Planning Book for Opening a Restaurant (I)

I. Preface

During the exploration and development of food culture for thousands of years, the hard-working people in China have gradually formed Guangdong, Shandong, Hunan and Sichuan cuisines with different styles and foods with local characteristics. Beijing roast duck, a famous food in Beijing, is famous at home and abroad for its bright color, tender meat, mellow taste and fat but not greasy. Duck King Roast Duck is a new type of roast duck developed by modern roast duck chefs adhering to the traditional roast duck technology. The surface color of the roast duck is golden and shiny, the outside is crisp and fragrant, and the inside is tender. It has a special delicious taste and is the best among roast ducks.

The development trend of Xuanhua catering industry today can be summarized as follows: rapid development, expanding scale and prosperous market. However, prosperity at the same time means intensified competition. There are always restaurants that fall down and new ones stand up, but there are always a few that stand firm in the big waves and continue to grow and develop. As the representative of Beijing new roast duck in Xuanhua catering industry, "Duck King Roast Duck" should become a famous signboard.

Second, market/enterprise analysis

There is also fierce competition in Xuanhua catering market. All kinds of hotels and restaurants compete for Xuanhua's limited catering resources, which impacts diners' taste and vision.

To be successful, a hotel must meet the following conditions: (1) having its own characteristics; (2), comprehensive (quality) management; (3) Sufficient market operating funds; (4), innovation, innovation. These conditions are indispensable, otherwise, it is a flash in the pan. This is also the reason why many hotels and restaurants have opened their doors and quickly disappeared.

Oriental Duck King Restaurant is a new restaurant based on the original Oriental Food Court. After years of publicity and operation, Oriental Bath and Oriental Food Court have gained a certain popularity in Zhang and Xuan areas, especially in Xuanhua. If we can use the popularity of "Oriental" in Xuanhua to promote Oriental Duck King Restaurant, improve the quality of dishes (experts' comments are slightly poor) and strengthen personnel training and management, we will surely become a rising star in Xuanhua's catering industry.

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.

Duck King Restaurant has been in business for two months, and now it is holding a preferential activity of "Rewarding Consumers' Care". Taking this opportunity, we should combine customer satisfaction marketing, internal staff marketing and cultural marketing as the focus of this activity.

1. The purpose of this activity: to increase the influence of the brand "Oriental Duck King Restaurant" and enhance its popularity and reputation; Enhance the "Oriental" image and enhance competitiveness; Strengthen employees' corporate loyalty and centripetal force; Improve employees' service awareness and work enthusiasm; Further enhance the "Oriental" corporate culture; Increase sales and profits; Lay a good foundation for the next better development.

2. Activity time: July 1-15, * * * for 15 days.

3. Number of participants: all employees in the East, customers dining, etc.

4. Customer satisfaction, employee satisfaction, management improvement, and cultural innovation

4. Specific plan planning

(1) SP plan

1. "Smile service"

During the activity, all employees will smile and serve, and be meticulous and patient, so that customers can come back satisfied on impulse and improve their perceived consumption value. The specific implementation is as follows:

A mobilization meeting will be held before July 5th, and a "service contest" will be held among waiters from June 6th to May 5th. A special page will be set up in the lobby, and the "service star of the day" will be awarded daily, and material rewards will be given.

2. Special price

(1) A special dish is launched every day, and the sample is not repeated every day.

(2) Give some dishes along with the customer's order, such as two side dishes if you spend RMB 111; Above 211 yuan, add 2 cold dishes; Above 511 yuan, add 4 cold dishes, etc.

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

ii) internal marketing scheme

internal marketing is a management strategy, the core of which is to develop employees' customer awareness, and then to market the 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's essay: "my choice-the east" (written by all employees, one for bathing and one for catering. The purpose is to cultivate employees' love for the "Oriental" and let everyone work together to create "New Oriental"! )

Requirements: (1) The theme revolves around what happened in Oriental Duck King Restaurant and Oriental Bath, which can be work experience, feelings, messages, etc. (2) The genre is not limited. Prose, essays, narratives, argumentative essays and poems are all acceptable. (3) The deadline is July 3rd.

encourage all employees to contribute actively. In this essay activity, 1 first prizes were awarded, and the prize was 211 yuan; 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 provide their enthusiasm.

(3) product marketing plan

1. While promoting special catering, we will promote couples' packages, business packages, family packages and filial piety packages. For example, the couple package can be launched in 38 yuan, 48 yuan, 58 yuan, etc.

2. Green family banquet: With the improvement of living standards, people's diet is not only to solve the problem of adequate food and clothing, but 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 be launched! ! !

(4) Cultural marketing plan

Promote the "Oriental" corporate culture to consumers and enhance the influence of oriental enterprises in the target consumer groups.

Make environmental pictures of Duck King Restaurant, the production flow chart of roast duck and the spiritual slogan of the hotel (Oriental Duck King Restaurant reminds you: pay attention to eating health) on the bus body, so that customers can take "eating" as a kind of enjoyment and forget to return.

v. advertising marketing scheme

in the modern society with developed information, the media is undoubtedly the media that attracts the public's attention. According to the characteristics of different media with different media audiences, the market positioning and target customer positioning can be carried out reasonably, and the media can be selected reasonably to place advertisements, and the coverage rate cannot be pursued unilaterally, resulting in the waste of advertisements.

the combination of hard advertising and soft advertising, both soft and hard, has achieved better results. Use media integration to achieve small input and large output.

VI. Effect analysis

1. Make publicity and build momentum to make consumers have a strong sense of memory, cause good word-of-mouth publicity, and improve visibility and reputation.

2. The store is full of human feelings and thoughtful service, which can enhance the loyalty of the target consumers to the enterprise.

3. Through service competition, essay competition and cost-saving competition, employees' sense of belonging and centripetal force can be greatly enhanced, and their work enthusiasm can be improved.

4. Increase the turnover through promotion.

the "service star of the day" was awarded and given material rewards.

2. Special price

(1) A special dish is launched every day, and the sample is not repeated every day.

(2) Give some dishes along with the customer's order, such as two side dishes if you spend RMB 111; Above 211 yuan, add 2 cold dishes; Above 511 yuan, add 4 cold dishes, etc.

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

catering store opening plan (2)

there is not much shortcut to open up the market, and suffering is the most fundamental way out. Why do you say this? Because accurate positioning, reasonable housing prices and good cooperation reputation are all available, information output (publicity and promotion) is the most critical. Hotel sales in advertising can not be like making daily necessities, putting a lot of media advertisements, even if there is one, it is only in the early stage of opening, so personnel promotion is the most important means. Therefore, regular return visits are the most important.

1. Sales Department:

1. Tourist sources of travel agencies

(1) Take the price as a lever, pursue profit maximization in the peak season, and pursue high rental rate in the off-season to attract teams from various clubs.

(2) Stabilize the major clubs on the island, go out and visit travel agencies in Guangdong, Shanghai and Beijing, and cooperate with travel agencies in major domestic tourist destinations, and strive to be designated hotels. Mainly travel agencies on the island. Their customers are the basic customers for the hotel's survival. In the development of the tourist market of travel agencies, the price is mainly used as a lever to receive the bosses of various agencies and ensure the holiday rooms. There is basically no problem with the obstacles, and the price is the easiest for competitors to do. How to ensure a higher room opening rate at the same price or a slightly higher price, it is necessary to carry out public relations with the staff of the planning and adjustment department.

(3) actively seek cooperation between travel agencies in Hong Kong and Macao and group tourists from travel agencies in other regions.

(4) launch the "team room with annual price" (one price per year).

(5) In order to expand catering consumption, the team requires breakfast and dinner.

(6) Strengthen the promotion of Japanese delegations, Korean delegations and conferences.

2. Promotion of conference visitors

(1) Promotion time: 1 to April in the first half of the year

11 to February in the second half of the year

(2) Promotion targets: (a) government departments; (b) local business companies; (c) off-island business companies

(3) docking conferences with local business units and establishing off-island hotel alliances.

(4) Establish a complete agency system and organize the conference visitors inside and outside the province. Plan some business economics, academic seminars, training courses and meetings of public institutions.

3. Individual customers

The development of individual customers is the most important customer market pursued by our hotel rooms. To increase the total number of rooms in a limited number, the change of the proportion of individual groups is the fundamental way. In developing the individual market, the focus is Haikou market, followed by other counties and cities on the island. From the perspective of combat readiness, the final focus moves to places outside the island, such as Guangdong, Shanghai and Beijing.

1. Join the chain service network of the industry, strengthen contact with enterprises and institutions, stabilize existing customers, and vigorously develop new customers. Customers in the local market should visit each other one by one.

2. For individual customers, rooms and catering are bundled for sale, and customers can enjoy different degrees of discounts on catering and entertainment at the same time in hotel housing.

3. according to the needs of different guests, design a variety of packages (including rooms and meals).

4. Vigorously develop long-term customers; Formulate a reasonable room commission reward system for internal employees.

5. Expand the number of drivers soliciting customers and promote taxi drivers. Establish and improve the intermediary price difference regulations and the method of raising the price difference of booking.

6. Open up online booking, strengthen online promotion, and expand booking in online booking center.

2. Food and beverage department

(1) Increase varieties and specialties, reduce prices and improve quality.

(2) hold a "food festival" and a training class for Chinese and western food.

(3) According to festivals, the corresponding reunion banquet, longevity banquet, wedding banquet, etc.

(4) Carry out sales activities with prizes, such as birthday banquets, wedding banquets, giving away rooms, or giving away small gifts and flowers for free, and sending songs in newspapers, TV stations and radio stations.

(5) increase the designated meals of travel agencies, give discounts to tour guides, and increase the consumption of group self-ordered meals and flavored meals. Every day, the front desk provides the catering with a list of the tour guide's name and room number, so that the sales department can contact the catering department. )

Third, establish an internal consumption chain

A, complete the internal consumption chain through internal and external promotion chain

1, external promotion and promotion

(1) All-round cooperation between the news media inside and outside the island, in addition to normal advertising and column cooperation, at the same time seize the opportunity to plan and speculate on some temporary news reports and propaganda to improve the visibility and reputation of the hotel.

(2) publicity on transportation:

For example, introduction and agency booking service on the plane, publicity and agency booking service for luxury buses in Haikou and Sanya.

(3) personnel promotion, trade fair promotion, letter promotion, publicity through travel agencies, e-mail, other media, etc. Through the above methods and other promotional publicity networks, attract guests.

2. Internal publicity network

In order to promote every consumption when guests enter the store, they must introduce every service to them, so it is necessary to establish an internal publicity network-from the moment they enter the lobby of the hotel, they can learn about the basic facilities of the hotel (making light boxes and pictures of the overall facilities), and when they enter the elevator, they can further see illustrated advertisements. When they arrive in the guest room, except for some key items, There is also an illustrated service guide, which includes not only the introduction pictures of various facilities, charging methods, TV programs and recipes (including pictures), but also the background information of the hotel, the pictures of celebrities' visits and the contents of corporate culture. There is also a hotel location map. Introduction of various traffic facilities and tourist attractions, corresponding local customs, etc. When you turn on the TV, you should insert the hotel introduction feature film on the hour.

3. Promotion of internal consumption chain

Introduce the methods of attracting guests from internal business departments to the guests through internal cross-publicity network, and make housing discount cards to complete the composition of internal consumption chain.

fourth, improve the return rate

through promotion, it is the key to bring in guests, retain guests and improve the return rate. Only by retaining guests and satisfying them can we improve the return rate (of course, under the premise of accurate price positioning) and increase the stock. Only by accumulation can we increase the stock and ensure a relatively stable and high room opening rate. In addition to hardware, there are also software (including services, quality of catering products and high-standard services of other business departments) to retain guests, and some gifts can also be used.