As a catering industry personnel, Fan Wen should always maintain absolute marketing sensitivity. Open the catering market from all aspects, coordinate with relevant departments, and try our best to meet the needs of customers. The following help you sort out some sample articles of catering marketing planning scheme for your reference.

Model essay on catering marketing planning 1 catering marketing planning book 1

I. Hotel background

1, the hotel is a 4-star hotel with good location, good decoration and star service. If the food is guaranteed, you will like the benefits.

2. Every year from 10 to 12 is the peak season for customers and the peak season for tourism in this area. Hairy crabs are abundant at this time.

The number of tourists is less than half from Monday to Thursday, and it is full on Friday, Saturday and Sunday.

The age range of tourists is from 20 to 50 years old, and most of them are young people in Shanghai.

5. settled customers go to the boathouse for dinner instead of staying in the hotel.

6. The crabs eaten in the boat house are all bathing crabs, not authentic hairy crabs. The consumption price of houseboat is higher than that of authentic hairy crabs in the hotel.

7. The intermediary pulls the guests to the boathouse to get the commission, and some leaders who have settled in the team also get the commission.

8. The psychology of eating in the boathouse: I feel that hairy crabs are more authentic regular customers, like the feeling of farmhouse music, and have a good relationship with the boathouse owner.

9. In recent years, eating in the boathouse has become the habit of many guests.

10, the hotel price is about 300, and the price is not high in tourism consumption.

1 1. Most people who come to our hotel are mainly companies and groups, and usually stay for one night at the opening ceremony. These companies usually meet with companies or marketers through travel agencies.

Second, the hotel analysis

1, the hotel is a four-star hotel. The advantage is that it is unique. It must be inevitable to settle in this place. After all, the tourist areas chosen for traveling and going out for meetings should have high-quality service and sleeping environment to ensure that they have enough energy.

With the arrival of tourist season, the occupancy rate will increase automatically. After all, the service is in place, the environment is good, the venue is large and so on. This is the first choice for tour groups or something.

The hairy crabs sold in the hotel are authentic and affordable. You can't do it anywhere else.

4. The hotel lacks the tourist atmosphere of farmhouse music. After all, four-star hotels and farmhouses are two different things.

5, the hotel's farm food can not reach the atmosphere of farmhouse music. Eating habits have caused the loss of a group of guests.

6. Customers usually stay in hotels for one day. Guests who are used to traveling are looking for special food and don't tell them the dishes.

Third, the planning purpose

1, improve the room occupancy rate 1-4.

2. Increase the number of in-house guests who choose to dine in our hotel.

3. Increase the sales of hotel hairy crabs.

Fourth, marketing strategy.

1 dish

① 65,438+0,000% tourists come to eat hairy crabs, so this dish must have its own characteristics. You must be careful when tasting hairy crabs in Hangzhou, and provide them for your reference. This reference needs to taste hairy crabs with vinegar. As a four-star hotel, it must be red vinegar. This is speculation. My suggestion is to change it to rice vinegar (transparent). According to my personal feeling, the red vinegar of hairy crabs can not only flavor but also increase the aesthetic feeling. But the taste is not as good as rice vinegar. If you want guests to eat more hairy crabs, it is recommended to change rice vinegar. You can try it yourself and compare it before making a decision. If guests want to eat hairy crabs, they must taste better than others, and that is the taste.

No matter how other people's crabs are, if they are eaten too much, they will be authentic and delicious, and then they will be seasoned vinegar. It's the point. The point is not to say that others are bad, but to do your own thing well. This is the premise.

(3) Other dishes ensure the quality and taste at the same time. As long as the food is better than others', there are no fools among the guests. It must be done.

2. Guest room (key)

① In order to improve the occupancy rate from Monday to Thursday, "Celebrating National Day and Mid-Autumn Festival" was launched. From June 65438+1 October1to the end of February 65438+February, all guests staying from Monday to Thursday will be given high food and beverage vouchers. One card at a time. Work out the price, and make sure they feel cost-effective. In addition, give everyone a hairy crab coupon.

(2) Guests staying from Friday to Sunday will be given a hairy crab coupon and a room (standard room) from Monday to Thursday. The time limit is June 65438+1 October1to the end of February 65438+February. (Not available when there is no room, you need to make an appointment in advance by ticket)

(3) The room cost is 20 yuan, and the catering profit is more than 50%. Therefore, no matter how it is promoted, it is a steady profit. After all, the room is empty at this time. This for-profit promotion activity aims to spread word of mouth to people who live in it and form the habit of living in it from Monday to Thursday.

With the coupon of hairy crabs, you can enter the hotel to taste hairy crabs, so that the truly authentic taste and the delicious food cooked by a good chef can attract customers. Whether you are an expert or not, you can tell the truth from the false. But this must let the chef ensure the delicious food. Otherwise, the other way around.

(5) vouchers should be printed with good taste, collectible value, commemorative value and price advantage. No matter whether you have money or not, as long as it is a coupon, it will be put in your wallet.

3. In-store

Post large posters and banners in the store, and be sure to let the guests know the promotion information.

(2) the restaurant environment and dishes (especially dishes), edit and publish a booklet (key), put it in the hotel room, and put a book in each room.

Don't make this book a menu, so no one will read it. It is necessary to reflect the culture of the hotel and the environmental culture of the restaurant, and typeset with a fashionable eye. The content should be written without vegetables and classic stories (the story of vegetables). Just like a magazine, in fact, this magazine is to let everyone know what the restaurant in this hotel is like, how it is, what it has, a sense of culture, and something good to show off. The cost won't be high, but don't make recipes.

Step 4 publicize

(1) If the hotel has money, it can promote it in the city where the target tourists are located. The purpose of publicity is the promotion meeting held at this stage, but it should be aimed at the media, especially enterprises and travel agencies. The main price depends on your own situation. )

(2) Hold an activity, especially what happened in the eyes of Shanghainese, and find an activity organized in cooperation with the government or independently, such as the hairy crab tasting. The purpose is to let customers know how to distinguish bathing crabs from hairy crabs, distinguish genuine and non-genuine, look at the color and size, and taste the way. Shanghai media are invited to interview, taste and stay in hotels for free, including newspapers, magazines, TV and Internet. All provide computer online services. Let them send the manuscript in time. (save money and promote it. Including Sina, QQ, Sohu, etc. will reprint these articles. )

③ Cooperate with mobile. Anyone who enters this tourist area with a mobile phone will receive information about the hotel's activities, including telephone reservations, and the intersections of expressways must be covered. (It is also necessary to negotiate. Most bosses can watch mobile phones. )

Young people in Shanghai generally like surfing the Internet, so these activities are distributed in the forums of big websites. Just arrange people to distribute them. Some people in Witkey also released information. It will be posted on the forum anyway. Not only the activity information and promotion confidence, but also some cultures, especially the hairy crabs they care about. Must be integrated into their eating and drinking psychology. Young people can easily influence the decisions of some people in their company. )

Five, with special emphasis on:

(1) Promotions must be real promotions. Don't treat customers as fools. They know how to spend and how not to spend. Treat people sincerely and ensure that business is sidelined.

We should constantly study customer psychology, observe from every word and deed, every action and every stop of customer life, and find a breakthrough. Many people have common weaknesses, just as everyone likes delicious food. In-depth and meticulous analysis to find common ground.

Food and beverage marketing planning model essay 2 food and beverage marketing planning book 2

1, market positioning

Looking at the current catering market, the competition is very fierce, and all stores are trying their best to achieve their marketing goals through various means. Therefore, we urgently need to make a marketing plan immediately, fully implement the sales strategy and tactics, and create higher benefits for the hotel.

Geographically, this hotel does not occupy a considerable advantage. It is neither in the bustling downtown nor in the high-end business district, but it can still be used, that is, there are no decent hotels in the development zone, and the hotels are surrounded by major factories and enterprises. This shows that the hotel has great development potential, but it can not be separated from its core advantage, that is, its products must take a characteristic route. Now the hotel mainly deals in donkey meat and some Cantonese dishes. First of all, we should understand the market demand and the consumption habits and taste requirements of surrounding customers, and adjust the production route according to the first-hand information we have. Secondly, we should immediately set out to form a strong marketing team and cultivate a professional service team.

2. Market analysis

Throughout China's eight major cuisines, each has its own style and characteristics. According to the market demand and social development, they have now extended to 12 or even more cuisines to meet different people at different levels. First of all, we must clearly understand the local catering needs, and then verify the production route, not too miscellaneous, not too much, not more than three cuisines, medium and high-grade, special, local and medium and high-grade. Specialty cuisine attracts people from all walks of life, and the final local cuisine is to satisfy local residents, so we have to draw a conclusion that the proportion of cuisines in the market is 30% of high-end cuisine, 30% of specialty cuisine 10% and 60% of local cuisine. Don't stand still after accurate product positioning, constantly update products, innovate dishes, and eliminate the fittest. In order to better meet the needs of customers, we should make a big fuss about products.

3. Professionalism of service

In addition to hardware facilities, software is particularly important in a hotel. The so-called software refers to service and production. How can we build a professional and well-trained service team? First of all, we must pay attention to the recruitment process. In the service industry, appearance and image are important, but we should not ignore the internal quality and plasticity of employees. Secondly, we must work hard on training. Theoretically speaking, the actual operation is more important. Attach importance to the quality education and professional ethics training of employees. It is necessary to send key enterprises to study abroad, enhance professional knowledge and team spirit, cultivate all-staff marketing, formulate a reasonable employee reward mechanism, and promote the enthusiasm of employees. () In order to improve the interests of hotels, most of them are now engaged in the service industry. In view of the characteristics of post-90s job mobility and instability, we should pay attention to employees' spiritual encouragement and hobbies. Don't ask for more people, but be precise and thoroughly remove some barriers that hinder the core of the enterprise. Enterprises should develop, don't talk about feelings, don't talk about relatives, or it will be a disaster.

4. Establishment of marketing team

Absorb a group of intelligent talents from all walks of life and focus on training. From the importance of service industry to professional ethics, from gfd to professional knowledge, we should clearly understand their personal hobbies and special interests, and carry out development and training at different levels. The professionalism of marketers is very important. They are not required to do it, but they must say it. It is necessary to keep abreast of domestic and foreign news and nutrition and health science, so that customers feel that this team is very professional and knows a lot. In fact, marketing is not just selling goods, but more importantly, how to sell yourself to customers. Once customers accept people, goods will naturally be accepted. Keep a certain distance from customers, clearly understand each customer's consumption habits and psychology, do a good job in customer files, visit some important customers from time to time, understand customer opinions and organize meetings for effective rectification, formulate novel marketing plans, track services, maintain old customers and develop new customers.

5. Specific marketing strategies

1, using the media to promote the hotel (TV/newspaper/magazine/network) from the hotel environment, service and production.

2. Make a small gift with the hotel logo as a napkin box/Rubik's cube/tea box/umbrella.

3. Make "Moon Soup" and give it to pregnant women for free. Go to the obstetrics and gynecology departments of major hospitals in this city to find out. Pregnant women will make moon soup for us for three days in a row, and attach our set meal. On the one hand, it will enhance the hotel publicity, on the other hand, it will enhance the banquet table. For example, it is suggested that our hotel can consider a pregnant baby feast.

4. Introduce a free birthday package that I can eat for my birthday with my ID card.

5. Formulate corresponding preferential policies according to different festivals.

6. For other banquets, you can make beautiful photo albums for customers free of charge.

7. Make a recharge card and sell it to customers. If it is not capped, it will cost 10000 to send 2000, which is equivalent to 20% off the whole meal.

8. You can eat eight tables and get one table (the average of eight tables).

9. In order to improve the market attendance in the afternoon, cash coupons of 20 yuan _50 yuan can be distributed in crowded places in major downtown areas. With this coupon, you can use the corresponding amount of lunch, only at noon, and only one coupon can be used for each table.

10. If the accumulated meal expenses exceed the specified amount, you can get corresponding prizes, such as computers, digital cameras, electric cars and televisions; Microwave oven.

6. Summary

To sum up, we need a professional executive team to complete it. We should pay attention to the construction of corporate culture and the packaging of enterprises. From door-to-door advertisements to business cards and reservation cards, everything should be carefully designed with more characteristics and cultural colors in it. We should make every customer deeply understand our intentions. If we invest in our customers, they will naturally repay us. Finally, we should save resources and open up traffic. This is also a crucial task.