. During the validity period of the activity, member customers can hold their membership cards in the branches of Sunny Day Business, and enjoy discounts on consumption

3. Scope of use: all hotels, restaurants and kitchens under Sunny Day;

Scheme 2: Theme (giving gifts and cash today) Guest 51 yuan can buy a "111 yuan 6 th anniversary dining voucher"

1, and the activity time is from 1: 11 on October 1, 2111 to 24: 11 on October 7, 2111; Use time from October 8, 2111

2. Sales area: all hotels, restaurants and kitchens under Sunny Day;

3. Scope of use: sunny restaurant and kitchen (special note: hotels cannot be used);

4. Rules of use: each table is limited to one, which is equivalent to cash use. (except banquets);

5. With this voucher, guests can spend money in branch restaurants and kitchens, and other foods, seafood, cigarettes and drinks can be used except banquets, and holidays are not restricted;

6. Tickets sold are invoiced to the guests, and if they are overdue, they will not be invoiced for consumption;

7. This coupon will not be cashed without change;

8. Discount method: use the coupon first and then discount (this coupon is used in full);

9. This "111 yuan anniversary dining voucher" cannot be used on the day of purchase;

11. Provide the invoice at the time of sale, and no invoice will be provided at the time of consumption;

Scheme 3: Theme (buy 179 and get 179 for membership card)

1. Activity time: 1: 11 on October 1, 2111-24: 11 on October 31, 2111;

2. Guests who purchase membership cards with cash of RMB 179 will be presented with RMB 179 gift packages (RMB 179 room vouchers) with face values of: 1 in 51 yuan, 2 in 31 yuan, 3 in 21 yuan and 1 in 9 yuan;

3. Sales area: restaurants and chefs will get a gift package of RMB 179 when they buy a card for RMB 179, and no more 81 yuan vouchers will be given; At the front desk of the hotel, if you buy a card for 179 yuan, you will get a gift package for 179 yuan, and you can get a 28% discount on the house. You will no longer enjoy the first stay in 99 yuan.

4. Validity of the gift certificate: February 2, 2111-February 21, 2111

5. Scope of use:

51 yuan store (Xiaogan store, Luoyu store, Ezhou store, Jingzhou store)

31 yuan store (store).

Scheme 4: Theme (1999 yuan 16 tables of free group annual banquet waiting for you)

1. Activity time: 1: 11 on October 1, 2111-24: 11 on October 31, 2111;

2. Lottery time: October 8th and October 8th as two lottery time;

3. Don't participate in the lucky draw with incomplete customer information

1. Time: 21xx February 5

2. Invited guests and dining arrangements

(1) Leaders of four teams in the city (8 people+drivers)

(2) Guest units in the same industry, the units to be invited are as follows: